Viacom

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Viacom

  1. 1. Presented By:<br />Alok Rawat<br />MHS1007001<br />MBA 1st year<br />
  2. 2. Company Headquarter<br />1515 Broadway, New York, US<br />
  3. 3. <ul><li>Industry : Media Conglomerate
  4. 4. Founded : 2006
  5. 5. President & CEO : Philippe P. Dauman
  6. 6. Executive Chairman : Sumner M. Redstone
  7. 7. Headquarters : 1515 Broadway, NY,US</li></ul>Company Profile<br />
  8. 8. <ul><li>Area served : Worldwide
  9. 9. Total Assets : US$22.4 billion(2008)
  10. 10. Total Equity : US$7.03 billion(2008)
  11. 11. Website : viacom.com
  12. 12. World 4th largest company</li></ul>Company Profile<br />
  13. 13. <ul><li>The advertising slogan, or business slogan most associated with Viacom, is: </li></ul> "I want My MTV"<br />Viacom Slogan<br />
  14. 14. <ul><li>Beside being a cable-TV play, it is positioned to grow in many direction.</li></ul>Vision statement<br />
  15. 15. <ul><li>The Viacom Corporate Responsibility Council seeks to provide company-wide guidance and support to pro-social programs governed by our brands. While nurturing each business unit's distinctive identity, the Council collaborates on Company-wide pro-social efforts, as well as, projects at the business unit level. The Council educates employees and audiences about key pro-social issues to inspire, enlighten and ignite action in both the public arena and within our own employee family. </li></ul>Mission Statement<br />
  16. 16. <ul><li>Media
  17. 17. Internet Content Providers
  18. 18. Film & Video
  19. 19. Motion Picture Production & Distribution
  20. 20. Television
  21. 21. Television Cable, Pay & Broadcast Networks</li></ul>What business are we in?<br />
  22. 22. <ul><li>Revenues : $13619 million (2009)
  23. 23. Global Market Share : 13.9%</li></ul>Revenue & Market Share<br />
  24. 24. <ul><li>North America: USA
  25. 25. AOL Time Warner
  26. 26. The Walt Disney Company
  27. 27. Bertelsmann AG
  28. 28. Viacom
  29. 29. News Corporation
  30. 30. Vivendi Universal</li></ul>Leading Competitors<br />
  31. 31. <ul><li>South America: Argentina
  32. 32. Telefe
  33. 33. Canal 7
  34. 34. Canal 9
  35. 35. Canal 13
  36. 36. Todo Noticias
  37. 37. Viacom (MTV, Nickelodeon )</li></ul> <br />Leading Competitors<br />
  38. 38. <ul><li>South America: Brazil
  39. 39. Agro Canal
  40. 40. Agromix
  41. 41. Airside TV Brazil
  42. 42. ALCE
  43. 43. ARTV
  44. 44. Viacom (MTV, Nickelodeon )</li></ul>Leading Competitors<br />
  45. 45. <ul><li>Europe: Austria (Eastern Europe)
  46. 46. Animal Planet
  47. 47. ATV
  48. 48. Discovery
  49. 49. Daily Motion
  50. 50. LLTV
  51. 51. MTV Austria (Viacom)</li></ul>Leading Competitors<br />
  52. 52. <ul><li>Middle East: Turkey
  53. 53. 24 TV Live
  54. 54. 6 News
  55. 55. ATV
  56. 56. ATA TV
  57. 57. BARTIN TV
  58. 58. Viacom (MTV Turkey)</li></ul>Leading Competitors<br />
  59. 59. <ul><li>Europe: Poland (Eastern Europe)
  60. 60. TVP-1
  61. 61. TVP-2
  62. 62. TVN
  63. 63. Polsat
  64. 64. Telewizja Puls
  65. 65. Viacom (MTV)</li></ul>Leading Competitors<br />
  66. 66. <ul><li>Asia: China
  67. 67. CCTV 10
  68. 68. CSPN
  69. 69. HBTV
  70. 70. HNTV 1
  71. 71. NJTV 1
  72. 72. Viacom </li></ul>Leading Competitors<br />
  73. 73. <ul><li>Asia: Japan
  74. 74. TBS
  75. 75. Fuji Television
  76. 76. TV Tokyo
  77. 77. WOWOW
  78. 78. NKH World
  79. 79. Viacom (MTV)</li></ul>Leading Competitors<br />
  80. 80. <ul><li>Asia: India
  81. 81. BBC World
  82. 82. CNN
  83. 83. CCTV 9
  84. 84. Home Shop 27X7
  85. 85. Sun World
  86. 86. Viacom</li></ul>Leading Competitors<br />
  87. 87. <ul><li>Asia: Indonesia
  88. 88. TVRI Jakarta
  89. 89. TV3
  90. 90. ANTV
  91. 91. MNC TV
  92. 92. SCTV
  93. 93. Viacom</li></ul>Leading Competitors<br />
  94. 94. <ul><li>Asia: Indonesia
  95. 95. TVRI Jakarta
  96. 96. TV3
  97. 97. ANTV
  98. 98. MNC TV
  99. 99. SCTV
  100. 100. Viacom</li></ul>Leading Competitors<br />
  101. 101. <ul><li>Asia: Thailand
  102. 102. BBTV
  103. 103. ETV
  104. 104. AOT TV
  105. 105. MV TV
  106. 106. NRI
  107. 107. Viacom</li></ul>Leading Competitors<br />
  108. 108. <ul><li>Africa: Ghana
  109. 109. NET 2
  110. 110. TV3
  111. 111. GTV
  112. 112. TV Africa
  113. 113. Media TV
  114. 114. Viacom</li></ul>Leading Competitors<br />
  115. 115. <ul><li>Africa: Kenya
  116. 116. NTV
  117. 117. K24
  118. 118. GOD TV
  119. 119. Citizen TV
  120. 120. Classic TV
  121. 121. Viacom</li></ul>Leading Competitors<br />
  122. 122. Viacom Brands<br />
  123. 123. BrandsMarket Share<br /><ul><li>CMT : 30.9%
  124. 124. MTV Networks : 26%
  125. 125. Paramount : 13.9%
  126. 126. Vh1 : 11.61%
  127. 127. BET : 10%
  128. 128. Media Networks : 7%
  129. 129. Nickelodeon : 6.8%
  130. 130. Spike : 6.3%</li></ul> <br />Brands & Market Share<br />
  131. 131. Viacom Leading Competitors<br />
  132. 132. CompanyRevenue 09’($m)Market Share<br /><ul><li>Time Warner : 2105.7 : 19.9%
  133. 133. News Corporation : 1713.3 : 15.6%
  134. 134. Viacom : 1476.1 : 13.9%
  135. 135. Sony / Columbia : 1456.2 : 13.7%
  136. 136. Walt Disney Company : 1228.8 : 11.6%
  137. 137. Lion Gate Entertainment : 406.0 : 3.8%</li></ul>Viacom Vs. Competitors<br />
  138. 138. <ul><li>Hoardings:</li></ul> 1300 and launched road shows across the country.<br /><ul><li>Painted with COLORS:</li></ul> 3000 taxis in Mumbai and 2000 auto rickshaws in small towns along with local trains and school buses.<br /><ul><li>TV:</li></ul> 65000 ad spots are booked on TV while 15 million SMS were sent across all telecom operators.<br />Positioning strategy<br />
  139. 139. <ul><li>PRODUCT</li></ul> The channel gave a variety of programme for different age groups with the entire spectrum of emotions.<br /><ul><li>Dramas: </li></ul> Balika Vadhu, Mere Ghar Aayi Ek Nanhi Pari, Na Aana Iss Desh Laado, Uttaran<br /><ul><li>Mythology:</li></ul> Jai Shri Krishna, Mahavir Hanuman<br /><ul><li>Horror:</li></ul> Koi Aane Ko Hai<br /><ul><li>Reality:</li></ul> Fear Factor – Khatron Ke Khiladi, India’s Got Talent, Big Boss<br />Marketing Mix<br />
  140. 140. <ul><li>Price
  141. 141. COLORS gave Rs100cr as distribution fee for a year to get the best band for its channel.
  142. 142. Budget for distribution fee for NDTV Imagine and 9x(Rs40-60cr)
  143. 143. COLORS exhausted Rs500cr in 1st year of operation.
  144. 144. It is said to have blown up between Rs70cr and Rs 80cr each on Bigg Boss and KKK.</li></ul>Marketing Mix<br />
  145. 145. <ul><li>PROMOTION</li></ul>For launch COLORS undertook innovative promotions targeting Hindi speaking audience in 90 Indian cities. It used media such as TV, radio, print, websites, mobiles, movie theatres and outdoor for promoting the channel.<br /><ul><li>Hoardings:</li></ul> 1300 and launched road shows across the country.<br /><ul><li>Painted with COLORS:</li></ul> 3000 taxis in Mumbai and 2000 auto rickshaws in small towns along with local trains and school buses.<br /><ul><li>TV:</li></ul> 65000 ad spots are booked on TV while 15 million SMS were sent across all telecom operators.<br />Marketing Mix<br />
  146. 146. <ul><li>PLACE
  147. 147. The distribution set-up of COLORS is very strong.
  148. 148. It has reached local cable operators to air their channel.
  149. 149. This strategy helped them because a huge chunk of the Indian population still does not have DTH facilities and they depend on the local cable operators.</li></ul>Marketing Mix<br />
  150. 150. Viacom Market Growth<br />
  151. 151. Market Share (2009’-2015’)<br />*Note* : Assume that “market share” increase with the rate of 2.5% per year<br />
  152. 152. Marketing Size (2008-2015)<br />*Note* : Assume that “market size” increase with the rate of 5% per year<br />

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