a study of blockbuster bollywood movies marketing strategies
TRANSCRIPT
DEPARTMENT OF MANAGEMENT SCIENCEDR.Babasaheb Ambedkar Marathwada University
Aurangabad
PROJECT REPORT ONA STUDY OF BLOCK BUSTER BOLLYWOOD MOVIES
MARKETING STRATEGIES-(2005-14).
SUBMITTED BYSHRINATH BORUDE
SUYOG KULKARNI
SHEKNATH DAWANE
Project Guide By:
PROF.RAM KALANI SIR.
Department of Management Science.
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UNIVERSITY DEPARTMENT OF MANAGEMENT SCIENCEDr. Babasaheb Ambedkar Marathwada University,
Aurangabad
CERTIFICATE THIS IS TO CERTIFY THAT STUDENTS OF MBA 1ST YEAR THE PROJECT REPORT ENTITLED “A STUDY OF BLOCK BUSTER BOLLYWOOD MOVIES MARKETING STRATEGIES (2005-14).” IS SUBMITTED BY
MR. SHRINATH BORUDE MR. SUYOG KULKARNI
MR. SHEKNATH DAWANE IS THE BONAFIDE
WORK COMPLETED UNDER MY SUPERVISION AND GUIDANCE AS THE PARTIAL FULFILLMENT OF REQUIREMENT FOR THE M.B.A.(II- SEM) IN THE DEPARTMENT OF MANAGEMENT SCIENCE DURING THE ACADEMIC YEAR 2015-2016
PLACE: AURANGABAD
DATE: 11/04/2016
PROF.RAM KALANI DR ABHIJIT SHELKE ( GUIDE) (DIRECTOR)
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ACKNOWLEDGEMENT
FIRST OF FORE MOST WE WOULD LIKE TO THANK THE ALMIGHTY,WHO BESTOWED UPON US PATIENCE, STRENGTH AND ABILITY TO EMBARKUPON THIS WORK AND CARRY IT TO ITS COMPLETION.
WE ARE THANKFULL TO OUR GUIDE PROF. RAM KALANI FOR HIS VALUABLE GUIDANCE. WE WOULD ALWAYS BE THANKFUL TO HIM FOR THE CRITICAL ANALYSIS OF OUR PROJECT. WE ARE IN DEBT FOR HIS SUGGESTIONS THAT MADE US THINKING.
Submitted By
MR. SHRINATH BORUDE
MR. SUYOG KULKARNI
MR. SHEKNATH DAWANE
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INDEX
SR.NO. PARTICULAR PAGE NO1 INTRODUCATION 52 NEED 113 OBJECATIVE 124 HYPOTHESIS 125 SCOPE 126 REVIEW OF LITERATURE 13
7 RESEARCH METHODOLOGY
13
8 DATA ANALYSIS 169 DATA INTERPREATION 1710 FINDING 18
11 CONCLUSION 19
12 SUGGESATIONS 20
13BIBILIOGRAPHY
21
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INTRODUCTION
BOLLYWOOD IS THE LARGEST FILM PRODUCING INDUSTRY IN
THE WORLD. THE NAME OF “BOLLYWOOD” IS A PORTMANTEAU
TAKEN FROM BOMBAY (THE FORMER NAME MUMBAI) THE
OXFORD ENGLISH DICTIONARY INCLUDED THE TERM IN THE
YEAR 2003. IN RECENT YEARS, THERE HAS BEEN GROWING
INTEREST AND AWARENESS OF INDIAN CINEMA, AND AS SUCH
MANY UNIVERSITIES, COLLEGES AND OTHER EDUCATIONAL
INSTITUTIONS HAVE DEVELOPED AND INTRODUCED SEVERAL
COURSES.
INDIAN CINEMA AND CULTURE IS A VITAL ASPECT OF SOUTH
ASIAN PROGRAMS, AND WE HAVE WITNESSED THAT THERE HAS
BEEN GROWING INTEREST IN THE SCHOLARLY STUDY OF
BOLLYWOOD AND INDIAN CINEMA AMONG SOUTH ASIAN
DIASPORA. IN RECENT YEARS MOVIES PRODUCED IN INDIA HAVE
RECEIVED INTERNATIONAL ATTENTION. MOST RECENTLY,
THERE HAVE BEEN SUCCESSFUL EFFORTS IN THE
COPRODUCTIONS OF HINDI AS WELL AS ENGLISH MOVIES BY
HOLLYWOOD AND BOLLYWOOD PRODUCERS AND DIRECTORS.
MANY INDIAN ACTORS ARE WORKING IN HOLLYWOOD FILMS AND
SIMILARLY A NUMBER OF AMERICAN AND BRITISH ACTORS ARE
ALSO APPEARING IN BOLLYWOOD MOVIES. THE MAJORITY OF
INDIAN FILMS ARE NOW PRODUCED WITH ENGLISH SUBTITLES,
AND THUS MANY PEOPLE AROUND THE GLOBE LOVE TO WATCH
AND GET ACQUAINTED WITH INDIAN HISTORY, CULTURE AND
SOCIETY THROUGH THE MOVIES. AS WE ARE DISCUSSING
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STARTEGIES AND REASON ARE THERE BECAUSE OF THE
MOVIES ARE LISTED IN BLOCKBUSTER MOVIES.THERE ARE
VARIOUS STRATEGIES AND REASON LIKE
MARKETTING .MARKETTING IS ONE OF STRATIGIE BECAUSE OF
THAT THE MOVIE BEING HIT.
MARKETING HAS GREAT EFFECT ON THE SUCCESS OR FAILURE
MOVIE AT THE BOX OFFICE. MARKETING IN BOLLYWOOD IS NOT
NEW BUT STRATEGIES CHANGE WITH TIME .BOLLYWOOD IS A
BACKBONE OF ENTERTAINMENT INDUSTRY IN
INDIA .BOLLYWOOD MOVIES NOW GET A GLOBAL EXPOSURE AS
A FEW BOLLYWOOD MOVIES GOT ENTRY IN OSCARS AND
RELEASES IN MANY COUNTRIES AT A TIME. THE GLOBAL
EXPOSURE PRESSURE OF PROMOTION GETS INCREASE TO
PERSUADE INDIANS AS WELL AS FOREIGNERS. SUCCESS OF
MOVIES DERIVED FROM BOX OFFICE COLLECTION.
.
MARKETING CONCEPT
THOSE COMPANIES WHO BELIEVE IN THIS CONCEPT ARE OF THE
OPINION THAT SUCCESS CAN BE ACHIEVED ONLY THROUGH
CONSUMER SATISFACTION. THE BASIS OF THIS THINKING IS
THAT ONLY THOSE GOODS/SERVICE SHOULD BE MADE
AVAILABLE WHICH THE CONSUMERS WANT OR DESIRE AND NOT
THE THINGS WHICH YOU CAN DO.
IN OTHER WORDS, THEY DO NOT SELL WHAT THEY CAN MAKE
BUT THEY MAKE WHAT THEY CAN SELL. KEEPING IN MIND THIS
IDEA, THESE COMPANIES DIRECT THEIR MARKETING EFFORTS
TO ACHIEVE CONSUMER SATISFACTION.
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MARKETING PROCESS
THE MARKETING PROCESS OF A COMPANY TYPICALLY INVOLVES IDENTIFYING THE VIABLE AND POTENTIAL MARKETING OPPORTUNITIES IN THE ENVIRONMENT, DEVELOPING STRATEGIES TO EFFECTIVE UTILISE THE OPPORTUNITIES, EVOLVING SUITABLE MARKETING STRATEGIES, AND SUPERVISING THE IMPLEMENTATION OF THESE MARKETING EFFORTS.
STEPS IN MARKETING PROCESS
1. SITUATION ANALYSISIN THIS PHASE THE MAKER TRY TO FIND OR ANALYSE THE SITUATION WHAT AUDIENCE WANT TO SEE AND SERVES AS THE BASIS OF IDENTIFY OPPORTUNITIES TO FULFIILL THE WANTS AND THE NEED OF AUDIENCE .
2. MARKETING STRATEGYAFTER IDENTIFYING THE OPPORTUNITIES A STRATEGIC PLAN IS DEVELOPED TO PURSUE THE IDENTIFIED OPPORTUNITIES.IN WHICH THEY DECIDE TO WHOM THEY WANT AS A ACTOR OR ACTRESS.3. MARKETING MIX DECISIONSAT THIS STEP DETAILED TACTICAL DECISIONS ARE MADE FOR THE CONTROLLABLE PARAMETERS OF THE MARKETING MIX. IT INCLUDES – SHOOTING ,RELEASING POSTERS ,LAUNCHING SONGS ,PROMOTIONAL DECISIONS.
4. IMPLEMENTATION AND CONTROL
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FINALLY, THE MARKETING PLAN IS IMPLEMENTED AND HERE IS THE TIME TO TAKE DECISION OF RELEASING A MOVIE AS THE RESULTS OF EFFORTS ARE MONITORED TO ADJUST THE MARKETING MIX ACCORDING TO THE CHANGES.
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TYPES OF MARKETING (INDUSTRY WISE)
1)INDUSTRIAL MARKETING IS THE MARKETING OF GOODS AND SERVICES BY ONE
BUSINESS TO ANOTHER. INDUSTRIAL GOODS ARE
THOSE AN INDUSTRY USES TO PRODUCE AN END
PRODUCT FROM ONE OR MORE RAW MATERIALS.
STRATEGIES
MARKETING SUPPORTS SOLUTION SELLING THROUGH
METHODS LIKE ACCOUNT-BASED MARKETING—
UNDERSTANDING A SPECIFIC TARGET ORGANIZATION'S
REQUIREMENTS AS THE FOUNDATION OF A MARKETING
PROGRAM.
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1INDUSTRIAL MARKETING
2AGRICULTURAL MARKETING
3ENTERTAINMENT MARKETING
2)AGRICULTURAL MARKETING
MARKETING IS THE PROCESS THAT AN AGRICULTURAL PRODUCT GOES
ON ITS WAY FROM THE PRODUCER TO THE CONSUMER.
STRATEGIES
1) COMMODITY MARKETING
2) DIRECT MARKETING
3) ENTERTAINMENT MARKETING
THROUGH A COMPREHENSIVE SOCIAL STRATEGY,
ENTERTAINMENT MARKETING PROS CAN TAKE ADVANTAGE
OF PLATFORMS LIKE FACEBOOK AND TWITTER TO ENGAGE
WITH A TELEVISION AUDIENCE IN REAL TIME. WHETHER VIA
DESKTOP COMPUTERS, SMARTPHONES OR TABLETS,
CONSUMERS ARE JUMPING ON SOCIAL PLATFORMS
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NEED OF THE PROJECT
OF LATE, THE INDIAN MOVIES ARE VITAL ASPECT AND
BOLLYWOOD IS THE LARGEST PRODUCING INDUSTRY IN
THE WORLD.
UPTO TODAY THERE ARE THOUSANDS OF MOVIES AND
SOME OF THEM ARE HITS AND SOME ARE NOT GOOD
ENOUGH TO PERFORM ON BOX OFFICE . TO KNOW THE
STRATIGIES USING TO PROMOTE THE MOVIES .THE FAST
SPREAD WIRELESS COMMUNICATION AND DIGITAL
TECHNOLOGIES OF THE INTERACTIVE MEDIA WORLD HAVE
ENABLED AUDIENCE, ESPECIALLY YOUTH TO EXPERIENCE
THE CINEMA AND ITS SEMIOTICS, MORE PERSONALLY,
INTERACTIVELY, LOCALLY AS WELL AS GLOBALLY.IT IS
NECESSARY TO STUDY THE VIEWING HABITS OF THE
AUDIENCE AND WEATHER EXPOSURE TO BOLLYWOOD
CINEMA AMONG YOUTH IS HELD RESPONSSIBLE IN
CONSTRUCTING PERCEPTIONS .
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OBJECTIVES TO STUDY THE BOX OFFICE COLLECTION OF BOLLYWOOD
MOVIES DURING THE PERIOD OF STUDY.
TO REVIEW THE MARKETING STRATEGIES USED IN MAKING
THE BOLLYWOOD MOVIES SUCCESSFUL.
HYPOTHESIS “SUCCESS OF BOLLYWOOD MOVIES IS INDEPENDENT OF
MARKETING STRATEGIES”.
SCOPE
THE INDIAN FILM INDUSTRY OR BOLLYWOOD IS
POPULARLY KNOWN AS THE HINDI MOVIE MAKING
MACHINERY.IT IS AN INTERESTING STUDY AND ERA OF
KNOWLEDE , SKILLS ,AND UNDERSTANDING THE NEED OF
AUDIENCE – NOT JUST FOR MOVIE FANS BUT ALSO FOR
THE BUSINESS-WORLD.BY THE STUDY OF BLOCKBUSTER
BOLLYWOOD MOVIES WE CAN UNDEARSTAND THE
PERCEPTIONS OF INDIAN YOUTH TOWARDS THEIR
LIFESTYLE ALIGNED FACTORS AND THEIR ASSOCIATION
WITH MEDIA CONVERGENCE CULTURE, SIX KEY VARIABLES
ARE IDENTIFIED, LIKE –MEDIA CONVERGENCE CULTURE,
PHYSICAL APPEARANCE, SOCIALIZING ACTIVITIES, CAREER
DECISIONS, FAMILY NORMS AND SEXUAL NORMS. BY
MEDIUM OF MEDIA WE CAN TRANSIT OUR
THOUGHT ,CULTURE IN THE GLOBE..
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REVIEW OF LITERATURE
THE FOLLOWING REVIEW
1)IIMB JOURNALS ON BLOCKBUSTER BOLLYWOOD MOVIE
2)E-MARKETING OF BOLLYWOOD MOVIES—KUMAR
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY THE AIM OF REQUIREMENT ANALYSIS IS TO UNDERSTAND THE EXACTLY HOW THE MOVIES ARE LISTED AS BLOCKBUSTER MOVIES? IT IS THE STUDY HOW THE BOX OFFICE COLLECTION DEFINED THE MOVIE BLOCKBUSTER.
THERE ARE TWO TYPES OF DATA:
1] PRIMARY DATA
2] SECONDARY DATA
PRIMARY DATA IS THE DATA WHICH IS COLLECTE BY
OBSERVATION,SURVEYS,QUESTIONNAIRE,PERSONNEL INTERV
IEW.WHERE AS THE SECONDARY DATA REFERS TO THOSE
DATA, WHICH HAVE BEEN GATHERED, FROM THE AGENCY &
COMPANY ITSELF. SECONDARY DATA ANALYSIS IS A TIME
SAVING .FROM THIS DATA WE CAN HAVE COLLECTED
DATA AND, PARTICULARLY IN THE CASE OF QUANTITATIVE
DATA, CAN PROVIDE LARGER AND HIGHER-
QUALITYDATABASES THAT WOULD BE UNFEASIBLE FOR ANY
INDIVIDUAL RESEARCHER TO COLLECT ON THEIR OWN. IN
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ADDITION, ANALYSTS OF SOCIAL AND ECONOMIC CHANGE
CONSIDER SECONDARY DATA ESSENTIAL, SINCE IT IS
IMPOSSIBLE TO CONDUCT A NEW SURVEY THAT CAN
ADEQUATELY CAPTURE PAST CHANGE AND/OR
DEVELOPMENTS. HOWEVER, SECONDARY DATA ANALYSIS
CAN BE LESS USEFUL IN MARKETING RESEARCH, AS DATA
MAY BE OUTDATED OR INACCURATE. WE COLLECT THIS
DATA FROM OFFICIAL SITES WHICH IS UPDATED
REGULARLY.
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RESEARCH PROCESS
1 WE HAVE RESEARCH AND ARTICLES JOURNALS AND OUBLISH PAPERS AND RELATED CASE STUDIES.
2 WE ARE A FIND OUT ALL MOVIES RELEASE IN YEAR DURING STUDY OF PERIOD.
3 AFTER THAT WE COLLECT THE B.O.C. OF THE RELEASES MOVIES.
4 ON THE BASIS OF B.O.C WE SORT OUT TOP 10 MOVIES YEAR WISE DURING THE PERIOD.
5 AFTER THAT WE ARE FINDINGS MARKETING STRATEGY FOR THOSE MOVIES.
6 AFTER THAT WE WERE RESEARCH ON TOP 10 BOLLYWOOD MOVIES WHY THEY ARE SUCCESS?.
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DATA ANALYSIS
ANALYSIS OF DATA IS A PROCESS OF INSPECTING, CLEANING, TRANSFORMING, AND MODELING DATA WITH THE GOAL OF DISCOVERING USEFULINFORMATION, SUGGESTING CONCLUSIONS, AND SUPPORTING DECISION-MAKING. DATA ANALYSIS HAS MULTIPLE FACETS AND APPROACHES, ENCOMPASSING DIVERSE TECHNIQUES UNDER A VARIETY OF NAMES, IN DIFFERENT BUSINESS, SCIENCE, AND SOCIAL SCIENCE DOMAINS.
WE ARE ALL DATA ANALYSIS DURING THE STUDY PERIOD 2005 TO 2014
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DATA INTERPRETATIONBASE ON DATA ANALYSIS WE ARE FIND SOME SPECIAL INFORMATION AND WE ARE INTERPRETATION IN DATA RELEATED TO OUR HYPOTHESIS.
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FINDING
1) MARKETTING PLAYS AN VITAL ROLE IN BLOCKBUSTER MOVIES
2) THERE ARE ALSO SOME MOVIES WHICH ARE LISTED AS HIT WITHOUT MARKETTING JUST BECAUSE THEY BASED ON REAL LIFE
3) SOME MOVIES NOT USED THE MARKETING STRATEGES BUT THEY WERE SUCCECCED IN INDUSTRY.
4) LOW BUDGET MOVIES IS ALSO HAVING SUCCESS BECAUSE OF ONLY THEY DONE MARKETING.
5) SOME MOVIES ARE THERE WHICH DID NOT MAKE MONEY BUT STILL THEY ARE COUNT AS BLOCKBUSTER MOVIE.
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CONCLUSION
MARKETING STRATEGY IS MOST IMPORTANT . IN BOLLYWOOD MOVIES BECAUISE OF THIS ONLY 70% MOVES ARE BLOCKBUSTER.
WE LEARN MANY THINGS WITHOUT BOOKS
WE LEARN PREDICTION ABILITY TO WHICH MOVIE SUCCEFUL OR NOT.
A. FROM THE PERIOD OF STUDY AND TOTAL NO.OF MOVIES SURVEYED IT IN CONCLUDED THAT IN THE SUCCESS OF MOVIES (COLLECTION WISE ) THE ROLE OF MARKETING STATEGIES IS HIGH.
B. APART FROM MARKETING STRATEGIES USED FOR MAKING THE MOVIES SUCESSFULN,FOLLOWING FACTOR ARE ALSO RESPONSIBLE FOR THE FACTOR.
A. STORY LINE
B.CHARACTERIZATION
C.TRAILOR
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SUGGESATIONS
1) EVERY MOVIE MUST DO PROPER STORYLINE.
2) COST OF PRODUCTION IS NOT IMPORTANT IN EVERY MOVIE BUT GOOD PROMOTION IS VERY IMPORTANT.
3) EVERY MOVIE SEARCH UNIQUENESS IN THE MOVIE AND PROMOTE THERE MOVIE BY USING THAT.
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BIBILIOGRAPHY
BOOKS
MARKETING MANAGEMENT: PHILIP KOTLER
FINANCIAL MANAGEMENT: KHAN & JAIN
RESEARCH METHODOLOGY: C.R.KOTHARI
WWW.HINDUSTANTIMES.COM
WWW.BUSINESSOFCINEMAS.COM
WWW.ECONOMICSTIMES.COM
WWW.ADDTODAY.COM
WWW.IBOSNETWORK.COM
WWW.DOINGBUSINESSINMAHARASHTRA.ORG./ENTERTAINMENT.ASPX
HTTP://IBNLIVE.IN.COM
WWW.BOLLYWOODLIFE.COM
WWW.WIKIPEDIYA.COM
WWW.FORBESINDIA.COM
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