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Flash Mob which became very common these days was first used for the promotion of jassi jassi koi nahi.TRP war b/w sony & star plus is also the highlight of the case/ppt
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“Jassi Jaissi Koi Nahi”Case of Innovative Marketing
TRP WAR
Condition in 2002
• Till Mid 2002 SET had a hold over 9-10pm band, with two of its leading shows..
Condition in 2003
• Market leader for shows b/w 7:30pm to 11:30pm
• Viewership 5 times then SET• Star easily shifting audience
from one show to another• Sony had an appointment
viewing
Result
Star Plus Average TRP : 13.2SET Average TRP: 1.3
SET being perceived as “Me-Too” to Star
Realization
• During Prime time i.e.9-10pm, women influence the choice of channel to view
• Most of the household have single Television
What’s being Derived is..
• Women want Successful life
• Is aspirational, educated and competitive
• Looking for alternative to kitchen politics
All this was responsible for the creation of
• Target Audience: Individuals belonging to SEC ABC
• Age 25-34 years
• Air time 9:30pm
• Adapted from a Colombian series “Yo Soy Betty La Fea”
• Agency for promotional and advertising campaign of Jassi: Euro RSCG
• Have changed the standards of Promotion in India
Promoting Jassi Through Integrated Marketing...
• There were no faces in the campaign and the focus was on blurbs
• Excitement and curiosity was created around the main character Jassi.
• Who is Jassi and how does she look like was the focus of pre-launch campaign.
• Mona Singh introduce herself as Jassi
Media Mix
Airport Placards
Flash Mob chanted “Jassi,
Jassi, Jassi”
SMS
Blank Cutouts Leaflets
Trains
• Channel presented the entire caste of the show except Jassi
• Printed in newspapers before the launch
• “Jassi manage to give the camera a slip yet again”
• Sustained the buzz post launching of Jassi jaisi koi nahin through the following ways:
• A flash mob with a marketing objective-organized by SET named “Apna Bazaar” with a few dozen people were launched in October 2003 chanting ‘Jassi, Jassi….
• ‘Shaher Shaher mein charcha’ campaign featured people from all walks of life voicing their opinions
• Interviewed live in the studios of Aaj Tak and Red FM,
Marketing Awards
• Danik Bhaskar Indian Marketing Awards: Successful initiative in media
• Top prize in the category of new Brand Launch of the year
Results
• SET share of the prime slot is up from 8.2% to 32.4%
• Star Plus is down from 81.8% to 62.6%• Slot TVRs are up from 1.33 to 6.3 by December
2003• The Jassi pal club yielded more than 4000
members at a conversion rate of 8.7%• The first stage marketing campaign has resulted in
more than 2 lakh hits to “know more about Jassi”
TRP rating post makeover..
1.Was Jassi able to achieve its objective? How and why?
• Yes• At that time there was need of a
program other than family dramas showing kitchen politics
• Provided distinct view representing middle class girl with high aspiration, fighting against all prejudice and finally emerge the winner
• “Unique Marketing”
– Outdoor and print media – Sms, phone in messages, Email marketing– Van activities, blank cutouts, airport placards– Flash mobs in Local train– Create curiosity by not showing jassi in any of
campaign but initiate talks about her– Jassi pal club
2. Do you think one programme can make or break a channel? What can SET do to sustain TRPs after the completion of the Jassi programme ?
Yes “Jassi” practical example
What should SET do?
• Meet viewers expectation- Introduce more programme for same age group
• Introduce programme for children to increase viewership base.
• Avoid overdose - single type of programme in different slots
3. What are the various indicator used in the case that point to the success of Jassi? Which of these indicator affect advertising rates?
• TRP- 3.8 in 1st week and increased to 8.2• Average slot share increase to 31%• Viewership in same time slot increase by
250%. • Add 4 million new viewers in the general
entertainment category for SETAs a result the advertisement slot rate for prime
time increase by 50%.