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PREPARED BY : KARUN GULATI
SUNNY GOYAL
VIKRAM VISHAL
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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
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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
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Strategiesfor ExpansionDecentralization
Structure
Autonomy & Authority
Strategic alliances &
Acquisitions
Localized form of globalpopular shows.
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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.
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Entry level strategyofMTV
Special deal withShowtime, 2004
Strategic Alliancewith ATN (Arabic
TelevisionNetwork),2006
Market Research
Target Market
,Niche, more than 10% of population.
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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.
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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
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Placey Favorable Demographics
y UAE, Egypt, Saudi Arabia, Lebanon, Bahrain, Jordan,Kuwait, Oman, Qatar, Yemen, Palestine, Syria
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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
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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
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The CCD Model
Create: GreatLocal Contents
Communicate:promoting it as a
youth brand.
Deliver: Use of
mobile,Broadband &
television to reachto potentialCustomers
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SWOT Analysis
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SWOT Analysis
STRENGTH
GlobalBrand
Extensiveexperience in
the global
market.
Launch teamcomprised ofSaudis, palestines, Iraqis,
Lebanese etc.
Very wideportfolio of
programmes.
Flexibleenough toadapt local
culture
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WEAKNESS
The SocialDilema.
The WesternImage
AntiAmericansentiment
.
Adaptivelocal
Content.
SWOT Analysis
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OPPORTUNITIES
First Mover
Advantage.
The MarketPotential.
UnexploredMiddle East
Globalplatform toexport the
music talentand localyouth.
SWOT Analysis
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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.
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