Marketing Strategy of ESPN – ESPN Marketing Strategy: The largest multinational multimedia sports-entertainment organization, was founded in 1979 and is known originally as Entertainment and Sports Programming Network. It has the most extensive sports assets, with more than 50 business entities located in over 200 countries worldwide in 5 languages.
ESPN Inc. is a joint enterprise of The Walt Disney Company & Hearst Corporation. It has broadcasting and cable rights in all markets that it operates.
ESPN At A Glance – Marketing Strategy of ESPN
Company: ESPN Inc.
CEO: James Pitaro
Founder: Scott Rasmussen | Bill Rasmussen | Ed Eagan
Year founded: 7 September 1979, Bristol, Connecticut, United States
Headquarters: Bristol, Connecticut, United States
Annual Revenue: US$7.90 Billion
Profit | Net income: US$2.08 Billion
Number of employees : 4,000
Products & Services: Original video content | Live games | In-depth analysis | Sports news coverage | Scores | Highlights | Commentary for cricket, rugby, football, F1, kabaddi and more.
Competitors: Fox Sports | Star Sports | Sky Sports | NBC Sports | Sony TEN | Eurosport | NEO Sports | Indirect Competitors | National Geographic
ESPN Fun Facts: In 1990, ESPN Inc added Major League Baseball to its lineup with the signing of a $400 million contract to broadcast the league’s games.
Marketing Strategy of ESPN
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Segmentation, Targeting, Positioning – ESPN Marketing Strategy
ESPN has such a wide broadcasting portfolio that it uses a mix of geographical and demographic segmentation techniques to address each segment of its business.
ESPN uses a selective marketing targeting strategy to target a different set of customers.
It is a leader in broadcasting and sports media entertainment. It employs a benefit-based posting strategy to give the company a distinct image in the minds of viewers.
ESPN Mission Statement
“To serve sports fans wherever sports are watched, listened to, discussed, debated, read about or played”
ESPN Vision Statement
“Serving Sports Fan, Anytime, anywhere”.
Competitive Advantage – Marketing Strategy of ESPN
Strong Parent Company: The multimedia entertainment company, which offers sports and entertainment for all ages, is owned by The Walt Disney (80% Walt Disney Corporation and 20% Hearst Corporation). This entertainment conglomerate operates in several business segments including Parks & resorts and media & studio entertainment as well as consumer goods.
Strong Service Portfolio: ESPN manages a business that includes more than 30 television networks, over 90 broadband networks, 13 websites, and 7 radio properties.
High TOMA: ESPN, a well-known name in the entertainment sector, operates with eight 24-hour domestic sports networks and television. It also owns 19 networks outside of the USA, which allows it to reach audiences in more than 60 countries.
BCG Matrix – ESPN Marketing Strategy
It is active in the following business segments: Television and broadcasting rights, broadcasting rights, rights to various sports & leagues, and Marketing & advertisement solutions.
Its business segments are all stars in the BCG matrix.
Distribution Strategy – Marketing Strategy of ESPN
It is present in more than 200 countries worldwide and has rights to more than 130 Leagues and sports.
The most prominent sports media brand is represented in several locations around the world, including New York City, Singapore, Mumbai and Bangalore, Sydney, Melbourne, Sydney, Bristol, and Melbourne.
Brand equity – ESPN Marketing Strategy
The company’s large product and service portfolio has allowed it to be highly visible worldwide. ESPN was ranked 32 nd on the Forbes magazine’s list of the World’s most valuable brands (as of May 2017). According to the market capitalization method, the brand is valued at $15.8 Billion and generates revenue of $11.8 Billion.
Competitive Analysis – ESPN Marketing Strategy
Due to the high infrastructure costs, there are only a few players in this industry. This is because of inherent risks like reputational, political, and regulatory compliance risks.
It competes against companies such as Star channels and CNN.
Market Analysis – Marketing Strategy of ESPN
The advent of social media platforms and digitalization has led to intense competition within the sports broadcasting industry.
Technological disruption, political stability, and rising literacy are just some of the factors that affect the companies it manages.
Customer Analysis – ESPN Marketing Strategy
ESPN caters to the growing needs of individual viewers, as well as targeting corporate companies for their marketing customer acquisition requirements. The ESPN viewers are between the ages of 10 and 45 years old.
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