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