Marketing Strategy for

Radio sppicy

Group 6
Biswajit Mishra (P122056) Karthikeyan Annamalai (P122018) Sriram K Thwar (P122045) Vidit Jain (P122051)

Question 1

Critically assess Sanjays approach for revamping the marketing strategy of Radio Spicy

Current Scenario
Radio as a medium is not able to reach out to the end consumer Radio Spicy is considered to be an expensive Not working on personalized advertising Payment issues eg. Kanchenjunga Herbals

Sanjays approach
Advantages of radio Dominance of Radio Spicy over other channels Competitors in your industry are using radio too Cost benefits of diverting some print/TV spend to radio

Inexpensive

Market leader

Multiplier effect

Localism

Exclusive audience

Brings intrusiveness to print campaign

Analysis
Cost for radio advertisement is Re .14 as compare to cost for TV advertisement which is Re 1 By redeploying 10% of TV spend on radio, brand awareness can be increased by 15.4% By reducing the size of the ad in the newspaper, we can save some money which can be further used for radio By adopting localism
Can add local flavors Can communicating to the audience in his/her regional language Will build a relationship/connect with the listener

Question 2
Analyze the feasibility of launching a new FM radio service in Kanpur based on the listenership survey and propose a marketing plan for the new channel utilizing latest studies on marketing media services in India

Kanpur survey data

Listeners age group:
- 19-25 around 57% - 26-35 around 35%

Listener's Socio economic group

- Middle class(family income INR 0-45000)

Modes of advertisement
- Overall: Print media, news paper, magazines, radio - Insurance & financial products :Business news channel - FMCG : general entertainment ,news, music

Feasibility Study
As per the listenership survey companies RS can target
Industry BFSI Consumer durable FMCG Household Age Group 18+ 20-45 20-45 25-50 Target or Not

IT/ITES
Telecom Media Entertainment

20-45
15-45 15-45

Overall Target

19-35

Feasibility Study
Market Share Analysis :
Radio Channel Radio Mirchi Big FM Red FM Existing Radio Listeners Population(1000s) 527 337 315 1179 % 9.210066 5.889549 5.505068 20.60468

Total population
Remaining target

5722
4543

100
79.39532

Feasibility Study (contd)

Willingness to use radio network :
Type of Customer % 9% 9% 7% Target Yes/No Marketing Plan Reach for Middle Class Multiplier effect

Do not reach my customer

Expensive Exploring proposals

Can not say

18%

Radio Coverage and Market leader

Feasibility Study
As per the listenership survey Radio Spicy can design their programs suitable for the
- Age Group : 19-25, 25- 35
60 55

50

40

35

30

20

10

0 19-25 25-35 36-49

Feasibility Study (contd)

RS will be in more of music category as suggested for the improvement needed
45 40 35 30 25 20 15 10 5 0 More Music More RJ Celeb. Interview More contest off;ine

Series1

Feasibility Study (contd)

Favorite Listening habits: while travelling and boarding
60

50

40

30

Series1

20

10

0 when board travel perticular show RJ dependent Dont listen

Feasibility Study (contd)

RS will be targeting programs on Mirchi as the highest no of customers are there.
60 50 40 30 17 20 9 10 0 Mirchi Big Red FM Series1 Rainbow 18 55

Question3
Identify ways to differentiate the program content design of Radio Spicy from other networks at your location

Major Radio Networks in Chennai

All India Radio
Radio City Aaha FM Big FM Suryan FM Radio One

Radio Mirchi
Gyan Vani (IGNOU) FM Gold Hello FM FM Rainbow Anna FM (Anna University)

Program content
Similar program content across all the radio networks
Genre Days Time

Devotional Songs
Chat with RJ Intermediate Songs Kids show Cine gossips Lovers special Interviews Old Songs Celebrity interviews and general talk shows

All days
Monday-Saturday Monday-Saturday Monday-Saturday Monday-Saturday Monday-Saturday Monday-Saturday Monday-Saturday Sundays

5-7 AM
7-11 AM 11 AM 3 PM 3-5 PM 5-7 PM 7-9 PM 9-10 PM Through out the night From 7 AM

Differentiation
Segmentation

Targeting

Positioning

Contd.
Segmentation
Age Gender Interests Behavior Need Majority of the audience is between age group of 17-35 It covers students, IT professionals, factory labors Passionate about music Loves listening to music

Targeting

Positioning
Youth centric radio Right mix of music Bringing in local flavor in our channel to have a larger connect with the audience