Presented By:Alok Rawat

MHS1007001MBA 1st year

Company Headquarter

1515 Broadway, New York, US

Industry : Media Conglomerate

Founded : 2006

President & CEO : Philippe P. Dauman

Executive Chairman : Sumner M. Redstone

Headquarters : 1515 Broadway, NY,US

Company Profile

Area served : Worldwide

Total Assets : US$22.4 billion(2008)

Total Equity : US$7.03 billion(2008)

Website : viacom.com

World 4th largest company

Company Profile

The advertising slogan, or business slogan most associated with Viacom, is:

"I want My MTV"

Viacom Slogan

Beside being a cable-TV play, it is positioned to grow in many direction.

Vision statement

The Viacom Corporate Responsibility Council seeks to provide company-wide guidance and support to pro-social programs governed by our brands. While nurturing each business unit's distinctive identity, the Council collaborates on Company-wide pro-social efforts, as well as, projects at the business unit level. The Council educates employees and audiences about key pro-social issues to inspire, enlighten and ignite action in both the public arena and within our own employee family.

Mission Statement

Media

Internet Content Providers

Film & Video

Motion Picture Production & Distribution

Television

Television Cable, Pay & Broadcast Networks

What business are we in?

Revenues : $13619 million (2009)

Global Market Share : 13.9%

Revenue & Market Share

North America: USA

AOL Time WarnerThe Walt Disney CompanyBertelsmann AG ViacomNews CorporationVivendi Universal

Leading Competitors

South America: Argentina

TelefeCanal 7Canal 9Canal 13Todo NoticiasViacom (MTV, Nickelodeon ) 

Leading Competitors

South America: Brazil

Agro CanalAgromixAirside TV BrazilALCEARTVViacom (MTV, Nickelodeon )

Leading Competitors

Europe: Austria (Eastern Europe)

Animal PlanetATVDiscoveryDaily MotionLLTVMTV Austria (Viacom)

Leading Competitors

Middle East: Turkey

24 TV Live6 NewsATVATA TVBARTIN TVViacom (MTV Turkey)

Leading Competitors

Europe: Poland (Eastern Europe)

TVP-1TVP-2 TVNPolsatTelewizja PulsViacom (MTV)

Leading Competitors

Asia: China

CCTV 10CSPNHBTVHNTV 1NJTV 1Viacom

Leading Competitors

Asia: Japan

TBSFuji TelevisionTV TokyoWOWOWNKH WorldViacom (MTV)

Leading Competitors

Asia: India

BBC WorldCNNCCTV 9Home Shop 27X7Sun WorldViacom

Leading Competitors

Asia: Indonesia

TVRI JakartaTV3ANTVMNC TVSCTVViacom

Leading Competitors

Asia: Indonesia

TVRI JakartaTV3ANTVMNC TVSCTVViacom

Leading Competitors

Asia: Thailand

BBTVETVAOT TVMV TVNRIViacom

Leading Competitors

Africa: Ghana

NET 2TV3GTVTV AfricaMedia TVViacom

Leading Competitors

Africa: Kenya

NTVK24GOD TVCitizen TVClassic TVViacom

Leading Competitors

Viacom Brands

Brands Market Share

CMT : 30.9% MTV Networks : 26% Paramount : 13.9% Vh1 : 11.61% BET : 10% Media Networks : 7% Nickelodeon : 6.8% Spike : 6.3% 

Brands & Market Share

Viacom Leading Competitors

Company Revenue 09’($m) Market Share

Time Warner : 2105.7 : 19.9% News Corporation : 1713.3 :

15.6%

Viacom : 1476.1 : 13.9% Sony / Columbia : 1456.2 :

13.7%

Walt Disney Company : 1228.8 : 11.6%

Lion Gate Entertainment : 406.0 :3.8%

Viacom Vs. Competitors

Hoardings:1300 and launched road shows across the country.

Painted with COLORS:3000 taxis in Mumbai and 2000 auto rickshaws in small towns along with local trains and school buses.

TV:65000 ad spots are booked on TV while 15 million SMS were sent across all telecom operators.

Positioning strategy

PRODUCTThe channel gave a variety of programme for different age groups with the entire spectrum of emotions.

Dramas: Balika Vadhu, Mere Ghar Aayi Ek Nanhi Pari, Na Aana

Iss Desh Laado, Uttaran Mythology:

Jai Shri Krishna, Mahavir Hanuman Horror:

Koi Aane Ko Hai Reality:

Fear Factor – Khatron Ke Khiladi, India’s Got Talent, Big Boss

Marketing Mix

Price

COLORS gave Rs100cr as distribution fee for a year to get the best band for its channel.

Budget for distribution fee for NDTV Imagine and 9x(Rs40-60cr)

COLORS exhausted Rs500cr in 1st year of operation.

It is said to have blown up between Rs70cr and Rs 80cr each on Bigg Boss and KKK.

Marketing Mix

PROMOTION For launch COLORS undertook innovative promotions targeting

Hindi speaking audience in 90 Indian cities. It used media such as TV, radio, print, websites, mobiles, movie theatres and outdoor for promoting the channel.

Hoardings:1300 and launched road shows across the country.

Painted with COLORS:3000 taxis in Mumbai and 2000 auto rickshaws in small towns along with local trains and school buses.

TV:65000 ad spots are booked on TV while 15 million SMS were sent across all telecom operators.

Marketing Mix

PLACE

The distribution set-up of COLORS is very strong.

It has reached local cable operators to air their channel.

This strategy helped them because a huge chunk of the Indian population still does not have DTH facilities and they depend on the local cable operators.

Marketing Mix

Viacom Market Growth

1 2 3 4 5 6 7 8 9 10

YEAR 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

ENTERTAINMENT 2665.9 3351.7 3597.8 3646.9 4101.3 2513.7 2995.3 4273.8 5476 6033

500

1500

2500

3500

4500

5500

6500

Viacom Market Growth 1999-2008

Axis Title

Market Share (2009’-2015’)

*Note* : Assume that “market share” increase with the rate of 2.5% per year

1 2 3 4 5 6 7

YEAR 2009 2010 2011 2012 2013 2014 2015

MARKET SIZE 0.139 0.154 0.179 0.194 0.219 0.234 0.259

2005

2007

2009

2011

2013

2015

Market Size-2015

Years

Marketing Size (2008-2015)

*Note* : Assume that “market size” increase with the rate of 5% per year

1 2 3 4 5 6 7 8

YEAR 2008 2009 2010 2011 2012 2013 2014 2015

MARKET SIZE 6033.0 6334.7 6651.4 6984.0 7333.1 7699.8 8084.8 8489.0

1000

3000

5000

7000

9000

11000

2008 2009 2010 2011 2012 2013 2014 2015

6033.0 6334.7 6651.4 6984.0 7333.1 7699.8 8084.8 8489.0

Market Size

Years