MARKETING MANAGEMENT - I

PGDM ’60 Session 4

Prof. Karnika
Comedy Nights with Kapil
Maintaining Value Creation
All About the Show
• Started in 2013

• Comic content on prevalent social issues; inspiring similar other shows

• Current Issue at Hand

• Host planning to switch industry
• Strategy for next season
• Sustain ratings
What was on offer?
• Value Across Stakeholders

• Audience
• Producers
• Show, Bollywood
• Channel
• Advertisers
• Celebrity Guests
Value Creation
• Value: benefits of an offering
• Higher Value  High Repeat Purchase

• Functional Value – related to the performance (utilitarian)

• Psychological Value – emotional value (hedonic)

• Monetary Value – financial value

Developing Value

Company
Value

Customer Collaborator
Value Value

Seven Ts

Optimal Value
Proposition
Value Evaluation
• Customer Value
• Why would the customer choose an
offering instead of other available options?

• Collaborator Value
• Why would the collaborators choose an Differentiating
offering instead of other available avenues Value
to achieve goals?

• Company Value
• Why would the company choose to offer
this offering instead of an alternative?
Differentiating Value of the Show
• Competitor Offerings were unable to surpass the success of
Comedy Nights with Kapil

• Why?

• Audience Interaction
• Hosts
 Audience Social Celebrity Permanent
Show Genre
Interaction Message Guest(s) Celebrity Guest
Sketch
Comedy Talk Yes Yes Yes Yes
Show

Comedy Yes Yes Yes No

Talent Show No No Yes No

Talk Show No No Yes No

What Next?
• How can the show maintain this value offering?

• Can frequency be reduced?

Service Marketing Tactics
• 4 Ps ++

• People

• Processes

• Physical Evidence – overall physical existence (décor, logo

on the building, packaging, etc.) that provide physical
evidence of the business
Service Marketing Tactics
• People – diversify guests and/or hosts; take in audience
suggestions
• Search for new hosts via a talent show; Increase screen time of
other actors on the show

• Processes – interaction with audience at home

• Physical Evidence – set revamp

Reduced Frequency  Reduced Value
• Audience – alienation, decreased interest in one-day format

• Show Producers – reduced content, loss of advertiser revenue, loss of

broadcast and content rights revenue

• Channel – lower TVT, change in advertiser preference, loss of revenue

• Leverage brand and
• Bring novelty value
loyalty
• Renew People,
• Facilitate audience
Process, Physical
acceptance
Evidence
• Attract new talent
• Enhance existing
positioning
• Retain value of the show
Thank You