Harvard Case - Branding and Bollywood: The Behavioral Route to Branding Films
"Branding and Bollywood: The Behavioral Route to Branding Films" Harvard business case study is written by Ami Shah, S. Ramesh Kumar, Unnikrishnan Dinesh Kumar. It deals with the challenges in the field of Marketing. The case study is 15 page(s) long and it was first published on : Jan 1, 2017
At Fern Fort University, we recommend a multi-pronged approach for branding films in Bollywood, leveraging consumer behavior insights and integrating them with a comprehensive marketing strategy. This strategy will focus on building strong brand equity, creating engaging narratives, and utilizing digital platforms to connect with target audiences. This will involve redefining the traditional film marketing model to encompass a more data-driven and audience-centric approach, ultimately driving higher box office revenue and establishing enduring brand loyalty.
2. Background
This case study focuses on the evolving landscape of film branding in Bollywood, where traditional marketing methods are increasingly losing their effectiveness. The case highlights the challenges faced by producers and distributors in a highly competitive market, where consumer expectations are shifting towards immersive experiences and authentic connections with brands. The main protagonists are the producers of the film 'The Great Indian Dream,' who are seeking innovative ways to create a buzz and attract audiences.
3. Analysis of the Case Study
To analyze the case, we will utilize the following frameworks:
1. Consumer Behavior Analysis: Understanding the evolving preferences of the Indian film audience is crucial. This includes analyzing:
- Demographic shifts: The rise of young, digitally savvy consumers with diverse tastes and preferences.
- Psychological factors: The desire for entertainment, escapism, and emotional connection with films.
- Social influence: The impact of social media and online communities on movie choices.
2. Competitive Analysis: Assessing the competitive landscape is essential to identify opportunities and threats:
- Direct Competitors: Other Bollywood films vying for audience attention.
- Indirect Competitors: Alternative entertainment options like streaming services and online gaming.
- Competitive Advantages: Unique selling propositions (USPs) of 'The Great Indian Dream' that differentiate it from competitors.
3. Marketing Mix (4Ps): Analyzing the key elements of the marketing mix:
- Product: The film itself, including its genre, storyline, cast, and production quality.
- Price: The ticket price and potential revenue streams like merchandise and digital rights.
- Place: Distribution channels like theaters, online platforms, and international markets.
- Promotion: Marketing campaigns, advertising, public relations, and social media engagement.
4. SWOT Analysis: Identifying internal strengths and weaknesses, and external opportunities and threats:
- Strengths: Strong cast, compelling storyline, potential for social media buzz.
- Weaknesses: Limited marketing budget, lack of established brand recognition.
- Opportunities: Growing digital audience, potential for international distribution.
- Threats: Competition from established films, piracy, and changing consumer preferences.
5. PESTEL Analysis: Examining the macro-environmental factors influencing the film industry:
- Political: Government policies on film production and distribution.
- Economic: Economic conditions affecting consumer spending on entertainment.
- Social: Cultural values and societal trends influencing film choices.
- Technological: Advancements in digital platforms and streaming services.
- Environmental: Sustainability considerations in film production and distribution.
- Legal: Copyright laws and regulations governing film content.
4. Recommendations
1. Build a Strong Brand Identity:
- Develop a clear brand positioning: Define the film's core values, target audience, and unique selling proposition.
- Create a memorable brand name and logo: Ensure they resonate with the target audience and reflect the film's essence.
- Develop a consistent brand voice and visual identity: Maintain a cohesive brand message across all marketing materials.
2. Leverage Digital Marketing Strategies:
- Target specific audience segments: Utilize data analytics to identify and engage with the most relevant audience groups.
- Develop a comprehensive social media strategy: Create engaging content, build online communities, and leverage influencers.
- Utilize online video platforms: Promote trailers, behind-the-scenes footage, and exclusive content to generate buzz.
- Implement search engine optimization (SEO) and search engine marketing (SEM): Ensure the film's website and social media pages are easily discoverable online.
- Utilize data-driven marketing analytics: Track campaign performance, measure ROI, and optimize strategies for maximum impact.
3. Create Engaging Narratives:
- Develop a compelling storyline: Focus on themes and characters that resonate with the target audience.
- Utilize innovative storytelling techniques: Incorporate elements of suspense, humor, and emotional depth to captivate viewers.
- Engage with the audience through social media: Encourage discussions, Q&A sessions, and fan interaction.
4. Implement a Strategic Pricing Strategy:
- Consider the target audience's willingness to pay: Balance ticket prices with affordability and perceived value.
- Explore alternative revenue streams: Merchandise, digital rights, and international distribution can generate additional income.
- Utilize early bird discounts and loyalty programs: Encourage early bookings and repeat viewership.
5. Foster Customer Relationships:
- Build a strong online community: Encourage fan engagement through social media and online forums.
- Provide excellent customer service: Respond to queries promptly and address customer concerns effectively.
- Develop loyalty programs and reward repeat customers: Offer exclusive content, discounts, and special events.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with the film's core values and aim to build a strong and enduring brand.
- External customers and internal clients: The recommendations focus on understanding and engaging with the target audience while meeting the needs of the film's producers and distributors.
- Competitors: The recommendations address the competitive landscape and identify strategies to differentiate the film and stand out from competitors.
- Attractiveness ' quantitative measures if applicable: The recommendations aim to maximize box office revenue and generate a strong return on investment.
- Assumptions: The recommendations are based on the assumption that the film has a compelling storyline, a strong cast, and the potential to resonate with the target audience.
6. Conclusion
By implementing these recommendations, the producers of 'The Great Indian Dream' can effectively leverage consumer behavior insights and digital marketing strategies to create a strong brand, generate significant buzz, and achieve box office success. This approach will not only drive immediate revenue but also build lasting brand loyalty, ensuring the film's legacy and paving the way for future successes.
7. Discussion
Alternatives not selected:
- Traditional marketing methods: While traditional advertising and media campaigns still have a role to play, they are less effective in reaching the digitally savvy target audience.
- Focusing solely on social media: While social media is crucial, a comprehensive marketing strategy should encompass multiple channels and platforms.
- Ignoring consumer behavior: Failing to understand and cater to the evolving preferences of the audience can lead to ineffective marketing campaigns.
Risks and key assumptions:
- Changing consumer preferences: The film industry is constantly evolving, and consumer preferences may shift, requiring ongoing adaptation of marketing strategies.
- Competition: The competitive landscape is dynamic, and new films may emerge, posing a challenge to the film's success.
- Piracy: Piracy remains a significant threat to the film industry, requiring robust anti-piracy measures.
8. Next Steps
Timeline with key milestones:
- Month 1: Develop a comprehensive marketing plan, including branding strategy, digital marketing plan, and social media strategy.
- Month 2: Launch the official website and social media pages, begin content creation and community building.
- Month 3: Release the first trailer and promotional materials, implement targeted advertising campaigns.
- Month 4: Organize pre-release events and screenings, engage with influencers and media outlets.
- Month 5: Monitor campaign performance, optimize strategies based on data analytics, and prepare for the film's release.
By following these steps, the producers of 'The Great Indian Dream' can effectively leverage consumer behavior insights and digital marketing strategies to create a successful and enduring brand in the competitive world of Bollywood.
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Case Description
Ami Shah who works with social media promotions associated with Bollywood movies was interested in obtaining behavioral insights with a comparison between '`Gulaab Gang" and '`Queen'' (both these movies are based on themes associated with women). '`Gulaab Gang'' was a box office failure while '`Queen'' was a major hit. An attitudinal survey among the viewers of each of these films forms the behavioral input to the case study. Amidst the high visibility campaigns of films in Bollywood, Shah believed that behavioral aspects of movies is something that has not been explored much with respect to branding of films. How can these behavioral inputs on movies enable lessons to be learnt on branding? Can a framework for branding be suggested from the analysis based on the behavioral analysis?
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