Ferby Ardiana
21122040003 Emily Devina 21122040035
Disney+ Hotstar is an Indian-branded subscription video-on-demand Over-the-top streaming service owned by Disney Star Novi Digital Entertainment and Disney Media and Entertainment Distribution, both divisions of The Walt Run The Walt Disney Company.
The brand initially launched as a popular star streaming service that streams content from the Disney star local network, including movies, series, live sports and original programming. With the significant growth of mobile broadband in India, Hotstar has quickly become the dominant streaming service in the country.
ABOUT DISNEY+ HOTSTAR
SEGMENTATION SEGMENTATION
PSYCHOGRAPHIC
Someone who has interest in watching movies/series
DEMOGRAPHIC
LIFESTYLE BEHAVIORAL
People who like to stay up late and do binge watching
Age : 18-35 ( teenager to adults )
Income : All people that have income Gender : 62,98% male , 37,0% female
Movies and series lovers
Introvert and likes to spend their time mostly at home
Someone that likes to watch movies
after saw the recommendation clips from social media platform ( tiktok, instagram )
People who have habit to spends their night watching movies and series until late hours People who easily get bored
TARGETING TARGETING
PEOPLE WHO LIKES TO WATCH MOVIES TO CELEBRATE A BIG
DAY AND SPEND THEIR TIME WITH THEIR LOVED ONE SOMEONE WHO HAS A LOT
OF FREE TIME WHEN TRAVEL ON CHINESE NEW YEAR
SOMEONE WHO LOVES TO JOIN THE TREND
A WAY TO COMPLETE A WAY TO COMPLETE
YOUR EVERYDAY YOUR EVERYDAY
Disney+ Hotstar
POSITIONING
POSITIONING
BRAND BRAND
PAIN POINT
PAIN POINT BRAND VALUE BRAND VALUE
POSITION POSITION
1) Searching for streaming app that provide a lot of movies or series, including the exclusive shows on Chinese New Year Day
1) Disney+ Hotstar always keeping us updated for their newest movies and series
2) Wants the children to watch something fun and safe 3) Frustated to look for streaming app that provides HD resolution and they can watch it anywhere while they celebrate Chinese New Year Day
2) Disney+ Hotstar have a KidSafe mode that made for children so they can watch the show that suitable for their age (they can enjoy and not disturb the adults)
3) Provides best resolution that can be downloaded so we can watch it from anytime, anywhere when we travel to meet our family on Chinese New Year Day
BRAND PROPOSITION MATRIX BRAND PROPOSITION MATRIX
PRODUCT PRICE
PLACE PROMOTION
Disney+ Hotstar, an application for movies and series streaming 2,59 $ / monthly and 13,22 $ / yearly
Digital Streaming from an apps that can be downloaded in Appstore or Google Playstore
What to Watch #ChineseNewYear, Magic Angpao, A Day In My Life
WHAT TO WATCH?
#CHINESENEWYEAR
This will be updated on Disney+ Hotstar App and the audience
will know the newest update recommendation from our movies on Chinese New Year Series!
MAGIC ANGPAO ++
MAGIC ANGPAO ++
People who subscribe Disney+ Hotstar will be get a benefit free 3 months streaming after first purchasing and for subcriber that already streaming for 1 year will get a chance to be a lucky winner that won a ticket to Disneyland Hongkong for a whole family!
#ADAYINMYLIFE
#ADAYINMYLIFE
The content is quite exciting to watch because this follow the current trends that happens
We tried to insert Disney+ Hotstar but barely call the app so people will more interesting with this content
NO MORE BORING CONTENT NO MORE BORING CONTENT
NO HARD SELLING NO HARD SELLING
A campaign when content creator on social media create these type of content
while celebrating Chinese New Year, then they promoting Disney+ Hotstar
When you want to complete your Chinese New Year day, Disney+
Hotstar will always be there for you