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    Marketing Strategy For Radio Sppicy: Group - 6

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    Shubham Bodke
    The document discusses Sanjay's approach to revamping the marketing strategy of Radio Spicy by leveraging the advantages of radio such as lower cost and local focus over other media like television and print. It analyzes the feasibility of the approach and proposes differentiating Radio Spicy's program content from other radio networks through audience segmentation, targeting youth audiences, and positioning the station as a youth-centric local radio option.

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    Marketing Strategy For Radio Sppicy: Group - 6

    Uploaded by

    Shubham Bodke
    194 views20 pages
    The document discusses Sanjay's approach to revamping the marketing strategy of Radio Spicy by leveraging the advantages of radio such as lower cost and local focus over other media like television and print. It analyzes the feasibility of the approach and proposes differentiating Radio Spicy's program content from other radio networks through audience segmentation, targeting youth audiences, and positioning the station as a youth-centric local radio option.

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    radio spicy

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    The document discusses Sanjay's approach to revamping the marketing strategy of Radio Spicy by leveraging the advantages of radio such as lower cost and local focus over other media like television and print. It analyzes the feasibility of the approach and proposes differentiating Radio Spicy's program content from other radio networks through audience segmentation, targeting youth audiences, and positioning the station as a youth-centric local radio option.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    194 views20 pages

    Marketing Strategy For Radio Sppicy: Group - 6

    Uploaded by

    Shubham Bodke
    The document discusses Sanjay's approach to revamping the marketing strategy of Radio Spicy by leveraging the advantages of radio such as lower cost and local focus over other media like television and print. It analyzes the feasibility of the approach and proposes differentiating Radio Spicy's program content from other radio networks through audience segmentation, targeting youth audiences, and positioning the station as a youth-centric local radio option.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 20

    Marketing

    Strategy for

    Radio sppicy

    Group – 6

    Biswajit Mishra (P122056)


    Karthikeyan Annamalai (P122018)
    Sriram K Thwar (P122045)
    Vidit Jain (P122051)
    Question 1

    • Critically assess Sanjay’s 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
    Sanjay’s approach
    Cost benefits of
    Dominance of Radio Competitors in your
    diverting some
    Advantages of radio Spicy over other industry are using
    print/TV spend to
    channels radio too
    radio

    Inexpensive Market leader Multiplier effect

    Exclusive
    Localism
    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
    • Listener’s 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 Age Group Target or Not

    BFSI 18+ 
    Consumer durable 20-45 

    19-35
    FMCG 20-45 

    Overall Target
    Household 25-50

    IT/ITES 20-45 
    Telecom 15-45 
    Media Entertainment 15-45 
    Feasibility Study

    • Market Share Analysis :


    Radio Channel Population(1000s) %

    Radio Mirchi 527 9.210066

    Big FM 337 5.889549

    Red FM 315 5.505068

    Existing Radio Listeners 1179 20.60468

    Total population 5722 100

    Remaining target 4543 79.39532


    Feasibility Study (contd…)

    • Willingness to use radio network :

    Target
    Type of Customer % Marketing Plan
    Yes/No
    Do not reach my
    customer
    9%  Reach for Middle Class

    Expensive 9%  Multiplier effect

    Exploring proposals 7%

    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
    5

    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
    Series1
    20

    15

    10

    0
    More Music More RJ Celeb. Interview More contest off;ine
    Feasibility Study (contd…)

    • Favorite Listening habits: while travelling and boarding

    60

    50

    40

    Series1
    30

    20

    10

    0
    when board travel perticular show RJ dependent Don’t listen
    Feasibility Study (contd…)
    • RS will be targeting programs on Mirchi as the highest
    no of customers are there.

    55
    60

    50

    40

    30

    17 18
    20
    9
    10

    0
    Mirchi Big Red FM Rainbow

    Series1
    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 Mirchi

    Radio City Gyan Vani (IGNOU)

    Aaha FM FM Gold

    Big FM Hello FM

    Suryan FM FM Rainbow

    Radio One Anna FM (Anna University)


    Program content
    • Similar program content across all the radio networks

    Genre Days Time


    Devotional Songs All days 5-7 AM
    Chat with RJ Monday-Saturday 7-11 AM
    Intermediate Songs Monday-Saturday 11 AM – 3 PM
    Kids show Monday-Saturday 3-5 PM
    Cine gossips Monday-Saturday 5-7 PM
    Lovers special Monday-Saturday 7-9 PM
    Interviews Monday-Saturday 9-10 PM
    Old Songs Monday-Saturday Through out the night
    Celebrity interviews and
    Sundays From 7 AM
    general talk shows
    Differentiation

    Segmentation

    Targeting Positioning
    Contd.
    • Segmentation
    – Age
    – Gender
    – Interests
    – Behavior
    – Need
    • Targeting
    – 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
    • Positioning
    – Youth centric radio
    – Right mix of music
    – Bringing in local flavor in our channel to have a larger
    connect with the audience

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