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A SYNOPSIS ON A COMPARITIVE STUDY ON THE PROMOTIONAL STRATEGIES ADOPTED BY MTV AND CHANNEL [V] AND ITS EFFECT ON POPULARITY OF THE CHANNEL

Submitted By Mr.Sameer M. Ahmad. MBA II yr (Marketing) Under the Guidance of Prof. Miss.S.V.Harwani. To Sant Gadge Baba Amravati University, Amravati In the partial fulfillment of the requirement for the award of degree of MASTER OF BUSINESS ADMINISTRATION

Through The Head Department of Management Studies SIPNAS College Engineering & Technology, Badnera Road, Amravati (Maharashtra). 2011-12

CONTENTS

SR.NO

NAME OF CHAPTER

PG.NO

1.

Introduction

2.

Research Problem Definition

3.

Research Objectives

4.

Research Methodology

5.

Limitation of Research

6.

Chapterisation

Bibliography

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Introduction

A. Promotion

Promotion is one of the four elements of marketing mix (product, price, promotion, place). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision. There are three basic objectives of promotion.These are , To present information to consumer as well as others. To increse demand. To differentiate a product.

B. Promotional Strategies

For over two decades Promotional Strategies has designed and launched campaigns to promote individuals, political candidates, businesses, projects and organizations. The campaigns are constructed to define and locate the targeted audience, and to clearly and specifically communicate your desired message.

Promotional Strategies campaigns have been developed for :

Retail and service industries Political candidates and elected officials Educational facilities and health care professionals Not for profit organization and trade unions The main objective of the promotional strategies campaign is simply to make sure your audience knows you`re out there, find the right message, medium and strategy to reach them, and make it easy for them to reach you.

C. MTV
MTV, formerly an initialism of Music Television, is an American network based in New York City that launched on August 1, 1981.The original purpose of the channel was to play music videos guided by on-air hosts known as VJs. MTV India is the Indian version of MTV (Music Television), a channel specializing in music and youth culture programming. It was launched in 1996 and is now part of the Viacom18 Media Pvt. Ltd based in Mumbai. "MTV India" is one of the oldest Music Television Networks in Asia. Music has always been distinctively recognized and acknowledged with respect to India and so thus the MTV India MTV India broadcasts many famous television programmes for people with varied interests. Its main emphasis is on music based entertainment but of-late the programming has included reality shows

D. Channel [ V ] Channel [V] is the brand name for multiple international

music television networks owned by STAR TV and Fox International Channels, Channel [V] India is the Indian affiliate of Channel [V].

Channel [V] International is flagship of the Channel [V] network. It was founded after MTV Asia parted ways with the STAR TV Network. It was produced and operated from Hong Kong from 1 January 1994 until 1 January 2002, after which operations were shifted to Malaysia with some aspects still operating in Hong Kong. Since 1 January 2008, Channel [V] International has moved back to original studio in Hong Kong, which is also the same studio of Channel [V] China, Taiwan and India.

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Research problem definition

This study will evaluate the promotional strategies adopted by MTV and channel [V]. It will also be helpful to find how it affects on the popularity of both channels.The study today. The study will also be helpful to the researchers working on similar topic / research. Hence the research problem is, will also focused on the traditional ways of promoting the channel. Thus it will give an insight on the changing scenario of the promotional strategies adopted by the channel

Comparative Study On The Promotional Strategies Adopted By MTV And Channel [V] And Its Effect On Popularity Of The Channel.

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Research Objectives :

1. To study the various promotional strategies used by the TV channels. 2. To analyze the factors that affects the popularity of channel. 3. To study the promotional activities of MTV and channel [V]. 4. To compare the promotional activities of MTV and channel [V] in terms of popularity and loyalty of the viewers. 5. To study the difference between the traditional ways of promotional strategies and modern ways of promotional strategies. 6. To study the viewers attitude and responds towards the promotional strategies by the channels.
7. To study the effect of the promotional strategies on the channels over all.

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Research methodology:-

Research methodology will be use as per the requirement of research and it will be present in the context of research designing, sampling, data collection, sources of data and Description of Tools.

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Research design:-

Research design will use as a requirement of project it may be exploratory which explorer the projects and its objective as well as descriptive which provide description of project. The

Descriptive Research Design will be adopted to study the research problem.

1 1 I.

Sampling:-

Universe :
The population of Amravati city is universe.

II.

Sampling Units :
Viewers of TV channels and respondents from the citizens in

the Amravati City. The sampling units is limited to the Amravati City only.

III.

Sample Size : Sample size is 200 respondents

IV.

Sampling Design : Random Sampling method without and stratification to obtain a uniform size of respondent in age, sex, income, occupation, etc.

CC

Data collection:-

The data will be collected for the study of the project from primary and secondary data Primary data: - Primary data will be collected through the personal interview or questionnaire method. Secondary data: - Secondary data will be collected from available journal reputed books and some from internet.

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Description of tools for Data Analyze :

Simple statistical tools such as average and percentage calculations will be used for Data analysis & Interpretation.

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Limitation Of Research :1. The sampling size is 200 , small to the sample so the sample may not be truly

representative of the population.

2. The period of study is limited i.e. one year

3. At time certain respondents may not be cooperative , they may provide unreliable or

misleading answers , however , every efforts will be taken to bias incorrect information supplied by the respondent.

4. Conclusions and inferences made on this basis cannot be assumed 100% correct & cannot be made applicable at major level.

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Chapterization:-

The scheme of chapterization will be as follow Introduction Research objective Research methodology Data analysis and interpretation Conclusion and suggestion Bibliography Appendices 1. Questionnaire 2. Images

Bibliography:Web side linkage:www.channelv.in mtv.in.com www.knowthis.com www.answerme.com

Books:1. C.R.Kothari, Research Methodology method & techniques Wishva

Prakashan, 2nd edition 2000, New Delhi.

2. Dr.Steven R. Schnnars, Marketing Strategies Free Pages , 1st edition 1997 ,

New York

Mr.Sameer M. Ahmad Research student

Prof.Miss.S.V.Harwani Guide