Presentation on MTV PAK
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Transcript of Presentation on MTV PAK
PAKISTAN
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
Brand Equity Dimensions
• Brand Awareness
“MTV PAKISTANI IDOL”
“MTV PAKISTAN’S NEXT TOP
MODEL”
“MTV CHEETAA” • Brand Loyalty• Perceived Quality• Brand Association
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
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
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
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
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
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
Portfolio Graphics
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
Measuring Brand Equity of MTV Pakistan
Young & Rubicam Power Grid
Brand Stature (Knowledge & Esteem)
LOW HIGH HIGH
Brand Strength
(Differentiation &Relevance)
LOW
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
• 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
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
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
THANK YOU