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A STUDY ON
HOW TO PROVIDE A COMPETITIVE EDGE
TO INVESTORS THROUGH MARKETING &
BRAND POSITIONING IN THE INDUSTRY OF
ENTERTAINMENT
Submitted to:
Name of the Guide
(Department)
Submitted by:
Name of the
Candidate
Enrollment No.
Session Years
NAME OF THE INSTITUTE &
UNIVERSITY
Acknowledgement
The present work is an effort to throw some light on “A Study
on how to Provide a Competitive Edge to Investors
Through Marketing & Brand Positioning In The Industry
Of Entertainment”. The work would not have been possible
to come to the present shape without the able guidance,
supervision and help to me by number of people.
2
Many of life’s failures are
people
Who did not realize how
3
PREFACE
environment.
MNC’s, the Indian business firms have become conscious about their
brand placement.
4
TABLE OF CONTENTS
CHAPTER- 1 SYNOPSIS
ENTERTAINMENT INDUSTRY
1) NTRODUCTION:
i) RESEARCH MODEL
ii) TELEVISION SHOWS:
3) MOVIE MANIA
i) "Film Industry"
ii) 'Hollywood'
iii) An Overview:
5
5) Distribution/Business practices
i) BRAND WARFARE
ii) Venture capital:
iii) Overseas experience:
iv) Main Study:
9) ANNEXURES’
10)QUESTIONNAIRE
6
SYNOPSIS
Introduction:
7
Definition:
its success can make or break a film. Movie marketing can be costly
products.
Objective of Study:
cinema viewing.
8
Also to identify countries providing the incentives for the
production.
Commercial Viability:
and the film fraternity that would help them in business decisions.
How can the film fraternity use these findings to market their films
I would try and answer these questions to add value to anyone who
Here I list down few possible groups that can gain help out of this
report:
market.
9
Methodology:
secrecy code through the company, in such a case the data would
questionnaire report.
10
A. Primary Research:
Depth Interviews
Industry Experts
B. Secondary Research:
available, viz.
Magazines
Newspapers
The Internet
11
INTRODUCTION:
beyond advertising?
that feature “real life scenarios” with the product(s) hovering in the
Have you ever watched a T.V. show or movie and felt like you were
watching a really long commercial? If so, then you have been the
12
victim of bad product placement. There is a very thin line between
being visible and overly visible or you can say overly exposed. When
videos.
Brands and popular Indian cinema have aligned quiet famously, and
brands.
13
of about 10% in the recent times and is looking far more promising
consumer as well.
14
RESEARCH MODEL
PRODUCT
T.V. MOVIES
SHOWS
- Soaps, Endors
Game ements
Shows
- Ad -
Commerc Bollyw
ials ood
- -
Celebrity Hollyw
ood
15
- Endo
Celebrity rsements
16
TELEVISION SHOWS:
place in recent
times have
brought a clear
shift in consumer
misconceptions of everlasting
loyalty of consumers
17
Consumers are more loyal to
in today’s context.
18
It's been a through thing in the
19
simple - like they always are. In
big idea?
commercial breaks.’
20
Case Studies:
Brand
positioning
in the game
shows
Jassi Jaisi
Koi Nahin!
Indian Idol
21
programmes, shows and the ads
consumers.
GAME SHOWS
KBC KHULJA
SIM SIM
Crorepati:
22
bondage in 2000 and created
boredom.
23
known by saas-bahu paradigm
24
shows on television. Principally,
commands.
25
the commercial break. Being high
irrespective of celebrity
visibility.
competitors. An in-program
26
more exposure vis-à-vis the
27
Jassi Jaissi Koi
Nahin…!
28
crediting the expansions of media
in recent past.
advertising returns.
29
Sony Entertainment Television is a
Plus.
Understanding Women:
30
conducted in seven cities across
content/programming tactic,
its viewers”.
dominated television
dramas.
31
The Marketing Challenge:
show?
Marketing Strategy:
32
translation of “ugly” was unlikely
in a series of items to be
launched.
33
launch to 32.4 per cent by
34
associated with the show. Leaving
viewership shooted up
gossips.
35
achieve maximum visibility in
36
Indian idol hits ad
revenues of Ekta
Kapoor shows:
Backed by sky-scraping TRPs
months.
telecast.
37
Indian Idol garnered the
Entertainment.
38
With the success of Indian Idol,
marketer’s
39
Now it remains to be seen if Sony
programmes. It is at number 1
respectively.
40
The network share of the
27%Network 2004
Zee 19%
Sony Television)
Channel Market
Share
Star 24%
SET 21%
(Source:
Sony Television)
REVENUES
41
Others (mainly 5% 2%
Education)
42
product or brand at the right time
TELEVISION SCENARIO
IN A NUTSHELL:
43
consumers are more perceived by
plus.
44
the commercial breaks are loaded
show.
45
West. All the viewers have to pay
world.
46
promoters would have faced in
comparison to India or as a
promotional strategy
47
48
The film industry is one of the
Whether it be Hollywood or be it
by.
working-class, immigrant
49
predominant cinemagoers. One-
An Overview:
50
innovations all round the globe,
51
often are deficient in the panache
worldwide petition.
industry.
52
produced in 1996, up from 124 in
1995).
53
MARKET HIGHLIGHTS &
BEST PROSPECTS
* Market Profile
Centre Nationale de
Cinematographie (CNC)(source),
54
accurate box office revenue, and
55
production projects financed by
films.
56
Following the lead of the United
considerable development of
multi-screen entertainment
attendance, is expected to
megacomplexes have
French market.
As megacomplexes helped
57
moviegoers' behavior, so has the
discouraging moviegoers. As a
the construction of
megacomplexes mainly
context.
a distance.
58
In 1996, video publishers in
Avg. Annua
2001 2002* 2003* Growth Rat
For following 2 years
Import Market 468.9 501 523 4%
Local Production 355.6 362 373 4%
Exports 70 72 74 4%
Total Market 754.5 791 823 4%
U.S. Imports 407 443 452 4%
Exchange Rate used: 6.0 6.1 6.5
59
* Estimates
60
be the three most popular genres
France.
61
campaign needed to attract a
considers co-productions to be
difficult.
producers.
62
moviegoers sometimes view U.S.
independent films.
63
million. American video publishers
France.
64
companies should consider
B. COMPETITIVE ANALYSIS
* Domestic Production
share or dominance.
65
an investment base of USD 550
principally French-financed
productions.
66
management of the inherent
admissions.
67
environment conducive to rapid
market dominance.
C. END-USER ANALYSIS:
68
France's 2,139 movie theaters
approximately 20 percent of
69
October-December generally see
admissions.
admissions in France.
70
percent of the French population.
attendance.
71
D. MARKET ACCESS
* Import Climate
films.
of TV programming to be of
72
France, however, specifies a
percentage of European
73
the development of the business
system of quotas.
* Distribution/Business
practices
74
claim to box-office receipts, which
* Financing
National de la Cinematographie) is
75
delay payment and pay off the
original investment.
76
Marketers recently have learned
films.
77
When co-branded film promotions
78
disappear into the ether -- and
ideal.
79
than go broader with a whole
bunch of brands."
80
Packaged goods, however, often
films.
81
connections outside a film by
the movie.
82
Language barriers: Is only one
to American audiences
Latino television.
83
the second-largest Spanish-
growing.
audience," he says.
84
then you have to look at (local)
cable.
of 50 commercials on a carrier
$30,000-$50,000.
85
An Overview:
complex-cum-training center,
86
All these grandiose plans require
87
Bhat: "The Sindhi and Marwari
front."
88
attempting to professionalise
companies.
Financing options:
89
How to meet these financial
too expensive.
90
certain section of the investing
wane.
A movie-making company is a
91
element of uncertainty associated
companies.
Venture capital:
92
At the same time, studios outside
lenders.
93
production. "They have the equity,
Overseas experience:
94
entertainment companies are
increasingly investing in
95
the Indian film industry. But, first
Main Study:
placement.
from Coca-Cola.
96
Rumours also have that he shot
Cola giants.
Pyar Kiya.
97
In Prem Diwane, an entire
Fairness Cream!
98
Hai, when the oh-so-stranded
99
featuring Snickers or Mafatlal
contrary!
lack of finance.
100
to come by, and product
101
The North American movie
DDLJ?)
102
they're seeing on the screen. It’s
vulnerability.
103
value for money; the emotional
104
Right now, companies are willing
Black.
105
However it is also true that ads
unnatural.
106
number of screens during release
107
Amitabh Bachchan is the brand
Does it work?
108
Industry sources estimate that
109
mouth-freshener left in the world,
with-the-storyline, audiences do
life cycle.
110
But as with experts, there are
Kareena!
111
the site: “Just as most of us
placing.” Ahem!
112
shoot in the dark, and place their
do for them.
113
bonding variety. They tested the
placement. It extended to
clear goal.
114
the company did not just stop
with making.
115
FINDINGS OF THE
CONCLUSIVE RESEARCH
1. Frequency of watching
movies.
42.4% of respondents
watch movies once a
month
Rank
Theatre 1
VCD/DVD 3
Cable 2
116
Majority of respondents
usually watches movies
in the theatres.
Majority of respondents
usually watches movies
with their friends.
117
Koi Mil Gava
66.66% of respondents
recalled the brand name,
so the product placement
of Bournvita was done
effectively.
Only 27.27% of
respondents recalled the
brand name, so the
product placement of
Avon Cycle was not done
effectively.
118
3. Which bike was awarded
to the winners of the
basketball game?
76.670/0 of respondents
recalled the brand name,
so the product placement
of Hero Honda was done
effectively.
Recalled 16 8.89
Did not recall 164 91.11
Total 180 100
product placement of
Sansui was not done effectively.
119
Baghban
Recalled 68 37.78
Did not recall 112 62.22
Total 180 100
62.220/0 of respondents
did not recall the brand
name, so the product
placement of Tata tea was
not effective.
120
2. In which bank does
Amitabh Bachchan work in the
movie?
76.11 % of respondents
recalled the brand name,
thus the product
placement of ICICI Bank
was effectively.
Recalled 63 35
Did not recall 117 65
Total 180 100
121
Only 35% of respondents
could recall the brand
name, so the product
placement of Archies was
not done effectively.
Only 38.89% of
respondents recalled
the brand name, so the
product placement of
FORD was not
effective.
Hum Turn
122
1. In which newspaper
was HUM TUM
cartoon published?
Recalled 162 90
Did not recall 18 10
Total 180 100
76.11 % of respondents
recalled the brand name,
so the product placement
of ICICI Bank was done
effectively.
Recalled 54 30
Did not recall 126 70
Total 180 100
123
of NDTV India was not
done effectively.
124
87.22% of respondents
recalled the brand name,
so the product placement
of Lays is done effectively.
Average Recall
125
Twice 40 106 2.65
3 times or more 21 54 2.57
Total 180 441 2.45
Percentage of
Respondents
remembering atleast
one Brand Name
87.78
Baghban 158 180
96.11
Hum Turn 173 180
90.93
Total 491 540
126
brand name after
watching the movie.
127
STATISTICAL
ANALYSIS
HYPOTHESIS:
effective.
-Product placement is
effective.
LEVEL OF SIGNIFICANCE:
Significance.
128
values. It is also known as Chi-
CALCULATIONS:
Recalled
Recalled Did not Recall Row total
Movie
720
Koi Mil Gaya 324 396
720
Baghban 338 382
720
Hum Turn 441 279
2160
Column total 1103 1057
129
Expected value = Row total *
Column total
Grand total
O E (O-E) 2 (O-E) 2
E
Koi Mil Gaya 324 367.67 1907.07 5.19
Recalled Baghban 338 367.67 880.31 2.39
Hum Turn 441 367.67 5377.29 14:6-3
Did not Koi Mil Gaya 396 352.33 1097.07 5.41
Recall Baghban 382 352.33 880.31 2.50
Hum Turn 279 352.33 5377.29 15.26
Calculated Chi-Square 45.33
Calculated Chi-Square =
45.33
Critical Chi-Square at
d.f. (2) And level of
significance (50/0) =
5.991
130
DECISION:
Acceptance Rejection
45.53
5.991
Square (5.991).
hypothesis (Ha).
131
“Product placement is
effective!”
132
CONCLUSIONS OF THE
RESEARCH
movies.
133
they get influenced easily
by actors/actresses. They
consider actors as their
idols and would want to do
what ever their idols do.
134
ads sandwiched in the
middle of the show.
9. Product Placement is an
effective strategy to gain
exposure and promote
products to the general
public.
11.Compared to traditional
advertisement, product
placement is being more
convincing, diversified,
135
imaginative, and
emotionally appealing.
advantages of in-film
placements are:
136
Big stars at a fraction of
the costs.
Films transcend
culture barriers.
Clutter- free
environment.
zipping or muting
media).
Catches people in a
receptive mood.
lengthened.
Target specific.
promotions.
137
‘ANN
EXUR
ES’
138
QUESTIONNAIRE
139
Once in a week
Once in a month
Once in fortnight
Others (Please
specify)
Theater
______
VCD/DVD
______
Cable
______
Friends
140
Family
Spouse/Girlfriend/B
oyfriend
Alone
Baghban
________time(s)
Hum Tum
________time(s)
Viruddh
________time(s)
141
1. Which beverage does
Hrithik Roshan ask for at
Preity Zinta’s house?
Ans.
___________________________
___________________________
Ans.
___________________________
___________________________
Ans.
___________________________
___________________________
Ans.
______________________
______________________
142
“Baghban”
Ans.
________________________
________________________
___
Ans.
________________________
________________________
___
Ans.
________________________
________________________
___
143
4.Which car does Salman
Khan gifts Amitabh
Bachchan?
Ans.
________________________
________________________
___
“HUM TUM”
Ans.
________________________
_____________________
Ans.
________________________
_____________________
3. Which magzine does Saif
read in the movie?
144
Ans.
________________________
_____________________
Ans.
________________________
_____________________
“Viruddh”
Ans.
__________________________
_______________________
Ans.
___________________________
________________________
145
END
in some cases.)
“RESPO
NSE
146
SHEETS
147
RESPONSE SHEET NO. 1
ID Number: FW04722
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RESPONSE SHEET NO. 2
ID Number: FW04722
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comprising of game shows, reality
shows etc.
ID Number: FW04722
150
The Outcome of Discussion: The
third discussion turned out to be very
informative session with Viraj sir, as he
pointed out key points that were not
very visible in the research.
Discussions about the marketer’s
preference depending on the price,
viewership and repetitions, gave a base
for better understanding and
positioning strategy.
151
enriching experience as she explained
ID Number: FW04722
152
almost going to complete the first
analytical part.
153