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Proposal for Cartoon Network to launch a Music Album

A proposal for cartoon network to launch a music album for kids in India!

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Proposal for Cartoon Network to launch a Music Album

  1. 1. We all preach that <br />‘Every child is Different’<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5.
  6. 6. Then why bug them with the same music?<br />
  7. 7. Cartoon Network launches a Music Album*<br />* Exclusively for kids<br />
  8. 8. Scooby’s Playlist<br />Scooby Doo<br />Looney Toons<br />Dexter’s Laboratory<br />Johnny Bravo<br />Batman<br />The Mask<br />Tom & Jerry<br />Powerpuff girls<br />Ed, Edd & Eddy<br />
  9. 9. <ul><li>Kids’ entertainment industry in industry in India at an early growth stage
  10. 10. Channels and movies being launched one after the other.
  11. 11. Cartoon Network continues to grow but at a lower rate, because of the other channels launched
  12. 12. In Hindi speaking market, Hungama TV has replaced Cartoon Network at the top spot</li></ul>Product Life Cycle<br />
  13. 13. Why India?<br />
  14. 14. Why India?<br /><ul><li>Second Fastest Economy in the World
  15. 15. Regulatory Environment being strengthened for fast growth of industry.
  16. 16. Indian Consumers willing to spend more on entertainment.
  17. 17. Growing middle Class with more disposable Income
  18. 18. Huge Potential in Kids Segment (among top three nations with highest populations under 15 years of age)
  19. 19. Lack of cohesive production and distribution infrastructure, especially in the case of music industry. Cartoon network can tap this with the its brand image and finances available.</li></li></ul><li>
  20. 20. SWOT & Porter’s Five Forces Analysis<br />
  21. 21. SWOT Analysis of Cartoon Network entering Indian Music Industry<br />
  22. 22. Porter’s Five Forces Analysis<br />Threat of New Entrants (High)<br /><ul><li>Population under 25 comprising over 50% in the emerging countries like India, China, scope for growth in the kids segment
  23. 23. Initial investment is not very high
  24. 24. Disney Venturing in Indian movie Industry with Roadside Romeo , to tap the huge potential of Entertainment market in India</li></ul>Power of Suppliers (Low to Moderate)<br /><ul><li>Most of the characters are in-house creative insights
  25. 25. Dependence on intellectual capital</li></ul>Power of Buyers (High)<br /><ul><li>Cartoon Network has the first mover advantage
  26. 26. But entry in this category is easy and highly sought after due to the demographics</li></li></ul><li>Porter’s Five Forces Analysis<br />Threat of Substitutes (LOW)<br /><ul><li>No music house is particularly making albums for kids on a huge scale
  27. 27. Cartoon network with its reach to kids can penetrate easily in Indian masses.</li></ul>Competitive Rivalry (LOW)<br /><ul><li>No particular music house in competition in this segment
  28. 28. In the music album market in general, following are the competitors:
  29. 29. BMG Music
  30. 30. EMI owned ‘Virgin’
  31. 31. Universal
  32. 32. Sony
  33. 33. Saregama</li></li></ul><li>STP Analysis<br />
  34. 34. Segmentation & Targeting<br /><ul><li>A differentiated strategy
  35. 35. Segmentation primarily on demographic profiles
  36. 36. Segmentation on the basis of geographical profiles too (a different album for different countries)</li></ul>Target Segment<br /><ul><li>Children in the age group of 4 to 14 years
  37. 37. Urban, affluent, belonging to rich class</li></li></ul><li>Evaluating Segment Attractiveness<br />
  38. 38. Positioning<br /><ul><li>‘Entertainment for children’
  39. 39. Inherent strengths and existing connection with children
  40. 40. Pre - schoolers: lullabies, soothing music and fun type of music
  41. 41. Children aged 4-14: teen artists albums, dance music as well as educational songs </li></li></ul><li>Marketing Mix<br />
  42. 42. Current Scenario<br />
  43. 43. PRODUCT<br /><ul><li>A compilation of popular toon tracks & jingles from the house of Cartoon Network</li></ul> (61% of the surveyed people were interested in compilations) <br /><ul><li>The first album can have ‘Tom & Jerry’ associated with it as the majority of people voted for it</li></li></ul><li>PRICING<br /><ul><li>Premium pricing for cartoon character like Tom & Jerry
  44. 44. Skimming strategy (initially)
  45. 45. Competitive pricing (on stagnation)
  46. 46. From market survey, price = Rs. 150 in India
  47. 47. Market penetration pricing (later)
  48. 48. Music album available through cartoon network portal
  49. 49. Download price = Rs. 100 (since from survey, 88% buy music from traditional stores and 12% buy online)
  50. 50. Selling online helps in collecting crucial consumer insights through surveys
  51. 51. Higher prices for collections and special occasion songs</li></li></ul><li>PROMOTIONAL CAMPAIGN<br />
  52. 52. <ul><li>Radio airplay (primary source of promotion for any music album)
  53. 53. Advertisements on Cartoon Network and its sister channels across the world using a brand ambassador
  54. 54. Sales promotion to music record stores
  55. 55. Public relations and publicity consisting of press conferences, kids-centered events at schools and nurseries
  56. 56. Tying up with a major record making companies like EMI records so that the album can come under that brand to enable personal selling
  57. 57. Direct marketing to customers at music stores by a Cartoon Network representative</li></li></ul><li>Marketing Channel<br />Channel 1: Cartoon Network Merchandising Stores<br />Channel 2: Music record stores<br />Channel 3: Using the distribution network of a record label like EMI records<br />
  59. 59. Restrictive governments like in China
  60. 60. International music albums launched in a staggered manner worldwide similar to movies
  61. 61. This means that the same album would be</li></ul> launched on different days in different <br /> continents and maybe even in <br /> different countries (planning and <br /> scheduling)<br /><ul><li>Measures must be taken to </li></ul> curb piracy especially over the <br /> Internet. <br />
  62. 62. Profit Analysis<br />
  63. 63. Profit Analysis<br /><ul><li>Cartoon Network takes pride in presenting quality products to its consumers
  64. 64. In this regard, Cartoon Network has decided to outsource the work of manufacturing of its music albums
  65. 65. Music Industry in India is growing at CAGR of 4% </li></li></ul><li>
  66. 66. Alternate Strategy<br />
  67. 67. Kidzone(Children’s Magazine)<br />
  68. 68. Kidzone (Children’s Magazine)<br />