1. IMC PLAN FOR SUBMITTED BY- ECSTASY GROUP MadhuriGarg Deepika Thakur Pratima Singh RashpalKaur Shanky Garg

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

6. COMPETITORS Star Plus Zee TV Sony Entertainment Television Sahara one NDTV Image Doordarshan All other regional entertainment channels

7. MARKET SHARE

8. OPPORTUNITIES Brand loyalty in Indians. A lot of untapped market New generation with different tastes in watching TV shows.

10. Increasing Brand Awareness/Recognition

11. Category Demand

12. Enhance Purchase Actions

13. Increasing and Maintaining High Market ShareSuggested Ways Microsites 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. BUDGETING Studies at Harvard Says About Marketing Budget- It should be 3% of the revenue Can fluctuate according to PLC Product/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 CONSIDERATION Communication Plan (obviously) Online Marketing Expenditure - opt specific ones-recommended microsites Competition from rivals PLC stage- Growth Stage Trade promotions More on PR and High Involvement Promotions Relatively less On Mass Media Advertising

18. FUTURE STRATEGIES Can 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. TACTICS Advertise 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.

25. Humor - Child Stand Up Comedians - 'ChhoteMiyan.

26. Music – “ChakDhoomDhoom”.

27. Emotional & Fear appeal

28. Rational Appeal – Game Shows like Bingo hosted by AbhishekBachchan.

30. SEGMENTATION Geographic Demographic Psychographic Socio-cultural

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 Dabbawallas Radio Print Websites Mobiles Movie theatres Other Outdoor for promotion for the channel.

35. BRANDING STRATEGIES LOGO -: 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’s Pantaloons

37. IMC SCHEDULING Quick Launch HEAVY Advertising Scheduled its launch near to Janamashtmi

38. Any Questions…………………

39. THANK YOU