Marketing

Vista11

MarkGuru
Round-1: Guidelines
Please analyze the following cases and present your answers (answer all four) in not more than 500 words per case. Please clearly state any assumptions that you make.

Submission details
Submission to be sent to Submissions to be sent before Subject line Submission format File name markguru.vista11@gmail.com 16th Sept 2011 11:59:59 pm MarkGuru_ Registration Id_Team name Pdf, doc, docx MarkGuru_ Registration Id_Team name

Details to be included in the Name, contact number, email Id, registration Id, document institute of each participant * Note: Registration id of any one team member will do

1. Indian Movie Industry How piracy plays the spoil sport!

Piracy, a word that is generally associated with informal economy, crimes, terrorism etc, fails to have any worthwhile effect on the public who indulge in downloading/ sharing/ selling Bollywood movies without adhering to copyrights. In the recent times, it has been found that piracy has been a major factor that leads to huge amount of economic losses to the movie producers. Published in March 2009 by United States-India Business Council (USIBC) and prepared by Ernst and Young India, claims that as much as Rs.16, 000 crores are lost due to piracy. Alongside, around 80,000 jobs are lost directly as a result of theft and piracy, afflicting Indias entertainment industry. A report by the Motion Picture Distributors Association (India) (MPDA) establishes that copyright infringement online is a major problem in India that fuels the movie piracy. The first report by Internet company, DtecNet based on tracking of downloading IP-addresses on P2P networks showed that from April to September of 2009, India was one of the top 10 countries in the world

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with the largest number of illegal P2P activities. Internet piracy of movie and television content in India is mainly through the file-sharing network Bit Torrent and cyberlockers, or through webbased file hosts such as RapidShare or HotFile. Video streaming websites are also popular, though their usage is lower than BitTorrent and cyberlockers. Within a range of BitTorrent swarms for six MPA member studio films, 6.5% of IP addresses located could be traced back to an Indian IP address. India is ranked as the fourthlargest downloader after the US, Great Britain and Canada. Relative to the number of broadband subscribers, India had the highest level of film piracy of any English-speaking country. The study found that the film Kaminey was downloaded just over 350,000 times on BitTorrent with around twothirds of those downloaders located in India. The economic and social impact of IP piracy in the movie industry is bound to have great long term implications if not brought under control. It is of utmost importance thatwe strive for the much required change in this sector, at least now. How can you try and bring about a Change in the increasing piracy scenario? Question: Create an outline of an awareness campaign aimed at exhorting downloaders of pirated content to give up online piracy and to adopt watching movies from original sources. Word limit 500 (Including assumptions)

2. Rural calling Yeskia Vs Nanomax, Diamond, Chinese phones

In the decade since it first set foot in India, Yeskia has captured nearly 60% of the country's Rs.25,700crores handset market and rural India contributes to around 25% of the sales of Yeskia. But recently the tides have changed. As per the available statistics, latest figures are as below Yeskia market share dipped from 63% in 08-09 to 51.2% in 09-10. Yeskias revenue too fell from Rs. 16,570 crores to Rs. 14,200crores and the company is now betting big on services like messaging, Life tools and digital music. Nanomax - moved from 0% to 4.3% this year mainly driven by IPL marketing

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Diamonds market share increased to 3% in the introductory year

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Nanomax took the plunge into the mobile market in 2008 by entering the entry-level and midsegment handsets priced between Rs 1700 and Rs 2500, focusing on rural areas and small towns in the first 1.5 years. Major strengths of Nanomax that fuelled its growth in the rural segment were the dual-sim capabilities of their handsets, cheap price and 30 days of standby battery life. Yeskia used to be synonymous with mobile phones in rural areas. The major strengths of Yeskia are robustness and long battery life. Yeskias recent campaigns revolved around tie-ups with micro finance companies for financing their products. The company had also launched Life tools to deliver valuable and up-to-date information on the core topics of agriculture and education, providing rural communities without access to the internet, with timely information via SMS at a low cost. As far as customer care is concerned, Yeskia has more than 300 vans staffed with sales representatives who regularly frequent the countryside. It also set up low-cost collection points like chemist shops, where distributors and micro-distributors collect the phones and take them to the nearest care center. In June 2010, Yeskia brought out its first dual sim mobiles See series, with dual sim capability, one of which is hot-swappable. See100 has a standby of 48 days along with flashlight, FM radio and audio jack. By this year-endYeskia will also release the bicycle charging kit, which uses a dynamo to charge phones using the standard 2mm plug. It is targeted at areas with limited access to electricity, where bicycles are often the most popular mode of transportation. Yeskia also recently acquired a mobile banking company Onpay and utilizing this, they unveiled Yeskia Money - a service which aims at bringing mobile banking services to the rural areas in developing countries. Question: Prepare an outline of a marketing campaign for Yeskia, aimed at the rural market, focusing on its recent features and strengths to counter the market expansion of Nanomax, Diamond, Chinese players etc Word limit 500 (Including assumptions)

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3. Indian Toy Industry Vista Story

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According to a recent article in The Economic Times dated 23 rd Aug 2011 , The Indian toy industry is estimated to be worth Rs 1,700 crores and growing 15-20% a year. According to a Euromonitor study, spending on toys and games in India is set to grow at 157% between 2009 and 2014, much faster than other Asian countries such as China (84%), Taiwan (35%), South Korea (33.1%) and Singapore (17.2%). Realising the huge potential for growth and current issues in the toy market, Vista Toys makers of handmade wooden toys in India are planning to expand their business on a global scale. The key features of their toys are Totally non toxic All the dyes used to paint their toys are lead free, thereby making them very safe for use. Contemporary designs The artisans come up with designs in tune with latest trends and also work with various design institutes in the country to create new models. High Quality Each toy is carefully handcrafted and the quality of crafting process is diligently monitored. The craftsmen are given constant training to upgrade their skills.

As the production unit of Vista toys is located in a village in rural India, it gives employment to nearly 200 people of nearby villages. Question: Create a marketing campaign to promote Vista toys in the global market emphasizing that they are eco friendly toys with contemporary designs. Please feel free to assume the varieties of toys Vista manufactures. Word limit 500 (Including assumptions)

4. Premier Volley League

Premier Volley League (PVL) organized by Volleyball Federation of India, is the volleyball version of IPL. The PVL had 5 teams fighting out for the coveted trophy, and matches were held in four

cities - Bengaluru, Chennai, Vizag, Cochin and Hyderabad.Though the first season of PVL was
successful, it still faces challenges like spectator participation, sponsorship and media partnerships. In

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spite of poor infrastructure, the matches were very entertaining and of high standards as the top players from all over the country participated in it. The members of the teams were decided by a selection committee and the teams did not belong to any particular state. This has affected the spectator turn out. The tournament budget was Rs. 2 crores and the total prize money was Rs. 21 lakhs, and players were paid appearance fee as well. Each franchise had to spend close to Rs. 30 lakhs for team expenses. Question: Please prepare a campaign plan to attract corporate sponsors as well as crowds to stadium while keeping in consideration the scale and budget of the first edition of PVL. Word limit 500 (Including assumptions)

Thank you for your participation