CASE STUDY

Film

Based Merchandising

ON

OVERVIEW

Understand the concept of film- based merchandising, and study the pattern of its growth in India as compared to the US film industry

Discuss the pros and cons of a movie producer's decision to associate his/her movie with a particular brand/company

Understand the rationale behind companies entering into film-based merchandising deals, given the risky nature of the business

Determine the various problems that hamper the growth of the Indian film-based merchandising business

Understand the potential of Indian film-based merchandising and the factors that can contribute to its success in future.

Evolution of FBM in US

Entry by – Walt Disney(1930)

A new era in FBM – Extra Terrestrial(1982)

Backward integration – A Bug’s Life & Toy Story

Increase in tie ups(130 Companies) by Walt Disney - 1996 for 101 Dalmatians

Mc Donald’s, Dr. Pepper, Frito Lay, Taco Bell, Pizza Hut

FBM in India

World’s Largest film producing country

Overall 27000 feature films by 2001

Avg. 800 movies / year – 52 languages

Reluctancy of Indian Producers

Earliest Maine Pyar Kiya – 1989

Successful – Hum Aapke Hain Kaun, Lagaan

Failures – Roop Ki Raani Choron Ka Raja

Q1A) Examine the role of FBM as a promotional tool in India for both English and Hindi movies.

Screen to shelf

New promotional avenue

Generating revenue

360 degree experience

Q1B) As the marketing manager for a media conglomerate what measures would you adopt to fully utilize the potential of FBM as a promotional tool for a movie ?

Measures to be adopted

Market is diffused

Segmentation :

– Demographic

– Geographical

Shelf to screen

Reverse Logistics

Backward integration

Brand Awareness

Value creation

Helps in Cross selling

Helps to generate revenue

Q2) With the majority of movies made in India failing at the box – office, do you think associating their brands in such a speculative manner is advisable for the companies?

Q 3A) What are the problems that hamper the growth of the FBM business in India?

Large no. of flops Limited range – consumer not willing to pay for ltd range Character – Actor based Slow trend of FBM License issues Import restrictions Thriving grey market Late marketing

Movies should be made in a systematic manner

Improvise import restrictions & license issues

Diversified range

Advance promotional marketing

Rapid Marketing

Q3B) What measures do you think need to be taken to boost FBM in India and help it become as successful as in the US movie industry?

THANK YOU

Neel Merchant 021Nikesh Mehta 025Nikesh Shah 026Pratik Jain 033Pushkar Kashyap 036Sujan Damani 061