ESPN: A Case Study
Rachel Rogers
MKT 550
Case Study #18
1. In a succinct manner, describe what the ESPN brand means to consumers.
ESPN stands for Entertainment and Sports Programming Network. Consumers associate ESPN with excellence in the sports entertainment business. ESPN satisfies the need for sports to customers. ESPN broadcasts by utilizing television, internet, radio and mobile. Television was step one for ESPN. ESPN was the first sports networks to take advantage of HDTV with simulcast service for ESPN and ESPN 2 and is currently maintains the most HD programming content and highest level of HD viewership in sports. Sports Center was ESPN 's first program. "Sports Center is a daily sports television program and the "flagship program of American cable and satellite television network ESPN since the network 's launch on September 7, 1979 (ESPN)." In the beginning, Sports Center only ran one time per day Sports Center is now shown up to twelve times a day, replaying the day 's score and highlights from major sporting events, along with commentary, previews and feature stories. Additionally, "ESPN leads the nation for sports radio. ESPN broadcasts syndicated sports talk shows, providing more than 9000 hours of content annually to college and major league sports events. Through internet, ESPN.com is leading sports website, boasting live streaming and 32 original podcasts each week (intangiblebusiness)." The rising star in ESPN 's online portfolio is ESPN360.com. Fans can also get exclusive content and video games. Through mobile, Mobile ESPN was designed as ESPN’s own cell phone network, putting content into sports fans’ pockets 24/7. ESPN provides real-time scores, stats, news, highlights. ESPN content is now reaching viewers through agencies that place it in airports and on planes, in health clubs, and even in gas stations. 2.What is ESPN selling? Discuss this in terms of the core benefit, actual product and augmented product levels of ESPN?
ESPN is providing the
MKT 550
Case Study #18
1. In a succinct manner, describe what the ESPN brand means to consumers.
ESPN stands for Entertainment and Sports Programming Network. Consumers associate ESPN with excellence in the sports entertainment business. ESPN satisfies the need for sports to customers. ESPN broadcasts by utilizing television, internet, radio and mobile. Television was step one for ESPN. ESPN was the first sports networks to take advantage of HDTV with simulcast service for ESPN and ESPN 2 and is currently maintains the most HD programming content and highest level of HD viewership in sports. Sports Center was ESPN 's first program. "Sports Center is a daily sports television program and the "flagship program of American cable and satellite television network ESPN since the network 's launch on September 7, 1979 (ESPN)." In the beginning, Sports Center only ran one time per day Sports Center is now shown up to twelve times a day, replaying the day 's score and highlights from major sporting events, along with commentary, previews and feature stories. Additionally, "ESPN leads the nation for sports radio. ESPN broadcasts syndicated sports talk shows, providing more than 9000 hours of content annually to college and major league sports events. Through internet, ESPN.com is leading sports website, boasting live streaming and 32 original podcasts each week (intangiblebusiness)." The rising star in ESPN 's online portfolio is ESPN360.com. Fans can also get exclusive content and video games. Through mobile, Mobile ESPN was designed as ESPN’s own cell phone network, putting content into sports fans’ pockets 24/7. ESPN provides real-time scores, stats, news, highlights. ESPN content is now reaching viewers through agencies that place it in airports and on planes, in health clubs, and even in gas stations. 2.What is ESPN selling? Discuss this in terms of the core benefit, actual product and augmented product levels of ESPN?
ESPN is providing the
References: http://danes.dialogr.com/ http://espn.go.com/ http://www.forbes.com/fdc/welcome_mjx.shtml http://www.intangiblebusiness.com/news/financial/2005/09/understanding-brand-equity-and-brand-valuation http://mediawiki.middlebury.edu/wiki/FMMC0104/ESPN