Hallmark Channel SWOT Analysis, USP & Competitors

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SWOT Analysis of Hallmark Channel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Hallmark Channel

Parent Company

Crown Media Holdings (Hallmark Cards)

Category

Movies and miniseries

Sector

Media

Tagline/ Slogan

The Heart Of TV

USP

Produces family shows and movies

STP

Segment

Based on lifestyle

Target Group

People who stay in families

Positioning

An channel which you can sit and enjoy with your family

SWOT Analysis

Strengths

1. High penetration-Available in majority of US households with television
2. Initiatives like “Watch with me” to encourage families to spend time together have been very popular throughout the year 
3. The channel celebrated 100 years under the Hallmark brand and has created a loyal audience base
4. Online Movie shop, website and an Original online series called On Location have kept it updated on the technology front

5. Accessed by close to 85 million viewers in US alone

Weaknesses

1. It has faced a lot of changes in its leadership position due to which functioning could never be stable 
2. The channel was dropped off AT & T Universe due to certain carriage distributes which maligned its image3.Audience viewership and rating is lower as compared to other channels

Opportunities

1.It has undergone a lot of rebranding and rejuvenations starting from being a religious channel to a secular channel and then to the entertainment genre presents it with a lot of opportunities to experiment with the programming content
2.Acquiring the Kermit Channel in Asia provided it opportunity to expand out of USA
3.The channel had some original programming and marketing initiatives like user microsites, sweepstakes and special programming events

Threats

1.The channel was put on sale because of 1million$ debt on Crown media holdings and such threats still remain
2.A lot of competitors as well as other channels show similar content hence there is no differentiation

Competition

Competitors

1.The Family Channel
2.ABC Family
3.Family TV


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