BRAND POSITIONING

“AN EFFECTIVE TOOL FOR THE

SUCCESSFUL MARKETING OF BOLLYWOOD
MOVIES”
 INTRODUCTION
§ BRAND - A brand is a
name,term,sign,symbol or a combination
of these which identifies the seller or the
maker of the product.
§ BRAND POSITIONING - Brand
positioning zeroes in on consumers and
give them a reason to buy a product in
preference to others.
 It differentiates a product from other
products based on an attribute.
 Brand positioning means becoming first
mover and first brand in any attribute.
TYPES OF POSITIONING


Ø FUNCTIONAL POSITIONS
Ø SYMBOLIC POSITIONS
Ø EXPERIANTIAL POSITIONS
Ø
PRODUCT
 POSITIONING – Product
positioning is used to place a product in
the consumers’ mind so that it enjoys a
superior image compared to the
competitor's product.
 WHY THE POSITIONING
STRATEGY IS IMPORTANT
a. It is important for long-term success for
your company because it will make your
product memorable and also make product
desired by your market segments.
b.
c. It is important because it identifies what
the competition is doing, what consumers’
perceptions are of that market, and how
one could successfully fit in that
market to become desired by consumers.
d.
•
 HISTORY OF BOLLYWOOD
MOVIES
§ HISTORY
§ GOLDEN AGE OF CINEMA
 (1940-60)
 GURU DUTT- PYAASA , KAAGAZ KE PHOOL
 SATYAJIT RAY- PATHER PANCHALI

RAJ KAPOOR- AWAARA , SHREE 420
§ MODERN AGE OF CINEMA
 (FROM 1970-80) - SHOLAY ,DEEWAR ,JAI SANTOSHI MAA
 (FROM 1980’S) - ROJA, BOMBAY, QAYAMAT SE QAYAMAT TAK
 MAINE PYAAR KIYA, BAAZIGAR, DDLJ,
 KUCH KUCH HOTA HAI.



  BRAND
POSITIONING
 OF

 INDIAN MOVIES
RAND POSITIONING IN DIFFERENT
RAS

BOLLYWOOD ACTORS FROM 1960-1970

BOLLYWOOD ACTORS FROM 1970-1980
BOLLYWOOD ACTORS FROM 1980-1990
BOLLYWOOD ACTORS FROM 1990-2000
BOLLYWOOD ACTORS FROM 2000-2009
  BRAND
POSITIONING
IN MOVIES
THE BEST PROMOTION STRATEGY OF
GHAJINI
THE PROMOTION STRATEGY
FOR OTHER MOVIES
 HOW ACTORS POSITIONED
THEMSELVES


AKSHAY KUMAR
 SAIF ALI KHAN
AMIR KHAN

 HOW ACTRESSES
POSITIONED THEMSELVES


PRIYANKA CHOPRA
 KAREENA KAPOOR
BIPASHA BASU
 OLD ACTRESSES WHO
POSITIONED THEMSELVES
•
•
•
•
•
MEENA KUMARI
 ZEENAT AMAN
HEMA MALINI
 CONCLUSION
Brand positioning is playing a vital role
in the marketing of bollywood
movies. Directors and producers are
taking initiative to create a brand
image of actors. Producers involve in
marketing and create a big amount
of profit with the help of brand
image.
In a nutshell, adopting and
implementing brand positioning can
earn huge success in any industry.
 
 THANK
YOU