National Geographic Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: February 16, 2019
Marketing Strategy of National Geographic 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 National Geographic marketing mix, help the brand succeed in the market.
National Geographic marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the National Geographic Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in National Geographic marketing strategy can be explained as follows:
National Geographic is a US based media company which is a leader in having programs on nature and geography. National Geographic includes programs in various categories like science, culture, history, reality, wildlife, pseudo-entertainment programs. Its sub-branch is Nat Geo Wild, which targets animal lovers and seeks to increase awareness about wildlife. It serves to more than 75% of the television households in U.S. It has a diverse offering under its marketing mix product portfolio. Other Nat Geo channels include Nat Geo Mundo, Nat Geo People, Nat Geo Wild,Nat Geo Channel HD.
National Geographic Price/Pricing Strategy:
Below is the pricing strategy in National Geographic marketing strategy:
National Geographic keeps its pricing competitive owing to several channels to compete with.
Since it’s a television program, it is free of cost if it comes under the plan or package of channel pool that the views chose. Individually, the subscription fee is at par with other channels. There is minimal difference as channels are priced based on their popularity and viewership. TRP plays an important role in the pricing of channels. However, sometimes the viewers are priced for the whole package, that is, for a set of channels which the views select.
National Geographic Place & Distribution Strategy:
Following is the distribution strategy in the National Geographic marketing mix:
National Geographic being a TV channel and an online interactive website with content has a huge geographic reach. With its unique concept, it has developed a market of its own.
The people who want to stay connected to the realities of the world, the emergence of new things are the target audience of this channels were the ones whom it targeted.
National Geographic Promotion & Advertising Strategy:
The promotional and advertising strategy in the National Geographic marketing strategy is as follows:
National Geographic understood customer’s needs and wants. They shifted from being a monologue to a dialogue. It believed that it has to show real life experience so that they are perceived as authentic and relatable to the viewers. Safari Live and Year of the bird were the breakthrough ideas of its social media strategy. National Geographic posts about interesting facts about wildlife, places and engages the digital media with insightful pictures and videos. With the kind of services it provides, involving people on social media was a cake walk. The difficult part is to find new viewers who are not inclined towards what is has to offer.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of National Geographic.
National Geographic has several business processes which include content creation, distribution, program scheduling etc. The people watch the show if they are subscribed. The more the watch, the popular it gets. With sponsors running multiple ads during breaks, the revenue of the channel increases. However, making the television viewers watch the sponsored advertisements is a tough task as people switch to other channels immediately when the ad comes.
National Geographic is a media channel focused on providing high quality content to its viewers. Various sets of people are involved. The owners of the National Geographic channel, the show writers and directors, the anchors, actors, audience, support staff, etc. The viewers on the television, internet and social media are a part of this too. More people does not necessarily mean efficient processes. It can hamper the efficiency as managing a larger set of people can be challenging.
National Geographic’s biggest physical evidence is its channel, website and social media page. This is where people interact with the product and its content. It makes a lot of money from the sponsors, online presence and has made a big name for itself through high quality content and smart advertising. National Geographic offices, sponsored events, conferences etc also add to its physical presence. This completes the marketing mix of National Geographic.
About National Geographic:
National Geographic, also called as Nat Geo is a U.S. based television network. It was started on 12th January,2001 and is headquartered at Manhattan, New York.
It is owned by 21st Century fox and National Geographic Television & Film. National Geographic enhances the minds of people by sharing insights and transferring knowledge to the viewers.
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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