Caselet Code : CLCB053
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 3 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB053) click on the link below, and select from the list:

» Consumer Behavior Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
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Abstract

MTV practiced a glocalized brand strategy in order to be the favorite music channel for its target market. It went in for local recruitment, customizing its program content to suit local needs, coming out with innovative programs, and at times following instinct rather than research. The caselet also describes the new challenges that MTV faced while airing programs based on psychographic segmentation.

Issues:

» Challenges faced by a broadcasting company which caters to markets around the globe
» Challenges faced by a broadcasting company while airing programs based on psychographic segmentation
» Strategies followed by broadcasting companies to attract the target markets
 
Key words:

MTV, Generation X, Generation Y, Glocal strategy, The Osbournes, Jackass, MTV Networks, Uniform Brand Identity, Businessweek Top 50 brands and Brand Strategy and Planning.

Questions for Discussion:

1. How was MTV successful in increasing the level of involvement with the target market?

2. How did MTV try to maintain its relevance with the changing demographics?