Revamping & Restructuring

the Y FM’s
Product Portfolio & Marketing Strategy.
 Line Up

Area Presenter

Introduction/ Analysis/ Current Marketing S. R. Perera

Objectives
Current Marketing Strategies W. A. S. Gimhani

Current Customer/ Consumer Experience W. W. Rohana

Current Marketing Mix / Revaming Product D. L. D. Nishantha

Portfolio
New Strategic Approach / Financials / W. B. G. Soysa
Conclusion
 Situation Analysis

• WHY? Importance?

• External Environmental Analysis

• Internal Environmental Analysis

92.7 Y FM
To Be the Voice of Youth
Target Customers
• Primary Target is 15 to 35 Age Category
• Both Male and Female young crowd who are dynamic, likes change, likes
challenges, has high hopes, like to be noticeable, like to be successful, educated,
well informed and optimized.
• Target Market is divided as Rural and Urban Youth

USP
• Signature playlist which is unique to Y FM
• Positioned as the Original Youth Channel in Sri Lanka
• Strong brand
• No direct competition
 SWOT

Strengths
 One and only Exclusive Youth Radio Station
 Music blend and unique playlist – ability to air songs in more languages
 Most favored station on the road
 Favorite youth radio station among school students
 Backed by SL’s leading media network
 Hold a library of own produced cover songs and fresh songs
 Y FM FB fan page over 1 M+
 Videos, Shorts trending on YouTube continuously
 Powerful Tik Tok and Instagram platforms
 SWOT

Weaknesses
 Single frequency
 Coverage issues, though it is island wide reception for many areas coverage is disturbed.

Opportunities
 Opportunities to develop on digital space
 Ability to do cross promotions in other 4 radios and 3 TV channels.

Threats
 Technical initiatives
 Coverage issues, more innovations in competitors
 Current Marketing Objectives

• Make the brand stronger. Strengthen the brand position as the exclusive youth radio station by
providing boundless opportunities and adding value to youth and young adults.

• Expanding youth base of market.

• Get more involved with listeners through web, Facebook and other social media.

• Build confidence on the brand within agencies and clients.

• Change the perception of agencies and clients.

• Generate more revenue.

 Current Marketing Strategies

Growth Strategy
• The growth strategy contains the aspects such as adding new locations, investments for customer acquisitions,
franchising opportunities and product line expansion.
• Investment in customer acquisitions and product line expansions are considered as crucial aspects for Y FM.
• Y FM is practicing product development , diversification and digitalisation as their growth strategies.

Market Segmentation
• The Market segmentation strategy of Y FM can be defined as a mix of Demographic, Psychographic and
Behavioral.

 Demographic Segmentation
• The Target age group of Y FM is between 15-35 years and the programs were designed according to the age
limit from morning to evening.
• The program lineup is planned for three major groups in the above-mentioned age category; School
children, Office crowd and People who stay at home.
 Cont..

 Psychographic segmentation
• - Y FM has created the personal marketing strategy by recognizing the Lifestyle, Personal interests of the
Target group.
• - The morning program from 5-6 am designed for School children, 6-7 am the target group is the office
crowd, After 7 am they have targeted the people who stays at home and again after 4 pm the focus is on the
office crowd, finally to relax the people and to focus on the study groups the lineup from 7 pm is designed.

 Behavioral Segmentation
• It is important to identify the listener preferences and their changes in behaviors to keep them with the radio
channel.
Ex - : Office crowd is one of their Target groups. The playlist they use for this crowd in the morning is different
t from the evening playlist. Although it is the same group with the occasions and their works preferences are
changed even throughout the day
 Cont..

Market Positioning
• Market positioning is important to YFM because it shows their ability to influence audience perception regarding
the brand relative to competitors
• Y FM have used content, popularity, belief & quality as their positioning strategies.
• School Children & Office Crowd are more driven by product features, while People who stay at home are more
driven by benefits.

Benefits expectations of targeted

Target Audiences Positioning depending on the segment
Audience
 Welcoming with a warm good morning
message by friendly voice.
School Children &
 Energetic songs for wake up & get going High Content that offer High Popularity
Office Crowd
 Access to hordes of information

People who stay at  Household chores turn interesting.

home  Laugh throughout the day
High Quality that offer High Belief
 Not feel alone
 Marketing Mix
Product
- They Schedule the day from 5.00 am to 12.00
midnight.
- Early morning show, Morning show, Chart show,
FM Dramas, Love Dreams are the main products.
- Promoting for the young crowd with concerts.
Place
- Mainly Tick Tock social media platform and the live
concerts.
Ex - YFM hashtag, through that the number of
views for the overall FM is increasing.
- Selecting the crowded cities for outdoor
events
Price
- Y FM is planning the budget on each financial
year. Main revenue is generating throughout the
outdoor concerts and the balance is from social
media.
- Created a platform where the youngsters can
speak comfortably. EX- Love Dreams program
- Ticket prices are affordable to attract different and
many young crowds.
Promotion
- Promoting channel through concerts and social
media by using unique contents.
- Cash prices for listeners.
 Company Goals

Short Term Goal

Increase customer engagement

Medium Term Goal

Generate marketing activities through different modes of marketing
platforms

Long Term Goal

To be the most reached youth media partner
 New 4 P s

Product
Increase the musical programs related to video Games and other online digital activities.
Increase talk shows, community engaged events and outdoor events.
Attract best talents for the creative DJ s (Disk Jockeys), talk radio hosts and content writers.

Price
Product selling to the corporate clients with high budget values and margins.
Cont..

Place
Focus to the digital platforms such as social media, online radio listening and
place background support while playing the online games.
Increase the frequency and coverage for travel listeners.

Promotion
Online advertising
Social media marketing.
Use mobile app
Search engine optimization
Email / WhatsApp marketing
 Revamping Product Portfolio

• Change of Programs on Air.

• Outdoor programs restructuring.

• Digital flatform focus channel promotion.

• Celebrities involved Chart show / talk show

• Sports reporting
Cont..

Change of Programs on Air.

• Afternoon comedic program 4.30 PM – 5.30 PM
• Lunch & Evening Headline News Program 12.30 PM & 6.00 PM
• “Worldwide” Educational & Entertainment program 6.30 AM – 7.00 AM
• Education focused talk show 8.00 PM – 9.00 PM

Outdoor programs restructuring.

• Targeting entire target audience not only just youth audience.
E.g., Valentine day
• Age 15-35 -year audience.
• Cooperate customers preference – sales market .

Digital flatform focus channel promotion

• Facebook, YouTube, Instagram, Gaming webs
Cont..

Celebrities involved Chart show / talk show

• Celebrities involved Chart show / talk show.
• Identify the preference of overall audience.

Sports event reporting

• Frequent updates on national and international sports events.
• One of the highest youth engaging area
 Current Customer Engagement

Followers Available digital

Name Likes (FB) Flatforms

Y FM 994K 1.1M

Hiru FM 1867K 1.9M

Shaa FM 1368K 1.5M

Neth FM 479K 0.5M

Derana FM 1019K 1.1M

 Marketing Strategy

1. Goals
a. Short Term Goal
Increase the awareness of existing listeners and target market on
the revamp of the YFm via the marketing activities through
different mode of marketing platforms.
b. Long Term Goal
Be the most reached youth media partner in Sri Lanka by
establishing the YFm brand via digitalization and engagement to the
social media.
Cont..

2. Clients of the Radio Channel

a. Sri Lankan youth with the age between 15 to 35 years
in all over the world.
b. Sri Lankan commercial clients who engage with their
marketing requirements.
3. Message to the Market
Entertaining the Sri Lankan youth with fun and wisdom
via accessing the radio frequency as well as digital platform.
 4. Budget Cont..

Cost Figures According to the Months (Rs. Mn.)

Expenditure Category Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Total
Own Media
Advertising 5 5 5 4 4 4 3 3 3 3 3 3 45
Group Channel
Advertising 10 10 10 6 6 3 3 3 3 3 3 3 63
Social Media
Advertising 3 3 3 5 5 5 5 6 6 6 6 6 59

Creative/ Design
Software and Website 4 4 5 1 1 1 1 1 1 1 1 1 22
Testing       1 1 1            3
Existing Content
Migration and
Changers 2 2 2                  6
Recruirtmement (Full
Time) 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 6
Recruirement (Part
Time) 0.7 0.7 0.7 0.7 0.7           0.7 0.7 4.9
Event Marketing 6 6 8                  20
Data Reporting and
Analytics 2 2 2 2 2 2 2 2 2 2 2 2 24
Other Mecelanious
Cost 8 8 8 8 8 8 8 8 8 8 8 8 96
Total 41.2 41.2 44.2 28.2 28.2 24.5 22.5 23.5 23.5 23.5 24.2 24.2 348.9
08/27/2023 PRESENTATION TITLE 21
Cont..

5. Channels to Access
a. Via the own Y FM radio channel, TV and Radio Channel available
with group company of Maharaja Capital.
b. Digital platforms like web page, social media etc.
c. Youth engaging physical events.
d. Other physical displays and campaigns

6. Measuring the Success

a. To assess the reach of audience conducting market research.
b. Other internet base digital measurements.
c. Other ranking evaluation by independent bodies.
 Actions to Activating Marketing Strategy

1. Short Term Actions

a. Increasingly doing the marketing campaign on Y FM channel and Capital Maharaja Group
channels in attractive ways to emphasize the revamp of the channel.
b. Be partner with youth engaging events in terms of fun, education, political and sports.
c. Physical marketing engagement through large scale cutouts and other media platforms.
d. Social media advertising and digital advertising.
e. Run interactive social media campaigns.
e. Build the brand identity of “ Entertaining the Sri Lankan youth with fun and wisdom”.
f. Rearrange the events and programs. And introducing new programs as per revamp.
g. Redevelop channel website to attract the new listeners.
h. Develop the strategic key word of “YFMSL”.
Cont..

2. Long Term Actions

a. Improve SEO (Search Engine Optimization) through Web Site updating with the enhancement of
key word of “YFMSL”.
a. Generate Leads Through Web Ads & Web Forms
b. Develop the mobile apps for the user engagement to the channel.
c. Online advertising.
d. Record the live programs and turning them to Podcast and which will ease to people in
everywhere to touch with there preferred program which was unable to listen.
e. Boost the user engagement via the social media.
f. Build the partnership with professional bodies, private universities and leading sports
club.
g. Marketing research to identify the successfulness of the revamp program.
Thank you

Chathuri Perera, Channel

Head - Y FM
Questions ?
 Thank you.!
# Index No Name
1 218445T Dharmasena W.A.R.
2 218447C Gimhani W.A.S.
3 218450E Hulangamuwa C.D.
4 218452L Kavinda M.H.A.A.
5 218454U Kumara M.S.N.
6 218457G Mahawatta D.N.H.
7 218460J Nishantha D.L.D.
8 218465E Perera S.R.
9 218466H Premachandra K.S.T.N
10 218467L Rohana W.W.
11 218469U Soysa W.B.G.