Post on 09-Apr-2018
transcript
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adio Mirchi, !ales Mirchi Marke Aditi Bhalodia09BS0000094
IBS
In te rn a l
:G u id e
.
Prof Pan kajM a d h a n i
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Objective of the Project
Understanding the Radio Salesprocedure
Print track
Aircheck
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Importance ofAdvertising
First Time Users of a product
First Time Users of a brand
Regular users of the brand Launch a new brand
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Different Media ofAdvertising
Newspapers
Magazines
Yellow pages
Television
Direct Mail
OOH
Telemarketing
Radio
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Radio Industry
1935 Radio broadcast begins with AIR.
1977 First FM service in Madras.
1993 AIR sells time slots for private FM
radio broadcasting in five cities. 1999 Privatization of FM - Phase I
Policy.
2001 Licenses given to private radiobroadcasters.
2005 Announcement of Phase II Policyof privatization of FM.
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Key Players inAhmedabad
Radio Mirchi
My FM
Radio City Red FM
Radio One
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Radio Mirchi
33 stations
Including metros
Target: Family audience
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Strategy Factors such as lifestyle, attitudes, occasions
rather than demographic information alone.
Radio satisfy different needs of the people suchas
entertainment( which is the most important
one), Bollywood Gossips,
Recipe of different types of food,
Child care tips, relationship problems,
career guidance, Beauty Secrets, etc.
Secure exclusive FM broadcasting rights of themusic of leading films for up to two weeks afterthe initial release of the music.
It has been able to customize its content to 17
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Environnemental Analysis
I. EXTERNAL ENVIRONMENT PEST AnalysisPolitical
To enter in the industry, high one time entry
fee has to be given There is no FDI allowed in this sector
Up to 15 % annual hike In licensee fee
Only 10 year of license is valid.
Economic
RJs mainly attracted by package that hasbeen offered to them by competitors.
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PEST analysis (cont.)
Social
Showing responsibility towards various NGO
Help in June 2005 Mumbai flood.Technical
Before 2000, there were only two musicstations, but after that radio industry came upwith private Channels with different
frequencies. Today we have 10 musicstations.
Internet radio is introduced.
Modern equipment and highly technicaltransmitters are used
Visually appealing materials are also associated
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Competitive Analysis
Higher monetary incentives for theemployees
Other media of advertising
Radio One, Red FM
My FM
Hindi and English Music
Operating at a much lower cost
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SWOT Analysis
Strengths Superior quality music and benefits to theircustomers.
Delivers the best combination of innovativecontent and interesting initiatives.
Wide Target Audience MRB in car- listenership 50 per cent on an
average since launch. Enjoys the highest "loyalty" among its listeners.
Many college cultural and tech fest, increasing itsvisibility within the youth.
Their wide and national footprint enables ouradvertisers to reach the largest number oflisteners among private operators in highincome cities and adjoining areas.
Also won awards for its successful brand building.
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Weakness
Listeners faces major distraction from advertisements aired
in between the show.
Long waiting queues to connect with them by calling.
Radio jockeys had no long lasting career.
The license fees have to be paid upfront for operating FM
radio stations. Thus ENIL needs a lot of capital to fund its
growth plans.
ENIL has to pay a high amount of royalty to the music
companies for the music content procured from them.
This increases the operating expenses of its radio
business, hurting its bottomline.
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Opportunity
Future plans include exploring opportunities to
become FM radio broadcasters or content
providers in international markets at an
appropriate time, either directly or through
strategic partnerships or inorganic initiatives.
Great opportunity in the field of generating their
own news show on air.
Field of internet radio
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Threats
High threat from all private music station, specifically
from My FM, Radio City, Radio One, etc.
Per second rates of Radio Mirchi is much higher than
the other Radio Channels, because of which radioMirchi is missing out on large revenue shares by real
estate and SME sectors.
ENIL derives high advertisement revenues in its radiobusiness due to the high listenership ratings of its
radio stations. Any drop in these ratings would
adversely affect its revenues
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Competitive Strengths
Largest operating network and reach among
listeners
Track record of developing innovative andcreative content
Proven ability to successfully operate in diverse
markets
Radio Mirchi brand is widely recognized
Strong advertisement sales capabilities
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Marketing Mix
Promotion
Cross media marketing
Online promotion
Mumbai marathon
90 not out , Purani Jeans
Mirchi kaan awards
Mirchi Music awards
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MM(cont.)
Product High quality studio and transmission
equipment
Mass audience
Multilinguistic programs
Customization
Emphasis on culture
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MM (cont.)Place and Time
Broadcasting (Ahmedabad, Mumbai, Banglore,Chennai, Indore, Kolkata, Lucknow etc.)
Various programs at various time Family (7:00-11:00 am)
Housewife(11:00-2:00 pm)
Youth(2:00-5:00 pm) Evening Drive(5:00-9:00 pm)
Late evening(9:00-11:00 pm)
Night(11:00-1:00 am)
Late night(1:00-7:00 am)
Physical Environment
High quality studio and transmission equipment
DTH Radio involved radio broadcast from radio station
via satellites Good radio frequencies
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MM(cont.)
Process Direct attachment with audience
Talented RJs
Direct to home radio
Visual radio
Internet radio Digital audio broadcasting
Satellite radio
separate sales team of 130 employees in 8 cities
People Hired skilled RJs, account managers, copywriters and
Managers.
Emphasized on audience choice
Level of customer involvements
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Why is Radio Effective?
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Print Track
Why track the print?
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Format of Print Track
Date
Client
Category
Media
Page
Ad Size(in CC)
Rate
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Categories
Automobiles Banks and Financial Institutions
Education
Garments
Healthcare
Hospitality
Jewellery
National corporations
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Importance of print Track The budget that any client is willing to spend on the print ad.
The message and communication that the clients are willing to
give out to the costumers
Contact details
Schemes and features of the service/product that the client
wants to promote.
New clients which enter the market.
Previous clients which have change or maintained the marketing
strategies.
The categories that is prominent in a particular month or a band
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Newspapers analyzed
Ahmedabad Mirror
Gujarat Samachar
Sandesh
Divya Bhaskar
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Methodology
Secondary data
Newspapers
Historical data from the previousaccount managers
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Education Sector
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Total Ad spent onEducation
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Segmentation of AdSpend
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Observations
Print advertising increased by 3% during 2009 compared to 2008.
Education topped the list of top 10 sectors advertised in Print
during 2009.
Educational Institutions category has the highest share of Print
ad volumes during 2009.
There is an increase in the ad spend of education in the months of
June-July.
The main client that can be pointed out are MBA couching
institute, B-schools, immigration agency.
The months of July to August are the peak time for b-schools and
MBA coaching institutes to make themselves visible in the
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Real Estate
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Total Ad spent on RealEstate
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Observation Economic slump of 08-09 effected the real estate sector the most.
Due to the slump, the constructions owners stopped or slowed down
the ongoing projects
Compared to Jan-Aug 08, Print ad volumes of Properties/Real Estate
category has decreased by 23% during Jan-Aug 09.
The market started showing steady signs of recovery around late
August. Realtors found the need to find more visibility in the
advertisement sector to get in touch with their potential customers.
Again, the festivals such as Dushera, Diwali are considered to be
auspicious for buying of land and houses. Therefore a sudden rise
in the advertising spend is seen in the month of September.
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Suggestions A software/excel sheet can be developed that can simplify the process
of entering the print track details.
The account manager would only have to enter
Client
Category
Ad measurement
Newspaper
Color or black & white
Software for Print Track
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Aircheck
Programming Section
Sales
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Aircheck AirCheck monitors 24 hours a day and delivers almost
real time radio airplay data from the 88 most important
radio stations in India.
The Aircheck India National Network delivers
advertising agencies, radio stations and record
companies an instant online local and national
perspective of their clients' airplay.
Aircheck India produces independent verification of
airplay and provides market
Live Reports
Market Share
Brand and Category Analysis
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Programming section
This section deals with the songs and the
playlist that are played on the channel.
Includes: Datewise Playlist:
List of Current songs and Repetition
Top songs.
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Sales Section
Commercial/spots
Market share of each stations
Brand Analysis
Top Advertisers Top Brands
New Clients
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Brand Analysis
Station Brands MY FM 580
RADIO CITY 514
RADIO MIRCHI886 RADIO ONE 331
RED FM 301
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Education Industry
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Observations
Radio Ads appear before Print Ads for
Education
Print and Radio work hand-in-hand.
The clients are will to spend on the radio
ads around April, before Print Ads.
But the industry seem to put in around 30%
of their ad budget in Radio Michi where as
around 70% is going to the other channels
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Real Estate
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Market Share
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Observations MY Fm is the closest competitor of Radio Mirchi in
Ahmedabad both the stations are in the range of 25 to
35 % of the total market share.
However, the per second ad rate is 4 to 5 Rs and that of
radio Mirchi is close to 40 Rs per second.
Radio Mirchi can afford to price the ads to such high rates
as they are the brand supreme in Ahmedabad with
better shows, contests, RJs etc, they lead the market .
Radio Mirchi ends up earning the same revenue at 1/10 th
the time devoted on air. in addition Radio Mirchi also
have the 9/10th of the time left, which it can sell out to
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Learning
Radio Sales Process
Scripting
Marketing Events
Recording
Long term well maintainedRelationships go a long way!
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Listener-ship habits
Questionnaire
Distributed in varied sectors ofsociety
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Where to listen?
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Why Switch?
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Observations
52%-weekdays, 17% -Saturdays, 31%-Sundays.
The kind of Music that was played on radio hailed themaximum importance as for as the factors affectingthe listening of a particular radio station isconcerned.
Dedicated listeners hail RJs as an important factor tochoose a channel and RJ Dhawnit from Radio Mirchiemerged as the favorite with almost of all radioMirchis listeners.
Though a lot of the listeners found it hard to recollectthe names of the shows that they like to listen too.
Housewives hail contest and news as important factorfor choosing a channel, while professionals prefergood music.
A few colleges students who were administered thesurvey showed their high preference of the late
night classic English songs played on My FM aso osed to the other channels.
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Sources
Product sales manual, Radio Mirchi
http://www.exchange4media.com
http://advertising.indiabizclub.com
http://www.televisionpoint.com
Source: www.indiantelevision.com
ENIL annual report.
Secondary data collected for Radio Mirchi.
www.aircheckindia.com
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Thank you!
Mirchi sunnewale, always khush!