YRF

1. YRF Presented by: Shayan Alam Nikita Shoroff PawanTiwari

2. AGENDA • History and evolution • Initial positioning and subsequent repositioning • Advertising, sales promotion and segmentation strategy • Analysis of the product and generic competition • Strategies adopted overtime to tackle competition • Distribution strategy • Hypothesis • Analysis of data

3. History and evolution • Second Largest • Establishment • Music • Links • Credits • Vision

4. Initial positioning and subsequent repositioning

5. Initial Positioning • Initial Positioning • Attention • Story • Success • Dream Brand • Giving New Defination.

6. Repositioning • Y Films • Television serials • Advertisements and commercials • Website • Merchandising

7. Advertising, sales promotion and segmentation strategy followed by the brand

8. Advertisement • Television Media • Social Media • Print Media • Banners & Hoardings • Global Advertising • Theatrical Promotions

9. Sales promotion • TV Shows • Music Launch • Holding Up Contest • Country Wide Tours • Press Conference • Merchandising • Social networking sites

10. Segmentation strategy & Product Segmentation • Based on Taste & Preference • Target Group : Families & Youth Product Segmentation: • YRF Television • Y - Films • YRF Home Entertainment • YRF Music

11. ANALYSIS OF PRODUCT AND GENERIC COMPETITION TO THE BRAND

12. SWOT Analysis STRENGTH • India’s biggest production company. • Wide spread branding. • Presence of popular movie stars. • International association recognition. • Financially sound and adept production house. • Strong film distribution channel. • Enormous installation of studios and sets.

13. WEAKNESS • Limited innovation in terms of genre of movies. • No great presence in regional movies. • Limited number of directors associated with production house.

14. OPPORTUNITIES • Regional market can be entered by changing taste of movies. • For critical and business success off beat films can be made. • Diversification into animated and action movies to generate more customers. • As it started early it has an early bird advantage. • Brand image can be used to target foreign markets.

15. THREATS • The ties between the different aspects of film industries are very futile and delicate. • Brand recognition is associated more with directors more than film house. • Arrival of other international production like Warner Bros, Fox Searchlight, Blue Sky production in India.

16. 5 P’s of Yash Raj marketing PRODUCT • Unique • Creative • Diversified • Technological delivery options.PRICE • Standardized multiplex rate • Itself carries the distribution.

17. PLACE • Release Date • Timing ors PROMOTION • Media promotion • Social networks • Movie sites, • Game launch • Global promotions. PEOPLE • Use of Actors

18. Generic competition & Direct competitors  Generic: • Television • Theatre shows • PC games • Various websites to chat, surf and play Direct: • Dharma production • UTV Spotboy productions  • Red Chillies entertainment • SLB Films • Excel Entertainment • Vishesh Films

19. Strategies adopted over time by the brand to tackle competition or prime market expansion • Serious Distribution & Promotion • Flavors • Distribution of Financial Risk •  Focused & Penetrated Market Strategy • Latest Strategy

20. DISTRIBUTION STRATEGY FOLLOWED BY THE BRAND Expansion strategies: • Advanced audio and video recording facilities. • Vision • Brand Awareness • Big Star Cast and Foreign Location. • Professionalism in Approach

21. Distribution network • YRF has its Own Distribution Channel • In India, YRF has its own offices in 12 territories 1. Mumbai 2. Delhi 3. Jalandhar 4. Jaipur 5. Amravati 6. Indore 7. Bangalore 8. Secunderabad 9. Kolkata 10. Chennai 11. Andhra Pradesh 12. Cochin

22. OVERSEAS • Yash Raj Films International Ltd. - covering the territories of United Kingdom & Europe, based in London • Yash Raj Films USA Inc. - covering the territories of North & South America, based in New York • Yash Raj Films (UAE) L.L.C. - covering the territories of Middle East & North Africa, based in Dubai

23. Hypothesis • YRF is the most popular production house among the audience. • Providing entertainment for over 42 years. • Carved a niche both in Indian Cinema and now getting International recognition as well. • No. 1 distribution channel. • YRF promotions allures the audience to the theatres. • Promotion strategies. • Creates impact on the mind of the audience.

24. Information required to be collected • Preference of production banner among audience. • Genre of movie preferred • The impact of promotion among customers Instrument of data collection • Questionnaire – Easy and convenient.

25. Sample size • 100 respondents Sample technique • Online Survey • One to one basis Data analysis • Diagrammatic representations • Bar Graph • Pie Chart

26. Analysis of data

27. How frequently do you watch films?

28. Which genre of Hindi movies do you prefer?

29. Which genre of movies can you associate these production houses with

30. Associate these films with their production house.

31. Are you aware of these production houses?

32. which movie trailer attracts you to theatre the most?

33. Among these Yash Raj movies which movie promotions has caught your attention?

34. How would you rate Yash Raj Film’s promotion in the scale of 1 to 5?

35. THANK YOU