Colors

Daily Soaps

Cricketainment

Mythological Serials

Reality Show

Talent Shows

Comedy Shows

• Launched July 21, 2008.

• No. 1 position in the Hindi General Entertainment Channels segment.

• Currently planning to launch in the UK.

Characteristics of GEC as a Service

Intangibility

Perishability

Inseparability

Heterogeneity

Ownership

Simultaneity

Quality Measurement

&

Nature of Demand

7Ps of Service Marketing Mix

Product

Airtime

Programs Advertising

Service provided to the Advertisers

Service provided to the Viewers

7Ps of Service Marketing Mix

Price

TV Channels

Pay Channels

Subscription Fees

Advertising

Free to Air Channels

Advertising

Market Demand based Pricing

Subscription Fees

• Rs.20/month/home

• Interested viewers for Colors channel can not be determined

Non – Chargeable

Viewers(10 lacs)

Chargeable Viewers(10 lacs)

20 Lacs Customer base of Incablenet

TV Channels

Pay Channels

Subscription Fees

Advertising

Free to Air Channels

Advertising

Higher Ad rates

Viewership

7Ps of Service Marketing Mix

Promotion

TV Channel Promotions

Content Promotions(For Viewers)

Viewership Building

(attracting new

viewers)

Loyalty Building (engaging existing viewers)

Trade Marketing(For Advertisers)

Creating high Brand Imagery

Content Promotions

(For Viewers)

Viewership Building(attracting new

viewers)

Loyalty Building (engaging existing

viewers)

Tools for Promotion

• Outdoor Hoardings• Print Media• Radio• TV• Spiral Marketing• Internet ads• Press Releases• Events

Viewers of reality shows. [A]

Viewers of Colors [B]

Viewers of reality shows on Colors. [AпB]

They [A] can move to [AпB]

TV Channel Promotions

Content Promotions(For Viewers)

Viewership Building

(attracting new

viewers)

Loyalty Building (engaging existing viewers)

Trade Marketing(For Advertisers)

Creating high Brand Imagery

Content Promotions

(For Viewers)

Viewership Building(attracting new

viewers)

Loyalty Building (engaging existing

viewers)

Viewers of reality shows. [A]

Viewers of Colors [B]

Viewers of reality shows on Colors. [AпB]

They [B] can move to [AпB]

Tools for Promotion

• Promote via same channel

• Channel website

• Mailing list

TV Channel Promotions

Content Promotions(For Viewers)

Viewership Building

(attracting new

viewers)

Loyalty Building (engaging existing viewers)

Trade Marketing(For Advertisers)

Creating high Brand Imagery

Trade Marketing(For Advertisers)

Creating high Brand Imagery

TOOLS FOR PROMOTION

• Sponsorships

• E - mailers

• Advertising (Advertiser specific)

• Tele Marketing

• Personal Selling

• Sales Promotion (by way of special offers)

Advertisers on Colors Channel

7Ps of Service Marketing Mix

Place

• Capability & willingness of a potential user.

• Capability of a user’s TV Set

Physical Location

• Viewer’s affinity & impression towards the channel.

• Sending the right message to the viewers.

Physical Appearance

• Cable operator or DTH

• 450 channels in India

• Only 98 – 102 channel bandwidth available with Cable Operators

Intermediary Services

7Ps of Service Marketing Mix

People

Attracting, Training & Retaining

• Attracting– Print & Online Ads– Recruitment Agencies– Head Hunters

• Probation Period– On Job Training– Performance Evaluation

• Retaining– High pay packages– Benefits– Job Enhancement

Personnel Involvement

• High Contact during point of delivery

• Low Contact during Production Process

Viewer Involvement

• Opinion Polls

• Surveys

• Interviews

Fellow Consumers’ Behaviour & Choices

• Single TV Set for the whole Family.

• One member decides what others watch

7Ps of Service Marketing Mix

Process

Divergence

TV Production

Producer 1

Show 1

Show 2

Producer 2

Show3

Producer 3

Show 4

Complexity

More

More

Larger

Shows

Producers

Production Team

Watch TV anywhere you want

Service Location

User Interaction & Participation

Transparency & Trustworthiness

User Interaction

TV Channels & the Telecom Operators split the revenue generated when viewers vote during Reality

& Talent Shows

User Participation

Costs

Technology Based Process

Technology Based Process contd…

• Greater efficiency– Elimination of

Human errors

• Convenient for the User to avail the service.

• Technological problems leads to reduced quality of the service delivery.

• High dependency on Intermediary services.

Customer Actions

Line of interaction

Line of visibility

Onstage contact Employee actions

Line of internal interaction

Backstage contact Employee actions

Support Processes

Viewer tunes in to the channel

Viewer watches the show on the channel

Production Unit produces the programs

Editing Team edits the program shot

Broadcasting Team airs the program

Advertiser signs the deal

Ads are displayed on the channel

Traffic places the ad on the spots bought

Creative team edits ads

B2C Process (Programming) B2B Process (Advertising)

Service Blueprint

7Ps of Service Marketing Mix

Physical Evidence

Physical Environment

B2C Process (Programming)

• User created environment– Home controlled by

Home owner– Hotel controlled by

Hotel owner– Office controlled by

business owners

B2B Process (Ad Sales)

• TV channel’s office– Advertisers & partners come

to discuss various business deals.

• Formal & state of the art

Communication

B2C Process (Programming)

• Channel logo at the corner of the TV screen

B2B Process (Ad Sales)

• Sales Team communicates to the Advertisers in form of proposals & Deal Agreements.– Name & Logo of the company– Purpose of communication– Name & Designation of the

Sender

PriceB2C Process (Programming)

Pay Channel

Cable or DTH Operator

Viewers

B2B Process (Ad Sales)

Channel

Advertisers

Fixed Price Negotiable Price

Subscription Fee Carriage Money

Subscription Fee

Secondage

Service Personnel

B2C Process (Programming)

• Technology based process eradicates the need of service personnel.

B2B Process (Ad Sales)

• Direct interaction b/w advertisers & sales team is very high

• A Service personnel must have– Good Communication skills– Negotiation Skills– Thorough Product knowledge– Up to date with market trends– Up to date with competition

Brand / Corporate Image

Content is King Brand is GodB2C Process(Programming) B2B Process (Ad Sales)

Quality Dimensions

Credibility

Security

Access

Communication

Understanding the Customer

Reliability

Competence

Geography

DemographyMarket

Segmentation

Hindi Speaking

Areas

•Urban•Semi – Urban•Rural

Non – Hindi Speaking

Areas

•Urban•Semi – Urban

Demography

Youth

Khatron ke khiladi

Big Boss

Women Oriented

Baalika Vadhu

Uttaran

Older Generation

Jai Shri Krishna

Jai Veer Hanuma

n

4+ yrs, Female dominated, SEC ABCDE

THANK YOU