entertainer.tv: Lansering mot studenter. 2005 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [sv]

A parliamentary resolution to shutdown the analog television broadcasting network, starting 2005, will force the consumer to switch over to a digital alternative. TeleData HiperLAN Teknik AB (TDH teknik) will in association with the technology launch a new unique product named entertainer.tv. Our question is. “How can a company that launches a newly developed product through non- traditional distribution channels act to attract that part of the target group which are students?” To answer this question we had an interview with TDH teknik and we also created a focusgroup with students from the University of Halmstad. The results of the focusgroup showed dissatisfaction towards associations and organisations as distribution channels. According to us this means that the company must use complementary channels to avoid a failure. Furthermore we are of the opinion that the company needs to offer an alternative to rental buying of entertainer.tv as well as a shorter rental period but at an alternative level of pricing. In the end we found that students were not a primary target group to address. After our study we see good possibilities for entertainer.tv to succeed because the focusgroup wanted an all-in-one solution.

Place, publisher, year, edition, pages

2005.

Keywords [sv]

entertainer.tv, productlaunch, distributionchannels, focusgroup, television broadcast, digital-TV, newly developed product

Identifiers

URN: urn:nbn:se:hh:diva-12969Local ID: U12039OAI: oai:DiVA.org:hh-12969DiVA, id: diva2:368137

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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