Effectiveness of Product Placement in Indian Cinema_Proposal
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INDIAN INSTITUTE OF MANAGEMENT,
AHMEDABAD
Term-5 Project Proposal
Effectiveness of Product Placement in Indian Cinema
Name of the project course guides: Prof. Kandaswamy Bharathan
Prof Piyush Kumar Sinha
Name of the Students:
Abhilash S
Dube Akshay Suresh
S G Shrinivas
Sagili Shan Mohan
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TWO YEAR POST-GRADUATE PROGRAMME IN MANAGEMENT
REGISTRATION FORM FOR PROJECT COURSE – SLOT IX & X
ACADEMIC YEAR 2012-2013
Name of the Student(s) Abhilash S
Dube Akshay Suresh
S G Shrinivas
Sagili Shan Mohan
Title of the Project
Effectiveness of Product Placement in Indian Cinema
Evaluation Graded Nos. of Credits
For each student: 1.00
Type of the Project
(Tick the approp. Box)
CP- (Credits)
CIS – (Credits)
IP – (Credits)
IP – (Non Credit)
__
IP (Credits) i.e. Project course (Credits)
* Hrs of Project 80 classes (100 hours)
Area to which the Project belongs Marketing
Name of the Project Guides Prof Kandaswamy Bharathan
Prof Piyush Kumar Sinha
I am interested in studying the above mentioned project course during slot IX & X. The Area approved project proposal(s) is/are posted electronically to Faculty and Student Notice Boards on:
The hard copy of the area approved project proposal in the appropriate format is enclosed.
Signature of the student(s)
Signature of Project Guide
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Title of the Project Course
Effectiveness of Product Placement in Indian Cinema: To study and analyse the
effectiveness of product placement in Indian Cinema (Regional and Bollywood) on
various parameters. As a result, we expect to find if buying behaviours is affected
through product placement and conclude if this is a viable alternative of advertising.
Area to which the project course belongs: Marketing (MKT)
Term in which the project course is to be credited: Term 5 (PGP-2)
Weightage of the project course: 1 credit
Name of the project course guides: Prof. Kandaswamy Bharathan
Prof Piyush Kumar Sinha
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Evaluation Criteria
Component Weightage
1. Review of Literature 15 %
2. Collection of Primary and Secondary Data 20 %
3. Analysis and Inference 25 %
4. Final Report 40 %
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Table of Contents
Title of the Project Course ......................................................................................................... ii
Evaluation Criteria ................................................................................................................... iii
1. Introduction ............................................................................................................................ 2
2. Aim and objective .................................................................................................................. 2
3. Proposed Study ...................................................................................................................... 3
4. Methodology .......................................................................................................................... 5
5. Research Matrix ..................................................................................................................... 6
6. Deliverables ........................................................................................................................... 7
7. Brief Profiles .......................................................................................................................... 8
8. References .............................................................................................................................. 9
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1. Introduction
Indian Cinema, popularly known as Bollywood, is a vibrant and one of the most active
movie industries across the world. With 1255 releases in over 16 languages, Indian
Cinema reaches almost the entire population of the country of about 1.2 billion people.
The market size of India’s filmed entertainment industry was estimated at Rs 97 billion
in 2010 and is projected to grow at a CAGR of 9.2 per cent from 2010 to 2014 to reach
Rs 125 billion by 2013. (Filmed entertainment segment in India, Ernst and Young)
Cinema as a medium has been a preferred choice for advertisers ever since it’s advent
through advertising in theatres screening movies, advertising outside theatres etc. This
is due to the sheer volume of eye-balls that can be reached through a movie and the
popularity of Indian film starts. Since the early 2000s, product placement has fast
emerged as an alternative to other modes of advertising.
Product placement or embedded marketing is a form of advertisement, where
branded goods or services are placed in a context usually devoid of ads, such as movies,
music videos, the story line of television shows, or news programs. It is an advertising
technique where the brands pay a fee or provide symbiotic advertising for the medium;
for a prominent display of their product in the medium.
The objective of such brand communication is to expose the audience to a brand,
whereby the effect can be maximized in terms of increased awareness & higher recall.
2. Aim and objective
The objective of the project is to understand the following:
a) To analyse if people have noticed previous instances of brand placement in
Movies and the impact for the brands/movies
b) To analyse if buying behaviour is affected due to product placement
c) To analyse if this is a viable alternate mode of advertising.
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3. Proposed Study
As part of the study, study of secondary data available on Product placement in Indian
Cinema would be undertaken. In-depth interviews with Film Producers, Brand
Managers and Advertising Agencies will also be carried out to gain an understanding of
the needs and requirements of the stakeholders in the process – the producer, the
audience and the brand.
Using primary research in form of questionnaires and in-depth interviews, we would
analyse the following:
1. Effect of popularity of actor/director on the success of placement
2. Impact of hero/heroine promoting the product as against a backdrop
advertisement or a camera pan-shot
3. Co-relation between box office success of the movie and brand visibility gained.
4. Impact of product placements in Multi-starrer vs Single hero movies
5. Analysis of different types of placements:
a. Prominent placement vs. Subtle placement
b. Plain visuals vs. Reiteration with dialogue
c. Effect of number of repeat appearances of product or time of focus
d. Placement in a Song vs. Placement in Normal Talkie portions
6. Impact of the number of products being placed in the same movie/shot/song
7. Impact on the consumer buying behaviour based on the type of product being
promoted: Low involvement products like deodorants, cold drinks or costly
products like cars
8. Impact of product placement based on the type of movie – “Mass Masala” vs. “Art
and Classy Movies” or movies targeted at the urban youth audience
An analysis will also be conducted to estimate the brand equity gain for the movie and
the brand by associating with each other.
A study will be conducted from perspective of the brand and the movie to analyse:
a) Willingness to place products in movies.
b) Price for placement
c) Expected returns from the product placement
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Secondary research will be carried out to study the impact of brand placement in three
pioneering movies.
i. Hollywood: POM Presents The greatest movie ever sold – Hollywood
Figure 1: POM presents The Greatest Movie Ever Sold which was a pioneer in Hollywood for product placements
ii. Bollywood: Bodyguard
Figure 2: Placement of Audi in Bodyguard
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iii. Regional Cinema: Moonu (3)
Figure 3: Placement of Aircel, Supermax and Lawman in 3 - Kolaveri Song
4. Methodology
Step 1: Studying the historical instances of product placements in Hollywood and Indian Cinema
Step 2: To analyse the successes and failures in the same (by analysing a set of movies) in terms of visibility and brand reach, return on investment and impact on buying behaviour through secondary research
Step 3:To analyse the impact of recent instances of product placements in Indian Cinema through primary research - surveys of the target audience and in-depth interviews with Brand Managers, Advertising Agencies and Movie Producers
Step 4: Applying the best practices from various instances and enlisting the plausible issues as obtained from the study,to answer the deliverable questions
Page | 6
5. Research Matrix
Managerial
problem
Decision problem Information
Required
Sources
To analyse
the
effectiveness
of Product
Placement in
Indian
Cinema and
conclude if
this is a
viable
alternative
mode of
advertising
Do people notice product
placement in Indian Cinema?
Does consumer buying behaviour
get affected by product placement
in movies?
Is subtle product placement or
prominent placement the right way
to go about it?
What are the other factors such as
hero/heroine, director, nature of
movie, nature of placement etc that
affect the success and failure of
product placement.
Is there a particular kind of product
(high involvement/low
involvement) that is more prone to
success in product placement?
Consumer buying
behaviour for
products that are
traditionally
placed in movies
Consumer
acceptability of
product
placement
Critical success
factors for a
product
placement in a
movie
Market potential
for product
placement as an
alternative mode
of advertisement
Previous
instances of
Product
Placements in
Indian Cinema
and their success
rate
Secondary Research
about product
placement in
Hollywood (POM
presents the Greatest
Movie Ever Sold)
Consulting reports on
product placement in
Movies or Television
Programs.
Data collection
through questionnaires
to understand the
consumers’ buying
processes
Primary Research
through
questionnaires, in-
depth interviews of
the target audience,
brand managers,
advertising agencies
and movie producers
Focus Group
Discussions to
understand consumer
perception of Product
Placement in Indian
Cinema
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6. Deliverables
a) The level of impact for the brands & the movies in previous instances of product
placement in Indian Cinema
b) The extent of influence on buying behaviour due to product placement in Indian
Cinema
c) To conclude if this is a viable alternate mode of advertising.
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7. Brief Profiles
S G Shrinivas
A civil engineer from NIT-Bhopal, Shrinivas is currently doing a project to suggest an
optimal pricing strategy for Evam Entertainment, a popular theatre group in Chennai.
He was a columnist on regional cinema for various websites like Behindwoods.com etc.
Dube Akshay Suresh
An Electronics and Communications Engineer from NIT Nagpur; Akshay has worked on
indoor positioning systems using ultra-sound sensors. He was the editor of the college
cultural fest magazine.
Abhilash S
An Electronics and Communications Engineer from BMS College of Engineering,
Bangalore; Abhilash has worked for 9 months at Tata Consultancy Services providing
support services to clients in United States and United Kingdom.
Sagili Shan Mohan
An Electrical and Electronics Engineer from BITS, Pilani specialising in Robotic and
Communication Systems; Shan Mohan interned at Mercedes Benz – Research and
Development Centre for 6 months.
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8. References
1. Box Office India
http://www.boxofficeindia.co.in/show-me-the-money/
2. Filmed entertainment segment in India – A report by Ernst & Young
3. IBEF Report on Entertainment in India
http://www.ibef.org/download/Entertainment_270111.pdf
4. Indian Cinema, Wikipedia
http://en.wikipedia.org/wiki/Cinema_of_India
5. Product Placement, Wikipedia -
http://en.wikipedia.org/wiki/Product_placement
6. Indiantelevision.com's interview with P9 Integrated CEO Navin Shah:
http://www.indiantelevision.com/interviews/y2k6/executive/Navin_Shah.htm
7. Product Placements- Global Scan
http://www.mediae2e.com/downloads/Product%20Placements-
%20Global%20Scan.pdf