Aamir Khan: A smart Marketer

Aamir khan: A Smart Marketer

 

Philip Kotler says that “Marketing Management is the art and science of choosing target markets and getting, keeping, growing customers through creating, delivering and communicating superior value”.

 

Normally people have perception that only goods, products and services can be marketed. In reality anything and everything ranging from products to services, events to experiences, information to ideas, and people to places can be marketed.

 

Let us today talk about a new marketer in Bollywood who is known for creating buzz for every movie he makes. It is not only Aamir Khan’s acting but also his marketing strategies that make his movies success.

 

As defined above marketing is about creating value and value is created from customers. If customers pays for your products and services then your products have value. In Aamir Khan’s case, all his movies in last decade have created value. Viewers have watched the movie and praised his acting, concepts. His movies are certainly re-purchase for most of the viewers.

 

Aamir Khan has high brand equity. Brand Equity as per literature is the added value bestowed on products and services. Since Aamir Khan is able to give different perspectives to his service, in this case his acting and movies. He has higher brand equity as compared to other actors.

 

It takes dual strategy to create successful brand, one is tangible factors in this case acting, theme of movie, entertainment and other is marketing and advertising that makes brand successful brand. One of other that create successful brand is to create a point of difference. Aamir Khan has very well defined his point of reference by categorizing himself as a successful, meaningful and mature actor. In his recent movies, he has created a point of differentiation by choosing topics that has high connection with mass audience of India with movies like Lagaan. It shows that he knows very well about the target audience and their buying behavior. In his other movie TZP (Taare Zameen Par), he has touched the hearts of lot of parents, children by raising a very special issue that every child is special.

 

The other factor, which makes Aamir Khan as a brand is selectivity. He does on an average two movies in three years. So when any successful company launches its products after a long time, where the industry frequency is comparatively shorter. Then marketer creates excitement and desire to buy by marketing and advertising. Similarly, Aamir Khan’s movie creates value and viewers perceive that his movies will be blockbuster hit even before release. Fortunately, every time he is successful in fulfilling expectations.

 

Aamir Khan is has used his marketing strategies in his upcoming movie i.e. Ghajini. He has used right marketing mix. Timing of the launch accidentally is very right. Winter vacations, Christmas, new year eve, is a duration where movie by Aamir stands to be first week hit, at least. In certain multiplexes, staff of cinema houses is seen in a Ghajini look, which is a new and innovative concept to create buzz among viewers.

It is up to the viewers of the country to decide whether his new movie will be hit or not but it is proved that Aamir Khan is a successful marketer, who knows how to generate sufficient ROI on his investments.