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Group E6

4Ps
Product Price
• Reality Shows- BIGG BOSS, Splits villa, Khatron Ke • Pricing strategy can be termed as Market
Khiladi Penetrative strategy
• Originals – Yo ke Hua Bro, Chinese Bhasad, Roadies • No viewership charges for viewing 28000hours of
• Animated Shows – Pokémon, Chhota Bheem, Motu video content
Patlu • Registration by the users required either through
• Content around Content – Exclusive interviews of TV Facebook or Gmail account
shows and unseen footage of TV shows

Place Promotion
• Can be installed from the Google Play Store for • Extensive use of Digital Marketing, Television
Android users and the I-tunes App store for Apple Commercials (TVC’s), outdoor marketing and
users usage of Instagram promos.
• Directly viewed through its website on handheld • Ad campaigns like “Wanting Wanting” and
devices and laptops. “Goodie Goodie”
Problems in IMC
 IMC campaign involves users downloading the app and viewing the content on it

 Fails to address one of the major user segment : Kids

 Not very appealing visual advertisement

 Fails to capture the happiness of watching


Integrated Marketing Communications Plan
Proposed Central Idea: “Make your kid happy, Everything else will follow”

Purpose: Proposed IMC Campaign


 Advertising: focus on benefits for parents; 30s
 Introduce new occasions for parents to
 Social Media: Facebook Campaign to increase
give children their smart phones to
customer engagement
watch cartoon
 Direct Marketing: App notifications and
 Increase usage of the app among kids emails to current users
 Change in the idea of viewing  Public Relation: Kiosk or event of photo
cartoons: entertainment to be provided sessions with mascots in 18 malls to increase

when and where needed brand awareness


Integrated Marketing Communications Plan

Target When Where


 Parents- decision makers  Aired at peak hours in the  6 target cities: Mumbai,
evening : 8pm – 10pm Delhi, Kolkata,
 SEC A & SEC B classes:
higher disposable income Bangalore, Hyderabad
and Ahmedabad
Integrated Marketing Communications Plan
TV Charge per 30 sec per day 1 week Viewership per Total malls considered 18

Channels sec ad played week(in millions) Malls in each city 3


10 times Avg Kisok cost per mall 100,000
Zee News 450 13500 135000 945000 91
Total cost 1800000
Colors* 0 0 0 0 152

Star 340 10200 102000 714000 29


Fixed Cost

Movies
Star Sports 345 10350 103500 724500 71
IMC Plan Cost: Fixed Costs +
Totals 34050 340500 2383500
Advertising Costs = 41 Lakh rupees
Advertisement Cost

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