Download - Colors
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Daily Soaps
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Cricketainment
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Mythological Serials
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Reality Show
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Talent Shows
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Comedy Shows
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• Launched July 21, 2008.
• No. 1 position in the Hindi General Entertainment Channels segment.
• Currently planning to launch in the UK.
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Characteristics of GEC as a Service
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Intangibility
Perishability
Inseparability
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Heterogeneity
Ownership
Simultaneity
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Quality Measurement
&
Nature of Demand
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7Ps of Service Marketing Mix
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Product
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Airtime
Programs Advertising
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Service provided to the Advertisers
Service provided to the Viewers
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7Ps of Service Marketing Mix
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Price
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TV Channels
Pay Channels
Subscription Fees
Advertising
Free to Air Channels
Advertising
Market Demand based Pricing
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Subscription Fees
• Rs.20/month/home
• Interested viewers for Colors channel can not be determined
Non – Chargeable
Viewers(10 lacs)
Chargeable Viewers(10 lacs)
20 Lacs Customer base of Incablenet
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TV Channels
Pay Channels
Subscription Fees
Advertising
Free to Air Channels
Advertising
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Higher Ad rates
Viewership
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7Ps of Service Marketing Mix
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Promotion
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TV Channel Promotions
Content Promotions(For Viewers)
Viewership Building
(attracting new
viewers)
Loyalty Building (engaging existing viewers)
Trade Marketing(For Advertisers)
Creating high Brand Imagery
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Content Promotions
(For Viewers)
Viewership Building(attracting new
viewers)
Loyalty Building (engaging existing
viewers)
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Tools for Promotion
• Outdoor Hoardings• Print Media• Radio• TV• Spiral Marketing• Internet ads• Press Releases• Events
Viewers of reality shows. [A]
Viewers of Colors [B]
Viewers of reality shows on Colors. [AпB]
They [A] can move to [AпB]
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TV Channel Promotions
Content Promotions(For Viewers)
Viewership Building
(attracting new
viewers)
Loyalty Building (engaging existing viewers)
Trade Marketing(For Advertisers)
Creating high Brand Imagery
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Content Promotions
(For Viewers)
Viewership Building(attracting new
viewers)
Loyalty Building (engaging existing
viewers)
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Viewers of reality shows. [A]
Viewers of Colors [B]
Viewers of reality shows on Colors. [AпB]
They [B] can move to [AпB]
Tools for Promotion
• Promote via same channel
• Channel website
• Mailing list
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TV Channel Promotions
Content Promotions(For Viewers)
Viewership Building
(attracting new
viewers)
Loyalty Building (engaging existing viewers)
Trade Marketing(For Advertisers)
Creating high Brand Imagery
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Trade Marketing(For Advertisers)
Creating high Brand Imagery
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TOOLS FOR PROMOTION
• Sponsorships
• E - mailers
• Advertising (Advertiser specific)
• Tele Marketing
• Personal Selling
• Sales Promotion (by way of special offers)
Advertisers on Colors Channel
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7Ps of Service Marketing Mix
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Place
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• Capability & willingness of a potential user.
• Capability of a user’s TV Set
Physical Location
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• Viewer’s affinity & impression towards the channel.
• Sending the right message to the viewers.
Physical Appearance
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• Cable operator or DTH
• 450 channels in India
• Only 98 – 102 channel bandwidth available with Cable Operators
Intermediary Services
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7Ps of Service Marketing Mix
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People
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Attracting, Training & Retaining
• Attracting– Print & Online Ads– Recruitment Agencies– Head Hunters
• Probation Period– On Job Training– Performance Evaluation
• Retaining– High pay packages– Benefits– Job Enhancement
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Personnel Involvement
• High Contact during point of delivery
• Low Contact during Production Process
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Viewer Involvement
• Opinion Polls
• Surveys
• Interviews
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Fellow Consumers’ Behaviour & Choices
• Single TV Set for the whole Family.
• One member decides what others watch
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7Ps of Service Marketing Mix
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Process
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Divergence
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TV Production
Producer 1
Show 1
Show 2
Producer 2
Show3
Producer 3
Show 4
Complexity
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More
More
Larger
Shows
Producers
Production Team
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Watch TV anywhere you want
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Service Location
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User Interaction & Participation
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Transparency & Trustworthiness
User Interaction
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TV Channels & the Telecom Operators split the revenue generated when viewers vote during Reality
& Talent Shows
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User Participation
Costs
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Technology Based Process
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Technology Based Process contd…
• Greater efficiency– Elimination of
Human errors
• Convenient for the User to avail the service.
• Technological problems leads to reduced quality of the service delivery.
• High dependency on Intermediary services.
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Customer Actions
Line of interaction
Line of visibility
Onstage contact Employee actions
Line of internal interaction
Backstage contact Employee actions
Support Processes
Viewer tunes in to the channel
Viewer watches the show on the channel
Production Unit produces the programs
Editing Team edits the program shot
Broadcasting Team airs the program
Advertiser signs the deal
Ads are displayed on the channel
Traffic places the ad on the spots bought
Creative team edits ads
B2C Process (Programming) B2B Process (Advertising)
Service Blueprint
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7Ps of Service Marketing Mix
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Physical Evidence
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Physical Environment
B2C Process (Programming)
• User created environment– Home controlled by
Home owner– Hotel controlled by
Hotel owner– Office controlled by
business owners
B2B Process (Ad Sales)
• TV channel’s office– Advertisers & partners come
to discuss various business deals.
• Formal & state of the art
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Communication
B2C Process (Programming)
• Channel logo at the corner of the TV screen
B2B Process (Ad Sales)
• Sales Team communicates to the Advertisers in form of proposals & Deal Agreements.– Name & Logo of the company– Purpose of communication– Name & Designation of the
Sender
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PriceB2C Process (Programming)
Pay Channel
Cable or DTH Operator
Viewers
B2B Process (Ad Sales)
Channel
Advertisers
Fixed Price Negotiable Price
Subscription Fee Carriage Money
Subscription Fee
Secondage
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Service Personnel
B2C Process (Programming)
• Technology based process eradicates the need of service personnel.
B2B Process (Ad Sales)
• Direct interaction b/w advertisers & sales team is very high
• A Service personnel must have– Good Communication skills– Negotiation Skills– Thorough Product knowledge– Up to date with market trends– Up to date with competition
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Brand / Corporate Image
Content is King Brand is GodB2C Process(Programming) B2B Process (Ad Sales)
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Quality Dimensions
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Credibility
Security
Access
Communication
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Understanding the Customer
Reliability
Competence
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Geography
DemographyMarket
Segmentation
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Hindi Speaking
Areas
•Urban•Semi – Urban•Rural
Non – Hindi Speaking
Areas
•Urban•Semi – Urban
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Demography
Youth
Khatron ke khiladi
Big Boss
Women Oriented
Baalika Vadhu
Uttaran
Older Generation
Jai Shri Krishna
Jai Veer Hanuma
n
4+ yrs, Female dominated, SEC ABCDE
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THANK YOU
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