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Case Study Discussion Questions

1. How could MTV reach out to Youths in India who stays in rural areas? What should be

their content strategy?

2. How did MTV initiate brand awareness during product launch? How was their strategy

different from that of Red Bull? If you were to do the brand launch in a different way,

how would you do it?

3. What’s MTV Product/Service Offering? Has the offering changed over a period of time?

Why MTV changed its product/service offering? How is music consumption experience

different in MTV vis-à-vis other sources?

4. Do a dipstick survey to find out the consumer characteristics of Youth in India who

consumes MTV services. Illustrate their demographic & Psychographic characteristics.

5. Do a dipstick survey to find out the brand personality of MTV. ( 10 consumers). Illustrate

Brand Personality of MTV on the white board.

6. How did MTV become a Global brand? What’s the difference between a Global Brand

and an International Brand?

7. Illustrate the consumer profile of a MTV consumer. What do you mean by millennial

generation?

8. Illustrate the Brand Elements of MTV. What is MTV’s brand Image?

9. What are MTV’s Brand Associations? Should MTV do Category Extension or Line

Extension? Explain your rationale.

10. How could Internet pose a threat to MTV? Can MTV benefit from Internet revolution?