19
PAKISTAN

Presentation on MTV PAK

Embed Size (px)

DESCRIPTION

Brand Management Course (MTV Pakistan) Presentation

Citation preview

Page 1: Presentation on MTV PAK

PAKISTAN

Page 2: Presentation on MTV PAK

ABOUT MTV

• MTV (Music Television) Pakistan or IM-MTV is the Pakistani subsidiary of MTV

• MTV Pakistan is now the 57th MTV channel across the globe

• November 21st 2006, Karachi- MTV Networks International, owned by

Viacom Inc was launched

• The first video aired on MTV Pakistan was Duppatta by Hadiqa Kiani

Page 3: Presentation on MTV PAK

Brand Equity Dimensions

• Brand Awareness

“MTV PAKISTANI IDOL”

“MTV PAKISTAN’S NEXT TOP

MODEL”

“MTV CHEETAA” • Brand Loyalty• Perceived Quality• Brand Association

Page 4: Presentation on MTV PAK

Brand Identity Planning Model

Customer/Viewer Analysis

UrbanTrendy/Stylish/Carefree EducatedYoungsters/Young at HeartContemporary LifestyleSEC A-B

Competitor Analysis

Direct CompetitionAagTVChannel G The Musik Nvibe Play TV Music Time Mast TV

Indirect Competition

Youth TV Fashion TV Pakistan TV 2 DAYStyle Duniya

Self Analysis

Revolutionized MusicIndustry.Professional Approach.Highly quality conscious.InnovativeTrendsettersCustomer/Youth Oriented.Introduced the concept of VJsAlso non-music programming

STRATEGIC BRAND ANALYSIS

Page 5: Presentation on MTV PAK
Page 6: Presentation on MTV PAK
Page 7: Presentation on MTV PAK

Brand Portfolio Blue Print of MTV

Music Channels

Other Channels

MTV Channels(Region Specific)MTV Pakistan MTV India

VH1 (Region Specific)

Nickelodeon(Region Specific)

MTV INTERNATIONAL

Page 8: Presentation on MTV PAK

Brand Relationship Spectrum Brand

Relationship Spectrum

Branded House

Different Identities

Pakistan

MTV Shows/Programs

Contests

MTV Programs

MTV SelectMTV Top 10MTV Strictly ConfidentialMTV Style GuruMTV Most WantedMTV RequestedMTV Slightly OffMTV RocksMTV Is coolMTV Late NiteMTV Wana Be MTV Big GunsMTV Dishum,Mera MTV (Daily Live Show)MTV Foreign ka MaalMTV FreshMTV MotoAlert

Contests

Page 9: Presentation on MTV PAK

Brand Architecture

Brand Portfolio1) MTV Select

2) MTV Top 10

3) MTV Strictly Confidential

4) MTV Style Guru

5) MTV Most Wanted

6) MTV Requested

7) MTV Slightly Off

8) MTV Rocks

9) MTV Is cool

10) MTV Late Nite

11) MTV Wana Be

12) MTV Big Guns

13) MTV Dishum

14) Mera MTV (Daily Live Show)

15) MTV Foreign ka Maal

16) MTV Fresh

17) MTV MotoAlert

MTV Contests

• Citibank “GANA GAO STAR BAN JAO”

• MTV Rickshaw Contest• MTV GANA GAO VIDEO MEIN AJAO

AND DIL JEET JAO Contest

Page 10: Presentation on MTV PAK

Portfolio RolesStrategic Brands

• MTV MOST WANTED• MTV SELECT• MTV TOP TEN

Linchpin Brands

CitiBank “GANA GAO STAR BAN JAO” THINZ sponsoring and MTV show

Silver Bullets

• MTV Style Guru with Wiqar• MTV Foreign ka Maal with Faizan• MTV Is Cool with Dino• Mera MTV with all Vjs• MTV Strictly Confidential with Adnan

Malik• MTV Contests

Cash Cows

• MTV Big Guns• MTV Slightly Off• MTV Disham• MTV Wanabe

Page 11: Presentation on MTV PAK

Product Market Context Roles Branded House Different Identity: MTV Pakistan

• MTV Programs and MTV Contests• MTV Select• MTV Top 10• MTV Strictly Confidential• MTV Style Guru• MTV Most Wanted• MTV Requested• MTV Slightly Off• MTV Rocks• MTV Is cool• MTV Late Nite• MTV Wana Be • MTV Big Guns• MTV Dishum,• Mera MTV (Daily Live Show)• MTV Foreign ka Maal• MTV Fresh• MTV MotoAlert

Co Driver Roles: MTV Pakistan

• MTV Style Guru and MTV Top Ten with Wiqar Ali Khan

• MTV Strictly Confidentail with Adnan Malik

• MTV Fresh with Dino• MTV Foreign ka Maal with Faizan• MTV Slightly off with Anushay

Endorsed Brands

• Contests are mainly the endorsed brands

• Citibank endorsing a contest “GANA GAO STAR BAN JAO”

• Thinz endorsing a show• Motorola endorsing Artist of the

Month

Page 12: Presentation on MTV PAK

Portfolio Graphics

Page 13: Presentation on MTV PAK

The Role Of Sponsorships at MTV Pakistan

• Co-branding with Motorola for MotoAlert Artist of the Month.

• Contest in association with Citibank “GANA GAO STAR BAN JAO”

• THINZ to sponsor an MTV Pakistan show

Page 14: Presentation on MTV PAK

Measuring Brand Equity of MTV Pakistan

Young & Rubicam Power Grid

Brand Stature (Knowledge & Esteem)

LOW HIGH HIGH

Brand Strength

(Differentiation &Relevance)

LOW

Page 15: Presentation on MTV PAK

Brand Equity Ten

LOYALTY• Price Premium – N/A

• Satisfaction/Loyalty

PERCEIVED QUALITY/LEADERSHIP

• Perceived Quality Level of satisfaction

85%

15%

satisfied

not satisfied

AAG 12

MTV PAKISTAN 10

THE MUSIK 6

PLAY 2

TOTAL 30

Page 16: Presentation on MTV PAK

• Leadership/Popularity 95% of the respondents were hopeful that MTV Pakistan will grow in

popularity and will become Pakistan’s top music channel in near future

ESTEEM 98% of the respondents held MTV Pak in high esteem and highly respected the

brand because of its association with MTV International

ASSOCIATION/DIFFERENTIATION Perceived Value

The consumers (95% viewers) expected better programming that current on

MTV Pak Personality 90% of the people thought that MTV Pakistan’s personality would be up-beat, out-

spoken, independent and free-spirited Organization

98% of the people admired MTV Pak because of its association with

MTV International that has a strong and dominant brand image

Page 17: Presentation on MTV PAK

DIFFERENTIATION 86% of the respondents thought that MTV Pak is different and unique to the

other music channels in Pakistan

AWARENESS Brand Awareness

100% of the respondents were aware of the channel MTV Pak, but only 9% could

recall the programs on it

MARKET SHARE Market Share Market Price and Distribution Coverage – N/A

Page 18: Presentation on MTV PAK

Conclusion and Recommendations

• MTV Pakistan is one of the newest addition to the MTV family

• We think the programs and the content is still not up to the mark as compared to other MTV channels in the world

• Different programs should be started like ‘MTV Pakistan’s Next Top Model’, ‘MTV Pakistani Idol’ etc

• MTV Pakistan has a long way to go, the growth is slow and steady, but it has the potential to become Pakistan’s supreme Music channel

Page 19: Presentation on MTV PAK

THANK YOU