Mirchi Presentation 11 Nikhil
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Transcript of Mirchi Presentation 11 Nikhil
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Marketing
Management
-------------------------
- 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!!