Case summary:
The newcomer in the television for children is S Programming. This program was owned by Company N. The S Programming telecasts P Kids a broadcasting television network and the extra needed material. The network encourages multi-platform. The S Programming can be accessed through regular programming through Comcast and through S Programming online network.
The S Programming not only target the kids but it targets the preschool families. The S Programming thinks that their parents must be involved in the program views by their children. The promotional efforts of S Programming are mainly geared up towards parents and children.
Characters in the case:
- S Programming
- Broadcasting Television Network P
- Company N
Introduction:
Classifying the market into various smaller sections based on the buyer’s different needs and wants, characteristics, and behaviors is called market segmentation. This would help to reach buyers with various marketing strategies or product mixes. Marketing segmentation can be classified into “geographic, psychographic, demographic, and behavioral variables”.
To determine: The way the Company S utilizes the differentiation and positioning strategy to build their relationship among the target customers.
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