CBS Brand Project

CBS

Kartik DuaMorgan ChevalMaria Eduarda OrzesServet BukceVanja Dekic

Background

Columbia Broadcasting System

• Entertainment• Cable Networks• Publishing• Local Broadcasting• Outdoor Americas

Portfolio

PortfolioCBS NEWS

One of the most followed news program all over the country.

Anchors

Bob Schieffer Ashley Morrison

Portfolio

CBS Morning News CBS This Morning

CBS TV Series

The Bing Bang Theory• Person Of Interest

CBS SitcomsTwo and a Half Men • How I Met Your Mother

CBS Corp Revenue

CBS+CW Network 31%

CBSTV Licensing

21%

TV Stations + Radio 19%

Outdoor Advertising +

Publishing 15%

Business Model

• Most Revenue from Advertising• Content Licensing & Syndication• Revenue 1.26 billion (2008) to 1.77 billion (2012)

Internal Environment

As per Indeed, top attributes for CBS internal Work Cultureo Compensation/Benefitso Managemento Job Securityo Job Cultureo Job Work/Life Balance

As per Glassdoor, internal employee review for CBS- Pros

o Monthly lunch and other events organizedo Health and PTO benefitso Very cooperative and supportive seniors or managerso Directors and seniors managers easily approachable by any employeeo Excellent benefits and compensationo Good place to learn and grow

- Conso Most career options in Californiao Heavy workload

S.W.O.T. Analysis

STRENGHTS WEAKNESSES

o Geographical diversityo Extensive content libraryo Audience diversity

o Distribution barrierso Tendency to skew the newso Dependency on advertising

OPPORTUNITIES THREATS

o Internal expansiono Mobile broadbando Online radio

o DVR-skipping commercialso Internet newso On-demand videoo Charlie Sheen departure

Audience

Baby Boomers Millennials

Audience Behavior

CBS Selling Place

Over 20 worldwide TV shows and series;

Souvenirs of TV shows and series;

Sold TV shows in over 60 countries;

Super bowl Commercials: ° Price ° Most watched

Competitive Analysis

Direct

o Fox Broadcasting Companyo ABC Cable Network Groupo NBC Television Network Companyo MTV Network Company

Competitive Analysis

Indirect

o The Walt Disney Companyo Time Warner o NBC Universal

New Opportunities

o Develop partnershipso Create on-demand TV websiteo Create own event management companyo Open a theme parko Create series based on blockbusters

New Concept

o CBS Academy

To practice and learn about The medias and broadcastingprofessions

Brand Personality

TV shows relate to CBS personality

Fun, smart, entertaining, classy, and serious.

Brand PlanOverview

CBS annual profits and graphics can show how CBS has

grown every year. CBS is one of the biggest channels in

America but they still have their competition and rivals not

only for TV Series and shows but also on advertising and

audience.

Objectives

CBS is one of biggest broadcasting network in

America, their plan for the future is become THE

MAJOR network and have the biggest ratings; bigger

than their competitors. Also, every year their profits

have to increase at least 10%. To achieve these goals

they will have to…

Strategies and Tactics

Target all types of audiences (Teens, Young

adults, adults and seniors) by creating new

series, shows, and events.

Enlarge their Social Media by creating more

“games” and promotions in order to have

more viewers and loyalty.

Hiring more young professionals to help with

newer ideas and plans.

Try to be more out there by and use face to

face marketing to spread CBS’s name.

CBS Brand Calendar

Q&A

Thank you!