2. Understanding the brand
NTV operates among UAE expatriate population as a local Malayalam channel
The channel was functioning for several years
The soft-content of the channel is a mix of films and film oriented programs, music, news
related programs, yoga, humor, kids’ programs, employment news etc.
Channel has featured 25th in E-Vision viewership ratings
The transmission equipment of the channel has been refurbished, now equipped with HD
transmission capabilities
Appointed couple of creative recently at the helm as a part of the process of giving
channel a new face
3. Strength of the channel
Possess the best facilities to provide live programs across UAE.
4. Scenarios to be addressed
Not able to compete with regular channels from Kerala who have extensive
facilities and muscle of high investments
As a result of this, viewership rates are low
Soft content is not competent enough, need to look take a fresh look
Brand awareness and loyalty is fairly less
5. The issue is…..
All these directly influence revenue and reach.
And both are not showing impressive rates.
10. “Rebranding is the creation of a new look and feel
for an established product in order to differentiate
the product from its competitors. Rebranding
efforts may include a name change, new logo or
packaging and updated marketing materials that
includes the latest industry buzzwords. The goal of
rebranding is to influence a customer's perception
about a product or service by revitalizing the
brand and making it seem more modern and
relevant to the customer's needs”.
What is Rebranding
17. New brand usage manual
New uniforms/ID cards
New signage/look for office
New set of stationary
New showreel
New communication collaterals
Activities:
Launch ceremony of the new logo
Press meets/roadshows
Other suggestions
19. “Repositioning is placing a brand's status in
comparison or above to that of the competing
brands. Repositioning is initiated usually through
changing the marketing and communication mix
in response to the changes in the market place, or
due to a setback to reach the brand's marketing
objectives”.
What is Repositioning
20. Process:
Come up with a new ‘creative positioning’ thought (The ‘rational positioning’
need not be changed this time- which will remain “Local Malayalam channel in
the UAE”), and frame thought in to a ‘SINGLE LINE PROPOSITION’.
Come up with a communication strategy and media plan to establish the new
positioning among the viewers and market
Come up with a marketing strategy to reap the benefits of new positioning
21. New positioning thought for NTV
Emotional translation of the Proposition:
UAE’s local Malayalam channel
Rationale Proposition:
24. Media Vehicles for communication:
A detailed media plan can be submitted later.
Properties on Radio
Print – harp on major programs
Mall-outdoor activities
Activities among students
Activities for homemakers
Sponsoring events
Website and Search Engine Optimizations
Online presence thru popular sites
Blogs and social media
Active presence on Youtube
26. Course of action suggested:
A dipstick survey among the viewers and non-viewers:
Approach viewers to suggest modifications and improvements in the content.
Non viewers are to be approaches to suggest what they expect from such a
channel.
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27. Segregate the viewers and address each segment’s needs and wants separately.
The divisions can be as follows, the effort should be towards creating maximum
number of properties addressing each segment:
General public
Students
Working women
Housewives
Senior citizens
Youth of both genders
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28. To give an edge:
Focus on any of the popular subjects. This will easily give the channel a positioning
and make to appealing to the segment who loves those topics. Some examples
are:
Lifestyle
Finance
Music
Fashion
Kerala ethnic
Soft spiritual
Soap opera (Serials)
Sports
Cookery
Reality show oriented
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29. The power of word of mouth
Make use of every occasion, that can make an interaction with the prospective
viewer. Be open towards criticisms, ENTERTAIN DIALOGUES around the brand and
products, the underlying principle is ‘any publicity is good publicity’, till we reach a
particular stage.
Regular Surveys- Monthly basis, about each single program- Regular monitoring
and corrective measures on flaws.
Seek assistance from resource people from each sector; flaunt the relationship on
every single possible occasion.
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31. “If you look at how customers are buying, three-fifths of the buying cycle occurs
before the prospect is even contacted,”
Jim Bindon
32. Consumer profile :
Technology savvy – always tempted to move towards
internet for everything
Spoilt for choices
Pro-active and demanding
Not loyal
Hungry of variety and peer recognition
Wants to participate
Willing to play for innovative experiences that provides
instant gratification
Marketing activities are to be planned internally in light of revamped
positioning strategy.
