Contents

• Executive summary
• Introduction
• Objectives of the study
• Scope of the study
• Product and Channel Strategies
• Product Portfolio of Canadian Broadcasting Corporation
• New Product Development Opportunity
• Channel Strategy
• Communication and Pricing Strategies
• Communication Strategy
• Communication elements for effective communication strategy
• Advertising Strategy
• Public Relations Strategy
• Direct Marketing
• Integration of Advertising, PR and Direct marketing
• Nature of Competition in Asia
• Pricing Strategy for Radio Canada International
• Penetration Pricing Strategy
• Marketing plan implementations
• Measure performance of Marketing Strategy
• Causes for high or low performance of Marketing Strategy
• References

Description

The Canadian Broadcasting Corporation, typically referred to as the CBC, is a nationwide community broadcaster of Canada. The idea of a community broadcaster surfaced throughout the halcyon days associated with radio in the beginning part of the 20th century. Radio offered a fresh approach to disseminate information and knowledge, and launched a new channel for leisure. In the present time period, CBC is experiencing financial meltdown due to reduction in advertising revenue and there is a strong need of product or market development with new and distinctive marketing strategies. Radio Canada International (RCI) is a renowned product line of CBC serving many countries featuring a fresh, informative and compelling content. To branch out the horizons of RCI, a new business plan with product development and market development has been developed to target the segments in Asian countries to achieve competitive advantage and turn into a market leader. An entire identification of opportunity has triggered the enhancement of the new marketing and advertising strategies in Asia for the reason that culture, values, norms, interests and buying behavior of Asian market is extremely different in comparison to other market segments. In 2010, Canada Broadcasting Corporation confronted a downfall period as a result of decline in the advertising gains and profits. This new business plan development together with defined channel, advertising, pricing and communication strategies have been created because these strategies ascertain prosperous directions for connections buildings across diverse civilizations at the start and maintaining stage for CBC. Local, regional and international channels set up numerous challenges and competition for Radio Canada International. Consequently, to start with, penetration pricing strategy is going to be used to penetrate in the new market proficiently and capture the market share prudently.