Discovery Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: December 25, 2017

Marketing Strategy of Discovery analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Discovery marketing mix, help the brand succeed.

Discovery marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Discovery Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Discovery Product Strategy:

The product strategy and mix in Discovery marketing strategy can be explained as follows:

Discovery channel provides content for viewers of all age groups. They have a subsidiary channel Discovery Kids which showcases content suitable for kids like children’s activities, cartoon shows, teaching and learning shows, etc. They have wide variety of shows as a part of their marketing mix product & service strategy. The main Discovery channel showcases programmes which are aimed at providing information about the world which you might or might not know. It takes you into the deep rainforests of the Amazon, to the depths of places which are yet to be inhabited by humans, into the animal world or aquatic world, into the factories where products are manufactured, etc. Discovery features many documentaries which give us various insights into the world mysteries, controversies, theories, tragedies etc. Discovery provides their services in different languages. The most popular Discovery channel shows are: Planet Earth, Myth Busters, Man Vs. Wild, Deadliest Catch, Brain games, Bush People, Rocket Science, Bad universe, The FBI Files, and Gold Rush.


Image: company website


Discovery Price/Pricing Strategy:

Below is the pricing strategy in Discovery marketing strategy:

Discovery Channel is a subscription channel which is provided based on paying a small sum of money to the cable operator.

Their revenue mainly depends on the subscription charges and the advertisements that they run on the channel. It is priced very nominally and is often provided with several other channels. It is also listed on New York Stock Exchange under Discovery Communications Inc.


Discovery Place & Distribution Strategy:

Following is the distribution strategy in the Discovery marketing mix:

Discovery is a service provided to the viewers and its viewership is mostly based on Television channels. These channels could be available on cables, IPTV (Internet Protocol Television), and DVB-T providers (Digital Video Broadcasting). Its presence is most significant in countries like Canada, countries all over Europe, Australia, New Zealand, countries of South East Asia, South Africa, and India. In India, they are available in 4 languages apart from English: Hindi, Tamil, Telugu, and Bengali.

It also has a digital presence in the form of discovery.com, which is an official site of Discovery Channel.


Discovery Promotion & Advertising Strategy:

The promotional and advertising strategy in the Discovery marketing strategy is as follows:

The channel is generally focused towards the viewers who are in 15+ in age. Discovery Kids, its subsidiary is focused towards kids and children. Discovery Channel is always in a stiff competition with History channel, National Geographic etc. With all the competition Discovery has managed to stay in the top position with its spectacular line up of shows which have garnered huge popularity throughout the world. In the 1990s, Discovery ran a promotional campaign in the United Kingdom where they sent out magnetic pens to offices in London. Apart from the promotional gigs, they have their quality going for them. Their channel broadcasts highest quality audio, videography and photography which amasses viewers for the channel. The viewers are drawn towards quality in this sector. They have already paid their cable operators a nominal amount for the viewership of these channels. Their loyalty would now depend upon the quality of the content. Apart from this, Discovery had marketed itself with many taglines, few of them are “There’s no thrill like Discovery”, “Let’s all Discover, Why no myth is safe”, “Entertain your Brain”, “The World is just Awesome”.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Discovery.


Physical Evidence:

Discovery channel is watched in 430 million households in 170 countries. Apart from the originating nation, it broadcasts the channel worldwide and it is available in 33 languages. Discovery also has a huge social media footprint with its presence on Facebook, Twitter, Discovery Pages, and Blogs. Apart from that it also has a very impressive website DiscoveryChannel.com.


People:

People are the main assets here who are in charge of the success of the channel. People are present in every aspect of the Discovery Channel. The content is designed and enacted by the People and it is crucial for the channel to employ the best quality and value-adding individuals. The quality of the content is the reason for high viewership. So, it is imperative for people to be the best in their work.


Process:

Viewers subscribe to the Discovery channel through their TV operators or watch the shows online through various online portals. When you are viewing through your cable, you pay some amount for the subscription and the channel becomes available for viewing. For viewing the content online, one needs to visit the official website or the videos can be streamed from different websites like Netflix, Amazon, Hotstar, etc. Some platforms may be free while others may charge yearly or monthly subscription fees. After the payment, you can watch the channels online. This completes the marketing mix of Discovery channel.


About Discovery:

Discovery Channel is an American satellite television channel which aims at providing infotainment to its viewers. It was launched in June 1985 by Discovery Communications. Today it is one of the top viewed channels in the U.S. It has its headquarters in Silver Spring, Maryland and it is broadcasted worldwide. Its span is over 400 million households worldwide. The channel’s objective is in line with its name “Discovery”, which is aimed at providing people new insights and gain new learning.

Discovery started off as a channel which provides information about Science, Technology, History, World Sciences. Apart from a channel, it also runs an offline store, radio channel, conducts cycling races, and funded the construction of a telescope.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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