A study of Blockbuster Bollywood Movies Marketing Strategies

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Mini Project Report MBA I Year 2015-16
DEPARTMENT OF MANAGEMENT SCIENCE
DR.Babasaheb Ambedkar Marathwada University
Aurangabad
PROJECT REPORT ON
A STUDY OF BLOCK BUSTER BOLLYWOOD MOVIES
MARKETING STRATEGIES-(2005-14).
SUBMITTED BY
SHRINATH BORUDE
SUYOG KULKARNI
SHEKNATH DAWANE
Project Guide By:
PROF.RAM KALANI SIR.
Department of Management Science.

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UNIVERSITY DEPARTMENTOF MANAGEMENTSCIENCE
Dr. Babasaheb Ambedkar Marathwada University,
Aurangabad
CERTIFICATE
THIS IS TO CERTIFY THAT STUDENTS OF MBA 1ST
YEAR THE PROJECT
REPORT ENTITLED “A STUDY OF BLOCK BUSTER BOLLYWOOD
MOVIES MARKETING STRATEGIES (2005-14).”IS SUBMITTED BY
MR. SHRINATH BORUDE MR. SUYOG KULKARNI
MR. SHEKNATH DAWANE
IS THE BONAFIDE
WORK COMPLETED UNDER MY SUPERVISION AND GUIDANCE AS THE
PARTIAL FULFILLMENT OF REQUIREMENT FOR THE M.B.A.(II- SEM) IN THE
DEPARTMENT OF MANAGEMENT SCIENCE DURING THE ACADEMIC YEAR 2015-
2016
PLACE: AURANGABAD
DATE: 11/04/2016
PROF.RAM KALANI DR ABHIJIT SHELKE
( GUIDE) (DIRECTOR)

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ACKNOWLEDGEMENT
FIRST OF FORE MOST WE WOULD LIKE TO THANK THE
ALMIGHTY,WHO BESTOWED UPON US PATIENCE,
STRENGTH AND ABILITY TO EMBARKUPON THIS WORK
AND CARRY IT TO ITS COMPLETION.
WE ARE THANKFULL TO OUR GUIDE PROF. RAM KALANI
FOR HIS VALUABLE GUIDANCE. WE WOULD ALWAYS BE
THANKFUL TO HIM FOR THE CRITICAL ANALYSIS OF OUR
PROJECT. WE ARE IN DEBT FOR HIS SUGGESTIONS THAT
MADE US THINKING.
Submitted By
MR. SHRINATH BORUDE
MR. SUYOG KULKARNI
MR. SHEKNATH DAWANE

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INDEX
SR.NO. PARTICULAR PAGE NO
1 INTRODUCATION 5
2 NEED 11
3 OBJECATIVE 12
4 HYPOTHESIS 12
5 SCOPE 12
6 REVIEW OF LITERATURE 13
7 RESEARCH
METHODOLOGY
13
8 DATA ANALYSIS 16
9 DATA INTERPREATION 17
10 FINDING 18
11 CONCLUSION 19
12 SUGGESATIONS 20
13
BIBILIOGRAPHY
21

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INTRODUCTION
BOLLYWOOD ISTHE LARGESTFILMPRODUCING INDUSTRYIN
THE WORLD.THE NAME OF “BOLLYWOOD”IS A PORTMANTEAU
TAKENFROM BOMBAY (THE FORMER NAME MUMBAI) THE
OXFORD ENGLISHDICTIONARYINCLUDED THE TERM IN THE
YEAR 2003.IN RECENT YEARS,THERE HAS BEEN GROWING
INTEREST AND AWARENESS OF INDIANCINEMA,AND AS SUCH
MANY UNIVERSITIES,COLLEGES AND OTHER EDUCATIONAL
INSTITUTIONS HAVE DEVELOPEDAND INTRODUCED SEVERAL
COURSES.
INDIANCINEMA AND CULTURE IS A VITAL ASPECT OF SOUTH
ASIANPROGRAMS,AND WE HAVE WITNESSED THAT THERE HAS
BEEN GROWING INTERESTIN THE SCHOLARLYSTUDY OF
BOLLYWOOD AND INDIANCINEMA AMONG SOUTH ASIAN
DIASPORA.IN RECENT YEARS MOVIES PRODUCED IN INDIA HAVE
RECEIVED INTERNATIONALATTENTION.MOST RECENTLY,
THERE HAVE BEEN SUCCESSFUL EFFORTS INTHE
COPRODUCTIONS OF HINDI AS WELL AS ENGLISHMOVIES BY
HOLLYWOOD AND BOLLYWOOD PRODUCERSAND DIRECTORS.
MANY INDIAN ACTORS AREWORKING IN HOLLYWOODFILMS AND
SIMILARLYA NUMBER OF AMERICANAND BRITISHACTORS ARE
ALSO APPEARING IN BOLLYWOOD MOVIES.THE MAJORITYOF
INDIANFILMS ARE NOW PRODUCED WITHENGLISHSUBTITLES,
AND THUS MANY PEOPLE AROUND THE GLOBE LOVE TO WATCH
AND GET ACQUAINTED WITHINDIANHISTORY, CULTURE AND

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SOCIETYTHROUGH THE MOVIES.AS WE ARE DISCUSSING
STARTEGIESAND REASONARE THERE BECAUSE OF THE
MOVIES ARE LISTED IN BLOCKBUSTER MOVIES.THEREARE
VARIOUS STRATEGIES AND REASONLIKE MARKETTING
.MARKETTING IS ONE OF STRATIGIEBECAUSE OF THAT THE
MOVIE BEING HIT.
MARKETING HAS GREAT EFFECTON THE SUCCESS OR FAILURE
MOVIE AT THE BOX OFFICE.MARKETING IN BOLLYWOOD IS NOT
NEW BUT STRATEGIES CHANGE WITHTIME .BOLLYWOODIS A
BACKBONE OF ENTERTAINMENT INDUSTRY IN INDIA
.BOLLYWOOD MOVIES NOW GET A GLOBAL EXPOSURE AS A FEW
BOLLYWOOD MOVIESGOT ENTRY IN OSCARS AND RELEASES IN
MANY COUNTRIES AT A TIME. THE GLOBALEXPOSURE
PRESSURE OF PROMOTIONGETS INCREASE TO PERSUADE
INDIANS AS WELL AS FOREIGNERS.SUCCESS OF MOVIES
DERIVEDFROMBOX OFFICE COLLECTION.
.
MARKETING CONCEPT
THOSE COMPANIES WHO BELIEVE INTHIS CONCEPT ARE OF THE
OPINIONTHAT SUCCESS CAN BE ACHIEVED ONLY THROUGH
CONSUMER SATISFACTION.THE BASIS OF THIS THINKING IS
THAT ONLY THOSE GOODS/SERVICESHOULD BE MADE
AVAILABLE WHICHTHE CONSUMERS WANT OR DESIRE AND NOT
THE THINGS WHICH YOU CAN DO.
IN OTHER WORDS,THEY DO NOT SELL WHAT THEY CAN MAKE
BUT THEY MAKE WHAT THEY CAN SELL. KEEPING IN MIND THIS

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IDEA,THESE COMPANIES DIRECTTHEIR MARKETING EFFORTS
TO ACHIEVE CONSUMER SATISFACTION.
MARKETING PROCESS
THE MARKETING PROCESS OF A COMPANY TYPICALLY INVOLVES
IDENTIFYING THE VIABLE AND POTENTIAL MARKETING
OPPORTUNITIES IN THE ENVIRONMENT, DEVELOPING STRATEGIES
TO EFFECTIVE UTILISE THE OPPORTUNITIES, EVOLVING SUITABLE
MARKETING STRATEGIES, AND SUPERVISING THE
IMPLEMENTATION OF THESE MARKETING EFFORTS.
STEPS IN MARKETING PROCESS
1. SITUATION ANALYSIS
IN THIS PHASE THE MAKER TRY TO FIND OR ANALYSE THE
SITUATION WHAT AUDIENCE WANT TO SEE AND SERVES AS THE
BASIS OF IDENTIFY OPPORTUNITIES TO FULFIILL THE WANTS AND
THE NEED OF AUDIENCE .
2. MARKETING STRATEGY
AFTER IDENTIFYING THE OPPORTUNITIES A STRATEGIC PLAN IS
DEVELOPED TO PURSUE THE IDENTIFIED OPPORTUNITIES.IN
WHICH THEY DECIDE TO WHOM THEY WANT AS A ACTOR OR
ACTRESS
.
3. MARKETING MIX DECISIONS
AT THIS STEP DETAILED TACTICAL DECISIONS ARE MADE FOR THE
CONTROLLABLE PARAMETERS OF THE MARKETING MIX. IT
INCLUDES – SHOOTING ,RELEASING POSTERS ,LAUNCHING SONGS
,PROMOTIONAL DECISIONS.

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4. IMPLEMENTATION AND CONTROL
FINALLY, THE MARKETING PLAN IS IMPLEMENTED AND HERE IS
THE TIME TO TAKE DECISION OF RELEASING A MOVIE AS THE
RESULTS OF EFFORTS ARE MONITORED TO ADJUST THE
MARKETING MIX ACCORDING TO THE CHANGES.

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TYPES OF MARKETING (INDUSTRY WISE)
1)INDUSTRIAL MARKETING
IS THE MARKETING OF GOODS AND SERVICES BY ONE
BUSINESS TO ANOTHER. INDUSTRIAL GOODS ARE
THOSE AN INDUSTRY USES TO PRODUCE AN END
PRODUCT FROM ONE OR MORE RAW MATERIALS.
STRATEGIES
MARKETING SUPPORTS SOLUTION SELLING THROUGH
METHODS LIKE ACCOUNT-BASED MARKETING—
UNDERSTANDING A SPECIFIC TARGET ORGANIZATION'S
REQUIREMENTS AS THE FOUNDATION OF A MARKETING
PROGRAM.
1
• INDUSTRIALMARKETING
2
• AGRICULTURAL MARKETING
3
• ENTERTAINMENTMARKETING

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2)AGRICULTURAL MARKETING
MARKETING IS THE PROCESS THAT AN AGRICULTURAL PRODUCT GOES
ON ITS WAY FROM THE PRODUCER TO THE CONSUMER.
STRATEGIES
1) COMMODITY MARKETING
2) DIRECT MARKETING
3) ENTERTAINMENT MARKETING
THROUGH A COMPREHENSIVE SOCIAL STRATEGY,
ENTERTAINMENT MARKETING PROS CAN TAKE ADVANTAGE
OF PLATFORMS LIKE FACEBOOK AND TWITTER TO ENGAGE
WITH A TELEVISION AUDIENCE IN REAL TIME. WHETHER VIA
DESKTOP COMPUTERS, SMARTPHONES OR TABLETS,
CONSUMERS ARE JUMPING ON SOCIAL PLATFORMS

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NEED OF THE PROJECT
OF LATE, THE INDIANMOVIES ARE VITAL ASPECT AND
BOLLYWOOD ISTHE LARGESTPRODUCING INDUSTRYIN
THE WORLD.
UPTO TODAY THERE ARE THOUSANDS OF MOVIES AND
SOME OF THEM ARE HITS AND SOME ARE NOT GOOD
ENOUGH TO PERFORMON BOX OFFICE. TO KNOW THE
STRATIGIESUSING TO PROMOTE THE MOVIES .THE FAST
SPREAD WIRELESS COMMUNICATIONAND DIGITAL
TECHNOLOGIES OF THE INTERACTIVE MEDIA WORLD HAVE
ENABLED AUDIENCE,ESPECIALLYYOUTH TO EXPERIENCE
THE CINEMA AND ITS SEMIOTICS,MORE PERSONALLY,
INTERACTIVELY,LOCALLYAS WELL AS GLOBALLY.IT IS
NECESSARYTO STUDY THE VIEWING HABITS OF THE
AUDIENCE AND WEATHER EXPOSURE TO BOLLYWOOD
CINEMA AMONG YOUTH IS HELD RESPONSSIBLEIN
CONSTRUCTING PERCEPTIONS .

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OBJECTIVES
 TO STUDY THE BOX OFFICECOLLECTIONOF BOLLYWOOD
MOVIES DURING THE PERIOD OF STUDY.
 TO REVIEW THE MARKETING STRATEGIES USED IN MAKING
THE BOLLYWOOD MOVIES SUCCESSFUL.
HYPOTHESIS
 “SUCCESS OF BOLLYWOOD MOVIES IS INDEPENDENT OF
MARKETING STRATEGIES”.
SCOPE
THE INDIAN FILM INDUSTRY OR BOLLYWOOD IS
POPULARLYKNOWNAS THE HINDI MOVIE MAKING
MACHINERY.IT IS AN INTERESTING STUDYAND ERA OF
KNOWLEDE , SKILLS ,AND UNDERSTANDING THE NEED OF
AUDIENCE – NOT JUST FOR MOVIE FANS BUT ALSO FOR
THE BUSINESS-WORLD.BYTHE STUDY OF BLOCKBUSTER
BOLLYWOOD MOVIESWE CAN UNDEARSTAND THE
PERCEPTIONS OF INDIAN YOUTH TOWARDS THEIR
LIFESTYLE ALIGNED FACTORSAND THEIR ASSOCIATION
WITHMEDIA CONVERGENCE CULTURE,SIX KEY VARIABLES
ARE IDENTIFIED,LIKE –MEDIA CONVERGENCE CULTURE,
PHYSICAL APPEARANCE,SOCIALIZING ACTIVITIES,CAREER
DECISIONS,FAMILYNORMS AND SEXUAL NORMS. BY
MEDIUM OF MEDIA WE CAN TRANSIT OUR THOUGHT
,CULTURE IN THE GLOBE.

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.
REVIEW OF LITERATURE
THE FOLLOWING REVIEW
1)IIMB JOURNALS ON BLOCKBUSTER BOLLYWOOD MOVIE
2)E-MARKETING OF BOLLYWOOD MOVIES—KUMAR
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY THE AIM OF REQUIREMENT
ANALYSIS IS TO UNDERSTAND THE EXACTLY HOW THE
MOVIES ARE LISTED AS BLOCKBUSTER MOVIES? IT IS THE
STUDY HOW THE BOX OFFICE COLLECTION DEFINED THE
MOVIE BLOCKBUSTER.
THERE ARE TWO TYPES OF DATA:
1] PRIMARY DATA
2] SECONDARY DATA
PRIMARY DATA IS THE DATA WHICH IS COLLECTE BY
OBSERVATION,SURVEYS,QUESTIONNAIRE,PERSONNEL INTERV
IEW.WHERE AS THE SECONDARY DATA REFERS TO THOSE
DATA, WHICH HAVE BEEN GATHERED, FROM THE AGENCY &
COMPANY ITSELF. SECONDARY DATA ANALYSIS IS A TIME
SAVING .FROM THIS DATA WE CAN HAVE COLLECTED
DATA AND, PARTICULARLY IN THE CASE OF QUANTITATIVE
DATA, CAN PROVIDE LARGER AND HIGHER-
QUALITYDATABASES THAT WOULD BE UNFEASIBLE FOR ANY

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INDIVIDUAL RESEARCHER TO COLLECT ON THEIR OWN. IN
ADDITION, ANALYSTS OF SOCIAL AND ECONOMIC CHANGE
CONSIDER SECONDARY DATA ESSENTIAL, SINCE IT IS
IMPOSSIBLE TO CONDUCT A NEW SURVEY THAT CAN
ADEQUATELY CAPTURE PAST CHANGE AND/OR
DEVELOPMENTS. HOWEVER, SECONDARY DATA ANALYSIS
CAN BE LESS USEFUL IN MARKETING RESEARCH, AS DATA
MAY BE OUTDATED OR INACCURATE. WE COLLECT THIS
DATA FROM OFFICIAL SITES WHICH IS UPDATED
REGULARLY.

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RESEARCH PROCESS
1 WE HAVE RESEARCHAND ARTICLES JOURNALS AND
OUBLISHPAPERS AND RELATED CASE STUDIES.
2 WE ARE A FIND OUT ALL MOVIES RELEASE IN YEAR
DURING STUDY OF PERIOD.
3 AFTER THAT WE COLLECT THE B.O.C. OF THE RELEASES
MOVIES.
4 ON THE BASIS OF B.O.C WE SORT OUT TOP 10 MOVIES
YEAR WISE DURING THE PERIOD.
5 AFTER THAT WE ARE FINDINGS MARKETING STRATEGY
FOR THOSE MOVIES.
6 AFTER THAT WE WERE RESEARCH ON TOP 10
BOLLYWOOD MOVIES WHY THEY ARE SUCCESS?.

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DATA ANALYSIS
ANALYSIS OF DATA IS A PROCESS OF INSPECTING,
CLEANING, TRANSFORMING, AND MODELING DATA WITH
THE GOAL OF DISCOVERING USEFULINFORMATION,
SUGGESTING CONCLUSIONS, AND SUPPORTING DECISION-
MAKING. DATA ANALYSIS HAS MULTIPLE FACETS AND
APPROACHES, ENCOMPASSING DIVERSE TECHNIQUES
UNDER A VARIETY OF NAMES, IN DIFFERENT BUSINESS,
SCIENCE, AND SOCIAL SCIENCE DOMAINS.
WE ARE ALL DATA ANALYSIS DURING THE STUDY PERIOD
2005 TO 2014

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DATA INTERPRETATION
BASE ON DATA ANALYSIS WE ARE FIND SOME SPECIAL
INFORMATION AND WE ARE INTERPRETATION IN DATA
RELEATED TO OUR HYPOTHESIS.

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FINDING
1) MARKETTING PLAYS AN VITAL ROLE IN BLOCKBUSTER
MOVIES
2) THERE ARE ALSO SOME MOVIES WHICH ARE LISTED AS
HIT WITHOUT MARKETTING JUST BECAUSE THEY BASED
ON REAL LIFE
3) SOME MOVIES NOT USED THE MARKETING STRATEGES
BUT THEY WERE SUCCECCED IN INDUSTRY.
4) LOW BUDGET MOVIES IS ALSO HAVING SUCCESS BECAUSE
OF ONLY THEY DONE MARKETING.
5) SOME MOVIES ARE THERE WHICH DID NOT MAKE MONEY
BUT STILL THEY ARE COUNT AS BLOCKBUSTER MOVIE.

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CONCLUSION
MARKETING STRATEGYIS MOST IMPORTANT . IN
BOLLYWOOD MOVIES BECAUISE OF THIS ONLY 70%
MOVES ARE BLOCKBUSTER.
WE LEARN MANY THINGS WITHOUT BOOKS
WE LEARN PREDICTIONABILITY TO WHICH MOVIE
SUCCEFUL OR NOT.
A. FROMTHE PERIOD OF STUDY AND TOTAL NO.OF
MOVIES SURVEYED IT IN CONCLUDED THAT IN THE
SUCCESS OF MOVIES (COLLECTION WISE ) THE ROLE OF
MARKETING STATEGIES IS HIGH.
B. APART FROMMARKETING STRATEGIES USED FOR
MAKING THE MOVIES SUCESSFULN,FOLLOWING FACTOR
ARE ALSO RESPONSIBLE FOR THE FACTOR.
A. STORYLINE
B.CHARACTERIZATION
C.TRAILOR

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SUGGESATIONS
1) EVERY MOVIE MUST DO PROPER STORYLINE.
2) COST OF PRODUCTIONIS NOT IMPORTANT IN EVERY
MOVIE BUT GOOD PROMOTIONIS VERY IMPORTANT.
3) EVERY MOVIE SEARCH UNIQUENESS IN THE MOVIE AND
PROMOTETHERE MOVIE BY USING THAT.

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BIBILIOGRAPHY
BOOKS
MARKETING MANAGEMENT: PHILIP KOTLER
FINANCIAL MANAGEMENT: KHAN & JAIN
RESEARCH METHODOLOGY: C.R.KOTHARI
WWW.HINDUSTANTIMES.COM
WWW.BUSINESSOFCINEMAS.COM
WWW.ECONOMICSTIMES.COM
WWW.ADDTODAY.COM
WWW.IBOSNETWORK.COM
WWW.DOINGBUSINESSINMAHARASHTRA.ORG./ENTERTAIN
MENT.ASPX
HTTP://IBNLIVE.IN.COM
WWW.BOLLYWOODLIFE.COM
WWW.WIKIPEDIYA.COM
WWW.FORBESINDIA.COM

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