Bollywoo

d Movie
- Rock
On! 2

Group 8
Rishabh Kapur A027
Geetika Gulyani B019
Aseem Duggal C023
Arghyapriya Choudhuri
D015
Mayank Agarwal E004

INDUSTRY OVERVIEW
Bollywood
Evolved from black and white Satyajit Ray films to 3D Horror Cinema
Average no of films produced in an year - 1000
Expected to be worth $4.15 Billion (2016), i.e., 4th largest of the various film
industries
Annual Growth Rate : 12.6%
.
Around 4 billion tickets sold for Bollywood
movies annually versus about 3
billion for Hollywood
Consumer
No. of Production
Houses
: 56in
(2015)
Boom and
Changes
Social
Behaviour :
Key drivers of Bollywoods sound growth
Competition : other forms of entertainment
industry, like theatres , street plays, TV series

Top players in the industry

UTV Motion Pictures
Eros International
Yashraj Films
Dharma Productions
Red Chillies Entertainment

PRODUCT OVERVIEW
ROCK ON (2008)
A youth oriented movie which revolved around the lives of members of a rock band.
Strength of the movie was the entire essence ; a fresh story , concept and Indianization of
the rock music.
Labeled by Box Office India as an "average grosser
Won 2 National Awards which included the Best Feature Film in Hindi.
FILM as an experiential product
Different mechanism for purchase decisions - a
greater emphasis on the mood aspect.
.
Various factors that influence the
consumption behavior for movies are:
>Marketing communication
>Neutral information source
>Film characteristics
>Content

ROCK ON 2
The movie is about the tapping the huge
popularity of rock in the north eastern
part of the country.
Depicts happenings of the region, the
cultural divide, the passion for rock and
the problems they face on a regular basis.
Movie will help promote North Eastern
music as well, which has a huge fan
following across the nation.

Dramatic shift in the preferences of the young audience, since 2008. To be able to
achieve the same feet again, it needs to ensured that the movie has a one of a kind
IMC campaign

COMPETITIVE
ANALYSIS

Genre: Thriller
Director: Sujoy
Ghosh
Cast: Vidya
Balan,Arjun
Rampal
Release Date:
25th November

Genre: Action
Director: Ajay Devgn
Cast: Ajay Devgn
Release Date: 28th October

Genre: Romance
Director: Karan
Johar
Cast: Ranbir
Kapoor,Aishwar
ya Rai ,Anushka
Sharma,Fawad
Khan
Release Date:
28th October

Segmentation
Men & women between
the ages of 13 to 60
First movie came in 2008
and as the sequel is
coming out after 8 years
Music lovers will go to
watch the movie as it is
based around Rock Music

Targeting
The young people are the
major target of the movie
and will also be the
audience for it

Positioning
Youth oriented movie
which was able to cater to
its audiences
Fresh story, concept and
Indianising the rock music
added a different flavor to
it
Show how the lives of the
characters has changed
with the changing times.

MEDIUMS OF
MARKETING
Total Movie Budget in 2008 : 27 Crore, Medium Budget Movie
Marketing Budget is generally 20%-25% of the total Budget
Budget For 2016: 50 Crore and Marketing Budget : 8-10 Crore

Communication
Objective

Awareness Objectives
Knowledge Objectives
Liking Objectives
Preference Objectives
Conviction Objectives
Purchase (i.e. Action ) Objectives

Communication
Objective
Generate awareness about the upcoming sequel to its super hit predecessor
Try and enhance the levels of excitement in the minds of the target
audience and build an enigma around it at the same time
Increasing awareness about the sequel by releasing the teaser and the
trailer
Interactive sessions with the media to ensure the media personnels keep
talking about it and the buzz doesnt die down
Roping in a few new faces to add to the plot and increase the aura as well as
the glamour quotient around it

Budget
Allocation
Celebrity Endorsement, Photo and
Video Campaign

10%
25%
30%
10%
6%

7%

12%

Print Media (ads in Magazines)

Outdoor (billboards, street
screens, transition ads)
Direct Marketing (coupons, direct
catalog, e-catalog)
Sponsorship and PR (publ. of book,
VIP new year dinner, awards)
Digital Marketing (SEO, online ads,
ad sense, social media campaign,
big data)
Social Responsibility (i-Tunes
revenue for charity, wereable
devices)

Creative Strategy
Statement

Inspirational Appeal

Transformational Appeal
Key Benefits?
Reassurances: The core of the movie which is its
line of amazing music and leverage the brand equity
of Rock On and Farhan Akhtar
Tone: The tone of the communication would be
energetic, experiential, crazy and innovative.

IMC
Mix
1.Road shows: Exclusive Rock On! 2 India Tour
2.TV Advertising: Trailers, Channel V: Launchpad,
Coke Studio appearances, Lucky Draws
3. Social & Digital Media: Infotainment through
Youtube & Snapchat, Facebook checkin & post
selfies at concerts, Dubsmash revival
4. Print Ads: Rock On! 2 theme stickers in major
national tabloids & Rolling Stone Magazine
5. Merchandising: Offline: Caf Coffee Day
Online: Marketplaces
6. Co hosting live nights: Kapil Sharma Show/Music

Identification of
reach
1.On ground activations: Concert passes stamped, Live
streaming views, Facebook check ins

2.TV Advertising: TRP and other measurement tools

3. Social & Digital Media: Shares, Likes, Hashtags,
Keywords, Google searches, Youtube views/comments,
Dubsmashes, Snapchat stories
4. Print Media: No. of copies sold, additional sales
5. Merchandising: No. of enquiries at stores,
views/sales/rejected carts on ecomm websites, retail sales
& level of counterfeiting

Evaluation Program to measure

effectiveness
Rock Concerts
The footfall will be the key analyzer
The no. of tickets sold is primary
analysis
The merchandize sold during the
concert
The engagement on social media,
The earned media etc will be
considered.
The social media channels will be
Twitter, Facebook, Instagram and snapchat

Snapchat Stories
We can extract similar data from our
content, e.g., views on snap,
screenshots, responses, but we can
access our tallied data for a period of 24
hours

The measure will be No. of like,

shares of tutorials, jam sessions on
YouTube and other music channels
i.e. Gaana.com, Saavn and music
videos

The no. of hash tags used, posts made

are factors that will be considered to see
how many people are talking about the
movie and hence keeping a track of the
engagement

Determini
ng the
open
rate

by
documenting
the number
of snaps
sent,
received,
The branded content created on social media
be used
and will
opened

to indulge and engage with the audience. This will be

shown as organic and as earned content ;therefore the
reach and the gain would be measured in the basic terms
of social media

Communication
on TV

Can be measured by the TVR or TRP

The other aspects on TV are music
channels where our promotions will be
constant with the songs and the on going
trailers
The other measurement will be of the
TRP of the shows where the cast will go to
promote the movie, hence the specific
audience watching the show will be
counted

Evaluation Program to measure

effectiveness
Evaluating
Method
Measuring
Objectives

Pre Test
Requireme
nts
Portfolio
Tests

Market
Testing
Print Ads
Inquiry Tests

Testing
Techniques
Persuasive
measures

Test
Marketing

Physiological
Measures

Recognition
Tests

TVFR studies

IMC
Evaluation

Theatre Test

Tracking
Studies

Diagnostics

Message
Testing

Concept Test

Recall Tests

Single-source
tracking

Readability
Test

Comprehensi
ve measures

Test
marketing

Post Test
IMC Audit

An in-depth
research
method The
effectiveness of
each tool: Objective
Strategy
Tactics

Brand Metrics: overall brand

awareness
understanding
of brand
positioning
brand
relevance
(important &
meaningful)
brand
preference
(customers
intention to
purchase brand)
Loyalty Consumer
Focus :
Lifetime customer
value (LTCV)
Recency,
Frequency,
Monetary (RFM)
analysis
Referral Index
Share of Wallet

Evaluation Program to measure

effectiveness

Test
Methodology
Recall
Tests:
What do you
recall over a span
of time as well as
information
about the ad(s)
that they
remember

Day-after recall
(DAR)
Unaided recall
Aided recall

Recogniti
on Tests
Give copy of ad
and ask if they
recognize or
have seen it
before

Attitude and
Opinion
Emotional
Reaction
Physiological
Arousal
Persuasion