Ecstasy group - Chitkara Business School

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PO Analysis

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Ecstasy group - Chitkara Business School

  1. 1. PROMOTIONS OPPORTUNITY ANALYSIS COLORS SUBMITTED BY- Madhuri Garg Deepika Thakur Rashpal Kaur Shanky Pratima
  2. 2. STEP-1 Competitors • Star Plus • Zee TV • Sony Entertainment Television • Sahara one • NDTV Image • Doordarshan • All other regional entertainment channels
  3. 3. Target Markets • Daily soaps : Housewives • Mythology serials : Elderly people • Reality shows : Everybody • Reality Stunt shows : Youth
  4. 4. Opportunities • Brand loyalty in Indians. • A lot of untapped market • New generation with different tastes in watching TV shows.
  5. 5. Product Positioning • Positioned as a General Entertainment Channel with a difference. • Something different not the regular “Saas bahu drama”. • The tagline of “Colors” is Jazbaat ke Rang”. • They targeted very critical issues of the Indian Society. • Most of the dailysoaps are in regional languages, so easy to relate for the people living in villages.
  6. 6. Step 2 • Microsites for individual programs. • Dabbawala thing was an instant hit some more innovative advertisements can be introduced. • Involvement campaigns than mass media advertising . • Mobile strategy video on mobile platforms.
  7. 7. STEP 3-Budgeting Studies at Harvard Says About Marketing Budget- • It should be 3% of the revenue • Can fluctuate according to PLC • Product/Brand launches: Add 2–5% • Mid-late product lifecycles: Subtract 1–5% • New or powerful competitor challenging competitive position-Add 2–5% • Changing Brand position or grow market share-Add 1– 3%
  8. 8. Contd… • Colors when launched had advertising budget of 50 crores which was quite cost effective keeping in view the market share it gained within a year of its launch and revenue it generates per year around 6000mn per annum with add revenues growing by 46% Q to Q
  9. 9. Weekly Viewership Share% 25 23.2 22.3 20.6 20 15 10.2 9.3 10 Weekly Viewership Share% 5.4 5 0
  10. 10. Factors Worth Consideration • Communication Plan (obviously) • Online Marketing Expenditure- opt specific ones- recommended microsites –as it was big hit with VIACOM 18’s Roadies Battleground • Competition from rivals More on PR and High Involvement • PLC stage- Growth Stage Promotions Relatively less On Mass Media Advertising
  11. 11. STEP-4 Future Strategies • Can Tap rural markets • 50 million rural households are TV viewers • 70% of DTH revenue was recorded from rural households • Can launch the channels in countries with large number of Indian Population • As already launched in UK and US as ‘Apka Colors’ • Gossip/chit chat shows can be launched to target young audience • Career oriented shows for youngsters • As On The Job on MTV that brought added 15-16% viewership
  12. 12. TACTICS • Advertise in the small towns through Hoardings, painting the walls of the residents. • Collaborate with the local shopkeepers & put the posters of its upcoming shows in the shops. • Organize interactive games with the local people in relation to its shows.
  13. 13. Contd… • Launch road shows across the country for its upcoming reality shows etc. • Organize street plays in relation to its serials. • It should increase its popularity in other countries also like Canada, other parts of U.K. • It should keep using the Mumbai Dabbawalas for its promotions.
  14. 14. THANK YOU

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