Date post: | 01-Nov-2014 |
Category: |
Business |
Upload: | vijay-tank |
View: | 806 times |
Download: | 0 times |
Daily Soaps
Cricketainment
Mythological Serials
Reality Show
Talent Shows
Comedy Shows
• Launched July 21, 2008.
• No. 1 position in the Hindi General Entertainment Channels segment.
• Currently planning to launch in the UK.
Characteristics of GEC as a Service
Intangibility
Perishability
Inseparability
Heterogeneity
Ownership
Simultaneity
Quality Measurement
&
Nature of Demand
7Ps of Service Marketing Mix
Product
Airtime
Programs Advertising
Service provided to the Advertisers
Service provided to the Viewers
7Ps of Service Marketing Mix
Price
TV Channels
Pay Channels
Subscription Fees
Advertising
Free to Air Channels
Advertising
Market Demand based Pricing
Subscription Fees
• Rs.20/month/home
• Interested viewers for Colors channel can not be determined
Non – Chargeable
Viewers(10 lacs)
Chargeable Viewers(10 lacs)
20 Lacs Customer base of Incablenet
TV Channels
Pay Channels
Subscription Fees
Advertising
Free to Air Channels
Advertising
Higher Ad rates
Viewership
7Ps of Service Marketing Mix
Promotion
TV Channel Promotions
Content Promotions(For Viewers)
Viewership Building
(attracting new
viewers)
Loyalty Building (engaging existing viewers)
Trade Marketing(For Advertisers)
Creating high Brand Imagery
Content Promotions
(For Viewers)
Viewership Building(attracting new
viewers)
Loyalty Building (engaging existing
viewers)
Tools for Promotion
• Outdoor Hoardings• Print Media• Radio• TV• Spiral Marketing• Internet ads• Press Releases• Events
Viewers of reality shows. [A]
Viewers of Colors [B]
Viewers of reality shows on Colors. [AпB]
They [A] can move to [AпB]
TV Channel Promotions
Content Promotions(For Viewers)
Viewership Building
(attracting new
viewers)
Loyalty Building (engaging existing viewers)
Trade Marketing(For Advertisers)
Creating high Brand Imagery
Content Promotions
(For Viewers)
Viewership Building(attracting new
viewers)
Loyalty Building (engaging existing
viewers)
Viewers of reality shows. [A]
Viewers of Colors [B]
Viewers of reality shows on Colors. [AпB]
They [B] can move to [AпB]
Tools for Promotion
• Promote via same channel
• Channel website
• Mailing list
TV Channel Promotions
Content Promotions(For Viewers)
Viewership Building
(attracting new
viewers)
Loyalty Building (engaging existing viewers)
Trade Marketing(For Advertisers)
Creating high Brand Imagery
Trade Marketing(For Advertisers)
Creating high Brand Imagery
TOOLS FOR PROMOTION
• Sponsorships
• E - mailers
• Advertising (Advertiser specific)
• Tele Marketing
• Personal Selling
• Sales Promotion (by way of special offers)
Advertisers on Colors Channel
7Ps of Service Marketing Mix
Place
• Capability & willingness of a potential user.
• Capability of a user’s TV Set
Physical Location
• Viewer’s affinity & impression towards the channel.
• Sending the right message to the viewers.
Physical Appearance
• Cable operator or DTH
• 450 channels in India
• Only 98 – 102 channel bandwidth available with Cable Operators
Intermediary Services
7Ps of Service Marketing Mix
People
Attracting, Training & Retaining
• Attracting– Print & Online Ads– Recruitment Agencies– Head Hunters
• Probation Period– On Job Training– Performance Evaluation
• Retaining– High pay packages– Benefits– Job Enhancement
Personnel Involvement
• High Contact during point of delivery
• Low Contact during Production Process
Viewer Involvement
• Opinion Polls
• Surveys
• Interviews
Fellow Consumers’ Behaviour & Choices
• Single TV Set for the whole Family.
• One member decides what others watch
7Ps of Service Marketing Mix
Process
Divergence
TV Production
Producer 1
Show 1
Show 2
Producer 2
Show3
Producer 3
Show 4
Complexity
More
More
Larger
Shows
Producers
Production Team
Watch TV anywhere you want
Service Location
User Interaction & Participation
Transparency & Trustworthiness
User Interaction
TV Channels & the Telecom Operators split the revenue generated when viewers vote during Reality
& Talent Shows
User Participation
Costs
Technology Based Process
Technology Based Process contd…
• Greater efficiency– Elimination of
Human errors
• Convenient for the User to avail the service.
• Technological problems leads to reduced quality of the service delivery.
• High dependency on Intermediary services.
Customer Actions
Line of interaction
Line of visibility
Onstage contact Employee actions
Line of internal interaction
Backstage contact Employee actions
Support Processes
Viewer tunes in to the channel
Viewer watches the show on the channel
Production Unit produces the programs
Editing Team edits the program shot
Broadcasting Team airs the program
Advertiser signs the deal
Ads are displayed on the channel
Traffic places the ad on the spots bought
Creative team edits ads
B2C Process (Programming) B2B Process (Advertising)
Service Blueprint
7Ps of Service Marketing Mix
Physical Evidence
Physical Environment
B2C Process (Programming)
• User created environment– Home controlled by
Home owner– Hotel controlled by
Hotel owner– Office controlled by
business owners
B2B Process (Ad Sales)
• TV channel’s office– Advertisers & partners come
to discuss various business deals.
• Formal & state of the art
Communication
B2C Process (Programming)
• Channel logo at the corner of the TV screen
B2B Process (Ad Sales)
• Sales Team communicates to the Advertisers in form of proposals & Deal Agreements.– Name & Logo of the company– Purpose of communication– Name & Designation of the
Sender
PriceB2C Process (Programming)
Pay Channel
Cable or DTH Operator
Viewers
B2B Process (Ad Sales)
Channel
Advertisers
Fixed Price Negotiable Price
Subscription Fee Carriage Money
Subscription Fee
Secondage
Service Personnel
B2C Process (Programming)
• Technology based process eradicates the need of service personnel.
B2B Process (Ad Sales)
• Direct interaction b/w advertisers & sales team is very high
• A Service personnel must have– Good Communication skills– Negotiation Skills– Thorough Product knowledge– Up to date with market trends– Up to date with competition
Brand / Corporate Image
Content is King Brand is GodB2C Process(Programming) B2B Process (Ad Sales)
Quality Dimensions
Credibility
Security
Access
Communication
Understanding the Customer
Reliability
Competence
Geography
DemographyMarket
Segmentation
Hindi Speaking
Areas
•Urban•Semi – Urban•Rural
Non – Hindi Speaking
Areas
•Urban•Semi – Urban
Demography
Youth
Khatron ke khiladi
Big Boss
Women Oriented
Baalika Vadhu
Uttaran
Older Generation
Jai Shri Krishna
Jai Veer Hanuma
n
4+ yrs, Female dominated, SEC ABCDE
THANK YOU