raone-as a product
TRANSCRIPT
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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
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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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MARKETING MIX OF RA ONE :
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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MARKETING MIX OF RA ONE :
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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MARKETING MIX OF RA ONE :
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