PRODUCT PLACEMENT: ALTERNATIVE STRATEGY INTO INTERNATIONAL MARKETS

PRODUCT PLACEMENT: ALTERNATIVE STRATEGY INTO INTERNATIONAL MARKETS

Bhaswati Kashyap

Bachelor of Commerce (Hons), Gauhati University, India

Anushka Tandon

Bachelor of Commerce, Mahatma Jyotiba Phule Rohilkhand University, India.

ABSTRACT

The pandemic has ended up causing more individuals to resort to "Over-The-Top" (OTT) platforms, attempting to make digital platforms like Netflix, Amazon Prime, and Disney Hotstar one of the most extensively used sources of entertainment for consumers. This has helped Southeast Asian dramas garner attention nationally and internationally, leading to an increase in the number of product placement commercials that are depicted in these dramas. This also helped the business houses to reach out to their target audience. Product placement is the latest tactic that business houses have adopted as marketing communication as traditional advertisements and promotional strategy loses their persuasive power during the pandemic. It is notably popular in South East Asia's Entertainment industry as a mass medium. This does not mean that traditional advertisement and promotional techniques have lost their convincing power. Today also television commercials play an important role to attract consumers. This paper aims to analyze how consumer demand for South East Asian products has changed before and after the pandemic or before and after the rise (Global popularity) of the South East Asian Entertainment industry. To know how product placement and digital platforms have impacted brand awareness and consumer buying patterns and attracted consumers to these products.

Keywords: Marketing Mix, Marketing Communication, Brand Awareness, Branding,  Advertisements, Product Placement, Digital Content, Consumer Behavior.