Marjanishvili State Drama Theater decided that they want to understand their current and potential customers – their lifestyles and the role that theater has in cultural life of population, theater-related behavior, attitudes towards the Marjanishvili Theater and the price sensitivity.

TBSC developed the analytical design for the sector analysis that covered four different activities required to meet the objectives.

• The telephone survey among 600 Tbilisi residents as a result of which we characterized the general population, understood their theater related behavior, identified the information sources and price sensitivity
• Two focus groups among frequent theater visitors through which we obtained more descriptive information. We determined the image that the Marjanishvili Theater has among frequent visitors of theaters and compared it with other large Georgian theaters
• In-theater survey as a result of which we characterized the Marjanishvili Theater customers, understood their behavior, specific likes and dislikes and attitude towards the price
• Study among foreign population living in Tbilisi after which we identified the factors that would motivate foreigners to visit the theater.

The Marjanishvili Theater management is now using the results and recommendations of the sector analysis study to redefine the Theater marketing strategy. The new marketing strategy is planned to be launched in the beginning of 2012.