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MTV - Think Globally Act Locally

The document discusses MTV's strategy of "thinking globally and acting locally" in its global expansion. MTV first launched localized channels in Europe in the late 1980s and 1990s with regional language programming. It later acquired local channels in the countries it operated in. This allowed MTV to tailor its content for specific audiences while maintaining a unified global brand. The strategy helped MTV become a massive global brand with over 250 million households in over 64 countries by addressing local tastes but coordinating globally.

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428 views7 pages

MTV - Think Globally Act Locally

The document discusses MTV's strategy of "thinking globally and acting locally" in its global expansion. MTV first launched localized channels in Europe in the late 1980s and 1990s with regional language programming. It later acquired local channels in the countries it operated in. This allowed MTV to tailor its content for specific audiences while maintaining a unified global brand. The strategy helped MTV become a massive global brand with over 250 million households in over 64 countries by addressing local tastes but coordinating globally.

Uploaded by

muhammad_parapat
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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MTV

Think Globally, Act Locally


Tugas #4

Manajemen Pemasaran
(Prof. DR. Amrin Fauzi)

Oleh:

Mhd. Yasir Q. Parapat, ST


Eksekutif XVII Magister Manajemen Universitas Sumatera Utara

MTV
Think Globally, Act Locally
Tugas #4 Marketing Management (Prof. DR. Amrin Fauzi)

Oleh:

Mhd. Yasir Q. Parapat, ST


Eksekutif XVII Magister Manajemen Universitas Sumatera Utara

MTV
Think Globally, Act Locally

Background
MTV was the first major international television network to broadcast its channels in regional languages around the world. MTV was first launched in Europe in 1987, and later expanded to many countries. In the 1990s the network realized the importance of a 'region-centric' approach, and launched localized versions of its channels in regional languages. The network not only launched localized versions of its channels, but also acquired several local channels in the countries in which it operated. MTV adopted the policy of "Think Globally, Act Locally".
MTV has become a massive entity owned by the even more massive Viacom. Headquartered in London, counts 80 percent of its audience from outside the USA through its 6 affiliates and numerous

broadcasting arrangements, MTV is seen in over 250 million homes at 64 countries. 1. Why would companies such as Levi Strauss, Coca-Cola, and Apple Computer want to advertise globally on MTV?

MTV Networks has become a symbol of globalization, more than 2 million people are watching MTV around the world with 321 million household viewership in 140 countries at year 2004 with its six affiliate broadcasting arrangements across the world that represents the youth-students and young professionals who are relatively cognizant of the trends and lifestyle patterns, and majority of them were outside the USA. Based on that exciting phenomenon above, Levi Straus, Coca-Cola and Apple Computer use MTV as bridge to bring, introduce and maintain the existence of their name and product to all over the world since they also want to expand their business globally with local approach as MTV did, where multinational corporations are encouraged to build local roots, it is greatly saved lot of time and effort.

2. What kind of marketing mix does MTV use around the globe?

MTV run its business globally with Marketing Mix as follows; Product, MTV offers a service to the youth and young professionals a whole package of lifestyle and information all rolled into one. It features music videos, fashion trends, concert tours, news broadcasting, information and promotion, and also always creates invention and innovation that promise value adding services through local broadcasting companies globally. Price, basically the amount of money customers have to pay is actually continual patronage of the program. Also high Viewers Rating will bring them into line with the markets perception of MTVs increasing value and indirectly increase their price for global advertisement business. Place, MTV did it well in the sense that they make their service and name available to target consumers through obviously cable channels, concert tours, music awards, campus tours, etc. all over the world. They make themselves accessible to their target market by selecting only coverage area that their market would embrace. Promotion, MTV always has many activities and promotion programs that persuade target customers to patron them such as regular celebrity VJs that visit their hubs and singers/bands as well that converge directly with the youth through local campus tours and sponsoring concert tours in local universities all over the world.

Why? MTV used this Marketing Mix for some considerations as follows; MTV expands through local content which allows them to divide and reach individual markets who will want a music channel, who knows, not only their music interests but also their local products. MTV has begun to integrate their marketing program designed to achieve the marketing objectives by delivering value to customers such as incorporating social issues in their program. MTV merged with a lot of local broadcasting companies to create innovation and invention by getting an easy access to broadcasting rights and tastes of people.

MTV must constantly reinvent itself and start something new in order to ride along the changes and the thirst towards innovations.

What kind of marketing mix is Kodak using in Latin America? Kodak in Latin America with Marketing Mix as follows; KODAK marketing strategy gave emphasis on the social awareness on its marketing mix. It used themes that are presently relevant to their target market at Latin America.

What kind of marketing mix is Coca-Cola likely to use around the globe? Coca cola on the other hand, is most likely to emphasize individualism on their marketing mix, since coke is after all, for everyone and for all types of people. A key factor in Coca Colas success is its Marketing Mix power in the industry. Pricing, Although Coca Cola is the most famous and the most popular soft drinks supplier it is still one of the cheapest to for distributors to buy, this price is enabled due to the companys approach to low cost production giving the retailers value for money. The product itself and the image surrounding it play a vital role in its success. These individual characteristics give coca cola a strong brand image with brand loyalty a key result of this. Place is just as important as the previous as it is vitally important that Coca Cola has its product available at the right time, the right place and in the right condition. Promotion is a key stage in a businesses operation as it is a companys link between product and consumer all over the world. How the product is promoted and advertised ultimately determines the success of the product. Coca cola has advertisements everywhere, billboards, newspapers, Internet, magazines and T.V. being the biggest source of advertising.

3. What effect do you believe thinking globally and acting locally have on homogenizing the worlds youth? 4. Is Como Tu Quieras con Kodak a good and theme for the Latin market? The marketers

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