This PowerPoint will be about the streaming service, Hulu.
Background Information
New segment: The new segment of Hulu is the opportunity for people beyond 50 years of age to access Hulu which will ultimately give the organization more subscribers and viewers.
Value Proposition: Hulu was created to offer episodes of current seasons of TV shows, with the majority of them becoming available as quickly as a day after they are aired.
You are provided with dozens of original content that customers love. One of the most loved Hulu originals is American Horror Stories, however, there are tons of options to choose from.
Hulu also gives you a variety of bundles as well as add-ons to pick which enables you to stream from other channels and platforms without having to manage them. Plus, you also save money by bundling!
Questions:
I. The Marketing Message
Your client was persuaded that your new segment is a promising one to approach. The client has requested your firm to create a single message that can reflect your client’s brand value proposition and positioning. This message much reach consumers to create awareness and generate need with those potential customers.
a. Define the primary segmentation of Hulu.
i. Describe the new segment above in more detail.
ii. Discuss the purpose of your client’s marketing communication with this segment.
b. Define the Value Proposition. Refer to the value proposition above.
i. Refer to the value above. Adapt that value proposition to your new segment. Present here the new value proposition that you will use to create the message for the new segment.
c. Create the message.
i. Create and provide here an example message that would be appropriate to resonate with your new market segment for the client’s purpose. See the “Integrated Marketing Strategies” attachment. Use words and/or images.
II. The Marketing Communication Tools
a. Choose the tools. You have determined the message. Now, you’ll consider the marketing communication mix. What are the best marketing communications or promotional tools for this message?
i. Consider the promotion tools described in the “Tools of Promotion” attachment. Begin by identifying for yourself which ones are not appropriate and why. Present two tools you recommend for communicating this message to this target segment. Choose and discuss at least two different tools described in the “Tools of Promotion” attachment. Your choices must reflect the characteristics of your target segment.
ii. For the two promotional tools you recommended in this section, add additional detail. For example, if “events and experiences” was one of your recommendations, provide an example of an event that would be appropriate to communicate the message to your target segment.
III. Recommendations (Summary and Conclusion)
a. The right message and medium for the segment. What is the message and the medium you recommend to reach this new target consumer segment?
i. The segment: Summarize the new segment you created. You are reminding the client of the goal.
ii. The message: Present the message appropriate for the segment. Use words and/or images.
iii. The promotion tool: Present at least two different promotional tools from the major modes of communication, along with an example for each.
iv. How to integrate the marketing communications? Make some specific recommendations for your client to best integrate the message and the marketing communications you have recommended.
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