Marketing Strategy of CNN – CNN Marketing Strategy: Launched in 1980 this Time Warner news channel American brand has been successful in garnering a large share market internationally in the 24*7 hrs news segment. Time Warner owns other channels also such as HBO, Cinemax, HLN, Cartoon Network, Boomerang, and many others apart from the Cable News Network (CNN) regional channels. The Cable News Network (CNN) is a multinational news-based pay television channel headquartered in Atlanta, Georgia. It is owned by CNN Global, which is part of Warner Bros. Discovery. It was founded in 1980 by American media proprietors Ted Turner and Reese Schonfeld as a 24-hour cable news channel.
CNN At A Glance – Marketing Strategy of CNN
Company: Cable News Network, Inc.
CEO: Chris Licht
Founder: Ted Turner | Reese Schonfeld
Year founded: 1 June 1980, Atlanta, Georgia, United States
Headquarters: Atlanta, Georgia, United States
Annual Revenue: US$190.1 million
Profit | Net income: US$17 million
Number of employees : 7,804
Products & Services: CNN/U.S. provides live coverage and analysis of breaking news, as well as a full range of international, political, business, entertainment, sports, health, science and weather coverage, and topical in-depth interviews.
Competitors: Wall Street Journal | MSNBC | The Huffington Post | Fox | The Associated Press
CNN Fun Facts: In 1996 CNN, along with the rest of the Turner Broadcasting System, was absorbed by entertainment conglomerate Time Warner Inc. (later called WarnerMedia).
Marketing Strategy of CNN
CNN’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 CNN? Let us discuss.
Segmentation, Targeting, Positioning – CNN Marketing Strategy
CNN employs a combination of geographical and psychological segmentation techniques to cover stories that are based on variables such as country, literacy level, and region.
CNN uses a selective marketing strategy to target companies. The company then uses the strategy to meet the increasing requirements of these companies.
It employs value-based positioning strategies to connect with communities and organizations worldwide through its offerings.
Mission: “To create and present the best news and hard-braking national and international news.”
Vision Ensure that news broadcasts are based upon true facts
CNN Mission Statement
“To create the finest news and present hard-breaking, national, and international news”
CNN Vision Statement
“Ensure that the news broadcasted is based on true facts”
“CNN. Go there”
Competitive Advantage – Marketing Strategy of CNN
Strong Parent Company: The Warner brothers are the world leader in entertainment broadcasting, producing some of the most popular shows like Game of Thrones, Justice League, and Power puff girls. CNN network is present in 212 countries around the world thanks to its experience and distribution systems.
Strategic alliances and partnerships: The company has been able to compete with its rivals through alliances like Skynet Myanmar, IDG advertisement agreement, and many other channels that are related to sister concerns.
Comprehensive portfolio: Its presence in a wide range of formats with regional languages across various mediums, i.e. The company has been able to attract large audiences both offline and online.
BCG Matrix – CNN Marketing Strategy
CNN is a news and information business segment. It is a leader in the BCG matrix because of its focus on content and exclusive broadcasting of news through various media.
Distribution Strategy – Marketing Strategy of CNN
The company is able to stay ahead of its competition by using its integrated value delivery system to distribute its news/information worldwide.
The diverse functions of the company were integrated to communicate in real-time to identify potential markets and to capture some of the most difficult broadcast or live incidents.
Brand equity – CNN Marketing Strategy
CNN has managed to capture a significant market share within the news segment. It is ranked number. It is ranked no.1 in global data from Ipsos.
Competitive Analysis – CNN Marketing Strategy
Due to the high level of infrastructure and the associated risk like reputational, political, and regulatory compliance risks, there are only a few players in this market. The poor performance was caused by the concern expressed by the sister of CNN, Time Warner plans to sell the station to AT & T Company.
Market Analysis – Marketing Strategy of CNN
The news broadcasting industry is experiencing intense competition because of the rise in popularity of social media platforms, digital media, and online video streaming sites.
Technological disruption, political tension, rising diplomatic relations, increasing per capita income, and changing the lifestyle in the communities are just a few of the factors that affect the company’s businesses.
Customer Analysis – CNN Marketing Strategy
Customers of CNN are people of all ages who want to keep up with what’s happening around the world.
The company’s major target audience is working professionals, who understand that every news can have a positive impact on their personal and professional lives.
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