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Introduction
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Introduction
Colors is a Hindi language Indian general
entertainment channel based in Mumbai
A part of the Viacom 18 family.
It was launched on July 21, 2008.
Huge popularity just after its launch
Successful ratings- received a 2nd position among
other Hindi general entertainment channels within
a little while, such as Zee TV, Sony TV, Star One,and Sahara One.
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Currently, the channel is featuring a number of
successful shows, such as Balika Vadhu, Na Aana Is
Des Laado.
Balika Vadhu was ranked in the TOP 5 shows of
Indian television's TRPs charts, within 3 months ofits launch.
Colors has launched in America on the Dish
Network in February 2010, where it is called Aapka
Colors.
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Colors launched in the United Kingdom and Irelandon Sky on 25 January 2010
On 9 December 2009, INX Media confirmed that
Colors had bought 9XM's Sky EPG slot on channel829
Colors secured a deal to join the VIEWASIA
subscription package on 5th January 2010.
It became No. 1 in TRP ratings from 6-8 monthsfrom the launch.
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Market Share
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Star Plus45%
Sony27%
Zee21%
Colors7%
Ratings post launch
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Ratings after 1 year
STAR PLUS
42%
COLORS
24%
SONY
18%
ZEE
16%
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Star Plus
23%
Colors
20%
Zee TV15%
Sony
14%
SAB
12%
Imagine TV
7%
Star One3%
Star Utsav
2%
Sahara One
2%
DD1
2%
Market Share (June 9,2011)
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Channel Date DayStartTime
Programme TVR
Star Plus 13-Oct-11
Thu 18:59 SAATHIYA SAATH NIBHANA 5.11
Sony
Entertainment TV
12-Oct-
11
Wed 20:29 KAUN BANEGA CROREPATI 4.14
Colors 13-Oct-11
Thu 19:59 BALIKA VADHU 3.67
SonyEntertainment TV
14-Oct-11
Fri 23:03 CRIME PATROL 3.2
StarCricket
9-Oct-11 Sun 21:41 L/T NOKIA CLT20-11 F MI/RCB 3.17
Star Plus 12-Oct-11
Wed 20:00 IS PYAAR KO KYA NAAM DOON 3.08
SonyEntertainment TV
12-Oct-11
Wed 22:31 BADE ACHHE LAGTE HAIN 2.99
SonyEntertainment TV
15-Oct-11
Sat 22:00 C.I.D. 2.99
Colors 12-Oct-11
Wed 22:01 UTTARAN 2.91
Star Plus 14-Oct-11
Fri 21:00 DIYA AUR BAATI HUM 2.83
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5 Cs of Marketing
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Colors channel is a joint venture operation in India
between Viacom Inc. and Network18 Group.
Colors, earlier a free to air (FTA) channel, has
recently gone pay.
Paid 5-10 % more than the others on cabledistribution so that Colors sat between the prime
channels
Collaborators
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MSM Discovery Private Limited (MSMD) is the
designated agent to distribute Colors in India as part
of the coveted TheOneAlliance (TOA) bouquet.
IPL ties up with Colors
"Colors has joined the distribution alliance of Sun18
Media Services with effect from 13th July 2010.
Collaborators
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Major competitors: Star Plus, Zee and Sony
Power in the hands of the cable operator
Pay carriage fee to view a channel
Spend more and expect half in return
Competitors
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Company
Product lines : fiction, mythology, reality
Image in the market: entered as a challenger,
now leader
Skills: innovative content, disruptive scheduling
Goal: to be a profitable market leader
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Customer
Created thought provoking subject-based shows likeBalika Vadhu, Uttaran and Na Ana Is Des Laado
Reality shows with a difference like Khatron Ke
Khiladi, Big Boss.
Gives the viewers an expanded choice - Jasbaat ke
Rang
Scientific scheduling for eg: Balika Vadhu (multiple
entry points)
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Context
Political issues: notice was sent to Colors Channel for
allegedly portraying the character of a district
magistrate in negative light in the serial.
Social Issues: shocking scenes of a girl child beingimmersed in a big bowl of milk , created a social
outburst
Extra working hours of the children
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Marketing Mix
Product Innovative Daily soaps touching
altogether different emotional buds of women
viewers
Price -- Prices offered to advertisers were very
attractive as the channel got more than 100
advertisers within 2 months of its launch
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Marketing Mix
Place -- Viacom18 is said to have given away Rs 100
crore as carriage fee for a year to get the best band
for its channel
Promotion Innovative promotion was mainly
through local trains, buses, through retail stores and
many more
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Product Mix
Dramas* Bairi Piya* Balika Vadhu* Bhagyavidhaata* Maat Pitaah Ke Charnon Mein Swarg
* Na Aana Iss Des Laado* Uttaran
Mythology
* Kahaniya Vikram Aur Betaal Ki* Mahavir Hanuman* Sarvopari Shri Swaminarayan Bhagwaan* Jai Shri Krishna
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Product Mix
Horror
* Koi Aane Ko Hai* Kahaniya Vikram Aur Betaal Ki
Reality* Fear Factor Khatron Ke Khiladi Level 2* Mallika-E-Kitchen* 100% De Dhana Dhan* Bigg Boss 3
* Fear Factor Khatron Ke Khiladi* Sajids Superstars* Chhote Miyan* Indias Got Talent
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Product Life Cycle
colors
Introduction Growth Maturity Decline
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Promotional Strategies
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Market: General Public
Mission: To generate Curiosity about the channel & shows
Message: Watch Colors
Media: TV, Newspapers, Hoardings, Dabbawalas, SMS
Money: Spent more than Rs. 50 crore on initial promotion
Measurement: Initial viewership
6 Ms Model of Communication
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Promotional Strategies
Colors left no stone unturned in its Promotion of
its various shows & the channel itself
Used all media such as TV, radio, print, websites,mobiles, movie theaters and outdoor for promoting
the channel
It placed 1300 hoardings and launched road showsacross the country
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Promotional Strategies
65000 ad spots booked on TV while 15 million SMSs
sent across all telecom operators
3000 taxis in Mumbai and 2000 auto rickshaws in small
towns along with local trains and school buses painted
with Colors brand.
The efficient dabba service in Mumbai used to disbursethe channel message
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Promotional Strategies
Programme Specific Marketing
Colors tied up with ISKCON for promoting its
mythological show Jai Sri Krishna at all ISKCON temples.
For the show Mohe Rang De, Colors chose Punjab and
Delhi to organize street plays as these plays were the
maximum witness to freedom struggle.
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Promotional Strategies
The channel teamed up with around 2 lakhdabbawalas, who wore masks with Akshay's face
printed on them, while delivering food.
Foot over bridges were branded with messages such as
'Crossing railway tracks is unwise, for real stunts watch
FearFactor'.
Tied up with coffee outlet chain Barista to launch a Fear
Factor special edition coffee, called F2.
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Promotional Strategies
Colors also partnered with Barista for special BiggBoss meals and Big Bazaar outlets for different
promotional offers.
In Mumbai, some announcements adorning the BiggBoss voice were made on railway platforms
35 million SMSs sent across operators, announcing
the start of Bigg Boss.
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Recent strategy during IPL
VIEWERSHIP IN THE LAST TWO YEARSIPL 2008Genre Feb 19 to April 9
Share % before IPL April 10 to June 1Share % during IPL Growth/decline %Hindi GEC 22.9 20.6 -10Hindi movies* 9.4 16.7 77
IPL 2009Genre March 14 to April 17
Share % before IPL April 18 to May 24
Share % during IPL Growth/decline %
Hindi GEC 25.9 23.3 -10Hindi movies* 12 18.5 54
*Hindi movies had an increase in the genre since IPL was on Max, which is a movie-based channel
Source: Tam
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Colors is trying to safeguard its viewership by joining
hands with IPL to launch a series of entertainment
initiatives, such as, a music competition to be held in
cricket stadiums.
IPL-related showsdance and music reality showRockstar, the IPL Awards Night, IPL Parties on MTV and
IPL Khatron Ke Khiladi.
Fashion show by players, showing the work of 50
designers. Also showing recent movies on weekends.
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Strategic Competitive Analysis -
Challenger
Product innovation.
Distribution innovation.
Intensive advertising promotion.
A challengers success depends on combining several
strategies to improve its position over time.
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Branding Strategies
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The logo of Colors is fresh & welcoming
Yellow is associated with the sun - and hence
optimism, warmth and happiness.
Pink is youthful, fun and exciting.
Purple, a mix of red and blue, it evokes mystery
Branding StrategiesBRAND ELEMENTS
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Branding Strategies
The use of small caps in the title indicates
openness, a welcoming attitude
The leaf like motif is very Indian in its design. Itspattern is also reminiscent of the pattern of a
peacock feather, which in turn is a symbol of Lord
Krishna
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Branding Strategies
The logo of the channel also includes the name of
the Parent Company i.e., Viacom 18
Done in order to establish credibility, since its their
first GEC channel
Secondary Endorsement Approach
However such branding is absent in logos of other
channels of the network like, MTV, Nickelodeon
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Swot Analysis
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STRENGTHS Shows from all walks of life
A fresh outlook on everything
New themes and Ideas
WEAKNESS Strong competitors
A new channel with teethingproblems
Trying to capture an already
captivated part of audience
OPPORTUNITY
A lot of untapped market
A new generation with differenttaste in TV
Brand Loyalty in Indians
THREATS
Failure
Immediate acceptance
Difficulty in looking for new grounds
Copy Cats
SWOTANALYSIS
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Porters 5 force model
LowHigh
Low
High
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Bingo, Aise karo naa
vidaa, agni pariksha
Jeevan ki ganga
Balika Vadhu,
Uttaran, Naa aana
is des Laado
Jai shri
krishna
Bhagya
Vidhaata
BCG Matrix
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Ansoff Matrix
Colors
Perceptual mapping
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Colors
DD national
Starplus,NDTV
Imagine,SABtv,Saharaone,Zee tv,
High Innovative content
Consumer
acceptance
low
low Innovative content
Consumer
acceptance
high
Perceptual mapping
Bindaas
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Other channels Colors
Started with regular fiction
shows
yes no
Started with 2 realityshows with a bang no yes
Promoted only 1 show on
launch
no Yes (KKK)
Brand ambassador Mostly no yes
Started socially sensitive
shows
no yes
Reality shows on weekends yes no
Difference between Colors and other
GECs
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ChallengerProduct innovation.
Upcoming shows-
Competitive strategy
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Segmentation
Segmentation based on observable
characteristics of customers
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Segmentation
Do sampling
Key to single TV households15-24 yrs
Attracted to fiction
Afternoon slotLady of the house
7-9pm
Skew towards smaller townsBharat
9-10pm-equal division
Post 10pm-metrosIndia
Major segmentation variables
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Major segmentation variables
used
variables
geographic
demographic
psychographic
behavioral
k i
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Identify markets
with unfulfilledneeds.
(socially sensitiveissues,mythology &
saas-bahu with adifference)
Discover
segments on thebasis of consumercharacteristics
(treating Bharat&India as
different entities)
Analyse segmentpotential & finalise
segments to target
(variety of showstargetting various
segments ofaudience)
Differentiateproduct offering
from competitors
(differentiatedcontent &disruptive
scheduling)
Create adistinctivepositioning in the
minds ofconsumers
Target marketing process
T t k t
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Target market
Fiction serials-middle aged women
Mythology-older people
Reality-all viewers
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Positioning
P iti i
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Positioning
Positioned as a GEC (General Entertainment Channel)with a difference.
A channel that was not only rich in color but rich in
life.
The tagline of the channel is Jasbaat Ke Rang
signifying the universal appeal of its programmes.
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FOR- General Entertainment Channel
POD- GEC with a difference, Jasbaat ke rang
Consumer Insight- Launching new shows, knowingviewers are bored of regular fare
RTB- Top ratings by TAM
Adopted Brand Endorsement Strategy
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Top reasons for being successful
Differentiated content
Disrupted scheduling
Smart spending
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To maintain/increase the market share
Continue innovative content
After being super-successful, next goal for
Colors is-
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CONCLUSION
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There are very few examples in the history of
business, where a new player enters a highly
competitive market and defeats the establishedplayers
..and COLORS just proves this!
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Thank You
Sheetal J. Shrijesh K. Govindan
Salauddin Sheikh
Kshitij Tiwari Atesham Anjum Danish Khan