CHEAH CHUN WAI

CHIEF OPERATIONS OFFICER MBO CINEMAS

How is the company coping in the current economic climate without compromising its brand presence?

The key word is differentiation. This is via special concept halls for different target segments:

* MBO BIG Screen – totally immersive cinematic experience featuring DOLBY ATMOS and the first RGB BARCO laser projector in Malaysia.

* MBO Kecil – first kid-friendly concept hall equipped with brighter light, playground inside the hall with a slide, kids allowed to talk softly and nappy room nearby.

* MBO MX4D – first motion chair with senses (wind, water, smoke, smell, light) in the country.

* MBO Premier – recliners with the exclusive premier lounge and butler service.

There is also attractive loyalty programme with 1.9 million members (first cinema chain to start a loyalty programme), movie themed combos which are the crowd pullers and strategic partnership and promotion campaigns with brands with the common target segments.

Should brands be packaged differently, not only demographically but emotionally?

MBO’s tagline, “Bringing Excitement Near You” is the perfect example of how we focus on making our customers excited to catch their favourite movies at the nearest MBO cinemas. We offer a variety of special concept halls with friendly customer service.

what is the most significant aspect of creating powerful, effective branding?

MBO’s mission is “To be Malaysia’s most loved entertainment company by providing edgy, fun and innovative experiences, combined with friendly neighbourhood customer service”. We will continue striving to achieve the brand mission in order to create higher brand affinity.

In an increasingly transparent world, how can brands strengthen their brand equity?

Through various ways such as: Word of Mouth – ensure good customer experience even before stepping into the hall.

Digital media – strong engagement of the various digital/social media.

Brand differentiation – special concept halls targeting various customer segments.

Partnership – Leveraging with brands/ CSR programmes with the common target customers.

what makes a brand memorable given the short attention span and all sort of content screaming at customers?

Set a brand that is unique, different, and special apart from the crowd. It consistently should have good experience for customers by building relationships and be consistent with brand positioning and experiment.