Here is part of my Plan book of Youtube Red
Base on the suggestions to revise my essay.
Suggestions：
1. *** Good effort in trying to analyze all the 5 trends. Note that external trends should be discussed in ways such that how the trends affect online streaming service market in general and/or Youtube Premium in particular. You could be more specific about how economic and cultural trends are relevant there. Drop the term “political” because you did not discuss this trend..
2. *** Current Advertising and Promotion: Discuss also their message strategy as seen from their commercials. They used to run three 15-second commercials with each advertising the benefits such as offline reviewing, music on the go, and no commercials, respectively. See if they are still running the same ads. If so, discuss them in your paper. Add their current slogan, too, if any.
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YouTube Red Planbook
Situation Analysis
When planning the new campaign, it is important to examine the internal and external environment of YouTube Red because of the effects it will have on the overall success or failure of the strategy. The economic environment would encompass all factors regarding the economy and the effects they are likely to have on the success of the product. The use of YouTube Red has cost implications for users; thus, the issue of the economy and the amount of disposable income would emerge. The cultural trends should examine how acceptable the product is across various cultures. The campaign should consider whether the product would be acceptable to the culture of the target market, or whether some of its content could be interpreted as culturally offensive.
Technological advancements are crucial because the device requires other devices for it to function. For customers to enjoy YouTube Red, they will require a certain level of technological awareness. Being tech-savvy would enable the target market to harness all the benefits that the product promises. Lastly, social and political trends would determine the acceptance of the product and indicate how it is likely to perform in the future. Social trends are especially important because of the need to determine demographics of the targeted market. Younger users are likely to be the main users of the platform; thus, the campaign should consider their preferences. All technological innovations require a critical examination of social trends because of the possibility that the targeted segment might change its needs and preferences, and that the product could become redundant before it reaches the intended market segment.
Brand Positioning
YouTube Red positions itself as the premier app for ad-free videos, uninterrupted access to YouTube and YouTube music, offline viewing, and free access to Play Music for the upwardly mobile users. The product gives its ads-free content as the point of differentiation, and highlights online streaming of music and videos as its frame of reference. It attempts to give compelling evidence to convince clients to sign up for its products.
The brand is premium because clients have to pay to access the services. The implication is that the product targets people with a significantly higher disposable income, and who will be willing to pay an extra cost for the services. The fact that the company intends to expand its subscription services beyond the U.S. market attests to its brand positioning and underscores its desire to compete with other subscription services that provide premium content, such as Hulu and Netflix.
Advertising and Promotion Strategy
YouTube Red depends on its parent company, YouTube, to reach the target market. The advertising strategy involves offering subscribers several benefits that enhancing their viewing experience. The decision to remove ads from the content is aimed at attracting users that tend to block ads when using the Internet. The app’s promotion strategy involves engaging users, giving them various options for the use of the product, and collaborating with other companies. The use of its parent company is an especially effective strategy because it helps it to increase visibility. Other promotional activities include highly publicized partnerships with established video creators. The key promotion is the attractive deals that enable people that wish to upload videos or any other content and to store them on their devices for offline viewing. The “YouTube Red Originals” is an effective marketing and promotional strategy because it enhances access to new markets since it stars some of the consumers’ favorite “YouTubers.” However, the company has to compete with established premium subscription companies that offer similar products. Besides, its competitors have been in the market for some time, and have established their market presence.
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