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Prepared By:Jignesh Agrawal(3005) Rahul Goplani(3063) Ankesh Khatri(3090) Hitesh Bachani(3009)
Marketing Strategy on NDTV Imagine
Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. Synopsis Introduction Entertainment The Tie – Up Advertisers Market Scenario Competitor’s NDTV Imagine’s strategy Research Method Primary Data Medium Of Advertisement Product Life Cycle Recommendation Other Strategies Limitation Conclusion Webliography Bibliography Topic
Along with this the project will also talk about strategies adopted by NDTV Imagine and the based on the project we will further suggest Competitive Strategies to remain in the same genre . The project will also talk about the Product Life Cycle (PLC) Stages and will place NDTV Imagine on one of its stages.e. materialistic product or some brand which is well known by all which would make doing research easy. We wanted to stick to a topic which would come to no one’s mind easily thus leading us to have a unique topic and this is how we decided on NDTV Imagine. we thought this topic would be new and fresh to consider it as our project. It will also be discussing about strategies adopted by NDTV Imagine on entering the market of general entertainment space. It will highlight a particular stage and explain it in brief. The channel started airing on television screens from January 21st 2008. Apart from discussing about the channel and its programming the project will also highlight about its relation with its other competitors like Star Plus. It will also give brief idea on NDTV Imagine’s competition with its other newly launched channels like INX Media’s 9X. Zee TV etc.e. The project will be focusing on the introduction of the 24 – hour General Entertainment Channel (GEC) i. NDTV Imagine. The fact that usually everyone thinks of doing a project on a product i. and UTV’s Bindass. Zee Group’s Zee Next.Marketing Strategy on NDTV Imagine SYNOPSIS THE LAUNCH As NDTV Imagine is launched very recently.
2008. NDTV Imagine. In the weekdays (Mon-Thu) prime time (7-11 pm). into the general entertainment space. the general entertainment channel (GEC) from Delhi-based broadcaster NDTV. NDTV Imagine.6 per cent. NDTV Imagine is the third GEC to be launched in the last four months. spearheaded by NDTV Imagine CEO Sameer Nair . NDTV Imagine is the fifth-channel from NDTV Networks. NDTV India (Hindi). NDTV Imagine claims to enjoy the third spot in the Hindi GEC space with a relative channel share of 6. the channel was set to hit television screens from January 21. NDTV Profit (business) and NDTV Good times (lifestyle channel).Marketing Strategy on NDTV Imagine INTRODUCTION Banking on its target to reach 80-90 per cent of the 70 million cable homes within the first few weeks. Their other channels are news channels such as NDTV 24x7 (English). after INX Media’s 9X and Zee Group’s Zee Next.
Marketing Strategy on NDTV Imagine ENTERTAINMENT NDTV Imagine offers programming across genres. Ek Packet Umeed. Dhoom Macha De. ‘Dhoom Macha De’. has averaged at 2. while ‘Dharam Veer’. Radhaa Ki Betiyan Kuch Kar Dikhayengi. Nachle Ve with Saroj Khan. The channel has launched shows like Ramayan. For its launch week ratings. the channel’s driver show. ranging from mythology and light-hearted family soaps to family dramas and from high voltage music and dance entertainers to the most glamorous events in the entertainment business.1 TVR. has opened to a 0.9 TVR over a three-hour telecast. registering growth over last week. ‘Ramayan’. Dharam Veer. A format show that debuted on the channel in February. Raajkumar Aaryyan. all-week level. The show was competing with weekend content like Zee’s ‘Sa Re Ga Ma Pa’ and Star Plus’ ‘Star Voice of India’.3 TVR (Television Rating). too. At an all-day. ‘Say Shava Shava’ has ended with a 1. the channel has beaten most to be in the third slot. Say Shava Shava Jasuben Jayantilaal Joshi Ki Joint Family. and has now introduced the one-hour . has grown to get episodes ratings above the 1 TVR and ‘Nachle Ve with Saroj Khan’ is delivering in the Hindi heartland to get ratings crossing the 1 TVR-mark as well.
Film-maker Karan Johar’s Dharma Productions Pvt. a part of New Delhi Television Ltd and Johar. The channel has also improved its weekly reach from 41 per cent to 43 per cent. shared. With its weekly Gross Rating Points (GRPs) at 86 are higher than Sony’s (80). Kreeda Games. In the latest TAM report the channel shares the number three slot with Sony. danceMELA is the official gaming partner for Nachle Ve with Saroj Khan and NDTV Imagine being the official TV partner for the game. a schedule that Star Plus had let go of some time back. “The tie up gives us presence in mass media since television is a stronger medium and provides us the ability to show our products and services in a live manner to our target audience. Ltd is a minority stakeholder in NDTV Imagine Ltd. is the brand ambassador of the channel. 'danceMELA'. For NDTV. THE TIE – UP Kreeda Games has tied up with NDTV Imagine's show Nachle Ve with Saroj Khan.Marketing Strategy on NDTV Imagine weeklies. for their online dancing game. it is a beneficial experiment to start with. . since those connected to the internet shall be aware of their channel and the show through this tie up". also popular talk show host. CEO. Sab and 9X. ahead of Sahara. Star One. With this tie-up. Quentin Staes-Polet.
advertisers such Coca Cola. Emami. Colgate. Pepsi and Nokia will be on board.Marketing Strategy on NDTV Imagine ADVERTISERS NDTV Imagine has already attracted brands like Hindustan Unilever. We should be available on the prime band in all major . Idea. Cadburys. While most GECs have a six-minute break every half hour. “Our aim is to be visible in most cities. The channel's initial strategy is to undersell and rope in strong brands by offering them clutter free ad space. NDTV Imagine has already signed up Idea Cellular and Clinic All Clear as the lead sponsors for reality shows Dhoom Macha De and Shava-Shava respectively. In a couple of days. Sony TV and new players such as 9X and Zee Next. with a number of established GEC’s such as Star Plus. But. Zee TV (the two leaders). Nair says. For this Mr. how will NDTV Imagine attract both viewer ship and advertising money? That is the million dollar question. NDTV Imagine has it every hour. Paras. General Motors and Hero Honda and HP. The channel has also roped in celebrities such as veteran choreographer Saroj Khan and film director and TV show host Karan Johar for different shows. Tata Telecom.
I can assure that. respectively. channels from the stable of UTV Global Broadcasting Ltd and Zee Entertainment Enterprises Ltd. an audience tracking firm.4% each and 9X. Ltd.” MARKET SCENARIO In their first 13 days. launched by INX Media Pvt. MARKET SHARE OF HINDI ENTERTAINMENT CHANNELS 5% 2%1% Star Plus 33% ZEE TV Sony TV 4% Sahara One Star TV 9X ZEE Next NDTV Imagine 20% SAB Set Other 25% 1% 3% 6% . as per data from Audience Measurement and Analytics Ltd (Amap). had a share of 0. had a market share of 0. These three channels were launched last year.Marketing Strategy on NDTV Imagine metros. Both viewers and advertisers will come on the basis of our content.9%. Bindass and Zee Next.
NDTV Imagine was officially launched January 21. Zee Next.3 per cent market share.4 per cent market share. NDTV’s new entertainment channel. with programming targeted at the relatively younger viewers of general entertainment channels.Marketing Strategy on NDTV Imagine In the week to January 26. both Zee TV and Star Plus lost market share in Hindi general entertainment segment as NDTV Imagine. the channel surpassed INX Media channel 9X’s 3. which was launched December. made an entry at seventh place with 5. has positioned itself as a “younger sibling” of Zee TV. UTV’s Bindass refuses to call itself a general . was in 11th place with 1. In its first week. while Star Plus lost 180 basis points to end the week to January 26 at 31.3 per cent share for the week. Zee TV shed market share of 260 basis points to stand at 25.5 per cent. for instance. Zee Next. COMPETITORS Increasing competition has seen some players trying to differentiate themselves from the rest of the crowd.7 per cent share.
. GenX Entertainment Ltd. Ltd are set to launch their Hindi general entertainment channels sometime soon. and our content will be distinctive and compelling. STRAIGHT FROM THE RIVALS MOUTH “The only two shows that are working are Ramayana and Dharam veer. Reliance-Anil Dhirubhai Ambani Group. and Turner International India Pvt. said. and the Network18 Group). “I don’t mind if we are at the bottom of TRPs (television rating points) because our programming targets the youth and that’s not as big as a universe that others target.” says the Star India spokesperson.” said Zarina Mehta. Ltd and a yet-to-be named 50:50 joint venture between Alva Brothers (Viacom18 is a 50:50 JV between Viacom Inc. the UTV subsidiary that houses the Bindass bouquet of channels. That latter because they cashed in on the popularity of the young actor who played Prithiviraj Chauhan on Star Plus.' The competition in this space is likely to intensify as there may be three more launches this year. CEO. “We’re a youth entertainment channel.” Indrani Mukerjea. 'Our aim is to make 9X the one-stop shop for fiction and non-fiction entertainment. founder and group executive director INX Media Pvt Ltd 9X. It will have the very best of global production standards customized for the Indian audience.Marketing Strategy on NDTV Imagine entertainment channel. Viacom18 Media Pvt.
NDTV IMAGINE’S STRATEGY REACHING THE MASSES . it remains to be seen if its magic will wear off. However.Marketing Strategy on NDTV Imagine Joy Chakrabarty. president and head of revenue at Zee Entertainment also says that only Ramayana seems to be working for NDTV Imagine and notching up rating of 2. Media experts say that the channel has kept away from the back-to-back melodramas which have caused viewer fatigue on most other channels. “Ramayana is indeed a masterstroke since Indians are still interested in Ram.” says media industry veteran.
Imagine went in for the mythology route in the form of Ramayan and that seems to have worked.” added Pitale. who heads the media practice at the investment banking division of Enam Securities Pvt. said a senior media planner. Karan Johar’s backing and the management team headed by Sameer Nair seem to have worked. Ltd. which shows they have struck coherent distribution deals. they will come on early. Other GEC’s such as Star Plus. If advertisers want any mileage. TAPPING CONSUMER’S SENSITIVITY “While most others took the soap (opera) route. BUSINESS ANALYSIS As an incentive to attract advertisers in the next four months.” said Salil Pitale. for a 30-minute show there will be one ad break.Marketing Strategy on NDTV Imagine A channel that’s in the prime band is carried in a prominent position (or channel number) by the cable network— this increases the chances of a channel being viewed because a large number of TV sets in the country can still feature only a limited number of channels. so far. “This is done to provide a clutter-free climate to advertisers. Hence.” Nair said. at least. “The NDTV brand. . NDTV Imagine has decided to keep 5 minutes of advertising time for every hour of programming. They have got a placement in prime band in most places. Zee TV and Sony TV have 8-12 minutes of advertising per hour of programming.
above stated strategies should be adopted were General Entertainment Space is already an existing market and NDTV Imagine is a new product.Geographic expansion .Marketing Strategy on NDTV Imagine ANSOFF’S CLASSIC MODEL OF GROWTH Current product Strategies for Market Penetration Existing market Increase market share Increase product usage . .increase quantity used New product Product development strategies Product improvement Product line extension New product for same market Strategies for Innovation and Expansion in Market Expand market for existing product .increase frequency of use .Target new segments Strategies for Technological innovation and diversification Vertical integration: Forward integration Backward integration Diversification into related business (concentric diversification) Diversification into unrelated business (conglomerate diversification) New market STRATEGY According to the Ansoff’s Classic Model for Growth Stage.
articles etc.Primary data is the first hand data.e. In primary Data we have used questionnaire format from which we then analyzed the data. .Marketing Strategy on NDTV Imagine RESEARCH METHODOLOGY For this project the medium of research methodology was Primary Data . magazines. used information from Internet. Secondary Data .In secondary data we have used desk Information i.
25 respondents. PUBLIC RESPONSE: The analysis was about people’s interest in watching different channels with variety of programs. According to our survey conducted.Marketing Strategy on NDTV Imagine PRIMARY DATA The small sample survey was done by us i. The survey was done on NDTV Imagine channel and its popularity among population in shorter period of launch time. we came to know that out of 100% population of sample size likes to watch: o o o o o sports channels– 20% knowledge oriented– 12% onews channels .e.22% Devotional – 9% Entertainment channel – 33 % Any other – 3% Varieties of Interest Any other Devotional 3% 9% Know ledge oriented 12% Know ledge oriented Sports 20% New s 23% New s Entertaintment Sports Devotional Any other Entertaintment 33% . The data was analyzed and evaluated on the responses of the respondents taken by us.
of respondent o TV Ads – 15 o Newspaper – 7 o Hoardings – 2 o Pamphlet – 1 Advertisement Numbers 16 14 12 10 8 6 4 2 0 News paper Hoardings Pamplet mode of adv. we came to know that out of 100% population of sample size which came to aware through: no. TV Ads 2 1 0 Any other 7 15 . MEDIUM OF ADVERTISEMENT: The analysis was about respondent’s awareness through various medium of advertisement.Marketing Strategy on NDTV Imagine This statistics shows us that NDTV can capture major market share as it already has existing market share in news channel area. According to our survey conducted.
e.7 awareness of channe l N o 28% Yes N o Yes 72% .e.e. TV in which it already has channels through which it can do with fewer expenses to be incurred. 72% (18 respondents) out of 100% population of sample i. o No of people watch – 18 o No of people not watch .Marketing Strategy on NDTV Imagine PUBLIC KNOWING NDTV IMAGINE There are sample size who are aware of NDTV Imagine i. NDTV Imagine still has 28% of market to be captured which can be done by using proper medium of advertisement i. 25 respondents.
organizations move to Persuasive advertising which has the objective of building selective demand for a brand by persuading consumers that it offers them the best value. Informative advertising is used to inform consumers about a new product or feature and to build primary demand. . Growth – Persuasive – The market is competitive. it can be easily evaluated that NDTV Imagine is in introduction stage. As most of the target audience becomes aware of the product and competition in the category increases. the company will have to encourage consumers to watch over their competitors. so they have to formulate appropriate strategies to create brand image in the entertainment industry.Marketing Strategy on NDTV Imagine PRODUCT LIFE CYCLE • • Introduction – Informative – Tell consumers about the company and the product. From the above PLC diagram. • Now it is on the path of growth.
i. and theme parks. They can do this by various promotion technique . Investments in events or causes would help NDTV Imagine have more sponsors and in turn would also increase the number of viewer ship of the channel.e. RECOMMENDATIONS Following are the measures which NDTV Imagine can use to shift from introduction to full fledge growth stage. CONVERT NON-USER TO USER In this stages the NDTV Imagine have to attract the viewers towards their channel.. CREAT NEW SEGMENT (Geographic allocation) The NDTV Imagine has to cover all location of states. e. Dharam Veer. Awareness of channel will play a huge demand of their channel among the viewers. Thus Publicity through conducting events could be gained.Marketing Strategy on NDTV Imagine • In introduction stage.e. The frequency of channel should cover even the rural places. etc.g.i. advertisements on various channel. NDTV Imagine have low profits & high expense due penetration in the existing market. places that are frequented by families. at supermarkets... restaurants. Hoardings of Ramayan. SPONSORSHIP Sponsorship is a strategy used to increase product awareness and build relationships. hoarding. EVENT MARKETING . Organizations use sponsorships to gain exposure to the audience.
game shows. e. Marketers select events to sponsor based on the target audience. This would help them built their brand image. OTHER STRATEGIES Entry Strategy: Avoid competitors from gaining market share by introducing flanker programs.g. airing a popular Hindi movie in the same time slot where competitors' main program is aired. NDTV Imagine should have tie – ups with Award Functions for these Event marketing. Focus Strategy: Have timely innovations based on audience feedback. Expansion Strategy: Gain viewer ship by launching attractive programs like star shows. .Marketing Strategy on NDTV Imagine Event marketing is a rapidly growing facet of marketing communications. like at 9-10 pm.. Fill Up Strategy: Position firmly in the time slot where the leader is not very good at. in non-prime time slots.
which we could use as a guideline for extracting our conclusion. .Marketing Strategy on NDTV Imagine LIMITATIONS We wanted to stick to a topic which would come to no one’s mind easily thus leading us to have a unique topic and this is how we decided on NDTV Imagine. cases or any other research done in other words no other medium was there. There were no books. But the channel is just new in the market so doing a research on this topic was very much difficult and restricted.
the channel needs to continually assess and re-assess their strategies. With our suggested recommendations and strategies NDTV Imagine would be able to have a good position in the growth stage. it still needs to fold its sleeves and gear up to remain stable in the market and has a long way to become a Market Leader. The fact that NDTV Imagine is a newly entered product with pretty good market share. .Marketing Strategy on NDTV Imagine CONCLUSION Through the study we got to understand that there are major players who would like to consolidate their positions while there are new channels which are increasingly posing a threat to them. With immense advertising revenues and viewer ship at stake.
msn.indiantelevision.in.aspx?cpdocumentid=1189013 http://news.com/index.animationxpress.aspx?cpdocumentid=1251078 http://www.Marketing Strategy on NDTV Imagine WEBLIOGRAPHY http://entertainment.html http://www.com/2008/02/05232619/Ramayanputs-NDTV-Imagine-ahea.msn. php .com/tv/article.php? file=story&id=3431 http://www.livemint.com/headlines/y2k8/feb/feb30.com/business/article.in.
Marketing Strategy on NDTV Imagine BIBLIOGRAPHY Book .Production Management in India Book – Marketing Strategy By Walker & Boyd .