What Time Warner offered was a temporary deal. One year. That falls under "Price Strategy" in the nine P's of Marketing.
Under another P, "People" in the 9P's of Marketing, few write or talk about the non Dodger fan and non baseball fans who don't want to subsidize, listen or watch the Dodgers, even if it's Vince Scully's last season.
All the news seems to be on Time Warner or TWC and the Dodgers. No fan or non fan signed that deal. TWC did. Dodgers did. They have to live with it.
Why not a channel that is fairly priced (you get what you pay for) for the fans who want to watch. It would be a premium channel. I agree with the cable companies and Directv; let the Dodgers and the cable companies plus satellite providers work it out.
I'm OK without Dodger broadcasts, for those that want to pay for it. I surely do NOT want to pay for others to watch.
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I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising.
I own a copyright for this concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.
The Nine P's/9P's of Marketing help identify marketing problems and opportunities in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions. The Nine P's can be insightful.
In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's.
I consult and teach using the Marketing concepts and practices of the Nine P's/9P's of Marketing.
In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics.
The Nine P's of Marketing include these important components or elements:
- It's about Segmentation and Targeting.
- "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with "Consumer" or "People" or "Potential Buyers" in the middle of the circle. There needs to be more focus on the "Customer," or "People."
- "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
- Product and Services: Dodger baseball on TV is a product and a service.
- Place (Distribution)
- Price: The Dodgers took TWC's money. Both signed the deal.
- Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. Activities that communicate the merits of the overall product, which include:
- Personal Selling/ Sales Force
- Sales Promotion
- Collateral Materials
- Direct Marketing (also referred to as Action or Direct Response Advertising
- Interactive/Internet/Web, Digital Media, Social Media
- Events and Experiences-
- Public Relations
- Strategic questions under Promotion:
- What should you promote? Both sides are using Vince Scully and his name/reputation. Sad but true.
- To whom should you promote?
- What economic and discount levels should you offer?
- What form of promotion should you offer? Features?
- How frequent?
- It is important to partner with firms that have similar corporate philosophies, who have agreed upon objectives and strategies.
- The “P” or “Presentation” is the act of presenting any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
- Look at “real” product and service experiences. I place “events and experiences” also under Promotion. While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to feel the brand.
- Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.