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Prize winner
Subject category: Marketing
Published by:
Ivey Publishing (2019)
Version:
2019-03-22
Revision date:
18-Apr-2019
Length:
12 pages
Data source:
Field research

Abstract

Cinépolis SA de CV (Cinépolis), an innovative private Mexican firm-and one of the largest movie theatre companies in the world-had developed an over-the-top (OTT) streaming product, KLIC, and launched it in Mexico. But by late 2017, the Mexican OTT market had become competitive and crowded, with Netflix, Claro Video, Blim, Amazon Prime Video, iTunes, and others in the space. KLIC initially faced challenges with finding a proper niche and had not yet achieved profitability. Cinépolis wanted to make the product successful and hoped that interesting synergies between its movie theatre business and the new streaming unit could be found.

Topics

Brand extension; Strategy; Niche market; Streaming video; Marketing; International
Location:
Size:
Large
Other setting(s):
2017

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Awards, prizes & competitions

2019 - EFMD Case Writing Competition - category winner

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