36614480 Presentation on Mtv Arabia Case Study

8/3/2019 36614480 Presentation on Mtv Arabia Case Study

1/20

PREPARED BY : KARUN GULATI

SUNNY GOYAL

VIKRAM VISHAL


2/20

Introduction

yThe Most ambitious & challenging Venture

y The Cultural Challenge.

y MTVs Western Image

y The Biggest Market outside U.S.A

A Global Brand Going Local


3/20

The JourneyofMTV

LaunchedAugust1981, U.S.A

Diversified

into allgenres ofmusic, in thefirst 5 years.

Acquired byViacomInc..1986

The GlobalStrategy,1987.

The Adaptiveorganization,Launch ofCountryspecificchannels,1995


4/20

Strategiesfor ExpansionDecentralization

Structure

Autonomy & Authority

Strategic alliances &

Acquisitions

Localized form of globalpopular shows.


5/20

COMPARISON OF MTV USA, MTV INDIA, MTV ARABIA

MTV USAworlds first 24 hour video music networkInstitution of pop cultureSeen in 82 million households

MTV India24 hour Hindi and English language service Unique mix of Indian film and pop music with international musicvideos .Seen in more than 27 million household.

MTV Arabia24 hour free to air television channelA mix of Arabic, Southern European and Latin musicSeen in 200,000 households.


6/20

Entry level strategyofMTV

Special deal withShowtime, 2004

Strategic Alliancewith ATN (Arabic

TelevisionNetwork),2006

Market Research

Target Market

,Niche, more than 10% of population.


7/20

The MarketingStrategy

TheMarketingStrategy.

Product, 40 %local/60%

western.

Price, Free to air

Place ,launched

through out themiddle east

Promotion, TheBiggest launch

in the history ofMTV.


8/20

Producty Launch:-

MTV Arabia

NICKELODEON Arabia

y Mix of music videos, music based programming,general lifestyle and animated programs

y Reality shows, comedy, dramatic series, news,interviews and documentary


9/20

Placey Favorable Demographics

y UAE, Egypt, Saudi Arabia, Lebanon, Bahrain, Jordan,Kuwait, Oman, Qatar, Yemen, Palestine, Syria


10/20

Pricey 24- hour freetoair television channel

y Cost of entering the Arabian market was comparativelyless as they entered through the joint venture by thelocal channels

y Top 15% of free to air channels take 90% of adrevenues, MTV Arabia being among the top


11/20

Promotiony Biggest launch in M TV history

yAdapting content to suit the local tastes

y Use of various communication media

y Platform for the youth

y Global platform for the Arabic music and culture


12/20

The CCD Model

Create: GreatLocal Contents

Communicate:promoting it as a

youth brand.

Deliver: Use of

mobile,Broadband &

television to reachto potentialCustomers


13/20


14/20

SWOT Analysis


15/20

SWOT Analysis

STRENGTH

GlobalBrand

Extensiveexperience in

the global

market.

Launch teamcomprised ofSaudis, palestines, Iraqis,

Lebanese etc.

Very wideportfolio of

programmes.

Flexibleenough toadapt local

culture


16/20

WEAKNESS

The SocialDilema.

The WesternImage

AntiAmericansentiment

.

Adaptivelocal

Content.

SWOT Analysis


17/20

OPPORTUNITIES

First Mover

Advantage.

The MarketPotential.

UnexploredMiddle East

Globalplatform toexport the

music talentand localyouth.

SWOT Analysis


18/20


19/20

What should the company do to mitigate the risks while taking

advantage of the opportunities presented by the market?

yAlways work with local agent

y Company should try to come up with more varied

programs which suits the market.y Company should give more emphasis on reality shows

like roadies & splitzvilla in India which cater to theneeds of younger viewers.

y

Company should come with exclusive deal with Arabicand global stars so that people find it interesting toattach with.


20/20

Documents

36614480 Presentation on Mtv Arabia Case Study