Introduction

Introduction Colors is a Hindi language Indian general entertainment channel based in Mumbai

A part of the Viacom 18 family. It was launched on July 21, 2008.  Huge popularity just after its launch  Successful ratings- received a 2nd position among other Hindi general entertainment channels within a little while, such as Zee TV, Sony TV, Star One, and Sahara One.

Currently, the channel is featuring a number of successful shows, such as Balika Vadhu, Na Aana Is Des Laado.

Balika Vadhu was ranked in the TOP 5 shows of Indian television's TRPs charts, within 3 months of its launch.

Colors  has launched in America on the Dish Network in February 2010, where it is called Aapka Colors.

Colors will launch in the United Kingdom and Ireland on Sky Digital in early 2010. 

Colors secured a deal to join the VIEWASIA subscription package

Market Share

45%

27%

21%

7%

Star PlusSonyZeeColors

Ratings – post launch

Ratings – after 1 year

42%

24%

18%

16%

STAR PLUSCOLORSSONYZEE

Market Share

GEC market has grown by 37% after the launch of colorsColors market share was 20 % as compared to Star Plus which was 22%

GAINING VIEWERS(channel share in %)

Channel Sep 28 to4-Oct

Star Plus 22Colors 20Zee TV 17

Sony Ent. TV 8Star One 8

NDTV Imagine 6Sahara One 6

9X 5SAB 3DD1 3

Star Utsav 2Zee Next 0

Source: TAM Peoplemeter SystemTarget: Cable and satellite viewers (4 years and above)

Hindi-speaking markets

Within 10 weeks Colors managed  to gain more than 100 advertisersThe awareness transcended into unprecedented loyalty 

Colors reached 100 GRP’s in only its 2nd week (August)a. KKK had a TRP of 2.57% in that weekb. Balika Vadhu had 1.34% and Jai Sri Krishna had a rating of 1.03%

Colors achieves a 20% share in genre GRP’s (it continues to do so, increasing to its tally); In 10th Week (October) it grabs 2nd position with 235 GRP’s. Strong performers this time are Bigg Boss 2 and Balika Vadhu (6.5% TVR)

Another interesting source tapped by Colors in its quest for GRP’s was Movies.Showcasing of recent blockbusters at non-conventional times.

Market wise performance of the top 6 GEC’s

5 C’s of Marketing

Colors channel is a joint venture operation in India between Viacom Inc. and Network18 Group.

Colors, earlier a free to air (FTA) channel, has recently gone pay.

Paid 5-10 % more than the others on cable distribution so that Colors sat between the prime channels

Collaborators

 MSM Discovery Private Limited (“MSMD”) is the designated agent to distribute Colors in India as part of the coveted “TheOneAlliance” (“TOA”) bouquet.

 IPL  ties up with Colors

Collaborators

Major competitors: Star Plus, Zee and Sony

Power in the hands of the cable operator

Pay carriage fee to view a channel

Spend more and expect half in return

Competitors

Company

Product lines : fiction, mythology, reality

Image in the market: entered as a challenger, now leader

Skills: innovative content, disruptive scheduling

Goal:  to be a profitable market leader

CustomerCreated thought provoking subject-based shows like Balika Vadhu, Uttaran and Na Ana Is Des Laado

Reality shows with a difference like Khatron Ke Khiladi, Big Boss and now the latest BINGO

Gives the viewers an expanded choice

Scientific scheduling for eg: Balika Vadhu (multiple entry points)

 

contextPolitical issues: notice was sent to Colors Channel for allegedly portraying the character of a district magistrate in negative light in the serial.

Social Issues: shocking scenes of a girl child being immersed in a big bowl of milk , created a social outburst

Extra working hours of the children

Swot Analysis

STRENGTHS• S

hows from all walks of life

• A fresh outlook on everything

• New themes and Ideas

WEAKNESS• S

trong competitors

• A new channel with teething problems

• Trying to capture an already captivated part of audience

OPPORTUNITY• A

lot of untapped market

• A new generation with different taste in TV

• Brand Loyalty in Indians

THREATS• F

ailure

• Immediate acceptance

• Difficulty in looking for new grounds

• Copy Cats

SWOT ANALYSIS

 

Marketing Mix

• Product – Innovative Daily soaps touching altogether different emotional buds of women viewers

• Price --  Prices offered to advertisers were very attractive as the channel got more than 100 advertisers within 2 months of its launch

 

Marketing Mix

• Place  -- Viacom18 is said to have given away Rs 100 crore as carriage fee for a year to get the best band for its channel

• Promotion – Innovative promotion

 

BCG Matrix

Bingo, Aise karo naa vidaa, agni pariksha – Jeevan ki ganga

Balika Vadhu, Uttaran, Naa aana is des Laado

Jai shri krishnaBhagya Vidhaata

 

Ansoff Matrix

Colors

 

Porter’s 5 force model

LowHigh

Low High

 

Strategic Competitive Analysis - Challenger

• Product innovation.

• Distribution innovation.

• Intensive advertising promotion.

• A challenger’s success depends on combining several strategies to improve its position over time.

Target market

• Fiction serials-middle aged women

• Mythology-older people

• Reality-all viewers

• Competitive-Star plus, sony, ndtv imagine,etc.

Marketing environment

Product Line

Fiction Reality shows Mythology

Balika Vadhu,Uttaran,

Na aana iss des laado

Khatron ke Khiladi,

Big boss,National Bingo

night

Jai shri Krishna,Mahavir

hanuman

• Launching high profile program on day1

Launching colors

Launching colors

• Reality shows on weekends.• Achieving Distribution and TRP ratings.

Product Life Cycle

colors

Introduction Growth Maturity Decline

•Challenger•Product innovation.•Upcoming shows-

Competitive strategy

Other channels Colors

Started with regular fiction shows

yes no

Started with 2 reality shows with a bang

no yes

Promoted only 1 show on launch

no Yes (KKK)

Brand embassador Mostly no yes

Started socially sensitive shows

no yes

Reality shows on weekends yes no

Difference between Colors and other GEC’s

Colors

DD national

Star plus,NDTV Imagine,SAB

tv,Sahara one,Zee tv,

High Innovative content

Consumer acceptancelow

low Innovative content

Consumer acceptancehigh

Perceptual mapping

Bindaas

Consumer adoption process

1. Awareness-– Ensured media coverage in newspapers– Wanted to be on front page rather than on 

entertainment pages– Selection of brand embassadors– Generated PR comparable to around Rs.50 cr. of 

regular advertisingThus,generated massive awareness but with low 

cost

2. Interest– Treats India and Bharat as two different entities3. Evaluation– Sampling with KKK4. Trial– After the hype created by KKK,and Big Boss,the 

audiences were hooked to fiction,and mythology5. Adoption or rejection– Was the 2nd most watched GEC with 10 weeks of 

launch,considering the fact  it was the 11th channel to enter the segment

Segmentation

Segmentation based on observable characteristics of customers

Segmentation

15-24 yrs •Do sampling•Key to single TV households

Lady of the house •Attracted to fiction•Afternoon slot

Bharat •7-9pm•Skew towards smaller towns

India •9-10pm-equal division•Post 10pm-metros

Major segmentation variables used

variables

geographic

demographic

psychographic

behavioral

Identify markets with unfulfilled

needs.(socially sensitive

issues,mythology & saas-bahu with a

difference)

Discover segments on the basis of

consumer characteristics

(treating Bharat &India as different

entities)

Analyse segment potential & finalise segments to target(variety of shows targetting various

segments of audience)

Differentiate product offering

from competitors(differentiated

content & disruptive scheduling)

Create a distinctive positioning in the

minds of consumers

Target marketing process

Positioning

Positioning

 Positioned as a GEC  ( General Entertainment Channel)    with a difference

 A channel that was not only rich in color but rich in life

  The  tagline  of  the  channel  is  ‘Jasbaat  Ke  Rang’ signifying the universal appeal of its  programmes.

FOR- General Entertainment Channel

POD-  GEC with a difference, ‘Jasbaat ke rang’

Consumer Insight-  Launching ‘new’ shows, knowing viewers are bored of regular fare

RTB- Top ratings by TAM 

Adopted Brand Endorsement Strategy

Branding Strategies

 The logo of Colors  is fresh & welcoming

 Yellow is associated with the sun - and hence    optimism, warmth and happiness.

 Pink is youthful, fun and exciting. 

 Purple, a mix of red and blue, it evokes mystery

Branding StrategiesBRAND ELEMENTS

Branding Strategies

 The use of small caps in the title indicates openness, a welcoming attitude

  The    leaf  like motif  is  very  Indian  in  its  design.  Its pattern  is  also  reminiscent  of    the  pattern  of  a peacock    feather,  which  in  turn  is  a  symbol  of  Lord Krishna

Branding Strategies

The logo of the channel also includes the name of the  Parent Company ie, Viacom 18

Done  in  order  to  establish  credibility,  since  its  their   first GEC channel

 Secondary Endorsement Approach

However  such  branding  is  absent    in  logos  of  other channels of the network like, MTV, Nickelodeon

Promotional Strategies

Market:  General Public

Mission: To generate Curiosity about the channel & shows

Message: Watch Colors

Media:            TV, Newspapers, Hoardings, Dabbawalas,  SMS

Money: Spent  more than Rs. 50 crore on initial promotion

Measurement: Initial viewership

6 M’s Model of Communication

Promotional Strategies

Colors left no stone unturned in its Promotion of  its various shows & the channel itself

Used  all  media  such  as  TV,  radio,  print,  websites, mobiles, movie  theaters  and  outdoor  for  promoting the channel

It placed 1300 hoardings and launched road shows across the country

 

Promotional Strategies

65000 ad spots booked on TV while 15 million SMSs sent across all telecom operators

 3000 taxis in Mumbai and 2000 auto rickshaws in small towns  along  with  local trains and school buses painted with Colors brand. 

The efficient dabba service in Mumbai used to disburse the channel message

Promotional StrategiesProgramme Specific Marketing

Colors tied up with ISKCON for  promoting  its mythological show Jai Sri Krishna at all ISKCON temples.

For  the show Mohe Rang De, Colors chose Punjab and Delhi  to  organize street plays as  these  plays  were  the maximum witness to freedom struggle.

Promotional StrategiesThe  channel    teamed  up  with  around    2  lakh dabbawalas, who wore masks with Akshay's face printed on them, while delivering food.

Foot over bridges were branded with messages such as 'Crossing railway tracks is unwise, for real stunts watch    FearFactor'.

Tied up with coffee outlet chain Barista to launch a Fear Factor special edition coffee, called F2. 

Promotional StrategiesColors also partnered with Barista for special Bigg Boss meals and Big Bazaar outlets for different promotional offers.

In Mumbai, some announcements adorning the Bigg Boss voice were made on railway platforms

35 million SMSs sent across operators, announcing the start of Bigg Boss.

Recent strategy during IPLVIEWERSHIP IN THE LAST TWO YEARS

IPL 2008

Genre Feb 19 to April 9Share % before IPL

April 10 to June 1Share % during IPL Growth/decline %

Hindi GEC 22.9 20.6 -10

Hindi movies* 9.4 16.7 77

IPL 2009

Genre March 14 to April 17Share % before IPL

April 18 to May 24Share % during IPL Growth/decline %

Hindi GEC 25.9 23.3 -10

Hindi movies* 12 18.5 54

*Hindi movies had an increase in the genre since IPL was on Max, which is a movie-based channelSource: Tam

• Launched IPL ROCKSTAR

• Colors is trying to safeguard its viewership by joining hands with IPL to launch a series of entertainment initiatives, such as, a music competition to be held in cricket stadiums.

• Also showing  recent movies on weekends.• Fashion show by players, showing the work of 50 designers

CONCLUSION

Top reasons for being successful

• Differentiated content

• Disrupted scheduling

• Smart spending

  •  To maintain/increase the market share

• Continue innovative content

After being super-successful, next goal for Colors is-

      There are very few examples in the history of business, where a new player enters a highly competitive market and defeats the established players…………

…………..and COLORS just proves this!

Case Presenters :

Rohini Narayan – 63

Raj Pandya– 70

Rutika Patil– 72

Prachi Sheth– 103

Namrata Singh-- 105