Mirchi Presentation 11 Nikhil

8/8/2019 Mirchi Presentation 11 Nikhil

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Marketing

Management

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- Media

- Radio

- Scope


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MARKETING MIXMARKETING MIX

The marketing mix consists of the following Ps: Product

Price

Promotion Place

People

Process Physical Environment


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PromotionPromotion

Promoting a product can consist of:

Advertising: Billboards, TV, radio, newspaper etc.

Sales promotion: Competitions, discounts, coupons etc.

Publicity: Sponsorship etc.

Personal selling: Tele-marketing, presentations etc.

Internet : Face Book, Orkut

These different types of promotion can be splited into two

main categories:Above the line & Below the line promotion.


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Above the line promotional methodsAbove the line promotional methods

Press:

TV advertising:

Radio:

Theatre:

Posters / Billboards:

Internet:


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Below the line promotional methodsBelow the line promotional methods

In-store: Vouchers and special offers.

Loyalty card offers: Can encourage repeatpurchases or encourage someone to purchase a

product that they would not normally buy. Competitions: Include both in-store and

competitions on the back of packaging.

Packaging: Used as an 'eye-catcher' to attractthe consumers' attention.


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Media and EntertainmentMedia and Entertainment

Media and Entertainment is one of the mostbooming sectors of the Indian economy. Thesector is rapidly evolving and has a tremendous

untapped potential stored in it. The Indian Mediaand Entertainment industry stood at Rs 43,700Crores in the year 2006 and is expected to growat an annual rate of 19% till the year 2012.


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The Media industryThe Media industry

Filmed Entertainment

Television

Music

Radio

Print (Primarily Newspapers & Magazines)


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WeaknessWeakness

1. Reach and customer base.

2. The growing middle class withhigher disposable income

3. Change in the lifestyle and

spending habits.4. Technological innovations-

online distribution channels,web-stores, multi- and mega-plexes.

5. Indian film industry is second

largest in the world and thelargest in terms of the filmsproduced and tickets sold.

6. The low cost of production andhigh revenues.

1. Highly fragmented.

2. Lack of cohesive production &distribution infrastructure.

3. Lower media penetration.

4. Piracy

StrengthsStrengths


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ThreatThreat

1. The concept of crossovermovies, such as Bend It LikeBeckham.

2. The increasing interest of theglobal investors in the sector.

3. The expansion in poorer

sections of the society.4. The nascent stage of the new

distribution channels.5. Rapid de-regulation in the

Industry.6. Rise in the viewer ship and the

advertising expenditure.7. Technological innovations like

animations, multiplexes, etcand new distribution channelslike mobiles and Internet haveopened up the doors of newopportunities in the sector.

1. Piracy, violation of intellectualproperty rights pose a majortreat to the Media andEntertainment companies.

2. Lack of quality content hasemerged as a major concern

because of the 'Quick- buck'route being followed in theindustry.

3. With technological innovationstaking place so rapidly, themedia sector is facingconsiderable uncertainty aboutsuccess in the marketplace.

OpportunityOpportunity


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MEDIA INDUSTRY CONSTITUENTSMEDIA INDUSTRY CONSTITUENTS


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TelevisionTelevision

The Television industry is witnessing a spate of new channels being

launched every year. TV is also penetrating into the rural areas and is a

promising segment. Homes with TVs are expected to grow from 112

million to 200 million in a few years.

Current size: Rs 14,800 Crore

Projected size by 2012: Rs 42,700 Crore

CAGR: 24%

The Indian television industry is currently being dominated by Star

India, which is the top player in the sector at present.


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Print MediaPrint Media

India offers a promising market for the print media industry. TheHigh CAGR is a result of the increasing rate of literacy and thus theincrease in the number of people reading newspapers & magazines.

Current size: Rs 10,900 Crore

Projected size by 2010: Rs 19,500 Crore CAGR: 12%

Digital printing, new ways of promotion and distribution are the latesttrends and content being the focus of the print media industry.

A few leaders in India in this segment are: Times of India Group, DainikJagran, Lok satta, The Hindustan Times and The Hindu.


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RadioRadio

Radio has made a comeback in the lifestyles of Indians. Radio has thereputation of being the oldest and the cheapest medium of entertainmentin India.

License Issued 338 FM Stations No. of Cities- 91 Operational.

Current size: Rs 300 Crore Projected size by 2012: Rs 1,200 Crore CAGR: 32%

All India Radio (AIR) owned and operated by I&B Ministry is the largest

player in the industry.


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PRIVATE RADIO STATIONSPRIVATE RADIO STATIONS

Radio Mirchi- ENIL- 98.3

BIG FM (ADAG) -92.7

Mantra FM (Dainik Jagran) 91.9

MY FM (Bhaskar Group) 94.3 RED FM (Surya Group) - 93.5

Radio City- Music Broadcast Pvt. Ltd. - 91.1

Radio One- Mid Day Mumbai-94.3


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Why RadioWhy Radio

Radio has large reach;rivaled only by TV

Radio is interactive

Radio is a constantcompanion

Radio is inexpensive (butnot cheap)

Radio is theatre of themind

Radio is less clutteredthan TV

Radio reaches


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High Reach & High FrequencyHigh Reach & High Frequency

Across day parts Across SECs

Across Genders

Across age groups Duration of spots can vary to increaseeffectiveness.

Allows multiple creatives..less likely for listener

burnout. Radio is the best support medium


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Radio CharacteristicsRadio Characteristics

Cost Effective Medium to Advertiser

Excellent Complementary Medium

Interactive medium

Low Content Costs

Prime Time differs from Television

Delivers relevant audience


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High Ad-avoidance In Other Media but Radio DoesWell

70%

65%62% 61%

54% 53% 52%

43%41%

38%

34%

28%

14%

C&STV

Hoardings/Bus

Shelters

Te

rrestrialTV

Magazines

Language

Dailies

En

glishDailies

Cinema

In

ternetSites

DirectMailers

Emails

AIRRadio

FM

Radio

SMS

Source: Initiative BBC World Ad-Watch 2008

Why RadioWhy Radio


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Why RadioWhy Radio

City Centric

Cluster Centric

Vernacular

Target Group focussed via day parts

Measurable results

Allows fastest implementationfrom concept to onground

Allows mid campaign alterations much faster than anyother media


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Why RadioWhy Radio

85% radio Listenership in India is at home.

Radio listening starts at 6.30 am.

Most contest participants participate from home.

40%+ radio Listenership through mobile.

Radio is about high reach

27 Mn consume Mirchi daily;

Only 19 Mn Star Plus & 14 Mn Colors


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Radio Solutions UniverseRadio Solutions Universe

Music Taxi

Mirchi Characters

Sparklers

Marketing

Properties

Cricket

Sponsorships

Fabric

Amplifications

Activations

Outdoor BroadcastThematicProgramming

City Events

Celebrate

Nashik Run

Brand


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Future ScenarioFuture Scenario

The future of Media and Entertainment industry dependslargely on the growth of Indian economy. With theincomes of the people rising at a fast rate, people arespending more on their entertainment and leisureactivities.

India is poised to enter the period of immense growth inthis sector.

The global entertainment industry is projected to reach

US$ 1.8 trillion by 2015. The Indian Media andEntertainment industry is expected to grow at an annualgrowth rate of 19% to reach Rs 83,740 Crore by 2012.


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The expected CAGRThe expected CAGR

Radio - 32%

Television - 24%

Film Industry - 18%

Print Media - 12%

Music - 1%


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Media and MBAMedia and MBA

Event Management

Production Management

Ideation and consulting Celebrity Management

Brand Management

Agents or Money managers Business Development


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There is so much you can do with

RADIO!!

Documents

Mirchi Presentation 11 Nikhil