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Proposal for Cartoon Network to launch a Music Album

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A proposal for cartoon network to launch a music album for kids in India!

A proposal for cartoon network to launch a music album for kids in India!


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  • 1. We all preach that
    ‘Every child is Different’
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. Then why bug them with the same music?
  • 7. Cartoon Network launches a Music Album*
    * Exclusively for kids
  • 8. Scooby’s Playlist
    Scooby Doo
    Looney Toons
    Dexter’s Laboratory
    Johnny Bravo
    Batman
    The Mask
    Tom & Jerry
    Powerpuff girls
    Ed, Edd & Eddy
  • 9.
    • Kids’ entertainment industry in industry in India at an early growth stage
    • 10. Channels and movies being launched one after the other.
    • 11. Cartoon Network continues to grow but at a lower rate, because of the other channels launched
    • 12. In Hindi speaking market, Hungama TV has replaced Cartoon Network at the top spot
    Product Life Cycle
  • 13. Why India?
  • 14. Why India?
    • Second Fastest Economy in the World
    • 15. Regulatory Environment being strengthened for fast growth of industry.
    • 16. Indian Consumers willing to spend more on entertainment.
    • 17. Growing middle Class with more disposable Income
    • 18. Huge Potential in Kids Segment (among top three nations with highest populations under 15 years of age)
    • 19. Lack of cohesive production and distribution infrastructure, especially in the case of music industry. Cartoon network can tap this with the its brand image and finances available.
  • 20. SWOT & Porter’s Five Forces Analysis
  • 21. SWOT Analysis of Cartoon Network entering Indian Music Industry
  • 22. Porter’s Five Forces Analysis
    Threat of New Entrants (High)
    • Population under 25 comprising over 50% in the emerging countries like India, China, scope for growth in the kids segment
    • 23. Initial investment is not very high
    • 24. Disney Venturing in Indian movie Industry with Roadside Romeo , to tap the huge potential of Entertainment market in India
    Power of Suppliers (Low to Moderate)
    • Most of the characters are in-house creative insights
    • 25. Dependence on intellectual capital
    Power of Buyers (High)
    • Cartoon Network has the first mover advantage
    • 26. But entry in this category is easy and highly sought after due to the demographics
  • Porter’s Five Forces Analysis
    Threat of Substitutes (LOW)
    • No music house is particularly making albums for kids on a huge scale
    • 27. Cartoon network with its reach to kids can penetrate easily in Indian masses.
    Competitive Rivalry (LOW)
    • No particular music house in competition in this segment
    • 28. In the music album market in general, following are the competitors:
    • 29. BMG Music
    • 30. EMI owned ‘Virgin’
    • 31. Universal
    • 32. Sony
    • 33. Saregama
  • STP Analysis
  • 34. Segmentation & Targeting
    • A differentiated strategy
    • 35. Segmentation primarily on demographic profiles
    • 36. Segmentation on the basis of geographical profiles too (a different album for different countries)
    Target Segment
    • Children in the age group of 4 to 14 years
    • 37. Urban, affluent, belonging to rich class
  • Evaluating Segment Attractiveness
  • 38. Positioning
    • ‘Entertainment for children’
    • 39. Inherent strengths and existing connection with children
    • 40. Pre - schoolers: lullabies, soothing music and fun type of music
    • 41. Children aged 4-14: teen artists albums, dance music as well as educational songs
  • Marketing Mix
  • 42. Current Scenario
  • 43. PRODUCT
    • A compilation of popular toon tracks & jingles from the house of Cartoon Network
    (61% of the surveyed people were interested in compilations)
    • The first album can have ‘Tom & Jerry’ associated with it as the majority of people voted for it
  • PRICING
    • Premium pricing for cartoon character like Tom & Jerry
    • 44. Skimming strategy (initially)
    • 45. Competitive pricing (on stagnation)
    • 46. From market survey, price = Rs. 150 in India
    • 47. Market penetration pricing (later)
    • 48. Music album available through cartoon network portal
    • 49. Download price = Rs. 100 (since from survey, 88% buy music from traditional stores and 12% buy online)
    • 50. Selling online helps in collecting crucial consumer insights through surveys
    • 51. Higher prices for collections and special occasion songs
  • PROMOTIONAL CAMPAIGN
  • 52.
    • Radio airplay (primary source of promotion for any music album)
    • 53. Advertisements on Cartoon Network and its sister channels across the world using a brand ambassador
    • 54. Sales promotion to music record stores
    • 55. Public relations and publicity consisting of press conferences, kids-centered events at schools and nurseries
    • 56. Tying up with a major record making companies like EMI records so that the album can come under that brand to enable personal selling
    • 57. Direct marketing to customers at music stores by a Cartoon Network representative
  • Marketing Channel
    Channel 1: Cartoon Network Merchandising Stores
    Channel 2: Music record stores
    Channel 3: Using the distribution network of a record label like EMI records
  • 58. DESIGNING THE INTERNATIONAL DISTRIBUTION CHANNEL
    • Cultural mores
    • 59. Restrictive governments like in China
    • 60. International music albums launched in a staggered manner worldwide similar to movies
    • 61. This means that the same album would be
    launched on different days in different
    continents and maybe even in
    different countries (planning and
    scheduling)
    • Measures must be taken to
    curb piracy especially over the
    Internet.
  • 62. Profit Analysis
  • 63. Profit Analysis
    • Cartoon Network takes pride in presenting quality products to its consumers
    • 64. In this regard, Cartoon Network has decided to outsource the work of manufacturing of its music albums
    • 65. Music Industry in India is growing at CAGR of 4%
  • 66. Alternate Strategy
  • 67. Kidzone(Children’s Magazine)
  • 68. Kidzone (Children’s Magazine)