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Subject category: Marketing
Authors: A Mukund
Published by: IBS Center for Management Research
Published in: 2002
Length: 9 pages
Data source: Published sources

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 film-based merchandising in India have been examined along with its future prospects in the country. The case is structured to enable students to: (1) understand the concept of film- based merchandising, and study the pattern of its growth in India as compared to the US film industry; (2) discuss the pros and cons of a movie producer''s decision to associate his/her movie with a particular brand/company; (3) understand the rationale behind companies entering into film-based merchandising deals, given the risky nature of the business; (4) determine the various problems that hamper the growth of the Indian film-based merchandising business; and (5) 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.
Location:
Industry:
Other setting(s):
1989-2002

About

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 film-based merchandising in India have been examined along with its future prospects in the country. The case is structured to enable students to: (1) understand the concept of film- based merchandising, and study the pattern of its growth in India as compared to the US film industry; (2) discuss the pros and cons of a movie producer''s decision to associate his/her movie with a particular brand/company; (3) understand the rationale behind companies entering into film-based merchandising deals, given the risky nature of the business; (4) determine the various problems that hamper the growth of the Indian film-based merchandising business; and (5) 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.

Settings

Location:
Industry:
Other setting(s):
1989-2002

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