This post would discuss about the promotional and marketing techniques which forms the base for every product or service in all the fields. The success rate of those product or service is wholesome dependent on these activities. On considering such activities, marketers tend to sketch it very carefully that it reaches the target audience on its right way. It may be advertisements, promotional campaigns, etc. they take such a care that the brand or product gets its place in the consumers mind. In this high end media influenced era. Most of such marketing activities are carried on through media. Especially the advertisements. The company spends lakhs of rupees on making the advertisements and again spends a lakhs of rupees to run the advertisement on tele media which is currently has a high holding population. That’s where the tele media companies are munching a hell a lot of money from the brands in the name of advertisements based on slots..This has even dragged to a situation of seeing the advertisements starting from restaurants, lifts and extended till the toilets…huh…all the credits to OOH(out of home) media and Dhoom(digital out of home media).
That all right. You may think what’s the need to talk all these when the topic is something different .So let’s we get into the topic. Irritative marketing.And the core personality whom we going to talk about is sun network who are the grandparents for these new entrants like OOH media and Dhoom.What happens when a tele media company which has just advertised the product so far now sells product where it has acquired from others. There is no such thing called a problem on the basis of advertising or promotion. Where it has its own time frame and somehow manages to make the product or service remarkable. Where entertainment is not a exception to it.. It’s all about our very own sun pictures ltd.Belonging to the sun network group.I am not here to talk how they got the movie rights and what the influence they used in.But its all about their promo tactics. It all started of with their first movie in 2008 where they released under their brand name. Even though the movie was a nasty garbage.. Sun pictures was damn sure about its profit. Not just the break even. The real profit. How could a failed product could fetch us profit..? That’s where they stood with a weapon of repetitive advertising.Irritating the audience with continuous trailers’ in their home network channel (in fact they have 5 channel especially for Tamil) getting screened with songs and some crap scenes. Which is totally different from other movies where their trailer gets screened only twice a day, where it forms as a irritation for the audience in the beginning later the repetitive sequence hits the mind of the consumer making him to somehow murmur the songs and the idiotic punch dialogues. With gained importance and expectation leads the person to the theater, there by thy have just made a sale of the audience.Not once or twice.In the period of 2 years they have released nearly about 12 films and somehow they made it a success in terms of profit.And a foremost thing with their marketing strategy is that .Releasing the movie in such a time where there is no mean of competition especially on a unoccassional time .They choose the dates in a way that it does not comes across any festival seasons. The reason because as per India movie market. Festival season is the only time where loads and loads of movies with top celebrities make their way in. Sun pictures are very much keen about it since it will be high risky to launch a movie with no content to compete among the tough competitors. It makes the movie reels gradually going to dustbin directly. In this 2 years they always made sure that there is no clash between other films and initially making their movie to sell better and making a mark of it. Since there are no other movies going around the screen there is no other choice for the audience to go and watch the movie. This all has brought to a situation that Sun pictures can even make a film with kitten and make it run. It may look like I am making fun of these people…..No…..There is nothing a word called wrong in the bible of marketing until its fulfills the desired work perfectly..Their marketing activities might be irritating and fuzzy. But on the final stage the result is nothing but profit. Which is what the goal is all about, .In simple terms their marketing activity can be simply termed as persuading through irritating..In which they get the hold of the audience for a minimum time period of 2 months starting from the trailer followed by the celebrity interviews, songs telecasting and goes on. For which the movies run for a time period of 60 to 80 days where they re-enter with another movie. The things what they do may look funny for a common man. But as being a marketer it’s a worthwhile to look on to what these people do .In fact many other channels have followed the way of sun network and started doing the same job. Starting from the sun networks rivalry kalaignar TV, where the way of marketing is same everywhere., even though many players try to venture into this entertainment sector. It’s the first in the market is one who stands tall with the name and fame of getting the tactical terminologies to the stream.the thing to be noted is this was the same method used to promote the weekly magazine Kungumam and Dhina garan (which was acquired by sun network group and re-launched into the market with a bang) on a initial phase till it got to the maturity stage.And this is the same routine they do for each and every movie they release too.Funny but true..It will be good to see them coming up with some more innovative marketing techniques. Since the consumers are like girl friends. Where it is very hard to judge their actions. And last not the least ..all the new marketing techniques implemented by the marketers should be revised periodically because they are more or less like a newly married wife, where the responses will be all good in the beginning leading to bad to worst in the future.
There is nothing called a drastic change in the people mind set
Where marketers make it happen.
And in the case of sun pictures…no doubts
They are making the sura- shark(their recent flick) to fly like a pura-pigeon…
(This picture clearly showcases the dates in which Sun pictures released their 12 movies so far making their entry effecticvely with less competition (i.e) none of the dates are of a special occassion or a festival day except padikadhavan.The reason behind that is there was no other major movie got released on the pongal day.)
good try again..Divash. keep it up :)
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