marketing strategies of star india pvt. limited

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Marketing of services: Star India Pvt. Limited LIST OF CONTENT No Content Page no 1.0 Introduction of STAR India Pvt. Limited………………………………………..….02 2.0 Environmental analysis of Indian mass channel market in cable industry…….……03 3.0 Scope of the study……………………………………………………………….….03 4.0 Marketing & promotion strategies of STAR India Pvt. Limited……………….…..04 5.0 Service differentiation management by STAR……………………….….………....07 6.0 Management of service quality by STAR……………………………….………….11 7.0 Managing productivity by STAR…………………………………………………..12 8.0 Current scenario &SWOT analysis of STAR………………..……………………..12 9.0 Conclusion………………………………………………………………………….14 1 | Page

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This document gives an overview of marketing strategies of Star India Pvt. Limited.

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Page 1: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

LIST OF CONTENT

No Content Page no

1.0 Introduction of STAR India Pvt. Limited………………………………………..….02

2.0 Environmental analysis of Indian mass channel market in cable industry…….……03

3.0 Scope of the study……………………………………………………………….….03

4.0 Marketing & promotion strategies of STAR India Pvt. Limited……………….…..04

5.0 Service differentiation management by STAR……………………….….………....07

6.0 Management of service quality by STAR……………………………….………….11

7.0 Managing productivity by STAR…………………………………………………..12

8.0 Current scenario &SWOT analysis of STAR………………..……………………..12

9.0 Conclusion………………………………………………………………………….14

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Page 2: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

1.0 INTRODUCTION OF STAR INDIA PVT. LIMITED:

India is the shining light of STAR's operations, driving both growth and profitability.

STAR India has been delivering television services to India since economic reforms began in the

country in 1991.  Since then, set against the backdrop of unprecedented economic growth in the

country, STAR India has developed into a leading television network with a national footprint. 

Today, STAR India is one of India’s most diversified media companies.

STAR India broadcasts 20 channels in seven languages.  Its television brands include STAR PLUS,

STAR MOVIES, STAR WORLD, STAR ONE, STAR NEWS, STAR GOLD, STAR UTSAV,

STAR VIJAY, STAR SPORTS, CHANNEL [V], ESPN, STAR ANANDA, Asianet, Asianet Plus,

Suvarna and Sitara.

STAR PLUS, STAR India’ flagship Hindi general entertainment channel, redefined Indian television

with the launch of Kaun Banega Crorepati (Indian version of Who Wants To Be a Millionaire) in

2001, catapulting the channel to a leadership position it still holds today.

Other leading channels in STAR India’s stable include Bengali general entertainment channel STAR

JALSHA, which is No. 1 in West Bengal and Malayalam general entertainment channel Asianet, the

No. 1 channel in the Southern state of Kerala.

STAR India has also taken the best of Indian content to a global audience, reaching the Indian

Diaspora.  STAR’s channels are now available in the U.S., the U.K., the Middle East, Australia,

New Zealand, Singapore and Hong Kong.

STAR India has also built alliances with an array of entities to augment its business.  Its investments

include cable (Hathway), DTH (Tata Sky), distribution (STAR DEN), Southern language

broadcasting (STAR-Jupiter), filmed entertainment (FOX STAR Studios), news (MCCS) and home

shopping (STAR-CJ).

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Page 3: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

2.0 ENVIRONMENTAL ANALYSIS OF INDIAN MASS CHANNEL MARKET IN CABLE INDUSTRY:

Hindi entertainment television is the fuel for growth in the Cable and Satellite television industry

with 46.8 per cent share of total viewership and 57.4 per cent share of total advertising revenue.

Hindi Mass Channel market has the highest share among all genres of Hindi Channels (Mass, News,

Movies). Major players in Hindi Mass Channel market are Star Plus, Sony and Zee TV with a

combined market share of more than 90% in the prime time slot (Figure 1). Other players like Sahara

One and SAB Television simply complete the list. The current analysis primarily focuses on the top

three channels.

Channel Average Channel Share (%)(As such)    Star Plus 37.2        Sony 30.8        Zee TV 25.0        Sahara One 5.3        SAB TV 1.7    

Channel Average Channel Share (%)(during prime time)    Star Plus 61.2        Sony 23.2        Zee TV 11.5        Sahara One 2.9        SAB TV 1.3    

The analysis shows that Star Plus, which is the leader in this category due to its appealing content

and packaging, yet it needs to innovate continuously to maintain the edge. Sony, now firmly second

place, has offered certain innovative programmes but needs a greater variety.

3.0 SCOPE OF THE STUDY:

The scope of the study is to emphasize importance of marketing and promotion strategies in mass

TV channel market of India.

4.0 MARKETING & PROMOTION STRATEGIES OF STAR INDIA PVT. LIMITED:

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Page 4: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

Following are the key marketing strategies which makes STAR India “The market leader”.

Maintaining aggressive promotion and packaging approach for all programmes.

For Example, Star promoted recently started TV show “Sach Ka Samna” in such a way that it

created excitement in viewers’ mind.

Hold on to the leadership position in 10-11 pm slot through timely innovations based on

audience feedback. Hold feedback sessions in the form of discussions arranged for viewers of

particular programmes.

Again taking example of “Sach Ka Samna”, Star timed the program from 10-11 pm.

For the feedback of the program, STAR launched a website

http://www.sachkasaamna.com which is having feedback

session and a funny online lie detector test which we can use

on our friends. So it creates a kind of excitement in viewers’

mind.

Expand the market by launching programmes that are relatable to all generations’ audience.

STAR concentrate on each age group of viewers and broadcast programmes at specific time.

During morning time, Star broadcast spiritual programmes.

For example, 06:00 - 06:30 Seva Ganga

06:30 - 07:00 Ek Nayee Zindagi

During noon time Star broadcast TV serials for women, as women are generally free during noon

period.

For example, 12:00 - 12:30Bidaai

12:30 - 13:00 Yeh Rishta Kya Kehlata hai

13:00 - 13:30 Tujh Sang Preet Lagayi Sajna

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Page 5: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

At afternoon time, they broadcast programmes for children as they are free from school at this time.

For example, Shaka Laka Boom Boom was being broadcasted at 7 pm.

Check competitors from gaining market share by introducing flanker programmes, e.g., airing a

popular Hindi movie in the same time slot where competitors' main programme is aired.

For example, world TV premier of popular Hindi movies like “ Jane Tu Ya Jane Na”.

Advertisement of programmes by print media:

Star advertises about their programmes by news papers, hoardings and internet in a pleasant manner

to promote and advertise their current and new shows.

This advertisement shows such a slogan or tagline about the next episode that create curiosity in

viewers.

Celebration of festivals:

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Page 6: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

India is a country of festivals. We have countless festivals in all seasons. Looking towards the Indian

culture, STAR celebrates all the festivals in their daily shows.

They invite celebrities in their shows during

festival season.

They decorate the home of daily TV serials

according to festivals and show them

celebrating festivals in pure Indian culture,

which in tern attracts people towards the

shows and hence channel.

Broadcasting famous TV show for full day:

STAR frequently broadcast some of their very

famous TV shows during vacation season to

promote their channel through popularity of that

particular TV show.

For Example: Star telecasted famous comedy

serial Sarabhai V/S Sarabhai full day as “Sara Din Sarabhai”.

Use appropriate medium for promotion,

e.g., Hoardings of Kyunki Saas... at

supermarkets, restaurants, and theme parks,

etc. - places that are frequently visited by

families.

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Page 7: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

STAR Parivaar Awards:

STAR organizes “STAR Parivar Awards”

every year. In that, they invite people

associated with STAR India and gives

awards in various categories. This strategy

has given STAR a family image

ESPN:

Sports broadcaster ESPN Software Pvt. Ltd is preparing to flag off a high-voltage campaign to

promote two big-ticket cricket tournaments that will be aired on its Star Sports channel, taking the

cue from the marketing formula that made the Indian Premier League (IPL) such a big success.

The broadcaster has lined up a Rs100 crores marketing campaign across media platforms to boost

viewer and advertiser interest in the International Cricket Council’s (ICC) Champions Trophy in

September and Champions League in October.

5.0 SERVICE DIFFERENTIATION MANAGEMENT BY STAR:

STAR has covered all areas of entertainment through various channels. Currently STAR is having 21

channels in India which include music, movies, sports, entertainment and regional channel.

India's No. 1 Hindi entertainment channelStar Plus is India's No 1 satellite channel and has redefined Hindi

television entertainment with a programming line-up that includes

popular drama series, popular comedies, 'Bollywood' movie

blockbusters, lifestyle, current affairs, kid's programmes and game shows.

Star Plus is India's No.1 channel for five years in a row

The channel is the ideal campaign platform for any brand in India

Is the ideal platform to reach out to the entire Indian family

Star Plus is watched by over 75 million people every week

Regularly accounts for 42 to 46 of the top programmes in India

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Page 8: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

India Ka Sabsey Favorite Hindi Movie Channel

Star Gold brings to the audiences a complete new cinema experience,

with one of the largest libraries comprising of outstanding critical and

commercial successes of recent years. The channel has an exclusive programming mix for the entire

family and is synonymous with innovative programming properties that take the viewer closer to

Bollywood than any other movie channel.

The Next Generation of Hindi entertainment

Star One, STAR network's latest Hindi entertainment channel, is targeted at the

urban, upwardly mobile Indian viewer. The channel has unleashed a new

generation of Hindi entertainment with an innovative and diverse mix of

programming that marks a turning point in the history of cable and satellite television. With its

distinctive look and feel, cutting-edge production values and engrossing line-up of original

programming, the channel has brought international trends in programming to Indian audiences.

Some of the very popular programs are Sarabhai v/s Sarabhai, Instant Khichdi and the smash hit, The

Great Indian Laughter Challenge

Absolutely everybody loves Star World

Star World is the ultimate destination for the most popular and critically

acclaimed shows from around the world. Star World provides the latest

choice in top-rating, award-winning entertainment from the USA, Australia and the UK. Spanning

genres like drama, comedy, action, reality television, talk shows and live and exclusive international

events, Star World is synonymous with the latest and best in English entertainment.

A trendy music and lifestyle hotspot for the Indian youth

In India, youth with attitude connect with Channel [v]. The channel is a vibrant

mix of the latest chart-topping music videos, artists, trends, popular VJs and

youth culture. Locally-produced programming, packaging and local presenters

ensure that Channel [v] reflects the humor, taste and attitude of its vast youth

audience. Popstars 1, Popstars 2 and Samsung [v] Super Singer, programmes that have been widely

imitated by others

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Page 9: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

Come Home to Hollywood

No other channel brings you closer to Hollywood than Star Movies.

Showcasing the biggest blockbusters and featuring over 100 movies each

month and a minimum of 40 premieres every year, Star Movies is the

dream destination for the Hollywood buff. Exclusive deals with top film

studios ensure access to the latest releases, while programming unique to

the channel includes live and exclusive events such as the Academy Awards (The Oscars), Taurus

Awards, and acclaimed specials such as Taken, Grid and Lost. Come home to Hollywood. Come

home to Star Movies.

It is the only channel in India to telecast the Academy Awards, LIVE

Star Utsav caters to viewers who have recently entered the fold of

Cable and Satellite television. It gives them the opportunity to revisit

the glory years of Indian television programming by re-running the best

shows from the exhaustive Star Plus library.

Star Vijay is a general entertainment channel that has taken Tamil Nadu

by storm. With highly innovative programming, including soaps mounted

on a massive scale, film review shows, comedy and spoof shows, quality

Tamil movies and blockbuster Hollywood movies dubbed in Tamil, Star Vijay provides

comprehensive entertainment for the entire family.

STAR NEWS offers 24-hour Hindi news that is relevant to today’s

Indians. It covers the full spectrum of news ranging from politics to

business, investigative reports to consumer issues, crime to the

environment.

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Page 10: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

The worldwide leader in sports

ESPN brings viewers in Asia the most exciting sports action from around

the world. The channels mix of regional and international programming

ensures fans enjoy the most comprehensive sports coverage.

STAR SPORTS is a leader in sports programming and offers viewers a

diverse array of top-flight Asian and international sports.

ESPN and STAR sports cover all famous sports tournament including,

Wimbledon tennis tournament,

US open tennis tournament (ESPNSTAR.com/Tennis/US-Open),

Australian open tennis tournament,

ICC world cup,

ICC champions trophy,

Formula one,

English premier league,

A channel totally dedicated to showcase first-class cricket action from

around the globe, STAR CRICKET broadcasts live / non-live

international and regional cricket events as well as programming

meticulously customized for the Indian audiences, including cricket news

update, magazine and reality shows. STAR CRICKET is the one stop

destination of all the cricket action, history, updates, views and reviews.

Other Regional channels are:

Asianet (Malayalam)

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Page 11: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

Asianet Plus (Malayalam)

Sitara (Telugu)

Star Ananda (Bengali)

Star Jalsha (Bengali)

Star Majha (Marathi)

Star Pravah (Marathi)

Suvarna (Kannada)

6.0 MANAGEMENT OF SERVICE QUALITY BY STAR:

Strategic Concept: Providing superior service has been a challenging task for STAR and they have

proved themselves in all areas of entertainment by providing endless entertainment. STAR always

identifies their target customers and come with new ideas and entertainment shows to serve the

viewers.

When there was a bloom for reality shows in country, STAR introduced many reality shows for each

generation. Those are,

Voice of India

The great Indian laughter challenge

Nach baliye

Commitment of top management:

Recently STAR announced Uday Shankar as CEO of STAR India. Top management of STAR is

committed to provide best entertainment to the viewers and along with that they are concerned about

employee satisfaction and corporate social responsibility.

High standards:

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Page 12: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

STAR has standardized Indian television to such a height that other private channels are following the

way of STAR. STAR has become benchmark for Indian television channel industry. With the given

constraints STAR put their maximum efforts to provide all kind of entertainment to the viewers.

7.0 MANAGING PRODUCTIVITY BY STAR.

STAR India in Mumbai, India, knew the time had come to digitize. STAR has more than 50,000 hours

of videotape material sitting on their shelves and keeps adding new material at a rate of about 9,000

hours per year.

STAR India MassStore Workflow Asset Management (WAM) suite which helps to store material in

an orderly way, digitize new programs, save these newly created files in long-term digital storage,

utilize these files in nonlinear editing suites, create videotape and DVD copies of stored files, and

easily and efficiently manage the entire process including metadata.

STAR India utilizes an Avid Unity system with various editing workstations. STAR also has Apple

Final Cut Pro editing systems. Each of these NLEs has its own way of formatting digital files.

8.0 CURRENT SCENARIO & SWOT ANALYSIS OF STAR:

The year 2008-09 has been a tough year for everyone. There was negative subscription growth from

analog cable, with the only silver lining coming in from the healthy growth of subscription revenue

from the new Direct to Home platforms. However, even in a bad year, STAR has seen growth.

According to industry sources, the overall advertising revenue of STAR India declined by around 7-8

per cent in 2008-09. However, its subscription revenue registered a high double-digit growth.

STAR India remains a highly profitable business, with decent growth exposure as it secures a national

footprint with the launch of new regional entertainment channels. MPA analysts suggest that STAR

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Page 13: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

India could be worth more than 1.6 billion in EBITDA (earnings before interest, taxes, depreciation

and amortization) by the financial year ending June 2013.

SWOT Analysis of STAR India Pvt. Limited

9.0 CONCLUSION:

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STRENGTHS1.Worldwide presence

2.Financial muscle3.Strong in prime time slot

4.Association with big names

5.Good content6.Effective packaging

WEAKNESSES1.Not much strong in non prime time slot, so need to

concentrate on that.2.Excessively dependent on K series soaps, which may

harm in long term.

OPPORTUNITIES1.Lack of strong challengers

2.Strong network of channels for promotion

THREATS1.Popular series on maturity

phase and about to expire2.New emerging channels like

NDTV imagine, Colours getting popular

Page 14: Marketing strategies of Star India Pvt. Limited

Marketing of services: Star India Pvt. Limited

The TV channel Market is evolving continuously. The major players would like to consolidate their

positions while new channels are increasingly posing a threat to them. With immense advertising

revenues and viewership at stake, the channels need to continually assess and re-assess their

strategies.

Catering to the taste of Indian viewers can often be a tricky proposition. Words like "Fresh and

Innovative Programmes" and "Promotion Blitz" might sound trite but a lot of smart and hard effort

goes in creating the appropriate content for the audience. A proper insight of audience taste is,

therefore, a pre-requisite to any successful programme launch.

The evolving integration of media vehicles (TV, Radio, Internet, Print, etc.) is also an interesting

development and in future, many exciting activities are likely in this arena.

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