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Film Merchandizing in India: Dhoom 3’s Boom

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 5 pages

Case Preview

Film Merchandizing in India: Dhoom 3’s Boom

 

Expected Learning Outcomes

• Difference between the business and revenue models of Hollywood and Bollywood and the respective revenue sources and trends
• When should a film opt for merchandizing and the factors that contribute towards its success
• Reasons for Indian film industry’s lagging trend in terms of merchandizing and debate the best strategies that could be taken up to improve the state of film merchandizing in India

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Bollywood: The Business and Revenue Model

1. The accompanying article states that, “The way Bollywood makes its money is vastly different from the way Hollywood does. Further, the way Bollywood rakes in the moolah today is also very different from the way it did five years back”. What do you think are the differences between the way a Hollywood movie makes money and a Bollywood movie makes money? Can you analyze the same from the point of view of the parameters cited in Exhibit I.

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Teaching Note Preview

Film Merchandizing in India: Dhoom 3’s Boom

 

Synopsis

The case flyer discusses about the evolving trends of film merchandizing in India and the factors that restrains the Indian audience from buying. The accompanying article highlights about two Indian films – Krrish 3 and Dhoom 3 – that have pursued the sales of their merchandize in a significant way. The makers are seeing this as a new revenue stream. However, Hollywood earns 5% of its revenue from film merchandizing; but the Indian film merchandizing market is still in a nascent stage. This case flyer enables a discussion on the revenue sources of the Indian film industry and that of film merchandizing in particular. It also brings in a debate on the factors that are keeping this source of revenue from growing and what practices should the Indian film production houses adopt to popularize Licensing and Merchandizing (L&M) in the country.

Expected Learning Outcomes

  • • Difference between the business and revenue models of Hollywood and Bollywood and the respective revenue sources and trends
  • • When should a film opt for merchandizing and the factors that contribute towards its success
  • • Reasons for Indian film industry’s lagging trend in terms of merchandizing and debate the best strategies that could be taken up to improve the state of film merchandizing in India

 

Positioning and Setting

The case flyer can be used in the following courses:

  • a) Business Strategy
  • b) Business Model
  • c) Advertising and Promotion

 

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$2.74
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Product code: MKTG-4-0010, MKTG-4-0010A

Abstract


This case flyer based on an article1 from The Economic Times, can be used to explore the evolving concept of film merchandizing in India. Film merchandizing is still in a nascent stage in India, while Hollywood earns 5% of its revenue through merchandizing. How does the Indian film industry earn its revenue? How is its business and revenue model different from that of Hollywood? What is the merchandizing potential of Indian films? What would be the challenges for the Indian film industry to succeed in film merchandizing?
The case flyer provides scope for comparing the business and revenue models of Hollywood and Bollywood. It also allows a debate on the factors that contribute towards the making and success of film merchandize. Finally, it focuses on the Indian scenario and offers the scope to debate the factors that restrain the success of film merchandizing in India. This case flyer is suitable for teaching concepts on Business Strategy, Business Model and Advertising and Promotion.



Pedagogical Objectives

  • To understand the difference between the business and revenue models of Hollywood and Bollywood and the respective revenue sources and trends
  • To debate when a film should opt for merchandizing and the factors that contribute towards its success
  • To analyze the reasons for Indian film industry's lagging trend in terms of merchandizing and debate the best strategies that could be taken up to improve the state of film merchandizing in India


1 Malini Goyal, 'Merchandising's Dhoom Moment, but There's No Boom Yet', The Economic Times, December 22nd 2013



This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Note (**ONLY for Academicians)
$2.74
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