Group 7: Mitali Priya, Pratishtha Gulati, Varun Mehta

Advertising and Sales Promotion Assignment

Brand: TVS Victor
Media Category: GEC
Channels Chosen in GEC: Sony, Star Plus and Colors
Reasons for choosing the GEC category: We have selected GEC because TVS Victor is an
economical bike and mostly middle class would prefer it. The reach of these shows are very
high and the target audience of the shows are mostly same as the target audience of the
bike.
Reasons for choosing these channels in the GEC category: We have opted for Star Plus,
Colors and Sony since these channels are already being used as the primary carriers of
information by all the motorcycle manufacturers, and also these channels have the highest
viewership among the channels in the general entertainment channel category.

Differentiating Star Plus Colors Sony Entertainment

Factors Television

Channel Description Star Plus brings COLORS is A dynamic channel

people together, Viacom18's flagship that responds to the
galvanising them brand in the diverse needs of its
with incredible and entertainment space viewers, it offers a
thrilling stories, in India, which offers complete spectrum
sparking their ability an entire spectrum of genres from
to imagine a better of emotions to its thrillers to dramas,
future for viewers. From events to comedies,
themselves. fiction shows to game shows to
format shows to dance shows and
reality shows to much more.
blockbuster movies,
the basket contains
all Jasbaat Ke Rang.
COLORS is dedicated
to promoting
Cohesive viewing,
through
programmes like
Shakti, Choti
Sarrdaarni, Vidya
and so on.
Launch Year 1994 2008 1996
Primetime ₹14,500/ sec ₹11,500/sec ₹16,730/sec
Advertising Rates
Weekly Impressions 4,48,780 3,83,188 3,70,290
(000s)
 o Sony: The Kapil Sharma Show (Saturday and Sunday, 9:30pm)
 TRP: 5,595
 Frequency: 9
 Reach: 3,04,200

o Star Plus: Ye Rishta Kya Kehlata Hai (Monday to Friday, 9:30pm)

 TRP: 6,320
 Frequency: 30
 Reach: 3,26,400

o Colors: Khatron Ke Khiladi (Saturday and Sunday, 9:00pm)

 TRP: 8,392
 Frequency: 9
 Reach: 1,54,200
Reasons for choosing these shows: The Kapil Sharma Show (Sony), Ye Rishta Kya Kehlata
Hai (Star Plus) and Khatron Ke Khiladi (Colors) have been chosen since they are shown
during the primetime when families are watching television including the males, who most
probably have the greatest say when it comes to purchasing a new bike. Furthermore, these
three shows have the highest TRPs in their respective channels.
We have considered the following factors while selecting the media:
o The nature of product
o 2 Potential market
o The advertising objectives
o The type of selling message
o Competitive advertising
o Media availability
o Characteristics of media