MKT337

FINAL GROUP PROJECT

FALL 20

PROMOTIONAL MANAGEMENT

Section - 3

Submitted To – Dr. Farzana Nahid

Submission Deadline – 14 January 2021

Submitted By – Group Radio Foorti

Md. Ashiq Uz Zaman 1731125030

Safayet Ahmed Ankur 1811175030

Sanjida Ahmed Orna 1812034030

Rashaduzzaman Riad 1811530030

Sadman Evan 1821541630

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Letter of Transmittal

14th January, 2021

Dr. Farzana Nahid

Assistant Professor, Department of Marketing & International Business,

North South University

Subject: Project on developing a promotional campaign for Radio Foorti.

Dear Ma’am,
Here we are submitting our Radio Foorti’s awareness related campaign project for our MKT337
course requirement.

This report focuses on gaining popularity on brand recognition for Radio Foorti. From our
overall research and understanding we came up with a well-structured campaign for Radio Foorti
to increase popularity among the general people of the country. This campaign will also increase
social awareness for all type of sexual harassment and stereotypies all over Bangladesh.

We hope, we are successful in fulfilling all the criteria.

Sincerely,

Group Radio Foorti.

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Acknowledgment:

At first, we would like to thank almighty Allah for enabling us to complete the project on “Radio
Foorti”. This report has been completed from the knowledge that we have gathered from our
course materials and class lectures of “Promotional Management”.

Foremost, we would like to express our sincere gratitude to our academic instructor Dr. Farzana
Nahid, (Assistant Professor, Department of Marketing & International Business, North South
University) for arranging such valuable and insightful live sessions and the continuous support to
prepare this project. Without his kind direction and proper guidance nothing would have been
possible. This project has been a good learning experience for our group as we got the
opportunity to learn a lot about the uses of promotional tools for a betterment of a company. We
researched from the internet and collect relevant data and tried to present them in this project.

Sincerely,
Md. Ashiq Uz Zaman 1731125030
Safayet Ahmed Ankur 1811175030
Sanjida Ahmed Orna 1812034030
Rashaduzzaman Riad 1811530030
Sadman Evan 1821541630

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Executive Summary
Radio Foorti has been a popular radio station throughout its journey but some of its campaign
failed and backlashed. Thus, it impacted on the number of listeners. We have come up with a
campaign theme which will help Radio Foorti increase their listeners and bring a change in
society as well.

Radio Foorti already has an app but many people are not connected to it due to lack of proper
advertising. According to our campaign theme, we want people to talk about certain topics
regarding women such as- rape, harassment, safety, discrimination, period stigma, hygiene,
sexism, racism, domestic violence, women empowerment, gender pay gap and normalize talking
about these and raise voice against wrongdoings.

We want people to talk about these and as well as identify the main reasons behind these
problems and how could these be resolved. So, we will arrange a weekly program where
participants will be given a certain topic and they will have to make a short video by presenting a
story. It can be done by staying at home so that it is easy and feasible for everyone. We will
create a different segmentation in our app so that our participants can upload their contents in
that segment. We will publish from our Facebook and Instagram page to vote for the best
content. We, then will announce 3 winners from our Facebook and Instagram pages and their
contents will be uploaded on the respective pages and their audio version will be released in the
radio in a separate session. By doing so, we will be able to engage our listeners. And through
Facebook and Instagram promotion Radio Foorti’s brand image will increase as well. This
campaign will not only help normalize talking about the stereotypes in society but also create
awareness among people.

And lastly, as a gift hamper we will send women hygiene products to the winners so that we can
break the period stigma and normalize it among us. By providing this sort of gift we will be
helping the women in the rural areas as well who can’t afford to buy these products. This would
be the first time any Radio station will be taking this sort of unique initiative.

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Table of Contents
Company Brief…………………………………………………………………………………..6

Select a Campaign Theme………………………………………………………………………7

Identify the challenges through research………………………………………………………..8

 The problem and why Radio Foorti needs a promotional makeover…………………...8

The current target market………………………………………………………………………12

 Demographic segmentation…………………………………………………………………..12
 Geographic segmentation…………………………………………………………………….12
 Types of Practices………………………………………………………………………..12
 Usage of media……………………………………………………………………………….13

Identify the target Audience……………………………………………………………………..14

 Demographics……………………………………………………………………………14
 Psychographic……………………………………………………………………………14

Campaign Objective…………………………………………………..………………………….15

Creative Brief…………………………………………………………………………………….16

 Positioning……………………………………………………………………………….16
 Client Agency Communication Process Model………………………………………….16
 Appeal……………………………………………………………………………………17

Execution………………………………………………………………………………………...18

 Social Media………………………………………………………………..……………18
 Print Media……………………………………………………………………………….19
 Events…………………………………………………………………………………….21

Media and Budget ....………………………………………………………………………….....21

 Schedule and Media Mix……………………………….………………………………..21

 Budget………………………………………………………………………...................22

Conclusion……………………………………………………………………………………….23

References………………………………………………………………………………………..24

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Company Brief
Radio Foorti is a well-known and popular music radio station in Bangladesh. This station started
its journey on September 22, 2006. Radio Foorti started their journey from Dhaka with 98.4
MHz frequency; they also used this frequency in Chittagong station and 89.8 MHz in Sylhet
station. It was getting complicated and they decided to come under an frequency and that is 88.0
MHz. And now Radio Foorti uses 88.0 MHz frequency in all the areas they operate and now it
has become the largest music radio station in Bangladesh. They conduct their activities in nine
major cities which are-Dhaka, Chittagong, Rajshahi, Khulna, Barisal, Mymensingh, Cox’s
Bazar, Bogra, Noakhali. These stationsare operated by Radio Jockeys. Radio Foorti is the first
radio station that introduced teen jockeys in the country. This station has a couple of popular
shows like BHOOT FM and some other shows that are operated by celebrity guests like Tahsan,
name of the program is 52 shades Of Tahsan and Fuad live. The owner of this station is the
MGH group. Radio Foorti celebrated their one decade in the radio industry journey on
September 27, 2016.

In the current pandemic situation, they try to help people by creating awareness through their
radio and launched a new program name Dr.Foorti.People can connect through phone or by
sending a text to a given number. Professional doctors will give solutions. Radio Foorti received
positive and good feedback for their work during this pandemic.

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Campaign Theme

Our campaign theme is to normalize talking and acknowledging about the issuewomen face in
their daily life whether it is harassment, safety, equal rights, period stigma, hygiene, domestic
violence, sexism, racism, gender pay gap, discrimination or even rape through short story telling.
The theme will focus on gaining popularity on brand recognition and help increase listeners for
Radio Foorti.

Slogan:

“Let the nation speak”

The slogan stands for normalizing speaking about the topics that we avoid talking which creates
more problems in the society and this will also create awareness among people in the country to
make a change in our society. The slogan portraysthe entire scenario of our overall brand
recognition campaign for Radio Foorti. In this report, we will cover a well-structured campaign
for Radio Foorti to increase popularity among the general people of the country. Also, this
campaign will bring a change in the society.

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Identifying the Challenges through Research

The problem and why Radio Foorti needs a promotional makeover:

This is a recent Radio Foorti campaign and its initial plan was good but the promotion and
commitments showed the lack of interest to the listeners and now it failed miserably and faced
huge criticism on Facebook. The campaign was based in Dhaka and Chittagong only and it asked
listenersto answer the question creatively to win the Friday. Another thing is that when the
campaign was launched, they did not response to the answers that listeners gave and sometimes
they did not even publish soon enough what will be the question for the next week. Even their
pattern of selecting winners was not as clear and the listeners though and they didn’t take it
easily. Some of their anger and frustration are shown in the comment box.

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So, this is a kind of mistake they did in recently and listeners lost trust in Radio Foorti programs.

If we notice, they came up with an idea in last year’s Pohela Boishakh by asking the listeners to find
the Boishaki vibe but the campaign did not go well and made people angry. And listeners of Radio
Foorti did not take it easily and they immediately showed their anger in the comment section.

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Here is the evidence where Radio Foorti explained the scenario in the comment section.

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The caption/comment was edited after getting tones of backlashes from audiences and it was
made not to show the things as funnyor not to hurt anyone’s sentiment. They used it as
promotional purpose.

 According to the Radio Foorti they only use this type of promotions to attract listeners.

 Radio Foorti mentioned that they will talk about the all problems that listeners face during the
promotional campaign time

 In the ending-part they mentioned that they will remove all the things that huts listeners.

The post Radio Foorti shared through social media got huge number of angry reactions up till
now and comment section was flooded with criticism and backlash. To the people the ad was
embarrassing and it hurt people’s sentiment because they started a program but could not stay
committed to the listeners and they used a photo of a foreign series using Bangla New Year
tagline.

These are some of the comments from that post. It is very hard to find comments which are
encouraging but the comment box was filled with hate comments. Radio Foorti failed to
understand that it is a sensitive issue and people will get offended. Because of a failed campaign
Radio Foorti got negative brand image and also listeners lostinterest in Radio Foorti. And
because of this the other competitors of Radio Foorti like Radio Dhoni, Radio ABC, Radio
Amar, Radio Today and many more gained the market share. We can see the other stations
popularity on TV, Billboard and other social Medias. For all these reasons, Radio Foorti must
need a promotional makeover and it has to be better so that they can get back their reputation
back in the market. We have done a survey of 50 respondents from age 16-60 on Facebook found
that 72% of the respondents are familiar with Radio Foorti. That shows they failed to create
awareness, and they need to work on their promotional strategies to be visible in the market.

1. Are you familiar with radio Foorti shows?

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 Response
Yes No
28%

72%

The current target market:

As we know that Radio Foorti is a radio station and they try to increase listeners by creating
awareness shows so the people of all stage can understand the message. So the current target
market is mass people of all gender backgrounds and age groups typically 16-60. Every business
need target audiences so as Radio Foorti.

We researched on Radio Foorti Facebook page and it’s our secondary research and found Radio
Foorti has selected the target by segmenting the market using demographic and geographic
segmentation.

Demographic segmentation: Radio Foorti targeted the mass population with age group of 16-60
both male and female. Specially focused on younger generation because it is more important for
them to understand the matters and situation.

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Geographic segmentation: We also found that Radio Foorti focused on the target the market
geographically based on Urban and rural areas. Because there are so many things people in the
country need to know and learn. Many Rural part of Bangladesh still doesn’t have any idea about
Radio Foorti programs so they should targeted in Chittagong, Rajshahi, Sylhet, Barisal, Noakhali,
Mymensingh, Khulna, Bogra and Cox’s Bazar. By downloading apps of Radio Foorti they can listen
to the shows.

Types of Practices: Radio Foorti does not have any TVC. Usually they come live from their
Facebook page and posts a new campaign in this page and Instagram page also. Their Radio
Jockeys are actually performing spokes persons role. If any new shows are being aired and host
of that shows are celebrities then that celebrity is being considered as aspokesperson. Some of
their campaigns are posted in Facebook pages as well. For example, we can see that a Radio
Foorti show name 52 shades of Tahsan, and Fuad live hosted by Tahsan and Faud and both of
them are celebrities and they are also the spokespersons of the shows.

Radio Foorti Campaign on Facebook

Usage of media:We askpeople in our survey how they know about the Radio Foorti we found
different result in this question. Almost 60% said they notice Radio Foorti shows campaign on
social mediaand rests know this from different ways.

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 Response
Social Media Friends From Mouth 4th Qtr
Print Media: Radio
5% 5%
Foorti uses
30%
Newspaper,
61%
Magazines,
Billboards to
promote
themselves and gain more listeners.

Other Media: Radio Foorti has a Facebook page, Instagram page, and a YouTube channel. These are
the mediums that Radio Foorti uses to do all their marketing activities. They upload campaign and
staffs in Facebook and Instagram.

Identifying the target audience:

We have conducted a research among our friends and families through Facebook and Instagram
from where we got a clearer idea that how people perceive about women centric problems
whether its harassment, safety, period stigma, discrimination or even rape. The participants are
from different backgrounds and we could identify our potential target audience from this
research.

Demographics:

Gender: All

Age Group: 16-60

Most of the participants belong to age group between 16 to 60 both male and female. They have
faced or seen or could identify the issues behind the women centric problems. We have quite a
large group of people to target based on age.

By profession, most of the participants are students, job holders and housewives.

Psychographics:

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In our country, radio is still a great communication tool and a source of entertainment and most
of these participants are radio listeners so we have a large group as our target audience. Those
who are concerned about a safe place for women would also be our target audience.

Geographic:

We want to target the audience of both rural and urban areas as people from rural areas still don’t
know many things about the issues that we want to work on.

Campaign Objectives:
Our campaign objective is to work on the communication and increase the number of listeners
for Radio Foorti and create awareness among people so that we can make a society where
women feel safe, valued and equal.

Our objective has to be specific and measurable so we have decided that we are going to work on
Radio Foorti’s brand awareness so that Radio Foorti gets more listeners and by this initiative, we
want to help people understand more about social stigmas about women problems and how these
problems could be resolved.

Through Radio Foorti’s app we will target the right kind of traffic to this online destination by
making digital market strategy. As we know all traffic might not get equal targeted traffic so our
campaign’s goal is to get visitors to our app and website and increase listeners as well.

Our campaign goal will meet social media social media objectives as well so that people get to
know and see more of Radio Foorti’s contents.

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Creative Brief

Radio Foorti is a Bangladeshi FM radio station under the entertainment industry. It’s basically a
music station to entertain people alongside with many awareness campaigns. Satisfying everyone
with social development is the highest priority for Radio Foorti’s new campaign with the slogan
“Let the nation speak”.

Positioning

This campaign is based on a change in the society. Everyone needs to be aware of the things
happening in the country, mostly with the women. So, we think, the positioning of Radio Foorti
will be ‘Voice’. This positioning is based on the stories everyone will tell to the nation. Their
voice will rise above and share their experience on women’s safety in Bangladesh. The Unique
Selling Proposition (USP) for this campaign is to create change among the people.

Client Agency Communication Process Model

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Here, this client agency communication model will describe the process of launching the
campaign to escalate Radio Foorti’s online appearance and make its positioning more valuable
among the audience.

Client
Here, Radio Foorti will contact us for a fresh new marketing
campaign because their previous campaign did not get the
expected response in the digital platforms

Agency
In this stage, the agency(us) will discuss about the campaign idea
with Radio Foorti. Everything will be discussed from planning to
execution.

Content and Application

Now, we will create various types of creative contents for the
campaign. Then update their existing official Application, create a
new segment with the campaing slogan.

Design

Here, we will decorate the segmented part of the application alongside with the
design drafts of the campaign

Approval

After settleing everything, we will review all the contents by our client for the
green signal of publishing everything into the digital platforms

Implementation
The Appliction will be relaunched to the audience for uploading their true story
in the located segment and later aired from the radio station. The contents will
be upload from every digital platforms of Radio foorti to everyone in the
country.

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Appeal

To have successful with the campaign, we need proper attention and trust of the targeted
audience. In case of appeal and rationale for an entertainment company has to be interesting and
informative. Our campaign will follow rational appeal. The campaign is designed with rational
and informative appeal because audience gets attracted by logically and emotionally.

Radio Foorti will spread the people’s story to the people and let them judge each other. The
motive is to make a change in the society through a proper awareness campaign among everyone
in the nation. Creating hype among the people in different social platforms (Website, Facebook,
Instagram, LinkedIn, YouTube, Twitter, etc is one the key strategy to for this campaign.

For this campaign, Radio Foorti will go with the rational appeal alongside with the emotional
appeal regarding acceptance of people.

Execution

We have seen from our research that Radio Foorti have less recognition from the mass people of
Bangladesh. So, we will arrange a campaign to gain more popularity on brand recognition and
listeners of Radio Foorti which will engage more people with Radio Foorti. We will design some
of creative elements and promote them in social media and print media that will gain the
attention of the audience in a new way.

Social Media:

(i) Facebook:

We will use the hashtag on Facebook to post our campaign related post so that, listeners can see
all the updates of this campaign using the hashtag later.

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(ii) Instagram:

Instagram is a very popular social media for the new generation. We can reach out to the new
generation through promoting this campaign on Instagram.

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(iii) Social Media Boost:

We will boost the campaign on social media. This will show the contents of this campaign
frequently in the newsfeed of the listeners. In this way many people will be able to know about
the campaign.

Print Media:

(i) Newspaper: We will give the contents of this campaign of Radio Foorti in a prominent
newspaper like Prothom-Alo, The Daily Star etc. Newspapers can usually reach the most people.
And since our campaign is about creating awareness among people all over the country, we can
reach out to the most people through newspapers.

(ii) Magazine:

It is also possible for magazines to reach a particular group of people. And magazines have been
collected by people for a long time. So we will put some of the best content of the campaign on
the front page of some weekly magazines, the edge front page is the most important.

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(iii) Billboards:

We will show some advertisements of this campaign on the billboards of some popular roads in
the highways and departmental cities so that all the people of the city and all those who travel on
the highways are aware of this campaign.

Events:

Roadshow:

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We will arrange some roadshows to increase campaign awareness and get more listeners
engagement of this program. We will arrange some seminar type programs base on awareness
and change on sexual harassment at some of the reputed universities online to make the younger
generation aware of this campaign and to participate.

Sponsored Program:

We will sponsor some of the most popular television programs based on total audience, program
rating, and share of audiences, for More Publicity of this campaign.

Media and Budget

Schedule and Media Mix

1-Jan 20-Feb 11-Apr 31-May 20-Jul 8-Sep 28-Oct

Facebook

Instagram

Newspaper
Activity

Magazine

Billboard

Events

Sponsored marketing

Time

Starting Date Duration (Days)

Budgeting

A total monthly budget of 6 lakh 36 thousand is broken down below:

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 Name of media Days/quantity Average cost Calculation Total BDT

Facebook 30 days 1500 per day 1500*30 45000

Instagram 30 days 1200 per day 1200*30 36000

Newspaper 3 newspaper 50000 per 50000*3 150000

newspaper/per
month

Magazine 2 magazine 70000 per 70000*2 140000

magazine/per
month

Billboard 10 billboard 10000 per 10000*10 100000

billboard

Events 2 events 75000 per event 75000*2 150000

Sponsored 30 days 500 per day 500*30 15000

marketing

Total 636000

The Budget process that we suggest for Radio Foorti is Bottom-Up Budgeting:

Radio Foorti Sets their Promotion Objectives

Activites needed to achieve the objectives are planned

A budget of all promotional activites is created

Top Management Approves the Total Budget for Promotional

activities

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Conclusion

We identify the challenges Radio Foorti face in their previous show campaigns. We found the
reason for losing listeners. Then come up with a proper makeover. The new show ‘Let the nation
speak’ will have more listeners because of the proper planning and avoiding all the mistakes that
Radio Foorti did previously. The exact audiences have been targeted, the budget has been fixed
and commitment towards the audiences will bring success to the new show and Radio Foorti will
gain the reputation and listeners they lose.

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Reference

Radio Foorti Ltd. - Do Foorti 88FM. (n.d.). Retrieved from https://www.radiofoorti.fm/

Wikipedia contributors. (2020, December 14). Radio Foorti. Wikipedia. Retrieved from
https://en.wikipedia.org/wiki/Radio_Foorti

Radio Foorti Instagram. (n.d.). Retrieved from https://www.instagram.com/radiofoorti/?hl=en

Radio Foorti (n.d.). Home [Facebook page]. Retrieved January 13, 2021 from

https://www.facebook.com/Radio.Foorti

Radio Foorti rewards listeners with new campaign. (2013, August 29). Dhaka Tribune. Retrieved

from https://www.dhakatribune.com/uncategorized/2013/08/29/radio-foorti-rewards-

listeners-with-new-campaign

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