“A STUDY OF THE EFFECTIVE MARKETING STRATEGIES ADOPTED BY MARATHI FILM INDUSTRY AND ITS IMPACT ON CINEGOERS IN MUMBAI” A thesis Submitted to TILAK MAHARASHTRA UNIVERSITY, PUNE For the Degree of VIDYAVACHASPATI (PH.D.) (DOCTOR OF PHILOSOPHY) in MANAGEMENT UNDER THE FACULTY OF MODERN SCIENCES AND PROFESSIONAL SKILLS Submitted by PROF. PANKAJ RAMESH NATU Under the Guidance of DR. M.D.LAWRENCE March 2011 I I hereby declare that the thesis entitled “A STUDY OF THE EFFECTIVE MARKETING STRATEGIES ADOPTED BY MARATHI FILM INDUSTRY AND ITS IMPACT ON CINEGOERS IN MUMBAI” completed and written by me has not previously formed the basis for the award of any Degree or other similar title upon me of this or any other University or examining body” Prof. Pankaj Ramesh Natu Place: Pune Date: 07/03/2011 II This is to certify that the thesis entitled “A STUDY OF THE EFFECTIVE MARKETING STRATEGIES ADOPTED BY MARATHI FILM INDUSTRY AND ITS IMPACT ON CINEGOERS IN MUMBAI” which is being submitted herewith for the award for the Degree of Vidyavachaspati (Ph.D.) in Management of Tilak Maharashtra University, Pune is the result of original work completed by Prof. Pankaj Ramesh Natu under my supervision and guidance. To the best of my knowledge and belief the work incorporated in this thesis has not formed the basis of any Degree or similar title of this or any other University or examining body upon him. DrM.D.Lawrence Place: Pune Date: 07/03/2011 III ACKNOWLEDGEMENTS I would like to thank the academic council of Tilak Maharashtra University for giving me the opportunity to work on the research topic. I sincerely thank Dr. Deepak J.Tilak, the Vice-Chancellor of Tilak Maharashtra University, the Registrar Dr. Umesh Keskar and Mr Jagdish Salvi, the Assistant Registrar of Tilak Maharashtra University. I wish to express my warm and sincere thanks to the entire staff at the university office. My research guide Dr.M.D.Lawrence has been a Friend, Guide and Philosopher to me in my research journey. His wide knowledge and his logical ways of thinking have been of great value for me. His understanding, encouraging attitude and personal guidance have provided a good basis for the present thesis. I am so indebted to him for the knowledge and expertise shared by him. I also thank the Management and the staff of Marathwada Mitra Mandal’s Maharashtra College of commerce, Pune for their help during my interactions with Dr M.D. Lawrence. I am deeply grateful to Dr.M.Z.Farooqui for his detailed and constructive comments. I thank him for being so supportive and encouraging. He has been a motivation for me in my academic pursuit. I am so thankful to the Shri Vile Parle Kelawani Mandal; I owe my most sincere gratitude to Prof Sunil B.Mantri, the Principal of Narsee Monjee College of Commerce and Economics and the Vice Principal, Prof Sangita Kher for their constant encouragement. I am grateful to the library staff of Narsee Monjee College of Commerce and Economics for their cooperation. My warm regards to Dr. Madhav Welling, ProVice Chancellor NMIMS University for his valuable advice and friendly help. His extensive discussions around my work and interesting observations have been very helpful for this study. My warm thanks are due to Dr. Swati Chaplot, Prof Manjiri Gondhalekar for their kind support and guidance which have been of great value in this study. I wish to thank Prof. Richa Saxena for her guidance in statistical analysis. IV During this work I have collaborated with many colleagues in the Department of Management Studies at the Narsee Monjee College of Commerce and Economics. My warm regards to all for their constant support and encouragement. My special gratitude is due to my Parents, Mr Ramesh M.Natu and Mrs Madhura.R.Natu and my mother-in-law, Mrs Manjushree Khadilkar for their loving support. My due respects to my father-in-law the late Mr. Shrikant Khadilkar, who has been a source of motivation for me. Sincere thanks to my friends Shri S.N.Kabe, Mr.Pralhad Indolikar, Mr.Sumeet Kher and Mr.Vinayak Kulkarni for their cooperation and patient hearing. Special thanks to Mr Aakash Sheth, Ms. Reeshma Kawale and her family for their help. I owe my loving thanks to my wife Amruta, without her encouragement and understanding it would have been impossible for me to finish this work. My loving thanks to my sons Sohamaditya and Yashraj for their cooperation. I wish to extend my warmest thanks to all those who have helped me in my research journey. Prof Pankaj Ramesh Natu V ABSTRACT TOPIC: ‘A STUDY OF THE EFFECTIVE MARKETING STRATEGIES ADOPTED BY MARATHI FILM INDUSTRY AND ITS IMPACT ON CINEGOERS IN MUMBAI’ 1.1 IMPORTANCE AND SIGNIFICANCE OF THE STUDY The importance for the study is to find out the reasons behind the lack of consumers participation in the Marathi film business and to understand the reasons for the decline and the resurgence of the Marathi film industry which has shown a cyclical movement in the last few decades. Since the Marathi language component has acquired political significance in the last few years it is very important to find out the best possible options to effectively maintain the importance of the language as a medium for better commercial prospects. The significance of the study is very critical for various components in the value chain of the Marathi film business. The consumers would be highly benefited if they get the ideal product and service in the offering of a Marathi movie with all the ingredients of a perfect marketing mix. The audience interest in a Marathi movie would be the criteria for business opportunities in different forms of business activities in the media industry. The producers of Marathi films have a lot to gain from the study since they are the drivers in the production process. 1.2 INTRODUCTION TO FILM MARKETING OF MARATHI FILMS Marketing is a broad category encompassing a broad range of services that are based on scientific approach and artistic creativity. Entertainment is an amusement or diversion intended to hold the attention of an audience or its participants. Film is a field that encompasses motion pictures as an art form or as part of the entertainment industry. They are a popular form of entertainment, and a business produced by recording "real" people and objects (including played-out fantasy and fakes) with cameras or by animation. Success in digital cinema is built upon several critical ingredients: content, technology and people. The people factor is where marketing comes in. A marketing attitude of connecting people with people through a product and/or service is at the heart of every decision and process in business. It is an attitude of identifying the VI audience and giving them value for money, and getting their attention in a world of media clutter. The main objective of Film marketing for Marathi films is to reach as many targeted consumers as possible at the lowest cost. This is accomplished by creating innovative messages that engage moviegoers in a highly effective manner. Effective Film marketing goes beyond traditional media and reaches consumers in unique and creative ways. This can include alternative advertising, one-to-one promotions, partnering with events, sponsorships, etc. 1.3 RECENT DEVELOPMENTS FOR MARATHI FILM INDUSTRY The Multiplex phenomenon: The Multiplex model is based on the concept of umbrella entertainment built around a primary anchor, which are movies. The multiplexes today have developed into’ Family Entertainment Centres’ which cater to individual demand of every member of the family. Advent of digital technology: Digital cinema encompasses the production, delivery and projection of full length motion pictures, trailers, advertisements and other audio/visual ‘“cinema-quality” programs to theatres use digital technology. Creating films as brands: Film marketers have realised the potential of offering a film as a “Brand” They have taken seriously the market potential of the films and enhanced the value preposition in the way of corporate tie-ups, merchandising, sponsorships. New techniques of marketing and brand building are being adopted to encircle the audience. Corporatisation: The Marathi film industry is evolving at the operational level with organized business structures. Production houses are using better management processes and better technology to give good quality cinema to the consumers. Consumer complexities: The Marathi film cinegoers have been showing complex viewing choices. In the recent times the Marathi film industry has witnessed a huge downfall in the 1980’s and resurgence in the 2000’s.The cinegoers has their unique preferences and buying habits. VII 1.4 SCHEME OF CHAPTERS Chapter 1 deals with the Introduction, aims and objectives of the study, the hypothesis and the limitations of the study. The chapter highlights the concept of the services sector and the role of the entertainment industry especially in India. The various facets of the entertainment industry and the importance of cinema as a medium of entertainment has been covered in this chapter Chapter 2 is about the literature review done in order to understand the topic of Marketing of Marathi cinema and its impact on cinegoers in detail. The chapter traces the literature available in the form of marketing management literature, books, Internet based literature on marketing of film business, information through websites, blogs etc. Journals from Harvard Business Review also consultant reports of Ernst and Young, KPMG, PWC, Yes Bank, etc Chapter 3 gives a detailed history of Marathi cinema from the origin to the recent times. It establishes the role of marketing strategies adopted by the marketers in the value chain which are the Producers, Distributors and the exhibitors of Marathi films in the city of Mumbai.