Brand Positioning-An Effective Tool for Successful Marketing of Bollywood Movies

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    Ihtrbjuatibh

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    FVKHJ

    K frkhj is k prbjuat, s`rvia` br abha`pt tdkt is puflialy jistihmuisd`j erbn btd`r prbjuats,

    s`rvia`s br abha`pts sb tdkt it akh f` `ksily abnnuhiakt`j khj usuklly nkro`t`j( K frkhj hkn`

    is td` hkn` be td` jistihativ` prbjuat, s`rvia` br abha`pt(

    Frkhjihm is td` prba`ss be ar`ktihm khj jiss`nihktihm td` frkhj hkn`( Frkhjihm akh f` kppli`j

    tb td` `htir` abrpbrkt` ij`htity ks w`ll ks tb ihjivijukl prbjuat khj s`rvia` hkn`s(

    FVKHJ WBQIZIBHIHM

    Frkhjpbsitibhihm r`e`rs tb tkrm`t abhsun`rs r`ksbh tb fuy ybur frkhj ih pr`e`r`ha` tb btd`rs( It

    `hsur`s tdkt kr` frkhj kativity dks k abnnbh kin is muij`j, jir`at`j khj j`liv`r`j fy td` frkhjs

    f`h`eit"r`ksbh tb fuy khj it ebaus`s kt kll pbihts be abhtkat witd abhsun`rs(

    WVBJPAZ WBQIZIBHIHM

    Ih nkro`tihm, pbsitibhihm dks abn` tb n`kh td` prba`ss fy wdiad nkro`t`rs try tb ar`kt` kh

    inkm` br ij`htity ih nihjs be td`ir tkrm`t nkro`t ebr its prbjuat, frkhj br brmkhizktibh( It dks twb

    pkrts V`.pbsitibhihm khj J`.pbsitibhihm(

    V`.pbsitibhihm ihvblv`s adkhmihm td` ij`htity be k prbjuat r`lktiv` tb td` ij`htity be abnp`tihm

    prbjuat ih td` abll`ativ` nihj be td` tkrm`t nkro`t(

    J`.pbsitibhihm ihvblv`s ktt`nptihm tb adkhm` td` ij`htity be abnp`tihm prbjuats r`lktiv` tb td`

    ij`htity be ybur bwh prbjuats ih td` abll`ativ` nihj be td` tkrm`t nkro`t(

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    Abha`pt

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    Abha`pt

    Ih brj`r tb ar`kt` k jistihativ` plka` ih td` nkro`t ks hiad` nkro`t dks tb f` akr`eully adbs`h khj

    k jiee`r`htikl kjvkhtkm` nust f` ar`kt`j ih td`ir nihj( Frkhj pbsitibhihm is k n`jiun tdrbumdwdiad kh brmkhizktibh akh pbrtrky its austbn`rs wdkt it wkhts tb kadi`v` ebr td`n khj wdkt it

    n`kh tb td`n( Frkhj pbsitibhihm ebrns austbn`rs vi`w khj bpihibhs(

    Frkhj pbsitibhihm ihvblv`s ij`htieyihm khj j`t`rnihihm pbihts be sinilkrity khj jiee`r`ha` tb

    ksa`rtkih td` rimdt frkhj ij`htiey khj tb ar`kt` k frkhj inkm`( Frkhj pbsitibhihm is td` o`y be

    nkro`tihm strkt`my( K strbhm frkhj pbsitibhihm jir`ats nkro`tihm strkt`my fy `xplkihihm td`frkhj j`tkils, td` uhiqu`h`ss be frkhj j`tkils khj its sinilkrity witd td` abnp`titiv` frkhjs ks

    w`ll ks td` r`ksbhs ebr fuyihm khj usihm td` sp`aieia frkhj pbsitibhihm ih td` fks` be j`v`lbpihm

    khj ihar`ksihm td` r`quir`j ohbwl`jm` khj p`ra`ptibhs ebr td` austbn`rs(

    Zd` abha`pt be frkhj pbsitibhihm aklls ebr f`abnihm td` eirst nbv`r khj pibh``r frkhj ih khy

    kttrifut` ih khy adbs`h austbn`r s`mn`ht( ]d`h td`r` is k vkakht slbt ih khy pkrtiaulkr kttrifut`,khytdihm h`w will `ksily m`t hbtia`j( Knitkfd Fkadadkh `ksily mbt suaa`ss witd td` pbsitibhihmks khmry ybuhm nkh ks d` wks td` eirst nbv`r ih tdkt s`mn`ht(

    Zd` pbsitibhihm strkt`my be f`ihm k pibh``r dks d`lp`j nkhy katbrs tb m`t tdrbumd td` tbumdabnp`titibh ih Fbllywbbj khj dks nkj` td`n iabhia plky`rs ih td` Ihjikh eiln ihjustry(

    Nbr` m`h`rklly, td`r` kr` tdr`` typ`s be pbsitibhihm abha`pts3

    ;( Euhatibhkl pbsitibhsb Qblv` prbfl`nsb Wrbvij` f`h`eits tb austbn`rsb M`t ekvbrkfl` p`ra`ptibh fy ihv`stbrs stbao prbeil` khj l`hj`rs

    6( Qynfblia pbsitibhsb Q`le.inkm` `hdkha`n`htb @mb ij`htieiaktibhb F`lbhmihmh`ss khj sbaikl n`khihmeulh`ssb Kee`ativ` euleilln`ht

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    1( @xp`ri`htikl pbsitibhsb Wrbvij` s`hsbry stinulktibhb Wrbvij` abmhitiv` stinulktibh

    Wrbjuat Wbsitibhihm Wrba`ss

    M`h`rklly, td` prbjuat pbsitibhihm prba`ss ihvblv`s3

    ;( J`eihihm td` nkro`t ih wdiad td` prbjuat br frkhj will abnp`t` $wdb td` r`l`vkht fuy`rskr`)

    6( Ij`htieyihm td` kttrifut`s $klsb akll`j jin`hsibhs) tdkt j`eih` td` prbjuat -spka`-1( Abll`atihm ihebrnktibh erbn k sknpl` be austbn`rs kfbut td`ir p`ra`ptibhs be `kadprbjuat bh td` r`l`vkht kttrifut`s

    :( J`t`rnih` `kad prbjuat-s sdkr` be nihj0( J`t`rnih` `kad prbjuat-s aurr`ht lbaktibh ih td` prbjuat spka`5( J`t`rnih` td` tkrm`t nkro`t-s pr`e`rr`j abnfihktibh be kttrifut`s $r`e`rr`j tb ks kh ij`kl

    v`atbr)=( @xknih` td` eit f`tw``h3

    b Zd` pbsitibh be ybur prbjuatb Zd` pbsitibh be td` ij`kl v`atbr

    4( Wbsitibh(

    Zd` prba`ss is sinilkr ebr pbsitibhihm ybur abnpkhy-s s`rvia`s( Q`rvia`s, dbw`v`r jbh-t dkv` td`

    pdysiakl kttrifut`s be prbjuats . tdkt is, w` akh-t e``l td`n br tbuad td`n br sdbw hia` prbjuatpiatur`s( Qb ybu h``j tb kso eirst ybur austbn`rs khj td`h yburs`le, wdkt vklu` jb ali`hts m`t

    erbn ny s`rvia`s2 Dbw kr` td`y f`tt`r bee erbn jbihm fusih`ss witd n`2 Klsb kso3 is td`r` k

    adkrkat`ristia tdkt nko`s ny s`rvia`s jiee`r`ht2

    ]rit` but td` vklu` austbn`rs j`riv` khj td` kttrifut`s ybur s`rvia`s bee`r tb ar`kt` td` eirst jrket

    be ybur pbsitibhihm( Z`st it bh p`bpl` wdb jbh-t r`klly ohbw wdkt ybu jb br wdkt ybu s`ll, wktad

    td`ir ekaikl `xpr`ssibhs khj list`h ebr td`ir r`spbhs`( ]d`h td`y wkht tb ohbw nbr` f`akus`ybu-v` piqu`j td`ir iht`r`st khj stkrt`j k abhv`rsktibh, ybu-ll ohbw ybu-r` bh td` rimdt trkao(

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    ]DY ZD@ WBQIZIBHIHM QZVKZ@MY IQ INWBVZKHZ

    Nbr` bet`h tdkh hbt, wd`h k frkhj strumml`s, its f`akus` td`yv` strky`j erbn td`ir frkhj

    pbsitibhihm strkt`my br abhstruat`j k ekulty bh`( Phebrtuhkt`ly, tb ih`xp`ri`ha`j nkro`t`rs, tdkt

    ekat isht klwkys bfvibus(

    Zd` pbsitibhihm strkt`my sb inpbrtkht f`akus` td`yr` k tihy littl` fusih`ss plkh fbil`j jbwh tb

    bh` s`ht`ha`( Mrkht`j, sbn`tin`s its k lbhm s`ht`ha`( Fut it suaaihatly j`eih`s td` tkrm`t, td`ir

    pkih pbiht, td` akt`mbry ih wdiad td` frkhj abnp`t`s, td`ir jiee`r`htikt`j f`h`eits, khj wdkt td`

    abnpkhy nust jb tb prbv` tdbs` jiee`r`htikt`j f`h`eits tb td` austbn`r(

    Kssunihm it dksht cust f`abn` k wbrjsnitdihm `x`rais` $mrrrr) j`v`lbpihm k frkhj pbsitibhihm

    strkt`my ebra`s td` abnpkhy tb abhsij`r wdkt td`y h``j tb jb tb f` suaa`sseul( Wdilip Obtl`r, bh`

    be td` wbrljs ebr`nbst `xp`rts bh nkro`tihm, aklls td` prkatia` be frkhj fuiljihm td` krt khj

    abrh`rstbh` be nkro`tihm(

    @xp`ri`ha`j nkro`t`rs ohbw tdkt wd`h k frkhj is strummlihm, bh` be td` eirst tdihms tb `xknih` is

    td` frkhj pbsitibhihm strkt`my( Zdkts lio`ly wdy Q`krs ANB Viadkrj M`rst`ih abnn`ht`j ih kr`a`ht krtial`, tdkt k o`y ksp`at be dis plkh tb r`viv` td` Q`krs frkhj will f` tb nko` sur` tdkt

    td` bv`rkll austbn`r `xp`ri`ha n`radkhjis`, ih.stbr`, s`rvia` khj nkro`tihmkr` td` f`st tdkt

    td`y akh f` khj wbroihm tbm`td`r tb ar`kt` k jiee`r`htikt`j prbpbsitibh tdkt nko`s sbn`bh` abn`

    tb Q`krs v`rsus mbihm sbn`wd`r` `ls`(

    Its klsb wdy Qtkrfuaos A@B Dbwkrj Qdultz r`a`htly sdut kll P(Q( stbr`s ebr 1 dburs tb r`trkih

    stkee tb prbp`rly `x`aut` Qtkrfuaos uhiqu` pbsitibhihm(

    In hbt sur` wdy pbsitibhihm strkt`mi`s kr` sb bet`h bv`rlbbo`j fy abnpkhi`s( Nkyf` its

    f`akus` pbsitibhihm strkt`mi`s kr`ht `ksy tb ar`kt`( Ket`r kll, wd`h td`yr` jbh` rimdt, k wdbl`

    lbt be r`s`krad khj tdihoihm mb`s f`dihj td` abhstruatibh be tdkt bh` lih` pbsitibhihm stkt`n`ht

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    nkyf` its f`akus` sb nkhy t`rns kr` us`j tb j`sarif` td` skn` tdihm( Frkhj pbsitibhihm

    strkt`mi`s kr` vkribusly r`e`rr`j tb ks pbsitibhihm strkt`mi`s, frkhj strkt`mi`s, khj pbsitibhihm

    stkt`n`hts, fut td`y kll n`kh td` skn` tdihm(

    Nkyf` its f`akus` usihm td` t`rn frkhj, sbuhjs elueey, br nkyf` td`y kr` abheus`j kfbut

    wdkt frkhj n`khs( Its hbt uhusukl ebr sbn` p`bpl`, wd`h td`y tklo kfbut frkhj, tb r`e`r tb td`

    frkhj ij`htity3 td` lbmb, hkn`, tkmlih`, `ta( Its `ksi`r tb j`eih` sbn`tdihm wd`h ybu akh s`` it(

    Fut ebausihm bh td` visukl ij`htity klbh` bv`rlbbos td` aritiakl inpbrtkha` be td` strkt`mia

    `l`n`hts be k frkhj(

    Abnpkhi`s wdb tko` td` tin` uhj`rstkhj khj abhstruat k frkhj pbsitibhihm strkt`my wbht

    h`a`sskrily eihj tdkt td`ir adkll`hm`s jiskpp`kr( Fut td`y will dkv` k f`tt`r uhj`rstkhjihm be wdkt

    tb jb tb kadi`v` td`ir bfc`ativ`s(

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    Distbry beFbllywbbj

    Nbvi`s

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    Aih`nk be Ihjik

    Zd` aih`nk be Ihjik abhsists be eilns prbjua`j karbss Ihjik, ihalujihm td` aih`nktia aultur` be

    Nunfki klbhm witd td` aih`nktia trkjitibhs be stkt`s suad ks Khjdrk Wrkj`sd, Ksskn, Okrhktkok,

    O`rklk, Wuhckf, Zknil Hkju khj ]`st F`hmkl( Ihjikh eilns akn` tb f` ebllbw`j tdrbumdbut

    Qbutd Ksik khj td` Nijjl` @kstwd`r` nbj`st jr`ssihm khj sufju`j s`xuklity be td`s` eilns

    wks ebuhj tb f` kaa`ptkfl` tb td` s`hsifiliti`s be td` kuji`ha` f`lbhmihm tb td`s` r`mibhs( Ks

    aih`nk ks k n`jiun mkih`j pbpulkrity ih td` abuhtry ks nkhy ks ;,777 eilns ih vkribus

    lkhmukm`s be Ihjik w`r` prbjua`j khhuklly( @xpktrikt`s ih abuhtri`s suad ks td` Phit`j Oihmjbn

    khj td` Phit`j Qtkt`s abhtihu`j tb miv` ris` tb iht`rhktibhkl kuji`ha`s ebrDihji.lkhmukm` eilns,

    sbn` be wdiadkaabrjihm tb td` @hayalbpjik Fritkhhiak $6779) `htry bh Fbllywbbj

    abhtihu`j