Marketing Strategy
Q1. Shubiksha, started out as the
cheapest supermarket cum superstore in town but today it has become an
irrelevant brand. Lot of efforts are on to revive the same. Can you suggest
some strategies for the same?
Q2. Hindustan Times has started
charging for its weekend magazine Brunch as it feels it is not able to reap the
benefits by giving it free of cost. This is in stark contrast to Times of India
which gives at least one newspaper free with its daily paper. Can you compare
these strategies? (10 Marks)
Q3. Hotstar is owned by Novi
Digital Entertainment Private Limited, a wholly owned subsidiary of Star India
which was launched in January 2015. But star officially launched the domain and
the mobile app in February 2015, just before the ICC cricket world cup 2015. It
has expanded its offering with 35,000 hours of content, spread across 8
languages from the entertainment, movie and sports channels.
Objectives of Launching Hotstar:
In India, the internet speed is a
problem. So, the initial aim for the developers to make the platform to operate
even at as low as 50kbps. So, great video experience on any bandwidth – even on
2G! It was developed such a way so the application can run on as many as 7,000
operating systems any screen sizes.
According to a survey, more than
78% of the 152 million Indian internet users are mobile and the average
spending on mobile internet is Rs. 235 per month. So, surely Star has seen some
potential in Hotstar to be a game changer. STAR INDIA is expecting that the
platform will contribute around 20-25% to the overall revenue for the company
in the next 4 years.
Approach/ Strategy Adopted:
In case of watching videos,
everybody prefers YouTube, but in case of latest movies and television shows
YouTube cannot satisfy users’ expectations. And here comes the Hotstar app. The
Daily Soaps are not the only thing that you can watch on this app, it even lets
you stream live telecast of nearly every international sport on your Phone that
has been broadcasted on any of the Star Sports channel. With 10 million
downloads in the 40 days since its launch, Star India’s mobile application
Hotstar is undoubtedly the hottest digital media product today.
There are about 20,000
advertisers on television for this newly launched platform across all TV
channels. Whereas there are 500,000 advertisers on digital marketing platforms.
Digital media is expected to grow at 37% in 2015, compared with an average rate
of 35% over the last two years, so star India will open a large scale of
advertising in this country. It approaches to a larger and valuable target
audience, the younger generation and those in the 25-and-above age bracket,
wanting to consume content on the go.
Moreover, Hotstar has done
brilliant job when it comes to optimizing the search engines. More than 12% of
their visitors come from search engines like Google, Bing, MSN and Yahoo. The
investment on this platform by Star stands around Rs 1,200 crore over five
years.
Top Features of Hotstar:
1. You can share any content on
Hotstar with your friends on Facebook & Twitter.
2. You can watch movies which are
available in the library for free.
3. A lot of popular old shows
like The Great Indian Laughter Challenge, Khichdi & Sarabhai vs. Sarabhai
are available with all episodes.
4. TV Channels (shows from which
are available) include Asia net, Channel V, Life OK, MAA, Star Jalsha, Star
Plus, Star Pravah, Star Utsav, Star Vijay, Star World & Suvarna.
5. You can add that video to your
playlist and watch them later.
6. You can even download many
shows to watch them offline.
Accomplishments:
It was launched on 1st of
February and became the fastest to cross one million download marks in six
days. It outdid apps like Facebook (10 months), Instagram (2.5 months) and
Twitter (one year), the app has managed to achieve an average TSV (time spent
per viewer) of 24 minutes a day.
According to ALEXA, Hotstar is
now ranked 123 among all websites in India, and the global rank is 1997, which
is improving day by day. It is the most reached online sports platform
according to the Tele Web Audience Measurement system.
a. What strategies seem working
for Hotstar? (5 Marks)
b. What strategies should
competitors apply to compete with Hotstar? (5 Marks)
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