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INTRODUCTION :

RA ONE is an INDIAN movie by the RED CHILLIES PRODUCTOIN & EROS INTERNATIONAL.

This movie had a lead star cast of

SHAHRUKH KHAN(DUAL ROLE) KAREENA KAPOOR ARMAAN VERMA ARJUN RAMPAL

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Even before the added effects and longer post-production time, Ra.One was already being touted as the most expensive superhero film in India's history, with SRKtweeting stuff from the set like: huge blue screen...100 cars.... cranes wires... god I am making a film beyond my means. Will be dancing on the streets to pay for all this. And:

Budget planning :

This movie was one of the most costly movie in the Indian history. The total budget of the movie was about 100 crores which went up to 125 crores. The movie has done MARKETING of about 60 crores for this movie spend by the SPONCERS

Out of this about 15 crores were 4/12/12 spend on ONLINE

MARKETING STRATEGY :

The movie RA ONE have done a lot of marketing through the following ways :

ONLINE MARKETING. TIE UPS WITH VARIOUS COMPANIES. PROMOTION AMONG KIDS THROUGH MERCHANDISES AND GAMES.

STARTED MARKETING EVEN BEFORE SHOOTING STARTED. 4/12/12

ON LINE MARKETING :

The movie have spent around 15 crores of rupees on the online marketing strategy It has its own official website with exclusive contents and updates of film. The movie had tie up with YouTube, Googles G+ social network.

Tie up with social networking sites 4/12/12 like Go Jiyo, Twitter, Facebook.

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TIE UPS

The movie have tied up with about 25 companies like

Nerolac HCL Mc Donald's Horlicks Nokia

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PROMOTION AMONG KIDS :

Shahrukh Khan have marketed a lot amongst kids through various products and merchandises like

Merchandises Games Action Figure Comics

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MERCHANDISES :
They promoted the movie through 360 degree marketing by launching various RA ONE merchandises like

G BALLS RA ONE FRISBEE STATIONARY NOTE BOOKS WRIST BANDS AND MANY MORE.

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GAMES :

The RED CHILLIES ENTERTAINMENT had a tie up with the Sony Computer Entertainment Europe to manufactured and launch a game on RA ONE for the PLAY STATION platform

It was the first of its kind to be done by any Bollywood star

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COMICS :

The movie collaborated with UTV INDIA GAMES to develop DIGITAL COMICS based on FILM CHARACTER.

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RIGHTS OF MOVIES :

The Broadcasting rights of the movie was sold to STAR for about THIRTY TO FOURTY CRORES The distribution rights for the film in Tamil NaduandKeralawere bagged byAbirami Ramanathan and Eros International in International market

Audio rights of the movie was taken 4/12/12 by T Series

AUDIO RIGHTS OWNED BY T SERIES BRODCASTING RIGHTS OWNED BY STAR DISTRIBUTION RIGHTS OWNED BY EROS INTERNATIONAL
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RELEASES

The movie was released in 3000 theaters in India Whereas 500 prints were released in the overseas market The movie released on the occasion of diwali to attract customers.

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CONTESTS :

The producers have announced various contests like

Live gaming contest in association with NVIDIA Chammak Challo contest in star Television. Gojiyo contest winner got a chance to meet Shahrukh Khan in personal

Contest on FACEBOOK and the winner will get A MOVIE TICKET on the day of 4/12/12

MULTI VERSIONS AND MULTI LANGUAGES :

The movie was released in various versions of

2D 3D

The movie was dubbed various languages for the audience

English Hindi

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Multi National And National Stars :

They have hired AKON an INTERNATIONAL SINGING ICON Jeffrey Kleiser a renowned HOLLYWOOD effects technician was called for the visual effects in the movie. Chinese-American actorTom Wu was called for a supporting role in the movie

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MARKETING MIX
7 Ps OF MARKETING

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MARKETING MIX OF RA ONE :

PRODUCT

They have launched the movie in 2D and 3D versions. Various languages were used to attract the mass.

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MARKETING MIX OF RA ONE:

PRICE

The movie was released with an affordable price so that everyone can watch the movie.

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MARKETING MIX OF RA ONE :

PLACE

Movie was released in India with3000 prints In overseas with about 500 prints It was also released in multi languages like Tamil, Telgu and English The movies was released in multiplexes as well as single screened theatres .

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MARKETING MIX OF RA ONE

PROMOTION

It was promoted online through YouTube and Other various Social Networking sites. 360 degree promotion through merchandise, games , comic etc

Promotion in 25 cities were targeted within 5 months-before launching of 4/12/12 movie

MARKETING MIX OF RA ONE :

PEOPLE:

The use of International star as AKON and TOM WU. Special guest appearance by Bollywood stars like Sanjay Dutt and Priyanka Chopra.

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MARKETING MIX OF RA ONE :

PROCESS:

They provided the tickets availability through their own website They provided a facility of telephonic booking of tickets .

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MARKETING MIX OF RA ONE

PHYSICAL EVIDENCE

Big STARS like Shahrukh Khan and Kareena Kapoor were there to attract a lot of audience. Songs were sung by AKON which attracted an audience from International and Indian market

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CONCLUSION :
Even though the story of the movie was not so good but the marketing strategy followed by the production house and Shahrukh Khan allowed them a lot of revenue even before the release of the movie by selling rights of the movies and they are still earning a lot of revenue by the merchandises that they are provided
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THANK YOU
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