A study of Blockbuster Bollywood Movies Marketing Strategies

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.

Page | 1Mini Project Report MBA I Year 2015-16

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)


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


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


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


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.


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


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.


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.


1INDUSTRIAL MARKETING

2AGRICULTURAL MARKETING

3ENTERTAINMENT MARKETING

https://en.wikipedia.org/wiki/Account-based_marketing

https://en.wikipedia.org/wiki/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


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 .


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..


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


https://en.wikipedia.org/wiki/Database

https://en.wikipedia.org/wiki/Quantitative_data

https://en.wikipedia.org/wiki/Quantitative_data

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.


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?.


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


https://en.wikipedia.org/wiki/Information

https://en.wikipedia.org/wiki/Data

DATA INTERPRETATIONBASE ON DATA ANALYSIS WE ARE FIND SOME SPECIAL INFORMATION AND WE ARE INTERPRETATION IN DATA RELEATED TO OUR HYPOTHESIS.


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.


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


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.


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


http://WWW.FORBESINDIA.COM/

http://WWW.WIKIPEDIYA.COM/

http://WWW.BOLLYWOODLIFE.COM/

http://IBNLIVE.IN.COM/

http://WWW.DOINGBUSINESSINMAHARASHTRA.ORG./ENTERTAINMENT.ASPX

http://WWW.DOINGBUSINESSINMAHARASHTRA.ORG./ENTERTAINMENT.ASPX

http://WWW.IBOSNETWORK.COM/

http://WWW.ADDTODAY.COM/

http://WWW.ECONOMICSTIMES.COM/

http://WWW.BUSINESSOFCINEMAS.COM/

http://WWW.HINDUSTANTIMES.COM/

