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Final presentation online

  1. 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’<br />RESEARCHED BY:<br />KHYATI MADAAN, IIM INDORE<br />
  2. 2. DISCLAIMER<br />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. <br />For further references and details of the results shown in the presentation, refer to the research report.<br />The research report can be requested from the researcher at p10khyatim@iimidr.ac.in or khyati.madaan@gmail.com <br />
  3. 3. PRIMARY RESEARCH OBJECTIVE:<br />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<br />Secondary Research Objectives:<br /><ul><li>To measure the brand health of SRK as a brand vis-à-vis competitor brands Salman and Aamir
  4. 4. To develop a model to measure the impact of the current brand health on upcoming movies ‘Ra.One’ and ‘Don 2’ </li></li></ul><li>APPROACH TO THE PROBLEM<br />
  5. 5. BRAND HEALTH OF SRK<br />
  6. 6. Share of Mind:<br />CUSTOMER BASED BRAND EQUITY (CBBE)MODEL<br />
  7. 7. Share of Heart:<br />Brand sensitivity:<br />consumers' reported sensitivity to brand differences among SRK, Salman and Aamir<br />Brand substitutability:<br />how much is brand SRK substitutable by competitors Aamir and Salman<br />
  8. 8. RESEARCH METHODOLOGY<br />Focused group discussions <br />Exploratory Research<br />Projective Techniques (Word association, Sentence completion)<br />In depth interviews<br />Secondary Research<br />
  9. 9. RESEARCH METHODOLOGY<br />Questionnaire Surveys using multiple cross-section design <br />2. Descriptive Research<br />Urban audience:<br />Electronic survey + Personal Interviewing<br />Non-Urban audience: Personal Interviewing<br />
  10. 10. SAMPLING TECHNIQUES<br /><ul><li>Sample-</li></ul>Regular movie audience (recruitment criteria- watches minimum 25 movies in theatres annually)<br />
  11. 11. SAMPLING TECHNIQUES<br /><ul><li>Sampling Technique-</li></ul>Non probability sampling techniques-<br /><ul><li>Quota sampling is used based on convenience or Judgemental sampling method.
  12. 12. For internet survey, online panels were recruited and surveyed.
  13. 13. Sample Size-</li></ul>Sample size is estimated by using the formula <br />N= (Z² *P*Q)/ E²<br />Total of 950 respondents were surveyed to find results at 95% accuracy level<br />
  14. 14. DATA ANALYSIS:<br />RESULTS<br />
  15. 15. Brand substitutability among three Khans<br />Shah Rukh Khan<br />Salman Khan<br />10%<br />35%<br />Aamir Khan<br />
  16. 16. Brand salience: Genre of films<br />
  17. 17. Brand salience: Word Associations<br />
  18. 18. Performance of brand Shah Rukh Khan<br />
  19. 19. Brand Image <br />measured on Personality scale by David Aaker<br />
  20. 20. Brand Image <br />measured on Personality scale by David Aaker<br />
  21. 21. Brand Image <br />measured on Personality scale by David Aaker<br />
  22. 22. Overall Brand Image of three Khans <br />
  23. 23. Brand Judgement of three Khans <br />
  24. 24. Brand Feeling of three Khans <br />
  25. 25. Brand Resonance of three Khans <br />
  26. 26. Most awaited films of 2011-12<br />
  27. 27.
  28. 28.
  29. 29. DATA ANALYSIS:<br />FINDINGS<br />
  30. 30. SHARE OF MIND:<br />Brand Equity of Shah Rukh Khan<br />Brand Image<br />Brand Performance<br />Brand Salienceurtext here<br />Brand Judgement<br />Brand Feeling<br />Brand Resonance<br />
  31. 31. Romance ka Baadshah<br />BRAND SALIENCE<br />Improved actor, Overseas dominance<br />BRAND PERFORMANCE<br />Sincere, competent, sophisticated<br />Family icon<br />BRAND IMAGE<br />Higher on quality and consideration<br />BRAND <br />JUDGEMENT<br />BRAND <br />FEELING<br />BRAND <br />RESONANCE<br />Another name for love and passion<br />Moderate fan base<br />Moderate intensity of following<br />
  32. 32.
  33. 33. SHARE OF HEART:<br />Consumer Context<br />Brand Sensitivity<br />SRK enjoys moderate brand sensitivity<br />Salman enjoys highest exclusive fan base among three Khans in single screens<br />Brand Substitutability<br />Aamir and SRK are relatively substitutable by each other among the multiplex audience in India but SRK enjoys unparalleled dominance overseas<br />
  34. 34. Overall Brand Health of Shah Rukh Khan<br />Overall brand SRK is not very healthy currently as earlier times due to his longer absence and onslaught from competition during same period<br />SRK<br />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’<br />
  35. 35. Marketing Buzz of ‘Ra.One’ and ‘Don 2’<br />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) <br />Popularity of ‘Don 2’ was even slightly higher (96/100) being a franchisee<br />
  36. 36. NOW<br />Let’s develop a model to calculate box office collections of ‘Ra.One’ & ‘Don 2’<br />
  37. 37. Model Development<br />WINTER<br />
  38. 38. Variables used in the model<br />In developed model, ‘’Opening weekend business at domestic box office’’ depends on-<br />Star Equity<br />3<br />1<br />Genre Fit<br />Release time<br />Marketing Buzz<br />5<br />6<br />2<br />Screen Count<br />6. Post Release Buzz<br />4<br />
  39. 39. MODEL TESTING<br /><ul><li> The model was tested out on 32 films that were released in 2010-11 as shown in the table above. Figures in INR
  40. 40. Average %age deviation of the predicted business from the actual opening weekend business was found to be 5.62% for 32 films.</li></ul>***Actual formula and the model details can be provided on request. <br />
  41. 41. APPLICATION OF THE MODEL<br />Case of ‘Tanu Weds Manu’ : IT IS ALL ABOUT TIMING THE RELEASE!<br />
  42. 42. APPLICATION OF THE MODEL<br />Case of ‘Shaitan’ vs ‘Faltu’ : Marketing is the name of the game!!<br />
  43. 43. APPLICATION OF THE MODEL<br />Case of ‘Pyaar Ka Punchnama’ and ‘Band Baaja Baraat’- <br />Pre release vs Post release buzz<br />
  44. 44. PROJECTING BUSINESS OF ‘Ra.One’ AND ‘DON 2’ USING THE MODEL<br />Prediction of ‘opening weekend’ domestic nett business made against recent blockbuster, ‘Bodyguard’. <br />Refer to the table given below. (All figures in INR)<br />
  45. 45. PROJECTING BUSINESS OF ‘Ra.One’ AND ‘DON 2’ USING THE MODEL<br />

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