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MARKETING
                MANAGEMENT


SUBMITED TO                      BY
PROF. VIJAY ANAND            GROUP 9
PRESENTED BY GROUP 9
GROUP MEMBERS
•MANISH GUPTA
•RAHUL SINGH
•RAVINDRA KUMAR
•RAHUL CHAWLA
•GAURAV KUMAR
•SUMIT KUMAR
The Service Industry Journal defines
      “Service as any primary or complimentary
activity that dose not directly produce a physical
product, that is , the non goods part of the
transaction between buyer(customer) and
seller(provider).”
Movie As A Service

•The  film industry is a clean industry, highly
sought-after around the world because it
creates meaningful jobs and by its nature,
infuses the economy with broad-based spending
across a wide spectrum of businesses
•Indian cinema commonly known as the
BOLLYWOOD is the best place earn revenue
INTRODUCTION
•RA ONE is an INDIAN movie by the RED CHILLIE
PRODUCTOIN and EROS INTERNATIONAL.
•This movie was the Idea of SHARUKH KHAN.

•This movie had a lead star cast of
  • SHAHRUKH KHAN(DUAL ROLE)
  • KAREENA KAPOOR

  • ARMAAN VERMA

  • ARJUN RAMPAL
THE CAST AND CREW OF RA ONE
STORY
•The  film follows Shekhar (Khan) a game designer
living and based in London with his wife (Kapoor)
and son (Verma).
• Shekhar designed a Motion -sensor based game in
which the villain is far more powerful than the hero.
• In the process, the villain escapes from the video
game and begins to track down the only person
ever to defeat him, Lucifer (Verma).
•Then Lucifer(Verma) brings to life G ONE(Khan) to
defeat RA ONE
Budget
•This movie was one of the most costly movie in
the Indian history.
•The total budget of the movie was about ONE
TWENTY CRORES.
•The movie has done MARKETING of about FIFTY
TWO CRORES for this movie spend by the
SPONCERS
•Out of this about FIFTEEN CRORES were spend
on ONLINE
VIDEO
Ra.one has become a benchmark in terms of
promotion and marketing - YouTube.mp4
MARKETING STRATEGY
•The movie RA ONE have done a lot of marketing
through the following ways
  • ONLINE MARKETING.
  • TIE UPS WITH VARIOUS COMPANIES.

  • PROMOTION AMOUNG KIDS THROUGH
    MERCHENDISES AND GAMES.
  • STARTED MARKETING EVEN BEFORE SHOOTING
    STARTED.
ON LINE MARKETING
•The  movie have spent around 15 crores of
rupees on the online marketing strategy
•It has it’s own official website with exclusive
contents and updates of film.
•The movie had tie up with YouTube, Google’s
G+ social network.
•Tie up with social networking sites like Go Jiyo,
Twitter, Facebook.
TIE UP’S
•The
   movie have tied up with about 25
companies like
  • Nerolac
  • HCL

  • Mc Donald's

  • Videocon

  • Nokia

  • Force India
PROMOTION AMONG KIDS
•Shahrukh  Khan have marketed a lot amongst
kids through various products and merchandises
like
  • Merchandises
  • Games

  • Action Figure

  • Comics
MERCHANDISES
They promoted the movie through 360 degree
marketing by launching various RA ONE
merchandises like
  • G BALLS
  • RA ONE FRISBEE
  • STATIONARY
  • NOTE BOOKS
  • WRIST BANDS
  • AND MANY MORE.
GAMES
•The  RED CHILLIE ENTERTAINMENT had a tie up
with the Sony Computer Entertainment Europe
to manufactured and launch a game on RA ONE
for the PLAY STATION platform
•It was the first of its kind to be done by any
Bollywood star
COMICS

•The movie collaborated with UTV INDIA GAMES
to develop DIGITAL COMICS based on FILM
CHARACTER.
RIGHTS OF MOVIES
•The Broadcasting rights of the movie was sold
to STAR for about THIRTY TO FOURTY CRORES
•The distribution rights for the film in Tamil
Nadu and Kerala were bagged by Abirami
Ramanathan and Eros International in
International market
•Audio rights of the movie was taken by T Series
AUDIO RIGHTS OWNED BY T SE



BRODCASTING RIGHTS OWNED BY
STAR



          DISTRIBUTION RIGHTS OWNED B
          EROS INTERNATIONAL
RELEASES
•The movie was released in 3000 theaters in
India
•Whereas 500 prints were released in the
overseas market
•The movie released on the occasion of diwali to
attract customers.
CONTESTS
•The   producers have announced various contests
like
   • Live gaming contest in association with NVIDIA
   • Chammak Challo contest in star Television.

   • Gojiyo contest winner got a chance to meet
     Shahrukh Khan in personal
   • Contest on FACEBOOK and the winner will get A
     MOVIE TICKET on the day of release
   • And many local contest.
MULTI VERSIONS AND MULTI LANGUAGES
•The   movie was released in various versions of
  • 2D
  • 3D

•The movie was dubbed various languages for
the audience
  • English
  • Hindi
  • Tamil
  • Telugu
Multi National And National Stars
•They  have hired AKON an INTERNATIONAL
SINGING ICON
• Jeffrey Kleiser a renowned HOLLYWOOD effects
technician was called for the visual effects in the
movie.
• Chinese-American actor Tom Wu was called for
a supporting role in the movie
MARKETING MIX
  7 P’s OF MARKETING
PRODUCT



    PHYSICAL
                                              PRICE
    EVIDENCE




PROCESS                                               PLACE




               PEOPLE             PROMOTION
MARKETING MIX OF RA ONE
•PRODUCT:
  •  They have launched the movie in 2D and 3D
    versions.
  • Various languages were used to attract lots of
    people.
MARKETING MIX OF RA ONE
•PRICE:
  •   The movie was released with an affordable price so
      that everyone can watch the movie.
MARKETING MIX OF RA ONE
PLACE
  • Movie was released in India with3000 prints
  • In overseas with about 500 prints

  • It was also released in multi languages like Tamil,
    Telgu and English
  • The movies was released in multiplexes as well as
    single screened theatres .
MARKETING MIX OF RA ONE
PROMOTION
 • It was promoted online through YouTube and
   Other various Social Networking sites.
 • 360 degree promotion through merchandise,
   games , comic etc
MARKETING MIX OF RA ONE
PEOPLE:
  • The use of International star as AKON and TOM
    WU.
  • Special guest appearance by Bollywood stars like
    Sanjay Dutt and Priyanka Chopra.
MARKETING MIX OF RA ONE
PROCESS:
  • They provided the tickets availability through
    website
  • They provided a facility of telephonic booking of
    tickets .
MARKETING MIX OF RA ONE
•PHYSICAL   EVIDENCE
  • Big STARS like Shahrukh Khan and Kareena Kapoor
    were there to attract a lot of audience.
  • Songs were sung by AKON which attracted an
    audience from International and Indian market
CONCLUSION
Even tough the story of the movie was not so
good but the marketing strategy followed by the
production house and Shahrukh Khan allowed
them a lot of revenue even before the release of
the movie by selling rights of the movies and
they are still earning a lot of revenue by the
merchandises they are providing today.
Ra one marketing

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Ra one marketing

  • 1. MARKETING MANAGEMENT SUBMITED TO BY PROF. VIJAY ANAND GROUP 9
  • 2. PRESENTED BY GROUP 9 GROUP MEMBERS •MANISH GUPTA •RAHUL SINGH •RAVINDRA KUMAR •RAHUL CHAWLA •GAURAV KUMAR •SUMIT KUMAR
  • 3.
  • 4. The Service Industry Journal defines “Service as any primary or complimentary activity that dose not directly produce a physical product, that is , the non goods part of the transaction between buyer(customer) and seller(provider).”
  • 5. Movie As A Service •The film industry is a clean industry, highly sought-after around the world because it creates meaningful jobs and by its nature, infuses the economy with broad-based spending across a wide spectrum of businesses •Indian cinema commonly known as the BOLLYWOOD is the best place earn revenue
  • 6.
  • 7.
  • 8. INTRODUCTION •RA ONE is an INDIAN movie by the RED CHILLIE PRODUCTOIN and EROS INTERNATIONAL. •This movie was the Idea of SHARUKH KHAN. •This movie had a lead star cast of • SHAHRUKH KHAN(DUAL ROLE) • KAREENA KAPOOR • ARMAAN VERMA • ARJUN RAMPAL
  • 9. THE CAST AND CREW OF RA ONE
  • 10. STORY •The film follows Shekhar (Khan) a game designer living and based in London with his wife (Kapoor) and son (Verma). • Shekhar designed a Motion -sensor based game in which the villain is far more powerful than the hero. • In the process, the villain escapes from the video game and begins to track down the only person ever to defeat him, Lucifer (Verma). •Then Lucifer(Verma) brings to life G ONE(Khan) to defeat RA ONE
  • 11. Budget •This movie was one of the most costly movie in the Indian history. •The total budget of the movie was about ONE TWENTY CRORES. •The movie has done MARKETING of about FIFTY TWO CRORES for this movie spend by the SPONCERS •Out of this about FIFTEEN CRORES were spend on ONLINE
  • 12.
  • 13.
  • 14. VIDEO Ra.one has become a benchmark in terms of promotion and marketing - YouTube.mp4
  • 15. MARKETING STRATEGY •The movie RA ONE have done a lot of marketing through the following ways • ONLINE MARKETING. • TIE UPS WITH VARIOUS COMPANIES. • PROMOTION AMOUNG KIDS THROUGH MERCHENDISES AND GAMES. • STARTED MARKETING EVEN BEFORE SHOOTING STARTED.
  • 16. ON LINE MARKETING •The movie have spent around 15 crores of rupees on the online marketing strategy •It has it’s own official website with exclusive contents and updates of film. •The movie had tie up with YouTube, Google’s G+ social network. •Tie up with social networking sites like Go Jiyo, Twitter, Facebook.
  • 17.
  • 18. TIE UP’S •The movie have tied up with about 25 companies like • Nerolac • HCL • Mc Donald's • Videocon • Nokia • Force India
  • 19.
  • 20. PROMOTION AMONG KIDS •Shahrukh Khan have marketed a lot amongst kids through various products and merchandises like • Merchandises • Games • Action Figure • Comics
  • 21. MERCHANDISES They promoted the movie through 360 degree marketing by launching various RA ONE merchandises like • G BALLS • RA ONE FRISBEE • STATIONARY • NOTE BOOKS • WRIST BANDS • AND MANY MORE.
  • 22.
  • 23. GAMES •The RED CHILLIE ENTERTAINMENT had a tie up with the Sony Computer Entertainment Europe to manufactured and launch a game on RA ONE for the PLAY STATION platform •It was the first of its kind to be done by any Bollywood star
  • 24.
  • 25. COMICS •The movie collaborated with UTV INDIA GAMES to develop DIGITAL COMICS based on FILM CHARACTER.
  • 26.
  • 27. RIGHTS OF MOVIES •The Broadcasting rights of the movie was sold to STAR for about THIRTY TO FOURTY CRORES •The distribution rights for the film in Tamil Nadu and Kerala were bagged by Abirami Ramanathan and Eros International in International market •Audio rights of the movie was taken by T Series
  • 28. AUDIO RIGHTS OWNED BY T SE BRODCASTING RIGHTS OWNED BY STAR DISTRIBUTION RIGHTS OWNED B EROS INTERNATIONAL
  • 29. RELEASES •The movie was released in 3000 theaters in India •Whereas 500 prints were released in the overseas market •The movie released on the occasion of diwali to attract customers.
  • 30. CONTESTS •The producers have announced various contests like • Live gaming contest in association with NVIDIA • Chammak Challo contest in star Television. • Gojiyo contest winner got a chance to meet Shahrukh Khan in personal • Contest on FACEBOOK and the winner will get A MOVIE TICKET on the day of release • And many local contest.
  • 31. MULTI VERSIONS AND MULTI LANGUAGES •The movie was released in various versions of • 2D • 3D •The movie was dubbed various languages for the audience • English • Hindi • Tamil • Telugu
  • 32. Multi National And National Stars •They have hired AKON an INTERNATIONAL SINGING ICON • Jeffrey Kleiser a renowned HOLLYWOOD effects technician was called for the visual effects in the movie. • Chinese-American actor Tom Wu was called for a supporting role in the movie
  • 33.
  • 34. MARKETING MIX 7 P’s OF MARKETING
  • 35. PRODUCT PHYSICAL PRICE EVIDENCE PROCESS PLACE PEOPLE PROMOTION
  • 36. MARKETING MIX OF RA ONE •PRODUCT: • They have launched the movie in 2D and 3D versions. • Various languages were used to attract lots of people.
  • 37. MARKETING MIX OF RA ONE •PRICE: • The movie was released with an affordable price so that everyone can watch the movie.
  • 38. MARKETING MIX OF RA ONE PLACE • Movie was released in India with3000 prints • In overseas with about 500 prints • It was also released in multi languages like Tamil, Telgu and English • The movies was released in multiplexes as well as single screened theatres .
  • 39. MARKETING MIX OF RA ONE PROMOTION • It was promoted online through YouTube and Other various Social Networking sites. • 360 degree promotion through merchandise, games , comic etc
  • 40. MARKETING MIX OF RA ONE PEOPLE: • The use of International star as AKON and TOM WU. • Special guest appearance by Bollywood stars like Sanjay Dutt and Priyanka Chopra.
  • 41. MARKETING MIX OF RA ONE PROCESS: • They provided the tickets availability through website • They provided a facility of telephonic booking of tickets .
  • 42. MARKETING MIX OF RA ONE •PHYSICAL EVIDENCE • Big STARS like Shahrukh Khan and Kareena Kapoor were there to attract a lot of audience. • Songs were sung by AKON which attracted an audience from International and Indian market
  • 43. CONCLUSION Even tough the story of the movie was not so good but the marketing strategy followed by the production house and Shahrukh Khan allowed them a lot of revenue even before the release of the movie by selling rights of the movies and they are still earning a lot of revenue by the merchandises they are providing today.