5.

Market Analysis Summary

“Grudge Reality” will direct its efforts to the production of family-oriented television
programming and live events, procuring sponsorships, television advertising, and merchandising
deals all designed to firmly carve our niche as a competitive player in the industry, both
domestically and worldwide.
“Grudge Reality” management believes its decisions to use established name talent in a family-
oriented format will ensure maximum mass appeal, maximum ratings, and maximum profits, all
designed to firmly entrench it into a solid position within the industry.
Reality Shows are the hottest entertainment available on television and at live events throughout
the country. TV Guide estimates that 35 million people watch reality shows from the starting
from MTV Roadies to Indian Idol to Big Brother and many more.
With the proper financial backing to sustain the production and distribution of “Grudge Reality”
television programming, it is a well-founded conclusion, based on our market research, that a
competitive market position within the industry is a realistic and achievable goal for us.
5.1 Market Segmentation
Reality Shows are a true family entertainment. The following chart and table contain interesting
facts about Reality Show fans, based on Research:

Market Analysis
2004 2005 2006 2007 2008
Potential Growth
Customers
Family 20% 6,880 8,256 9,907 11,888 14,266
Elderly 25% 9,820 12,275 15,343 19,179 23,974
Youth 30% 13,000 16,900 21,970 28,561 37,129
Children 23% 5,460 6,715 8260 10,160 12,497
Total 25.73% 35,160 44,146 55,481 69,789 87,867

5.2 Target Market Segment Strategy

As previously mentioned, the “Grudge Realities” plans to approach the marketplace primarily
through family-oriented programming and live events riding the wave of the popularity of reality
shows today. The key target is the nationwide and international distribution of our weekly, one-
hour television program.
The increase in the popularity of reality shows continues despite the fact that the top current
organizations have little or no regard for family values. Thus, it is the “Grudge Realities” belief
that they are minimizing their potential success by comparison with the “Grudge Realities” plan
to appeal directly to family values, family-oriented programming, and live events and, thus, a
greater majority of the population.
It is only logical that if we succeed in our target market strategy our product and services will be
even more widely accepted and received than that of our competitors over a period of time. The
exact amount of time involved is directly related to the extent of our television exposure
domestically and internationally. We anticipate a maximum of 3 years to find the “Grudge
Realities” well established with the target market and firmly entrenched as the lead reality show
organization in the industry.
5.3 Service Business Analysis
As previously stated, the popularity of reality shows is at an all-time high with the top two
organizations in the industry currently dominating the weekly cable television ratings and
grossing almost $1 billion between them in annual revenues. This trend is likely to sustain itself
due to the fact that 35 million people watch it every week on television.
We, the founder of the “Grudge Realities” has a clear and realistic vision of what it will take to
achieve our goals and ambitions to become the lead reality show organization in the world. We
have the experience, expertise, and the contacts to make it reality.

5.4 Competition and Strategies

The reality show market at present is full with many players. As mentioned before there are
players like MTVRoadies, Indian Idol etc. which compete each other to win a major portion of
the market share. So to compete with the established players it is essential for us to select the
right marketing mix to excel in this competition.
As per the promotion of the reality shows the research done shows that a majority of the existing
players advertise either on Television or does it in some road shows. So as per our show we will
not only cover the trends followed by the existing players but also extensive newspaper coverage
to penetrate the general masses. This will ensure that we get more TRPs as we will get a greater
number of viewers. Thus our promotion plans will ensure that we get a very competitive edge in
the field of reality shows.
Similarly the distribution system is an important factor that will give us an edge in this field. Our
“Grudge Realities” are seeking variety and new experiences. Distribution is thus clearly
important, but so is atmosphere and distinctiveness. Our marketing challenge is thus to stand out
from our competitors, not only as the "new" reality show, but as one that offers consistently high
quality entertainment and a unique show pattern. Maintaining our edge will depend partly on
marketing ourselves to the global viewers along with the national viewers.