shradha radio.docx

8/18/2019 shradha radio.docx

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PorterAs %i#e %orces Model

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argaining po'er of uyers /ig

• Buyers 7listeners aswell as advertisers9do not face significantswitc ing costs

• Advertisers areextremely %ricesensitive. isteners i%tastes freJuentlyc ange; %roviding

little loyalty to any %articular radiostation.

• Advertising "uyersdictate radio

%rogramming c oices

argaining Po'er of the

4uppliers ow @ ,edium

• Since most su%%liersto Broadcasters aveeit er "een acJuiredK

ave a tie@u% wit t e

"roadcasters; t e "argaining %ower ofsu%%liers is low.

Threat of Ne' Entrants ow

• /ig start@u% ca%italis a "ig demotivator.

• Dew entrant as some %ro"lems findingskilled %rofessionals.Servicea"le used

eJui%ment isex%ensive.

• ong@lastingeconomies of learningand scale alsodemotivate t e

%otential new entrant

Threat of 4ubstitutes ,edium

• 0ustomers incur noswitc ing costs. Also;adeJuate su"stitutesare availa"le.

• Possi"ly; !neBroadcasting mediumsu"stitute for t eot er70'5s as are%lacement 4orRadio9.


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Note on PorterAs $ forces

As we see; t e Industry could "e classified as relatively unattractive since t e %ower of t e forces isig . e note t at t e "uyers are %rimarily listeners and also advertisers. Also; content %roviders w o

don5t ave any contractual arrangements wit "roadcasters can leverage t e online revenue models

directly.

"ey Pri#ate Players in RadioIndustry

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INTR&)3CTI&N

Private 4, radio as emerged as t e fastest growing segment in t e media.

*;; PRI8*TE R*)I& C/*NNE;4 IN */ME)* *)

Frequency Brand Name Owner 91.1 Radio City Star India Pvt td93.4 Red Fm South A ia F! "td

94.3 !y Fm Bha #ar $roup9%.& Radio One ,id@'ay ,ultimedia

imited9'.3 Radio !ir(hi &imes of India =rou%

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01.1 R*)I& CIT5

Radio 0ity 1.14, is %romoted "y ,usic Broadcast Private imited 7,BP 9; t e %rivate 4,

network as ca%tured t e earts of millions of listeners across 23 4, stations in ,um"ai; 'el i;

Bangalore; 0 ennai; A meda"ad; Pune; /ydera"ad; ucknow; Lai%ur; Vadodara; Surat; S ola%ur; Dag%ur; Sangli; 0oim"atore; ViHag; A mednagar; Akola; Danded and Lalgaon.

Radio 0ity 1.14,Cs differentiated music offers listeners melodious Adult 0ontem%orary 7A09 music

along wit a vi"rant outlook; C atte 4unC. It now "rings a uniJue and uniform "rand ex%erience; in

line wit t e vision of creating a national "rand.

Radio 0ity is c aracteriHed "y exciting s ows t at give it unmatc ed %o%ular a%%eal. A istory of

innovative %rogramming; friendly radio #ockeys and fres music uniJuely %osition Radio 0ity to cater

to t e mass %remium audience across IndiaCs most im%ortant cities. Radio 0ityCs range of innovative

and %o%ular s ows cut across audiences. & e medley of songs; contests; talk s ows; events; umour

and gossi% delivered "y a ugely %o%ular team of radio #ockeys ave revived and revolutionised

radio@listening a"its across all our markets. & e %rogramming at Radio 0ity is strategically %lanned

to u%lift t e mood of its listeners. & e %rogramming is "acked "y extensive researc and we deliver

content t at is tinged wit t e local flavour. & ey ave always catered to our audienceCs demands.

Radio 0ity as its content tailored to fit t e wants and needs of t e local audiences and s%eaks t e

language of t e %eo%le. & is com"ined wit its music ex%ertise and creativity %rovides for com%elling

content

Since its ince%tion; Radio 0ity as used every o%%ortunity to innovate wit t e category and "uild

stronger involvement and listeners i%. Playing truly %o%ular music; in t e language of t e %eo%le;

Radio 0ity %rogramming as also ad t e distinction of successfully %ioneering many %at "reaking

%rogrammes on radio like ,usical@e@AHam; R0 ive; Remix Ra#a; ife


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umorous Ba""ar S er; ri%@roaring mimicry; gri%%ing fiction; interactive game s ows; %rofessional

counselling; c ildrenCs %rogramming and t e "est of Bollywood cele"rity interviews; you ear it first

and "etter only on Radio 0ityO.

As solution %roviders to advertisers; Radio 0ity invests in understanding t e advertiserCs im%erativesand %roduct %ro%ositions. & e idea is to design a ig ly customiHed offering to o%timally convey t e

>SP of t e advertiserCs %roduct offering to t e 4, "randCs discerning listeners w ile %resenting to

t em c oicest infotainment.

Radio 0ity "roadcasts round@t e@clock using state of t e art digital stereo 4, for unmatc ed Juality

in signal strengt ; clarity and "rilliance. Radio 0ity as always "een a"reast wit t e latest in

tec nology. Radio 0ity as world class studio facilities across markets

A sustained focus on understanding listeners and leveraging t e synergies of music ex%ertise and

innovative %rogramming; allows Radio 0ity to deliver a uniJue listening ex%erience and "e an

integral %art of t e lives of listeners. Aggressively looking at s%reading t e Radio 0ity ex%erience

across t e country; Radio 0ity 1.14, is committed to growing t e market and creating su%erlative

content Juality audiences nationwide.

In an endeavour to arness new tec nologies to connect t roug music wit its c osen audience;

,BP as recently forayed into t e domain of t e Internet wit PlaneRadiocity.com

7'''.planetradiocity.com 9. Planet Radio 0ity is IndiaCs first all@inclusive ,usic Portal t at offers

users information; entertainment and interactivity. & e site is targeted not #ust at t e %assionate;

serious music lover; keen on information and discovering new music "ut also musicians and music

ent usiasts @ ex%erts and amateurs. & e we"site offers uniJue a%%lications and features it erto

missing from t e music we"sites of Indian origin. In s ort; PlanetRadiocity.com is a one@sto% s o% for

music lovers and musicians.

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http://www.planetradiocity.com/http://www.planetradiocity.com/


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0 . R*)I& MIRC/I

Radio ,irc i5s olding com%any Entertainment Detwork 7India9 imited 7EDI 9 was incor%orated in

1 . After successfully "idding for licenses in t e P ase I auction in 2333; EDI launc ed its first

station in Indore on !cto"er ); 2331. In t e s%ace of 2) mont s; Radio ,irc i made its %resence feltin seven cities along t e way it also "ecame t e only %rivate 4, "rand in all t e four metros.

Radio ,irc i was also t e first off t e mark to launc a station from t e lot of cities included in P ase

II. In Juick succession it launc ed Bangalore; /ydera"ad and Lai%ur in early 233+ and com%leted t e

final rollout of t e remaining 22 stations recently.

Resources were %oured into s i%%ing t e ig est Juality studio and transmission eJui%ment. & e

latest in transmitters; mixers and coders were sourced from glo"ally renowned su%%liers "ased in t e

>nited States and 0anada. Do cost was s%ared in ensuring t at Radio ,irc i set t e standards for

Juality of "roadcast and coverage in eac of its local markets.

Since launc ing its first station in Indore in 2331; Radio ,irc i as gone from strengt to

strengt .&oday; it is one of t e largest %rivate 4, radio networks in India wit licences in $2 cities.

As on date all $2 stations are on air.

Radio ,irc i as t e distinction of "eing t e only %rivate radio "roadcaster to ave licences in all of

India5s fourteen cities wit a %o%ulation of over 2 million. & is makes t e c annel t e most valua"le

network for advertisers. it revenue exceeding Rs. 1-3 crore 7>S? )2.( million9 Radio ,irc i; in

its s%ace; ad an estimated )(M market s are 7Source internal data9.& e com%any grew )$.+M in t e

financial year 233+K3-. In t e first nine mont s ended 'ecem"er $1; 233- t e com%any5s revenue was

Rs. 1+2.(3 crore 7>S? )3.+$ million9 u% $2.(M over t e %revious year.

& e c annel5s strengt can also "e gauged from t e fact t at Radio ,irc i5s total daily reac in t emetro%olitan cities of ,um"ai; 'el i and


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But it5s not #ust in t e metros t at Radio ,irc i scores. Across its $2 cities t is %erky entertainment

"rand reac es out to an estimated 22 million listeners every day. & is is ig er t an t e all India reac

of t e leading satellite &V c annel.

Dot sur%risingly Radio ,irc i is also a favourite wit advertisers. It as received due recognition

from several Juarters. It won four of t e six RAPA awards received "y radio "roadcasters from t e

Radio and &elevision Advertising Practitioners5 Association of India in 233) and seven out of eig t

in 233(. Radio ,irc i is also t e only media "rand to ave won a =old for Best Activity =enerating

Brand oyalty and a "ronHe for Best Activity =enerating Brand Awareness and &rial at t e 233)

Promotion ,arketing Awards of Asia. In 233- Radio ,irc i won four RAPA Awards. It also won two

=olds at t e Ad 0lu"


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0 . Red %M

Sun &V Detwork; IndiaCs largest television network as %ower%acked &wenty &V c annels; 4ourty

Six 4, Radio Stations; &wo 'aily Dews%a%ers and 4our ,agaHines in several Indian languages.

It as "ecome our nature to occu%y t e first slot in w atever we do. Sun &V Detwork imitedCs foray

into 4, radio is no exce%tion eit er.& e to% slot is a result of a carefully %lanned t oroug ly

en#oya"le; round@t e@clock; w olesome entertainment@oriented %ackage and t ere is a su"stantial

localiHation of content to retain t e regional flavour.

'el i ,um"ai


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C&MP*N5 PR&%I;E

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RE) %M 0 .$

Red %M is an Indian 4, radio "rand; wit stations "roadcasting at t e freJuency $.( mega ertH int e cities of Pune ; ,um"ai ;'el i ;


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• !%enness• 0reativity

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& e "rand was decided as ,y 4m as it is a rig t reflection of t e one to one relations i% wit an

emotional owners i% of t e medium wit t e listeners. & e "rand o%erates at e single freJuency i.e.

).$ over all 1- stations.

,y 4m is calling for its listeners to Liyo dil seW. t e 4m "rand from Synergy ,edia Entertainmentlimited as em"arked on a new cam%aign to "etter connect wit its listeners and seeking to reac out

to t em in various touc %oints@ colleges; malls; and ot er ot s%ots. & e cam%aign is su%%orted "y

extensive advertising in %rint and on air.

/aris B atia coo; my fm said t e cam%aign G#iyo dil se5 s an extenton of my fm5s commitment and

its understanding of t e evolving audience %references. & e fres ness in t e "randing will ensure t at

,y 4m stays young; res%onsive to listeners as%irations and ever eager to serve t em "etter.W

,y 4m as come u% wit various cam%aigns like &ention naa lene ka; naa dene kaa; #iyo dil seW;

'imag to dimag ai; suno dil ke;#iyo dil seW@t ese are set to "ecome a lifestyle statement of t e

yout .

,y 4m as designed its s ows according to t e %reference of t e consumers wit t e el% of

extensive researc and survey. & e ty%e of music to "e %layed in a %articular time "and is also derived

"ased on researc .

)EP*RTMENT*; *N*;54I4

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4ales )epartment

Sales de%artment in ,y 4m consists of Sales executives. & eir task is to sell t e inventory in t e form

of seconds and generating revenues for t e station. 4or t at t ey need to move in e field; a%%roac

clients; ad agencies and close t e deal wit t em. & ey are res%onsi"le for t e collection. Eac of t em ave t eir individual target and to ac ieve t eir target t ey can offer activities like on ground

activity and on air selling.

4ales Planning

• Sales5 %lanning is very im%ortant and res%onsi"le work "ecause sales de%artment is t e

revenue generating de%artment and %erformance of t e com%any de%ends on t e sales growt .• & e station director cluster ead gives t e revenue target to eac station t at are res%onsi"le

for t e target ac ievement.• & e station ead %lans t e sales in t e meeting wit is sales executives.• & e %erformance is reviewed mont ly.

Responsibilities

• & e station ead is res%onsi"le for sales target• Sales executives are res%onsi"le for sales as well as re%orting to t e station ead for t e sales.• Ales executives are also res%onsi"le for collection from com%anies and dealers.• Every sales executive is given t e target "ased on area or sector.

4trength

• ,y 4m sales team can easily com%ete wit ot er %layers wit negotiated rate to attract %riHe

sensitive customer and get an edge over com%etitors. At certain level of rate sales executive of

t e ot er com%any as to say no w ile ,y 4m sales team can close t e deal.• it el% of 'ivya B askar data "ase ,y 4m sales team can access t e retail client of t e

city. & is large data "ase %rovides sales team great %otential customer.• Sales team is aving "enefit of 'ivya B askar "rand eJuity w ic is a recogniHed "rand in t e

city.• ,y 4m en#oys synergy of "ot %rint and radio medium.• In t e com%lex deal to com%ete wit t e com%etitors; sales team can offer com"o %ack of %rint

radio.

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Programming )epartment

In ,y 4, %rogramming de%artment is eaded "y %rogramming ead t at is res%onsi"le for

%rogramming activity of t e station. & ey are res%onsi"le to meet all t e legal as%ects of

%rogramming like w ic can "e %roduced on radio or not Programming ead is also res%onsi"le tomake is team work and com%lete t eir work in time and wit all legal as%ect. & eir task is to make

more creative %rogramming w ic can attract listeners. 'e%artment also makes %rogramming w ic

ave involvement from listeners also.

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M*N*BEMENT C&NTR&; 454TEM

,anagement control system is meant for effective im%lementations of c osen strategy. It tries to

ensure t at eac and every mem"er of t e organiHation direct t eir efforts to im%lement t e

organiHational strategies.

&rgani?ational ob ecti#es

Every organiHation as ty%ical o"#ectives. Again t ese o"#ectives can "e divided into two %arts.

4inancial o"#ectives@ 'ou"le digit growt in sales

Return on investment

Don financial o"#ectives@ M increase in market s ar

0ustomer satisfaction

/ere in case of ,y 4m; t e unit as an o"#ective of ac ieving its annual sales target.

Strategy

Strategies are %lans to ac ieve organiHational goals. Strategies differ "etween organiHation and

control s ould "e tailored to t e reJuirements of s%ecific strategies.

,y 4m as a volume "ased strategy to reac t eir target. & eir strategy is to sell most of its inventory

in t e form of seconds even "elow t e average selling %rice to gain volume "usiness.

udgeting

Budgets are an im%ortant tool for effective s ort term %lanning and control in organiHations %lanning.

It is a management commitment in t at managers agree to acce%t res%onsi"ility for attaining t e

"udgeted o"#ectives. Strategy %lanning and "udgeting are simultaneous %rocess. It generally covers a

%eriod of one year.

In case of ,y 4m station ead allocates t e task to its sales team and make sure t at t ey will give

t eir maximum to im%lement t e strategy o"#ective of t e firm. In ,y 4m sales team

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mem"ers are res%onsi"le for t eir own categories. ,y 4m as a uge data "ase of clients. Dow t is

data"ase is divided into segments.

& e a"ove figure s ows t at ow t e categories are made and t e clients are divided. Dational

cor%orate client %eo%le look after t ose w ose ead Juarters are located locally wit in =u#arat and

t ey deal wit ,y 4m for national advertisement i.e. Dirma; Vadilal; Paras etc. & ere is also one

s%ecific executive w o looks after government clients. & e retail %eo%le look after t e localadvertisers w o are "ased only in a %articular city.

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Performance measures

A %erformance measure system is sim%ly a mec anism t at im%roves t e likeli ood of t e

organiHation t at will im%lement t e strategies successfully. It %rovides for t e effective

im%lementation of t e strategy.

In ,y 4m; sales team is evaluated on t e "asis of t eir targets. & ey ave mont ly tracker of t eir

target versus ac ievement w ic itself is a motivational factor for t em.

Compensation

& e key to motivating %eo%le to "e ave in a manner t at furt er an organiHation5s goals lies in t e

way t e organiHation5s incentives relate to t e individual5s goals.

In ,y 4m; incentives are linked wit t e target ac ievement. Incentive is generally 23M of gross

salary. A sales executive ac ieving at least 3M of isK er target will get 133M of incentive. Incentive

is %aid mont ly to t e sales team.

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4/&64 4C/E)3;E

Monday to %riday9

4aturday9

&imings S ow name /osted+ am to - am Araad ana Back to Back - am to 11 am Salaam A meda"ad RL Ankit 8 RL


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• /ousewife 711 33 %m to 2 33 %m9• out 72 33 %m to ( 33 %m9• Evening drive time 7( 33 %m to 33 %m9• ate evening7 33 %m to 11 33 %m9• Dig t 711 33 %m to 1 33 am9• ate nig t 71 33 %m to - am9

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PRICE MID 9

As far as advertisement rates are concerned; rates are "ased on negotiation for ,y 4m. It %rovides

advertisement n %rint also if t e customer ives an ad in t e radio.

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Place

Station 1- cities and - states

4reJuency ).$ 4,

Brand visi"ility 0or%orate cricket

• 0ele"rating oil• S%onsored II,@A c aos• !rganiHing movie screenings• Blood donation 0am%• 0ontest on air and on we"site

Promotion

1. *d#ertisements9

,y 4m does two ty%es of advertisements. !ne is t eme advertising and ot er is mode advertising. In

mode advertising freJuency of ,y 4m is ig lig ted to target t e customer so t at t ey can recall

station wit freJuency. ile in t eme advertising #ust a %oster of #oy wit tag line of ,y 4m is

ig lig ted.

2. 0ontests

,y 4m does on air activity and asks Juestion to listener and one w o gives answers to Juestion will

get a %riHe like movie tickets; water %ark tickets and gift vouc ers.

Also , 4, , SID=AP!REW contests are %layed for + cities like Indore; B o%al; 0 andigar ;

raiur; #ai%ur and a meda"ad.

, /AAR , LEE&W contest was %layed in A meda"ad in association wit AB Lewels.

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,y 4m organiHed cricket ,a a Sangram w ere all t e cor%orate of =u#arat were invited to %lay

cricket.

. Physical E#idence

Being a service %rovider and also availa"le anyw ere at any time in % ysical evidence de%ends on t e

customers.

Anyone can set t e freJuency and avail t e service anyw ere.

Promotions el% to create "rand awareness and t us su%%ort t e % ysical evidence.

Event organiHation@t ey also ave "een organiHing or s%onsoring several %rograms w ic again el%

to create awareness and visi"ility w ic el%s to attract more listeners to tune into.

=ifts el% to create %eri% eral evidence; w ic listeners take away wit t em and motivates t em to

tune into in el% in more interaction.

,y 4m as a colorful and interactive we"site w ic is useful for not #ust listeners "ut also el%s to

get ad revenue "y Juoting c arges for ads %er second. & us it also el%s to get an idea of ow to

a%%roac ,y 4m for cam%aigns. It also as interesting contest and music download w ic attract t e

music lovers.

!. Process

A radio wave is an electromagnetic wave %ro%agated "y an antenna. Radio waves ave different

freJuencies. & e listeners can tune t e radio receiver to a s%ecific freJuency to catc a s%ecific radio

signal.

& e siHe of t e antenna de%ends on t e freJuency of t e signal to "e transmitted or received. ,irc i

as muc "etter tec nology as all of its eJui%ments are im%orted from >SA and 0anada for "etter

Juality "roadcast and coverage.

(. People

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& ey are iring only local talents and t ere5s no deart of talent in t is country. & ere is a lot of

researc "efore t e launc of any station; t e %rogramming teams are trained for not ing less t an

t ree to six mont s.

& ey don5t im%ort radio #ocks from t e metros and im%ose t em on an alien city. & ey ensure t att ey are in touc wit t e localities; culture and et os.

/ere Radio #ocks %lat an im%ortant %art in creating a s%ecial relations i% wit t e listeners and t us

el%s to create t e differentiation. & ey can develo% a s%ecial liking w ere"y t e listeners will %refer

listen to t eir s ows due to t e %reference of RL5s

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RE4E*RC/ & ECTI8E

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& ECTI8E4 &% T/E 4T3)5

1. &o analyHe t e existing %layers in t e market and t eir %ositioning strategies

2. &o com%are t e existing %layers wit ,y 4, in terms of different attri"utes

$. &o design %erce%tual ma%s dis%laying all t e %layers in terms of different attri"utes). &o draw a %erformance matrix for ,y 4, in order to el% t em make amendments in t e

existing strategy in order to "ecome t e leader

4C&PE &% T/E 4T3)5

& e study of t e consumer "e avior as "een done to understand t e listening %attern of t e

consumers for all t e %layers and accordingly %romote ,y 4,. Researc for t e consumers wascarried out randomly from various %laces wit in Varanasi city.

0onsumers w o were focused for t e survey were a omogeneous mixture of men and women again

of different age grou%s.

& e res%ondents com%rises of working men and women; "usinessmen; ousewives; students; college

goers 7yout 9.

Educational Background of t e target audience would "e classified into t e following categories.

Sc ool students; =raduates; Post graduates; service; Business; /omemakers.

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RE4E*RC/

MET/&)&;&BIE4

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*ttributes of Perceptual Mapping for all the players of the industry9

Radio oc


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A survey of listener5s in Varanasi is done. & e survey is done "y Juestionnaire w ic com%rises of

o%en ended as well as close ended Juestions.

4&3RCE4 &% )*T*

Primary )ata

Primary data is collected t roug survey of listener5s.

4econdary )ata

Secondary data was collected from com%any5s catalogue; internet; and magaHines.

MET/&)&;&B5

& e met od used for survey is structured Juestionnaire.

RE4E*RC/ T&&;

*uestionnaire

F3E4TI&NN*IRE )E4IBN

& e Juestionnaire com%rise of o%en ended and closed ended Juestions.

4*MP;E )E4IBN

4*MP;E 4IGE 233

4*MP;INB T5PE 0onvenience Sam%ling

PI;&T 4T3)5

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A %ilot survey of 13 consumers was done to ensure t at t e Juestionnaire is correct and relevant of researc

o"#ectives.

43R8E5

!nce %ilot study was over; actual survey was conducted.

)*T* *N*;54I4

Result of t e study was %ut in ta"les and gra% s along wit inter%retation for easy understanding of

t e findings of t e researc . Accordingly t e c arts and %erce%tual ma%s were generated from t e

ta"les.

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)*T* *N*;54I4+

INTREPRET*TI&N

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1. /o' often do you listen to radio7 HIn a 'ee<

2%11%

2%

48%26%

13%

Listenership (In a week)

2 times 3 times 4 times 5 times 6 times 7 times

4rom t e sam%le of 233 res%ondents; only 1M 7$9 listen to radio twice a week and can "e considered

as ard nuts to crack wit negligi"le %reference towards radio w ile from t e gra% it can "e seen t at

) M 7 +9 listen to radio ( times a week and 2+M 7(19 of t e res%ondents listen to radio + times a

week w o are clear %ros%ects and can "e easily converted to regular listeners "y fulfilling t eir

ex%ectations from %rivate radio stations.

& e statistics clearly indicate t at ma#ority of t e res%ondents w o %refer listening to radio; listen on

almost regular "asis. & is would suggest t at t ey would %refer listening to radio almost daily

followed "y a sc edule in w ic t ey would like to listen.

4urt ermore; it can "e seen t at wit t e constant growt in t e radio industry; t e %reference towards

t is media is increasing among general %u"lic and t us t e res%ondents generally %refer listening to

radio in an on and off "asis. 4or t ose 13M 7219 and 2M 7(9 of res%ondents w o listen to radio $ and )

times a week res%ectively; t e %reference towards radio alt oug not clearly defined; we can still

assume t at t eir %reference for radio is not negligi"le and t ey can "e converted to regular listeners

wit researc on t eir reJuirements and filling t at ga%.

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2. 6hy do you listen to radio7

!ntertainment

"ela#ation

Tra$c p ates

&e's

(or ")*s

0 20 40 60 80 100 120 140 160

112

142

5

9

6

Reasons for listening to Radio

&o of +isteners

4rom t e sam%le of 233 res%ondents; 112 res%ondents listen to radio for t e %ur%ose of entertainment

and so t is directly %oses a clear reJuirement of entertaining s ows on air rat er t an s ows w ic

are more socially inclined. Again 1)2 res%ondents listen to radio for t e sole %ur%ose of getting

relaxed w ic indicates t at t e %rivate radio stations s ould make sure t at t e sc eduling of s ows

and songs on air s ould "e suc t at t ere are ardly any re%etitions w ic "ring a sense of fres ness

and newness to t e listeners. & ese listeners are t ose w o already tend to ave an inclinationtowards radio.

& ere are only + and ( res%ondents out of 233 w o listen to radio for RL5s and &raffic >%dates and so

it can "e clearly said t at t e %rivate %layers cannot %osition t eir "rand t roug t eir RL5s or any

ot er social cause. & e only reason for t is is t at t is medium is considered as

72


73/110

. 6hich radio station do you prefer listening to7

9 1 , 1 ( - "

a i o .

i t /

9 3 , 5 ( -

" e ( -

9 4 , 3 ( -

- / ( -

9 5 , 0 ( -

" a i o

n e

9 8 , 3 (

- " a i o

- i r c h

i0

10

20

30

40

50

60

70

80

90

100

9

91

69

16

93

Preferred Radio Stations

&o of listeners

& is Juestion is a clear de%iction of t e listeners5 %reference for all t e %rivate radio stations. 4rom

233 res%ondents; $ %refer listening to Radio ,irc i w ic is an undis%uted leader in t e market

since its ince%tion years "ack. & is s ows t at t e image of Radio ,irc i is consistent in t e mind

of t e listeners as a leader and t ey mig t ave maintained t is image due constant differenciation in

t eir s ows.

4rom t e gra% ; 1 res%ondents ave selected Sun &V Detwork5s Red 4, w ic was t en S 4,. & is

s ows t at t e radio station is ra%idly gaining %o%ularity since its re"randing w ic occurred in

73


74/110

August 233 . & e %reference for t is radio station nearing Radio ,irc i and so it mig t %ose as a

t reat to t e leader over a %eriod of time.

!. Cross tabulation Htime spent on radio 'ith gender

! !"#$" $"#%" %"#&" '&()

!(!)$(

$)*(*)%(%))(

+ale

,emale

4rom t e a"ove gra% we can derive t at t ere is a relation "etween t e num"er of ours s%ent onlistening to radio and gender. 4or less t an 1 our of listeners i% num"er of males listening to radio is

ig er t an t e females. it t e increase in num"er of ours as seen from t e gra% ; t is ratioc anges and in t e time slot of 2 to ) ours of listeners i% t e ratio gets reversed w erein femalelisteners i% leads over t e males.

As we move a ead wit t e increase in num"er of ours of listeners i% time t e ratio gets eJualiHed.

74

J1 1.K2. 2.K!. !.K . L Total

Male 2! 1 ! 2 1

%emale 1$ !( ! 2 0,

Total 0 (1 0 , ! 2


75/110

75


76/110

$. 6hen do you listen to radio7

6 a m 7 a m

5 p m 7 p m

020406080

100120140160180

0

162

2210

5540

72

-ime slots of listenership

&o of listeners

4rom t e 233 res%ondents; as s own in t e gra% a"ove; ma#ority of t em i.e. 1+2 res%ondents listen

to radio "etween -am to 11am. & is clearly indicates t at t e morning time slot is t e %rime time slot

w erein %eo%le are in a relaxed mood to listen to radio as a "ackground score. Again it can also "e

derived t at during t is time slot %eo%le move to t eir res%ective working %laces and so t ey listen toradio w ile driving. 'uring t is time slot; radio stations s ould %osition t eir s ows in suc a way

t at it %e%s u% t e mood of t e listener and t e listener moves towards t e start of t e day wit a lig t

and c eerful mood.

76


77/110

(. 6here do you listen to radio7

2 t h o

m e

h i l e

' o r i

n 0

20406080

100120140 125 128

36

0

Place of Listenership

&o of listeners

By knowing a"out t e %laces w ere t e res%ondents listen to radio; we can derive t eir attitude

towards radio and t eir %reference over it. 4rom 233 res%ondents; 12 res%ondents listen to radio

w ile travelling so from t is we can derive t e strategy for t e s ows on air during t e %eak ours of

t e city. & e #aHHier and a%%ening t ese ours would "e; t e more likea"ility and %reference of t e

res%ondent would "e received. & is directly coincides wit t e %referred time slots and so we can

matc "ot to come to a common strategy.

& e second %referred location is ome w ic as "een %referred "y 12( res%ondents. !"viously t ese

res%ondents would "e listening to radio for entertainment %rimarily and t en for relaxation.

77


78/110

78


79/110

,. 6hich #oice do you prefer to listen on radio7

30%

46%

25%

Preferred .oice on Radio

-ale (emale .o oste

79


80/110

. )o you prefer listening to a single radio station7

2%

98%

Preference towards singleradio station

! &

4rom 233 res%ondents; 1 + 7 M9 do not %refer listening to a single radio station. & ey switc to

different radio stations due to t e clutter caused due to excessive commercialiHation and

advertisements. & e %eo%le like listening to radio for music and entertainment and so w en t ey come

across suc a clutter of over commercialiHation; t ey tend to Ha% "etween t e c annels. & us radio

stations s ould "ring innovative %rograms w ic would deal wit t is %ro"lem and make t e

audience feel fulfilled wit t eir reJuirements.

& ere are only ) res%ondents w o are ard core loyal to t eir %referred radio station.

80


81/110

0. )o you li


82/110

1 . /a#e you e#er played a game on any radio station7

18%

82%

Played games or not

! &

Along wit "eing a conventional way of interaction; games are also considered to "e unrelia"le and

"oring. & e res%ondents 2M 71+)9 do not trust t e %rocedure and t ey find it untrustwort y. Playing

games is also considered to "e time consuming activity and so res%ondents generally %refer listening

to radio #us for entertainment and radio and not for t e %ur%ose of interaction.

82


83/110

11. )o you li


84/110

12. 6hich are your fa#ourite spar


85/110

1$. )o you listen to radio on 'ee


86/110

1!. )o you thin< there should be different programs on 4unday7

15%

86%

ce towards di3erent types of programs on

! &

'ue to sc edule c ange of radio in t e weekends; %eo%le find it diverting from t eir regular sc edule

of %rograms on air and so from t e 233 res%ondents; 1-1 do not %refer listening to radio in t e

weekends.

& us all t e %layers s ould keenly make sure t at t e %rograms on air on Sundays s ould "e in line

wit t e weekday5s %rograms and do not carry a sudden drift of c ange in t e structure or sc edule.

Also anot er im%ortant t ing w ic s ould "e considered is t at t e audience do not like to c anget eir sc edule of listeners i% and so all t e radio stations s ould follow t e same %attern on Sundays

kee%ing minor c anges w ic kee% Sundays more interesting.

86


87/110

1$. Can you recall the ingles of the follo'ing radio stations7

9 1 , 1 (

- " a

i o . i t /

9 5 , 0 (

- " a

i o n

e020406080

100120140160

59

124156

16

121 4ingle Recall

&o ofrespon ents

Lingles of radio stations are one of t e strongest tec niJues for "rand recall. & e more im%actful

#ingle is; t e more it is remem"ered. At times #ingles w ic are very a%%ealing in terms of its music

are ig ly %raised and t e radio station gains %o%ularity on t e "asis of t ose #ingles only.

4rom 233 res%ondents; 1(+ res%ondents can recall #ingle of ,y 4, 6 Liyo 'il SeW w ic is

remarka"ly a ead of Red 4, and Radio ,irc i w ose recall is 12) and 121 res%ectively. Red 4,

says Ba#ate Ra oW w ile ,irc i says W,irc i Sunnewale Always < us W

& is indicates t at t e #ingle s ould "e a%%ealing and s ould "e consistent. ile t e #ingle of Radio

!ne and Radio 0ity is low "ecause of inconsistency in t eir #ingle w ic kee%s on c anging and so

t eir audience gets confused and ultimately fail to recall t e #ingles.

87


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1(. *ssociation of radio stations 'ith attitude

7%

41%

21%

20%12%

ttitude 6heck #78nthusiastic Imagery7

91,1(- "a io .it/93,5(- "e (-94,3(- -/ (-95,0(- "a io ne

98,3(- "a io -irchi

&o c eck t e attitude of t e radio stations %erceived "y t e res%ondents; t e imagery was given and

t ey ad to relate t e radio stations to t at imagery.

4rom 233 res%ondents; 1 consider Red 4, to "e ent usiastic and Hestful w ic stays a ead of ,y

4, and Radio !ne w ic are aving a marginal ga% aving )1 and 13 res%ondents in t eir favour

w ile ,irc i and 0ity are not considered to "e ent usiastic.

88


89/110

3% 3%

55%

41%

5ttitude 6heck #96ommerciali:ed Imagery7

91,1(- "a io .it/ 93,5(- "e (- 94,3(- -/ (- 95,0(- "a io ne

98,3(- "a io -irchi

/ere clear indication of commercialised imagery is s own in ,y 4, wit 13 res%ondents and t en

"y ,irc i wit 1 res%ondents favouring t em. & is image is forms due to excessive ads and RL

voice ratio over music. & is makes a radio station commercial in t e eyes of t e audience.

89


90/110

67%2%17%

14%

5ttitude 6heck #9Sophisticated Imagery791,1(- "a io .it/ 93,5(- "e (- 94,3(- -/ (- 95,0(- "a io ne

98,3(- "a io -irchi

& e so% isticated imagery is swee%ed down com%letely "y Radio 0ity "y aving 112 out of 233

res%ondents in its favour. ater 2) and 2 res%ondents rate ,irc i and Radio !ne res%ectively as

so% isticated. & is imagery is "ecause t ere are less num"er of %rograms and all t e %rograms are

%ertaining to somet ing t at makes sense. & is imagery is "asically reflecting t e %erce%tion of

%eo%le for radio stations w ic do not %lay a lot of senseless stuff on air.

90


91/110

32%

10%11%13%

35%

5ttitude 6heck #9Perfectionist Imagery7

91,1(- "a io .it/93,5(- "e (-94,3(- -/ (-95,0(- "a io ne98,3(- "a io -irchi

& e imagery of "eing a Perfectionist is s ared in com%etition among Radio 0ity and Radio ,irc i

wit +$ and -3 res%ondents in favour of t em res%ectively. & ese two stations en#oy t is status due to

t eir olistic mixture of "ot good songs and good interaction. & ey give audience a com%lete

%ackage of entertainment and so t ey are %referred over ot er radio stations for t is image.

91


92/110

PERCEPT3*; M*PPINB*N) PER%&RM*NCE

M*TRID

92


93/110

PECEPT3*; M*PPINB

• 4or knowing t e %erce%tions of t e consumers for various radio stations across a meda"ad on

eig t dimensions; %erce%tual ma% as "een generated

• & e data of 233 radio listeners was collected t roug t e survey.

• As t ere were two varia"les i.e. multi%le inde%endent varia"le and a de%endent varia"le

discriminant analysis is used as a statistical tool for t e final outcome of %erce%tual ma%.

• 4or t e analysis of t e data SPSS soft ware is used

Analysis of findings derived following result

2,000 1,500 1,000 ,500 ,000 ,500 1,000 1,500

1,000

,800

,600

,400

,200

,000

,200

,400

,600

,800

1,000

93


94/110

94


95/110

• /ere on U@axis is 4unction 1 and on @axis is 4unction 2

• %unction 1 com%rise of #ingle recall; games and music

• %unction 2 com%rise of s%arklers; RL and %rograms on air.

• Based on t e results of %3NCTI&N4 *T BR&3P CENTR&I)4 in SPSS t e %erce%tions

for listeners for all five "rands as "een %lotted in t e a"ove gra%

• According to t e results radio mirc i is on to% w ere as radio city is t e last.

• Radio mirc i is %erceived to "e t e "est radio station among t e listeners as it lies in %ositive

*uadrant for "ot t e functions. It as a very good #ingle recall and music. It as t e "est of

RLs. It5s Programs on air and s%arklers add a novelty to its "rand image.

• Peo%le ave a very strong liking of , 4, w en it comes to music and =ames. & e #ingle

recall of t e station s owed even %ositive res%onse. But it scored low on RLs; Programs on air

and s%arklers. A Juality and entertaining s%arklers were demanded from consumers. If we

com%are t e (results of ,y 4, and radio one on function one t ere is almost a negligi"le

difference "etween t e two. ,ore focus on RLs S%arklers and music as %er t e consumer5s

c oice and %reference can surely s ow com%letely %ositive results for , 4,.

•

Radio city s ows a %ositive mark for s%arklers; RL and %rograms on air. Results s ow a ignegation in terms of #ingle recall; games and music. Lingle recall among t e listeners was very

%oor for radio city.

• & e case of Radio one seems to "e more critical t an , 4, in. ,usic and games scored t e

ig est of all. Lingle recall was fa"ulous. It as even overtaken radio mirc i in case

• of function. But at t e same time t ere is a drastic downside in case of s%arkles; RL and

%rograms on air. So maintaining its value for all its strong attri"utes and even working and

en ancing it5s t e attri"utes t at

contri"ute t e ig est to its downside can el% t em to out%erform t e two %layers i.e. Radio

mirc i and , 4,.

95


96/110

• Radio city s owed t e %oorest of results on "ot t e functions. It s owed t e ig est of

disliking among consumers for games and Juality of music. & e #ingle recall among t e

res%ondents was %oor. Programs on air were found "elow t e mark com%ared to ot er four

radio stations. !verall it s owed a least %reference as none of its attri"utes were ranked well.

Importance Performance matri-

R A4 4P*R";ER4 ENT/34I*4M• PR&BR*M4 &N *IR

INB;E REC*;; &3T)&&R *CTI8IT5 M34IC MID 5&3NB IM*BER5

INTER*CTI&N 4&P/I4TIC*TI&N

B*ME4C&MMERCI*;IG*TI&N

6EE"EN) 4/&64

96

;IG; ;IG; L8.8R5G8/5--RI I+PR>.8

5--RIR-5?

5--RI

5--RI

L>@

L>@ L8.8R5G8/5--RI

5--RI@


97/110

Conclusion

97


98/110

Conclusion

e conducted a survey for understanding and analyHing t e consumer %reference for ).$ my fm via

visais ot er com%etitors in A meda"ad. e did a survey in A meda"ad and our target audiences were

"etween t e age grou% of 1 @$); w ic consisted of students; working males and females;

"usinessmen and omemakers. 4rom our survey we come to t e following conclusions.

• 4rom t e sam%le siHe of 233 res%ondents ) M of t e %o%ulation %refers listening to radio (

times a week and 2+M %refers listening to radio + times a week. & is listeners i% makes t em

regular listeners of radio.

• 4rom t e %o%ulation 1)2 res%ondents listen to radio for t e sole %ur%ose of relaxation w ile

112 res%ondents listen for entertainment t is s ows t at radio is t e medium considered "y

t e %eo%le solely for relaxation and entertainment.

• & e first and %reference of radio stations w en not com%ared on t e "asis of any attri"utes

we found out t at $ res%ondents %referred Radio ,irc i and 1 %referred Red 4m w ere as

,y 4m get favora"ility from + res%ondents. In s%ite of trying out various uniJue innovations

like ek g ante main 1$ gane ka c allengeW and "y calling RL5sW as ,L5sW i.e. ,usic

Lockeys; Radio one could not gain ig %reference over ot er %rivate %layers. Radio city as

also remained t e least %referred radio station.

• & e num"er of ours s%ent on listening to radio is de%endent on t e gender of t e

res%ondents. it more num"er of males listening to radio for less t an 1 our a day moves

to more listeners i% of females wit t e increase in t e num"er of ours of listeners i% till 2

to ) ours a day. en still t e num"er of ours of listeners i% increases t is gender

difference gets eJualiHed.

• & e favorite time "and of listeners i% is - am to 11 am "ecause %eo%le at t at time en#oy

music wit t eir routine work. Even t e time "and of %m to 12 midnig t is %referred as at

t at time %eo%le are free and like to relax t em selves.

98


99/110

• As radio is used as a "ackground medium; 12 res%ondents listen to radio w ile travelling

and 12( listen to t em at t eir ome w ile doing t eir routine work.

• & e %referred voice on radio also de%ends on t e gender of t e res%ondents since )+M of t e

res%ondents %refer female voice on radio w erein ma#ority of t em are males. 2 M of t e %o%ulation %refers male voice in w ic ma#ority of t em is females .2(M of t e %o%ulation

%refers co osted s ows w ere in ma#ority of t em are males.

• & e %reference of ty%e of music for a %articular time "and el%s us derive an ideal sc edule.

• M of t e res%ondents do not %refer listening to a single radio station "ecause of t e clutter

due to excessive advertising and commercialiHation. & us t e res%ondents Ha% "etween

different radio stations to fulfill t eir reJuirement of entertainment.• en im%ortance of various attri"utes was com%ared we conclude t at music is t e most

im%ortant attri"ute followed "y entertainment; RL5s; information and interaction in

descending order.

• )M of t e res%ondents like listening to s%arklers. & e most favorite %referred s%arklers are

Sud "y Radio ,irc i 8 = antasing "y Radio !ne.

• -)M res%ondents do not %refer listening to radio on weekends. Also +M of res%ondents do

not %refer different %rograms on Sundays as t ey do not like to drift from t eir regular

sc edule.

• ,a#ority of t e res%ondents i.e. 1(+ could recall t e #ingle of ,y 4, w ic is followed "y

Red 4m and Radio ,irc i wit 12) and 121 res%ondents res%ectively.• e could associate t e following @

Ent usiastic attitude to Red 4m0ommercialiHed attitude to ,y 4,So% isticated attitude to Radio 0ityPerfectionist attitude to Radio ,irc i

99


100/110

0onfused attitude to Radio !ne

• 4rom t e %erce%tual ma% we conclude t at w en it comes to #ingle recall; games and music;

Radio ,irc i and ,y 4m are considered to "e t e "est followed "y Radio !ne; Red 4m and

Radio 0ity "eing t e last. ile for s%arklers; RL5s and Programs on air; Radio ,irc i andRed 4m are %referred t e most followed "y ,y 4m and Radio city w ere Radio one is t e

last.

100


101/110

Recommendations

101


102/110

Recommendations

After t e analysis of t e survey; we would like to give t e following recommendations to , 4, in

A meda"ad.

• Reduce t e freJuency of advertisement. Ads s ould not "e lengt y.

• According to t e generated %erformance matrix ,y 4m5s %erformance is low in t e im%ortant

factors like RL5s; S%arklers; Ent usiasm and %rograms on air and so innovation s ould "e

inculcated in all t ese factors.

• Alt oug %erforming very well in games and weekend s ows it does not %ay "ack to ,y 4m

for its "rand %reference t erefore t e leverage on t ese attri"utes s ould "e reducedK

deem% asiHed.

• As it is true t at radio %layers are %rone to t e t reat of switc ing ,y 4, s ould continuously

try to im%rove its contents and selection of songs to kee% listener5s interest intact and t ere "y

avoiding switc ing.

• As seen from t e first and %reference of t e listeners ,y 4m s ould concentrate on "uilding

t e Brand image.•

102


103/110

I ;&BR*P/5

103


104/110

I ;&BR*P/5

• P ili%


105/110

*NNED3RE

105


106/110

F3E4TI&NN*IRE

& is survey is for sole %ur%ose of collecting data for a survey carried out "y N.R Institute of usiness Management ; for grand %ro#ect. Information in t is survey would not "e disclosed for any

ot er %ur%ose. e are grateful to you for your coo%eration and time.

1. 'o you listen to radio

es Do

2. /ow often do you listen to radio 7In a week9

1 2 $ ) ( + -

$. y do you listen to radio ). ic radio station you %refer

• Entrainment J 1.1 Radio city• Relaxation J ).$ ,y 4,• &raffic u%dates J (.3 Radio !ne• Dews J .$ Radio ,irc i• 4or a radio #ockey J $.( Red 4,• !t er YYYYYYYYYYYYYYYYYYYYYYY

(. /ow muc time do you s%end listening to radio 7In a day9•

ess t an an our • 1@2 ours• 2@) ours• )@ ours• ,ore t an ours

+. en do you listen to radio -. ere do you listen to radio• + am 6 - am J At ome• -am 6 11 am J ile travelling• 11 am 6 1 %m J ile working• 1 %m 6 ( %m J Restaurant• ( %m 6 - %m• -%m@ %m• %m 6 12 midnig t

. ic voice do you %refer to listen on a radio 7kindly select any one9

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107/110

,ale 4emale 0o osted

. ,atc your %reference of ty%e of music to t e res%ective time "ands in w ic you would like to listen to it7,ore t an one assignment to t e same ty%e are allowed9

+am 6 -am =aHals-am 6 am B a#ansam 6 11am Remix

11am 6 2%m Bollywood atest2%m 6 (%m Englis(%m 6 %m Instrumentals%m 6 11%m Regional

11%m 6 12%m Slow12%m onwards >%"eat

13. 'o you %refer listening to a single radio stationes Do

11. If N& ; for w at reason do you switc to ot er radio stations

12. 'o you like %laying games on radio

es Do

1$. /ave you ever %layed a game on any radio station

es Do

1). 'o you find t e %rocedure to "e easy /ow

1(. at all Jualities you look forward in an ideal radio stationHRan< your preference 1 being the highest and $ being the lo'est

• Radio #ockey• ,usic• Information• Entertainment• Interaction

107


108/110

1+. 'o you like listening to s%arklers

es Do

1-. ic is your favorite s%arkler 1 . 'o you listen to radio on weekends

• Sud ES YYYY • = antasing D! YYYYY • Ba""ars er • Pa%udia• Irfan 0' 0entre• Any ot er 7%lease mention9 YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

1 . If yes; w ic is t e most favorite station to "e eard on weekends

23. 'o you t ink t ere s ould "e different ty%e of %rograms on Sunday

es Do

21. If yes; w at kind of %rograms you %refer to listen on Sunday5s

22. 0an you recall t e #ingles of t e following radio stations

• 1.1 Radio ,irc i• $.( Red 4,• ).$ ,y 4,• (.3 Radio !ne• .$ Radio ,irc i

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109/110

2(.


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Name YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

Email I) YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

*ge YYYYYYYYYYYYY

Bender

Male %emale

&ccupation

Sc ool ServiceKLo"

0ollege Business

Post =raduate /omemakers

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