PRESENTATION ON PRODUCT CHANGE

Presented to: Sir Adeel ManzarPresented by: Syed Ahmed HussainPRESENTATION ON MARKETING RESEARCH

FM 106.2 JUST MUSIC

2

Product BriefProduct Name: The Matinee Show

Time Band: 11:00am to 1:00pm

Plan of Broadcast: Daily

Target Listeners: House Wives, Girls staying at home

Age Bracket: 25yrs to 35yrs

Advertisers: House hold products, Consumer Appliances, Cosmetics, Apparels, Pharmaceuticals and all related.

Content at The Time of LaunchMusic Era: 2008 2013

Priority: 1st Class Hits

Genre: Dance, Party, Stage

Tempo: Medium, Medium Hard

Post Launch AssessmentFeedback taken after 6 months was promising.

Advertisers showed interest and the product was branded making it a show.

Sold maximum commercial airtime.

Recommendation in reviews by media publications.

Why the need of market research??After successful 2 years of airing the product, the revenue graph showed decline in business of the show.

Advertisers refrain to brand the show.

Listeners feedback showed lack of interest in the content.

Competitors were grabbing more attention.

Formal DiagnosisA Focus group survey was conducted and the suggestions were taken.

Advertisers were asked for their preferences.

Reviews from the media publications were brought into consideration

FindingsListeners showed great interest in the music of 90s era.

Advertisers found the show monotonous due to repetition of songs.

Media publications negatively pointed out towards the overall feel and mood of the show.

Product Redefining

Music Era: 1990 2005

Priority: 1st Class Hits, Parallel Hits

Genre: Romantic and Melodious

Tempo: Soft and Medium

Post Re-launch AssessmentAfter the one week of Re-launch the feedback from different sources was phenomenal.

Advertisers were drown back to brand the show.

The escalation in the revenue graph of the time band was noted

Media publications appreciated the re-defining of the product and setting up the trend.

Thank you