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Spice outreach

Date post: 04-Jul-2015
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Page 1: Spice outreach
Page 2: Spice outreach

What do we mean by Outreach?

• Outreach is to target the market

which still is untouched.

• It is to explore the potential of this

market in a way which is

beneficiary for films.

• It is to understand that 2 tire and 3

tire cities have great potential to

make a movie block buster.

• Lastly, it is to understand that

market is changing and we need to

change accordingly so that our

marketing is effective and

efficient.

Page 3: Spice outreach

TO UNDERSTAND THIS WE HAVE TO FIRST UNDERSTAND THAT HOW A MOVIE BECOMES BLOCK BUSTER?

Why do you need an Outreach PRAgency?

Page 4: Spice outreach

What Makes a Movie Block Buster??

• Lets take the example of Two Movies-

Jaane tu… and Rock On!!

• Both Movies were based in Mumbai and

had youth appeal.

• Jaane Tu… managed to gross Rs. 56.41 Cr.

and Rock On!! did business of Rs. 27.46 Cr.

• Rock On!! Grossed Rs. 21.28 Cr. in Top 8

Metros, where as Jaane Tu… grossed Rs.

19.74 Cr. In top 8 Metros.

• So the collections were nearly equal in Top

8 Metros.

• The difference lies in the collection of Other

Cities.

• Where Jaane Tu… did 65% of its business

in cities other then metros, Rock On!! did

only 22% business in those cities.

Page 5: Spice outreach

So where does the Difference Lies??FOR THIS, LETS TAKE TWO DIFFERENT SET OF PEOPLES AND TRY TO KNOWTHEIR REACTION IN SAME SITUATION.

Page 6: Spice outreach

Imagine there reaction when they might be able to see a celebrity if they travel for 2 hours?

A GROUP OF TEENAGERS FROM A TOWN ‘RAIPUR’

AN EXECUTIVE FROM ‘MUMBAI’

Page 7: Spice outreach

The difference is in how you treat your T.G. in B-TownsTO CREATE A BLOCK BUSTER, YOU HAVE TO TARGET B-TOWNS AND IN COMPLETELY DIFFERENT MANNER THEN HOW WE TARGET METRO AUDIENCE.

Page 8: Spice outreach

Why Outreach?

• 30 % of revenue for any movie

comes from non-metro cities.

• Currently no efforts are been made

to target these cities.

• Hardly 5-10 % of total marketing

budget is allocated to these cities.

• These cities have huge potential to

grow if properly targeted.

• All market in top 8 metros is

saturated and there is very low

possibly of them growing in

future.

Top 8 Metros

Other

Marketing Expenditure

Revenues

5%

70%95%

30%

Page 9: Spice outreach

Why the market in Top 8 metros is Saturated?

• PVR plans to open 500 new screens in towns other then Metros.

• Same is the case with other multiplexes.

• Average occupancy for any good movie in metro is around 90% which can not be increased further.

• The disposable income of non-metros market is increasing at a very high pace.

Page 10: Spice outreach

Market with low reach but high potential.

• The reach of Films in A1, A2 is nearly

30%. Still the actual numbers are near

3.5 Million.

• Other markets film reach is just 15-20%

but actual numbers are around 8.5

million.

• This shows that B1, B2, C, D, E1 and

E2 markets have low reach of films

media but have high growth prospects.

• It is known that the market will grow in

future as many multiplex chain are

opening in 2 and 3 tire cities. So the

reach %age and number will increase. It

is essential for us to be able to an cash

this increasing number.

Page 11: Spice outreach

Some Other Advantages of Targeting this Market

• By Targeting non-metros separately, we will be able to attract

new set of advertiser to advertise with our movie.

• We will also be able to attract regional media leaders to

become media partner with our movie.

Page 12: Spice outreach

Why Spice Outreach?

• We understand B Towns and all other markets which is due to our experience of working on projects like Gajini, 3 Idiots etc.

• We understand that every market is different and so we treat them individually.

• We understand local media sentiments and work accordingly.

• Ours is an entire organization dedicated to promote movies in 2 tire and 3 tire cities only.

Our Reach

Page 13: Spice outreach

Thank You!!!


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