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    Marketing Management Assignment Saregama India LTD.: Repositioning The Value Proposition

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    Priyansh Singh
    Saregama faces competition in the publishing magazine business and must build volumes and advertisement rates. Marketing research plays a major role in Saregama's decisions and helped target their Carvaan device towards the 40+ audience seeking nostalgic music. Carvaan was strategically designed to engage this forgotten audience and build brand loyalty by making them feel important through nostalgic music. Saregama should focus on both B2B and B2C by expanding marketing activities, distribution channels, and monetizing existing content to fund future content creation to achieve the MD's goal of becoming a Rs. 20 billion company in 5 years.

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    Marketing Management Assignment Saregama India LTD.: Repositioning The Value Proposition

    Uploaded by

    Priyansh Singh
    66 views9 pages
    Saregama faces competition in the publishing magazine business and must build volumes and advertisement rates. Marketing research plays a major role in Saregama's decisions and helped target their Carvaan device towards the 40+ audience seeking nostalgic music. Carvaan was strategically designed to engage this forgotten audience and build brand loyalty by making them feel important through nostalgic music. Saregama should focus on both B2B and B2C by expanding marketing activities, distribution channels, and monetizing existing content to fund future content creation to achieve the MD's goal of becoming a Rs. 20 billion company in 5 years.

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    Saregama faces competition in the publishing magazine business and must build volumes and advertisement rates. Marketing research plays a major role in Saregama's decisions and helped target their Carvaan device towards the 40+ audience seeking nostalgic music. Carvaan was strategically designed to engage this forgotten audience and build brand loyalty by making them feel important through nostalgic music. Saregama should focus on both B2B and B2C by expanding marketing activities, distribution channels, and monetizing existing content to fund future content creation to achieve the MD's goal of becoming a Rs. 20 billion company in 5 years.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    66 views9 pages

    Marketing Management Assignment Saregama India LTD.: Repositioning The Value Proposition

    Uploaded by

    Priyansh Singh
    Saregama faces competition in the publishing magazine business and must build volumes and advertisement rates. Marketing research plays a major role in Saregama's decisions and helped target their Carvaan device towards the 40+ audience seeking nostalgic music. Carvaan was strategically designed to engage this forgotten audience and build brand loyalty by making them feel important through nostalgic music. Saregama should focus on both B2B and B2C by expanding marketing activities, distribution channels, and monetizing existing content to fund future content creation to achieve the MD's goal of becoming a Rs. 20 billion company in 5 years.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 9

    Priyanshu singh

    401853001

    Marketing Management

    Assignment

    Saregama India Ltd.: Repositioning the Value


    Proposition

    1. Analyze the competitive scenario being faced by


    Saregama in 2018?

    Ans-The Company aims to achieve break-even through


    subscription and advertising revenues. The Publication
    Magazine business needs to handle the challenge of
    building up volumes and increasing advertisement rates
    in the highly competitive market Forward-looking
    statements involve known and unknown risks,
    uncertainties and other factors, which may cause the
    actual results, financial condition, performance or
    achievements of the Company or industry results to
    differ materially from the results, financial condition,
    performance or achievements expressed or implied by
    such forward-looking statements, including future
    changes or developments in the Company’s business, its
    competitive environment and political, economic, legal
    and social conditions. Further, past performance is not
    necessarily indicative of future results. Given these risks,
    Priyanshu singh
    401853001

    uncertainties and other factors, viewers of this


    presentation are cautioned not to place undue reliance
    on these forward-looking statements. The Company
    disclaims any obligation to update these forward-looking
    statements to reflect future events or developments.
    Saregama has been making headlines again owing to the
    launch of two unique initiatives, Saregama Carvaan and
    Yodlee Films. • Carvaan is a perfect blend of digital
    technology and a retro form factor. In less than a year
    from its launch, it is now Saregama's flagship product
    The films produced by this studio are driven by the
    powerful stories targeted at young audiences across the
    world who primarily consume content on personal
    devices • 5,400 hours of Tamil serial programming
    telecast on Sun TV. Current programs rate highest
    (TRPs) in the afternoon band.

    2. How important has been the role of marketing


    research in the business decisions by Saregama? Suggest
    how Saregama could have utilized various aspects of the
    marketing information system in a better fashion.

    Ans-Marketing research plays a major role in making


    business decisions and it is targeted at the 40 plus
    audience by which the Marketing strategy is aimed at
    advertising the marketing efforts towards a very
    specialized and targeted audience that has unique needs.
    The entire product range, price range and features are
    designed in consideration of that niche market. It is for
    Priyanshu singh
    401853001

    people who love music but find it too cumbersome to


    download their favorite songs. The plan was simple, to
    load the device with songs that the 40s and the 50
    plusses yearn for.The audience for Carvaan is not just
    the user. It had two segments, the buyer and the
    consumer. India is on its way to become the youngest
    country in the world. To not make a product which has
    no relevance to one third of India’s population and
    almost 46% of its workforce would be a strategy
    nightmare to start with. A report from Morgan Stanley
    Research suggests that 70% of total household incomes
    is contributed by millennials Which brings us to the last
    pillar of Saregama Carvaan’s success

    3. Given the changing music and entertainment industry


    scenario, how would you explain the strategic intent
    around Saregama’s 'Carvaan' ideation? Elucidate the
    'Carvaan' value proposition.

    Ans- The strategic intent around Saregama’s 'Carvaan'


    ideation has a music repertoire across several genres
    and languages. Its library has over one lakh tracks. This
    data assisted them in joining the right data sources,
    giving them the ability to go beyond what's hot to
    uncover or bring back old sounds via their latest product
    launch. It has also helped Saregama in understanding
    their consumer demand and the unmet gap which was
    calling to be filled. It understood the shared
    understanding of who their most valuable customers are
    Priyanshu singh
    401853001

    and how to meet their needs. They struck the right chord
    to engage a forgotten segment of listeners, they’ve built
    brand loyalty by giving our listeners the feeling that they
    are important to us. There are many levels to this —
    from using the language they’ll connect with, to treating
    them like they matter on social media, or in this case by
    launching a product which made them feel important.
    Engaging with who they are apart from a hand with a
    wallet will build customer loyalty. Carvaan, ignites
    memories, emotions and ensures a long-term
    relationship with their listeners.
    Old is new! Old is Gold! Gold is Evergreen! Carvaan
    undoubtedly was a great way for Saregama’s come back
    using Nostalgia Marketing! In an age of impersonal
    digital media, building social connectedness through
    nostalgia is an easy way for companies to leverage the
    optimistic feelings that often accompany walks down
    memory lane. Associating brand messaging with positive
    references from the 90s, 80s — and even the 60s-70s in
    this case — humanizes brands, forging meaningful
    connections between the past and present

    4. Which aspects of Consumer Behaviour have been


    important in influencing the business decisions by
    Saregama?
    Priyanshu singh
    401853001

    Ans-
    Social factors
    Psychological Factors
    Cultural Factors
    Personal Factors
    Economic Factors

    5. What do you understand by segmentation, targeting,


    positioning & differentiation? Evaluate these aspects in
    the context of 'Carvaan' by Saregama based on the
    product adoption

    Ans-
    Segmentation is the practice of dividing your target
    market into approachable groups. Market segmentation
    creates subsets of a market based on demographics,
    needs, priorities, common interests, and other
    psychographic or behavioural criteria used to better
    understand the target audience.
    By understanding your market segments, you can
    leverage this targeting in product, sales, and marketing
    Priyanshu singh
    401853001

    strategies. Market segments can power your product


    development cycles by informing how you create
    product offerings for different segments like men vs.
    women or high income vs. low income.

    Targeting in marketing is a strategy that breaks a large


    market into smaller segments to concentrate on a
    specific group of customers within that audience. It
    defines a segment of customers based on their unique
    characteristics and focuses solely on serving them.

    Instead of trying to reach an entire market, a brand uses


    target marketing to put their energy into connecting
    with a specific, defined group within that market.

    Positioning refers to the ability to influence consumer


    perception regarding a brand or product relative to
    competitors. The objective of market positioning is to
    establish the image or identity of a brand or product so
    that consumers perceive it in a certain way,positioning
    statement that will serve to identify your business and
    how you want the brand to be perceived by consumers

    Differentiation is the process of distinguishing a product


    or service from others, to make it more attractive to a
    particular target market. This involves differentiating it
    from competitors' products as well as a firm's own
    products
    Priyanshu singh
    401853001

    6. The Managing Director Mr. Mehra envisions


    Saregama as a ₹20 billion company in five years.
    Consider various offerings by Saregama as SBUs, and
    use the BCG Framework to evaluate the strengths and
    weaknesses of the existing business model. Assess these
    SBUs in terms of SBU strategies and growth options

    Ans- The biggest profitability driver for us over the last


    few years has been music licensing. Even after removing
    the one-time income that we received during this year,
    the Music Licensing business was Rs. 284 crores . This is
    the third straight year of a 20% growth in this vertical.
    We have been maintaining for a long time that we expect
    our music licensing to grow at 22%-25% on a medium-
    term basis. And even this year it would have been 22% -
    23%, had the public performance revenue that we get
    from societies not become close to zero, revenue growth
    is 20% and in fact, it has almost doubled over the last
    three years. Is the catalog making more money for us
    today than it was making in the past? Yes. And that you
    can see from the growth in our music licensing revenues.

    Q7 a. Should Saregama remain a content-focused


    company or revisit its decision? Why? (Use Ansoff's
    Growth Matrix)

    Ans- Should revisit its decision


    Priyanshu singh
    401853001

    This strategy, too, may be implemented in a


    number of ways:

    1. Investing in R&D to develop new products to cater


    to the existing market and getting new customer
    segment
    2. Acquiring a competitor’s product and merging
    resources to create a new product that better meets
    the need of the existing market and diversify the
    brand with different innovations
    3. Forming strategic partnerships with other firms to
    gain access to each partner’s distribution channels
    or brand

    Q7 b. Should Managing Director Mr. Mehra focus on


    B2B or B2C, or both? Identify the critical elements of a
    marketing plan for Saregama’s future

    Ans- Managing Director Mr. Mehra focus on both B2B


    or B2C

    In Spite of fall in Telecom revenues, Saregama’s overall


    B2B revenues will grow at 17-18% yoy This growth will
    be primarily led by OTT platforms (40%) and
    Publishing. Acquisition of new music content will start
    helping digital licensing businesses to grow further.
    Priyanshu singh
    401853001

    Industry organizations like PPL and IPRS will get


    strengthened and will start contributing higher

    Growth to be fuelled by larger scale marketing activities,


    word-of-mouth, expansion of towns, distribution
    channels and international markets Further
    Improvement in gross margins expected with volumes ,
    Cost will continue under control and will be charged in
    the year of release.: To be a Pure Play Content Company
    capitalising on the global data boom Diversified
    monetisation of Existing IP to fund IP Creation for
    Future

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