Presentation on IMC of Colors Channel by CBS Students
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This document provides an IMC plan for Colors, an Indian entertainment television channel. It discusses Colors' introduction, competitors, opportunities, objectives, and budget. Key points include: Colors launched in 2008 and quickly gained popularity, reaching the #2 spot among Hindi channels. It features successful shows like Balika Vadhu. The objectives are to tap untapped markets, increase brand awareness, enhance purchases, and maintain high market share. The budget was initially 50 crores and revenue is around 6000mn annually. Future strategies proposed launching in South India, other countries, and merchandise. Tactics include promotions in small towns and with local shopkeepers. The positioning is as a general entertainment channel "with a difference"
Presentation on IMC of Colors Channel by CBS Students
- 1. IMC PLAN FOR SUBMITTED BY- ECSTASY GROUPMadhuriGargDeepika ThakurPratima SinghRashpalKaurShanky Garg
- 2. INTRODUCTIONColors is a Hindi language Indian general entertainment channel based in Mumbai A part of the Viacom 18 family
- 3. It was launched on July 21, 2008
- 4. Huge popularity within a year of its launch Successful rating- received2nd position among other Hindi general entertainment channels within a little while, such as Zee TV, Sony TV, Star One, and Sahara One
- 5. Currently, the channel is featuring a number of successful shows, such as BalikaVadhu, Na Aana Is Des Laado.BalikaVadhu 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 Febraury 2010, where it is called “Aapka Colors”.
- 6. COMPETITORSStar PlusZee TVSony Entertainment TelevisionSahara oneNDTV ImageDoordarshanAll other regional entertainment channels
- 7. MARKET SHARE
- 8. OPPORTUNITIESBrand loyalty in Indians.A lot of untapped marketNew generation with different tastes in watching TV shows.
- 9. OBJECTIVESTapping untapped markets
- 11. Category Demand
- 13. Increasing and Maintaining High Market ShareSuggested WaysMicrosites for individual programs.Dabbawala was an instant hit some more innovative advertisements can be introduced.Involvement campaigns than mass media advertising .Mobile strategy video on mobile platforms.
- 14. BUDGETINGStudies at Harvard Says About Marketing Budget-It should be 3% of the revenueCan fluctuate according to PLCProduct/Brand launches: Add 2–5%Mid-late product lifecycles: Subtract 1–5%New or powerful competitor challenging competitive position-Add 2–5%Changing Brand position or grow market share-Add 1–3%
- 15. Contd…Colors when launched had advertising budget of 50 crores which was quite cost effective keeping in view the viewership it gained within a year of its launch and revenue it generates per year is around 6000mn per annum with ad revenues growing by 46% Q to Q
- 17. FACTORS WORTH CONSIDERATIONCommunication Plan (obviously)Online Marketing Expenditure - opt specific ones-recommended microsites Competition from rivalsPLC stage- Growth StageTrade promotionsMore on PR and High Involvement PromotionsRelatively less On Mass Media Advertising
- 18. FUTURE STRATEGIESCan Tap South Indian TV market.Can launch the channels in countries with large number of Indian Population.Gossip/chit chat shows can be launched to target young audience.Career oriented shows for youngsters.Launch its own merchandise.
- 19. TACTICSAdvertise in the small towns through Hoardings, painting the walls of the residents.Collaborate with the local shopkeepers & put the posters of its upcoming shows in the shops.Organize interactive games with the local people in relation to its shows.
- 20. Contd…Launch road shows across the country for its upcoming reality shows etc.Organize street plays in relation to its serials.It should keep using the Mumbai Dabbawalas for its promotions.
- 22. POSITIONING General Entertainment Channel “with a difference.”
- 23. Tag Line - “JazbaatKe Rang” signifies the universal appeal of its programmes. Attractive new concept Shows which targeted the critical issues of society.
- 24. Regional languages.ADVERTISING STRATEGYAPPEALS - Colors has all types of appeals
- 25. Humor - Child Stand Up Comedians - 'ChhoteMiyan.
- 27. Emotional & Fear appeal
- 28. Rational Appeal – Game Shows like Bingo hosted by AbhishekBachchan.
- 29. For Advertising Colors should use Radio via more frequencies, Regional Newspapers, Sponsorships etc.TARGETS
- 31. MESSAGE STRATEGY“JAZBAAT KE RANG”Colors is a combination of emotions and variety , colors promises to offer an entire spectrum of emotions to the viewers that is well captured in its tagline “JazbaatKe Rang”.
- 32. MEDIA SELECTION MTV DabbawallasRadioPrintWebsitesMobilesMovie theatresOther Outdoor for promotion for the channel.
- 35. BRANDING STRATEGIESLOGO -:YELLOW- Associated with the Sun and hence symbolizes Optimism, warmth, and happiness.PINK- is youthful, fun and exciting.PURPLE- a mix of red and blue evokes mystery.PRICING STRATEGY
- 36. OTHER PROMOTIONAL TOOLS STRATEGY Tied up with barista to launch a fear factor edition coffee called f2 (Special Bigg Boss meals).Launched IPL Rockstar. By showing recent movies on weekends.Big Bazaar McDonald’sPantaloons
- 37. IMC SCHEDULINGQuick LaunchHEAVY AdvertisingScheduled its launch near to Janamashtmi
- 39. THANK YOU
Editor's Notes
- #26: Coming to specific corporate marketing activities, at Big Bazaar stores, helpers and counter-guys are wearing Colors T-shirts and giving out information about the channel. In McDonald’s, the Colors brand is present on the menu while Fear Factor KhataronKeKhiladi merchandise is available at Pantaloons and McDonalds.