Soapnet SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 209
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SWOT Analysis of Soapnet with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Soapnet

Parent Company

Disney-ABC Television Group , The Walt Disney Company

Category

Media Channels

Sector

Media & Entertainment

Tagline/ Slogan

New way to watch soaps

USP

Channel for day time viewers

STP

Segment

Soap fans who enjoyed reruns via their own collection

Target Group

Working women and college students

Positioning

Home to classic dramas

SWOT Analysis

Strengths

1. Daytime soap repeats are the channel’s main asset

2. Close to 70 million households with TV received Soapnet

3. Channel offered working people to watch soap operas at their convenience

4. Soapnet received high cable coverage due to Disney’s aggressive policy of pulling ABC-owned broadcast stations

5. Soapnet also tried its hand at original programming and was nominated for Daytime Emmy awards for the same

Weaknesses

1. Disney Junior replaced Soapnet in 2013
2. Soapnet’s original programming failed to attract audience

Opportunities

1. As technology evolved, made more sense to align the distribution with a preschool channel, built on core strengths of the company

2. Large amount of new episodes could be replaced by rebroadcast of

Old daytime soaps as requested by fans

Threats

1.  With emergence of technology the viewers preferred to watch soaps online

2. Overabundance of primetime programming on the channel annoyed viewers

Competition

Competitors

1. SaopCity
2. Oxygen Media

3. Bravo Media



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