Extensive Marketing Strategy of Prime Focus – With Company Overview & STP Analysis

Updated on: Jul 3, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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Formerly, we looked at the SWOT analysis of Prime Focus. This time we are gonna focus on the marketing strategy of Prime Focus.

Prime Focus is India’s driving media administration’s ‘force to be reckoned with’, situated in Mumbai, Maharashtra. They give ‘start to finish’ innovative administrations to the media and media outlets.

Another viewpoint that has made Prime Focus a goliath today is advertising. Marketing changes as the world goes on the web, and when you need to stay awake and updated – look at our Free MasterClass on Digital Marketing 101 by the Founder and current CEO of IIDE, Karan Shah.

Need to perceive how Prime Focus has prevailed in the video after-creation industry? In this blog, you will find out about the marketing strategy of Prime Focus. Before we get everything rolling, get more familiar with Prime Focus as an organisation, the way things were laid out, its items, financial position, and its rivals.

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About Prime Focus – Company Overview 

Prime Focus Limited was founded in 1997 as a media service powerhouse. It employs over 8,000 professionals in 16 cities across 4 continents and 7 time zones. The company does stereo 3D conversion and animation, Media ERP Suite and Cloud-enabled media services, media equipment rental, and digital Intermediate and picture posts for the Media and Entertainment industry.

Prime Focus had been awarded as one of the world’s famous providers of VFX, and soon Reliance Media Works after seeing this merged their global film and media services business with Prime Focus. Prime Focus is a VFX creator for many blockbuster Hollywood movies including TENET (2020), First Man (2019), Blade Runner 2049 (2017) Ex Machina (2015), and Interstellar (2014) and Inception (2010).

The media company is also listed under BSE and NSE. Presently the company operates in Abu Dhabi, Bangalore, Cape Town, Chandigarh, Delhi, Hyderabad, Johannesburg, Kolkata, London, Los Angeles, Mumbai, Chennai, Montreal, New York, Toronto and Vancouver.

Quick Stats on Prime Focus
CEO Ramki Sankaranarayanan
CMO T Shobhana
Area Served India, USA, UK
Industry Media Production
Market Share/ Revenue Rs 857.52 Crore (2021)
Vision To be a highly talented team of professionals offering Digital Intermediate/colour grading, sound and picture post.
Tagline N/A


Marketing Strategy of Prime Focus

Now let’s learn about the marketing strategy of prime focus! & let us see how Prime Focus carries out a marketing campaign.

Segmentation, Targeting, and Positioning

Consumers in the Motion Pictures industry vary in their wants, needs, demands, locations, access to technology and resources, cultural differences, buying attitudes, and end-use of the products and services. Market segmentation is how Prime Focus decides to segment the overall market into smaller segments and groups that have similar attributes, buying behaviour, socio-economic background, etc. This is done to reach out to the consumers more suitably.

After recognizing different customer segments inside the commercial centre, Prime Focus needs to focus on a particular market. The decision of the target market is reliant upon basic elements 

  • Section underlying allure
  • Monetary assets to focus on a particular Segment
  • Presence of proper partners to advertise effectively to the objective market
  • Rivalry in the objective segment
  • Association’s central goal, vision, and the customer portion fit 

Prime Focus maintains its position in high-quality projects. Prime Focus has a long-standing commitment to creating responsible work. Sustainability is an integral component of their approach to business and work practices.

Marketing Campaigns

  • Prime Focus Technologies joins hands with Prestige Ice Cream’s Rollick for a new brand crusade:

Prime Focus joined hands with prestige Ice cream’s Rollick’s new brand campaign, ‘Express every joy with a Rollick’, the films have been made in Bengali and will be dubbed in Hindi and Odia. Prime Focus Technologies delivered a two30-second TV commercials campaign to Rollick, a part of the prestige Ice Cream Group. 

The campaign wasn’t successful; it has only 900 views. The lack of marketing, hashtags and promotion had made them unsuccessful. 

Link to video: https://youtu.be/690RsQFH1Jo 

  • Prime Focus Technologies creates PlayerzPot’s new brand film:

On April 21, 2021, Prime Focus Technologies disclosed that it has delivered a digital commercial for the rebranding campaign of India’s leading online fantasy gaming sports platform, PlayerzPot during the IPL 2021. The film was showcased across digital and OTT channels and made itself successful.

Link to Video: https://youtu.be/j7OkN-eal_o 

  • Prime Focus Technologies and Whip Media Group announced the static partnership:

In 2020, prime focus and whip media group announced the static partnership. The partnership between them will provide media companies better transparency into their content workflows to maximise revenues, reduce costs, increase efficiencies, and get complete visibility and control over where and how television and movie titles are being distributed, both on a global scale and in real-time.

Social Media Marketing

The type of content being used/pushed out by these social media platforms ranges from product launches to promotional content.

SEO Strategies

Marketing strategy of Prime Focus - SEO

As we know from SEO rankings, the number of keywords below 500 is very bad and above 1000 is good, also above 10,000 is amazing. This means that Prime Focus has 390 organic keywords which aren’t good. This means that the digital marketing of Prime focus isn’t gaining a good number of insights.

Now, the traffic per month is 96 which is bad, it is not even average. Hence Prime focus has to work a lot on its SEO strategy to keep abs maintain its brand in Google organic SERP results.

Influencer Marketing

Prime Focus has not collaborated with any social media platforms. It has grown to this height by its own efforts and due to the genuineness of its product. It has succeeded to become a globally reputed company on its own.

Ecommerce Strategies

Prime Focus has a website of its own where they showcase all their achievements. Prime Focus has been a part of a number of social services such as rehabilitation of displaced families, health care and sanitation of local people, education, providing safe drinking water, pollution control, environmental measures, rural development, promotion of arts, crafts & culture which are all given on its website under the spotlight section. 

A detailed description of Prime Focus’s corporate profile, business, career, services, and initiates is also available.  The two most interesting parts of the website are media updates and Twitter updates.

Mobile Apps

Prime Focus Technologies (PFT) launched an innovative new enterprise-class iPad Application that gives senior management and the operations staff greater control, providing a dashboard view for audited tracking and hands-on involvement. PFT showcased the App at IBC2011 (Sep 9-13, Amsterdam) and was incorporated into the operations of STAR TV, as part of PFT’s pioneering deployment for the News Corporation-owned network. 

Content Marketing Strategies

Prime Focus has just landed and made its way to social media homes. They post their content and their products, Awareness, etc. Also, they are active on Facebook and Twitter posting their content and updates on their projects.

This ends our elaborative marketing strategy of Prime Focus. Let us conclude our learning below from the marketing strategy of Prime Focus.

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CONCLUSION – What is Unique in Prime Focus Marketing?

Prime Focus is a notable programming organisation with huge worldwide positions. During the Marketing strategy of Prime Focus, we observed that the organisation is exceptionally reliant and appreciates solid brand mindfulness and trust from its clients. It has a strong strategic base. 

Being a company always involved in social services, it has gained popularity around social media platforms. But its marketing strategies can be improved. It is continuously making efforts to shift towards digitalization and is doing well.

The company must focus on hiring digital marketers and marketing professionals, in the hopes that they will consider this step to achieve the desired results.

Almost every other firm, like Prime Focus, is striving to boost its digital presence and, as a result, is looking for digital marketers. Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Prime Focus has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Prime Focus check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Prime Focus, and do share your thoughts on this case study marketing strategy of Prime Focus in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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