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8/14/2019 Colors Mirza
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Group : 5Avishek BoseMirza Moiz BaigMukul ChauhanSupriya Singh
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IntroductionIntroduction
Hindi language Indian generalentertainment channel (GEC) based inMumbai
part of the Viacom 18 media Pvt. Ltd.family, which was launched on July21, 2008
Sister channels are MTV, Nick and VH1CEO: Rajesh Kamat
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AchievementsAchievements
Within 10 weeks of launch, Colorsbecame the second most watchedHindi GEC in India
More than 100 advertisersSubsequently, it became the market
leader in GEC segment i.e., the most
watched GEC in India, surpassingStar, Sony, Zee TV and othersHindi GEC market has grown by 37%
after the launch of Colors
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ContCont
HUL got associated with Colors with in ashort span of 2 months
Advertising rates of top rated programsof Colors are comparable to those of Star, Sony and Zee TV
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ContentContent
Reality shows: Khatron ke Khiladi (stunt reality Show, starting Akshay Kumar &13 celebrities) and Bigg Boss
Fiction: Balika VadhuMythology: Jai Shri KrishnaSmart placement
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COLORS ON DEMANDCOLORS ON DEMAND
UTTARAN
BALIKA VADHU
BHAGYAVIDHATTA
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LATEST ON COLORSLATEST ON COLORS
IPL ROCKSTARS
AGNIPAREEKSHA JEEVAN KI-GANGA
AISE KARO NA VIDA
NATIONAL BINGO NIGHT
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StrategyStrategy
It emphasized its tagline Jasbaat Ke Rangwhich promises the shows that will targetthe entire spectrum of viewers
Strong presence in prime time slot.dominatedwith women centric family serialBreakThroughstrategy during channel launch,
Opening with high profile reality showKhatron ke Khiladi .
Effective and innovative promotion mixthrough Sister channels.which onlypromoted Khatron ke Khiladi resultinginto, Akshay Kumar as the indirect brandambassador
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Cont..Cont..
Colors poured money & entered in those areas where theviewership ratings were higher.Colourhas all the threecompnents in its portfolio live up to its branding
with three big shows
a) Jai Shri Krishna catering mythology.b) Balika Vadhu show with a differencec) Fear Factor celebrity (Akshay Kumar) hosted show.Distribution strategy is 99% responsible for the success
of the channel
Reality shows on weekdays to dominate saas- bahu typeserials as Bigboss etc.Effective utilization of PR to generate awareness at very
low cost to promote channel,eg:throughefficient dabba service in Mumbai, concentratedcampaign,bigg bazar stores.
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SWOT AnalysisSWOT Analysis
Strengths-- Shows from all walks of life
- A fresh outlook on everything- New themes and Ideas.Weakness-
-Strong competitors.-A new channel with teething
problems.-Trying to capture an already
enthralled part of audience.
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Cont..Cont..
Opportunities-- A lot of untapped market-A new generation with different taste in TV-Brand Loyalty in Indians.Threats--Failure.
-Immediate acceptance-Difficulty in looking for new grounds.-Copy Cats
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Learning from the caseLearning from the case
Accept that you can be creativeQuestion traditional practices
Expand your problem-solving stylesEmploy creativity techniquesPractice thinking in new ways
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