Marketing Management ------------------------- Media - Radio - Scope

MARKETING MIX
The marketing mix consists of the following P¶s: ‡ Product ‡ Price ‡ Promotion ‡ Place ‡ People ‡ Process ‡ Physical Environment

Sales promotion: Competitions. discounts. radio. coupons etc.Promotion Promoting a product can consist of: ‡ ‡ ‡ ‡ ‡ Advertising: Billboards. Personal selling: Tele-marketing. Internet : Face Book. . Publicity: Sponsorship etc. newspaper etc. presentations etc. Orkut These different types of promotion can be splited into two main categories: Above the line & Below the line promotion. TV.

Above the line promotional methods ‡ ‡ ‡ ‡ ‡ ‡ Press: TV advertising: Radio: Theatre: Posters / Billboards: Internet: .

. ‡ Loyalty card offers: Can encourage repeat purchases or encourage someone to purchase a product that they would not normally buy. ‡ Competitions: Include both in-store and competitions on the back of packaging. ‡ Packaging: Used as an 'eye-catcher' to attract the consumers' attention.Below the line promotional methods ‡ In-store: Vouchers and special offers.

The Indian Media and Entertainment industry stood at Rs 43.700 Crores in the year 2006 and is expected to grow at an annual rate of 19% till the year 2012. .Media and Entertainment ‡ Media and Entertainment is one of the most booming sectors of the Indian economy. The sector is rapidly evolving and has a tremendous untapped potential stored in it.

The Media industry ‡ ‡ ‡ ‡ ‡ Filmed Entertainment Television Music Radio Print (Primarily Newspapers & Magazines) .

Change in the lifestyle and spending habits. Reach and customer base. Highly fragmented. 5. 4. 4. multi. Piracy . 3. Lack of cohesive production & distribution infrastructure. The growing middle class with higher disposable income 3. 2. 6. Indian film industry is second largest in the world and the largest in terms of the films produced and tickets sold. The low cost of production and high revenues.and megaplexes. Weakness 1. Lower media penetration.Strengths 1. 2. web-stores. Technological innovationsonline distribution channels.

5. The concept of crossover movies. 3. multiplexes. The nascent stage of the new distribution channels. The expansion in poorer sections of the society. . 2. Lack of quality content has emerged as a major concern because of the 'Quick. Threat 1. the media sector is facing considerable uncertainty about success in the marketplace.buck' route being followed in the industry. Technological innovations like animations.Opportunity 1. Rapid de-regulation in the Industry. 4. With technological innovations taking place so rapidly. 3. Piracy. etc and new distribution channels like mobiles and Internet have opened up the doors of new opportunities in the sector. such as Bend It Like Beckham. Rise in the viewer ship and the advertising expenditure. 6. 2. The increasing interest of the global investors in the sector. violation of intellectual property rights pose a major treat to the Media and Entertainment companies. 7.

MEDIA INDUSTRY CONSTITUENTS .

700 Crore ‡ CAGR: 24% The Indian television industry is currently being dominated by Star India. Homes with TVs are expected to grow from 112 million to 200 million in a few years. TV is also penetrating into the rural areas and is a promising segment.Television The Television industry is witnessing a spate of new channels being launched every year. which is the top player in the sector at present. .800 Crore ‡ Projected size by 2012: Rs 42. ‡ Current size: Rs 14.

The Hindustan Times and The Hindu. The High CAGR is a result of the increasing rate of literacy and thus the increase in the number of people reading newspapers & magazines.900 Crore ‡ Projected size by 2010: Rs 19. . Dainik Jagran. A few leaders in India in this segment are: Times of India Group. new ways of promotion and distribution are the latest trends and content being the focus of the print media industry.Print Media India offers a promising market for the print media industry.500 Crore ‡ CAGR: 12% Digital printing. ‡ Current size: Rs 10. Lok satta.

of Cities. Current size: Rs 300 Crore Projected size by 2012: Rs 1. .91 Operational. Radio has the reputation of being the oldest and the cheapest medium of entertainment in India. ‡ ‡ ‡ ‡ ‡ License Issued ± 338 FM Stations No.Radio Radio has made a comeback in the lifestyles of Indians.200 Crore CAGR: 32% All India Radio (AIR) owned and operated by I&B Ministry is the largest player in the industry.

3 .93.1 Radio One.3 BIG FM (ADAG) -92.PRIVATE RADIO STATIONS ‡ ‡ ‡ ‡ ‡ ‡ ‡ Radio Mirchi.9 MY FM (Bhaskar Group) ± 94. Ltd. .98.91.3 RED FM (Surya Group) .Mid Day Mumbai-94.ENIL.Music Broadcast Pvt.7 Mantra FM (Dainik Jagran) ± 91.5 Radio City.

Why Radio ‡ Radio has large reach. rivaled only by TV ‡ Radio is interactive ‡ Radio is a constant companion ‡ Radio is inexpensive (but not cheap) ‡ Radio is ³theatre of the mind´ ‡ Radio is less cluttered than TV ‡ Radio reaches <30 better than any other medium ‡ Radio is a youth medium ‡ Radio is close to retail ‡ Radio is measured .

. ‡ Allows multiple creatives. ‡ Radio is the best support medium .High Reach & High Frequency ‡ ‡ ‡ ‡ ‡ Across day parts Across SEC¶s Across Genders Across age groups Duration of spots can vary to increase effectiveness.less likely for listener burnout.

Radio Characteristics ‡ ‡ ‡ ‡ ‡ ‡ Cost Effective Medium to Advertiser Excellent Complementary Medium Interactive medium Low Content Costs Prime Time differs from Television Delivers relevant audience .

Why Radio 70% 65% 62% 61% 54% 53% 52% 43% 41% 38% 34% 28% 14% Terrestrial TV Internet Sites Hoardings/ Bus English Dailies Direct Mailers Magazines AIR Radio Language FM Radio Cinema C&S TV Emails High Ad-avoidance In Other Media but Radio Does Well Source: Initiative BBC World Ad-Watch 2008 Shelters Dailies SMS .

Why Radio ‡ ‡ ‡ ‡ ‡ ‡ City Centric Cluster Centric Vernacular Target Group focussed via day parts Measurable results Allows fastest implementation«from concept to on ground ‡ Allows mid campaign alterations much faster than any other media .

40%+ radio Listenership through mobile. Most contest participants participate from home. Radio listening starts at 6. Radio is about high reach 27 Mn consume Mirchi daily. Only 19 Mn Star Plus & 14 Mn Colors .30 am.Why Radio ‡ ‡ ‡ ‡ ‡ 85% radio Listenership in India is at home.

Radio Solutions Universe Fabric Thematic Programming Outdoor Broadcast Music Taxi Amplifications Brand Mirchi Characters Sparklers Activations Sponsorships City Events Celebrate Nashik Run Marketing Properties Cricket .

‡ The global entertainment industry is projected to reach US$ 1.Future Scenario ‡ The future of Media and Entertainment industry depends largely on the growth of Indian economy.8 trillion by 2015. people are spending more on their entertainment and leisure activities. The Indian Media and Entertainment industry is expected to grow at an annual growth rate of 19% to reach Rs 83.740 Crore by 2012. With the incomes of the people rising at a fast rate. ‡ India is poised to enter the period of immense growth in this sector. .

32% Television .12% Music .1% .24% Film Industry .The expected CAGR ‡ ‡ ‡ ‡ ‡ Radio .18% Print Media .

Media and MBA ‡ ‡ ‡ ‡ ‡ ‡ ‡ Event Management Production Management Ideation and consulting Celebrity Management Brand Management Agents or Money managers Business Development .

There is so much you can do with RADIO«!! .

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