Introduction

Viu is a Hong Kong-based over-the-top (OTT) video streaming provider from Viu

International Ltd, a PCCW Group Company. Operated in a dual-revenue model comprising
subscriptions and advertising, Viu delivers content in different genres from Asia's top content
providers with local language subtitles, as well as original production series under 'Viu
Original' initiative.
Viu is now available in 16 markets across Asia, Africa and the Middle East including Hong
Kong, India, Singapore, Thailand, Philippines, United Arab Emirates, Bahrain, Egypt,
Indonesia, Jordan, Kuwait, Malaysia, Oman, Qatar, Saudi Arabia, Myanmar and South
Africa. As of June 2020 interim results, Viu had over 36 million monthly active users.

Journey so far
Viu International Ltd launched the Viu OTT video service in Hong Kong on 26 October
2015.
In January 2016, Viu announced its official launch in Singapore.
In March 2016, Viu announced its official launch in India and Malaysia.
In May 2016, Viu launches in Indonesia.
In November 2016, Viu announced its official launch in the Philippines and has achieved
four million users and over 218 million video views.
In February 2017, Viu was available in major Middle East countries including Bahrain,
Egypt, Jordan, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates.
In May 2017, Viu announced its official launch in Thailand and has expanded to 15 markets
across Asia and the Middle East countries.
In September 2018, Viu announced its official launch in Myanmar.
In March 2019, Viu announced its official launch in South Africa.
In December 2019, Viu announced its suspension of India operations without providing a
date. As of October 2020, the service is still available in India.

Business Model
Viu, follows a freemium model. Some content is free, but there is also a large part behind a
pay wall. To access premium content (for example the latest blockbusters), users need to sign
up with a flat fee of Rs 99 per month.
VIU Marketing Mix (4Ps)
Marketing Mix of Viu analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Viu marketing mix. As of 2020, there are several marketing
strategies like product/service innovation, marketing investment, customer experience etc.
which have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and marketing mix
(4Ps) is the widely used framework to define the strategies. This article elaborates the
product, pricing, advertising & distribution strategies used by Viu.

1. Product – Viu is a website and mobile application based where you register and
pay to watch TV shows, movies, documentaries, etc. The best part of Viu is the
availability of movies in your regional languages i.e., English , hindi, telgu, tamil and
Korean and it is updated regularly so it does not get out of date. It has also a one-size-
fits-all streaming media for you and most of it is free.
2. Price – Viu is mainly a freemium subscription service. It has a lot of content,
including TV shows, movies and originals that can be streamed online or downloaded
to watch offline. Viu’s 70% of its content is available for free. Viu provides 30 days
free trial service in order to attract them and then convert these prospective customers
into actual ones. Its premium plan starts with 99 Rs. for 2 months, 299 rs. for 6
months and 599 rs. for 12 months.
3. Place – Viu is an online streaming business and hence available everywhere. Almost
the entire business of Viu is conducted online. Its services are accessible through
Smart TVs, tablets, smartphones, etc. with internet access.
4. Promotion – Viu uses almost all media channels to promote itself and that too
through the content which it offers. Its first month free trial policy is kind of a
 promotion activity to build brand awareness at first and then retaining those who
subscribe to it. It makes use of social websites like facebook and twitter as well. The
use commercial billboards in the offline mode. TVCs and print ads help Viu showcase
the various shows, latest movies, etc., which users can see using the app.

REASONS BEHIND THE FAILURE

1. Lack of Investment
Viu had a total content budget of $15 million and even the marketing budget that was
given to them was just $8 million. Whereas Netflix and Amazon are spending $5-10
million on one show in India. You cannot create a big OTT play with such a low
budget. So, budget constraint is a primary reason for its failure in India.

2. Also, investment was preferred in a country where their rank was

high rather than in India
India requires heavy investments, to the tune of hundreds of millions, which the
company doesn’t have. They would rather invest in other Asian countries where they
are among top 5, rather than in India, where they are at 13-14th place. They always
want to be in top 5 OTT platforms.

3. Viu was unable to compete with other OTT platforms

Here also because of low budget there was no way they were to compete with the
level of investment these giants like Netflix and Amazon Prime are pumping into
India.

4. Not focused on the target market

Viu was prioritizing its investments to South East Asia, and Middle East and Africa to
further achieve rapid growth in a sustainable fashion. They were not engrossed in
Indian market and also not tried that hard.

5. Not ready for complex and challenging market like India

Yes, so it’s seemed like they were not fully ready for this potential market like India.
As they were in top position in other markets so they could have seen this coming
before and could prepare according to that.
 6. Lack of advertisement and campaigns
This is also a big drawback as there is lack of advertisement. It didn’t reach to their
target audience that well as compare to other OTT platforms. In the time of digital
world and social media they were not utilizing it to that extent.
If we talk about campaign, then also there were not that much campaigns.

COMMUNICATION OBJECTIVESTO
OVERCOME THE PROBLEMS

1) Changing the Attitude

2) Influencing Purchase Intent
3) Developing and Running an Ad Campaign

 The foremost objective is to change the attitude of the viewers by raising awareness
pertaining to the Korean entertainment. It's important that the perception of target
audience is changed and their misconception of Viu as an outdated and not-in-trend
platform be made the opposite.
 To overcome the failures, the viewers ought to be motivated and influenced to buy the
services. This will strike an underlying need of the target audience and sit in
alignment with the overall goal of Viu to relaunch the platform. Giving them one-
month free trial and also unlimited downloads. They will also be getting option of
unsubscribing it anytime. The rates viu is offering is the cheapest for any ott platform.
 Finally, with the execution of the advertising campaign, not only Viu stimulate trial
purchase but also create the buzz and get back in the game and create its own unique
identity on the OTT platform.

CREATIVE BRIEF

BACKGROUND

Hong Kong received its own over-the-top video streaming provider from Viu International
Ltd. It focuses on delivering content in various genres from Asia’s top content providers with
local language subtitles for convenience of its viewers. It also offers original production
series under the name of “Viu Original”.
It has created a market in geographies like Singapore, UAE, Oman, Myanmar, Jordan,
Bahrain, Egypt, Qatar, Indonesia, Philippines, Thailand, Malaysia, Kuwait, its home country
Hong Kong and India where its operations are still a topic of debate.
This platform gives access to all dramas, variety shows, movies and kids’ animation and so
on.
It has enhanced its services by giving a streaming experience free from video ads.

OBJECTIVE

• Relaunch- new campaign

• Lockdown as an opportunity
• Get into Top 5 OTT Platforms
• Win over the audience with a new trend
• Stay in the market

Target audience

The audiences will turn to us when looking for original content. focus is on content that is

locally relevant, excites our audiences and is backed by close to a decade of insights. Focus is

on the mass market with our freemium model and offer premium ad-free content for Rs 99.

 Our target is primarily viewers in the age group of 16 to 35.

Nearly 76 per cent of current viewership is male and the remaining female. By device, 96 per

cent of viewership comes from Android devices, and the remaining coming across iOS,
desktop and the mobile site. Viu is available in India, Indonesia, Malaysia, Philippines,

Thailand, Singapore, Hong Kong and throughout the Middle East.

WHAT’S THE SINGLE MOST IMPORTANT THING TO SAY?

WHAT IS THE BIG IDEA?
Time to break free of the monotonousness of binging over contents curated from Western
countries and treat yourself with fresh dosage of entertainment through unexplored contents
curated from Eastern and Asian countries including Indian contents.

WHAT ARE THE SUPPORTING RATIONAL AND

EMOTIONAL ‘REASONS TO BELIEVE AND BUY’?
With the ongoing pandemic and lack of social connectivity, after being locked in their homes
or in cases away from homes in different states, youths have inclined more towards OTT
platforms, which mostly provide western shows with a few dose of Indian contents, in order
to spice up their boring life with some entertainment.
But with lack of production due to pandemic, not much new shows are being made and
binging over same old related western stuff have turned monotonous. They are in constant
search for new contents to watch or new form of entertainment. So it’s the perfect time to
introduce them with a vast range of contents coming from Eastern and Asian countries which
are mostly unexplored. They will surely freshen up and change their idea of OTT content
viewing.
Also recently there has been an increased interest and fan base among Indian youths for K-
pop music especially after the success of Korean pop band “BTS”. This have led to an
increase interest for Korean shows and also for eastern culture and entertainment industry
among the youths. Hence it’s the perfect time for VIU to grow their viewership with the wide
range of Eastern and Asian shows including Korean and Indian shows, they have in their
library, spread upon a vast range of genres.

ANNEXURE
Brainstorming session
 About gaining the attention of the youths by making them aware about the vast
resources of east Asian contents available and relating that with k-pop music craze.
 Something that they can get on one platform.
 Show them the value for money.
 Aware them about wide range of premium contents.
 One of a kind Unlimited download features
 Largest content for any ott platform.
 Many unknown Indian content as well
 Lifestyle bytes, there’s a section dedicated to lifestyle videos that are mostly content
produced by you-tubers.

Viu ad campaign points.

 The first question is to establish its identify as a brand not as a competitor.
 Relevant ad campaign highlighting its benefits.
 Next comes the subscription rates. Which Is cheap.
 More focus on Korean dramas keeping craze of k-pop in mind.
 Connecting with young digital users.
 And last providing appealing content.