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Cartoon network niche in mature market


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Cartoon network niche in mature market

  1. 1. Nicher in Mature Market
  2. 2. Mature Market• An industry which has passed both the emerging and the growth phases of industry growth.• Earnings and sales grow slower in mature industries than in growth and emerging industries.
  3. 3. Television Industry• Industry is mature with 400-plus channels and multiple languages across genres• Barriers:Lack of independent regularity of content, overdependence of content on rating, inadequate rating system, andneed for targeted digitization
  4. 4. Niche Marketing• TV programming created for and/or broadcasted to smaller and more targeted audiences• With niche programming, the assumption is that anyone can create a channel, and an endless number of video channels can cater to niche markets• Internet becomes a more reliable conduit for the delivery of broadcast-quality video.
  5. 5. Cartoon Network• Cartoon Network India is a cable and satellite television channel created by Turner Broadcasting, a unit of Time Warner which primarily shows animated programming.• Cartoon Network started broadcast in India as the dual-channel TCM & Cartoon Network|TNT & Cartoon Network in 1995.• On 1 July 2001, Cartoon Network India became a separate 24- hour channel which broadcasts in India, Nepal, Bhutan.
  6. 6. Product Profile-1990s
  7. 7. • In August 1999 the channel received a rebrand, introducing new shows and a new powerhouse theme.
  8. 8. Product Profile-2000’s• Also in 2001, Cartoon Network introduced other programming blocks including Toonami, Acme Hour, Prime Time, Boomerang (now a channel as well) and Cartoon Network After Dark.
  9. 9. 2011 Till Present• Cartoon Network India is available in English, Hindi, Tamil, Telugu, Marathi and Bengali.• The channel carries a number of popular animated shows mainly from the WB vault and the Cartoon Network Studios.
  10. 10. 2011 – Present Product Profile
  11. 11. Movies
  12. 12. Segmentation Present in 21 countries, present in India through the Turner International India Pvt Ltd (Time Warner Inc.)• Geographic: Is available all over India• Demographic: Based on age, it is a channel dedicated to children.
  13. 13. Targeting• Specific programs for all age groups.• Mythological cartoons.• Anime cartoons.• Online Gaming.
  14. 14. Positioning• Entered India as a dual channel with Turner Classic Movies (tie up with a known channel)• First in the category of a full fledged cartoon channel.• Continual inclusion of newer shows to keep it interesting.• Constant Revamping of program schedule to reassure its category membership.• Point of difference is pure fun.
  15. 15. Positioning1st May, 1995 to 3rd oct, 2005 to 1st october till present2nd Oct, 2005 30th sept, 2011
  16. 16. STRATEGY AND CAMPAIGNS• Focus on LOCALISATION• Localized the content by dubbing its cartoons inHindi (January 1999) to appeal to the Hindi-speakingaudiences. The first dubbed program, ToonTamasha, was received very well.• By February 2000, Cartoon Network was offeringnine hours of Hindi programming every day. Takingits localization efforts further, the channelintroduced Tamil-dubbed shows in February 2000.
  17. 17. STRATEGY AND CAMPAIGNSThe channel then started offering Hindi versions ofvarious popular cartoons. By February 2000, CartoonNetwork was offering nine hours of Hindiprogramming every day. Taking its localization effortsfurther, the channel introduced Tamil-dubbed showsin February 2000.Some of the cartoon shows that were dubbed in Hindiand Tamil were Scooby Doo, Flintstones, SwatKats, The Mask, The Addams Family, Johnny Questand Captain Planet
  18. 18. CompetitionTypes of Competitive Positions Market Leaders Market Challengers Market Followers Market Nicher
  19. 19. Market Leader• It typically has the largest market share; by virtue of its pricing , advertising intensity , distribution coverage, technological advance it determines the basis of competition• Its dominance provides benchmark for other companies• Cartoon Network is the #1 channel in the kids space with a weekly average relative share of 23.4%• Cartoon Network + Pogo together have a relative share of 43% ( all India ).• On a weekly average basis, Cartoon Network and Pogo are watched by 37% and 32% of kids in the 4-14 all india which is the highest amongst all kids channels.
  20. 20. Market Challenger• A market challenger is a firm in a strong, but not dominant position that is following an aggressive strategy of trying to gain market share.• Offers an unparalleled blend quality Disney entertainement and distinctive originally produced programs• All internationally broadcast shows are available• It broadcasts Disney movies, sitcoms , family dramas, live action and adventure movies.• Locally produced programs also aired• Shows like Art attack , Phineas and ferb , Hannah montana , etc are popular shows
  21. 21. Market Follower• A market follower is a firm in a strong, but not dominant position that is content to stay at that position.• Firms with a slightly smaller market share adopting a less aggressive stance in order to maintain the status quo.• Nick – satellite and cable Tv channel for children and teenagers known for telecasting Ninja Hattori SpongeBob, Penguins of Madagascar , Little Krishna• Disney XD,24 hour basic cable channel is the home of Disney animation and live action heroes• Hungama Tv and Disbey XD both give options of Hindi, Tamil and Telugu audio language feeds on Direct Broadcast Satellite.• Hungama Tv ,24 hrs Hindi kids’ channel, venture of UTV and Star. Disney acquired the rights in 2006 Feature programs – Doraremon, Shinchan, Power rangers
  22. 22. Market Nicher• In this strategy the firm concentrates on a select few target markets. It is also called a focus strategy.• Chutti Tv of Sun Tv network targets Tamil kids all over world• First of its kind that has a TG of age group 2-14, with regional and international flavour• Feature Programs – He-man, Spiderman , Dora the explorer, Astro Boy , G.I.Joe , etc
  23. 23. THANK YOU