| Case Title |
Positioning a Lifestyle and Leisure Portal |
| Case Author(s) |
Deveena Rajkumar Kirthana
T.
|
| University |
T. A. Pai Management Institute
(TAPMI), Manipal, India |
| Abstract |
The case deals with the problems of positioning a portal targeted at
a particular segment. The case provides the background in terms of the 'hit
rate' of the sites, description of the target group, difficulty experienced
in selling media space and formation of marketing alliances. The case describes
three different alternatives for re-positioning the site. Possible areas
of discussions include the problems unique to positioning a website to suit
a particular target audience, problems of migration from a traditional media
to cyber media and cannibalisation effects. |
| Available In |
MIP Case Collection |
| Publisher |
T. A. Pai Management Institute (TAPMI),
Manipal, India |
| Publisher Case No. |
1999-2001-22 |
| Distributor(s) |
T. A.
Pai Management Institute (TAPMI), Manipal, India
|
| Pub/Rev Date |
4/1/01 |
| ISBN |
|
| Case Length |
6 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Media Space Selling, Positioning
Of Portals, Content Analysis |
| Organisation(s) |
|
| Countries |
India |
| Industry |
Media, Entertainment & Information |
| Period Covered |
1999-2001 |
| Level |
Postgraduate |