. Imagine you are the marketing manager of the Weather Channel (www.weather.com)

Question

. Imagine you are the marketing manager of the Weather Channel (www.weather.com). Based on the different ways to engage consumers, come up with a new product/service for the weather channel, which would implement a customer engagement strategy and which will enhance the channel’s popularity among teenagers (ages 13-18). To do this, you will need to:

a. Analyze this segment, suggesting needs and what’s important for this market;

b. Make a quick SWOT analysis for the weather channel;

c. Fit engagement strategies that suit with this segment and that would serve the goal of the Weather Channel.

Explanation / Answer

Weather channel is an American based satellite television channel. This is owned by "The weather Company" which focuses on national and international weather information.

Being a marketing manager, the different ways i would engage consumers with new products/services for the weather channel - Target audience (ages 13-18)

1) Advertising on the different products which could be useful in a particular seasons

2) Organic beauty products for teen girls

3) Electronic gadgets for teen boys

4) General knowledge and quiz programs

This market needs to give weather forecast to escape from the extremities of the climate. Based on the weather report, people can actually schedule their programs and act in a much better way. Say for example, if the weather report says, that there are rains coming from the coastal areas due to which people need to be cautious. All those who see the report will be cautious, but who don't has to be victims for those circumstances. So, right forecasting is very essential for this market.

SWOT analysis -

Strengths - Knowing about the weather much in advance.

Weakness - People rely on the information completely. Sometimes, the report could prove wrong. This affects the trust they have on the channel.

Opportunity - The viewer base increases, due to which the TRP's also increase. Popularity will increase.

Weakness - Threat of new entrants

Engagement strategies - The engagement strategies that suit this segment are :

1) Reaching the minds of the people

2) Streaming the most popular news

3) Engagement through the mobile app

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