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Marketing of a Bollywood Film: Ankur Arora Murder Case
內容大綱
Ankur Arora Murder Case (AAMC) was billed as the first medical negligence drama coming out of the Hindi movie industry in Mumbai (popularly referred to as Bollywood). Inspired by true events, the film received good critical response even though it was not the routine song-and-dance fare produced by most production houses. The project was beset by certain constraints, both external and intrinsic to the team. The producer of the movie was convinced that he would have a very good product once the hurdles created by legalities and other marketing-related issues were sorted out. His team had created a comprehensive marketing communications plan for the release of the movie to exploit the emotions evoked by such a sensitive subject. The box-office failure of the movie made the producer consider whether his strategy of arranging the finances of a project would work well or whether he should attempt to manage all future projects in their entirety, including production and marketing.
學習目標
This case is suitable for introducing integrated marketing communications (IMC) and new product introduction as part of a marketing management course in post-graduate and executive programs.<br> <br><ul><li>To demonstrate the importance of integrating marketing communications.</li><li>To explore human resources issues in a creative industry.</li><li>To understand decision making in a start-up.</li><li>To plan and execute a complete marketing strategy.</li><li>To synergize the elements of marketing communications with the strategic objectives.</li></ul>