Jassi Jaisse Koi Nahin

JASSI JAISSE KOI NAHIN • By 2002, the share of cable & satellite television was 86.9% of total television advertising as against a meager of 31.3% in 1994.In Sep 2003 • Star Plus No 1 = 5 x Sony Viewers • Competitors = Zee, Sahara and SAB

Business Challenge • Channel Time Type Image Star Plus

Sony

7:3011:30pm

9:0010:30pm

Funneled audience

Appointment viewing

Brand Original and innovative

Me-too

Research • Understanding Women • “To provide intelligent and innovative entertainment to its viewers” • Sample: primary target audience women • Across 7 cities

Results • Educated , modern housewives were looking for something different from the routine kitchen politics that dominated the television programming

Marketing objectives • To build reach in the shortest possible time • To grow channel share • To get JJKN into the top ranked show of Indian Television • To create hype around the launch in a manner as non-conventional as the serial

The Marketing Challenge • How to get viewers?

Marketing Strategy • No Jassi in any pre and post launch promotion • Communication strategy on basis of AIDA

Execution • Communicate facets of personality without revealing her • Treat the consumer as an intelligent mass • Viral marketing: conventional and non conventional • Sustaining the buzz post launch – Shaher shaher mein charcha – Launching jassi pals club – Ring tone downloaded

Results Top rated show on Sony Share of the 9:30 slot ( Dec 2004) Sony 8.2% to 32.4% Star plus 81.8% to 62.6% Advertising slot rates up by 50% Pal club yielded 4000 members 100000 sms, when jassi was caught in moral quandary • 80,000 downloaded the ringtone • • • • • • •

In Business high

Adapt to Environmen t

High uncertainty Rate of change in factors of environ ment

Low uncertainty

low lo w

high Factors in Organization environment

Results • Because of Current Competitive Landscape X and Y are increasing • Current Competitive : consequences of failure are severe • Investments required to compete are high

Strategic maneuvering among global and innovative combatants

Global economy Rapid changes

HAS LED TO A STATE OF HYPERCOMPETITION IN THE MARKET

HYPER COMPETITION • A condition of rapidly increasing and escalating competition • Price-quality positioning • Competition to create new and having first mover advantage • Competition to protect the products in the market

Therefore • INCREASED IMPORTANCE OF BUSINESS ENVIRONMENT AND THUS STRATEGIC MANAGEMENT • Important elements of success • Developing strategy • Implementing strategy

Strategy • A plan of action leading to particular direction • Related to company activities • Where it would like to reach • Deals with future • Concerned with resources available and required or necessary for implementing the plan