MM Final Sunday
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Transcript of MM Final Sunday
8/8/2019 MM Final Sunday
http://slidepdf.com/reader/full/mm-final-sunday 1/20
Red FM 93.5 Vs Radio One 94.3
8/8/2019 MM Final Sunday
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FM Radio Industry All India
Govt. License to Operate is for a period of 10 years.
12 Players in the market (2010), major ones are:
± Radio Mirchi, Red FM, Radio City, Big FM, Fever FM, Air FM
Gold, Radio One
Total Revenue INR 800 Cr. in 2008, INR 1000 Cr in 2009expected to reach INR 1500 Cr in 2010 and INR 1800 Cr in 2012
Share of Radio advertising: Projected from 3.3% (2008) to 4%(2012)
Phase 3 of licensing to be auctioned in 2011
8/8/2019 MM Final Sunday
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Product
Part of Sun Group, the biggest Indian Media House
2002: Red in your Head - English Station!
2004: Asli Masti - Hindi in Block format!
2006: Bajaate Raho Hindi Masses (CHR music format)
2008 : While the competition sliced the data, RED FM sliced the
competition and emerged as No. 1 in Mumbai till 2010
8/8/2019 MM Final Sunday
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Product contd..
Things done better than the competition
± Music
± Cricket
± Localization
± Bollywood
Things done differently from competition
± Personality and attitude
± Honest and true to oneself
± Station for Expression
± Reflecting a growing angst amongst
the young in the country Morning No. 1 with Malishka
Angry Ganesan
Kamla ka Hamla
Shendi
Tone
Personality
Character
Proposition
Packaging
Emotional
Connects(The Red difference)
Music
Cricket
Bollywood
Local
Connect
Functional
Gratification(The basic product)
8/8/2019 MM Final Sunday
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Place
Broadcaster to Listener
Resides at 93.5 nationally since inception
Spread across 49 stations in India
Transferring data from macro to micro stations
through FTP
8/8/2019 MM Final Sunday
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Talk to over 34 million
listeners across the
country every day
Place
8/8/2019 MM Final Sunday
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Price
Price in Radio is classified into 2 main categories viz., TSL & Revenue
TSL:
± Free to Air
±
Consumer Pays in terms of his Valuable Time ± Higher the TSL, higher the positioning of the product.
± Market Share: 21%
Revenue structure : ± Pure Air Time
±
On ground Activation ± Sponsorships
± On Air integrations
± SMS Revenue, Group Revenue
± Pricing strategy Penetrative. Sells @ Rs 9000 per 10 seconds airtime (49stations)
8/8/2019 MM Final Sunday
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Promotions
Road shows, OOH media, promoter activities, listening booths, etc.
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Promotion contd..
Bajaate Raho Awards RED MIKE
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Promotion contd..
Trade Activations
Bus Shelter Impact Ads
Inside Cinema HallsOn Bus Handles
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Product
2003 Go FM 92.5 - English station
2006 - Radio One 92.5 Hindi and English,
2007 Radio One 94.3 (Big FM Entry)
2009 - Radio One 94.3 Maximum Music FataFat.
2010 Radio One 94.3 Maximum music Maximum choice
A MidDay Multimedia and BBC Worldwide Venture Radio Mid-day West
India Ltd.
8/8/2019 MM Final Sunday
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Product
Live Radio on Website
13 Songs an hour
No repeat songs in the day Maximum
Music, Maximum Choice
India's first Music ATM.
First Marathi Top 13 songs special
Music Jockeys not Radio Jockeys
Phone Ring to Ghanta Singh Prank Caller,
Speed Dating
Maalamaal Daily HIT Suno .. Lakh Jeeto
Bollywood Badshah
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Place
Broadcaster to Listener
Resides at 94.3 nationally, but on 95 at
Ahmedabad
Presence in 7 metros, tier 1 cities across
India (Metro-centric)
8/8/2019 MM Final Sunday
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Price
Price in Radio is classified into 2 main categories viz., TSL & Revenue
TSL: ± Free to Air
± Consumer Pays in terms of his Valuable Time
± Market Share: 2%
Revenue structure : ± Pricing strategy Economy. Sells @ INR 1500 per 10 seconds airtime (7
Cities)
± Pure Air Time
± On ground Activation ± Sponsorships
± On Air integrations
± SMS Revenue, Group Revenue
8/8/2019 MM Final Sunday
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Promotion
Promotion is built around Maximum Music
and the contribution of composers,
lyricists, singers, etc.
Powered the Commute Easy drive in
Bangalore Mid-day for print media
Television Association with MTV
8/8/2019 MM Final Sunday
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Play Your Music
Day with S-E-L
(Brand
Ambassadors)
Promotion
Co-branding
Bollywood and
Mentos Speed
Dating
OOH
Activation
8/8/2019 MM Final Sunday
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Failure
TSL 2% (IRS 2010)
Brand
± Identity crisis: From Go to Radio One
± Change in frequency when BIG FM entered the market
Content ± Inconsistency in Jocks, content & positioning
± Jocks unable to hold on to the listeners
± Music strategy (the core) spread across decades, resulted into fall of TSL - not asper the mood
± Local and Social Issues not focused upon
±
Lacks the Info of INFOTAINMENT
Marketing Campaigns
± Not penetrative
± OOH lacks visibility
Dainik Jaagrantook over Mid-
day (parentcompany) didnot take over
Radio One
8/8/2019 MM Final Sunday
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Indicators of Success
Red FM grew from being the No. 4
player in 2008 to No. 1 player in
2010 in mumbai & no.2 nationally
Content differentiation
Red FM - Merger with the Biggest
Media player in the country SUN
Group provided capital
Grew from 40 Cr in 2006 (3 Stns) to170 Cr in 2009 (49 Stns)
Red FM bagged the awards in 9
categories (Indian Excellence in
Radio Awards 2010 )
8/8/2019 MM Final Sunday
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LearningsLearnings -- SuccessSuccess
Super hit music round the clock!
The philosophy - Bajaate Raho! Station for Expression constantlyBajaaoing issues that effect the common man.
The 4 Point On-Air Agenda - Doing things the
Bajaate Raho way!
Building loyalty of listeners and RJ loyalty.
Same frequency across India 93.5 Mhz.
Exceptional Promotional Campaigns and Striking the emotional chords of the Listeners!
8/8/2019 MM Final Sunday
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WE The Team
Mr. Cyril Cherian 110
Dr. Alok Khullar 111
Mr. Movin Crasto 112
Ms. Geetika Gulati 113
Mr. Harsh Mehta 114
Ms. Heena Patel 115
Mr. Jayesh Gupta 116
Ms. Kajal Dubal 117 Mr. Keerthi Bhat 118