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