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Study on advertising, market positioning and pricing strategies of different companies (telecom, media, and fmcg)

Submitted to: prof. siva raju

Subm itted by:

Group 2 (Harsh, subhash, Ashok, neha,

Ranja na) Sec- c, PGDM, 2



The project aims at understanding the advertising, marketing and pricing strategies of different companies like Airtel, Reliance Infocomm, Dabur, Coca-Cola, NDTV imagine, Star India limited. Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectations. For this purpose it is essential to know the level of customer satisfaction. The focus of my research was the measurement the services which was provided by Airtel, Reliance Infocomm, Dabur, Coca-Cola, and NDTV imagine, Star India limited.

1. Promotional strategy of airtel 2. Market situation of airtel 3. Marketing strategy of airtel 4. Swot analysis of airtel 5. Promotional strategy of reliance infocomm 6. Market situation of reliance infocomm 7. Pricing strategy of reliance infocomm 8. Promotional strategy of dabur 9. Market situation of dabur 10. Marketing strategy of dabur 11. Swot analysis of dabur

12. Promotional strategy of coca cola 13. Market situation of coca cola 14. Marketing strategies of coca cola 15. Swot analysis of coca cola 16. Promotional strategy of ndtv imagine 17. Market situation of ndtv imagine 18. Marketing strategies of ndtv imagine 19. Swot analysis of ndtv imagine 20. Promotional strategies of star india limited 21. Market situations of star india limited 22. Swot analysis of star india limited

Promotional strategy of Airtel:

Airtel to Touch Tomorrow with a new brand vision. The Bharti Mobile promoted Airtel cellular service will go in for repositioning of its brand image. The new brand ethos is portrayed in two distinct fashions - the tag line "Touch Tomorrow", which underscores the leading theme for the new brand vision, followed by "The Good Life", which underscores a more caring, more customer centric organization. Aimed at reengineering its image as just simply a cellular service provider to an all-out information communications services provider, Touch Tomorrow is meant to embrace the new generation of mobile communication services and the changing scope of customer needs and aspirations that come along with it the new communication is about a new dimension in the cellular category that goes beyond the Internet, SMS, roaming, IVRS, etc. but which engulfs the whole gamut of wireless digital broadband services that will constitute tomorrows cellular services. The new campaign is in two phases - the first of which will communicate overall brand philosophy and the second products and services. According to Mr. Jagdish Kini, Chief Operating Officer, Bharti Mobile Limited, Karnataka "We are adopting a new brand- platform - Touch Tomorrow - not only to reflect our corporate ethos but also business strategy". The new identity will have the logo in Red, Black and White colours along with lower case typography to convey warmth. Airtel will incorporate the latest branding in all of its communication and will soon be going in for an enhanced promotional drive to establish the brand's presence. Cellular service provider Airtel seems to have hit the right note with its new commercial starring musician A R Rahman. The commercial which is currently on air has a beat which also doubles up as a ringtone which is ostensibly available only to Airtel users. But the interesting part is that the ringtone is being flaunted not just by Airtel customers but by customers of rival service providers like BPL, Orange and Dolphin as well! We did expect the tune to catch up but this has really exceeded our expectations, admits Bharti Cellulars chief marketing officer (western region) Pratik Pota. Overall, he explains, it is a great advertising product for AirTel and works like a walking, talking brand ambassador.

The ringtone which is also the jingle for AirTels TV commercial, is proving to be a potent advertising tool for the company. It is not very clear what this means for the other cellular operators. Cellular users have been forwarding the tune to one another, which according to Mr Pota, has given AirTel a chance to enter the mind of the user irrespective of which service he opts for. It gives the user a chance to go back to the AirTel product and acts as a strong reminder medium, he explains. Marketing professionals like Samsika Marketing Consultants managing director Jagdeep Kapoor point to the usage of an audio celebrity as something that is significant. The normal practice is to opt for film stars and sportsmen rather than an audio personality he says. Rivals, though seemingly unfazed by the phenomenon, seem to be doing their own homework on this brand of

advertising. While none of them commented on AirTels strategy and its impact on their own subscriber base, one advertising professional working with a rival service provider opines that the tune is transient and not likely to have any long term impact as a brand building tool. Being the latest entrant in the Mumbai circle, AirTel has had to find ways of cutting through the clutter. Says Mr Kapoor, AirTel will have try to find ways to attract new customers and convert the existing ones. Explaining that the usage of an audio celebrity was more strategic than tactical, he adds that non-AirTel users will have the AirTel brand experience inspite of not using the service. While Mr Pota highlights the fact that the usage of the tune by other operators means free advertising for AirTel and the users having a positive disposition towards the product, the nature of reaction from competition remains unclear. Competition will not do well to adopt a knee jerk reaction and will have to come out with advertising that is well thought out explains Mr Kapoor. He anticipates a situation where the new entrant (AirTel) will continue to be more aggressive. Both Tendulkar and King Khan already share the frame for soft drinks major PepsiCo India. Tendulkar is not the first cricketer to endorse Bhartis Airtel brand. Indian captain Saurav Ganguly had done so when Airtel launched its service in the eastern metropolis of Kolkata in 2001. Though company executives were mum on the value of the Tendulkar deal, those in the advertising fraternity peg the signing rate for the three-year deal anywhere between Rs.8 crore and Rs.10 crore. Both Sachin and Shah Rukh are two of the most sought after celeb endorsers in the country, with the former edging out the latter in the celeb endorsement race. The Master Blasters portfolio includes brands like Colgate Pamolive, ESPN-STAR Sports, Pepsi, MRF, Boost, TVS, Palio, Visa, Adiddas and Britannia. The leading brands endorsed by Khan include Hyundai, Pepsi, Airtel, Tag Huer, Clinic All Clear, Bagpiper, and Videocon among others. According to company executives, the idea of roping in Tendulkar is in line with the groups strategy to connect to the mass market through celeb endorsers from movies, cricket and music. For mass connect, Shah Rukh and Sachin are the best bet as brand endorsers, says a senior company executive. Bharti plans to launch a multimedia campaign targeting its service at the mass market.

Market situation:
At the time of launch The first mover in the market was Airtel which launched its services in Delhi in Aug 1995 (Informal launch). Essar Cellphone followed by launching its services informally in Oct 95. At this point of time, the market was at a nascent stage, awareness level was low and both operators independently tried to spread awareness and educate the people Once the networks were commercially launched, it became a number game with a multitude of schemes being offered to woo customers Initially the cell phone was perceived as a status symbol and utility took a back seat The target segment in Delhi were corporate and the high income group. The average capacity installed was for 1.5 lakh subscribers. This coupled with the steep license fee paid to DOT put pressure on the operators to break-even by rapidly expanding their markets. In the first two years, this led to a number of schemes being offered and prices crashing. Airtel launched its services before Essar and skimmed the market picking up the bulk of the high usage premium clients. This is a very competitive industry with the two companies differentiating either on value-added services or price. Airtel is perceived as the high

quality provider and has a premium image. Essar, on the other hand, is perceived as the lower end service provider. Airtel positions itself as the market leader on the basis of the number of subscribers. Essar is trying to counter this by emphasising on the reach of its network and the quality of its service. However, Essar is somewhat not been very successful largely due to the inconsistency in advertising to promote themselves, both the players have been dependent on tactical advertising However, they have restrained from using comparative advertising Hoardings have been a very popular medium for carrying the advertisements Airtel has also been advertising on television using the Bharti Telecom name.

The product is sought to be positioned as a business efficiency tool. a lifestyle revolution and a status symbol The emphasis is to remove misconception that the cellphone is an expensive means of communication and drive home the point that the cellphone is actually a day-to-day utility.

Airtels marketing orientation:

Since this is a high-involvement expensive product, the service provider has to fully take care of the customers. a) They take personal responsibility to "get" the answer for any problem faced by the customer b) They anticipate customers' problems and take pro-active steps to prevent them c) They give answers to the questions & requests, quickly & efficiently. d) They have a positive tone & manner while interacting with customers. e) They end the interaction on a positive or a humorous note making the last 30 seconds count. Airtel realises that attracting people 'is easy but converting them into loyal customers is hard, hence emphasis is on maintaining a 'Smiling and a Friendly Atmosphere' to please and retain the customer.

Price and pricing policy:

AIRTEL has realised that the Indian market is price sensitive. Therefore it care of the has come up with various innovative tariff schemes to take needs of different category of customers-Generally, the cellular services are more expensive than the land line based telephone services. This is due to the reason that the operating companies are required to pay a fee to the government for using airtime.


Bharti has spent a considerable amount on advertising its mobile phone service, Airtel. Besides print advertising, the company had put up large no of hoardings and kiosks in and around Delhi. The objective behind designing a promotion campaign for the Airtel services is to promote the brand awareness and to build brand preferences. It is trying to set up a thematic campaign to build a stronger brand equity for Airtel. Since the cellular phone category itself is too restricted, also the fact that a Cellular phone is a high involvement product, price doesn't qualify as an effective differentiator. The image of the service provider counts a great deal. Given the Cell phone category, it is the network efficiency and the quality of service that becomes important. What now the buyer is looking at is to get the optimum price-performance package. This also serves as an effective differentiator Brand awareness is spread through the' campaigns and brand preference through brand stature. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city,' bearing just the company's name and without explaining what Airtel was. In the next phase the campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection brought up. Vans with Airtel logos roamed the city, handing out brochures about the company and its services to all consumers. About 50,000 direct callers were sent out. When the name was well entrenched in the Delhiitess mind, the Airtel campaign began to focus on the utility of Cellphone. In the first four months alone Airtei's advertisement spend exceeded Rs. 4 crores. As of today the awareness level Is 60% unaided. This implies that if potential or knowledgeable consumers are asked to name a Cellular phone service provider that is on the top of his/her mind 60% of them would name Airtel. As for aided it is 100% (by giving clues and hints etc.). Brand strength of a product or the health of a brand is measured by the percentage score of the brand on the above aided and the unaided tests. The figures show that Airtel is a healthy and a thriving brand. Every company has a goal, which might comprise a sales target and a game plan with due regard to Its competitor. Airtel 's campaign strategy is designed keeping in mind its marketing strategy. The tone, tenor and the stance of the visual ads are designed to convey the image of a market leader in terms of its market share. It tries to portray the image of being a "first mover every time" and that of a "market leader". Besides this, other promotional strategies that Airtel has adopted are: 1. People who have booked Airtel services have been treated to exclusive premiers of blockbuster movies. Airtel has tied up with Lufthansa to offer customer bonus miles on the German airlines frequent flier's programs. 2. There have been educational campaigns, image campaigns, prelaunch advertisements, launch advertisements, congratulatory advertisements, promotional advertise-ments, attacking advertisements and tactical advertisements.

Swot analysis of airtel:

Cost advantage Current leaders in quality service Largest distribution network Ability to constantly innovate Highly skilled workforce Entrepreneurial zeal Airtels increased equity and market cap.

To prove credibility Price pressures Need for Government support Awareness Sales and Marketing

To sustain passion and commitment Airtels market share increasing at other service provider expense. Thus opportunity to wipe it out. Attain higher value services Collaborative business needs to be explored Vertical repeatable solutions. Low penetration level in rural markets


Foreign investment Global trends moving from GPS to WLL. Lack of global parity in telecom tariff

Advertising strategies of reliance infocomm:

Advertising was a marketing strategy which complemented the unconventional use of channels by Reliance Infocomm. The Reliance mobile brand was branded as India

Mobile to cash in on patriotic feelings. Bundling of handsets along with the service a first time in India allowed Reliance Infocomm to resort to a co-branding exercise with the handset makers. The Reliance Infocomm brand name embossed on every handset gave it a unique cachet, while the costs of many of the advertisements were discounted since they were also borne by the handset makers. A mega advertising campaign was launched across the media to mark the launch. The blitzkrieg coincided with the world cup cricket tournament, ensuring a huge audience. The main theme of the first campaign built on the vision of Reliance Infocomm in bringing the power of telecommunications to every person. This campaign helped to educate people on the importance of telecommunication services. The next set of campaigns talked about the innovative product features which differentiated Reliance Infocomm from its competitors. The advertisements announced that Reliance IndiaMobile was 'Kabhi mobile, kabhi computer' (Sometimes Mobile, Sometimes Computer). In the subsequent campaigns Reliance started riding on movies and cricket as themes. Overall three observations emerge from the way Reliance handled the media. Firstly Reliance built a huge public relations exercise around the launch of the product. The public relations effort gave much leverage to the advertising and gave rise to a word of mouth campaign. Secondly, Reliance Infocomm utilized every media vehicle very effectively. It advertised on every TV channel available and in most newspapers, thus making sure that the product was being promoted across India a nation very much divided by language and market conditions. At the peak Reliance Infocomm booked about 5,000 spots on 40 TV channels, 1 million sq ft of space on hoardings across the country and inserted ads in over 70 publications in national and regional languages. Thirdly, Reliance Infocomm capitalized on the passions of Indians when framing advertisements. The campaigns had an emotional pitch, piggy backing on Cricket and Bollywood (equivalent of Hollywood in India) thus effectively connecting with almost every Indian. For marketing promotions Reliance again used unconventional strategies. The mobile service was promoted aggressively through every marketing channel. Huge signs were put up in front of every gas station and office space in addition to the prime spots booked across the nation. The bulk purchase of signboards ensured that the cost was lower as compared to that available to competitors. Reliance Infocomm also utilized their telecom towers by putting up glow sign boards on them which lit up during the night an innovative, but cost effective, strategy since most of the towers were in highly populated and visible areas.

Sales and market strategy:

Reliance Infocomm radically redefined marketing models in India and engaged homes and enterprises directly by having the ability to deliver physical and virtual products and services as part of one system. Reliance Infocomm through its aggressive, unconventional tactics changed the rules of the mobile marketing game. Another

important marketing strategy that Reliance Infocomm used was product differentiation by mixing data applications with voice. Through RWorld an inbuilt Java enabled data feature of all Reliance phones - the company guaranteed download speeds of up to 144 kbps from an applications suite which has over 120 applications ranging from interactive Guides such as TV programme guides and City Guides, Live News and TV news clips from channels like NDTV, CNBC, Aaj Tak and India TV to contests, video songs, Ring Tones, Cricket Information, Women's World and KidzWorld. It introduced numerous applications like news, streaming audio and video of movies and music clips, city & TV guides, exam results, astrology and stock prices. Apart from these, data applications again rode on the passions of India cricket, movies and festivals. R World launched specific festival services for the Durga Puja and Dusshera festivals. On 20 September 2003, the first day of introducing "Navratri" - a multimedia mobile service offering ring tones, greeting cards, pictures and video clips of Navratri Festival - in the R World, over 10 million Navratri specific content downloads were reported. Viral marketing and word-of-mouth references drove traffic buildup. In the world of movies Reliance Infocomm embarked on a mega movie promotion and tied up with the movies of many famous directors in the country. It heavily promoted Reliance mobile ShowTime the first of its kind concerted movie promotion through Reliance mobile RWorld and Reliance WebWorlds. It aimed to bring the world of movies not only on mobile screens of Reliance mobile phones but also offered special outlets at its WebWorld stores across the country. The company joined hands with the producers of hit films for promotion of their latest blockbusters. This concept of movie promotion opened up many new marketing avenues for Reliance Infocomm. In the world of Cricket, Reliance Infocomm tied up with national and international Cricket tournaments and started providing real time scores. Reliance Infocomm did not stop at this. Through the Dhirubhai Ambani Developers Programme (, it aimed at opening the Reliance platform, on an open source basis, so that ideas can be converted into applications - where the power of thousands of minds could be harnessed to create unique products and services. These Dhirubhai Ambani Developers converted ideas into products as Reliance Infocomm provided the infrastructure, unlimited access to comprehensive technical documentation and support and special rate plans designed for the developer community. According to Reliance, this programme is aimed at creating wealth for 100,000 young developers who could leverage their success in India to win markets globally. Over 16,000 individual developers and 800 Independent Software Vendors (ISVs) in addition to scores of small and medium enterprises have so far enrolled in the programme. Reliance Infocomm followed up the product innovation and marketing tactics with good customer service. A 24 by 7, 365 days a year customer service was set up in a central location in Mumbai. Taking into consideration the languages and cultural diversity of India, service was offered in 10 languages. This ensured that many customers, who are primarily people without much fluency in English, have a smooth experience. Additionally the company set up customer service departments in every town and tied up with 10,000 retail chain services. While other mobile operators took more than two days for initial service provision, Reliance Infocomm ensured that customers could walk into any of the retail outlets and buy a fully provisioned mobile phone within 15 minutes.

Pricing strategies of reliance infocomm:

My vision is to provide the latest telecommunication facilities to every Indian at the price of a post card Dhirubhai Ambani. A monthly telecom spend of Rs 2503 (US$5.6) would usher in a telecom revolution in India. At that rate, the telecom market will be around 600 million lines, said B D Khurana, group president, Reliance Infocomm. Reliance Infocomm challenged conventional cost structures in the telecommunications industry. Historically, telecommunication services have been the privilege of a small section of society. Reliance Infocomm broke this mould with a tariff that can be described as the most ambitious ever listed by a telecom company in India. It aimed for prices as low as the cheapest alternative the postcard. While other operators aimed for the higher value market, Reliance Infocomm realized that there is a market in driving volumes and aimed at creating a completely new market. According to estimates, there are around 320 million [people in] households with an annual income of Rs 1.5 lakh (US$3,333) [and above]. Of that, half are in rural areas with similar purchasing power. And this segment is expected to grow to 478 million by 2007 and to 602 million by 2010 commented B D Khurana, group President, Reliance Infocomm, hinting about the market that Reliance Infocomm aimed to capture.

Marketing strategy of Dabur foods:

Appearance: Dabur tries to make its products appear very attractive.

Quality: Quality of the product is really unmatchable as it is tested number of times

and its products are processed using very advanced machinery and technology. get expired before 6 months inspite of perishable products. Real juice is also known all over India.

Packaging: Dabur products packaging is done in such a way that its juices does not Brand: Dabur itself is a very reputed and well-known brand in the market and its Warranty: Dabur as such does not gives any warranty but if there is any problem in
its products before expiry then they replace the product.

Service/Support: Dabur foods provide full support to its stockiest, retailers and
consumers, what so ever the problem is

List price: Dabur decide its price according to its competitors and the price structure
is different for retailers and stockiest. time to time. targets.

Discounts: There are different discounts for retailers, stockiest and consumer from Allowances: Special allowances are gicen to stockiest sales man if he acives his

Channel members: Channel members or business partners of dabur are its stockiest,

Channel motivation: Channel motivation for dabur is pull and push strategy. Market coverage: Dabur Foods has a distribution network that covers 175 towns
and 75 thousand retail outlets making its product available to the consumers across the country at ease.

Locations: Dabur foods try to cover or tries to place its products in each and every
shop and every location.

Advertising: Dabur products are advertised through television, newspapers,
magazine etc.

Personal selling: Dabur hardly do any personal selling except in tent shows and road
shows. Same for less & more for same

Media: Media of promotion is TV, Radio, newspapers, magazine. Budget: Budget is decided by finance team for different strategic business unit.


Dabur food process of selling starts from stockiest. C&FA does not have any process to play in the process of selling of Dabur foods products. They are just Clearing & Forwarding Agents they store the manufacturing products and then supply it to stockiest.

Stockiest pay the money to Dabur foods through demand draft. Stockiest further sells the products to retailers. Retailer finally sells the products to consumers.

Swot analysis:

Strong presence in well-defined niches( like value added Hair Oil and Ayurveda specialities) Core knowledge of Ayurveda as competitive advantage Strong Brand Image Product Development Strength Strong Distribution Network Extensive Supply Chain IT Initiatives R & D a key strength


Seasonal Demand( like chyawanprash in winter and Vatika not in winter) Low Penetration(Chyawanprash) High price(Vatika) Limited differentiation ( Vatika ) Unbranded players account for the 2/3rd of the total market(Vatika)


Untapped Market (Chyawanprash) Market Development Export opportunities. Innovation Increasing income level of the middle class Creating additional consumption pattern


Existing Competition( like Himani, baidyanath and Zandu for Dabur Chyawanprash and Marico, Keo Karpin, HLL and Bajaj for Vatika Hair Oil) New Entrants Threat from substitutes (like Bryllcream for Vatika hair oil)

Marketing strategy of coca cola:

Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of which they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, we're there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity.

Coke strives to be a good neighbour, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. It's a special thing to have billions of friends around the world, and we never forget it.

Product range
The total range of Coca Cola Company in India includes:

Coke. Sprite. Fanta. Diet Coke. SSRB (standard size returnable bottle) LRB (litter returnable bottle) NRB (no return bottle) or disposable bottle PET 1.5 (1.5 litter plastic bottle) CANS (tin pack 330 ml)

And company offers their products in different bottle sizes these include:

Coca cola products are available in different packing 24 regular bottle shell 6 bottle pack for 1.5 pets 12 bottles in a pack for disposable bottle 24 cans in one pack.

Trade Promotion
Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Seen as sold they do agreements with a shop keepers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these stores and offers them free samples and free bottles and sometime cash incentives. Different Price

In Different Seasons Sometimes Coca Cola Company change their product prices according to the season. Summer is supposed to be a good season for beverage industry in India. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.

Getting shelves
They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eyecatching positions. Normally they keep their freezers near the entrance of the stores.

Sale Promotion
Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share. UTC Scheme UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children.

DISTRIBUTION CHANNELS Coca Cola Company makes two types of selling: (a) Direct selling (b) Indirect selling

Direct Selling
In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products. ADVERTISEMENT Coca-Cola Company use different mediums Print media Pos material TV commercial Billboards and holdings Print Media They often use print media for advertisement. They have a separate department for print media. POS Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. 35 TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.

Billboards And Holdings Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards. EXPECTATIONS FOR THE COMING YEAR Everything starts from the attitude of consumers behavior. And the basic key to attract the consumers is to throw the money away. And positive feeling felling with the brand, which they used to have Coke wants to advertise their products heavily in the coming year. And it will take the 10% of their profits. And when we take it as a global level it is $ I billion. Coming year is the challenging year for the industry of Coke. They have to take lots of decisions that how to increase the production and where they have to spend money. For gaining success in coming year they have to have some important things like:

1. Loyal consumers are important for companys success. 2. Workers should be the brand centric not the promotion centric. 3. They should know how much to for the brand activities. 4. They should also know that how much to do with the promotion activities for brand.

Advertising strategy of NDTV imagine:

NDTV Imagine has already attracted brands like Hindustann Unilever, Paras, Emami, Cadburys, Colgate, Idea, Tata Telecom, General Motors and Hero Honda and HP. The channel's initial strategy is to undersell and rope in strong brands by offering them clutter free ad space. While most GECs have a six-minute break every half hour, NDTV Imagine has it every hour. In a couple of days, advertisers such Coca Cola, Pepsi

and Nokia will be on board. NDTV Imagine has already signed up Idea Cellular and Clinic All Clear as the lead sponsors for reality shows Dhoom Macha De and ShavaShava respectively. 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. But, with a number of established GECs such as Star Plus, Zee TV (the two leaders), Sony TV and new players such as 9X and Zee Next, how will NDTV Imagine attract both viewer ship and advertising money? That is the million dollar question. For this Mr. Nair says, Our aim is to be visible in most cities. We should be available on the prime band in all major metros. Both viewers and advertisers will come on the basis of our content, I can assure that.

Market strategy:
In their first 13 days, Bindass and Zee Next, channels from the stable of UTV Global Broadcasting Ltd and Zee Entertainment Enterprises Ltd, respectively, had a market share of 0.4% each and 9X, launched by INX Media Pvt. Ltd, had a share of 0.9%, as per data from Audience Measurement and Analytics Ltd (Amap), an audience tracking firm. These three channels were launched last year. In the week to January 26, both Zee TV and Star Plus lost market share in Hindi general entertainment segment as NDTV Imagine, NDTVs new entertainment channel, made an entry at seventh place with 5.4 per cent market share. NDTV Imagine was officially launched January 21. In its first week, the channel surpassed INX Media channel 9Xs 3.7 per cent share. Zee Next, which was launched December, was in 11th place with 1.3 per cent market share. Zee TV shed market share of 260 basis points to stand at 25.3 per cent share for the week, while Star Plus lost 180 basis points to end the week to January 26 at 31.5 per cent.

Marketing strategies and promotional strategies of star india limited:

Following are the key marketing strategies which makes STAR India The market leader. Maintaining aggressive promotion and packaging approach for all programmes. For Example, Star promoted recently started TV show Sach Ka Samna in such a way that it created excitement in viewers mind.

Hold on to the leadership position in 10-11 pm slot through timely innovations based on audience feedback. Hold feedback sessions in the form of discussions arranged for viewers of particular programmes. Again taking example of Sach Ka Samna, Star timed the program from 10-11 pm. For the feedback of the program, STAR launched a website which is having feedback session and a funny online lie detector test which we can use on our friends. So it creates a kind of excitement in viewers mind.

Expand the market by launching programmes that are relatable to all generations audience. STAR concentrate on each age group of viewers and broadcast programmes at specific time. During morning time, Star broadcast spiritual programmes. For example, 06:00 - 06:30 Seva Ganga 06:30 - 07:00 Ek Nayee Zindagi During noon time Star broadcast TV serials for women, as women are generally free during noon period. For example, 12:00 - 12:30Bidaai Sara Khan, Parul Chauhan, Kinshuk Mahajan, Alok Nath A drama about two sisters, one fair and the other rather dark, and how their appearance leads to problems before and after their marriage. 12:30 - 13:00 Yeh Rishta Kya Kehlata hai Hina Khan A romantic love story about how an innocent girl falls in love for the first time after marriage - with her own husband... 13:00 - 13:30 Tujh Sang Preet Lagayi Sajna

The two grandchildren belonging to warring families fall in love. But will their love overcome the hurdles created by years of hatred? At afternoon time, they broadcast programmes for children as they are free from school at this time. For example, Shaka Laka Boom Boom was being broadcasted at 7 pm.

A bunch of scheming daughter-in-laws find a naive and innocent sister-in-law and they make her life miserable and manipulate the facts. Heer lost her beloved Prem and never recovered from the trauma but will Gaurav, Prem's look-alike, fill that void in her life. Check competitors from gaining market share by introducing flanker programmes, e.g., airing a popular Hindi movie in the same time slot where competitors' main programme is aired. For example, world TV premier of popular Hindi movies like Jane Tu Ya Jane Na. Advertisement of programmes by print media: Star advertises about their programmes by news papers, hoardings and internet in a pleasant manner to promote and advertise their current and new shows. This advertisement shows such a slogan or tagline about the next episode that create curiosity in viewers.

Celebration of festivals: India is a country of festivals. We have countless festivals in all seasons. Looking towards the Indian culture, STAR celebrates all the festivals in their daily shows. They invite celebrities in their shows during festival season. They decorate the home of daily TV serials according to festivals and show them celebrating festivals in pure Indian culture, which in tern attracts people towards the shows and hence channel. Broadcasting famous TV show for full day: STAR frequently broadcast some of their very famous TV shows during vacation season to promote their channel through popularity of that particular TV show. For Example: Star telecasted famous comedy serial Sarabhai V/S Sarabhai full day as Sara Din Sarabhai.

Use appropriate medium for promotion, e.g., Hoardings of Kyunki Saas... at supermarkets, restaurants, and theme parks, etc. - places that are frequently visited by families.

STAR Parivaar Awards: STAR organizes STAR Parivar Awards every year. In that, they invite people associated with STAR India and gives awards in various categories. This strategy has given STAR a family image

ESPN: Sports broadcaster ESPN Software Pvt. Ltd is preparing to flag off a high-voltage campaign to promote two big-ticket cricket tournaments that will be aired on its Star Sports channel, taking the cue from the marketing formula that made the Indian Premier League (IPL) such a big success. The broadcaster has lined up a Rs100 crores marketing campaign across media platforms to boost viewer and advertiser interest in the International Cricket Councils (ICC) Champions Trophy in September and Champions League in October. SERVICE DIFFERENTIATION MANAGEMENT BY STAR: STAR has covered all areas of entertainment through various channels. Currently STAR is having 21 channels in India which include music, movies, sports, entertainment and regional channel. India's No. 1 Hindi entertainment channel

Star Plus is India's No 1 satellite channel and has redefined Hindi television entertainment with a programming line-up that includes popular drama series, popular comedies, 'Bollywood' movie blockbusters, lifestyle, current affairs, kid's programmes and game shows. Star Plus is India's No.1 channel for five years in a row The channel is the ideal campaign platform for any brand in India Is the ideal platform to reach out to the entire Indian family Star Plus is watched by over 75 million people every week Regularly accounts for 42 to 46 of the top programmes in India India Ka Sabsey Favorite Hindi Movie Channel Star Gold brings to the audiences a complete new cinema experience, with one of the largest libraries comprising of outstanding critical and commercial successes of recent years. The channel has an exclusive programming mix for the entire family and is synonymous with innovative programming properties that take the viewer closer to Bollywood than any other movie channel. The Next Generation of Hindi entertainment Star One, STAR network's latest Hindi entertainment channel, is targeted at the urban, upwardly mobile Indian viewer. The channel has unleashed a new generation of Hindi entertainment with an innovative and diverse mix of programming that marks a turning point in the history of cable and satellite television. With its distinctive look and feel, cutting-edge production values and engrossing line-up of original programming, the channel has brought international trends in programming to Indian audiences. Some of the very popular programs are Sarabhai v/s Sarabhai, Instant Khichdi and the smash hit, The Great Indian Laughter Challenge Absolutely everybody loves Star World Star World is the ultimate destination for the most popular and critically acclaimed shows from around the world. Star World provides the latest choice in top-rating, award-winning entertainment from the USA, Australia and the UK. Spanning genres like drama,

comedy, action, reality television, talk shows and live and exclusive international events, Star World is synonymous with the latest and best in English entertainment. A trendy music and lifestyle hotspot for the Indian youth In India, youth with attitude connect with Channel [v]. The channel is a vibrant mix of the latest chart-topping music videos, artists, trends, popular VJs and youth culture. Locally-produced programming, packaging and local presenters ensure that Channel [v] reflects the humor, taste and attitude of its vast youth audience. Popstars 1, Popstars 2 and Samsung [v] Super Singer, programmes that have been widely imitated by others Come Home to Hollywood No other channel brings you closer to Hollywood than Star Movies. Showcasing the biggest blockbusters and featuring over 100 movies each month and a minimum of 40 premieres every year, Star Movies is the dream destination for the Hollywood buff. Exclusive deals with top film studios ensure access to the latest releases, while programming unique to the channel includes live and exclusive events such as the Academy Awards (The Oscars), Taurus Awards, and acclaimed specials such as Taken, Grid and Lost. Come home to Hollywood. Come home to Star Movies. It is the only channel in India to telecast the Academy Awards, LIVE

Star Utsav caters to viewers who have recently entered the fold of Cable and Satellite television. It gives them the opportunity to revisit the glory years of Indian television programming by re-running the best shows from the exhaustive Star Plus library. Star Vijay is a general entertainment channel that has taken Tamil Nadu by storm. With highly innovative programming, including soaps mounted on a massive scale, film review shows, comedy and spoof shows, quality Tamil movies and blockbuster Hollywood movies dubbed in Tamil, Star Vijay provides comprehensive entertainment for the entire family.

STAR NEWS offers 24-hour Hindi news that is relevant to todays Indians. It covers the full spectrum of news ranging from politics to business, investigative reports to consumer issues, crime to the environment.

The worldwide leader in sports ESPN brings viewers in Asia the most exciting sports action from around the world. The channels mix of regional and international programming ensures fans enjoy the most comprehensive sports coverage.

STAR SPORTS is a leader in sports programming and offers viewers a diverse array of top-flight Asian and international sports. ESPN and STAR sports cover all famous sports tournament including, Wimbledon tennis tournament, US open tennis tournament (, Australian open tennis tournament, ICC world cup, ICC champions trophy, Formula one, English premier league,

A channel totally dedicated to showcase first-class cricket action from around the globe, STAR CRICKET broadcasts live / non-live international and regional cricket events as well as programming meticulously

customized for the Indian audiences, including cricket news update, magazine and reality shows. STAR CRICKET is the one stop destination of all the cricket action, history, updates, views and reviews. Other Regional channels are: Asianet (Malayalam) Asianet Plus (Malayalam) Sitara (Telugu) Star Ananda (Bengali) Star Jalsha (Bengali) Star Majha (Marathi) Star Pravah (Marathi) Suvarna (Kannada)


The year 2008-09 has been a tough year for everyone. There was negative subscription growth from analog cable, with the only silver lining coming in from the healthy growth of subscription revenue from the new Direct to Home platforms. However, even in a bad year, STAR has seen growth. According to industry sources, the overall advertising revenue of STAR India declined by around 7-8 per cent in 2008-09. However, its subscription revenue registered a high double-digit growth.

STAR India remains a highly profitable business, with decent growth exposure as it secures a national footprint with the launch of new regional entertainment channels. MPA analysts suggest that STAR India could be worth more than 1.6 billion in EBITDA (earnings before interest, taxes, depreciation and amortization) by the financial year ending June 2013. SWOT Analysis of STAR India Pvt. Limited

We are hereby taken some information about advertisement, marketing position and pricing strategies of these companies. And in this project we done a great job so our team members are: Subhash Kumar Neha M. Gajbe Ranjana Devi Ashok Jaiswal Harsh Jain And I am really thankful to my Prof. Siva who gave a wonderful job to us.