Colors Final

8/3/2019 Colors Final

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Introduction


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Introduction

Colors is a Hindi language Indian general

entertainment channel based in Mumbai

A part of the Viacom 18 family.

It was launched on July 21, 2008.

Huge popularity just after its launch

Successful ratings- received a 2nd position among

other Hindi general entertainment channels within

a little while, such as Zee TV, Sony TV, Star One,and Sahara One.


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Currently, the channel is featuring a number of

successful shows, such as Balika Vadhu, Na Aana Is

Des Laado.

Balika Vadhu was ranked in the TOP 5 shows of

Indian television's TRPs charts, within 3 months ofits launch.

Colors has launched in America on the Dish

Network in February 2010, where it is called Aapka

Colors.


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Colors launched in the United Kingdom and Irelandon Sky on 25 January 2010

On 9 December 2009, INX Media confirmed that

Colors had bought 9XM's Sky EPG slot on channel829

Colors secured a deal to join the VIEWASIA

subscription package on 5th January 2010.

It became No. 1 in TRP ratings from 6-8 monthsfrom the launch.


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Market Share


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Star Plus45%

Sony27%

Zee21%

Colors7%

Ratings post launch


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Ratings after 1 year

STAR PLUS

42%

COLORS

24%

SONY

18%

ZEE

16%


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Star Plus

23%

Colors

20%

Zee TV15%

Sony

14%

SAB

12%

Imagine TV

7%

Star One3%

Star Utsav

2%

Sahara One

2%

DD1

2%

Market Share (June 9,2011)


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Channel Date DayStartTime

Programme TVR

Star Plus 13-Oct-11

Thu 18:59 SAATHIYA SAATH NIBHANA 5.11

Sony

Entertainment TV

12-Oct-

11

Wed 20:29 KAUN BANEGA CROREPATI 4.14

Colors 13-Oct-11

Thu 19:59 BALIKA VADHU 3.67

SonyEntertainment TV

14-Oct-11

Fri 23:03 CRIME PATROL 3.2

StarCricket

9-Oct-11 Sun 21:41 L/T NOKIA CLT20-11 F MI/RCB 3.17

Star Plus 12-Oct-11

Wed 20:00 IS PYAAR KO KYA NAAM DOON 3.08


12-Oct-11

Wed 22:31 BADE ACHHE LAGTE HAIN 2.99


15-Oct-11

Sat 22:00 C.I.D. 2.99

Colors 12-Oct-11

Wed 22:01 UTTARAN 2.91

Star Plus 14-Oct-11

Fri 21:00 DIYA AUR BAATI HUM 2.83


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5 Cs of Marketing


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Colors channel is a joint venture operation in India

between Viacom Inc. and Network18 Group.

Colors, earlier a free to air (FTA) channel, has

recently gone pay.

Paid 5-10 % more than the others on cabledistribution so that Colors sat between the prime

channels

Collaborators


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MSM Discovery Private Limited (MSMD) is the

designated agent to distribute Colors in India as part

of the coveted TheOneAlliance (TOA) bouquet.

IPL ties up with Colors

"Colors has joined the distribution alliance of Sun18

Media Services with effect from 13th July 2010.

Collaborators


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Major competitors: Star Plus, Zee and Sony

Power in the hands of the cable operator

Pay carriage fee to view a channel

Spend more and expect half in return

Competitors


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Company

Product lines : fiction, mythology, reality

Image in the market: entered as a challenger,

now leader

Skills: innovative content, disruptive scheduling

Goal: to be a profitable market leader


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Customer

Created thought provoking subject-based shows likeBalika Vadhu, Uttaran and Na Ana Is Des Laado

Reality shows with a difference like Khatron Ke

Khiladi, Big Boss.

Gives the viewers an expanded choice - Jasbaat ke

Rang

Scientific scheduling for eg: Balika Vadhu (multiple

entry points)


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Context

Political issues: notice was sent to Colors Channel for

allegedly portraying the character of a district

magistrate in negative light in the serial.

Social Issues: shocking scenes of a girl child beingimmersed in a big bowl of milk , created a social

outburst

Extra working hours of the children


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Marketing Mix

Product Innovative Daily soaps touching

altogether different emotional buds of women

viewers

Price -- Prices offered to advertisers were very

attractive as the channel got more than 100

advertisers within 2 months of its launch


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Marketing Mix

Place -- Viacom18 is said to have given away Rs 100

crore as carriage fee for a year to get the best band

for its channel

Promotion Innovative promotion was mainly

through local trains, buses, through retail stores and

many more


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Product Mix

Dramas* Bairi Piya* Balika Vadhu* Bhagyavidhaata* Maat Pitaah Ke Charnon Mein Swarg

* Na Aana Iss Des Laado* Uttaran

Mythology

* Kahaniya Vikram Aur Betaal Ki* Mahavir Hanuman* Sarvopari Shri Swaminarayan Bhagwaan* Jai Shri Krishna


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Product Mix

Horror

* Koi Aane Ko Hai* Kahaniya Vikram Aur Betaal Ki

Reality* Fear Factor Khatron Ke Khiladi Level 2* Mallika-E-Kitchen* 100% De Dhana Dhan* Bigg Boss 3

* Fear Factor Khatron Ke Khiladi* Sajids Superstars* Chhote Miyan* Indias Got Talent


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Product Life Cycle

colors

Introduction Growth Maturity Decline


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Promotional Strategies


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Market: General Public

Mission: To generate Curiosity about the channel & shows

Message: Watch Colors

Media: TV, Newspapers, Hoardings, Dabbawalas, SMS

Money: Spent more than Rs. 50 crore on initial promotion

Measurement: Initial viewership

6 Ms Model of Communication


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Colors left no stone unturned in its Promotion of

its various shows & the channel itself

Used all media such as TV, radio, print, websites,mobiles, movie theaters and outdoor for promoting

the channel

It placed 1300 hoardings and launched road showsacross the country


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65000 ad spots booked on TV while 15 million SMSs

sent across all telecom operators

3000 taxis in Mumbai and 2000 auto rickshaws in small

towns along with local trains and school buses painted

with Colors brand.

The efficient dabba service in Mumbai used to disbursethe channel message


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Programme Specific Marketing

Colors tied up with ISKCON for promoting its

mythological show Jai Sri Krishna at all ISKCON temples.

For the show Mohe Rang De, Colors chose Punjab and

Delhi to organize street plays as these plays were the

maximum witness to freedom struggle.


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The channel teamed up with around 2 lakhdabbawalas, who wore masks with Akshay's face

printed on them, while delivering food.

Foot over bridges were branded with messages such as

'Crossing railway tracks is unwise, for real stunts watch

FearFactor'.

Tied up with coffee outlet chain Barista to launch a Fear

Factor special edition coffee, called F2.


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Colors also partnered with Barista for special BiggBoss meals and Big Bazaar outlets for different

promotional offers.

In Mumbai, some announcements adorning the BiggBoss voice were made on railway platforms

35 million SMSs sent across operators, announcing

the start of Bigg Boss.


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Recent strategy during IPL

VIEWERSHIP IN THE LAST TWO YEARSIPL 2008Genre Feb 19 to April 9

Share % before IPL April 10 to June 1Share % during IPL Growth/decline %Hindi GEC 22.9 20.6 -10Hindi movies* 9.4 16.7 77

IPL 2009Genre March 14 to April 17

Share % before IPL April 18 to May 24

Share % during IPL Growth/decline %

Hindi GEC 25.9 23.3 -10Hindi movies* 12 18.5 54

*Hindi movies had an increase in the genre since IPL was on Max, which is a movie-based channel

Source: Tam


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Colors is trying to safeguard its viewership by joining

hands with IPL to launch a series of entertainment

initiatives, such as, a music competition to be held in

cricket stadiums.

IPL-related showsdance and music reality showRockstar, the IPL Awards Night, IPL Parties on MTV and

IPL Khatron Ke Khiladi.

Fashion show by players, showing the work of 50

designers. Also showing recent movies on weekends.


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Strategic Competitive Analysis -

Challenger

Product innovation.

Distribution innovation.

Intensive advertising promotion.

A challengers success depends on combining several

strategies to improve its position over time.


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Branding Strategies


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The logo of Colors is fresh & welcoming

Yellow is associated with the sun - and hence

optimism, warmth and happiness.

Pink is youthful, fun and exciting.

Purple, a mix of red and blue, it evokes mystery

Branding StrategiesBRAND ELEMENTS


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Branding Strategies

The use of small caps in the title indicates

openness, a welcoming attitude

The leaf like motif is very Indian in its design. Itspattern is also reminiscent of the pattern of a

peacock feather, which in turn is a symbol of Lord

Krishna


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Branding Strategies

The logo of the channel also includes the name of

the Parent Company i.e., Viacom 18

Done in order to establish credibility, since its their

first GEC channel

Secondary Endorsement Approach

However such branding is absent in logos of other

channels of the network like, MTV, Nickelodeon


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Swot Analysis


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STRENGTHS Shows from all walks of life

A fresh outlook on everything

New themes and Ideas

WEAKNESS Strong competitors

A new channel with teethingproblems

Trying to capture an already

captivated part of audience

OPPORTUNITY

A lot of untapped market

A new generation with differenttaste in TV

Brand Loyalty in Indians

THREATS

Failure

Immediate acceptance

Difficulty in looking for new grounds

Copy Cats

SWOTANALYSIS


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Porters 5 force model

LowHigh

Low

High


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Bingo, Aise karo naa

vidaa, agni pariksha

Jeevan ki ganga

Balika Vadhu,

Uttaran, Naa aana

is des Laado

Jai shri

krishna

Bhagya

Vidhaata

BCG Matrix


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Ansoff Matrix

Colors

Perceptual mapping


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Colors

DD national

Starplus,NDTV

Imagine,SABtv,Saharaone,Zee tv,

High Innovative content

Consumer

acceptance

low

low Innovative content

Consumer

acceptance

high

Perceptual mapping

Bindaas


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Other channels Colors

Started with regular fiction

shows

yes no

Started with 2 realityshows with a bang no yes

Promoted only 1 show on

launch

no Yes (KKK)

Brand ambassador Mostly no yes

Started socially sensitive

shows

no yes

Reality shows on weekends yes no

Difference between Colors and other

GECs


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ChallengerProduct innovation.

Upcoming shows-

Competitive strategy


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Segmentation

Segmentation based on observable

characteristics of customers


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Segmentation

Do sampling

Key to single TV households15-24 yrs

Attracted to fiction

Afternoon slotLady of the house

7-9pm

Skew towards smaller townsBharat

9-10pm-equal division

Post 10pm-metrosIndia

Major segmentation variables


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Major segmentation variables

used

variables

geographic

demographic

psychographic

behavioral

k i


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Identify markets

with unfulfilledneeds.

(socially sensitiveissues,mythology &

saas-bahu with adifference)

Discover

segments on thebasis of consumercharacteristics

(treating Bharat&India as

different entities)

Analyse segmentpotential & finalise

segments to target

(variety of showstargetting various

segments ofaudience)

Differentiateproduct offering

from competitors

(differentiatedcontent &disruptive

scheduling)

Create adistinctivepositioning in the

minds ofconsumers

Target marketing process

T t k t


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Target market

Fiction serials-middle aged women

Mythology-older people

Reality-all viewers


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Positioning

P iti i


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Positioning

Positioned as a GEC (General Entertainment Channel)with a difference.

A channel that was not only rich in color but rich in

life.

The tagline of the channel is Jasbaat Ke Rang

signifying the universal appeal of its programmes.


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FOR- General Entertainment Channel

POD- GEC with a difference, Jasbaat ke rang

Consumer Insight- Launching new shows, knowingviewers are bored of regular fare

RTB- Top ratings by TAM

Adopted Brand Endorsement Strategy


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Top reasons for being successful

Differentiated content

Disrupted scheduling

Smart spending


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To maintain/increase the market share

Continue innovative content

After being super-successful, next goal for

Colors is-


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CONCLUSION


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There are very few examples in the history of

business, where a new player enters a highly

competitive market and defeats the establishedplayers

..and COLORS just proves this!


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Thank You

Sheetal J. Shrijesh K. Govindan

Salauddin Sheikh

Kshitij Tiwari Atesham Anjum Danish Khan

Documents

Colors Final