CASE STUDY

Star India Private limited.

 ABHISHEK
STAR PARIVAR :

DAVID NISHITA

DEVANG UTSAV
 Flow of the presentation
Introduction to Indian Television BCG Matrix
Industry Ansoff Matrix
Star India and its operations in India
PLC
4 P’s
SWOT Analysis
5 C’s of Marketing
Product Portfolio Promotional Strategies

STP Pricing & Distribution Strategies

Brand Positioning Product Strategies
6 M’s
Recommendations
5 force Model
 Media and Entertainment
Industry
Media And Entertainment is one of the most
Market Share:

booming sectors of the Indian economy. –
2010
19% CAGR

The Indian Entertainment & Media industry

can be categorised as follows:
5) Filmed Entertainment
6) Television
7) Music
8) Radio
9) Print (Primarily Newspapers &
Magazines)
10)
11)

 India is emerging as a global destination for the Media And Entertainment
players because of the following reasons:
The number of channels is increasing each day.
India is emerging as one of the world's largest markets for digital and mobile
music.
Entry of private sector companies and increasing FDI and FII.- Viacom Inc.,
NBC Universal Inc. and Walt Disney Co.—into India through partnerships
with Network 18 Group, NDTV Networks Plc. and UTV Software
Communications Ltd, respectively.
The Indian Media And Entertainment industry is also making its presence felt
in the global market with its movies and music.
India’s large pool of creative skills and growing domestic market for
animation and special effects industry.
•
 Television Industry
Television in India started in Delhi - 1965, All India Radio

Indian small screen programming started off in the early

1980’s. At that time there was only one national
channel Doordarshan, which was government owned.

The Ramayana and Mahabharata - first major television series

produced.

Indian pay TV market and covers cable, DTH and IPTV.

Television industry, which is pegged at Rs 257 billion, has

been growing at the rate of 6.8 per cent since 2008.

Total number of 515 channels are available in the country out

of which 150 are pay channels.
STAR INDIA PVT.LTD
STAR India -1990 launched ASIASat with Joint venture
between Hutchinson & Hong Kong based – Li Ka-
Shing.

53 Asian Countries – over 100 million viewers a day.

STAR India Pvt ltd, a media & entertainment company,

producers, broadcasts & distributes satellite television
programmer.

It covers general entertainment, sports, movies, music and

news and current affairs.
 STAR PLUS STAR India channels 
STAR MOVIES

STAR WORLD

STAR ONE

STAR NEWS

STAR GOLD

STAR UTSAV

STAR VIJAY

STAR SPORTS

CHANNEL [V]

ESPN

STAR ANANDA

Asianet

Asianet Plus

Suvarna

Sitara.

•
 CURRENT SCENARIO

Source : Business India – July 2010 publication


…..CONTD
 SERVICE DIFFERENTIATION MANAGEMENT BY
STAR:

Launched 1992 (as Star TV) Launched in 2000

April 17, 1996 (as Star Plus).

India Ka Sabsey Favorite Hindi Movie

Star Plus is watched by over 75 million
people every week. Channel.

 

The channel is the ideal campaign One of the largest Hindi movie libraries
platform for any brand in India with over 600 quality titles

Is the ideal platform to reach out to the

entire Indian family. pioneer in showing the biggest
Hollywood blockbusters dubbed in

Launched in 2004. Launched May 23, 1994
Latest and best in English entertainment
Targeted at the urban, upwardly
- shows from around the world.
mobile Indian viewer.
Star World provides the latest choice in
Very popular programs are The
top-rating, award-winning
Great Indian Laughter Challenge, entertainment from the USA,
Nach Baliye, Sarabhai vs Australia and the UK.
Sarabhai, Instant Khichdi, Genres like drama, comedy, action,
Ssshhhh...Phir Koi Hai, Dill Mill reality television, talk shows and live
Gayye, Miley Jab Hum Tum and exclusive international events,etc.
•
 Come home to Hollywood. Come home
Launched May 23, 1994
to Star Movies.
Showcasing the biggest blockbusters
and featuring over 100 movies each
Music for Indian Youth
month and a minimum of 40
premieres every year.
Channel includes live and exclusive
The channel is a vibrant mix of events such as the Academy Awards
the latest chart-topping music (The Oscars), Taurus Awards, and
videos, artists, trends, popular acclaimed specials such as Taken,
VJs and youth culture. Grid and Lost.
Launched June 7, 2004 Launched 1994

Caters to viewers who have

recently entered the fold of General entertainment channel - Tamil
Cable and Satellite television. Nadu.

Targeted at small of towns and

rural areas
Innovative programming, including
Re-running the best shows from soaps mounted on a massive scale,
the exhaustive Star Plus film review shows, comedy and
spoof shows, quality Tamil movies
library.
and blockbuster Hollywood movies
dubbed in Tamil.
•
 Sports Channels

 ESPN and STAR sports cover all First-class cricket action from around
the globe.
famous sports tournament
including:

Wimbledon tennis tournament

STAR CRICKET broadcasts live / non-
US open tennis tournament live international and regional cricket
Australian open tennis tournament events.

ICC world cup

ICC champions trophy

STAR CRICKET is the one stop
Formula one
destination of all the cricket action,
English premier league history, updates, views and reviews.
•
Other Regional channels are:


Asianet (Malayalam)
Asianet Plus (Malayalam)
Sitara (Telugu)
Star Ananda (Bengali)
Star Jalsha (Bengali)
Star Majha (Marathi)
Star Pravah (Marathi)
Suvarna (Kannada)

•
Product
 Price
Channels Price (Rs.) Channels Price (Rs.)
STAR PLUS 17 STAR SPORTS 29

STAR MOVIES 24 STAR CRICKET 25

STAR WORLD 5 ESPN 29

STAR ONE 20 CHANNEL [ V ] 5

STAR GOLD 16

Figure of TataSky
Place
 Star
Internet Parivaar
Award

Promotion

Print Hoardings
Media
5 C’S OF MARKETING

FAMILY SOAPS Maintaining aggressive

promotion and packaging
MOVIES approach for all
MUSIC programmes.

EDUCATION Celebration of festivals
NEWS 
STAR India MassStore
SPORTS Workflow Asset
Management (WAM) suite
which helps to store
material in an orderly way,
digitize new programs,
save these newly created
files in long-term digital
storage

 CONTEXT

Highly disintegrated GEC market.

Satellite Rights, carriage cost (Cables)

Technological advancement.
 PRODUCT PORTFOLIO

FAMILY SOAPS MOVIES MUSIC EDUCATION NEWS SPORTS

 STP Analysis - Segmentation
Geographically
STAR has divided the country as follows:

Southern:



Eastern:



Northern & Western:
 STP Analysis - Targeting

Next Generation Entertainment:








Female oriented:
 STP Analysis – Targeting (Contd..)

All age groups:








Family Dramas:
 POSITIONING
Rishta wahi soch nayi

India Ka Sabsey Favorite Hindi Movie Channel

The Next Generation of Hindi entertainment

Absolutely everybody loves Star World

A trendy music and lifestyle hotspot for the

Indian youth

Come Home to Hollywood

POSITIONING Contd…….
Aap ko rakhe aage

The worldwide leader in sports

 Brand Positioning
Frame of Reference: Complete customer satisfaction by providing endless
entertainment through various channels.

Point of Differentiation: STAR has become benchmark for Indian television

channel industry.

Key Consumer Insight: Targeting the Indian families value-system.

Point of Parity: Colors has an upper hand, while Zee has lower hand.

Reason to Buy: STAR values its customers and provides for all its needs &
wants by understanding customer’s value-system.
Average channel Share (%) (as such)
1.7
5.3 %
%

37.2%

30.8%
Average channel Share (%) (during prime
time)
1.3%
11.5%

23.2%
61.2%
 6 M’s model of Communication
Market: Across the demographics


Mission: Committed to provide best entertainment to the viewers and along with that they are


concerned about employee satisfaction and corporate social responsibility.



Message: We know our consumer and we are giving him what he wants.


Media:
 Print Media, Satellite TV, Radio, Internet


Money: Huge amount is spent in every segment



Measurement: Consumer Research and TRP


Porters 5 Force Model
BCG Matrix
 ANSOFF’s MATRIX

EXISTING PRODUCT NEW PRODUCT

EXISTING
MARKET
NEW MARKET
 Strengths Weakness

1. Financially efficient
1. Not much strong in non prime time slot, so need to concentra
2. Presence worldwide
2. Excessively dependent on K series soaps, which may harm in
3. Strong in prime time slot
4. Effective packaging

Opportunities Threats

1. New emerging channels like NDTV imagine, Colors getting

1.Strong network of channels for promotion
2. Rising cost
2. Mobile and internet revenues
3. Technological issues
 Promotional Strategies

Promotion Mix

Public Personal Sales

Advertis Relation Sales Promotio
ing s n
Advertising
 Direct Marketing
Ekta Kapoor hunts for new faces
on Facebook ,  Orkut

Soap queen Ekta Kapoor has launched another hunt for new faces for her
upcoming show titled ‘Tere Liye’.
Ekta, who has given hit pairs like Rajeev Khandelwal-Aman Sharif, Cezanne
Khan-Shweta Tiwari, has taken to social networking sites to find fresh
faces to play Taani and Anurag.
A team of eight people are apparently surfing through the profiles of
youngsters aged between 18-25 on Facebook and Orkut
 Public Relation

STAR Parivaar Awards:

STAR organizes “STAR Parivaar Awards” every year. In that, they invite people
associated with STAR India and gives awards in various categories. This strategy has
given STAR a family image. Apart from these Star is involved in various CSR
activities.
 Pricing and
Distribution Strategy
Distributio Regulatio Foreign Services Pricing Technolo Nature of
n n ease Invst Offered gy Industry
mechanis limits(%)
m
Cable Medium 49 TV 100-400 Co-axial old.,
and fibre fragmente
DTH Harsh 49 On 150-200 Satellite New,
d
demand sharp organised
Terrestrial State- Not TV,
TV Free Towers, slow
owned allowed mobile average
IPTV Easy 74 On
TV 800- Fibre- New,
demand 1000 optic plus organised
TV, ethernet
telephony or ADSL
internet sharp
access
 Product Strategies
1)Product Positioning Strategy
2)
This is done by Star by using Marketing Mix variables, especially
design and communication.

2) Product Repositioning Strategy

This happened because of the following reasons:

A competitive entry is positioned next to the brand, creating an
adverse effect on its market share.
Consumer preferences change.
New consumer preference cluster with promising opportunities are
discovered.
 Recommendations
Enter into kids channel – Similar to Pogo & Cartoon Network.

To acquire broadcasting rights of events like IPL.

Make utilization of the joint ventures for promotional

activities.

Launch channels having Religious & Scientific significance.

Launch DVD’s of old programmes which was all time

favorite.
THANK YOU……