Marketing

Strategy for

Radio sppicy

Group – 6

Biswajit Mishra (P122056)

Karthikeyan Annamalai (P122018)
Sriram K Thwar (P122045)
Vidit Jain (P122051)
 Question 1

• Critically assess Sanjay’s approach for

revamping the marketing strategy of
Radio Spicy
 Current Scenario

• Radio as a medium is not able to reach out to the end

consumer
• Radio Spicy is considered to be an expensive
• Not working on personalized advertising
• Payment issues eg. Kanchenjunga Herbals
 Sanjay’s approach
Cost benefits of
Dominance of Radio Competitors in your
diverting some
Advantages of radio Spicy over other industry are using
print/TV spend to
channels radio too
radio

Inexpensive Market leader Multiplier effect

Exclusive
Localism
audience

Brings
intrusiveness to
print campaign
 Analysis

• Cost for radio advertisement is Re .14 as compare to

cost for TV advertisement which is Re 1
• By redeploying 10% of TV spend on radio, brand
awareness can be increased by 15.4%
• By reducing the size of the ad in the newspaper, we can
save some money which can be further used for radio
• By adopting localism
– Can add local flavors
– Can communicating to the audience in his/her regional language
– Will build a relationship/connect with the listener
 Question 2

• Analyze the feasibility of launching a new

FM radio service in Kanpur based on the
listenership survey and propose a
marketing plan for the new channel
utilizing latest studies on marketing
media services in India
 Kanpur survey data
• Listener’s age group:
- 19-25 around 57%
- 26-35 around 35%

• Listener's Socio economic group

- Middle class(family income INR 0-45000)

• Modes of advertisement
- Overall: Print media, news paper, magazines, radio
- Insurance & financial products :Business news channel
- FMCG : general entertainment ,news, music
 Feasibility Study
• As per the listenership survey companies RS can target
Industry Age Group Target or Not

BFSI 18+ 
Consumer durable 20-45 

19-35
FMCG 20-45 


Overall Target
Household 25-50

IT/ITES 20-45 
Telecom 15-45 
Media Entertainment 15-45 
 Feasibility Study

• Market Share Analysis :

Radio Channel Population(1000s) %

Radio Mirchi 527 9.210066

Big FM 337 5.889549

Red FM 315 5.505068

Existing Radio Listeners 1179 20.60468

Total population 5722 100

Remaining target 4543 79.39532

 Feasibility Study (contd…)

• Willingness to use radio network :

Target
Type of Customer % Marketing Plan
Yes/No
Do not reach my
customer
9%  Reach for Middle Class

Expensive 9%  Multiplier effect

Exploring proposals 7%

Can not say 18%  Radio Coverage and Market

leader
 Feasibility Study
• As per the listenership survey Radio Spicy can design
their programs suitable for the
- Age Group : 19-25, 25- 35
60
55

50

40
35

30

20

10
5

0
19-25 25-35 36-49
 Feasibility Study (contd…)
• RS will be in more of music category as suggested for
the improvement needed

45

40

35

30

25
Series1
20

15

10

0
More Music More RJ Celeb. Interview More contest off;ine
 Feasibility Study (contd…)

• Favorite Listening habits: while travelling and boarding

60

50

40

Series1
30

20

10

0
when board travel perticular show RJ dependent Don’t listen
 Feasibility Study (contd…)
• RS will be targeting programs on Mirchi as the highest
no of customers are there.

55
60

50

40

30

17 18
20
9
10

0
Mirchi Big Red FM Rainbow

Series1
 Question3

• Identify ways to differentiate the program

content design of Radio Spicy from other
networks at your location
Major Radio Networks in
Chennai

All India Radio Radio Mirchi

Radio City Gyan Vani (IGNOU)

Aaha FM FM Gold

Big FM Hello FM

Suryan FM FM Rainbow

Radio One Anna FM (Anna University)

 Program content
• Similar program content across all the radio networks

Genre Days Time

Devotional Songs All days 5-7 AM
Chat with RJ Monday-Saturday 7-11 AM
Intermediate Songs Monday-Saturday 11 AM – 3 PM
Kids show Monday-Saturday 3-5 PM
Cine gossips Monday-Saturday 5-7 PM
Lovers special Monday-Saturday 7-9 PM
Interviews Monday-Saturday 9-10 PM
Old Songs Monday-Saturday Through out the night
Celebrity interviews and
Sundays From 7 AM
general talk shows
 Differentiation

Segmentation

Targeting Positioning
 Contd.
• Segmentation
– Age
– Gender
– Interests
– Behavior
– Need
• Targeting
– Majority of the audience is between age group of 17-35
– It covers students, IT professionals, factory labors
– Passionate about music
– Loves listening to music
• Positioning
– Youth centric radio
– Right mix of music
– Bringing in local flavor in our channel to have a larger
connect with the audience