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MARKETING MIX ASSIGNMENT

INTRODUCTION

Bigg Boss is a television reality show broadcast on Colors channel in India.

It follows the Big brother format, which was first developed by Endemol in
the Netherlands.

A number of contestants (known as "housemates") live in a purposebuilt house and are isolated from the rest of the world.

Bigg Boss 7 is the seventh season of the Indian reality TV series Bigg Boss.

Season 7 Air time : September 15- Dec 28, 2013

MARKETING MIX

The marketing mix is a business tool used in marketing and by marketers.


The marketing mix is often crucial when determining a product or brand's
offer.

It is often associated with the seven P's:

1)Price
2)Product
3)Promotion
4)Place
5)People
6)Process
7)Physical Environment

7Ps of BIGG BOSS


1. PRICE

Rs110-115 Crore
Estimated cost of the show .

Each of the contestants are paid Rs. 8 lakh, which is payable within the first
week of the execution of the contract.

Rs.30 lakhs for a month stay and Rs.1 crore for those who manage to stay
till the very last day of the show.

Prize Money Rs. 50 lakhs to winner.

Rs 200 daily allowance


Paid to audience members transported to the sets.
Contd

Salman khan fees for hosting Bigg Boss 7 was Rs 5crore for each
episode.

Amount paid by Sponsor :


Vodafone Rs 22-25 Crore
Each associate sponsor paid Rs 12-15Crore.

2. PRODUCT

Here in Bigg Boss 7 ,

Core Product was Entertainment to public.

Actual Product was : Reality show having highest TRP.


Sponsored by Vodafone and
telecasted by colors.

Augmented Product : Preferences given to Vodafone customers.

The fame gained by the contestants and the celebrities who are been invited
to the show.
Contd..

The promotion obtained by other brands like General Motors, Super max,
Suzuki Sling shot, LG Infinia Tv, Spice Mobiles.

Controversies

Merchandises

Indirectly offering 8 associated brands.

Life stories of 17 contestants and their jouney throughout 105 days.

Promotional campaigns of co- branded companies.

Tasks : (Amdani, Atthani, Kharcha, Rupiya ) , (Shaitan aur Farishtey) ,


(Mechanical bull task) .

3.

PROMOTION

VODAFONE was the title sponsor of BIGG BOSS 7 for the past four
seasons.

The Show had eight associate sponsors, which comprised of, LOreal which
was on board for the same period as of Vodafone.

Garnier Men Deodorant, General Motors, Super max, Suzuki Sling shot, LG
Infinia Tv, Spice Mobiles, Dixcy Scott Inner wear and Hindustan Unilever
And OLX.

Bigg Boss7 Mobile App which help the viewers to stay in constant contact
with the Live updates of the show.

Bigg Boss daily episodes are uploaded on the YouTube, in 45 mins.


Episode..8times Ads are being telecast which cannot be skipped. There were
50 million views on you tube.
Contd..

Facebook : The Facebook community of bigg boss has over 5.1 million fans
and its page gets 100million views every season.

Viacom 18 was following unique marketing strategies to promote the show


across television, print and radio. They had run promos on others channels
as well.

They had promote Bigg Boss in different languages like Bengal, Kannada,
etc..

People can get latest updates about the show from twitter also.

The Participants who wish to participate in the contest shall call on a toll
free number 545456 from their registered Vodafone mobile numbers.

4. PLACE

Located in Lonavala, a hill station about 100kilometers east of Mumbai


with 2acres Land.

The house comprising of a massive space of 10500 Sq. feet. The Bigg
Boss7 house was amalgamation of the goodness of heaven and wickedness
of hell under the same roof.

Bollywood designer Omung Kumar had successfully designed the Bigg


Boss 7 house.

The house was well furnished and decorated with all kinds of amenities but
just one or two bedrooms and four washrooms, kitchen and even there was
Smoking Area.
Contd..

It had a garden area, pool, activity area and gym.

There was also a Confession room where the housemates may be called in
by Bigg Boss for any kind of conversation and for the nomination process.

Outside the house, on the premises is the set where host Salman Khan
addressed the audience and housemates.

5. PEOPLE

There was 17 contestants who stayed in the Bigg Boss 7 house for 105
days in the format of Jannat ka Wow Aur Jahannum ka Aaw .

Host Salman Khan.

BEHIND THE SCENE WORKFORCE :

For close to three months, some 200 crew members have been
working on three shifts of eight hours daily.
Of the 200, 50 are staffers from Endemol, the Netherlands-headquartered
TV production company that created the original format; the rest have been
hired for three months on a project basis for Bigg Boss 7.
Contd..

And if you are wondering where the audience comes from, well, they are not quite
residents of Lonavala.
The contract for bringing in an audience is outsourced to a Mumbai-based audience
agency. Some 100 persons are bussed from Mumbai for an entire day; they are
offered breakfast, lunch, evening tea and snacks and dinner in case the shoots get
delayed.
Besides, they are paid Rs 200 each for their day's efforts.

The final list of celebrities who entered in Bigg Boss 7 house are
1. Anita Advani
2. Kushal Tandon (Tv Actor)
3. Hazel Keech (Actress)
4. Gauhar Khan ; [WINNER] (Model, Actress)
5. Rajat Rawail (Producer, Actor)

Contd..

6) Pratyusha Banarjee(Serial Actress in balika Vadhu)


7) Vj Andy (Host & Vj)
8)Armaan Kohli (Actor)
9)Tanishaa (Actress)
10)Elli Evram (Actress)
11)Ratan Rajput (Serial Actress)
12)Ajaz Khan (Actor)
13)Kamya Punjabi (Serial Actress)
14)Sofia Hayat (British Actress ; singer)
15)Asif Azim
16)Sangram Singh (Wrestler)
17)The Real Life Couple Apoorva and Shilpa Agnihotri.

6. PROCESS

A number of contestants live in a purpose -built house and are isolated


from the rest of the world.

Each week housemates played game and nominate two of their peers
for eviction and, the housemates who receive the most nominations
would face a public vote.

Sometimes, there were exceptions to this process as dictated by Bigg


boss.

In the final week, there were three housemates remaining and the
public voted for who they wanted to WIN.

The housemates are primarily celebrities with of one who is a NonCelebrity selected via Auditions.

Rules of Games are not told to audience.

In the whole game, inmates are not permitted to talk in other language than
Hindi neither they are supposed to use mobile phones in the house.

Even they cannot leave the house premises at any time except when
permitted to.

They cannot discuss nomination process with anyone.

7. PHYICAL ENVIRONMENT

The environment of bigg boss7 was full of comfort with lots of


drama attached to it.

Bigg boss had not violated any provision of cable television Network
Rules 1994.

Bigg boss7 was a reality show containing unscripted situations and


actual occurrence between a group of people.