Animal Planet SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 673
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SWOT Analysis of Animal Planet with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Animal Planet

Parent Company

Discovery Communications

Category

Satellite television channel

Sector

Media Channel

Tagline/ Slogan

Surprisingly Human

USP

Educationally based television

STP

Segment

Children and adults interested in educational shows on animals and wild life

Target Group

Children and adults

Positioning

Programs related to animals and other broadcasts designed to tap into humans' basic instincts with stories that reiterate what makes humans human

SWOT Analysis

Strengths

1. Country-specific versions of the channel for Canada, India, Japan, Taiwan etc.
2. 1080i high definition broadcast in USA & Norway
3. Launch of more reality programming and live shows

4. The channel has its presence in over 70 countries

5. In US, it is accessed by 90 million households

6. Shows are popular among all age groups, and has many sponsored events

7. Strong parent company gives credibility

Weaknesses

1. Perceived as a channel for kids
2. Less flexibility in broadcasting non-animal related programs
3. Negative criticism for broadcasting documentaries with digitally manufactured scenes & discredited evidences

Opportunities

1.  Targeting more segments and reaching out to more audiences
2.  To broadcast more programs about wild life apart from focusing on pets and domesticated animals

Threats

1.  Knowledge based channels can appear preachy and paternalistic which might not attract adults
2.  Widely available videos and knowledge on internet

3. Increasing competitor activity is a concern

Competition

Competitors

1. Nat Geo Wild
2. Discovery Channel
3. Discovery Science
4. History



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