Rajini - The brand that sells

Rajini - the magic word that rules the minds of many south-indians especially tamil people irrespective of the age group they belong to. As an ardent disciple of Lord Rajinikanth, a blog from me for the Lord was long pending. After postponing this activity for a pretty long time, today, on his 60th birthday, the high time has come for me to write about the word that inspires,motivates, entertains (watever phrase u would like to use...keeping in mind that you are talking about the demi-God Rajnikanth ) most of the fans like me.

As a B School student, when one of the most reputed professors of the college trying to create the marketing mindset in me (infact after looking at the syllabus for my marketing course end term) , I just thought of looking at Rajini from the marketing perspective.

RAJINIKANTH - The brand that sells at every nook and corner of the world ...does it seem to be an exaggeration??? Friend!!! Look at the stats!! In spite of the fact that Rajini stopped allowing the fan clubs in the year 1991...the number of fan clubs officially registered were 91000 across the world (US,UK,Japan etc..)

Hmmm... So what really makes Rajini a phenomenon??? Lets look at it from the Marketing perspective. I considered Rajini as the brand and tried fitting 4 P's of marketing for this brand Rajini .

Product

As a product, what makes Rajini so different from other actors/products. Right from the day, he introduced himself ( No one would ever forget the opening scene in which Rajini opens the gate in the most stylish way ) In the field of Tamil cinema, when Sivaji and Kamal proved their acting skills and set a trend in the cinema, no actor dared to be different and that served as a great plus point for the conductor turned super star Rajinikanth. His simple styles enacted in movies captured million hearts across India which is very much evident from the fact that the first actor who registers in the mind of children from Tamil Nadu is Rajinikanth. Its always a fashion for many fans like me to imitate Rajini's latest style.

And other key differentiators for this brand Rajini to be successful is his simplicity, humbleness and the variety of roles Rajini has given over the years ....I know that most of you would argue over this point... in his first 25 years of career Rajini has given the best roles possible and after that his SUPERSTAR status has made him to take similar roles to satisfy many fans like me :)

Price

Can you mention one entertainer who can assure the producer his profit and the fans the value for money they pay to watch the movie??? I am sure that only one name will come to your mind irrespective of the fact that you like him or not...thats RAJINI.... this particular ability of Rajini got him this title "SUPERSTAR".

So now tell me... Will Price be a big factor when its a WIN WIN situation for all the stakeholders ?????

Position

Every product launched in the market has a target segment and the product caters only to the needs of only that TG. Very few products stand out and make a cut across all Sec A,B,C . In fact very few products become a basic necessity in everyone's life apart from the food, clothes and shelter. Rajini and his movies belong to this category.

Rajini does not have a specific target segment. All his movies are made to satisfy the needs of every segment or class in the society.This positioning of the brand makes the brand more effective and successful in the long run.

Promotion

Does the brand RAJINI need any promotion???? :D

Rajini is a phenomenon slowly creeping into the minds of every individual with a simple Word of mouth campaign. Rajini's fans themselves act as a big promotion material for him and his movies. The important factor here is .... Watch his movie once, you will become his fan and you will start promoting this brand Rajini. If you are laughing at the prev statement, then its time for you to watch Rajini's movies, for without this, the purpose of your life is incomplete.

I am sure that Rajini is one brand that does not have a life cycle. To finish my blog..... As many of us proudly say..."There is one Sun , one Moon...and similarly there is only one SUPERSTAR in this world...and thats RAJINIKANTH"