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MTV NETWORK THE ARABIAN CHALLENGE
PREPARED BY : KARUN GULATI SUNNY GOYAL
VIKRAM VISHAL
Introduction
The Most ambitious & challenging VentureThe Cultural Challenge.MTV’s Western ImageThe Biggest Market outside U.S.A
A Global Brand Going Local
The Journey of MTV
Launched August 1981, U.S.A
Diversified into all genres of music, in the first 5 years.
Acquired by Viacom Inc..1986
The Global Strategy,1987.
The Adaptive organization, Launch of Country specific channels,1995
Strategies for Expansion
Decentralization Structure
Autonomy & Authority
Strategic alliances & Acquisitions
Localized form of global popular shows.
Entry level strategy of MTVSpecial deal with Showtime, 2004
Strategic Alliance with ATN (Arabic Television Network),2006Market ResearchTarget Market ,Niche, more than 10 % of population.
The Marketing Strategy
The Marketing Strategy.
Product, 40 % local/60% western.
Price, Free to air
Place , launched through out the
middle east
Promotion, The Biggest launch in
the history of MTV.
The CCD ModelCreate: Great Local
Contents
Communicate: promoting
it as a youth brand.
Deliver: Use of mobile,
Broadband & television to reach to potential
Customers
SWOT Analysis
SWOT Analysis
STRENGTH
WEAKNESS
SWOT Analysis
OPPORTUNITIES
SWOT Analysis
THREATS
SWOT Analysis
What should the company do to mitigate the risks while taking advantage of the opportunities presented by the market?
Always work with local agentCompany should try to come up with more
varied programs which suits the market.Company should give more emphasis on
reality shows like roadies & splitzvilla in India which cater to the needs of younger viewers.
Company should come with exclusive deal with Arabic and global stars so that people find it interesting to attach with.
MTV