A Mini Marketing Plan

Happy New Year

a Red Chillies Entertainment Production

Executive Summary
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Situational Analysis
Market Analysis
Customer Analysis
Competitor Analysis

Competitor Analysis
The SRK-DP starrer flick was released on 23rd
October, on the weekend of Diwali.
Major movies were released on 2nd October,
which meant that from October 24 to November 7
it is going to be only HNY which would be

ruling the roost

Competitor Analysis
Kaththi(540 screens) & Poojai(350 screens)
were also released during the same weekend.
Gone Girl was released on 31st October but failed to

make a dent in HNYs collections

HNY was also released in Telugu & Tamil
simultaneously

Keys to Success
The first look of the film was launched on
2 January 2014. It was promoted heavily on
Twitter

The trailer of the film was released simultaneously

on YouTube, Twitter and the DTH channel Tata Sky.

It was also the first film trailer to be released on

WhatsApp and Facebook

Keys to Success
The film's cast and crew travelled on a
promotional tour titled "SLAM! from 19th
September to 5th October
On 13 October 2014, an official game based
on the movie, titled Happy New Year-The Game
was released for Android and iOS

Market Summary:
Market Analysis

Demographic
Geographic (Across India & Overseas * too)
Needs
(reason for success of such movies)
Trends*
(the 100-200 crore club race, entrants are these Khan powered flicks)
Growth

SWOT Analysis *
Strength & Weakness
(value proposition, SRK/Actors charms, no big release in parallel, mutual understanding in
industry)
Opportunities & Threats
(Piracy, ensuring no big release in parallel, mutual understanding for slots in industry)

Market Summary:
Customer Analysis:
Customer Behavior (Loyal)
Target Audience

Competitor Analysis:
Alternate Providers
(Hollywood, Previous week Bollywood, Cricket/Sports events, if any)
Service Offerings
Keys To Success
(Music Release, Satellite Rights, Taking hold of all the distributors &
Multiplex screens, expensive promotion on TV, live events across & outside India)

Marketing Strategy:
The strategy is based on the concept that:
Awareness precedes ticket sales, therefore extensive pre-release
promotional campaigns
Less Likely chances for a repeat business for the same product, so
high target market penetration necessary for success
A specific positioning, keeping in sync with the not-so-high
expectations on logic, but promoting a unique value-proposition on
entertainment front.

Positioned as a family watch, with lots of laughter, dance and

comedy, and a high individual net worth cast, which surprisingly suits
the typical Bollywood audience

Marketing Strategy:
Mission:
Marketing Objectives
Financial Objectives

Target Markets

Positioning
Strategy Pyramid:
Tactics
Programs to implement those tactics
The Biggest focus of this Marketing assignment

Financials:
Breakeven Analysis
Funding Forecast
Expenditure Forecast

Marketing Expense Forecast

Control:
Implementation
Milestones (Opening weekend/ first week collection, 100/200 crore)
Marketing Organization

Contingency Plan
Funding Forecast
Contribution Margin

Financial & Survey Result Templates

Title and Content Layout with Chart

Chart Title
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Category 1

Category 2
Series 1

Category 3
Series 2

Series 3

Category 4

Two Content Layout with Table

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Group A

Group B

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Class 1

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95

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Class 2

76

88

Class 3

84

90

Two Content Layout with SmartArt

Group A
Task 1
Task 2

Group B
Task 1
Task 2

Group C
Task 1

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