MCRM GA GROUP 12

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Sandeep Sharma, Shreyabrata Dash, Shruti Sharma, Sumita Maiti

Contents

Goals & Objectives 2

Current Analysis 2

PESTLE Analysis 2

SWOT Analysis 7

Existing STP 3

Proposed STP 8

Executive Summary 8

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Goals & Objectives

For MCRM group assignment, an Indian company – “Amagi Media Labs Pvt Ltd.” is chosen for STP with
its core product/service in B2B category in field of TV Media broadcasting and advertising.

Objective of the group assignment is to analyze Amagi’s existing Segmenting, Targeting and Positioning
(STP) strategy and execute PESTLE & SWOT analysis to understand external factors affecting
Amagi(macro-environmental analysis) and identify gaps & opportunities by qualifying segments based
on measures (such as – measurability; accessibility; substantiality etc.) and thereby recommend a
positioning strategy on targeted segments for Amagi’s consideration for its future expansion by looking
a fresh set of STP analysis.

Current Analysis

Amagi Media Labs is a Bangalore-based tech and media start-up and media technology company, providing
cloud broadcast and targeted advertising platforms to TV networks and OTT providers globally. The company
offers media, playout, delivery, and ad revenue services.

Amagi

Company Name Amagi Media Labs Pvt Ltd.

Category Media & Advertising platforms.

Sector Advertising & Marketing.

Year of Start 2008

Type of Funding Series D ($4.25M)

No. of Employees 230+

Estimated Revenue $12.4 M

Tagline/ Slogan Bada Socho, TV Socho

Parent Company Amagi Corporation, NY, USA.

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Data Sources

Owler & Analysts reports : https://www.owler.com/company/amagi

Amagi Website : https://www.amagi.com/about/

Existing STP
Identify the existing segmentation and targeting strategy

Positioning – Core positioning of Amagi has been to create a unique value proposition for the media
industry by providing below set of values:

Broadcasters can launch their channels worldwide using the company’s cloud based technology without
having to install any hardwire in their office. Amagi today manages over 100 channels and delivers it to
worldwide audiences across 40 countries.

Content is delivered worldwide both on traditional cable satellite and OTT platforms. In broadcasting,
over-the-top content (OTT) is the audio, video, and other media content delivered over
the Internet without the involvement of a multiple-system operator (MSO) in the control or distribution
of the content.

Geo targeted advertising in TV channels as well as online video space at reduced cost and higher ROI to
advertisers. Here Amagi buys spots from TV channels and splits it amongst different advertisers based
on the geography they want the ad to be targeted. Advertisers hence pay a much lesser amount for geo
targeted advertising compared to paying for the national rollout of the ad.

STP

Broadcast services, Advertisement revenue services

Disaster recovery

Advertisement Technology

Media Technology

Segment Content Distribution

TV channels, cable satellite and OTT.

Target Group Content regionalization

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 Small & Medium Enterprise(SME).

Targeting advertising in online video space.

Technology on products & services making platform scalable for

expansion.

Expanding the reach in North India to become Pan-India company &

media platform.

Association with Internationally famous companies, such as – Turner,

Bloomberg & Vice using Amagi’s Cloud-based technology to launch
Positioning channels globally.

Amagi’s Customer Testimonials : https://www.youtube.com/watch?v=YlRM_4O9qKs

PESTLE Analysis

Let’s look at the macro-environmental factors at fresh –

Political Factors

These are all about how and to what degree a government intervenes in the economy. This
can include – government policy, political stability or instability in overseas markets, foreign
trade policy, tax policy, labour law, environmental law, trade restrictions and so on.It is
clear from the list above that political factors often have an impact on organisations and
how they do business. Organisations need to be able to respond to the current and
anticipated future legislation, and adjust their marketing policy accordingly.

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Economic Factors

Economic factors have a significant impact on how an organisation does business and also
how profitable they are. Factors include – economic growth, interest rates, exchange rates,
inflation, disposable income of consumers and businesses and so on.

These factors can be further broken down into macro-economical and micro-economical
factors. Macro-economical factors deal with the management of demand in any given
economy. Governments use interest rate control, taxation policy and government
expenditure as their main mechanisms they use for this.

Micro-economic factors are all about the way people spend their incomes. This has a large
impact on B2C organisations in particular.

Social Factors

Also known as socio-cultural factors, are the areas that involve the shared belief and
attitudes of the population. These factors include – population growth, age distribution,
health consciousness, career attitudes and so on. These factors are of particular interest as
they have a direct effect on how marketers understand customers and what drives them.

Technological Factors

We all know how fast the technological landscape changes and how this impacts the way
we market our products. Technological factors affect marketing and the management
thereof in three distinct ways:

•New ways of producing goods and services

•New ways of distributing goods and services

•New ways of communicating with target markets

Environmental Factors

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These factors have only really come to the forefront in the last fifteen years or so. They have
become important due to the increasing scarcity of raw materials, polution targets, doing
business as an ethical and sustainable company, carbon footprint targets set by
governments (this is a good example were one factor could be classes as political and
environmental at the same time). These are just some of the issues marketers are facing
within this factor. More and more consumers are demanding that the products they buy are
sourced ethically, and if possible from a sustainable source.

Legal Factors

Legal factors include - health and safety, equal opportunities, advertising standards,
consumer rights and laws, product labelling and product safety. It is clear that companies
need to know what is and what is not legal in order to trade successfully. If an organisation
trades globally this becomes a very tricky area to get right as each country has its own set
of rules and regulations.

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SWOT Analysis

SWOT Analysis

Cloud-managed broadcast services bringing simplicity,

advanced automation, and transparency to the entire
broadcast operation, be it for traditional TV or next-gen
multiscreen platforms.

India’s largest online media & planning platform for TV

advertising.

Strong on TV Ads in South of India.

Profitable company (~250% Y-O-Y growth) has potential for large

investment for domestic & global expansion.

Strengths

Company’s core work-force & foundations are still based in South-India

Weaknesses which has prevented its outreach to rest of India.

Offerings enables large TV networks and channels to launch,

operate and monetize channels anywhere in the world.

‘first-mover’ advantage on Geo-targeting system and patents

as well as series of products such as AmagiMix, Storm,
Thunderstorm, thereby also allows Amagi to tap in SMEs and
OTT players.

Opportunities

Competition from Global players, such as – KALTURA, INNOVD,

Simulmedia.

New start-ups venturing within India & abroad who specialize in Media
Threats platforms, Data Science & AI.

Source : www.televisionpost.com

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Proposed STP
identify gaps or opportunities that the company can target afresh

Identify and qualify segments by applying the segment attractiveness measures (such as –
measurability; accessibility; substantiality etc.)

Competitive Analysis of the chosen segments

Targeting - From the segments above, select ones that you propose to target

Propose positioning strategy for chosen target segment(s)

STP

Cloud Broadcasting of TV channels.

Segment Geo-targeting Advertising solutions

SMEs and OTT channels.

Geo-based targeting will further consolidate its strength in India where

products & Services are marketing with regional dimension.

Sports channels

Overseas TV channels with Regional & sub-regional appeal who are

Target Group looking to monetize TV advertisements.

Media platform with Machine Learning & Deep learning capabilities.

Leveraging experience in IPL(KKR-based channel) to penetrate into

Positioning Sports channels internationally.

Executive Summary

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