Marketing Communication on Astro
EXECUTIVE SUMMARY
Astro will conduct a marketing campaign for Astro Byond from 26th November 2011 – 7th December 2011. The marketing objectives are to create awareness on Astro Byond, attract more customers for gain more sales and increase Astro market share in Malaysia broadcasting industry. In this report, a research done on broadcasting industry situation analysis, SWOT and PEST analysis to understand the challenges that Astro face in this industry. In this marketing communication, I will use marketing elements such as Exhibitions and Personal Selling as main activities and Advertisement, Letters & Brochures and Partnership Promotions as supporting activities. The Marketing strategy will assist each marketing element to achieve the Astro Byond marketing objectives. In this report also have proposed budget and costing that will use in this campaign. Finally, this report also includes the method to measure the effectiveness of the marketing communication elements which will take place on Astro Byond Marketing Campaign.
Table of Contents
EXECUTIVE SUMMARY 1
1.0 Introduction 6
2.0 Situation Analysis 6
2.1.1Political 7
2.1.2 Economic 7
2.1.3 Social 7
2.1.4 Technology 7
2.2 SWOT Analysis of Astro 8
2.2.1 Strengths 8
2.2.2 Weaknesses 8
2.2.3 Opportunities 8
2.2.4 Threats 8
2.3 Market Trend 9
2.4 Competitors Analysis 9
2.4.1 Free-to-air Televisions 9
2.4.2 Internet Protocol Television (IPTV) 9
2.5 Astro Current Market Positions 11
3.0 Marketing Campaign Launch Date 12
3.1 Budget 12
4.0 Objectives 12
4.1 Corporate Objectives 12
4.2 Marketing Objectives 12
4.3 Marketing Communication Objectives 12
5.0 Market Segmentation, Targeting and Positioning 13
5.1 Segmentation 13
5.2 Targeting 13
5.3 Positioning 13
6.0 Marketing Communication Elements 14
6.1 Elements of marketing communication involved with reasons for selection 14
6.1.1 Exhibition (Main Activity) 14
6.1.2 Personal Selling (Main Activity) 14
6.1.3 Advertisement (Supporting Activity) 15
6.1.4 Letter & Brochures
Astro will conduct a marketing campaign for Astro Byond from 26th November 2011 – 7th December 2011. The marketing objectives are to create awareness on Astro Byond, attract more customers for gain more sales and increase Astro market share in Malaysia broadcasting industry. In this report, a research done on broadcasting industry situation analysis, SWOT and PEST analysis to understand the challenges that Astro face in this industry. In this marketing communication, I will use marketing elements such as Exhibitions and Personal Selling as main activities and Advertisement, Letters & Brochures and Partnership Promotions as supporting activities. The Marketing strategy will assist each marketing element to achieve the Astro Byond marketing objectives. In this report also have proposed budget and costing that will use in this campaign. Finally, this report also includes the method to measure the effectiveness of the marketing communication elements which will take place on Astro Byond Marketing Campaign.
Table of Contents
EXECUTIVE SUMMARY 1
1.0 Introduction 6
2.0 Situation Analysis 6
2.1.1Political 7
2.1.2 Economic 7
2.1.3 Social 7
2.1.4 Technology 7
2.2 SWOT Analysis of Astro 8
2.2.1 Strengths 8
2.2.2 Weaknesses 8
2.2.3 Opportunities 8
2.2.4 Threats 8
2.3 Market Trend 9
2.4 Competitors Analysis 9
2.4.1 Free-to-air Televisions 9
2.4.2 Internet Protocol Television (IPTV) 9
2.5 Astro Current Market Positions 11
3.0 Marketing Campaign Launch Date 12
3.1 Budget 12
4.0 Objectives 12
4.1 Corporate Objectives 12
4.2 Marketing Objectives 12
4.3 Marketing Communication Objectives 12
5.0 Market Segmentation, Targeting and Positioning 13
5.1 Segmentation 13
5.2 Targeting 13
5.3 Positioning 13
6.0 Marketing Communication Elements 14
6.1 Elements of marketing communication involved with reasons for selection 14
6.1.1 Exhibition (Main Activity) 14
6.1.2 Personal Selling (Main Activity) 14
6.1.3 Advertisement (Supporting Activity) 15
6.1.4 Letter & Brochures