management thesis krishna m m

8/8/2019 Management Thesis Krishna M M

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A THESIS ON

THE PROMOTIONAL STRATEGIES ADOPTED BYCHANNEL TV9

By

KRISHNA M M

UN ID: 0801214846


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A Thesis on

THE PROMOTIONAL STRATEGIES ADOPTED BY

CHANNEL TV9

By

Krishna M M

(Marketing Management)

A report submitted in partial fulfillment of the requirementof

THE MBA PROGRAM

(THE CLASS OF 2010)


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DECLARATION

I here by declare that the Management Thesis report entitled

A THESIS ON THE PROMOTIONAL STRATEGIES ADOPTED BY CHANNEL TV9

Submitted in partial fulfillment of the assignments for the degree of

Master of Business Administration

To ICFAI National College, Shimoga. It is my original work

And not submitted for the award of any other degree, diploma,

fellowship, or any other similar title or prizes.

Place: SHIMOGA (KRISHNA M M)

Date: UN ID: 0801214846


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ACKNOWLEDGEMENT

First, I would like to thank the Almighty for his perpetual

blessings and guidance through out this project.

I express my deep sense of gratitude to the Campus Head

and Faculty Supervisor Mr. Ram Chandra V Gunari, ICFAI National

College, Shimoga, for providing me an opportunity and continuousencouragement for doing this Management Thesis. His suggestions

benefited immensely. Further, he also provided me with valuable

inputs and guidance in writing this Management Thesis.

I would also like to thank Mr. Satish, Marketing Manager of

Channel TV9, his valuable guidance, co-operation and support,

which has been a major contributing factor in the timely completion

of the live project.

Last but not the least, I thank my family and well wishers

for their encouragement and support who have stood by me during

this Thesis.

KRISHNA M M


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TABLE OF CONTENTS

1. Introduction .7-16

Introduction

Objective of the study

Description of the study

Justification of the problem

Methodology

Company profile

2. Review Literature . 17-29

Television medium

Industry estimates

Media directions

Cyber atlas

White paper on media & Entertainment industry trends

Websites

3. Research Design/Methodology .. 30-33

Research design

Sampling

Criteria for selecting an Appropriate sampling design

Data collection methods


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4. Results and Analysis .34-52

Effective communication

Programmes of TV9

Promotional strategies

Strategies adopted by channel TV9 for promotion

5. Discussion of implication .53-60

Target audience & location

Communication channels used

Appropriate medium for

Promotion activity

Running of promotional Campaign

Adopted promotional tools

6. Conclusion ..61-64

7. Recommendation .. ...65-68

8. Reference 69


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CHAPTER-1

INTRODUCTION TO TOPIC Introduction

Objective of the study

Description of the study Justification of the problem

Methodology

Company profile


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INTRODUCTION:

Marketing is the lifeblood of any organization. It supports a host of

operational functions, including selling. Marketing differs from selling in

different respects. In marketing, the focus is on the customer whereas in

selling, the focus is on the product. Marketing involves meeting the needs and

wants of the customer while selling involves pushing the product in the market

without any consideration for the customer s needs and wants. A third

difference between the two is that marketing is concerned with producing the

product that the customers want whereas selling involves trying to make thecustomer want what the company has to offer. However, the ultimate aim of all

marketing and selling activities is customer satisfaction. In order to satisf y the

customer, the marketeering department has to adopt the most effective

communicational channel and promotional tool or strategy. The promotional or

communicational tools that are widely used by the organizations for their

marketing activities includes, advertising, sales promotion, publicity, public

relation, personal selling and direct marketing. These tools deliver the intended

message at different levels and through different formats.

These promotional tool have to be carefully selected by the marketing

department so that they help in maximize sales. The marketer must identify

the audience to which he intends to communicate. Identifying the product s

stage in the life cycle is important to effectively communicate with the target

audience.


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Objective of the study:

The objective of the study will be

Who are the target audience?

Where is the target audience located?

Which are the communicational channels used for promotion?

Which medium is appropriate for promotional activity?

When do they run the advertising or promotional campaign?

What all kind of promotional tool they have adopted?

Description of the study:

TV9 channel is only informative channel with regards to NE WS and

there are many other channels which is also informat ive about NE WS and even

many other commercial channels which have already got positioned. When this

is the case the problem is to get positioned in the present market scenario, like

intense competition, recessionary condition, goodwill creation and acquiri ng

greater market share.

Justification for the problem:

Every firm has a wide variety of promotional tools to choose from.

Before selecting the appropriate medium, the firm wanting to find answers to

the questions specified in objectives. And then depending upon the problems

or opportunities the fir m then has to go through, what kind of promotional

strategies the marketing department is going to adopt? Or it has to choose?


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Methodology:

The primary data will be collected through direct interview.

The secondary data will be collected through interne t and books.

Company Profile:

Tv9 Kannada is 24 hours free to air News channel that bring the latest

news and information to viewers. We understand that each event impacts

world history and that the direction that society takes is influenced by theinformation that percolates down to people. It is this thought that has shaped

our direction and content - direct, incisive and factual - reflecting the human

angle and the focus being "A Better Society".

TV9 stands for a value system that includes truth, unbiased,

impartiality and reliability TV9 is a pioneer in many respects. It is a channel

promoted by professionals from the media and technology industries. TV9

seeks to integrate quality resources with the latest technologies to put togetherand deliver a thought-provoking experience - simple, crisp and bold, mirroring

the world for its viewers.

It is our endeavor to present the happenings around the globe

without any filters, undiluted and unbiased, as they happen, 24 hours a day.

We build on our extensive resources to present up-to-the-minute coverage of

news and issues bringing our journalistic expertise to our programming with

the best reporters and anchors to deliver the news and best team leaders to

add perspective and analysis.

TV9 is about information, accessing it, reporting it, analyzing it and

telecasting it faster and more accurately than any other news organization.


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Some of the most famous programmes telecasted in Channel TV9are:

Suprabhatha - 6 am

The first bulletin that intends to give wake up call to the audiences with its

soothing signature tune and top stories of the day. The bulletin covers all late

night events clubbed with local/national/ international stories from politics,

entertainment, crime, sports etc.

News Cafe - 7 am News over a cuppa ..this bulletin starts with the ' Driver

story', a special and exclusive of tv9 which will be eventually discussed witheminent guests at length. The bulletin also covers national and international

news with more emphasis on state new s. A segment on Tharabala will be

telecasted in the bulletin.


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Madyanha Varthe - 1 pm

This bulletin gives a follow up of happenings and developments from morning.

This will include PTC's, Phone-ins and Live interaction between anchor and

reporter

Indu Sanje - 6 pm

All the news from morning to evening will be covered.


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Nammuru - 8 pm:

Karnataka's metro bulletin which will basically discuss stories from Bangalore,

Mangalore, Mysore, Hubli & Dharwad, Hassan, Shimoga, Belgaum, Raichur,

Bellary and Gulbarga. This bulletin will also take up civic related issues and try

to build up public opinion so that concerned authorities take corrective

measures...

Just Bangalooru 8.39pm

This bulletin targets and caters exclusively to the capital of the state. It

showcases the lifestyle, fashion, city life along with the civic issues of the

capital.


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Nation@9 - 9 pm

It offers viewers a complete round up of day's most important news or

highlights which covers national, state and international news .

Filmy Funda - 8:30 pm

It's a half hour film based program covering Kannada films, along with Telugu,

Tamil, Hindi and English films. It will give a complete coverage of filmy stuff

which includes gossips, film reviews, interviews etc.


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Heegu unte 10pm to 10:30pm

A half an hour special programme unfolds the mysteries.

The programme will be telecasted on Sunday at 10:30pm.

Warrant - 9:30 pm to 10 pm

Crime show which looks at the day's top crime incidents


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Ladies Club - 1:30pm to 2pm

It would be a programme tailoring to the needs of women. It covers all issues

related to women consisting of Health and Beauty tips, Infant talk, Dr Talk,

interiors etc.

The Anchors of the Channel TV9 Kannada are:

Bharadwaj Rehaman Gowrish

Radhika Narayanswamy Hameed


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CHAPTER-2

REVIEW LITERATURE Television medium

Industry estimates

M edia directions Cyber atlas

Wh ite paper on media &

Entertainment industry trends

W ebsites


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REVIEW LITERATURE:

Source-Television Medium

-V Partha Sarathy

The article covers issues such as television and its

transformational role on society, television and

cognitive development, learning skill from television

shows (educational program), building brands and

cultural icons and spreading awareness about healthissues .

Television has transformed and changed lives beyond everybody s

wildest imagination. Television started as simple device that could transmit

images over a small distances.

The advent of colour television, satellite and digitization can be terme das the three important milestones in television viewing. The technological

advancement has brought about sweeping changes in defining television

consumption. Television basically started off as an educational medium and

slowly started airing entertainment and other types of programs. Over the

years it has been observed that television has veered more towards

entertainment rather than information and education. However, when opinions

were sought, it was found that people would not just want entertainment a ll

the time. Thus a new wave of information and education channels were

ushered in.

The present article focuses on the role played by television in imparting the

education, providing information, creating cultural icons and build brands.


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Informative programs:

Information program includes news bulletins, economic data, cultural,

social and scientific messages. Theses programs have great relevance for

distance education. These enlighten distance learners about important

contemporary events and are helpful in effecting better understanding of their

courses.

Cognitive development:

Moving pictures impact the minds fast, more so far children. Animation with interesting visuals and good commentary can accelerate the

cognitive and co native abi lities of the children. Children learn more and

understand more through the visual medium.

For example, if one wants to know how Chengiz Khan formulated his

strategies and created a huge empire; he would have two options; either read

a good history book or attend a lecture on the Chengiz Khan by a history

teacher.

A well made series of Chengiz Khan and his exploits would be greatly

comprehended if it were shown on television using actors and situations. This

is what the history channel is doing now. When one reads a book, he has to

visualize, yet he may not understand the depth or the clarity of the person or

event. But if it is shown on the television screen, it makes an impact.

The science books and the manuals discuses how the universe was

born, what kind of the galaxies is born in universe, the different properties and

the dimensions of the various stellar objects.

If the same object is shown on television as the Discovery channel

does with so may of its programs, the learning is creative and enriching.


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With beautiful visualizations, rich colour, animation, movement and a

good commentary, the scientific facts come on life. Children enjoy this kind of

learning because like to think in pictures . Children are very creative and visual,

hence leaning through the mode of moving pictures accelerate their learning.

Different subjects from history, geography, science, animals, space

science can all be thought better through the television programs and many

channels such as Discovery, National Geographic, History Channel understand

this fact. That is why the programs have been quite successful in generating

attention. Contrary to popular perception, these channels are not niche

channels any more. More and more people are getting hooked to the

interesting programs that are aired.

Even before the satellite television came, state development owned

Doordarshan had been airing educational programs by UGC and has very

recently added the Gyan Darshan channel.

The objective of Doordarshan has been very well stated have come to

be known as the social objective of Doordarshan. Some of the social objectives

of the Doordarshan are: create national integration, stimulate scientific temper,

aid development and social changes, transmit programs related to

development activities in different facets like agricultural extension, education,

health and family welfare, promote social change and welfare of the weaker

section of the society. These objectives make the role of the television

authority very clear.

News:

There is tremendous proliferation of news channels now. The prime

job of any news channel is to update the viewers with the latest information.

But news channels in the last decade have changed their approach. There

more programs based on analysis, discussion, investigation and debate. Big

fight in N DTV is a prime example of this.


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News channels telecast news 24/7 and thus can become stale and

boring most of the news is repeated every hour, this is the reason why they

telecast different types of programme. Generally, news channels have adopted

the strategies followed by CNN, which is the pioneer of discussion type of

programs.

In the changing scenario, viewers can participate in the various

polls, voice their opinions and get their feedback. The response to the various

polls conducted by news channels stand testimony to the fact that the new age

viewers is more interesting in interaction and participation. The viewer just

doesn t want to be on the fringes and watch the events unfold. He wants to be

the change, the driving forces in the changes or at least that affect his state

and nation.

There are also ramifications of the new age programming. One of

the disturbing trends is to harp on the negative news and focus more on

sensational items. Some of the news channels have telecasted and continue to

air programs that are considered sleaze by many people. This has been done

to get high Television Rating Points. News channels are increasingly not able to

distinguish between healthy debate and breach of privacy. The other point is

the excessive focus on violence and sleaze to capture the attention of viewers.

News channels are not very enthusiastic when it comes to report some

breakthrough discovery and analyze the implications of the same.

One of the subsequent article in the present book discusses the

proliferation of news channels in India and how they are growing.


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Health information programs:

The recent success o f the pulse polio, AI DS awareness campaign by

popular cricket players, the yesteryear awareness campaigns about birth

control and other health campaigns, highlight the importance of televisi on in

disseminating health information programs.

Television is a mass media and its reach even to the interior regions,

makes it feasible and advisable for the government to telecast the health

campaign. For example an impact analysis conduc ted by UNICEF shows that 80

percent people across rural and urban U P who came to the pulse polio booths

were motivated by Amitabh Bachchan and Sachin on TV or radio.

Thus celebrity broadcasts can be used effectively to bring

awareness about products that were not openly discussed earlier.

Advertisement for sanitary napkins for women have picked up in the last few

years and television has played an important role in spreading the awareness.

Similarly, products for babies like baby foods, baby toiletries, and baby

immunization programs have picked up due to television advertising.

Developmental Educational Programs:

Developmental educational programs are intended to bring about

cultural, social and economic development among the masses, which include

the unprivileged sections of the society such as rural folk, women and children.

The development areas which are generally supported by mass me dia are

agriculture and allied fields, health and hygiene, mass literacy, social education

and the like.

Doordarshan aired a bi -weekly developmental educational

programme, entitled Krishi Darshan (Agriculture on TV). It was introduced in

Delhi on January 26, 1967. For the first time television sets were used to

disseminate messages on agriculture and allied subjects such as poultry,

fishery, small scale agriculture-based industries, etc. Currently, Krishi Darshan

Programs continue to be tele cast five days a week.


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Building Brands and Cultural Icons:

Many of the popular brands have been built due to intelligent

communication strategies adopted for television. Building a brand is based on

the premise that the products have strong functionality and utility. Television

can be a double-edged sword. If the brand doesn t promise what it has

intended, then it falls flat on its face. Many brands such as Surf, Ariel, Rin, Liril,

Denim and Vimal have been built due to clever messages and advertisements

aired on Television. Television gave the require reach for the companies to

build their brands. Television has most often than not provided the extra push

needed to make a brand a national brand and not confine to a particular

region. Lijjat Papad is a good example of how a good advertisement strategy

can propel a small brand to become a big brand.

Reality TV, a trend that started in the west and has caught the

fancy of the Indian producers is here to stay. Reality TV has ch anged the face

of the Indian television. Many people who dreamt of making it big in various

fields, especially in the entertainment field have found the perfect opportunity

through Reality Television. The participants in the various talent hunts that are

being aired on many television channels get instant recognition and fame.

There is tremendous competition to win in these talent hunts. Even established

stars have tried reality television to boost their careers an fortunes. The

success of Kaun Bnaege Crorepati, a quiz show hosted by Amitabh Bachchan

not only helped to revive his career but also raised the aspirations of Indian

citizens.

Skeptics however point out that Reality TV is a marketing gimmick

to attract TR P ratings and generate goes to channels and the rest goes to the

service providers.


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Source-INDUSTRY ESTIMATES

- Archana Shukla

News=Money

Estimated advertising revenue of news channels in 2004


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Source- MEDIA DIRECTIONS

- Archana Shukla

Viewership share of various categories within news

Year Number of

Channels

Business Hindi Regional English

2002 11 4 81 12 3

2003 18 4 82 8 6

2004 22 3 72 18 7

2005 24 4 71 18 7

All figures are in percent except the number of channels

Source-CYBER ATLAS 25/08/2003

Market share in the US: Cable TV vs. Satellite TV

Cable TV Satellite TV

1998 Market Share 68% 7%

2003 Market Share 60% 17%


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Source-WHITE PAPER ON MEDIA AND ENTERTAINMENT INDUSTRY

TRENDS

www.sbc.ac,in

-Rohit Shrivastava

Average Indian Media Consumption Per Person-2003


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Source-www.zeenetwork.com

Portfolio of Zee Brands

Channels Start Date Focus

Zee TV 1992 General entertainment channel

Siti Cable 1994 City specific programming, news, current

affairs, films and general entertainment

channel

Zee Cinema 1995 Hindi movie channel

Zee News 1995 News and current affairs

Zee Music 1997 Hindi music channel

Alpha Marathi 1999 General entertainment Marathi channel

Alpha Bangla 1999 General entertainment Bangla channel

Alpha Punjabi 1999 General entertainment Punjabi channel

Zee English 2000 Sources the international soaps and shows

relevant to Indian tastes and preferences

Zee MGM 2000 24 hours English movie channel

Alpha

Gujarati

2000 General entertainment Gujarati channel

Trendz 2003 24 hour premium, fashion and style

channel


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Source-www.zeetelevision.com

Growth profile estimated of Households


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Source- www.indiainflline.com

List of companies that were proposed to be merged

Indian Companies Foreign Companies

E-connect India Limited Winter health Company Ltd.,

Mauritius

Programme Asia Trading Company

Ltd

Hokushan Trading Limited,

Hongkong

Elzee Television Limited Expand Fast Holdings Ltd., BVIKaveri Entertainment Limited Zee Multimedia Worldwide Ltd., BVI

Dakshin Media Limited Asia TV, USA

Zee TV SA Ltd. South Africa

Source-CNN SPECIALIZED CHANNELS

www.en.wikipedia.org

CNN s Network

CNN airport network

CNN en Espanol

CNNfn (Financial Network)

CNN Headline News

CNN International

CNN Plus (CNN+ a partner network in Spain, launched in 1999 withSogecable)

CNN Sports Illustrated (a.k.a CNNSI), the network s all -sports channel,

closed in 2002

CNN Turk n-tv (CNN owns 27.5% of this news channel in Germany)


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CHAPTER-3

RESEARCH DESIGN/ METHODOLOGY R esearc h design

S ampling

Criteria for selecting an

Appropriate sampling design

D ata collection met h ods


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RESEARCH DESIGN/METHODOLOGY:

Data Collection Methods: Primary Data and Secondary Data

Primary Data: Personal Interview

Secondary Data: Books, Internet

Research design:

Are the employee s willing to accept the new programs? What

percentages of programmes have found to be flop in a particular day? What is

the level of customer (viewers) satisfaction? These are some of the questions

that managers have to answer in their day to day business. Ideally, if time and

budget permits they can go for complete enumeration to ascertain the actual

facts relating to issues like employee s attitude towards the new programmes,

creativity in direction and viewer s satisfaction levels. But in business,

managers are hard-pressed to take and accurate decision with the least

possible expenditure on researching into the p roblem at hand. In such

situations, where it is not possible to study the entire population, researcher

uses the concept of sampling.

Sampling:

Sampling is the act, process, or technique of selecting a representative

part of a population for the purpose of determining the characteristics of the

whole population. In other words, the process of selecting a sample from a

population using special sampling techniques is called sampling. It should be

ensured in the sampling process itself that the sa mple selected is

representative of the population.

Here in this thesis too we have selected the representative of the

population the marketing manager of the company who is responsible for the

promotion of the channel.


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Criteria for selecting an appropriate sampling design:

A research always depends upon the sampling design. Therefore, each

researcher has the leeway to evaluate the sampling design against his

preferred criteria. Therefore on the basis of certain criteria we can evalua te and

select the appropriate sampling design,

Degree of accuracy:

Degree of accuracy is one of the main factors that all researchers

look forward to. Therefore, while drawing upon a sample it is ensured that the

sample is representative of the target population. If this is not the case,

sampling errors may arise that would lead to error in the subsequent steps.

However, the degree of accuracy sought by researcher varies from one

research to another. The need for accuracy also depends on the decision it is

going to support. If the stakes attached with decision area are high, a high

degree of accuracy is sought.

Resources:

Resources in the form of budget allocation also influence of choice of

sampling design.

Time:

Time is another important criterion for research. We like to opt for

simple, less time-consuming sampling designs in the case of time constraint in

the research process. We would prefer convenience sampling.


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Data collection methods: Primary data and Secondary Data

Research can be classified into two distinct categories, that is primary

research and secondary research. Primary research uses various approaches

like focus groups, surveys, field tests and interviewing to collect first hand data

that is primary data.

Primary data is collected directly from respondents using data

collection methods like survey interviews, questionnaires, measurements, direct

observation, or tabulation. Here the researcher is directly involve d in thecollection of information required to answer the research questions. This data

is collected following the specifications of the researcher and hence has

relevant information pertaining to the research project.

Secondary data is the data that already exists which has been

collected by some other person or organization for their use, and is generally

made available to other researchers free or at a concessional rate. Sources of

secondary data include websites, trade associations, journal s, books, etc.


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CHAPTER-4

RESULTS AND ANALYSIS Effective communication

P rogrammes of TV9

P romotional strategies S trategies adopted by c h annel

TV9 for promotion


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RESULTS AND ANALYSIS

There are three essential parts of communication, the source,

message and receiver. True communication takes place only when the

message means the same thing to both the parties that is the sender and the

receiver.

Marketing communication involves sharing of meaning, information

and concept by the source and the receiver about programmes and services

and about the channels displaying them. Marketing communication isundertaken by marketers through the devices of promotion like ad vertising,

publicity, sales promotion and publicity. We have also word -of-mouth

communication to accelerate the spreading over of marketing communication.

The effective communication occurs when a sender (source) sends a

message and a receiver responds to the message in a manner which satisfies

the sender. Both must have identical meaning of the message.

Effective communication is equal to: receipt of the message plus

understanding plus acceptance plus action. In marketing action me ans decision

to purchase.

In marketing management, the source or communicator is the marketer

who desires to promote his product or services. He attempts to deliver a

message a to a receiver. He can deliver the message in many ways. All forms

of promotion are media or channels of communicating or sending the message.

The receiver or audience is the target market segment, which is the group of

consumers for whom the message is sent. Message is received and interpreted

by consumers and if their predispositions become favorable, they decided to

purchase. Feedback is the reverse flow of communication from the consumer

to the marketer.


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Here in this research Channel TV9 is the communicator of the

message or sender and viewers are the receiver, if the receiver s wants are

satisfied by effective communication then they can attract a large number of

viewers and acquire a greater market share and get the benefits which are

linked to it.

So for the purpose of effective communication Channel TV9 has

designed many a programmes and operating on it, the programmes by which

they communicate are,


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Programmes/Schedules of Sunday

Time Programme ( Sunday )

6am - 7am Suprabhatha

7am - 8am News Cafe

8am - 8:30am tv9 News

8:30am - 9am Boundary Line


9:30am - 10am Sakath Mathu10am - 10:30am tv9 News

10:30am - 11am Warrant

11am - 11:45am Tharabala Live

11:45am - 12pm WWS AD VERTISEMENT

12pm - 12:30pm tv9 News

12:30pm - 1pm Filmy Funda

1pm - 1:30pm Madyanha Varthe

1:30pm - 2pm Ladies Club


2:30pm - 3pm Nimma hooru Nimma...

3pm -3:45 pm tv9 News

3:45pm - 4pm WWS AD VERTISEMENT


4:30pm - 5pm Warrant



6pm - 6:30pm Indu Sanje

6:30pm - 7pm Sakath Mathu

7pm -7:30pm News Room


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7:30pm - 8pm tv9 Vishesha

8pm - 8:30pm Nammuru


9pm - 10pm Nation@9

10pm - 10:30pm Just Bengaluru

10:30pm - 11pm Heegu Unte


11:30pm - 12am tv9 Vishesha


12:30am - 1am Just Bengaluru


1:30am - 2am Nammuru


2:30am - 3am Nimma hooru Nimma...


3:30am - 4am Ladies Club

4am -4:30am tv9 News

4:30am - 5am Heegu Unte


5:30am - 6am Filmy Funda


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Programmes/Schedule of Monday

Time Programme ( Monday )


7am - 8am News Cafe



9am - 10am tv9 News


10:30am - 11am Heegu Unte


11:45am - 12pm WWS - A D VERTISEMENT








3:45pm - 4pm WWS - A D VERTISEMENT


4:30pm - 5pm Heegu Unte




6:30pm - 7pm Campus Kathe




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9pm - 10pm Nation@9


















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Programmes/Schedule of Tuesday to Saturday

Time Programme


7am - 8am News Cafe



9am - 10am tv9 News




11:45am - 12pm WWS AD VERTISEMENT








3:45pm - 4pm WWS AD VERTISEMENT






6:30pm - 7pm Campus Kathe




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9pm - 10pm Nation@9


















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Promotional Strategies

Promotion is a form of communication with an additional element of

persuasion to accept ideas, products, services and hence persuasive

communication becomes the heart of promotion, the third element of

marketing mix. In essence, promotion is the spark plug of our marketing mix

and an important marketing strategy. People must know that the right product

at the right price is available at the right place. It is said that in competitive

market without promotion nothing can be sold.

In marketing, effective communication is absolutely necessary even

though you have a superb product, best package and also you offer a fair

price. People will not buy your product, if they have never heard of it and they

are simply unaware of its existence.

Promotion, like any other element of the marketing mix, is very

essential for successful marketing of a product of service. Promotion has to be

given a little more importance in marketing services due to their intangible

characteristic. Service providers often find it difficult to tangiblize their services

in order to appeal to the target customers. In these situations, promotional

techniques help a service provider add tangibility to the intangible services, and

thus reduce the perceived risk of customers.

Promotion is responsible for awakening and stimulating consumer

demand for your product. It can create and stimulate demand, capture demand

for rivals and maintain demand for your products even against keen

competition. Of course, it is taken for granted that your product has the

capacity to satisfy consumer expectations and can fill their wants and desires.

It is a truism that nothing can be sold and nothing can make money without

some means of promotion.


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Marketers have adopted a communication view of their firm s

promotional activities. Receiver is now regarded as an active participant in the

process of communication. All marketing communications must be planned as

part of a total system, not as independent pieces. The pro motion mix includes

six ingredients

(1)Advertising, (2) Publicity, (3) Personnel Selling (4) Sales Promotion

(5) Public Relation (6) Direct Marketing

All forms of promotion try to influence consumer s attitudes, belief s,

ways of living of life style, values and preferences towards a company and

its products, and thereby influence his/her behavior.


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Strategies adopted by channel TV9 for promotion:

Tv9 Kannada came into market with a new concept as 24 hours news

channel in Karnataka, where it was a challenging task for the organization to

exist in the market where in which there was a huge competition from other

commercial TV channels of Karnataka as well as well as news channels. When

this was the situation creating brand awareness and existing in the market is a

quite difficult task in order to exist in market they adopted some of the

strategies to exist and now they are leading news channel in Karnataka and

has created a trust in the minds of the viewers.

So some of the strategies they adopted are,

1) Advertising:

It is defined as any paid form of non-personal presentation

and promotion of ideas, goods and services by an identified sponsor.

It is impersonal salesmanship for mass selling a means of mass

communication. It can be done using any form of media like

television, radio; print media etc. a firm has the flexibility of choosingthe target market while advertising. It can advertise its

product/services in the local newspaper to reach a small

geographical area. If it is looking for national reach, the firm can

advertise its product/service on the television through a national

channel like Doordarshan or any other television channel depending

upon the target audience. Advertising allows firms to communicate

with the intended audience in the most interesting format using

actions and dramas. It helps in generating faster response in the

form of increased sales. However, the interactivity with the audience

is negligible and their feedback is indirect.


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Types of add displayed by Channel TV9 are;

Displaying a advertisement at regular intervals of programme as

Channel TV9 for the Better Society .

Displaying the ad promo s in case of any special programmes like

TV9 Vishesha .

Providing realistic programmes to the target audience and not

cheating by giving unrealistic programmes creates word -of-mouth

publicity is a powerful advertising tool, some program which gives

word-of-mouth publicity are, Program like Uttama Samajakagi,

Heegu Unte .

Giving the moral message to the viewers by giving meaningful

message to the viewers by showing the some kind of adds like

Save Water:

In this add, in a village a monkey sees to the water

pouring out of the tap from the water tank and the

monkey comes nearby it and turn s off the tap. This

advertisement has given a message about saving water

and if a monkey can do this kind of work and why cant us

human beings do that.


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Child education:

In this add, two small school going boy and girl sees

to poor boy who is not having enough amount to go to

school will be on a road and these school going children

sees to him and takes him with. This advertisement has

given a message about providing education to the

children is necessary and has shown the humanity.

2) Publicity:

It is non-personal stimulation of demand for a product

service or a business unit by placing commercially significant news

about it in a publication or obtaining favorable presentation of it

upon radio, television or stage that is not paid for by the sponsor.

Studies have shown that people attach a lot of importance to news

articles and read them with greater attention as compared to

advertisements in news papers. Also, people give much more

importance to the product or service details given in a mews report

than in an advertisement, because they perceive news report to be

more credible. Efforts like generating repeated exposures will also

help marketers effectively communicate the desired message.

Therefore, managing the marketing communication mix with

appropriate and timely publicity through newspaper articles, coupled

with attractive public relation campaigns helps marketers to a great

extent.

Companies use publicity campaigns to bring in awareness

about their offers among the existing and potential customers and

even the general public. Publicity involves using of information that

includes interest towards a company, event or person. Publicity is

also a mode of mass communication similar to advertising. Example

of publicity includes event sponsorships, charitable donations etc.


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Types of publicity adopted by TV9 are;

They have become the media partners for only some of the

selected movies which gives a message to the public like,

Mathad Mathad Mallige:

It is a kind of movie which gives a message to the

agriculturist of villagers, that how they are being cheated

and making them aware about it.

Anu:

It is a kind of movie which is dedicated to women s,

that how a woman reacts to the situation when she is

getting harassed.

Raj:

It is not a movie which gives a message to the

public but they had become the media partners of this

movies because of the publicity and expectation of moviebecoming a mass hit of the year.

After the floods in North Karnataka, channel TV9 has taken

the initiative to develop 5 villages in North Karnataka and they

are collecting the charities by the public by conducting a

program called Santrastarige Sahayada Hasta and they are

collecting the enough funds from the public because of the

trust worthiness and brand image they have created.


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3) Personal Selling:

It is the best means of oral and face-to-face communication

and presentation with the prospect for the purpose of making sales.

There may be one prospect or a number of prospects in the personal

conversation. Personal selling involves persuadin g an existing oral

potential customer through oral communication, to purchase the

product/service offering of the company. It aims to develop a rapport

with the existing customer and because of that, enjoys a high

success rate. Different modes of personal selling include face-to-face

conversations, telemarketing or chatting on the internet. However,

personal contact through face-to-face meetings is more successful in

increasing business and building a rapport with the customer, when

compared to the other ways. The sales personnel should be

customer oriented by placing customer requirements and desires

before anything else, should be competent with good knowledge and

expertise in the area of business, should be dependable, honest and

should be able to attract customers.

Types of personal selling activity adopted by Channel TV9 are;

Ladies Club is a program where it is attracting the women s

day by day because it is a viewers oriented program and

trying to fulfill the requirements of viewers or giving solutions

to the quires (problems) of viewer through telephone

conversation and in this program experts or the person with

good knowledge in the areas h ealth and beauty tips, infant

talk, Dr talk, interiors etc will be brought about to handle the

program.


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4) Sales Promotion:

Sales promotion is a form of attracting the consumers by

offering them various benefits in the form o f incentives or by adding

value to the products. It covers those marketing activities other than

advertising, publicity, personal selling that stimulate consumer

purchasing and dealer effectiveness. Sales promotion is often used

by companies to improve the sales of a product or services either by

encouraging the existing customers to use the services more

frequently or by attracting new customers to use their product or

services. Companies adopt different sales promotion strategies for

end consumers, intermediaries and sales force. Companies aim to

pull customers to regularly use their product or services by attracting

them with free offers, coupons, cash discount, warranties, prizes,

contests, etc.

So far Channel TV9 has not adopted any kind of sales

promotion activity.

5) Public Relations:

Public relations are essentially a function of an organization,

where it tends to develop and manage its goodwill in the market.

Public relations help organizations create a positive opinion about the

firm in the market through appropriate comm unications. An

organization can develop its public relations with several member

groups such as suppliers, customers, employees, the government,

shareholders, distributors, members of the public etc. It is aimed to

enhance a company s image and prestige am ong its internal and

external customers.


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A company s public relation activities might include press

releases, news articles on the company, statements of senior

management conducting press conferences, oral and written audio

and video messages directed at the target audience, public services

official and websites and corporate identity materials like brochures,

logos and stationery.

Types of public relations activity adopted by Channel TV9 are;

Every year in the month of December they have decided to

show an article in audio video format about their employees

who are working behind the screen, this is just to have good

relation with the employee.

Similarly to have a good relation with the viewers they are

conducting a programme like Filmy Fund a, Nammuru and

Campus Kathe.

They are maintaining a public service website

www.tv9.netkannada .

Even they are maintaining a telephone number for the

purpose of public service 40312702 .

Employees of TV9 using caller tune of TV9 in their mobile

phones.


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And for the purpose of their channel identity they are using a

logo in their channel, vehicles and mikes.

6) Direct Marketing:

In direct marketing, organizations communicate directly with

the customers through mail or telemarketing or marketing through

internet. In direct marketing, there is a non face-to-face interaction

with customers, to persuade them to immediately respond to the

marketing effort and initiate an action. Direct marketing activities

such as telemarketing, mailers, catalogs, etc. have been gaining

popularity over the years. The greatest advantage of direct

marketing is that it is highly cost effective and gives the maximummileage.

So far channel TV9 have not adopted any kind of Direct

Marketing strategy.


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CHAPTER-5

DISCUSSION OF I MPLICATION Target audience & location

Communication c h annels used

Appropriate medium for

P romotion activity

R unning of promotional

Campaign

Adopted promotional tools


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DISCUSSION OF IMPLICATION

Companies have a wide variety of promotional mix to choose from.

Before selecting the appropriate medium, the firm wanting to promote has to

find the answers to some important questions,



Which are the communicational channels used for promotion?


When do they run the promotional campaign?



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Identification of the target segment is dependent on market

segmentation. Dividing the market by grouping the viewer s with similar

tastes and preferences into one segment is called segmentation.

Segmentation on the basis of viewer s demographics, psychographics,

social class, program viewership and so on will help the media planner

reach the maximum number of viewers in those segments, within the

budget constraints.

For instance, In channel TV9, programmes like

Boundary Line program is mainly targeted to the people who are

interested in cricket.

Ladies Club is a program which is targeted to women s who is health and

beauty conscious.

Tarabala a live astrology program on every Sunday. It is a phone in

program where the astrologer will answer to the queries of people , in this

program the target audience are most of the Hindus who believe in

astrology and the people who want to know more about their future or

solutions to their problems

However, there is always an amount of wastage in promotion or

advertising, that is, these advertisements also reach those viewer s who

are not in the target group.

Channel TV9 is segmenting or targeting the viewer s on mass

segmentation. Some of the programmes will be designed on the basis of

Demographic and Geographic and viewership of program too.


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About 70% of population of Karnataka lives more in villages and

the remaining lives in towns and cities. Promotions must ideally be

targeted at places where most of the viewer s are located. Differences in

tastes and preferences exist for various programmes, based on the

geographical location.

For instance, In channel TV9, programmes like

Just Bengaluru is more required to the people of Bangalore than the

people of other cities. It showcases the lifestyle, fashion, city life along

with the civic issues of the capital.

Availability of a medium also has some geographic limitations. The

promoters should identify the location of his target audience and

accordingly promote the programmes.

For Channel TV9 target audien ces are, as their segmentation is

done on mass basis, according to geographic segmentation the audiences

are located in villages, towns and cities too.

According to demographic segmentation, the audiences divided on

the basis of demographic attributes such as age, gender, income,

occupation, regional etc. even after dividing according to demographic

condition only some of the programmes are done like Ladies Club,

Tarabala etc.


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Which are the communicational channels used for

promotion?

Communicational channels can be classified into personal and

non-personal channels.

Personal channels:

Personal communication channels include face -to-face

interaction, telephone conversations, communicating through

mailers, e-mails, etc. The message can be personalized to

audience s tastes and preferences.

Non- Personal channels:

Non-Personal communication channels are electronic media,

print media and outdoor advertising. The electronic media consists

of television, the internet, mobile phones and radio. The print media

consists of newspapers, magazines, journals, etc. The outdoor

media consists of hoardings, sign boards, banners etc. The feedback

and response rates are difficult to estimate in non -personal channels

of communication.

Communication helps marketers communicate information to

potential viewer s about the programmes existence, values and the

benefits that can be accrued from it. It comprises one of two elements of

communicational channels. Designing an effective communication helps

marketers to attract, persuade, urge and remind customers of the channels

brand.

Channel TV9 is using most personal communication channel as it is

gives many of the live programmes and face-to-face interaction and

telephone conversations and even attends to the mails.


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The message that has to be delivered is very critical for the

selection of the medium. A particular type of message requires a

particular type medium. If a new program is to be introduced in themarket, a feeling of something new and exciting should be created and

that can be effectively done by using the newspaper, the radio and the

television. If the product or service needs a demonstration, then a

television ad would be more appropriate than a print ad vertisement. If a

high quality output is color is required, then multicolored magazines would

do the job better when compared to newspapers. If there has been a

controversy and the company wants to rebuild the lost confidence of

customers in its brand or product, it can communicate its stand through

the print media to show the proof of evidence certifying the quality of the

product. If there is a need to build the brand image of a company on the

basis of some personality traits, then they can be advertised during

relevant programmes on television and radio. The advantage in following

such a method is that these brands will be identified with the image the

program is trying to create. Finally the message should be relevant to the

medium that is being used.

In Channel they are using televi sion as the most appropriate

medium for promotional activity,

For instance,

They are collecting the amount form the public as charity to help

the people of North Karnataka who are suffering because of floods and

they have took the initiative to develop the five villages as moral villageand they are keeping transparency of amount collection and it is

telecasted by conducting the programs as Santrastarige Sahayada Hasta ,

this is a kind of publicity which comes under promotional mix, by this it

has lead for the brand expansion of TV9 and also creating the trust in the

minds of viewer s.


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When do they run the promotional campaign?

Promotional message can be aired any time during the year

depending upon the programmes. Normally the timing of the ad or

promotion can be decided on the basis of seasons, months, and weeks,

days and even minutes and seconds. A part from seas onal programs,

there are a host of other programmes that would benefit from differently

timed promotions. While deciding, when to promote, the type of audience

also plays a significant role.

For instance,

The message which is advertised about the education is

compulsory to children is a seasonal promotional activity, which will be

planned to run most of the times in the month of June, July and August.

The add promo of the program Heegu Unte will be displayed

throughout the week and the program will be displayed on Sunday, this is

because of special program played once in a week.

To select the right type of medium, medium planners need to

have good knowledge of the different media that are available to reach

the target audience.

In this context Channel TV9 too is running the promotional

campaign in an appropriate manner by planning on the basis of season,

month, weeks, day and minute and seconds and also keeping into

consideration the type of program.


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Channel TV9 has adopted all these promotional tools other than

Sales Promotion activity. Which they might have not plan for or might

have not interested in using this kind of activity.


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CHAPTER-6

CONCLUSION


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CONCLUSION

There is a story of a hard working and skilled sculptor who

decided to make the statue of the most beautiful woman on earth. He

worked day and night to make this statue a perfect replica of his dream

woman. He hoped that once the model was r eady he would be able to sell

it, at a premium, to a connoisseur of art, earn fame and be recognized as

a great sculptor of his time. After the statue was completed, he waited for

a connoisseur to come and buy it, but none did it. Only his neighbors

came and admired it.

The moral of the story is that it is not just important to make a

product. It s equally important to let the target market know about it.

As described above, communication is an important marketing

task of any organization. This research is devoted to marketing

communications decisions and selection of appropriate medium among

promotional mix in order to promote the companies product or services.

Promotion means all those tools that a marketer uses to take his pr oduct

from the factory to the customer and hence involves advertising, sales

promotion, personal selling, publicity, public relations and direct

marketing. All these tool have one dimension in common, they are all

communicating a message to the customer b uy me .

Not each element is helpful or effective in all product market

situation. The factors that guide a marketer s decision in selecting a

promotional mix are;


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Nature of the product market

Overall marketing strategy

Buyer readiness stage

Product life cycle stage

TV9 is about information, accessing it, reporting it, analyzing it and

telecasting it faster and more accurately than any other news organization.

Tv9 Kannada is a 24 hours free to air News channel that bring thelatest news and information to viewers, which came into existence keeping a

new concept in a mind of opening 24 hours news channel in Karnataka. And

they are reflecting the human angle and the focus being "A Better Society".

It has not much concentrated on promotion of their brands directly;

they were only trying to create trust in the minds of the viewer s by giving

qualitative programmes, showing their impartialness and unbiased and realistic

news in a faster and better way and live news too.

Their efforts had made them to acquire a good image and goodwill in

the minds of the viewer s. They are indirectly promoting themselves by

showing ads which contains a moral message to viewer s like Save Water and

Compulsory Child Education and show the ad promo s of the qualitative

programmes like Uttama Samajakagi was a mass hit program for them. These

shows and message started remaining in the minds of the viewer s and word -

of-mouth publicity use to take place which is a indirect promotion strategy.They had created their brand awareness by direct marketing strategies like

usage of logo s on their mike and on vehicles.


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After gaining the trust of the people and brand awareness they had

planned some of the promotional strategy which is almost termed as brand

expansion. Even at the time of brand expansion they did not leave their main

intention of being existence A Better Society . Keeping this in mind they are

giving a moral message to the viewer s by displaying ads. And now they are

becoming the media partners for the movie which gives only message to the

viewer s.

And they have adopted a publicity campaign at the right time by

helping people at villages who has got affected by floo ds in North India by a

program called Santrastarige Sahayada Hasta . They are keeping excellent

public relations.


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CHAPTER-7

RECOMM ENDATIONS


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RECOMMENDATIONS

There is a story-

As the lion and the tiger drank beside a pool, the tiger asked the lion, Why do you roar like a fool? That s not foolish, replied the lion with atwinkle in his eyes. They call me king of all the beasts because I advertise .

A rabbit heard them talking and ran home like a streak. He thought hewould try the lion s plan, but his roar was a squeak. A fox came to investigateand had his lunch in the woods

The moral of the story of that when you advertise, be sure you have got the goods.

Publicity:

Companies use publicity campaigns to bring awareness about their brand

among existing & potential customers and even the general public.

Suggestions:

Providing the event sponsorships, which are really a message oriented

events like quiz competitions and other educative programmes to the

public.

Sales Promotion:

Companies aim to pull customers to regularly use their products or services by

attracting them with free offers, prizes, contests etc.


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Suggestions:

They can conduct contests to the children and give the prizes and

scholarship for the higher education of child.

Direct Marketing:

Companies communicate directly with the customers through mail or

telemarketing or internet.

Suggestions:

They can send a daily sms to the mobile phones to the people who have

subscribed sms like sending the headlines of news, beauty related tips

and health related tips.

Even they can send a mail to the people who subscribed to their

websites, similarly about the daily news, week news, beauty related tips

and health related tips.

Advertising:

Channel TV9 Kannada they are not showing the ads directly, they are into

showing advertisements which possess the moral message to the viewer s and

getting indirect promotion.

Suggestions:

Showing the advertisements related to the effects caused by adoptingthe bad habits like smoking cigarette, drinking alcohols and in hailing

drugs.

Showing the advertisements related to humanity, that how to treat old

aged and handicapped people or incase of helping them.


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REFERENCES:

Partha Sarathy, Television Media

Philip Kotler, Marketing Management (Main text for revision and article) Rajan Saxena, Marketing management, Tata Mc Graw -Hill Publishing

Company Limited (Main text for revision and article)

Sherlekar.S.A, Marketing Management, Himalaya Publishing House (Main

text for revision and article)

www.tv9.netkannada.com

www.zeenetwork.com

www.zeetelevision.com

management thesis krishna m m

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