success strategy
TRANSCRIPT
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 …