Presentation on IMC of Colors Channel by CBS Students


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  • Coming to specific corporate marketing activities, at Big Bazaar stores, helpers and counter-guys are wearing Colors T-shirts and giving out information about the channel. In McDonald’s, the Colors brand is present on the menu while Fear Factor KhataronKeKhiladi merchandise is available at Pantaloons and McDonalds.
  • Presentation on IMC of Colors Channel by CBS Students

    1. 1. IMC PLAN FOR <br />SUBMITTED BY- <br />ECSTASY GROUP<br />MadhuriGarg<br />Deepika Thakur<br />Pratima Singh<br />RashpalKaur<br />Shanky Garg<br />
    2. 2. INTRODUCTION<br /><ul><li>Colors is a Hindi language Indian </li></ul> general entertainment channel based in <br /> Mumbai<br /><ul><li> A part of the Viacom 18 family
    3. 3. It was launched on July 21, 2008
    4. 4. Huge popularity within a year of its launch </li></ul>Successful rating- received2nd position among other Hindi general entertainment channels within a little while, such as Zee TV, Sony TV, Star One, and Sahara One<br />
    5. 5. <ul><li> Currently, the channel is featuring a number of </li></ul> successful shows, such as BalikaVadhu, Na <br />Aana Is Des Laado.<br /><ul><li>BalikaVadhu was ranked in the TOP 5 shows </li></ul> of Indian television’s TRPs charts, within 3 <br /> months of its launch.<br /><ul><li>Colors has launched in America on the Dish </li></ul> Network in Febraury 2010, where it is <br /> called “Aapka Colors”.<br />
    6. 6. COMPETITORS<br />Star Plus<br />Zee TV<br />Sony Entertainment Television<br />Sahara one<br />NDTV Image<br />Doordarshan<br />All other regional entertainment channels<br />
    7. 7. MARKET SHARE <br />
    8. 8. OPPORTUNITIES<br />Brand loyalty in Indians.<br />A lot of untapped market<br />New generation with different tastes in watching TV shows.<br />
    9. 9. OBJECTIVES<br /><ul><li>Tapping untapped markets
    10. 10. Increasing Brand Awareness/Recognition
    11. 11. Category Demand
    12. 12. Enhance Purchase Actions
    13. 13. Increasing and Maintaining High Market Share</li></ul>Suggested Ways<br />Microsites for individual programs.<br />Dabbawala was an instant hit some more innovative advertisements can be introduced.<br />Involvement campaigns than mass media advertising .<br />Mobile strategy video on mobile platforms.<br />
    14. 14. BUDGETING<br />Studies at Harvard Says About Marketing Budget-<br />It should be 3% of the revenue<br />Can fluctuate according to PLC<br />Product/Brand launches: Add 2–5%<br />Mid-late product lifecycles: Subtract 1–5%<br />New or powerful competitor challenging competitive position-Add 2–5%<br />Changing Brand position or grow market share-Add 1–3%<br />
    15. 15. Contd…<br />Colors when launched had advertising budget of 50 crores which was quite cost effective keeping in view the viewership it gained within a year of its launch and revenue it generates per year is around 6000mn per annum with ad revenues growing by 46% Q to Q<br />
    16. 16.
    17. 17. FACTORS WORTH CONSIDERATION<br />Communication Plan (obviously)<br />Online Marketing Expenditure - opt specific ones-recommended microsites <br />Competition from rivals<br />PLC stage- Growth Stage<br />Trade promotions<br />More on PR and High Involvement Promotions<br />Relatively less On Mass Media Advertising<br />
    18. 18. FUTURE STRATEGIES<br />Can Tap South Indian TV market.<br />Can launch the channels in countries with large number of Indian Population.<br />Gossip/chit chat shows can be launched to target young audience.<br />Career oriented shows for youngsters.<br />Launch its own merchandise.<br />
    19. 19. TACTICS<br />Advertise in the small towns through Hoardings, painting the walls of the residents.<br />Collaborate with the local shopkeepers & put the posters of its upcoming shows in the shops.<br />Organize interactive games with the local people in relation to its shows.<br />
    20. 20. Contd…<br />Launch road shows across the country for its upcoming reality shows etc.<br />Organize street plays in relation to its serials.<br />It should keep using the Mumbai Dabbawalas for its promotions. <br />
    21. 21.
    22. 22. POSITIONING<br /><ul><li> General Entertainment Channel “with a difference.”
    23. 23. Tag Line - “JazbaatKe Rang” signifies the universal </li></ul>appeal of its programmes.<br /><ul><li> Attractive new concept Shows which targeted the critical issues of society.
    24. 24. Regional languages.</li></li></ul><li>ADVERTISING STRATEGY<br /><ul><li>APPEALS - Colors has all types of appeals
    25. 25. Humor - Child Stand Up Comedians - 'ChhoteMiyan.
    26. 26. Music – “ChakDhoomDhoom”.
    27. 27. Emotional & Fear appeal
    28. 28. Rational Appeal – Game Shows like Bingo hosted by AbhishekBachchan.
    29. 29. For Advertising Colors should use Radio via more frequencies, Regional Newspapers, Sponsorships etc.</li></li></ul><li>TARGETS<br />
    30. 30. SEGMENTATION<br />Geographic<br />Demographic<br />Psychographic<br />Socio-cultural <br />
    31. 31. MESSAGE STRATEGY<br />“JAZBAAT KE RANG”<br />Colors is a combination of emotions and variety , colors promises to offer an entire spectrum of emotions to the viewers that is well captured in its tagline “JazbaatKe Rang”.<br />
    32. 32. MEDIA SELECTION <br />MTV <br />Dabbawallas<br />Radio<br />Print<br />Websites<br />Mobiles<br />Movie theatres<br />Other Outdoor for promotion for the channel.<br />
    33. 33.
    34. 34.
    35. 35. BRANDING STRATEGIES<br />LOGO -:<br />YELLOW- Associated with the Sun and hence symbolizes Optimism, warmth, and happiness.<br />PINK- is youthful, fun and exciting.<br />PURPLE- a mix of red and blue evokes mystery.<br />PRICING STRATEGY<br />
    36. 36. OTHER PROMOTIONAL TOOLS STRATEGY <br />Tied up with barista to launch a fear factor edition coffee called f2 (Special Bigg Boss meals).<br />Launched IPL Rockstar. <br />By showing recent movies on weekends.<br />Big Bazaar <br />McDonald’s<br />Pantaloons <br />
    37. 37. IMC SCHEDULING<br />Quick Launch<br />HEAVY Advertising<br />Scheduled its launch near to Janamashtmi<br />
    38. 38. Any Questions…………………<br />
    39. 39. THANK<br /> YOU<br />