Marketing Strategy of BBC – BBC Marketing Strategy: The British Broadcasting Corporation, also known as BBC, is a British public broadcaster with London as its headquarters. It is the oldest broadcasting company in the world and has the most employees.
It employs over 25000 staff in total and has been operating predominantly in the UK and outside the UK as BBC worldwide for serving communities with news, television services, entertainment/infotainment services, and online media content.
BBC At A Glance – Marketing Strategy of BBC
Company: British Broadcasting Corporation
CEO: Tim Davie
Founder: John Reith, 1st Baron Reith
Year founded: 18 October 1922, London, United Kingdom
Headquarters: London, United Kingdom
Annual Revenue: Pound£5.064 billion
Profit | Net income: Pound£290 million
Number of employees : 22,000
Products & Services: BBC News, Sport, Weather CBBC and CBeebies, iPlayer and BBC Sounds, BBC Red Button and our vast archive. BBC World Service television, radio and online on more than 40 languages
BBC Fun Facts: In 1985, the BBC hired freelance reporter Duncan Campbell to dig up the details of several things and events the British government was hiding from its citizens. The BBC ended up with a six-part series it called Secret Society.
Marketing Strategy of BBC
BBC’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of BBC? Let us discuss.
Segmentation, Targeting, Positioning – BBC Marketing Strategy
Because the British broadcasting company serves customers from different groups around the world, it employs a mixture of Psychographic, Geographic, and Behavioral segmentation strategies.
A company that can offer a wide range of products and services can only succeed if it can adapt to changing demographic variables and demand dynamics. BBC is able to do this and has developed a differentiated targeting strategy. BBC is a brand that educates, informs, and helps people to learn reflecting the cultural values of different communities around the world. It is value-based
BBC Mission Statement
“To enrich people’s lives with programs and services that inform, educate and entertain”
BBC Vision Statement
“To be the most creative organization in the world”
“Where it begins”
Competitive Advantage – Marketing Strategy of BBC
Strong product portfolio: Company offers services not only to the UK but also to other countries around the world. To be competitive in the market, the company has not only focused on the core of radio and television but has also been experimenting with social media.
The UK’s Stronghold: Despite increasing competition, the company has succeeded in reaching more than 95% of the UK’s adult population every week and 79% of all TV networks. The services are used by 51.5% (or more) of UK adults online.
BCG Matrix – BBC Marketing Strategy
It is involved in strategic business segments like television services, radio networks, news, entertainment/ infotainment, and online content.
Its strategic business verticals are a star in the BCG matrix, as most of its segments enjoy a dominant position in the market, such as the US, UK, and European countries. However, these segments must compete globally with local and national companies.
Distribution Strategy – Marketing Strategy of BBC
The Company is present in over 150 countries and broadcasts different content in more than 100 languages. It communicates with communities worldwide via various media such as radio, television, social media, and online websites. The company will grow its services after receiving funding of PS289 million from the UK government. This is equivalent to PS 85million funding per year up to 2020.
Brand equity – BBC Marketing Strategy
The brand BBC is well-recognized in the media and broadcasting industry. Its appreciation index (‘AI) score for television is 80.3 while its radio score is 81.
BBC broadcasts some of the most prestigious content, including 19 British Academy Television Awards as of May 2017, 13 RTS program awards as of March 2017, 5 Golden Globes Awards as of January 2017, and many others.
Competitive Analysis – BBC Marketing Strategy
Companies in media and information broadcasting compete to reach their audiences in a way that is compatible with the habits of customers of different ages.
The time that young people spend on television and radio has dropped by 20-30% in the highly competitive market. Customers are increasingly shifting to social media platforms, regardless of age.
It competes in the news and broadcasting industry, social media networks, in one or more segments like entertainment, news, and digital informative channels such as TV, radio, etc.
Market Analysis – Marketing Strategy of BBC
BBC’s industry has been affected by many factors, including broadcasting rights, technology Life cycle, changing customer behavior, government regulations, supply-side constraints, content modulation, and penetration in the market.
BBC is mainly focused on European markets in a region like the UK, Germany, and Canada Asia Pacific.
Customer Analysis – BBC Marketing Strategy
BBC customers are people of all ages worldwide.
It supports consumers by helping them to understand the various events occurring around the world and how they will affect the culture, life, and financial/ economic situation of their respective countries.
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