Mark e Diction

8/12/2019 Mark e Diction

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OldMonksIMT Ghaziabad

Mark-e-diction Round 2


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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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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


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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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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


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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


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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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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

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