YRF

Presented by:

Shayan AlamNikita ShoroffPawan Tiwari

AGENDA HISTORY AND EVOLUTION INITIAL POSITIONING AND SUBSEQUENT

REPOSITIONING ADVERTISING, SALES PROMOTION AND

SEGMENTATION STRATEGY ANALYSIS OF THE PRODUCT AND GENERIC

COMPETITION STRATEGIES ADOPTED OVERTIME TO

TACKLE COMPETITION DISTRIBUTION STRATEGY HYPOTHESIS ANALYSIS OF DATA

HISTORY AND EVOLUTION

Second Largest Establishment Music Links Credits Vision

INITIAL POSITIONING AND SUBSEQUENT

REPOSITIONING

INITIAL POSITIONING Initial Positioning Attention Story Success Dream Brand Giving New Defination.

REPOSITIONING

Y Films Television serials Advertisements and commercials Website Merchandising

ADVERTISING, SALES PROMOTION AND SEGMENTATION

STRATEGY FOLLOWED BY THE BRAND

ADVERTISEMENT

Television Media Social Media Print Media Banners & Hoardings Global Advertising Theatrical Promotions

SALES PROMOTION

TV Shows  Music Launch  Holding Up Contest Country Wide Tours Press Conference Merchandising Social networking sites

SEGMENTATION STRATEGY & PRODUCT SEGMENTATION

Based on Taste & Preference Target Group : Families & Youth

Product Segmentation:

YRF Television Y - Films YRF Home Entertainment YRF Music

ANALYSIS OF PRODUCT AND GENERIC

COMPETITION TO THE BRAND

 STRENGTH

India’s biggest production company. Wide spread branding. Presence of popular movie stars. International association recognition. Financially sound and adept production house. Strong film distribution channel. Enormous installation of studios and sets. 

SWOT ANALYSIS

WEAKNESS

Limited innovation in terms of genre of movies.  No great presence in regional movies.  Limited number of directors associated with production

house.

OPPORTUNITIES

Regional market can be entered by changing taste of movies.

For critical and business success off beat films can be made.

Diversification into animated and action movies to generate more customers.

As it started early it has an early bird advantage. Brand image can be used to target foreign markets.

THREATS

The ties between the different aspects of film industries are very futile and delicate.

Brand recognition is associated more with directors more than film house.

  Arrival of other international production like

Warner Bros, Fox Searchlight, Blue Sky production in India.

5 P’S OF YASH RAJ MARKETING

  PRODUCT Unique Creative Diversified Technological delivery options.

PRICE Standardized multiplex rate Itself carries the distribution.

PLACE Release Date Timingors

PROMOTION Media promotion Social networks Movie sites, Game launch Global promotions.

PEOPLE Use of Actors

GENERIC COMPETITION & DIRECT COMPETITORS

 Generic: Television Theatre shows PC games Various websites to chat, surf and play

Direct: Dharma production UTV Spotboy productions  Red Chillies entertainment  SLB Films Excel Entertainment Vishesh Films

STRATEGIES ADOPTED OVER TIME BY THE BRAND TO TACKLE COMPETITION OR PRIME MARKET EXPANSION

Serious Distribution & Promotion Flavors Distribution of Financial Risk  Focused & Penetrated Market Strategy Latest Strategy

DISTRIBUTION STRATEGY FOLLOWED BY THE BRAND

EXPANSION STRATEGIES:

Advanced audio and video recording facilities.

Vision

Brand Awareness

Big Star Cast and Foreign Location.

Professionalism in Approach

YRF has its Own Distribution Channel In India, YRF has its own offices in 12 territories

1. Mumbai2. Delhi3. Jalandhar4. Jaipur5. Amravati6. Indore7. Bangalore8. Secunderabad9. Kolkata10. Chennai11. Andhra Pradesh12. Cochin

DISTRIBUTION NETWORK

OVERSEAS

Yash Raj Films International Ltd. - covering the territories of United Kingdom & Europe, based in London

Yash Raj Films USA Inc. - covering the territories of North & South America, based in New York

Yash Raj Films (UAE) L.L.C. - covering the territories of Middle East & North Africa, based in Dubai

HYPOTHESIS YRF is the most popular production house amongthe audience.

Providing entertainment for over 42 years. Carved a niche both in Indian Cinema and now

getting International recognition as well. No. 1 distribution channel.

YRF promotions allures the audience to the theatres. Promotion strategies. Creates impact on the mind of the audience.

INFORMATION REQUIRED TO BE COLLECTED

Preference of production banner among audience.

Genre of movie preferred The impact of promotion among customers

INSTRUMENT OF DATA COLLECTION

Questionnaire – Easy and convenient.

SAMPLE SIZE 100 respondents

SAMPLE TECHNIQUE Online Survey One to one basis

DATA ANALYSIS Diagrammatic representations

Bar Graph Pie Chart

ANALYSIS OF DATA

HOW FREQUENTLY DO YOU WATCH FILMS?

Once a week once in two weeks once a month once intwo months

35

29

23

13

%%

WHICH GENRE OF HINDI MOVIES DO YOU PREFER?

Roman

ticActio

n

Commed

y

Socia

lly Resp

onsib

le

Suspe

nse/Th

riller

2.783.1

1.62

3.17 3.13

Mean scoreMean score

WHICH GENRE OF MOVIES CAN YOU ASSOCIATE THESE PRODUCTION HOUSES WITH

Roman

ticActio

n

Comed

y

Socia

lly res

ponsi

ble

Suspe

nse/Th

riller

Horror

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

UTV Motion PicturesDharma ProductionsRed Chillies EntertainmentYash Raj Films

ASSOCIATE THESE FILMS WITH THEIR PRODUCTION HOUSE.

Yeh Jawani Hai Deewani

Jab Tak Hai Jaan Ra One Kai Po Che Ek Tha Tiger

43.47

90.2

82.6

58.69

75.55

Correct Association %Correct Association %

 ARE YOU AWARE OF THESE PRODUCTION HOUSES?

UTV Moti

on Pic

tures

Dharm

a Prod

uction

s

Red Chill

ies En

tertai

nmen

t

Yash

Raj Film

s

97.93%

90.72% 90.72%

97.95%

Awarness (Percentage)

%

WHICH MOVIE TRAILER ATTRACTS YOU TO THEATRE THE MOST?

Dhoom3 Krrish3 Phata Poster Nikla Hero

Sudh Desi Romance

Besharam

2.253

2.648

3.819

3.4

3

Mean Score of AttentionMean Score of Attention

AMONG THESE YASH RAJ MOVIES WHICH MOVIE PROMOTIONS HAS CAUGHT YOUR ATTENTION?

Jab Tak Hai Jaan Ek Tha Tiger Ishaqzaade Band Baja Barat

3.31

3.53

3.21

3.3

HOW WOULD YOU RATE YASH RAJ FILM’S PROMOTION IN THE SCALE OF 1 TO 5?

7%

13%

20%

27%

33%

How Much Would You Rate Yash Raj on a Scale of Five

1 2 3 4 5

THANK YOU