ADVANCED DIPLOMA IN MARKETING

INTRODUCTION TO BRANDING

GROUP ASSIGNMENT

VS

Presented by Ritz Ng, Glory Lam and Karsie Chan on 26 Jan 2015

Market Environment

Company Background

Brand Equity

DDCE Framework

Recommendation

CONTENT

MARKET ENVIRONMENT

POLICY

TECHNOLOGY

3 free-to-air television networks : TVB, ATV and RTHK; 2 approved television networks: FTV and HKTVE TVB has been licensed since 1967 HKTV was rejected in 2013

Online video streaming instead of watching television TVB launched MyTV and GoTV HKTV changed to mobile TV

boradcasting

COMPANY BACKGROUND

Hong Kong Television Network Limited (HKTV)

Television Broadcasts Limited (TVB)

Start broadcasting

2014 1967

License Mobile television broadcasting Free-to-air television broadcasting

BusinessBroadcasting, programproduction, leveraging product placement, online shop

Broadcasting, program production, program licensing and distribution, digital media and publications

Target audiences

Middle class, aged 30-50, secondary school graduates

Mass public (overall 81% audience share)

BRAND EQUITY

Brand assets 75 80

Brand liabilities 20 60

Brand equity 55 20

Analysis

Freshness to the market, Less negative word of mouth

Less creativityNegative rumors: bad boss, hold back the freedom of press, copycat…

Destiny

Distinction

Culture

ExperienceDDCE

Framework

• becomes the dominant player and the best in the mind of customer

• acts as the people’s leader and pioneer

• becomes the market leader by providing excellent broadcasting service

• continuously strives for improvement

DESTINY Ultimate dream, Value

BRAND PERSONALITY

• new member in broadcasting industry

• becomes the largest and the best IP provider

• TV and Multimedia Production Centre

• first wireless commercial television station with 48 years history

• plan to have production headquarters for Mandarin TV dramas

DISTINCTION Heritage, Goals

CULTURE Competencies

• requires employees make decisions honestly, deliver promises and make fair deal

• build direct and transparent internal communication

• requires employees being loyal to the company

• strong concept of social classes

CULTURE Behaviors, Social fabric

EXPERIENCE Customer(positioning)

Point of Parity

Point of difference

Point of difference

POSITIONING MAP

highProgram variety

high

low

low

Program quality

EXPERIENCETraditional Marketing

EXPERIENCENon-traditional Marketing

• positions itself as a shopping and entertainment provider

• variety shows and dramas with specific topics like political, policemen…

• positions as the largest Chinese programs producer

• various programs: serial dramas, comedies, variety shows, children’s program, news channel…

EXPERIENCE Brand message, Solution

EXPERIENCE Environment

Customer engagement

RECOMMENDATION

RECOMMENDATION

1. Enhance the variety of program : news report, financial news report, interviews with notables like tycoons, politicians and celebrities, documentaries, political or detective and criminal dramas…

RECOMMENDATION

2. Employs the MTEvideo™ technology into programs

RECOMMENDATION

MTEvideo™

Thank you