IMC PLAN FOR

SUBMITTED BY-

ECSTASY GROUPMadhuri Garg

Deepika Thakur Pratima Singh

Rashpal Kaur Shanky Garg

INTRODUCTION• Colors is a Hindi language Indian general entertainment channel based in Mumbai• A part of the Viacom 18 family• It was launched on July 21, 2008• Huge popularity within a year of its launch

Successful rating- received 2nd position among other Hindi general entertainment channels within a little while, such as Zee

TV, Sony TV, Star One, and Sahara One

• Currently, the channel is featuring a number of successful shows, such as Balika Vadhu, Na Aana Is Des Laado.

• Balika Vadhu was ranked in the TOP 5 shows of Indian television’s TRPs charts, within 3 months of its launch.

• Colors has launched in America on the Dish Network in Febraury 2010, where it is called “Aapka Colors”.

COMPETITORS

• Star Plus• Zee TV• Sony Entertainment Television• Sahara one• NDTV Image• Doordarshan• All other regional entertainment channels

MARKET SHARE

22%

20%

17%8%

8%

6%

19%

Star PlusColorsZee TvSonyStar OneNDTVOthers

OPPORTUNITIES

• Brand loyalty in Indians.• A lot of untapped market• New generation with different tastes in watching TV

shows.

OBJECTIVES

» Microsites for individual programs.» Dabbawala was an instant hit some more innovative

advertisements can be introduced.» Involvement campaigns than mass media advertising .» Mobile strategy video on mobile platforms.

Tapping untapped markets Increasing Brand Awareness/Recognition Category Demand Enhance Purchase Actions Increasing and Maintaining High Market Share

Suggested Ways

BUDGETINGStudies at Harvard Says About Marketing Budget-• It should be 3% of the revenue• Can fluctuate according to PLC

• Product/Brand launches: Add 2–5%• Mid-late product lifecycles: Subtract 1–5%• New or powerful competitor challenging competitive position-Add

2–5%• Changing Brand position or grow market share-Add 1–3%

Contd…

• Colors when launched had advertising budget of 50 crores which was quite cost effective keeping in view the viewership it gained within a year of its launch and revenue it generates per year is around 6000mn per annum with ad revenues growing by 46% Q to Q

Colors Star Plus Zee Tv Sony NDTV Imagine

SAB0

5

10

15

20

25 23.2 22.320.6

10.2 9.3

5.4

WEEKLY VIEWERSHIP SHARE%

ColorsStar PlusZee TvSonyNDTV ImagineSAB

FACTORS WORTH CONSIDERATION• Communication Plan (obviously)• Online Marketing Expenditure - opt specific ones-

recommended microsites

• Competition from rivals• PLC stage- Growth Stage• Trade promotions

More on PR and High Involvement Promotions

Relatively less On Mass Media Advertising

FUTURE STRATEGIES• Can Tap South Indian TV market.• Can launch the channels in countries with large number of

Indian Population.• Gossip/chit chat shows can be launched to target young

audience.• Career oriented shows for youngsters.• Launch its own merchandise.

TACTICS• Advertise in the small towns through Hoardings,

painting the walls of the residents.• Collaborate with the local shopkeepers & put the

posters of its upcoming shows in the shops.• Organize interactive games with the local people in

relation to its shows.

Contd…

• Launch road shows across the country for its upcoming reality shows etc.

• Organize street plays in relation to its serials.• It should keep using the Mumbai Dabbawalas for its

promotions.

POSITIONING

• General Entertainment Channel “with a difference.”

• Tag Line - “Jazbaat Ke Rang” signifies the universal appeal of its programmes.

• Attractive new concept Shows which targeted the critical issues of society.

• Regional languages.

ADVERTISING STRATEGY•APPEALS - Colors has all types of appeals

•Humor - Child Stand Up Comedians - 'Chhote Miyan.

•Music – “Chak Dhoom Dhoom”.

•Emotional & Fear appeal

•Rational Appeal – Game Shows like Bingo hosted by Abhishek Bachchan.

•For Advertising Colors should use Radio via more frequencies, Regional Newspapers, Sponsorships etc.

TARGETS

ALL AGE GROUPS• Serials

for all age groups.

Housewives• Attracted

to Fiction• Afternoo

n

BHARAT7 – 9 PmTargets towards smaller towns

INDIA• 9 – 10

Pm equal division

• Post 10 Pm Metros

SEGMENTATION

• Geographic• Demographic• Psychographic• Socio-cultural

MESSAGE STRATEGY

• “JAZBAAT KE RANG”• Colors is a combination of emotions and

variety , colors promises to offer an entire spectrum of emotions to the viewers that is well captured in its tagline “Jazbaat Ke Rang”.

MEDIA SELECTION

• MTV • Dabbawallas• Radio• Print• Websites• Mobiles• Movie theatres• Other Outdoor for promotion for the channel.

BRANDING STRATEGIES

• LOGO -:• YELLOW- Associated with the Sun and hence

symbolizes Optimism, warmth, and happiness.• PINK- is youthful, fun and exciting.• PURPLE- a mix of red and blue evokes mystery.• PRICING STRATEGY

OTHER PROMOTIONAL TOOLS STRATEGY

• Tied up with barista to launch a fear factor edition coffee called f2 (Special Bigg Boss meals).

• Launched IPL Rockstar. • By showing recent movies on weekends.• Big Bazaar • McDonald’s• Pantaloons

IMC SCHEDULING

• Quick Launch• HEAVY Advertising• Scheduled its launch near to Janamashtmi

Any Questions…………………

THANK YOU