Professional Documents
Culture Documents
1
Marketing Strategy on NDTV Imagine
INDEX
1. Synopsis 1
2. Introduction 2
3. Summary 3
4. Data analysis 6
5. Competitor’s 7
7. Research Method 10
9. Recommendation 14
10. Limitation 16
11. conclusion 17
12. Questionnaire 18
13. Bibliography 21
2
Marketing Strategy on NDTV Imagine
SYNOPSIS
THE LAUNCH
Apart from discussing about the channel and its programming the
project will also highlight about its relation with its other competitors like
Star Plus, Zee TV etc. It will also give brief idea on NDTV Imagine’s
competition with its other newly launched channels like INX Media’s 9X,
Zee Group’s Zee Next, and UTV’s Bindass.
The project will also talk about the Product Life Cycle (PLC) Stages
and will place NDTV Imagine on one of its stages. It will highlight a
particular stage and explain it in brief.
Along with this the project will also talk about strategies adopted by
NDTV Imagine and the based on the project we will further suggest
Competitive Strategies to remain in the same genre.
3
Marketing Strategy on NDTV Imagine
INTRODUCTION
4
Marketing Strategy on NDTV Imagine
ENTERTAINMENT
NDTV Imagine offers programming across genres, ranging from
mythology and light-hearted family soaps to family dramas and from high
voltage music and dance entertainers to the most glamorous events in the
entertainment business. The channel has launched shows like
Ramayan,
Dharam Veer,
Nachle Ve with Saroj Khan,
Dhoom Macha De,
Radhaa Ki Betiyan Kuch Kar Dikhayengi,
Ek Packet Umeed,
Raajkumar Aaryyan,
Say Shava Shava and
Jasuben Jayantilaal Joshi Ki Joint Family.
For its launch week ratings, the channel’s driver show, ‘Ramayan’,
has averaged at 2.3 TVR (Television Rating), registering growth over last
week. ‘Say Shava Shava’ has ended with a 1.1
TVR, while ‘Dharam Veer’, too, has grown to
get episodes ratings above the 1 TVR and
‘Nachle Ve with Saroj Khan’ is delivering in
the Hindi heartland to get ratings crossing
the 1 TVR-mark as well.
3
Marketing Strategy on NDTV Imagine
4
Marketing Strategy on NDTV Imagine
THE TIE – UP
Kreeda Games has tied up with NDTV Imagine's show Nachle
Ve with Saroj Khan, for their online dancing game, 'danceMELA'.
With this tie-up, danceMELA, is the official gaming partner for Nachle Ve
with Saroj Khan and NDTV Imagine being the official TV partner for the
game.
In the latest TAM report the channel shares the number three slot
with Sony, ahead of Sahara, Star One, Sab and 9X. With its weekly Gross
Rating Points (GRPs) at 86 are higher than Sony’s (80). The channel has
also improved its weekly reach from 41 per cent to 43 per cent.
4
Marketing Strategy on NDTV Imagine
ADVERTISERS
NDTV Imagine has already signed up Idea Cellular and Clinic All
Clear as the lead sponsors for reality shows Dhoom Macha De and
Shava-Shava respectively. The channel has also roped in celebrities such
as veteran choreographer Saroj Khan and film director and TV show host
Karan Johar for different shows.
For this Mr. Nair says, “Our aim is to be visible in most cities. We
should be available on the prime band in all major metros. Both viewers
and advertisers will come on the basis of our content, I can assure that.”
5
Marketing Strategy on NDTV Imagine
MARKET SCENARIO
In their first 13 days, Bindass and Zee Next, channels from the stable of
UTV Global Broadcasting Ltd and Zee Entertainment Enterprises Ltd,
respectively, had a market share of 0.4% each and 9X, launched by INX
Media Pvt. Ltd, had a share of 0.9%, as per data from Audience
Measurement and Analytics Ltd (Amap), an audience tracking firm. These
three channels were launched last year.
5% 2%1%
1%
3% Star Plus
6% 33% ZEE TV
Sony TV
4% Sahara One
Star TV
9X
ZEE Next
NDTV Imagine
SAB Set
20%
Other
25%
the week to January 26, both Zee TV and Star Plus lost market share in
Hindi general entertainment segment as NDTV Imagine, NDTV’s new
entertainment channel, made an entry at seventh place with 5.4 per cent
market share. NDTV Imagine was officially launched January 21. In its
first week, the channel surpassed INX Media channel 9X’s 3.7 per cent
share. Zee Next, which was launched December, was in 11th place with 1.3
per cent market share. Zee TV shed market share of 260 basis points to
stand at 25.3 per cent share for the week, while Star Plus lost 180 basis
points to end the week to January 26 at 31.5 per cent.
6
Marketing Strategy on NDTV Imagine
COMPETITORS
Increasing competition has seen some players trying to differentiate
themselves from the rest of the crowd.
Zee Next, for instance, has positioned itself as a “younger sibling” of Zee
TV, with programming targeted at the relatively younger viewers of general
entertainment channels.
UTV’s Bindass refuses to call itself a general entertainment channel.
“We’re a youth entertainment channel,” said Zarina Mehta, CEO, GenX
Entertainment Ltd, the UTV subsidiary that houses the Bindass bouquet of
channels. “I don’t mind if we are at the bottom of TRPs (television rating
points) because our programming targets the youth and that’s not as big as
a universe that others target.”
Indrani Mukerjea, founder and group executive director INX Media Pvt
Ltd 9X, said, 'Our aim is to make 9X the one-stop shop for fiction and non-
fiction entertainment, and our content will be distinctive and compelling. It
will have the very best of global production standards customized for the
Indian audience,'
“The only two shows that are working are Ramayana and Dharam veer. That
latter because they cashed in on the popularity of the young actor who played
Prithiviraj Chauhan on Star Plus,” says the Star India spokesperson.
Joy Chakrabarty, president and head of revenue at Zee Entertainment also says
that only Ramayana seems to be working for NDTV Imagine and notching up a
rating of 2.
Media experts say that the channel has kept away from the back-to-back
melodramas which have caused viewer fatigue on most other channels.
“Ramayana is indeed a masterstroke since Indians are still interested in Ram.
However, it remains to be seen if its magic will wear off,” says media industry
veteran.
7
Marketing Strategy on NDTV Imagine
“While most others took the soap (opera) route, Imagine went in for
the mythology route in the form of Ramayan and that seems to have
worked, at least, so far,” said Salil Pitale, who heads the media practice at
the investment banking division of Enam Securities Pvt. Ltd. “The NDTV
brand, Karan Johar’s backing and the management team headed by
Sameer Nair seem to have worked. They have got a placement in prime
band in most places, which shows they have struck coherent distribution
deals,” added Pitale.
BUSINESS ANALYSIS
Other GEC’s such as Star Plus, Zee TV and Sony TV have 8-12
minutes of advertising per hour of programming, said a senior media
planner.
8
Marketing Strategy on NDTV Imagine
9
Marketing Strategy on NDTV Imagine
10
Marketing Strategy on NDTV Imagine
RESEARCH METHODOLOGY
For this project the medium of research methodology was
PRIMARY DATA
The small sample survey was done by us i.e. 25 respondents. The
survey was done on NDTV Imagine channel and its popularity among
population in shorter period of launch time. The data was analyzed and
evaluated on the responses of the respondents taken by us.
PUBLIC RESPONSE:
The analysis was about people’s interest in watching different
channels with variety of programmes.
According to our survey conducted, we came to know that out of
100% population of sample size likes Varieties of Interest
Any other
to watch: Devotional 3%
Know ledge
oriented
9%
12%
o Any other – 3%
Entertaintment
33%
This statistics shows us that NDTV can capture major market share as it
already has existing market share in news channel area.
11
Marketing Strategy on NDTV Imagine
MEDIUM OF ADVERTISEMENT:
o TV Ads – 15 Advertisement
o Newspaper – 7 Numbers
o Hoardings – 2 15
16
o Pamphlet – 1 14
no. of respondent
12
10
8 7
6
4
2
2 1
0
0
News Hoardings Pamplet TV Ads Any other
paper
mode of adv.
There are sample size who are aware of NDTV Imagine i.e. 72%
(18 respondents) out of 100% population of sample i.e. 25 respondents.
NDTV Imagine still has 28% of market to be captured which can be done
by using proper medium of advertisement i.e. TV in which it already has
channels through which it can do with fewer expenses to be incurred.
o No of people watch – 18
o No of people not watch - 7
awareness of channel
No
28%
Yes
No
Yes
72%
12
Marketing Strategy on NDTV Imagine
From the above PLC diagram, it can be easily evaluated that NDTV
Imagine is in introduction stage.
13
Marketing Strategy on NDTV Imagine
RECOMMENDATIONS
Following are the measures which NDTV Imagine can use to shift from
introduction to full fledge growth stage.
SPONSORSHIP
Sponsorship is a strategy used to increase product awareness and build
relationships. Organizations use sponsorships to gain exposure to the
audience.
Investments in events or causes would help NDTV Imagine have more
sponsors and in turn would also increase the number of viewer ship of
the channel. Thus Publicity through conducting events could be gained.
EVENT MARKETING
Event marketing is a rapidly growing facet of marketing
communications. Marketers select events to sponsor based on the
target audience.
NDTV Imagine should have tie – ups with Award Functions for these
Event marketing. This would help them built their brand image.
14
Marketing Strategy on NDTV Imagine
OTHER STRATEGIES
Entry Strategy:
Avoid competitors from gaining market share by introducing flanker
programmes, e.g., airing a popular Hindi movie in the same time slot
where competitors' main programme is aired.
Fill Up Strategy: Position firmly in the time slot where the leader is not
very good at, like at 9-10 pm.
Focus Strategy:
Have timely innovations based on audience feedback.
Expansion Strategy:
Gain viewer ship by launching attractive programmes like star
shows, game shows, in non-prime time slots.
15
Marketing Strategy on NDTV Imagine
LIMITATIONS
16
Marketing Strategy on NDTV Imagine
CONCLUSION
Through the study we got to understand that there are major players who
would like to consolidate their positions while there are new channels
which are increasingly posing a threat to them.
The fact that NDTV Imagine is a newly entered product with pretty good
market share, it still needs to fold its sleeves and gear up to remain stable
in the market and has a long way to become a Market Leader.
With immense advertising revenues and viewer ship at stake, the channel
needs to continually assess and re-assess their strategies.
17
Marketing Strategy on NDTV Imagine
Questionnaire
1) Personal information
a. Name :
b. Age :
c. Education :
d. Gender :
e. Occupation / Professional :
f. No. of family member :
18
Marketing Strategy on NDTV Imagine
Yes No
Yes No
19
Marketing Strategy on NDTV Imagine
12) Which programs did you liked watching most in the NDTV imagine?
Yes No
15) Any other programs that you would like to watch on this channel?
16) Which languages would you prefer the programs to be telecasted in?
17) Would you like the channel to telecast Hindi movies on this channel?
_________________________________________________________________
_________________________________________________________________
20
Marketing Strategy on NDTV Imagine
WEBLIOGRAPHY
http://entertainment.in.msn.com/tv/article.aspx?cp-documentid=1189013
http://news.in.msn.com/business/article.aspx?cp-documentid=1251078
http://www.animationxpress.com/index.php?file=story&id=3431
http://www.livemint.com/2008/02/05232619/Ramayan-puts-NDTV-
Imagine-ahea.html
http://www.indiantelevision.com/headlines/y2k8/feb/feb30.php
BIBLIOGRAPHY
Book - Production Management in India
21
Marketing Strategy on NDTV Imagine
22