1 / 15

B2E: Marketing Plan Mid-point Meeting

B2E: Marketing Plan Mid-point Meeting. Team: Go Nuts! Angela Copeland, Tim Fischer, Dustin Stollberg, Sabrina Yuan. Marketing Strategy. Time Warner Cable must meet specific objectives, strategies, product positioning, and a marketing mix

casey-perez
Télécharger la présentation

B2E: Marketing Plan Mid-point Meeting

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. B2E: Marketing Plan Mid-point Meeting Team: Go Nuts! Angela Copeland, Tim Fischer, Dustin Stollberg, Sabrina Yuan

  2. Marketing Strategy • Time Warner Cable must meet specific objectives, strategies, product positioning, and a marketing mix • TWC must increase the usage in both their VOD and high speed products • TWC will position themselves as the industry leader because they offer superior service, reliability, and easy to use video on demand • TWC’s focus on these objectives will help them to increase their overall share of the Los Angeles market MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  3. Marketing Objectives • Increase the sales rate of VOD (video on demand) by 25%. • Increase net profit of VOD revenue by 50% • Generate awareness of the VOD product within target market by 25% within one year of implementation. • Increase high speed internet subscriptions among existing Time Warner Cable customers by 15%. • Reduced churn through increased VOD use and high speed internet subscriptions. MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  4. Financial Objectives • Increase Sales revenue by 15% to $358.69MM by utilizing increased VOD buy rates and High Speed Bundling • Increase revenue per day to an average of $.98MM (358.69/365) • Limit marketing expenditures to a 2% increase of $7.14 M. MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  5. Current Marketing Situation • Customer Needs / Wants • High Quality TV, VOD, HD TV • Channel Selection • Digital Internet and Phone • Convenience & Reliability • Trends • Consolidation & Partnering • Increasingly Broad Customer Demographic • Growth • Static Physical Area • Reduced “Churn” Rate MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  6. SWOT Analysis MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  7. Target Markets 7.03%, Professional 12% 26.36%, Youngsters 43% Upper-medium Income Household 27.42%, Baby Boomers 45% Target Markets MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  8. Target Markets • Professional Youngsters • Individuals or couples between 20 - 34 • 26.36% of the population in Los Angeles (Source: 2000 US Census) • Earn ~ $50,000 • Upper-Medium Income Household • Persons in the age range of 35 - 54 • 27.42% of the population in Los Angeles (Source: 2000 US Census) • Combined annual income of greater than $80,000 • Baby Boomers • Persons in the age range of 55 - 64 • 7.03% of the population in Los Angeles (Source: 2000 US Census) • Mostly retired MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  9. Brand Positioning • The main distinguishing feature between Cable and Satellite services is the emergence of the On-Demand feature offered by Cable • The current trend and push now is toward bundling • Competition is fierce between the three companies MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  10. Consumer VOD Potential • Of the consumers that have tried VOD, 50% consider themselves regular users • 96% of consumers that tried FOD (Free On Demand) stayed with the VOD service • 80% of VOD business is done with 20% of content • New Release Movies • Opportunity to shrink Store to VOD window Source: www.cablemarketer.com MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  11. Consumer VOD Potential • VOD subscribers will grow to 15 million by 2005 and 31 million by 2008. • VOD estimated to gross $2.5 billion by 2008 • VOD buy-rates grew 75% over the last year • Only 25% of consumers with VOD access have used the service • Huge Growth Potential Source: www.cablemarketer.com MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  12. Promotions • In Store Events: • Partner with Best Buy or other electronics retailers to give out free VOD coupons for TV purchase • Sampling: • Free VOD movie passes • Free VOD pass every month with bundle signup • Buy five VOD movies, get one free • Events: • Set up monthly VOD & Internet information sessions for customers to attend • Discounts: • Incentive Programs • Give price breaks to young professionals MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  13. Implementation – Short Term MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  14. Implementation – Long Term MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  15. Questions? ? MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

More Related