Description
PROJECT ON COLOURS CHANNEL
IMC PLAN FOR
SUBMITTED BY-
ECSTASY GROUP
Madhuri Garg Deepika Thakur Pratima Singh Rashpal Kaur Shanky Garg
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 within a year of its launch
• 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 of its launch. • Colors has launched in America on the Dish Network in Febraury 2010, where it is called “Aapka Colors”.
COMPETITORS
• • • • • • • Star Plus Zee TV Sony Entertainment Television Sahara one NDTV Image Doordarshan All other regional entertainment channels
MARKET SHARE
19%
6% 8% 8% 17% 20% 22% Star Plus Colors Zee Tv Sony
Star One
NDTV Others
OPPORTUNITIES
• Brand loyalty in Indians. • A lot of untapped market • New generation with different tastes in watching TV shows.
OBJECTIVES
? ? ? ? ? Tapping untapped markets Increasing Brand Awareness/Recognition Category Demand Enhance Purchase Actions Increasing and Maintaining High Market Share
» Microsites for individual programs. » Dabbawala was an instant hit some more innovative advertisements can be introduced. » Involvement campaigns than mass media advertising . » Mobile strategy video on mobile platforms.
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 viewership it gained within a year of its launch and revenue it generates per year is around 6000mn per annum with ad revenues growing by 46% Q to Q
WEEKLY VIEWERSHIP SHARE%
25 23.2 22.3 20.6
20
Colors 15 10.2 10 5 0 Colors Star Plus Zee Tv Sony NDTV Imagine SAB 9.3 5.4 Star Plus Zee Tv Sony NDTV Imagine
SAB
FACTORS WORTH CONSIDERATION
• Communication Plan (obviously) • Online Marketing Expenditure - opt specific onesrecommended microsites
• Competition from rivals • PLC stage- Growth Stage • Trade promotions
More on PR and High Involvement Promotions
Relatively less On Mass Media Advertising
FUTURE STRATEGIES
• Can Tap South Indian TV market. • Can launch the channels in countries with large number of Indian Population. • Gossip/chit chat shows can be launched to target young audience. • Career oriented shows for youngsters. • Launch its own merchandise.
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 keep using the Mumbai Dabbawalas for its promotions.
POSITIONING
• General Entertainment Channel “with a difference.” • Tag Line - “Jazbaat Ke Rang” signifies the universal appeal of its programmes.
• Attractive new concept Shows which targeted the critical issues of society. • Regional languages.
ADVERTISING STRATEGY
•APPEALS - Colors has all types of appeals •Humor - Child Stand Up Comedians - 'Chhote Miyan. •Music – “Chak Dhoom Dhoom”. •Emotional & Fear appeal •Rational Appeal – Game Shows like Bingo hosted by Abhishek Bachchan. •For Advertising Colors should use Radio via more frequencies, Regional Newspapers, Sponsorships etc.
TARGETS
ALL AGE GROUPS
• Serials for all age groups.
Housewives
• Attracted to Fiction • Afternoon
BHARAT
INDIA
• 9 – 10 Pm equal division • Post 10 Pm Metros
7 – 9 Pm Targets towards smaller towns
SEGMENTATION
• • • • Geographic Demographic Psychographic Socio-cultural
MESSAGE STRATEGY
• “JAZBAAT KE RANG” • Colors is a combination of emotions and variety , colors promises to offer an entire spectrum of emotions to the viewers that is well captured in its tagline “Jazbaat Ke Rang”.
MEDIA SELECTION
• • • • • • • • MTV Dabbawallas Radio Print Websites Mobiles Movie theatres Other Outdoor for promotion for the channel.
BRANDING STRATEGIES
• LOGO -: • YELLOW- Associated with the Sun and hence symbolizes Optimism, warmth, and happiness. • PINK- is youthful, fun and exciting. • PURPLE- a mix of red and blue evokes mystery. • PRICING STRATEGY
OTHER PROMOTIONAL TOOLS STRATEGY
• Tied up with barista to launch a fear factor edition coffee called f2 (Special Bigg Boss meals). • Launched IPL Rockstar. • By showing recent movies on weekends. • Big Bazaar • McDonald’s • Pantaloons
IMC SCHEDULING
• Quick Launch • HEAVY Advertising • Scheduled its launch near to Janamashtmi
Any Questions…………………
THANK YOU
doc_823677512.pptx
PROJECT ON COLOURS CHANNEL
IMC PLAN FOR
SUBMITTED BY-
ECSTASY GROUP
Madhuri Garg Deepika Thakur Pratima Singh Rashpal Kaur Shanky Garg
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 within a year of its launch
• 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 of its launch. • Colors has launched in America on the Dish Network in Febraury 2010, where it is called “Aapka Colors”.
COMPETITORS
• • • • • • • Star Plus Zee TV Sony Entertainment Television Sahara one NDTV Image Doordarshan All other regional entertainment channels
MARKET SHARE
19%
6% 8% 8% 17% 20% 22% Star Plus Colors Zee Tv Sony
Star One
NDTV Others
OPPORTUNITIES
• Brand loyalty in Indians. • A lot of untapped market • New generation with different tastes in watching TV shows.
OBJECTIVES
? ? ? ? ? Tapping untapped markets Increasing Brand Awareness/Recognition Category Demand Enhance Purchase Actions Increasing and Maintaining High Market Share
» Microsites for individual programs. » Dabbawala was an instant hit some more innovative advertisements can be introduced. » Involvement campaigns than mass media advertising . » Mobile strategy video on mobile platforms.
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 viewership it gained within a year of its launch and revenue it generates per year is around 6000mn per annum with ad revenues growing by 46% Q to Q
WEEKLY VIEWERSHIP SHARE%
25 23.2 22.3 20.6
20
Colors 15 10.2 10 5 0 Colors Star Plus Zee Tv Sony NDTV Imagine SAB 9.3 5.4 Star Plus Zee Tv Sony NDTV Imagine
SAB
FACTORS WORTH CONSIDERATION
• Communication Plan (obviously) • Online Marketing Expenditure - opt specific onesrecommended microsites
• Competition from rivals • PLC stage- Growth Stage • Trade promotions
More on PR and High Involvement Promotions
Relatively less On Mass Media Advertising
FUTURE STRATEGIES
• Can Tap South Indian TV market. • Can launch the channels in countries with large number of Indian Population. • Gossip/chit chat shows can be launched to target young audience. • Career oriented shows for youngsters. • Launch its own merchandise.
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 keep using the Mumbai Dabbawalas for its promotions.
POSITIONING
• General Entertainment Channel “with a difference.” • Tag Line - “Jazbaat Ke Rang” signifies the universal appeal of its programmes.
• Attractive new concept Shows which targeted the critical issues of society. • Regional languages.
ADVERTISING STRATEGY
•APPEALS - Colors has all types of appeals •Humor - Child Stand Up Comedians - 'Chhote Miyan. •Music – “Chak Dhoom Dhoom”. •Emotional & Fear appeal •Rational Appeal – Game Shows like Bingo hosted by Abhishek Bachchan. •For Advertising Colors should use Radio via more frequencies, Regional Newspapers, Sponsorships etc.
TARGETS
ALL AGE GROUPS
• Serials for all age groups.
Housewives
• Attracted to Fiction • Afternoon
BHARAT
INDIA
• 9 – 10 Pm equal division • Post 10 Pm Metros
7 – 9 Pm Targets towards smaller towns
SEGMENTATION
• • • • Geographic Demographic Psychographic Socio-cultural
MESSAGE STRATEGY
• “JAZBAAT KE RANG” • Colors is a combination of emotions and variety , colors promises to offer an entire spectrum of emotions to the viewers that is well captured in its tagline “Jazbaat Ke Rang”.
MEDIA SELECTION
• • • • • • • • MTV Dabbawallas Radio Print Websites Mobiles Movie theatres Other Outdoor for promotion for the channel.
BRANDING STRATEGIES
• LOGO -: • YELLOW- Associated with the Sun and hence symbolizes Optimism, warmth, and happiness. • PINK- is youthful, fun and exciting. • PURPLE- a mix of red and blue evokes mystery. • PRICING STRATEGY
OTHER PROMOTIONAL TOOLS STRATEGY
• Tied up with barista to launch a fear factor edition coffee called f2 (Special Bigg Boss meals). • Launched IPL Rockstar. • By showing recent movies on weekends. • Big Bazaar • McDonald’s • Pantaloons
IMC SCHEDULING
• Quick Launch • HEAVY Advertising • Scheduled its launch near to Janamashtmi
Any Questions…………………
THANK YOU
doc_823677512.pptx