MTV: CASE PRESENTATION

Sabrina Bazile, Etsehiwot Mebratu, Julie Messinger, and Raul Salinas

OVERVIEW1. Company Overview

2. MTV’s Objective and Marketing Challenge

3. Strategy Tactics: Product, Price, Place, and Promotions

4. Conclusion

Company Overview American cable and satellite television program

• Headquartered in New York City

• Subsidiary of Viacom Media Networks

Original Concept (1980-1990)

• Play music 24/7 guided by video jockeys

• Mainstream pop culture

• Main target demographic were young adults

Transformed by adding reality shows

Current Main Goals:

• Solving MTV’s Marketing Challenge: Brand Dilution

• MTV’s Objective

MTV’s Objective

MTV’s Objective

• Increase viewership and ratings of programming

Industry Issues

•Consumers no longer turn to television to watch music videos

•Rising cable prices

•Online streaming alternatives: Netflix, Hulu, and YouTube

•Audiences aligning their loyalties more with specific programs than specific networks

MTV’s Brand Problems

• Reliance on low-budget reality shows

MTV’s Marketing Challenge

Target market too broad

Loss of unique selling proposition and competitive

advantage

ImitatableMoved from

original identity: pop culture, edgy

Brand Dilution

ProductBlue Ocean, Target market,Features and Emotional Benefit

Strategy Tactics

Product: Blue Ocean

Increase viewership

Social Media Integration

Fan Engagement

Interactive

Cyber Thriller

Anthology

Drama/

Thriller

“American Horror

Story” for teens

Found Footage

Emotional Benefit and FeaturesSynopsis: “Set in an all girl’s boarding school, a teen

girl discovers a murder via Snapchat from an

unknown sender. She sets to investigate the

murder, putting everyone she knows at risk. The

problem: the killer is watching her every move, and

sends her Snapchats to prove it.”

Features

• Audience can vote for upcoming anthology via social media and website

• Online streaming on app and website

Emotional Benefit

• Validation

• Inclusion

Target Market

Young adolescents 12-17

Social media savvy

Heavy pop culture and digital media consumers

Sensitive to trends

PriceFinancial ramifications and impact

Strategy Tactics

Price: Financial Opportunity

New programming with help to increase

revenue

MTV is focused on bringing in more programming to

attract more viewers

New show has the potential of

increasing ratings by 10% and ad revenue

to $1.20 billion

Growth will be dependent on

licensing revenues from alternative video

platforms

American Horror Story: 6.12 million viewers and 3.11

ratings

PlaceRetail and Supply Chain

Strategy Tactics

RetailPartnership

Supply Chain

Partnership is Key

PromotionsMessageAdvertisingPromotions

Strategy Tactics

Media vehicle: Social media- Facebook, Twitter, Instagram, YoutubeMedia message: ”Terror wants to connect. Do you dare?”

Promotions

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