Rebranding Rupee

Hello World

Indian never had a rupee symbol. We used to express it in various ways such as INR, Re and Rs. So, What would new symbol mean for India?

Its all related to brand image improvement.

India is an emerging economy. Today the world is talking about India which is expected to be a super power by 2020. Like a brand it is going to establish itself in coming years.

But does this brand India has a logo of its own? The sign which symbolizes India in world economy.

The rupee symbol answer this question. If branded properly symbol will:

Represent India in World financial market

Represent growing economy, largest economy and confident economy of India

Acts as a differentiator amongst other south Asian countries

Success of this effort will lie in attaining the visibility of the symbol both internationally and nationally. Indian govt. should make sure that it is adopted and used by all the stakeholders

In the end as every brand has to deliver the underlying promises. As Sundar G. Bharadwaj, visiting Wharton professor of marketing and professor of marketing at Emory University says "It has to demonstrate that it delivers the underlying promise. You can’t just claim something and fail to deliver. Eventually it will come back to bite you.”

We Indians hope that it never bite us.

Please post your views about this blog to improve my skills

bye for now

War for an English Pie

Recently I read an article in a business magazine about the competition amongst english movie channels in India. Article discusses about the quest of English movie channels for leadership in this niche segment.

Now let us explain you the overview

· There are approximately 11 english movie channels in India

· Major channels are (source: TMA Media)

o Star Movies: English movie channel with largest market share (41%)

o HBO: English movie channel with second highest share of 39%

o UTV World Movies: A uniquely differentiated channel that offers International award winning movies of different languages. Market share 5%

o Zee Studio: English movie channel with market share (6%)

So what’s the problem with English movie channel industry? The problem is:

· The segment account for only 5% of total viewership pie in the country. All the channels compete in this small segment

· Low English speaking population

· Major markets are 8 metro cities

But how these channels are making money? The channels garnered 300 crores of ad revenue this year as compared to last year’s revenue of 220 crores, a growth of 36%

These are channels are employing various strategies to increase their market penentration rate and ad revenue of their channels such as

· Inclusion of subtitles in the movies

· Choosing the blockbuster titles

· Selecting movies which has high revenue generation capability even with high repeat rate

I would like to particularly mention the channel UTVAction channel which telecasts action movies, the most popular genre with Indian population, dubbed in hindi for the masses, a good strategy to achieving penetration in tier B and Tier C cities. These kind of channels forms a entry level brands and launching pad for other pure english channels.

The road ahead is quite tough for UTV Worldmovies, is other differentiated channel that offers International award winning movies of different languages. The channel operates in a niche within niche segment. I believe that potential consumers for this segment are real movie buffs who want to move beyond Hollywood to experience the international cinema.

Only the future will tell us who will win the War over the viewership.

Please post for comments.

Bye for now till the next time.

Hi Everyone, So I am here now, creating my first blog post at blogger. You know what guys, since the last two days I have been researching which one should I join: Blogger or WordPress and Blogger got luckier.

Anyways guys I am Marketing Consultant by profession and loves the field of marketing and its various aspects. My area of interest are branding, advertising, PR etc.

What really fascinates me is the presence of marketing in every day life and how simple men and women uses it ( It is quite funny actually). I will share these experiences with you.I will also be blogging about major marketing case studies.

As I am a working professional, I will be blogging as the time permits

Please do leave your feedback and comments on my posts. I need them to further enhance my blogging skills

Good Bye Untill next time