Marketg_Plan_USA.pdf

8/14/2019 Marketg_Plan_USA.pdf

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BOLLYWOOD CAF

Abhishek Bhartiya (004)Amarjeet Singh(008)

Aditya Mohan (024)Gargi Banerjee (034)Kavita Rai (044)Namrata Srivastava (055)Nishtha Sharma (059)Wasim Sheikh (131)


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INTRODUCTION


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OUR PRODUCT/SERVICE

To sell Bollywood to American Customers.

Chain of Bollywood caf stores.

Selling and rental point for Original BollywoodCDs/DVDs, music and gossip.

Along with this a series of value added services todistinguish from other CD/DVD rental joints.


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REASONS Bollywood is becoming famous day by day. U.S population305 million(Feb 2009)Asian alone are 30 million. Black are 40.9 million.Ayurvedic Medicines, yoga, bollywood movies and

Indian Food. Demand very high but awareness lacking. People are confused about the authenticity of options

available.Advertising is still not striking at the points.


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WIDEARRAY OF SERVICES

Separate section for Music buffs. If the movie has been made, it will be there in our store.All famous Bollywood Magazines. Famous attires on display and also available for

customers on demand. Special Bollywood dance classes. Local talent hunts. Bollywood themes from time to time with special offers.Arrangement of meeting film stars who come to U.S. Films in English and other regional languages of India. Last but not the leastIndian food.(Snacks like in

CCD,etc.)


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CULTURALANALYSIS


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Where is the market?


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FAMILYORIENTATION

Nuclear familyAverage household income by Asians is $57,518. Parents encourage their children to learn about

the culture. Hence Indian movies are very useful for this

purpose.


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CULTURE WEDS VIEWERSHIP..

The melodramatic, flashy films typically run morethan three hours and showcase Indian culture,dance, songs and, most important, romance.

For the Indian crowd, the music and songs are amajor draw to the movie.

the modern day or in colonial times, most filmsboast a lavish wedding scene, as authentic Indianweddings remain a highly valued tradition.

The pre-release of soundtracks is as strong a teaserfor a movie to Bollywood fans as a video trailer is

for many western moviegoers. The most typical aspect of Bollywood films is the

assured happy ending to give audiences anuplifting finale.


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CULTURE WEDS VIEWERSHIP..

Entertainment: These shows bring old and new films to life withsongs from popular movies, live dancing, pyrotechnics, costumesand audience participation. It is a way for fans to connect withtheir favorite movies and embrace the unique culture ofBollywood.

Veer zaraa Kabhi Khushi kabhi gham

For global audience Slumdog Millionaire Bombay dreams American desi American chai Pride and prejudice


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BOLLYWOOD V/S HOLLYWOOD

For the South Asian community in major U.S.metropolitan cities like Chicago and New York, thenames of Bollywood megastars Shah Rukh Khan and

Amitabh Bachan are just as big, if not bigger, thanHollywood stars like Tom Cruise or Brad Pitt.

v/s


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ECONOMIC ANALYSIS

POPULATION:

The current U.S.A. population is over 305 million people (303,500,000 inearly 2008) so the United States has the world's third largest population.

The current United States population represents a mere 4.5% of theworld's population so about one in every twenty people on the planet is a

resident of the United States of America.

Distribution of population:

Age structure (2009 est.):0-14 years: 20.2% (male 31,639,127/female 30,305,704)

15-64 years: 67% (male 102,665,043/female 103,129,321)

65 years and over: 12.8% (male 16,901,232/female 22,571,696)


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Race And Ethnicity:

Whites

Hispanic or Latino ethnicity Black or African American

Asians

Some other races

Gross Domestic Product, 1st quarter 2009 (final):

Real gross domestic product -- the output of goods and services produced bylabor and property located in the United States -- decreased at an annual rate of5.5 percent in the first quarter of 2009.

The decrease in real GDP in the first quarter primarily reflected negativecontributions from exports, equipment and software, private inventory investment,non-residential structures, and residential fixed investment that were partly offset

by a positive contribution from personal consumption expenditures (PCE).


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Persons, age 25 or older with earnings:

Males: $39,403 Females: $26,507 Both sexes: $32,140

Household income by race: Asian: $57,518 White, non-Hispanic: $48,977 Hispanic: $34,241 Black: $30,134

Median personal income by educational attainment:

High school graduates earning: $26,505 Male: $32,085 Female: $21,117

Associate's degree holders earning : $35,009 Male: $32,085 Female: $29,510


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Bachelor's degree holders earning: $43,143 Male: $52,265 Female: $36,532

Master's degree holders earning: $52,390 Male: $67,123 Female: $45,730

Professional degree holder earning: $82,473 Male: $100,000 Female: $66,055

Doctorate degree holder earning: $70,85 Male: $78,324 Female: $54,666


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RETAIL INDUSTRY Retail industry is one of the largest industries in the world by

number of businesses and number of employees. Retail sales inthe U.S in 2008, totalling about $4.400 trillion, slight decreaseover previous year.

Industry has been greatly affected by the recent crisis The slowdown in building and remodelling. consumers forced to allocate a larger portion of their household budgets for

gasoline, electricity and heating oil

Also the information-technology explosion which has enabledretailers to make better use of the vast amounts of informationthey have available by the use of scanner and other technologies


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EFFECT OF ENVIRONMENT ONRETAILING

COMPETITOR

The USA markets have relatively fewer restrictions. When amarket change occurs there is generally a firm watching for it,

ready to leap on the opportunity. Virtually every gap appearing in the market today is quickly

filled. The best strategy for an alert retailer in the US is to act asif it were its own most vigorous competitor.

Successful retailers in the USA are on a constant lookout for ways

to capture just one more dollar out of each customers pocket. Intodays overstored markets, the way to expand sales is no longer

building more stores. It is getting another dollar from eachcustomer.


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Customer US consumers are more sophisticated shoppers than ever before. Americas shopping loyalties have changed over the last decade.

Over the past 25 yrs, households composition has changed Shoppers today are not easy to satisfy.

Technology In the next ten years, technology is said to become a virtual

prerequisite to successful competition.

Retailing Trends micromarketing means getting the right product in the right

stores at the right time. The growth of electronic retailing has impacted the conventional

retailing greatly. Retailers that continually meet and exceed shopper expectations

will succeed. This is both the dilemma and the promise ofretailing today.


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Total Moviegoers

Avg. Movies/Yr=7.9

Moviegoers Who Own or

Subscribe to 5+ Technologies*(14%)

Avg. Movies/Yr=11.4

Moviegoers Who Own or

Subscribe to


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S ATELLITE AND VIDEO-ON-D EMAND CONTINUE TO RISE IN2007

WHILE SATELLITE PENETRATION HAS GROWN YEAR AFTER YEAR, MORE HOUSEHOLDSSTILL HAVE CABLE TV. FURTHER, VOD THROUGH ALL SOURCES GREW 7% IN 2007,ECLIPSING 30 MILLION HOUSEHOLDS


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TARGET MARKET SEGMENTS Group U1 Urban Uptown: - The five segments in Urban Uptown are home to the

nation's wealthiest urban consumers. Members of this social group tend to be affluent to

middle class, college educated and ethnically diverse, with above-averageconcentrations of Asian and Hispanic Americans. Urban Uptown consumers tend tofrequent the arts, shop at exclusive retailers, drive luxury imports, travel abroad andspend heavily on computer and wireless technology.

Money and Brains

Bohemian Mix

American Dreams

Group U2 Midtown Mix: - Diversity is the hallmark of Midtown Mix, a group ofmidscale urban segments. It's the most ethnically diverse social group, besidescontaining a mix of singles and couples, homeowners and renters, college alumnae andhigh school graduates. In U2, the households are dominated by childless consumers whopursue active social livesfrequenting bars, health clubs and restaurants at high rateslisten to progressive music, drive small imports and acquire the latest consumerelectronics.

Urban Achievers

Multi-Culti Mosaic


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TARGET MARKET SEGMENTS CONTD.. Group S1 Elite Suburbs: - The most affluent suburban social group, Elite

Suburbs is a world of six-figure incomes, post-graduate degrees, single-familyhomes and managerial and professional occupations. The segments here arepredominantly white with significant concentrations of well-off Asian Americans.Befitting their lofty salaries, S1 members are big consumers of large homes,expensive clothes, luxury cars and foreign travel. Despite representing a smallportion of the U.S. population, they hold a large share of the nation's personal networth.

Winner's Circle

Blue Blood Estates

Group S2 The Affluentials: -The six segments in The Affluentials are onesocioeconomic rung down from the Elite Suburbswith a 25 percent drop inmedian incomebut their residents still enjoy comfortable, suburban lifestyles.The median income in S2 is nearly $60,000, the median home value is about

$200,000, and the mostly couples in this social group tend to have college degreesand white-collar jobs. Asian Americans make up an important minority in thesepredominantly white segments. As consumers, The Affluentials are big fans ofhealth foods, computer equipment, consumer electronics , media entertainmentand the full range of big-box retailers.

Executive Suites


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TARGET MARKET SEGMENTS CONTD

Group C1

2nd City Society: - Among second-tier cities, Second City Society standsat the top of the heap, a social group consisting of the wealthiest families who live

outside the nation's metropolitan core. The three segments in this group are

dominated with married couples with children, college degrees, large homes, and

executive jobs. Ethnically, the residents are predominantly white with above-

average rates of Asian Americans. In the marketplace, they spend big on digital and

wireless technology, business and cultural media, casual-dining restaurants, upscaleretailers, foreign travel and luxury cars.

Second City Elite


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MARKETAUDIT

Relative advantage. Compatibility. Complexity

Observability. Rigorous Quality control standards. Most advanced telephone interview techniques.


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PLACE & PRICE

Place As explained earlier through segmentation that we have our

prime target customer as uppermiddle class ethnic groups. These segments are largely based out of the western coast of the

United states, in three states namely, California, Arizona and

Nevada. We have decided to launch our Caf firstly in these states with

four pilot launches.

Price Marketoriented pricing, Psychological Pricing.


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BRANDING & PROMOTION

Branding

Its the celebration of Indian movies in US. Touted as a lifestyle product which offer non-stop Bollywood

entertainment. Offers one-stop solution for a Bollywood enthusiast with its

various value-added services.

Promotion - Event promotions ( Dance tours, Music and dance event) Out-of-home, Local newspaper, local news channels, Print Media Community halls, Asian/Ethnic group get-togethers. Schools and Colleges.

REVENUE GENERATION MODEL


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REVENUE GENERATION MODELAs per the investment, major investment will be in the terms of Lease, interiors,Sourcing and contracting with local service providers.

We are expecting to have a floor area of 7000 Sq. ft. to 10000 Sq. ft. with lease ratesaround $10 to $15 per sq. ft.

We plan to have revenue sharing contracts with all our service providers.

In all Initial investment is expected to be somewhere around, US $ 10 million forfour stores, which will be launched in phased manner.

Our direct earning will be through renting & selling of CDs/ VCDs or DVDs.

However, the larger earnings will be made while providing the value addedservices.

Well also get into the contract with some Indian film libraries. It will done keepingmutual benefit in mind, well get the films from them and they in turn will get anexposure in International market through the infrastructure we are providing.

For our various other services like caf and eatery services well be contractingthem to the local players.

Well also advertise for the upcoming films, after getting into a contract with thefilm makers in India, through events etc.


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THANKYOU

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