Post on 20-Jan-2015
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PROMOTIONS OPPORTUNITY ANALYSIS
COLORSSUBMITTED BY- Madhuri Garg
Deepika ThakurRashpal Kaur
ShankyPratima
STEP-1 Competitors
• Star Plus
• Zee TV
• Sony Entertainment Television
• Sahara one
• NDTV Image
• Doordarshan
• All other regional entertainment channels
Target Markets• Daily soaps : Housewives
• Mythology serials : Elderly people
• Reality shows : Everybody
• Reality Stunt shows : Youth
Opportunities
• Brand loyalty in Indians.
• A lot of untapped market
• New generation with different tastes in watching TV shows.
Product Positioning• Positioned as a General Entertainment
Channel with a difference.
• Something different not the regular “Saasbahu drama”.
• The tagline of “Colors” is Jazbaat ke Rang”.
• They targeted very critical issues of the Indian Society.
• Most of the dailysoaps are in regional languages, so easy to relate for the people living in villages.
Step 2
• Microsites for individual programs.
• Dabbawala thing was an instant hit some more innovative advertisements can be introduced.
• Involvement campaigns than mass media advertising .
• Mobile strategy video on mobile platforms.
STEP 3-Budgeting
Studies at Harvard Says About Marketing Budget-
• It should be 3% of the revenue
• Can fluctuate according to PLC• Product/Brand launches: Add 2–5%
• Mid-late product lifecycles: Subtract 1–5%
• New or powerful competitor challenging competitive position-Add 2–5%
• Changing Brand position or grow market share-Add 1–3%
Contd…
• Colors when launched had advertising budget of 50 crores which was quite cost effective keeping in view the market share it gained within a year of its launch and revenue it generates per year around 6000mn per annum with add revenues growing by 46% Q to Q
0
5
10
15
20
25 23.2 22.320.6
10.2 9.3
5.4
Weekly Viewership Share%
Weekly Viewership Share%
Factors Worth Consideration
• Communication Plan (obviously)
• Online Marketing Expenditure- opt specific ones-
recommended microsites –as it was big hit with VIACOM 18’s Roadies Battleground
• Competition from rivals
• PLC stage- Growth Stage
More on PR and High Involvement Promotions
Relatively less On Mass Media Advertising
STEP-4 Future Strategies
• Can Tap rural markets• 50 million rural households are TV viewers• 70% of DTH revenue was recorded from rural households
• Can launch the channels in countries with large number of Indian Population
• As already launched in UK and US as ‘Apka Colors’
• Gossip/chit chat shows can be launched to target young audience
• Career oriented shows for youngsters• As On The Job on MTV that brought added 15-16%
viewership
TACTICS
• Advertise in the small towns through Hoardings, painting the walls of the residents.
• Collaborate with the local shopkeepers & put the posters of its upcoming shows in the shops.
• Organize interactive games with the local people in relation to its shows.
Contd…
• Launch road shows across the country for its upcoming reality shows etc.
• Organize street plays in relation to its serials.
• It should increase its popularity in other countries also like Canada, other parts of U.K.
• It should keep using the Mumbai Dabbawalasfor its promotions.
THANK YOU