JASSI JAISSE KOI NAHIN

• By 2002, the share of cable &

satellite television was 86.9% of total
television advertising as against a
meager of 31.3% in 1994.In Sep
2003
• Star Plus No 1 = 5 x Sony Viewers
• Competitors = Zee, Sahara and
SAB
 Business Challenge
• Channel Time Type Brand
Image
Funneled Original and
Star Plus 7:30- audience innovative
11:30pm

Sony Appointment Me-too

9:00- viewing
10:30pm
 Research
• Understanding Women
• “To provide intelligent and innovative
entertainment to its viewers”
• Sample: primary target audience
women
• Across 7 cities
 Results
• Educated , modern housewives were
looking for something different from
the routine kitchen politics that
dominated the television
programming
 Marketing objectives
• To build reach in the shortest
possible time
• To grow channel share
• To get JJKN into the top ranked show
of Indian Television
• To create hype around the launch in
a manner as non-conventional as the
serial
 The Marketing Challenge
• How to get viewers?
 Marketing Strategy
• No Jassi in any pre and post launch
promotion
• Communication strategy on basis of
AIDA
 Execution
• Communicate facets of personality without
revealing her
• Treat the consumer as an intelligent mass
• Viral marketing: conventional and non
conventional

• Sustaining the buzz post launch

– Shaher shaher mein charcha
– Launching jassi pals club
– Ring tone downloaded
 Results

• Top rated show on Sony

• Share of the 9:30 slot ( Dec 2004)
• Sony 8.2% to 32.4%
• Star plus 81.8% to 62.6%
• Advertising slot rates up by 50%
• Pal club yielded 4000 members
• 100000 sms, when jassi was caught in
moral quandary
• 80,000 downloaded the ringtone
 In Business

high
Adapt to
High Environmen
uncertainty t
Rate of
change
in
factors
of
environ
Low
ment
uncertainty

low
lo high
w
Factors in Organization
environment
 Results
• Because of Current Competitive
Landscape X and Y are increasing
• Current Competitive : consequences
of failure are severe
• Investments required to compete are
high
 Strategic
maneuvering
among global
and innovative
combatants

Global economy
Rapid changes

HAS LED TO A STATE OF HYPERCOMPETITION IN THE MARKET

 HYPER COMPETITION
• A condition of rapidly increasing and
escalating competition

• Price-quality positioning
• Competition to create new and
having first mover advantage
• Competition to protect the products
in the market
 Therefore

• INCREASED IMPORTANCE OF
BUSINESS ENVIRONMENT AND THUS
STRATEGIC MANAGEMENT
• Important elements of success
• Developing strategy
• Implementing strategy
 Strategy
• A plan of action leading to particular
direction
• Related to company activities
• Where it would like to reach
• Deals with future
• Concerned with resources available
and required or necessary for
implementing the plan