Tuesday, August 26, 2008

Make sure you price it right

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Adlabs needs to look at customised pricing for its multiplexes

“We have aggressive new business plans in the services division as well as some promising film releases during the next few quarters,” said CMD Manmohan Shetty while announcing Adlabs’ third quarter results. Unfortunately, due to unexplicable reasons, Manmohan with his daughter & company Director Pooja Shetty are calling it quits. Surely, Adlabs would miss its founder chairman, under whom it has traversed a commendable distance since 1978.

The company is taking its time to decide on the management change. When contacted, the company spokesperson revealed, “No decision has been made yet. At the moment, each division is fairly independent being led by a business head, supported by the company’s CFO.” Surely an issue that would rankle the company till they find a new leader to take over. Nevertheless, as they say, the show has to go on & Adlabs is certainly bracing itself for breakneck expansion now.

For the quarter ended September 30, 2007, Adlabs’ consolidated revenues had a hike of 131% to Rs.1.6 billion, though net profits increased only marginally by 0.4% to Rs.210 million as the company seems to be spending heavily on expansions. The cinema division grew the fastest among the rest by 41% to register revenues of Rs.410 million. ADAG now has 104 screens in India catering to around 20 million movie goers each year. The Adlabs spokesperson said, “At the moment, our focus is on expanding our cinemas chain to be present in all territories that contribute maximum revenues to the box office.” By March 2008 the company expects to have 76 properties with 200 screens & 74,000 seats.

In its all important cinema business unit, Adlabs needs to seriously look at the competitor PVR’s no frills Talkies model, which was launched to cater to remote areas in India. As Adlabs expands its reach in cinemas, it can ill afford to ignore the benefits of a more customised pricing model.


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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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