1. L a u n c h o f a
s u c c e s s f u l
s o n g l i k e
‘K o l a v e r i D i ’
Presented by:
Adnan Kitabi, Arunachalam Ramanathan, Devdeep
Daruka, Hemangi Parkeria, Namit Sachdeva, Rohit
Khattar, Soumya Sitam Priyadarshini, Varun Tiwari
Group - 3

2. A Case Description
Problem Definition
G Management Decision Problem
Marketing Research Problem
E Approach to the Problem
N Research Design
D Analysis of our hypotheses
A Net Takeaway

3. Case Description
A music company trying to understand the reasons for
the success of “Kolaveri Di” in order to create
successful songs and approached you for the
suggestions

4. Problem Definition
Management Decision Problem:
What should be done to launch a successful song
like „Kolaveri Di‟?
Marketing Research Problem:
What are the factors behind the success of
„Kolaveri Di‟?

5. Approach to the Problem

6. 1. What motivated the people to listen to
„Kolaveri Di‟?
Did celebrity
Did presentation Were listeners very Did different versions
Did music and lyrics endorsement increase
change the perception particular about of the song give more
play a vital role? the popularity of the
of the song? theme? visibility?
song?
Positive
Presentation of The theme was Parody helped to
comments by
Tune the song without related to their increase the
favourite
choreography personal life viewership
celebrities
The presence of
Lyrics star cast in the
video
Sung in a
colloquial
language
Curiosity to know
the meaning of
Kolaveri Di
Humour

7. 2. In what means, did social media
contribute to the success of „Kolaveri Di‟?
‘Likes’ encouraged everyone to ‘Shares’ encouraged everyone to
watch the song watch the song
How did peer pressure
through social media help
the promotion of the
song?
‘Twitting or writing on the wall’
‘Comments on a post’ encouraged
encouraged everyone to watch the
everyone to watch the song
song

8. 3. How did the awareness created by traditional media
affect listeners‟ song preference?
How was the
awareness
created by
traditional Highlighting facts
media? and figures of the
song created
awareness
By frequently
airing the song in
FM and television
created awareness

9. Research Design
INFORMATION REQUIRED
Specific Specific Specific
Component 1 Component 2 Component 3
• To select the • To select the • To know whether
factor that made feature that highlighting facts
them listen to instigates them and figures and
the song for the to watch or listen by frequently
first time to the song airing the song in
FM radio and
• To rate each • To select the television
factor to know feature in social created
the attribute that media that will awareness of the
made them listen express their song
to the song level of
repeatedly involvement

10. Research Design
Method of
Nature of the
administering the
questionnaire
questionnaire
• Computer-assisted • Simple closed ended
telephone questions with
interviewing detailed instructions
• Personal In-Home
interview
• Internet Interview

11. Research Design
SAMPLING PLAN AND SIZE
Target Sampling
Sample Size
Population Technique
• Demography: • Quota • Qualitative
• 4 zones Sampling by Research: 15
demography • Quantitative
• 40 each from Research:
4 zones 160

12. Analysis of our hypotheses
ANALYSIS.xlsx

13. Agree Partially Agree Disagree
• Tune • Comments • Positive comments by
• Lyrics • Twitting or writing on famous celebrities
• Sung in a colloquial the wall • Highlighting facts &
language figures
• Curiosity to know the • Frequently airing the
meaning of ‘Kolaveri song in FM and
Di’ television
• Humour
• Presentation of the
song without
choreography
• Presence of star cast
• Theme
• Parody
• Likes in social media
• Shares in social media

14. IMPACT OF A SUCCESSFUL SONG THROUGH SOCIAL
MEDIA
LIKES
LIKES SHARES COMMENTS TWITTING OR NONE OF THE
(31%) (38%) (7%) WRITING ON THE ABOVE
WALL (18%)
(6%)
NONE OF THE
FEATURES AFFECTED
LIKES LIKES SHARES SHARESCOMMENTSCOMMENTS
TWITTING OR NONE OF THE OF THE
TWITTING OR NONE
(33%) (40%) (45%) (27%) (4%) (15%)WRITING ON THE ON THE
WRITING ABOVE ABOVE
LIKES SHARES COMMENTS WALLTWITTING OR NONE OF THE
WALL (14%) (12%)
(9%) (46%) (18%) (4%) (6%) ON THE
WRITING ABOVE
WALL (27%)
LIKES SHARES COMMENTS TWITTING OR NONE OF THE
(0%)
(24%) (15%) (0%) WRITING ON THE ABOVE
WALL (56%)
(5%)

15. Net Takeaway
Presence of the similar attributes as in „Kolaveri
Di‟ will tempt people to listen to the song
Irrespective of the regions, people will listen to a
song like „Kolaveri Di‟
Parody helps in increasing the viewership of the
original song
In order to promote a song in a short span , social
media is a vital option

16. THANK
YOU