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    Kingfisher Production House Part 2 Final

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    Sunny Shrimankar
    Kingfisher Productions is launching a new film production house. It aims to target the growing Indian film industry market of over Rs. 1000 crores by producing Hindi and regional language films. As the industry is fragmented with over 1000 films made annually and growth of 11.6% expected, Kingfisher sees opportunity in financing and distributing small budget films. It will leverage the brand image and relationships of its parent company, Kingfisher Beer, to partner with directors, actors and distributors across India.

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    Kingfisher Production House Part 2 Final

    Uploaded by

    Sunny Shrimankar
    45 views16 pages
    Kingfisher Productions is launching a new film production house. It aims to target the growing Indian film industry market of over Rs. 1000 crores by producing Hindi and regional language films. As the industry is fragmented with over 1000 films made annually and growth of 11.6% expected, Kingfisher sees opportunity in financing and distributing small budget films. It will leverage the brand image and relationships of its parent company, Kingfisher Beer, to partner with directors, actors and distributors across India.

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    Kingfisher Productions is launching a new film production house. It aims to target the growing Indian film industry market of over Rs. 1000 crores by producing Hindi and regional language films. As the industry is fragmented with over 1000 films made annually and growth of 11.6% expected, Kingfisher sees opportunity in financing and distributing small budget films. It will leverage the brand image and relationships of its parent company, Kingfisher Beer, to partner with directors, actors and distributors across India.

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    45 views16 pages

    Kingfisher Production House Part 2 Final

    Uploaded by

    Sunny Shrimankar
    Kingfisher Productions is launching a new film production house. It aims to target the growing Indian film industry market of over Rs. 1000 crores by producing Hindi and regional language films. As the industry is fragmented with over 1000 films made annually and growth of 11.6% expected, Kingfisher sees opportunity in financing and distributing small budget films. It will leverage the brand image and relationships of its parent company, Kingfisher Beer, to partner with directors, actors and distributors across India.

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    of 16

    Kingfisher Productions

    - Reason to smile
    Presenters -

    Swapnali Nalavde 176


    MPE Div C
    Anil Naik 173
    Batch 2009 -2011
    Venkat Raghavan 165
    Trim III
    SHRAWAN SUREKA 154
    SUBMITTED TO Rutu Mody Kamdar
    Amit Shrimankar 144
    NMIMS
    Why Film Production?
    • Heavy potential in various arena of the sector

    • Growth & Development of Multiplexes year on year.

    • New Domain Venture like IPL, Formula 1, Derby

    • Huge Untapped potential in Hindi & Other Regional Movie


    Why Film Production?
    • No major Investments

    • King of Fostering relationships

    • India is Yong country , Average age is less than 30yrs.

    • Scope of Corporate Venturing


    Kingfisher Production House Logo
    Meaning:

    The articulate made Kingfisher bird from paper indicates its evaluating, picking up
    the right scripts for the production house in an open auditorium.
    Segmentation & Targeting
    • Movie Distributor in all 26 states more than 300 distributors pan India

    • More than 1200 Multiplexes

    • Above 10000 Single Theatre owners (Rural/Urban/Semi Urban)

    • Television Rights (Sony, Star, Zoom, ZEE, Colors)

    • Mobile Operators (16 Mobile Operators in 23 circles)

    • Media Partners, Apparel Stores, Music Distribution

    • Gaming Industry, Online DTH, Overseas distributors, Satellite distributors

    • Big Budget movies, Small Budget movies (Below 5Cr)


    Segmentation & Targeting
    • Value 143 billion

    • More than 1000 films every year

    • Market growth Rate Expected to grow at 11.6% reaching /185 billion by 2013

    • The  size of the film industry is estimated to be around 10,000 Cr


    Domestic Box Office market: 75

    • Tier 2 & 3 Cities

    • Focus on small distributors

    • Focus on Regional films

    • New Talent, More Scripts


    Brand Positioning
    • Affiliates with Top class Directors within the Industry

    • Affiliates with top Class Actors, Political parties, Cricketers

    • Finance facility for easy release and Publicity

    • Strategic partnership with Big multiplex chain owner & Premium site single theater
    owner

    • Parent Brand Image of “Lavish Nature”

    • Certification of National Film Development Corporation (NFDC)


    Primary Research Finding

    POP
    1.Presence in entertainment Industry through other mediums
    2.Media Friendly approach
    3.Flamboyant Personality of the Chairman
    4.Star Cast will be as per current trend / Fan following (Like other Big Banner Production house)

    POD
    1.Global conglomerate, Strategic Partnership with Deep Pockets western Production
    house

    2.Brand Image Europe, North America, Caribbean, Middle East, Asia

    3.Corporate Structure in an unorganized sector to capture untapped area in Motion Industry

    4.Household Brand: Co Brands Like Kingfisher Beer, Royal Challenge, IPL, F1, KFA

    5.Partnership with NDTV Good Times” channel ( Captive Media Partner)

    6.The Parent Group also has a shareholding in Asian Age Holdings Ltd, the company that owns
    and manages daily newspaper, The Asian Age.

    7.Kingfisher Beer is Available in more than 52 countries in the world.


    Brand Extension
    Diversification within the Industry

    1. State of the Art Studio (Post-production facilities, Television Division Internet & New Media
    Division, Licensing & Merchandising Division)

    2. Music Label – Kingfisher Music

    3. Home Entertainment by marketing and distributing DVDs and VCD’s

    4. International Production, Distribution, Multiplex

    Other Industry
    1. Live Concerts

    2. Night Club

    3. Reality Shows & Sitcom


    Aaker’s Brand Identity Model
    Kapferer’s Brand Identity
    Spirited Service Quality,
    Vijay Lavish Kingfisher
    Mallya Calender

    Young at
    Friendly Good Times Heart
    Jingle Katrina ,
    Deepika

    Entertainment

    Functional Relationship Emotional


    Delivered with flair King of Human relationships, Safe, Assured,
    Fun & humour at work Iconic Brand New Era
    Current Market Scenario

    Brand Identity
    • Red - Dynamic, Young, Exciting, Aggressive

    • Blue - Confident, Trustworthy, Formal, Free

    • Orange - Helpful, Active, Communicative

    • White – Ethics, simplicity, cleanliness and purity


    Current Market Scenario

    SENDER
    Physique Personality
    Convenience, Outgoing,
    Pricey, Affordable Innovative

    Relationship Culture
    Healthy, Loyal, Indian &
    Trustworthy International,
    Customer First

    Reflection Self image


    Beauty, Highly Comfortable,
    spirited Relaxed
    RECEIVER
    Media

    Adds
    Production Operations for First line users
    Thank You

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