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 INDEX
S.NO PARTICULARS PAGE NO.

1 Executive Summary 3

2 Radio Industry 4

3 Marketing Plan 5

4 Methodology 6

5 Source of Information 6

6 Limitation 6

7 Corporate Objective 7

8 Environmental Analysis

I. External Environment

 PEST Analysis 7

 Competetive Environment 8

 Customer Environment 9

II. Internal Environment

 SWOT Analysis

 GE Matrix 10-13

 Ansoff Matrix 13-15

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9 Marketing Strategy 16

10 Marketing Mix 17

10 Competetive Strategy 18

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 EXECUTIVE SUMMARY

This marketing plan is designed for the Brand Radio Mirchi 98.3FM. Substantial
opportunities exist to tap into the market of Global News and International market.
The advantage of this opportunities influence the behavior of target market in such
a way that will increase the sales of Radio Mirchi even more.

The market profile is refined by doing loads of research from internet to know the
actual market share, attitudes and behaviors towards the music and benefits
provided by them. The results were combined with demographic, geographical and
psychographic information. But the major area that has highest concentration is
demographic.

The market is divided amongst children, youngsters, young adults and even aged
people like to listens today’s music. All of these are taken care very well and
represents high potential for future market growth. As Radio Mirchi has the top
class wide network, with great support from their advertisers and distributers, they
do not face a high threat from their competitors.

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 RADIO INDUSTRY

Radio has been the most cost effective source of entertainment in India for a long
time. For a long time, the radio industry was dominated by the state broadcaster-
All India Radio. However, the radio sector has been gradually liberalized and has
been opened for private and foreign investment. Radio industry recorded an
impressive performance in 2007, having recorded a growth of 24 per cent over the
previous year and is estimated at Rs. 6.2 billion in 2007, up from Rs. 5 billion in
2006. In the last four years 2004-07, the radio industry recorded the second highest
cumulative growth of 37 per cent on an overall basis after online advertising. The
radio industry is projected to grow to Rs. 17 billion by 2011, implying a 28%
CAGR over the next five years. ENIL currently operates radio stations under the
brand name ‘Radio Mirchi’ in 25 cities.

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 MARKETING PLAN

This Marketing Plan is developed for the brand RADIO MIRCHI 98.3FM. it is
owned by the company ENTERTAINMENT NETWORK INDIA LTD.(ENIL)
ENIL is promoted by Bennett, Coleman & Co. Limited (BCCL) which is one of
the largest media and entertainment companies in India, operating in various media
segments such as print media and television broadcasting.

Before we begin, let’s know a little about Radio Mirchi. The original avatar of
Radio Mirchi was Times FM, which is probably the most famous radio in India
which began its operation in 1993. Until 1993, AIR, a government undertaking,
was the only radio broadcaster in India. The government then took the initiative to
privatize the radio broadcasting sector. It sold airtime blocks on its FM channels to
private operators, who developed their own program content. The Times Group
operated its brand, Times FM, till June 1998. After that, the government decided
not to renew contracts given to private operators.

In 2000, the government announced the auction of 108 FM frequencies across

India. ENIL won the largest number of frequencies, thereby acquiring a national
footprint, and becoming the only commercial FM broadcaster present in all 4
Metros, with an exclusive presence in 7 cities. Earlier available in the seven cities
of Mumbai, Delhi, Kolkata, Chennai, Pune, Indore and Ahmedabad, now it is also
available in key markets of Bangalore, Hyderabad, Jaipur, Patna & Jalandhar
thereby taking the tally to 12 stations across India. It's the largest private FM Radio
operator in the country in terms of number of operational stations and revenue.

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Though Radio Mirchi FM radio stations are located in diverse regions in India
it's been successful in attracting local audiences in each of these markets. This is
largely due to a superior understanding of audience preferences, which enables it to
provide content customized to the taste, language and culture of the local audience.

METHODOLOGY
All the major research and information is collected from internet. No field work is
needed as we were had individual Radio systems with us.

SOURCES OF INFORMATION
 http://www.radiomirchi.com
 www.enil.co.in - Radio Mirchi Corporate Site
 www.exchange4media.com

LIMITATIONS
In finding the latest facts and figures about Radio Mirchi’s market share and
annual growth.

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 MAJOR ASPECTS OF THE MARKETING PLAN

CORPORATE OBJECTIVE
The goal is to sustain the position of a LEADER in the market, in terms of Annual
growth, Market share, competition and customer satisfaction

ENVIRONMENTAL ANALYSIS

I. EXTERNAL ENVIRONMENT
 PEST ANALYSIS

POLITICAL
 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
 RJ’s mainly attracted by package that has been offered to them by
competitors.

SOCIAL
 Showing responsibility towards various NGO
 Help in June 2005 Mumbai flood.

TECHNOLOGICAL
 Before 2000, there were only two music stations, but after that radio industry
came up with private Channels with different frequencies. Today we have 10
music stations.

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  Internet radio is introduced.
 Modern equipment and highly technical transmitters are used
 Visually appealing materials are also associated

II. COMPETITIVE ENVIRONMENT

Radio Mirchi’s high end competitor – FEVER 104 FM- was evaluated on
several key factors, such as type of music they both play, promotional
activities, product offering and overall presence in the competitive arena.

Radio Mirchi is facing a high competition from FEVER 104FM. Fever 104
is just 2yr Old and it is already creating greater threat for other music
stations including Radio Mirchi.

Fever 104 is a brand owned by Hindustan Times Group. Basically it is

handled by HT Music and Virgin Radio. The main advantage of FEVER is
that, apart from Hindi music, they also play Pure English music, which is
automatically becomes threat to Radio Mirchi.

But the competition from other music stations is quite low. Secondly, the
advertisers and other brands that associated with Radio Mirchi are loyal to
them. Plus, Almost 53 per cent of daily listeners of Radio Mirchi choose not
to tune in to any other radio station. That makes the market environment
attractive for Radio Mirchi.

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III. CUSTOMER ENVIRONMENT
The target market for the Radio Mirchi has normally been defined in five
different stages:

DEMOGRAPHIC: This market shows the greatest potential, as AGE factor

dominant other factor in Radio Industry. Secondly, GENDER factor.

GEOGRAPHIC: Currently, Radio Mirchi has a presence in more than 33

cities, including the 6 metros of India. This market also shows great deal for
them.

BEHAVIORAL: Listener who listens to Radio Mirchi is very loyal to them

as per survey mention above.

SITUATIONAL: For many different occasions Mirchi came up with

unique game or any kind of attractive show. For egs. New Year’s, Diwali,
R.D.Burman’s birthday etc. customers are highly attracted to all these
innovative shows and participated.

PSYCHOGRAPHIC: Music has become a very important part of our

lifestyle that we cannot ignore, neither Radio Mirchi. That is why, they always
keep track record of latest and customers demand.

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The information for this analysis is generated through the following programs:

SHOW TIME(weekdays) TARGET

AUDIENCE

Hi Delhi 7a.m – 11a.m Everyone

Khoobsurat 11a.m – 2p.m Female oriented

Total Filmy 2p.m – 5p.m Quizzes related to

bollywood

Sunset Samosa 5p.m – 8p.m Everyone

Purani Jeans 8p.m – 11p.m Play old music

Dr. Love 11p.m – 1a.m Ask solution for

relationship problems

INTERNAL ENVIRONMENT

 STRENGTHS
 Radio Mirchi known for giving superior quality music and benefits to
their customers.
 It delivers the best combination of innovative content and interesting
initiatives.
 Serve each and every section of public starting from the children to
70+ aged.

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 According to the latest listenership figures released by IMRB
International's Media & Panel Unit, confirms Radio Mirchi as the
leading FM Radio station ahead of Red FM and Radio City. With 12.1
laky daily listeners, Radio Mirchi leads with a 72 per cent share of the
market.
 IMRB conducts the in-car listening research every fortnight in Delhi,
and findings indicate that Radio Mirchi is the favored station on the
roads with a share over 50 per cent on an average since launch.
 The research reveals that Radio Mirchi enjoys the highest "loyalty"
among its listeners.
 Radio Mirchi has partnered with VIBGYOR 2008 (college fest of
International School of Business and Media).
 Also with BLITZKRIEG 2008 (ICFAI Business School), COBWEB
2008 (college fest of LHMC) and SPANDAN 2008 (college fest of
Vivekananda College).
 Their wide and national footprint enables our advertisers to reach the
largest number of listeners among private operators in high income
cities and adjoining areas.
 Also won awards for its successful brand building.
 the '983 - Kismat Khol De' Contest won the Gold medal for
Best Activity generating Brand Loyalty at the Promotion
Marketing Awards of Asia – 2004.
 Bronze medal for Best Activity generating Brand Awareness
and Trial recruitment at the Promotion Marketing Awards of
Asia – 2004.

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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.

 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

 THREATS
 Still facing threat from AIR FM and FM Gold. Both are take care by
government bodies.
 High threat from all private music station, specifically from Fever
104FM, 93.5Red FM, 91.1 Radio city.
 Recent threat is Meow 104.8FM, which is completely women
oriented music station.

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 STRENGTHS OPPORTUNITIES
 Largest operating network  Satellite radio/DAB
 Operate in diverse market  Internet radio
 Widely recognized  Self news shows
 Strong advertisement sales  International market
capability.
 High quality studio &
transmission equipment

WEAKNESSES THREATS
 Inadequate penetration in  AIR FM radio, Gold Pvt.
Indian market. Music stations
 Ads are more as compare to  Retaining talented RJ’s
songs aired

GE MATRIX
INDUSTRY ATTRACTIVENESS WEIGHT RANK PRODUCT

Market size .3 8 2.4

Growth rate .25 7 1.75

Profit margin .05 6 0.15

Technology and capital .2 7 1.4

Social impact .2 8 1.6

Total 1 Out of 7.3
10

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 BUSINESS STRENGTH WEIGHT RANK PRODUCT

Market share .4 9 3.6

Core competence .3 8 2.4

Technology ability .2 7 1.4

Ability to match service .1 7 .7

Total 1 Out of 10 8.1

Business Strength

9 6 3
9
Leader Growth Improve
Attractiveness

6
Industrial

3
Try harder Proceed with Phased
care withdrawal

Cash Cash Divest/

investment generation Withdrawal

Invest Selective Divest

/grow investment

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RADIO MIRCHI EMERGES AS THE LEADER IN 2008: RAM

Radio Mirchi 98.3 FM, India’s hottest Radio station has been leading the race
week on week, all round the year 2008. The recently declared RAM results for
week 50 has acclaimed that Radio Mirchi 98.3 FM has topped the charts and has
established itself as the No #1 radio station in Delhi.

ANSOFF’s MATRIX

EXISTING NEW PRODUCT

PRODUCT
EXISTING Market Penetration Product Development
MARKET
Market Development Diversification
NEW MARKET

On the basis of ANSOFF’s MATRIX, RADIO MIRCHI can go for two objectives:

PRIMARY OBJECTIVE: They should work upon the strategy to capture more
small Indian cities where other fm radio broadcasters have not entered. This will
give them first mover advantage in that city. Through this Radio Mirchi will
definitely go up in terms of market share and wide network.

SECONDARY OBJECTIVE: They should come up with a new concept of

‘KHABRI BABA’. In this listeners can give any five news headlines from any

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newspaper, if they want to win especial gift vouchers from Radio Mirchi. This
approach will lead in more benefits incurred by listeners automatically. Also they
can promote their clients product by giving them as gift vouchers. Radio Mirchi
going to be initiator who aired the ‘NEWS’ without breaking the rules made by
government bodies.

MARKETING STRATEGY

TARGET CUSTOMER PROFILE

The Radio Mirchi target market was defined using interesting factors such as
lifestyle, attitudes, occasions rather than demographic information alone. Although
the customer description generally fall within the demographic that have been
identified, this approach will provide an increased understanding of what motivates
the listener and can be used to focus target marketing and positioning efforts more
precisely.

Radio is the source of entertainment for every individual of any age group whether
it is children, youngsters, housewives or aged people. Radio satisfy different needs
of the people such as 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. ENIL has developed good relationships with
the film industry in India helping it to have innovative and creative content. This
helps Radio Mirchi to secure exclusive FM broadcasting rights of the music of
leading films for up to two weeks after the initial release of the music. In spite of
being present in diverse regions of India, ENIL has been able to attract listeners
everywhere and be the market leader as it has been able to customize its content to

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local tastes. Radio Mirchi takes care of all these needs in the best way by
broadcasting shows keeping in mind the customer needs and their free time(so that
they can listen their favorite shows at free time). On this basis, Radio Mirchi
segmented their customer (time slots they get free) and targeted them in such a
way that no other FM Station could change the bit of positioning done by it.

MARKETING MIX

The punch line of Radio Mirchi (Mirchi sunnewale always khush) focuses on its
customer and the quality of music provided by them. They try to come up with
new innovative ideas thereby making their radio the most preferred station with
largest listenership. There latest innovation is in the style of radio jockeys.
Generally, radio jockeys speak non-stop quite fast entertaining the masses. But
there is new RJ named Sudh who talks at a slower pace but in a weird tone. His
way of telling jokes attracts people to him.

Price & Place are the two factors which has no impact on the customer’s( .i.e.
radio listeners) of Radio Mirchi since they don’t pay for listening radio and it is
available everywhere(rather in pockets of every person in the form of mobile)

Promotion: Radio Mirchi promotes its radio station in different cities in their local
language. Following are few examples:

 98.3 FM Tagline "Radio Mirchi - It's hot"...

 98.3 FM Tagline "Mirchi Sunne Wale Always Khush" Started On 23 July
2007.
 98.3 FM - It uses the tagline "Sakat hot maga!" in Bangalore.

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  98.3 FM - Tagline "Radio Mirchi - It's Hot"
 98.3 FM - It uses the tagline "Idhu semmma hot machchi!" in Chennai.
 98.3 FM - “Idhu semmma hot machchi!"
 98.3 FM - It user the tagline "Gwalior Jhoome"
 98.3 FM - It uses the tagline "Idi chaala hot guru!" in Hyderabad.
 98.3 FM - It uses the tagline "Michi shone j always khushi thake se."
 98.3 FM - Tagline - "Radio Mirchi - It's Hot" / Radio Mirchi - Tikhat Aahe!
 98.3 FM - Tagline "Radio Michi Shune mon always khush "

COMPETITVE STRATEGY
On the basis of GE Matrix, Radio Mirchi proved to be a leader in Radio industry.

Many research also shows that it is a confirm leader, latest by 05th January 2009.

In this scenario Radio Mirchi must sustain its position and need to apply some
special strategies. We suggest Radio Mirchi…..

 To increase prime time advertising rates. As a result clients will get reduce
but listenership increases which would later attract clients again.
 Since it is a Brand, so give 100 percent to their existing products to maintain
its quality and power.
 To come up with something related to daily NEWS. It will go to attract that
market which is yet not being touch by any private channel.

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