GHANSHAM MORISIYA (7) BHAVIN GALA (39) HANIF KAZI (57)
INTRODUCTION Colors is a general entertainment channel from Viacom18, a joint venture between the Rs 1,500-crore Network18 and the $9.4 billion American media major Viacom. It was launched on July 21, 2008. TAG LINE - Jasbaat Ke Rang
CHAIRMAN OF VIACOM 18 - Raghav Bahl.Rajesh Kamat – previous ceo, the man who led Colors since its birth.Raj Nayak - CEO is described as the ‘the superman of television ad sales’. Was associated with Star Plus and KBC.
PRE- LAUNCH SCENARIO• 11 ENTEREND IN GENERAL ENTERTAMENT CHANNEL• MARKET LEADER- STAR PLUS• NEW COMER NDTV IMAGINE & 9XM FAILED TO MAKE MARK.• THE SECTOR WAS DOMINATED BY SAAS-BAHU SOAPS
LAUNCHING COLORS• COLORS innovative promotions targeting Hindi speaking audience in 90 Indian cities.• Colors used TV, radio, print, websites, mobile, movie theaters and outdoor for promoting the channel.• Strategic tie up with McDonald, Pantaloons, Big Bazaar, Iskon temple, and Mumbai dabbawala’s.
COLORS MOMENTOUS LAUNCH STRONGER FIRST WEEK PERFORMANCE THAN RECENT COMPETITIVE LAUNCHES 8 1 .0 5 6 .0 2 1 .0 Col or s N D T V I ma g in e 9XSource: TAM, CS 4+, HSM, Time Period: Colors – 21st July 7PM – 26th July (12 am), NDTVImagine 21st Jan (7 PM) – 26th Jan (12 am), 9X – 12th Nov – 17th Nov (12am)
During Launch Colors 7% 21% Zee TV 45% Star Plus 27% Sony
After 1 Year Zee TV 16% 42% 18% Star PlusSony 24% Colors
* Within 10 weeksColors managed to gainmore than 100advertisers*The awarenesstranscended intounprecedented loyalty
Colors reached 100 GRP is in onlyits 2ndweek (August)a. KKK had a TRP of 2.57%b. Balika Vadhu had 1.34% and Jai Sri Krishnac. had a rating of 1.03%Colors achieves a 20% share in genreGRP is (it continues to do so,increasing to its tally); In 10th Week(October) it grabs2nd position with235 GRP’s. Strong performers thisTime are Bigg Boss 2 andBalikaVadhu (6.5% TVR)
Competitive strategyWorld-class operations: VIACOM and NETWORK 18.GREAT RELATION WITH DISTRIBUTER ANDADVERTISERS.CHALLENGER.PRODUCT INNOVATION.UPCOMING SHOWS.
PROMOTIONAL STRATEGIES• Colors left no stone unturned in its Promotion of its various shows and the channel itself.• Launch marketing and promotion budget of RS. 35-45 cr.• Promotion plan included a high profile coverage in top 90 cities and towns• AKSHAY KUMAR AND SHILPA SHEETY.
Branding Strategies BRAND ELEMENTS•The logo of colors is fresh & welcoming•Yellow is associated with sun- &hence optimism,warmth & happiness.•Pink is youthful, fun & exciting•Purple, a mix of red & blue, it evokes mystery•The use of small caps in the title indicatesopenness, a welcoming attitude
Branding strategies• The logo of the channel also includes the name of the parent co. i.e., Viacom 18• Done in order to establish credibility, since its their first GEC channel.• However such branding is absent in logos of other channel network like MTV etc.
STRENGTH WEAKNESS• Shows from all walks of life • Strong competitors.• A fresh outlook on • Trying to capture an already everything captivated part of audience.• New themes and ideas SWOT ANALYSISOPPORTUNITY THREATS• A lot of untapped market • Failure• Anew generation with difference • High payments. taste in TV • Difficulty in looking for new• Brand loyalty in Indians grounds• Digitalization & DTH • Copy cats
BCG MATRIX PARICHAY, KITCHENJHALAK, BIG BOSS, CHAMPION, MUKTISUR KSHETRA BANDHAN, KKK.• Uttaran, Naa ana is JAI SHRI KRISHNA des Laado. BALLIKA Bingo Night, Super VAADU fight league.
Porter’s Five Forces THREAT OF SUBSTITUTES Substitutes like live Theaters, Movies, Internet are major source of threats BUYERS BARGAINING THREAT FROM POWER SUPPLIERS Heavy Branding andSuper star and actors marketing is required to COMPETITION persuade viewers and can be more demanding. Rivalry among the audience. players like Star plus, Zee Zero switching cost. and Sony.Good story content Hence, the bargaining from writers. power of customers is very high THREAT FROM NEW ENTRANTS Currently there is no new entrants, But some global channel may cause thread.
Segmentation • Do sampling 15 – 24 Years • Key to single TV households • Attracted to fictionLady of the House • Afternoon slot • 7-9pm Bharat • Skew towards smaller towns • 9-10pm-equal division India • Post 10pm-metros
Target marketing processIdentify markets with unfulfilled needs. Discover segments on the basis of consumer characteristic. Analysis segment potential & finalize segments to target. Differentiate product offering from competitors. Create a distinctive positioning in the mind of consumers.
POSITIONING• Positioned as GEC(General entertainment channel ) with a difference• A channel that was not only rich in color but rich in life.• The tagline of the channel is “Jasbaat Ke Rang” signifying the universal appeal of its program• Promoted cohesive viewing
Television rating point•Enjoyed the highest rating for consecutive weeksafter weeks because of innovation in serials•Big Boss season 3 had a starting TRP of 6.0 higherthan KBC•Serial Balika vadhu had a TRP of 5.9
INFOMEDIAINDIA’S LEADING SPECIAL INTEREST PUBLISHER
STUDIO 18 India’s first studio model based film ent. operation 2OO7’s biggest blockbusters - “jab we met” & “welcome” “welcome” emerged as the 3rd largest opening & final grosser ever setting industry benchmarks pioneered a unique syndication model with “jab we met” tenure based satellite rights sale To roster of channels, not exclusive forayed into international markets. SYNDICATION ACQUISITIO PRODUCTION DISTRIBUTION & MARKETING N
JOURNEY TO NO. 1• High expenditure on marketing and distribution• Paid high carriage fee• It broke the monopoly and monotony of family dramas.• Launched shows for all kind of viewers grabbing maximum eye-balls• Understood the viewers requirements well• Lured men to watch General Entertainment channels
WILL COLORS SUSTAIN ?• COLORS Launch in U.S, U.K and many other foreign countries.• Earning revenue a big challenge for Colors• Competitors are giving a tough fighting by reacting on every move.• Is colors also getting caught up in a theme like Star plus ?• Will their experimentation further work ?