MARKETING MANAGEMENTSUBMITED TO BYPROF. VIJAY ANAND GROUP 9
PRESENTED BY GROUP 9GROUP MEMBERS•MANISH GUPTA•RAHUL SINGH•RAVINDRA KUMAR•RAHUL CHAWLA•GAURAV KUMAR•SUMIT KUMAR
The Service Industry Journal defines “Service as any primary or complimentaryactivity that dose not directly produce a physicalproduct, that is , the non goods part of thetransaction between buyer(customer) andseller(provider).”
Movie As A Service•The film industry is a clean industry, highlysought-after around the world because itcreates meaningful jobs and by its nature,infuses the economy with broad-based spendingacross a wide spectrum of businesses•Indian cinema commonly known as theBOLLYWOOD is the best place earn revenue
INTRODUCTION•RA ONE is an INDIAN movie by the RED CHILLIEPRODUCTOIN and EROS INTERNATIONAL.•This movie was the Idea of SHARUKH KHAN.•This movie had a lead star cast of • SHAHRUKH KHAN(DUAL ROLE) • KAREENA KAPOOR • ARMAAN VERMA • ARJUN RAMPAL
STORY•The film follows Shekhar (Khan) a game designerliving and based in London with his wife (Kapoor)and son (Verma).• Shekhar designed a Motion -sensor based game inwhich the villain is far more powerful than the hero.• In the process, the villain escapes from the videogame and begins to track down the only personever to defeat him, Lucifer (Verma).•Then Lucifer(Verma) brings to life G ONE(Khan) todefeat RA ONE
Budget•This movie was one of the most costly movie inthe Indian history.•The total budget of the movie was about ONETWENTY CRORES.•The movie has done MARKETING of about FIFTYTWO CRORES for this movie spend by theSPONCERS•Out of this about FIFTEEN CRORES were spendon ONLINE
VIDEORa.one has become a benchmark in terms ofpromotion and marketing - YouTube.mp4
MARKETING STRATEGY•The movie RA ONE have done a lot of marketingthrough the following ways • ONLINE MARKETING. • TIE UPS WITH VARIOUS COMPANIES. • PROMOTION AMOUNG KIDS THROUGH MERCHENDISES AND GAMES. • STARTED MARKETING EVEN BEFORE SHOOTING STARTED.
ON LINE MARKETING•The movie have spent around 15 crores ofrupees on the online marketing strategy•It has it’s own official website with exclusivecontents and updates of film.•The movie had tie up with YouTube, Google’sG+ social network.•Tie up with social networking sites like Go Jiyo,Twitter, Facebook.
TIE UP’S•The movie have tied up with about 25companies like • Nerolac • HCL • Mc Donalds • Videocon • Nokia • Force India
PROMOTION AMONG KIDS•Shahrukh Khan have marketed a lot amongstkids through various products and merchandiseslike • Merchandises • Games • Action Figure • Comics
MERCHANDISESThey promoted the movie through 360 degreemarketing by launching various RA ONEmerchandises like • G BALLS • RA ONE FRISBEE • STATIONARY • NOTE BOOKS • WRIST BANDS • AND MANY MORE.
GAMES•The RED CHILLIE ENTERTAINMENT had a tie upwith the Sony Computer Entertainment Europeto manufactured and launch a game on RA ONEfor the PLAY STATION platform•It was the first of its kind to be done by anyBollywood star
COMICS•The movie collaborated with UTV INDIA GAMESto develop DIGITAL COMICS based on FILMCHARACTER.
RIGHTS OF MOVIES•The Broadcasting rights of the movie was soldto STAR for about THIRTY TO FOURTY CRORES•The distribution rights for the film in TamilNadu and Kerala were bagged by AbiramiRamanathan and Eros International inInternational market•Audio rights of the movie was taken by T Series
AUDIO RIGHTS OWNED BY T SEBRODCASTING RIGHTS OWNED BYSTAR DISTRIBUTION RIGHTS OWNED B EROS INTERNATIONAL
RELEASES•The movie was released in 3000 theaters inIndia•Whereas 500 prints were released in theoverseas market•The movie released on the occasion of diwali toattract customers.
CONTESTS•The producers have announced various contestslike • Live gaming contest in association with NVIDIA • Chammak Challo contest in star Television. • Gojiyo contest winner got a chance to meet Shahrukh Khan in personal • Contest on FACEBOOK and the winner will get A MOVIE TICKET on the day of release • And many local contest.
MULTI VERSIONS AND MULTI LANGUAGES•The movie was released in various versions of • 2D • 3D•The movie was dubbed various languages forthe audience • English • Hindi • Tamil • Telugu
Multi National And National Stars•They have hired AKON an INTERNATIONALSINGING ICON• Jeffrey Kleiser a renowned HOLLYWOOD effectstechnician was called for the visual effects in themovie.• Chinese-American actor Tom Wu was called fora supporting role in the movie
PRODUCT PHYSICAL PRICE EVIDENCEPROCESS PLACE PEOPLE PROMOTION
MARKETING MIX OF RA ONE•PRODUCT: • They have launched the movie in 2D and 3D versions. • Various languages were used to attract lots of people.
MARKETING MIX OF RA ONE•PRICE: • The movie was released with an affordable price so that everyone can watch the movie.
MARKETING MIX OF RA ONEPLACE • Movie was released in India with3000 prints • In overseas with about 500 prints • It was also released in multi languages like Tamil, Telgu and English • The movies was released in multiplexes as well as single screened theatres .
MARKETING MIX OF RA ONEPROMOTION • It was promoted online through YouTube and Other various Social Networking sites. • 360 degree promotion through merchandise, games , comic etc
MARKETING MIX OF RA ONEPEOPLE: • The use of International star as AKON and TOM WU. • Special guest appearance by Bollywood stars like Sanjay Dutt and Priyanka Chopra.
MARKETING MIX OF RA ONEPROCESS: • They provided the tickets availability through website • They provided a facility of telephonic booking of tickets .
MARKETING MIX OF RA ONE•PHYSICAL EVIDENCE • Big STARS like Shahrukh Khan and Kareena Kapoor were there to attract a lot of audience. • Songs were sung by AKON which attracted an audience from International and Indian market
CONCLUSIONEven tough the story of the movie was not sogood but the marketing strategy followed by theproduction house and Shahrukh Khan allowedthem a lot of revenue even before the release ofthe movie by selling rights of the movies andthey are still earning a lot of revenue by themerchandises they are providing today.