Financial assistance by the cbs bank mba finance project report
CBS Brand Project
-
Upload
vanja-djekic -
Category
Business
-
view
153 -
download
0
description
Transcript of CBS Brand Project
![Page 1: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/1.jpg)
CBS
Kartik DuaMorgan ChevalMaria Eduarda OrzesServet BukceVanja Dekic
![Page 2: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/2.jpg)
Background
Columbia Broadcasting System
• Entertainment• Cable Networks• Publishing• Local Broadcasting• Outdoor Americas
![Page 3: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/3.jpg)
Portfolio
![Page 4: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/4.jpg)
PortfolioCBS NEWS
One of the most followed news program all over the country.
Anchors
Bob Schieffer Ashley Morrison
![Page 5: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/5.jpg)
Portfolio
CBS Morning News CBS This Morning
![Page 6: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/6.jpg)
CBS TV Series
The Bing Bang Theory• Person Of Interest
![Page 7: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/7.jpg)
CBS SitcomsTwo and a Half Men • How I Met Your Mother
![Page 8: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/8.jpg)
CBS Corp Revenue
CBS+CW Network 31%
CBSTV Licensing
21%
TV Stations + Radio 19%
Outdoor Advertising +
Publishing 15%
Business Model
• Most Revenue from Advertising• Content Licensing & Syndication• Revenue 1.26 billion (2008) to 1.77 billion (2012)
![Page 9: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/9.jpg)
Internal Environment
As per Indeed, top attributes for CBS internal Work Cultureo Compensation/Benefitso Managemento Job Securityo Job Cultureo Job Work/Life Balance
As per Glassdoor, internal employee review for CBS- Pros
o Monthly lunch and other events organizedo Health and PTO benefitso Very cooperative and supportive seniors or managerso Directors and seniors managers easily approachable by any employeeo Excellent benefits and compensationo Good place to learn and grow
- Conso Most career options in Californiao Heavy workload
![Page 10: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/10.jpg)
S.W.O.T. Analysis
STRENGHTS WEAKNESSES
o Geographical diversityo Extensive content libraryo Audience diversity
o Distribution barrierso Tendency to skew the newso Dependency on advertising
OPPORTUNITIES THREATS
o Internal expansiono Mobile broadbando Online radio
o DVR-skipping commercialso Internet newso On-demand videoo Charlie Sheen departure
![Page 11: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/11.jpg)
Audience
Baby Boomers Millennials
![Page 12: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/12.jpg)
Audience Behavior
![Page 13: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/13.jpg)
CBS Selling Place
Over 20 worldwide TV shows and series;
Souvenirs of TV shows and series;
Sold TV shows in over 60 countries;
Super bowl Commercials: ° Price ° Most watched
![Page 14: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/14.jpg)
Competitive Analysis
Direct
o Fox Broadcasting Companyo ABC Cable Network Groupo NBC Television Network Companyo MTV Network Company
![Page 15: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/15.jpg)
Competitive Analysis
Indirect
o The Walt Disney Companyo Time Warner o NBC Universal
![Page 16: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/16.jpg)
New Opportunities
o Develop partnershipso Create on-demand TV websiteo Create own event management companyo Open a theme parko Create series based on blockbusters
![Page 17: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/17.jpg)
New Concept
o CBS Academy
To practice and learn about The medias and broadcastingprofessions
![Page 18: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/18.jpg)
Brand Personality
TV shows relate to CBS personality
Fun, smart, entertaining, classy, and serious.
![Page 19: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/19.jpg)
Brand PlanOverview
CBS annual profits and graphics can show how CBS has
grown every year. CBS is one of the biggest channels in
America but they still have their competition and rivals not
only for TV Series and shows but also on advertising and
audience.
![Page 20: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/20.jpg)
Objectives
CBS is one of biggest broadcasting network in
America, their plan for the future is become THE
MAJOR network and have the biggest ratings; bigger
than their competitors. Also, every year their profits
have to increase at least 10%. To achieve these goals
they will have to…
![Page 21: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/21.jpg)
Strategies and Tactics
Target all types of audiences (Teens, Young
adults, adults and seniors) by creating new
series, shows, and events.
Enlarge their Social Media by creating more
“games” and promotions in order to have
more viewers and loyalty.
Hiring more young professionals to help with
newer ideas and plans.
Try to be more out there by and use face to
face marketing to spread CBS’s name.
![Page 22: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/22.jpg)
CBS Brand Calendar
![Page 23: CBS Brand Project](https://reader036.fdocuments.us/reader036/viewer/2022062405/557d32c8d8b42a7a608b533f/html5/thumbnails/23.jpg)
Q&A
Thank you!