2013
YASH RAJ FILMS
Submitted By:
SHAYAN ALAM
LITERATURE REVIEW
NIKITA SHOROFF
PAWAN TEWARI
PGPBM (2013-2015)
PRAXIS BUSINESS SCHOOL
INDEX
Serial no
1.
Particulars
Early history of the brand and its evolution over
time.
Page no.
3-6
Initial positioning and subsequent repositioning
7-8
2.
Advertising, sales promotion and segmentation
strategy followed by the brand
9 - 16
4.
Analysis of product and generic competition to
the brand
17 - 20
5.
Strategies adopted over time by the brand to
tackle competition or prime market expansion.
21
3.
Distribution strategy followed by the brand
6.
7.
8.
22 - 25
Summary regarding the future directions for the
brand
References
26 - 27
28
2
EARLY HISTORY AND EVOLUTION OVER TIME
Yash Raj Films (YRF) is the second largest film industry in the world, which has contributed
many talents over the years. Yash Raj Films has merited a unique distinction by enjoying
consistency in their creative endeavors and by creating an organization that has become an
integral part of the entertainment business in India.
YRF established itself as a film making company in 1970 and it has grown tremendously over
the last four decades. At present, this brand has to its credit most enviable film catalogue which
includes some of the highest grossing films in the entertainment business.
YRF was independently founded by Yash Chopra who was an Indian film director, script writer
and film producer working in Hindi cinema. He is the leading light of the Indian entertainment
industry for the last five decades. Yash Chopra has been associated with almost 40 films, most of
which created box office history. He created the name Yash Raj from Yash (his own name) and
Rajesh Khanna. His first independently produced film was Daag (1973). He can be regarded as
India’s most successful confluence of creativity and administrative genius. With his vast
experience in the entertainment business, Yash Chopra was indisputably the leader and the King
of Romance of the Indian Film industry.
It is a dream for any talent in India, to be a part of YRF team.
YRF has constructed a large corporate office in India’s Entertainment capital-Mumbai.
3
In 2004, a Hollywood reporter had carried a survey on the “Biggest Film Distribution Houses in
the world in which YRF studios was listed as 27th in the world and number 1 in India.
In 2006, Yash Raj films unveiled its new film studio. It is the only complete sound proof and air
conditioned studio in India. This studio is just another step towards the dream of establishing
YRF as the most complete Entertainment Conglomerate of India.
From the year 2007 onwards, YRF has sold its music in digital formats through the sites along
with DVDs and CDs. It also started selling its music on iTunes. In May 2007, YRF linked itself
with The Walt Disney to co-produce animation movies in India.
YASH RAJ FILMS

Daag:
A
Patthar (1979)
Yash Chopra
Poem
of
Love (1973)Deewar (1975)Kabhi
Silsila (1981)
Mashaal (1984)
Kabhie (1976)Kaala
Faasle (1985)
Vijay (1988)Chandni (1989)Lamhe (1991) Darr (1993) Dil To Pagal Hai (1997) VeerZaara (2004) Jab Tak Hai Jaan (2012)
Aditya Chopra

Dilwale Dulhania Le Jayenge (1995) Mohabbatein (2000) Rab Ne Bana Di Jodi (2008)
Kunal Kohli

Mujhse Dosti Karoge! (2002) Hum Tum (2004) Fanaa (2006) Thoda Pyaar Thoda
Magic (2008)
Shaad Ali

Saathiya (2002) Bunty Aur Babli (2005) Jhoom Barabar Jhoom (2007) Kill Dil (2014)
Siddharth Anand 
Salaam Namaste (2005) Ta Ra Rum Pum (2007) Bachna Ae Haseeno (2008)
Sanjay Gadhvi

Mere Yaar Ki Shaadi Hai (2002) Dhoom (2004) Dhoom 2 (2006)
Shimit Amin

Chak De! India (2007) Rocket Singh: Salesman of the Year (2009)
Jugal Hansraj

Roadside Romeo (2008) Pyaar Impossible! (2010)
4
Kabir Khan

Kabul Express (2006) New York (2009) Ek Tha Tiger (2012)
Pradeep Sarkar 
Laaga Chunari Mein Daag (2007) Lafangey Parindey (2010)
Maneesh Sharma 
Band Baaja Baaraat (2010) Ladies vs Ricky Bahl (2011)
Vijay
Krishna
Acharya

Tashan (2008) Dhoom 3 (2013)
Ramesh Talwar 
Doosra Aadmi (1977) Sawaal (1982)
Ali Abbas Zafar 
Mere Brother Ki Dulhan (2011) Gunday (2013)
Deepak Sareen

Aaina (1993)
Arjun Sablok

Neal 'n' Nikki (2005)
Other

Noorie (1979) Nakhuda (1981) Yeh Dillagi (1994) Aaja Nachle (2007) Dil Bole
Hadippa! (2009) Badmaash Company (2010) Ishaqzaade (2012) Aurangzeb (2013)
YRF has more than 50 films to its credit and has major growth plans for the future. The last 10
YRF productions, collectively has grossed in excess of 100 Million US Dollar.
Over the years, YRF has expanded to distribution of films all over the world. It has overseas
offices in London, New York, and in Dubai. Out of the 10 highest grossing Hindi films of all
times, 7 have been distributed by YRF.
YRF has recently been involved in production of television serials, ad films, music videos and
documentaries. It widened its horizon into home entertainment by marketing and distributing
DVDs and CDs of Indian films all over the world under its own label ‘Yash Raj Home
Entertainment’. YRF has been associated with producing successful music albums and launched
its own Music Label ‘Yash Raj Music’. YRF has also set up a new division called Y Films to
work on small budget films and create a new talent pool with fresh actors and directors, to make
films that appeal to people of age group between 18-24 years.
5
YRF has its own post-production facilities, equipment division, marketing division, design cell
and internet division, which are all in house facilities, making YRF one of the most coveted
creative houses in the country.
The main vision of YRF is to serve the expectation of the public and live up to the standards
expected from the number one Entertainment Company in India and the biggest brand of Indian
Film Entertainment.
YRF, today, is recognized as the most prolific company on the Indian Entertainment zone. The
company is committed to a spectacular growth and expansion with great plans for future to
establish YRF as the unrivalled Conglomerate of India.
6
INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING
Brand positioning refers to target consumers’ reason to buy a brand in preference to the other,
which helps in creating a brand image. It shows the brands uniqueness and competitiveness with
the other brand.
Positioning:
Initial Positioning
Love , Family and Drama
Initially YRF was started with a vision to establish as a complete house of production to provide
complete Bollywood entertainment. It created image of giving Hindi cinema romantic movies
and stories that were family oriented. Bollywood is known for providing entertainment to the
public, this brand of YRF kept its focus on love, family and drama oriented movies, and did not
experiment initially with suspense, action and comedy, and this route that they channelized
proved a milestone.
With the expansion of the production house, more number of films was produced, as they kept
their position same in providing entertainment, the viewers started expecting more from the
brand, and they were successful in fulfilling the expectation of the public and had many fan
followings. Every film made by YRF had a message and never failed to bring either a smile to
the lips or a tear in the eye of the viewers. YRF tried to capture the viewer’s attention and gave
story that resonate the audience.
Even the stars wanted to associate with this brand as the image created through its success was
tremendous and it proved a strong competitor to any other brand name in Bollywood.
Thus a simple story line (romantic) for most of the movies, interpreted through different films
gave new definition of romance in Hindi cinema and carved a niche for this brand in the
Bollywood.
7
Repositioning:
Repositioning is the strategy to set up a new image or to update its product variations. It is a
strategy to move brand in a new market position. YRF continues to expand its activities and
create a wider position in the market with the help of following strategies:
YRF is now trying to target younger audience, and to fulfill its goal has set up Y Films, which
produces low budget movies casting new faces and relating the story to daily life of the younger
generation in movies like Luv ka the end and Mujhse Fraandship karoge.
YRF targeted television audience as well by producing television serials to expand its viewers
beyond silver screen.
YRF not only engaged itself in producing films but also advertisements and TV and Film
commercials to create its image in ad films. One of the most popular ad film made by YRF was
for Dabur starring Amitabh Bachchan. This helped them in expanding customers through
variation
in
product
i.e
movie
producing
YRF globally launched its official website to expand its position globally and also to establish
online
marketing
for
its
brand.
YRF has made characters that have become embedded in public memory. In order to revive the
attention of public and to help them to remember the brand various merchandise were made
related
to
the
hits
given
by
the
brand.
.
8
ADVERTISING, SALES PROMOTION AND SEGMENTATION STRATEGY
FOLLOWED BY THE BRAND
ADVERTISING
Yash Raj films is pulling power of romance, costumes, music, comedy and stories helping to
propel Hindi language movies beyond the Indian Diaspora throughout the globe through
widespread advertising. It uses the advertisement strategy to know the consumer behavior and
explore opportunity for placing the product at the right time. Its strategy is to advertise through
large number of mediums in order to reach public at large. These advertisements create curiosity
in public to attract them to view the films irrespective of the demographics of the audience.
9
Advertising is mass media content intended to persuade audiences of readers, viewers or listeners
to take action on products, services and ideas.
The major tools for advertising used by YRF are:

TELEVISION – It is an effective audio-visual medium that can be delivered to vast
audience quickly with a commercial. YRF uses television for full episodes of television
talk shows, entertainment news and network news program.

YOUTUBE - It leads to access of YRF trailers, the first look, songs and behind the
scene stories.

TWITTER - The stars, directors advertises about YRF films by writing in their own
blogs on twitter which get followed by millions of fan.

OFFICIAL WEBSITES - YRF provides snapshots, movie clips and stories for readers
to create advertisement to the people accessing the official website.

POSTERS - YRF posters are advertising strategy to appeal customers with its star cast.

NEWSPAPER - Special printing is done on the entertainment column of the newspaper
giving the poster of YRF movies.

MAGAZINES - Special editions and write ups about the YRF movie making and the
star cast experience are shared through magazines.

RADIO - YRF often advertises through radio through stars interviews. Radio is a
medium that can be utilized in busy hours of traffics.

BILLBOARDS - YRF uses billboards advertisement to reach public at locations where
they see it regularly, which creates likeliness of the ads to stick in their mind.

KEEPING THE AUDIENCE ENGAGED THROUGH MOBILE PHONES - YRF
through radio or television organizes shows where stars interact on the phone answering
the public. Thus through phone interaction the movie buzz is spread as more public try
calling to talk to their favorite stars.
10

THEATRICAL PROMO - The two and half minutes of story of the YRF movie in a
highly condensed fashion creates maximum appeal to audience before movie showings in
theatre.

THE BACK OF EVENT TICKET - YRF advertises by printing the movie title and
picture at the back of event tickets like pamphlets given in theatres.

INTERACTIVE ADVERTISING - YRF uses online media to drive consumers toward
the brand by asking them to respond immediately to an onscreen advertisement.

GLOBAL ADVERTISING - Rigorous worldwide advertising campaign is done by
YRF.
SALES PROMOTION
Yash Raj Films devised strategies to promote films in a unique manner.
TV Shows
Reality TV shows are used by YRF to promote their movie. A few weeks before the release of a
movie, the stars of the movie makes appearances as judges, hosts, participants on TV shows.
Music Launch
It had set a trend with the music launch of Hum Tum on the radio. While promotion of Bunty aur
Bubbly saw the stars of the film reading news on a news channel, for Hum Tum special comic
strips were designed.
Holding Up Contest
11
When New York was about to release, a Hai Junoon contest was held, and even with Dil Bole
Hadippa, there was a Do Bhangra on Hadippa contest.
Country Wide Tours
Aesthetically and beautifully designed Air Conditioned Bus Shelters were used to display the
Aurangzeb’s release. Bus Shelters located at landmark locations were selected for the movie
promotion in Dubai.
Press Conference
Holding up press conference is the very direct medium of getting the attention of media. YRF
held a press conference at Hotel Cabana in Jalandhar to promote Jab Tak Hai Jaan with its
leading star cast. It was also reported that from there the cast will visit Doaba College Jalandhar,
the Alma mater of the late director to inaugurate a new media course, which the college has
decided to commence in honor of the legend.
12
Merchandising
A movie that banked on merchandising in a big way was Yash Raj Films.
Mujhse Dosti Karogi was based on the theme of love and friendship. The film was promoted
using friendship bands that the actors are seen with in the film. In Hum Tum - The two lovable
cartoons were used in everything from caps to bags, apart from gracing a comic strip in a leading
daily. The characters Hum and Tum went a long way in popularizing the movie with the masses.
Even in Salam Namaste and Fanaa coffee mugs were made.
Greeting cards are available in the stores and can
(http://www.yashrajfilms.com/OnlineStore/Merchandise new.aspx).
be
checked
online.
Consumer can vote through text messages and other innovations of social networks such as
Facebook.
Songs and videos downloaded through links and codes available in the advertisements.
Latest
For Aurangzeb, YRF held a mock press conference where Arjun Kapoor interviewed himself, as
he
has
a
double
role
in
the
film.
YRF latest production starring Sushant Singh Rajput and Parineeti Chopra, has a unique title —
Shudh Desi Romance (SDR). And to market the film unique strategy has been adopted. The
unusual title in itself is an attraction. YRF for the first time would release their digital teaser
promo before theatrical trailer. Even the soundtrack used for SDR’s trailer will feature a pleasant
surprise. The digital teaser will have an old track called ‘Ek chidiya, anek chidiya’. This ditty is
one of the most iconic songs from the ’70s, which would often play on the television channel
Doordarshan.
13
SEGMENTATION STRATEGY
Segment
Segmenting based on different movie tastes
Mostly people loving family, drama, romantic entertainers
Target Group
Youth
The innovative methods adopted and the avenues explored for the promotion of these Yash Raj
films has left the audience fascinated. The process of identification of the consumer segment for
each promotional strategy based on the viewing habits and other effective factors of the viewers
gave the audience a glimpse of what goes on at the back end of a production house.
It segmented initially to family oriented movies of all age group and recently has segmented to
younger audience to get the brand popular among youngsters.
PRODUCTS OFFERED: (Product segmentation)
Apart from production and distribution channel, YRF segments itself into the following:
YRF TELEVISION
YRF television marked its entry on 1st January 2010 on Sony Entertainment television. It gave a
new segment to the brand which gave rise to production value in small screen and were engaged
in producing serials with concept to relate the story line with sensibilities of today’s Indian
14
family.
YRF had earlier produced some of the most popular television shows in India like “Meri Awaz
Suno” and “Meri Pasand”.
Y - FILMS
In order to segment its target audience YRF launched a youth films studio to produce films based
on youth culture covering thrillers, comedies, capers with fresh music. These youth oriented
movies captured the teen market.
15
YRF HOME ENTERTAINMENT
Another segmentation of YRF from main stream production function was done by launching
YRF Home Entertainment which provided wide spread of the brands own produced DVDs and
CDs both country wide as well as in global context to reach maximum audience.
YRF MUSIC
YRF also segmented its own music label – YRF MUSIC. The release of music worldwide of
films like ‘Veer-Zaara’, ‘Dhoom’, ‘HumTum’ gave music lovers much awaited bouquet of
timeless melodies. The trend has been continued since then. It also selectively releases repertoire
by
established
artists.
The Home Entertainment & Music Division operations are supervised from the Mumbai office
with representation through offices in New Delhi, Kolkata, Chennai, Bangalore, Hyderabad,
Chandigarh, Jalandhar, Ahmedabad, Jaipur and Noida.
16
ANALYSIS OF PRODUCT AND GENERIC COMPETITION TO THE BRAND
SWOT ANALYSIS
STRENGTH

India’s
company.

WEAKNESS

Limited innovation in terms of genre of
movies.
Wide spread branding of the YRF.

No great presence in regional movies.

Presence of popular movie stars
adds high brand value.

Limited number of directors associated
with production house.

International association recognition
being a phenomenal production
house.

Financially sound
production house.

Strong film distribution channel.

Enormous installation of studios
and sets.
biggest
production
and
adept
OPPORTUNITIES

Regional market can be entered by
changing taste of movies.

For critical and business success off
beat films can be made.

Diversification into animated and
action movies to generate more
customers.

As it started early it has an early
bird advantage.

Brand image can be used to target
foreign markets.
THREATS

The ties between the different aspects
of film industries are very futile and
delicate.

Brand recognition is associated more
with directors more than film house.

Arrival
of
other
international
production like Warner Bros, Fox
Searchlight, Blue Sky production in
India.
17
5 P’s OF YASH RAJ MARKETING
Marketing is all about catering to the needs of the consumers and making profits by satisfying
those needs.
Yash Raj films as a brand can be distinctively shown as one of the famous brand name in
Bollywood.
PRODUCT
Like other products, movie names too should reflect the spirit, genre and feel of the movie. The
name of the movie is enough to generate curiosity in the minds of the public and attract them
towards the movie screens. YRF has continuously attempted to attract the masses with the
unique story line of its family oriented love and drama movies. The movie business of YRF is
one of the most complexes in the communications industry because of its creativity, its diversity
and its continual explosions of technological delivery options.
PRICE
At first glance, pricing in the movie industry seems very standardized. At any multiplex is
cinema hall, a movie ticket costs the same for all movies. Scriptwriters sell to producers.
Producers sell to investors and distributors. Distributors sell to exhibitors and chain stores and
Internet dealers. Retail stores sell to communities (groups) and individuals and families. Families
"sell" to friends and more family. Even word of mouth has a price. Pricing has become a global
issue.YRF being a leading producing and distribution network prices at the standardized
multiplex rate as itself carries the distribution.
PLACE
With the ever-inventive entrepreneurial energy in the entertainment world, people find venues
for entertainment sales not only through traditional theatres and broadcast, but on street corners,
in homes, over the Internet, over phones (caller tunes), through clubs etc. Options for delivery of
the movie product are exploding: movies, games, music, news, and educational content.
Distribution takes place through theatres, rental stores, sell-through stores, catalogues, nontheatrical groups, the Internet, even cell phones and the latest new media gadget.
Television promos, radio advertisements, you tube trailers, facebook and twitter pages and
official gaming and movie sites create a strong place for promoting YRF movies. Over the past
few years, the biggest blockbusters released during the Diwali season or Eid or during the
Christmas, timing at occasions have become a buzz.
PROMOTION
No longer are promotions restricted to showing trailers and painting the city with posters of the
movie. YRF movie promotions have come a long way. The small budget movies try to get
referential power for their movies by participating in international film festivals.
18
Seeing the craze that youth of today have for playing games, combining movies and games help
promote their films. Yash Raj Films for Lafangey Parindey had come out with two games: One a
boxing game that reflects the spirit of Neil Nitin Mukesh and a skating game for Deepika
Padukone fans. These games help movie fans to relate to the characters of the movie more
closely.
PEOPLE
YRF have now begun to use actors for promotion rather than just using trailers and posters. They
want the stars to be closer to the people. Actors have also taken to blogging and tweeting to
promote their films and to break barriers that exist between them and their audience.
The aggressive marketing followed in Bollywood could well be due to the influx of companies
like Yash Raj Films that work in true corporate style in branding movies. In today’s time, a
movie might be great but without an aggressive marketing campaign, it would be very difficult to
have it make an impact at the box office.
GENERIC COMPETITION
Generic competition refers to competition among products that are different but solve the same
problem or provide the same benefit or utility.
Entertainment is the basic utility derived from YRF films, this entertainment may be derived in
other forms as well.

Television – Increasing number of TV serials based on day to day life of ordinary
people have made most of the people to sit back at home and enjoy without
paying for the ticket prices.

Theatre shows – Live stage performances, rock bands and theatre shows are opted
instead of movies by few group of public.

PC games – For the youngsters, games on computers and play station is a great
source of enjoyment. As the youngsters are very choosy about the type of movie
they want to watch, if the story cannot be made out from the preview of trailers,
playing games becomes their choice.

Various websites to chat, surf and play – Nowadays, people are more involved in
social sites to get entertainment. A comment by a friend giving bad review about
a movie marks a strict no to watch that movie by rest of the friends.
19
DIRECT COMPETITORS
Direct competitors are those who offer similar kind of products and services. The film industry in
India witnesses a cut throat competition. YRF faces competition from many big and small
production houses. Few of the major competitors of YRF are stated below:
Dharma production- Started by Yash Johar, Dharma production gives direct competition to YRF
in terms of the fan following.
UTV Spotboy productions- It includes Hindi film production, regional production, animation
production and international production giving tough competition to the YRF market.
Red Chillies entertainment- It is a production and distribution company founded by Shahrukh
Khan, as a big brand name is associated it has huge number of viewers following.
Popular production house rated by the public
Yash Raj Films
Amir Khan Productions
Red Chillies Entertainment
Dharma Productions
UTV Motion Pictures
Reliance Entertainment
Eros Internatioal
T-Series
Vinod Chopra Productions
Visesh Films
5%
4%
4%
4% 3% 2%
41%
5%
14%
18%
20
STRATEGIES ADOPTED OVER TIME BY THE BRAND TO TACKLE
COMPETITION OR PRIME MARKET EXPANSION
Market gimmicks adopted by Yash Raj Films:

YRF has most advanced audio and video recording and post-production facilities.

It visions to produce around 7-8 films in a year.

YRF adopts new technology and integrate it with forward as well as backward
process.

It creates brand awareness among viewers by delivering quality product.

YRF hires big star cast and foreign location.

It follows a very professional approach towards conception to completion of
whole process of film production.

YRF provides flavors of India, value ethics and new challenges which forms its
core competency.

YRF strategizes to reach multinational market, the high potential market outside
India is targeted through technology and quality product.

Each stage of distribution and promotion activity is taken very seriously which
distinct it from other production house.

YRF distribute the financial risk among the cast as well as other capital provider

The marketing strategy is very focused and penetrated through various channel.

Y films division of YRF set up by youth for the youth was the strategy to explore
new talents in actors, technicians, directors with innovative and fresh story ideas.

The latest strategy adopted by YRF is to mitigate the risk of a high budget film by
producing more number of films in same budget with a moderate star cast.

Its main strategy lies in casting big stars, and now making films with upcoming
actors gives them big stars of tomorrow.
21
DISTRIBUTION STRATEGY FOLLOWED BY THE BRAND
A distribution strategy is a plan created by the management to specify how the firm intends
to transfer its products to intermediaries, retailers and
end consumers.
Distributors
are
responsible in planning campaigns, adjusting content and marketing tools in accordance with
rating reports.
YRF has its own distribution channel which eliminates existence of any middlemen. Like the in
house production facility distribution is facilitated by YRF’s Distribution system. The
distribution strategy of YRF involves its own distribution house as channel of distribution. Thus
direct distribution strategy is followed which is extensive in nature.
DISTRIBUTION NETWORK
YRF has successfully distributed films of other well known film-makers throughout India and all
over the world. The distribution network available from the official website is given below:
INDIA:
In India, YRF has its own offices in 12 territories, covering almost the entire country. The
following are the distribution offices in operation, along with the territories/circuit they cater to,
which are controlled from the Corporate Office under Mr. Sahdev Ghei (Vice President –
Distribution).
1. MUMBAI (Bombay circuit – comprising part of Maharashtra, Gujarat & Goa) Yash Raj Film
Distributors, headed by Mr. Rajesh Malhotra.
2. DELHI (Delhi-U.P. circuit)
Yash Raj P. P. Associates Private Limited
3. JALANDHAR (East Punjab circuit)
Yash Raj Puri & Co. Pvt. Ltd.
4. JAIPUR (Rajasthan circuit)
Yash Raj Jai Pictures Private Limited
5. AMRAVATI (C.P. circuit)
Yash Raj Films Private Limited through Khajanchi Film Exchange
6. INDORE (C.I. circuit)
Yash Raj Films Private Limited
22
7. BANGALORE (Mysore circuit)
Yash Raj Pal Films Distributors (Bangalore) Pvt. Ltd.
8. SECUNDERABAD (Nizam circuit)
Yash Raj Vandana Films Distributors Private Limited
9. CALCUTTA (Bengal circuit)
Yash Raj Kushagra Arts Private Limited
10. CHENNAI (Tamil Nadu circuit)
Yash Raj Films Private Limited
11. ANDHRA PRADESH (Andhra circuit)
Yash Raj Films Private Limited
12. COCHIN (Kerala circuit)
Yash Raj Films Private Limited
Indeed, nobody covers the territory of India in its entirety as the Distribution Division of YRF.
OVERSEAS:
YRF has its own offices in major countries, through which they handle their global business. The
International Operations are handled by Mr. Avtar Panesar, Vice President – International
Operations (avtar@yashrajfilms.com), based at the Corporate Office in India.
Yash Raj Films International Ltd.
[covering the territories of United Kingdom & Europe, based in London]
Regus House,
268 Bath Road,
Slough, SL1 4DX,
United Kingdom.
Tel: +44 (870) 739 7345
Fax: +44 (870) 739 7346
Email: ukoffice@yashrajfilms.com
General Manager – YRF International, UK: Mr. Navraj Panesar
23
Yash Raj Films USA Inc.
[covering the territories of North & South America, based in New York]
2417 Jericho Turnpike,
Suite # 284,
Garden City Park,
NY 11040,
U.S.A.
Tel / Fax: +1 (516) 280 5662
Email: usoffice@yashrajfilms.com
Head Of Operations – The Americas: Mr. Vaibhav Rajput
Yash Raj Films (UAE) L.L.C.
[covering the territories of Middle East & North Africa, based in Dubai]
3106, The Citadel,
Business Bay, Dubai,
United Arab Emirates
P.O. Box – 50270.
Tel: +971 4 4472140
Fax: +971 4 4472139
Email: uaeoffice@yashrajfilms.com
Head of Operations – Middle East & North Africa: Mr. Nelson D’Souza
The rest of the world is effectively handled by Yash Raj Films’ corporate office in Mumbai.
Apart from theatrical exploitation of films, the offices effectively handle marketing &
distribution of all Home Entertainment and Music products released on the Yash Raj label.
A constant exercise is underway to explore new territories for Indian films as well as new
avenues of exploiting ancillary revenue streams from the huge catalogue of films.
International Film Festivals all over the world see a frequent participation by the YRF
representatives, not only to give their films a wider audience, but to interact with global industry
leaders and to forever reinvent strategies.
24
RECENT WORKS OF DISTRIBUTION
TinselVision(TM), a premium, online video-on-demand (VoD) channel and entertainment brand
serving South Asian entertainment fans in the US, UK, Canada, and globally and Yash Raj Films
(YRF), Bollywood's number one film studio and distribution house have joined together for
worldwide distribution arrangement and the creation of a "YRF Zone" at TinselVision.
Through the terms of the agreement, TinselVision has obtained rights to distribute, via its online
service, blockbuster productions from Yash Raj Films' library including such hit movies as Darr,
Dilwale Dulhania Le Jayenge, Dil To Pagal Hai, Mohabbatein, Silsila, Saathiya, Salaam
Namaste and Fanaa.
YRF has inked a JV with Dubai Infinity Holdings, to build a large scale entertainment district in
Dubai. The YRF entertainment district will comprise of theme park attractions, a movie palace,
unique hotels and many other Indian genre entertainment concepts, which will be themed around
the YRF banner.
The Weinstein Company (TWC) officially announced their acquisition of the U.S. distribution
rights to the upcoming film Grace of Monaco, produced by YRF Entertainment's Uday Chopra.
The project is the latest movie by YRF Entertainment to develop, finance, and produce English
language films for the U.S. and global market
Yash Raj Films undertook to distribute DAR Motion Pictures and Emmay Entertainment's DDay in the international market.
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SUMMARY REGARDING THE FUTURE DIRECTIONS FOR THE BRAND
YRF is fortunate to have carved a niche for itself in Indian Cinema and being called the leading
film production house of the country is humbling. The vision extends itself, from speaking to
Indians all over the world, to reaching out to a global multicultural audience.
1) Yash Raj Films entered into a licensing deal with Novex Communication for all
existing Hindi movies and forth coming movies for cable TV viewing.
2) IMAX Corporation and YRF will expand their partnership to release upcoming
movie Paani and Dhoom:3
3) YRF is gearing up to launch a Bollywood themed fashion brand called- Diva’ni,
the label states “ Where fashion romances Bollywood”, which would merge
Bollywood with glamour. YRF has given Bollywood many trend-setting
designs, fashionable and stylish in over four decades with films like “Lamhe”,
“Dil To Pagal Hai”, “Mohabbatein”, “Bunty Aur Babli” and “Band Baaja
Baaraat”. The production house has come in collaboration with ethnic wear brand
Karol Bagh Saree House (KBSH) for the new label.
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4) YRF in association with Bombay Dyeing launched exclusive range of
merchandising featuring scenes from the banner’s hit romantic sagas like ‘Dilwale
Dulhania Le Jayenge”, ‘Mohabbatein’ and ‘Hum Tum”.
5) The launch of the official page of YRF on Google Plus to promote and expand its
viewers (https://plus.google/+yashrajfilms/posts)
YRF has always been a step ahead to ride the wave of the dynamic changes that are taking place
in the Entertainment Industry, and has become the hub of frenzied activity in the Entertainment
firmament in Mumbai.
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PART 2
Submitted by:SHAYAN ALAM
NIKITA SHOROFF
PAWAN TEWARI
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LIST OF HYPOTHESIS
1. YRF is the most popular production house among the audience.
2. YRF has unique promotion strategy as compared to other production houses.
JUSTIFICATION OF THE HYPOTHESIS
Based on our literature survey we will be justifying the hypothesis given above:1. YRF is the most popular production house among the audience.
Providing entertainment to audience for over 42 years, YRF has carved a niche itself both in
Indian Cinema and now getting International recognition as well. Being the No. 1 distribution
channel, it has added a lot of image to the brand. As it started early, YRF films had early bird
advantage over the other brands of bollywood production house and is still continuing to,
ensuring to be the most popular production house.
YRF has unique promotion strategy as compared to other production houses. DO YOU
THINK CONSUMERS WILL KNOW OF THIS? (We have removed this hypothesis
and added a new one)
Promotion is the first step to create impact of the product in the mind of customers. Over the
years, YRF has excelled on its promotional strategies and attracts audience from day 1 of its
promotion which other brands cannot create even after rigorous promotion. We would thereby
analyse its competitive promotional strategy and its impact on product.
2. YRF’s promotion allures the audience to theatres. (New Hypothesis)
YRF is known to promote their films extensively. The different methods they adopt to promote
their films create an impact in the minds of the audience and allure them to go to the theatre to
watch the films. We would analyze thereby that their promotional strategies is greatly
responsible for the huge success of their films by attracting the audience.
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THE LIST OF INFORMATION REQUIRED
In order to perform the research on this brand information is required from customers as well
as internet sources.
1) From the customers:
A) We require knowing from the audience their preference of production banner.
B) How the audience remembers the movies that are produced by these banners.
C) The impact of promotion among customers
2) From the internet sources, magazines and news: PHASE 1
A) Award recognition of this brand compared to other brands.
B) Promotion strategy of YRF and other brands.
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THE INSTRUMENTS OF DATA COLLECTION
There are two types of data available for research.
1) Primary data:
It is the raw data collected on source to which no alteration or manipulation has been
made.
The primary data in this research is collected through Questionnaire method.
Questionnaire helps to obtain information about the thoughts, feelings, attitudes beliefs,
values, perceptions, personality and behavioral intentions of research participants.
2) Secondary data: THIS IS ALREADY DONE IN PHASE 1
It is the data readily available, which has been collected by someone else before.
Researchers examine this information in a different way to find a response to their
question.
The secondary data in this research is collected through internet sources, magazines,
television and newspapers.
Thus the sources can be classified as
Quantitative source: Sources on internet and web.
Qualitative source: Biographies, newspapers, magazines, television.
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SAMPLING PLAN AND SAMPLE SIZE
Sampling is the process of selection of a random subset of individual observations.
Our research is conducted in Kolkata for a period of one month. The sampling plan in the due
course would provide the necessary guidelines and information for collecting, analyzing and
reporting the details to meet our objectives of our research.
Target Population:
For conducting our survey different age group people from different strata of society are
targeted, which includes respondents from colleges, households and working people, as
entertainment from bollywood movies is desired by all.
Sample Size: 100
Due to constraint of time and place, the research being conducted only for a month and in one
city Kolkata, only 100 respondents are chosen.
Sampling techniques:
This survey will be conducted online as well as on a one-to-one basis.
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METHODS OF DATA ANALYSIS TO BE USED
We are analyzing our questionnaire with the help of excel sheet by representing each
question in the form of graph or chart. We shall be using statistical tool wherever possible in
the questionnaire. The questionnaire will be ranked ??? with the help of likert scale.
QUESTIONNAIRE
1. Do you watch Hindi films?
o Yes
o No TERMINATE
2. How frequently do you watch films? DO YOU NEED?
o Once a week
o Once in two weeks
o Once a month
o Once in two months
3. What are the factors that influence you to watch a film? NOT REQD
o
o
o
o
o
Star cast
Reputation of the brand
Trailers and promotions
Entertainment factor
Film Review
4. IN HINDI MOVIES, What genre of movies do you prefer? IF YOU ASK, YOU
SHOULD RANK
o Romantic
o Action
o Comedy
o Socially responsible
o Suspense/Thriller
5. Are you aware of these production houses?
Yes
No
UTV Motion Pictures
Dharma Productions
Red Chillies Entertainment
Yash Raj Films
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6. Which genre of movies can you associate these production houses with?
UTV
Dharma
Red Chillies
YRF
Red Chillies
YRF
Romantic
Action
Comedy
Socially responsible
7. Associate these films with the production houses.
UTV
Dharma
Kabhi Alvida Na Kehna
Rab Ne Bana Di Jori
Om Shanti Om
Dil Toh Pagal Hai
Dev D
Jab Tak Hai Jaan
Dostana
Band Baaja Baarat
8. Rank these production houses according to your preferences. (1 being the most preferred)
UTV Motion Pictures
Dharma Productions
Red Chillies Entertainment
Yash Raj Films
9. Which of the factors best describe Yash Raj Films? REMOVE
Romantic movies
Actor’s popularity
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Movie publicity
10. In your opinion what is more important, a rigorous promotion or a good story line?
REMOVE
Rigorous promotion
Good Story line
11. Among these upcoming movies which movie trailer attracts you to theatre the most?
Dhoom 3
Krrish 3
Shudh Desi Romance
Phata Poster Nikla Hero
Besharam
12. Among these YRF movies which movie promotions caught your attention? (Rate 1 for
lowest and 5 for highest)
Jab Tak Hai Jaan
Ek Tha Tiger
Ishaqzaade
Band Baaja Barat
13. How would you rank Yash Raj Film’s promotion strategy in the scale of 1 to 5? (1 being
the highest ranked).
1
2
3
4
5
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Analysis of the Data
1. How frequently do you watch movies?
%
Once a week
Once in two weeks
Once a month
Once in two months
35
29
23
13
%
%
35
29
23
13
Once a week once in two
weeks
once a
month
once intwo
months
This analysis shows the frequency at which people watch movies. We can see with the help of
the above graph that most people watch movies at least once a week and lesser number of people
watch movies at least once in two months. Thus we can arrive at a conclusion that watching a
movie is a frequent affair for most people.
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2. Which genre of movie do you prefer in Hindi movies? (Rank according to your
preference, 1 being the highest and 5 being the lowest)
Preference of
Audience(genre)
Mean score
Romantic
Action
Comedy
Socially Responsible
Suspense/Thriller
2.78
3.1
1.62
3.17
3.13
Mean score
Mean score
2.78
3.17
3.1
3.13
1.62
By this we come to conclusion about the preference of genre of movie. We have used likert scale
for concluding this finding. We have taken as one being the highest and five being the least. And
from this survey we have came to the conclusion that people prefer comedy movies more and
second is the preference for romantic movies. Thus we can say that YRF’s strategy of
positioning itself as a production house that produces mainly romantic movies was a good one
and also in order to cater to people whose interest has shifted towards action, comedy and youth
based movies YRF has started focusing on these genres as well.
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3. Are you aware of these production houses?
Awareness
%
UTV Motion Pictures
Dharma Productions
Red Chillies Entertainment
Yash Raj Films
97.93%
90.72%
90.72%
97.95%
Awarness (Percentage)
%
97.95%
97.93%
90.72%
UTV Motion
Pictures
Dharma
Productions
90.72%
Red Chillies
Entertainment
Yash Raj Films
We can see in the above graph that the two production houses that most people are aware of are
UTV Motion Pictures and Yash Raj Films. With almost 98% people aware about Yash Raj
Films, it shows that YRF is a very well known and popular production house among the people.
4. Which genre of movies can you associate these production houses with?
Genre
Romantic
Action
Comedy
Socially responsible
Suspense/Thriller
Horror
UTV
Motion Dharma
Red Chillies
Pictures Productions Entertainment
11.80%
27.30%
15.40%
44.44%
19.60%
28.75%
27.47%
22.52%
34.61%
48.12%
22.55%
10.52%
46.09%
24.21%
23.43%
61.53%
23.07%
12.50%
Yash
Raj
Films
45.36%
20.75%
15.38%
15.78%
6.25%
2.88%
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In our secondary survey we have found out that YRF is the most preferred brand for romantic
movies when it comes to bollywood movies. And by this survey we have seen that YRF is most
preferred when it comes to romantic movies. People associate YRF more with romantic movies.
Thus YRF has very successfully created the image of being the leading production house when it
comes to romantic genre of movies.
70.00%
60.00%
50.00%
40.00%
UTV Motion Pictures
30.00%
Dharma Productions
20.00%
Red Chillies Entertainment
10.00%
Yash Raj Films
0.00%
5. Associate these films with their production houses.
Movies
Yeh Jawani Hai Deewani
Jab Tak Hai Jaan
Ra One
Kai Po Che
Ek Tha Tiger
Correct
Association
%
43.47
90.2
82.6
58.69
75.55
With the help of this survey we wanted to see whether people are aware which movie is
produced by which production house. From the above data it is proved that most people are
aware that YRF has produced two of the five movies mentioned above namely Jab Tak Hai Jaan
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and Ek Tha Tiger. Thus we can conclude that YRF has been successful in creating their brand
image in people’s mind and most people can correctly relate the movies produced by YRF and
also differentiate them from other production houses.
Correct Association %
Correct Association %
90.2
82.6
75.55
58.69
43.47
Yeh Jawani
Hai Deewani
Jab Tak Hai
Jaan
Ra One
Kai Po Che
Ek Tha Tiger
6. Rate these production houses according to your preference. (5 being the highest
and 1 being the lowest)
Here we have taken as five being the highest and 1 being the lowest and the mean score of Yash
Raj proves that it is one of the most preferred production houses among people.
Mean
Score
3.56
3.86
2.96
3.49
UTV Motion Pictures
Dharma Productions
Red Chillies Entertainment
Yash Raj Films
Mean Score
Mean Score
3.56
UTV Motion
Pictures
3.86
2.96
3.49
Dharma
Red Chillies Yash Raj Films
Productions Entertainment
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7. Among these upcoming movies which movie trailer attracts you to theatre the
most? (Rank according to your preference, 1 being the highest rank)
Mean
Score of
Attention
2.253
Upcoming Movies
Dhoom3
Krrish3
Phata Poster Nikla Hero
Sudh Desi Romance
Besharam
2.648
3.819
3.4
3
Mean Score of Attention
Mean Score of Attention
3.819
3.4
3
2.648
2.253
Dhoom3
Krrish3
Phata Poster
Nikla Hero
Sudh Desi
Romance
Besharam
With the help of the above question we wanted to prove whether YRF is successful in attracting
the audience through its promotions, in this case trailer of the movie. The test is done on a likert
scale where we have taken one being highest and five being lowest and we can see that Dhoom 3
which is an upcoming movie of YRF is rated as 2.253 which proves that YRF is successful in
attracting the audience to theatres through their promotions.
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8. Among these Yash Raj movies which movie promotions has caught your
attention? (Rate 5 for highest and 1 for lowest)
Mean Score of
Attention
Movies
Jab Tak Hai Jaan
Ek Tha Tiger
Ishaqzaade
Band Baja Barat
3.31
3.53
3.21
3.3
Mean Score of Attention
Mean Score of Attention
3.53
3.31
3.3
3.21
Jab Tak Hai Jaan
Ek Tha Tiger
Ishaqzaade
Band Baja Barat
This is measured on a likert scale of five being highest and one being the least and the mean
score of the survey proves that on an average most of the movie promotions of YRF has caught
the attention of the people.
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9. How would you rate Yash Raj Film’s promotion in the scale of 1 to 5? (5 being
the highest rating).
%
1
2
3
4
5
5%
2%
9%
58%
26%
1
2
3
4
5
2%
5%
9%
26%
58%
This question shows the peoples view on the promotions of YRF movies. 58% of the people
have rated YRF’s promotion four out of five and 26% of the people have rated five out of five
which goes on to show that people consider that YRF’s promotion is excellent.
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INFERENCES DRAWN
The data in question number 1 shows us that for most people viewing a movie is a frequent
affair. Most people prefer to watch movies at least once a week. The second question gives us
details about the preference of genre among the people in watching Hindi films. These two
questions help us to pave the path for the rest of the survey.
1. YRF is the most popular production house among the audience.
The data available from question no. 3 shows us the awareness among the people about the
various production houses. The data given in this question proves that people are highly aware of
Yash Raj Films. In question no. 4 we have asked to associate different production houses with
the genre of movie the produce. By analyzing the data we got we can say that people mostly
associate YRF with romantic movies, but many people have also associated YRF with genres
like action and comedy which shows us that YRF is successful in repositioning itself by focusing
on these genre as well. Question no. 5 shows how many people can correctly associate the
production houses with few films they have produced. Most people have correctly associated the
films produced by YRF. The data in question no. 6 gives us details about people’s preferred
production house. By analyzing the data available from these questions we can accept our first
hypothesis and say that YRF is indeed the most popular production house among the audience.
2. YRF’s promotion allures the audience to theatres.
The data we got from question no. 7 proves that Dhoom 3 which is an upcoming movie of YRF
has attracted the audience the most by their teaser trailer. Thus we can say that YRF’s promotion
has been successful to attract the audience to theatres. Question no. 8 asks the people which
previous YRF movie promotion had caught the attention of the people the most. By analyzing
the data provided we can be assured that on an average most of the movies by YRF has been
successful in catching people’s attention. The last question asks the people how they would rate
the promotion of YRF in the scale of 1 to 5, 5 being the highest rating. 58% of the people have
rated YRF’s promotion 4 out of 5 and 27% have rated 5 out of 5. This proves that YRF has
successfully created their image as the best production house and their promotion strategies are
successful in attracting the audience to theatres. Thus we can accept our second hypothesis as
well.
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REFERENCES
http://en.wikipedia.org/wiki/Yash_Raj_Films
http://www.yashrajfilms.com/AboutUs/CompanyInfo.aspx?SectionCode=PRO001
http://ksujay.blogspot.in/2007/09/indian-film-industryunraveling.html
http://www.allaboutoutdoor.com/news/News_Details.aspx?Id=3305
http://www.managementparadise.com/forums/miscellaneous-projects/205946-promotionalstrategy-used-indian-movie-marketers.html
http://www.slashdocs.com/ustiz/china-entry-strategy-for-yash-raj-films.html
http://www.prnewswire.com/news-releases/tinselvision-confirms-distribution-deal-with-indiasyash-raj-films-for-online-bollywood-movie-and-desi-film-delivery-58832507.html
http://www.bollywoodtrade.com
http://iims-markathon.blogspot.in/2011/01/bollywood-marketing-amit-kaundinya-xim.html
http://finance.yahoo.com/news/imax-yash-raj-films-expand-113400766.html
Articles from TIMES OF INDIA and Zee News channel.
http://www.top10bollywood.com
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