8/12/2019 Mark e Diction
1/9
OldMonksIMT Ghaziabad
Mark-e-diction Round 2
8/12/2019 Mark e Diction
2/9
The Indian Film Industry
OverviewWorlds largest film industry in terms of films produced and ticket size Completed 100 golden years in 2013Employees 6m peopleStood at approximately USD 2.3b in 2013Expected to grow at a CAGR of approximately 9% to reach USD 2.8b in 201514m Indians go to watch a movie everyday, paying INR 60 INR 200 on anaverage
Revenue Breakup
Trends / Growth DriversContent driven films giving big budget films a tough timeRegional cinema producing huge box-office hits, attracting big bollywoodhouses
Jatt and Juliet-2012, largest-grossing Punjabi film of all timesGabbar Singh, the Telugu remake of Dabangg has grossed over 150crore INR.Nanban, the Tamil remake of 3 Idiots has collections of over 165 croreINR.
Indian cinema is getting globalIncreased digitization Lower print cost, wider release, higher collectionsUse of social media and other innovative medium for promotion
Ancillary revenues on a rise alternative way to recover costs by sellingbroadcasting rights even before releaseOrganized film financingChallengesPiracyLow screen penetration, 12 screens/million, compared to 30 in UK, 52 in Italyand 117 in the USMinimal training institutes in the countryVery average performance at International level
Global trends and India
Screening of 3D films on steady riseThe trend may reverse in India due to high pricepoint and longer duration of films making 3Dviewing uncomfortable
Digital cinema boosting advertising revenuesThe same is stagnant in India due to lack ofmeasurement mechanism of effectiveness
Electronic distribution on a rise
India is a nascent market for over-the-top andinternet streaming
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3/9
Yash Raj Films Highest grosser in the entertainment business Collectively, 8 of the recent YRF productions have grossed in excess of 200 Million USDollars worldwide
Produces almost 5 movies a year, budget ranging from 40 cr 90 cr Employs more than 35000 people ranging from technicians to junior artist and flimstars
Red Chillies entertainment Recent collaboration with Dharma productions Also into advertisement and television industries Produces 3 movies on an average per year, ranging from 30 cr 75 crE
Earned a revenue of US$ 160 million from USA, UK and UAE, in 2011.
Employs nearly 19,000 people.
Eros International Have a strong hold on the overseas markets of USA and UAE Produces 5 movies on an average each year 10 cr 50 cr
Earned a revenue of US$ 135 million from USA and UAE, in 2011 Employs nearly 14,000 people on temporary basis
UTV Movies Concentrates on only small and medium budget films, ranging from 2.5 cr 10 cr
Popular mostly in south- east Asia and UAE Have earned a revenue of US$ 105 million from overseas trade, in 2011 Employs nearly 9,000 people .
Competitor Analysis
The Curtain Connection PODs Entrepreneurial venture in the film industry Unique concept of involving audience at every stage of film life-cycle Innovation placed at helm
Crowdsourcing reduces risks of failure as audience get what they want
8/12/2019 Mark e Diction
4/9
Promotion Mix 3 DEV
Above The-Line
Television - advertisements, reality show tie-upsTheatrical PromotionsRadio advertisements, star cast interviews, on-air competitionsCritic reviews and ads on print media
Below-The-Line
Tie-up with online stores like Happily Unmarried for exclusive product line Flash-mobsVisit to youth spots like Delhi University along with star castsWorship -the- living campaign Promotion at movie halls campaign like Have you bribed God today
Through-The-Line
YouTube Teaser video, dedicated channel, exclusive footage,Social forums facebook, twitter handleOn-line competitionsOptimize the use of ad-words to grab attention space on googlePost favorable critic reviews on the blog
Target Audience-Young population and their families (16yrs 55yrs)-Families from north, east and west India
Positioning- A satire on superstitions- Comedy with a social message
Statis t ica l ly OOH is th e leas t effect ive way o f pro m oting f i lms . Hence, i t i ssug ges ted tha t OOH sho u ld no t be used wi th a t igh t bu dge t cons t r ain t
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5/9
Marketing Plan - TimeLine6 Months prior to release Release TEASER video on youtube (like aap
ka suroor, or dhoom 3) Start connecting on social media primarily
facebook and twitter handle. Leak updates tocreate a buzz and provoke thoughts Tie up with a talent show. Winner to sing a
song or dance on a number in the movie
2 Months prior to release Release theatrical trailers in movie halls,
youtube and similar forums Use ad-words to grab attention space on
google Launch the entire music album Create a dedicated you-tube channel
1 Month prior to release Advertise on conventional forums like television, radio and
news-papers Launch new comical theatricals
Visit youth spots like Delhi University and the likes alongwith the star cast since the movie is based in Delhi andGurgaon
Schedule interviews of the star cast with print media and radiochannels
Denounce superstitious practices publically to create astir
Use festivals to propagate the message God helps thosewho help themselves
3 weeks prior to release
Start visits to reality shows for promotions Perform at the finale of the talent show tied up with Increase frequency of musical and other trailers Conduct flash-mobs Start a themed campaign Worship the living
Week prior to release Start promotions at movie halls posters and ushers Increase announcements on radio during traffic hours Conduct competitions on radio. Winners to get free premier
tickets Place donation boxes in theaters to question BRIBING GOD
Release Release exclusive footage of premier night on social forums Upload critic reviews on social platforms Display favorable reviews on print media Theatricals to show reactions of happy viewers
Release exclusive footage on social platforms. Behind-the-scenes and bloopers Print interviews of the cast
3 Months prior to release Release a highlight song
Ramp up social media interaction -Quizzes andcompetitions. Winners to meet the star cast Encourage people to upload videos of singing
and dancing Tie up with online stores like Happily
Unmarried to come up with an exclusiveproduct line
8/12/2019 Mark e Diction
6/9
os na ys s ver s ngOptions
Television advertisementsCost of making an ad INR150000Cost of airing a TVC INR 120000/10secEffective audience reached All Television viewersDefinitive ROI tracking No
Radio advertisementsCost of promotion INR 12750/10spots (30sec each)Effective audience reached All radiolistenersDefinitive ROI tracking No
Search Engine optimizationSetup cost INR 60000Cost of media INR 0Cost to continue INR 7000/month tointernet marketer (third-party)Demography served People searching for
entertainment related contentDefinitive ROI tracking - Yes
Digital marketing campaignsSetup cost INR 75000Cost of media SalariedemployeesDemography served All websearches for the film (direct orconverted through SEO)Definitive ROI tracking - Yes
Flash mobsCost 25000/flash-mob
On-ground campaignsCost - Approx INR 700000 -1000000Print MediaDedicated ad INR 800000/ half pa
8/12/2019 Mark e Diction
7/9
and Social MediaEngagement App style interfaceUnification of desktop and mobile interface into a single version
Dedicated section for crowdsourcing options at various stages rather than just amention in about us More-engaging homepage
Newsfeed / latest buzz / trending topicsFacebook and twitter feedsEmbed videos
Effortless predictable navigationHigh quality content
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8/9
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9/9
Budget Allocation
Type Onetime cost Execution cost iterations Total costPrint Ads 0 800000 20 16000000
Radio 0 12750 90 1147500
(12750/10 spots | 10spots a day for first40 days, 25 spots aday for last 20 days)
SEO 60000 7000 6 102000
Digital Marketing 75000 0 6 75000
Flash-Mobs 0 25000 15 375000
On-ground Promotion 0 1000000 1 1000000
TVC 1500000 120000 200 25500000
(One time cost -150000/ad for 10 ads| 120000/10 secspot)
Misc. Expenses 5000000
Total 49199500