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Final presentation online Final presentation online Presentation Transcript

  • 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
  • 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
  • PRIMARY RESEARCH OBJECTIVE:
    To study SRK’s brand health in today’s scenario and measure its impact on his upcoming movies ‘Ra.One’ and ‘Don 2’ through the developed model
    Secondary Research Objectives:
    • To measure the brand health of SRK as a brand vis-à-vis competitor brands Salman and Aamir
    • To develop a model to measure the impact of the current brand health on upcoming movies ‘Ra.One’ and ‘Don 2’
  • APPROACH TO THE PROBLEM
  • BRAND HEALTH OF SRK
  • Share of Mind:
    CUSTOMER BASED BRAND EQUITY (CBBE)MODEL
  • 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
  • RESEARCH METHODOLOGY
    Focused group discussions
    Exploratory Research
    Projective Techniques (Word association, Sentence completion)
    In depth interviews
    Secondary Research
  • RESEARCH METHODOLOGY
    Questionnaire Surveys using multiple cross-section design
    2. Descriptive Research
    Urban audience:
    Electronic survey + Personal Interviewing
    Non-Urban audience: Personal Interviewing
  • SAMPLING TECHNIQUES
    • Sample-
    Regular movie audience (recruitment criteria- watches minimum 25 movies in theatres annually)
  • SAMPLING TECHNIQUES
    • Sampling Technique-
    Non probability sampling techniques-
    • Quota sampling is used based on convenience or Judgemental sampling method.
    • For internet survey, online panels were recruited and surveyed.
    • 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
  • DATA ANALYSIS:
    RESULTS
  • Brand substitutability among three Khans
    Shah Rukh Khan
    Salman Khan
    10%
    35%
    Aamir Khan
  • Brand salience: Genre of films
  • Brand salience: Word Associations
  • Performance of brand Shah Rukh Khan
  • Brand Image
    measured on Personality scale by David Aaker
  • Brand Image
    measured on Personality scale by David Aaker
  • Brand Image
    measured on Personality scale by David Aaker
  • Overall Brand Image of three Khans
  • Brand Judgement of three Khans
  • Brand Feeling of three Khans
  • Brand Resonance of three Khans
  • Most awaited films of 2011-12
  • DATA ANALYSIS:
    FINDINGS
  • SHARE OF MIND:
    Brand Equity of Shah Rukh Khan
    Brand Image
    Brand Performance
    Brand Salienceurtext here
    Brand Judgement
    Brand Feeling
    Brand Resonance
  • 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
  • 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
  • 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’
  • 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
  • NOW
    Let’s develop a model to calculate box office collections of ‘Ra.One’ & ‘Don 2’
  • Model Development
    WINTER
  • 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
  • MODEL TESTING
    • The model was tested out on 32 films that were released in 2010-11 as shown in the table above. Figures in INR
    • 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.
  • APPLICATION OF THE MODEL
    Case of ‘Tanu Weds Manu’ : IT IS ALL ABOUT TIMING THE RELEASE!
  • APPLICATION OF THE MODEL
    Case of ‘Shaitan’ vs ‘Faltu’ : Marketing is the name of the game!!
  • APPLICATION OF THE MODEL
    Case of ‘Pyaar Ka Punchnama’ and ‘Band Baaja Baraat’-
    Pre release vs Post release buzz
  • 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)
  • PROJECTING BUSINESS OF ‘Ra.One’ AND ‘DON 2’ USING THE MODEL