A TV network makes money through advertising revenue by negotiating deals with advertisers. The document discusses two case studies of successful marketing strategies in the Philippines: ABS-CBN's rise from last place to the number one TV network within two years by luring stars from competitors and launching as the "Star Network"; and C2 Green Tea's launch of a healthy alternative to cola drinks that eventually captured 75% market share and forced Coca-Cola to release a new product.

1. How does a television network make money?
Describe what you imagine the process to be.
Who should a TV station be negotiating with
and what do you think is most important in
such a negotiation process?
Warm-Up
Warm-Up

2. CONTEMPORARY
CONTEMPORARY
APPROACHES
APPROACHES
TO MARKETING
TO MARKETING

3. The following are two success stories in
Philippine businesses that will help
illustrate what the marketing process is
all about.
Introduction
www.reallygreatsite.com

4. C2 Green Tea
ABS-CBN
Marketing Strategy
Marketing Strategy
in Action
in Action

5. THE CASE OF ABS-CBN
THE CASE OF ABS-CBN
Story 1
Story 1

6. Year 1986
Year 1986
After the People Power Revolution

7. Environmental Situation
Environmental Situation
Cable tv was nearly unheard of.
No VCD's and much more DVD's
There were no mobile phones and home computers are a rarity.
Everybody goes to the movies if they wanted a treat (and air conditioning)
Home video was a luxury and is available only to the upper income earners.
Home entertainment options were limited to tv, radio and reading
materials.

8. Key Players
Key Players
GMA - 7
This television network was the
acknowledged darling of the upper and
middle class. It provided them with quality
TV shows especially top rated programs
from Hollywood.
RPN - 9
This television network was the runner up
for the middle class viewership. They also
provided local and international
programming that was similar to that of
GMA-7.

9. Key Players
Key Players
PTV - 4
The government network. People joke that
nobody watches its public service
programming and that it only gain viewers
when there is a basketball game or a
boxing match.
IBC-13
The undisputed market leader because they
dominated the mass market. It was the popular
channel among the so-called masa, thanks to its
predominantly local TV shows that featured
the most popular actors and actresses.

10. Why should I
Why should I
watch you in
watch you in
the first
the first
place?
place?

11. S - Strengths
S - Strengths
W- Weaknesses
W- Weaknesses
O - Opportunities
O - Opportunities
T - Threats
T - Threats

12. Strengths
Strengths
Nation wide
reach
1. 2. Huge financial
resources

13. Weaknesses
Weaknesses
Lack of clear
position or identity
in the market
1. 2. No loyal
advertisers

17. Marketing Strategies
Marketing Strategies
1.Use its key strength, namely its huge financial resources, to lure the
unhappy stars of ABS-CBN toward its own camp with very attractive
compensation packages.
2.Use its financial resources to build better quality programming.
3.Relaunch itself as "The Star Network", the network that you go to in
order to see your favorite stars.
4.They took advantage of an opportunity to ride on the success of its
sister radio station, DZMM.

18. Summary:
Summary:
In 1986, ABS CBN finished the year in last place. By 1987,
they became the number two network in the country and
by 1988, they became the number one tv network. from
last place to number one in just two short years. This was
truly an amazing turnaround and it was made possible
through the shrewd use of the PRINCIPLES OF
MARKETING.

19. THE CASE OF C2
THE CASE OF C2
Story 2
Story 2

20. Year 2004
Year 2004
Universal Robina Corporation (URC)

22. Marketing Strategies
Marketing Strategies
1.Deciding not to compete directly with Coke and instead make competition
irrelevant by producing a totally different beverage concept
2.Targeting a market that was already weary of cola beverages, a market
that turned out to be huge
3.Building the product's position around the message of better health
4.Offering a product that happened to be cheaper than cola drinks,
without necessarily communicating that it was "cheap"

23. Summary:
Summary:
C2's success was eventually responsible for giving Coke its
first real challenge in the country for years. In fact, the
impact of C2 on cola sales was so significant that it led
Coca Cola to aggressively push a new product into the
market, Coke Zero, which was positioned to be a health
oriented beverage. By then, C2 had already built up the
new product category of ready to drink green tea
beverages and dominated it with a 75 % market share.

24. ANY QUESTIONS?
ANY QUESTIONS?
THANK YOU!
THANK YOU!
Ma'am Carla Kristina M. Cruz, MBA