Glam the Market – Case Study

The glass panes at CCD were snuggled in the arms of the winter fog, when Mr. Bhoopathy was sipping a cup

of coffee wondering what lay in the future for “Parindey”, his art film that vehemently talked about a woman’s

life in urban India. It served as a commentary on how the role of women had phenomenally changed in

society, straddling between the personal and professional life, and yet remained so unchanged with respect to

stature, position & perceptions held.

Mr. Bhoopathy had been trained from a reputed film & drama school in Delhi and had won several awards and

recognitions for his contribution in disseminating social messages to society through street plays, theatre &

short movies. But this had been his maiden attempt at a full-fledged mainstream movie. It was a fairly modest

film, but boasted the presence of national award winning actress Zoya. The budget of the film was just over

20 crores with nearly 25% of the same allotted for marketing expenses. He is planning to release the movie on

16th December but is being met with two other big budget movies starring Shanbir Kapoor & Sharman Khan

respectively. While the first one is based on a family saga - intertwined families and romance, the latter is a

war epic which promised viewers nearly three hours’ worth of violence and heroic antics.

Cognizant of the fact that marketing plays a huge deciding component of a movie’s success, Mr. Bhoopathy

approaches you to help with marketing efforts of “Parindey”. He assigns to you the task of laying down the

detailed plans of all aspects of marketing the film such as print and advertising, merchandising and media,

online publicity, promotional events etc. He has given you free reign and asks you to allocate the budget as

you deem fit among all or some of the various channels available. Mr. Bhoopathy reminds you that while it is

important for the movie to make money, he also wished to emphasize the issue and raise awareness about the

message portrayed in the film.

Prepare a presentation to be submitted to Mr. Bhoopathy covering the marketing strategy for “Parindey”.

Participants will be judged on the basis of research, feasibility and creativity of content.

DELIVERABLES:

Power point presentation (Limited to 6 slides): This must include a marketing plan for the movie. Be

sure to mention the target audience, cities covered, details of promotional activities and strategies to

compete with other releases. Provide details of fund distribution with appropriate justifications for all

allocations.

Supporting documentation (if any): Such as Excel spreadsheet, MS paint, data sources etc. must be

attached in the appendix section.

File should be named as: Glam the Market_<Team Name>_<Institute Name>

Deadline for submission is 23 January 2016, 11 PM

Entries must be mailed to samar16.marketing@gmail.com

The limit of 6 slides does not include the title, thank you and appendix slides.