Brand Equity & Positioning

Case Study

TPI TRANSFORMATION TO MNCTV

Presented by: ‘The Winter Soldiers’

Ayu, Daya, Tama, Nyoman

Framework

Problem Identification & Scope

Background

TPI Resonance Pyramid

MNCTV Brand Mantra

Re-Branding

Conclusion & Suggestion

Problem Identification & Scope

Problem

Identification• Why TPI got rebranded to MNCTV?

• How MNCTV expand audience share and

increasing audience awareness ?

Scope of

Discussion

• Brand Positioning and Equity

• Brand transformation

• Re-branding

Background

TPI was created as an educational

television program in 1991, accompanied

with the Ministry Education and Culture of

Indonesia.

• TPI was the first private television station

• TPI has huge loyal audience, especially

middle to low audience class

• Has differentiation program

• Good audience share rating

• In 2002-2005, 75% TPI shares claimed

by MNC Group

• In 2010, MNC Group initiated

rebranding. MNCTV was born.

Rebranding Philosophy

• If it ain’t broke, don’t fix it

• A logo change (and new ad campaign) does not a rebrand make

• Consumers aren’t stupid

Brand Transform

1991

1998

2002

2006

2010

Televisi Pendidikan Indonesia

Televisi Keluarga Indonesia

Televisi Paling Indonesia

Televisi Publiksiaran Indonesia

TPI Resonance Pyramid

Salience

Resonance

Performanc

e

Imagery

Judgment Feeling

Salience• Educational Television

Program

• The First non-

government television

Imagery• Grass Root Television

Program

• Middle to low class

program

• Pure Indonesian Culture

Feeling• Educational Television

Program

• Indonesian Culture

Performance• Outreach to Remote

audience

• Housewife and child

audience

Judgment• Awareness loyal

audience

Resonance• National educational

television program

• Family members

audience

MNCTV Brand Mantra

Emotional Modifier Descriptive Modifier Brand Function

Fun Family Entertainment

Re-Branding

Positiveness• Increasing commercial income

• Income stability and sustainability

• Company growth, welfare of employee,

increasing company asset

• Program differentiation

• Increasing audience share rating

• Increasing loyal audience and brand

value

• Increasing capital and expansion

potential

Negativeness• Decreasing loyal audience with old

brand

• Clash over from antagonist side

• Internal conflict of interest

Strategic and Technical Improvements

• Strengthen the transmission in Jakarta and Surabaya

• Strengthen the program contentinclude : Sinetron (MD Entertaiment), Sport Program (BPL, FA Cup & LPI), Cartoon

(Upin Ipin, Shaun The Sheep, etc)

• Increase the audience awarenessinclude : Onair and Offair Activity (MNC Festival : Jalan Sehat, Musik Akbar,

Campus Roadshow)

• Marketing above the line and Digital Marketinginclude : Printed Media (Magazines & Billboard), Social Media (Facebook & Twitter),

Quick Response to criticism and suggestions

Conclusion & Suggestion

Conclusion

The conclusion of Resonance Pyramid and Brand Mantra analysis, MNC management

have good decision to re-branding TPI to be MNCTV.

The main reason is expanding the audience segment from BCDE segment plus A

segment, and set the brand positioning to be a family entertainment to leverage brand

equity

Other already sustained brand has impact to the new brand that comes out from

rebranding process

Suggestion

MNCTV needs to strengthen the edutainment program as product differentiation

Thank You

Thank You