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    MTV Case Study Discussion Questions

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    sanjayagals
    To reach rural youth in India, MTV should develop content relevant to their lives and distribute it through affordable mobile platforms. MTV launched with unique stunts and events to generate buzz unlike Red Bull's traditional advertising. Over time, MTV expanded its music offerings and integrated more lifestyle content to stay relevant as music consumption changed across media. MTV's target audience are millennial youth interested in music, entertainment and pop culture who experience the brand as a window to global trends. The network has maintained a consistent brand image as a pioneer of music video and youth culture programming worldwide despite adapting to the digital environment.

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    MTV Case Study Discussion Questions

    Uploaded by

    sanjayagals
    250 views1 page
    To reach rural youth in India, MTV should develop content relevant to their lives and distribute it through affordable mobile platforms. MTV launched with unique stunts and events to generate buzz unlike Red Bull's traditional advertising. Over time, MTV expanded its music offerings and integrated more lifestyle content to stay relevant as music consumption changed across media. MTV's target audience are millennial youth interested in music, entertainment and pop culture who experience the brand as a window to global trends. The network has maintained a consistent brand image as a pioneer of music video and youth culture programming worldwide despite adapting to the digital environment.

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    Concepts tested - Brand Equity, Brand Extension, Brand Associations

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    To reach rural youth in India, MTV should develop content relevant to their lives and distribute it through affordable mobile platforms. MTV launched with unique stunts and events to generate buzz unlike Red Bull's traditional advertising. Over time, MTV expanded its music offerings and integrated more lifestyle content to stay relevant as music consumption changed across media. MTV's target audience are millennial youth interested in music, entertainment and pop culture who experience the brand as a window to global trends. The network has maintained a consistent brand image as a pioneer of music video and youth culture programming worldwide despite adapting to the digital environment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    250 views1 page

    MTV Case Study Discussion Questions

    Uploaded by

    sanjayagals
    To reach rural youth in India, MTV should develop content relevant to their lives and distribute it through affordable mobile platforms. MTV launched with unique stunts and events to generate buzz unlike Red Bull's traditional advertising. Over time, MTV expanded its music offerings and integrated more lifestyle content to stay relevant as music consumption changed across media. MTV's target audience are millennial youth interested in music, entertainment and pop culture who experience the brand as a window to global trends. The network has maintained a consistent brand image as a pioneer of music video and youth culture programming worldwide despite adapting to the digital environment.

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    Download as DOCX, PDF, TXT or read online from Scribd
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    Case Study Discussion Questions 1. How could MTV reach out to Youths in India who stays in rural areas? What should be their content strategy? 2. How did MTV initiate brand awareness during product launch? How was their strategy different from that of Red Bull? If you were to do the brand launch in a different way, how would you do it? 3. Whats MTV Product/Service Offering? Has the offering changed over a period of time? Why MTV changed its product/service offering? How is music consumption experience different in MTV vis--vis other sources? 4. Do a dipstick survey to find out the consumer characteristics of Youth in India who consumes MTV services. Illustrate their demographic & Psychographic characteristics. 5. Do a dipstick survey to find out the brand personality of MTV. ( 10 consumers). Illustrate Brand Personality of MTV on the white board. 6. How did MTV become a Global brand? Whats the difference between a Global Brand and an International Brand? 7. Illustrate the consumer profile of a MTV consumer. What do you mean by millennial generation? 8. Illustrate the Brand Elements of MTV. What is MTVs brand Image? 9. What are MTVs Brand Associations? Should MTV do Category Extension or Line Extension? Explain your rationale. 10. How could Internet pose a threat to MTV? Can MTV benefit from Internet revolution?

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