Research ON MTV <br />“thinking globally “ and “acting globally”<br />PRESENTED BY <br />MOHD.ARISH<br />
introduction<br /><ul><li>MTV's pre-history began in 1977
Numerous events led to the debut of MTV: Music Television in 1981
After MTV's debut, other networks took notice and launched similar projects.
The original programming format of MTV was created by the visionary media executive.
MTV: Music Television launched with the words "Ladies and gentlemen, rock and roll,"</li></li></ul><li>PROBLEM IDENTIFICATION<br /><ul><li>MTV faces a big challenge in its hands—the challenge to choose advertisements that mirror the sentiment shared by youths across the 64 countries. They still retain their national identities and cultural values; and the challenge to adopt services that would give a positive perception to local mainstream viewers.</li></ul>CHALLENGE<br /><ul><li>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.</li></ul>SOLUTION<br /><ul><li> MTV devised a comprehensive questionnaire that covered a number of important areas, including hobbies and interests, expenditure on personal goods. The questionnaire was then placed on the MTV web site, along with an incentivisation of CDs for a few lucky winners drawn out of a hat. </li></ul> <br />
BRANDING & LOGO<br /><ul><li>MTV's logo, the large block letter "M" with graffiti-style letters "TV" superimposed and the words "Music Television" underneath, quickly became ubiquitous and instantly recognizable in popular culture.
"I want my MTV!"</li></ul>original logo MTV<br />OLD LOGO OF MTV<br />
SEGMENTATION:<br />Demographics. MTV reaches 64 countries with its six affiliate broadcasting arrangements across the world. <br />Socio-cultural. MTV adjusts its advertisements to its affiliate units accordingly. <br />Language is also a vehicle for local customization. <br /> TARGET MARKET:<br /><ul><li>The target market would be the local population with age ranging from 18 to 34.
Its target audience as well as in the different sectors of the society through parents, elders and politicians.
MTV caters to the upper part of the youth in terms of financial brackets. It wants to connect to these people in the upper echelon what is hip, trendy, as well as informational.
The target audience of MTV are teenagers and young professionals</li></ul>This represents the youth—students and young professionals<br />
POSITIONING:<br /><ul><li>MTV and is positioning itself as the world’s most influential music and lifestyle icon for the youth.
It has also delved into informed, aware, and concerned vehicle for change in the youth.
Levi Strauss is one of the world’s most recognized leading distributor in the mercantile industry.
It would definitely want to advertise globally on MTV for the primary reason that MTV connects to the upper echelon of the market.</li></ul>MARKETING MIX:<br /><ul><li>Product