Mkt plan for nepali dance reality show 1

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

Table Of Contents

Sr. Particular Page

No.

01 Executive Summary 02

02 Company Description 03

03 Situation Analysis & Market Summary 04

04 Trends 05

05 Profitability & future growth potential 06

06 Competition 06

07 Target Market 08

08 Distribution 08

09 Positioning & Advertising 09

10 SWOT Analysis 10

11 Objectives & Goals 13

12 Markerting Strategy 14

13 Segmentation 14

14 Targeting 16

15 Positioning 17

16 4 P's 17

17 Action Plan 30

18 Budget 31

19 Control 32

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

EXECUTIVE SUMMARY

The following Marketing plan is about introducing the new Nepali Dance

Reality Show for Nepali audience in Sikkim & outside Sikkim by Nayuma

Television which is named as “DANCER KO KHOJ”. This will be a one of the

kind entertainment program for Nepali speaking and understanding customers

and will also give the best and the first entertainment program for viewers.

The main characteristics of this dance reality show will be the Nepali content

involving the viewers to select the best dancer amongst the people of the

Nepali speaking region i.e. the program content will be versatile and will

involve all form of dance but the interactions will be in Nepali & English. The

program intends to capture 20% market viewership in the category of

entertainment in the telecasted region.

Nayuma Television has its operations only in Sikkim, but in regions like

Darjeeling, Kalimpong, Mirik, Kerseong & Siligiri, we intend to make a tie up

with regional cable operators for telecasting the show. The Market is still

unnerved for Nepali entertainment content and company will be going to

introduce a new market trend in Nepali entertainment and also will generate

the impetus for more Nepali entertainment content and will thereby challenge

national channels for the primetime.

This Dancer Ko Khoj program will lead the company to establish its presence

among the nepali speaking viewers. The target market for the channel will be

Nepali speaking population in Sikkim and all across India.

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

Our program will broadly describe the benefits and give the pleasure of

having a regional and local flavour of entertainment. In the first year of

operation Nayuma Television with the help of Dancer KO Khoj will be

introduced in India because there are more potential and enthusiastic

customers and we can get result faster resulting in the success of Channel.

Nayuma Television can increase its market share through targeted advertising

to increase the number customers who want convenience and are looking to

view quality Nepali entertainment shows, which will give them a sense of

belongings and will bring them, closer to the culture.

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

COMPANY DEESCRIPTION

Nayuma Entertainment is formed by enthusiastic and dedicated Sikkimese – possessing a determined and clear intention of providing the best of services to herald forth a new-novel trend to the Television-Screen-World of Sikkim.

Nayuma, the only Television Network in the capital city of Sikkim having three Local Channels: Nayuma Television , Nayuma Movies and Nayuma Music through which Local News, Programs , movies and Music are presented regularly.

We are serving lakhs of families and several corporate houses by providing High Digital Quality Cable Connections. We have OFC (Optic Fiber Cable) back bone through-out the city of Gangtok and suburbs.

We are also providing platforms for many personnel and corporate houses to spring board unto the zenith of success. Also many opportunities for promoting and marketing various products and services through our advertising department shall enhance possibilities to reach out to numerous individual customers and industrial houses. Many retail and corporate houses are getting considerable benefits and substantial response by advertisements through our channel.

At Nayuma Television, we promote Sikkimese talents and culture to progress towards a new dimension. We are committed to Tele-viewing growth, as it is a proven fact that virtually every household has a TV Set through which messages of manifold nature are conveyed. Our vision encompasses the need to reach out to every nook and corner of the state and bring awareness to everyone. In so doing our channels serves as a medium to take the people of Sikkim as well as the state of Sikkim towards further growth. channels towards further growth.

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

Situation Analysis

Lifestyle and work habits in Sikkim & Darjeeling District have made

convenience a necessity. So is the need for local Nepali entertainment content

programmes. Thus, any Nepali content that can fill the consumers' need for

convenience and entertainment are almost automatically embraced into the

region life style. Nayuma television will help fill the gap and the necessity for

Nepali entertainment content to its consumers.

Market Summary

For Local entertainment programs there is no value for it, with some of the

nepali entertainment comes through stage shows, drama, Nepali movies.

There still is a consideration that Nepali content are not up to the mark in-

spite of Nepal channels. It will be a challenge for Nayuma television to

generate the need and create a pull factor for Nepali speaking population to

view its programs.

Trends

For the few years the only source of real mass local entertainment was with

Prashant Tamang participating in the Indian Idol and the nepali speaking

population voting outrageously to make him the Indian Idol winner. Similar

was the case with Bhaichung Bhutia at Nach Baleya where similar viewing and

voting trends were witnessed.

This provides us an opportunity to supply these viewers with Nepali content

and help build Nayuma Television as the foremost Chanel in Nepali

entertainment.

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

Profitability & future growth potential

Require current balance sheet on the revenue flow: will help predict the next

5 years financial projections.

Competition

Nayuma Television closest competition for Nepali / Regional content

Direct Competition

1. Nepal 1 channel

2. Krantipur channel

3. NE channel

4. Local cable operators

Indirect competition:

National channels

TARGET MARKET

There are two major target markets for Dancer ko Khoj.

One group is the consumers on the go.

o These are the employees, students, and other consumers .Men

and women of age group 25-50 years

o housewife’s ,Parents having an aspiration to see their kids on TV

o Are keen on the local talents development

The other group is made up of Nepali literate who is keen to make the nepali

language and culture global and can voice their opinion.

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

Distribution

The current market for Nepali Entertainment programmes is scattered with

local cable operators and producing some programmes.

The way forward is to tie up with such operators and also in a later phase to

make the channel a satellite channel.

Tie up:

Darjeeling TV

Kalimpong TV

Positioning

“Dancer Ko Khoj” will be a quality reality shows involving contestants form

Sikkim and Darjeeling district; will be the first among its kind in Nepali

entertainment. It will present itself as a funky and unusual alternative to

national channel programs providing the greater level of personal involvement

and belongings.

Advertising

Informative Advertising

There will be Informative Advertising during market of Dancer Ko Khoj and that

will help Nayuma Television:

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

1. Informing the market about the need of Nepali entertainment content

2. Describing available services

3. Correcting the false impression (Sikkim Vs Darjeeling)

4. Building a brand and company image

5. Communicating the rules of the show

6. Telling market about a new product

7. Explaining how the reality show works

8. Suggesting for making the show better

9. Creating awareness and attracting talent

Persuasive Advertising

It will help marketers to:

1. Building brand preferences

2. Encouraging switching to your brand

3. Changing customer's perception of product attribute

4. Persuading customers to purchase now

5. Convincing customers to tell others about product

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

SWOT Analysis

STRENGTHS WEAKNESSES

Nayuma TV has better

infrastructure and is among the

most watched Nepali channel in

Sikkim.

Has the capital to produce and

promote shows. Lack of capital

constraints (availability of large

free cash flow).

Strong distribution in Sikkim and

innovative capabilities

Number one TV channel in Sikkim.

Has a vision to produce

more Nepali entertainment programs.

• Nayuma lacking its network outside

Sikkim.

• Lack in marketing and sales

Lack of proper studios

• Technological upgradation required

OPPORTUNITIES THREATS

Green pastures for nepali

entertainment programs Competition lacks the coverage

and programs to be the top of

mind channel Untapped Nepali speaking

population desires for quality

nepali television Can supply programs to national

and international nepali

population

• NE TV increasing the base in North

east India.

Nepal TV channels have experience on

their side to produce and distribute

entertainment shows

Regional politics may hamper its plans

for expansion

National channels are capable of

overshadowing the channel

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

Objectives and Goals

Company is centered on these objectives:

With the existing need for local & regional entertainment contents Nayuma TV

wants to use this Platform of “Dancer Ko Khoj” to establish itself as the only

Nepali TV channel in India.

Short Term Goals:

Improve market presence by 20% in the region.

Short-Term Objectives

With Aggressive Marketing Strategy and programs Nayuma TV can take

advantage of the positive mind set for local talent and local involvement.

Improve Packaging the talent show should be focused in such a way so as to

keep the audience wanting for more.

Improve Presence Nayuma television should be the foremost one to break the

dilemma of Nepali Vs Gorkha and position itself as the” first Nepali television in

India”

Long-Term Goals:

To be the “first Nepali TV channel in India”

Long-Term Objectives:

Product Innovation Improve the content of the program, either produce itself or associate with the producers for developing programmers. It also intends to

hire talent and generate endorsement through the medium of advertising.

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

MARKETING STRETEGY

SEGMENTATION

Segmentation variables for consumer market

of Dancer Ko Khoj

TYPE VARIABLES PARTICULARS

Sikkim &

Darjeeling District

Nepali speaking population in the

region

City size 1-2 lakhs, 20-40 thousands

Density Urban, suburban, village

Climate Northeastern Himalayan

Age 12-19,20-34,35-49,50-64,65+

Gender Male , Female

Family size 1-2, 3-4,5+

Family Life

Cycle

Marriage at the age of 25, nuclear

family, mostly

Income Under 10,000 and over 100,000

Occupation Professional ,proprietors, clerical

sales persons, housewives

Education Grade school or less high school

,graduate and above

Race Nepali speaking population

Generation

Social class Working class, middle class, upper

middle class, lower uppers ,upper

uppers

Life style Achievers and strivers

Personality Compulsive ,authoritarian, contented

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

Occasions Regular occasion and Special occasion

Benefits Delight and involved

User Status Non viewers, & viewers

Usage rate Regularly and not heard of

Loyalty status None , medium , strong

Readiness

stage

Un aware , aware ,interested ,

intended to view

Attitude

towards

product

Positive, enthusiastic , indifferent

and skeptical

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

TARGETING

Segment identification:

“Dancer Ko Khoj” to be in the next happening thing in reality show

entertainment category

Segment needs:

The Show will have both psychological need (I can do it) and social needs

(perception of a social, family entertainment)

Segment trends:

The current trends include a shift away from national entertainment shows to

regional entertainment shows with a local flavor, language and taste.

Segment growth potential:

No data available. (Need to conduct a research)

POSITIONNING

Positioning strategy

Dancer Ko Khoj to be the first Nepali Entertainment reality show to be

telecasted in India. The youths of the hills are full of potential but with the

lacking of opportunity. The People of the hills are also lacking local

entertainment; we fill the gap by involving and inspiring local youths catering

to local viewers.

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

POSITIONING STATEMENT

Dancer ko Khoj: Making dreams into reality

PRODUCT STRATEGY

The core

o Dancer Ko Khoj: - A nepali reality dance competition.

The actual product

Reality show

o Emotional connect:

“ I can do it”

A chance to seek fame and recognition

An unforgettable memory of THOUSANDS OF people chanting your name

Because when we think of Nayuma TV, we think of its Nepali dance

entertainment programs

o Branding:

Challenge the limits of your potential

o Brand personality:

Youthful, full of all emotions and sky is the limit & support your own talent.

Make your own star.

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

PROMOTION STRATEGY

Objective: To make Nayuma television the ultimate channel for Nepali

content in entertainment

Issue: Nayuma television is only accessible within Sikkim. All Nepali

viewers are either watching Nepal channels or other Hindi and

international channels.

Insight: Make Nepali program interesting and engaging

Challenge: To make this dance show provide a platform to increase

the telecast across regions outside Sikkim. (For the Nepali speaking

population)

Concepts:

Be Bold, Be Original, Be Different, Be Yourself.

Dancer ko Khoj - Making dreams into reality

“For the out-of-the-ordinary individuals who like to challenge

themselves.

Dancer ko Khoj- Making dreams into reality

Media selection:

Before choosing the appropriate Medias, it is important to note that

consumers only give partial attention to media. However, they can be reached

through integrated programs. They are typically using more than one

communication media at a time; a behaviour that is often called

“multitasking”. This group of consumers doesn’t give its full attention to one

single message, but rather uses continuous partial attention to scan the

media. Marketers can still communicate with target audience by using a

variety of targeted promotional tools.

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

Another important tactic to reach our target market is through Dancer Ko

Khoj marketing, which Nayuma TV will heavily use in this campaign

(Campus, contests).

Advertising:

Output Examples

Television Nayuma TV, Local Cable Operators

Radio Misty, 91.9 fm

Magazines Sikkim Express, Himali darpan,

Internet Banners on selected websites (Most viewed in the

targated areas)

Outdoors

Billboards and prints in select areas including:

Campuses, transportation (bus, taxi)

Kiosk, Newspapers inserts and hand delivery

Personal

selling

Direct contact with retailers, sales kit strategies to be

explained later in the text.

Public

relations

Stands or special displays and events in schools, malls,

Publicity Conferences, press releases (print and online),

marketing through TV coverage

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

ACTION PLAN

Step Output Period of time Arguments

2 Radio spots

3 Magazines ads

4 Television spots

6 Outdoors

7 Public Relations

8 Contest

9 Publicity All the time

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

BUDGET

The estimated cost that will incurred while marketing of Dancer ko Khoj is

about 10 lakhs.

The details are as follows:

Media Explanation of estimated cost that will incurred for 1 year

T.V NAyuma TV & associated cable on revenue sharing modality

NEWS

PAPER

All leading regional daily.

RADIO

BILL

BOARDS

Kiosk

INternet

Measuring and Managing return on Marketing Investments

After six months of operation we have to measure that whether our

investment is being spent well or not? Are we getting targeted Return on

Investment or not?

Marketing Plan Dancer Ko Khoj

Pradhanbros Pvt Ltd

Return on Investment

The net return from a marketing investment divided by the costs of the

marketing investment. It measures the profits generated by investments in

marketing activities. (Source principles of marketing)

The Audience purchase decision process

Routine problem

solving

Economic Needs

Search for information

Evaluate alternatives and decide on solution

Purchase product

Post-purchase evaluation

Postpone

decision

Extensive

problem solving

Purchase

situation

Social

influences

Need motivation

Psychological

variables