Specific Attack

Specific Attack Strategy

Since Blitzmegaplex was established in 2006, the Indonesian media kept comparing with 21 Cineplex. Blitzmegaplex aware that the competitor had strong resources and it wouldn’t be easy to win the competition. As a young company and a market entry challenger, Blitzmegaplex must go beyond the broad strategies and develop more specific strategies. Any aspect of the marketing program can be served as the basis for attack, and these are several of Blitzmegaplex’s specific attack strategies :

1. Product proliferation

The challenger can attack the leader by launching a larger product variety. Blitzmegaplex offers more choices of auditorium than the competitor, 21 Cineplex. Apart from Regular Class, there are Satin Class, Velvet Class, Dining Cinema, and 3D Cinema. Satin Class is a product that’s slightly above the Regular Class. Satin Class’ rows of seat is located at the podium with more convenient form of chairs, small tables, and a wider leg space. Velvet Class offers comfort in a special auditorium with sofa beds. Moviegoers are going to be spoiled with comfortable beds and equipped with soft pillows and warm blankets. Blitzmegaplex also provides slippers that can be used if you want to go to the toilet. And if you need any help, viewers can call the waiter simply by pressing the button that located on every bed. Dining Cinema combines pleasure and enjoyment of watching movies with various special dishes. In an effort to folow the development of an audio video technology, Blitzmegaplex indulged the audience with the screening of films that supported by 3D RealD Technology.

2. Improved products and services

Blitzmegaplex also completes variety of supporting facilities called business units. Such as Blitzshopped, which is a place that sell movies merchandise. Blitzgamesphere, which provides a place to play games with various consoles like PS3, XBOX, and Wii. Blitzcafe, that provides choices of beverages and snacks....