BRAND MANAGEMENT

OF
KALIKA F.M 95.2
SAURAB GHIMIRE
MBA 4TH SEMESTER,PCMS
 Introduction to Brand
• The word brand has been derived from the Old Norse word
“brandr”, which means “to burn”.
• Branding traditionally has been used to distinguish the goods
of one producer from those of another.

• Name, term, sign, symbol, or design, or a combination of

them, intended to identify the goods from others.

• In accounting, a brand defined as intangible assets is often

the most valuable asset of an organization.
 BRAND MANAGEMENT
• Brand management is the process of identifying the core
value of a particular brand and reflecting the core value
among the targeted customers.
• The process of creating a relationship or a connection
between a company's product and emotional perception of
the customer for the purpose of generating segregation
among competition and building loyalty among customers.
• It is also defined as a fulfillment in customer expectations and
consistent customer satisfaction.
 BRAND EQUITY
• The Brand Equity refers to the additional value that a
consumer attaches with the brand that is unique from all the
other brands available in the market.

• Components of Brand Equity

• Brand Recognition
• Brand Experience
• Brand Preference
• Brand Loyalty
 Overview of the Kalika F.M 95.2
• Kalika F.M 95.2 is aired on 8th October 2002.
• It is the 2nd oldest F.M Radio of Mid-Terai region located
at Bharatpur, Chitwan .
• Bikram Pandey is the owner of this F.M.
• The first private radio station in Nepal to install self
supported ,55 meters tall steel tower,the tallest in Nepal.
• Kalika F.M 95.2 is the station having the widest range
cover from its parent station, without any relay towers in
the entire country.
 Objectives of the study
• The main objectives of the study is to analyze the
brand management of Kalika F.M 95.2.
• The main objective of the study is to simply
understand the overall management of F.M to retain
and increase its listener.
• To identify the various brand elements( brand name,
logo, character, jinggle, slogan) of this F.M.
• To identify the brand equity of this organization.
 Limitations of the study
• This report is mostly based on primary data.

• It has limited sample size, n=30.

• The study was conducted with limited area coverage

in terms of sampling unit.

• This report is done with limited data availability due

to secrecy to be maintained by the F.M.
Brand Logo
 Brand Slogan

• “Bestest Radio of Mid-Nepal." is the slogan

of the organization.
• The above pie-chart explains how listener
brand Kalika F.M 95.2.
• It shows that 36.6% listener are strongly
satisfied with the brand and 20% are satisfed
with the brand.Similarly,23.3%, 13.3% and 6.8%
listener are Neutral,Dis-satisfy and Strongly Dis-
satisfy with the brand respectively.
• It simply shows that,most of the listener have
positive mindset or feeling towards Kalika F.M.
• This Bar graph shows that most of the listener of
Chitwan listen Kalika 95.2 in compared to other
F.M like Synergy F.M,Hamro F.M and Triveni F.M.
• Out of 30 listener,Kalika F.M is listened by 12
listener which is 40% of total listener.
• Similarly,Synergy F.M is listened by 9,Hamro F.M is
listened by 5 and Triveni F.M is listened by 4
listener with 30%, 16.6%,and 13.4% respectively.
 Summary and Conclusion
• Kalika F.M is one of the pioneer F.M of Mid-Nepal.
• It use full automated machines and equipments for
broadcasting by own self supported tower.
• It accepts feedback from the local listener and international
listener so as to improve its standard .
• The management of this company is great and has great
potential to expand its market and listener all over the
country and world through online.
• I came to know that, running F.M is a challenging task and
every unit is closely related with one another .
 Recommendations
• It should try to improve its program timely that can
compete with other high quality program of the nation.
• It should capture the untapped market by increasing
the frequency and quality of the program.
• It should also focus backward people of the society and
for their betterment and up liftment.
• It also should try to increase and expand their
employee in each and every nook and corner of the
country in order to communicate news and views
quickly and effectively. 
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THANK YOU