In the world of children’s television programming, Sprout is a relative newcomer. Owned by NBCUniversal, Sprout airs PBS Kids programming as well as additional acquired material. A true multiplatform network, Sprout can be accessed as regular cable programming, as on-demand programming through Comcast, and online through Sproutonline.com. Sprout does not target only kids, however. It targets preschool families—households that have one or more preschool-age children. Parents need to be involved with their children’s viewing of interactive content, multiple access points, and 24-hour programming. For this reason, Sprout’s promotional efforts are geared toward parents as well as children. After viewing the video featuring Sprout, answer the following questions: Why does Sprout target preschool families rather than focusing solely on children? Give examples. Which target marketing strategy best describes Sprout’s efforts? Support your choice. How does Sprout use differentiation and positioning to build relationships with target customers?
In the world of children’s television programming, Sprout is a relative newcomer. Owned by NBCUniversal, Sprout airs PBS Kids programming as well as additional acquired material. A true multiplatform network, Sprout can be accessed as regular cable programming, as on-demand programming through Comcast, and online through Sproutonline.com. Sprout does not target only kids, however. It targets preschool families—households that have one or more preschool-age children. Parents need to be involved with their children’s viewing of interactive content, multiple access points, and 24-hour programming. For this reason, Sprout’s promotional efforts are geared toward parents as well as children. After viewing the video featuring Sprout, answer the following questions:
Why does Sprout target preschool families rather than focusing solely on children? Give examples.
Which target marketing strategy best describes Sprout’s efforts? Support your choice.
How does Sprout use differentiation and positioning to build relationships with target customers?
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