Raone-As a Product

8/2/2019 Raone-As a Product

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INTRODUCTION :

RA ONE is an INDIAN movie by the

RED CHILLIES PRODUCTOIN &EROS INTERNATIONAL.

This movie had a lead star cast of

SHAHRUKH KHAN(DUAL ROLE)

KAREENA KAPOOR

ARMAAN VERMA

ARJUN RAMPAL


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Even before the added effects andlonger post-production time, Ra.Onewas already being touted as the mostexpensive superhero film in India'shistory, with SRK tweeting stuff fromthe set like:

huge blue screen...100 cars.... craneswires... god I am making a film beyondmy means. Will be dancing on thestreets to pay for all this.

And:


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Budget planning :

This movie was one of the mostcostly movie in the Indian history.

The total budget of the movie wasabout 100 crores which went up to125 crores.

The movie has done MARKETING ofabout 60 crores for this movie spendby the SPONCERS

Out of this about 15 crores werespend on ONLINE


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MARKETING STRATEGY :

The movie RA ONE have done a lotof marketing through the followingways :

ONLINE MARKETING.

TIE UPS WITH VARIOUS COMPANIES.

PROMOTION AMONG KIDS THROUGHMERCHANDISES AND GAMES.

STARTED MARKETING EVEN BEFORE

SHOOTING STARTED.


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ON LINE MARKETING :

The movie have spent around 15crores of rupees on the onlinemarketing strategy

It has its own official website withexclusive contents and updates offilm.

The movie had tie up with YouTube,Googles G+ social network.

Tie up with social networking siteslike Go Jiyo, Twitter, Facebook.


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TIE UPSThe movie have tied up with about

25 companies like

Nerolac

HCL

Mc Donald's

Horlicks Nokia
http://c/Users/Mihir/Desktop/horlicks.FLVhttp://c/Users/Mihir/Desktop/horlicks.FLV


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PROMOTION AMONG KIDS :

Shahrukh Khan have marketed a lotamongst kids through variousproducts and merchandises like

Merchandises

Games

Action Figure Comics


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MERCHANDISES :

They promoted the movie through 360degree marketing by launching variousRA ONE merchandises like

G BALLS

RA ONE FRISBEE

STATIONARY

NOTE BOOKS

WRIST BANDS

AND MANY MORE.


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GAMES :

The RED CHILLIES ENTERTAINMENThad a tie up with the SonyComputer Entertainment Europe to

manufactured and launch a game onRA ONE for the PLAY STATIONplatform

Itwasthefirstof itskindtobedonebyanyBollywoodstar


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COMICS :

The movie collaborated with UTVINDIA GAMES to develop DIGITAL

COMICS based on FILM CHARACTER.


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RIGHTS OF MOVIES :

The Broadcasting rights of the moviewas sold to STAR for about THIRTY

TO FOURTY CRORES

The distribution rights for the film in Tamil Nadu and Kerala were

bagged by Abirami Ramanathanand Eros International inInternational market

Audio rights of the movie was takenb T Series


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AUDIO RIGHTS OWNED BY T

SERIES

BRODCASTING RIGHTS

OWNED BYSTAR

DISTRIBUTION RIGHTSOWNED BYEROS INTERNATIONAL


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RELEASESThe movie was released in 3000

theaters in India

Whereas 500 prints were released inthe overseas market

The movie released on the occasionof diwali to attract customers.


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CONTESTS :

The producers have announcedvarious contests like

Live gaming contest in association with

NVIDIA

Chammak Challo contest in starTelevision.

Gojiyo contest winner got a chance tomeet Shahrukh Khan in personal

Contest on FACEBOOK and the winner

will get A MOVIE TICKET on the day of


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MULTI VERSIONS AND MULTILANGUAGES :

The movie was released in variousversions of

2D 3D

The movie was dubbed various

languages for the audience English

Hindi

Tamil


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Multi National And NationalStars :

They have hired AKON anINTERNATIONAL SINGING ICON

Jeffrey Kleiser a renownedHOLLYWOOD effects technician wascalled for the visual effects in the

movie. Chinese-American actor Tom Wu

was called for a supporting role in

the movie


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MARKETING MIX

7 Ps OF MARKETING


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MARKETING MIX OF RA ONE :

PRODUCT

They have launched the movie in 2Dand 3D versions.

Various languages were used to attractthe mass.


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MARKETING MIX OF RA ONE:

PRICE

The movie was released with anaffordable price so that everyone canwatch the movie.


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PLACE

Movie was released in India with3000prints

In overseas with about 500 prints

It was also released in multi languageslike Tamil, Telgu and English

The movies was released in multiplexesas well as single screened theatres .


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MARKETING MIX OF RA ONE

PROMOTION

It was promoted online through YouTubeand Other various Social Networkingsites.

360 degree promotion throughmerchandise, games , comic etc

Promotion in 25 cities were targetedwithin 5 months-before launching of

movie


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PEOPLE:

The use of International star as AKONand TOM WU.

Special guest appearance by Bollywood

stars like Sanjay Dutt and PriyankaChopra.


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PROCESS:

They provided the tickets availabilitythrough their own website

They provided a facility of telephonic

booking of tickets .


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MARKETING MIX OF RA ONE

PHYSICAL EVIDENCE

Big STARS like Shahrukh Khan andKareena Kapoor were there to attract alot of audience.

Songs were sung by AKON whichattracted an audience from Internationaland Indian market


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CONCLUSION :

Even though the story of the moviewas not so good but the marketing

strategy followed by the productionhouse and Shahrukh Khan allowedthem a lot of revenue even before therelease of the movie by selling rights

of the movies and they are still earninga lot of revenue by the merchandisesthat they are provided


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THANK

YOU

Raone-As a Product

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