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Presented By:: Sreya Sengupta #35 Vamsi Raghava #36 Vijay T.M # 38 Rabi Narayan Bishnoyi #39

Colors is an Indian television channel launched in 2008 that became very popular after its launch. It features successful shows like Balika Vadhu and Na Aana Is Des Laado. Colors spent over 50 crore on promotions using various media and partnered with companies for promotions. It had a market share of 20% within a year of launch, competing successfully against established channels like Star Plus and Zee TV.

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Vamsi Raghava
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59 views

Presented By:: Sreya Sengupta #35 Vamsi Raghava #36 Vijay T.M # 38 Rabi Narayan Bishnoyi #39

Colors is an Indian television channel launched in 2008 that became very popular after its launch. It features successful shows like Balika Vadhu and Na Aana Is Des Laado. Colors spent over 50 crore on promotions using various media and partnered with companies for promotions. It had a market share of 20% within a year of launch, competing successfully against established channels like Star Plus and Zee TV.

Uploaded by

Vamsi Raghava
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Presented by:

Sreya Sengupta #35 Vamsi Raghava #36 Vijay T.M # 38 Rabi Narayan Bishnoyi

Colors
YELLOW- Associated with the Sun and hence symbolizes Optimism, warmth, and happiness. PINK- is youthful, fun and exciting. PURPLE- a mix of red and blue evokes mystery

Colorsis anIndiangeneral entertainment channel based inMumbai A part of theViacom 18family. It was launched on July 21, 2008. Huge popularity just after its launch. Successful ratings : Received a 2nd position among other Hindi general entertainment channels within a little while, such asZee TV,Sony TV,Star One, andSahara One.

Currently, the channel is featuring a number of successful shows, such asBalika Vadhu,Na Aana Is Des Laado, Uttaran. Balika Vadhuwas ranked in the TOP 5 shows of Indian television's TRPs charts, within 3 months of its launch. Colors has launched in America on theDish Networkin February 2010, where it is calledAapka Colors.

Colors has launched in the United Kingdom and Ireland onSky Digitalin early 2010. Colors secured a deal to join the VIEWASIA subscription package

COMPETITORS
Star Plus Zee TV Sony Entertainment Television Sahara one NDTV Image Doordarshan All other regional entertainment channels

Market Share

Ratings post launch

Ratings after 1 year

Market Share
GEC market has grown by 37% after the launch of colors Colors market share was 20 % as compared to Star Plus which was 22%

BCG Matrix

Balika Vadhu, Uttaran, Naa aana is des Laado Bhagya Vidhaata

Bingo, Aise karo naa vidaa, agni pariksha Jeevan ki ganga Jai shri krishna

Promotional Strategies

Market:

6 Ms Model of Communication
General Public

Mission: To generate Curiosity about the channel & shows Message: Watch Colors Media: Dabbawalas, SMS Money: Spent promotion TV, Newspapers, Hoardings,

more than Rs. 50 crore on initial

Measurement: Initial viewership

Used all media such as TV, radio, print, websites, mobiles, movie theaters and outdoor for promoting the channel

Promotional Strategies

It placed 1300 hoardings and launched road shows across the country

Promotional Strategies 65000 ad spots booked on TV while 15 million


SMSs sent across all telecom operators 3000 taxis in Mumbai and 2000 auto rickshaws in small towns along with local trains and school buses painted with Colors brand. The efficient dabba service in Mumbai used to disburse the channel message

Promotional Programme Specific Strategies Marketing


Colors tied up with ISKCON for promoting its mythological show Jai Sri Krishna at all ISKCON temples. For the show Mohe Rang De, Colors chose Punjab and Delhi to organize street plays as these plays were

Promotional Strategies Foot over bridges were branded with


messages such as 'Crossing railway tracks is unwise, for real stunts watch Fear Factor'.

Promotional Strategies The channel teamed up


with around 2 lakh dabbawalas, who wore masks with Akshay's face printed on them, while delivering food. Tied up with coffee outlet chain Barista to launch a Fear Factor special edition coffee, called F2.

Promotional Strategies

Promotional Strategies Colors also partnered with Barista for


special Bigg Boss meals and Big Bazaar outlets for different promotional offers.

In Mumbai, some announcements adorning the Bigg Boss voice were made on railway platforms 35 million SMSs sent across operators, announcing the start of Bigg Boss.

Launched IPL ROCKSTAR Colors is trying to safeguard its viewership by joining hands with IPL to launch a series of entertainment initiatives, such as, a music competition to be held in cricket stadiums. Also shows recent movies on weekends. Fashion show by players, showcasing the work of 50 designers

Top reasons for being successful


Differentiated content Disrupted scheduling Smart spending

There are very few examples in the history of business, where a new player enters a highly competitive market and defeat the established players .. ..and

COLORS just proves this!

Thank You ;)

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