Introduction
Modern successful businesses involve the pragmatic management of many aspects of their functioning and the application of innovative approaches. With the advent of new food alternatives, cinema popcorn has lost its leading position, and demand for it has decreased. The essay will explore alternatives to address this problem. Given many criteria and marketing strategies, the alternative to introducing a green trend in the production and preparation of popcorn is the most effective to increase the demand for it.
Problem Identification and Definition
The declining demand for popcorn in some US theaters was chosen as a problem for a possible solution using various sources, as well as some methods of quantitative analysis. Noteworthy, popcorn sales significantly affect the entire cinema business. According to Leiss et al. (2018), “most ticket revenues went back to the studio, leaving theaters to rely on popcorn sales for profit” (p. 53).
Problem Causes
The problem with the rise in the price of popcorn, and hence the decline in demand, has some causes. First, popcorn is no longer as easy to produce as a significant number of global supplies of fertilizer needed for popcorn have been cut off (Scott-Goodman, 2022). It was due to trade restrictions related to the Russian invasion of Ukraine (Scott-Goodman, 2022). Second, popcorn lost its status as a representative of the world of cinema as the leading food due to the emergence of numerous alternatives such as chips and pizza (Leiss et al., 2018). Consequently, the problem requires qualitative alternatives and approaches to increase the demand for popcorn.
Literature Review Summary
The choice of literature for the essay was based on the availability of a detailed study of the benefits of specific solutions and alternatives in the context of cinema and the increased demand for popcorn. The first significant resource used in the paper is the book Social Communication in Advertising by Leiss et al. (2018). It describes essential marketing nuances that will be useful for defining the features of alternatives.
The second source of literature is the Ebook: Economics by Begg and Vermasca (2019), in which the authors identify critical economic aspects of the interaction between the benefits of selling popcorn and the success of cinema. Both books are important sources of information for the study, contain debates about the advantages and disadvantages of specific solutions, and are well structured.
Determination of the Set of Alternative Solutions
Cinemas have resorted to numerous approaches as an alternative solution to increase the demand for popcorn while maintaining its prices. First, they offered a variety of flavoring additives to popcorn in addition to the standard sweet, salty, and cheese. Second, cinemas partnered with film companies and sold specific merchandise, such as action figures of the leading film characters and others. These alternatives were only intended to make popcorn itself more attractive.
However, it is essential to emphasize that the sale of popcorn and its price directly depend on the cinema, movies, and other factors. As Begg and Vermasca (2019) state, “It is not popcorn sales that cause cinema attendance, it is cinema attendance that causes popcorn sales” (p. 496). Consequently, the set of alternative solutions can be determined as a holistic approach integrating modern trends and technologies, thoroughly studied using marketing, promotive, and lowering prices instruments.
Determination of Criteria to be Utilized to Evaluate Alternatives
Based on the abovementioned conclusion regarding the mutual impact of the sale of popcorn and cinema attendance on each other, it will be essential to highlight the criteria to evaluate alternatives. The first criterion is that there is a benefit for as many participants as possible, such as moviegoers, cinema, suppliers, and others (Scott-Goodman, 2022). The second criterion is the potential of the alternative to reduce, rather than increase, the price of popcorn. The third criterion will be the compliance of the chosen alternatives with modern trends in consumption and entertainment, such as the reduction of environmental damage, the qualitative marketing aspect, and others. These criteria will help identify a suitable alternative to the problem and increase the demand for cinema popcorn.
Evaluation of Alternatives
The first suggested alternative to the popcorn sales strategy and the reduction of demand is to adapt the taste and visual characteristics of popcorn and packaging to current environmental trends. Many people identify themselves with specific categories and have particular views on food, such as vegetarians. The advantage of this alternative is compliance with modern trends and improving the cinema’s reputation in which such popcorn will be sold (Scott-Goodman, 2022).
A second alternative would be to popularize popcorn by eliminating other types of food in the cinema, such as chips and snacks. However, a negative consequence of this alternative may be the declining popularity of the cinema due to the lack of diversity in the proposal for moviegoers. Therefore, the second option does not meet the mutual benefit criterion.
The Choice of Alternative
Based on the criteria described and the choice of alternatives, one alternative to solve the problem would be to apply an approach that adapts the sale of popcorn to current trends, particularly environmental concerns. This choice is based on the primary criterion of the alternative, which is the overall benefit of the decision. It will increase the demand for popcorn through approaches such as eco-friendly boxes and recycled materials, reducing the fat level in producing some popcorn flavors and others (Scott-Goodman, 2022). It is important to note that this choice will exclude the elimination of other types of food, preserving the cinema’s competitive offer. In addition, this method will not involve high costs for the cinema.
Implementation Description
When introducing an eco-friendly alternative, it is essential to consider two process phases. First, it will be necessary to establish cooperation with all suppliers that can affect the cultivation and preparation of popcorn. It is important to explain to them the objectives and expected results of the alternative being introduced. This factor will help to establish quality communication between the cinema and its suppliers.
Second, it will be necessary to hire marketers to create a strategy to move the cinema’s products, particularly popcorn boxes, to an environmental base and not to lose the attractiveness of appearance. With successful implementation, one will achieve their sustainability goal and preserve the cinema atmosphere through design and other marketing tools.
Evaluation Process Description
Tools of quantitative analysis, such as time-series analysis and cluster analysis, are essential to consider as valuable tools to help evaluate the implementation of the chosen alternative. With time-series, it will be possible to determine the effect of the alternative at certain stages of time (Chiulli, 2018). It will help to identify trends in society and patterns of moviegoers’ behavior.
The second method for assessing the utility of the chosen alternative is cluster analysis. It is based on data research by forming groups of subjects with specific characteristics (Chiulli, 2018). As a result, one can evaluate the alternative based on specific characteristics such as different popcorn flavors or different box sizes, junior, medium, or big.
Conclusion
In conclusion, it is important to emphasize that the chosen strategy for implementing the designated alternative is consistent and considers the interests of both suppliers and moviegoers and the cinema itself. The chosen alternative, based on sustainability, has many advantages, such as improving the cinema’s reputation. However, the most crucial factor is the ability to increase the demand for popcorn and the revenues of all parties.
References
Begg, D., & Vermasca, G. (2019). Ebook: Economics, 12e. McGraw Hill.
Chiulli, R. (2018). Quantitative analysis: An introduction. Routledge.
Leiss, W., Klime, S., Jhally, S., Botterill, J., & Asquith, K. (2018). Social communication in advertising: consumption in the mediated marketplace. Routledge.
Scott-Goodman, B. (2022). The game night cookbook: Snacks, noshes, and drinks for good times. The Countryman Press.