Description
This is on Radio Mirchi and the radio industry. Its in addition to the doc report uploaded below it.
Company – ENIL Brand- Radio Mirchi
Porter?s 5 Forces
SUPPLIER POWER •Dependence on creative talent ?Shortage of creative talent ?Copyright issues with songs
BARRIERS TO ENTRY •Favorable Govt. Policy ?High ROI ?Capital Requirement not so large
RIVALRY •Exit Barriers – Low ?Industry Concentration – Low but increasing ?Industry Growth –High ?Switching cost –High
THREAT OF SUBSTITUTES •Television ?Music Player, DVD player ?I-Pods
BUYER POWER •Buyer volume is low though it is increasing rapidly ?Buyer leverage is High as customers can switch easily ?Product differentiation is low
Target Group
• • • • Idea behind Radio Mirchi Age Group 15-25 SEC A & B Students, youth and young working adults.
Research on Consumer Behavior
• Listnership maximum in younger audience of SEC A • Radio taken as a very personal medium • Major chunk of FM audience is in house also. • “If you have heard one, you have heard them all.” • Time to hold on to a consumer is going down
Brand Positioning
• “YOUTHFULL” & “HOT” • Channel that will make u happy and full of energy • “Radio Mirchi Sunane wale hamesha khush”
Promotion strategy
• • • • • • Mumbai Dabbawallas Releasing Hindi films music Innovative prize winning events “Radio Works” On Ground events KAAN Awards
Logistics Approach
• Music Scheduling Software • Music policy • „Station Sound?
– On- air-personalities – station identity – announcements – topics for call-ins – commercials.
Revenue
• Airtime sales • SMS & Calls by listeners • Organising on ground events
Recommended Marketing Plan
Current Situation
• Macroenvironment • Market Analysis
SWOT
• External threats
– Increasing no of competitors – Ambiguous audience measurement tool – Lack of advertiser?s trust on radio category
• External opportunities
– Ease of regulations through the upcoming government policies – Possibility of entering international markets
• Internal strengths
– Largest operating network and maximum reach among listeners. – Radio Mirchi brand is well recognized. – Proven ability of developing and delivering innovative content.
• Internal weaknesses
– By having a specific positioning it loses potential listeners of other category of music.
Marketing Objective
• Create a differentiated positioning for Radio Mirchi • Increasing the Ad revenue • Growing the Radio category on the whole:
Recommended 4 P?s
• Product
– Positioning should happen station specific – Visual radio – Internet radio
• Price
– Cashing on other revenue streams – Sale or licensing of content to third parties – International market
4 P?s Continued
• Place
– Visual radio – Internet
• Promotion
– 3 step process – Stress on leadership position – Adding tangible value
Thank You
doc_989047921.ppt
This is on Radio Mirchi and the radio industry. Its in addition to the doc report uploaded below it.
Company – ENIL Brand- Radio Mirchi
Porter?s 5 Forces
SUPPLIER POWER •Dependence on creative talent ?Shortage of creative talent ?Copyright issues with songs
BARRIERS TO ENTRY •Favorable Govt. Policy ?High ROI ?Capital Requirement not so large
RIVALRY •Exit Barriers – Low ?Industry Concentration – Low but increasing ?Industry Growth –High ?Switching cost –High
THREAT OF SUBSTITUTES •Television ?Music Player, DVD player ?I-Pods
BUYER POWER •Buyer volume is low though it is increasing rapidly ?Buyer leverage is High as customers can switch easily ?Product differentiation is low
Target Group
• • • • Idea behind Radio Mirchi Age Group 15-25 SEC A & B Students, youth and young working adults.
Research on Consumer Behavior
• Listnership maximum in younger audience of SEC A • Radio taken as a very personal medium • Major chunk of FM audience is in house also. • “If you have heard one, you have heard them all.” • Time to hold on to a consumer is going down
Brand Positioning
• “YOUTHFULL” & “HOT” • Channel that will make u happy and full of energy • “Radio Mirchi Sunane wale hamesha khush”
Promotion strategy
• • • • • • Mumbai Dabbawallas Releasing Hindi films music Innovative prize winning events “Radio Works” On Ground events KAAN Awards
Logistics Approach
• Music Scheduling Software • Music policy • „Station Sound?
– On- air-personalities – station identity – announcements – topics for call-ins – commercials.
Revenue
• Airtime sales • SMS & Calls by listeners • Organising on ground events
Recommended Marketing Plan
Current Situation
• Macroenvironment • Market Analysis
SWOT
• External threats
– Increasing no of competitors – Ambiguous audience measurement tool – Lack of advertiser?s trust on radio category
• External opportunities
– Ease of regulations through the upcoming government policies – Possibility of entering international markets
• Internal strengths
– Largest operating network and maximum reach among listeners. – Radio Mirchi brand is well recognized. – Proven ability of developing and delivering innovative content.
• Internal weaknesses
– By having a specific positioning it loses potential listeners of other category of music.
Marketing Objective
• Create a differentiated positioning for Radio Mirchi • Increasing the Ad revenue • Growing the Radio category on the whole:
Recommended 4 P?s
• Product
– Positioning should happen station specific – Visual radio – Internet radio
• Price
– Cashing on other revenue streams – Sale or licensing of content to third parties – International market
4 P?s Continued
• Place
– Visual radio – Internet
• Promotion
– 3 step process – Stress on leadership position – Adding tangible value
Thank You
doc_989047921.ppt