Expansion of the core business of traditional media companies in Spain through SVOD services

The strategic importance of the internet for television became evident in the early 2000s, even destabilizing its very concept and finally resulting in convergence towards a profound transformation of the sector. The introduction of global over-the-top (OTT) media services into local markets has led to strategic changes in multimedia groups. This study considers the subscription video-on-demand (SVOD) services of Atresmedia and Mediaset España, the two main traditional media organizations in Spain that form a duopoly in the country’s commercial television sector, with the aim of understanding and evaluating their positioning strategy in this market and the results obtained through the diversification of their core business. Based on an analysis of their content, price, and promotion policies and the results in terms of subscriptions and revenues, slight differences emerge regarding the strategy and scope of these two groups in their own environment in the sector. They compete for customers to achieve growth in the audiovisual market while seeking to retain a cross-media, multiplatform audience, as well as expand their core business of commercial linear television against a background of a reduction of advertising spend on television and the expected increase of hybrid financing models.

Concept of Education Management: Positioning-Differentiation-Brand (PDB) for the Advancement of Islamic Education (Study at SMK Muhammadiyah 7 Gondanglegi, Malang)

Educational progress is produced by a strategic and quality process. To produce educational progress, the concept of educational management is needed with the Positioning-Differentiation-Brand strategy. This study aims to formulate a theoretical model: 1) positioning strategy developed by SMK Muhammadiyah 7 Gondanglegi to improve school competitiveness 2) differentiation strategy by SMK Muhammadiyah 7 Gondanglegi so as to strengthen the attractiveness of new students 3) branding strategy at SMK Muhammadiyah 7 Gondanglegi to make it known easier and become the hope of society 4) management strategy and reconstruction of Positioning-Differentiation-Brand (PDB) SMK Muhammadiyah 7 Gondanglegi so as to achieve the success of graduates being accepted by the industry and achieving school progress. This study uses a qualitative phenomenological approach in order to give birth to a phenomenological model formulation. Data collection techniques used: 1) direct observation, 2) documentation study, and 3) in-depth interviews. Data analysis using data reduction, data presentation, and drawing conclusions. The validity and reliability of the research results are measured by four criteria: 1) Credibility, 2) Transfermability, 3) Dependability, and 4) Confirmability.The results of this study indicate: 1) positioning strategy: on the customer (customer); on internal capabilities and strengths (company); over competitors (competitors); on changes (change); be a power of differentiation (clarity); compete for the products owned (consistency); have high credibility (credibility), and have superior products (competitiveness). 2) differentiation strategy: unique and different performance and design (product differentiation); friendly service with speed and convenience (service differentiation); capabilities in distribution channels (channel differentiation); Reliable Human Resources (HR) (people differentiation); courage to act (progressive differentiation); Iduka curriculum is always updated (content), industrial cooperation (context), and technology with other facilities (infrastructure: inabler) 3) branding strategy; innovative (core identity); open (extended identity); public trust (value proposition). 4) Positioning-Differentiation-Brand (PDB) management and reconstruction.Keywords: Education Management, Positioning-Differentiation-Brand (PDB), Educational Progress. The findings of this study are the reconstruction of the education management concept model with the Positioning-Differentiation-Brand (PDB) strategy for the advancement of Islamic education.

Pengaruh Strategi Positioning terhadap Keputusan Pembelian Produk Asuransi Jiwasraya

The purpose of this study is to identify and analyze the effect of product positioning strategy, price and service on consumer purchasing decisions on life insurance. This research is a library research. This research is a type of research that tries to collect data from literature studies. The first step of this research is to collect and study data from the same research by previous researchers . The results of this study indicate that products, prices and services have a significant effect on consumers' purchasing decisions on life insurance. The positioning strategy in making the decision to purchase life insurance products is positive. The company determines its target market, which includes all consumers as a whole. Meanwhile, the company's positioning strategy always prioritizes the interests of consumers, affordable product prices, and provides benefits. Keywords: Positioning strategy, Purchase decision, Influence

Consumer Perception of Brand Repositioning Through Benefit Diversification and Intensity of Use

A company's positioning strategy is focused on how the company wants its brand to be perceived in the market. However, the constant change of markets has led many companies to carry on repositioning strategies to deliberately change their strategic positioning, namely by widening its product or service benefits to attract a wider market audience. As product or service positioning is always defined by the consumer, there is the need to understand the extent to which each company is able to communicate its new intended positioning and actually make it perceived. This chapter presents the case of Pedras, a Portuguese brand of naturally sparkling water which ramped up its communication efforts regarding the extension of its product's benefits in order to minimize the potential gap between intended and perceived positioning. Digital communication strategies are discussed to engage young consumers.

An Exploration of the Green Targeting Strategy – Green Brand Positioning Strategy Linkage: A Qualitative Study

The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.

Strategi Segmenting, Targeting dan Positioning dalam Membentuk Brand Image Kafe Pan Java

Marketing is the main activity carried out to maintain business benefit, develop, and receive. Therefore, to attract consumers to make purchases, business people must be able to implement STP (Segmenting, Targeting, Positioning) strategy. This study aims to determine the segmenting, targeting, and positioning strategies used by Pan Java Cafe in forming a brand image. The method used in this research is descriptive qualitative, with data collection through interview and documentation. Then the data are analyzed using data reduction, data presentation and drawing conclusion. The results shows that the Pan Java strategy segmentation is based on Demographic, Psychographic and Behavioral segmentation. In the targeting strategy, Pan Java Cafe sets a target, where only the marketing team is in the upper middle class community such as Civil Servant (PNS), student, teacher, lecturer, and tourist. Meanwhile, Pan Java's strategic positioning positions its business as a tourist village or cafe that offers a place with a different, unique, comfortable, and safe atmosphere. Currently, Pan Java has formed a brand image as a cafe which is made up of local products.

Champion Position Analysis in Short Track Speed Skating Competitions From 2007 to 2019

Purpose: Short track speed skating is a racing sport with racing tactics are equally crucial to speed and technical skating skills. Therefore, to investigate the relationship between starting and finishing positions for elite skaters and subsequently, explore pacing patterns for champions are necessary.Methods: To investigate a pattern of effective tactical positioning strategy, Kendall’s tau-b correlations between starting and finishing position were calculated, with 500 m races having the most positive correlation (0.347, P < 0.05).Results: Furthermore, starting position distributions of winners in each round, as well as the fluctuations in champion starting positions across rounds were analyzed. Our findings showed that skaters on the first track were inclined to win the rounds in 500, 1,000, and 1,500 m (28, 28, and 22%, respectively), and the differences between starting and finishing positions for champions were minimized in semi-finals. Meanwhile, the pacing patterns were gaining more fluctuations by the increase of race distances for champions, as the average standard deviation of lap rankings equaled 0.90, 1.15, and 2.21 for 500, 1,000, and 1,500 m races, respectively.Conclusion: In conclusion, elite skaters should adopt flexible tactics at the lowest cost of energy consumption. The overall variability of lap ranking in long-distance races were distinctly higher than it in short distance.

Implementation of Brand Positioning in an Effort to Become a Religious Tourist Destination

Islamic Center Masjid Raya Hubbul Wathan is the largest mosque and a religious tourism center in West Nusa Tenggara. This study examines the brand positioning strategy implemented by this mosque, which functions as both a grand mosque and a spiritual tourism center. This study uses a qualitative method with a case study approach. Data were collected by interview, observation, and documentation and tested by sources and techniques triangulation. The results show that this mosque, as the grand mosque, has numerous qualified national and international imams, magnificent and comprehensive congregational prayer facilities, and varied and high-quality Islamic studies as its differentiation. While in the category of religious tourism center, this mosque has the unique building architecture and Menara 99 icon as its main advantages. The results of this study can be a reference in the development of tourism mosques that are nowadays increasing in Indonesia.

How to decode the value-consequence-attribute relationship: the application of TISM and ANP techniques

Purpose This paper aims to facilitate positioning strategy formation by decoding the relationship between consumers’ desired values, service attributes and expected consequences. Design/methodology/approach Key informant depth interviews are followed by a questionnaire of self-cause-and-effect assessments. Total interpretive structural modeling (TISM) is used to identify hierarchical structures via pair-wise preference comparisons. The analytic network process (ANP) is used to compute relative weights to evaluate the overall image of identified alternatives. The feedback feature in the ANP is enabled to obtain objective assessments. Findings With the help of both TISM and ANP techniques, the hierarchical and interactive relationships among consumers’ desired values, expected consequences and service attributes are revealed in the context of international airline services. Research limitations/implications The approach presented can help organizations to identify which attributes influence consumer evaluations of a company/brand; obtain the hierarchical and interactive relationships among service attributes, expected consequences and desired values; assess consumer preferences toward identified service attributes; and obtain an objective assessment of the competitive landscape, which can facilitate the development of effective positioning strategies and associated tactics. Practical implications Organizations adopting the methods presented in this study can have a better understanding of the consumer value chain and deliver better customer experiences. Originality/value The current study provides an innovative application of the TISM in conjunction with a feedback-enabled ANP technique to address brand positioning challenges. Future studies may consider adopting the TISM-ANP method as a foundation whenever one attempts to explore the values-consequences-attributes hierarchy.