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Launch of a successful song like 'Kolaveri Di' - Marketing Research
 

Launch of a successful song like 'Kolaveri Di' - Marketing Research

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    Launch of a successful song like 'Kolaveri Di' - Marketing Research Launch of a successful song like 'Kolaveri Di' - Marketing Research Presentation Transcript

    • L a u n c h o f a s u c c e s s f u l s o n g l i k e‘K o l a v e r i D i ’ Presented by:Adnan Kitabi, Arunachalam Ramanathan, DevdeepDaruka, Hemangi Parkeria, Namit Sachdeva, RohitKhattar, Soumya Sitam Priyadarshini, Varun Tiwari Group - 3
    • A Case Description Problem DefinitionG Management Decision Problem Marketing Research ProblemE Approach to the ProblemN Research DesignD Analysis of our hypothesesA Net Takeaway
    • Case DescriptionA music company trying to understand the reasons forthe success of “Kolaveri Di” in order to createsuccessful songs and approached you for thesuggestions
    • Problem DefinitionManagement Decision Problem:What should be done to launch a successful songlike „Kolaveri Di‟?Marketing Research Problem:What are the factors behind the success of„Kolaveri Di‟?
    • Approach to the Problem
    • 1. What motivated the people to listen to „Kolaveri Di‟? Did celebrity Did presentation Were listeners very Did different versionsDid music and lyrics endorsement increase change the perception particular about of the song give more play a vital role? the popularity of the of the song? theme? visibility? song? Positive Presentation of The theme was Parody helped to comments by Tune the song without related to their increase the favourite choreography personal life viewership celebrities The presence of Lyrics star cast in the video Sung in a colloquial language Curiosity to know the meaning of Kolaveri Di Humour
    • 2. In what means, did social mediacontribute to the success of „Kolaveri Di‟? ‘Likes’ encouraged everyone to ‘Shares’ encouraged everyone to watch the song watch the song How did peer pressure through social media help the promotion of the song? ‘Twitting or writing on the wall’‘Comments on a post’ encouraged encouraged everyone to watch the everyone to watch the song song
    • 3. How did the awareness created by traditional media affect listeners‟ song preference? How was the awareness created by traditional Highlighting facts media? and figures of the song created awareness By frequently airing the song in FM and television created awareness
    • Research DesignINFORMATION REQUIRED Specific Specific Specific Component 1 Component 2 Component 3• To select the • To select the • To know whether factor that made feature that highlighting facts them listen to instigates them and figures and the song for the to watch or listen by frequently first time to the song airing the song in FM radio and• To rate each • To select the television factor to know feature in social created the attribute that media that will awareness of the made them listen express their song to the song level of repeatedly involvement
    • Research Design Method of Nature of the administering the questionnaire questionnaire• Computer-assisted • Simple closed ended telephone questions with interviewing detailed instructions• Personal In-Home interview• Internet Interview
    • Research DesignSAMPLING PLAN AND SIZE Target Sampling Sample Size Population Technique• Demography: • Quota • Qualitative • 4 zones Sampling by Research: 15 demography • Quantitative • 40 each from Research: 4 zones 160
    • Analysis of our hypothesesANALYSIS.xlsx
    • Agree Partially Agree Disagree• Tune • Comments • Positive comments by• Lyrics • Twitting or writing on famous celebrities• Sung in a colloquial the wall • Highlighting facts & language figures• Curiosity to know the • Frequently airing the meaning of ‘Kolaveri song in FM and Di’ television• Humour• Presentation of the song without choreography• Presence of star cast• Theme• Parody• Likes in social media• Shares in social media
    • IMPACT OF A SUCCESSFUL SONG THROUGH SOCIAL MEDIA LIKES LIKES SHARES COMMENTS TWITTING OR NONE OF THE (31%) (38%) (7%) WRITING ON THE ABOVE WALL (18%) (6%) NONE OF THE FEATURES AFFECTEDLIKES LIKES SHARES SHARESCOMMENTSCOMMENTS TWITTING OR NONE OF THE OF THE TWITTING OR NONE(33%) (40%) (45%) (27%) (4%) (15%)WRITING ON THE ON THE WRITING ABOVE ABOVE LIKES SHARES COMMENTS WALLTWITTING OR NONE OF THE WALL (14%) (12%) (9%) (46%) (18%) (4%) (6%) ON THE WRITING ABOVE WALL (27%) LIKES SHARES COMMENTS TWITTING OR NONE OF THE (0%) (24%) (15%) (0%) WRITING ON THE ABOVE WALL (56%) (5%)
    • Net Takeaway Presence of the similar attributes as in „KolaveriDi‟ will tempt people to listen to the song Irrespective of the regions, people will listen to asong like „Kolaveri Di‟ Parody helps in increasing the viewership of theoriginal song In order to promote a song in a short span , socialmedia is a vital option
    • THANK YOU