Online Cinema Market Entry Strategy: Development of Budget and KPI System

Abstract In the rapidly developing and highly competitive market of digital technologies, particularly the online cinema market, precise financial planning and the determination of key performance indicators (KPIs) are critically important for companies. This master's thesis is dedicated to developing a market entry strategy for the online cinema Unico Play in Kazakhstan, including the development of a marketing budget and a KPI system. The first chapter of the thesis discusses the theoretical foundations of forming a marketing budget and a KPI system. It describes the main budgeting methods, including the available funds method, the fixed percentage of sales method, the competitor-based method, and the goals and objectives-based method. Special attention is given to the role of control and metric classification in managing marketing activities. The chapter also analyzes key aspects of effective marketing budgeting and methods for integrating marketing tasks with the company's overall business objectives. The second chapter analyzes the structure of the online cinema market both globally and in Kazakhstan. It examines global trends and market development dynamics, including the growth of video content consumption through mobile devices and the impact of the COVID-19 pandemic on the industry. A detailed analysis of the Kazakhstani online cinema market is conducted, including the competitive environment, media consumption, and audience preferences. Special attention is given to the experience of the partner START in developing a marketing budget and metrics system, allowing the adaptation of successful practices for Unico Play. The third chapter is devoted to the practical application of theoretical approaches to developing a marketing budget and selecting key performance indicators for Unico Play. A detailed budget structure is presented, and the strategy for resource allocation across various marketing channels is justified. In particular, emphasis is placed on the use of digital advertising, PR activities, outdoor advertising, and collaboration with influencers. An activity plan and media plan aimed at increasing brand awareness and attracting new users are developed. Additionally, a set of marketing metrics for monitoring and evaluating the effectiveness of advertising activities is proposed. The conclusion summarizes the research findings and formulates recommendations for applying the developed metrics to effectively control and adapt the Unico Play promotion strategy. The main conclusion of the work is that proper budgeting and the use of a KPI system not only improve the company's financial results but also allow adaptation to rapidly changing market conditions, providing a sustainable competitive advantage. Keywords: marketing budget, key performance indicators (KPIs), online cinemas, market entry strategy, media plan, Unico Play, Kazakhstan.