RADIO MIRCHI

SYNDICATE A4
orked for ENIL in other markets:
4Ps- Product, Placement, Promotion and pricing:

Product:

1) ENIL always considered market survey before launching their product. They always understood local consumers
And markets before entry
2) Studied-sale of CDs, surveys of TV viewers, music programs to understand size of audience and listenership
3) Tried to understand the songs to which people danced to-tried to study the song patterns in clubs.
4) They studied certain successful companies from the TV and print media space (Times now, Star)
5) Their product always met the following criteria:
• Vernacular content
• Mass appeal but Premium packaged
• Premium to create pride for customers
• Total entertainment provider
6) Mirchi was listener friendly- Provided content that people wanted to listen to
7) The product leveraged Bollywood and had tie-ups for music right and promoting albums of Hindi movies.
orked for ENIL in other markets:
4Ps- Product, Placement, Promotion and pricing:

Promotion:

1) ENIL used promotional campaigns to increase viewership and retain existing listeners
2) Created special and intriguing marketing campaigns to ensure viewers were always curious
3) Promoted events-Mirchi Kaan awards for excellence in radio services.
4) Aligned promotional activities with Bennett group which was famous for out of home ads.
5) Organized events such as Radio Workz with the intent of providing advertisers advice from national and
International speakers to increase effectiveness in radio advertising
6) Started Mirchi activation events-provided many off air promotions
7) Mirchi job fest, Mirchi consume X, Mirchi exposure-off air promotions.
8) TV ads with captions-Mirchi sunne wale always Khush !
9) They cast many superstars from Bollywood which gave chance for customers to interact directly with their
Favourite stars
orked for ENIL in other markets:
Segmentation:

1) India was a young country with 80% in the <45 age bracket. The opportunity to provide entertainment was huge
2) Radio channel by the youth, for the youth and of the youth-Their strategy was always clear- Created various
Programs catering to the taste and preference of youth
3) They wanted to make a cheerful and colourful to ensure strong presence in the younger audience segment
4) Consciously favoured youth over older people.
5) They gave people what they wanted and not impose their choices on people. The choice of language was
Also based on being a mass player and not restricting to any niche segment
gies might not work for Kolkata market-Issues and pressu
Competition:
From existing stations:
-> They had strong competition from AMSI which owned 2 stations in Kolkata-Aamar and Power FM-
Aamar:
• Catered to the Bengali population (the local favourite-100% Bengali Radio)
• Age group that Aamar catered to was 24-44 and was promoted as Kolkata’s best radio station
• It aired predominantly retro music and Bengali film music
Power FM:
• Provided Hinglish (Hind+English content)
• Age group it catered to was <35-Targeted sophisticated, young and trendy radio listeners
• Offered Bollywood, Indi-pop and select Western music

From new and upcoming stations:

Red FM:
• Strategy to cater to mass audience
• Focused on old and educated listeners-Internationally packaged program with local content

Since competition already exists, Radio Mirchi will need to think of a

better Market strategy in order to establish themselves and to stave off competition by building its own space
gies might not work for Kolkata market-Issues and press
Segmentation:

-Radio Mirchi targeted audience and provided content as per their tastes in other markets. However, the
Kolkata market was different since it was very heterogenous. Kolkata market was fragmented
And hence, the decision was to target the largest fragment.

-The target audience was also not very clear since the distribution across population was also similar. So
They had to target a specific group which was young but had high disposable income
-The advertisers always preferred younger population as they had higher disposable income and greater
Flexibility to spend
(SWAY-Single, working, Adult, Young)

-They could not clearly demarcate the landscape of Kolkata and hence, it was question of maintaining the
Premium-ness of their brand but to have the mass appeal to generate revenues.
They had 4 options: Premium, mass-premium youth, mass-premium adult/family, and mass (because they
Wanted to remain premium)

Radio Mirchi will need to think of a clear market to cater to in order to ensure market share in that segment
and to ensure advertisers remain with them
strategies might not work for Kolkata market
Product:

1) The product design was difficult since they could not decide on the choice of product. Since Kolkata was
Bilingual, a disproportionate mix could have a severe impact on listenership.
2) Designing product- Format (talk vs radio show), the language (RJ+music) and genre of music content
Talk show vs radio show:
• Kolkata’s literacy rate (81%) gave the option of blending talk show with radio show. But the owners decided
• Not to go for a mix of both as they felt they would not gel well together.
• Hence, they decided to go for radio show-Entertainment + right mix of music and humour.

Language for RJs:

• They ha to choose the right language for RJs as the success of a radio show depended heavily upon them.
• Kolkata was bilingual whereas in other places, single language (mostly Hindi) was preferred.
• Research indicated that language spoken by most locals (fruit vendors, students, cab drivers etc was Bengali.
• Elite places such as clubs, social venues etc juggled between Bengali and English.
• Hindi also formed a good speaking population since Marawri population was around 10%

Radio Mirchi will need to think of a clear language for RJs to ensure maximum listenership
strategies might not work for Kolkata market
Product..continued:
Language for music content:
• ENIL was in a dilemma to choose among Bengali, English and Hindi (They decided not to go with English since
it was very niche. Since majority of population spoke Bengali, Bengali music was an option. But ENIL relied
Heavily on Hindi Music and Bollywood which gave edge over its competitors.
• In Kolkata, the split was almost equal between Bengali and Hindi music.
• They had to keep in mind advertisement revenues also while choosing the music language.
Genre of music:
Options-classical, retro, adult contemporary, contemporary Hindi and top 40. Aamar was already offering
Retro, while Power and RED FM had gone for contemporary hit music
Music study showed that even thought there was onslaught of Hindi music, old Bengali songs and
Rabinda Sangeet were very popular. Retro music also appealed
The music mapping and the intuition that ENIL heads had very different and hence, there was uncertainty over
Genre of music

Radio Mirchi will need to think of a clear language for music content and subsequent genre of music to be played
 Problem statement:
What language should be
What segment of the market chosen for the RJs
needs to be chosen and how (Hindi/Bengali)?
can the content be aired ?
What is the market
entry strategy for
Radio Mirchi to enter
Kolkata
What language and genre of How to ensure market capture
music shall be played in in a market with competitors
Kolkata market? and high prices?
at we need to do:
Since competition already exists, Radio Mirchi will need to think of a
better market strategy in order to establish themselves and to stave off competition by building its own space
How to differentiate from competitors:

Radio Mirchi will need to think of a clear market to cater to in order to ensure market share in that segment
and to ensure advertisers remain with them
How to segment the market:

Radio Mirchi will need to think of a clear language for RJs to ensure maximum listenership
What should be the clear language for RJs:

Radio Mirchi will need to think of a clear language for music content and subsequent genre of music to be played
What is the language for music content and the genre of music that needs to be played: