mkt plan for nepali dance reality show 1
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Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
Table Of Contents
Sr. Particular Page
No.
01 Executive Summary 02
02 Company Description 03
03 Situation Analysis & Market Summary 04
04 Trends 05
05 Profitability & future growth potential 06
06 Competition 06
07 Target Market 08
08 Distribution 08
09 Positioning & Advertising 09
10 SWOT Analysis 10
11 Objectives & Goals 13
12 Markerting Strategy 14
13 Segmentation 14
14 Targeting 16
15 Positioning 17
16 4 P's 17
17 Action Plan 30
18 Budget 31
19 Control 32
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
EXECUTIVE SUMMARY
The following Marketing plan is about introducing the new Nepali Dance
Reality Show for Nepali audience in Sikkim & outside Sikkim by Nayuma
Television which is named as “DANCER KO KHOJ”. This will be a one of the
kind entertainment program for Nepali speaking and understanding customers
and will also give the best and the first entertainment program for viewers.
The main characteristics of this dance reality show will be the Nepali content
involving the viewers to select the best dancer amongst the people of the
Nepali speaking region i.e. the program content will be versatile and will
involve all form of dance but the interactions will be in Nepali & English. The
program intends to capture 20% market viewership in the category of
entertainment in the telecasted region.
Nayuma Television has its operations only in Sikkim, but in regions like
Darjeeling, Kalimpong, Mirik, Kerseong & Siligiri, we intend to make a tie up
with regional cable operators for telecasting the show. The Market is still
unnerved for Nepali entertainment content and company will be going to
introduce a new market trend in Nepali entertainment and also will generate
the impetus for more Nepali entertainment content and will thereby challenge
national channels for the primetime.
This Dancer Ko Khoj program will lead the company to establish its presence
among the nepali speaking viewers. The target market for the channel will be
Nepali speaking population in Sikkim and all across India.
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
Our program will broadly describe the benefits and give the pleasure of
having a regional and local flavour of entertainment. In the first year of
operation Nayuma Television with the help of Dancer KO Khoj will be
introduced in India because there are more potential and enthusiastic
customers and we can get result faster resulting in the success of Channel.
Nayuma Television can increase its market share through targeted advertising
to increase the number customers who want convenience and are looking to
view quality Nepali entertainment shows, which will give them a sense of
belongings and will bring them, closer to the culture.
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
COMPANY DEESCRIPTION
Nayuma Entertainment is formed by enthusiastic and dedicated Sikkimese – possessing a determined and clear intention of providing the best of services to herald forth a new-novel trend to the Television-Screen-World of Sikkim.
Nayuma, the only Television Network in the capital city of Sikkim having three Local Channels: Nayuma Television , Nayuma Movies and Nayuma Music through which Local News, Programs , movies and Music are presented regularly.
We are serving lakhs of families and several corporate houses by providing High Digital Quality Cable Connections. We have OFC (Optic Fiber Cable) back bone through-out the city of Gangtok and suburbs.
We are also providing platforms for many personnel and corporate houses to spring board unto the zenith of success. Also many opportunities for promoting and marketing various products and services through our advertising department shall enhance possibilities to reach out to numerous individual customers and industrial houses. Many retail and corporate houses are getting considerable benefits and substantial response by advertisements through our channel.
At Nayuma Television, we promote Sikkimese talents and culture to progress towards a new dimension. We are committed to Tele-viewing growth, as it is a proven fact that virtually every household has a TV Set through which messages of manifold nature are conveyed. Our vision encompasses the need to reach out to every nook and corner of the state and bring awareness to everyone. In so doing our channels serves as a medium to take the people of Sikkim as well as the state of Sikkim towards further growth. channels towards further growth.
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
Situation Analysis
Lifestyle and work habits in Sikkim & Darjeeling District have made
convenience a necessity. So is the need for local Nepali entertainment content
programmes. Thus, any Nepali content that can fill the consumers' need for
convenience and entertainment are almost automatically embraced into the
region life style. Nayuma television will help fill the gap and the necessity for
Nepali entertainment content to its consumers.
Market Summary
For Local entertainment programs there is no value for it, with some of the
nepali entertainment comes through stage shows, drama, Nepali movies.
There still is a consideration that Nepali content are not up to the mark in-
spite of Nepal channels. It will be a challenge for Nayuma television to
generate the need and create a pull factor for Nepali speaking population to
view its programs.
Trends
For the few years the only source of real mass local entertainment was with
Prashant Tamang participating in the Indian Idol and the nepali speaking
population voting outrageously to make him the Indian Idol winner. Similar
was the case with Bhaichung Bhutia at Nach Baleya where similar viewing and
voting trends were witnessed.
This provides us an opportunity to supply these viewers with Nepali content
and help build Nayuma Television as the foremost Chanel in Nepali
entertainment.
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
Profitability & future growth potential
Require current balance sheet on the revenue flow: will help predict the next
5 years financial projections.
Competition
Nayuma Television closest competition for Nepali / Regional content
Direct Competition
1. Nepal 1 channel
2. Krantipur channel
3. NE channel
4. Local cable operators
Indirect competition:
National channels
TARGET MARKET
There are two major target markets for Dancer ko Khoj.
One group is the consumers on the go.
o These are the employees, students, and other consumers .Men
and women of age group 25-50 years
o housewife’s ,Parents having an aspiration to see their kids on TV
o Are keen on the local talents development
The other group is made up of Nepali literate who is keen to make the nepali
language and culture global and can voice their opinion.
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
Distribution
The current market for Nepali Entertainment programmes is scattered with
local cable operators and producing some programmes.
The way forward is to tie up with such operators and also in a later phase to
make the channel a satellite channel.
Tie up:
Darjeeling TV
Kalimpong TV
Positioning
“Dancer Ko Khoj” will be a quality reality shows involving contestants form
Sikkim and Darjeeling district; will be the first among its kind in Nepali
entertainment. It will present itself as a funky and unusual alternative to
national channel programs providing the greater level of personal involvement
and belongings.
Advertising
Informative Advertising
There will be Informative Advertising during market of Dancer Ko Khoj and that
will help Nayuma Television:
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
1. Informing the market about the need of Nepali entertainment content
2. Describing available services
3. Correcting the false impression (Sikkim Vs Darjeeling)
4. Building a brand and company image
5. Communicating the rules of the show
6. Telling market about a new product
7. Explaining how the reality show works
8. Suggesting for making the show better
9. Creating awareness and attracting talent
Persuasive Advertising
It will help marketers to:
1. Building brand preferences
2. Encouraging switching to your brand
3. Changing customer's perception of product attribute
4. Persuading customers to purchase now
5. Convincing customers to tell others about product
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
SWOT Analysis
STRENGTHS WEAKNESSES
Nayuma TV has better
infrastructure and is among the
most watched Nepali channel in
Sikkim.
Has the capital to produce and
promote shows. Lack of capital
constraints (availability of large
free cash flow).
Strong distribution in Sikkim and
innovative capabilities
Number one TV channel in Sikkim.
Has a vision to produce
more Nepali entertainment programs.
• Nayuma lacking its network outside
Sikkim.
• Lack in marketing and sales
Lack of proper studios
• Technological upgradation required
OPPORTUNITIES THREATS
Green pastures for nepali
entertainment programs Competition lacks the coverage
and programs to be the top of
mind channel Untapped Nepali speaking
population desires for quality
nepali television Can supply programs to national
and international nepali
population
• NE TV increasing the base in North
east India.
Nepal TV channels have experience on
their side to produce and distribute
entertainment shows
Regional politics may hamper its plans
for expansion
National channels are capable of
overshadowing the channel
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
Objectives and Goals
Company is centered on these objectives:
With the existing need for local & regional entertainment contents Nayuma TV
wants to use this Platform of “Dancer Ko Khoj” to establish itself as the only
Nepali TV channel in India.
Short Term Goals:
Improve market presence by 20% in the region.
Short-Term Objectives
With Aggressive Marketing Strategy and programs Nayuma TV can take
advantage of the positive mind set for local talent and local involvement.
Improve Packaging the talent show should be focused in such a way so as to
keep the audience wanting for more.
Improve Presence Nayuma television should be the foremost one to break the
dilemma of Nepali Vs Gorkha and position itself as the” first Nepali television in
India”
Long-Term Goals:
To be the “first Nepali TV channel in India”
Long-Term Objectives:
Product Innovation Improve the content of the program, either produce itself or associate with the producers for developing programmers. It also intends to
hire talent and generate endorsement through the medium of advertising.
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
MARKETING STRETEGY
SEGMENTATION
Segmentation variables for consumer market
of Dancer Ko Khoj
TYPE VARIABLES PARTICULARS
Sikkim &
Darjeeling District
Nepali speaking population in the
region
City size 1-2 lakhs, 20-40 thousands
Density Urban, suburban, village
Climate Northeastern Himalayan
Age 12-19,20-34,35-49,50-64,65+
Gender Male , Female
Family size 1-2, 3-4,5+
Family Life
Cycle
Marriage at the age of 25, nuclear
family, mostly
Income Under 10,000 and over 100,000
Occupation Professional ,proprietors, clerical
sales persons, housewives
Education Grade school or less high school
,graduate and above
Race Nepali speaking population
Generation
Social class Working class, middle class, upper
middle class, lower uppers ,upper
uppers
Life style Achievers and strivers
Personality Compulsive ,authoritarian, contented
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
Occasions Regular occasion and Special occasion
Benefits Delight and involved
User Status Non viewers, & viewers
Usage rate Regularly and not heard of
Loyalty status None , medium , strong
Readiness
stage
Un aware , aware ,interested ,
intended to view
Attitude
towards
product
Positive, enthusiastic , indifferent
and skeptical
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
TARGETING
Segment identification:
“Dancer Ko Khoj” to be in the next happening thing in reality show
entertainment category
Segment needs:
The Show will have both psychological need (I can do it) and social needs
(perception of a social, family entertainment)
Segment trends:
The current trends include a shift away from national entertainment shows to
regional entertainment shows with a local flavor, language and taste.
Segment growth potential:
No data available. (Need to conduct a research)
POSITIONNING
Positioning strategy
Dancer Ko Khoj to be the first Nepali Entertainment reality show to be
telecasted in India. The youths of the hills are full of potential but with the
lacking of opportunity. The People of the hills are also lacking local
entertainment; we fill the gap by involving and inspiring local youths catering
to local viewers.
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
POSITIONING STATEMENT
Dancer ko Khoj: Making dreams into reality
PRODUCT STRATEGY
The core
o Dancer Ko Khoj: - A nepali reality dance competition.
The actual product
Reality show
o Emotional connect:
“ I can do it”
A chance to seek fame and recognition
An unforgettable memory of THOUSANDS OF people chanting your name
Because when we think of Nayuma TV, we think of its Nepali dance
entertainment programs
o Branding:
Challenge the limits of your potential
o Brand personality:
Youthful, full of all emotions and sky is the limit & support your own talent.
Make your own star.
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
PROMOTION STRATEGY
Objective: To make Nayuma television the ultimate channel for Nepali
content in entertainment
Issue: Nayuma television is only accessible within Sikkim. All Nepali
viewers are either watching Nepal channels or other Hindi and
international channels.
Insight: Make Nepali program interesting and engaging
Challenge: To make this dance show provide a platform to increase
the telecast across regions outside Sikkim. (For the Nepali speaking
population)
Concepts:
Be Bold, Be Original, Be Different, Be Yourself.
Dancer ko Khoj - Making dreams into reality
“For the out-of-the-ordinary individuals who like to challenge
themselves.
Dancer ko Khoj- Making dreams into reality
Media selection:
Before choosing the appropriate Medias, it is important to note that
consumers only give partial attention to media. However, they can be reached
through integrated programs. They are typically using more than one
communication media at a time; a behaviour that is often called
“multitasking”. This group of consumers doesn’t give its full attention to one
single message, but rather uses continuous partial attention to scan the
media. Marketers can still communicate with target audience by using a
variety of targeted promotional tools.
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
Another important tactic to reach our target market is through Dancer Ko
Khoj marketing, which Nayuma TV will heavily use in this campaign
(Campus, contests).
Advertising:
Output Examples
Television Nayuma TV, Local Cable Operators
Radio Misty, 91.9 fm
Magazines Sikkim Express, Himali darpan,
Internet Banners on selected websites (Most viewed in the
targated areas)
Outdoors
Billboards and prints in select areas including:
Campuses, transportation (bus, taxi)
Kiosk, Newspapers inserts and hand delivery
Personal
selling
Direct contact with retailers, sales kit strategies to be
explained later in the text.
Public
relations
Stands or special displays and events in schools, malls,
Publicity Conferences, press releases (print and online),
marketing through TV coverage
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
ACTION PLAN
Step Output Period of time Arguments
2 Radio spots
3 Magazines ads
4 Television spots
6 Outdoors
7 Public Relations
8 Contest
9 Publicity All the time
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
BUDGET
The estimated cost that will incurred while marketing of Dancer ko Khoj is
about 10 lakhs.
The details are as follows:
Media Explanation of estimated cost that will incurred for 1 year
T.V NAyuma TV & associated cable on revenue sharing modality
NEWS
PAPER
All leading regional daily.
RADIO
BILL
BOARDS
Kiosk
INternet
Measuring and Managing return on Marketing Investments
After six months of operation we have to measure that whether our
investment is being spent well or not? Are we getting targeted Return on
Investment or not?
Marketing Plan Dancer Ko Khoj
Pradhanbros Pvt Ltd
Return on Investment
The net return from a marketing investment divided by the costs of the
marketing investment. It measures the profits generated by investments in
marketing activities. (Source principles of marketing)
The Audience purchase decision process
Routine problem
solving
Economic Needs
Search for information
Evaluate alternatives and decide on solution
Purchase product
Post-purchase evaluation
Postpone
decision
Extensive
problem solving
Purchase
situation
Social
influences
Need motivation
Psychological
variables
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