Presentation On Mtv Pak

PAKISTAN

ABOUT MTV •

MTV (Music Television) Pakistan or IM-MTV is the Pakistani subsidiary of MTV • MTV Pakistan is now the 57th MTV channel across the globe • November 21st 2006, Karachi- MTV Networks International, owned by Viacom Inc was launched •

The first video aired on MTV Pakistan was Duppatta by Hadiqa Kiani

Brand Equity Dimensions • Brand Awareness “MTV PAKISTANI IDOL” “MTV PAKISTAN’S NEXT TOP MODEL” “MTV CHEETAA”

• Brand Loyalty • Perceived Quality • Brand Association

Brand Identity Planning Model STRATEGIC BRAND ANALYSIS

Customer/Viewer Analysis Urban Trendy/Stylish/Carefree Educated Youngsters/Young at Heart Contemporary Lifestyle SEC A-B

Competitor Analysis Direct Competition AagTV Channel G The Musik Nvibe Play TV Music Time Mast TV Indirect Competition Youth TV Fashion TV Pakistan TV 2 DAY Style Duniya

Self Analysis Revolutionized MusicIndustry. Professional Approach. Highly quality conscious. Innovative Trendsetters Customer/Youth Oriented. Introduced the concept of VJs Also non-music programming

Brand Portfolio Blue Print of MTV MTV INTERNATIONAL

Music Channels

MTV Channels (Region Specific) MTV Pakistan MTV India

VH1 (Region Specific)

Other Channels

Nickelodeon (Region Specific)

Brand Relationship Spectrum Brand Relationship Spectrum

Branded House

Pakistan

MTV Different Identities

Shows/Programs Contests

MTV Programs MTV Select MTV Top 10 MTV Strictly Confidential MTV Style Guru MTV Most Wanted MTV Requested MTV Slightly Off MTV Rocks MTV Is cool MTV Late Nite MTV Wana Be MTV Big Guns MTV Dishum, Mera MTV (Daily Live Show) MTV Foreign ka Maal MTV Fresh MTV MotoAlert

Contests

Brand Architecture Brand Portfolio 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) 14) 15) 16) 17) 18)

MTV Select MTV Top 10 MTV Strictly Confidential MTV Style Guru MTV Most Wanted MTV Requested MTV Slightly Off MTV Rocks MTV Is cool MTV Late Nite MTV Wana Be MTV Big Guns MTV Dishum Mera MTV (Daily Live Show) MTV Foreign ka Maal MTV Fresh MTV MotoAlert

MTV Contests • • •

Citibank “GANA GAO STAR BAN JAO” MTV Rickshaw Contest MTV GANA GAO VIDEO MEIN AJAO AND DIL JEET JAO Contest

Portfolio Roles Strategic Brands • • •

MTV MOST WANTED MTV SELECT MTV TOP TEN

Linchpin Brands  

CitiBank “GANA GAO STAR BAN JAO” THINZ sponsoring and MTV show

Silver Bullets • • • • • •

MTV Style Guru with Wiqar MTV Foreign ka Maal with Faizan MTV Is Cool with Dino Mera MTV with all Vjs MTV Strictly Confidential with Adnan Malik MTV Contests

Cash Cows • • • •

MTV Big Guns MTV Slightly Off MTV Disham MTV Wanabe

Product Market Context Roles Branded House Different Identity: MTV Pakistan

Co Driver Roles: MTV Pakistan

• • • • • • • • • • • • • • • • • •

•

MTV Programs and MTV Contests MTV Select MTV Top 10 MTV Strictly Confidential MTV Style Guru MTV Most Wanted MTV Requested MTV Slightly Off MTV Rocks MTV Is cool MTV Late Nite MTV Wana Be MTV Big Guns MTV Dishum, Mera MTV (Daily Live Show) MTV Foreign ka Maal MTV Fresh MTV MotoAlert

• • • •

MTV Style Guru and MTV Top Ten with Wiqar Ali Khan MTV Strictly Confidentail with Adnan Malik MTV Fresh with Dino MTV Foreign ka Maal with Faizan MTV Slightly off with Anushay

Endorsed Brands • • • •

Contests are mainly the endorsed brands Citibank endorsing a contest “GANA GAO STAR BAN JAO” Thinz endorsing a show Motorola endorsing Artist of the Month

Portfolio Graphics

The Role Of Sponsorships at MTV Pakistan • • •

Co-branding with Motorola for MotoAlert Artist of the Month. Contest in association with Citibank “GANA GAO STAR BAN JAO” THINZ to sponsor an MTV Pakistan show

Measuring Brand Equity of MTV Pakistan Young & Rubicam Power Grid Brand Stature (Knowledge & Esteem)

LOW HIGH Brand Strength (Differentiation &Relevance)

LOW

HIGH

Brand Equity Ten LOYALTY • •

PERCEIVED QUALITY/LEADERSHIP

Price Premium – N/A Satisfaction/Loyalty

•

Level of satisfaction

15% satisfied not satisfied 85%

Perceived Quality AAG

12

MTV PAKISTAN

10

THE MUSIK

6

PLAY

2

TOTAL

30

•

Leadership/Popularity 95% of the respondents were hopeful that MTV Pakistan will grow in popularity and will become Pakistan’s top music channel in near future

ESTEEM 98% of the respondents held MTV Pak in high esteem and highly respected the brand because of its association with MTV International

ASSOCIATION/DIFFERENTIATION 

Perceived Value The consumers (95% viewers) expected better programming that current on MTV Pak



Personality 90% of the people thought that MTV Pakistan’s personality would be up-beat, outspoken, independent and free-spirited



Organization 98% of the people admired MTV Pak because of its association with MTV International that has a strong and dominant brand image

DIFFERENTIATION 86% of the respondents thought that MTV Pak is different and unique to the other music channels in Pakistan

AWARENESS 

Brand Awareness 100% of the respondents were aware of the channel MTV Pak, but only 9% could recall the programs on it

MARKET SHARE 

Market Share



Market Price and Distribution Coverage – N/A

Conclusion and Recommendations • MTV Pakistan is one of the newest addition to the MTV family • We think the programs and the content is still not up to the mark as compared to other MTV channels in the world • Different programs should be started like ‘MTV Pakistan’s Next Top Model’, ‘MTV Pakistani Idol’ etc • MTV Pakistan has a long way to go, the growth is slow and steady, but it has the potential to become Pakistan’s supreme Music channel

THANK YOU