Happy New Year- A thorough Marketing Plan Case Study Authored By- Anant Katyayni & Group, MBA, SBM NMIMS 2014-16

1. Happy NewYear
Red Chillies Entertainment Production
A Mini Marketing Plan
Presented By:
-AkshVashishth
-Rohit Bhat
-Rohit Garg
-Aditya Rane
-Anant Katyayni
-Sahil Sehgal
-Rohit Agarwal
@NMIMS, Mumbaihttp://www.hny.co.in/

2. Executive Summary
HNY is a revenge story. Not a usual one though. It has no guns, no
chase sequences. But what it offers is a typical Bollywood bonanza.
Being a Farah Khan movie, it rides high on music, songs and occasional
bit of patriotism. No wonder the marketing strategy the makers have
employed, has all these elements in abundance.
It doesn’t really count what movie critics say in reviews, as long as there
is a Khan in the film. SRK’s energy, charm over the masses, and of
course the money he puts in through his home production house- Red
Chillies Entertainment, makes the Box Office ticking for Happy New
Year, despite a not so encouraging critics response.
Let us analyze the key elements of Marketing in this Horrendous
Comedy of Errors.
Happy New Year Script? What’s that?
-Farah Khan

3. Marketing Plan
Macro-
Environmental
Analysis
Market Customer Competitor
Company/
Brand
Product
Marketing Objectives &
Strategy
Action Plan & Control
Mechanism
Problems, Solutions &
Opportunities
SWOT
Porter’s 5
Forces
7 O’s
Framework

4. Porter’s 5 Forces Model
1. Macro-environmental Analysis
Rivalry
New
Entrants
Suppliers
Substitutes
Buyers
Brand Power
Geographic Reach
Incumbent
Resistance
Route to market
Distributers
Audience Pref.
Audience Size
Importance to
Quality Offering
Frequency &
Volume
Hollywood
Regional Films
Low Budget
Bollywood
(released in parallel)
Cheaper ticket prices,
tax benefits
Technology
Might of other
production houses
Cost Efficiency
StrategicAlliances
Range of offerings

5. ▪ Indian film industry is projected to grow at 14.1% CAGR
▪ Growth drivers
– Expansion of multiplexes in smaller cities
– Investments by foreign studios in domestic productions
– Emergence of digital and ancillary revenue streams
Growth
Trends
260
213
206
202
0 100 200 300
Dhoom3
Kick
Chennai Express
Happy New Year
Revenue (INR cr)
Revenue
▪ Shortening of release windows
– Resulting in 100 cr and 200Cr Clubs
▪ Happy NewYear had the biggest opening day
gross revenue of nearly 45 cr
2. Market Audit

6. Geographic Segmentation
Domestic
Hindi speaking
regions
Tamil speaking
regions
Telugu speaking
regions
Overseas
11
26
798
1340
0 500 1000 1500
Tamil
Telugu
Overseas
Hindi
FirstWeek Revenues (INR million)
First week Revenues
2. Market Audit

7. KnowYour Customer: the Golden Rule
Before proceeding to the marketing, having perfect knowledge of
customers (here, audience) is very important.
=>The makers decided to postpone the release the film on Oct 24 with the
mentality that the auspicious Laxmi puja, which would be performed by
people in the evening of Oct. 23
Audience targeted by makers was from both metros & small towns,
singles, married individuals and families due to mass appeal of the stars
and a light subject for the story (unlike typical Art films or serious parallel
cinema)
Demographic Segmentation
2. Market Audit
▪ Youth : 12-28 years
– Since India’s median age is 26,
this age group accounts for more
than half a billion people of the
country
– This also accounts for majority of
SRK’s loyal audience
– One time watch audience because
of ensemble Star cast
▪ Family audience
– The release date of movie is during
festive season, hence most families
will go for opening weekend

8. 2. Market Audit
S W
O T
Strengths Weaknesses
Opportunities Threats
• Strong star cast
• Simultaneous release in many
regional languages
• Release on 5000 domestic screens
and 1000 overseas screens
• No parallel releases
• Huge audience to cater to
•Weak content and lack of
innovation
• Ordinary storyline
• No defined genre
• Piracy
SWOT

9. 3. Customer Analysis
Occupants
Objects
Objectives
OrganizationsOccasions
Outlets
Operations
7 O’s Framework
Consumer Behavior

10. The ‘Badshah of Bollywood’ has an estimated mass outreach of 1 billion+ across the globe
Over 12 million followers on Facebook and 10 million onTwitter
Overall fan following for the Star cast of HNY was 25 million (loyal audience)
SRK’s first release in 14 months – after the super success of Chennai Express
3. Customer Analysis
Charisma works: it’s Show Business

11. The SRK-DP starrer flick was released on 24thrd October,
on the weekend of Diwali (earlier date was set 23rd)
Major movies were last released on 2nd October: Haider &
Bang Bang
This meant that from October 24 to November 7, it’s going
to be only HNY ruling the roost unchallenged:
Fury release postponed from Oct 17 to Oct 31
Gone Girl was also released on 31st October but failed to
make a dent in HNY’s collections
4. Competitor Analysis
Hollywood and Bollywood:

12. Kaththi (540 screens) & Poojai (350 screens) were
also released during the same weekend.
HNY was also released inTelugu &Tamil
simultaneously
No major sports events (IPL, FIFA Olympics) were
going on
Events such as ISL not been able to threaten HNY’s
viewership
4. Competitor Analysis
Regional Cinema and Sports events:

13. Red Chillies Entertainment (RCE)
▪ Indian motion picture production and distribution company based in Mumbai
▪ It was transformed from the now defunct Dreamz Unlimited. Founded on 7th May,
2002 by Bollywood actor Shahrukh Khan and his wife Gauri Khan. SRK mostly acts
under his home production company Red Chillies and distributes the film under
YRF.
▪ The company has five sub divisions:
– Film production
– Red ChilliesVFX
– studio forTV commercials known as Red ChilliesTVC
– Television programs production division under name of Red Chillies Idiot Box
– Equipment Leasing division
▪ The company also has a 50% stake in the Indian Premier League cricket
team Kolkata Knight Riders
▪ Leverages the equity earned on previous Blockbusters in Farah Khan’s direction-
Main Hoon Na & Om Shanti Om
5. Company/ Brand Equity

14. Product Offering:
6. Product

15. Marketing Plan Revisited
Macro-
Environmental
Analysis
Market Customer Competitor
Company/
Brand
Product
Marketing Objectives &
Strategy
Action Plan & Control
Mechanism
Problems, Solutions &
Opportunities
SWOT
Porter’s 5
Forces
7 O’s
Framework

16. HNY strategy is based on the following premises:
Awareness precedes ticket sales, therefore extensive pre-release promotional
campaigns
Less Likely chances for a repeat business for the same movie, so high target
market penetration necessary for success
A smart positioning: keeping in sync with the not-so-high expectations on logic,
but promoting a unique value-proposition on entertainment front.
Positioned as a family watch: lots of laughter, dance and comedy bonanza,
Use the individual charisma of Stars
7. Marketing Strategy
Baseline-

17. The first look of the film was launched on 2 January 2014
Twitter handle created
Trailers released onYoutube,Tata Sky.
7. Marketing Strategy
Digitally signed personal poster tweeted to followers
of twitter handle
the first film trailer to be released onWhatsApp and
Facebook both
Marketing Objectives:
The Usual Something Different
• Movie hit as many as
6,000 screens
worldwide
• 1,000 screens overseas
(That’s a record for a
Bollywood movie)
Pre launch Promotion via otherTV shows like Bigg Boss,
Dilse Nache IndiaWale (a new show started on ZTV)

18. 7. Marketing Strategy
Marketing Objectives:
Target Market:
Viewers of Indian diaspora across the globe
Special promotional tour titled "SLAM!“ was initiated.
Tour included cast of the movie along with Honey
Singh and Madhuri Dixit
The tour covered cities like Houston, New Jersey,
Washington,Toronto, Chicago,Vancouver ,San Jose
and London

19. In fact, the huge first week gave the film a massive
distributor share of 770 million approx.
TheTamil andTelugu versions of the film grossed 11
million nett and 26 million nett respectively in first
week.
Happy NewYear had a bumper opening on day one
setting new record by collecting around 400 million
The opening weekend to a record 970 million.
The film grossed around 1.75 billion (US$28 million) in
its first weekend worldwide
7. Marketing Strategy
Movies
Opening
Weekend
Lifetime
Percentage
Collections
Opening Weekend
Kick 83.50 233.00 35.84
Happy NewYear 108.86 203.00 53.63
Bang Bang 94.13 181.03 52.00
Singham Returns 77.55 141.00 55.00
Holiday 41.00 112.65 36.40
Jai Ho 58.50 111.00 52.70
EkVillain 50.70 105.50 48.06
2 States 38.00 104.00 36.54
Gunday 43.00 76.55 56.17
Mary Kom 30.60 64.00 47.81
Haider 26.78 58.30 45.93
Report Card for 2014
Financial Objectives:
To achieve 35 to 50% of estimated collection by
first weekend
Box Office India declared Happy NewYear a "Super Hit"
and "the second biggest hit of 2014" in India

20. The worldwide distribution rights were sold
to Yash Raj Films for 1.25 billion
The Satellite rights were sold to Zee
Network for 650 million and the Music rights
to T-Series for 120 million
A total pre-release revenue of 2.02 billion
7. Marketing Strategy
Financial Objectives: met successfully
0
100
200
300
400
500
1 2 3 4 5 6 7
Revenue from tickets
Revenue from
tickets
It’s raining money, honey!

21. Integrated Marketing Communication
Advertising
Special
Media
Events
Public
Relations
Social
Media
Direct
Marketing
Sales
Promotion
TV Shows
7. Marketing Strategy
IMC
“Is Diwali todenge
Taale
Indiawaale”

22. Integrated Marketing Communication
Advertising
Special Media
Events
Public
Relations
Social
Media
Direct
Marketing
Sales
Promotion
TV Shows
7. Marketing Strategy

23. Integrated Marketing Communication
TV Shows
7. Marketing Strategy
KBC @SONY
Bigg Boss?? Nay!

24. “SLAM! tour was just a smart self-funding
exercise. It was an initiative of Cineyug and
Red Chillies Entertainment, where the
actors got a chance to perform abroad and
with that a chance to promote the movie,
but the motive was not film promotion. It
was only a world tour. It was smart in the
sense that these tours generally need a lot
of funding, but in our case the money made
from the shows was used to retrieve the
funding cost”
-Manish Kumar, Head-Marketing & Digital
for Red Chillies Entertainment
7. Marketing Strategy
Integrated Marketing Communication
SLAM! the tour

25. Gaming and Application Rights:
On 13 October 2014, an official mobile game based on the
movie titled ‘Happy NewYear:The Game’ was released by
Hungama Digital Ltd.
Value Added Services:
by providing 2G content such as pictures, animation, caller
tunes etc
Other associations:
minimal cost association with PNB MetLife,Western
Union, Lenovo, Dairy Milk, Nokia, Lux soap, BEST rice,
Western Digital, Ayurwin (forTamil &Telugu markets)
and Amazon.com for merchandises
7. Marketing Strategy
Integrated Marketing Communication

26. Integrated Marketing Communication
Social Networking:
YouTube Channels
7. Marketing Strategy
Barely Speaking withArnub
@TVF Qtiyapa series

27. Marketing
Objectives
Performance
Standards
Compare Results
Corrections and
Alterations
244
90
173
108
203.76
95.5
157.57
108.86
0 100 200 300
Lifetime Domestic
Business
Lifetime Overseas
Business
First Week
First Weekend
Actual (in cr)
Predicted (in cr)
8. Control Mechanism

28. Contingency Plans
8. Control Mechanism

29. Audience might not be too kind to “Mindless” Films anymore
Increasing competition from Hollywood Movies
Global production houses entering India with variety in offering
Bollywood needs to evolve N O W
Quality of the storyline,Visual effects
Sensitivity towards Script-writers with true and honest scripts
( Say No to ‘inspired’)
Recommendations & Conclusion:

30. Question???

31. Thank You for watching this disaster