Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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Discovery's executives conducted imaging contests in around 75 schools in seven cities (Delhi, Chennai, Bangalore, Mumbai, Hyderabad, Pune and Ahmedabad). Analysts felt that this contest helped the channel increase its brand awareness among children and increase its viewership ratings. Discovery also conducted Discovery Exhibition, wherein, students from Classes VI to IX watched the channel's program 'Popular Mechanics for Kids' and created things under teachers' directions. This was conducted by Discovery in association with Colgate Dental Cream to create awareness among children about the channel's programs.
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Discovery also came up with the novel concept of programming guides to provide information about Discovery programs for every quarter. The first program guide was launched in association with India Today magazine in August 2002. In April 2003, Discovery entered into a tie-up with Businessworld17 to provide a programming guide for the period April – June 2003. |
Discovery channel entered the name of the viewers in its database and held a lucky draw every month (the contest covered a period of 3 months). The lucky draw winner was awarded numerous prizes. Discovery also advertised extensively in the media to enhance its brand image and increase its brand awareness. It advertised through television channels (Refer Exhibit IV) and the print media. In the metros it also used outdoor advertising.
Discovery announced that it would bring in new programs to consolidate the gains made by the new programming strategy.
17] India's popular weekly business magazine.
Case Code : MKTG052
Themes: Differentiation
Case Length : 10 Pages
Period : 1995-2003
Organization : Discovery Channel, Sony Entertainment Channel
Pub Date : 2003
Teaching Note : Available
Countries : India
Industry : Media and Entertainment
Business Strategy
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Insurance
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