INOVATIVE INTEGRATED MARKET COMMUNICATION STRATEGIES USED IN MARKET, RA ONE CRIT
ID: 464919 • Letter: I
Question
INOVATIVE INTEGRATED MARKET COMMUNICATION STRATEGIES USED IN MARKET, RA ONE CRITICAL ANALYSIS. I
INTRODUCTION
India film industry formally used traditional strategies to marketing their movies mostly in regional and Bolly wood movies, the major strategy used in marketing the movies is through distribution right both the actors and producer could not achieve their desire result.
As a result of that, the India producers decided to employed and implement innovative marketing communication strategy (IMC) which is the most racruitive benchmark used by Hollywood, it help in promoting and increase revenue for the Indian film industry. More than 800 per years, the success rate was very low as a result of that Indian producer decided to use marketing expert in order to expand the market.
IT WILL INTREST YOU TO UNDERSTAND THE FOLLOWING NAMES.
-TELUGU –is a language spoken in the state of Andhata Pradesh in India
.-TAMILl – is a film industry base in Chennai (formerly known as Modras) tamil indian
-HINDi – is one of the official languages of the republic of India
-SHAH RUKAH –is a renowned hindi cinema actor in India, often called “king of Bolly wood
-KAREENA KAPOOR – Is an India film actress who appear in India Bolly wood
- ARIJUN RAMPAL – is a an India film actor and formal model he play the role of villain in Ra in a film video
- EROINTERNATIONAL – is a leading global company in India film industry, ero acquired distribution and co – produce India language film in multiple format
-RED CHILLIES –entertainment headed by Shah Ruhan and wife Gauri Khan is a company in India and surging ahead in the global entertainment industry.
Therefore after introduction of IMC marketing strategies the India movies started improving rapidly and globally with new movies called TELUGU AND TAMIL film industry.
Ra one is a science – fiction super hero, Hindi film co – acting among the film stars jointly produced by eco international and red chills entertainment and directed by Anubhaw Sinha , staring Shah Khan ,Kareena Kapoor and Arijun Rampal.
THESE ARE VARIOUS IMC MARKETING STRATEGIES USED BY INDIA FILM INDUSTRY.
The partnership of red chillies entertainment and Eros international promoted the market because the two companies have a credible brand the concept of super star actor (king Shah Rukah Kahn) in the film added more brand equity to the movies.
The promotion of the film commence before the film was officially released advertising through traditional and online social network , advertising through leading newspaper across the country promoted the movies public relation campaign for promoting Ra one , sha rukh appearance of sanjay and others super stars that acted the movies.
Khan made not less than 30 public appearances in just 40 days to bring 10 to 20 million viewers to watch the movies and persuaded lady Gaga which she endorsed the movies. The invitation of media bodies during the shooting of the movies contributed in promoted the movies. Operate tie up with several of India and international brands like formula one, Nokia, home shop 18, you tube, Google, Coca cola and Google plus etc.
Ra one happy meal at Mc Donald , happy meal was lunched to wow the target views , Ra one with happy meal which attracted large number of people and promoted the film.Ra one lap top with the image of super hero, the 3 years of co- branding through advertising electronic , online and print media.
Godref consumer product tie with Ra one which is major leading home appliances , making a sales promotion during festive season from 27,2011 to October 31 2011 with aid of mass media, like television , print, help to speed up the business and created greater awareness.
Lunch of G one clinthol deodorant by shah rukah khan he unveiled G one geo spray in Mumbai displaying his picture personality on the perfume, lunched a special fragrance can with his image of shah rukh.
Collaboration with social media, online .you tube different songs were lunched as a promotion to general audience with special video of making Ra one, also the first social game from India, so that the participants can create awareness from the clip, music and dialogue of the movies. Coca- cola in India partner with the film Ra one through sales promotion, consumer to call a number 0 80009 80009 Nokia Ra one cooperate tie in India collabollate with Ra one, where NFC feature just tap the symbol of Ra one.
Home shop 18 tie with Ra one for marketing Ra one merchandise, home marketing collaborated with Ra one in selling original movies also operating for 24 hours shopping , gift and hampers were given to customers , like notebook, sipper set, exam pad, coin bank to promote the movies.
CONCLUSION
The emerging of red chill entertainment and eros international using IMC strategies in marketing the movies is not only to make huge profits but to make a good benchmark in India film industry. The used of IMC helped in promoting the actors and the actress, and promote India cultural heritage globally also create very remarkable brand equity in the industry also showed the objectives of using IMC strategies in promotion.
Explanation / Answer
Integrated Marketing Communication strategies used by the film proved effective in making the project a super success. The film was made with a budget of $ 22 million and it was one of the most expensive films of Indian Cinema at the time of its release. Producers Red Chillies spend $8 million of the marketing budget, which covered an elaborate nine-month publicity and PR campaign, brand endorsements, video games, merchandise and viral marketing.The film received much of acclaim because of technological aspects.
The film’s publicity, advertising, and promotion was an excellent working example of IMC. Film was promoted by the partnership of Red Chillies entertainment and Eros International. The promotion and publicity campaign began even before the official release of the film. A wide variety of ATL and BTL media were effectively utilized including social media, traditional channels, leading newspapers public appearances by Shah Rukh and c-starts who worked in the movie.
The film received national awards for its technological breakthrough. However because of a poor script, the film received mixed reviews from the critics and did not prove profitable for its distributors, though producers made money. Success of the film can be attributed to only two aspects, one is the technological and the other is Integrated Marketing Communication, which made the film a super hit, despite having a mediocre script and direction.
Related Questions
drjack9650@gmail.com
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.