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Learning Team Integrated Marketing Communications (IMC) Plan and Presentation - Essay Example

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Learning Team Integrated Marketing Communications (IMC) Plan and Presentation

Hastings, an industry expert noted that “we are becoming like them in doing some originals and they are becoming more like us in creating an on-demand interface like HBO Go," which allows viewers to watch channels on the Web and on mobile and tabulate devices” (Coyle, 2012). This comment however is not without merit because close analysis in the industry shows that online video is going that way. Already, Netflix, the dominant player in the online video industry premiered its first scripted show Lilyhammer and House of Cards which was originally aired on Fox (Coyle, 2012). Hulu also premiered its own documentary show Battleground in February followed by Up to Speed which is a documentary about the ignored monuments of American cities (Coyle, 2012). Even Yahoo which was originally known as a search engine and email provider launched Electric City an animation series produced and voiced by Tom Hanks. Netflix, the industry leader is already operating under the assumption that TV and internet is converging with TV networks already experimenting on of going online for its shows to be seen in the internet and handheld mobile devices (Coyle, 2012). ...
Branding As a brand, Hulu was previously known to be a free internet movie provider whose content were supported solely by advertisement. Its transition from free internet movie provider to paid subscription albeit first was met with resistance (Sandoval, 2009) was however overcome where Hulu is now known as one of the leading provider of internet videos. While Hulu have made decent strides in the internet video industry, its brand is not yet that established compared to its competitor Yahoo who is capitalizing on its existing audience base. Thus, it is highly recommended that Hulu should diversify and create more original content that is patently produced and owned by the company for the brand to be known among consumers. It is also recommended that the company should advertise itself more to increase the presence of the brand. Hulu’s brand presence should also not be limited in North America but extend it abroad including the rising market in Asia if it intends to go global. Positioning The online video market uses the internet as its platform which is global in reach and cost efficient. Having this reach to anywhere in the world for as long as there is an internet connection spells a different economics for industry players because of the sheer volume of its potential market. Unlike in traditional broadcast TV whose immediate reach is limited to one geographical location such as the United States, internet video can reach other countries simultaneously without having its shows or content syndicated to a third party just for the content to be shown outside the territory of its original location. At present, Hulu is limited to US customers and is not able to other regions particularly in emerging market such as Asia. This limitation is ...Show more

Summary

Market assessment and strategy  The exact trajectory of the online video market is difficult to determine due to the dizzying innovation that is happening in the industry. Being still in its nascent stage, the internet video is still in its formative stage compared to the traditional 70 year old broadcast TV where its format and presentation is already established…
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Learning Team Integrated Marketing Communications (IMC) Plan and Presentation essay example
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