Product details

In February 2010, Tunde Kelani (TK), CEO of Mainframe Productions, cinematographer and multiple-award winner, was deciding how to fund MAAMI, his forthcoming movie, which was scheduled for release in May 2010 in Nigeria. Although the budget for the movie was $250,000 (or N40 million), attempts to raise money for the movie through donations from friends and family had failed. In addition, the company could not obtain a bank loan because it lacked the collateral needed for a loan application. Given these difficulties, TK needed to prepare a marketing plan that showed that MAAMI would provide returns on investment. He was considering a number of options, including preparing plans that were appealing to corporate sponsors, foreign equity financers, and channel partners. The case highlights the importance of developing an integrated marketing plan which considers the company’s overall strategic vision, specific attributes of the product, customer behaviour, and channel dynamics whilst exploring the unique characteristics of Nollywood, the Nigerian movie industry.