Radio Spicy Case_Group 6

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

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

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 :

Type of Customer  %Target Yes/No

 Marketing Plan

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

Feasibility Study (contd…)

• RS will be in more of music category as suggested for the improvement needed

Feasibility Study (contd…)

• Favorite Listening habits: while travelling and boarding

Feasibility Study (contd…)

• RS will be targeting programs on Mirchi as the highest no of customers are there.

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 general talk shows

Sundays From 7 AM

Differentiation

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