Film-Based Merchandising in India *

Abstract:

The case examines the concept of film-based merchandising and briefly introduces its emergence and popularity in the US film industry. The developments in the Indian film-based merchandising business over the years have also been explored in detail. Moreover, the problems associated with FBM in India have been examined along with its future prospects in the country.

Issues: » Understand the concept of film- based merchandising, and study the pattern of its growth in India as compared to the US film industry » Discuss the pros and cons of a movie producer's decision to associate his/her movie with a particular brand/company » Understand the rationale behind companies entering into film-based merchandising deals, given the risky nature of the business » Determine the various problems that hamper the growth of the Indian film-based merchandising business » Understand the potential of Indian film-based merchandising and the factors that can contribute to its success in future. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.

Questions for Discussion:

1. Examine the role of FBM as a promotional tool in India for both Hindi and English movies. As the marketing manager for a media conglomerate, what measures would you adopt to fully utilize the potential of FBM as a promotional tool for a movie?
2. With a majority of movies made in India failing at the box-office, do you think associating their brands in such a speculative manner is advisable for the companies? Support your answer with reasons.
3. What are the problems that hamper the growth of the FBM business in India? What measures do you think need to be taken to boost FBM in India and help it become as successful as in the US movie industry?

Key words:
Indian film industry, Film-based merchandising, Star Wars, US film industry

*Note : This case is a simplified version of a longer case study, and is intended for learners for whom English is a foreign language. The longer version of this case study (MKTG023) is available at: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG023.htm