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B2E: Marketing Plan Mid-point Meeting

B2E: Marketing Plan Mid-point Meeting. Team: Go Nuts! Angela Copeland, Tim Fischer, Dustin Stollberg, Sabrina Yuan. Marketing Strategy. Time Warner Cable must meet specific objectives, strategies, product positioning, and a marketing mix

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B2E: Marketing Plan Mid-point Meeting

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  1. B2E: Marketing Plan Mid-point Meeting Team: Go Nuts! Angela Copeland, Tim Fischer, Dustin Stollberg, Sabrina Yuan

  2. Marketing Strategy • Time Warner Cable must meet specific objectives, strategies, product positioning, and a marketing mix • TWC must increase the usage in both their VOD and high speed products • TWC will position themselves as the industry leader because they offer superior service, reliability, and easy to use video on demand • TWC’s focus on these objectives will help them to increase their overall share of the Los Angeles market MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  3. Marketing Objectives • Increase the sales rate of VOD (video on demand) by 25%. • Increase net profit of VOD revenue by 50% • Generate awareness of the VOD product within target market by 25% within one year of implementation. • Increase high speed internet subscriptions among existing Time Warner Cable customers by 15%. • Reduced churn through increased VOD use and high speed internet subscriptions. MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  4. Financial Objectives • Increase Sales revenue by 15% to $358.69MM by utilizing increased VOD buy rates and High Speed Bundling • Increase revenue per day to an average of $.98MM (358.69/365) • Limit marketing expenditures to a 2% increase of $7.14 M. MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  5. Current Marketing Situation • Customer Needs / Wants • High Quality TV, VOD, HD TV • Channel Selection • Digital Internet and Phone • Convenience & Reliability • Trends • Consolidation & Partnering • Increasingly Broad Customer Demographic • Growth • Static Physical Area • Reduced “Churn” Rate MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  6. SWOT Analysis MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  7. Target Markets 7.03%, Professional 12% 26.36%, Youngsters 43% Upper-medium Income Household 27.42%, Baby Boomers 45% Target Markets MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  8. Target Markets • Professional Youngsters • Individuals or couples between 20 - 34 • 26.36% of the population in Los Angeles (Source: 2000 US Census) • Earn ~ $50,000 • Upper-Medium Income Household • Persons in the age range of 35 - 54 • 27.42% of the population in Los Angeles (Source: 2000 US Census) • Combined annual income of greater than $80,000 • Baby Boomers • Persons in the age range of 55 - 64 • 7.03% of the population in Los Angeles (Source: 2000 US Census) • Mostly retired MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  9. Brand Positioning • The main distinguishing feature between Cable and Satellite services is the emergence of the On-Demand feature offered by Cable • The current trend and push now is toward bundling • Competition is fierce between the three companies MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  10. Consumer VOD Potential • Of the consumers that have tried VOD, 50% consider themselves regular users • 96% of consumers that tried FOD (Free On Demand) stayed with the VOD service • 80% of VOD business is done with 20% of content • New Release Movies • Opportunity to shrink Store to VOD window Source: www.cablemarketer.com MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  11. Consumer VOD Potential • VOD subscribers will grow to 15 million by 2005 and 31 million by 2008. • VOD estimated to gross $2.5 billion by 2008 • VOD buy-rates grew 75% over the last year • Only 25% of consumers with VOD access have used the service • Huge Growth Potential Source: www.cablemarketer.com MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  12. Promotions • In Store Events: • Partner with Best Buy or other electronics retailers to give out free VOD coupons for TV purchase • Sampling: • Free VOD movie passes • Free VOD pass every month with bundle signup • Buy five VOD movies, get one free • Events: • Set up monthly VOD & Internet information sessions for customers to attend • Discounts: • Incentive Programs • Give price breaks to young professionals MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  13. Implementation – Short Term MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  14. Implementation – Long Term MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

  15. Questions? ? MBAM 615.12 : Marketing Management Go Nuts! Spring 2005

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