Week One Discussion Board - Introduction to Marketing
Do you think I answered this post correctly? Reply with a rebuttal or data reflective on the issue discussed.
Popular Culture in Media Week 3 Assignment
Introduction to Marketing Week 2 Assignment
RESEARCH AN ENTERTAINMENT COMPANY
Student
Name: ______Phillip Stokes______ Date: ______07/13/2012_____
COMPANY (Include Citations)
Company
Name: Harpo Productions Parent Company: Harpo Entertainment Group
History
and current position:
Harpo
Productions produce The Oprah Winfrey Show, creates and develops original TV
programming for primetime, syndication and cable television. Operates Oprah.com
and Harpo Print LLC. Publishes O, The Oprah Magazine, operates Harpo Films that
is dedicated to high quality scripted dramatic programming, also producing
Oprah Radio on XM channel 156 and Sirius Radio channel 195. A joint venture
between Oprah Winfrey and Discovery Communications brought forth OWN, The Oprah
Winfrey network, a multiplatform company formerly known as Discovery Health
Channel.
Harpo
Productions was founded in 1986 based in Chicago Illinois.
Parent
Company structure and ownership:
HARPO
Entertainment Group was also founded in1986 based in Chicago Illinois with
additional offices in Los Angelo’s California. HARPO Entertainment Group
operates as a film and television production company. It focuses on productions
ranging from made-for-TV, movies and miniseries, to feature films and books,
videotapes, and CDs.
BUSINESS
(Include Citations)
Strategic
Business Unit/Product line #1:
Television Production/home entertainment
Product
#1: The Oprah Winfrey Show
Strategic
Business Unit/Product line #2: Print/Online
Product
#2: O, The Oprah Magazine
Strategic
Business Unit/Product line #3: cable
network programming
Product
#3: OWN, The Oprah Winfrey Network
TARGET
MARKET
Product/Service
#1 : ___The Oprah Winfrey Show_
Geographic:
The show is aired throughout the United States
Demographic:
The primary demographic is male and female, business people, whose age range
from 25 – 54 with middle to upper income
Psychographic:
Viewers are those who are loyal followers of Oprah, those who enjoy self help
knowledge, lifestyle tips, health and wellness facts, books, business and
celebrity news
Benefits
Sought: Viewers benefit from entertainment by watching live performances,
celebrity interviews, lifestyle and self help tips, and philanthropy
Usage
Rate: The show targets first time users, potential and heavy users.
(The
Oprah Winfrey Show 2012)
Product/Service
#2: __O, The Oprah Magazine__
Geographic:
This publication has an international appeal.
Demographic:
This publication is geared towards women concerned about home economics. Whose
age is 25 – 54 with middle to upper income.
Psychographic:
Individuals who enjoy O Magazine enjoy reading uplifting and charged stories,
committing to self-empowerment and living their best life. These people also
enjoy clothing, décor, advice, and embracing who they really are.
Benefits
Sought: Readers benefit through entertaining stories, information on how to
live their best life, self-empowerment tools, also growth and discovery.
Usage
Rate: This publication targets first time users, medium, and heavy users.
(O, The
Oprah Magazine 2012)
Product/Service
#3: _OWN, The Oprah Winfrey
Network
Geographic:
OWN is geared toward the North American geography
Demographic:
The primary demography is females age 25 - 54
Psychographic:
Individuals who enjoy movies, sitcoms, talk shows, documentaries, and primetime
programming
Benefits
Sought: Viewers benefits from the entertainment, high definition quality,
diversity, availability, historic accuracy, watching comical character and
situations, also gaining great advice about life.
Usage
Rate: The network targets first time users, medium and heavy users. (OWN, The
Oprah Winfrey Network 2012)
COMPETITION
(Include Citations)
Competitor
#1: __CBS
Competitor’s
product: __Wheel of Fortune___
Competes
with which of your products: The
Oprah Winfrey Show__
Competitor
#2: _Time Warner
Competitor’s
product: __Essence Magazine_
Competes
with which of your products: __O,
The Oprah Magazine
Competitor
#3: _NBC Universal
Competitor’s
product: _Oxygen
Competes
with which of your products: _OWN,
The Oprah Winfrey Network
Rank the
Success of Each Company along with evidence (# 1 is most successful)
Company
#1 __ NBC Universal 5.5 Billion First Quarter Earnings ____
Company
#2 ___ CBS 3.9 Billion First
Quarter Earnings ______
Company
#3___Time Warner 1.4 Billion First
Quarter Earnings_______
Company
#4 ___Harpo 165 Million First
Quarter Earnings
SUMMARY: (One or two well developed
paragraphs) (Include Citations)
Due to the decline of rating on the
newly formed network, Oprah has named herself Chief Executive Officer and Chief
Creative Officer to oversee operation and ensure success of the joint venture.
Even with her extensive track record for media success, it seem Oprah has more
than she can chew with the creation of the new network. With just a few months
in the first quarter, the well-established media conglomerates have all
increased profits from at least 8%, while Oprah has suffered a loss of about
300 million.
Although the market and method at
similar, the products are not being very well received in this new format for
Oprah. She has acquired the top people from the top companies in the US to
bring the network back to life. As this operation has only been live of 1 year
and 7 months, all America can do is watch and wait for results.
Instructor Comments:
COMPANY ( 20/20) Work on a developed paragraph or two here to discuss your chosen company.
History and current position of company
Parent corporation
BUSINESS ( 20/20)
What are the main products/services the company offers?
TARGET MARKET (20 /20)
Segmentation; geographic, demographic, psychographic, usage rate, and benefits sought.
COMPETITION ( 20/20)
3 other companies and products
SUMMARY (20/20)
Summarize the company’s structure and current position with a summary paragraph.
Thanks again for your work. Great information and very thorough! Best, Jill
No comments:
Post a Comment