Focused differentiation strategy - strategic management - Manu Melwin Joy
Differentiation strategy of The Voice US
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Transcript of Differentiation strategy of The Voice US
The Differentiation
Strategy of The Voice
reality show
Main content
I. Introduction
II. Differentiation Strategy Analysis
1. Differentiation in Format
2. Differentiation in Quality
3. Differentiation in Promotion
III. Conclusion
I. Introduction
In the 2000s, the home entertainment
sector is flooded with a huge number of
Reality shows.
I. Introduction
In the 2000s, the home entertainment
sector is flooded with a huge numbers of
Reality shows with high ratings.
However, from 2010 on, many television
show franchises had begun to age, setting
up declines in ratings across the format.
Audience started to be fed up with
such old shows with nothing changes during
the time.
I. Introduction
The future of TV shows was under the
shadow of doubt.
The Voice arose as a new phenomenon
with strange and unique style.
I. Introduction Achievements
after 3 seasons:
1st season:
No.20 with 12
million viewers.
2nd season: 17
million viewers.
3rd season: win
every Monday
night
I. Introduction
How did “The Voice” stand out in the reality
show market?
Differentiation Strategy
Product Differentiation: the process of adding meaningful
and valued differences to distinguish the product from the
competition.
II. Analysis of The Voice‟s
differentiation strategy 1. Differentiation in Format
Most critical feature in making The Voice a
unique and successful program: Blind
audition.
Audition rounds of The Voice and
American Idol are reported to receive the
most views, but they are attractive in
different ways.
- Random contenders wearing
normal outfit just come in the
room and sing without music
- Focus on humiliation and the
vocal train wreck, as an
attempt of the producers to
trigger laughters.
- Other reality shows like X-
Factor or Got Talent also take
after AI, focusing on lame
performances or on stage
dramas.
- Singers carefully prepare for
their performance on stage,
with background music.
- Cut out almost every bad
audition performance.
- The Voice auditions focus on
talent performing ability, not
scandal making ability
II. Analysis of The Voice‟s
differentiation strategy
By differentiating
themselves from other
shows, The Voice has to
sacrifice some short-term
benefits:
- losing viewers who want
to be entertained by lame
and funny performances;
- a lot of attention may
have been drawn to the
show if they had resorted
to lame audition
performances.
II. Analysis of The Voice‟s
differentiation strategy
In the long term, The Voice has cut a
clear figure of a professional show,
while other shows like American Idol
are being remembered by “fun factors”.
II. Analysis of The Voice‟s
differentiation strategy
From the beginning of the show, the
producer of The Voice has come up with
novel ideas and kept adding dramatical
features to tickle the audience’s curiosity
to make a real difference in this show and
therefore, to achieve the ultimate goal of
attracting as many audience as possible.
II. Analysis of The Voice‟s
differentiation strategy 2. Differentiation in Quality
2.1. Contenders:
From the starting point, contestants of The
Voice program seemed to be somewhat
more advanced.
Its contestants are chosen "purely on
their vocals and not their 'package’.
II. Analysis of The Voice‟s
differentiation strategy 2.2. Production Process
- Transparency
Mean while in American Idol:
- All winners in recent years are white
and male artists
Rumored for racist and gender bias.
- Contenders‟ performing experience is
not conccealed, but not widely public
either.
II. Analysis of The Voice‟s
differentiation strategy
2.2. Production Process
- Transparency The Voice makes no secret of the fact that many of its
contestants have previous experience in the recording
industry.
Without knowing their appearance or where they come
from, therefore the transparency is appreciated and
showed publicly to all the audiences.
II. Analysis of The Voice‟s
differentiation strategy
2.2. Production Process
- Mentoring The Voice is tailored to the individual performer‟s chosen
field of singing.
The mentoring process would be more intense and
competitive
About quality of coaches, all the coaches are well-known
of their positions, achievements as well as specific
knowledge in their specific kind of music.
II. Analysis of The Voice‟s
differentiation strategy
3. Differentiation in Promotion
3.1. Selection of Judges
- In 2011, Simon Cowell left the board of
American Idol => seek for new big and hot
names.
II. Analysis of The Voice‟s
differentiation strategy Hottest
Celebrity
Rock
Star
II. Analysis of The Voice‟s
differentiation strategy
3. Differentiation in Promotion
3.1. Selection of Judges
- Also in 2011, The Voice was born with 4
judges, which are big names, but not hot
names.
II. Analysis of The Voice‟s
differentiation strategy
- Strongest
voice in
showbiz
- In the bottom
of her career
in 2011
- Talented
country
singer.
- Not the hot
figure in
showbiz
- Maroon 5’s lead
vocal.
- In 2011, Maroon
5 new album
was considered
flopping.
- Also, not a hot
name in
showbiz, yet
credited for
talent.
II. Analysis of The Voice‟s
differentiation strategy
- In 2012, changes in the board of judges
are made to American Idol.
Unparalelled
Diva
Wild child rapper,
controversial, no
experience in judging
II. Analysis of The Voice‟s
differentiation strategy - The Voice also plans on changing the judges, but
insists on talented artists rather than popularity.
The Voice distinguished itself from other shows
by the way it chose judges, giving the audience
an impression of professionalism and
quality/talent focusing: you want true talents,
we have true talents.
American Idol, at the same time, has been
struggling with the criticism about their dropping
quality,
II. Analysis of The Voice‟s
differentiation strategy 3. Differentiation in Promotion
3.2. Scandals making
In showbiz, scandals making has been
known as an effective method of getting
attention.
Extensively used in American Idol and
other shows before The Voice.
II. Analysis of The Voice‟s
differentiation strategy
3.2. Scandals making
II. Analysis of The Voice‟s
differentiation strategy • „American idol undermines art in every
way and promotes commercialism‟.
The audience are smart and they are
increasingly immune from the fake scandals.
Moreover, the media is always there to
uncover all the frauds that you make to alter
the results the way you want.
II. Analysis of The Voice‟s
differentiation strategy What does The Voice do to differentiate?
- Staying away from scandals.
- Being organized in a more professional and
impartial way, in which only the voice of the
contestants are judged.
- The Voice is not creating the scandalous dramas
to draw public attention. Instead, the real talents
and the charm of both contestants and coach‟s
voices are the most appealing features of the
show.
II. Analysis of The Voice‟s
differentiation strategy The Voice battle round:
Angel Taylor and Katrina
Parker.
Adam had to choose, but
he took Parker over
because of her voice,
though Taylor showed
more of a future star.
II. Analysis of The Voice‟s
differentiation strategy 3.3. Media Relations
It listens to its head rather than its critics.
(ignores the bad criticism, sticks to its unique
characteristics)
Sticks to its original mission: finding the best
voice.
III. Conclustion
• The Voice would not be one of the hottest and most
reliable shows now if it had tried to immitate American
Idol or other shows at that time.
• Some policies of The Voice do prevent it from at-hand
attention: refuses to play cheap, focuses on quality and
voice, stays away from scandals
• In the big picture, these sacrifices are compensated by
the trust from the audience and the success base that
other shows had years to establish.
III. Conclusion
The Voice: keep focusing on its unique
features, so as to stay in the standing-out
zone of the market. “Differentiate, or Die”.
Thank you for
listening!!!