Aspects of MArketing Management - Masters level - Essay Example

At present there is an existing market that is comprised largely of Indian expatriates and also includes other ethnic Asian communities. Usually there is a bond formed between migrants communities that would not exist in their homelands, which applies particularly to Indian and Pakistanis who relocated into areas other than their native lands. Their cultural background pulls them together to form a closer bond, increasing the sense of belonging and shared nostalgia among the south asian communities to their homelands (Ramesh, 1998).

Here where Bollywood films would present these values and attract the vast communities. There are around 1.7 million Indians living in the United States as of 2001, constituting a 0.6% of the total population. (Chabbra, 2001). This number is excluding the American born Indians, i.e. 2nd and 3rd generations and other South Asian communities. There are specific geographical areas that would be successfully targeted as a potential markets for Bollywood films; therefore, the greatest concentration of the Indian population are in five states: California, New York, Illinois, Texas and New Jersey. (www.pages.cs.wisc.edu) Apart from this, there are also other communities in the United States that may be familiar with Bollywood films, such as people from Australia, UK, East Europe and the Middle East, (Byrne, 2002) where Bollywood films have been staple fare and have enjoyed a good market.

The popularity of Bollywood films has been on the rise, with improvements in film quality pulling more viewers into theatres. (www.usinfo.state.gov). Where the general American mainstream audiences are concerned, it may be possible to successfully market Bollywood films, provided Nico ensures that some basic conditions are satisfied. Nico Rogosky should accept the offer by Bollywood producer Anjali Kumar to market the Bollywood movies in the United States only under some conditions, in order to