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Channel Strategy for Emerging Markets

Channel Strategy for Emerging Markets


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Identifying New Category and Product Opportunities
New Category and Product


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Feeding the Innovation Funnel

Feeding the Innovation Funnel


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Targeting and Brand Building

Targeting and Brand Building


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Targeting and Brand Building

Targeting and Brand Building

Business Problem/Opportunity
A global channel launched into a crowded local market place needed to harness its unique relevance in Australia in order to grow the brand in a profitable direction

Approach
A needs and attitudes probe into existing heavy and occasional viewers and competitive channel viewers identified the foundation for a differentiated brand essence

Result
A locally relevant segmentation with clearly identified targets and a road map for developing programming and marketing strategy to appeal to these target groups

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