NEW PRODUCT LAUNCH By Ashish Babaria Sandeep Satishchandra Shalini Mukerji Aabhas Rastogi
COMPANY NAME : Sasha Production HouseEstablished in 2000, Sasha is India’s first, fully integrated Content Creation and DistributionCompany. We have expertise in producing Motion Pictures, Film Distribution and Marketing, AdFilm Production, Corporate Films, Live Events and Special Projects. Sasha is equipped to meetthe content needs of both consumers and clients alike by providing customised solutions acrosssegments.Today, it is one of the leading corporates with a fully integrated in-house infrastructure forproduction across various divisions.Sasha produces innovative and quality films through an efficient film making process, byintegrating content production, distribution, tie-ups for exhibitions, broadcasting and musicrights. Its deep understanding of the global audience, genres and markets has led to producingand partnering meaningful and commercially viable cinema products. Its corporate practicesinclude adopting new systems and technologies, following transparent accounting practices,expanding entertainment markets, improving consumer connect through content, marketresearch, and value chain integration.PRODUCT : ‘Painting Hussain’The product in our New Product Launch is a movie. The script in itself is a story that is off-beatas compared to the modern, generic commercial drivel usually dished out of Bollywood. Thefilm belongs to the broad genre of Parallel Indian Cinema- a term that is essentially used for anykind of cinema that is not traditionally Bollywood. Essentially our aim as marketers is topromote the film both locally and internationally and stress on the fact that Indian Cinema is notjust about song and dance interspersed within a weak plot.
PRODUCT CONCEPT:The film Painting Hussain is a biography of M.F. Hussain’s life, portraying his childhood, careerand the controversies that have surrounded him throughout his life. It is a film designed for aniche market, and for the curious admirers in the artistic community. Painting Hussain is a twohour film that will debut in India and will also be shown at film festivals across the globe.ASSUMPTIONS : 1. We assume that the movie has been made in two languages. English and Hindi. 2. All information regarding M. F. Hussain has been researched thoroughly and has been used in the making of the movie. 3. All distribution rights of the film are with Sasha Production House. 4. Sasha Production House has the ancillary rights to distribute the film on DVD, CD’s and Television. 5. We assume that 17th September 2012 is a Friday and that there is no other block buster releasing on the afore mentioned date. 6. Each of Hussain’s muses play cameo roles in the film, portraying themselves.MARKETING INFORMATION SYSTEM:Our product is a biopic on M.F. Hussain. We use data from the last few biography movies tounderstand & learn how they had marketed their products & where they went wrong-Once upona time in Mumbai, Asoka, The Legend of Bhagat Singh and Bose: The Forgotten Hero, etc.MARKETING INTELLIGENCE SYSTEM: Different stories & different scripts were screened &out of them the biography of M.F. Hussain was selected.MARKETING RESEARCH :A lot of filmmakers internationally are using Market Research, Focus Group Discussions andTest Screenings as a tool to gauge initial feedback about their films. However, many of theIndian filmmakers still show reluctance towards Market Research/ Target Group Testing/ TitleTesting etc. prior to movie production/ release and rely on their gut feel and experience.The trend of research is not new. In fact many years ago Mr.Raj Kapoor used to show his films tohis close family and friends pre-release and ask for their feedback. Aamir Khan still does thatwith his films. Its just that we dont use the term Research for that. The objective of conductingFocus Group Discussions, Test Screenings etc. is to get a varied point of view. Sometimes itworks, sometimes it doesnt. For e.g. the story of Devdas had already been made in 3 differentversions before our film Dev D. If we had shown our film Dev D to people and asked for theirviews, they would have shunned the idea but we didnt do any research and went ahead withour conviction and the results are there for all to see.
There is a vast difference between consumers of an FMCG product and consumers of a film. Idont think consumers can decide how a film is just by watching the rough cut. I dont think theyhave the competence to suggest corrective action. In a story of a film there are many layers andcomplexities. At the end of the day, Research is just a tool and will be as good or bad as theperson who designs it.Ram Mirchandani of Eros International, a studio which has some biggies lined up for release thisyear, gave an interesting real life example which happened to him, "Last year around April- Maywe had begun work on a film called Chalo Dilli starring Lara Dutta and Vinay Pathak. All of asudden, we thought lets add an item song to the narrative of the film. The director ShashantShah was quite upset as he felt that there was no need for such a song as the script itself wascompelling enough. However we conducted Focus Group discussions across variousdemographics and to our surprise found out that 90% of people wanted an item song to beincluded in the film. This was even before Munni or Sheila released and was indeed an eye-opener for us and like you may have guessed the film does have an item song now. So in shortyou need not always listen to the findings of the market research but it can be insightful attimes. It is important for a studio like ours which works on 10-20 films a year to get inputs fromMarket Research’.While the topic did have its share of believers and non-believers, Jaideep Sahni summed it all upquite beautifully when he said, "At the marketing stage, research can be very effective andproductive for us. In terms of judging a semi-made films rough cut, it may or may not be usefulas the process to incorporate the suggestions arrived at by the research can be quitecomplicated. You stand the risk of doing neuro-surgery with a pair of boxing gloves. However, touse research as a tool at the green-lighting stage of a project, is absolutely ridiculous."Painting Hussain - the film is based on the facets people might be interested to know about. Oneshould not portray only significant things about a person’s life but facts that are representativeof him as a person too. There was a film on Ambedkar and critics wrote that the film was forhistory lovers and not for viewers. Biopics demand seriousness, there should be nosugarcoating done on them.However for this product, Market research becomes a necessity since it is a biopic about thePicasso of India.SCANNING THE MARKETS :From underworld figures and political activists to famous artists and star athletes, Bollywood isgoing biographical with a series of films based on, or inspired by, real lives. The first to hitscreens is Once Upon A Time in Mumbai, a thriller set in the 1970s about a power strugglebetween two gangsters, complete with big hair, even bigger moustaches, wing-collar shirts andflares.Launching a movie about a controversial figure like MF Hussain in India poses a posse ofproblems. MF Hussain was a prominent figure in the Art Industry. MF Hussain was instrumental
in spearheading a wave of Indian Modernism during the 1940’s. He has been widely regarded asthe "Picasso of India" and has influenced a whole generation of artists in the country. Heamassed a fortune but maintained a bank balance of zero. He applied the formal lessons ofEuropean modernists like Cézanne and Matisse to scenes from national epics likethe Mahabharata, Ramayana and to the Hindu pantheon. Hence he has remained a controversialpainter. He self-exiled himself from India and sought refuge in London.Biopics that have been released in India have generally fared poorly when the parameters takeninto consideration involve raking in the moolah. However, critics have been cynical about ratinga movie by its box office performance. It may reflect the film’s profitability but not its success.The markets for such biopics in India are mainly restricted to the major metros and the second-tier cities that are sprouting all over across the country. The untapped markets include theIndian hinterland and the rural area where the audience still views as cinema as a source ofentertainment. These are generally the target audience for commercial Bollywood films.The Art Industry is still in its nascent stage in India. MF Hussain being an artist, his story isgenerally not that well known amongst the Indian masses The challenge hence would be togenerate interest interest amongst the target audience.M. F. Hussain is well known artist in the International Art circles. Celebrated in London andheralded as a modern day art genius in the West, the movie has a market abroad. WesternSociety has a mature outlook to Art. Their awareness is higher. Traditionally Biopics from Indiahave done well internationally. Parallel cinema from India finds takers globally. Eg. Dhobi Ghatdid good business abroad thanks to positive reviews in International Film Festivals like TheBerlinale and the Venice International Film Festival. This is the best way of launching the movie.The positive buzz created abroad can be used as a promotional tool. The International audiencewill be sympathetic to his plight as a fallen artist. We can position our movie accordinglythrough our marketing strategy.MARKETING ENVIRONMENT:Muqbool Fida Hussain, took up Qatari citizenship in February of this year. Hussain was awardedthe Padma Shri 1955, the Padma Bhushan in 1973, the Padma Vibhushan in 1989 and wasnominated to the Rajya Sabha in 1986. He gained notoriety in 1996 when pieces that he hadpainted in the 70s were reprinted in a Hindi magazine. Initially 8 cases were filed against himwhich eventually escalated to a large number of cases (about 900 or so) spread throughout thecountry.
In 2006, the death threats and acts of vandalism increased, forcing Hussain to spend anincreasing amount of time abroad. His decision to take up Qatar’s offer of citizenship requireshim to give up his Indian citizenship.These Politico-legal factors have to be taken into considerations while launching this movie.There was a severe backlash against MF Hussain’s works from right-wing groups. The strategyemployed should lay less emphasis on the controversies. Care should be taken not to positionthe movie as an outright glorification of M. F. Hussain.CONSUMER BEHAVIOUR:First, we’ve analysed the target market for our product Painting Hussain.AGE BREAKDOWN60% of audience are between the ages of 35 and 55. Age BreakDown 34 35 30 27 23 25 20 15 12 Age BreakDown 10 5 0 25-35 35-45 45-55 55+ AgeEDUCATION LEVEL84% of Audience have attended some college or having a Bachelor’s degree or above.
Education 32 35 29 30 23 25 20 16 15 10 5 0 High School some college Bachleors Masters DegreePURCHASING DECISION MAKER91% of respondents are either the primary decision maker for purchasing or share the decision-making role. Role No Role, 9% Primary, 35% Share, 56%
DECISION MAKINGIt is seen that, 45% of users make their purchasing decisions based on advertising, and 70 %rely on their friend’s recommendation. Advertisment 45% Friends Recommendation 70% Movie Website 44% Third Party Website 29% Other 36% 0% 20% 40% 60% 80%MOVIES: WHERE WATCHED 30% WHERE MOVIES ARE WATCHED 30% 25% 25% 20% 20% 15% 7% 8% 10% 5% 0% At the Rent Dvds Tv Cable on Online theater DemandA huge percentage of audience prefers to watch movie at home approx 70%.Hence we need to cater to these audience through different sources apart from movie theatre.
DVDS: SOURCE FOR NEW RELEASES Blogs 4% Billboards 12% Online 10% Friends 26% Commercials /Ads 48% 0% 10% 20% 30% 40% 50%This research would help us understand the promotional media when we launch Collector’sedition DVDs in the declinind phase of PLC.SEGMENTATION:Painting Hussain being a hindi movie, the debut launch of the movie shall be in India. TheEnglish version of the movie shall be released in United Kingdom, Australia, Spain, Italy, France,Dubai, Qatar, Pakistan and Bangladesh. Painting Hussain will probably not appeal to thetraditional Indian audience and is targeted to a mature audience above the age of 25. It is adelicate story about narrating excerpts of M. F. Hussains life. Painting Hussain is not for peoplewho like watching comedy, action, thriller or any fast paced film. It is more for an audiencewhich likes music, one who reads a lot and for a more niche audience inclined towards the Arts.The movie is a tribute to M. F. Hussains artistic brilliance, and his contribution to Indianmodernism. The occasion for the launch of this movie shall be his birth anniversary.TARGETTING:The movie’s target market is obviously the creatively inclined audience. People who have abasic understanding of Art and Hussain’s admirers alike will be interested in seeing the movie.In India, the promotions should be concentrated in the metros and second tier cities asmentioned before. In India, the movie can be targeted at an audience hungry for meaningfulcinema and are tired of the run-of-the-mill films. The atmospherics and the tones used in thefilm appeal to the nuances of World Cinema.The target audience belongs to the middle and upper income level segment. The film’s handlingclearly segments the audience on their level of education and awareness.
POSITIONING:The movie can be positioned as a movie belonging to a niche genre of experimental cinema dueto its imagery along the lines of Kurosawa or Jarmusch. This will give it the status of a nicheplayer in the Indian Film Industry. This will draw in the audience.Differentiation:The strategy should revolve around the fact that the film is an accurate biopic with a globalaudience and a touch of Indian sensibilities as its differentiating factor from other films runningcurrently at the time of its release.LIFE CYCLE AND THE CHANGING MARKETING MIXAs a product or brand moves through its life cycle, the company that markets it will shift itsmarketing-mix strategies.Let’s see how the mix might be changed at each stage art films. Product Life cycle 90 80 70 60 50 40 30 20 10 0 zero week Weekend1 Weekend2 Weakend3 Weakend4 forthcoming India Europe World WideAll the figures mentioned above are in crores.
Analysis of the Product Life Cycle:IntroductionAt this stage, we need to invest in advertising to make audience aware of the movie.That is what the movie is about and why they should watch it.If it faces only limited competition, we might use a skimming-pricing approach.Typically, because our target audience is niche, its promo advertisements would only be shownon news channels and English movie channels for just 15 seconds.Because sales are low while advertising and other costs are high, the company tends to losemoney during this stage.GrowthAs the company focuses on building sales, which are increasing rapidly at this stage, itsadvertising costs will go up.If competition appears, it may respond by lowering prices and distributing through multipledistribution multiplexes.With sales going up and costs going down, the product becomes more profitable.MaturityIf the film survives the growth stage, it we need to keep it in the maturity stage for as long aspossible.Sales still grow, though at a decreasing rate, and will eventually stabilize.We will release the CD’s and DVD’s of the movie around 6 months after the release.We will sell rights to television channels and online video streaming sites, around 8 to 10months after the release.DeclineThe sales in this stage would drop drastically. We would now launch exclusive DVDs of themovie and promote it as a collector’s edition.The price of DVD would strategically be priced as 299 Rs using psychological pricing strategy.The DVD would be released worldwide this would further help build upon the falling sales.
MARKETING OBJECTIVE:To create awareness about the movie to the niche market for which the movie is made. Also we willmake use of buzz & viral marketing to create a buzz amongst the audience relating to the movie, asthe life of the subject of the film has been riddled with controversies.PRODUCT:The different levels of the product can be outlined as follows:CORE PRODUCT: Biography of M.F. HussainGENERIC PRODUCT: Informative, inspiring & entertaining movie about M.F. HussainEXPECTED PRODUCT: Clarification about the controversies surrounding M.F. HussainAUGMENTED PRODUCT: Details about the controversies, his personal life, his life during exhile,his works.POTENTIAL PRODUCT: A detailed fool proof unbiased illustration of his life.PRICING:We will make use of use film festivals as an opportunity to get the attention of distributors. Oncethe distributors get interested in the film, we would make use of either of the two distributionstrategies:LeasingProfit sharingIn the leasing model, the distributor would pay us a fixed amount for the rights to distribute thefilm. If we enter into a profit-sharing relationship, on the other hand, the distributor gets apercentage (typically anywhere from 10 to 50 percent) of the net profits made from the movie.Both models can be good or bad, depending on how well the movie does at the box office. Wewill make use of both the models depending on the country of release.Factors like opening of a movie, target audience, buzz, star power, etc would help the distributordetermine the number of prints to make. Each print typically costs about Rs 1-1.5lakh to make,so the distributor must consider the number of theaters a movie can successfully open in. Apopular movie might fill the seats in several theaters in the same city while another moviewould have a much smaller audience. Since opening a movie on 3,000 screens could cost Rs30Crores for the prints alone, the distributor must be sure that the movie can draw enoughpeople to make the costs worthwhile.
DISTRIBUTION:It has been said that making a movie is not nearly as difficult as getting it distributed. Because ofthe enormous amount of cost in money and time involved in distributing a movie, a distributormust feel confident that they can make a sufficient return on their investment.Currently a large amount of the cost involved in getting a film to the cinema is the productionand shipping of 35mm film prints. This cost, along with the cost of promotion and marketing, isborne by Sasha Productions, and is known as the Prints and Advertising cost (P&A). This willamount to around 60% of the marketing budget.PROMOTIONAL STRATEGY:In brief, the promotional strategy for Painting Hussain is: MAHURATS AND PARTIES INTERNATIONAL FILM FESTIVALS POSTERS AND HOARDINGS NEWS PAPERS AND MAGAZINES PROMOS AND TRAILERS MUSIC RELEASE PREMIERE AND RELEASEArt films are aimed at small niche market audiences, which means they can rarely get thefinancial backing which will permit large production budgets, expensive special effects,costly celebrity actors, or huge advertising campaigns, as are used in widely-released mainstream block buster films. Art film directors make up for these constraints bycreating a different type of film, which typically uses lesser-known film actors (or even amateuractors) and modest sets to make films which focus much more on developing ideas or exploringnew narrative techniques or filmmaking conventions.
Furthermore, a certain degree of experience and intellect are required to understand orappreciate such films; one late 1990s art film was called "largely a cerebral experience" whichyou enjoy "because of what you know about film". This contrasts sharply with mainstream"blockbuster" films, which are geared more towards escapism and pure entertainment. Forpromotion, art films rely on the publicity generated from film critics reviews, discussion of theirfilm by arts columnists, commentators, and bloggers, and "word-of-mouth" promotion byaudience members. Since art films have small initial investment costs, they only need to appealto a small portion of the mainstream viewing audiences to become financially viable.The promotional campaign is a combination of Above The Line and Below-The-Line strategies.The promotional campaign of a movie revolves around publicity and advertisements. Creatingawareness amongst the masses about the movie’s plot or storyline is the most importantobjective of the promotional campaign.Viral Marketing:We will make use of buzz & viral marketing to create a buzz amongst the audience relating tothe movie, as the life of the subject of the film has been riddled with controversies. We shoulduse the Internet for promotion through advertisements and stirring a buzz through socialnetworks.We should upload free viral videos and teaser trailers on free video portals like Youtube, BingVideo, Google Video etc. The trailers should offer a speculative glimpse into some parts of themovie like his upbringing, his personal life, his relationships with each of his muses. Care shouldbe taken to refrain from showcasing any of the controversies that plagued him. The emphasisshould be on the man himself and his wide array of work. The trailers for Painting Hussain shallprimarily be emotional, but informative. It shall have a positive tone, and a logical appeal. Mostimportantly, it shall have a moral appeal, as the film will be portraying many of thecontroversies surrounding M. F. Hussains life.The Primacy format of the trailers shall be open ended, as is the film. It shall be open tointerpretation by the audience and Hussains admirers.The music of the film shall release two months prior to the release of the film, i.e. on the 15th ofJuly. This will also be a means to attract the target audience.Free Screenings in Major Art Schools:M, F. Hussain is as much known for his work as he is for the drama in his life. Artists all over theworld have often been castigated for their work. The movie offers a perspective to aspiringartists from all over the world, how they can test the limits of their creativity and expressionand the kind of backlash they can expect from different cultures. Also free screenings can helpraise awareness of the Genius that is M. F. Hussain.Some of the Major Art Schools selected are Rhode Island of Design (USA), Yale University (USA),Camberwell College of Art (London,UK), The Glasgow School of Art (UK), University of Arts(Bremen, Germany), University of Arts (Florence, Italy.)International festivals:The concept of a press junket in India is still relatively unknown. However, in the West, PressJunkets are an important part of any promotional strategy for a movie. Holding press junkets inInternational Film Festivals is a vital tool in our marketing strategy. These press junkets will
ensure global coverage of our movie and create the right kind of buzz required for a successfulmovie launch back home in India.The festivals we will compete in are The Berlinale, Cannes Film Festival and The Venice FilmFestival.Publicity:The publicity department will expend a great deal of time and money trying to maximise benefitfrom the following forms of publicity:Star Interviews- print and broadcast mediaMaking-of-Documentaries can help add to the hype. We can release limited edition DVDs with aunique behind-the-scenes look into the entire film making process.Gala PremiersNews Stories and fodder for TabloidsSpecial Cameos:Hussains’s muses include Madhuri Dixit, Tabu, Amrita Rao and Sonam Kapoor. In ourpromotional strategy we should stress on the fact that each of his muses plays a special cameoin the movie portraying themselves. We can use their star power to give a boost to ourpromotions. They can do so by giving exclusive interviews via print and broadcast media.They can attend special events around tinsel town. We can pledge support to notable causesof various NGOs thus generating awareness and positive publicity.Date of Launch:The date of launch or the premier in India will be the 17th of September, 2012. – the birthanniversary of M. F. Hussain. This is a strategic promotional gimmick that will ensure positivepublicity.THE GALA PREMIERE:By the time the film does the rounds of the International Film Circuit, sufficient buzz will begenerated to launch the product on the pre-decided date of launch.The Date of Launch is the 17th of September which as mentioned before, is the birthanniversary of M. F. Hussain.The location of the Gala Premier will be Mumbai which is the obvious choice for the officialpremier being the epicentre of Indian Cinema.
The event should be exclusive. The guest list should be decided on an invites-only basis. TheMuses should be in full attendance in all their glamorous best. Certain prominent people likepoliticians and select socialites should be invited. A special invite can be extended to theleaders of all the right-winpg groups who opposed M. F. Hussain’s work in the hope that theywill get to know M. F. Hussain the Person. Not M. F. Hussain the Painter.We should ensure a sufficient press strength for full coverage and maximum publicity. Thetiming during the day for the premier should be set as late evening to ensure maximumattendance.