A Work Project, presented as part of the requirements for the Award of a Master Degree in Management from the NOVA School of Business and Economics “HOW CAN FOX NETWORKS GROUP BECOME A SUCCESSFUL LIVE EVENTS & EXPERIENCES PLAYER IN IBERIA?” Ana Francisca Gonçalves De Sá | 3486 Catarina Batista Da Costa | 3351 Cláudia de Almeida Costa | 3355 Joana Larsen Grilo Costa Rodrigues | 3520 Marta Lopes Cardoso | 3550 A Project carried out on the Master in Management Program, under the supervision of: Professor Jorge Velosa JANUARY 2018 ABSTRACT FOX Networks Group currently develops branded content in the form of Live Events and Experiences in Iberia. However, it lacks strategic planning in order to turn those into profit generating Business Models. Hence, the subsequent report evaluates growth and profitability opportunities intended to catapult FOX Networks Group into a successful Live Events and Experiences player in Iberia through three new business models (FOX Fever: ‘Family Guy’ Edition, FOX ‘Prison Break’ Bar, and FOX Crime Scene). This solution arises from an extensive marketing analysis, including primary and secondary research, which originated a far-reaching marketing plan, comprising an Integrated Marketing Communications Plan. Keywords FOX Networks Group; Marketing Plan; Live Events and Experiences; Iberia 2 TABLE OF CONTENTS Executive Summary .................................................................................................................... 7 1. Situation Analysis .................................................................................................................... 8 1.1. Market Overview ............................................................................................................................ 8 1.2. Market Future Trends .................................................................................................................... 9 2. 5 C's Analysis ......................................................................................................................... 10 2.1. Company ...................................................................................................................................... 10 2.1.1. FOX Network Group ................................................................................................................ 10 2.1.2. FOX Iberia .............................................................................................................................. 11 2.1.3. Overview of FNG Live Events and Experiences in Iberia.............................................................. 11 2.1.4. SWOT Analysis ....................................................................................................................... 12 2.2. Competitors .................................................................................................................................. 13 2.3. Context ......................................................................................................................................... 14 2.4. Collaborators ................................................................................................................................ 15 2.4.1. Current Collaborators ................................................................................................................ 15 2.4.2. Potential Partner Characteristics ................................................................................................. 15 2.5. Consumers .................................................................................................................................... 16 3. Potential Brand Extensions .................................................................................................... 17 3.1. Brand Extensions Concepts Presentation ....................................................................................... 17 3.2. Potential & Risk Matrix ................................................................................................................ 21 3.2.1 Reviewed Potential and Risk Matrix ............................................................................................ 22 4. Qualitative Research: Consumers .......................................................................................... 23 4.1. Marketing Research Problem ........................................................................................................ 23 4.2. Methodology and Questionnaire .................................................................................................... 23 4.3. Sample .......................................................................................................................................... 23 4.4. Main Findings ............................................................................................................................... 24 4.4.1 Key Takeaways......................................................................................................................... 27 5. Main risks for each Business Model ....................................................................................... 28 6. Quantitative Research: Consumers ........................................................................................ 29 6.1. Marketing Research Problem ........................................................................................................ 29 6.2. Methodology and Questionnaire .................................................................................................... 29 6.3. Sample .......................................................................................................................................... 30 6.4. Main findings ................................................................................................................................ 30 7. The Solution .......................................................................................................................... 32 8. Marketing Strategy ................................................................................................................ 33 8.1. Segmentation ................................................................................................................................ 33 8.2 Targeting ....................................................................................................................................... 34 8.3 Positioning ..................................................................................................................................... 34 9. Brand .................................................................................................................................... 34 9.1 Brand Identity................................................................................................................................ 34 9.2. Brand Architecture ....................................................................................................................... 36 9.3. Brand Elements............................................................................................................................. 37 3 10. Retail Mix ............................................................................................................................ 39 10.1. Service and Product Assortment .................................................................................................. 39 10.1.1. Roadmap to the Future ............................................................................................................ 43 10.2. Design & Display ......................................................................................................................... 45 10.3. Location ...................................................................................................................................... 50 10.4. Customer Service ........................................................................................................................ 52 10.4.1. Customer Evaluation of Service Quality .................................................................................... 53 10.5. Pricing ......................................................................................................................................... 56 10.6. Process ........................................................................................................................................ 59 10.6.1. Flowcharting .......................................................................................................................... 59 10.6.2. Blueprinting ........................................................................................................................... 59 11. Human Resources Management .......................................................................................... 59 12. Communication Plan ........................................................................................................... 62 12.1. Marketing Objectives & Budget .................................................................................................. 62 12.2. Target Audience & Action Objectives .......................................................................................... 62 12.3. Communication Objectives & Positioning Statements .................................................................. 63 12.4. Creative Strategy ........................................................................................................................