HINDI FILM

INDUSTRY
 Target Market

Target
Market

Pan India Festival Low Grade

Masses Urban
Films Oriented Sleazy Films

Rang De Gazi Attack, Kabhi Khushi Vire Di

Sholey Page 3 Aakrosh Boom
Basanti Air Lift Kabhi Gam Wedding
VALS Framework( Psychological
Segmentation)
INNOVATORS
• Class of consumers at top of VALS framework.
• Characterized by High income & high resource individuals
• Independence is very important

• Examples : Black (2005, Rani Mukharji & Amitabh Bacchan)

THINKERS
• Well Educated
• Characterized by High income & motivated by knowledge
• Rational Decision making consumer

• Examples : Rang De Basanti (2005, Amir khan)

 VALS Framework
BELIEVERS
• Characterized low resources
• Less likely to accept innovation
• Word of mouth consumers

ACHIEVERS
• Motivated by Achievements
• Characterized by High resource
• Brand Adopting individuals

• Examples : Dangal (2016, Amir khan, Sakshi Tanvar)

STRIVERS
• Characterized low resources & want to reach some achievements
• Strivers are achievers with low resources
 VALS
EXPERIENCERS
Framework
• Motivated by Achievements
• Characterized by High resource & Need mode of self expression
• Young Adults

• Examples : Zindagi Na milegi Dobara

(2011, Farhan Akhtar, Hritik Roshan)

MAKERS
• Characterized by Limited resource & want self expression
• Focus towards building better family

• Examples : Hindi Medium

(2017, Irfan Khan)
 VALS
SURVIVORS
Framework
• Characterized by least resource
• Least likely to adopt innovation & brand loyal
• Pension Earners
• Examples : Aaja Nachle
(2007,Madhuri Dixit, Akshay Khanna)
Thank you…