A study of Blockbuster Bollywood Movies Marketing Strategies

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Text of A study of Blockbuster Bollywood Movies Marketing Strategies

DEPARTMENT OF MANAGEMENT SCIENCEDR.Babasaheb Ambedkar Marathwada UniversityAurangabad

PROJECT REPORT ONA STUDY OF BLOCK BUSTER BOLLYWOOD MOVIES MARKETING STRATEGIES-(2005-14).

SUBMITTED BYSHRINATH BORUDESUYOG KULKARNISHEKNATH DAWANE

Project Guide By:PROF.RAM KALANI SIR.Department of Management Science.

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.PARTICULARPAGE NO

1INTRODUCATION5

2NEED11

3OBJECATIVE12

4HYPOTHESIS12

5SCOPE12

6REVIEW OF LITERATURE

13

7RESEARCH METHODOLOGY13

8DATA ANALYSIS16

9DATA INTERPREATION17

10

FINDING18

11

CONCLUSION19

12SUGGESATIONS20

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 CONCEPTTHOSE 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 PROCESSTHE 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 CONTROLFINALLY, 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 THEMARKETINGOF 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.STRATEGIESMARKETING SUPPORTS SOLUTION SELLING THROUGH METHODS LIKEACCOUNT-BASED MARKETINGUNDERSTANDING A SPECIFIC TARGET ORGANIZATION'S REQUIREMENTS AS THE FOUNDATION OF A MARKETING PROGRAM.

2)AGRICULTURAL MARKETINGMARKETING IS THE PROCESS THAT AN AGRICULTURAL PRODUCT GOES ON ITS WAY FROM THE PRODUCER TO THE CONSUMER.STRATEGIES1) COMMODITY MARKETING2) 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 MOVIE2)E-MARKETING OF BOLLYWOOD MOVIESKUMAR

RESEARCH METHODOLOGYRESEARCH METHODOLOGYTHE 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 DATA2] SECONDARY DATAPRIMARY DATA IS THE DATA WHICH IS COLLECTE BY OBSERVATION,SURVEYS,QUESTIONNAIRE,PERSONNELINTERVIEW.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 DATAAND, PARTICULARLY IN THE CASE OFQUANTITATIVE DATA, CAN PROVIDE LARGER AND HIGHER-QUALITYDATABASESTHAT WOULD BE UNFEASIBLE FOR ANY INDIVIDUAL RESEARCHER TO COLLECT ON THEIR OWN. IN ADDITION, ANALYSTS OF SOCIAL AND ECONOMIC CHANGE CONSIDER SECONDARY DATA ESSENTIAL, SINCE IT IS IMPOSSIBLE TO CONDUCT A