Presented By: Group 2 VJ Nilesh Baid 08EM-024 VJ Paras Sharma 08EM-027 VJ Rahul Gossain 08EM-032 VJ Suneet Sharma 08EM-047 VJ Varun Sharma 08EM-051

Highlights Origin of brand History of Brand Brand Elements Target Group/ Market Brand Strategy Analysis – Marketing Communication – Leadership Analysis – Sustaining Analysis – Growth Analysis – Integrated Brand Communication Future of Brand Suggestion

Origin of Brand World’s largest television network and the leading multimedia brand for the youth The original purpose of the channel was to play music videos guided by on-air hosts known as VJs. MTV plays a limited selection of music videos, but the channel primarily broadcasts a variety of popular culture and reality television shows targeted at adolescents and young adults million households in 171 territories. Worlds most Valuable Media Brand.

Owned by Viacom / Paramount MTV's programming format was created by the visionary media executive, Robert W. Pittman The first music video shown on MTV was "Video Killed the Radio Star" by The Buggles The original purpose of MTV was to be "Music Television," playing music videos 24 hours a day, 7 days a week, guided by on-air personalities known as VJs, or video jockeys Continued….

History Of Brand Name:MTV- Music television Age:29 yrs (August 1, 1981) Birth Place:New York, USA Language:Music Favorite people:Age Group Moto For Life:Telecast Everything Young People care about.

MTV (formerly an initialise for Music Television) is an American cable television network based in New York City that launched on August 1, The Music Television channel was created in collaboration of media company Warner Communication & credit card company American Express. Within 10 yrs generation of MTV was dubbed as “MTV generation”. Changed the perception from listening to Music to Visual one. Introduced Form of Music » Rap » Punk » Broadened Popular Music

Brand Elements Slogans: "I want my MTV“ "Think“ "Not on TV, on M-TV” ”Spanking new” (for new videos) "You'll never look at music the same way again," "Some People Just Don't Get It“ Impact on popular and youth culture: Rock ‘n’ Roll (1980) Alternative Rock and Underground Videos (1986) Pop music and Hard Rock (1991) R'n'B and Hip Hop (2000)

Developing a Global Culture of Music: – Shaping the behavior of the Youth – Influencing trends and fashion (extention to clothes line) Having an impact on society: – Discrimination, environment, politics, health & self, crime & violence, poverty & disease, human rights, war & peace, relationships & sex substance abuse, and education. – Promoting the culture of coolness among the youth – Extending the MTV lifestyle all over the world – Creating a carefree and open minded behaviours across the globe Promoting successful songs and music styles all over the world A way to enjoy “around the clock” while staying at home Launching new talents and songs

Target Audience MTV's target audience is one of the most clearly defined and some may credit it as one of the market leaders in "youth" targeting and young adults. With a heritage of over 20 years MTV has a very clear understanding of its primary TV-viewing target audience. When it came to the Internet the natural progression for MTV was to create a strong web-presence that reflected the brand identities associated with the MTV stations. To make the assumption that the MTV web user would inherit the same identity as the MTV TV viewer. However, would have been naive, and MTV needed to put in place a mechanism that would present them with a better understanding of their web users.

Brand Strategy Branding Strategy – MTV brand definition – SWOT analysis – Objectives

MTV Brand definition MTV portfolio (services and products): – Music Videos, T.V shows, Music events, Reality Shows(The Osbournes, Newlyweds: Nick & Jessica, MTV Roadies), songs rankings, Live Concerts, Music Services online, MTV VJ Hunt(Interactive and Involvement of Public), Animated Shows. Company mission: Entertainment Michael Porter’s strategies MTV Values

SWOT analysis Strengths Dominates the Young Adults (Strongest Money Spenders) Appeal to its Advertisers Constantly expanding and exploiting Different Media Sources Constantly supporting social and cultural causes Weaknesses Audiences’ Changing Interests Cultural Misunderstandings

SWOT analysis Opportunities Merge with the Mobile, Internet Industry and the Wireless Services International Deals with other markets such as India and China Threats Emergence of the Digital Cable and other platforms Turbulent world of Popular culture New Competitors Aging Population of the MTV Viewers

Objectives Invest on the 3 MTV platforms, radio, video and internet (e.g. MTV.com became an original programming destination rather than only thinking of it as an extension of promotions and marketing) Partnerships and Mergers (such as MTV and HP took the concept of “Dismissed” and applied it to the hard drive. Participants could decide whether to meet, talk or even date people by learning about their computers) Managing independently each MTV regional branch to overcome cultural differences

MTV Values (The Pentagon of Values) T VALUE OF INNOVATION VALUE OF PRICINGVALUE OF ETHICS VALUE OF POSITIONING VALUE OF DELIVERY TARGET MARKET

VALUE OF INNOVATION & MTV Unique programs ORIGINAL VJS

VALUE OF INNOVATION & MTV EVERGREEN BRAND LOGO OFF-BEAT ADVERTISEMENTS

VALUE OF INNOVATION & MTV MTV's Social Activism Network Fight for Your Rights

Integrated Marketing Communication Analysis

Marketing Communication Programs Brand Equity Direct & interactive Marketing Word-Of- Mouth Marketing Personal Selling Brand Awareness Brand Image Brand Responses Brand Relationships Sales Promotion Advertising Events & Experiencing Public Relations Marketing Communication

Mental Map MTVNormal TV ITS MINEFOR EVERY ONE ITS COOLIS DUMB ITS MUSICIS EVERYTHING ITS MORE STUFF I LIKEMORE STUFF I HATE

Brand Associations MTV Live & Immediat e Music Informati ve TrustingLeaderPopular Trendsett er Fun & Entertain ment Young Hip & Cool Irreveren t & rebellious Popular Interactiv e Connecte d ChangingOriginal Real & Genuine For Me

Print Media

Communication

Advertising A main advertising strategy of MTV is its core philosophy of keeping music at the heart of everything we do which connects us to the youth and thereby connects us to everything that interests youth Unique advertising channel, it advertises itself Online ads (facebook, myspace, youtube, click away ads, ect.) – Advertising videoclips brings the image of MTV (music televion

Mobile phones MTV events and music events Cable television Logo effect on audience and customers MTV will provide advertiser partners second- by-second data on how the videos and ads on its site are watched by users online Magazines reviews

Sales Promotion MTV uses several sales channels: – Commercial airtime sales, promotions and sponsorship agreements – Surveying watchers, creating marketing plans, sales of copyright, sales of production capacity, co-production and communication MTV has been working on transforming itself for the 21st Century by building or buying a collection of digital brands across music, programming, virtual worlds and gaming: – Using subsidiaries to expand its sales promotion network

Events and Experiencing MTV awards MTV youth fair MTV rising star artists MTV local artist of the month Reality shows MTV concerts MTV VJs hunt Sponsoring external events