Commercial and marketing success of ' Canal + ' .

Résumé du document

Throughout this paper, I will try to describe how canal +, a television channel became a cult. The choice of this TV channel was immediate because of the attention I pay to it. It also appears to be particularly interesting on account of the story of the company, but is especially attractive because of the commercial and marketing success of Canal +. This study has been conducted in three parts. In the first part, there is a description of the market of French channels, illustrated by the use of the PESTL model, and the 5 forces of Porter models. In the second part, we shall make a presentation of the company Canal + and will attempt to reveal its description, its general politics and the keys to its success. In the third and final part, I will explain the Marketing communication and Advertising communication of the company, with the Marketing analysis management.

Extraits

[...] The cinema and the sport so correspond to more than of the total programming, and represent the main charm of the channel. The general politics of the company is also turned to the financing of the French film production, what allows it in the long run a low-cost repeat broadcast. Canal + invests in film productions at different levels and according to its needs also. Canal + tempted a crazy bet that was that to conquer a clientele ready to pay and to tend to develop loyalty. [...]

[...] The location of Canal + with regard to the FCS 1 is thus excellent. Furthermore, the vision of the television to Canal + takes place from the beginning in gap with the already existing offer. The programming of broadcast of the type Nowhere else, the advance of Nuls” and Guignols de l'info” advance certain spirit Canal. Even there the location of Canal + with regard to the second key factor of success is excellent. Beyond the programming of films and football Canal + tries to offer a varied editorial and quality contents. [...]

[...] In the third part, I will explain with the Marketing analysis management, Marketing communication and Advertising communication of the company. External Analysis: The market of the French channels 1. Rivals on the market At first, let me remind you which we assist at television in two speeds: public channels on one side and private channels on the other one. This duality allows the viewers to take advantage of channel in the totally different perspectives: TF1 diffuses entertainment broadcasts, games, fictions, sport, information, cinema, youth and magazines emissions (culture, society). [...]

[...] The state has also set out to sustain Canal + in case of loss or failure. Economical environment The French audiovisual sector is divided in two sectors: The public sector with five metropolitan television channels: France television, France2, France3, The Fifth, ARTE and a company which broadcasts by cable and satellite TV5-Europe. The private sector contains three Hertzian television channels: TF1, M6 and very sure Canal Moreover the audiovisual sector developed a lot between 1987 and 1995 because for example the number of flats linked to the cable is crossed by 58 in 1640 what confers on Canal + a legitimacy in its sector and important possibilities of development. [...]

[...] If we try to define the key factors of success of time we can realize that CANAL + put them all in its profit. KSF Offer an alternative to the free television proposed on the Hertzian channels by means of a specific offer and in strong added value. FSF To propose a vision moved of the television that is able smarcarsi of the public service. FSF Propose an offer varied in term of contents. FSF Imply the televiewer. As we saw it higher, the offer of Canal + is from the beginning different from that of the Hertzian free channels. [...]