A brand of Star Group

Category: Entertainment TV Channels

Competitors: Sony & Colors

STRATEGIC
BRAND
MANAGEMENT
Group 1

Aarushi Agarwal

Abhishikha Agarwal

Aparna Nerurkar

Prerit Bhuptani

Tanvee Asawa
Questionnaire
1. Name

2. Age

3. Gender

4. Which Indian entertainment channel do you watch the most?

- Star Plus

- Sony

- Colors

5. What are the top 3 channels that come to your mind when you think of
entertainment channels?
-(Upto Choice)

6. When you think of Dance reality shows, which one do you follow?
- Dance Plus

- Dance India Dance

- Jhalak Dikhla Jaa

7. When you think of reality shows, which one have you watched the most?
-(Upto Choice)

8. When at home, How often do you watch Star Plus?

- Once a week

- Thrice a week

- Rarely

11. Which channel, other than your routine channels are you open to watching
content from?
- Star Plus

- Sony

-Colors
Target Group
Our target group comprised of Men and Women in the age group

30-45, we received a total of 42 responses.

Most Often Used Brand

We asked our respondents which was their most liked Television Entertainment

Brand, then we also tallied this answer with their answer for which are the first

three brand that come to mind when you think about Television Entertainment

Brands.

Total Awareness
We have divided this paramter unto three parts: Aided Recall | Unaided Recall |

Top of Mind Recall

Top of Mind Recall

we asked our respondents which are the first three brand thats they think of when

they think about Television Entertainment Channels.

Aided Recall

We gave our responded 3 Dance Reality Shows and asked them to rank them in

order of preference, we then traced them to their respective TV Channels.

Unaided Recall

We gave our responded an open ended questions where we asked them to state

rank their three most loved Reality shows, we then traced them to their respective

TV Channels.

Trial / Repeat Ratio

To measure this, we asked our respondents the frequency at which they watched

Star Plus. We also gave them options and asked them to choose which channel

they would be open to watching content from to gauge this.

Star Plus Funnel
Competitor Funnels
Hypothesis
1. Since the repeat/trial ratio is only 22%, which is significantly lower than Sony

and Colors, Star Plus needs to concentrate on the type of content it produces. The

respondents were majorly older millennials who are clearly not content with the

type of shows being shown on StarPlus.

2. MOUB(Most often used brand) is also a concern for Starplus. It has the lowest

MOUB (7%) for the selected respondents, while Sony has it at 15% and Colors have

an MOUB of 12%.

3. Based on the Total Awareness parameter is not the first ranked, only observing

the responses more closely we found that the Unaided recall of Star Plus is low and

this could use some work. In comparison Colors is performing better than Star.
Sales & Marketing
Strategy for Star Plus
Sta Plus should look for an omnichannel synergy between the Television

broadcasting and online video streaming, making it a seamless consumer

experience for its audience.

Leverage Digital Properties: Youtube, Instagram, Twitter & Google+ to be able

to capture customers on different platforms to increase TOMA and become

leader on this parameter. Brand consistency should be maintained across all the

platforms to increase retention and Brand recall.

Keep posting steadily as required on Facebook: thrice a week, Instagram: thrice

a day, Twitter: 12 tweets a day & Youtube: 2 videos clips a week in order to be

visible and get traction from the Target group.

Use Influencer marketing by tying up with content influencers on various

platforms to promote existing and new shows. Take regular feedback from these

influencers about the public sentiment of the shows about whether they like a

show or not, what is it that they enjoy, what are their complaints, etc.

Use Radio as a medium: people traveling by cabs, OLA/Uber and Meru will

develop a recall about StarPlus as a channel and it’s shows.

Keep launching interactive and gamification based campaigns, particularly with

reality shows, eg. like the lie detector on the ‘sach ka saamna’ website they

launched in the past, Play along feature of Sony’s KBC, etc.

Promote Celebrity Award functions extensively, encourage voters to participate

in them to generate engagement.

Do more youth-centric and relatable shows at prime time: 9 PM to 11 PM to stay

relevant and increase audience volumes and widen viewer age group range.
Sales & Marketing
Strategy for Star Plus
Do OOH ads, ads on other channels before the launch of any new show on the

channel to generate hype

Wall to wall campaigns with a theme like the current one,’Rishta wohi, soch nayi’

resonates with the current mass audience most, women in their middle ages and

older millennial women

A majority of the audience for StarPlus is women, and the mindset of our country

is evolving and moving fast towards women empowerment, hence shows which

focus on such values will garner more viewers.Such insights should be drawn on

continuous basis by analysing the consumer and cultural trends.  

Creating packages by bundling different channels in the Star Portfolio based on

consumer preferences may increase the sales (This can be done through Service

providers like DishTV, Airtel TV, etc)

Also, do mobile ad campaigns as it is perhaps one of the most used mediums in

the youth nowadays (TV to Mobile campaigning)

Display advertisements on different star channels, Hindi being the prime

language, people will understand it on regional Star channel and this will

increase adoption amongst new customers.

Do contests on Instagram to engage viewers on a regular basis.