Marketing research


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Marketing research conducted for 'Excel Entertainment Channel' to help in making decision for launching 2 news channels both in English and Hindi

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Marketing research

  2. 2. INTRODUCTION<br />The project is entitled to study the audience preference to news channel<br />The excel entertainment is a leading player in entertainment industry <br />It want to enter in lucrative business of news channel. <br />The Company wants to carry out a market research to find :-<br /><ul><li>audience preference for different news channel
  3. 3. analyze their viewership pattern
  4. 4. marketing proposition of different news channel.</li></li></ul><li>Current Trends in TV News Channel<br />The Hindi and English news channels are main players. <br />Hindi news channels : AajTak, IBN-7, NDTV India<br />English News Channels : BBC world, CNBC, CNN IBN<br />Indian Television Industry is worth Rs 19,100 crore<br />Expected Growth Rate is about 13% in 2011 and 22% over next fiver years.<br />
  5. 5. Methodology<br />Primary Research:<br />In-depth Interview<br />Focus Group Discussion<br />Questionnaire<br />Secondary Research:<br />Analyzed the information available on internet<br />Analyzed current trends in Indian media and entertainment<br />
  6. 6. Contd….<br />LOCALE OF STUDY:<br />For this project we have taken DELHI/NCR as the locale of this research.<br /> <br />TECHNIQUES USED:<br />MS-EXCEL for the analysis of the data.<br />
  7. 7. Overview of Media and Entertainment Industry <br />
  8. 8. SWOT Analysis<br />
  9. 9. Competition and positioning<br />The major competitors and their positioning strategies are:<br />AAJ TAK:<br /><ul><li>No. 1 news channel its strength
  10. 10. Variety of program
  11. 11. Best in live reporting people perceive as sabsetez.</li></ul>STAR NEWS:<br /><ul><li>Better focus on politics and business news.
  12. 12. News relating upper middle class interest.</li></li></ul><li>Contd….<br />NDTV<br /><ul><li>Better graphic animation
  13. 13. Varity in program and powerful anchors</li></ul>IBN7:<br /><ul><li>Good coverage of international news.
  14. 14. No discrepancy between statements and figures.</li></ul> <br />ZEE NEWS:<br /><ul><li>The zee mother brand
  15. 15. Detailed reporting
  16. 16. No biasness to political parties</li></li></ul><li>Survey Results<br />
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  22. 22. Results<br />NATURE OF CONTENT:<br /><ul><li>It should include news on politics, sports, bollywood, society, art, culture, literature, science. </li></ul>PRESENTATION:<br /><ul><li>Good and professional presentation of both the anchors and the reporters. </li></ul>RELIABILTY:<br /> - The news content should be from reliable and genuine resources. The news should present the truth to the viewers rather than faking out just to create a hype.<br />
  23. 23. Contd…<br />ADVERTISEMENT FREQUENCY:<br />- Respondents prefer a one minute long advertisement for two times in a 1 hour duration program.<br />DELIVERY OF NEWS:<br />- The channel should focus on providing first hand and fast news without manipulations. <br />BRANDING:<br />- The EXCEL entertainment being a leading player in the entertainment industry as in video games television serials can get an upper edge in news channel<br />
  24. 24. Recommendation<br /> The focus on revenues should come by bringing more news to the doorsteps of the public. <br />The coverage of political news should not be restricted to the mainstream political parties alone. <br />Apart from the politics, films and sports, the coverage should also include from the fields of arts, culture, science etc.<br />The Breaking news items must be of some standard and national importance and not routine item.<br />More focus on positive news stories and more focus on younger generation.<br />
  25. 25. Contd….<br />News has to be continuous with maximum one-two breaks for a minute. <br />The news content should be from reliable and genuine resources..<br />Good and professional presentation of both the anchors and the reporters. Much interactive and knowledge sharing live discussions and debates.<br />The channel should focus on providing first hand and fast news without manipulations. <br />
  26. 26. Limitations<br />Non represent able- As the population size is very large in Delhi region and our sample size is 50,so practically it cannot represent large population<br />Time consuming: As we have to go to each and every person to get our Questionnaire filled<br />Biased: There may be more business or employed or may be of one profile and thus their opinions can be biased. <br />
  27. 27. Conclusion<br />THE EXCEL ENTERTAINMENT should launch in the news world.<br />The channel should create a reputation of quality, reliability, good presentation, focused approach and relevancy.<br />The news content should be from reliable and fast news without manipulations. <br />