Its a case solution of Voot in India PDF

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Its a case solution of Voot in India...

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Institute of Business Administration University of Dhaka M602: Brand Management

Case study

Voot Digital Commerce in the World of Connected Screens

Prepared for Khaled Mahmud Associate Professor Institute of Business Administration, University of Dhaka

Prepared by Group 01 Sl.

Name

Id., Batch

1

Shifat Mahmud

04, 60D

2

Golam Towhid

02, 57E

3

Muntaha Nasrin

02, 60D

4

Mamunur Rashid

43, 52D

1. Assess Voot’s performance to date in terms of its digital presence. Voot’s performance to date in terms of its digital presence is assessed here through SWOT analysis Strengths 1. strong brand name (Reliance and Viacom Inc) 2. large product portfolio (popular TV shows, comedy shows, new reality shows, original contents etc.) 3. geographic presence in different regions 4. unique and exclusive product offerings 5. strong children’s library Weakness 1. less variance in product portfolio in comparison to the competitors 2. absence of popular international shows (only a few children’s show can be streamed) Opportunities 1. exponential growth in the existing or potential customer segments 2. declining data prices 3. increased spending on OTT platforms and an increase in consumption of online video through smartphones 4. regional content will contribute over 35% of viewership in the next five years Threats 1. increasing number of strong competitors 2. different preferences in the regional markets 3. AVOD services will grow by a 38% CAGR (2016–2020); whereas SVOD services will grow by a 64% CAGR for the same period

ence of international shows

2. What are the pros and cons of each of the VOD app monetization models? Which model would best suit Voot? Subscription-based mode(SVOD): Pros: (1) easy revenue distribution model (2) A better revenue platform for fresh or new content (2) Download facilities Cons: (1) Need extra subscription charge apart from internet charge (2) Payment for all contents although subscribers might not see all contents.

Advertisement Model(AVOD): Pros: (1) Free of cost (only internet charge) (2) Unlimited videos (3) Effective Advertisement solutions (4) Open access to all users Cons: (1) Disruption due to advertisements. (2) Usually generates less earning (3) Free contents generally get less attraction.

Freemium: Pros: (1) Initial attraction for the free content (2) Good quality of contents will increase subscriptions. (3) Easy initial access could generate more revenue. (4) No user barriers. Cons: (1) Not all contents are accessible. (2) Free offering might end in less subscription as people will watch only free contents. (3) Less revenue-generating.

Transaction based VOD(TVOD): Pros: (1) value for money experience. (2) Payment for particular contents only. (3) It offers more freedom Cons: (1) Users have to pay every time they watch new content. (2) Usually expensive. The model that would best suit Voot: Given the present context of competitiveness, the best model for Voot would be Subscriptionbased model. The reasons are as follows: It is an easy revenue distribution model where Voot will get a better revenue platform for fresh or new content. At the same time, subscriptions seem to give more revenue than advertisements. Sometimes, it is seen that free contents with advertisements get less attraction. SVOD also provides membership economy. whereas the total price of the content in TVOD will be higher than SVOD. So, SVOD will be a better option for regular users. In the case of freemium, it is difficult to

turn free access to willing users under the radar of subscription. Hence, the quality of contents, having the options of creating originals and sufficient resources may prove SVOD the best-suited option for Voot.

3. Work out a digital strategy for Voot that addresses the issues of availability and content. Currently, Voot is a widely known OTT platform in India. Voot hosted a huge portfolio of video contents focusing extensively on children’s favorites (both local and international) along with a lot of popular numbers from Indian TV shows, sports telecasts, regional TV channels, original reality shows and comedy shows and also hit Bollywood and regional movies. Voot portrays its exceptionality by focusing on the children’s programs and having a wide array of regional content. However, its major competitor Hotstar has been able to conquer a wider range of customers with at least 10,000 hours of more entertainment than Voot (Exhibit 3) - which makes it clear that Voot can surely increase its content. In order to cope up with the growing competition from the local and international rivals, Voot can focus on introducing the following contents. 1) News: There are ample scopes for Voot to concentrate on Live News broadcast. From the case at hand, we can see that Voot has not yet ventured into this category with growing demand. Whereas, Hotstar has already partnered with a television channel. 2) International Content: Though Voot has highly enriched localized content, in order to cope up with the competition (especially with the international entities), Voot can introduce internationally acclaimed contents to its portfolio. The international contents Voot already hosts include mainly the children’s numbers. 3) Regional Sports: Though sports telecasts are already included in Voot’s program list, it is a unique selling point of its primary competitor Hotstar. As such, Voot can differentiate itself by telecasting the regional sports (as regional content is one of Voot’s USP) across the country. 4) Tourism: India is a country most famous for its tourism. Voot can introduce media which can uphold India’s heritage sites and tourist attractions. It is a sector none of the competitors seems to have ventured yet. As per Exhibit 4, regional content will make up over 35% of the audience over the next 5 years. 5) Documentaries: While its competitor Netflix has a wide range of documentaries (Exhibit 3), Voot does not seem to be much enriched in this content line. Regarding its availability, Voot is widely present online throughout the country. But according to Exhibit 1, India has one of the lowest video minutes per year. So, Voot can work its way into television broadcast (especially for the rural areas where smartphones are not yet so common). Reversely, (if market research data suggests) Voot can introduce separate hardware devices for its customers with high involvement and high-income group. Also, as Voot is highly focusing on

the regional contents from various parts of India, the platform can think of expanding its business across borders with its enriched contents.

4. Discuss Voot in terms of its digital brand equity. Voot’s digital brand equity is discussed here through Customer Base Brand Equity(CBBE Pyramid)

Salience: ● Video on Demand (VOD) service with an interesting name “Voot” ● Over the top (OTT) content provider ● Mass-market sports Brand performance: ● Vast selection of Video content from several tv channels under their parent company ● Customized content for different demographic ● Convenience ● Low price Brand Imagery: ● Special consideration is taken to serve Indian people ● Colorful and Fun appearance ● Kid’s content pioneer

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A complete Solution to get Viacom 18's content

Consumer judgement: ● Good value ● Quality Content ● Creative Posture ● Lively Consumer Feelings: ● Energized ● Relaxed ● Smart Viewer ● Feel of Youth ● Sport Lover Consumer Brand Resonance: ● Behavioral loyalty as its contents are mostly TV series or animation series ● Attitudinal attachment such as love and affection for its contents (Favorite TV shows) ● Sense of community such as kinship and affiliation ● Active engagement with Voot _______________End____________...