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  • Radio Mirchi: Entry Into Kolkata Market

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    Radio Mirchi plans to enter the Kolkata radio market by developing new market segments and retaining existing advertisers. It will target the population ages 15-44, comprising 64% of Kolkata's population, by offering Hindi and Bangla music and talk shows. Radio Mirchi will compete with Aamar FM, Power FM, and Red FM by differentiating its content with a mix of music and humor while targeting the mass audience and middle to upper socioeconomic classes totaling over 5 million potential listeners in Kolkata.

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    Radio Mirchi plans to enter the Kolkata radio market by developing new market segments and retaining existing advertisers. It will target the population ages 15-44, comprising 64% of Kolkata's population, by offering Hindi and Bangla music and talk shows. Radio Mirchi will compete with Aamar FM, Power FM, and Red FM by differentiating its content with a mix of music and humor while targeting the mass audience and middle to upper socioeconomic classes totaling over 5 million potential listeners in Kolkata.

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    146 Ansichten5 Seiten

    Radio Mirchi: Entry Into Kolkata Market

    Hochgeladen von

    vijeta
    Radio Mirchi plans to enter the Kolkata radio market by developing new market segments and retaining existing advertisers. It will target the population ages 15-44, comprising 64% of Kolkata's population, by offering Hindi and Bangla music and talk shows. Radio Mirchi will compete with Aamar FM, Power FM, and Red FM by differentiating its content with a mix of music and humor while targeting the mass audience and middle to upper socioeconomic classes totaling over 5 million potential listeners in Kolkata.

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    von 5

    Radio Mirchi

    Entry into Kolkata Market

    Group A9
    Market Entry Objectives

    Develop Market Kolkata 3rd biggest Indian city in terms of population


    Segments One of the biggest media markets strategic significance

    Radio - Talk or Music; Music Genre


    Product Design Language RJ, Music

    Retain Existing Encourage existing advertisers to increase advertising time


    Advertisers

    Convince newer advertisers to promote their products and


    Add New Advertisers services on Radio Mirchi
    Understanding Competition

    Aamar FM Power FM Red FM


    Positioned as My radio Only channel for Hinglish Positioning Bright, fresh,
    Truly Bengali FM channel content vibrant channel,
    Target urban middle, Target age group under "internationally packaged
    higher middle, upper 35 years, sophisticated, local content
    socio-economic young, trendy, Target mass audience
    cosmopolitan radio listeners Focus older, educated
    Bollywood music listeners

    Airtime Marketing and Sales India (AMSI)


    Market Segmentation Analysis

    % of total Market Size


    Age (years) % in SEC A,B, C Product Design
    population (millions)

    Music Shows with


    15-34 45% 53% 2.62 Content
    humour mix

    35-44 19% 53% 1.11 RJ Talk Hindi-Bangla

    >45 30% 53% 1.75 Music Language Hindi

    Total target market size (millions) 5.48 Music Genre CHR


    Thank you

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