SlideShare a Scribd company logo
1 of 25
Download to read offline
DIRECTI CASESTUDY CONTEST
               Team: ConArtists
     Sairam Kandaswami pgp27113@iiml.ac.in



                     Indian Institute of Management, Lucknow



                        Cine Vue
                                    - A window to tinseltown
Executive Summary


                  Cine Vue – A Comprehensive Movie Portal
                      - Comprehensive, veritable data on Indian movies
1   The Product        - DVD purchase option comparing multiple online vendors
                       - VOD service for parallel cinema on site, access to BigFlix for other movies
                       - Film Making portal bringing together industry stalwarts and aspirants



                  Target audience segmented into two brackets

2   The Market         - General Audience: 18-34 years old, educated
                       - Focused Groups: Production houses, independent producers etc.




                  Key Marketing Initiatives
                      - Use of social media to aid in WOM advertising
    Marketing
3    Strategy
                       - Use of Google Ads and Facebook Ads for online advertising
                       - Affiliate marketing using collaboration with Bigflix and Bookmyshow
                       - Direct marketing in the form of college shows and events



                  Main Revenue Streams
     Revenue          - Selling Targeted Advertising space on the website
4    Streams
                       - Revenue sharing agreement with affiliate partners like BigFlix
                       - Subscription revenue from aspiring writers and producers
                       - Sale of video-on-demand (VOD) service relating to parallel cinema
1
                                       Agenda




    1   State of the Film Industry


    2   Internet in India



    3   Gap Analysis – Movie Portals



    4   Our Product



    5   Marketing Strategy



    6   Monetization Plan
2
                                                                                                      State of the Film Industry

          Industry is expected to grow at a CAGR of 10.1%                                        Distribution of revenue across sources

                                                                  150.3
                     Industry Size in INR Billion                                   C&S Rights                                       Ancillary
                                                        134.5                         11%                                         Revenue Streams
                                             121.1                                                                                      5%
                                  109.7                                       Home Video
                         100                                                     2%
              92.9
   83.3
                                                                             Overseas
                                                                             Theatrical
                                                                                8%




                                                                                                                                          Domestic
                                                                                                                                          Theatrical
   2010       2011      2012P     2013P      2014P     2015P      2016P
                                                                                                                                            74%



                                                   Home Video to decrease at an annual rate of 15%



                                               2
                                                          1.7
                                                                       1.4
                                                                              1.2
                                                                                                 1
                                                                                                         0.9




                                             2011        2012E       2013P   2014P         2015P        2016P

 Source: Digital Dawn – FICCI & KPMG Report on Indian M&E Industry 2012
3
                                                                                                                                Internet in India
      Internet Penetration expected to reach ~30% by 2015                                Broadband connections expected to reach 39 million by 2015

400                                                                            35%
                                                               29.50%
350                                                                            30%
300                                                 21.70%                     25%
250
                                          15.30%                               20%
200
                                                                               15%
150                            9.80%
                    6.60%                                                      10%
100        5%
 50                                                                            5%
             60       80        120           190     273        376
  0                                                                            0%
          2010       2011      2012E      2013E      2014E      2015E

                  Unique users (millions)           Penetration (%)


   Entertainment sector added 15mn unique online visitors                                                  Internet Access from other devices

                                                                       55.8                                                                     Tablets
                                                      47.8                                                           Smartphone            % Mobile traffic
                                       43.6
      40.6            41.1                                                                                                                     0.17
                                                                                            PCs/Laptop               % Mobile traffic
                                                                                                                          26                    No. of units
                                                                                            % Mobile traffic                                      0.5mn
                                                                                                 23                    No. of units
                                                                                                                         33mn               % Total traffic
                                                                                                 No. of units                                    1
                                                                                                      -               % Total traffic
                                                                                                                           2
      Jul 11         Oct 11           Jan 12        Apr 12            Jul 12                    % Total traffic
                                                                                                     92
 Source: India Goes Digital – Report by Avendus, Rise of India’s Digital Consumer - Comscore
4
                                     GlamSham (India) and IMDb (USA) – A Comparison

            2                                                                                     2


                                                  4



                                1                                                         3

        3




                                                                        Accurate
                                                         Easy           Content
                                                       Navigatio
1       Too many ads tend to put the user off             n
                                                                                   1   No ads on the home page
                                                                    Low Ad
                                                                   visibility
2       Navigation is not in focus                                                 2   Navigation is kept in focus


3       Highlight is on latest news not content                                    3   Limited news on homepage

                                                      Movie Portal Design
4       Online booking feature not clearly visible                                 4   Online booking feature clearly visible


5       No info on regional films or parallel films                                5   Info on parallel films available


 Source: Websites
5
                                                                        Gap Analysis – Movie Portals

                                         National                                    International

                            GlamSham          BoxOfficeIndia            IMDb        Rotten Tomatoes    Metacritic


           Box Office
                             Available              Available         Available         Available       Available
            Updates

    Comprehensive Movie
                           Not Available       Not Available          Available       Not Available     Available
           Data

         Movie Reviews    In-house Review      Not Available          Available         Available       Available

                          Not indexed by      Not indexed by
          Movie News                                                   Indexed          Available     Not Available
                              movie               movie
           DVD/ VOD                                     Our      Focus Available
                           Not Available       Not Available        Not                 Available     Not Available
           Availability
         Online Movie
                           Via partners        Not Available         Via partners       Available     Not Available
          Bookings

                                               Basic Analytics
            Analytics      Not Available                              Advanced        Not Available   Not Available
                                                 Available

         Movie Making      Not Available       Not Available        Not Available     Not Available   Not Available

          Other Device
                           Not Available       Not Available          Available         Available     Not Available
            Support

 Source: Websites
6
                                                            Analysis of International Movie Portals

                                    RottenTomatoes                      IMDb                  Metacritic


 Percentage of traffic
                                           24.2%                        27.9%                     18%
 from search engines



 Average time on site                   3.5 minutes                   4.2 minutes            2.75 minutes
                                                                                          Importance of
                                                                                               SEO

 Site visits preceding
                                   Google, IMDb, Facebook          Google, Facebook         Google, Facebook
           this



   General Audience                18-34 yr old, Educated        18-34 yr old, Educated   18-34 yr old, Educated




        Positives                         Content                Content, Speed, Deals              -
                                                                                          Target Audience


        Negatives                       Slow speed                         -                        -



 Source: Alexa Search Analytics
7
                                                                         Our Product - Features

                                                                                  Aggregate movie
     Create a paid
                                                                                    reviews from
   service wherein
                                                                                  multiple reliable
     independent                             Box Office                           sources. Create a
filmmakers can post                           Updates                            custom score based
   their ideas to be
                                                                                  on user and critic
  viewed by studios
                                                                                       reviews


                         Movie                                        Movie
                         Making                                      Reviews


                                             Features




                                   Online                                        Collaborate with
     Collaborate with              Movie
                                                             VOD
     BookmyShow to                                        Availability           BigFlix to show
                                  Bookings
      show the show                                                             movie availability
      timings on the                                                           on the website. Also
    website. Charge on                                                           provide VOD for
     a per transaction                                                           parallel cinema
           basis                                                                from the website
8
                                                                    Technical Aspects of Product Design




                                                                                                                     On Demand Service
On demand service




                                                                                  Price Comparison
                              Cloud hosting                                          Web Service
                           Video-on-demand
                          (e.g. Amazon Cloud)




                         Database containing                                                   Web-based interface
                         movie info (MySQL)                                                     using PHP/ Java
Daily Batch




                                                         Film Review Aggregator
                                                              Web Crawler




                    CNN-IBN Movies              Rediff Movies             Yahoo Movies                 TOI
9
                                                                                            Mockup Screen #1 – Home Page


      UserID                 Password               Login            Search for a movie                                 Search
                                                                                                                     Functionality

                                                  CineVu
                                                     e
       Movies             Home Video                                  Film Making               hangout



                                                                                    Week’s Top Earners              Box Office News
                                                                              Son of Sardar           12.6 crores
                                                                              Skyfall                    8 crores
                                                                              Chakravyuh               6.5 crores
                                                                              Ajab Gajab               5.7 crores


                                Newscast                                                Associate Partners

    Son of Sardar opens to a full house in all major centers
    “Yash Chopra’s last is his tribute to the film industry” - Adi
    Aamir Khan’s Talaash set to release next week
    Rani Mukherjee out of Prakash Jha’s next venture




                           Latest News
10
                                                                                                         Mockup Screen #2 - Movies


Welcome Rajiv                 Your Account                             Search for a movie




         MOVIES
                                                   CineVu                                                            Rating computed
                                                      e
         Movies              Home Video                                 Film Making             hangout
                                                                                                                       based on user
                                                                                                                     (30%) and expert
     Twilight: Breaking Dawn Part II – 115 min          8/10                           Related Videos                  ratings (70%)
                                                                               Breaking Dawn Part 2
                               Director: Bill Condon
                                                                               Trailer 1
                               Writers: Melissa                                Trailer 2
                               Rosenberg,     Stephanie Meyer
                                                                               Premiere Night
                               Plot Summary: After the birth                   Interview with Kristen Stewart
                                                                                                       (more)
                               of Renesmee, Cullens. (more)
                                                                                                                     Collaboration with
                             Other Details                                          Cinema Show timings
                                                                                                                       BookmyShow
       Official Site                                                           PVR – Lucknow
       Release Date                                                            1.15 3.30 4.15 6.30 9.00
       Budget                                                                  10.55                 (more)
                                                                                                                          Online
                               Reviews                                                Sponsored Links                 Advertisements
                                                                               Twilight series at 45% discount        sold to bidders
         Breaking Dawn                                                         www.bookstore.comTwilight
                                             Amit N (TOI)
         continues to……
                                                                               Watch Movies for free
                                                                               www.freemovies.com
         The last part of                    Nisha S (CNN)
         the series does..



                                                   Aggregated Expert
                                                       Reviews
11
                                                                                                      Mockup Screen #3 – Home Video


    Welcome Rajiv                       Your Account                             Search for a movie




                                                         CineVu
                                                                                                                     Store   Price    Shipping

                                    HOME Video
                                    Home VIDEO

                                                            e
                    Movies                                                           Film Making          hangout

                                                                                                                                299     FREE
                                                                                                Sponsored Links
                                                                                         Video on Demand service
Latest on DVD




                                                                                         www.VOdforfree.com
                                                                                                                                299     FREE
                                                                                         Watch Movies for free
                                                                                         www.freemovies.com


                Compare      Compare       Compare        Compare                                                               275     FREE
Latest on VOD




                                                                                                                                299     FREE
  View Now




                                                                                                Associate Partners              275     FREE




                  Rs. 50       Rs. 50         Rs. 50        Rs. 50


                                                        VOD service operated by Cine
                                                        Vue for parallel cinema
               Movies, E-commerce websites shown are for indicative purposes only
12
                                                         Mockup Screen #4 – Film Making


Welcome Rajiv   Your Account            Search for a movie




                               CineVu     FILM MAKING                                           For the Writer
                                  e
     Movies     Home Video               Film Making             hangout


                                                                                          Premium service based on
                                                                                          yearly subscription

                                                                                          Platform to share ideas with
                                                                                          other members and film
                                                                                          industry

                                                             Submit                       Option to add suitable cast
                                                                                          for the story

                                                             Discuss
           Pen down your ideas here                                                             For the Studio
                                                    Request Contact                       Platform for identifying
                                                                                          talent and exciting plots

                                                                                          Logs in and Requests
                                                                                          Contact. Can then view the
                                                                                          post and discuss if needed


                                                                           Feature includes discussion
                                                                           rooms where industry and
                                                                           aspirants can interact
13
                                                                                              Defining the Target Audience

    Target Audience
                                                                    General Audience                                Focused Groups
     Segmentation

                                                           • 18 – 34 years old                             • Serious cinema lovers
                                                           • Educated                                      • Studios/Producers
                                                           • Computer Literate                             • Aspiring scriptwriters and
                                                                                                             movie buffs



                                                                                         Based on the Gartner Hype
General Audience                                                                         Cycle

Total Population: 1.24 billion                                                           Adoption time for technologies
Aged 15-64: ~800 million                                                                 like online video is 2-5 years
Aged 18-34: ~400 million*                                      Adoption Rate
Internet Penetration: 20%*                                                               Experience from
Target Market Size: ~80 million                                                          Rottentomatoes.com reveals that
                                                                 ~4-5 Years
                                                                                         the time to attain the critical mass
Focused Groups                                                                           is around 6 years

Large production houses: ~20                                                             Considering a better informed
                                                                                         audience today, the time to
                                                                                         adoption should be around 5
                                                                                         years


   * Assuming 50% of the population over 15 years lies in the target bracket    Source: http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp
   * Assuming internet penetration is higher for the target sector              Source: India Census 2011
14
                                                  Marketing Strategy – Action Plan


               Phase 1            Phase 2                Phase 3            Phase 4



                                 Engaging the           Attracting the     Engaging the
                General
Objective      Awareness
                                   General              serious movie       production
                                  Audience                  goers             houses




               Social media        Affiliate                 TV                  TV
  Plan                            marketing
             Direct marketing                              Affiliate      Direct marketing
                                    Events                marketing
                 Online
                                     SEM               Direct marketing

                                 Social media              Events




                                                          Snippets of       Cost-benefit
                                Reward points &
Incentives    Reward points
                                 gift vouchers
                                                       discussions held      analysis of
                                                         on the portal     creating a plot
15
                                                                             Marketing Initiatives – Phase 1

   Objective           To create general awareness about the product and its features


                      Direct Marketing                                 Leverage Social Media to add/discard features in the product

College road shows and events outside movie theatres                  Employ Facebook, Twitter as customer
                                                                      engagement tools
Organize fun events around movies in colleges and designate
college ambassadors from 10 colleges                                  Use the social media as a tool to build the customer base for
                                                                      WOM advertising
Ambassadors will have the responsibility of contributing
information to the portal        Increase movie count while           Engage the customer group using quizzes and movie trivia
                                 maintaining quality control



                                                                       Online advertising


                                                  Use Google Adsense to determine which strategic sites to
                                                  place ads on


                                                  Advertise using Facebook Ads to increase the reach of the
                                                  product
16
                                                                          Marketing Initiatives – Phase 2

   Objective             Engaging the target audience and establishing the brand name in the movie portal business


                   Search Engine Marketing                                            Collaborative Promotions

Use targeted online ads using Google Adwords to attract the        Collaborate with the affiliate partners to design integrated
attention of the target sector. Use the cost per click basis.      promotional material

Use SEO to rewrite code so that it is displayed within to the      For e.g. Cine Vue can be portrayed as a one stop solution to
top 20 results in a search                                         the movie purchase decision


                      Affiliate Marketing                                         The Rewards System – Vue Points

Cine Vue, BigFlix and Bookmyshow all have complementary             All members registering in the first six months will be
businesses with strong correlation                                  awarded 50 Vue points

Integrated marketing approach to be employed with cross-            All campus ambassadors will be allotted additional 100 Vue
marketing across platforms                                          points

Place ads on each others’ sites at distinct locations               Redemption will be as follows: each Vue point is equal to Rs.
                                                                    0.5
1% of revenue of each sale conversion will be awarded to the
corresponding party                                                 Other members can earn points through movie review
                                                                    contribution subject to quality checks i.e. blind review policy
                                                                    with each review ratified by two other members
17
                                                                   Marketing Initiatives – Phase 3 & 4

  Objective              Attract the attention of the serious movie going audience and production houses


                      TV Advertisements                                      Advertise in between movies at cinema halls

Challenge is in reaching out to a less accessible audience
                                                                    This is also an expensive mode of advertising but warranted
                                                                    at this stage
Create attention grabbing television ads that will target the
serious cinema lovers.
                                                                    Advertise in the leading theatre chains in the main cities and
                                                                    towns in the country
Focus should be on the informational value and the credibility
of the business. Advertise mainly on the movie channels
                                                                    Can later be extended to include other cities


                                                                  Events


                                      Sponsor some major events related to cinema such as an
                                      exhibition


                                      Collaborate with leading theatres like Prithvi Theatre and the
                                      NCPA to organize discussions between eminent personalities
                                      and regular contributors on the site
18
                                                            Monetization Plan – Revenue Stream 1

  Stream 1             Advertising Revenue from selling advertising space on the website




          1. Targeted Ads directed at our customers                                              Sponsored Links
                                                                                           Video on Demand service
We will use the cost per click (CPC) method while                                          www.VOdforfree.com
charging the advertisers on our website
                                                                                           Watch Movies for free
                                                                                           www.freemovies.com
Customers will be delivered contextual ads based on
their search on the website

Advertisers will be charged Rs. 350 per 1000 clicks

Target advertiser base in this case will be sites selling
movie related items such as merchandise, DVDs etc.

We will also sell a portion of the advertising space on a
highest bid format to leading e-commerce sites
19
                                              Monetization Plan – Revenue Stream 2 to 4

        Partnerships with affiliates          Revenue from aspirants and studios             Sales from the VOD service


 2. Revenue Sharing with the affiliate   3. Differential pricing for aspirants and
                                                                                          4. Video-on-Demand service
              partners                                    studios


BookmyShow.com and BigFlix will          Aspiring artists will be charged an         We will provide a VOD service
be used as a part of the affiliate       annual subscription charge of Rs.           focusing on parallel cinema alone to
network for marketing                    3000 for posting their ideas on the         the customers
                                         site
The revenue sharing between the                                                      The service will be available on a
parties will be based on conversion      The slightly steep price is to keep         per movie basis or on an annual
of sales                                 away non-serious customers                  subscription basis

BigFlix will be charged 1% of every      Production houses will be charged           The per movie charge will be Rs. 50
transaction that is routed through       an annual subscription fee of Rs.           and the annual subscription fee will
Cine Vue                                 10000                                       be Rs. 1000 for watching upto 30
                                                                                     movies a year
BookmyShow.com will be also be           In addition to this, the aspirants will
charged 1% of every transaction          also be charged a fee of Rs. 500 for
that is routed from our site             every contact with a production
                                         house
Both parties will be paid a nominal
amount upfront for showing Cine          Production houses will be charged a
Vue adverts on their sites and           fee of Rs. 2000 for every contact
diverting traffic to our site            with an aspirant
20
                                                                                                                                                     Financials
                                    Cost Analysis                                                                      Revenue Analysis

                            Amount Frequency                  Assumptions                                                         Frequen
                                                                                                                      Amount                          Assumptions
                                                                                                                                     cy
One Time/ Annual Costs
                                                                                          Annual Revenues
Web Development Costs
                                                                                          Film Making Subscription
- Domain Name Regrt          535       One time
                                                                                          - Individuals              1500000       Yearly Assuming 500 subscribers by year 2
- Web Hosting                1000       Yearly
                                                                                          - Studios                    30000       Yearly Assuming 3 studios by year 2
- Website Design            10000      One time
                                                                                          VOD Subscription
- Website Creation           2500      Per Page
                                                                                          - Individuals               500000       Yearly Assuming 500 subscribers by year 2
- Database Development      40000      One time
Cloud Server Subscription   30000      Per Year   Based on Amazon EC2 pricing
                                                                                          On-going Revenues

On-going Costs                                                                            Target Market Size         80,000,000
                                                                                                                                            Assuming 0.01% penetration (year
Database Maintenance        100000      Yearly                                            User traffic                 80000                2)
Website Maintenance         60000       Yearly
                                                  Based on estimate of 6 web
                                                  developers and 3 Database               Clicks per user               15                  Assumption
Salaries                    300000     Monthly    administrators
                                                  Rent estimates for Navi Mumbai (600     Total Clicks               1200000       Yearly
Rent                        70000      Monthly    sq ft)
                                                                                          Target Advrt Revenue        420000       Yearly
TV Advertising
                                                                                          Site Referrals Revenue      800000       Yearly Assuming 4000 users for partners
- Popular Channels          150000      30 secs                                                                                           Assuming 1000 viewers of parallel
- News Channels              5000       30 secs                                           No of VoD viewings           5000               cinema and 5 movies per user

Online Advertising
                                                                                          VOD Revenue                 250000
- Google Ads                 34.83       CPC      www.lighthouseinsights.in (Test Run)
- News Channels               8.8        CPC      www.lighthouseinsights.in (Test Run)
Search Engine Marketing
- Paid Ads                     -           -      Same as above

                                                  Initially outsourced. Can be done in-
- SEO                        7500      Monthly    house later
21
                                                                             Organizational Structure



                                                       Cine Vue




                           CEO                 CTO                                     CMO




Responsible for finance,           Business                                Marketing         Relationship
                                                     Engineering
 operations and other            Development                               Managers           Managers
  important decision
       making




                                                 Responsible for overall                    Responsible for
                                                  website management                     maintaining relations
                                                   and enhancements                      with affiliate partners
                                                                                        and roping in new ones
22
                                                            Roadmap for the future

                                                                   Phase 4

                                                         Develop the portal for other
                                                           devices like tablets etc.
                                                            Month 24 onwards


                                     Phase 3

                             Implement the Phase 2,3,4
                                  marketing plan
                               Month 6 to Month 24

                                                                                   Phase 2

                                                                      Implement the Phase 1 marketing
                                                                                   plan
                                                                           Month 4 to Month 6

              Phase 1

     Develop the portal with all
              features
       Month 1 to Month 4
Thank You

More Related Content

What's hot

2010 farnborough presentation
2010 farnborough presentation2010 farnborough presentation
2010 farnborough presentationxiongjianvlsi
 
Broadcom vs. texas instruments ppt
Broadcom vs. texas instruments pptBroadcom vs. texas instruments ppt
Broadcom vs. texas instruments pptBhavin Gandhi
 
CMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area Russia
CMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area RussiaCMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area Russia
CMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area RussiaTele2
 
Flagship models television_2012
Flagship models television_2012Flagship models television_2012
Flagship models television_2012ashua12
 

What's hot (6)

2010 farnborough presentation
2010 farnborough presentation2010 farnborough presentation
2010 farnborough presentation
 
Broadcom vs. texas instruments ppt
Broadcom vs. texas instruments pptBroadcom vs. texas instruments ppt
Broadcom vs. texas instruments ppt
 
Telecom sector
Telecom sectorTelecom sector
Telecom sector
 
3Q08
3Q083Q08
3Q08
 
CMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area Russia
CMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area RussiaCMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area Russia
CMD2012 - vetlana Skvortsova - Inessa Galaktionova - Market Area Russia
 
Flagship models television_2012
Flagship models television_2012Flagship models television_2012
Flagship models television_2012
 

Similar to IIM L - ConArtists

Smart Pad In 10 months
Smart Pad In 10 monthsSmart Pad In 10 months
Smart Pad In 10 monthsSeungyul Kim
 
What’s Next in Mobility? Key Areas of Cyberinfrastructure
What’s Next in  Mobility?  Key Areas of CyberinfrastructureWhat’s Next in  Mobility?  Key Areas of Cyberinfrastructure
What’s Next in Mobility? Key Areas of CyberinfrastructureCybera Inc.
 
virgin media._Q12008_presentation
virgin media._Q12008_presentationvirgin media._Q12008_presentation
virgin media._Q12008_presentationfinance28
 
virgin media.VMED_Q12008_presentation
virgin media.VMED_Q12008_presentationvirgin media.VMED_Q12008_presentation
virgin media.VMED_Q12008_presentationfinance28
 
Edatasource - Sponsor Breakfast Presentation
Edatasource - Sponsor Breakfast PresentationEdatasource - Sponsor Breakfast Presentation
Edatasource - Sponsor Breakfast PresentationMediaPost
 
M&A In Software Products Sector
M&A In Software Products SectorM&A In Software Products Sector
M&A In Software Products SectorNaufal Kukkady
 
Mediafacts Uitgeverscongres 2012 FT
Mediafacts Uitgeverscongres 2012 FT  Mediafacts Uitgeverscongres 2012 FT
Mediafacts Uitgeverscongres 2012 FT Mandy Jolie
 
Becoming iConic-Applying Apple's Principles Dallas Diggs at The Connective Hub
Becoming iConic-Applying Apple's Principles  Dallas Diggs at The Connective HubBecoming iConic-Applying Apple's Principles  Dallas Diggs at The Connective Hub
Becoming iConic-Applying Apple's Principles Dallas Diggs at The Connective HubDallas Diggs
 
Complexity At The Edge How To Maximize The Mobile Opportunity In China
Complexity At The Edge  How To Maximize The Mobile Opportunity In ChinaComplexity At The Edge  How To Maximize The Mobile Opportunity In China
Complexity At The Edge How To Maximize The Mobile Opportunity In ChinaCompuware APM
 
iStrategy 2012, Melbourne: Customer relevance - the next frontier for competi...
iStrategy 2012, Melbourne: Customer relevance - the next frontier for competi...iStrategy 2012, Melbourne: Customer relevance - the next frontier for competi...
iStrategy 2012, Melbourne: Customer relevance - the next frontier for competi...Jason Juma-Ross
 
The rules of mobile advertising
The rules of mobile advertisingThe rules of mobile advertising
The rules of mobile advertisingSeungyul Kim
 
TIM FIber Day Presentation
TIM FIber Day PresentationTIM FIber Day Presentation
TIM FIber Day PresentationTIM RI
 
A Echeverria Channel Focus Segmentation And Coverage Models 4 Slideshare
A Echeverria Channel Focus Segmentation And Coverage Models 4 SlideshareA Echeverria Channel Focus Segmentation And Coverage Models 4 Slideshare
A Echeverria Channel Focus Segmentation And Coverage Models 4 SlideshareAndré Echeverria
 
Gridley2011 ignitionpresentation
Gridley2011 ignitionpresentationGridley2011 ignitionpresentation
Gridley2011 ignitionpresentationLinda Gridley
 
Goldman Sachs Conference London
Goldman Sachs Conference LondonGoldman Sachs Conference London
Goldman Sachs Conference LondonWEG
 
Are wireless networks a substitute for fixed networks
Are wireless networks a substitute for fixed networksAre wireless networks a substitute for fixed networks
Are wireless networks a substitute for fixed networksryanhawthorne
 
Case Study : Pricing Plan on Tight Competition
Case Study : Pricing Plan on Tight CompetitionCase Study : Pricing Plan on Tight Competition
Case Study : Pricing Plan on Tight CompetitionDjadja Sardjana
 
Universal Search Update for 2012
Universal Search Update for 2012Universal Search Update for 2012
Universal Search Update for 2012RankAbove
 
Eli feldblum universal for 2012
Eli feldblum universal for 2012Eli feldblum universal for 2012
Eli feldblum universal for 2012Barry Schwartz
 

Similar to IIM L - ConArtists (20)

Smart Pad In 10 months
Smart Pad In 10 monthsSmart Pad In 10 months
Smart Pad In 10 months
 
What’s Next in Mobility? Key Areas of Cyberinfrastructure
What’s Next in  Mobility?  Key Areas of CyberinfrastructureWhat’s Next in  Mobility?  Key Areas of Cyberinfrastructure
What’s Next in Mobility? Key Areas of Cyberinfrastructure
 
virgin media._Q12008_presentation
virgin media._Q12008_presentationvirgin media._Q12008_presentation
virgin media._Q12008_presentation
 
virgin media.VMED_Q12008_presentation
virgin media.VMED_Q12008_presentationvirgin media.VMED_Q12008_presentation
virgin media.VMED_Q12008_presentation
 
Edatasource - Sponsor Breakfast Presentation
Edatasource - Sponsor Breakfast PresentationEdatasource - Sponsor Breakfast Presentation
Edatasource - Sponsor Breakfast Presentation
 
M&A In Software Products Sector
M&A In Software Products SectorM&A In Software Products Sector
M&A In Software Products Sector
 
Mediafacts Uitgeverscongres 2012 FT
Mediafacts Uitgeverscongres 2012 FT  Mediafacts Uitgeverscongres 2012 FT
Mediafacts Uitgeverscongres 2012 FT
 
Becoming iConic-Applying Apple's Principles Dallas Diggs at The Connective Hub
Becoming iConic-Applying Apple's Principles  Dallas Diggs at The Connective HubBecoming iConic-Applying Apple's Principles  Dallas Diggs at The Connective Hub
Becoming iConic-Applying Apple's Principles Dallas Diggs at The Connective Hub
 
Complexity At The Edge How To Maximize The Mobile Opportunity In China
Complexity At The Edge  How To Maximize The Mobile Opportunity In ChinaComplexity At The Edge  How To Maximize The Mobile Opportunity In China
Complexity At The Edge How To Maximize The Mobile Opportunity In China
 
iStrategy 2012, Melbourne: Customer relevance - the next frontier for competi...
iStrategy 2012, Melbourne: Customer relevance - the next frontier for competi...iStrategy 2012, Melbourne: Customer relevance - the next frontier for competi...
iStrategy 2012, Melbourne: Customer relevance - the next frontier for competi...
 
The rules of mobile advertising
The rules of mobile advertisingThe rules of mobile advertising
The rules of mobile advertising
 
TIM FIber Day Presentation
TIM FIber Day PresentationTIM FIber Day Presentation
TIM FIber Day Presentation
 
A Echeverria Channel Focus Segmentation And Coverage Models 4 Slideshare
A Echeverria Channel Focus Segmentation And Coverage Models 4 SlideshareA Echeverria Channel Focus Segmentation And Coverage Models 4 Slideshare
A Echeverria Channel Focus Segmentation And Coverage Models 4 Slideshare
 
Gridley2011 ignitionpresentation
Gridley2011 ignitionpresentationGridley2011 ignitionpresentation
Gridley2011 ignitionpresentation
 
Goldman Sachs Conference London
Goldman Sachs Conference LondonGoldman Sachs Conference London
Goldman Sachs Conference London
 
Cisco mts
Cisco mtsCisco mts
Cisco mts
 
Are wireless networks a substitute for fixed networks
Are wireless networks a substitute for fixed networksAre wireless networks a substitute for fixed networks
Are wireless networks a substitute for fixed networks
 
Case Study : Pricing Plan on Tight Competition
Case Study : Pricing Plan on Tight CompetitionCase Study : Pricing Plan on Tight Competition
Case Study : Pricing Plan on Tight Competition
 
Universal Search Update for 2012
Universal Search Update for 2012Universal Search Update for 2012
Universal Search Update for 2012
 
Eli feldblum universal for 2012
Eli feldblum universal for 2012Eli feldblum universal for 2012
Eli feldblum universal for 2012
 

More from lehartawde

Team+inferno +iim+lucknow 2
Team+inferno +iim+lucknow 2Team+inferno +iim+lucknow 2
Team+inferno +iim+lucknow 2lehartawde
 
MDI - Mandevian Knights
MDI - Mandevian KnightsMDI - Mandevian Knights
MDI - Mandevian Knightslehartawde
 
ISB - Pikturewale
ISB - PikturewaleISB - Pikturewale
ISB - Pikturewalelehartawde
 
Team+inferno +iim+lucknow 2
Team+inferno +iim+lucknow 2Team+inferno +iim+lucknow 2
Team+inferno +iim+lucknow 2lehartawde
 
ISB Hyd - Team Beirut - Film Fiesta
ISB Hyd - Team Beirut - Film FiestaISB Hyd - Team Beirut - Film Fiesta
ISB Hyd - Team Beirut - Film Fiestalehartawde
 
Great Lakes - Team Synergy
Great Lakes - Team SynergyGreat Lakes - Team Synergy
Great Lakes - Team Synergylehartawde
 
Great Lakes - Fabulous Four
Great Lakes - Fabulous FourGreat Lakes - Fabulous Four
Great Lakes - Fabulous Fourlehartawde
 
MICA - Madras Talkies
MICA - Madras TalkiesMICA - Madras Talkies
MICA - Madras Talkieslehartawde
 

More from lehartawde (8)

Team+inferno +iim+lucknow 2
Team+inferno +iim+lucknow 2Team+inferno +iim+lucknow 2
Team+inferno +iim+lucknow 2
 
MDI - Mandevian Knights
MDI - Mandevian KnightsMDI - Mandevian Knights
MDI - Mandevian Knights
 
ISB - Pikturewale
ISB - PikturewaleISB - Pikturewale
ISB - Pikturewale
 
Team+inferno +iim+lucknow 2
Team+inferno +iim+lucknow 2Team+inferno +iim+lucknow 2
Team+inferno +iim+lucknow 2
 
ISB Hyd - Team Beirut - Film Fiesta
ISB Hyd - Team Beirut - Film FiestaISB Hyd - Team Beirut - Film Fiesta
ISB Hyd - Team Beirut - Film Fiesta
 
Great Lakes - Team Synergy
Great Lakes - Team SynergyGreat Lakes - Team Synergy
Great Lakes - Team Synergy
 
Great Lakes - Fabulous Four
Great Lakes - Fabulous FourGreat Lakes - Fabulous Four
Great Lakes - Fabulous Four
 
MICA - Madras Talkies
MICA - Madras TalkiesMICA - Madras Talkies
MICA - Madras Talkies
 

IIM L - ConArtists

  • 1. DIRECTI CASESTUDY CONTEST Team: ConArtists Sairam Kandaswami pgp27113@iiml.ac.in Indian Institute of Management, Lucknow Cine Vue - A window to tinseltown
  • 2. Executive Summary Cine Vue – A Comprehensive Movie Portal - Comprehensive, veritable data on Indian movies 1 The Product - DVD purchase option comparing multiple online vendors - VOD service for parallel cinema on site, access to BigFlix for other movies - Film Making portal bringing together industry stalwarts and aspirants Target audience segmented into two brackets 2 The Market - General Audience: 18-34 years old, educated - Focused Groups: Production houses, independent producers etc. Key Marketing Initiatives - Use of social media to aid in WOM advertising Marketing 3 Strategy - Use of Google Ads and Facebook Ads for online advertising - Affiliate marketing using collaboration with Bigflix and Bookmyshow - Direct marketing in the form of college shows and events Main Revenue Streams Revenue - Selling Targeted Advertising space on the website 4 Streams - Revenue sharing agreement with affiliate partners like BigFlix - Subscription revenue from aspiring writers and producers - Sale of video-on-demand (VOD) service relating to parallel cinema
  • 3. 1 Agenda 1 State of the Film Industry 2 Internet in India 3 Gap Analysis – Movie Portals 4 Our Product 5 Marketing Strategy 6 Monetization Plan
  • 4. 2 State of the Film Industry Industry is expected to grow at a CAGR of 10.1% Distribution of revenue across sources 150.3 Industry Size in INR Billion C&S Rights Ancillary 134.5 11% Revenue Streams 121.1 5% 109.7 Home Video 100 2% 92.9 83.3 Overseas Theatrical 8% Domestic Theatrical 2010 2011 2012P 2013P 2014P 2015P 2016P 74% Home Video to decrease at an annual rate of 15% 2 1.7 1.4 1.2 1 0.9 2011 2012E 2013P 2014P 2015P 2016P  Source: Digital Dawn – FICCI & KPMG Report on Indian M&E Industry 2012
  • 5. 3 Internet in India Internet Penetration expected to reach ~30% by 2015 Broadband connections expected to reach 39 million by 2015 400 35% 29.50% 350 30% 300 21.70% 25% 250 15.30% 20% 200 15% 150 9.80% 6.60% 10% 100 5% 50 5% 60 80 120 190 273 376 0 0% 2010 2011 2012E 2013E 2014E 2015E Unique users (millions) Penetration (%) Entertainment sector added 15mn unique online visitors Internet Access from other devices 55.8 Tablets 47.8 Smartphone % Mobile traffic 43.6 40.6 41.1 0.17 PCs/Laptop % Mobile traffic 26 No. of units % Mobile traffic 0.5mn 23 No. of units 33mn % Total traffic No. of units 1 - % Total traffic 2 Jul 11 Oct 11 Jan 12 Apr 12 Jul 12 % Total traffic 92  Source: India Goes Digital – Report by Avendus, Rise of India’s Digital Consumer - Comscore
  • 6. 4 GlamSham (India) and IMDb (USA) – A Comparison 2 2 4 1 3 3 Accurate Easy Content Navigatio 1 Too many ads tend to put the user off n 1 No ads on the home page Low Ad visibility 2 Navigation is not in focus 2 Navigation is kept in focus 3 Highlight is on latest news not content 3 Limited news on homepage Movie Portal Design 4 Online booking feature not clearly visible 4 Online booking feature clearly visible 5 No info on regional films or parallel films 5 Info on parallel films available  Source: Websites
  • 7. 5 Gap Analysis – Movie Portals National International GlamSham BoxOfficeIndia IMDb Rotten Tomatoes Metacritic Box Office Available Available Available Available Available Updates Comprehensive Movie Not Available Not Available Available Not Available Available Data Movie Reviews In-house Review Not Available Available Available Available Not indexed by Not indexed by Movie News Indexed Available Not Available movie movie DVD/ VOD Our Focus Available Not Available Not Available Not Available Not Available Availability Online Movie Via partners Not Available Via partners Available Not Available Bookings Basic Analytics Analytics Not Available Advanced Not Available Not Available Available Movie Making Not Available Not Available Not Available Not Available Not Available Other Device Not Available Not Available Available Available Not Available Support  Source: Websites
  • 8. 6 Analysis of International Movie Portals RottenTomatoes IMDb Metacritic Percentage of traffic 24.2% 27.9% 18% from search engines Average time on site 3.5 minutes 4.2 minutes 2.75 minutes Importance of SEO Site visits preceding Google, IMDb, Facebook Google, Facebook Google, Facebook this General Audience 18-34 yr old, Educated 18-34 yr old, Educated 18-34 yr old, Educated Positives Content Content, Speed, Deals - Target Audience Negatives Slow speed - -  Source: Alexa Search Analytics
  • 9. 7 Our Product - Features Aggregate movie Create a paid reviews from service wherein multiple reliable independent Box Office sources. Create a filmmakers can post Updates custom score based their ideas to be on user and critic viewed by studios reviews Movie Movie Making Reviews Features Online Collaborate with Collaborate with Movie VOD BookmyShow to Availability BigFlix to show Bookings show the show movie availability timings on the on the website. Also website. Charge on provide VOD for a per transaction parallel cinema basis from the website
  • 10. 8 Technical Aspects of Product Design On Demand Service On demand service Price Comparison Cloud hosting Web Service Video-on-demand (e.g. Amazon Cloud) Database containing Web-based interface movie info (MySQL) using PHP/ Java Daily Batch Film Review Aggregator Web Crawler CNN-IBN Movies Rediff Movies Yahoo Movies TOI
  • 11. 9 Mockup Screen #1 – Home Page UserID Password Login Search for a movie Search Functionality CineVu e Movies Home Video Film Making hangout Week’s Top Earners Box Office News Son of Sardar 12.6 crores Skyfall 8 crores Chakravyuh 6.5 crores Ajab Gajab 5.7 crores Newscast Associate Partners Son of Sardar opens to a full house in all major centers “Yash Chopra’s last is his tribute to the film industry” - Adi Aamir Khan’s Talaash set to release next week Rani Mukherjee out of Prakash Jha’s next venture Latest News
  • 12. 10 Mockup Screen #2 - Movies Welcome Rajiv Your Account Search for a movie MOVIES CineVu Rating computed e Movies Home Video Film Making hangout based on user (30%) and expert Twilight: Breaking Dawn Part II – 115 min 8/10 Related Videos ratings (70%) Breaking Dawn Part 2 Director: Bill Condon Trailer 1 Writers: Melissa Trailer 2 Rosenberg, Stephanie Meyer Premiere Night Plot Summary: After the birth Interview with Kristen Stewart (more) of Renesmee, Cullens. (more) Collaboration with Other Details Cinema Show timings BookmyShow Official Site PVR – Lucknow Release Date 1.15 3.30 4.15 6.30 9.00 Budget 10.55 (more) Online Reviews Sponsored Links Advertisements Twilight series at 45% discount sold to bidders Breaking Dawn www.bookstore.comTwilight Amit N (TOI) continues to…… Watch Movies for free www.freemovies.com The last part of Nisha S (CNN) the series does.. Aggregated Expert Reviews
  • 13. 11 Mockup Screen #3 – Home Video Welcome Rajiv Your Account Search for a movie CineVu Store Price Shipping HOME Video Home VIDEO e Movies Film Making hangout 299 FREE Sponsored Links Video on Demand service Latest on DVD www.VOdforfree.com 299 FREE Watch Movies for free www.freemovies.com Compare Compare Compare Compare 275 FREE Latest on VOD 299 FREE View Now Associate Partners 275 FREE Rs. 50 Rs. 50 Rs. 50 Rs. 50 VOD service operated by Cine Vue for parallel cinema  Movies, E-commerce websites shown are for indicative purposes only
  • 14. 12 Mockup Screen #4 – Film Making Welcome Rajiv Your Account Search for a movie CineVu FILM MAKING For the Writer e Movies Home Video Film Making hangout Premium service based on yearly subscription Platform to share ideas with other members and film industry Submit Option to add suitable cast for the story Discuss Pen down your ideas here For the Studio Request Contact Platform for identifying talent and exciting plots Logs in and Requests Contact. Can then view the post and discuss if needed Feature includes discussion rooms where industry and aspirants can interact
  • 15. 13 Defining the Target Audience Target Audience General Audience Focused Groups Segmentation • 18 – 34 years old • Serious cinema lovers • Educated • Studios/Producers • Computer Literate • Aspiring scriptwriters and movie buffs Based on the Gartner Hype General Audience Cycle Total Population: 1.24 billion Adoption time for technologies Aged 15-64: ~800 million like online video is 2-5 years Aged 18-34: ~400 million* Adoption Rate Internet Penetration: 20%* Experience from Target Market Size: ~80 million Rottentomatoes.com reveals that ~4-5 Years the time to attain the critical mass Focused Groups is around 6 years Large production houses: ~20 Considering a better informed audience today, the time to adoption should be around 5 years  * Assuming 50% of the population over 15 years lies in the target bracket  Source: http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp  * Assuming internet penetration is higher for the target sector  Source: India Census 2011
  • 16. 14 Marketing Strategy – Action Plan Phase 1 Phase 2 Phase 3 Phase 4 Engaging the Attracting the Engaging the General Objective Awareness General serious movie production Audience goers houses Social media Affiliate TV TV Plan marketing Direct marketing Affiliate Direct marketing Events marketing Online SEM Direct marketing Social media Events Snippets of Cost-benefit Reward points & Incentives Reward points gift vouchers discussions held analysis of on the portal creating a plot
  • 17. 15 Marketing Initiatives – Phase 1 Objective To create general awareness about the product and its features Direct Marketing Leverage Social Media to add/discard features in the product College road shows and events outside movie theatres Employ Facebook, Twitter as customer engagement tools Organize fun events around movies in colleges and designate college ambassadors from 10 colleges Use the social media as a tool to build the customer base for WOM advertising Ambassadors will have the responsibility of contributing information to the portal Increase movie count while Engage the customer group using quizzes and movie trivia maintaining quality control Online advertising Use Google Adsense to determine which strategic sites to place ads on Advertise using Facebook Ads to increase the reach of the product
  • 18. 16 Marketing Initiatives – Phase 2 Objective Engaging the target audience and establishing the brand name in the movie portal business Search Engine Marketing Collaborative Promotions Use targeted online ads using Google Adwords to attract the Collaborate with the affiliate partners to design integrated attention of the target sector. Use the cost per click basis. promotional material Use SEO to rewrite code so that it is displayed within to the For e.g. Cine Vue can be portrayed as a one stop solution to top 20 results in a search the movie purchase decision Affiliate Marketing The Rewards System – Vue Points Cine Vue, BigFlix and Bookmyshow all have complementary All members registering in the first six months will be businesses with strong correlation awarded 50 Vue points Integrated marketing approach to be employed with cross- All campus ambassadors will be allotted additional 100 Vue marketing across platforms points Place ads on each others’ sites at distinct locations Redemption will be as follows: each Vue point is equal to Rs. 0.5 1% of revenue of each sale conversion will be awarded to the corresponding party Other members can earn points through movie review contribution subject to quality checks i.e. blind review policy with each review ratified by two other members
  • 19. 17 Marketing Initiatives – Phase 3 & 4 Objective Attract the attention of the serious movie going audience and production houses TV Advertisements Advertise in between movies at cinema halls Challenge is in reaching out to a less accessible audience This is also an expensive mode of advertising but warranted at this stage Create attention grabbing television ads that will target the serious cinema lovers. Advertise in the leading theatre chains in the main cities and towns in the country Focus should be on the informational value and the credibility of the business. Advertise mainly on the movie channels Can later be extended to include other cities Events Sponsor some major events related to cinema such as an exhibition Collaborate with leading theatres like Prithvi Theatre and the NCPA to organize discussions between eminent personalities and regular contributors on the site
  • 20. 18 Monetization Plan – Revenue Stream 1 Stream 1 Advertising Revenue from selling advertising space on the website 1. Targeted Ads directed at our customers Sponsored Links Video on Demand service We will use the cost per click (CPC) method while www.VOdforfree.com charging the advertisers on our website Watch Movies for free www.freemovies.com Customers will be delivered contextual ads based on their search on the website Advertisers will be charged Rs. 350 per 1000 clicks Target advertiser base in this case will be sites selling movie related items such as merchandise, DVDs etc. We will also sell a portion of the advertising space on a highest bid format to leading e-commerce sites
  • 21. 19 Monetization Plan – Revenue Stream 2 to 4 Partnerships with affiliates Revenue from aspirants and studios Sales from the VOD service 2. Revenue Sharing with the affiliate 3. Differential pricing for aspirants and 4. Video-on-Demand service partners studios BookmyShow.com and BigFlix will Aspiring artists will be charged an We will provide a VOD service be used as a part of the affiliate annual subscription charge of Rs. focusing on parallel cinema alone to network for marketing 3000 for posting their ideas on the the customers site The revenue sharing between the The service will be available on a parties will be based on conversion The slightly steep price is to keep per movie basis or on an annual of sales away non-serious customers subscription basis BigFlix will be charged 1% of every Production houses will be charged The per movie charge will be Rs. 50 transaction that is routed through an annual subscription fee of Rs. and the annual subscription fee will Cine Vue 10000 be Rs. 1000 for watching upto 30 movies a year BookmyShow.com will be also be In addition to this, the aspirants will charged 1% of every transaction also be charged a fee of Rs. 500 for that is routed from our site every contact with a production house Both parties will be paid a nominal amount upfront for showing Cine Production houses will be charged a Vue adverts on their sites and fee of Rs. 2000 for every contact diverting traffic to our site with an aspirant
  • 22. 20 Financials Cost Analysis Revenue Analysis Amount Frequency Assumptions Frequen Amount Assumptions cy One Time/ Annual Costs Annual Revenues Web Development Costs Film Making Subscription - Domain Name Regrt 535 One time - Individuals 1500000 Yearly Assuming 500 subscribers by year 2 - Web Hosting 1000 Yearly - Studios 30000 Yearly Assuming 3 studios by year 2 - Website Design 10000 One time VOD Subscription - Website Creation 2500 Per Page - Individuals 500000 Yearly Assuming 500 subscribers by year 2 - Database Development 40000 One time Cloud Server Subscription 30000 Per Year Based on Amazon EC2 pricing On-going Revenues On-going Costs Target Market Size 80,000,000 Assuming 0.01% penetration (year Database Maintenance 100000 Yearly User traffic 80000 2) Website Maintenance 60000 Yearly Based on estimate of 6 web developers and 3 Database Clicks per user 15 Assumption Salaries 300000 Monthly administrators Rent estimates for Navi Mumbai (600 Total Clicks 1200000 Yearly Rent 70000 Monthly sq ft) Target Advrt Revenue 420000 Yearly TV Advertising Site Referrals Revenue 800000 Yearly Assuming 4000 users for partners - Popular Channels 150000 30 secs Assuming 1000 viewers of parallel - News Channels 5000 30 secs No of VoD viewings 5000 cinema and 5 movies per user Online Advertising VOD Revenue 250000 - Google Ads 34.83 CPC www.lighthouseinsights.in (Test Run) - News Channels 8.8 CPC www.lighthouseinsights.in (Test Run) Search Engine Marketing - Paid Ads - - Same as above Initially outsourced. Can be done in- - SEO 7500 Monthly house later
  • 23. 21 Organizational Structure Cine Vue CEO CTO CMO Responsible for finance, Business Marketing Relationship Engineering operations and other Development Managers Managers important decision making Responsible for overall Responsible for website management maintaining relations and enhancements with affiliate partners and roping in new ones
  • 24. 22 Roadmap for the future Phase 4 Develop the portal for other devices like tablets etc. Month 24 onwards Phase 3 Implement the Phase 2,3,4 marketing plan Month 6 to Month 24 Phase 2 Implement the Phase 1 marketing plan Month 4 to Month 6 Phase 1 Develop the portal with all features Month 1 to Month 4