Management Thesis Krishna M M

A THESIS ON
THE PROMOTIONAL STRATEGIES ADOPTED BY

CHANNEL TV9
By
KRISHNA M M
UN ID: 0801214846
A Thesis on
THE PROMOTIONAL STRATEGIES ADOPTED BY
CHANNEL TV9
By
Krishna M M
(Marketing Management)
A report submitted in partial fulfillment of the requirement

of
THE MBA PROGRAM
(THE CLASS OF 2010)
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DECLARATION
I here by declare that the Management Thesis report entitled
“A THESIS ON THE PROMOTIONAL STRATEGIES

ADOPTED BY CHANNEL TV9”
Submitted in partial fulfillment of the assignments for the degree of
Master of Business Administration
To ICFAI National College, Shimoga. It is my original work
And not submitted for the award of any other degree, diploma,
fellowship, or any other similar title or prizes.
Place: SHIMOGA (KRISHNA M M)
Date: UN ID: 0801214846
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ACKNOWLEDGEMENT
First, I would like to thank the Almighty for his perpetual

blessings and guidance through out this project.
I express my deep sense of gratitude to the Campus Head

and Faculty Supervisor Mr. Ram Chandra V Gunari, ICFAI National
College, Shimoga, for providing me an opportunity and continuous
encouragement for doing this Management Thesis. His suggestions
benefited immensely. Further, he also provided me with valuable
inputs and guidance in writing this Management Thesis.
I would also like to thank Mr. Satish, Marketing Manager

of Channel TV9, his valuable guidance, co-operation and support,
which has been a major contributing factor in the timely completion
of the live project.
Last but not the least, I thank my family and well wishers
for their encouragement and support who have stood by me during
this Thesis.
KRISHNA M M
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TABLE OF CONTENTS
1. Introduction…………………………………………………………….7-16
 Introduction
 Objective of the study
 Description of the study
 Justification of the problem
 Methodology
 Company profile
2. Review Literature……………………………………………….…17-29
 Television medium
 Industry estimates
 Media directions
 Cyber atlas
 White paper on media & Entertainment industry trends
 Websites
3. Research Design/Methodology…………………………..…30-33
 Research design
 Sampling
 Criteria for selecting an Appropriate sampling design
 Data collection methods
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4. Results and Analysis…………………………………………….34-52
 Effective communication
 Programmes of TV9
 Promotional strategies
 Strategies adopted by channel TV9 for promotion
5. Discussion of implication……………………………………….53-
60
 Target audience & location
 Communication channels used
 Appropriate medium for
Promotion activity
 Running of promotional Campaign
 Adopted promotional tools
6. Conclusion……………………………………………………………..61-64
7. Recommendation…..……………………………………………...65-68
8. Reference……………………………………………………………………69
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CHAPTER-1
INTRODUCTION TO TOPIC
 Introduction
 Objective of the study
 Description of the study
 Justification of the problem
 Methodology
 Company profile
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INTRODUCTION:
Marketing is the lifeblood of any organization. It supports a host of

operational functions, including selling. Marketing differs from selling in
different respects. In marketing, the focus is on the customer whereas in
selling, the focus is on the product. Marketing involves meeting the needs and
wants of the customer while selling involves pushing the product in the market
without any consideration for the customer’s needs and wants. A third
difference between the two is that marketing is concerned with producing the
product that the customers want whereas selling involves trying to make the
customer want what the company has to offer. However, the ultimate aim of
all marketing and selling activities is customer satisfaction. In order to satisfy
the customer, the marketeering department has to adopt the most effective
communicational channel and promotional tool or strategy. The promotional or
communicational tools that are widely used by the organizations for their
marketing activities includes, advertising, sales promotion, publicity, public
relation, personal selling and direct marketing. These tools deliver the intended
message at different levels and through different formats.
These promotional tool have to be carefully selected by the marketing

department so that they help in maximize sales. The marketer must identify
the audience to which he intends to communicate. Identifying the product’s
stage in the life cycle is important to effectively communicate with the target
audience.
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Objective of the study:
The objective of the study will be
 Who are the target audience?
 Where is the target audience located?
 Which are the communicational channels used for promotion?
 Which medium is appropriate for promotional activity?
 When do they run the advertising or promotional campaign?
 What all kind of promotional tool they have adopted?
Description of the study:
TV9 channel is only informative channel with regards to NEWS and

there are many other channels which is also informative about NEWS and even
many other commercial channels which have already got positioned. When this
is the case the problem is to get positioned in the present market scenario, like
intense competition, recessionary condition, goodwill creation and acquiring
greater market share.
Justification for the problem:
Every firm has a wide variety of promotional tools to choose from.

Before selecting the appropriate medium, the firm wanting to find answers to
the questions specified in objectives. And then depending upon the problems
or opportunities the firm then has to go through, what kind of promotional
strategies the marketing department is going to adopt? Or it has to choose?
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Methodology:
The primary data will be collected through direct interview.
The secondary data will be collected through internet and books.
Company Profile:
Tv9 Kannada is 24 hours free to air News channel that bring the latest
news and information to viewers. We understand that each event impacts
world history and that the direction that society takes is influenced by the
information that percolates down to people. It is this thought that has shaped
our direction and content - direct, incisive and factual - reflecting the human
angle and the focus being "A Better Society".
TV9 stands for a value system that includes truth, unbiased,

impartiality and reliability TV9 is a pioneer in many respects. It is a channel
promoted by professionals from the media and technology industries. TV9
seeks to integrate quality resources with the latest technologies to put together
and deliver a thought-provoking experience - simple, crisp and bold, mirroring
the world for its viewers.
It is our endeavor to present the happenings around the globe

without any filters, undiluted and unbiased, as they happen, 24 hours a day.
We build on our extensive resources to present up-to-the-minute coverage of
news and issues bringing our journalistic expertise to our programming with
the best reporters and anchors to deliver the news and best team leaders to
add perspective and analysis.
TV9 is about information, accessing it, reporting it, analyzing it and

telecasting it faster and more accurately than any other news organization.
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Some of the most famous programmes telecasted in Channel TV9are:
Suprabhatha - 6 am
The first bulletin that intends to give wake up call to the audiences with its
soothing signature tune and top stories of the day. The bulletin covers all late
night events clubbed with local/national/ international stories from politics,
entertainment, crime, sports etc.
News Cafe - 7 am News over a cuppa …..this bulletin starts with the 'Driver
story', a special and exclusive of tv9 which will be eventually discussed with
eminent guests at length. The bulletin also covers national and international
news with more emphasis on state news. A segment on Tharabala will be
telecasted in the bulletin.
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Madyanha Varthe - 1 pm
This bulletin gives a follow up of happenings and developments from morning.
This will include PTC's, Phone-ins and Live interaction between anchor and
reporter
Indu Sanje - 6 pm
All the news from morning to evening will be covered.
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Nammuru - 8 pm:
Karnataka's metro bulletin which will basically discuss stories from Bangalore,
Mangalore, Mysore, Hubli & Dharwad, Hassan, Shimoga, Belgaum, Raichur,
Bellary and Gulbarga. This bulletin will also take up civic related issues and try
to build up public opinion so that concerned authorities take corrective
measures...
Just Bangalooru – 8.39pm
This bulletin targets and caters exclusively to the capital of the state. It
showcases the lifestyle, fashion, city life along with the civic issues of the
capital.
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Nation@9 - 9 pm
It offers viewers a complete round up of day's most important news or

highlights which covers national, state and international news .
Filmy Funda - 8:30 pm
It's a half hour film based program covering Kannada films, along with Telugu,
Tamil, Hindi and English films. It will give a complete coverage of filmy stuff
which includes gossips, film reviews, interviews etc.
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Heegu unte –10pm to 10:30pm
A half an hour special programme unfolds the mysteries.

The programme will be telecasted on Sunday at 10:30pm.
Warrant - 9:30 pm to 10 pm
Crime show which looks at the day's top crime incidents
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Ladies Club - 1:30pm to 2pm
It would be a programme tailoring to the needs of women. It covers all issues
related to women consisting of Health and Beauty tips, Infant talk, Dr Talk,
interiors etc.
The Anchors of the Channel TV9 Kannada are:
Bharadwaj Rehaman Gowrish
Radhika Narayanswamy Hameed
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CHAPTER-2
REVIEW LITERATURE
 Television medium
 Industry estimates
 Media directions
 Cyber atlas
 White paper on media &
Entertainment industry trends
 Websites
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REVIEW LITERATURE:
Source-Television Medium
-V Partha Sarathy
The article covers issues such as television and its

transformational role on society, television and
cognitive development, learning skill from television
shows (educational program), building brands and
cultural icons and spreading awareness about health
issues.
Television has transformed and changed lives beyond everybody’s

wildest imagination. Television started as simple device that could transmit
images over a small distances.
The advent of colour television, satellite and digitization can be termed

as the three important milestones in television viewing. The technological
advancement has brought about sweeping changes in defining television
consumption. Television basically started off as an educational medium and
slowly started airing entertainment and other types of programs. Over the
years it has been observed that television has veered more towards
entertainment rather than information and education. However, when opinions
were sought, it was found that people would not just want entertainment all
the time. Thus a new wave of information and education channels were
ushered in.
The present article focuses on the role played by television in imparting the
education, providing information, creating cultural icons and build brands.
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Informative programs:
Information program includes news bulletins, economic data, cultural,

social and scientific messages. Theses programs have great relevance for
distance education. These enlighten distance learners about important
contemporary events and are helpful in effecting better understanding of their
courses.
Cognitive development:
Moving pictures impact the minds fast, more so far children.

Animation with interesting visuals and good commentary can accelerate the
cognitive and co native abilities of the children. Children learn more and
understand more through the visual medium.
For example, if one wants to know how Chengiz Khan formulated his
strategies and created a huge empire; he would have two options; either read
a good history book or attend a lecture on the Chengiz Khan by a history
teacher.
A well made series of Chengiz Khan and his exploits would be greatly
comprehended if it were shown on television using actors and situations. This
is what the history channel is doing now. When one reads a book, he has to
visualize, yet he may not understand the depth or the clarity of the person or
event. But if it is shown on the television screen, it makes an impact.
The science books and the manuals discuses how the universe was
born, what kind of the galaxies is born in universe, the different properties and
the dimensions of the various stellar objects.
If the same object is shown on television as the Discovery channel

does with so may of its programs, the learning is creative and enriching.
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With beautiful visualizations, rich colour, animation, movement and a
good commentary, the scientific facts come on life. Children enjoy this kind of
learning because like to think in pictures. Children are very creative and visual,
hence leaning through the mode of moving pictures accelerate their learning.
Different subjects from history, geography, science, animals, space

science can all be thought better through the television programs and many
channels such as Discovery, National Geographic, History Channel understand
this fact. That is why the programs have been quite successful in generating
attention. Contrary to popular perception, these channels are not niche
channels any more. More and more people are getting hooked to the
interesting programs that are aired.
Even before the satellite television came, state development owned

Doordarshan had been airing educational programs by UGC and has very
recently added the Gyan Darshan channel.
The objective of Doordarshan has been very well stated have come to
be known as the social objective of Doordarshan. Some of the social objectives
of the Doordarshan are: create national integration, stimulate scientific temper,
aid development and social changes, transmit programs related to
development activities in different facets like agricultural extension, education,
health and family welfare, promote social change and welfare of the weaker
section of the society. These objectives make the role of the television
authority very clear.
News:
There is tremendous proliferation of news channels now. The prime

job of any news channel is to update the viewers with the latest information.
But news channels in the last decade have changed their approach. There
more programs based on analysis, discussion, investigation and debate. Big
fight in NDTV is a prime example of this.
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News channels telecast news 24/7 and thus can become stale and
boring most of the news is repeated every hour, this is the reason why they
telecast different types of programme. Generally, news channels have adopted
the strategies followed by CNN, which is the pioneer of discussion type of
programs.
In the changing scenario, viewers can participate in the various

polls, voice their opinions and get their feedback. The response to the various
polls conducted by news channels stand testimony to the fact that the new age
viewers is more interesting in interaction and participation. The viewer just
doesn’t want to be on the fringes and watch the events unfold. He wants to be
the change, the driving forces in the changes or at least that affect his state
and nation.
There are also ramifications of the new age programming. One of

the disturbing trends is to harp on the negative news and focus more on
sensational items. Some of the news channels have telecasted and continue to
air programs that are considered sleaze by many people. This has been done
to get high Television Rating Points. News channels are increasingly not able to
distinguish between healthy debate and breach of privacy. The other point is
the excessive focus on violence and sleaze to capture the attention of viewers.
News channels are not very enthusiastic when it comes to report some
breakthrough discovery and analyze the implications of the same.
One of the subsequent article in the present book discusses the

proliferation of news channels in India and how they are growing.
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Health information programs:
The recent success o f the pulse polio, AIDS awareness campaign by

popular cricket players, the yesteryear awareness campaigns about birth
control and other health campaigns, highlight the importance of television in
disseminating health information programs.
Television is a mass media and its reach even to the interior regions,
makes it feasible and advisable for the government to telecast the health
campaign. For example an impact analysis conducted by UNICEF shows that 80
percent people across rural and urban UP who came to the pulse polio booths
were motivated by Amitabh Bachchan and Sachin on TV or radio.
Thus celebrity broadcasts can be used effectively to bring

awareness about products that were not openly discussed earlier.
Advertisement for sanitary napkins for women have picked up in the last few
years and television has played an important role in spreading the awareness.
Similarly, products for babies like baby foods, baby toiletries, and baby
immunization programs have picked up due to television advertising.
Developmental Educational Programs:
Developmental educational programs are intended to bring about

cultural, social and economic development among the masses, which include
the unprivileged sections of the society such as rural folk, women and children.
The development areas which are generally supported by mass media are
agriculture and allied fields, health and hygiene, mass literacy, social education
and the like.
Doordarshan aired a bi-weekly developmental educational

programme, entitled Krishi Darshan (Agriculture on TV). It was introduced in
Delhi on January 26, 1967. For the first time television sets were used to
disseminate messages on agriculture and allied subjects such as poultry,
fishery, small scale agriculture-based industries, etc. Currently, Krishi Darshan
Programs continue to be telecast five days a week.
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Building Brands and Cultural Icons:
Many of the popular brands have been built due to intelligent

communication strategies adopted for television. Building a brand is based on
the premise that the products have strong functionality and utility. Television
can be a double-edged sword. If the brand doesn’t promise what it has
intended, then it falls flat on its face. Many brands such as Surf, Ariel, Rin, Liril,
Denim and Vimal have been built due to clever messages and advertisements
aired on Television. Television gave the require reach for the companies to
build their brands. Television has most often than not provided the extra push
needed to make a brand a national brand and not confine to a particular
region. Lijjat Papad is a good example of how a good advertisement strategy
can propel a small brand to become a big brand.
Reality TV, a trend that started in the west and has caught the
fancy of the Indian producers is here to stay. Reality TV has changed the face
of the Indian television. Many people who dreamt of making it big in various
fields, especially in the entertainment field have found the perfect opportunity
through Reality Television. The participants in the various talent hunts that are
being aired on many television channels get instant recognition and fame.
There is tremendous competition to win in these talent hunts. Even established
stars have tried reality television to boost their careers an fortunes. The
success of Kaun Bnaege Crorepati, a quiz show hosted by Amitabh Bachchan
not only helped to revive his career but also raised the aspirations of Indian
citizens.
Skeptics however point out that Reality TV is a marketing gimmick

to attract TRP ratings and generate goes to channels and the rest goes to the
service providers.
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Source-INDUSTRY ESTIMATES
-Archana Shukla
News=Money
Estimated advertising revenue of news channels in 2004
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Source- MEDIA DIRECTIONS
-Archana Shukla
Viewership share of various categories within news
Year Number of Business Hindi Regional English

Channels
2002 11 4 81 12 3
2003 18 4 82 8 6
2004 22 3 72 18 7
2005 24 4 71 18 7
All figures are in percent except the number of channels
Source-CYBER ATLAS 25/08/2003
Market share in the US: Cable TV vs. Satellite TV
Cable TV Satellite TV
1998 Market Share 68% 7%
2003 Market Share 60% 17%
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Source-WHITE PAPER ON MEDIA AND ENTERTAINMENT INDUSTRY
TRENDS
www.sbc.ac,in
-Rohit Shrivastava
Average Indian Media Consumption Per Person-2003
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Source-www.zeenetwork.com
Portfolio of Zee Brands
Channels Start Date Focus

Zee TV 1992 General entertainment channel
Siti Cable 1994 City specific programming, news, current
affairs, films and general entertainment
channel
Zee Cinema 1995 Hindi movie channel
Zee News 1995 News and current affairs
Zee Music 1997 Hindi music channel
Alpha Marathi 1999 General entertainment Marathi channel
Alpha Bangla 1999 General entertainment Bangla channel
Alpha Punjabi 1999 General entertainment Punjabi channel
Zee English 2000 Sources the international soaps and shows
relevant to Indian tastes and preferences
Zee MGM 2000 24 hours English movie channel
Alpha 2000 General entertainment Gujarati channel
Gujarati
Trendz 2003 24 hour premium, fashion and style
channel
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Source-www.zeetelevision.com
Growth profile estimated of Households
Page 28 of 67
Source- www.indiainflline.com
List of companies that were proposed to be merged
Indian Companies Foreign Companies

E-connect India Limited Winter health Company Ltd.,
Mauritius
Programme Asia Trading Company Hokushan Trading Limited,
Ltd Hongkong
Elzee Television Limited Expand Fast Holdings Ltd., BVI
Kaveri Entertainment Limited Zee Multimedia Worldwide Ltd., BVI
Dakshin Media Limited Asia TV, USA
Zee TV SA Ltd. South Africa
Source-CNN SPECIALIZED CHANNELS
www.en.wikipedia.org
CNN’s Network
CNN airport network
CNN en Espanol
CNNfn (Financial Network)
CNN Headline News
CNN International
CNN Plus (CNN+ a partner network in Spain, launched in 1999 with
Sogecable)
CNN Sports Illustrated (a.k.a CNNSI), the network’s all-sports channel,
closed in 2002
CNN Turk n-tv (CNN owns 27.5% of this news channel in Germany)
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CHAPTER-3
RESEARCH DESIGN/METHODOLOGY
 Research design
 Sampling
 Criteria for selecting an
Appropriate sampling design
 Data collection methods
RESEARCH DESIGN/METHODOLOGY:
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Data Collection Methods: Primary Data and Secondary Data
Primary Data: Personal Interview
Secondary Data: Books, Internet
Research design:
Are the employee’s willing to accept the new programs? What

percentages of programmes have found to be flop in a particular day? What is
the level of customer (viewers) satisfaction? These are some of the questions
that managers have to answer in their day to day business. Ideally, if time and
budget permits they can go for complete enumeration to ascertain the actual
facts relating to issues like employee’s attitude towards the new programmes,
creativity in direction and viewer’s satisfaction levels. But in business,
managers are hard-pressed to take and accurate decision with the least
possible expenditure on researching into the problem at hand. In such
situations, where it is not possible to study the entire population, researcher
uses the concept of sampling.
Sampling:
Sampling is the act, process, or technique of selecting a representative

part of a population for the purpose of determining the characteristics of the
whole population. In other words, the process of selecting a sample from a
population using special sampling techniques is called sampling. It should be
ensured in the sampling process itself that the sample selected is
representative of the population.
Here in this thesis too we have selected the representative of the

population the marketing manager of the company who is responsible for the
promotion of the channel.
Criteria for selecting an appropriate sampling design:

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A research always depends upon the sampling design. Therefore, each
researcher has the leeway to evaluate the sampling design against his
preferred criteria. Therefore on the basis of certain criteria we can evaluate
and select the appropriate sampling design,
Degree of accuracy:
Degree of accuracy is one of the main factors that all researchers

look forward to. Therefore, while drawing upon a sample it is ensured that the
sample is representative of the target population. If this is not the case,
sampling errors may arise that would lead to error in the subsequent steps.
However, the degree of accuracy sought by researcher varies from one
research to another. The need for accuracy also depends on the decision it is
going to support. If the stakes attached with decision area are high, a high
degree of accuracy is sought.
Resources:
Resources in the form of budget allocation also influence of choice of

sampling design.
Time:
Time is another important criterion for research. We like to opt for

simple, less time-consuming sampling designs in the case of time constraint in
the research process. We would prefer convenience sampling.
Data collection methods: Primary data and Secondary Data
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Research can be classified into two distinct categories, that is primary
research and secondary research. Primary research uses various approaches
like focus groups, surveys, field tests and interviewing to collect first hand data
that is primary data.
Primary data is collected directly from respondents using data

collection methods like survey interviews, questionnaires, measurements, direct
observation, or tabulation. Here the researcher is directly involved in the
collection of information required to answer the research questions. This data
is collected following the specifications of the researcher and hence has
relevant information pertaining to the research project.
Secondary data is the data that already exists which has been
collected by some other person or organization for their use, and is generally
made available to other researchers free or at a concessional rate. Sources of
secondary data include websites, trade associations, journals, books, etc.
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CHAPTER-4
RESULTS AND ANALYSIS

 Effective communication
 Programmes of TV9
 Promotional strategies
 Strategies adopted by channel
TV9 for promotion
Page 34 of 67
RESULTS AND ANALYSIS
There are three essential parts of communication, the source,

message and receiver. True communication takes place only when the
message means the same thing to both the parties that is the sender and the
receiver.
Marketing communication involves sharing of meaning, information

and concept by the source and the receiver about programmes and services
and about the channels displaying them. Marketing communication is
undertaken by marketers through the devices of promotion like advertising,
publicity, sales promotion and publicity. We have also word-of-mouth
communication to accelerate the spreading over of marketing communication.
The effective communication occurs when a sender (source) sends a

message and a receiver responds to the message in a manner which satisfies
the sender. Both must have identical meaning of the message.
Effective communication is equal to: receipt of the message plus

understanding plus acceptance plus action. In marketing action means decision
to purchase.
In marketing management, the source or communicator is the

marketer who desires to promote his product or services. He attempts to
deliver a message a to a receiver. He can deliver the message in many ways.
All forms of promotion are media or channels of communicating or sending the
message. The receiver or audience is the target market segment, which is the
group of consumers for whom the message is sent. Message is received and
interpreted by consumers and if their predispositions become favorable, they
decided to purchase. Feedback is the reverse flow of communication from the
consumer to the marketer.
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Here in this research Channel TV9 is the communicator of the
message or sender and viewers are the receiver, if the receiver’s wants are
satisfied by effective communication then they can attract a large number of
viewers and acquire a greater market share and get the benefits which are
linked to it.
So for the purpose of effective communication Channel TV9 has

designed many a programmes and operating on it, the programmes by which
they communicate are,
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Programmes/Schedules of Sunday
Time Programme ( Sunday )

6am - 7am Suprabhatha
7am - 8am News Cafe
8am - 8:30am tv9 News
8:30am - 9am Boundary Line
9:30am - 10am Sakath Mathu
10:30am - 11am Warrant ®
11am - 11:45am Tharabala – Live
11:45am - 12pm WWS – ADVERTISEMENT
12pm - 12:30pm tv9 News
12:30pm - 1pm Filmy Funda®
1pm - 1:30pm Madyanha Varthe
1:30pm - 2pm Ladies Club
2:30pm - 3pm Nimma hooru Nimma... ®
3pm -3:45 pm tv9 News
3:45pm - 4pm WWS – ADVERTISEMENT
4:30pm - 5pm Warrant ®
6pm - 6:30pm Indu Sanje
6:30pm - 7pm Sakath Mathu ®
7pm -7:30pm News Room
7:30pm - 8pm tv9 Vishesha
8pm - 8:30pm Nammuru
8:30pm - 9pm Filmy Funda
9pm - 10pm Nation@9
10pm - 10:30pm Just Bengaluru
10:30pm - 11pm Heegu Unte
11:30pm - 12am tv9 Vishesha®
12:30am - 1am Just Bengaluru®
1:30am - 2am Nammuru ®
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2:30am - 3am Nimma hooru Nimma... ®
3:30am - 4am Ladies Club®
4am -4:30am tv9 News
4:30am - 5am Heegu Unte ®
5:30am - 6am Filmy Funda®
Programmes/Schedule of Monday
Time Programme (Monday)

7am - 8am News Cafe
9am - 10am tv9 News
10:30am - 11am Heegu Unte ®
11:45am - 12pm WWS - ADVERTISEMENT
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3:45pm - 4pm WWS - ADVERTISEMENT
4:30pm - 5pm Heegu Unte ®
6:30pm - 7pm Campus Kathe
9pm - 10pm Nation@9
10:30pm - 11pm Warrant
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Programmes/Schedule of Tuesday to Saturday
Time Programme
7am - 8am News Cafe
9am - 10am tv9 News
11:45am - 12pm WWS – ADVERTISEMENT
3:45pm - 4pm WWS – ADVERTISEMENT
4:30pm - 5pm Warrant ®
6:30pm - 7pm Campus Kathe
9pm - 10pm Nation@9
10:30pm - 11pm Warrant
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Promotional Strategies
Promotion is a form of communication with an additional element of

persuasion to accept ideas, products, services and hence persuasive
communication becomes the heart of promotion, the third element of
marketing mix. In essence, promotion is the spark plug of our marketing mix
and an important marketing strategy. People must know that the right product
at the right price is available at the right place. It is said that in competitive
market without promotion nothing can be sold.
In marketing, effective communication is absolutely necessary even

though you have a superb product, best package and also you offer a fair
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price. People will not buy your product, if they have never heard of it and they
are simply unaware of its existence.
Promotion, like any other element of the marketing mix, is very

essential for successful marketing of a product of service. Promotion has to be
given a little more importance in marketing services due to their intangible
characteristic. Service providers often find it difficult to tangiblize their services
in order to appeal to the target customers. In these situations, promotional
techniques help a service provider add tangibility to the intangible services, and
thus reduce the perceived risk of customers.
Promotion is responsible for awakening and stimulating consumer

demand for your product. It can create and stimulate demand, capture
demand for rivals and maintain demand for your products even against keen
competition. Of course, it is taken for granted that your product has the
capacity to satisfy consumer expectations and can fill their wants and desires.
It is a truism that nothing can be sold and nothing can make money without
some means of promotion.
Marketers have adopted a communication view of their firm’s

promotional activities. Receiver is now regarded as an active participant in the
process of communication. All marketing communications must be planned as
part of a total system, not as independent pieces. The promotion mix includes
six ingredients
(1)Advertising, (2) Publicity, (3) Personnel Selling (4) Sales Promotion
(5) Public Relation (6) Direct Marketing
Page 42 of 67
All forms of promotion try to influence consumer’s attitudes, belief’s,
ways of living of life style, values and preferences towards a company and
its products, and thereby influence his/her behavior.
Strategies adopted by channel TV9 for promotion:
Tv9 Kannada came into market with a new concept as 24 hours news
channel in Karnataka, where it was a challenging task for the organization to
exist in the market where in which there was a huge competition from other
commercial TV channels of Karnataka as well as well as news channels. When
this was the situation creating brand awareness and existing in the market is a
quite difficult task in order to exist in market they adopted some of the
Page 43 of 67
strategies to exist and now they are leading news channel in Karnataka and
has created a trust in the minds of the viewers.
So some of the strategies they adopted are,
1) Advertising:
It is defined as any paid form of non-personal presentation

and promotion of ideas, goods and services by an identified sponsor.
It is impersonal salesmanship for mass selling a means of mass
communication. It can be done using any form of media like
television, radio; print media etc. a firm has the flexibility of choosing
the target market while advertising. It can advertise its
product/services in the local newspaper to reach a small
geographical area. If it is looking for national reach, the firm can
advertise its product/service on the television through a national
channel like Doordarshan or any other television channel depending
upon the target audience. Advertising allows firms to communicate
with the intended audience in the most interesting format using
actions and dramas. It helps in generating faster response in the
form of increased sales. However, the interactivity with the audience
is negligible and their feedback is indirect.
Types of add displayed by Channel TV9 are;
 Displaying a advertisement at regular intervals of programme as

Channel “TV9 for the Better Society”.
 Displaying the ad promo’s in case of any special programmes like

TV9 “Vishesha”.
Page 44 of 67
 Providing realistic programmes to the target audience and not
cheating by giving unrealistic programmes creates word-of-mouth
publicity is a powerful advertising tool, some program which gives
word-of-mouth publicity are, Program like “Uttama Samajakagi,
Heegu Unte”.
 Giving the moral message to the viewers by giving meaningful

message to the viewers by showing the some kind of adds like
 Save Water:
In this add, in a village a monkey sees to the water

pouring out of the tap from the water tank and the
monkey comes nearby it and turn’s off the tap. This
advertisement has given a message about “saving water
and if a monkey can do this kind of work and why cant us
human beings do that.”
 Child education:
In this add, two small school going boy and girl sees
to poor boy who is not having enough amount to go to
school will be on a road and these school going children
sees to him and takes him with. This advertisement has
given a message about providing “education to the
children is necessary and has shown the humanity.”
Page 45 of 67
2) Publicity:
It is non-personal stimulation of demand for a product

service or a business unit by placing commercially significant news
about it in a publication or obtaining favorable presentation of it
upon radio, television or stage that is not paid for by the sponsor.
Studies have shown that people attach a lot of importance to news
articles and read them with greater attention as compared to
advertisements in news papers. Also, people give much more
importance to the product or service details given in a mews report
than in an advertisement, because they perceive news report to be
more credible. Efforts like generating repeated exposures will also
help marketers effectively communicate the desired message.
Therefore, managing the marketing communication mix with
appropriate and timely publicity through newspaper articles, coupled
with attractive public relation campaigns helps marketers to a great
extent.
Companies use publicity campaigns to bring in awareness

about their offers among the existing and potential customers and
even the general public. Publicity involves using of information that
includes interest towards a company, event or person. Publicity is
also a mode of mass communication similar to advertising. Example
of publicity includes event sponsorships, charitable donations etc.
Types of publicity adopted by TV9 are;
 They have become the media partners for only some of the
selected movies which gives a message to the public like,
 Mathad Mathad Mallige:
Page 46 of 67
It is a kind of movie which gives a message to the
agriculturist of villagers, that how they are being cheated
and making them aware about it.
 Anu:
It is a kind of movie which is dedicated to women’s,

that how a woman reacts to the situation when she is
getting harassed.
 Raj:
It is not a movie which gives a message to the

public but they had become the media partners of this
movies because of the publicity and expectation of movie
becoming a mass hit of the year.
 After the floods in North Karnataka, channel TV9 has taken

the initiative to develop 5 villages in North Karnataka and they
are collecting the charities by the public by conducting a
program called “Santrastarige Sahayada Hasta” and they are
collecting the enough funds from the public because of the
trust worthiness and brand image they have created.
3) Personal Selling:
It is the best means of oral and face-to-face communication

and presentation with the prospect for the purpose of making sales.
There may be one prospect or a number of prospects in the personal
conversation. Personal selling involves persuading an existing oral
potential customer through oral communication, to purchase the
Page 47 of 67
product/service offering of the company. It aims to develop a rapport
with the existing customer and because of that, enjoys a high
success rate. Different modes of personal selling include face-to-face
conversations, telemarketing or chatting on the internet. However,
personal contact through face-to-face meetings is more successful in
increasing business and building a rapport with the customer, when
compared to the other ways. The sales personnel should be
customer oriented by placing customer requirements and desires
before anything else, should be competent with good knowledge and
expertise in the area of business, should be dependable, honest and
should be able to attract customers.
Types of personal selling activity adopted by Channel TV9 are;
 Ladies Club is a program where it is attracting the women’s

day by day because it is a viewers oriented program and
trying to fulfill the requirements of viewers or giving solutions
to the quires (problems) of viewer through telephone
conversation and in this program experts or the person with
good knowledge in the areas health and beauty tips, infant
talk, Dr talk, interiors etc will be brought about to handle the
program.
4) Sales Promotion:
Sales promotion is a form of attracting the consumers by

offering them various benefits in the form o f incentives or by adding
value to the products. It covers those marketing activities other than
Page 48 of 67
advertising, publicity, personal selling that stimulate consumer
purchasing and dealer effectiveness. Sales promotion is often used
by companies to improve the sales of a product or services either by
encouraging the existing customers to use the services more
frequently or by attracting new customers to use their product or
services. Companies adopt different sales promotion strategies for
end consumers, intermediaries and sales force. Companies aim to
pull customers to regularly use their product or services by attracting
them with free offers, coupons, cash discount, warranties, prizes,
contests, etc.
 So far Channel TV9 has not adopted any kind of sales

promotion activity.
5) Public Relations:
Public relations are essentially a function of an organization,

where it tends to develop and manage its goodwill in the market.
Public relations help organizations create a positive opinion about the
firm in the market through appropriate communications. An
organization can develop its public relations with several member
groups such as suppliers, customers, employees, the government,
shareholders, distributors, members of the public etc. It is aimed to
enhance a company’s image and prestige among its internal and
external customers.
A company’s public relation activities might include press

releases, news articles on the company, statements of senior
management conducting press conferences, oral and written audio
and video messages directed at the target audience, public services
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official and websites and corporate identity materials like brochures,
logos and stationery.
Types of public relations activity adopted by Channel TV9 are;
 Every year in the month of December they have decided to

show an article in audio video format about their employees
who are working behind the screen, this is just to have good
relation with the employee.
 Similarly to have a good relation with the viewers they are

conducting a programme like “Filmy Funda, Nammuru and
Campus Kathe.”
 They are maintaining a public service website

www.tv9.netkannada.
 Even they are maintaining a telephone number for the

purpose of public service “40312702”.
 Employees of TV9 using caller tune of TV9 in their mobile

phones.
 And for the purpose of their channel identity they are using a
logo in their channel, vehicles and mikes.
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6) Direct Marketing:
In direct marketing, organizations communicate directly with

the customers through mail or telemarketing or marketing through
internet. In direct marketing, there is a non face-to-face interaction
with customers, to persuade them to immediately respond to the
marketing effort and initiate an action. Direct marketing activities
such as telemarketing, mailers, catalogs, etc. have been gaining
popularity over the years. The greatest advantage of direct
marketing is that it is highly cost effective and gives the maximum
mileage.
 So far channel TV9 have not adopted any kind of Direct

Marketing strategy.
Page 51 of 67
CHAPTER-5
DISCUSSION OF IMPLICATION
 Target audience & location
 Communication channels used
 Appropriate medium for
Promotion activity
 Running of promotional
Campaign
 Adopted promotional tools
DISCUSSION OF IMPLICATION
Page 52 of 67
Companies have a wide variety of promotional mix to choose from.
Before selecting the appropriate medium, the firm wanting to promote has to
find the answers to some important questions,
 Which are the communicational channels used for promotion?
 When do they run the promotional campaign?
Page 53 of 67
Identification of the target segment is dependent on market
segmentation. Dividing the market by grouping the viewer’s with similar
tastes and preferences into one segment is called segmentation.
Segmentation on the basis of viewer’s demographics, psychographics,
social class, program viewership and so on will help the media planner
reach the maximum number of viewers in those segments, within the
budget constraints.
For instance, In channel TV9, programmes like
‘Boundary Line’ program is mainly targeted to the people who are

interested in cricket.
‘Ladies Club’ is a program which is targeted to women’s who is health and

beauty conscious.
‘Tarabala’ a live astrology program on every Sunday. It is a phone in

program where the astrologer will answer to the queries of people, in this
program the target audience are most of the Hindus who believe in
astrology and the people who want to know more about their future or
solutions to their problems
However, there is always an amount of wastage in promotion or

advertising, that is, these advertisements also reach those viewer’s who
are not in the target group.
Channel TV9 is segmenting or targeting the viewer’s on mass

segmentation. Some of the programmes will be designed on the basis of
Demographic and Geographic and viewership of program too.
Page 54 of 67
About 70% of population of Karnataka lives more in villages and
the remaining lives in towns and cities. Promotions must ideally be
targeted at places where most of the viewer’s are located. Differences in
tastes and preferences exist for various programmes, based on the
geographical location.
For instance, In channel TV9, programmes like
‘Just Bengaluru’ is more required to the people of Bangalore than the

people of other cities. It showcases the lifestyle, fashion, city life along
with the civic issues of the capital.
Availability of a medium also has some geographic limitations. The

promoters should identify the location of his target audience and
accordingly promote the programmes.
For Channel TV9 target audiences are, as their segmentation is

done on mass basis, according to geographic segmentation the audiences
are located in villages, towns and cities too.
According to demographic segmentation, the audiences divided on

the basis of demographic attributes such as age, gender, income,
occupation, regional etc. even after dividing according to demographic
condition only some of the programmes are done like Ladies Club,
Tarabala etc.
 Which are the communicational channels used for

promotion?
Page 55 of 67
Communicational channels can be classified into personal and
non-personal channels.
 Personal channels:
Personal communication channels include face-to-face

interaction, telephone conversations, communicating through
mailers, e-mails, etc. The message can be personalized to
audience’s tastes and preferences.
 Non-Personal channels:
Non-Personal communication channels are electronic media,

print media and outdoor advertising. The electronic media consists
of television, the internet, mobile phones and radio. The print media
consists of newspapers, magazines, journals, etc. The outdoor
media consists of hoardings, sign boards, banners etc. The feedback
and response rates are difficult to estimate in non-personal channels
of communication.
Communication helps marketers communicate information to

potential viewer’s about the programmes existence, values and the
benefits that can be accrued from it. It comprises one of two elements of
communicational channels. Designing an effective communication helps
marketers to attract, persuade, urge and remind customers of the channels
brand.
Channel TV9 is using most personal communication channel as it is

gives many of the live programmes and face-to-face interaction and
telephone conversations and even attends to the mails.
The message that has to be delivered is very critical for the

selection of the medium. A particular type of message requires a
Page 56 of 67
particular type medium. If a new program is to be introduced in the
market, a feeling of something new and exciting should be created and
that can be effectively done by using the newspaper, the radio and the
television. If the product or service needs a demonstration, then a
television ad would be more appropriate than a print advertisement. If a
high quality output is color is required, then multicolored magazines would
do the job better when compared to newspapers. If there has been a
controversy and the company wants to rebuild the lost confidence of
customers in its brand or product, it can communicate its stand through
the print media to show the proof of evidence certifying the quality of the
product. If there is a need to build the brand image of a company on the
basis of some personality traits, then they can be advertised during
relevant programmes on television and radio. The advantage in following
such a method is that these brands will be identified with the image the
program is trying to create. Finally the message should be relevant to the
medium that is being used.
In Channel they are using television as the most appropriate

medium for promotional activity,
For instance,
They are collecting the amount form the public as charity to help
the people of North Karnataka who are suffering because of floods and
they have took the initiative to develop the five villages as moral village
and they are keeping transparency of amount collection and it is
telecasted by conducting the programs as ‘Santrastarige Sahayada Hasta’,
this is a kind of publicity which comes under promotional mix, by this it
has lead for the brand expansion of TV9 and also creating the trust in the
minds of viewer’s.
 When do they run the promotional campaign?
Page 57 of 67
Promotional message can be aired any time during the year
depending upon the programmes. Normally the timing of the ad or
promotion can be decided on the basis of seasons, months, and weeks,
days and even minutes and seconds. A part from seasonal programs,
there are a host of other programmes that would benefit from differently
timed promotions. While deciding, when to promote, the type of audience
also plays a significant role.
For instance,
The message which is advertised about the education is

compulsory to children is a seasonal promotional activity, which will be
planned to run most of the times in the month of June, July and August.
The add promo of the program ‘Heegu Unte’ will be displayed

throughout the week and the program will be displayed on Sunday, this is
because of special program played once in a week.
To select the right type of medium, medium planners need to

have good knowledge of the different media that are available to reach
the target audience.
In this context Channel TV9 too is running the promotional

campaign in an appropriate manner by planning on the basis of season,
month, weeks, day and minute and seconds and also keeping into
consideration the type of program.
Page 58 of 67
Channel TV9 has adopted all these promotional tools other than
Sales Promotion activity. Which they might have not plan for or might
have not interested in using this kind of activity.
Page 59 of 67
CHAPTER-6
CONCLUSION
Page 60 of 67
CONCLUSION
There is a story of a hard working and skilled sculptor who

decided to make the statue of the most beautiful woman on earth. He
worked day and night to make this statue a perfect replica of his dream
woman. He hoped that once the model was ready he would be able to sell
it, at a premium, to a connoisseur of art, earn fame and be recognized as
a great sculptor of his time. After the statue was completed, he waited for
a connoisseur to come and buy it, but none did it. Only his neighbors
came and admired it.
The moral of the story is that it is not just important to make a

product. It’s equally important to let the target market know about it.
As described above, communication is an important marketing

task of any organization. This research is devoted to marketing
communications decisions and selection of appropriate medium among
promotional mix in order to promote the companies product or services.
Promotion means all those tools that a marketer uses to take his product
from the factory to the customer and hence involves advertising, sales
promotion, personal selling, publicity, public relations and direct
marketing. All these tool have one dimension in common, they are all
communicating a message to the customer “buy me’.
Not each element is helpful or effective in all product market

situation. The factors that guide a marketer’s decision in selecting a
promotional mix are;
Page 61 of 67
 Nature of the product market
 Overall marketing strategy
 Buyer readiness stage
 Product life cycle stage
TV9 is about information, accessing it, reporting it, analyzing it and

telecasting it faster and more accurately than any other news organization.
Tv9 Kannada is a 24 hours free to air News channel that bring the
latest news and information to viewers, which came into existence keeping a
new concept in a mind of opening 24 hours news channel in Karnataka. And
they are reflecting the human angle and the focus being "A Better Society".
It has not much concentrated on promotion of their brands directly;

they were only trying to create trust in the minds of the viewer’s by giving
qualitative programmes, showing their impartialness and unbiased and realistic
news in a faster and better way and live news too.
Their efforts had made them to acquire a good image and goodwill in
the minds of the viewer’s. They are indirectly promoting themselves by
showing ads which contains a moral message to viewer’s like Save Water and
Compulsory Child Education and show the ad promo’s of the qualitative
programmes like ‘Uttama Samajakagi’ was a mass hit program for them. These
shows and message started remaining in the minds of the viewer’s and word-
of-mouth publicity use to take place which is a indirect promotion strategy.
They had created their brand awareness by direct marketing strategies like
usage of logo’s on their mike and on vehicles.
Page 62 of 67
After gaining the trust of the people and brand awareness they had
planned some of the promotional strategy which is almost termed as brand
expansion. Even at the time of brand expansion they did not leave their main
intention of being existence “A Better Society”. Keeping this in mind they are
giving a moral message to the viewer’s by displaying ads. And now they are
becoming the media partners for the movie which gives only message to the
viewer’s.
And they have adopted a publicity campaign at the right time by

helping people at villages who has got affected by floods in North India by a
program called ‘Santrastarige Sahayada Hasta’. They are keeping excellent
public relations.
Page 63 of 67
CHAPTER-7
RECOMMENDATIONS
Page 64 of 67
RECOMMENDATIONS
There is a story-
As the lion and the tiger drank beside a pool, the tiger asked the lion,
“Why do you roar like a fool?” “That’s not foolish,” replied the lion with a
twinkle in his eyes. “They call me king of all the beasts because I advertise”.
A rabbit heard them talking and ran home like a streak. He thought he
would try the lion’s plan, but his roar was a squeak. A fox came to investigate
and had his lunch in the woods…
The moral of the story of that when you advertise, be sure you have got
the goods.
Publicity:
Companies use publicity campaigns to bring awareness about their brand

among existing & potential customers and even the general public.
Suggestions:
Providing the event sponsorships, which are really a message oriented

events like quiz competitions and other educative programmes to the
public.
Sales Promotion:
Companies aim to pull customers to regularly use their products or services by

attracting them with free offers, prizes, contests etc.
Page 65 of 67
Suggestions:
They can conduct contests to the children and give the prizes and
scholarship for the higher education of child.
Direct Marketing:
Companies communicate directly with the customers through mail or

telemarketing or internet.
Suggestions:
They can send a daily sms to the mobile phones to the people who have
subscribed sms like sending the headlines of news, beauty related tips
and health related tips.
Even they can send a mail to the people who subscribed to their
websites, similarly about the daily news, week news, beauty related tips
and health related tips.
Advertising:
Channel TV9 Kannada they are not showing the ads directly, they are into
showing advertisements which possess the moral message to the viewer’s and
getting indirect promotion.
Suggestions:
Showing the advertisements related to the effects caused by adopting

the bad habits like smoking cigarette, drinking alcohols and in hailing
drugs.
Showing the advertisements related to humanity, that how to treat old

aged and handicapped people or incase of helping them.
Page 66 of 67
REFERENCES:
 Partha Sarathy, Television Media
 Philip Kotler, Marketing Management (Main text for revision and article)
 Rajan Saxena, Marketing management, Tata Mc Graw-Hill Publishing
Company Limited (Main text for revision and article)
 Sherlekar.S.A, Marketing Management, Himalaya Publishing House

(Main text for revision and article)
 www.tv9.netkannada.com
 www.zeenetwork.com
 www.zeetelevision.com
Page 67 of 67

Management Thesis Krishna M M

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A THESIS ON

THE PROMOTIONAL STRATEGIES ADOPTED BY

A report submitted in partial fulfillment of the requirement

THE MBA PROGRAM

(THE CLASS OF 2010)

I here by declare that the Management Thesis report entitled

“A THESIS ON THE PROMOTIONAL STRATEGIES

Submitted in partial fulfillment of the assignments for the degree of

Master of Business Administration

To ICFAI National College, Shimoga. It is my original work

Place: SHIMOGA (KRISHNA M M)

Date: UN ID: 0801214846

First, I would like to thank the Almighty for his perpetual

I express my deep sense of gratitude to the Campus Head

I would also like to thank Mr. Satish, Marketing Manager

 Objective of the study

 Description of the study

 Justification of the problem

 White paper on media & Entertainment industry trends

 Criteria for selecting an Appropriate sampling design

 Data collection methods

 Strategies adopted by channel TV9 for promotion

 Communication channels used

 Appropriate medium for

 Running of promotional Campaign

 Adopted promotional tools

Marketing is the lifeblood of any organization. It supports a host of

These promotional tool have to be carefully selected by the marketing

 Who are the target audience?

 Where is the target audience located?

 Which are the communicational channels used for promotion?

 Which medium is appropriate for promotional activity?

 When do they run the advertising or promotional campaign?

 What all kind of promotional tool they have adopted?

Description of the study:

TV9 channel is only informative channel with regards to NEWS and

Justification for the problem:

Every firm has a wide variety of promotional tools to choose from.

The primary data will be collected through direct interview.

The secondary data will be collected through internet and books.

TV9 stands for a value system that includes truth, unbiased,

It is our endeavor to present the happenings around the globe

TV9 is about information, accessing it, reporting it, analyzing it and

Just Bangalooru – 8.39pm

It offers viewers a complete round up of day's most important news or

Filmy Funda - 8:30 pm

A half an hour special programme unfolds the mysteries.

The Anchors of the Channel TV9 Kannada are:

Bharadwaj Rehaman Gowrish

Radhika Narayanswamy Hameed

The article covers issues such as television and its

Television has transformed and changed lives beyond everybody’s

The advent of colour television, satellite and digitization can be termed

Information program includes news bulletins, economic data, cultural,

Moving pictures impact the minds fast, more so far children.

If the same object is shown on television as the Discovery channel

Different subjects from history, geography, science, animals, space

Even before the satellite television came, state development owned

There is tremendous proliferation of news channels now. The prime

In the changing scenario, viewers can participate in the various

There are also ramifications of the new age programming. One of

One of the subsequent article in the present book discusses the

The recent success o f the pulse polio, AIDS awareness campaign by