Mr.

Piyush Soni Assistant Professor Atmiya Institute of Technology &Science MBA, Rajkot

Case discussion on Strategic Control & Performance Management

Introduction
Will he be the King Again?
Shahrukh Khan desperately needs Ra.One to do well to reaffirm his hold on Bollywood!!!

SRK is leaving no pixel unturned in what is probably India's biggest digital media campaign. The official site is the first Bollywood movie site ranks at 3558 in Alexa rankings (amongst the 5000 most visited sites in India).

Myriad Promotional Events

Endorsements Press Briefings Gaming Events TV Show Appearance Interview with Electronics Media

Twitter: 30,000 Followers

Google Plus: 62 friends Youtube: +2,45,000 views Orkut: 253 friends

Facebook: 187,288 Fans

MySpace: 54 friend

Tie Up With Nokia

WATCH Ra.One release !!! before its Nokia today announced the launch of three featurepacked smartphones Nokia 700, Nokia 701 and Nokia 600 with Near Field Communication (NFC) on Symbian Belle and has also tied up with Ra.One, the first movie in India to be marketed through NFC. As a run up to the related stories release of Ra.One, Nokia plans to launch a range of pioneering initiatives around the movie including giving consumers an opportunity to watch the movie one day ahead of its global release.

Strategic Promotional Action & Control

Continuous Make Up for Fresh Look Changing Shirts Eats his roasted lean 18 hours of daily work Having dinner at 6 am SRK sticks to his promise of one cigarette during half an hour interview There are no sign of nervousness & pre release jitters.. Pre defined objective - October 26th release date

Why ?
200 Crores of Investment He hasnt had a single release in the last year & half

Akon & Ra one

Core Competencies to Success

Competitors Success !!!

MYNK Rs. 72 Crore
Bodyguard Rs.147 Crore Dabangg Rs. 140 Crore

Om Shanti Om Rs. 79 Crore

Ready Rs.120 Crore

Rab Ne Banna De Jodi Rs 87 Crore

3 Idiots Rs. 204 Crore

Ghajani Rs. 114 Crore

SRKs Statement on this matter

Whatever the naysayers may write, I am still king khan, and you may call me any name. Even my bad films draws collections that some so-called good films dont SRK puts up Brave front .

Problem in Success
Wedding Season & Diwali Vacations
Strategy If the films doesnt pull through, then the wedding season is round the corner & I can go & dance in few weddings to earn back the reminder.

SRKs Image
Brand Icon of IIPM Less actor & more Businessman IPL Knight Riders Last worst TV reality shows Zor ka Jhatka

Investment
Produced by Eros Entertainment
Rs.150 Crore on Production Rs.50 Crore on Marketing

Recovery

Satellite Rights to Star TV Rs. 35 Crore Music Rights to T serires Rs.15 Crore Digital Media Rights Pay Per View Rs. 10 Crore Almost 70 to 80 percent of the cost will be recoverd from pre - licensed content before the film hits the theater. The rest of the money needs come through ticket sales.

Releasing Strategy
Eros doesnt want to take any chance. Released in 3000 screens across India Also in 3d in 300 Screens Release in 400 screens globally like far east , European, Latin American countries, Germany, 30 screen in Taiwan & 100 screens in Korea.

Competitive Advantage
SRKs magic really worked abroad. In overseas collections, in fact SRK is miles ahead of both Aamir & Salman. For MYNK,SRK awarded the order of Arts & Literature by the French Government for his exceptional career. He was conferred the honorific Dautak by the Malysian Government in 2008 for promoting tourism in Malacca. The university of Bedfordshire in Britain gave him an honoraray degree in arts & Culture His statue can be found at Madame Tussauds, London, Paris, Honkong, New York. The film has over 3,500 shots, which is even higher than Avatar (2,700 shots) and Rajnikanths Robot (2,100 shots). It has used a crew of over 5,000 from India, Italy and the US for this. Money is important, and lets not try to lose money. But you should not sacrifice quality for profit. Ra.One is a calling card for technology, says SRK.

Domestic Market ???

Producers say SRK is an urban multiplex phenomenon, while almost 70 per cent of collections come from single-screen theatres in smaller towns and cities. This is important for another reason: Multiplexes get a higher share of collections from the producer than single-screens. While multiplexes take 50 per cent of the collections in the first week, single-screens are happy with 40 per cent. If it runs more than one week, the terms become more favorable for the producer in single-screens than multiplexes.

Conclusion
But the bottom-line is, will the film make money? Every film has its own space. With so many movies crossing Rs 100 crore (in collections) within the first few days, I understand that the business has grown and such returns do exist, says SRK. Around Christmas will release his next film, Don 2, which has also been made on a budget of Rs 150 crore. The two films account for one-fifth of Bollywoods annual production cost. For Bollywoods sake, SRK just cant afford a flop

Bibliography
Business Standard Weekend issue 08th October,2011 Yahoo Life

I Hope you all enjoy this fruitful session!!!

THANK YOU