Marketing Plan on Reality Show

Submitted To:

Deepesh Poudel

Faculty, Ace Institute of Management

Submitted By:

Abishek Joshi

Laxmi Mainali

Neha Gautam

Payal Agrawal

Tashi Wangdi Genden

Trishmita Upreti

MBA 3rd Trimester

Section A

Date: February, 2019

 Acknowledgement

First of all, we would like to thank Mr. Deepesh Poudel for providing an exposure by giving
this practical project. This project would not have been possible without the help and
guidance of a number of people who in one way or the other contributed their valuable
assistance in the preparation of this project. Moreover, it would have been impossible to
complete this report on the prescribed format without the supervision and guidance of him.
His instruction from the beginning to the end has enabled us to develop understanding of this
subject.
Table of Contents
 Executive Summary

The following Marketing plan is about introducing the new Reality Show for Nepali
audience in Nepal & outside Nepal by AP1 Television which is named as “Five on Five”.
This will be one of the kind show which links social work with T.V. The main characteristics
of this reality show will be supporting the social work financially as well as personally to
help them get going. The program intends to capture 40% market viewership in the category
of development in Nepal.

AP1 Television has its operations all over Nepal, so there is high chance of gaining more
Television Rating Point (TRP) after telecasting the show. The market is still unnerved for
development content and channel will be going to introduce a new market trend in Nepali
television industry and also will generate the impetus for more development content and will
thereby challenge other channels for the primetime.

This “Five on Five” program will lead the channel to establish its presence among the Nepali
people who are interested and involve in some kind of social work. The target market for this
show will be the people of Nepal who are involved in various social activity but lacks
financial and human support.

Our program will broadly describe the benefits and give the opportunity to the people who
are selflessly interested towards social work and believe in serving humanity. In the first
season of “Five on Five” we will be introduced in Nepali market as there are more potential
and enthusiastic people and we can get result faster resulting in the success of channel and
show.

AP1 can increase its market share through targeted advertising to increase the number
customers who want convenience and are looking to view quality. This shows, which will
give them a sense of belongings and will bring them, closer to the country.
Company Description
Five on Five reality show is formed by enthusiastic and dedicated Nepalese – possessing a
determined and clear intention of providing the best of all to herald forth a new-novel trend
to the Television-Screen-World of Nepal.

AP1, the only Television Network in the capital city of Nepal which promote and support
new talents and show and through which News, Programs, Movies and Music are presented
regularly. AP1 is serving lakhs of families and several corporate houses by providing High
Digital Quality Cable Connections.

With the help of AP1 Television this show is also providing platforms for many personnel
and corporate houses to spring board unto the zenith of success. Also many opportunities for
promoting and marketing various products and services through our advertising department
shall enhance possibilities to reach out to numerous individual customers and industrial
houses. Many retail and corporate houses may get considerable benefits and substantial
response by advertising in our show.

At Five on Five show, we promote Nepalese ideas and dedication to progress towards a new
dimension. We are committed to social welfare through television, as it is a proven fact that
virtually every household has a TV Set through which messages of manifold nature are
conveyed. Our vision encompasses the need to reach out to every nook and corner of the
state and bring motivation on everyone on social welfare. In so doing AP1 serves as a
medium to take the people of Nepal towards further growth.

Situation Analysis
Lifestyle and work habits in Nepal have made convenience a necessity. So is the need for
local Nepali welfare content programmes. Thus, any Nepali content that can fill the
consumers' need for convenience and development are almost automatically embraced into
the Nepalese life style. Ap1 television will help fill the gap and the necessity for Nepali
welfare content to its consumers.

Market Summary
For Local programs there is no value for it, with some of the Nepali entertainment comes
through stage shows, drama, Nepali movies. There still is a consideration that Nepali content
are not up to the mark in-spite of Nepal channels. It will be a challenge for Five on five to
generate the need and create a pull factor for Nepali population to view this programs.

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Trends
In all this year the only source of real mass local entertainment was Nepal Idol, The Voice,
Roddies and the people voting outrageously to make a person winner. Similar was the case
with Ravi ode at Nepal Idol season 2 where similar viewing and voting trends were
witnessed. This provides us an opportunity to supply these viewers with Nepali content and
help build Market.

Competition
Five on Five’s closest competition for Nepali content is the programs telecasted from these
channels on week ends.

Direct Competition
1. Nepal 1 channel
2. Kantipur channel
3. Himalayan channel

Indirect competition:
1. National channels

Target Market
There are two major target markets for Five on Five.
One group is the consumers on the go.
 These are the employees, students, and other consumers. Men and women who have
the feeling to do something for the nation.
 Corporate groups having an hope to enhance social welfare

The other group is Nepali who is keen to make the change in society and can voice their
opinion.

Distribution
The current market for Nepali programmes is scattered with local cable operators and
producing some programmes.

The way forward is to tie up with such big operators and also in a later phase to make the
show a grand show.

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Positioning
“Five on Five” will be a quality reality shows involving contestants form all over Nepal; will
be the first among its kind in Nepal. It will present itself as a funky and unusual alternative to
national channel programs providing the greater level of personal involvement and
belongings.

Advertising
 Informative Advertising
There will be Informative Advertising during market of Five on Five and that will help Ap1
television:

1. Informing the market about the need of this Nepali content

2. Describing available services

3. Correcting the false impression (Social work)

4. Building a brand and company image

5. Communicating the rules of the show

6. Telling market about a new product

7. Explaining how the reality show works

8. Suggesting for making the show better

9. Creating awareness and attracting talent

 Persuasive Advertising
It will help marketers to:
1. Building brand preferences

2. Encouraging switching to your show

3. Changing customer's perception of channels attribute

4. Persuading customers to view our show

5. Convincing customers to tell others about the show.

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SWOT Analysis
STRENGTHS WEAKNESSES

Ap1 TV has better infrastructure and is Ap1 lacking its network outside
among the most watched Nepali channel in Kathmandu.
Sikkim.
 Lack in marketing and sales
 Has the capital to produce and promote  Lack of proper studios
shows. Lack of capital constraints  Technological upgradation required
(availability of large free cash flow).
 Strong distribution in Nepal and
innovative capabilities
 Number one TV channel in Nepal.
 Has a vision to produce more and
innovative Nepali programs.

OPPORTUNITIES THREATS

Green pastures for Nepali programs
 Competition lacks the coverage and
programs to be the top of mind channel. 
 Unused Nepali desires for quality
Nepali television show.
 Can supply programs to national and
international Nepali population.
 Ap1 TV increasing the base all over
Nepal
Nepal TV channels have experience on
their side to produce and distribute
shows
 Country politics may hamper its plans
for expansion
 National channel is capable of
overshadowing the channel and show.

Objectives and Goals

Company is centered on these objectives:
With the existing need for local & national contents Ap1 TV wants to use this Platform of
“Five on Five” to establish itself as the number one Nepali TV channel in Nepal.

Short Term Goals:

Improve market presence by 20% within the Kathmandu valley.

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Short-Term Objectives
With Aggressive Marketing Strategy and programs this show can take advantage of the
positive mind set for local talent and local involvement.

Improve Packaging the talent show should be focused in such a way so as to keep the
audience wanting for more.

Improve Presence Ap1 television should be the foremost one to break the dilemma of
Nepali and position itself as the “First Nepali show of its kind”.

Long-Term Goals:
To be the “Number one show”

Long-Term Objectives:
Product Innovation Improve the content of the program, either produce itself or associate
with the producers for developing programmers. It also intends to hire talent and generate
endorsement through the medium of advertising.

Marketing Strategy
Segmentation
Segmentation variables for consumer market of Five on Five
TYPE VARIABLES PARTICULARS
Geographical segmentation Kathmandu, Lalitpur & People having interest towards
Bhaktapur District. social work and posses some
experience.

City size 17 lakhs, 4.5 lakh & 3 lakh

Age 12-19, 20-34, 35-49, 50-64, 65+
Demographic segmentation Gender Male, Female
Occupation Professional, proprietors, clerical
sales persons, housewives

Education Grade school or less high school,

graduate and above
Psychographic segmentation Life style Achievers and strivers

Behavioural segmentation User Status Non viewers, & viewers

Attitude towards product Positive, excited, indifferent &
doubtful

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Targeting

Segment identification:
“Five on Five” to be in the next happening thing in reality show welfare category.

Segment needs:
The Show will have both psychological need (I can do it) and social needs (perception of a
social and family).

Segment trends:
The current trends include a shift away from regional shows to national shows with a local flavor,
language and taste.

Positioning

Positioning strategy:
Five on Five to be the first Nepali welfare reality show to be telecasted in Nepal. The youths
of Nepal are full of potential but with the lacking of opportunity. The People of Nepal are
also lacking the opportunity to support the social project; we fill the gap by involving and
inspiring local youths catering to local viewers.

Positioning Statement
Five on Five: Show for change

Product Strategy
The core
Five on Five: - A reality healthy competition to develop the nation.
The actual product
Reality show for social cause
Emotional connect:
 “I should do it”
 A chance to seek fame and recognition through social work
 An unforgettable memory of THOUSANDS OF people chanting your name
 Because when we think of Ap1 TV, we think of its Nepali tremendous programs

Branding:
Challenge the limits of your potential

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Brand personality:
Youthful, full of all emotions and sky is the limit & support your own nation. Make your own
worth.

Promotion Strategy

Objective: To make Ap1 television the ultimate channel for Nepali content in shows.

Issue: Viewers are either watching other Hindi and international channels.

Insight: Make Nepali program interesting and engaging

Challenge: To make this show provide a platform to increase the telecast across regions
outside Nepal. (For the Nepali population)

Concepts:
 Be Bold, Be Original, Be Different, Be Yourself.
Five on Five - Show for change
 “For the out-of-the-ordinary individuals who like to support the nation.
Five on Five - Show for change

Media selection:
Before choosing the appropriate Medias, it is important to note that consumers only give
partial attention to media. However, they can be reached through integrated programs. They
are typically using more than one communication media at a time; a behaviour that is often
called “multitasking”. This group of consumers doesn’t give its full attention to one single
message, but rather uses continuous partial attention to scan the media. Marketers can still
communicate with target audience by using a variety of targeted promotional tools. Another
important tactic to reach our target market is through Five on Five marketing, which Ap1 TV
will heavily use in this campaign (Campus, contests).

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Advertising:

Output Example

Television Ap1 TV, Local Cable Operators

Radio Radio audio, Radio Nepal

Magazines

Internet Banners on selected websites (Most viewed

in the targeted areas)

Outdoors Billboards and prints in select areas

including:
 Campuses, transportation (bus, taxi)
 Stall, Newspapers inserts and hand
delivery
Personal selling

Public relations Stands or special displays and events in

colleges, malls.
Publicity Conferences, press releases (print and
online), marketing through TV coverage

Budget
The estimated cost that will incurred while marketing of Five on Five is about 10 lakhs. The
details are as follows:

Media Explanation of estimated cost that will

incurred for 1 year
T.V Ap1 TV & associated cable on revenue
sharing modality
NEWS PAPER All leading national & regional daily.
RADIO

BILL BOARDS

Stall

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 Internet

Measuring and Managing return on Marketing Investments

After six months of operation we have to measure that whether our investment is being spent
well or not? Are we getting targeted Return on Investment or not?