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Providing solutions not selling products or services

In his book, 'Marketing as Strategy', Nirmalya Kumar talks about why companies must move from selling products to providing solutions to customers. He writes, ' Transforming the organisation into a solutions provider is tricky. Few Executive truly comprehend the enormity of the challenge, let alone what 'solution provider' really means. but some companies are well on their way.

PVR entertainment in India is now walking this tricky path.

After a decade of the multiplex in India, the Rs 101-crore PVR is donning a new hat. The big daddy of multiplexes, which started getting people back to the theatres 10 years ago and went public in January 2006, is set to sport the all-new 'Bringing Smiles' tagline replacing 'Movies First', complete with a logo rejig. In order to bring smiles, the company would now strive to cover most facets of entertainment, not just movies. "We're getting into food courts, video parlours, bowling centres, fitness and youth zone and linking it all up with the multiplex for a holistic entertainment brand," says Mr Dutta.

The company's food court business started in end April 2007, with a 13,000 square feet food court in Sahara Mall, Gurgaon. Alongside, a management rejig has already taken place and here's how it looks - Ashish Shukla is head of exhibition, Amitav Vardhan is head of retail entertainment, Ashish Saxena is the head of content, Gautam Dutta is head of cinemedia, and Pramod Arora is president and CEO of all the divisions. Ajay Bijli remains the chairman & managing director of the company and all divisions report to him, while Sanjiv Kumar Bijli is the company's joint managing director.

Last year, PVR had 14 million visitors, and the firm is eyeing 20 million in 2007. Also, with Saatchi & Saatchi as its new advertising agency, it'll be interesting to see how PVR's new hat fits. The plan really is to seamlessly integrate the movie hall with a food court, video parlour, bowling centers, fitness and youth zones — the complete gamut of entertainment. Today, the company is striving to go beyond exhibition and distribution by making inroads into retail, and even production.

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