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1. A RESEARCH ON SRK’S CURRENT BRAND HEALTH AND DEVELOP A UNIQUE MODEL TO PROJECT OPENING WEEKEND BUSINESS OF ‘Ra.One’ and ‘Don 2’ RESEARCHED BY: KHYATI MADAAN, IIM INDORE
2. DISCLAIMER Kindly note that the work presented is original work of research. Any part or whole research cannot be re produced in any form without the permission of researcher. For further references and details of the results shown in the presentation, refer to the research report. The research report can be requested from the researcher at p10khyatim@iimidr.ac.in or khyati.madaan@gmail.com
7. Share of Heart: Brand sensitivity: consumers' reported sensitivity to brand differences among SRK, Salman and Aamir Brand substitutability: how much is brand SRK substitutable by competitors Aamir and Salman
8. RESEARCH METHODOLOGY Focused group discussions Exploratory Research Projective Techniques (Word association, Sentence completion) In depth interviews Secondary Research
9. RESEARCH METHODOLOGY Questionnaire Surveys using multiple cross-section design 2. Descriptive Research Urban audience: Electronic survey + Personal Interviewing Non-Urban audience: Personal Interviewing
13. Sample Size-Sample size is estimated by using the formula N= (Z² *P*Q)/ E² Total of 950 respondents were surveyed to find results at 95% accuracy level
30. SHARE OF MIND: Brand Equity of Shah Rukh Khan Brand Image Brand Performance Brand Salienceurtext here Brand Judgement Brand Feeling Brand Resonance
31. Romance ka Baadshah BRAND SALIENCE Improved actor, Overseas dominance BRAND PERFORMANCE Sincere, competent, sophisticated Family icon BRAND IMAGE Higher on quality and consideration BRAND JUDGEMENT BRAND FEELING BRAND RESONANCE Another name for love and passion Moderate fan base Moderate intensity of following
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33. SHARE OF HEART: Consumer Context Brand Sensitivity SRK enjoys moderate brand sensitivity Salman enjoys highest exclusive fan base among three Khans in single screens Brand Substitutability Aamir and SRK are relatively substitutable by each other among the multiplex audience in India but SRK enjoys unparalleled dominance overseas
34. Overall Brand Health of Shah Rukh Khan Overall brand SRK is not very healthy currently as earlier times due to his longer absence and onslaught from competition during same period SRK But through his high sincerity, competence and consideration among audience, he is poised to exploit his brand equity with upcoming back to back potential blockbusters ‘Ra.One’ and ‘Don 2’
35. Marketing Buzz of ‘Ra.One’ and ‘Don 2’ Almost 9 out of 10 people surveyed were keen to watch ‘Ra.One’ during its first weekend (Marketing buzz of 95 on a scale of 100) Popularity of ‘Don 2’ was even slightly higher (96/100) being a franchisee
36. NOW Let’s develop a model to calculate box office collections of ‘Ra.One’ & ‘Don 2’
38. Variables used in the model In developed model, ‘’Opening weekend business at domestic box office’’ depends on- Star Equity 3 1 Genre Fit Release time Marketing Buzz 5 6 2 Screen Count 6. Post Release Buzz 4
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40. Average %age deviation of the predicted business from the actual opening weekend business was found to be 5.62% for 32 films.***Actual formula and the model details can be provided on request.
41. APPLICATION OF THE MODEL Case of ‘Tanu Weds Manu’ : IT IS ALL ABOUT TIMING THE RELEASE!
42. APPLICATION OF THE MODEL Case of ‘Shaitan’ vs ‘Faltu’ : Marketing is the name of the game!!
43. APPLICATION OF THE MODEL Case of ‘Pyaar Ka Punchnama’ and ‘Band Baaja Baraat’- Pre release vs Post release buzz
44. PROJECTING BUSINESS OF ‘Ra.One’ AND ‘DON 2’ USING THE MODEL Prediction of ‘opening weekend’ domestic nett business made against recent blockbuster, ‘Bodyguard’. Refer to the table given below. (All figures in INR)
