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Transcript of Marketing plan
PRESENTATION ON
IMAGE CHANNEL
AND
MARKETING PLAN FOR NARI TELEVISION
Presented By:Arya ShakyaPawan KawanPitamber NepalSajana ShresthaShishir Giri
INTRODUCTION OF IMAGE CHANNEL First private television channel in Nepal Established as Image Metro on 11 Feb, 2003 (17
Magh 2059 BS) It is a household name since its conception offering
24 hours a day, 7 days a week viewership across 72 countries around the world.
It fired up with programs that were focused on pop music, women, celebrity and fashion
The Image Channel is Free and can be found on Telstar 10 Satellite, 76.5 Degree East on Frequency of 3656 MHZ.
EXECUTIVE SUMMARY
Image channel is a first private television channel which is fired up with programs that were focused on pop music, women, celebrity and fashion.
But also it lacks in the women career and upliftments programs, women’s importance in soceity programs.
Though image channel is very popular channel, it has some drawbacks so we want to introduce new channel focusing in welfare and upliftment of women because “when men is educated only he himself is educated but when women is educated whole family is educated.”
So we want to introduce new channel: Nari Tv: “tapai ki mitini” Our aim is to reach every women’s heart. We include shows which uplift women’s
skills(cookery show, heath tips, yoga and exercises), entertainment(serials, music videos, films, fashions and style), acknowledge women’s succes in various field(women achievers in teaching, army, health, engineering, enterpreneurs, corporate, politics and many more), quiz shows, win prize shows and many more.
CONT…
SITUATION ANALYSIS
Market Summary
Nepal Television (Nepali: ने�पा�ल टे�लिलभिजने) is the oldest and most watched television channel in Nepal.
Nepal Television was for many years the only television channel native to Nepal, but several others have begun operation in recent years.
Other important TV channels in Nepal are NTV PLUS, which is owned by the Nepalese government. Private channels include Kantipur Television,Image Channel, Channel Nepal, Avenues TV and Sagarmatha Television.
CONT…
To envision the trend set by multinational media giants and prepare a strategy to cope with its influence on national body polity.
The establishment of real public service broadcasting is the only way to safeguard nationalism as well as the cultural identity.
Otherwise, the generation to come will be completely swapped up by the flow of information as rendered by those multinational media giants
PEST ANALYSIS
Political Economic Social Technology
MARKET DEMOGRAPHIC
1. Geographic Nepal is landlocked by India on three sides
and China (Tibet) to the north. Nepal is divided into three regions hilly, terai
and himalayan regions. Hilly Region This region begins at the Mahabharat Range Southern slopes are nearly uninhabited, thus
an effective buffer between languages and culture in the Terai and Hill regions. Northern slopes are gentler and moderately well populated.
Terai Region The Terai or Madhesh region begins at the Indian
border whose cultural is close to northern India with the people speaking Awadhi, Bhojpuri, Tharu, and Maithili along with Nepali.
The Terai ends and the Hills begin at a higher range of foothills called the Mahabharat Range.
Himalayan Region This region has an altitude ranging between 4,877 m
to 8,848m. The region's culture and religion are closely linked to
Tibet, and the traditional economy was (and sometimes still is) based on trans-border trade with its northern neighbour.
• Cont…
2. Demographic The population of Nepal is estimated at
26,630,809 people in census of 2011, with a population growth rate of 1.596%.
Only 4.4% of the population are estimated to be more than 65 years old.
There are 12,927,431 men (48.66%) and 13,693,378 women (51.44%) in 2011
According to the 2001 census, only 48.6% of the total population is Literate, of which 62.7% are male and 34.9% are female.
• Cont…
CONT…
3. Behaviour Factor
Situation [Role] Environment [Resources] Habits [Triggered/Automatic Responses] Perspective [Time, Beliefs] Culture [Expectations] History (Knowledge and experience)Emotions [Mood] Hormones [Emotional propensity]
PRODUCT OFFERING BY IMAGE CHANNEL
Uniqueness programs such as Image pop, Button & Trades, AM guest and Srijana ko Sansar
Programs from tele-serials to live musical shows, latest fashion to sports happenings, fresh news to controversial debates.
It also provides insightful talk shows that stimulate the mind - topics ranging from life style, politics to social issues of concern.
It provides hourly news bulletin and immediate flash news as the event unfolds.
Image broadcasts news in three languages: Nepali, English and Newari.
Image Channel is equally devoted to Nepal's glorious cultural and natural heritage highlighting the diverse cultures each time through various programming and on-the-spot coverage of local and national happening, exciting festivals and special features.
Cont…
SWOT ANALYSIS OF IMAGE CHANNEL
Strengths
Successful in its 1st year of launch is a great achievement.
Prime time slot is doing amazingly well because of Music of your choice
Content of their shows very different from serials which is helping them.
Mass appeal – to the rural and urban Nepal at the same time.
WEAKNESSES
Not many shows of Image channel are catering to the youth. So a major chuck of audience is lost.
OPPOURTUNITIES
Image channel can come up with youth based shows.
Opportunity lies again with being the No.1 in Nepal
THREAT
Not stable at No.1 position. Each week the TRP’s of Image channel are changing. It is a major threat for them because the competition from other channel are equally competitive
Image does not have big television faces
MARKET GROWTH Building adequate coverage Increase viewers Increase revenues: program fees + advertising
rates Increasing the companies, manufacturing
industries, service industries etc.
COMPETITOR OF IMAGE CHANNEL
Kantipur Television Avenues Television Sagarmatha Television Channel Nepal
KEY TO SUCCESS
Improve product competiveness
Efficient manufacturing structure
Consumer Satisfaction
CRITICAL ISSUE
Not able to attract youth, So major portion of audience is lost
Mainly focus on Newar community Business Reorganization
GOVERNMENT REGULATION FOR TELEVISION
PERMISSION LETTER FOR BROADCASTING PROGRAMS BY ESTABLISHING EARTH STATION
RELATING TO SATELLITE AND CABLE TELEVISION
1. Applicant's name: 2. Applicant’s citizenship: - 3. Of person or institution broadcasting
programs by establishing the earth station 4. Investment to be made for
broadcasting: - 5. Income from broadcasting: - 6. Means of broadcasting and
distributing programs: - 7. Details of the earth station: - 8. Place of broadcasting and
broadcasting station: -
CONT…
9. Area of broadcasting and population: -
10. Date of commencement of broadcasting: -
11. Language to be used in broadcasting: -
12. Time and period of broadcasting: - 13. Programs to be broadcast: - 14. Name of the countries from which
equipment is imported: -
FEES PAYABLE WHILE ISSUING LICENSE AND PERMISSION LETTER
For broadcasting programs by establishing earth station relating to satellite and cable television Rs.3, 50,000/- must be paid.
NARI TELEVISIONTapai ki Mitini
The population of women is more than that of men. There are 12,927,431 men (48.66%) and 13,693,378 women (51.44%) in 2011
Why Nari Television???????
MaleFemale
47.00%
48.00%
49.00%
50.00%
51.00%
52.00%
Total Population
LITERACY RATE OF NEPAL
Male= 75%Female= 54%
Male Female
Literacy Rate 75 54
515253545556575
Literacy Rate
Perc
en
tag
e
Female Population in Nepal
VISION
Making the female aware about female rights with the motto of becoming leading television
MISSION
Enhancement of women power with their respective interest
POSITIONING Use of marketing strategy that aims Nari television to
occupy a distinct position relative to other television channels in the mind of the customer.
Identifying the target audience Communicating information about different product to
the customer Influencing the customer’s perception of Nari brand Emphasizing the distinguishing features of Nari
television through advertising Use of the positioning slogans for the clients or
customers
MARKETING STRATEGY
Brand Positioning This is a one sentence positioning statement that
shows how you are different, better or more special than your competitors.
Make a one-sentence promise that matters to the customers is uniqueness .
This promise should indicate what the product is and whom it’s for.
Advertisement by strong female celebrity. Presenting Female oriented dramas Using media, newspaper for marketing.
MARKETING OBJECTIVES
Maintaining the brand Right to women Focusing on target market Market coverage
FINANCIAL OBJECTIVES
Focus on achieving acceptable profitability in a company’s pursuit of its vision, mission, long-term health, and ultimate survival.
Generating more revenue
TARGET MARKET
Mostly married women Teenager females Old aged population Children
MARKETING MIX
Advertising Advertising plays a large role in informing
customers about the launch of a new channel.
Promotions Pricing Distribution
Female product manufacturing house Female right protecting organization Maiti Nepal Housewife Teenager Female
Expecting Advertising and Support
MARKETING RESEARCH
Defining Target customerThe first step should always be to identify
what customers you want to target. It should be based on a specific set of
demographics like gender, age, education etc. Involvement of Focus Group A focus group can be a very useful tool
because they provide first hand view of how people react to the channel.
Examining The Results Received data from enough people that you
will begin to notice patterns and help to find out target audience. It helps to know the success of channel.
CONCLUSION Image channel is a first private television channel of
Nepal which is fired up with programs that were focused on pop music, women, celebrity and fashion.
Image Channel and other channels in Nepal are not focused on women.
The establishment of real public service broadcasting is the only way to safeguard women as well as the cultural identity.
For providing entertainment, protecting right and educating women, Nari Television is needed.
Nari Television will be the first television in Nepal which is totally targeted on women.
THANK YOU
YOU ARE WATCHING NARI TELEVISION