RANK:
Download
1 / 24

Sam, Chad, and Luke Present: - PowerPoint PPT Presentation


  • 288 Views
  • Updated On :

RANK: Sam, Chad, and Luke Present: Marketing Plan Background Of E! Networks Ownership is a joint venture between subsidiaries of Comcast Communications Corp. and the Walt Disney company Leading network in providing entertainment shows and news Bold, inside, and revealing

Related searches for Sam, Chad, and Luke Present:

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Sam, Chad, and Luke Present:' - Antony


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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Slide1 l.jpg

RANK:

Sam, Chad, and Luke Present:

Marketing Plan


Background of e networks l.jpg
Background Of E! Networks

  • Ownership is a joint venture between subsidiaries of Comcast Communications Corp. and the Walt Disney company

  • Leading network in providing entertainment shows and news

  • Bold, inside, and revealing

  • Headquarters located in Los Angeles, California

  • Top shows on the network are The Anna Nicole Show, The E! True Hollywood Story, Howard Stern, and Wild On!


Background of rank l.jpg
Background of Rank

  • Weekly one-hour show currently scheduled at 7 p.m. EST on Saturday (supposed to be)

  • Count down format in the field of exciting, off-beat, discussion-provoking elements of pop culture (movies, TV, music, and celebrity)

  • States the best and worst in pop culture

  • Revealing because it enlists celebrities, experts, as well as viewers to give their opinions about ranking


Focus group primary research l.jpg
Focus Group (Primary Research)

  • Group consisted of 8 people- 2 females and 6 males-Ages 18 to 22

  • Watched the episode Top 25 under 25: Players and Played Out

  • 3 people had never seen Rank (2 males, 1 female)

  • Out of the 8 people no one said that they would recommend the show

  • Majority of group surfs by E! to see what’s on (only one checks E! often, 2 people check it rarely, 1 person never watches it)

  • 6 of 8 believe show lives up to theirexpectations of the E! networks


Focus group cont d l.jpg
Focus Group cont’d

  • POSITIVE REACTIONS

  • Celebrity opinions

  • Brooke Burke (just her- not what she was saying)

  • The little humor there was in the episode

  • On-line polls (before and after commercial breaks)

  • Stuck to Rank format

  • Good concept

  • Good show to watch in a group

  • Good show graphics

  • NEGATIVE REACTIONS

  • Set didn’t make sense

  • Uneven pacing (time spent talking to each celebrity)

  • The writing of the show

  • Clips shown during the show were too long

  • No justification for the number in which they are Ranked

  • Overall thought show was boring and predictable

  • Every person said that they would have tuned out during the show (either at the beginning or middle of the show)


Secondary market research l.jpg
Secondary Market Research

  • Celebrity Oops #1 ratings fetcher so far for Rank with 1.44 (Household Ratings)

  • Sexiest Women #2 with 1.15

  • Hollywood Couples #3 with .84

  • Rank Premiers are not consistent (sometimes Saturday, sometimes Monday, sometimes Tuesday)

  • E! Online is the #1 online entertainment site


Consumer analysis l.jpg
Consumer Analysis

  • Current broad target audience of Rank is adult 18-49

  • Focused target audience is Adults 18-34

  • Also insiders who want the inside scoop, self improvers, watchers of E!

  • Young, single, hip

  • Follows the crowd, like variety

  • Heavy TV watchers

  • People who want to hear about the mistakes of celebrities

  • Low education, traditional, laid back

  • Trend setters and watchers


Market analysis l.jpg
Market Analysis

  • External factors affecting Rank:

  • Everyone seems to be into the reality TV genre right now (Countdown format shows are currently not the highest rated)

  • (Why Anna Nicole has higher ratings than Rank)

  • The fact that people who get The E! channel are also most likely subscribed to at least 35 to 150 other channels (on satellite or cable) as well

  • Other shows on Saturday at 7:00 (when Rank is supposed to premier) that target are same audience are:

  • Entertainment Tonight-on broadcast TV

  • Entertainment Tonight on VH1

  • Inside the Actors Studio-on Bravo


Competitive analysis l.jpg
Competitive analysis

  • STRENGTHS-

  • Have a unique program (not in the countdown genre but in the content)

  • Online polls work great to keep the audience through commercials

  • Brooke Burke’s Appearance

  • WEAKNESSES-

  • Writers of the show

  • Dave Holmes-distracting and annoying

  • Gulianna-doesn’t add anything

  • No definite time slot for premieres

  • Not enough awareness for the show

  • Inconsistent and low ratings (especially with men)


Competitive analysis cont d l.jpg
Competitive analysis cont’d

  • OPPERTUNITIES-

  • To become a loved and regularly watched program

  • To become a show that people talk about to others

  • Opportunity to become more popular with women and men

  • THREATS-

  • Shows that also countdown and Rank celebrities, music, or popular culture (VH1, MTV)

  • Also from other Entertainment shows that basically target the same demographics (Entertainment Tonight, Celebrity Justice, Inside The Actor’s Studio)


Marketing objectives l.jpg
Marketing Objectives

  • The following are the strategies and justifications for our marketing plan

  • With these strategies and justifications our objective is to improve and create demand for Rank

  • To give viewers consistency in viewing time

  • To make the show more entertaining

  • Not to change our target audience but to actually target them

  • Overall make Rank something that our target audience wants to watch and wants to tell others about


Marketing recommendations l.jpg
Marketing Recommendations

  • Keep Brooke Burke

  • Choose celebrity co-hosts that are knowledgeable about the list, but also that work well with her

  • Chemistry is the key


Recommendations cont d l.jpg
Recommendations cont’d

  • Lose the writers

  • Incorporate humor rather than just the facts

  • The show feels like it is written to young teens, but they are not in the target audience (Adults 18-49)

  • The pace is too inconsistent


More recommendations l.jpg
More Recommendations

  • There is no logical path for the actual lists: movies, music, appearance, couples

  • Broad topics will target the most different demographics, but would there be more viewers with a narrower topic range

  • The lists need to be shortened to 15

  • Stop ranking movies (low ratings every time)


Time slot recommendation l.jpg
Time Slot Recommendation

  • Consistent time slot

  • Four different premier days, six different times

  • People cannot watch if they are unaware when a new show will air

  • The show should air Monday at 7 PM

    • Currently E! News Live is on 7 PM on Saturday’s- move it back an hour where there is currently nothing permanently scheduled (6:00)

    • Keep E! News Live at 6 :00 for the rest of the week-(currently it is not at a permanent time slot either)


Set change recommendation l.jpg
Set Change Recommendation

  • Instead of taping in sets that don‘t make sense (i.e. bowling alley for top 25 under 25) tape in:

  • A set that is consistent and can be familiarized with the show

  • Something that Brooke Burke looks comfortable in

  • Brings a broader sense of continuity to Rank

  • Viewers will be able to associate the set with Rank


Our recommendations cont d l.jpg
Our Recommendations cont’d

  • The interactive polls keep viewers watching through commercials and also give the viewers a sense of contribution

  • Brooke Burke will keep the male attention, but she needs better material to work with

  • The premise of the show is not a bad one


Promotion objectives l.jpg
Promotion Objectives

  • To raise awareness about Rank

  • To reach our target audience

  • Emphasize new changes to the show

  • Give people a reason to watch the show


Promotion strategies l.jpg
Promotion Strategies

  • Contests

  • Television Advertising

  • On-Line

  • Magazines


Contests l.jpg
Contests

  • Write down the order of the countdown and send it in to E!

  • Look for something at the end, write it down and send it to E!

  • Mail in your list for a Rank show

  • Prizes: Be the Co-Host, Meet Brooke, a trip


T v advertising l.jpg
T.V Advertising

  • Commercials during other popular E! shows

  • -(Anna Nicole, E! True Hollywood Stories, Wild On)

  • Commercials on other networks

  • Commercials promoting upcoming shows, special celebrity co-hosts, new time slot, contests and Brooke Burke

  • Utilize E! News Ticker to promote upcoming shows


On line l.jpg
On-Line

  • Pop-Ups

  • Buttons

  • Icons and Pictures (at the top of the screen –one of the first things you see)

  • Put Rank promo at the top of E! Online’s Homepage (Not top rated show like Anna Nicole)

  • Promote upcoming shows, new time slot, celebrity co-hosts, contests and Brooke Burke


Magazines l.jpg
Magazines

  • Page advertisements

  • Ads in other magazines

  • - Entertainment Weekly

  • - Maxim

  • - Rolling Stone

  • - Sports Illustrated

  • In the male magazines accentuate how hot Brooke Burke is (sexy photos) to raise male viewing

  • Promote upcoming shows, new time slot, celebrity co-hosts, contests and Brooke Burke


Slide24 l.jpg

THANK YOU

Are their any questions?


ad