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Assignment Applicable for December 2017 Examination
Marketing
Strategy
Q1. Shubiksha, started out as the
cheapest supermarket cum superstore in town but today it has become an
irrelevant brand. Lot of efforts are on to revive the same. Can you suggest
some strategies for the same?
Q2. Hindustan Times has started charging
for its weekend magazine Brunch as it feels it is not able to reap the benefits
by giving it free of cost. This is in stark contrast to Times of India which
gives at least one newspaper free with its daily paper. Can you compare these
strategies? (10 Marks)
Q3. Hotstar is owned by Novi Digital
Entertainment Private Limited, a wholly owned subsidiary of Star India which
was launched in January 2015. But star officially launched the domain and the
mobile app in February 2015, just before the ICC cricket world cup 2015. It has
expanded its offering with 35,000 hours of content, spread across 8 languages
from the entertainment, movie and sports channels.
Objectives of Launching Hotstar:
In India, the internet speed is a
problem. So, the initial aim for the developers to make the platform to operate
even at as low as 50kbps. So, great video experience on any bandwidth – even on
2G! It was developed such a way so the application can run on as many as 7,000
operating systems any screen sizes.
According to a survey, more than 78% of
the 152 million Indian internet users are mobile and the average spending on
mobile internet is Rs. 235 per month. So, surely Star has seen some potential
in Hotstar to be a game changer. STAR INDIA is expecting that the platform will
contribute around 20-25% to the overall revenue for the company in the next 4
years.
Approach/ Strategy Adopted:
In case of watching videos, everybody
prefers YouTube, but in case of latest movies and television shows YouTube
cannot satisfy users’ expectations. And here comes the Hotstar app. The Daily
Soaps are not the only thing that you can watch on this app, it even lets you
stream live telecast of nearly every international sport on your Phone that has
been broadcasted on any of the Star Sports channel. With 10 million downloads
in the 40 days since its launch, Star India’s mobile application Hotstar is
undoubtedly the hottest digital media product today.
There are about 20,000 advertisers on
television for this newly launched platform across all TV channels. Whereas
there are 500,000 advertisers on digital marketing platforms. Digital media is
expected to grow at 37% in 2015, compared with an average rate of 35% over the
last two years, so star India will open a large scale of advertising in this
country. It approaches to a larger and valuable target audience, the younger
generation and those in the 25-and-above age bracket, wanting to consume content
on the go.
Moreover, Hotstar has done brilliant job
when it comes to optimizing the search engines. More than 12% of their visitors
come from search engines like Google, Bing, MSN and Yahoo. The investment on
this platform by Star stands around Rs 1,200 crore over five years.
Top Features of Hotstar:
1. You can share any content on Hotstar
with your friends on Facebook & Twitter.
2. You can watch movies which are
available in the library for free.
3. A lot of popular old shows like The
Great Indian Laughter Challenge, Khichdi & Sarabhai vs. Sarabhai are
available with all episodes.
4. TV Channels (shows from which are
available) include Asia net, Channel V, Life OK, MAA, Star Jalsha, Star Plus,
Star Pravah, Star Utsav, Star Vijay, Star World & Suvarna.
5. You can add that video to your
playlist and watch them later.
6. You can even download many shows to
watch them offline.
Accomplishments:
It was launched on 1st of February and
became the fastest to cross one million download marks in six days. It outdid
apps like Facebook (10 months), Instagram (2.5 months) and Twitter (one year),
the app has managed to achieve an average TSV (time spent per viewer) of 24
minutes a day.
According to ALEXA, Hotstar is now ranked
123 among all websites in India, and the global rank is 1997, which is
improving day by day. It is the most reached online sports platform according
to the Tele Web Audience Measurement system.
a. What strategies seem working for
Hotstar?
b. What strategies should competitors
apply to compete with Hotstar?
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