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    Vaibhav Tandon
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    MTV launched several new digital channels to target specific music genres and demographics, pursuing a strategy of market segmentation. MTV 2 targeted punk, rock and metal fans. MTV Dance focused on dance music fans. MTV Hits catered to the original MTV audience. MTV Base served hip hop and R&B fans. While segmentation allowed MTV to satisfy more customer groups, it carried risks of brand dilution and loss of focus. The core MTV channel lost many viewers to the specialized channels, and its music content declined as it aired more non-music programming. Market segmentation could be taken too far if it led to overly narrow or overlapping audience segments.

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    MTV launched several new digital channels to target specific music genres and demographics, pursuing a strategy of market segmentation. MTV 2 targeted punk, rock and metal fans. MTV Dance focused on dance music fans. MTV Hits catered to the original MTV audience. MTV Base served hip hop and R&B fans. While segmentation allowed MTV to satisfy more customer groups, it carried risks of brand dilution and loss of focus. The core MTV channel lost many viewers to the specialized channels, and its music content declined as it aired more non-music programming. Market segmentation could be taken too far if it led to overly narrow or overlapping audience segments.

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    318 views9 pages

    MTV

    Uploaded by

    Vaibhav Tandon
    MTV launched several new digital channels to target specific music genres and demographics, pursuing a strategy of market segmentation. MTV 2 targeted punk, rock and metal fans. MTV Dance focused on dance music fans. MTV Hits catered to the original MTV audience. MTV Base served hip hop and R&B fans. While segmentation allowed MTV to satisfy more customer groups, it carried risks of brand dilution and loss of focus. The core MTV channel lost many viewers to the specialized channels, and its music content declined as it aired more non-music programming. Market segmentation could be taken too far if it led to overly narrow or overlapping audience segments.

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    of 9

    Hippmann Nina

    Luzynska Magdalena
    Doplbaur Tobias
    Weygandt Adrian

    MTV

    1. Why more digital channels

    2a. Market Segmentation

    2b. Targeting strategies

    3. Danger of brand stretching

    4. Too much segmentation?

    5. Impact on core MTV


    Introduction

    1. Why more digital channels z MTV 2


    2a. Market Segmentation

    2b. Targeting strategies z MTV Hits


    3. Danger of brand stretching

    4. Too much segmentation? z MTV Base


    5. Impact on core MTV
    z MTV Dance

    1. Why added MTV additional digital channels?

    1. Why more digital channels z Achieve a strong market position


    2a. Market Segmentation z Satisfy more specific customers
    2b. Targeting strategies z Differentiate and strenghten the
    3. Danger of brand stretching brand
    4. Too much segmentation? z Serve new more specialized
    markets
    5. Impact on core MTV
    2.a MTV 2

    1. Why more digital channels z New music and upcoming artists


    2a. Market Segmentation
    (punk, rock, metal)

    2b. Targeting strategies


    z Fewer shows

    3. Danger of brand stretching


    z Behavioural segmentation –
    values
    4. Too much segmentation?
    z Targeted at social resisters:
    5. Impact on core MTV
    z Pre-teens, young teens
    z People who don`t really belong

    2.a MTV Dance

    z Offers dance music and videos


    1. Why more digital channels
    along with underground and
    2a. Market Segmentation
    mainstream dance tracks
    2b. Targeting strategies
    z Behavioural segmentation - values
    3. Danger of brand stretching
    z Targets the self explorers and
    4. Too much segmentation? experimentalists
    5. Impact on core MTV z Lifestyle patterns
    z It is meant to fight „Rapture TV“,
    their main competition in the UK
    2.a MTV Hits

    1. Why more digital channels


    z Represents the original MTV with
    2a. Market Segmentation
    emphasis on nonstop music and
    2b. Targeting strategies not reality shows (that have played
    3. Danger of brand stretching other MTV channels
    4. Too much segmentation? z Targets the original core group, and
    5. Impact on core MTV
    female, young teens

    2.a MTV Base

    1. Why more digital channels


    z Caters to fans of hip-hop and R`n`B
    2a. Market Segmentation z Behavioural segmentation – values
    2b. Targeting strategies z Targets fans of the hip-hop and
    3. Danger of brand stretching R`n`B image
    4. Too much segmentation? z Lifestyle patterns
    5. Impact on core MTV z Emphasis on „cool“ and „belonging“
    2.b Targeting strategies

    1. Why more digital channels


    z Differentiated marketing

    2a. Market Segmentation


    z MTV 2: young people, social
    resisters
    2b. Targeting strategies
    z MTV Hits: original „consumers“ of
    3. Danger of brand stretching
    MTV
    4. Too much segmentation?
    z MTV Base: Hip Hop and R`n`B
    5. Impact on core MTV fans
    z MTV Dance: self explorers,
    experimentalists

    3. Dangers of brand stretching

    1. Why more digital channels


    z Loss of focus
    2a. Market Segmentation
    z Negative halo effect
    2b. Targeting strategies
    z Dilution of brand message
    3. Danger of brand stretching
    z Too high costs
    4. Too much segmentation?
    z Loss of resources
    5. Impact on core MTV
    4. Can market segmentation be taken too far?

    1. Why more digital channels z In many cases quality is suffering


    2a. Market Segmentation z Massive repitition
    2b. Targeting strategies z Brand is taking part in any sector,
    3. Danger of brand stretching
    but doesn`t specialize

    4. Too much segmentation?


    z People choose another brand, be-
    cause of specialisation, it seems to
    5. Impact on core MTV
    give more comprehensive infor-
    mation.

    4. Can market segmentation be taken too far?

    1. Why more digital channels z Oversegmentation leads to


    overlapping groups or targets
    2a. Market Segmentation
    appearing in multiple segments.
    2b. Targeting strategies

    3. Danger of brand stretching


    z It can also lead to products being
    4. Too much segmentation?
    too specific or that market segments
    5. Impact on core MTV all become so small and fractured,
    that they seem irrelevant.
    5. Impact of new digital channels on core MTV channel

    1. Why more digital channels

    2a. Market Segmentation


    z Less people watching the „core
    2b. Targeting strategies MTV channel“
    3. Danger of brand stretching z more changing to other channels
    4. Too much segmentation? z less „newcomers“
    5. Impact on core MTV

    5. Impact of new digital channels on core MTV channel

    z Core MTV: The core channel quickly


    1. Why more digital channels
    lost viewersbecause these migrated
    2a. Market Segmentation to different channels and served as a
    2b. Targeting strategies depository for all the programs theat
    3. Danger of brand stretching
    couldn‘t find a home in one of the
    other channels.
    4. Too much segmentation?

    5. Impact on core MTV z MTV which stand for Music TV has


    distanced itself from music
    Reality shows
    5. Impact of new digital channels on core MTV channel

    Their old slogan of :


    1. Why more digital channels

    2a. Market Segmentation


    “MTV, where the music is at“
    2b. Targeting strategies

    3. Danger of brand stretching


    has in some circles led to the question
    4. Too much segmentation?

    5. Impact on core MTV


    „MTV, where is the music at ?!?“

    Thank you all for your patience!


    Sources
    Principles and Practice of Marketing 4th “David Jobber” 2004

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