SWOT Analysis of Sprout with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Media & Entertainment
First 24-hour preschool destination available on TV, on demand and online for children ages 2-5 and their parents and caregivers
Mostly preschool children and their parents
Devoted to kids aged 2-5 years
Uniquely designed to follow a preschooler's day from breakfast to bedtime
1. Available on both digital cable and satellite television 2. Invested heavily in original programming to better compete with preschool oriented cable networks 3. Under NBCUniversal, sprout got increased visibility and its upfront sales gained 4. Sprout’s Video on Demand offering is on top for younger children with over 1.8 billion views
5. Have stated policy of only airing ads targeted at children’s parent
6. Nearly 60 million households access the channels
1. With an intent to serve as a home for archived content, it lost competition to fellow pre-school oriented cable networks
2. NBC kids is the only Saturday morning programming block to air cartoons and hence engage kids
1. Strategy of scheduling back-to-back special episodes to draw in and hold young viewers 2. Invest heavily in mobile application as preschoolers and their parents are gravitating to the technology
1. Daytime viewership dropped with launch of Disney
2. Unlike, other children’s TV networks, sprouts airs programs that only last one segment and faces challenge to attract audience
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