street hawk marketing in india

Marketeers Inc.

Presents

Re-launch of a TV Show

Street Hawk – Justice on Wheels-“Flash from the past”

Background of the show

The show was about a top secret government project called Street Hawk. Street Hawk is a Super Bike, specially designed to fight crime. The protagonist cruises the streets of Los Angeles on the bike as a vigilante and fights the crime with the help of the bike and his handler. Together they help in keeping the city crime free.

“The Street Hawk”

To save the innocent and provide justice to the victim of the crime is the purpose of our protagonist. Our lead is an agent of the FED’s, he does all this keeping his identity secret, in short as a VIGILANTE’. The purpose of the show is to provide entertainment and awareness about law.

About The Bike

MODEL:  Honda XL series. 

TOP SPEED: 200 MPH, 300 MPH with Hyper thrust

WEAPONRY: Laser Cannon, Machine Guns, Rocket Launcher

OTHER FEATURES: Infrared Cameras, Compressed Air Vertical Lift System, On and off road capability

About The BikeThree different types of bikes that were used:A 1983 Honda XL500 was used to make the bike used in the pilot episode. 1984 Honda XR500's were used to make the bike during the series.  1984 Honda CR250's were used to make the bikes for the stunt scenes during the series.

Target market with consumer Profiling

• Youth.• Bike & Mystery lovers.• Persons related to forensic

and crime department.• Students :- Law student. Psychology.• Boys and Girls, both can

watch the show.

Consumer Profiling

Age groupChildren(8-12)Adolescence(13-17)Young(18-23)Old people(58+)Income groupUpper middle classElite groupGeographic Condition Urban

Re-Positioning Strategy

Increase in Diversity– Tailored Service

Adventure

Crime fightingMystery

Re-Positioning Strategy Lower Volume

Limited productionLimited airing (once a week)

Higher CostCustomization and Maintenance of multiple

bikesStunts Special Safety CrewSpecial Effects

Higher StatusCustomized bike as a status symbol Contd…

Audience Pullers

Public Poll (reality show stars).Advertisements.Tag line.Music video.

Sidharth (Splitsvilla) Javed (stunt Mania)) Sahil (Splitsvilla)) Adil (Stunt Mania)

Labeling of Street Hawk

Our service cannot be labeled at this moment.A product or a service is labeled by the people after launch

SWOT Analysis

Strength Weakness

Opportunity Threat

First Movers advantage

Actors from famous serials

Limited airing(captures interest)

Real life stories

Show was a flop earlier

This is a re-launch

Stereotypical

In competition with Roadies

and Stunt Mania and other

similar genre TV Shows.

Less competition due to less

crime serials.

Huge investment

Intuition based experiment

Market captured by Soap Operas.

The Gaps Model of Service QualityConsumer

Past experience

Expected service

Perceived service

Service delivery (including pre- and post-

contacts)

External communications

to consumers

Translations of perceptions into service

quality specifications

Management perceptions of consumer expectations

GAP 5

GAP 3

GAP 2

GAP 1

GAP 4

Personal needsWord-of-mouth

communications

Marketer

The Gaps Model of Service Quality

ConsumerPrevious

Launch(Flop)Thrill and Entertainment

Service perceived is SUBJECTIVE

• Failure to meet demand and supply

• Intermediaries

Marketing Techniques

Feedback about the quality of the show

Proper Management

GAP 5

GAP 3

GAP 2

GAP 1

GAP 4

Personal needs

People’s view

Marketer

• Not knowing what customers expect->As people are bored with these kind of shows and thinks they are monotonous e.g CID

• Not selecting the right service standards and designs->Not selecting the right channel. So the channel reputation will hit the show’s reputation.

• Not matching performance to promised->Not working as per the feedback of the people

Customer expectations

Customer perceptions

Reasons for

Customer Gap 5

Customer’s expectations

Company’s perceptions of customer expectations

• Inadequate marketing research orientation->No polls, No feedback, no advertisement

• Lack of upward communication->Management problem so called chinese talks

Reasons for

providergap

I

Translation of perceptions into service quality specifications

Management perceptions of customer expectations

• Poor service design->Poor script, bad actor, bad scenario

• Inappropriate physical evidence and service scope->Bad bike, lack of proper stunts and bad location

Reasons for

provider gap

2

• Failure to match supply and demand->Consumers demand something and supplier supply something else.

• Customer not fulfilling their roles->Not giving a proper feedback like mails, blogs etc.

• Problems with service intermediaries->Problems with Sony channel

Service delivery

Customer-driven service designs and standardsReasons

for provider

gap 3

External communications to consumers

Service delivery

• Lack of integration of marketing communications->Wrong marketing techniques used

• Inadequate management of customer expectations->Manipulation of data related to the feedback

• Overpromising->Res ipsa loquitor• Inadequate horizontal communications->Wrong management

within the different departments

Reasons for

provider gap 4

Public Poll Advertisements TRP

Actors Bike Story Line

Director Stunt Team

Equipments Technology Concept

Line of Internal Interaction

Line of Visibility

Line of Interaction

VotingShowing the popularity

Value proposal or Awareness about the

showPhysical Evidence

Customer Action

Onstage Contact Action

Backstage Contact Action

Support Service

Marketing Mix

Product:

Price:

Place:

Promotion:Physical Evidence:

People:

Process:

Contd…

Marketing MixProduct: Branding, Style and Fashion are the core concepts in our show.

Price: Premium pricing has been done due to special stunt sequences, therefore the show is on a limited airing sequence. Decrease the overall cost but no compromise with quality of entertainment

Place: Using a direct and a single channel. Prime strategies to increase value of product. Yashraj TV along with Sony entertainment television was eyed as the suitable distributor of the show. Contd…

Marketing Mix

Promotion: •Advertisements on a weekly basis is necessary to keep the people guessing about what’s about to come next.•Tie-ups with reality shows to rake in stars.

Physical Evidence: •Street hawk merchandises are to be circulated among the public to promote the show. • Selling merchandise through eBay.

Contd…

Marketing Mix

People: Important part of the show are actors. So to provide the best you have ask public themselves to pick one through a public poll.

Process: They have a dual target. To provide customer satisfaction and optimize benefits. Small processes to meet individual targets and integrating all the processes to reap eventual target.

Porter’s Five - Force Analysis

Competitive Rivalry

Threats of New

Entrance

Bargaining Power of

Customers

Threats of Substitute Services

Bargaining Power of Suppliers

The Threat of Entry

Economies of Scale.

Barrier to Entry by existing Industries.

Capital requirement is high.

Access to distribution.

Brand Image and loyalty of established Industries in

customers minds..

Government Rules and Policies.

The Threat of Substitutes

Substitutes available in the Television

markets.

Performance of substitutes is good.

Threat of substitute in total is low.

Better quality

Bargaining Power of Buyers

Degree of dependency upon existing channel of

distribution.

Availability of existing substitute services.

Can switch to another substitute services.

Buyer sensitivity.

Differential advantage(uniqueness)of the show.

Bargaining Power of Suppliers

Presence of substitute inputs.

Employee solidarity

Strength of distribution channel.

Impact of inputs on cost or differentiation.

Competitive Rivalry

Competitive advantage through innovation

Level of advertising expense

Powerful competitive strategy.

Get Creative

Provide outstanding customer service

Uniqueness

Observing the steps of the competitors

Tackling Competition

Conclusion

We understood the challenge of providing marketing strategies for a show which was a flop in it’s first stint.

We understood how economies of scale cannot be achieved in high risk and expensive endeavors.

Also understood the benefits of taking risks and playing the right cards of promotion at the right time.

THANK YOU