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XAVIER RETAIL MANAGEMENT

Retail Management

N. B. :  1) Attempt all Four Case studies

2) All questions carry equal marks.

CASE STUDY 1

Movie Merchandising: Is there a market for it?

Introduction

Bollywood industry is exploring new vistas of revenue. From overseas distribution, ramp shows to selling merchandise related to movies are used to mobilize the collections. This phenomenon is not new to the film industry. Holly wood movie like star wars was able to sell $9 billion worth of merchandise Indian films are not behind the competition. They just adopted the success formula of Hollywood. The recent movie “Ghajini” sold its merchandise and had its own gaming software.

What is movie merchandising?

Selling the dolls, masks, key chains, kid’s bags, and apparels bearing a movie name to the public is known as movie merchandising. Fans of a particular actor or actress buy this merchandise. Move merchandise helps a film maker in many ways. First, it helps company to recover production costs by giving merchandising license. These days’ bollywood movies are giving merchandise license well before its release. This will ensure guaranteed revenue for the production house irrespective of success or failure of the movie. ‘Sawariya’ though a flop in the box office, was able to recover their cost through selling merchandise. Secondly, Movie merchandise provides word of mouth communication to film before and after its release.

Indian experience

The Indian movie merchandising industry is in a nascent stage. The industry observers feel that there is a great potential for movie merchandising. Many consulting firms, distributors and manufacturers stepped into this arena to tap the opportunity. “Drona” merchandise rights bought by Zapak. It made growth of retail industry has fuelled the potential...