Success Strategy Colors : Making mark

with Content

Shravan Bhumkar (KH08JUNMBA100)

ITM, EEC, Kharghar, Batch-XIII (B) Marketing Strategy by : Prof. Uday Yadkikar

Introduct ion Colors is a Hindi language Indian general entertainment

channel (GEC), part of the Viacom 18 family, which was launched on July 21, 2008

Mr. Rajesh Kamat is CEO of Colors Channel

Success Strategy-I Colors innovative promotions targeting Hindi speaking audience

in 90 Indian cities Colors used TV, radio, print, websites, mobiles, movie theaters

and outdoor for promoting the channel Colors has placed 1300 hoardings and launched road

shows across the country and for a more concentrated campaign, 3000 taxis in Mumbai and 2000 auto rickshaws in small towns along with local trains and school buses have been painted with Colors brand

Strategic tie up with McDonald`s, Pantaloons, Big Bazaar, ISKCON and Mumbai Dabbawala`s

GRPs in very first week ..

Star Plus Zee TV Sony NDTV Imagine

9X Colors

315

216

99 94 87 81

Channel GRPs

Good planningColors started with Khatron Ke Khiladi & Big Boss-IIBrand Ambassador as Akshay Kumar & Shilpa Shetty

Content ManagementChannel Mix (Family drama, Comic, Mythological, Horror)

Distribution and scheduling

Success Strategy-II

What makes a diff erence?

GRPs as on 15th Feb,09

The channel is available in 66.8 million homes, with a 24% market share. It has 200 of the 280 advertisers in this space on board

Star Plus Colors Zee TV NDTV Imagine 9X Sony

302

234204

94 87 75

Channel GRPs

Coming soon ...

Source of article

http://www.livemint.com/2009/03/09213731/Success-Strategy--Colors-mak.html?pg=1

Posted: Tue, Mar 10 2009. 1:15 AM IST

Common terminologies

• GRPs : GRPs are a total of television rating points (TRP) over a period of time. TRP is a measure of the percentage of viewers watching a particular programme at a given time.

• GEC : General Entertainment Channel

Thank you !

Keep watching ! Colors …