Competitive Analysis of Aamir Khan

Production house

Presented by:

Sayantan Chakraborti (Roll - 83)

Shakalya Nag (Roll - 84)
Shatavisha Sengupta (Roll - 85)
Shouvik Ghosh (Roll - 86)
Shreela Seal (Roll - 87)
 What is Competitor analysis?

Competitor analysis in marketing and strategic management is an assessment

of the strengths and weaknesses of current and potential competitors. This
analysis provides both an offensive and defensive strategic context to identify
opportunities and threats. Profiling coalesces all of the relevant sources of
competitor analysis into one framework in the support of efficient and effective
strategy formulation, implementation, monitoring and adjustment.
Analysis Framework?
 AKP - Background & Journey

Aamir Khan Productions (AKP) is an Indian motion picture

production and distribution company based in Mumbai.
The company was founded in 2001 by actor Aamir Khan;
its first production was Lagaan.
Major Competitors
Potential / focussed competitors
 John Abraham Entertainment Pvt. Ltd.

STRENGTHS
Off beat movies yet entertaining.
E.g. Vickey Donor, Madras Cafe WEAKNESS
Strong visinary director like Films without much promotion
Shoojit Sircar No star brand power
Fresh faces
Rank 19 among all in bollywood

OPPURTUNITIES
Vickey Donor gave an ROI of
739%. So strong reserve for THREATS
further productions. Films may not reach the desired
Riding in starpower of Silver box office revenue due to lack of
screen like Varun Sobti of Star intensive promotion
Plus show Iss Pyar Ko Kya
Naam Doon
 Anurag Kashyap Films Pvt. Ltd.

STRENGTHS
Award winning films like The
lunchbox. Critically acclaimed WEAKNESS
films like Dev D, Udaan, Gangs of
Wasseypur etc. Lack of star power
Tie up with exceptional Lack of promotion
performers from theatre.
Offbeat themes

OPPURTUNITIES
Tie up with more foreign
directors like in Trsihna (Tess of
the D'Urbervilles), White lies in
future.
THREATS
Being too offbeat the blurring
line between arthouse and
commercial film by other
production houses.
 Competency

Other
Platform AKP Ltd. Productio Rating Gross
Movie
n Houses (User) Revenue

Facebook 15,257,412 8,942,562 7.6

Delhi Belly $1,531,757
(16,756)

Peepli
1987 2,951,161 7.5 (7,133) $754,836
Youtube (Live)
Subscribe Subscribe
Lagaan:
IMDB Once Upon
Very high high 8.2(66,766) $1,728,147
rating a Time in
India
 Competitor Analysis AKP - Future goals

C To attract more main stream actor/actress to take up the project.

C To earn more market share and try to be the differentiator in the market

C To increase promotion of the new movies and selecting optimal script.

C To provide opportunity to the young talent to showcase.

C To rope in major cast and crew for the upcoming project

 Competitor Analysis AKP - Current Strategy

C To prepare for the upcoming releases and to compete with mega

production houses.

C To select the proper script and maintain the advantage.

C To increase promotion of the new movies and selecting optimal script.

C To restore company image by conducting free shows, performances and

investing in proper social cause
 Competitor Analysis AKP - Capability

C To take away a huge chunk of market share as competitors can perform

aggresive promotion technique.

C Cannot take away the competitive edge and the exclusivity.

C We refer to the SWOT analysis for further change in capability of

competitors

C Distribution system for competiting firms are much higher than this small
production house.
 Competitor Analysis AKP - Assumption

C The founder of the company has sufficient past experience with the product
thus chances of failure is minimized

C Industry trend also shows the inclination of people to take interest in this
kind of movies now a days.

C We also assume that the competitors will continue to invest and excel on
their own genre and would not immitate the exclusivity

C Regional factors are important for sustainibility of the firms.

 Conclusion

C The company can increase the audience engagement by releasing short

films about social issues and basic necessity.

C The company should be much more active in their social networking places
like facebook, twitter and even in their own website.

C The firm has a great track record of sucessful movies and thus should try to
collaborate with foreign production houses for better exposure and
expertise.

C The firm can improve the overall quality of the film industry and provide a
platform for innovation, talent identification and standard.
That's all folks!