Sprout SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 235
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SWOT Analysis of Sprout with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sprout

Parent Company

NBCUniversal Cable

Category

Media Channels

Sector

Media & Entertainment

Tagline/ Slogan

Let’s Grow

USP

First  24-hour preschool destination available on TV, on demand and online for children ages 2-5 and their parents and caregivers

STP

Segment

Mostly preschool children and their parents

Target Group

Devoted to kids aged 2-5 years

Positioning

Uniquely designed to follow a preschooler's day from breakfast to bedtime

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competition

Competitors

1. Nick Junior
2. Disney Junior



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