SlideShare a Scribd company logo
1 of 16
L a u n c h o f a
 s u c c e s s f u l
   s o n g l i k e
‘K o l a v e r i D i ’
                  Presented by:
Adnan Kitabi, Arunachalam Ramanathan, Devdeep
Daruka, Hemangi Parkeria, Namit Sachdeva, Rohit
Khattar, Soumya Sitam Priyadarshini, Varun Tiwari
                    Group - 3
A   Case Description

    Problem Definition
G     Management Decision Problem
      Marketing Research Problem
E   Approach to the Problem

N   Research Design

D   Analysis of our hypotheses


A   Net Takeaway
Case Description

A music company trying to understand the reasons for
the success of “Kolaveri Di” in order to create
successful songs and approached you for the
suggestions
Problem Definition

Management Decision Problem:

What should be done to launch a successful song
like „Kolaveri Di‟?

Marketing Research Problem:

What are the factors behind the success of
„Kolaveri Di‟?
Approach to the Problem
1. What motivated the people to listen to
              „Kolaveri Di‟?
                                                                                                      Did celebrity
                          Did presentation       Were listeners very    Did different versions
Did music and lyrics                                                                             endorsement increase
                        change the perception     particular about      of the song give more
 play a vital role?                                                                               the popularity of the
                            of the song?              theme?                   visibility?
                                                                                                         song?

                                                                                                          Positive
                             Presentation of         The theme was          Parody helped to
                                                                                                       comments by
          Tune              the song without         related to their         increase the
                                                                                                         favourite
                              choreography            personal life            viewership
                                                                                                        celebrities


                             The presence of
         Lyrics               star cast in the
                                   video


       Sung in a
       colloquial
       language



    Curiosity to know
     the meaning of
       Kolaveri Di




        Humour
2. In what means, did social media
contribute to the success of „Kolaveri Di‟?

 ‘Likes’ encouraged everyone to          ‘Shares’ encouraged everyone to
          watch the song                          watch the song


                           How did peer pressure
                         through social media help
                           the promotion of the
                                  song?



                                         ‘Twitting or writing on the wall’
‘Comments on a post’ encouraged
                                        encouraged everyone to watch the
   everyone to watch the song
                                                       song
3. How did the awareness created by traditional media
          affect listeners‟ song preference?

            How was the
             awareness
             created by
             traditional   Highlighting facts
               media?      and figures of the
                           song created
                           awareness


                           By frequently
                           airing the song in
                           FM and television
                           created awareness
Research Design
INFORMATION REQUIRED
     Specific               Specific               Specific
   Component 1            Component 2            Component 3
• To select the        • To select the        • To know whether
  factor that made       feature that           highlighting facts
  them listen to         instigates them        and figures and
  the song for the       to watch or listen     by frequently
  first time             to the song            airing the song in
                                                FM radio and
• To rate each         • To select the          television
  factor to know         feature in social      created
  the attribute that     media that will        awareness of the
  made them listen       express their          song
  to the song            level of
  repeatedly             involvement
Research Design
     Method of
                           Nature of the
  administering the
                           questionnaire
    questionnaire
• Computer-assisted    • Simple closed ended
  telephone              questions with
  interviewing           detailed instructions
• Personal In-Home
  interview
• Internet Interview
Research Design
SAMPLING PLAN AND SIZE


    Target         Sampling
                                    Sample Size
  Population      Technique
• Demography:   • Quota           • Qualitative
 • 4 zones        Sampling by       Research: 15
                  demography      • Quantitative
                 • 40 each from     Research:
                   4 zones          160
Analysis of our hypotheses


ANALYSIS.xlsx
Agree                  Partially Agree               Disagree

• Tune                     • Comments                 • Positive comments by
• Lyrics                   • Twitting or writing on     famous celebrities
• Sung in a colloquial       the wall                 • Highlighting facts &
  language                                              figures
• Curiosity to know the                               • Frequently airing the
  meaning of ‘Kolaveri                                  song in FM and
  Di’                                                   television
• Humour
• Presentation of the
  song without
  choreography
• Presence of star cast
• Theme
• Parody
• Likes in social media
• Shares in social media
IMPACT OF A SUCCESSFUL SONG THROUGH SOCIAL
                        MEDIA
                                     LIKES




      LIKES           SHARES      COMMENTS      TWITTING OR NONE OF THE
      (31%)            (38%)        (7%)       WRITING ON THE ABOVE
                                                    WALL      (18%)
                                                    (6%)
                                   NONE OF THE
                                FEATURES AFFECTED
LIKES LIKES     SHARES SHARESCOMMENTSCOMMENTS
                                            TWITTING OR NONE OF THE OF THE
                                                   TWITTING OR NONE
(33%) (40%)      (45%) (27%)     (4%) (15%)WRITING ON THE ON THE
                                                 WRITING     ABOVE ABOVE
        LIKES            SHARES       COMMENTS  WALLTWITTING OR NONE OF THE
                                                      WALL (14%) (12%)
        (9%)              (46%)          (18%) (4%) (6%) ON THE
                                                   WRITING           ABOVE
                                                        WALL         (27%)
      LIKES           SHARES        COMMENTS      TWITTING OR NONE OF THE
                                                        (0%)
      (24%)            (15%)           (0%)      WRITING ON THE   ABOVE
                                                      WALL         (56%)
                                                      (5%)
Net Takeaway
 Presence of the similar attributes as in „Kolaveri
Di‟ will tempt people to listen to the song

 Irrespective of the regions, people will listen to a
song like „Kolaveri Di‟

 Parody helps in increasing the viewership of the
original song

 In order to promote a song in a short span , social
media is a vital option
THANK
 YOU

More Related Content

Similar to Launch of a successful song like 'Kolaveri Di' - Marketing Research

Evaluation of our media
Evaluation of our mediaEvaluation of our media
Evaluation of our mediaGeorgeBramhall
 
JP - A2 Media - Eval Q3
JP - A2 Media - Eval Q3JP - A2 Media - Eval Q3
JP - A2 Media - Eval Q3SB2701
 
Question 3 what have you learned from
Question 3   what have you learned fromQuestion 3   what have you learned from
Question 3 what have you learned fromJshepherd1460
 
G324 Audience Research: Brand New
G324 Audience Research: Brand New G324 Audience Research: Brand New
G324 Audience Research: Brand New 005755
 
Brand New A2 Media Audience Research
Brand New A2 Media Audience ResearchBrand New A2 Media Audience Research
Brand New A2 Media Audience Research005755
 
Assignment 8 draft 3 part 1
Assignment 8 draft 3 part 1Assignment 8 draft 3 part 1
Assignment 8 draft 3 part 1rfasil22
 
Q3 evaluation
Q3 evaluationQ3 evaluation
Q3 evaluationelle94
 
Question 3 what have you learned from
Question 3   what have you learned fromQuestion 3   what have you learned from
Question 3 what have you learned fromJshepherd1460
 
Assignment 8 draft 3 final
Assignment 8 draft 3 finalAssignment 8 draft 3 final
Assignment 8 draft 3 finalrfasil22
 
Codes And Conventions Of Indie Pop Music Videos
Codes And Conventions Of Indie Pop Music VideosCodes And Conventions Of Indie Pop Music Videos
Codes And Conventions Of Indie Pop Music VideosSaeed Moulai
 
In what ways does your media product use develop or challenge forms and conve...
In what ways does your media product use develop or challenge forms and conve...In what ways does your media product use develop or challenge forms and conve...
In what ways does your media product use develop or challenge forms and conve...11dewberrysoph
 
Why music videos
Why music videosWhy music videos
Why music videoslaurastraw
 
Assignment 8 draft 3 part 1
Assignment 8 draft 3 part 1Assignment 8 draft 3 part 1
Assignment 8 draft 3 part 1rfasil22
 
Focus group summary of final product
Focus group summary of final productFocus group summary of final product
Focus group summary of final productlilywilkinson
 
What have you learnt from your audience feedback
What have you learnt from your audience feedbackWhat have you learnt from your audience feedback
What have you learnt from your audience feedbackJemPinto
 
Demographics and target audience
Demographics and target audienceDemographics and target audience
Demographics and target audienceJockHayrise
 

Similar to Launch of a successful song like 'Kolaveri Di' - Marketing Research (20)

Evaluation of our media
Evaluation of our mediaEvaluation of our media
Evaluation of our media
 
JP - A2 Media - Eval Q3
JP - A2 Media - Eval Q3JP - A2 Media - Eval Q3
JP - A2 Media - Eval Q3
 
Question 3 what have you learned from
Question 3   what have you learned fromQuestion 3   what have you learned from
Question 3 what have you learned from
 
G324 Audience Research: Brand New
G324 Audience Research: Brand New G324 Audience Research: Brand New
G324 Audience Research: Brand New
 
Brand New A2 Media Audience Research
Brand New A2 Media Audience ResearchBrand New A2 Media Audience Research
Brand New A2 Media Audience Research
 
Assignment 8 draft 3 part 1
Assignment 8 draft 3 part 1Assignment 8 draft 3 part 1
Assignment 8 draft 3 part 1
 
Q3 evaluation
Q3 evaluationQ3 evaluation
Q3 evaluation
 
Question 3
Question 3 Question 3
Question 3
 
Question 3 what have you learned from
Question 3   what have you learned fromQuestion 3   what have you learned from
Question 3 what have you learned from
 
Assignment 8 draft 3 final
Assignment 8 draft 3 finalAssignment 8 draft 3 final
Assignment 8 draft 3 final
 
Codes And Conventions Of Indie Pop Music Videos
Codes And Conventions Of Indie Pop Music VideosCodes And Conventions Of Indie Pop Music Videos
Codes And Conventions Of Indie Pop Music Videos
 
In what ways does your media product use develop or challenge forms and conve...
In what ways does your media product use develop or challenge forms and conve...In what ways does your media product use develop or challenge forms and conve...
In what ways does your media product use develop or challenge forms and conve...
 
Everybody Loves Music
Everybody Loves MusicEverybody Loves Music
Everybody Loves Music
 
Eval q3
Eval q3Eval q3
Eval q3
 
Media
MediaMedia
Media
 
Why music videos
Why music videosWhy music videos
Why music videos
 
Assignment 8 draft 3 part 1
Assignment 8 draft 3 part 1Assignment 8 draft 3 part 1
Assignment 8 draft 3 part 1
 
Focus group summary of final product
Focus group summary of final productFocus group summary of final product
Focus group summary of final product
 
What have you learnt from your audience feedback
What have you learnt from your audience feedbackWhat have you learnt from your audience feedback
What have you learnt from your audience feedback
 
Demographics and target audience
Demographics and target audienceDemographics and target audience
Demographics and target audience
 

More from Arunachalam Ramanathan

Consumer Buying Behaviour - Diamond Jewellery
Consumer Buying Behaviour - Diamond JewelleryConsumer Buying Behaviour - Diamond Jewellery
Consumer Buying Behaviour - Diamond JewelleryArunachalam Ramanathan
 
Brand Equity Measurement - Cadbury Dairy Milk
Brand Equity Measurement - Cadbury Dairy MilkBrand Equity Measurement - Cadbury Dairy Milk
Brand Equity Measurement - Cadbury Dairy MilkArunachalam Ramanathan
 
Brand Image Measurement - Cadbury Dairy Milk
Brand Image Measurement - Cadbury Dairy MilkBrand Image Measurement - Cadbury Dairy Milk
Brand Image Measurement - Cadbury Dairy MilkArunachalam Ramanathan
 
B-School Satisfaction Survey - Research Proposal
B-School Satisfaction Survey - Research ProposalB-School Satisfaction Survey - Research Proposal
B-School Satisfaction Survey - Research ProposalArunachalam Ramanathan
 
B-School Satisfaction Survey - Advanced Marketing Research
B-School Satisfaction Survey - Advanced Marketing ResearchB-School Satisfaction Survey - Advanced Marketing Research
B-School Satisfaction Survey - Advanced Marketing ResearchArunachalam Ramanathan
 

More from Arunachalam Ramanathan (13)

Praxis - Web 2.0 Strategy
Praxis - Web 2.0 StrategyPraxis - Web 2.0 Strategy
Praxis - Web 2.0 Strategy
 
Industry Analysis - Airlines
Industry Analysis - AirlinesIndustry Analysis - Airlines
Industry Analysis - Airlines
 
Consumer Buying Behaviour - Diamond Jewellery
Consumer Buying Behaviour - Diamond JewelleryConsumer Buying Behaviour - Diamond Jewellery
Consumer Buying Behaviour - Diamond Jewellery
 
Brand Valuation - Cadbury Dairy Milk
Brand Valuation - Cadbury Dairy MilkBrand Valuation - Cadbury Dairy Milk
Brand Valuation - Cadbury Dairy Milk
 
Brand Equity Measurement - Cadbury Dairy Milk
Brand Equity Measurement - Cadbury Dairy MilkBrand Equity Measurement - Cadbury Dairy Milk
Brand Equity Measurement - Cadbury Dairy Milk
 
Brand Image Measurement - Cadbury Dairy Milk
Brand Image Measurement - Cadbury Dairy MilkBrand Image Measurement - Cadbury Dairy Milk
Brand Image Measurement - Cadbury Dairy Milk
 
B-School Satisfaction Survey - Research Proposal
B-School Satisfaction Survey - Research ProposalB-School Satisfaction Survey - Research Proposal
B-School Satisfaction Survey - Research Proposal
 
B-School Satisfaction Survey - Advanced Marketing Research
B-School Satisfaction Survey - Advanced Marketing ResearchB-School Satisfaction Survey - Advanced Marketing Research
B-School Satisfaction Survey - Advanced Marketing Research
 
Launch of a Soap - Business Plan
Launch of a Soap - Business PlanLaunch of a Soap - Business Plan
Launch of a Soap - Business Plan
 
Brand Dossier- Surf Excel (Word Doc)
Brand Dossier- Surf Excel (Word Doc)Brand Dossier- Surf Excel (Word Doc)
Brand Dossier- Surf Excel (Word Doc)
 
Collective Bargaining in Tea industry
Collective Bargaining in Tea industryCollective Bargaining in Tea industry
Collective Bargaining in Tea industry
 
Organisational Transformation in BPO
Organisational Transformation in BPOOrganisational Transformation in BPO
Organisational Transformation in BPO
 
Brand Dossier - Surf Excel (PPT)
Brand Dossier - Surf Excel (PPT)Brand Dossier - Surf Excel (PPT)
Brand Dossier - Surf Excel (PPT)
 

Recently uploaded

5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdfSherl Simon
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersPeter Horsten
 
Technical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamTechnical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamArik Fletcher
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxRakhi Bazaar
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfDanny Diep To
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration TrainingCalvinarnold843
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...Operational Excellence Consulting
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Aggregage
 
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdfChris Skinner
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOne Monitar
 
Unveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesUnveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesDoe Paoro
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfJamesConcepcion7
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansNugget Global
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesAurelien Domont, MBA
 
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...ssuserf63bd7
 
71368-80-4.pdf Fast delivery good quality
71368-80-4.pdf Fast delivery  good quality71368-80-4.pdf Fast delivery  good quality
71368-80-4.pdf Fast delivery good qualitycathy664059
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHelp Desk Migration
 

Recently uploaded (20)

5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exporters
 
Technical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamTechnical Leaders - Working with the Management Team
Technical Leaders - Working with the Management Team
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
 
WAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdfWAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdf
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration Training
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
 
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
 
Unveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesUnveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic Experiences
 
Authentically Social - presented by Corey Perlman
Authentically Social - presented by Corey PerlmanAuthentically Social - presented by Corey Perlman
Authentically Social - presented by Corey Perlman
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdf
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business Loans
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and Templates
 
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
 
71368-80-4.pdf Fast delivery good quality
71368-80-4.pdf Fast delivery  good quality71368-80-4.pdf Fast delivery  good quality
71368-80-4.pdf Fast delivery good quality
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your Business
 

Launch of a successful song like 'Kolaveri Di' - Marketing Research

  • 1. L a u n c h o f a s u c c e s s f u l s o n g l i k e ‘K o l a v e r i D i ’ Presented by: Adnan Kitabi, Arunachalam Ramanathan, Devdeep Daruka, Hemangi Parkeria, Namit Sachdeva, Rohit Khattar, Soumya Sitam Priyadarshini, Varun Tiwari Group - 3
  • 2. A Case Description Problem Definition G Management Decision Problem Marketing Research Problem E Approach to the Problem N Research Design D Analysis of our hypotheses A Net Takeaway
  • 3. Case Description A music company trying to understand the reasons for the success of “Kolaveri Di” in order to create successful songs and approached you for the suggestions
  • 4. Problem Definition Management Decision Problem: What should be done to launch a successful song like „Kolaveri Di‟? Marketing Research Problem: What are the factors behind the success of „Kolaveri Di‟?
  • 5. Approach to the Problem
  • 6. 1. What motivated the people to listen to „Kolaveri Di‟? Did celebrity Did presentation Were listeners very Did different versions Did music and lyrics endorsement increase change the perception particular about of the song give more play a vital role? the popularity of the of the song? theme? visibility? song? Positive Presentation of The theme was Parody helped to comments by Tune the song without related to their increase the favourite choreography personal life viewership celebrities The presence of Lyrics star cast in the video Sung in a colloquial language Curiosity to know the meaning of Kolaveri Di Humour
  • 7. 2. In what means, did social media contribute to the success of „Kolaveri Di‟? ‘Likes’ encouraged everyone to ‘Shares’ encouraged everyone to watch the song watch the song How did peer pressure through social media help the promotion of the song? ‘Twitting or writing on the wall’ ‘Comments on a post’ encouraged encouraged everyone to watch the everyone to watch the song song
  • 8. 3. How did the awareness created by traditional media affect listeners‟ song preference? How was the awareness created by traditional Highlighting facts media? and figures of the song created awareness By frequently airing the song in FM and television created awareness
  • 9. Research Design INFORMATION REQUIRED Specific Specific Specific Component 1 Component 2 Component 3 • To select the • To select the • To know whether factor that made feature that highlighting facts them listen to instigates them and figures and the song for the to watch or listen by frequently first time to the song airing the song in FM radio and • To rate each • To select the television factor to know feature in social created the attribute that media that will awareness of the made them listen express their song to the song level of repeatedly involvement
  • 10. Research Design Method of Nature of the administering the questionnaire questionnaire • Computer-assisted • Simple closed ended telephone questions with interviewing detailed instructions • Personal In-Home interview • Internet Interview
  • 11. Research Design SAMPLING PLAN AND SIZE Target Sampling Sample Size Population Technique • Demography: • Quota • Qualitative • 4 zones Sampling by Research: 15 demography • Quantitative • 40 each from Research: 4 zones 160
  • 12. Analysis of our hypotheses ANALYSIS.xlsx
  • 13. Agree Partially Agree Disagree • Tune • Comments • Positive comments by • Lyrics • Twitting or writing on famous celebrities • Sung in a colloquial the wall • Highlighting facts & language figures • Curiosity to know the • Frequently airing the meaning of ‘Kolaveri song in FM and Di’ television • Humour • Presentation of the song without choreography • Presence of star cast • Theme • Parody • Likes in social media • Shares in social media
  • 14. IMPACT OF A SUCCESSFUL SONG THROUGH SOCIAL MEDIA LIKES LIKES SHARES COMMENTS TWITTING OR NONE OF THE (31%) (38%) (7%) WRITING ON THE ABOVE WALL (18%) (6%) NONE OF THE FEATURES AFFECTED LIKES LIKES SHARES SHARESCOMMENTSCOMMENTS TWITTING OR NONE OF THE OF THE TWITTING OR NONE (33%) (40%) (45%) (27%) (4%) (15%)WRITING ON THE ON THE WRITING ABOVE ABOVE LIKES SHARES COMMENTS WALLTWITTING OR NONE OF THE WALL (14%) (12%) (9%) (46%) (18%) (4%) (6%) ON THE WRITING ABOVE WALL (27%) LIKES SHARES COMMENTS TWITTING OR NONE OF THE (0%) (24%) (15%) (0%) WRITING ON THE ABOVE WALL (56%) (5%)
  • 15. Net Takeaway Presence of the similar attributes as in „Kolaveri Di‟ will tempt people to listen to the song Irrespective of the regions, people will listen to a song like „Kolaveri Di‟ Parody helps in increasing the viewership of the original song In order to promote a song in a short span , social media is a vital option