Company ENIL Brand- Radio Mirchi

Porters 5 Forces
SUPPLIER POWER Dependence on creative talent Shortage of creative talent Copyright issues with songs

BARRIERS TO ENTRY Favorable Govt. Policy High ROI Capital Requirement not so large

RIVALRY Exit Barriers Low Industry Concentration Low but increasing Industry Growth High Switching cost High

THREAT OF SUBSTITUTES Television Music Player, DVD player I-Pods

BUYER POWER Buyer volume is low though it is increasing rapidly Buyer leverage is High as customers can switch easily Product differentiation is low

Target Group
Idea behind Radio Mirchi Age Group 15-25 SEC A & B Students, youth and young working adults.

Research on Consumer Behavior

Listnership maximum in younger audience of SEC A Radio taken as a very personal medium Major chunk of FM audience is in house also. If you have heard one, you have heard them all. Time to hold on to a consumer is going down

Brand Positioning
YOUTHFULL & HOT Channel that will make u happy and full of energy Radio Mirchi Sunane wale hamesha khush

Promotion strategy
Mumbai Dabbawallas Releasing Hindi films music Innovative prize winning events Radio Works On Ground events KAAN Awards

Logistics Approach
Music Scheduling Software Music policy Station Sound
On- air-personalities station identity announcements topics for call-ins commercials.

Revenue
Airtime sales SMS & Calls by listeners Organising on ground events

Recommended Marketing Plan

Current Situation
Macroenvironment Market Analysis

SWOT
External threats
Increasing no of competitors Ambiguous audience measurement tool Lack of advertisers trust on radio category

External opportunities
Ease of regulations through the upcoming government policies Possibility of entering international markets

Internal strengths
Largest operating network and maximum reach among listeners. Radio Mirchi brand is well recognized. Proven ability of developing and delivering innovative content.

Internal weaknesses
By having a specific positioning it loses potential listeners of other category of music.

Marketing Objective
Create a differentiated positioning for Radio Mirchi Increasing the Ad revenue Growing the Radio category on the whole:

Recommended 4 Ps
Product
Positioning should happen station specific Visual radio Internet radio

Price
Cashing on other revenue streams Sale or licensing of content to third parties International market

4 Ps Continued
Place
Visual radio Internet

Promotion
3 step process Stress on leadership position Adding tangible value

Thank You