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Marketeers Inc.
Presents
Re-launch of a TV Show
Street Hawk – Justice on Wheels-“Flash from the past”
Background of the show
The show was about a top secret government project called Street Hawk. Street Hawk is a Super Bike, specially designed to fight crime. The protagonist cruises the streets of Los Angeles on the bike as a vigilante and fights the crime with the help of the bike and his handler. Together they help in keeping the city crime free.
“The Street Hawk”
To save the innocent and provide justice to the victim of the crime is the purpose of our protagonist. Our lead is an agent of the FED’s, he does all this keeping his identity secret, in short as a VIGILANTE’. The purpose of the show is to provide entertainment and awareness about law.
About The Bike
MODEL: Honda XL series.
TOP SPEED: 200 MPH, 300 MPH with Hyper thrust
WEAPONRY: Laser Cannon, Machine Guns, Rocket Launcher
OTHER FEATURES: Infrared Cameras, Compressed Air Vertical Lift System, On and off road capability
About The BikeThree different types of bikes that were used:A 1983 Honda XL500 was used to make the bike used in the pilot episode. 1984 Honda XR500's were used to make the bike during the series. 1984 Honda CR250's were used to make the bikes for the stunt scenes during the series.
Target market with consumer Profiling
• Youth.• Bike & Mystery lovers.• Persons related to forensic
and crime department.• Students :- Law student. Psychology.• Boys and Girls, both can
watch the show.
Consumer Profiling
Age groupChildren(8-12)Adolescence(13-17)Young(18-23)Old people(58+)Income groupUpper middle classElite groupGeographic Condition Urban
Re-Positioning Strategy
Increase in Diversity– Tailored Service
Adventure
Crime fightingMystery
Re-Positioning Strategy Lower Volume
Limited productionLimited airing (once a week)
Higher CostCustomization and Maintenance of multiple
bikesStunts Special Safety CrewSpecial Effects
Higher StatusCustomized bike as a status symbol Contd…
Audience Pullers
Public Poll (reality show stars).Advertisements.Tag line.Music video.
Sidharth (Splitsvilla) Javed (stunt Mania)) Sahil (Splitsvilla)) Adil (Stunt Mania)
Labeling of Street Hawk
Our service cannot be labeled at this moment.A product or a service is labeled by the people after launch
SWOT Analysis
Strength Weakness
Opportunity Threat
First Movers advantage
Actors from famous serials
Limited airing(captures interest)
Real life stories
Show was a flop earlier
This is a re-launch
Stereotypical
In competition with Roadies
and Stunt Mania and other
similar genre TV Shows.
Less competition due to less
crime serials.
Huge investment
Intuition based experiment
Market captured by Soap Operas.
The Gaps Model of Service QualityConsumer
Past experience
Expected service
Perceived service
Service delivery (including pre- and post-
contacts)
External communications
to consumers
Translations of perceptions into service
quality specifications
Management perceptions of consumer expectations
GAP 5
GAP 3
GAP 2
GAP 1
GAP 4
Personal needsWord-of-mouth
communications
Marketer
The Gaps Model of Service Quality
ConsumerPrevious
Launch(Flop)Thrill and Entertainment
Service perceived is SUBJECTIVE
• Failure to meet demand and supply
• Intermediaries
Marketing Techniques
Feedback about the quality of the show
Proper Management
GAP 5
GAP 3
GAP 2
GAP 1
GAP 4
Personal needs
People’s view
Marketer
• Not knowing what customers expect->As people are bored with these kind of shows and thinks they are monotonous e.g CID
• Not selecting the right service standards and designs->Not selecting the right channel. So the channel reputation will hit the show’s reputation.
• Not matching performance to promised->Not working as per the feedback of the people
Customer expectations
Customer perceptions
Reasons for
Customer Gap 5
Customer’s expectations
Company’s perceptions of customer expectations
• Inadequate marketing research orientation->No polls, No feedback, no advertisement
• Lack of upward communication->Management problem so called chinese talks
Reasons for
providergap
I
Translation of perceptions into service quality specifications
Management perceptions of customer expectations
• Poor service design->Poor script, bad actor, bad scenario
• Inappropriate physical evidence and service scope->Bad bike, lack of proper stunts and bad location
Reasons for
provider gap
2
• Failure to match supply and demand->Consumers demand something and supplier supply something else.
• Customer not fulfilling their roles->Not giving a proper feedback like mails, blogs etc.
• Problems with service intermediaries->Problems with Sony channel
Service delivery
Customer-driven service designs and standardsReasons
for provider
gap 3
External communications to consumers
Service delivery
• Lack of integration of marketing communications->Wrong marketing techniques used
• Inadequate management of customer expectations->Manipulation of data related to the feedback
• Overpromising->Res ipsa loquitor• Inadequate horizontal communications->Wrong management
within the different departments
Reasons for
provider gap 4
Public Poll Advertisements TRP
Actors Bike Story Line
Director Stunt Team
Equipments Technology Concept
Line of Internal Interaction
Line of Visibility
Line of Interaction
VotingShowing the popularity
Value proposal or Awareness about the
showPhysical Evidence
Customer Action
Onstage Contact Action
Backstage Contact Action
Support Service
Marketing Mix
Product:
Price:
Place:
Promotion:Physical Evidence:
People:
Process:
Contd…
Marketing MixProduct: Branding, Style and Fashion are the core concepts in our show.
Price: Premium pricing has been done due to special stunt sequences, therefore the show is on a limited airing sequence. Decrease the overall cost but no compromise with quality of entertainment
Place: Using a direct and a single channel. Prime strategies to increase value of product. Yashraj TV along with Sony entertainment television was eyed as the suitable distributor of the show. Contd…
Marketing Mix
Promotion: •Advertisements on a weekly basis is necessary to keep the people guessing about what’s about to come next.•Tie-ups with reality shows to rake in stars.
Physical Evidence: •Street hawk merchandises are to be circulated among the public to promote the show. • Selling merchandise through eBay.
Contd…
Marketing Mix
People: Important part of the show are actors. So to provide the best you have ask public themselves to pick one through a public poll.
Process: They have a dual target. To provide customer satisfaction and optimize benefits. Small processes to meet individual targets and integrating all the processes to reap eventual target.
Porter’s Five - Force Analysis
Competitive Rivalry
Threats of New
Entrance
Bargaining Power of
Customers
Threats of Substitute Services
Bargaining Power of Suppliers
The Threat of Entry
Economies of Scale.
Barrier to Entry by existing Industries.
Capital requirement is high.
Access to distribution.
Brand Image and loyalty of established Industries in
customers minds..
Government Rules and Policies.
The Threat of Substitutes
Substitutes available in the Television
markets.
Performance of substitutes is good.
Threat of substitute in total is low.
Better quality
Bargaining Power of Buyers
Degree of dependency upon existing channel of
distribution.
Availability of existing substitute services.
Can switch to another substitute services.
Buyer sensitivity.
Differential advantage(uniqueness)of the show.
Bargaining Power of Suppliers
Presence of substitute inputs.
Employee solidarity
Strength of distribution channel.
Impact of inputs on cost or differentiation.
Competitive Rivalry
Competitive advantage through innovation
Level of advertising expense
Powerful competitive strategy.
Get Creative
Provide outstanding customer service
Uniqueness
Observing the steps of the competitors
Tackling Competition
Conclusion
We understood the challenge of providing marketing strategies for a show which was a flop in it’s first stint.
We understood how economies of scale cannot be achieved in high risk and expensive endeavors.
Also understood the benefits of taking risks and playing the right cards of promotion at the right time.
THANK YOU