p937 acceptability of wwe in india mukul mehra

Acceptability of WWE in India

Acceptability of WWE in IndiaPGDBM 2009-11, SIMSREE

aMarket rESEARCH ANd Applications pROJECT

on

ACCEPTABILITY OF WWE IN INDIA

Under the Guidance of DR. KALIM KHAN

Submitted By:MUKUL MEHRA P937PGDBM 2009-11, SIMSREE

Sydenham Institute of Management Studies, research and entrepreneurship education (SIMSREE)

ACCEPTABILITY OF WWE IN INDIAThis project report in the Area of Specialization of Marketing based on the in-depth study of the project theme is submitted in March, 2011 to the Sydenham Institute of Management Studies, Research and Entrepreneurship Education, B-Road, Churchgate, Mumbai 400 020, in partial fulfillment of the requirements for the award of the degree of Post Graduate Diploma in Business Management (PGDBM), recognized by Government of Maharashtra.

Submitted ByNAME: MUKUL MEHRAROLL NO: P937PGDBM 2009-11, SIMSREE

SIGNATURE: ____________________________

Through

NAME OF THE GUIDE: DR. KALIM KHAN

CERTIFICATEThis is to certify that this project report entitled Acceptability of WWE in India is submitted in March, 2011 to Sydenham Institute of Management Studies, Research and Entrepreneurship Education, Mumbai 400 020, by Mr. Mukul Mehra bearing Roll No. P937 (2009-11), is in partial fulfillment of the requirements for the award of the degree of Post Graduate Diploma in Business Management (PGDBM), affiliated to the University of Mumbai.This is a record of his work carried out under my guidance. He has discussed with me adequately before compiling the above work and I am satisfied with the quality, originality and depth of the work for the above qualification.PLACE: MUMBAIDATE: 8th March, 2011_______________________________(Signature of the Guide)Dr. Kalim KhanDirector, Rizvi Institute of Management Studies and Research,New Rizvi Education Complex,Off Carter Road,Bandra West,Mumbai 400 050Phone: +91 22 2604 2180E-mail Id: [email protected]

Executive Summary

World Wrestling Entertainment (WWE) is a publicly traded, privately controlledsports entertainmentcompany dealing primarily inprofessional wrestling, with majorrevenue sourcesalso coming fromfilm,music, product licensing, and direct product sales. It is currently the largestprofessional wrestling companyin the world, reaching 14.4 million viewers in the U.S. and broadcasting its shows in 30 languages to more than 145 countries.It currently promotes under three brands, known asRaw, SmackDown and NXT.

WWE is a popular form of Sports- Entertainment in the USA and it is quite famous in India as well as other countries of the world too. Many people in India follow the WWE on a regular basis. However, they are able to view WWE on Television only and not live since WWE does not have its live shows in India.

The project tries to understand the awareness levels of WWE among Indians particularly the youth of India. The research would involve how much Indians know about WWE, its history, the current shows which are going on, etc. The research also checks whether the Indian mass is ready for such a form of sports entertainment and whether they would actually go out to watch a WWE event LIVE.The findings out of this research project will give a fair idea whether such a format would work in India or not and whether a budding entrepreneur can take this up as his/ her entrepreneurial venture and start something which is very new to the Indian masses.

Acknowledgement

I would like to thank our Respected Director, Dr. M.A. Khan for giving me an opportunity to work on this project and for his invaluable guidance which helped give direction to this study. This project has greatly helped me get an insight into Market Research field and got a good experience of the same.Also I would like to extend out heartiest regards to Dr. Kalim Khan, Director, Rizvi Institute of Management Studies and Research for his efforts and guidance as well as for teaching me Market Research and Applications which I have used for analyzing the data in the project.

I would like to thank all the great economist, researchers, analysts who have put their views across on the topic. There has been a direct feed from all such sources as have been referenced in the study.

I would also like to thank all respondents who gave me their valuable time in filling out the questionnaire and providing me with their honest views and opinions on this project.

Lastly, I would like to thank all my batch mates at SIMSREE without whose support this project would have been incomplete.

Thanking you,Mukul Mehra

Table of ContentsChapter 1:Sports Entertainment71.1Background71.2Perceptions and Current Scenario8Chapter 2:WWE92.1Introduction92.2History102.2.1Capitol Wrestling Corporation102.2.2World Wrestling Federation (WWF)112.2.3The Golden Age122.2.4The New Generation132.2.5World Wrestling Entertainment (WWE)142.3WWE The Business Model142.3.1Company Overview142.3.2WWE Business Units:162.3.3Financials19Chapter 3:WWE Marketing203.1TV Advertisements213.2Pay-Per-Views213.3Merchandising243.4Theme Music263.5Magazine Publishing263.6WWE Studios273.7Digital Media283.7.1Online/ Broadband283.7.2Video Syndication283.7.3E-Commerce283.7.4Mobile Services283.7.5WWE Universe29Chapter 4:Wrestling in India30Chapter 5:Research Methodology335.1Research Topic335.2Introduction335.3Need for Study335.4Scope of the Project335.5Objectives of the Project345.6Variables under Study345.7Research Design345.8Execution of the Project35Chapter 6:Data Analysis366.1Demographic Details366.2Individual Question Analysis38Chapter 7:Findings and Suggestion143Chapter 8:Annexure1458.1Annexure 1: List of Tables1458.2Annexure 2: List of Figures1498.3Annexure 3: Questionnaire152Chapter 9:References158

Sports EntertainmentBackgroundSports entertainmentis a type ofspectaclewhich presents an ostensiblycompetitiveevent using a high level oftheatricalflourish and extravagant presentation, with the purpose ofentertaininganaudience. Unlike typicalathleticsand games, which are conducted for competition,sportsmanship,exerciseor personalrecreation, the primary product of sports entertainment is performance for an audience's benefit, thus they are never practiced privately.Commonly, but not in all cases, the outcomes are predetermined (such cases are not considered to befixed, however, as it is anopen secret).Events which fall under the classification of sports entertainment are widely considered to below browforms of entertainment.The term was coined by theWorld Wrestling Federation(WWF) during the 1980s as a description forprofessional wrestling, although precursors have been found going back to February 1935, whenToronto Starsports editorLou Marshdescribed professional wrestling as "sportive entertainment." In 1989, the term was used in a case made by the company to the New Jersey Senate that professional wrestling was "sports entertainment" and thus should not continue to be regulated like a directlycompetitive sport.Some sports entertainment events are forms of actualsports, such as exhibitionbasketballwith theHarlem Globetrottersassociation. Others are modifications of sport for entertainment purposes: many types ofprofessional wrestling, which derived from traditionalwrestling, androller derby, derived fromroller skating.Some forms of sports entertainment involve taking competitive games which are usually considered minor, such asdodge ball,poker, orrock-paper-scissors, and televising them with trumped-up theatrics, such ascelebritycompetitors or elaborate audiovisual packages.

Perceptions and Current ScenarioSports entertainment has a stigma of being mindless pop culture, in some cases glorifying violence for the sake of entertainment, and has been criticized as such in popular media, often through lampooning: the film Idiocracy portrays a future where sports entertainment permeates the global culture: the president is an active champion professional wrestler andcapital punishmentconsists of a combination demolition derby, monster truck event and gladiator duel, and is a highly popular television broadcast. Fiction with adystopianfuture setting often portrays deadly futuristic games as popular sports entertainment, including the moviesRollerballandThe Running Man, video games such asSmash TVand theTwisted Metalseries, and therole playing gameShadowrun, which features Urban Brawl and Combat Biking.Because of its perception, it is often viewed as aguilty pleasure. Many notable names openly admit enjoying certain forms of sports entertainment while many others have taken part in it or made paid contributions. Professionalbasketball playerShaquille O'Nealhas a reputation as a long timepro-wrestlingfan and attendsWWEevents several times per year, andFloyd Mayweatherexpressed interest in fulfilling a WWE career after he retires from professionalboxing.Chicago BearsAmerican footballplayerBrian Urlacher, who admits to being apro wrestlingfan, made an attempt to leave football to wrestle forTNA Wrestlingfull time until the Chicago Bears forced him to stop.The widespread popularity in the United States for the main form of sports entertainment, professional wrestling, has caused politicians to use it to reach voters. PresidentBarack Obama,Hillary ClintonandJohn McCainrecorded video messages for broadcast on the WWE to encourage the audience of WWEMonday Night Rawto vote, andGeorge W Bushdid a pre- recorded video for the WWE's annualTribute to the Troopsshow.

WWE

Introduction

Figure 2.11 WWE LogoWorld Wrestling Entertainment, Inc.(WWE) (previously known asCapitol Wrestling Corporation Ltd,Titan Sports Inc.andWorld Wrestling Federation Entertainment, Inc.) (NYSE:WWE) is a publicly traded, privately controlledsports entertainmentcompany dealing primarily inprofessional wrestling, with majorrevenue sourcesalso coming fromfilm,music, product licensing, and direct product sales. It is currently the largestprofessional wrestling companyin the world, reaching 14.4 million viewers in the U.S. and broadcasting its shows in 30 languages to more than 145 countries.It promotes under three brands, known asRaw, SmackDown and NXT.Vince McMahonis themajority owner,chairmanandchief executive officer(CEO) of the company. Together with his wifeLinda McMahon, and their children,Shane McMahonand Executive Vice President of Talent and Creative Writing,Stephanie McMahon-Levesque, the McMahons hold approximately 70% of WWE'seconomicinterest and 96% of thevoting powerin the company. The company'sheadquartersare located inStamford, Connecticutwith offices in Los Angeles,New York City,London,Tokyo,Toronto, andSydney. WWE holds anextensive library of videos, representing a significant portion of the visual history of professional wrestling.

History

The company began as the Capitol Wrestling Corporation Ltd in 1952, which promoted under the banner of the World Wide Wrestling Federation (WWWF) and later the World Wrestling Federation (WWF). In 1982 it was sold to the same family's Titan Sports Inc. company, which later changed its name to World Wrestling Federation Entertainment, Inc., before finally becoming World Wrestling Entertainment, Inc. in 2002.Capitol Wrestling CorporationRoderick James "Jess" McMahonwas aboxingpromoterwhose achievements included co-promoting a boxing match in 1915 betweenJess WillardandJack Johnson. In 1925, while working withTex Rickard(who despised wrestling to such a degree that he prevented wrestling events from being held inthe third Madison Square GardeninNew York City) he started promoting boxing in the Garden. The first match during their partnership was a light heavyweight championship match betweenJack DelaneyandPaul Berlenbach.A few years earlier, around 1920, former professional wrestlerJoseph Raymond "Toots" Mondthad come up with a revolutionary concept. He decided to take wrestling to a higher level, bringing it out of backalleysand rough areas intosporting arenas. At the time, pro wrestling consisted primarily of mat grappling; and while the sport had flourished a decade earlier under Frank Gotch, the fans had since grown tired of the painfully deliberate pace of the bouts. However, Mondt discovered a solution that would completely transform the industry, as he convinced Lewis and Sandow to implement a new form of wrestling that combined features of boxing, Greco-Roman, freestyle, lumber-camp fighting, and theatre into what he deemed Slam Bang Western-Style Wrestling. His next move was to form a promotion withEd Lewisand Billy Sandow. They persuaded a lot of wrestlers to sign contracts with the newly named 'Gold Dust Trio'.Eventually, the trio dissolved and the promotion did also, after a disagreement over power. Mondt formed partnerships with several promoters. When Jack Curley was dying, Mondt knew that New York wrestling would fall apart. Realizing this he gained help from severalbookers, one of these being Jess McMahon.Together, Jess and Mondt created the Capitol Wrestling Corporation (CWC). The company had offices in bothWashington, D.C.and New York. There is not a lot of information on the early days of the CWC, but it is known that it joined theNational Wrestling Alliance(NWA) in 1953.Mondt had been usingAntonino Roccaas a main eventer. He was successful in the role and Mondt was pleased to have him as part of the company. Unfortunately, Mondt was unable to keep Rocca happy.In 1953, Ray Fabiani, one of Mondt's other associates, brought inVincent J. McMahon, who replaced his father Jess in 1953 (around the time the CWC became a territorial member of the NWA). They controlled all of the Northeastern wrestling circuit.Vince Sr. and Toots Mondt were a formidable combination: within a short time, they controlled around 70% of the NWA's bookinggiven what a far-reaching organization the NWA was, that was a significant achievement. Mondt taught Vince Sr. about booking and how to work in the wrestling industry. This was the start of the wrestling revolution.In 1956, the CWC signed a deal with WTTG Channel 5 to air live professional wrestling shows.

World Wrestling Federation (WWF)In 1980, the son of Vincent J. McMahon,Vincent K. McMahon, founded Titan Sportings Inc. and in 1982 purchased Capitol Sports from his father and associates (Gorilla MonsoonandArnold Skaalandwere given lifetime employment with World Wrestling Federation, and all three minority holders received cash payments). The elder McMahon had already established the north eastern territory as one of the most vibrant members of the NWA by recognizing that pro wrestling was more aboutentertainmentthansport.The NWA was not the only wrestling outfit in operation; theAmerican Wrestling Association(AWA) had long ago ceased being an official NWA member, and controlled the US Northern Midwest. But in neither instance did the defecting member attempt to undermine, and destroy, theterritory systemthat had been the foundation of the industry.The first step McMahon's attempt to go national was to sign AWA superstarHulk Hogan, who, due to his appearance inRocky IIIhad a national recognition. To play Hogan's nemesis, he signed North Carolina bad boyRoddy Piper, and alsoJesse Ventura(although Ventura never wrestled in the WWF at that point).Other promoters were furious when McMahon began syndicating WWF television shows totelevision stationsacross theUnited States, in areas outside of the WWF's traditional North eastern stronghold. McMahon also began selling videotapes of WWF events outside the Northeast through hisColiseum Videodistribution company. Wrestling promoters nationwide were now in direct competition with the WWF. The WWF bought off talent all aroundCanadaandU.S.including the likes of theBritish BulldogsandThe Hart Foundationwho were based withStampede Wrestling. Eventually in the 1980s, WWF was able to signDusty Rhodeswho had been a legend during the regional territory days.The younger McMahon had an even bolder ambition: the WWF would tour nationally. Such a venture, however, required huge capital investment: one that placed the WWF on the verge of financial collapse. The future of not just McMahon's experiment, but also the WWF, the NWA, and the whole industry came down to the success or failure of McMahon's groundbreaking sports entertainment concept, Wrestle Mania. Wrestle Mania was apay-per-viewextravaganza (most areas of the country saw WrestleMania available onClosed-circuit television) that McMahon marketed as being theSuper Bowlof professional wrestling.The concept of a wrestling super card was nothing new in North America; the NWA had been runningStarrcadea few years prior to WrestleMania, and even the elder McMahon had marketed largeShea Stadiumcards viewable in closed circuit locations. However, McMahon wanted to take the WWF to the mainstream, targeting the public who were not regular wrestling fans. He drew the interest of the mainstream media by inviting celebrities such asMr. TandCyndi Lauperto participate in the event.MTV, in particular, featured a great deal of WWF coverage and programming at this time, in what was termed theRock 'n' Wrestling Connection.There were attempts in theDeep Southto keep the legacy of the regional territory system alive. Several regional territories in theDeep Southmerged together to formJim Crockett Promotions(JCP).StarrcadeandThe Great American Bashwere theJim Crockett Promotionsversion ofWrestleMania. However JCP had trouble competing against the WWF. JCP even ran a few shows outside its regional base. The promotion was sold off becoming WCW, which ended up becoming the main competition for the WWF until 2001.

The Golden AgeThe new formula of what McMahon deemedsports entertainmentwas a resounding financial success at the originalWrestle Maniain 1985. The WWF did incredible business on the shoulders of McMahon and his All-Americanbaby facehero,Hulk Hogan, for the next several years, creating what some observers dubbed a second golden age for professional wrestling.In addition to Hogan, there were other muscular singles stars who were making their mark in the WWF including theUltimate Warrior,Ricky Steamboat, andPaul Orndorff. Not only did WWF have a dominant singles division, the tag team division had a myriad of excellent teams such asThe Rockers,Demolition,The Hart Foundation,The British Bulldogs, andThe Fabulous Rougeaus. In 1987, the WWF would also add more to the company's success and produced what was considered to be the pinnacle of the entire 1980s wrestling boom,Wrestle Mania III.Thanks to the success of WrestleMania, additional pay-per-views were produced such asSummer Slam,Royal Rumble, andSurvivor Series. The Survivor Series stressed the elimination tag format. The Royal Rumble had a 30-man battle royal which, in 1993, would stipulate where the winner faces the WWF Champion at that year's WrestleMania. SummerSlam became the major hit of the summer. This era was noted for some of its excellent matches. Some memories included the Hogan vs. Warrior bout atWrestleMania VIin the SkyDome, Steamboat vs. Savage Intercontinental Title match atWrestleMania IIIand Hogan vs. Andre the Giant at that same pay-per-view.

The New GenerationThe WWF hit a low point in the wake of allegations ofsteroidabuse and distribution made against it in 1994; there were also allegations ofsexual harassmentmade by WWF employees. McMahon was eventually exonerated, but it was apublic relationsnightmare for the WWF. The steroid trial cost the WWF an estimated $5 million at a time when revenues were at an all-time low. To compensate, McMahon cut the pay of both wrestlers and front office personnel close to 40% in the latter case (and about 50% for top level managers such asBobby HeenanandJimmy Hart, who both left). This helped drive many WWF wrestlers to its only major competition,World Championship Wrestling(WCW), between 1994 and 1997. During this period, the WWF promoted itself under the banner of "The New WWF Generation," featuringShawn Michaels,Diesel, Razor Ramon,Bret Hart, andThe Undertaker. In an effort to promote them and other young talent as the new superstars of the ring, the WWF began to play on the age restrictions which former WWF wrestlers such as Hulk HoganandRandy Savage(who by now were working for WCW) now faced. This is best seen in the "Billionaire Ted" parodies of early 1996 (a reference to WCW's owner and patron, media mogulTed Turner) which culminated in a "rasslin match during the warm-up toWrestleMania XII.

World Wrestling Entertainment (WWE)In 2000, theWorld Wide Fund for Nature(also trademarked WWF), an environmental organization, sued World Wrestling Federation Entertainment Inc.TheLaw Lordsagreed that the promotion company had violated a 1994 agreement as Titan Sports which had limited the permissible use of the WWF trademark in Europe, particularly in merchandising. The World Wide Fund and World Wrestling Federation used the initials since March 1979.The last televised event to market the WWF logo was UK basedpay-per-viewInsurrextion 2002. On May 5, 2002, the company launched its "Get The F Out"marketingcampaign and changed all references on its website from "WWF" to "WWE", while switching theURLfromWWF.comtoWWE.com.The next day, a press release announced the official name change fromWorld Wrestling Federation Entertainment, Inc.toWorld Wrestling Entertainment, Inc., or WWE, and the change was publicized later that day during a telecast ofMonday Night Raw, which was broadcast from theHartford Civic CenterinHartford, Connecticut.Following the case, the use of the "Attitude" logo became prohibited on all World Wrestling Federation properties. Additionally, past references to theWWFtrademark and initials in 'specified circumstances' became censored.Despite litigation, WWE is still permitted use of the original WWF logo, which was used from 1979 through 1994, as well as the "New WWF Generation" logo, which was used from 1994 through 1998. Furthermore, the company may still make use of the full "World Wrestling Federation" and "World Wrestling Federation Entertainment" names without consequence. In 2003, WWE won a limited decision to continue marketing the WWF Video Library censoring out all WWF references, other than the permitted logos.

WWE The Business Model

Company OverviewWWE, a publicly traded company (NYSE: WWE), is an integrated media organization and recognized leader in global entertainment. The company consists of a portfolio of businesses that create and deliver original content 52 weeks a year to a global audience. WWE is committed to family-friendly, PG content across all of its platforms including television programming, pay-per-view, digital media and publishing. WWE programming is broadcast in more than 145 countries and 30 languages and reaches more than 500 million homes worldwide. The company is headquartered in Stamford, Conn., with offices in New York, Los Angeles, London, Shanghai, Tokyo and Singapore. The company is listed on the New York Stock Exchange under the symbol WWE.

WWE is one of the most popular global brands in entertainment and reaches a broad and intensely loyal fan base.Digital Audience: For the past 12 months, our primary website, WWE.com, attracted an average of 12.8 million monthly unique visitors worldwide. Educated audience 57% of our audience has at least some college education and/or post graduate education High average household income 22% of our audience household income is greater than $75,000 Strong female audience 41% of our audience is female(Sources: Omniture Site Catalyst; comScore Media Metrix ; comScore Plan Metrix ).Television Audience: WWE programming reaches 14 million viewers in the U.S. each week. Balanced age distribution with 78.1% of the audience aged 18 or older. 24.5 % of our audience is under 18 years old 21.8 % of our audience is 18-34 years old 25.0 % of our audience is 35-49 years old 28.7 % of our audience is 50+ years old Strong female audience 34.9% of our viewers are female Diverse audience Raw is the most watched regularly scheduled entertainment program on primetime cable among Hispanic viewers. Raw is the #2 regularly scheduled entertainment program on primetime cable among Black/African-American viewers. SmackDown is the most watched program on Syfy among Hispanic viewers. SmackDown is the most watched program on Syfy among Black/African-American viewers.Source: Nielsen Media Research (9/27/10-12/26/10) WWE Business Units:

WWE consists of the following key business units. Live and Televised Entertainment Consumer Products Digital Media WWE Studios Sales & Sponsorships

Live and Televised Entertainment:With all programming rated PG, WWE provides 21 hours of weekly programming in the U.S. reaching 14 million viewers. Each week, fans in the U.S. tune-in to watch WWE Superstars, Divas and Legends perform on Monday Night Raw, Friday Night SmackDown, WWE NXT and WWE Superstars, with millions more watching internationally.Each year, more than 7,500 hours of WWEs television programming can be seen in more than 145 countries and 30 languages on our broadcast partners such as BSkyB, Sky Italia, Ten Sports, TV Azteca, Foxtel and Sky Deutschland.In 2011, WWE will televise 13 live pay-per-view events. Since 2000, WWE pay-per-views have generated an average of approximately $100 million in revenue and 5+ million buys annually.The companys video archives contain more than 100,000 hours of programming, which is broken down and shown through WWE Classic On Demands, a subscription video on demand service.In the fourth quarter of 2010, WWE held 58 live events domestically and 26 internationally, entertaining approximately 521,000 fans.

Consumer Products:WWE has more than 200 consumer products licensees worldwide who sell branded merchandise in 50 countries. The company currently has partnerships with major retailers including Walmart, Target, GameStop, Toys "R" Us and Kmart that distribute WWE branded merchandise nationwide.In January 2010, Mattel became WWE's master toy licensee developing and marketing products in a wide variety of toy categories on a global basis.WWE had six of the top 10 titles in the Sports charts in 2010, and has a commanding No. 1 position and 42 percent market share in the Sports category.23 WWE books have reached the New York Times Best Seller list.The company's magazine division consists of WWE Magazine and WWE Kids magazine. In the United States, WWE Magazine reaches more than 5.3 million readers each month.Music is and has always been an integral part of the entertainment experience. WWE Music Group partners with artists like Metallica, Guns N Roses, Aerosmith, Bob Dylan, Green Day, and John Legend, tying in their music to specific-pay-per-views and television specials.Digital Media:For the past 12 months, our primary website, WWE.com, attracted an average of 13.6 million monthly unique visitors worldwide. These visitors viewed an average 375 million pages and approximately 24.1 million video streams per month.WWE has online video share partnerships with Hulu, YouTube, TV.com and other select video portals. The wide range of content includes full length episodes of Friday Night SmackDown, WWE NXT and WWE Superstars. WWE also offers short-form clips of Monday Night Raw, Friday Night SmackDown and classic content.WWE's digital media business encompasses WWE.com and WWEKids.com, in addition to local language websites in 16 countries including China, Japan, France, Poland, Portugal, India and Germany.A slate of original "made for mobile" content is currently being delivered to 36 countries spanning close to 100 carriers worldwide.WWE Studios:Established in 2002, WWE Films became WWE Studios on July 21, 2008, to better represent our current focus on creating a diversified mix of filmed entertainment including theatrical releases, television movies, series, animation, reality and other projects currently in development.In January 2010, WWE Studios announced it would self-distribute and market a slate of nine films to be released through 2012. Samuel Goldwyn Films will be WWE Studios theatrical distribution partner in the United States and Vivendi Entertainment is WWE Studios domestic DVD distribution partner.Current and upcoming films cast well-known actors and actresses in lead roles supported by WWE Superstars. These projects feature a wide range of genres including family-friendly comedies, dramas and thrillers.Legendary, an inspirational family drama, was released September 10, 2010 and stars Patricia Clarkson (Vicky Cristina Barcelona), WWE Superstar John Cena (12 Rounds), Devon Graye (Dexter), Madeleine Martin (Californication) and Danny Glover (Lethal Weapon). The movie was directed by Mel Damski (Executive Producer/Director of the USA hit series Psych) and written by John Posey.Knucklehead, a comedy adventure, was released October 23, 2010 and stars Mark Feuerstein (Royal Pains), Melora Hardin (The Office), Wendie Malick (Just Shoot Me), Dennis Farina (Law & Order) and WWE Superstar Paul Big Show Wight. Knucklehead was directed by Michael W. Watkins (Prison Break).WWE Studios recently completed production on five additional films: The Chaperone, Thats What I Am, Inside Out, Blood Brothers and Bending the Rules. Blood Brothers was shot on location in New Mexico and the other films were shot on location in New Orleans, Louisiana.Sales and Sponsorships:Considered one of the best values in entertainment, WWE has partnerships with such blue-chip companies as Mattel, ConAgra , Twix/Mars, Burger King, Army National Guard, Proctor & Gamble, 7-Eleven, Pepsi Max and Castrol. Sponsorships span across WWE platforms from television to print to digital media. WWE offers fully integrated, cross platform campaigns that efficiently reach our millions of fans.FinancialsTotal revenues for the fourth quarter of 2010 were $122.5 million. Net income was $8.1 million, or $0.11 per share. International activities represented approximately 30 percent of revenues in Q4 2010.Live and Televised Entertainment accounted for 67%, or $82.4 million, of revenue in the fourth quarter of 2010 compared to 71%, or $83.8 million, of revenue in the prior year quarter. Consumer Products accounted for 18%, or $21.9 million, of net revenues in Q4 2010 compared to 19%, or $22.7 million, of revenues in the prior year quarter. Digital Media accounted for 8%, or $10.3 million of revenue in Q4 2010 as compared to 9%, $10.6 million in the prior year quarter. WWE Studios accounted for almost 6%, or $7.9 million, of Q4 2010 revenue compared to 0.2%, or $0.2 million of prior year quarter revenue.

WWE Marketing

During the 1980s and the 1990s, a single name has turned thesportsworldupside down. This name is the WWE which stands for World Wrestling Entertainment. In the early 1980s, the company was known as the WWF where the F stood for Federation, but after a lawsuit from the World Wildlife Foundation (WWF) the name change came about.The name change also meant a change of direction and ever since the name change the word "entertainment" has been prominent everywhere. The company went away from the sport part and decided to dive head first into the entertainment market. This meant that the company still got the best of the sports world as professional wrestlers still joined their ranks, but they also opened a huge gap in the market as the "sport" was now part of the "entertainment" sector and that meant huge revenue options and marketing possibilities. Not only did the company make the right marketing choices with their "entertainment" but they also managed to find characters that would do well in Films, Music Videos and Merchandise stores. WWE set up different subsidiaries for all these different activities and that resulted in well received movies like "12 Rounds" and "The Marine". They also use their marketing tools to promotealbumsby artists not related to wrestling and use the "theme tunes" from these artists for their Pay Per View events without paying for the use of the music. These smart WWE marketing tools make them an example for the rest of the sports AND entertainment worldWWE has always had the opportunity to weed out the competition. They just bought the rival company or they "choked" them to death by aggressively marketing in "their" area or demography. In the mid 1990s the company was in severe trouble financially and the way Vince McMahon dealt with the money problems and the loss of talent was remarkable and a tool often used by other entertainment branches till this day. WWE took a step back and began a "new" era with new superstars mocking the former employees now working for different companies as begin "washed up" and "oldies". The new guys wrestling were completely different than the old regular wrestlers and this gave the WWE another huge angle in which they cornered the market.Despite the fact that the company has millions of hardcore fans worldwide, the WWE has decided that it is going more PG than ever before. Storylines become less violent and in ring action is more limited than ever. This "Disney" move was frowned upon by all the hardcore fans, but it gives the company an unlimited amount of new fans under 15 years old. These fans are the ones that buy merchandise like shirts and fake belts as well as tickets to live shows and dolls/action figures. With this move the company has alienated a limited and slowly older getting group of fans, whilst in the meantime collecting a nearly unlimited amount of possible fans as babies keep getting born.Due to this move many other sports companies and organizations are looking into possible similar moves with organizations like the NFL already banning a lot of personal contact to become a more family orientated sport. The same can be said for the MLB which is offering more day games for their younger fans. At the same time individual sports teams are also beginning to move more towards the children with special promotions and offers to bring in the young. These actions have all come directly from the WWE marketing playbook and show how the WWE has an impact on marketing all over the sports world.In the next 5 to 10 years, the team of geniuses at the WWE will need to come up with new plans to go with the times, but over the last 30 years the WWE has shown that it can singlehandedly set the time, so all other sports organizations and fringe entertainment events and venues can do worse than following the shrewd steps of the WWE and its CEO Vince McMahon.

TV Advertisements

WWE currently airs three shows WWE RAW, WWE SmackDown and WWE NXT. WWE relies a good amount on TV advertisements. Retailing giant Kmart has become the exclusive presenting sponsor of all of WWE live events, including pay-per-views, through the rest of 2011.Kmart will sponsor TV tapings, PPVs and house shows and run 30 second spots during the TV broadcasts and their logo will be embedded in signage. They will also promote WWE in their stores, with 12 appearances by wrestlers scheduled.When the shows are telecast on TV, there are many products which are advertised in between breaks on TV. These ads also add to the revenue of WWE as WWE caters to a wide range of youth population in the USA.Pay-Per-Views

WWE has been the worlds pre-eminent provider of pay-per-view programming for the past 27 years. In 2011, WWE will televise 13 live pay-per-view events. WWEs pay-per-view productions consistently rank among the highest selling live event programs in the industry. WrestleMania XXVI, on March 28, 2010, grossed $5.8 million, becoming the highest grossing and attended entertainment event ever held at the University of Phoenix Stadium in Glendale, Arizona.WWEs international pay-per-view partners include: Sky Box Office in the UK; Sky Italia in Italy; Sky Deutschland in Germany; Sogecable (Taquilla), Cableuropa (ONO) and Telefonica in Spain; Cablevision, Sky Mexico, Multimedios; Megacable and Cinepolis in Mexico; SKY Perfect TV! and J:COM in Japan; Main Event in Australia; SKY Box Office in New Zealand; Canal + in France; StarHub in Singapore; Sky Pacific in Fiji; Astro Box Office Sport in Malaysia & Brunei; Orbit Showtime Network and E-Vision in the Middle East.WWE has conducted the following events under Pay-per-View over the last decade: WrestleMania SummerSlam Elimination Chamber Vengeance Backlash Armageddon Royal Rumble Survivor Series Night of Champions Judgment Day The Great American Bash No Mercy No Way Out Cyber Sunday Unforgiven Bad Blood New Years Revolution Bragging Rights Extreme Rules Money in the Bank Hell in a Cell

For the year 2011, WWE has the following Pay-per-Views scheduled:Sr. NoName of the PPVDate

1WrestleMania 273rd April 2011

2Extreme Rules1st May 2011

3Over the Limit22nd May 2011

4Fatal 4-Way19th June 2011

5Money in the Bank17th July 2011

6SummerSlam14th August 2011

7Night of Champions18th September 2011

8Hell in a Cell2nd October 2011

9Bragging Rights23rd October 2011

10Survivor Series20th November 2011

11TLC: Tables, Ladders and Chairs18th December 2011

12Royal Rumble29th January 2012

13Elimination Chamber19th February 2012

14WrestleMania 281st April 2012

Table 3.21 Pay Per View Schedule of 2011Most these PPVs are organized in various cities of USA.However, there are some of these which are also organized outside USA such as in UK, Australia, Japan, Canada, etc.

Merchandising

WWEs direct merchandise operations consist of the design, sourcing, marketing and distribution of numerous WWE-branded products, such as T-shirts, caps and many other novelty items, all of which feature WWE Superstars and Divas and logos. In the fourth quarter of 2010, fans attending domestic live events spent an average of $9.19 on merchandise.TheWorld Wrestling Entertainment (WWE) video libraryis currently the largest collection ofprofessional wrestlingvideos and copyrights in the world.It is comprised not only of past and current works byWorld Wrestling Entertainment(formerly the World Wrestling Federation) but the works of now out of business professional wrestling promotions dating back to the 1940s.As of 2010, the library stands at over 100,000 hours of content including weekly television shows,pay-per-views, and recordedhouse shows.The collection represents a very significant portion of the visual history of modern professional wrestling. In recent years WWE has made their classic holdings available to public view through theirWWE Classics On Demandvideo on demand service and various home-video releases.WWE Home Video released nine new titles in the fourth quarter of 2010, five of which that were released on Blu-ray and electronically via Apple iTunes, Sony Playstation and Amazon Video on Demand. According to Nielsen Video Scan (through January 2, 2011), WWE had six of the top 10 titles in the Sports charts in 2010, and has a commanding No. 1 position and 42 percent market share in the Sports category.Outside the United States, our new home video productions and catalog titles are distributed through international licensing agreements in the UK, Ireland, Italy, Austria, Switzerland, France, Germany, Greece, Portugal, Spain, Belgium, Holland, Canada, Japan, India, Australia, Singapore, Malaysia, Thailand, New Zealand, Brunei, South Africa, Mexico, Brazil, Argentina, Peru, Chile and the Middle East territories.WWE Merchandise is heavily into Apparels, Footwear, Headwear, Gift Cards, Accessories, Books, CDs, Video games, Key Chains, Belts, Bags, Arm Wear, Action Figures, Masks, Personalised Gear, Posters, Toys, Superstar Logo, Replicas, Mobile Accessories, etc.

Figure 3.31 Merchandise 1Few of the pictures of WWE Merchandise:

Figure 3.32 Merchandise 2

Figure 3.33 Merchandise 3Figure 3.34 Merchandise 4

Figure 3.35 Merchandise 5

Figure 3.36 Merchandise 6Theme MusicMusic is and has always been an integral part of the entertainment experience linking the WWE brand to all media platforms including television, film, radio, video games, live events, ring tones and other emerging digital technologies. In addition to composing, producing, and recording most of the music, including Superstar and Diva entrance themes, WWE Music Group licenses commercial music for use across a variety of television and pay-per-view programming needs.This past quarter, WWE partnered with Warner Brothers Records and the legendary rock band Green Day, securing the song, Know Your Enemy from the Grammy Award winning album, 21st Century Breakdown as the official program theme song for Friday Night SmackDown. Bringing this partnership full circle, WWE continues to promote the groups Tony Award winning Broadway Musical American Idiot, featuring the smash hits Boulevard of Broken Dreams and Holiday from the acclaimed studio album of the same name.The eighth annual WWE Tribute to the Troops holiday special featured live performances from Sean "Diddy" Combs' newest creation Diddy-Dirty Money and country music legend Trace Adkins. Each artist treated the more than 75,000 troops and their families in attendance to an unforgettable concert, including a collection of classic and current hit songs featuring Diddys Grammy Award winning Ill Be Missing You and his current breakout Diddy-Dirty Money single, Coming Home. Country icon Trace Adkins sang I Got My Game On and the crowd favorite Whoop A Mans Ass. The special, which aired on NBC, also showcased brand new music from chart-topping and staple WWE artists Kid Rock and Goo Goo Dolls.The accompanying musical score to WWE Studios latest film, Knucklehead was composed at WWEs television studio in Stamford, CT, along with licensed songs from recording artists Jack Ingram, Airbourne and Kari Kimmel for use in the film.

Magazine PublishingThe company's magazine division consists of WWE Magazine, WWE Specials and WWE Kids magazine.The flagship title, WWE Magazine, is a global mens lifestyle publication with native language editions in Spain, Mexico, France, Germany, Greece and Turkey. Every issue contains features, photos, exclusive interviews and access that fans wont see on television. In the United States, WWE Magazine reaches more than 5.3 million readers each month.WWE Kids magazine debuted in April 2008 and now has licensed editions in the UK, Germany, France, Mexico and Turkey.WWE StudiosEstablished in 2002, WWE Films became WWE Studios on July 21, 2008, to better represent our current focus on creating a diversified mix of filmed entertainment including theatrical releases, television movies, series, animation, reality and other projects currently in development.In January 2010, WWE Studios announced it would self-distribute and market a slate of nine films to be released through 2012. Samuel Goldwyn Films is WWE Studios theatrical distribution partner in the United States and Vivendi Entertainment is WWE Studios domestic home entertainment distribution partner.Current and upcoming films cast well-known actors and actresses in lead roles supported by WWE Superstars. These projects feature a wide range of genres including family-friendly comedies, dramas and thrillers.Legendary, an inspirational family drama, was released September 10, 2010 and stars Patricia Clarkson (Vicky Cristina Barcelona), WWE Superstar John Cena (12 Rounds), Devon Graye (Dexter), Madeleine Martin (Californication) and Danny Glover (Lethal Weapon). The movie was directed by Mel Damski (Executive Producer/Director of the USA hit series Psych) and written by John Posey.Knucklehead, a comedy adventure, was released October 23, 2010 and stars Mark Feuerstein (Royal Pains), Melora Hardin (The Office), Wendie Malick (Just Shoot Me), Dennis Farina (Law & Order) and WWE Superstar Paul Big Show Wight. Knucklehead was directed by Michael W. Watkins (Prison Break).WWE Studios recently completed production on five additional films: The Chaperone, Thats What I Am, Inside Out, Blood Brothers and Bending the Rules. Blood Brothers was shot on location in New Mexico and the other films were shot on location in New Orleans, Louisiana.The Chaperone, starring WWE Superstar Triple H, Ariel Winter (Modern Family), Kevin Corrigan (Superbad) and Annabeth Gish (The West Wing) will be released February 18, 2011. Director Stephen Herek helmed the blockbuster Bill & Teds Excellent Adventure, as well as the films, The Three Musketeers, Mr. Hollands Opus, 101 Dalmatians, Holy Man and Rock Star.Thats What I Am, starring Ed Harris (Pollock, Apollo 13, The Truman Show), Chase Ellison (Tooth Fairy) and Amy Madigan (Carnivale), was recently selected as the Centerpiece Gala by the 2011 Santa Barbara International Film Festival, where it had its world premiere on February 2, 2011. The ensemble cast also features Molly Parker, Daniel Roebuck, WWE Superstar Randy Orton, Daniel Yelsky, Alexander Walters and Mia Rose Frampton. Thats What I Am, a coming-of-age drama, is slated for release on April 29, 2011. The film was written, directed and produced by Mike Pavone, producer of Legendary and Knucklehead.

Digital Media Online/ BroadbandWWE utilizes the Internet to promote our brands; create a community experience among our fans; market and distribute our offline online and mobile products; and sell online advertising. For the past 12 months our primary website, WWE.com, attracted an average of 12.8 million monthly unique visitors worldwide. These visitors viewed an average 376 million pages and approximately 27.3 million video streams per month.WWE currently has location based websites spanning 16 countries worldwide where fans can experience WWE in their own language with a concentration on events and shows in their region. Some of the worldwide countries include China, France, Germany, India, Japan, Poland, Portugal, Spain and Turkey. Local sales agencies are selling ad inventory on WWE.com in more than 30 countries. Video Syndication

WWE currently streams its video content on Hulu.com, YouTube.com, TV.com, and other select video portals. The wide range of content includes full length episodes of Friday Night SmackDown, WWE NXT and WWE Superstars. WWE also offers short-form clips of Monday Night Raw, Friday Night SmackDown and classic content. E-Commerce

WWEShop offers the largest variety of WWE merchandise in the world. In the fourth quarter of 2010, WWE merchandise generated $5.8 million in revenues. Mobile Services

United StatesWWE provides consumers the ability to purchase wallpapers, ringtones, and voicetones at WWEs mobile site, m.WWE.com, and through partner carriers. WWE mobile alerts are also currently available on all major mobile carriers in the United States. The service features text-based exclusive information, breaking news, show previews and results.WWE has two iPhone/iTouch games, Legends of WrestleMania and SmackDown vs. Raw, distributed by THQ. Both are available through Apples popular App Store. WWE Magazine also has an app on the market, WWE Official Mobile Magazine.In addition, the WWE mobile storefront allows international WWE fans to purchase wallpaper, ringtones and voicetones from WWE.com or from m.wwe.com on their mobile phones. Fans are billed directly in local currency through their own mobile carrier or credit card.WorldwideA slate of made for mobile content is currently being delivered to 36 countries and to more than 100 carriers worldwide. WWE provides our partners with a wide range of video and standard personalization products centered around WWE Superstars and Divas, past and present.WWE UniverseOn November 19, 2008, WWE launched their online social network, WWE Universe. It initially appeared in April asWWE Fan Nation. Similar toMySpace, it offers blogs, forums, and other features for WWE fans.The social network closed its doors on January 1, 2011, however some features of the website will continue. It was announced on December 19, 2008 that WWE andWGN Americahad come to an agreement to create a new weekly, one-hour prime time series entitledWWE Superstars. On April 16, 2009 the show made its debut airing. The show features talent from all WWE brands. On February 2, 2010, it was announced that a new program calledWWE NXTwould premiere onSyfyon February 23, 2010, over theECW timeslot. Later that year NXT was removed from the Syfy lineup and was replaced withWWE SmackDownwhich had been previously broadcasting onMyNetworkTVsince October 2008.NXTcontinues to air on WWE.com. In 2008, WWE initiated a change in its programming content. The United Statesparental guidelinesrating system now rates all WWE television programs "PG" indicating family-friendly content in the programming.Vince McMahon noted that the change to more family-friendly content is due to the changing demographics in WWE viewership.As of 2010, women and young children make up 40% of the company's audience.

Wrestling in India

Considered as one of the most ancient and oldest sports in the world, wrestling in India has a glorious past. The game of wrestling started its journey in India several centuries back, during the middle ages. Wrestling is counted amongst the most prestigious and oldest events in the Olympic Games, as it was included in the Olympics in 708 B.C. In the ancient times, wrestling in India was mainly used as a wonderful way to stay physically fit. It was also used as a great way of military exercise without any weapons. Wrestling in India is also known as dangal and it is the basic form of a wrestling tournament.Wrestling in India is most famously known as Malla-Yuddha. Some forms of Malla-Yuddha were practised in India even before the invasion of the Aryans. The famous Indian epic, The Mahabharatha, has a huge mention about the mention of wrestling in India. One of the premier characters in Mahabharatha, Bhima was considered to be a great wrestler of that time and some of the other great wrestlers include Jarasandha, Duryodhana and Karna. The other Indian epic, The Ramayana, also mentions about wrestling in India and Hanuman is described as one of the greatest wrestlers of that time. The thirteenth century Mall Purana has reference of a group of Gujarati Brahmin wrestlers known as Jyesthimallas.Wrestling in India, during the ancient times, used to get regular patronage from the Emperors and Kings. The kings of pre- independence nurtured Wrestling in India to a large extent. The Indian kings used to keep the wrestlers in good diet and provide them with pulses, meat, milk, sugar and high quality sweets. The wrestlers used to keep themselves engaged inside the wrestling court and concentrate on bodybuilding, all the time. The Indian Kings had many stables and court wrestlers, who represented them against the wrestlers of their Rival Kings. During the British rule, Wrestling in India got another big push, as the British rulers included the game into the military practice. The British military including Indian soldiers got attracted to wrestling, very much.

Wrestling in India can be divided into two main categories like Malla Krida and Malla Yuddha. While Malla Krida is the sports form of the game, Malla- Yuddha is the battle version of Wrestling. There are also some other forms of Wrestling in India, out of which, the free style varieties are more common than all the other forms , since the Vedic times. The free style varieties of Wrestling in India are known as Pushti or Kushti. Wrestling in India can also be divided into 4 types like Bhimaseni, hanumanthi, Jambuvanthi and Jarasandhi, based on the technique and methodology. The technical superiority of the Wrestler matters the most in the Hanumanthi type of Wrestling. The wrestler can get the victory over the opponent of even greater strength, by his technical superiority. In the Jambuvanti Wrestling, the Wrestlers apply locks and holds to get control over the opponent. The Jarasandhi form of Wrestling is mainly focused on the breaking of limbs and joints of the opponent and hence, it is considered as the most dangerous form of Wrestling in India. The other type, Bhimaseni is for those Wrestlers, who have huge build and strength. This form of Wrestling gives pressure on acquiring the strength and then using it.

Based in the holds and methods of selecting the winner, wrestling in India can also be divided into another 2 categories like the Orthia type and Kato Pale. In Orthia type, the wrestler has to throw the opponent on the ground three times consecutively to win the match. The process continues until one wrestler comes out with flying colors. The Kato pale type of Wrestler demands the Wrestler to accept defeat by raising his right hand with the index finger pointed. However, the rules of Wrestling in India vary region wise.

Wrestling in India continued to increase its popularity till the modern days and India considered among the top 10 countries in Wrestling till the 1960s. India also hosted the World Wrestling Championship in India in 1967. Being called as Pehelwan, the Indian wrestlers take part in wrestling sport and also get training in few aspects of Judo and Jutusu. The Indian wrestlers used to compete in the wrestling competitions and practice in a 20X20 deep stone courtyard full of clay and water or milk. However, in the modern times, wrestling mats and rings have replaced them.

Wrestling in India has witnessed the rising of several eminent wrestlers, so far. The legendary Indian wrestler, Karim Bux became the first wrestler to defeat Tom Canon of England in 1892. Another eminent Indian wrestler, Goar Goho became the World Champion in Wrestling in San Francisco in 1922, by defeating the hook wrestler Ad Santel. The renowned Indian freestyle wrestler, Khashaba Dadasaheb Jadav won Bronze medal in 1952 Olympic Games. Another Indian Wrestler was Salwinder Singh Shinda, who won the Chandigarh Kesari Award, four times. Some of the other legendary wrestlers in India include Kikkar Singh, Rajeev Tomar, Arjuna Awardees like Anuj Chaudhary and Malkit Singh Kanjli.

Apart from them, in the recent years, Wrestling in India is watching the rising of the wrestlers, who have a high potential to revive the dominance of India in international Wrestling arena. The famous Indian wrestler, Sushil Kumar has won Bronze Medal in the 2008 Beijing Olympics. Apart from the conventional way of Wrestling, there is also another type of Wrestling in India that has earned significant popularity, now-a- days. This is called as sports entertainment and the World Wrestling Entertainment (WWE) and TNA are two of the most popular events in this form of Wrestling. Some Indians wrestlers have become popular in this form of wrestling also. The wrestlers include, Sonjay Dutt (TNA), Dalip Singh (the Great Khali of WWE), Dara Singh, Tiger Jeet Singh etc.

Wrestling in India is being run and managed by a number of associations at the state and national level. The national body for Wrestling in India, the wrestling Federation of India (WFI) came into existence in 1967 and it has been promoting the game in India, since then. Apart from that, there is several state level wrestling associations that are working in collaboration with the WFI for the management of Wrestling in India. The associations present many awards and wrestling titles to the Indian Wrestlers.Some of the most prestigious Wrestling titles include the Rustam I Hind that means Wrestling Champion of India, the Rustam e Punjab, The Rustam I Zamaana, and the Bharat Kesri that is given to the Best Heavy Weight Wrestlers of India.

Research Methodology

Research TopicTo study the Awareness Levels of WWE among the Youth of IndiaIntroduction World Wrestling Entertainment, Inc., a publicly traded company, is an integrated media organization and recognized leader in global entertainment. The company consists of a portfolio of businesses that create and deliver original content 52 weeks a year to a global audience. WWE is committed to family-friendly, Parental Guidance (PG) content across all of its platforms including television programming, pay-per-view, digital media and publishing. WWE programming is broadcast in more than 145 countries and 30 languages and reaches more than 500 million homes worldwide. The company is headquartered in Stamford, Conn., with offices in New York, Los Angeles, Chicago, London, Shanghai, Tokyo and Toronto.Need for Study WWE is a popular entertainment sport in the USA and it is quite famous in India. Many people especially the youngsters follow WWE in India too. However, they are able to view the events only on Television and not live since WWE does not have its shows in India. Hence, there is a need to view this form of entertainment in India live. It is a huge thing for the WWE fans to view the WWE superstars live in person. Scope of the Project The scope of the project would be limited to check the awareness levels of WWE amongst the youth of India. The research would also involve checking whether the Indian masses are ready for WWE and whether the Indian youth would pay the required amount of money to watch the live shows in India especially in Mumbai.

Objectives of the Project To find the penetration i.e. the awareness levels of WWE amongst the youth of India. To find the percentage of youth who are well versed with the WWE after categorising them into different age groups. To understand the interest level of the youth towards introducing WWE in India. To check what are the factors which attract the youth towards WWE. To check the likeability level of the youth towards WWE. To check what is the amount of money the youth of India is willing to pay to view WWE live in India.Variables under Study Age Group Gender Brand Image of the WWEResearch Design The youth of India can be roughly placed in the age range of 10 years to 40 years.Population: Youth of India Sample: Youth of MumbaiSample Size: 240Gender/ Age Group10 to 18 years old19 to 30 years old31 to 40 years oldTotal

Male305030110

Female305030110

Total6010060220

Table 5.71 Sample Size The same set of questions would be asked to all the people falling in the five brackets and the awareness levels would be gauged. Based on the inputs offered, the awareness level of the entertainment sport would be found out. The survey would also ask the audience whether they would be interested in viewing such a setup in India and whether WWE is feasible in India.

1. Method of Data Collection: Structured Questionnaires Telephonic Interviews2. Estimated Time: Research Plan: 3 weeks Questionnaire: 2 week Primary Data Collection: 5 weeks Data Analysis: 1 week Final Report Preparation: 3 weeks3. Sampling Method: Stratified Sampling4. Data Collection:Questions would be asked using a questionnaire through personal interviews to the different brackets.Telephonic Interviews would be used for friends and relatives depending on their availability.Bracket 1 people could be surveyed outside schools and coaching institutes.Bracket 2 people could be surveyed outside colleges offering graduation and post graduation degrees as also outside offices.Bracket 3 people could be surveyed outside offices and through telephonic interviews.5.8 Execution of the ProjectThe project would be executed on a weekly basis as per the deadlines set for each week after the title and the research plan has been approved.Data would be collected and then tabulated. With the help of various relevant statistical measures, the data would be analyzed.Observations, conclusions and further course of action (a decision) would be incorporated in the final report and submitted before the deadline of the submission of the project.Data Analysis

The Sample Size is as follows:10 to 18 yrs19 to 30 yrs31 yrs to 40 yrsTotal

Male305030110

Female305030110

Total6010060220

Demographic DetailsThe distribution of the sample based on their profession:

Figure 6.11 - Profession

The distribution of the sample based on the age group:

Figure 6.12 Age Group

The distribution of the sample based on the gender:

Figure 6.13 - Gender

The distribution of the sample based on the annual household income:

Figure 6.14 Annual Household Income

Individual Question AnalysisQuestion 1: How often do you watch WWE LIVE?

Figure 6.21 Frequency of Watching WWEChi-Square Test applied to the frequency of watching WWE Ho: There is no significant difference in the frequency of watching WWEHa: There is a significant difference in the frequency of watching WWE

Frequency of watching WWE

Observed NExpected NResidual

Regularly1244.0-32.0

Sometimes4444.0.0

Once in a while3544.0-9.0

Rarley5144.07.0

Never7844.034.0

Total220

Table 6.22 Frequency Table for Watching of WWE

Test Statistics

Frequency of watching WWE

Chi-Square52.500a

Df4

Asymp. Sig..000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 44.0.

Table 6.23 Chi Square Test for Frequency of Watching WWESince, p value is less than 0.05, we reject the hypothesis and conclude that there is a significant difference between the different frequencies of watching WWE i.e. the number of people watching WWE never, on a rarely basis and once in a while is much more as compared to people watching WWE sometimes and regularly.Applying Cross Tabs:Frequency vs Gender

Frequency of watching WWE * Gender Crosstabulation

Count

GenderTotal

MaleFemale

Frequency of watching WWERegularly12012

Sometimes331144

Once in a while181735

Rarley272451

Never205878

Total110110220

Table 6.24 Cross Tabulation of Frequency of Watching WWE*Gender

Figure 6.22 Bar Chart Frequency of Watching WWEHo: There is no significant difference between male and female viewership frequency of WWEHa: There is a significant difference between male and female viewership frequency of WWE

Chi-Square Tests

ValuedfAsymp. Sig. (2-sided)

Pearson Chi-Square41.718a4.000

Likelihood Ratio47.6774.000

Linear-by-Linear Association38.3921.000

N of Valid Cases220

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 6.00.

Table 6.25 Chi Square Test for Cross Tabulation of Frequency and GenderSince the p0.05, hence we accept the hypothesis and conclude that there is no significant difference in the frequency of watching WWE across different age groups.Frequency vs Profession

Frequency of watching WWE * Profession Crosstabulation

Count

ProfessionTotal

StudentServiceBusinessProfessionalSelf EmployedHousewifeOthers


Sometimes3441320044


Rarely3362505051

Never451306012278

Total143295212182220

Table 6.28 - Frequency of watching WWE * Profession Cross tabulation

Figure 6.24 Bar Chart of Frequency of WWE*ProfessionHo: There is no significant difference in the frequency of watching WWE across different professions.Ha: There is significant difference in the frequency of watching WWE across different professions.

Chi-Square Tests





N of Valid Cases220

a. 25 cells (71.4%) have expected count less than 5. The minimum expected count is .11.

Table 6.29 Chi Square Test for Frequency of Watching WWE*ProfessionSince p>0.05, we accept the null hypothesis and conclude that there is no significant difference in the frequency of watching WWE across different professions.Frequency vs Annual Household IncomeFrequency of watching WWE * Annual Household Income Crosstabulation

Count

Annual Household IncomeTotal

Below Rs. 2,00,000Rs. 2,0,000 to Rs. 5,00,000Rs. 5,00,000 to Rs. 8,00,000Rs. 8,00,000 and above


Sometimes32371144


Rarley314231151

Never512471478

Total12649351220

Table 6.210 - Frequency of watching WWE * Annual Household Income Cross tabulation

Figure 6.25 Bar Chart of Frequency of WWE*Annual Household IncomeHo: There is no significant difference in the frequency of watching WWE across different annual household income.Ha: There is a significant difference in the frequency of watching WWE across different annual household income.

Chi-Square Tests





N of Valid Cases220


Table 6.211 Chi Square Test for Frequency of Watching WWE*Annual Household IncomeSince p0.05, we accept the hypothesis and conclude that there is no difference between the reasons for watching WWE.FACTOR ANALYSIS:Factor Analysis for the above five parameters:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy..913

Bartlett's Test of SphericityApprox. Chi-Square1171.182

df10

Sig..000

Table 6.214 KMO and Bartlett Test for the Reason of Watching WWE Factor Analysis

Communalities

InitialExtraction

Liking of WWE coz of Different types of matches1.000.850

Liking of WWE coz of WWE Superstars1.000.873

Liking of WWE coz of the Entertainment, Drama1.000.844

Liking of WWE coz of the Aggression1.000.854

Liking of WWE coz of the Glamour Quotient1.000.849

Extraction Method: Principal Component Analysis.

Total Variance Explained

ComponentInitial EigenvaluesExtraction Sums of Squared Loadings

Total% of VarianceCumulative %Total% of VarianceCumulative %

14.27085.40485.4044.27085.40485.404

2.2134.25089.654

3.1993.97293.626

4.1833.66597.291

5.1352.709100.000

Extraction Method: Principal Component Analysis.

Table 6.215 Factor Analysis Variance Explained and Communalities for the Reason of Watching WWE

When factor analysis is applied, the parameters combine and only one component is obtained which means that the respondents behave in the same way towards these parameters.The five parameters are rated the same and are almost similar by the respondents.

CROSS TABS:Liking of WWE because of different types of wrestling matches: Liking of WWE because of different types of wrestling matches vs Age group of the respondents

Liking of WWE coz of Different types of matches * Age Group Crosstabulation

Count

Age GroupTotal

10 to 18 years old19 to 30 years old31 to 40 years old

Liking of WWE coz of Different types of matchesLowest4138

244412

379723

412171039

Highest713424

Indifferent265632114

Total6010060220

Table 6.216 - Liking of WWE coz of Different types of matches * Age Group Crosstabulation

Figure 6.214 - Liking of WWE coz of Different types of matches * Age Group Cross tabulationHo: There is no difference in the liking of WWE because of different types of wrestling matches within different age groups.Ha: There are significant differences in the liking of WWE because of different types of wrestling matches within different age groups.

Chi-Square Tests

ValueDfAsymp. Sig. (2-sided)



Linear-by-Linear Association.5541.457

N of Valid Cases220

a. 5 cells (27.8%) have expected count less than 5. The minimum expected count is 2.18.

Table 6.217 Chi Square Test - Liking of WWE coz of Different types of matches * Age GroupSince p>0.05, we accept the null hypothesis and conclude that there is no difference in the liking of WWE because of different types of wrestling matches within different age groups.Liking of WWE because of different types of matches vs profession of the respondents.

Crosstab

Count

ProfessionTotal

StudentServiceBusinessProfessionalSelf EmployedHousewifeOthers

Liking of WWE coz of Different types of matchesLowest50020018

2802002012

31420322023

42960400039

Highest1831200024


Total143295212182220

Table 6.218 - Liking of WWE because of different types of matches*Profession of the respondents.

Figure 6.215 - Liking of WWE because of different types of matches vs profession of the respondents.

Ho: There is no difference in the liking of WWE because of different types of wrestling matches within respondents of different professions.Ha: There is a significant difference in the liking of WWE because of different types of wrestling matches within respondents of different professions.

Chi-Square Tests

ValueDfAsymp. Sig. (2-sided)




N of Valid Cases220


Table 6.219 Chi Square Test - Liking of WWE because of different types of matches* profession of the respondents.Since p0.05, we accept the hypothesis and conclude that there is no difference in the perception of WWE on Womens Wrestling Matches within respondents of different professions.

Womens Wrestling Matches vs Age Group of the respondents

Crosstab

Count

Age GroupTotal

10 to 18 years old19 to 30 years old31 to 40 years old

Perception - Women's MatchesStrongly Agree1220537

Agree17917

Neutral914831

Disagree101415

Strongly Disagree2114


Total6010060220

Table 6.256 Cross Tabulation for Womens Wrestling Matches vs Age Group of the respondents

Figure 6.239 Bar Chart for Womens Wrestling Matches vs Age Group of the respondents

Ho: There is no difference in the perception of WWE on Womens Wrestling Matches within respondents of different age groups.Ha: There is a significant difference in the perception of WWE on Womens Wrestling Matches within respondents of different age groups.

Chi-Square Tests





N of Valid Cases220


Table 6.257 Chi Square Table for Womens Wrestling Matches vs Age Group of the respondents

Since p0.05, we accept the hypothesis and conclude that there is no significant difference between people wanting to watch WWE LIVE in India across different professions of the respondents.Annual Household Income wise how people prefer to watch WWE LIVE in India

Crosstab

Count

Annual Household IncomeTotal

Below Rs. 2,00,000Rs. 2,0,000 to Rs. 5,00,000Rs. 5,00,000 to Rs. 8,00,000Rs. 8,00,000 and above

Would you watch WWE LIVE?Yes734342196

No5305930124

Total12649351220

Table 6.277 Cross Tabulation for Annual Household Income wise how people prefer to watch WWE LIVE in India

Figure 6.256 Bar Chart for Annual Household Income wise how people prefer to watch WWE LIVE in India

Ho: There is no significant difference between people wanting to watch WWE LIVE in India across different annual household incomes of the respondents.Ha: There is a significant difference between people wanting to watch WWE LIVE in India across different annual household incomes of the respondents.

Chi-Square Tests





N of Valid Cases220

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.24.

Table 6.278 Chi Square Test for Annual Household Income wise how people prefer to watch WWE LIVE in India

Since p>0.05, we accept the hypothesis and conclude that there is no significant difference between people wanting to watch WWE LIVE in India across different annual household incomes of the respondents.

Question 8:How much would you be willing to pay to watch WWE LIVE in India?

Figure 6.257 Pie Chart showing Amount Willing to Pay to watch WWE Live50% of the respondents would not be willing to pay any amount for watching WWE LIVE in India i.e. these respondents would not be interested to watch it LIVE in India.The money bracket of Rs. 300 to Rs, 600 has received the highest response i.e 32% of the interested respondents would be willing to pay an amount between Rs. 300 to Rs.600 to watch a show LIVE in India.

CROSSTABs used for this question:Gender wise how much are the respondents willing to pay to watch WWE LIVE in India?

Crosstab

Count

GenderTotal

MaleFemale

How much are you willing to pay?Under Rs. 1008412

Rs. 100 to Rs. 300171128

Rs. 300 to Rs. 600211536

Rs.600 to Rs. 100019726

Above Rs. 1000729

Not interested to watch it LIVE3871109

Total110110220

Table 6.279 Cross Tabulation for Gender wise how much are the respondents willing to pay to watch WWE LIVE in India

Figure 6.258 Bar Chart for Gender wise how much are the respondents willing to pay to watch WWE LIVE in IndiaHo: There is no difference in the amount which the respondents are willing to pay to watch WWE LIVE in India across different genders.Ha: There is a significant difference in the amount which the respondents are willing to pay to watch WWE LIVE in India across different genders.

Chi-Square Tests





N of Valid Cases220


Table 6.280 Chi Square Test for Gender wise how much are the respondents willing to pay to watch WWE LIVE in IndiaSince P

p937 acceptability of wwe in india mukul mehra

Documents

india acceptability

research project

wwe event

awareness levels of

simsree amarket research

youth of india

applications project

project theme