Published on February 14, 2014
Pyramid Saimira Entertains a Dicey Strategic Option* LIZA DSOUZA
Facts Indian entertainment industry grows at an annual rate of 18%- much more than the national economy Measured to be 437 billion presently and grow to 1 trillion in 2010 Due to Technological advancement Positive measures taken by the government Entry of large corporate houses Various segment : radio, television, films, out of home advertisement, live entertainment
Introduction Pyramid Saimira is an Indian multinational entertainment company, operating in 6 countries One of the World’s fastest growing entertainment group. Its diversified businesses included Exhibition (Theatre) Film and Television Content Production Distribution, Hospitality, Food & Beverage Animation and Gaming, Cine Advertising, etc. which has significantly altered the profile of Tamil Nadu cinema, the Tamil film music scene and entertainment industry in India at large. 29 multiplexes, 371 screens to 2000 screens by 2012
Corporatization Traditional organizations dealing with various aspects of film making become formal organizations under a legal process It involves Advancement in technology: information and communication Professionalization Organized in a systematic manner
Objective of Pyramid Saimira To have a chain of theaters for exhibition of films that have been encrypted in digital form The theaters are linked through satellite based communication technology The one stroke release and exhibition of films reduces piracy Low cost as rolls and reels are not involved Value added services Shopping mall Exhibition space Education and training venues
Vertical integration approach It follows a vertical integration approach in its business model Advantages Reduce Cost –lease 15yrs Improve Efficiency- digital libraries By decreasing transportation expenses and turnaround time 2 types of vertical integration are Backward Integration Forward Integration
In vertical integration The company manages and represents artist Produces shows Sells tickets The own theaters and distribution of films. They own digital theater so the cut the middle man and are able to achieve economies of scale 1. Centralized supply chain 2. Standardized delivery process-low operation cost – high investment 3. Additional revenue streams 4. Partnership
Porters Five Force Analysis Bargaining Power of Buyers Consumers can switch channels Increased globalization Variety of alternative sources of entertainment HIGH
Bargaining power of Suppliers Many film studios High number of content providers Many professional suppliers LOW
Threat of New Entrants High sunk cost High capital requirement Complicated distribution network Mature market LOW
Threat of Substitutes Significant Events like world cup Cultural event Print media Internet HIGH
Industrial Rivalry Highly fragmented market Highly perishable products Highly diversified rivals HIGH
STRATERGIC GROUP ANALYSIS Helps identify who the direct competitors are and on what basis to compete on Raises the question of how likely or possible it is for another organization to move from one strategic group to another The goals of strategic group analysis vary depending on several strategic group characteristics, including the size of the market, the diversity of products offered, the geographical proximity of the competing companies, and where the products are sold.
High Zee Sun PVR Inox Market capitaliza tion Saregama India Den Networks NDTV Pyramid saimira Prime Focus Mukta arts Low Narrow Demographic reach Broad
Subjective factors Piracy in India The middle man/ distributors cut short profits The theater infrastructure can be further expanded Creating content libraries, family entertainment centers
Pyramid Saimira, an Indian multinational entertainment company, operating in 6 countries was one of the World’s fastest growing entertainment group.
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