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JAIPURIA INSTITUTE OF MANAGEMENT

STRATEGY FORMULATION &

IMPLEMENTATION

CASE ANALYSIS

ON

MANGAL PANDEY-STARTEGY FORMULATION

AND EXECUTION IN BOLLYWOOD

SUBMITTED TO:- SUBMITTED BY:-

Harish c Jain Sonal Agarwal

PGSF1124

PGDM(S)

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Ques1. Describe the salient points of business strategy adopted by Kaleidoscope

Entertainment for the film, Mangal Pandey- The Rising that enabled it to virtually

eliminate the uncertainties of profit making in the unpredictable business of film

production?

A-1) The salient points of business strategy adopted by Kaleidoscope Entertainment of the film

Mangal Pandey-The Rising that enabled it to virtually eliminate the uncertainties of profit

making in the unpredictable business of film production-

Mr. Bedi joins with the Yash Raj films to distribute The Rising in Indian markets. Music rights sold to Sony Music for commissions on sales and satellite TV broadcasting

rights to Sony Entertainment television.

Take loan from bank and from various co-producers. Picked up the star-Aamir khan. Done marketing and promotion all centered around Aamir khan, Programming on TV

channels.

Create online communities through a Mangal Pandey blog and downloading of ringtonesfrom the films songs.

Ques2. What were the project management strategies and value chain configuration

strategies followed by Kaleidoscope CEO Bobby Bedi?

A-2) The project management strategy follows by Kaleidoscope CEO Bobby Bedi is that the

company and its line managers control the costs with proper planning, shorten the shooting

period and setting the daily project miles tone. And on the other hand, regarding value chain

strategies i.e. distributors,Bedi font loaded the movie with enough offers for the distributors

to be convinced of consumer demand. Further added Mr.Bedi convinced the distributor that

movie will like by consumers because of presence of Big Star-Aamir Khan and told them

that producers using supporting brands-Director Ketan Mehta and scriptwriter Farrukh

Dhondy with the music of AR Rehman

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Ques3. What was the USP of the film? What strategies were devised for promoting the film

in different media?

A-3) USP of the film is a star of the who like to do the film after taking long break i.e 4

years-Aamir Khan.Mr Bedi not take frequent stars like Shah Rukh Khan and Amitabh

Bachchan. The strategies were devised for promoting the film in different media are-

All marketing and promotions all centered on Aamir Khan. The routine strategy-the classic bombing of trailers, music clips and commercials. Some innovative strategies also like Aamir Khan was interviewed by a cartoon

character (MTV).

Create online communities through a Mangal Pandey blog and the downloading ofringtones from the films songs.

Ques4. Describe the distribution strategy followed by Kaleidoscope Entertainment?

A-4) The distribution strategy followed by the Kaleidoscope Entertainment is that a huge 450

prints for 600 screens in india and 300 prints for 400 screens in the US and the UK.