2. Marketing Plan Dancer Ko Khoj
EXECUTIVE SUMMARY
The following Marketing plan is about introducing the new Nepali Dance
Reality Show for Nepali audience in Sikkim & outside Sikkim by Nayuma
Television which is named as “DANCER KO KHOJ”. This will be a one of the
kind entertainment program for Nepali speaking and understanding customers
and will also give the best and the first entertainment program for viewers.
The main characteristics of this dance reality show will be the Nepali content
involving the viewers to select the best dancer amongst the people of the
Nepali speaking region i.e. the program content will be versatile and will
involve all form of dance but the interactions will be in Nepali & English. The
program intends to capture 20% market viewership in the category of
entertainment in the telecasted region.
Nayuma Television has its operations only in Sikkim, but in regions like
Darjeeling, Kalimpong, Mirik, Kerseong & Siligiri, we intend to make a tie up
with regional cable operators for telecasting the show. The Market is still
unnerved for Nepali entertainment content and company will be going to
introduce a new market trend in Nepali entertainment and also will generate
the impetus for more Nepali entertainment content and will thereby challenge
national channels for the primetime.
This Dancer Ko Khoj program will lead the company to establish its presence
among the nepali speaking viewers. The target market for the channel will be
Nepali speaking population in Sikkim and all across India.
Pradhanbros Pvt Ltd
3. Marketing Plan Dancer Ko Khoj
Our program will broadly describe the benefits and give the pleasure of
having a regional and local flavour of entertainment. In the first year of
operation Nayuma Television with the help of Dancer KO Khoj will be
introduced in India because there are more potential and enthusiastic
customers and we can get result faster resulting in the success of Channel.
Nayuma Television can increase its market share through targeted advertising
to increase the number customers who want convenience and are looking to
view quality Nepali entertainment shows, which will give them a sense of
belongings and will bring them, closer to the culture.
Pradhanbros Pvt Ltd
4. Marketing Plan Dancer Ko Khoj
COMPANY DEESCRIPTION
Nayuma Entertainment is formed by enthusiastic and dedicated
Sikkimese – possessing a determined and clear intention of providing the
best of services to herald forth a new-novel trend to the Television-
Screen-World of Sikkim.
Nayuma, the only Television Network in the capital city of Sikkim having
three Local Channels:
Nayuma Television , Nayuma Movies and Nayuma Music through which
Local News, Programs , movies and Music are presented regularly.
We are serving lakhs of families and several corporate houses by
providing High Digital Quality Cable Connections. We have OFC (Optic
Fiber Cable) back bone through-out the city of Gangtok and suburbs.
We are also providing platforms for many personnel and corporate
houses to spring board unto the zenith of success. Also many
opportunities for promoting and marketing various products and
services through our advertising department shall enhance possibilities
to reach out to numerous individual customers and industrial houses.
Many retail and corporate houses are getting considerable benefits and
substantial response by advertisements through our channel.
At Nayuma Television, we promote Sikkimese talents and culture to
progress towards a new dimension. We are committed to Tele-viewing
growth, as it is a proven fact that virtually every household has a TV
Set through which messages of manifold nature are conveyed. Our
vision encompasses the need to reach out to every nook and corner of
the state and bring awareness to everyone. In so doing our channels
serves as a medium to take the people of Sikkim as well as the state of
Sikkim towards further growth. channels
towards further growth.
Pradhanbros Pvt Ltd
5. Marketing Plan Dancer Ko Khoj
Situation Analysis
Lifestyle and work habits in Sikkim & Darjeeling District have made
convenience a necessity. So is the need for local Nepali entertainment content
programmes. Thus, any Nepali content that can fill the consumers' need for
convenience and entertainment are almost automatically embraced into the
region life style. Nayuma television will help fill the gap and the necessity for
Nepali entertainment content to its consumers.
Market Summary
For Local entertainment programs there is no value for it, with some of the
nepali entertainment comes through stage shows, drama, Nepali movies.
There still is a consideration that Nepali content are not up to the mark in-
spite of Nepal channels. It will be a challenge for Nayuma television to
generate the need and create a pull factor for Nepali speaking population to
view its programs.
Trends
For the few years the only source of real mass local entertainment was with
Prashant Tamang participating in the Indian Idol and the nepali speaking
population voting outrageously to make him the Indian Idol winner. Similar
was the case with Bhaichung Bhutia at Nach Baleya where similar viewing and
voting trends were witnessed.
This provides us an opportunity to supply these viewers with Nepali content
and help build Nayuma Television as the foremost Chanel in Nepali
entertainment.
Pradhanbros Pvt Ltd
6. Marketing Plan Dancer Ko Khoj
Profitability & future growth potential
Require current balance sheet on the revenue flow: will help predict the next
5 years financial projections.
Competition
Nayuma Television closest competition for Nepali / Regional content
Direct Competition
1. Nepal 1 channel
2. Krantipur channel
3. NE channel
4. Local cable operators
Indirect competition:
National channels
TARGET MARKET
There are two major target markets for Dancer ko Khoj.
One group is the consumers on the go.
o These are the employees, students, and other consumers .Men
and women of age group 25-50 years
o housewife’s ,Parents having an aspiration to see their kids on TV
o Are keen on the local talents development
The other group is made up of Nepali literate who is keen to make the nepali
language and culture global and can voice their opinion.
Pradhanbros Pvt Ltd
7. Marketing Plan Dancer Ko Khoj
Distribution
The current market for Nepali Entertainment programmes is scattered with
local cable operators and producing some programmes.
The way forward is to tie up with such operators and also in a later phase to
make the channel a satellite channel.
Tie up:
Darjeeling TV
Kalimpong TV
Positioning
“Dancer Ko Khoj” will be a quality reality shows involving contestants form
Sikkim and Darjeeling district; will be the first among its kind in Nepali
entertainment. It will present itself as a funky and unusual alternative to
national channel programs providing the greater level of personal involvement
and belongings.
Advertising
Informative Advertising
There will be Informative Advertising during market of Dancer Ko Khoj and that
will help Nayuma Television:
Pradhanbros Pvt Ltd
8. Marketing Plan Dancer Ko Khoj
1. Informing the market about the need of Nepali entertainment content
2. Describing available services
3. Correcting the false impression (Sikkim Vs Darjeeling)
4. Building a brand and company image
5. Communicating the rules of the show
6. Telling market about a new product
7. Explaining how the reality show works
8. Suggesting for making the show better
9. Creating awareness and attracting talent
Persuasive Advertising
It will help marketers to:
1. Building brand preferences
2. Encouraging switching to your brand
3. Changing customer's perception of product attribute
4. Persuading customers to purchase now
5. Convincing customers to tell others about product
Pradhanbros Pvt Ltd
9. Marketing Plan Dancer Ko Khoj
SWOT Analysis
STRENGTHS WEAKNESSES
Nayuma TV has better • Nayuma lacking its network outside
infrastructure and is among the Sikkim.
most watched Nepali channel in
Sikkim. • Lack in marketing and sales
Has the capital to produce and
promote shows. Lack of capital Lack of proper studios
constraints (availability of large
free cash flow). • Technological upgradation required
Strong distribution in Sikkim and
innovative capabilities
Number one TV channel in Sikkim.
Has a vision to produce
more Nepali entertainment
programs.
OPPORTUNITIES THREATS
• NE TV increasing the base in North
Green pastures for nepali east India.
entertainment programs
Competition lacks the coverage Nepal TV channels have experience on
and programs to be the top of their side to produce and distribute
mind channel entertainment shows
Untapped Nepali speaking
population desires for quality Regional politics may hamper its plans
nepali television for expansion
Can supply programs to national
National channels are capable of
and international nepali
overshadowing the channel
population
Pradhanbros Pvt Ltd
10. Marketing Plan Dancer Ko Khoj
Objectives and Goals
Company is centered on these objectives:
With the existing need for local & regional entertainment contents Nayuma TV
wants to use this Platform of “Dancer Ko Khoj” to establish itself as the only
Nepali TV channel in India.
Short Term Goals:
Improve market presence by 20% in the region.
Short-Term Objectives
With Aggressive Marketing Strategy and programs Nayuma TV can take
advantage of the positive mind set for local talent and local involvement.
Improve Packaging the talent show should be focused in such a way so as to
keep the audience wanting for more.
Improve Presence Nayuma television should be the foremost one to break the
dilemma of Nepali Vs Gorkha and position itself as the” first Nepali television in
India”
Long-Term Goals:
To be the “first Nepali TV channel in India”
Long-Term Objectives:
Product Innovation Improve the content of the program, either produce itself
or associate with the producers for developing programmers. It also intends to
hire talent and generate endorsement through the medium of advertising.
Pradhanbros Pvt Ltd
11. Marketing Plan Dancer Ko Khoj
MARKETING STRETEGY
SEGMENTATION
Segmentation variables for consumer market
of Dancer Ko Khoj
TYPE VARIABLES PARTICULARS
Sikkim & Nepali speaking population in the
Darjeeling region
District
City size 1-2 lakhs, 20-40 thousands
Density Urban, suburban, village
Climate Northeastern Himalayan
Age 12-19,20-34,35-49,50-64,65+
Gender Male , Female
Family size 1-2, 3-4,5+
Family Life Marriage at the age of 25, nuclear
Cycle family, mostly
Income Under 10,000 and over 100,000
Occupation Professional ,proprietors, clerical
sales persons, housewives
Education Grade school or less high school
,graduate and above
Race Nepali speaking population
Generation
Social class Working class, middle class, upper
middle class, lower uppers ,upper
uppers
Life style Achievers and strivers
Personality Compulsive ,authoritarian,
contented
Pradhanbros Pvt Ltd
12. Marketing Plan Dancer Ko Khoj
Occasions Regular occasion and Special
occasion
Benefits Delight and involved
User Status Non viewers, & viewers
Usage rate Regularly and not heard of
Loyalty status None , medium , strong
Readiness Un aware , aware ,interested ,
stage intended to view
Attitude Positive, enthusiastic , indifferent
towards and skeptical
product
Pradhanbros Pvt Ltd
13. Marketing Plan Dancer Ko Khoj
TARGETING
Segment identification:
“Dancer Ko Khoj” to be in the next happening thing in reality show
entertainment category
Segment needs:
The Show will have both psychological need (I can do it) and social needs
(perception of a social, family entertainment)
Segment trends:
The current trends include a shift away from national entertainment shows to
regional entertainment shows with a local flavor, language and taste.
Segment growth potential:
No data available. (Need to conduct a research)
POSITIONNING
Positioning strategy
Dancer Ko Khoj to be the first Nepali Entertainment reality show to be
telecasted in India. The youths of the hills are full of potential but with the
lacking of opportunity. The People of the hills are also lacking local
entertainment; we fill the gap by involving and inspiring local youths catering
to local viewers.
Pradhanbros Pvt Ltd
14. Marketing Plan Dancer Ko Khoj
POSITIONING STATEMENT
Dancer ko Khoj: Making dreams into reality
PRODUCT STRATEGY
The core
o Dancer Ko Khoj: - A nepali reality dance competition.
The actual product
Reality show
o Emotional connect:
“ I can do it”
A chance to seek fame and recognition
An unforgettable memory of THOUSANDS OF people chanting your name
Because when we think of Nayuma TV, we think of its Nepali dance
entertainment programs
o Branding:
Challenge the limits of your potential
o Brand personality:
Youthful, full of all emotions and sky is the limit & support your own talent.
Make your own star.
Pradhanbros Pvt Ltd
15. Marketing Plan Dancer Ko Khoj
PROMOTION STRATEGY
Objective: To make Nayuma television the ultimate channel for Nepali
content in entertainment
Issue: Nayuma television is only accessible within Sikkim. All Nepali
viewers are either watching Nepal channels or other Hindi and
international channels.
Insight: Make Nepali program interesting and engaging
Challenge: To make this dance show provide a platform to increase
the telecast across regions outside Sikkim. (For the Nepali speaking
population)
Concepts:
Be Bold, Be Original, Be Different, Be Yourself.
Dancer ko Khoj - Making dreams into reality
“For the out-of-the-ordinary individuals who like to challenge
themselves.
Dancer ko Khoj- Making dreams into reality
Media selection:
Before choosing the appropriate Medias, it is important to note that
consumers only give partial attention to media. However, they can be reached
through integrated programs. They are typically using more than one
communication media at a time; a behaviour that is often called
“multitasking”. This group of consumers doesn’t give its full attention to one
single message, but rather uses continuous partial attention to scan the
media. Marketers can still communicate with target audience by using a
variety of targeted promotional tools.
Pradhanbros Pvt Ltd
16. Marketing Plan Dancer Ko Khoj
Another important tactic to reach our target market is through Dancer Ko
Khoj marketing, which Nayuma TV will heavily use in this campaign
(Campus, contests).
Advertising:
Output Examples
Television Nayuma TV, Local Cable Operators
Radio Misty, 91.9 fm
Magazines Sikkim Express, Himali darpan,
Internet Banners on selected websites (Most viewed in the
targated areas)
Outdoors Billboards and prints in select areas including:
Campuses, transportation (bus, taxi)
Kiosk, Newspapers inserts and hand delivery
Personal Direct contact with retailers, sales kit strategies to be
selling explained later in the text.
Public Stands or special displays and events in schools, malls,
relations
Publicity Conferences, press releases (print and online),
marketing through TV coverage
Pradhanbros Pvt Ltd
17. Marketing Plan Dancer Ko Khoj
ACTION PLAN
Step Output Period of time Arguments
2 Radio spots
3 Magazines ads
4 Television spots
6 Outdoors
7 Public Relations
8 Contest
9 Publicity All the time
Pradhanbros Pvt Ltd
18. Marketing Plan Dancer Ko Khoj
BUDGET
The estimated cost that will incurred while marketing of Dancer ko Khoj is
about 10 lakhs.
The details are as follows:
Media Explanation of estimated cost that will incurred for 1 year
T.V NAyuma TV & associated cable on revenue sharing modality
NEWS All leading regional daily.
PAPER
RADIO
BILL
BOARDS
Kiosk
INternet
Measuring and Managing return on Marketing Investments
After six months of operation we have to measure that whether our
investment is being spent well or not? Are we getting targeted Return on
Investment or not?
Pradhanbros Pvt Ltd
19. Marketing Plan Dancer Ko Khoj
Return on Investment
The net return from a marketing investment divided by the costs of the
marketing investment. It measures the profits generated by investments in
marketing activities. (Source principles of marketing)
The Audience purchase decision process
Psychological Social Purchase
variables influences situation
Need motivation
Routine problem
Extensive solving
problem solving
Economic Needs
Search for information
Evaluate alternatives and
decide on solution
Postpone Purchase product
decision
Post-purchase evaluation
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