PROMOTIONS OPPORTUNITY ANALYSIS

COLORSSUBMITTED BY- Madhuri Garg

Deepika ThakurRashpal Kaur

ShankyPratima

STEP-1 Competitors

• Star Plus

• Zee TV

• Sony Entertainment Television

• Sahara one

• NDTV Image

• Doordarshan

• All other regional entertainment channels

Target Markets• Daily soaps : Housewives

• Mythology serials : Elderly people

• Reality shows : Everybody

• Reality Stunt shows : Youth

Opportunities

• Brand loyalty in Indians.

• A lot of untapped market

• New generation with different tastes in watching TV shows.

Product Positioning• Positioned as a General Entertainment

Channel with a difference.

• Something different not the regular “Saasbahu drama”.

• The tagline of “Colors” is Jazbaat ke Rang”.

• They targeted very critical issues of the Indian Society.

• Most of the dailysoaps are in regional languages, so easy to relate for the people living in villages.

Step 2

• Microsites for individual programs.

• Dabbawala thing was an instant hit some more innovative advertisements can be introduced.

• Involvement campaigns than mass media advertising .

• Mobile strategy video on mobile platforms.

STEP 3-Budgeting

Studies at Harvard Says About Marketing Budget-

• It should be 3% of the revenue

• Can fluctuate according to PLC• Product/Brand launches: Add 2–5%

• Mid-late product lifecycles: Subtract 1–5%

• New or powerful competitor challenging competitive position-Add 2–5%

• Changing Brand position or grow market share-Add 1–3%

Contd…

• Colors when launched had advertising budget of 50 crores which was quite cost effective keeping in view the market share it gained within a year of its launch and revenue it generates per year around 6000mn per annum with add revenues growing by 46% Q to Q

0

5

10

15

20

25 23.2 22.320.6

10.2 9.3

5.4

Weekly Viewership Share%

Weekly Viewership Share%

Factors Worth Consideration

• Communication Plan (obviously)

• Online Marketing Expenditure- opt specific ones-

recommended microsites –as it was big hit with VIACOM 18’s Roadies Battleground

• Competition from rivals

• PLC stage- Growth Stage

More on PR and High Involvement Promotions

Relatively less On Mass Media Advertising

STEP-4 Future Strategies

• Can Tap rural markets• 50 million rural households are TV viewers• 70% of DTH revenue was recorded from rural households

• Can launch the channels in countries with large number of Indian Population

• As already launched in UK and US as ‘Apka Colors’

• Gossip/chit chat shows can be launched to target young audience

• Career oriented shows for youngsters• As On The Job on MTV that brought added 15-16%

viewership

TACTICS

• Advertise in the small towns through Hoardings, painting the walls of the residents.

• Collaborate with the local shopkeepers & put the posters of its upcoming shows in the shops.

• Organize interactive games with the local people in relation to its shows.

Contd…

• Launch road shows across the country for its upcoming reality shows etc.

• Organize street plays in relation to its serials.

• It should increase its popularity in other countries also like Canada, other parts of U.K.

• It should keep using the Mumbai Dabbawalasfor its promotions.

THANK YOU