This document gives an overview of marketing strategies of Star India Pvt. Limited.

2. Environmental analysis of Indian mass channel market in cable industry…….……03

3. Scope of the study……………………………………………………………….….03

4. Marketing & promotion strategies of STAR India Pvt. Limited……………….…..04

5. Service differentiation management by STAR……………………….….………....07

6. Management of service quality by STAR……………………………….………….11

7. Managing productivity by STAR…………………………………………………..12

8. Current scenario &SWOT analysis of STAR………………..……………………..12

9. Conclusion………………………………………………………………………….14

12. The analysis shows that Star Plus, which is the leader in this category due to its appealing content and packaging, yet it needs to innovate continuously to maintain the edge. Sony, now firmly second place, has offered certain innovative programmes but needs a greater variety.

13. SCOPE OF THE STUDY:

14. The scope of the study is to emphasize importance of marketing and promotion strategies in mass TV channel market of India.

16. MARKETING & PROMOTION STRATEGIES OF STAR INDIA PVT. LIMITED:

17. Following are the key marketing strategies which makes STAR India “The market leader”.

18. Maintaining aggressive promotion and packaging approach for all programmes.

19. For Example, Star promoted recently started TV show “Sach Ka Samna” in such a way that it created excitement in viewers’ mind.

20. Hold on to the leadership position in 10-11 pm slot through timely innovations based on audience feedback. Hold feedback sessions in the form of discussions arranged for viewers of particular programmes.

21. Again taking example of “Sach Ka Samna”, Star timed the program from 10-11 pm.

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23. For the feedback of the program, STAR launched a website http://www.sachkasaamna.com which is having feedback session and a funny online lie detector test which we can use on our friends. So it creates a kind of excitement in viewers’ mind.

24. Expand the market by launching programmes that are relatable to all generations’ audience.

25. STAR concentrate on each age group of viewers and broadcast programmes at specific time.

27. For example, world TV premier of popular Hindi movies like “ Jane Tu Ya Jane Na”.

28. Advertisement of programmes by print media:

29. Star advertises about their programmes by news papers, hoardings and internet in a pleasant manner to promote and advertise their current and new shows.

30. This advertisement shows such a slogan or tagline about the next episode that create curiosity in viewers.

33. India is a country of festivals. We have countless festivals in all seasons. Looking towards the Indian culture, STAR celebrates all the festivals in their daily shows.

34. 314325081280They invite celebrities in their shows during festival season.

35. They decorate the home of daily TV serials according to festivals and show them celebrating festivals in pure Indian culture, which in tern attracts people towards the shows and hence channel.

36. Broadcasting famous TV show for full day:

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38. STAR frequently broadcast some of their very famous TV shows during vacation season to promote their channel through popularity of that particular TV show.

40. STAR organizes “STAR Parivar Awards” every year. In that, they invite people associated with STAR India and gives awards in various categories. This strategy has given STAR a family image

42. STAR has covered all areas of entertainment through various channels. Currently STAR is having 21 channels in India which include music, movies, sports, entertainment and regional channel.

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45. A trendy music and lifestyle hotspot for the Indian youth

47. Asianet Plus (Malayalam)

48. Sitara (Telugu)

49. Star Ananda (Bengali)

50. Star Jalsha (Bengali)

51. Star Majha (Marathi)

52. Star Pravah (Marathi)