{"title":"Maledia 广播公司：准备开播","authors":"K. Purani, Priya Premi, Joffi Thomas","doi":"10.1177/09728201231209868","DOIUrl":null,"url":null,"abstract":"This case focuses on the positioning strategy development for a new regional television channel of Maledia Broadcasting Network (MBN), a venture of the Kerala-based media group from India, Model Publication Trust. It also introduces the concept of perceptual maps for brand positioning and addresses brand extension. In 2011, MBN prepared to launch a Malayalam news channel. Samjad, Deputy CEO of the new company, faced the challenge of determining the channel’s positioning strategy. This task involved not only differentiation but also redefining competition in India’s dynamic and competitive broadcasting industry. The decision would impact marketing aspects such as the brand name and channel identity. This case offers opportunities to explore qualitative aspects of audience behaviour beyond competitive data, helping marketing students gain insights and analyse the competitive landscape in the industry to make strategic marketing decisions.","PeriodicalId":41247,"journal":{"name":"Asian Journal of Management Cases","volume":"56 18","pages":""},"PeriodicalIF":0.1000,"publicationDate":"2024-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Maledia Broadcasting: Getting Ready to Go on Air\",\"authors\":\"K. Purani, Priya Premi, Joffi Thomas\",\"doi\":\"10.1177/09728201231209868\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This case focuses on the positioning strategy development for a new regional television channel of Maledia Broadcasting Network (MBN), a venture of the Kerala-based media group from India, Model Publication Trust. It also introduces the concept of perceptual maps for brand positioning and addresses brand extension. In 2011, MBN prepared to launch a Malayalam news channel. Samjad, Deputy CEO of the new company, faced the challenge of determining the channel’s positioning strategy. This task involved not only differentiation but also redefining competition in India’s dynamic and competitive broadcasting industry. The decision would impact marketing aspects such as the brand name and channel identity. This case offers opportunities to explore qualitative aspects of audience behaviour beyond competitive data, helping marketing students gain insights and analyse the competitive landscape in the industry to make strategic marketing decisions.\",\"PeriodicalId\":41247,\"journal\":{\"name\":\"Asian Journal of Management Cases\",\"volume\":\"56 18\",\"pages\":\"\"},\"PeriodicalIF\":0.1000,\"publicationDate\":\"2024-01-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asian Journal of Management Cases\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/09728201231209868\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"MANAGEMENT\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Management Cases","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09728201231209868","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}
This case focuses on the positioning strategy development for a new regional television channel of Maledia Broadcasting Network (MBN), a venture of the Kerala-based media group from India, Model Publication Trust. It also introduces the concept of perceptual maps for brand positioning and addresses brand extension. In 2011, MBN prepared to launch a Malayalam news channel. Samjad, Deputy CEO of the new company, faced the challenge of determining the channel’s positioning strategy. This task involved not only differentiation but also redefining competition in India’s dynamic and competitive broadcasting industry. The decision would impact marketing aspects such as the brand name and channel identity. This case offers opportunities to explore qualitative aspects of audience behaviour beyond competitive data, helping marketing students gain insights and analyse the competitive landscape in the industry to make strategic marketing decisions.
期刊介绍：
Asian Journal of Management Cases is a peer-reviewed journal that aims at providing high-quality teaching material to academics, consultants, and management developers, through cases on management practices in the socioeconomic context of developing Asian countries. The journal covers all administrative disciplines including accounting and finance, business ethics, production and operations management, entrepreneurship, human resource management, management information systems, marketing, organizational behaviour, strategic management, and managerial economics. Each issue of Asian Journal of Management Cases comprises four to five original case studies. Teaching cases should be accompanied with a Teaching Note (TN). Even though the TN will not be published, it is necessary for the review process and can be obtained by contacting the authors directly. Please refer to the online submission guidelines for details on writing a teaching note. AJMC does not publish pure research or applied research based on field studies (not case studies). The journal is published in March and September every year with thematically focused issues occasionally.
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