Colors TV has gained significant market share as a general entertainment channel through targeting critical issues in Indian society and regional languages. To continue this growth, it can tap the large rural market, launch in countries with many Indian immigrants, and introduce career-oriented or gossip shows for young audiences. Future strategies include advertising in small towns through local collaborations, road shows, and international expansion. Colors should leverage promotional tactics like street plays, interactive games, and partnerships like with Mumbai Dabbawalas.

1. PROMOTIONS OPPORTUNITY
ANALYSIS
COLORS
SUBMITTED BY- Madhuri Garg
Deepika Thakur
Rashpal Kaur
Shanky
Pratima

2. STEP-1 Competitors
• Star Plus
• Zee TV
• Sony Entertainment Television
• Sahara one
• NDTV Image
• Doordarshan
• All other regional entertainment channels

3. Target Markets
• Daily soaps : Housewives
• Mythology serials : Elderly people
• Reality shows : Everybody
• Reality Stunt shows : Youth

4. Opportunities
• Brand loyalty in Indians.
• A lot of untapped market
• New generation with different tastes in
watching TV shows.

5. Product Positioning
• Positioned as a General Entertainment
Channel with a difference.
• Something different not the regular “Saas
bahu drama”.
• The tagline of “Colors” is Jazbaat ke Rang”.
• They targeted very critical issues of the Indian
Society.
• Most of the dailysoaps are in regional
languages, so easy to relate for the people
living in villages.

6. Step 2
• Microsites for individual programs.
• Dabbawala thing was an instant hit some
more innovative advertisements can be
introduced.
• Involvement campaigns than mass media
advertising .
• Mobile strategy video on mobile platforms.

7. STEP 3-Budgeting
Studies at Harvard Says About Marketing
Budget-
• It should be 3% of the revenue
• Can fluctuate according to PLC
• Product/Brand launches: Add 2–5%
• Mid-late product lifecycles: Subtract 1–5%
• New or powerful competitor challenging competitive
position-Add 2–5%
• Changing Brand position or grow market share-Add 1–
3%

8. Contd…
• Colors when launched had advertising budget
of 50 crores which was quite cost effective
keeping in view the market share it gained
within a year of its launch and revenue it
generates per year around 6000mn per
annum with add revenues growing by 46% Q
to Q

9. Weekly Viewership Share%
25 23.2 22.3
20.6
20
15
10.2 9.3
10
Weekly Viewership Share%
5.4
5
0

10. Factors Worth Consideration
• Communication Plan (obviously)
• Online Marketing Expenditure- opt specific ones-
recommended microsites –as it was big hit with VIACOM 18’s
Roadies Battleground
• Competition from rivals More on PR and
High Involvement
• PLC stage- Growth Stage Promotions
Relatively less On
Mass Media
Advertising

11. STEP-4 Future Strategies
• Can Tap rural markets
• 50 million rural households are TV viewers
• 70% of DTH revenue was recorded from rural households
• Can launch the channels in countries with large
number of Indian Population
• As already launched in UK and US as ‘Apka Colors’
• Gossip/chit chat shows can be launched to target
young audience
• Career oriented shows for youngsters
• As On The Job on MTV that brought added 15-16%
viewership

12. TACTICS
• Advertise in the small towns through
Hoardings, painting the walls of the residents.
• Collaborate with the local shopkeepers & put
the posters of its upcoming shows in the
shops.
• Organize interactive games with the local
people in relation to its shows.

13. Contd…
• Launch road shows across the country for its
upcoming reality shows etc.
• Organize street plays in relation to its serials.
• It should increase its popularity in other
countries also like Canada, other parts of U.K.
• It should keep using the Mumbai Dabbawalas
for its promotions.

14. THANK YOU