A marketing plan for Nickelodeon Asia Philippines

• Main Authors: Chang, Hazeline O., Moreno, Stephanie P., Ngo, Crishana Barbara T., Wong, Karen Bernadette O.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18183
• Institution: De La Salle University

The emersion of the entertainment business paved the way for the birth of the television industry. In an effort to expand the variety of shows, cable operators began to cater to the needs and wants of specific markets. One of which includes kids channels. An example of a kids channel would be Nickelodeon. For over a decade, Nickelodeon has been a top provider and source of entertainment for kids. Its shows vary from 2D, CGI, movies to live-action. Although Nickelodeon has already established its brand, it fails to become the leading kids channel for Filipinos. As a result, last April 2011, Nickelodeon Asia Philippines launched its very own local feed to further connect with the local viewers. Despite this strategy, Nickelodeon Asia Philippines received minimal effects on its ratings during the initial months after the launch. That is why the group aims to create a marketing plan for Nickelodeon Asia Philippines that will increase the brands awareness, ratings and overall performance. With this in mind, the company allots the group a budget of P 9,500,000 to produce the marketing plan. Based on the research conducted, results show that the main reason why Nickelodeon Asia Philippines is behind its competitors is because the kids are not satisfied with the networks shows and wanted the channel to add new shows. This can serve as an initiative for the company to consider. Aside from this, results indicate that increasing the number of contests and events will enable the company to interact with its target audience and at the same time persuade the kids to watch the channel. Moreover, interactive promotions can lead to building consumer relationship therefore resulting to brand loyalty. Creating a new channel to separate the network two target segments will allow the company to further focus on its respective age groups. As an effect, the strategies formulated in the marketing plan will help the company reach its goals and objectives.