This document provides information on the Indian media and entertainment industry. It summarizes key statistics such as the industry's projected CAGR of 14.33% from 2015-2020. The largest industry segments in 2016 were TV at 47% and print at 23% of the total market size. A breakdown is given of the major industry players and segments in 2016 and their projected sizes in 2020. The document also provides an analysis of trends in the industry and strategies for increasing revenue at movie theaters through pricing, customer retention, and generating other sources of income.

1. TEAM INCOGNITO
BALJINNDER KAUR SUSMITA DEBBARMA
M014-16 M140-16
baljinder.kaur16@iimranchi.ac.in susmita.debbarma15@iimranchi.ac.in

2. CAGR of Indian Media and
entertainment in FY2016
13.7%
14.33%
Projected CAGR for
2015-2020
.
Key Players
Emerging
Players
14.412.713.71617.516.917 1820.523.426.9
30.9
35.2
62.2
FY08
FY09
FY10
FY11
FY12
FY13
FY14
FY15
FY16
FY17
FY18
FY19
FY20
FY25
Market Size (USD bi)
47%
23%
12%
6% 5%
2%
2% 2%1%
Size of major Industry Segment 2016E
TV
Print
Films
Digital Advertising
Animation & VFX
Gaming
Out of Home
Radio
Music
49%
18%
10%
11%
5%
2% 2% 2%1%
Size of major Industry Segment 2020P
TV
Print
Films
Digital Advertising
Animation & VFX
Gaming
Out of Home
Radio
Music
INDUSTRY ANALYSIS & FUTURISTIC VIEW

3. • Morning show ticket price to include price of breakfast (discounted)
• Data to be collected regarding willingness to pay by in-depth
interview and questionnaire to drive at WTP Price
• Special discount on booking pre-meals
• Tickets available as Single Ticket, 3-show ticket, 5-show ticket, and
10-show ticket with quantity discount strategy
• Foods and beverages to be served by staff even inside theatre
• Pre-booking option to be available
• Gaming zone and Desi shop to be showcased as PoD
• Customer loyalty card – with special privileges
• Special discounts for frequent visitors
• Gaming Zone
• Tie up with Government to promote Tourism and Govt. Activities
• Using Google ads to decrease cost and do targeting marketing
• “DESI” shop – to server regional snacks and meals
INCREASING REVENUE & PRICING STRATEGY
To Increase Profits and Gross Revenue
BUNDLE PRICING & CUSTOMER
PERCEIVED PRICING STRATEGY
QUANTITIY DISCOUNTS
INCREASING WALLET SHARE
CUSTOMER RETENTION
OTHER SOURCES OF REVENUE /
GROWTH AVENUES
• Cinema has a larger than life visual
impact when compared to TV or
Radio
• Cinema as a captive medium offers an
uncluttered environment
• Cinema reaches out to young affluent
audiences and is cost effective
• It has the added advantage of
delivering nation-wide reach as well
as localized reach
• Offers 360 degree exposure &
innovative opportunities to brands,
on-screen & off-screen
• Low ad avoidance as cinema goers
perceive the ads as part of the
experience
• Cinema forming a deep engagement
of audiences with brand messages
• Cinema's captive audience delivers
advertising recall that is up to five
times that of TV
WHY ADVERTISE HERE
ADVERTISING
PROPOSAL

4. PROMOTIONAL CAMPAIGN
01 02
03
04
0506
07
08
BEST Quality
Screen and Filming
BETTER Experience
TIMELY Responsiveness
AVAILABILITY & Reachability
EASY Booking ProcessTRAINED Staff
LESS Price
COMFORT Guaranteed
MANORANJAN CHAKRA
Concept
OUT OF HOME DISPLAY BOARD
Wall Paintings
Rate Card
Movie Rent Outlet
Branded
Outlet Display Boards
Near School, Colleges,
Offices, etc.
Rate Card to be used as
PoD
Event Truck in City
Pamphlets
Branded Event Venue
Kiosk, games & video
Loyalty Program
Meet Prospects at their workplace
Reaching the audience where they are
DIRECT MARKETING
EVENTS
IMC TRIANGLE
OBJECTIVE
• Increase footfall to the theatre
• Increasing brand awareness and equity
• Being a place of choice for targeted group
TARGET GROUP • Youth Audience
• Family (with/without children)
MEASURING PARAMETERS
• Number of Registrations
• Advance Booking
• Target Audience Contacted
• Increase in Revenue
OUTPUT
• Reinforcement of Brand Salience
• Becoming the choice of people for entertainment
and movie
Visibility by Posters,
Free Tickets
Spot Ticket
Booking

5. 5.METRIC
How will we measure
our campaign and posts
on various channels
6.TONALITY
What will be the
tonality of our
communication
7.STRATEGY
Strategizing the
campaign, preparing the
plan of action
Social
Networking
Movie
Trailer
Showcase
Review
Pages8.ACTION Blogs
Fan Club
Creation
Video
Sharing
9. CONVERSATIONS
All of this leads to conversations
around our brand, eventually
resulting in creating a strong
image online
10.TRACKING
Through various tools,
monitor all key words online
across various platforms
1. Study the online space 2. Identify the target groups
3. Choose the social media 4. Define personality of the campaign
Digital Marketing (& Social Media) Strategy

6. Experiential Marketing for Customers to Increase Revenue and increase customer Loyalty
• In-House Gaming Zone
• Dedicated seating arrangements for family time while
waiting for show to begin
• Regional dishes and meals to be served at special corner
“DESI”
• Special Day of Week Plan (start with odd/even plan)
GAMING Zone Desi Meal Corner
ACTIVITIES UNDER EXPERIENCE ZONE
FAMILY TIME TO BE
PRECIOUS AND VALUED
KEY TAKEAWAYS FOR SPECTATORS
PLACE OF CHOICE FOR
BEST IN-HOUSE
EXPERIENCE
FULL FUN &
ENTERTAINMENT, NOT
JUST MOVIE
Experiential Marketing for Customers
• Day 1 : Free Gaming coupons worth Rs. 20
• Day 3 : Free Desi meal coupon worth Rs. 20
• Day 5 : Discount coupon for next movie
• Day 7 : Lucky Draw
Odd Day Plan
• Day 2 : Free Desi meal coupon worth Rs. 30
• Day 4 : Free Gaming coupons worth Rs. 40
• Day 6 : Discount coupon for Student s
• Day 8 : Merchandise
Even Day Plan
Discount Coupon for Next Movie Merchandise

7. Thank you for your time & attention!
TEAM INCOGNITO

8. Relationship
-children friendly
Culture
-lower middle to
upper middle class
Personality
-family & children friendly
-entertainment
Physique
-elegant
-colour:- black & white
Reflection
-low-cost
-young and family
individuals
Self-image
-trend setter
-being different
Appendix 1 : Brand Identity

9. HIGH LOW
H
I
G
H
L
O
W
Web
Trade Show
Direct Mail
Infomercials
Catalogues
Classified
E-Commercials
Trade Magazines
Consumer Magazines
Local TV Spots
E-Mail
Newspaper Display
TV Spots
Short TV Spots
Radio
Web Banner
Outdoor
INFORMATION TRANSFER
PROCESSINGCAPACITY
Appendix 2 : Media Selection Strategy

10. Features Cost USP Disadvantage
Sprout Social Supports Twitter, Facebook, LinkedIn and Google+ $59/user/month Manager via Mobile app Cost per user
Hootsuite Publishing, Monitoring, Reports, Team collaboration $9/month Team task divisions Limited features
AgoraPulse applications, monitoring, CRM and one-click, reports $29/month
Customizable PPT format
reports
Mail spamming
Buffer Pioneer in Social Media Publishing $9/month Queue publishing system Instagram not supported
Sendible
Supports messages and social content, social contacts,
content discovery, engagement, blog content and promotion,
monitoring, and analytics
$59/month
Maximum number of platforms
supported
Not user-friendly
Post Planner Publishing solution for Facebook and Twitter $9/month Viral content
Only two social media
platforms supported
Edgar Recycle categorized social media updates and re-post $49/month Recycling of posts Limited features
Rignite
all-in-one social media management platform, covering daily
posting, goal-based campaigns, and analytics data
$28/month Tracks the results of campaign Lot of paid features pop-ups
ScheduGram
Instagram post scheduler: support for multiple accounts and
bulk uploads
$20/month Instagram Analytics Supports only Instagram
Oktopost
focused on delivering and measuring clicks and conversions
for lead generation campaigns
$55/month B2B marketing
B2C features not available, but
generally used by B2C
Appendix 3 : Digital Marketing Tools Analysis

11. Media Planning Help
Based on your objectives and target
market our experts suggest the best ad
options across theatres suiting your
budget.
Schedule of Cinema Ads
On-screen cinema ads are played for a
minimum 3 times per day per screen.You
need to book your campaign for at least
a week.
Tracking a Campaign
We issue an Inspection Pass for you to
check your ads in person.
Minimum Campaign Duration
You book Cinema Ads for a minimum of
7 days. Campaigns start on Fridays and
end on Thursdays.
Booking Deadline
You need to book your Ad at least 2 days
prior to the commencement of the ad
campaign.
Final Proof of Execution
We provide you a broadcast report at
the end of each campaign detailing the
ad logs.
Cost Factors
Cost depends on: Type of theatre, location,
seating capacity of the screen, Ad format
and film category.
Conversion of Cinema Ads
Ad creatives need to be converted to the on-
screen format before its featured on the big
screen.You can convert your Ads and share it
with us or we can do it for you for Rs
2500(slides) & Rs 8000(videos).
Discounts for Cinema Ads
Discounts on Cinema Ads depend upon the
volume of your ad buying. The more the
volume, the lower is the ad rates.
Censor Certificate
Censor Certificate for video commercials is
mandatory.We can provide you with the
censor certificate for an additional cost of Rs
6000.
3 Rates for 3 Ad Types
The ad rates for slides and video ads vary,
Mute Slides are the cheapest followed by the
Audio slides. Video Ads are the most
expensive Ad formats.
Service Tax is Mandatory
A service charge of 14.50% is mandatory as
levied by the government.
CAMPAIGN PLANNING
ADVERTISEMENT CHARGES
AD CREATIVE DEVELOPMENT
Ad Creative Development
If your bill amounts to Rs.50000 & we provide
slides for free.Other than you need to pay the
following as per your Ad format:
Mute Slides: Rs 5000
Audio Slides: Rs 8000
Edits to Ad Creatives
Once your ad creative is ready we share it with
you for approval you can have maximum of 2
edits on per Ad creative.
Advance Payment
Pay an advance of Rs. 2000 for Ad creative
and the rest when confirming the campaign.
Providing Ad Creative
Your file type should be in jpeg, jpg, png or gif for
slide Ads and mpeg or mp4 for video commercials.
Appendix 4 : Advertising Proposal Contd.