This report provides analyses of three Bollywood projects - the movie Ra.One, its failure despite extensive promotions; the movie Dabangg and reasons for its success; and Aamir Khan's TV show Satyamev Jayate and its promotion plan. It also includes case studies on these projects covering distribution, exhibition, financing details, and branding strategies.

1. AREPORT
ON
Multiple project completed
duringInternship at Dentsu
Communications Pvt. Ltd. (Mumbai)
By:
VarshaBhatter
11BSP1987
IBS MUMBAI
1

2. A REPORT
ON
Multiple project completed duringInternship
at Dentsu Communications Pvt. Ltd.
(Mumbai)
By:
VarshaBhatter
11BSP1987
IBS MUMBAI
Distribution List :
Miss Sukriti Sharma Prof.Madhavi G
Client Servicing ICFAI Business School
Dentsu Communications Mumbai
Pvt. Ltd. (Mumbai)
2

3. AUTHORISATION
This is to certify that the final project report titled ―Multiple projects completed
during Internship at Dentsu Communications Pvt. Ltd. (Mumbai)‖ is submitted
towards the partial fulfillment of the requirement of PGPM Program of IBS
Mumbai. As per the curriculum, this report is submitted by me, for the summer
internship project which was undertaken by me at Dentsu Communications Pvt.
Ltd. (Mumbai). It represents the observations made by me, by doing the
multiple projects for Dentsu Communications Pvt. Ltd. (Mumbai). This is my
original work and has not been previously submitted as a part of any other
degree or diploma of another Business school or University.
The findings and conclusions of this report are based on personal study and
experience.
3

4. ACKNOWLEDGMENTS
This is not a mere formality but a means to express my heartfelt gratitude. This
summer project is aimed at developing an understanding and implementing the
concepts that have been learned in the first year of PGPM course. It was also a
chance for one to gain insight into the corporate world and learn about the
functioning of various arms of the organization.
A project of this magnitude depends on contributions from a wide range of
people for its success. I would like to take this opportunity to acknowledge
many people who have contributed in different ways to this report. Many people
have contributed a great deal of their time and expertise to the development of
this project.
I take this opportunity to express my profound and sincere gratitude to Ms.
Sukriti Sharma (Client Servicing, Dentsu CommunicationsPvt. Ltd. (Mumbai)),
Mr. Vijay Bhaskar(Client Servicing, Dentsu CommunicationsPvt. Ltd.
(Mumbai)), Ms. SnighdaNandan(Corporate Communications, Dentsu
CommunicationsPvt. Ltd. (Mumbai)) for their inputs and feedback in
developing this project. Their guidance, continued support, constructive
criticism and suggestions helped invaluably in shaping the form and content of
this report.
4

5. TABLE OF CONTENTS
Contents Page no.
Abstract 3
Acknowledgement 4
1. Introduction
a. Advertising 6
b. Article on India Advertising Industry 7
c. Dentsu Group 8
2. Task 1 (Entertainment and Movie Marketing)
a. The Brief 13
b. Case Study on failure of Ra.one 15
c. Promorion Plan of StayamevJayate 23
d. Reason for Success of Dabangg 29
e. Robot 33
f. Observation and Inferences 39
3. Task 2 (Mexican Restaurants Global and Local) 46
a. Anna‘s, TaqueRia 47
b. Ortega‘s, A Mexican Bistro 49
c. Pancho‘s, Mexican Food 51
d. Chipotel, A Mexican Grill 52
e. Panchero‘s, Mexican Grill 54
f. California, Tortilla 56
g. Kings Taco, Restaurant Inc. 58
h. Baja Fresh 59
i. Indian Mexican Restaurant (Bombay Blue) 61
j. Agency Brief and the outcome of Brain Storming
(Mexican Pub)
4. Task 3 (Competitive Analysis of Promotions for
ICICIdirect) 66
a. Kotak securities 67
b. Angel Broking 68
c. HDFC securities 69
d. India Infoline 70
5. Task 4 (Research conducted for ICICIdirect) 71
a. Questionnaire 72
b. Data Analysis 73
5

6. Introduction
Advertising
Advertising is a paid, public, non-personal announcement of a persuasive message by
an identified sponsor; the non-personal form of promotion that is delivered through
selected media outlets that, under most circumstances, by a firm of its products to its
existing and potential customers.
Commercial advertisers often seek to generate increased consumption of
their products or services through "branding," which involves the repetition of an
image or product name in an effort to associate certain qualities with the brand in the
minds of consumers. Non-commercial advertisers who spend money to advertise
items other than a consumer product or service include political parties, interest
groups, religious organizations and governmental agencies. Non-profit
organizations may rely on free modes of persuasion, such as a public service
announcement (PSA).
Modern advertising developed with the rise of mass production in the late 19th and
early 20th centuries.
In 2010, spending on advertising was estimated at $142.5 billion in the United States
and $467 billion worldwide.
6

7. Article on India Advertising Industry
Indian ad industry to grow 9pc in 2012: Pitch Madison Ad Outlook
The Pitch Madison Media Advertising Outlook 2012 was presented on February 17 in
the presence of an august gathering of marketing, advertising and media industry
leaders.
The outlook was that of ―cautious optimism‖, as Sam Balsara, Chairman and MD,
Madison World, emphasised.
In the year 2011, the total pie of the Indian advertising industry stood at Rs 25,594
crore, recording a growth of 8 per cent. The figure was far below the earlier projection
of 17 per cent as the Indian economy was faced with yet another churn, an inflation
that touched 10 and weakening of the Rupee against the dollar.
As per the Pitch Madison Media Ad Outlook, the growth projections for the ad
industry for 2012 remained a cautious 8-9 per cent, with a total ad pie of Rs 28,013
crore.
In his welcome address, AnnuragBatra, Chairman and Editor-in-Chief,
exchange4media Group, informed that magazine estimates in the Ad Outlook would
be revised. The Association of Indian Magazines (AIM), Madison World and
magazine publishers would work together on the magazine estimates. Speaking on the
findings of the report, he said that the numbers were ―cautious‖ and there was more of
a ―protectionist approach‖.
AmitAgnihotri, Co-Founder, exchange4media Group and Editor, Pitch Magazine,
took the audience through how the Pitch Madison Media Advertising Outlook
(PMMAO) had developed over the years, since the first edition on 2003. He said that
the partner for the first Ad Outlook was GroupM, and every year after that Madison
World had been the partner for the Ad Outlook.
He further said that over the years people had come to believe in the PMMAO
numbers. ―True, the numbers were sometimes pessimistic, but they have always been
realistic,‖ he stressed. He remarked that in 2003, when the first Ad Outlook was
brought out, the total ad pie stood at Rs 9,300 crore, which had grown to Rs 25,594
crore in 2011, a CAGR growth of 15 per cent. However, a modest growth of 8-9 per
cent was projected for the industry in 2012.
Delivering the keynote address, Sam Balsara, Chairman and MD, Madison World,
remarked that when the report was filed in October 2011, there was more optimism in
the economy. However, the last five months had not been so good. The Indian ad
industry grew a mere 8 per cent in 2011 over 2010. This figure, according to him, was
rather low in the Indian content.
―This is the lowest growth rate in a decade, except for 2009, when there was negative
growth,‖ Balsara remarked. He further said that the numbers did not include
classified, tender and appointment ads in print. Internet search numbers were also not
included in the Ad Outlook.
7

8. Giving a breakdown of the ad share of different media in the Indian advertising pie, he
said that television continued to dominate with a share of 44.8 per cent, followed
closely by print with a share of 42.2 per cent. The growth of Internet‘s share had been
the most impressive, claiming the third largest share of the ad pie at 3.8 per cent.
Radio saw a flat growth of 3.1 per cent share of the ad pie, on the other hand, outdoor
die better with a 5.1 per cent share. Cinema slid a few notches with a share of 0.5 per
cent. According to Balsara, the report projected that Internet would become a 5 per
cent media.
Based on the projections, he urged the advertisers not to under-invest in advertising
and stressed on the use of multi-media for advertising. He further asked the advertisers
to dig deep and narrow cast, instead of casting wide. According to him, tent pole
properties would become expensive.
Doing a more detailed analysis of the Pitch Madison Media Ad Outlook,
PunithaArumugam, CEO, Madison Media Group, called television the Mr Reliable
media, while print was Mr Survivor. Noting that the role of radio in advertising today
was tactical and not strategic, she called the medium Mr Dependent.
―Internet, with its phenomenal growth, has graduated from being Mr Happening to a
medium that had arrived,‖ Arumugam added.
8

9. Dentsu Group
Dentsu, the world‘s largest single-brand agency for almost 40 years, provides a
comprehensive range of advertising and marketing services based on our unique
‖integrated communication design‖ approach. While continuing to pursue innovation
in the digital area, we are active in the marketing of sports and entertainment.
The Dentsu Group has adopted "Good Innovation." as the slogan that best embodies
our corporate philosophy.
We believe this slogan will guide our business in the communications domain and
beyond, such as assisting our clients with corporate management issues or challenges
in their business operations. We will always look at the situation our clients are facing,
identify each core issue, and deliver solutions for them. To create this kind of
innovation we must gather the three sources of our strength which are defined in our
corporate philosophy: ideas that reach beyond the imaginable, technology that crosses
the bounds of possibilities, and entrepreneurship that surpasses the expected. The
Dentsu Group's mission is to bring positive change to society which in turn will lead
to increased value for all stakeholders of the Dentsu Group.
The knowledge and expertise of each and every one of our employees give us great
leverage. Moreover, in addition to this diverse array of expertise, a valuable asset
common to all Dentsu Group employees is creativity, or the ability to produce ideas.
Looking forward, all of our employees will continue to sharpen their respective
creative skills which, it should be said, are the source of our strength.
I want the Dentsu Group to be a creative network in which all of our employees can
demonstrate leadership in solving the issues that confront them. The mutual synergies
generated by the approximately 20,000 employees of the Dentsu Group as they refine
their intellectual and creative skills will empower us in the pursuit of solutions to the
issues facing society and corporations today.
The Dentsu Group will continue to bring about innovation under our corporate slogan,
Good Innovation
The Dentsu Group, with the communications domain at its core, is engaged in a wide
range of business activities. From management and operating solutions to the
implementation of marketing and communications strategies for advertisers as well as
media and content holders, the Group has earned a top-class reputation. Its presence in
the advertising communications industry is unrivalled thanks to the level of quality in
each service category as well as what Dentsu calls ―Integrated Communication
Design,‖ which combines individual services into a tangible format.
Global Group Ranking
RankingAgency group Revenue (Millions of U.S. dollars)
1 WPP $16,053
2 Omnicom Group 13,873
3 PublicisGroupe 8,086
4 Interpublic Group of Cos. 7,015
9

10. 5 Dentsu Inc. 4,067
6 Havas 2,291
7 Hakuhodo DY Holdings 1,934
8 Aegis Group 1,821
9 MDC Partners 943
10 Epsilon (Alliance Data Systems)847
Top Share in Japan, the World's No. 2 Market
DENTSU INC. maintains the top share in the Japanese advertising market, which
accounts for 10.1% of the global market. In terms of net sales, Dentsu is the No.1
advertising company in the domestic market.
The reason for Dentsu‘s dominance is twofold: The Company has a diverse client
portfolio and enjoys solid buying power in all major mass media formats. Dentsu
handles the advertising campaigns of many blue-chip companies, and major global
clients have chosen the Company to act as a partner in the Japanese market. Such
connections underpin a well-balanced client portfolio.
In addition, Dentsu maintains the top share in all mass media formats in Japan, but in
television, which carries the largest volume of advertising, the Company‘s share far
outdistances that of the competition. Furthermore, Dentsu is always ahead of the
domestic market with strategic preparations in high-growth media categories, such as
the Internet.
Relative Scale of Advertising Markets, by Principal Media*1 2010
Source: Estimated by Dentsu, based on ZenithOptimedia’s World Advertising
Expenditure Forecasts, July 2011 edition
10

11. Dentsu India
Dentsu started its operation in India in the year 2003 and had a huge success right
from the start of the operations. It has a huge cliental base, with some huge Brands:
1. Establishment
b) India
11

12. Dentsu’s rating in India
Dentsu has been rated as 9th all over India term of Client Servicing and Account planning, by
leading newspaper Economics times as on 16th May 2012.
Dentsu has been also rated 9th in 360degree Capability and 10th in creativity by Economics
times of India as on 16th May 2012.
12

13. Task 1
Entertainment and Movie Marketing
The Brief
Background >While Amitabh Bachhan is a veteran star in India, the three ‗Khans‘ are
leading stars in the industry – Shahrukh Khan, Salman Khan and Aamir Khan. Three of these
Khans are different personalities and each of them have a unique style of marketing their
movies.
1. Shahrukh Khan, known as India leading romantic superstar – his movie ‗Ra.One‘
(produced by his company Red Chillies Entertainment) was heavily promoted with perhaps
the maximum amount of alliances and brand sponsors. Why did Ra.One fare badly at the
box office?
2. Salman Khan, a very mass superstar – his movie ‗Dabangg‘ (directed by his brother) was
the biggest blockbuster of 2010 not on the basis of alliances, but strength of content. Outline
the reasons for the success of Dabangg. He quickly capitalized on his success with back-to-
back lesser hits and this gave him strong top of mind
3. Aamir Khan, star of most unique movies such as DilChahtaHai, Lagaan, Rang de Basanti,
TaareZameen Par, 3 Idiots – most recently made his television debut 2 weeks ago with his
own talk-show (produced by Aamir Khan and KiranRao via Aamir Khan Productions)
http://satyamevjayate.in/ which reviewed a whole new weekend viewership band (Sunday, 11
AM) and scored the highest TRPs! Present an analysis of Aamir Khan’s promotional plan
for his show, SatyamevJayate.
The task
A. Using the above background, respond to the following questions,
1. Why did Ra.One fare badly at the box office?
2. Outline the reasons for the success of Dabangg.
3. Present an analysis of Aamir Khan‘s promotional plan for his show, SatyamevJayate.
B. Develop a Case Study touching upon each of the following elements of Media,
Entertainment and Movie Marketing,
1. Depth of Distribution of the films (Number of prints etc),
2. Width of Exhibition (Number of single-screens, multiplexes captured),
3. Elements of corporatization
4. How the film was financed, who produced it
5. Brand Sponsors / Brand alliances
6. Alternate revenue streams
7. In-film placements
8. Movie Marketing
9. Gimmicks/ PR tactics used
13

14. 10. Any controversies triggered
11. Film Merchandizing
12. Broadcast rights on television, cable, satellite and DTH
13. Use of Animation and VFX
14. Studio technologies
15. Post production
16. Collaboration with Hollywood
17. Results the Box Office/ TRP
18. Audience reception: Measure of the film/ show‘s success/ failure
C. Outline your observations and inferences as a team.
D. Finally, showcase the contrast between Bollywood and regional cinema, by a comparative
analysis of the three movies/shows mentioned about and the promotional approach and
rollout of Southern superstar Rajnikant‘s movie ‗Robot‘. Also outline facts which showcase
the success of ‗Robot‘
Format: Word document
Note: Do include a section called Annexure which indicates sources of all news, data and
statistics referenced
14

15. Case Study on failure of Ra.one
Depth of Distribution [1]
In India, the film was released in 3,100 screens, breaking the record of Bodyguard
(2011), which was released in 2,700 screens. Among the dubbed versions of Ra.One, 275
prints of the Tamil version and 125 of the Telugu version were released.
Overseas, the film was expected to be released in around 1,500 screens with 904 prints.
Release was expected in 600 screens in Germany, 250 screens in South Korea, 25 prints in
Taiwan, 25 prints in New Zealand, 75 prints in Russia, 79 prints in the Middle East, 344
prints in the US, 51 prints in Australia, 202 prints in the UK and 49 prints in Canada. In early
October 2011, a partnership deal was being finalised by distributors, allowing the film to be
released in China with 1,000 prints. The 3D version was released in 550 selected screens
around the world.
The premiere was the first Indian film to sell tickets for its shows and to have three
simultaneous screenings for the event.
Width of Exhibition[2]
A week prior to release, multiplex owners throughout India decided to allot 95% of the total
available screen space to the film.
Is an urban multiplex phenomenon, while almost 70% of collections came from single-screen
theaters in smalled towns and cities. Multiplexes get a higher share of collections from the
producer than single-screens. While multipleaxes take 50% of the collections in the first
week, single screen takes 40%.
Elements of corporitatization
[3]
Welcomed Akon on press conference
[4]
21st October, Live chating on video with Shahrukh Khan on google+
Discovery Channel aired a special program titled "Revealed: The Making of
[5]
Ra.One"
How the film was financed, who produced it[1]
Sources of Finance:
Eros International Ltd.
Red Chillies Entertainment
Brand Advertisements
Produced:
Gauri Khan
15

16. Brand Sponsors / Brand Alliances
Brand Partners:
o Volkswagen. Das Auto
o Fly Kingfisher
o Coca Cola
o Play Station
o Western Union
o Nerolac
o Nokia
o Tommy Hilfiger
o Hero Cycles World
o Monarch
o McDonalds
o Videocon
o Horlicks
o Matrix
o Godrej Eon
Technology Partner:Nvidia, Mental Ray
Gaming Partner: UTV
Online Media Partner: Google, Youtube, Google+
Digital Outreach Partner: Every media
Merchandizing partner: Home Shop18, Seventy MM, HitPlay
Outdoor Partner: Bright
Infilm Brand Partner:Bottomline
Alternate revenue streams
The television broadcasting rights for Ra.One were bought by Star India for a then-
record sum of Rs.35 crore (US$6.98 million), surpassing the previous record set by 3
[1]
Idiots (Rs.33 crore (US$6.58 million)).
Sold music rights to T-Series Rs. 15 cr.
Sold digital media rigthspay per view Rs. 10 cr.
Almost 70-80% of the cost recovered from pre-licensed content before the film hits
the theatre
G.ONE store
16

17. In-flim placements
Volkswagen. Das Auto
Fly Kingfisher
Coca Cola
Play Station
Western Union
Nerolac
Nokia
Tommy Hilfiger
Hero Cycles World
Monarch
McDonalds
Videocon
Horlicks
Matrix
Godrej Eon
Movie Marketing [1]
The producers of Ra.One spent Rs.52 crore (US$10.37 million) for the promotional
aspects of the film, of which Rs.15 crore (US$2.99 million) was utilized for online
promotions alone. Khan announced that the film would be subsidised through major brand
ties-up. Marketing of the film began in December 2010 with the release of the film's
theatrical poster, which was followed by the release of two teaser trailers during the 2011
ICC Cricket World Cup. The film' official website was launched on May 31, 2011, and
subsequently an official YouTube channel for the film was unveiled. On October 20, 2011,
Khan held a live chat with fans on Google Plus, the first time an Indian film personality
had done so. The look of the film's titular antagonist, which had been kept under strict
secrecy, was revealed in the final theatrical trailer.
The film's marketing utilized the concepts of merchandising and gaming so as to facilitate the
creation of a franchise. Red Chillies Entertainment partnered with Sony Computer
Entertainment Europe to create "Ra.One – The Game", a game for PlayStations which was
released on October 5, 2011. On October 14, 2011, a gaming tournament featuring high-
profile games like Call of Duty was conducted in Mumbai and telecast live on YouTube. The
producers also collaborated with UTV Indiagames to design a social game titled Ra.One
Genesis, with an independent storyline based on G.One. Khan tied up with Seventymm to
market merchandise related to the film, which was also sold on the film's official website.
Merchandise sold included watches, mobile pouches and tee-shirts. UTV Indiagames also
designed digital comics based on the film's characters.
Gimmicks/ PR tactics used
17

18. [6]
Special Appearance of Chitti (Rajnikant)
[7]
Shah Rukh appeared on 'KaunBanegaCrorepati' with Amitabh Bachchan
Khan and Sinha embarked on a multi-city tour during which they unveiled a 3,600-
[1]
feet fan mail to collect audience messages
Any controversies triggered
After the principal photography began, Ra.One faced allegations of plagiarism and
similarities with other films. When questioned, Khan said, "I got inspired from a lot of
superhero movies but the movie is original. In fact, Ra.One will be the first superhero-based
movie in the world in which the superhero lives in a family." Commenting on Enthiran, he
said, "they [both] are different films." Subsequently, Ra.One faced a number of similar
allegations of plagiarism, with special emphasis on the similarities with Terminator 2:
Judgment Day (1991), the Batman series, Iron Man (2008), The Sorcerer's Apprentice
(2010) and Tron: Legacy (2010).
The producers of Ra.One had taken a number of steps to prevent content leaks from the sets.
The studios were upgraded and fitted with state-of-the-art equipment, and most of the
computers were devoid of an Internet connection. The computers which did have the facility
were closely monitored for the content that passed through them, with a separate log being
maintained. Despite these precautions, the film's song "ChammakChallo" was leaked
several months prior to the official soundtrack release, greatly upsetting the crew. He
clarified that the leaked version was a "rough version" of the actual song, and that the person
responsible for the leak was being looked for. Khan subsequently refuted claims that the leak
had been engineered as a publicity stunt.
On June 3, 2011, three days after its launch, the official website of the film was hacked by
suspected Pakistani cyber criminals who stated that the act was in revenge for a similar
attack on a Karachi press club website. The hackers defaced the homepage and left a note
threatening the Indian Press Club.
A few days before release, a scriptwriter YashPatnaik claimed that Ra.One resembled a
concept that he had developed several years back. Patnaik appealed to the Bombay High
Court for a delay in the film's release, until he was given due credit or 10% of the film's
overall profit. The court, observing prima facie evidence that there had been copyright
violations, asked the filmmakers to deposit Rs.1 crore (US$199,500) on October 21, 2011
with the court before releasing the film. However, Patnaik challenged the court decision and
demanded that the producers give him credit and not cash. Sinha later claimed that he alone
had developed the film's story.
Film Merchandizing[8]
Cap
Socks
Shoes
18

19. Accessories:Car Danglers, Fridge Magnets, Key chains, Milk mugs for kids, Mobile
skins, Stickers, Tattoo, Wristband, Kids Watch, Laptop skins, USB Drives, Kids
sunglasses, Mouse pad
Stationery: Eraser, Exam Pad, Note Book, Piggy Bank, Sharpner, Water Bottle,
Tiffin Box, Pencil Box, Stationery Set, Posters
Action Figure
Signature Edition
Bouncing Balls
Frisbee
H.A.R.T.
Broadcast rights on television cable, satellite and DTH[1]
The television broadcasting rights were bought by Star India for a then-record sum of Rs.35
crore (US$6.98 million)
Use of Animation and VFX
60% of work in Ra.One is visual effects. They had around 37 sequences and a
majority of them are difficult and time consuming, as you can see in the trailer. The
most challenging sequence is the suit of SRK, which is a combination of visual effects
[10]
plus reality.
They spent a good deal of time developing the pipelines for the cubic transformations
in the film. There are actually six or seven different algorithms required to facilitate
all the on-screen action, and the development and testing of these pipelines has been
the most challenging aspect of the show. 150 artists just focused on doing the research
and development. There are 3,500 + shots amounting to about 2 hours and 15 minutes
[10]
of combined VFX. A major chunk is happened at redchillies.vfx.
Created a graphically designed flawlessly looking face of Rajinikant, after taking
textures from Rajini‘s Robot sequences. Sensors were put on the face of Rajinikanth
and his facial expressions were captured through MoCAP. Rajini was also made to
wear Chitti‘s attire and walk in and out of the sporty Benz car, his entire body
movements especially the facial expressions were captured and real motion was put to
his computer generated face and body. , Rajini‘s voice was also recorded on the VFX
[11]
machine and not in a professional dubbing studio making it sound shabby.
Required 2,600 artists to convert 4,400 shots of the film to 3D. The film's reported
3,500 special effects shots within 195,000 VFX frames were incorporated by 1,200
[1]
artistsworking for 2½ years.
Studio Technology[12]
Synthespian Studios to execute 120 visual effects shots involving complex digital
transformations of live-action characters
19

20. Graphics programmers headed by HelgeMathee wrote custom software (nicknamed ―Q-
Bricks‖) that emulates artificially intelligent systems, giving the component digital cubes a
unique dynamism as they break apart and re-form
Post-Production[1]
The post-production crew of the film comprised of both Indian and overseas personnel.
Sound designer ResulPookutty was responsible for the film's sound design, with A. R.
Rahman providing the background score for a single sequence.Sanjay Sharma and editor
Martin Walsh carried out the film's editing. Prime Focus was responsible for the film's
stereoscopic conversion, with London-based colorist Richard Fearon responsible for the color
grading. Red Chillies VFX undertook the incorporation of the film's visual effects under the
supervision of Jeffrey Kleiser, and partnered with a number of visual effects studios around
the world to do so.Nvidia provided the information technology–based software utilized for
the effects, while Edwark Quirk supervised over the CGI work in the film.
The idea for the film's stereoscopic conversion was put forth during filming, and was
implemented in July 2011 due to a revived interest in 3D films. The process required 2,600
artists to convert 4,400 shots of the film to 3D. The film's sound design involved bridging
reality and the virtual world, and the required sound enhancements were achieved by using
the Dolby Surround 7.1 system. The incorporation of the visual effects began in April 2010,
and was preceded by extensive research. The film's reported 3,500 special effects shots
within 195,000 VFX frames were incorporated by 1,200 artists working for 2½ years. A
number of complex effects were executed, including cloning and cubical transformations.
Despite precautions, the post-production faced significant delays owing to the digital inter-
mediation, increased work-load due to the 3D and dubbed versions of the film, and delays in
the delivery of the visual effects. The post-production also faced budget constraints and
witnessed an overuse of CGI. Only two days were available to finish the film and send it for
printing, generating significant anxiety regarding the film's ability to release at the set date.
Khan subsequently kept strict tabs on the progress of work, and postponed his knee surgery
so as to complete the film on time.
Collaboration with Hollywood[13]
Western Union‘s million-dollar mass media campaign rolled out in India and around the
world across US, Canada, Europe, Middle East and Africa and Asia Pacific focusing on key
Indian diaspora countries in association with Indian film superstar Shahrukh Khan‘s most
anticipated movie Ra.One.
Box Office Collection[14]
Rs. 192 crore
Audience reception measure of the film/show's success failure
The movie did movie did well on the technical grounds but failed to fulfill audiences'
expectations. Some of the scenes are entertaining but when one goes to watch a SRK
film, one hopes to be entertained throughout, and Ra.One fails to do so.
20

21. TaranAdarsh of Bollywood Hungama gave the film a score of 4.5 out of 5 and said,
"Ra.One is the most ambitious, most expensive and the most technologically complex
Hindi film ever made. At the same time, it is very Indian at heart"
Filmfare gave the film 4 out of 5 stars, and wrote, "Ra.One is an enjoyable sci-fi and
CGI fiesta that will transport you to a world of kooky fantasy and video game
heroes."
Stardust gave the film 3.5 out of 5 stars, and wrote that, "Ra.One is a visual treat with
top notch computer graphics and other use of high-tech gadgetry."
AniruddhaGuha of DNA India gave it 3 stars and said, "Ra.One is beautiful in
appearance, but empty within."
Sify.com gave the film 2.5 out of 5 stars, and wrote, "Ra.One is a visual extravaganza
and fun enough. The only reason one stops short of recommending Ra.One is the
sporadic adult content that has no business being in a film for kids."
Arthur J. Pais of Rediff rated the film with 2 stars and called the film "a glorious
mess."
KunalGuha of Yahoo! panned the film, awarding it less than one star, and wrote that,
"It's convenient to say that if you have no expectations from the film, you wouldn't be
disappointed."[1]
21

22. [1] - http://en.wikipedia.org/wiki/Ra.One
[2] - http://www.scribd.com/doc/69110696/Case-Study-on-Ra-One-Atmiya-MBA
[3] - http://www.youtube.com/watch?v=Lg5q4SJaic0
[4] -
[5] - http://www.youtube.com/watch?v=39TtiZS-2rw
[6] - http://www.glamsham.com/movies/reviews/25-ra-one-movie-review-101101.asp
[7] - http://ibnlive.in.com/news/raone-mixed-verdict-are-the-audiences-divided/196748-8-66.html
[8]- www.raonemovie.com
[9] - http://www.awn.com/articles/article/raone-indias-iron-man
[10] - http://animationpitstop.blogspot.in/2011/10/news-rajinikanth-in-raone-is-not-real.html
[12] - http://www.srktimes.com/2011/09/raone-to-collaborate-in-global-mass.html
[13] - http://www.srktimes.com/2011/09/raone-to-collaborate-in-global-mass.html
[14] - http://www.scribd.com/doc/69110696/Case-Study-on-Ra-One-Atmiya-MBA
22

23. Promorion Plan of StayamevJayate
Elements of corporatization
Daily Soap
Aamir Khan promotes his first television project SatyamevJayate on the sets of DiyaAurBaati
Hum, a daily soap on Star Plus.[1]
SatyamevJayate partners with AXIS Bank
Each week they select a different NGO to help address the issue discussed on
SatyamevJayate. In partnership with Axis Bank, we invite you to join in and help make a
difference. Your donation will keep these organisations thriving
The cost of sending this SMS is only Re 1, which is donated after tax to the charity
CHILDLINE. CHILDLINE, India's first toll-free helpline for children in distress, responds
to emergency needs of children and also links them to services for their long-term care and
rehabilitation. You can send more than one SMS to benefit this organisation, and you can
also, if you wish, help the organization further by sending them a cheque, and deposit it in
your nearest Axis Bank branch. You can also transfer your amount to them online through
their website. You can get more information about depositing the cheque at any Axis Bank
branch.
The amount donated by you to this organization will be matched equally by the Reliance
Foundation. Reliance Foundation is the philanthropy partner of SatyamevJayate
Click to give
This is another way of charity in partnership with Junglee , an online product comparison and
advertising site offered by Amazon
Each week Aamir Khan will highlight an NGO as the beneficiary of all donations made
through SatyamevJayate. Junglee has proudly partnered with SatyamevJayate for the Click to
Give Initiative.
For every click that you make on the list of products featured on Junglee, a donation will be
made on your behalf to the concerned NGO. Go to Junglee.com to discover over 1.2 Crore
Products.
Make your clicks count!
Airtel 3G video calling
Aamir Asks Speak up Campaign, where very few people were actually able to talk to Aamir
Khan [2]
How the film was financed and produced, who produced it?
SatyamevaJayate
Aamir Khan Productions
BhartiAirtel Ltd is the presenting sponsor of the show and has paid around Rs. 18 crore, while water
purifier brand Aquaguard, another sponsor, has paid some Rs. 16 crore
23

24. The six associate sponsors—Axis Bank Ltd, Coca-Cola India, Skoda Auto India, Berger Paints India
Ltd, Dixcy Textiles Pvt. Ltd, and Johnson and Johnson Ltd—have paid between Rs. 6 crore and Rs. 7
crore each.[3]
Brand Sponsors / Brand Alliance
The show is presented and sponsored by Airtel and co-sponsored by Aqua guard. Other
associate sponsors include Coca-Cola, Johnson & Johnson, Skoda Auto, Axis Bank,
Berger Paints and Dixcy Scott. The title sponsorship has been signed at around 16 crore –
20 crore , while associate sponsors have paid 6 crore– 7 crore. STAR India is reported
to give exclusivity to its sponsors by notselling any advertising spots to any of its
sponsor’s competitor's brand. Moreover, Khan has also asked various brandmanagers not
to buyany advertising slots or screen any of his advertisements during the show, fearing the
dilution of the show's impact.[4]
Alternate Revenue Streams
Media-buying sources say the ad rates commanded by SatyamevJayate come to. 4-5 lakh for
a 10-second slot during the show.[21]
In-film placements
Airtel 3G video calling
Axis Bank
Movie Marketing
―Dilkolagegi, tabhibaatbanegi succinctly sums up what the show is all about and hence forms
the basis for the marketing campaign,‖
Outdoor advertising
Star India had captured most of the premium outdoor sites across the country for the
campaign which was executed by Mudra max. Outdoor is high impact medium and in this
case had mounted campaign on big scale. They wanted to catch the attention of all members
of the family including the men of the household who travel out of home on work every day.
Speculation created
There was a lot of speculation which was purposely created about the content of the show and
this created curiosity among the people about what would Aamir Khan is going come up
with.
The disruption of the campaign started with the first set of promos. The communication
simply captured Aamir Khan‘s view about various facets of the show in a honest and sincere
fashon.
The series of candid camera films was launched with a one-day ‗blanket‘ cover across the
Star network. The response was great with the promos trending online within a few hours of
launch and consumers expressed an overwhelmingly positive sentiment about the show.[5]
24

25. Broadcast
The makers of show had booked around 2,000 slots for the broadcaster‘s promos in 27 hours
for an amount of 6.25 crore. Reportedly, this is the highest costing promotional campaign
for any Indian television show.[6]
Daily Soap
Aamir Khan has promoted his first television project SatyamevJayate on the sets of
DiyaAurBaati Hum, a daily soap on Star Plus.[7]
Facebook:
As the page was created on FB earlier this year in March within one month of the creations of
the page, the page had 393,000 likes and 444,000 people talking about this. This was before
the video promos were launched on T.V. This shows the Brand value which Aamir Khan has
in India because at that point of time no one knew about the concept of the show.
This start was followed with the daily dopes of the SMJ, which included photos and video
sharing. All the initial activities were aimed and focused on creating love and respect toward
the country,
example "Sacha haipyaarmera ... SatyamevJayate" Click Like if you love your country, this
post was shared and had tremendous response.
The complete official song was shared on 13th April 2012 on the FB
Just after 2 episode released there are 801,624 likes and 304,110 talking about this.[8]
You Tube
The teasers of the show were premiered on You Tube on 2 April 2012[9]
Twitter
Aamir Khan's SatyamevJayate has been widely appreciated by masses as well as people from
film
Aamir Khan's SatyamevJayate is trending on microblogging site Twitter and how! The show
took over eight out of 10 trending topic slots on Twitter India while Aamir Khan trended on
Twitter Worldwide.
All most everyone from Film industry to politics everyone phrased his new show on
microblogging site Twitter.[10]
Hello tunes in partnership with Airtel
Gimmicks/ PR ttics used
SatyamevJayate as a title cannot have a copyright by anyone, according to the government, as
it is part of the national emblem. But Aamir was okay with the fact
Aamir travelled
Aamir travelled the length and breadth of the country for the show
Aamir’s Birthday
Aamir normally takes an off in his birthday on March 14. But this year, he was working on
SatyamevJayate
25

26. Speak to Aamir
When the first episode was aired, about 1,00,000 people dialled in to speak to Aamir Khan to
show support for the issue of female foeticide that he was discussing.[11]
Private and national broadcaster
SatyamevJayate becomes the first ever programme to go live simultaneously on a private
channel and national broadcaster DD1. This is for the first time in the Indian history that a
show will also be showcased simultaneously on national television channel DD1. Besides, the
show will be dubbed in four southern languages - Telugu, Tamil, Malayalam and Kannada.[12]
Bollywood actor Aamir Khan rides in a 'shikara', a Kashmiri boat, during his visit to
Srinagar on Thursday to explore shooting locations.[13]
Aamir Khan attends Varanasi autodriver son’s wedding
Mr Perfectionist Aamir Khan is a man of his word, or so it seems. The superstar paid a
second visit to the holy city of Varanasi on Wednesday to keep a promise he made to an
autorickshaw driver three years ago. All this seemed to happen just before the show was
about to be released on 26th April.[14]
Aamir Khan’s meeting with chief minister of Rajasthan
Aamir had met Ashok Gehlot (Chief Minister of Rajasthan)in a high profile meeting and had
requested him to establish the fast track court to decide cases pending in various courts.
Gehlot had assured action in this regard.
Gehlot lost no time in directing his officers during the past two days to draw up a plan for
checking female foeticide. He announced an increase in the award amount from Rs.50,000 to
Rs.one lakh for anyone providing information about clinics conducting sex-determination
tests and Rs.25,000 for information on unregistered sonography machine.[15]
Aamir has postponed his upcoming movie Talaash, so that he can give adequate time his new
show ‗StatyamevJayate‘.[18]
Any Controversies triggered
First, PalashSen (of Euphoria fame) alleges that the title song of the show is stolen from him.
This came into the news just after the first episode went on air, to become a huge hit among
the masses. There were huge promotions on TV, social media, etc for over months.
Aamir is using the tears from the ladies in the audience for more TRPs and bring up same old
issues.‖These are same old issues….If the ladies‘ tears mean more TRPs, why not! More
TRPs, more involvement by people.[16]
Broadcast rights on television, cable satellite and DTH
DTH: Airtel
Broadcast rights: Star Plus, Star World, Star Utsav, Star Pravah, Star Jalsha, Star Vijay,
,national broadcaster Doordarshan (DD National), Eenadu TV
Studios technologies
26

27. Multi Camera Setup
Post productions
The show is also dubbed in several languages including three Indian southern languages viz.,
Malayalam, Tamil and Telugu, along with Bengali, Marathi and sign-language.[17]
Results the Box office/ TRP
Aamir Khan‘s television debut show, SatyamevJayate, has recorded an overall rating of 4.27
TVR (including terrestrial of DD) in the six metros of Delhi, Mumbai, Kolkata, Chennai,
Bangalore and Hyderabad.
The show, launched on 6 May at the 11 am-12.30 pm band, was simulcast on Star Plus, Star
Pravah (Marathi), DD National, Star Utsav, ETV (Telugu), Vijay (Tamil), Star Jalsha
(Bengali), Star World (English) and Asianet (Malayalam).
The show reached out to 8.96 million people in the age group of 4+, as per data provided by
TAM Media Research.
In the 4+ market, the six-metro rating stood at 4.08 and the show reached out to 8.15 million
people in C&S homes.
Indiantelevision.com was the first to report the individual ratings of the show on Star Plus
and other channels in the respective metros.[19]
Audience Reception: Measures of the film/ show’s success/ failure
As the first episode of his debut TV show SatyamevJayate was aired, about 100,000 people
dialed in to speak to the superstar to initiate a serious discussion on social issues facing the
nation.
Due to huge traffic the show's official site was crashed two times when the show was being
premiered. Also "SatyamevJayate" was the top search in India on Google Trends.
84 crore people watched episode one of the show making it the highest rated show with a
4.27 television rating (TVR) across 6 metropolitan cities, according to Television Audience
Measurement (TAM) data. Several topics related to the show were seen trending on
microbloggingsite Twitter when the show was being premiered on May 6, 2012. Due to huge
traffic the show's official site was crashed two times when the show was being premiered.
Also "SatyamevJayate" was the top search in India on Google Trends.
Aamir Khan's SatyamevJayate has been widely appreciated by masses as well as people from
film industry. [20]
27

28. [1] - http://www.hindustantimes.com/Entertainment/Television/Aamir-Khan-promotes-Satyameva-
Jayate-in-Kochi/Article1-850136.aspx
[2] - http://satyamevjayate.in/
[3] - http://www.livemint.com/2012/04/21000711/Aamir-Khan8217s-Satyamev-Ja.html
[4] - "Aamir says he was jittery when he signed up for TV". Zee News.PTI. 13 April 2012. Retrieved
27 April 2012.
[5] - http://www.bestmediainfo.com/2012/05/satyamev-jayate-what-it-took-to-make-the-largest-
marketing-campaign/
[6] - ^"SatyamevJayate: Aamir Khan plans Rs 6.25 crorecampaign". IBN Live. 10 April 2012.
Retrieved 18 April 2012.
[7] - http://www.hindustantimes.com/Entertainment/Television/Aamir-Khan-promotes-Satyameva-
Jayate-in-Kochi/Article1-850136.aspx
[8] - https://www.facebook.com/SatyamevJayate?ref=tsfacebook
[9] - ^"Watch: Teaser of Aamir's TV show 'SatyamevJayate'". Star Plus. April 2, 2012. Retrieved
April 2, 2012.
[10] -http://www.hindustantimes.com/Entertainment/Television/Aamir-Khan-s-Satyamev-Jayate-
takes-Twitter-by-storm/Article1-851555.aspx
[11] - http://www.bollywoodlife.com/news-gossip/satyamev-jayate-all-you-need-to-know-about-
aamir-khans-first-tv-show/
[12] -http://www.hindustantimes.com/Entertainment/Television/Aamir-s-Satyamev-Jayate-makes-
history/Article1-840017.aspx
[13] - http://www.hindustantimes.com/photos-news/Photos-
Entertainment/aamirkhaninkashmir/Article4.aspx
[14] - http://indiatoday.intoday.in/story/aamir-khan-attends-wedding-of-varanasi-autodriver-
son/1/186127.html
[15] - http://indiatoday.intoday.in/story/aamir-khan-meets-rajasthan-cm-gehlot-over-female-foeticide-
issue/1/188029.html
[16] - ^"'SatyamevJayate': Nation rejoices while Palash fumes". Zee News.Zeenews Bureau. 7 May
2012. Retrieved 8 May 2012
[17] - ^"No ‗SatyamevaJayate‘ for Karnataka!".Zee News.Zeenews Bureau. 4 May 2012. Retrieved 7
May 2012.
[18] - http://ibnlive.in.com/news/aamirs-talaash-release-date-postponed/239182-8-66.html
[19 ]http://www.indiantelevision.com/mam/headlines/y2k12/apr/aprmam54.php
[20] http://www.moneycontrol.com/news/entertainment/satyameva-jayate-hit-or-miss_703562.html
[21] - http://articles.economictimes.indiatimes.com/2012-05-17/news/31749529_1_kaun-banega-
crorepati-first-episode-television-viewership-rating
28

29. Reason for Success of Dabangg
Depth of distribution of the films:
1800 screens in India and 300 screen worldwide
Width of exhibition :
The story of movie was related with the states of UP, Bihar and hence it was necessary to tap
the market of these states. Although Mumbai, Delhi were dominating areas for getting box-
office collection but now-a-days North Indian movie market was also rising. Hence,
promotion of the movie was done in local channels like Mahuaa. Even adding Item
song MunniBadnam was a strategy to gain attention of people of these states.
Arbaaztraveled whole country (U.P,Biharetc)to promote his new movie Dabangg with its star
cast.
In India, the film had a strong opening with occupancy ranging between 80-100% in
multiplexes and nearly 100% in single screens[1]
Elements of corporatization:
As it was much of the family production there was not extra corporatization used.
How the film was financed:
Arbaaz Khan Production.
MalaikaArrora Khan
Dhillin Mehta
Brand sponsors:
Wadhwa group - kapilwadhwan group
Dheerajkapilwadhwan group
Dixcy Scott - ‗the ultimate winner‘
Force Motors - ‗dumhaiboss‘
Media partner: utv –bindass, Hungama.com, Zoom
Connect Radio partner- Red Fm 93.5
Online anti – piracy partner - Republique
Alternative Revenue streams:
The audio rights of the film were sold for about Rs. 9.5 crore
29

30. The satellite rights of the film were pre-sold for a nominal Rs. 10 crore to Colors
In-film placements:
One of the film's songs, "MunniBadnaamHui", included a brand name, 'Zandu Balm'
Movie Marketing:
As part of Dabangg promotions, Salman will judge a wrestling match in Nagpur. The first
leg of promotions for Dabangg will see Salman Khan visit Nagpur. The actor, along with
brothers Arbaaz and Sohail, co-star Sonakshi, SonuSood and MalaikaArora Khan will judge a
wrestling match while in the city on September
Arbaaz adopted a new marketing strategy for Dabangg. He believes that his film can do
business for more than Rs. 200 Crore if that film released in non-multiplex theatre for mass
people. The ticket price in multiplex hall is more than Rs. 300 which is very high for a
common man. So, common people watch movie by pirated CD/DVD which comes in Rs. 10-
20. But if a new film is available in theatre for Rs. 20, 30, 40, 50 then any common man will
like to watch film in theatre. So, movie was released across 1,584 single screen theatres for
common people. This strategy worked against the piracy also, as tickets were cheaper, and
number of people came to watch the movie.
Gimmicks/PR Tactics:
Salman Khan‘s DABANGG promotion in Bihar.
As the film is set in the interiors of Bihar, SonakshiSinha, who is daughter of Patna MP and
veteran actor ShatrughanSinha, wanted Salman Khan to go to her native place for the
promotion of the flick.
However, Salman Khan was not very enthusiastic due to apprehension of large number of
fans creating security problem. But after ShatrughanSinha stepped in to take care of this
aspect, the macho actor gave in and will be going to interiors of Bihar to promote the flick.[2]
Any controversies:
Dabangg was the subject of several controversies. One of the film's songs,
"MunniBadnaamHui", included a brand name, 'Zandu Balm', in its lyrics, much to the
displeasure of Emmami, the makers of Zandu Balm. A trademark case was settled by the
producers and Emmami out of court and MalaikaArora Khan was later roped in to for an
official ad campaign promoting Zandu Balm. Activist Rajkumar Talk filed a case in
the Bombay High Court, demanding that the word "Hindustan" be deleted from the song and
claiming that the censor board had not responded to his queries in regard to the "defaming"
lyrics. He found them "highly objectionable" and "unpardonable" and labelled the song a
"mockery" for the country, as a girl was "indecently" dancing in the presence of corrupted
officers, which, according to him, threw bad light on the nation and "hurt the patriotic
sentiments of every Indian".[3]
Before release, critic and writer Shobhaa De called for a boycott of Dabangg, due to Salman
Khan's comments on the 2008 Mumbai attacks. She criticised it as "arrogance, ignorance and
30

31. plain stupidity." This sparked off a fight with the producers of the film via Twitter, later
continued after her negative review of the film.[4]
Film merchandizing:
Dabangg,has in collaboration with PVR cinemas pan India recently launched the limited
exclusive merchandise of Dabanggat PVR cinemas. The merchandise includes sunglasses,
watches and t-shirts.[5]
Broadcasting rights:
Dabangg missed out on big satellite revenue as the rights were sold well prior to release. The
satellite rights were sold for around 10 crore while now after the stupendous success of the
film the rights would probably have been worth 30-35 crore.[6]
Use of animation/vfx:
Bangalore based VenSat, a provider of animation, visual effects, motion comics and 2D/3D
conversion services and best known for visual effects (VFX) for the 2010 motion picture
releases, ‗DABANGG‘ and some of the complex VFX sequences for ROBOT has raised
$10mn from Indo-US Venture Partner[7]
Studio technologies:
Pixion
Post-Production
Editing done by Pranav V Dhiwar
Box Office Collection:
Dabangg grossed 212croresRs. 140 crore[9]
Audience reception:
On the whole, DABANGG is a full on entertainer with three aces – Salman Khan like never
before, stylish action and super music. Sure to fetch an earth-shattering opening, the film will
create a pandemonium at the box-office, cementing the status of Salman Khan as the darling
of the masses and making the distributors laugh all the way to the bank. It has Blockbuster
written all over it!
TaranAdarsh (BollywoodHungama.com)Watch it strictly for Salman, who delivers enough
bang for your buck!
Rajeev Masand (CNN-IBN)I recommend that you see the film for the sheer pleasure of
watching Salman Khan in top form.Anupama Chopra (NDTVMovies.com)[10]
31

32. Annexes
1. ^"Hits of 2010". India Today. Retrieved 13 February 2012.
2. http://www.magnamags.com/content/view/6707/105/lang,english/
3. ^ HT Correspondent (28 August 2010). "Salman‘s film Dabangg in controversy".
Hindustan Times. Retrieved 13 February 2012.
^ChandniDev, Bollywood Hungama (5 October 2010). "Dabangg maker calls Shobha De an idiotic woman". Oneindia.in. Retrieved 20
4.
February 2012.
http://en.wikipedia.org/wiki/Dabangg - cite_note-52
5. http://www.business-standard.com/india/news/dabangg-merchandise-designed-by-dino-moreas-
cool-maal/406986/
6. http://www.boxofficeindia.com/npages.php?page=shownews&articleid=2050&nCat=news
7. http://www.pluggd.in/vensat-visual-effects-in-2d-funding-297/
8. ^"Hits of 2010". India Today. Retrieved 13 February 2012.
9. http://bollywoodboxofficeindia.wordpress.com/2010/11/01/endhiran-the-robot-life-time-
estimated-collections/
10. ^http://www.watchitornot.com/dabangg-movie-review-and-audience-verdict/
32

33. Robot
Depth of distribution of the films:
The film opened with 2,250 prints in approximately 3000 screens worldwide including 1400
screens in Tamil Nadu, 128 screens in Kerala, 45 screens in Karnataka, and 1000 screens
with 750 prints in North India. The film was released by Sun Pictures in Tamil Nadu; Gemini
Film Circuit released the film across North India, while Seven Arts released the film in
Kerala. The film opened in 300 screens overseas. [1]
Width of exhibition:
The film was also screened at the 12th Mumbai International Film Festival, the 21st Bath
Film Festival, the 10th Tromsø International Film Festival, and the 24th Tokyo International
Film Festival where it won a special award under the section "Winds of Asia-Middle East".[1]
Elements of corporatization: [2]
Its trailers were played in theatres as separate trailer shows and audience spent 70 bucks to
see the 10 minute trailer
Suriyan FM, owned by Sun network played songs of Robot along with special features like
singers and music directors sharing their experience in between the songs.
In Mumbai Rajini the superstar made special screening for the Bachchan Family and
DevAnand.[3]
How the film was financed:
The first film produced completely by Sun Pictures. [4]
Brand sponsors:
The big tree
Vit
Yamaha motors
Audi
Joy alukkas
Lalithajewelery
Le royal merdian
Vasan eye care
Afton equipments
Lifestyle
Jansons
Univercell
In-film placements:
33

34. The big tree
Vit
Yamaha motors
Audi
Joy alukkas
Lalithajewelery
Le royal merdian
Vasan eye care
Afton equipments
Lifestyle
Jansons
Univercell
Movie Marketing:
Robot trailer in every 5-10 minutes on Sun network channel [2]
Release of stills on a weekly basis and 2-3 teasers and a trailer and with Rahman‘s songs,
giving audience to keep updates on the movie.[5]
Rajini who used to take off to find peace and serenity to Himalayas during his film's release,
is for the first time standing tall for Robot's promotions.
Gimmicks/PR Tactics
The music release function was conducted in Malaysia which was telecast in the Sun TV with
50-50 duration of the program and ads twice
The trailer was released at a grand function and the same was again broadcast on TV
In Mumbai Rajini the superstar made special screening for the Bachchan Family and
DevAnand at a popular multiplex in Juhu,Mumbai.
The famous Rajnikant jokes:
Rajinikanth doesn‘t wear a watch. He decides what time it is.
Rajinikanth killed the Dead Sea.
Rajinikanth can play the violin with a piano.
When Rajinikanth gives you the finger, he's telling you how many seconds you have
left to live.
Any controversies
A controversy regarding the film's plot also originated that month as Indian author Vijayarke claimed
that Enthiran's story was similar to that of his 2002 science fiction novel, Man Robot, and demanded a
credit for himself in the film. Vijayarke claimed that he realized the similarity after hearing S.
Shankar narrate the plot during the film's audio launch, after which he emailed the director with his
novel's story, seeking clarification.
Yet another scandal broke out after the release of the film when a Tamil novelist,
AarurThamizhnadan, made a complaint with the Greater Chennai Police against the director and
producer of the Enthiran, claiming that they had plagiarised the story idea from his novel Jugiba that
was published in a vernacular magazine IniyaUdhayam in 1996. In 2007, the same group published
34

35. the novel as the book titled ThikThikDheepika. Unlike the previous author however, Thamizhnadan
took the issue to the Madras High Court in November 2010. Following Thamizhnadan, other authors
also claimed the story of Enthiran to be theirs. [5]
Film merchandizing:
Placed huge robot-like statues and balloons in public places and by gave away Robot merchandise
such as mugs printed with Robotposter, figurines of Robot robot, etc.[6]
Broadcasting rights:
Sony Entertainment Television bought the television rights of Robot (or Robot in Tamil).
MSM has acquired the exclusive satellite TV rights for Robot‘s multiple telecasts for the next 7 years
from Gemini Industries & Imaging Pvt. Ltd and Sun TV Network Ltd.
Use of animation and vfx
The movie required an unobtrusive VFX of over 2000 shots that add up to around 60 scenes in the
film. An Indian Technocrat named V.Srinivas handled the entire film Visual Effects as a VFX
Supervisor. Frankie Chung and Eddy Wong from the Hollywood were the additional supervisors for
the VFX.
A lot of techniques were used in this movie to reach international standards. Three of them are:
Pre – Production with Detailed Pre – Visualization
Animatronics
Light Stage Face Scanning Technology.
Studios & Teams from the Hollywood were used to implement these technologies in the movie.
About 40 scenes were pre-visualized in the pre-production stage and were done in animation before
going in for the actual shoot. The pre-production of these scenes alone took 6 – 7 months.
This animatronics was used in about 22 scenes in the total of the movie. All the resources and
technology available were used for the same including, puppets, mannequins and special make-up.
Two main Robot puppets were designed and built exclusively for this project. About 40 mannequins
of the Robot Rajinikanth were got from Legacy Effects Studio for the scenes involving number of
robots.
The VFX Team used a unique technology such as the Doom Light Stage Scanning for the
detail high resolution CGI Face. Also the Indian Artists have developed a new proprietary
skin shader plugin with the help of Jupiter Jazz, the developers of shake.
Motion graphics and head up displays in the film have been minor parts which were taken
care in detail to reveal the story and give the science fiction texture to the visuals.
The seemless blending of key frame animation, motion capture, animatronics, multi-robots,
real model/texture scan of character had given the right photo-real blend to story. VFX have
been seamless and consistent with right color timing from the DI team lead by Mr. Ken,
Reliance Media Works.
The most interesting and challenging sequence in the movie is the Climax Sequence. The
Climax sequence involves 100s of robots grouping into a cluster with their electromagnetic
powers and forming different shapes and forms of characters such as a giant snake and giant
35

36. human. Each of the robots had a separate biped and each of them had to be animated to for
the formation of the final form and characters to be smooth, such as the formation of the head
of the giant snake.
A crew of highly qualified technocrats and highly imaginative directors had to put in their
heart and soul for 3 years and spend 6 months of sleepless nights for the movie
Studio technologies:
Some of the major jinx in the visual treatment was the motion control shots which had
multiplication of the Robot Character. This involved a lot of planning before going for the
shots and getting it 100% done with less money spent. Having the frame information on the
top and bottom in the super 35 format, Indian artists devised a camera rig to get perfection
with manual control without the action motion control rigs, which would have consumed lot
of time, money and human effort if it were used for the complete project.
Animatronics is the use of Mechatronic Objects with motion sensors which can be made to
move with the help of remotely operated devices. The motion sensor captured the movement
of the person who impersonates the object and will make its movements accordingly. This
was the technology that was earlier used by Stephen Spielberg in his Award Winning Movie
‗Jurassic Park‘
Post Production:
Rajinikanth'sRobot has been dubbed in many languages including Hindi. His films in Hindi
Hum, Thyagi, Gangva and Sivaji have received tremendous response from the public. Being
Asia's most expensive film,
Collaboration with Hollywood:
Enthiran/The Robot,‖ a Hollywood-Indian collaboration that is the biggest-budget film in the
history of Indian film-making –and also the highest-grossing – will make its southern United
States debut at 6:30 p.m. on Thursday, Feb. 17, opening night of the fourth annual William &
Mary GlobalFilm Festival.
The festival runs through Sunday, Feb. 20. This year‘s theme combines three of the highest-profile
trends in film and pop culture today: the environmentalist movement, comic book super heroes, and
vampires.
The occasion also marks the inaugural awarding of the ―W&M Global Film Can‖ 2010
awards. The recipients were Japanese director Nobuhiko Obayashi and his daughter,
screenwriter Chigumi Obayashi; French director YannArthus Bertrand; and Indian director
Shankar, director of ―The Robot,‖ and named 2010 Indian of the Year in Entertainment by
CNN IBN.
Attending ―The Robot‖ at the Kimball Theatre, located at Merchant‘s Square in Colonial
Williamsburg, will be the film‘s Hollywood executive producer, Jack Rajasekar, president of
Virginia Beach company Fusion Edge Media, its costume designer, Hollywood‘s renowned
Mary Vogt (―Men in Black,‖ ―Batman Returns‖), supervisor of animatronics Alan Scott
(―Terminator 2,‖ ―Terminator 3,‖ ―Pearl Harbor,‖ ―Jurassic Park III), special makeup and
36

37. effects coordinator Vance Hartwell (―Lord of the Rings‖ trilogy, ―War of the Worlds‖), the
film‘s cinematographer Randy Rathnavelu, and special-effects supervisor Sreenivasan.
Other international luminaries attending are Obayashi and daughter Chigumi; Sundance
award-winning documentarist Judith Helfand; and internationally acclaimed storyteller Clay
McLeod Chapman.
Box office Collection: [13]
First Week:
Tamil Nadu (Endhiran): Rs. 80 crore
Andhra Pradesh (Robo): Rs. 30 crore
North India (Robot): Rs. 15 crore
Karnataka (Endhiran): Rs. 8 crore
Kerala (Endhiran): Rs. 4 crore
Overseas (all 3 versions): Rs. 11crore
Second Week:
Tamil Nadu (Endhiran): Rs. 70 crore
Andhra Pradesh (Robo): Rs. 20 crore
North India (Robot): Rs. 10 crore
Karnataka (Endhiran)::Rs. 6 crore
Kerala (Endhiran)::Rs. 2 crore
Overseas (all 3 versions): Rs. 5crore
The final worldwide gross total of all versions of the film was INR 255.50 crore
Audience reception:
Critic response 7/10
Viewers response 8/10[11]
Movie Review:Enthiran has received widespread critical acclaim in India. On the review-
aggregation website ReviewGang, the film scored 7.0/10 based on 9 reviews. gave it 4/5 stars
and said "On the whole, ROBOT is a crowd-pleasing and hugely mass appealing tale of
android revolution with a thrilling plot, rich and imaginative screenplay, super action,
astounding effects and most importantly, Rajnikant, who is the soul of the film. It's the Big
Daddy of all entertainers
TaranAdarsh of Bollywood Hungama
37

38. [1] - http://www.speakchennai.com/index.php/tag/dabangg
[2] - http://www.moneymint.in/marketing/Robot-movie-marketing-lesson
[3] - http://reviews.in.88db.com/index.php/movie/movie-news/3577-Robot-robot-rajini-the-brand-
phenomenons-promotional-activities
[4] - http://reviews.in.88db.com/index.php/movie/movie-news/3577-Robot-robot-rajini-the-brand-
phenomenons-promotional-activities
[5] - http://www.indiaglitz.com/channels/tamil/article/62057.html
[6] - http://www.galatta.com/tamil/news/Robot-merchandise/19721/
[7] - http://www.aishwarya-spice.com/msm-acquires-exclusive-broadcast-rights-ror-robot/
[8] - http://blog.barnabasmuthu.in/?p=329
[9] - http://www.metromasti.com/tollywood/news/Huge-Amount-Spent-For-The-Animatronics-
Technology--/1243
[10] - http://breport.myiris.com/MOTOSW/SUNTV_20110131.pdf
[11] - ^"Robot Reviews". ReviewGang.Retrieved 1 October 2010. [12] -
http://timesofindia.indiatimes.com/entertainment/movie-reviews/hindi/Robot/movie-
review/6658514.cms
[13] - http://bharatlines.com/endhiran-robot-boxoffice-collection-report-review-enthiran-robot-tamil-
movie-online-review-collection-records-endhiran-robot-movie-review/
38

39. Observation and Inferences
Ra. One
Weak Story line:
The Biggest reason for the failure of the Movie was that the movie was not able to live up to
the expectation of the audience, which was created during pre-release of the movie. The
marketing team worked hard, but it was not sufficient enough to cover for the weak story
line.
Target Audience:
The target audience of the movie was target mostly towards the urban and semi-urban area of
the country, which is a very narrow market in India. It did well initially, but was not able to
sustain due to weak story line.
It did well in overseas market where there is huge following for King Khan.
Music:
Akon voiced for two songs "ChammakChallo" and "Criminal", which gave the music an
international popularity.
The album had seven original tracks four remixes, three instrumentals and an international
version of "ChammakChallo". There were Tamil and Telugu versions released with 6 tracks
each.
Alternate Revenue Stream:
As Shahrukh Khan is media favorite, it created hype for Ra.one.
Though the movie did not do well on box office, the movie did not end up on losses, because
of its additional revenue sources. The wide range of merchandise and easy availability of
those, on the official website of Ra.one, added to the overall success of the movie.
39

40. Reasons for the success of Dabangg
Stardom:
One of the biggest reasons of the success of the movie was the stardom and the fan following
of Salman khan. Salman khan has a huge fan following in the interior parts of the rural India,
which was also the theme of the story of a police officer staying in a small village of Bihar.
Masses:
Salman Khan is the boss, when it comes to playing to the masses, and this movie had the
mass appeal. The movie had an appeal for all masses and classes, be it the young and the old,
the girls and the boys, the men and the women.
Personality:
Salman Khan has a unique fan following, who likes the real life personality of Salman Khan
and his character in the movie had a lot of resemblance, like the Jolly person with the
Dabangg attitude and a bad boy with a good heart.
Timing:
The timing of the movie was just perfect as Salman Khan has the history of giving some huge
hits when his movies were released on the day of Eid which is a huge festival in India.
Music:
The movie had one of the best music score of that time. The album contains five original
sound tracks which were very well mixed with the story of the movie. The music of Dabangg
performed well on the charts after its release. The songs, "Tere Mast Mast Do Nain" and
"MunniBadnaam" became chart busters and entered the list of top 20 most frequently played
songs on radio in India.
Tere Mast Mast Do Nain", as performed by RahatFateh Ali Khan, reached no.1 on the
Official Asian Download Chart in the UK based on legal downloads in that country.
The brand of music had appeal to the mass audience because it‘s simple, catchy, easy on the
ears and fun.
Casting:
The casing of the movie was perfects and had given justification to the character of the
movie. Salman who had played several police roles in the past was just perfect for the
character of ChulbulPandey.
SonuSood was selected for playing the lead antagonist as he has played similar character in
other Tamil movies.
The pinch of freshness was added by the inclusion of new comer SonakshiSinha, the daughter
of ShatrughanSinha, as lead actress in the movie
40

41. Promotions:
The movie was promoted heavily in Semi-Urban areas and rural area. Salman Khan had gone
to Bihar for the promotion of the movie as the star has a huge fan following in that region. As
the movie has the North Indian element in it Salman khan had given 20 days for promoting
movie in Northern India.
Unexpected:
People had gone with a very low expectation and what they got was more than double what
they expected.
41

42. Promotional Plans of SatyamevJayate(SMJ)
The Promotional Plan of SMJ was led by Aamir Khan, who is one of the most effective
promoters in the Industry, who hardly leaves any page unturned.
The entire campaign was very well planned as they knew how long the show is going to last
for, so the campaign was well structured and organized. The Show is going to be telecasted
for 13 episodes only. So the entire promotion team knows what the time frame is and how
much time they have.
Speculation Created:
There was a lot of speculation which was purposely created about the content of the show and
this created curiosity among the people about what would Aamir Khan is going come up
with. The series of candid camera films was launched with a one-day ‗blanket‘ cover across
the Star network. The response was great with the promos trending online within a few hours
of launch and consumers expressed an overwhelmingly positive sentiment about the show.
Broadcaster:
The makers of show had booked around 2,000 slots for the broadcaster‘s promos in 27 hours
for an amount of 6.25 crore. Reportedly, this is the highest costing promotional campaign
for any Indian television show.
Sunday Morning Slot:
The Sunday morning slot was purposely selected because currently there is not much TV
viewing in this slot. Another reason to choose this slot is that, it is a family show and entire
family should watch the show together.
Daily Soap:
Aamir Khan promotes his first television project SatyamevJayate on the sets of DiyaAurBaati
Hum, a daily soap on Star Plus, this show apparently has the highest TRP and is related to
social issue of the society.
Online promotions:
There was a hard core online promotion used to promote the show, all the possible social
networking sites were used to promote the show.
Facebook page was created well before the show was started and was continuously used for
communication purpose and it had a huge fan following way before the show had started.
Youtube was used to promote the official song and to create the viral.
As Aamir has a huge fan following on twitter and his association with SMJ helped the show
grow on Twitter as well. Aamir Khan's SatyamevJayate is trending on microblogging site
42

43. Twitter and how! The show took over eight out of 10 trending topic slots on Twitter India
while Aamir Khan trended on Twitter Worldwide.
Less Controversy:
The show almost had no controversies, other than one which was related to the title song.
Outdoor advertising:
Star India had captured most of the premium outdoor sites across the country for the
campaign which was executed by Mudra max. Outdoor is high impact medium and in this
case had mounted campaign on big scale. They wanted to catch the attention of all members
of the family including the men of the household who travel out of home on work everyday.
Gimmicks
Aamir travelled the length and breadth of the country for the show
Aamir normally takes an off in his birthday on March 14. But this year, he was working on
SatyamevJayate
When the first episode was aired, about 1,00,000 people dialled in to speak to Aamir Khan to
show support for the issue of female foeticide that he was discussing.
Social Image
The other reason why the show is being very well accepted by the audience is the public image of
Aamir Khan as a person who has always been involved with the social work and the theme of the
show of raising social issue goes very well together.
43

44. Comparison of Robot with Ra.one, Dabangg and SataymevJayte.
Rajnikanth factor
Rajnikants enjoys a very unique place in the heart of the people in southern India. He is
considered as ‗God‘ by his followers and has also built a temple to show their love and
affection towards him. He has never worked in any commercials as he believes that ‗he can‘t
recommend his fans anything which he believes is not right for him‘. He does a lot of charity
for needy people.
These qualities differentiate him from other stars in the country. This is the reason he enjoys
pan India identity.
The main reason for the success of the Robot was the Pan India appeal that Rajnikant enjoys,
which none other star has.
The fans of Bollywood movies are divided in three Khans (Aamir Khan, Shah Ruk Khan and
Salman Khan), but when it comes Rajnikant in Southern India the market is still undivided.
Some Stats
The Movie was released at 3000 screens worldwide, While Dabangg was released on 1800
screen and Ra.one with 3100 screening worldwide. Robot enjoyed highest box office
collection of Rs 255.50 cr followed by Dabangg 147 and Ra.One 114cr.
Music
After the second day of release, the album reached number one on the Top 10 World Albums
chart on iTunes in the United States, United Kingdom, and Australia, making it the first
Indian album to reach the spot.
Commercially affable and highly entertaining in its contents, the album was a big
chartbusting hits in tracks like "ChammakChallo", "Criminal", "Dildara (stand by me)" and
"BhareNaina", while the rest of them work perfectly with the theme, spirit and feel of the
flick. At the end of the day the music of Ra.One is massively entertaining.
Dabangg's music appeals to the mass audience because it‘s simple, catchy, easy on the ears
and fun.
All the winning Combination
To make sure Robot clicks with the audience even before the film hits theatres, the
filmmakers had ensured that the film comprises of all the winning combinations possible.
They have Oscar winning AR Rahman and ResulPookutty on board and the music of the film
has been a hit in India as well as the South-East.
Rajnikant and Aishwarya getting into high action, which was bound to get the adrenaline rush
in the audiences as well.
The visual effects are the USP of Robot
44

45. Recently some the Hollywood movies which are based on science-fiction have see a good
response in the Indian market. Audiences are getting acquainted to the high Visual effect
used in western countries; the best example would be the success of Hollywood movie
‗Avatar‘.
Robot had the Visual effects that were at par with the Hollywood movies and was very well
blended into the story line. The effects were perfectly balanced it never looked overdone or
under done. Technicians from Hollywood and China were used for to make it perfect.
Comparing it to Ra.One, the effects used in Ra.One were just perfect but the weak story line
restricted the success of the movie beyond a limit.
Story Line and dubbing
Robot as a movie had the best story line which was very well accepted even after being
dubbed in other languages this also contributed to the success of the movie.
StayamevJayate is another show which is released in many different languages and is also
accepted very well as per the recent available TRP.
Dabangg was released in only two other languages other than Hindi, which limited the
exhibition.
Ra.One was released in other language but was not able to attract the audience due to the
weak story line.
Learning
It was a completely different way of looking marketing form entertainment point of view,
where People had the major effect on the overall marketing, Promotion and the revenue of
the shows.
45

46. Task 2
Mexican Restaurants Global and Local
Client: Mirah Group is one of India‘s leading business houses with a footprint stretching
over a diversified range of industries, including hospitality, real estate development, travel,
computer education, wind energy generation, textiles and international trading.
The Mirah Hospitality division includes Manchester United Cafe Bar, Rajdhani, Cafe Mangi,
Falafel‘s, Nouvelle, Citrus Hotels and Resorts, Pallate, Chutney Chowk and Mad over
Donuts. Mirah Hospitality would soon have a new addition to its brand Portfolio.
Objective of the projects:To study Mexican Pub globally and in the local Market and
develop a promotion plan for the client.
Study on Global Mexican Restaurants
1. Anna‘s, TaqueRia
2. Ortega‘s, A Mexican Bistro
3. Pancho‘s, Mexican Food
4. Chipotel, A Mexican Grill
5. Panchero‘s, Mexican Grill
6. California, Tortilla
7. Kings Taco, Restaurant Inc.
8. Baja Fresh
Indian Mexican Restaurant
1. Bombay Blue
Brief Received: To collect as much Information as possible on the most famous Mexican
Restaurants around the world and also information on Bombay Blue.
Once the Information is gathered make an analysis on the Target group and Customer Insight.
46

47. 1. Anna’s, TaqueRia
Overview:
Anna's is modeled after U.S. West Coast style Mexican cuisine, specifically the Mission-
style Its menu offers only four core items: burritos, tacos, quesadillas and Mexican plates,
and has been described as "the best burritos for next to nothing" The food is made using
an assembly line-style process.
The first Anna's Taqueria was founded by Michael Kamio and located in
Brookline's Coolidge Corner in 1995 after a disagreement with his sister Mariko Kamio, who
owns the competing Boca Grande chain. Since then, a second Brookline restaurant was
opened in addition to the locations in Porter and Davis Squares, and restaurants were opened
at MIT's Stratton Student Center and on Cambridge St. in Boston across from the
Massachusetts General Hospital.
• Type Private
• Industry Restaurants
• Founded 1995
• Headquarters Brookline, Massachusetts, U.S.
• Products Mexican food
• Owner(s) Michael Kamio
Menu
• BREAKFAST BURRITOS
– Fresh, hot tortilla with choice of fillings (eggs,
sausage, potatoes)
– beans, cheese, and salsa.
– Mexican hash and spinach also available.
• REGULAR BURRITO
• SUPER BURRITO
• TACO
• MEXICAN PLATE
• FRESH ORANGE JUICE
• MEXICAN COFFEE, TEA
• MORNING BEVERAGES
– FRESH SQUEEZED ORANGE JUICE
– MEXICAN COFFEE
Glossary Menu
47

48. Food
Regular Chicken
Grilled Chicken
Chicken Ranchero
Carnitas
Chile Verde
Steak
Lengua
Al Pastor
Taco Al Pastor
Grilled Vegetables
Rice
Hot Sauce
Jalapenos
Guacamole
Salsa
Beverages
Vasan eye care
Afton equipments
Lifestyle
Jansons
Lemonade
Orange Juice
Soda Fountain
Jumex canned juices
Jarritos Mexican Sodas in glass bottles
Horchata
Jamaica
Iced Tea
Bottle Water
Target Group
Young group of people (Fast food)
Customer Insight
Fast and healthy food
48

49. 2. Ortega's A Mexican Bistro
Located in Hillcrest on the corner of third and University, Ortega's Bistro brings an authentic
Puerto Nuevo dining experience right to the heart of San Diego. Enjoy Baja-style lobster,
fresh guacamole prepared at your tableside, and other regional specialties while sipping
decadent pomegranate margaritas. The restaurant's spacious atmosphere and design capture
the festive Mexican traditions and tasteful flavours of Puerto Nuevo.
MEXICANO BREAKFAST
Chilaquiles con Huevos
MachacaTorta
Chicken Tamales and Eggs
Huevos Rancheros
Chorizo and Potato Burrito
Chorizo con Huevos
Shrimp Omelette
Carnitas Hash and Eggs
Ortega's Bistek and Eggs
Ortega's Breakfast Burrito
LUNCH MENU
APPETIZERS
Table Side Guacamole
Sopecitos
Puerto Nuevo Shrimp Cocktail
Fish Ceviche
Baja Shrimp Ceviche
QuesoFundido
Poblano Portabella Quesadilla
CALDOS
Ortega's Chicken and Tortilla
Black Bean & Pumpkin
Puerto Nuevo Tortilla Soup
49

50. ENSALADS
Ortega's Mixed Greens Salad
Caesar and Avocado Salad
.Sandia Shrimp
TACOS A LA PARILLA (GRILLED)
Ortega‘s MahiMahi
Baja-Style Shrimp
Baja Seasoned Steak
Epazote-Cilantro Chicken Breast
PoblanoQueso
SPECIALTIES
 CarnitasTorta
 Chicken Tamales
 Carnitas
 Chicken Mole
 Ortegas Half Roasted Chicken
 Banana Crusted Huachinango
KIDS MENU
 Ortega's Quesadilla
 Chicken Quesadilla
 Steak Quesadilla
 Bean and Rice Burrito
 Chicken and Rice Burrito
 Juice (Orange, Apple, Grapefruit, Cranberry)
 Milk
Target Group
There is a wide group of Target Group as they have very lucrative happy hrs (3beers at $3),
on other hand they have Kids menu, So it can be termed as complete Family restaurant
Customer Insight
There are lot of review in favour of the quality of food and the its value for money pricing.
50

51. 3. Pancho’s, Mexican Food
Over view
Pancho's is most popular for having its buffet customers "raise the flag" to request more food;
each table has a small tricolored flag with the three colors of the flag of Mexico. The flag,
however, is sometimes missing the Mexican coat of arms and thus more closely resembles
the flag of Italy. The food is reasonably priced, and the dining area is often decorated with a
courtyard motif with two saying in Spanish on the walls "My Casa essu casa (My House is
Your House) and "Panzallena Corazon Contento" (Full Belly, Happy Heart). Several
locations also sold a limited line of products that customers could purchase and make their
own sopaipillas, tacos, etc. at home, as well as a small selection of piñatas that could be used
for parties or other decorating reasons as well as Sombreros de Carrot and
Handcrafted Mexican Artisan goods such as small pottery, toys and figurines Pancho's
Mexican Buffet is a chain of Tex-Mex restaurants (24 as of 2009) in the United States.
Pancho's main offering is an all you care to eat buffet, though unlike many other such buffets
additional food is brought by waitstaff rather than self-served, except for in the chain's "Super
Buffet" locations.
Type Buffet
Industry Food
Founded 1958
Headquarters Dallas, Texas
Products Mexican FoodWebsite Pancho's Mexican Buffet
Pancho's food item
Tacos
Flautas
Enchiladas
Tamales
Rice
Refried beans, and many other traditional Tex-Mex items.
Sopaipillas have been served for dessert since the restaurant's opening.
Target Group
Food, fun times for the entire family.
Customer Insight
Reasonable priced and serves large quantities of food with remarkable quality.
51

52. 4. Chipotle Mexican Grill
Chipotle Mexican Grill, Inc. is a chain of restaurants located in the United States, United
Kingdom, and Canada, specializing in burritos and tacos. Its name derives from chipotle, the
Mexican Spanish name for a smoked and dried jalapeño chili pepper.
The restaurant is known for its large burritos, assembly-line production and use of "natural"
ingredients. The company has released a mission statement called Food with Integrity, which
highlights its efforts in using organic ingredients and serves more naturally raised meat than
any other restaurant, Chipotle is one of the first chains offast casual dining establishments.
Chipotle Mexican Grill, Inc is a chain of restaurants in the United States, United
Kingdom, and Canada specializing in burritos and tacos.The restaurant is known for its large
burritos, assembly line production, and use of natural ingredients.The company has released a
mission statement called Food with Integrity, which highlights its efforts in using organic
ingredients, and serves more naturally raised meat than any other restaurant. Chipotle is one
of the first chains of fast casual dining establishments.
Advertising and publicity
In the past, Chipotle mainly relied on billboards, radio ads, and word-of-mouth to advertise.
However, in 2012, Chipotle aired its first nationally televised commercial during the 54th
Grammy Awards ceremony.In 2010, the company initiated an ad campaign that mocks advice
given to Chipotle by advertising agencies.Chipotle has run many promotions giving out free
food to potential customers, especially when opening a new store. Stores also give out free
burritos on certain holidays; for instance, on Halloween, some locations have had promotions
in which free burritos are given to people who come dressed as a burrito.Chipotle gave away
free burritos to reporters during the 1997 trial of Timothy McVeigh, which took place in
Chipotle's hometown of Denver.Chipotle was also mentioned throughout the "Dead
Celebrities" episode of the television series South Park.For Halloween 2010, Chipotle
announced that customers dressed as a processed food product would receive a burrito for $2.
The event was part of a $1 million fundraiser for Jamie Oliver's Food Revolution called
"Boorito 2010: The Horrors of Processed Food."For "Boorito 2011", customers dressed in
costumes "inspired by family farms" will receive a menu item for $2, with proceeds from the
promotion going to The Chipotle Cultivate Foundation and Farm Aid. Other fast-food
restaurants spend millions on traditional advertising like television ads or special sales
promotions, Chipotle channels its marketing budget into more grassroots initiatives through
social media.
The strategy is paying off– In-store sales increased 11% in 2011 and ―ROI‖ hovered above
23%.
With 1.7 million social media fans, Chipotle spends an enormous amount of effort to
communicate with customers on a one-on-one basis. The company responds to 83% of
Facebook posts, and 90% of the Chipotle‘s activity on Twitter is responding to customers
through @-mentions.
In September, Chipotle extended its digital presence to YouTube as well.
52

53. Chipotle has also incorporated Four Square into the mix. If customers check-in three times
between March and May, they will automatically be entered to win free burritos for a year or
a burrito party for ten friends.
Menu
OUR MENU ISN'T LONG-BUT, IT’S LONG ON OPTIONS, STARTS WITH BASIC
AND CUSTOMIZE AS NEEDED TO BUILD YOUR PERFECT MEAL.
Burrito
Burrito Bowl
Crispy Tacos
Soft Tacos
Salad
Chips &Guac
Target Group
Chipotle‘s Primary target is adults ages 18-34, who are high school graduate and many times
, college educated as well
Customer Insight
Customers don't mind paying high price.
53

54. 5. Panchero’s Mexican Grill
Pancheros serves burritos, tacos, quesadillas, burrito bowls, and salads. The salsas,
guacamole, and queso dips are made on-site, daily. The restaurant fits into the quick-serve
category, offering both quick service and a higher quality of food than typical fast-food
restaurants. Customers start their order by selecting a menu item. Next, the tortilla is pressed
fresh on a tortilla press. The customers then choose from the ingredients to be added.
Pancheros' main national rivals are Chipotle Mexican Grill, Moe's Southwest Grill, and
Qdoba Mexican Grill.
MENU
Main entrées:
Burritos
Tacos
Quesadillas
Burrito bowls
Salads
Any of the following can be added:
Mild Ancho Salsa
Hot Tomatillo Salsa
Corn Salsa
Pico de Gallo
Cholula hot sauce
Black Beans
Pinto Beans
Cilantro Lime Rice
Guacamole
Sour Cream
Shredded Cheese
Jalapeños
Extra Meat
Extra Grilled Veggies
Fuego Sauce (house hot sauce)
Caliente Verde Sauce (house hot sauce)
Sides:
Chips & Queso
Chips & Guacamole
Décor
Panchero's stores have a warm, industrial look. Exposed ductwork, track lighting and metal
accents are softened with warm tones, colorful tile and padded booths Panchero's average
seating capacity is 70, and no units have drive-thrus, which would not fit the made-to-order
concept. Some stores do have patios. It has a full restaurant's worth of seating, even a few
outdoor tables
54

55. Marketing strategy
Started awarding franchisee of the year award from the year 2011.
Twitter Trivia: Every week, the company holds a trivia contest on Twitter. The question
comes out in a tweet, along with a deadline for submitting answers, but when the winners are
announced later the same day, it‘s more than just 140 characters with their names—instead,
it‘s a link to a short video. The longest-lasting campaign we‘ve ever had on social media.
iBurrito
On December 24, 2009, Panchero's released iBurrito, their first app for the iPhone and iPod
touch platform. iBurrito lets users see and create their own virtual Panchero's burrito. Users
begin by pressing their tortillas and then customizing their burrito with fresh meats and
veggies, guacamole, salsa, queso and more. They then use "Bob the Tool" to mix up all of the
ingredients so they get every ingredient in every bite before rolling up their burrito. Users are
then able to post their creations on their Facebook wall or Twitter feed showing off what they
made. The app also includes a store locator both by state and using the GPS for nearby
locations allowing them to view maps and call stores directly.
Panchero's Coupon Policy
One Panchero's coupon can be used per party, per visit
Coupon policies may vary from location to location, and terms and conditions are individual
to each coupon
Most coupons have expiration dates, and are good for a limited time only.
Printable coupons for Panchero's Mexican Grill are hard to find online, but they are
occasionally made available through local outlets or on coupon websites such as
8coupons.com and campusfood.com.
Target Group
Youngsters and family
Customer Insight
Less items on menu but quality is assured. Pricing is moderate.
55

56. 6. California Tortilla
California Tortilla is a chain of franchised fast casual Mexican restaurants, the first of which
was opened in 1995 in Bethesda, Maryland by business partners Pam Felix and Alan Cohen.
The chain's menu, which features burritos, is comparable to that of its competitors, such as
Baja Fresh and Chipotle Mexican Grill. A typical restaurant has 2,500 square feet (230 m2)
with seating for 75 people. California Tortilla was voted by readers of Washingtonian
magazine as having the best burritos in both 2009 and 2010 .
California Tortilla has 35 restaurant locations in four states
Delaware
Maryland
Virginia
Pennsylvania
and the District of Columbia. The chain is headquartered in Rockville, Maryland.
Décor
California Tortilla restaurants have a "spunky" atmosphere, according to the company itself,
and are decorated in bright, bold colors and patterns. Simple things such as pens to sign credit
card slips are held to the counter by a large heavy chain. Signs are also worded with humor in
mind. The staff members are encouraged to be "unique" and "fun", which can vary by
location. A monthly Taco Talk newsletter is published online and in print by co-founder Pam
Felix, whose picture appears (along with partner Alan Cohen's) on some of the restaurant's
paper goods.
Promotions
Patrons of California Tortilla experience a variety of promotions that offer free food or
discount coupons. Some of the promotions are typical of restaurants, such as a free taco to
those who join the email list. Other promotions are somewhat unusual, such as Free Pop-Tart
Day. In 2008, California Tortilla attempted to break the record for the world's largest rock,
paper, scissors game. Subscribers of the email newsletter receive occasional "secret"
promotions, and a "Burrito Elito" loyalty program allows registered customers to receive
points, based on pre-tax totals, with each 50 points resulting in a $5 discount.
Year-round promotions include the "Monday Night Mystery Prize Burrito Wheel," where
anyone who purchases a regular-sized burrito every Monday night after 5 pm can spin the
wheel and win a prize. The prizes range from a free cookie or brownie to $1 off your next
purchase or a free signature salad.
At most California Tortilla restaurant grand openings, patrons who stop by between 11 am –
2 pm and 5 pm – 8 pm receive a free burrito of their choice and a soft drink. The first ten
people in line at 11 am receive one free burrito every week for a year at that location, while
the next 20 in line receive one free burrito every week for a month.
56

57. Pop-Tart Day
Gives away 20,000 fabulously delicious Pop–Tarts (TM) pouches for free a day. One
customer from each of California Tortilla‘s 35 locations could find a golden sticker hidden on
his or her Pop–Tarts pouch. The golden ticket will entitle the aforementioned lucky customer
to one burrito per week for 52 weeks! But, if customer finds it and he/she is not really excited
about it, they take it back.
Advertisement
In-store poster: Created to promote California Tortilla's catering service, and inform
customers that no event is too large to be catered by the restaurant. The photos used were
taken at a wedding catered by California Tortilla.
Website graphic: Created for a February 2011 promotion, in which customers could win a
food prize by just using their loyalty card.
Facebook profile graphic: Created for a February 2011 promotion, in which customers could
win a food prize by just using their loyalty card.
California Tortilla is used a qtags-powered text message campaign to enroll customers in its
newly launched VIP program.
High school newspaper advertisement: Created for use in the newspaper at Winston Churchill
High School in Potomac, MD, towards the end of October 2010
Support advertisement: Created for use in the guide for the 4th annual Our City Film Festival
in Washington, DC.
Target Group
Family and Youngster
Customer Insight
No. 1 Burritos with loads of variety. And not too expensive (Two people can fill up along
with beer for $20).
57

58. 7. King Taco
King Taco is a fast food restaurant chain based in Los Angeles, California, serving
soft tacos, burritos, sopes,tamales, nachos, and authentic Mexican drinks such
ashorchata, jamaica, and tamarindo Some locations also serve roasted chicken.
It has its headquarters in Los Angeles.
It was founded in 1974 by Raul Martínez, who operated a mobile lunch wagon out of a
converted ice cream truck. Within six months, he opened the first of the chain's restaurants.
He opened the second King Taco on 3rd Street in East Los Angeles, which at 4,000 square
feet (370 m2) is the flagship restaurant. Other locations soon followed, opening every other
year in Commerce , Baldwin Park, El Monte and other East Los Angeles sites .
By 1995, he had established fourteen restaurants grossing over $21 million.
Promotions and sponsors
King Taco has been a car racing sponsor to a number of cars and drivers.
In 2003 King Taco was the sponsor of the Champ Car season finale at the California
Speedway. But due to sum inconvinient situation it was not launched.
In 2007, the company sponsored Carl Skerlong in the 2008 and 2008 Champ Car Atlantic
Championship with US RaceTronics and sponsored Mike Gallegos in the NASCAR Grand
National Division – West Series.
King Taco has, and currently sponsors Luis Martinez Jr in the K&N Pro Series West
and Raquel Martinez in her carting career.
The company has very strong roots in the Southern California racing community and is a
sponsor of events such as the Toyota Grand Prix of Long Beach.
It also has a heavy presence at the Toyota Speedway at Irwin dale various go-Carting events,
and the Auto Club Speedway
Target audience
Youngsters and Family(less)
Customer Insight
Pleasant experience, unique food, sauces are different
58

59. 8. Baja Fresh
Baja Fresh is a chain of fast-casual Tex Mex restaurants founded in Newbury Park,
California in 1990 and headquartered in Cypress, California.
Baja Fresh Mexican Grill has been making all your Mexican favorites the way you like
them. BIG, fresh and delicious.
Baja Fresh famous flame grilled flavor and unique grilled tortillas. Add to that freshly-
prepared, quality meats, produce, unique salsas and you've got a bold and fresh menu built
just the way you like it
Chain emphasizes fresh ingredients, and each restaurant features a self-serve salsa bar.Won't
find freezers, can openers or microwaves in a Baja Fresh location, either. So get fired up.
You've found a place that understands what you like to eat and how you like to eat it. In a
processed, pre-heated world, we are here with bold flavors and fresh, mouth-watering
Mexican favorites done right. Be Bold, Be Fresh.
BrandMill helped them carve out a unique marketing niche with a wide variety of public
relations, media relations, pricing and promotional strategies and open three successful
restaurants.
Menu
• Burritos - All of our Burritos are prepared using our unique grilled tortillas.
Customize your Burrito with a visit to our fresh Salsa Bar. All Burritos are served
with complimentary tortilla chips.
• Tacos - Customize to your taste at our fresh Salsa Bar. All of our Tacos are served
with complimentary tortilla chips.
• Baja Favorites - Quesadillas, Fajitas, Nachos and Chicken Taquitos.
• Salads & Soup - Made fresh to order and served with our delicious dressings.
• Kids' Faves - Served with rice, applesauce and a choice of juice, milk or soft drink.
• Sides - Great additions to any meal!
• Desserts
• Party Packs - They're fresh. They're big. They're good times and great food,
conveniently packaged for use when and where you need them. Each one is delicious
and of course made fresh to your order.
Burritos & Bowls
Diablo Shrimp Burrito
Nacho Burrito -it's Spicy!
Burrito Ultimo
Burrito Mexicano
Bean & Cheese Burrito
Grilled Veggie Burrito
59

60. Grilled Chicken Salad Burrito
Steak and Shrimp Bowl
Fully Loaded Chicken Bowl
Skinny chicken Bowl
Try It‖Enchilado‖ style
Tacos
• Original Baja Taco
• Americano Soft Taco
• Wahoo Taco-Crispy
• Wahoo Taco-Grilled
• Taco Combo
Baja Favourties
• Quesadilla
• Nachos
• Fajitas
• Chicken Taquitos
Salads and soups
• Mango Chipottle Chicken salad
• Baja Ensalada With Chicken
• Fire Grilled Chicken Caesar salad
• Tostada salad
• Chicken Tortilla Soup
Kid’s Faves
• Chicken Taquitos
• Mini Cheese Quesadilla
• Mini Bean and Cheese Burrito
Target Group
Corporate people, Family and College
Customer Insight
The freshness of the food prepared, ambiance, cleanliness and employee attitude are above
exceptions.
60

61. Indian Mexican Restaurant
Bombay Blue
Multi-cuisine restaurant with vastly diverse menu created a niche for life-style, full service
and casual dining
Menu consisting of Indian, Italian, Mexican, Lebanese, Sizzlers, and Beverages
Signature items and concepts:
‗Sizzling Brownies‘, ChannaBatura
Special Kid‘s Menu, Value Meals and unlimited refills of beverages.
Bombay Blue is known for its casual and cool ambience capturing the spirit of this maximum
city Mumbai.
Ambience
Signalled with the intensity of its distinctive blazing yellow and blue neon signage
Good food would no longer be the sole reason of dining out, environment, choice, pricing,
services also mattered
Its vibrant dining atmosphere, great food & affordability, Blue Food is a favourite hangout
for everybody (Children, office goers, college kids and the entire family).
Menu Specialities
Bombay’s Original ChannaBhatura
Bombay Blue Cheese Nachos (Bombay‘s best homemade nachos with our special cheese
sauce served with fresh tomato salsa)
Onion Rings (Seasoned and batter fried, served with barbeque sauce)
Bombay Blue’s Favorite(Platter of Bombay‗s best homemade nachos, corn & cheese balls,
onion rings and hummus with pita)
Bombay Blue Maha Nachos (Bombay‘s best homemade nachos loaded with cheese sauce,
Mexican beans, sour cream, jalapenos, olives, fresh cilantro, avocado salsa and tangy tomato
salsa)
Sizzling Brownie (Our own fudge brownie with nuts & vanilla ice cream on a sizzling
platter)
Promotions
• The Indian Party Legend
• Bombay Blues Festivals
61

62. • Facebook
• Roadside Hoarding
• Online Discount Coupons
• Media Coverage
Target Group
Youngsters and upper middle class family
Customer Insight
Great place to hang out.
62

63. Agency Brief and the outcome of Brain Storming.
Mexican Pub:
Concept:
• A Mexican Pub which would provide Authentic Mexican Food along with various
around the world Menu.
• This would have a Casual Mexican Pub atmosphere which would attract family as
well as corporates to come and taste Mexican Bytes or just chat and gulp some
tequilas, margaritas and beer.
Look and Feel: (Place)
Rustic and wooden decor look. The major offerings Art food and ambience would all
be around the Mexican theme.
A colourful and lively place.
A section/ stage cornered for live performances or acts.
Signature Mexican elements would be placed.
Location: (Place)
The pub will have its first presence anywhere in the stretch from Churchgate – Bandra.
This would then be duplicated to other cities.
Communication Objective:
To launch the Casual Mexican pub in Mumbai.
Target Group:
Family
Corporate: 18-35 ????
Youngsters:
Insight:
Authentic Mexican Food
Authentic Mexican Masterpiece
Casual Mexican Pub
Loads of variety.And not too expensive.
Signature Margaritas with a range of tequilas
63

64. To have great fun in Mexican style
Fast Service.
Rustic Ambience.
Unique taste with wide variety
Ambience and quality
Fast and Healthy Food
Proposition:
Best Mexican Pub
Authentic Mexican cuisine is our speciality
Drink in the Mexican way
Bringing the colours of Mexico
Mexican Food.Mexican Warmth.
Mexican Flavour s. Mexican Drinks!
Chill out with the Mexican warmth.
Signature Mexican Essence
A Big Mexican Bash.
Indulge in Music
Indulge into great Music
Groove with Music
Mexican Addiction
Mexican Nectar
Get Addicted (Food/ Style/ Music/ Drinks)
Eat. Drink. Dance.
Reason To Believe:
Food & Drinks Menu:
- Signature Margaritas with a range of tequilas.
- Different styles of serving the same. The cutlery used would also be unique in nature.
- Food would be 60% Mexican and 40% around the world.
- Pricing would be moderate. It would not be at the expensive side at all.
Brand Identity/ Brand Personality:
Defining the personality and the characteristics of the pub.
Giving a Name, Logo and Color (Visual Identity) as per the brands personality.
64

65. Brand Positioning:
Positioning the brand in a way that there is a direct connect with its target audience. Reasons
and profiling of the audience.
Creative Route:
A rough 1st cut route for the look and feel of the creative inside the pub.
(Example: Menus, Coasters, Wall Hangings, Attire/Uniform of the floor staff).
Have listed down few basic things. Please explore on more.
A rough creative look of the website.
Launch Campaign: (Promotion)
Essential mediums to be tapped with creative routes.
Print Ad
Hoarding
SMS
Online – Website, Emailer
In-store – Poster, Tent Card, Menus, Coasters, Wall Hangings, Attire/ Uniform of the floor
staff/ Cap
Pls Note: We can suggest innovations.
Concepts:
Innovative Concepts with creative routes that would blend well with the Mexican look and
theme and be a hot seller.
Learning
Use of 7p‘s in Service Industry.
In the above case Product will be the Mexican cuisine.
Place would be the location, in the above case it would be between Bandra to Churchgate.
People shall be employee direct and indirect involved in providing Service.
Price would be based on the target audience and the location of the Restaurant.
Promotion would be the online promotion, Tent Card, Menus, Coasters, Wall Hangings,
Attire/ Uniform of the floor staff/ Cap.
Process would be the all the operations required to complete the services,
Physical evidence would be all the decor, crockery, Mexican hats, cutlery etc.
65

66. Task 3
Competitive Analysis of Promotions for ICICIdirect
Competitors of ICICIdirect
1. Kotak securities
2. Angel Broking
3. HDFC securities
4. MotilalOswal
5. India Infoline
Brief Received:
To collect basic info of the competitors, their USP, their positioning and to all the available
advertisements (Print, radio, TVC‘s)
Objective of the Project
To prepare a base for planning new advertisement campaign, and also for research Purpose.
66

67. 1. Kotak Securities
Introduction
A subsidiary of Kotak Mahindra Bank The group has a net worth of over Rs. 100.6 billion
and has a distribution network of branches, franchisees, representative offices and satellite
offices across cities and towns in India, and offices in New York, London, San Francisco,
Dubai, Mauritius and Singapore servicing around 8 million customer accounts.
Kotak securities was Established in 1994, which has 7.4 lakh Customers, more than 1400
branches across 448 cities.It has its offices in New York, London, Dubai, Mauritius, and
Singapore.Kotak Securities Limited has Rs. 1,202 crore of Assets Under Management
(AUM) as of 31st Dec, 2011. Awards: Best Broker in India by Finance Asia for 2010 &
2009.
Product and Services
Easy Equity
Easy IPO
Easy Mutual Funds
Easy Insurance
Fixes Deposits
Kotak Portfolio Management
Positioning of Kotak Securities
Kotak Securities positions itself in the customer‘s mind as one entity- ―Kotak ‖- which can
provide customized and one-stop solution for all their financial services needs. It has an
unaided top of mind recall. It intends to stay with the proposition of ―Think Investments,
Think Kotak‖.
USP of Kotak Securities
Trust of Kotak Mahindra Group and its presence from past 26 years.
Customer service in 10 different langauges.
One stop financial Solution.
Presence in More than 400 cities.
4lakh traders a day
67

68. 2. AnandRathi
Introduction
AnandRathi is a leading full service investment bank founded in 1994 offering a wide range
of financial services and wealth management solutions to institutions, corporations, high–net
worth individuals and families. The firm has rapidly expanded its footprint to over 350
locations across India with international presence in Hong Kong,Dubai& London. Founded
by Mr. AnandRathi and Mr. Pradeep Gupta, the group today employs over 2,500
professionals throughout India and its international offices.
AnandRathi‘s Vision: To be a shining Example as a leader in innovation and the first choice
for client and employees.
Products offered
Private Wealth Management
Investment Banking
Institutional Equities
Investment Services
Indian Investment
Global Investment
Positioning:
AnandRathi,Positions itself as the ‗ the in-depth researcher with professional expertise, to
provide better trading returns
USP of AnandRathi
Strong Research Capabilities: Good trading advice from an experienced team of
analysts
24 x 7 Back Office Access
State-of-the-Art Trading system, which makes it possible to trade stocks, commodities
and other assets classes across exchange with one login, and provide advanced tools
such as charts and for online clients
100% Inter-settlement trade at no extra cost
The Senior management Comprises of talent pool that brings together rich experience
from across industry as well as financial services
o Mr. AmitRathi - Managing Director Chartered Accountant & MBA Plus 11
years of experience in Financial Services
Mr. Pradeep Gupta - Vice Chairman Plus 17 years of experience in Financial Services
Mr. AnandRathi - Group Chairman Chartered Accountant Past President, BSEHeld
several Senior Management positions with one of India's largest Industrial group
68

69. 3. HDFC Securities
Introduction
HDFC securities Ltd, a trusted financial services intermediary is a subsidiary of
India's respected private sector Bank - HDFC Bank.
A leading stock broking company having completed 10 years in operation, serves a diverse
customer base of retail and institutional investors. Brokerage house rated A1+ by ICRA
(Highest Rating).
Product and Services
OUR OFFERINGS' ONE STOP SHOP, FOR ALL YOUR
Equity and Derivatives
IPO
Mutual Fund
Fixed Deposits
Non Convertible Debentures
General Insurance
Life Insurance
Bonds
Currency Derivatives
PMS
HDFC Positioning
HDFC positions itself as the Safe, Transparent and trusted service provider
USP of HDFC securities
4-in-1 account, integrating; trading account, Bank Account, Investment Account,
and Demat Account.
WEBPORTAL Based on Web 2.0 technology. customer centric technologies,
with focus on Personalise ,Manage, Customise and Share.
7 Regional language call centre facility is available for clients.
Part of HDFC ltd.
69

70. 4. India Infoline
Introduction
India Infoline is a one-stop financial services shop, most respected for quality of its advice,
personalised service and cutting-edge technology.
The India Infoline group, comprising the holding company, India Infoline Limited and its
wholly-owned subsidiaries, straddle the entire financial services space
The company has a network of 976 business locations(branches and sub-brokers) spread
across 365 cities and towns. It has more than 800,000 customers.
PRODUCTS
EQUITY
MUTUAL FUND
COMMODITIES
PMS
DERIVATIVES
India Infoline’s USP
Incredible speed at which trades can be done, apart from the competitive brokerage charged
Learning
From marketing point of view I realised the importance of message in and Advertisement.
70

71. Task 4
Research conducted for ICICIdirect
Research Topic
Research on Awareness Regarding Brokerage Houses and Financial
Service Provider
Research Objective
To study the user imagery/consumer perception and top of mind
recall.
Research Instrument
 Questionnaire
 Sampling Method: Stratified Sampling
 Sampling Unit
 Those who invest in shares
 Those who use online services for trading.
 Above the age of 21yrs
 Sample Size: 100 samples
 Type of Questionnaire: Structured non-disguised
 Types of Questions: Open and closed ended questions
 No. of questions: 10
 Place: Mumbai
 Data Collection Method: Primary Data
71

72. Questionnaire
Name: --------------------------- Age: ------------ Gender: M / F
Occupation: _____________________________
Q1. What do you do to plan your finances and where do you invest your money?
___________________________________________________________________________
Q2. Do you know any brokerage houses and financial Planning services company? Name
them?
1.___________________________________ 2._______________________________
3.___________________________________ 4._______________________________
Q3. What are the benefits/features you look for while choosing a brokerage
house/financial planning service provider?
___________________________________________________________________________
Q4. Which brokerage house are you currently dealing with? Your experience with it.
___________________________________________________________________________
Q5. Why did you choose this brokerage house? How did you come to know about this?
___________________________________________________________________________
Q6. Do you think your service provider has any scope of improvement interms of
service?if yes, then what additional features/service would you like them to offer?
___________________________________________________________________________
Q7. Have you ever heard of ICICIdirect? Yes / No
Q8. Would you like to choose ICICIdirect for trading and financial planning? And Why?
___________________________________________________________________________
Q9. Are you aware of the online trading tutorial on trading and investing?
Yes / No
Q10. Would you like to go for it? Yes / No
72

73. DATA ANALYSIS
Age wise distribution of respondents
80
70
60
50
40
30
20
10
0
21 to 30 31 to 40 41 to 50 51 to 60
68 3 3 6
Observation: Most of the new generation Investor i.e investor between the age of 21-30 use
online trading service.
Recommendation: Companies should keep a good balance between online and offline
services depending upon the age of the customer
Occupation wise distribution of respondents
Observation: More than half of the self-employed people do Investment
Recommendation: Companies shouldtry and penetrate in to the Service class sector
73

74. Where do People Invest?
60 57
50 Commodity
40 37 37
Insurance
36
30 Shares
20
Mutual Fund
10
10 Nationalised
2
bank
1
0
Observation: Equity and Mutual Funds still remains as the favourite investment option.
Recommendation: Scope for Growth as it still remains the favourite option even after so
many ups and down.
Brand Recall
25 23
20 19
17
15 14
13
12 12
11
10 9 9 9
8
77 7 7
6 6 6 6 6
5 5 5 5
5 4 4 4
3 3 33 3 33 3 3
2 2 2 2 2
1 1 11 11 1 1 1 1 11
0
1 2 3 4 5 6
Rank
ShareKhan Angel Broking India Infoline HDFC Securities
India Bulls Motilal Oswal Anand Rathi Kotak Securities
ICICI Direct HSBC Reliance Others
74

75. Observation: ICICIdirect doesn't have a good Brand recall, where asShareKhan enjoys the
first position.
Recommendation:Should Improve the visibility and also if possible reposition it.
Benefits/Features Customers Look for while Choosing a Brokerage Firm/
Financial Service Provider
Brokerage and
40
Demat Charges
56 Services Provided
Rate of Return
11
Online Platform
18
25
Observation: Brokerage and Demat charges still remains the prime benefit which customer
looks for.
Recommendation: Success of shareKhan has been mainly due to free demat account, so
even ICICI should come up with such offers.
Brokerage Firm/ Financial Service Providers People Currently Dealing
with
75

76. Observation: Though among the competitors ShareKhan is on top but there is a huge chunk
with other, private brokers.
Recommendation: Try and convert those others in to ICICIdirect customer by providing
some attractive perks and offers.
How did Customers Come to Know about Their Respective Brokerage
Firm or Financial Service Provider
76

77. Observation: When it comes to finance people don't trust stranger, that is the reason the
Referrals are at top next to others, others are most of the people who don't remember, How
they came to know about the firm?
Recommendation: Run a referral drive among the existing customers.
ICICI Direct Awareness
28%
72%
Aware Un-aware
Observation: It has descent awareness among the investors.
Recommendation: Need to capitalise the available awareness it to some action plan.
Would you like to go for ICICI direct?
Observation: There is awareness but not the will to go for it.
77

78. Recommendation: High Action Programme to be launched with various schemes and offers.
Are You Aware of Online Tutorial on Trading and Investing?
40%
yes
60%
no
Observation: People are not aware about the online tutorials
Recommendation: Again it depends on the demographics (age) of the customer.
Would you like to go for Online Tutorial on Trading and Investing?
45%
55%
yes no
Observation: People are willing to learn.
Recommendation: It could be used as campaign.
Limitations
78

79. The Limitation would be people becoming conscious about few thing such as, Financial
Information being misused, will they call give Promotional calls, are they sales people and
will become sticky etc.
Overall Recommendation
After Observing the entire Data it is quite evident that there is quite high % of awareness
about the ICICIdirect among the Investors. So the company should apply the AIDA model
A - Attention (Awareness): attract the attention of the customer.
I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits
(instead of focusing on features, as in traditional advertising).
D - Desire: convince customers that they want and desire the product or service and that it
will satisfy their needs.
A - Action: lead customers towards taking action and/or purchasing.
Company already has attention. So the recommendation would be to readinterest through
repositioning, new campaign, teasers, sponsor the event etc.
79