Radio Mirchi Module 1

PROJECT OF

MARKETING

July 25

2009

Relaunching of Radio Mirchi98.3FM to sustain as a market

leader. The extensive market survey was done to know the

taste of the people to innovate new marketing strategy and

deliver the people best service according to their wish. Also

the threats and competitors are highlighted as well and market

share and other essentials are also mentioned here.

Report of Module-1

RELAUNCHING OF RADIO MIRCHI 98.3 FM

GROUP MEMBERS:

1. Syed Golam Gaous ROLL NO.58

2. Subha Rudra ROLL NO. 51

3. Soumodeep Mitra ROLL NO. 47

4. Sayak Ghosh ROLL NO. 66

Batch details:

Group n0.7

ISBE/SA-2/2009-11

Date of submission: 25/07/2009

Faculty members:

Prof. Debashish brahma

Prof. Dipankar sarkar

Project title: Relaunching of Radio Mirchi 98.3 FM

Methodology:

Most of the informations and research are done from internet. We had also our own radio

with us as well. We have also done public survey to take a feedback about Radio Mirchi

98.3.

RADIO INDUSTRY - A QUICK OVERVIEW

Radio is a popular medium for entertainment and news in the rural areas of south Asia.

In the urban areas, on the other hand, due to popularity of television, the number of

radio listeners has declined over the several years. However, radio listening habits have

undergone a perceptible change in the last three or four years particularly in the urban

areas of India. This revival of listening to radios occurred due to the policy of the Indian

government to broadcast entertainment programs through FM radio channels. The

second phase of privatization of radio broadcasting resulted in the implementation of

nearly 400 new FM radio stations across 91 cities in India in 2007. As the private FM

radio stations are not permitted to air news as per the government rules, all the programs

aired by the channels are music-based entertainment programs targeted primarily at

younger audiences.

The obvious disadvantages of radio are the lack of visual images and the relatively

passive nature of the consumers. Nevertheless, radio ads can be extremely creative with

the clever use of music, sound and other creative devices; which can tap into the

listener’s imagination to create powerfully relevant and liked images.

Emergence Of Radio Mirchi:

Radio had been the most cost effective source of entertainment in India for a long time.

Until 1993, All India Radio (AIR), a government undertaking was the only radio

broadcaster in India. The government then took the initiative to privatize the radio

broadcasting sector. It sold airtime blocks on its FM channels to private operators. Since

then Times FM, the Times group’s brand, operated its business till June 1998 as the

most famous radio station in India. Times FM represented Radio Mirchi in that period

until the government decided not to renew contract to private operators.

In 2000, the government announced the auction of 108 FM frequencies across 40 cities of

India. Entertainment Network (India) Limited [ENIL] won the largest number of

licenses and became the only commercial FM (Frequency Modulation) broadcaster

present in all 4 metros, with an exclusive presence in 7 cities. Thus, under the ownership

of ENIL, Radio Mirchi entered in the radio market of India.

Attributes

Attributes are a set of things that can describe the characteristics, properties, qualities,

values, strategies, technicalities, infrastructures and many other things of a

product/service. In short, we can say that an attribute is long-listed but giving specific

ideas or description of a product/service. In marketing, an attribute plays a major role.

Because attributes are something that consumers are always looking for satisfying their

core/basic needs. So, an attribute of a product/service can only be derived by

discovering the QSP (i.e. quality, service and price).

FM Radio

FM (Frequency Modulation) Radio falls under the category of services. The main aim is

to render services to the general public by way of entertainment and giving any sort of

entertainment falls under this category. In the present market scenario, everyone is

running behind money and by doing this they almost forgot the meaning of

entertainment. It is almost vanished out of our lives and it is very much realistic. Because

after struggling for 16 to 18 hours a day, there is nothing entertaining than a good sleep.

But after the launching of FM Radio, the whole scenario has changed. Because

previously people are not very interested in listening to radios or rather we can say

“Akash Vani”, as they can only listen to the news and some old songs which are not

highly appreciated. But as the FM Radio is launched in the market, it creates huge

sensation especially among youngsters. As FM Radio is a medium of entertainment, it

offers a range of services like music, news, traffic updates, quiz events, etc. It can also be

a medium of communication because they are hosting some shows where people can

share their experiences and also there are some special events where people can talk to

their favorite celebrities invited by them from time to time on special occasions and

everything will be live on air. The FM is now available on our mobiles, iPods, mp3

players, etc. which is very easy to carry. The RJs (Radio Jokeys) plays a very important

role in interacting with the people and they are host of the events/shows.

Attributes of FM Radio

There can be many attributes of FM Radio but the basic and core attribute of it, is

entertainment, according to the expectations of the listeners/audiences by satisfying

their needs and wants. Entertainment basically consists of the following:-

� Music (of different genre)

� Sound quality � Type of shows, RJ of the show, target listeners, type of songs, timings of the song,

timings of the show, etc.

� News - type of news, updated news, news content, way of delivering the news,

timings of the news, etc.

� Traffic Updates - current updates, updates from different areas, updates of main

junctions, etc.

� Quiz Events - target audiences, type of quiz, entertaining as well as information

based events, etc.

� RJs - age group, interactive, passionate, friendly, way of communicating, etc.

� Information (through talk shows)

� Agony aunt services

Attributes of Radio Mirchi 98.3 FM

There are certain parameters by which uniqueness of a radio channel can be

judged/identified. There are many radio channels available and equally competitive.

And all of their aim is to create audiences by organizing the best shows according to the

demand of the listeners.

Apart from the basic attributes of entertainment of FM Radio, there are some special

attributes of Radio Mirchi 98.3 FM. It is voted as the no.1 radio channel in many states as

far the audience feedback is concerned. The uniqueness of this channel can be

determined through certain attributes. They are as follows:-

� Brand Image: - Radio Mirchi has developed a very healthy brand image over

years of continuous service. It is very good at identifying the demands of their

listeners and fulfilling the needs. The networking of this channel is very wide. It is

almost airing in every parts of India.

� Customer Service: - Radio Mirchi is voted as the no.1 radio channel in almost

every state. It indicates that they understand the needs of their listeners of various

age groups. They knew very well how to retain their listeners in spite of the fact

that there are many other radio channels available.

� Ease of Access: - Radio Mirchi can be accessed almost everywhere in India. It

shows the wide range of reach of the frequencies in air. Nowadays it can be

accessed via internet also.

� Quality of Service: - There should not be any doubt regarding the quality of services provided by Radio Mirchi. The quality of shows or events organized by

them is very unique and all the shows or events are different from each other. And

also the sound quality is very good too.

� Technical Quality: - Radio Mirchi is very good in technical quality also. If it is not

true then we can’t get the frequency everywhere from cities to remote areas also.

Technical quality also includes the sound techniques, which is also very good.

� Programme Quality: - As Radio Mirchi is the best in customer service; it is

obvious that the programmes organized by them are also very good. The

programmes of this channel are very different from each other. They know very

well the exact timing of the programmes which can attract their target audiences.

� Target Audiences: - Radio Mirchi is very good at identifying the wants and needs

of their listeners. They knew exactly about their target audiences and the shows

were arranged in that manner. They also knew the choice/preference of their

audiences very well.

� Interaction/Communication: - Here the role of RJs is very important. Because it

only depends on them how they interact with the audiences. And Radio Mirchi

has hired very popular RJs who can interact with the audiences friendly. For

example- RJ Mir is a part of it in Kolkata, who is a very famous personality.

� Innovative Events: - Radio Mirchi is very good in organizing exciting,

entertaining but information based quiz events, where an open ended question is

asked and the first caller to answer this question will get some prize. But the

innovative part of such quiz events are that some questions asked were very

tricky, the first to solve the trick gets a chance to go live on air and he is

welcomed in the studio just like a celebrity guest. It attracts the audiences,

because everyone in this world wants to be famous.

Competitors of Radio Mirchi 98.3 FM and their Attributes

There are many competitors available like Red Fm, Big Fm, Power FM, Friends FM, etc.

In spite of all competitors, Radio Mirchi still remains at the top spot. But there are two

channels (i.e. Red FM 93.5 and Big FM 92.7 FM) which gives a fare challenge to Radio

Mirchi 98.3 FM. And the attributes of these two channels in comparison to Radio Mirchi

are shown in brief:-

Attributes Red FM 93.5 Big FM 92.7

Brand Image It is a very old channel and has earned a very good

brand image.

It is not a very old channel but has

earned a very high brand image in a

short period of time.

Customer

Service

It is equally good in satisfying the customers’ needs and

wants.

It is very much closer to satisfying

the customer services better than

everyone.

Ease of Access It is more or less same as accessing the frequency is

concerned.

In this case, it is lacking behind, but

it progresses very quickly.

Technical

Quality

It is almost the same as far as the technicalities are

concerned.

It is having a very decent technical

quality, but improvements can be

done.

Programme

Quality

In this case, it is lacking behind because variety is there

but of similar kind of shows.

In this case, it is also lacking behind

because variety is not available but

non-stop music shows with lesser

ads is the best part of it.

Target

Audiences

It is almost same because if they don’t know their target

audiences they can’t be a competitor.

It is almost the same but one thing

they understand better is that

audience doesn’t like too much ads.

Interaction/

Communication

As it is previously discussed that it depends upon the

RJs which is almost the same but can be improved.

As it is discussed earlier that it

depends upon the RJs which is very

close to it but can be improved

Innovative

Events

In this case also they are lacking behind because events

are organized more or less the same as quiz events.

Here its has to work hard to

organize creative events to compete.

TARGET CUSTOMERS:

Radio Mirchi covers a huge range of customer profile. It serves from children to old aged

people. They are very much customer friendly in that sense. They value the thoughts and

emotions of every age group. It has got a craze mostly among young Indians. India

being a relatively young country, since it has got average age around 33, therefore it is a

great privilege for Radio Mirchi to tap this market easily. Radio Mirchi is very lucky

when it comes to customers, because it has been found from various surveys that

customers are very loyal to Radio Mirchi. Below the shows that are offered to the

audience of Kolkata.

Hi Kolkata – Monday - Saturday 7:00 AM to 11:00 AM : Hi Kolkata with RJ Mir

encompasses everything that gets Kolkata’s pulse racing, from traffic chaos to bandh or

strike. This show gets the commissioner, the minister, the mayor to have a say on any

hot topic of the city. With traffic updates in peak hours, quick quizzes, etc. and obviously

Mir’s inmitable humours bring entertainment for true blue Kolkatan. It has huge fan

following.

Nobboi Not Out! – Mon-Sat 11:00 AM to 1:00 PM: Delightful music, soft, lilting, mood

lifters with RJ Sree who brings very green life to Kolkatan.

Harano Sur – Mon-Sat 1:00 PM to 4:00 PM: Old Hindi songs with RJ Neel gives

pleasure to middle aged people and the lovers of old songs listeners.

Kolkata Express – Monday to Friday 4:00 PM to 9:00 PM: With RJ Deep in the driving

seat-listen to the hottest hits, test GK about city, cinema, cuisine & win prizes. Cricket,

movies, Kolkata and trivia constitute B2B. Be it the traffic snarls, the delicious nalen

gurer sandesh, the busiest hangouts in the city or the viewers' reactions to the latest

Bollywood releases, be informed and updated about the trends and happenings in

Kolkata. Thus it has craze among various ages from teenagers to young adults.

Coffeehouse Classics – Monday to Friday 9:00 PM to 12:00 AM : Evergreen hits of

Kishore Kumar, Asha Bhonsle, Lata Mangeskar, RD Burman and other legends and a

husky RJ Rupsha, that's truly a combination that ask audience to wrap up their day &

get ready for bed. A show loved for its trivia on superstars, singers and composers from

the golden era of Bollywood & Tollywood - Coffeehouse Classics is truly nostalgic &

magical !

Rupsha creates moods, captures memories and appeals to the finer sensibilities of the

young and all those who are young at heart. Celebs from Shobha De to Bikram Ghosh,

Saira Banu, Zeenat Amaan to Neetu Singh have all shared special moments and

memories on her show.

Dr Love – Every Sunday 6:00 PM to 9:00 PM: With RJ Gunjan this programs is based on

solution of love problems and personal problems. Thus it has a great knock to teenagers

and college goers.

Mirchi Top 20 – Saturday 7:00 PM to 9:00 PM: With RJ Deep top 20 sizzling top 20

songs of the week attracts songs lovers.

Club Mirchi – Saturday 9:00 PM to 1:00 AM: Every Saturday DJ Richard sets fire on the

dance floor with bollywood remixes irrespective of audience stand whether they are in

their hom or in car, DJ Richard is ready to make dance his audience. Thus this programs

attract prople of party age in urban area.

Ami Ek Jajabor – Sunday 8:00 AM to 10:00 AM: From east to west of the country travel

with RJ Gunjan the perfect tourist guide tells the audience what to wear, where to stay,

where to plan for a tour, how to go everything and that gives pleasure to the audience

those who are very adventurous and love to travel a lot.

Dawsher Desh – Sunday 5:00 PM to 6:00 PM: Listen contemporary Bengali music

with RJ Deep. Aadhunik to Bangla bands- top 10 songs countdown goes with RJ deep to

give the pure Bengali taste to its Bengali listeners.

Sree Ramkrishna Proshongo – Mon-Sun 5:00 AM to 7:00 AM : Begin the day with

words of wisdom, with the stories of Sree Ramkrishna Kathamrito. Swami

Swatantrananda takes audience through the life & times of Sree Ramakrishna. Thus it

has the target customer of old aged people.

Sunday Suspense – Sunday 12:00 PM to 1:00 PM : RJ Deep reads some Satyajit Roy’s

suspence tales which attract children to know about the story and brings customer to its

channel.

Sunday Coffeehouse Classics – sunday 9:00 PM to 12:00 AM: RJ Riya plays hot and hit

songs of last Sunday. So it is a great privilege for those regular Radio Mirchi listeners

who had missed one Sunday to listen.

Thus Customer centricity is the pivotal role that is played by the Radio Mirchi 98.3

FM.

CONSUMERS NEED, WANTS AND DEMANDS:

Needs are the basic human requirements. People need air, food, clothing and shelter to

survive. People also have strong needs for recreation, education and entertainment.

Nowadays, FM Radio is one of the best ways of entertainment. Music has played a very

significant part in our lifestyle. And it is the basic need of each and every music lovers.

Consumers basic needs is to listen music and getting pleasure out of it. So the first look

out of Radio Mirchi is to provide customer satisfaction. They need to listen current news

to keep themselves updated. Consumers compare Radio Mirchi with other FM channels

and point out that sometimes RJs talk more rather playing music which sometimes make

them very monotonous, to get rid of this monotony they need to be entertained more and

more.

Consumers want is directed to specific objects that satisfy their taste. Consumers are

very loyal to Radio Mirchi and there is 33% of Radio Mirchi listeners never tune to other

radio channel. Radio Mirchi is the best in satisfying customer needs and when the

customers are satisfied, they are enjoying the every moment of their life. And Radio

Mirchi becomes the entertaining partner of their life. According to our market survey

Mirchi has got more popularity among its girls and housewives listeners. They want

some new kind of shows to listen in their favourite radio channel. Even they want to

listen news in FM to make themselves updated.

Consumers demand to listen English music in Radio Mirchi and they prefer to

listen some kind of party music, disco music at the weekend. They demand for new

innovative game shows to make this radio channel more happening. Customers demand

to their favourite FM channel is very high. They demand everything that makes them

happy. Thus they demand for English music, news, talk shows, game shows etc. And it

should be the primary objective of Radio Mirchi to satisfy their customers needs, wants

and demands.

CORE PRODUCT:

Entertainment: Radio Mirchi is in the business of entertainment. So their first motive is

to make people happy and joyful with their programmes. Their programmes are basically

designed in such a way that can fulfill the basic needs of the people. People’s basic need

from Radio Mirchi is to be entertained and they are successful in doing so.

BASIC PRODUCT:

Radio – FM is the basic product.

Core product has to be converted into basic product. Radio Mirchi adds attributes like

talk shows, bollywood song, album songs, regional songs and that make this FM

channel more happening to the customers. FM is now just not a means of entertainment,

even people use it for that purpose mostly, but still there are lots of things that can be

added to make people much more attractive to its channel.

EXPECTED PRODUCT:

Since Radio Mirchi has got a large spectrum of its customer of various ages, so

expectations from different ages are different and that is the main criteria for Radio

Mirchi to make its shows in such a manner that matches with the expectation of the

customers. Teenagers mostly college goers like to listen English music in Radio Mirchi,

customers of young adult ages want to listen more innovative programmes in this FM

channel. Their expectation is so high from their favourite channel. Radio Mirchi should

concentrate in this segment to go on with its leading market share. Radio Mirchi is the

most happening and demanding radio stations all over the country. The reason behind

this is their popularity, creativity, loyalty amongst listeners and the innovative events

they are organizing. Radio Mirchi takes credit in understanding the preferences of its

listeners. Their shows are organized in a proper manner, depending on the audiences

they are targeting and also upon the timings of the show. They also have special shows

for several occasions, such as Valentine’s Day, Diwali, Christmas, New Year, etc.

Suppose, on the eve of Valentine’s Day they are playing latest romantic songs targeting

the youth as their main audience and even by inviting an ideal celebrity and make

audiences interact with them live only on Radio Mirchi and win exciting prizes. They

even have started internet radio station. Now anyone can listen Radio Mirchi just by log

in to its website.

AUGMENTED PRODUCT:

This is the level where the mostly competition takes place in developed countries, but for

India the most competition takes place at the expected product level. So here is the open

market for Radio Mirchi to keep far back its competitors. Here Radio Mirchi can go for

brand positioning by going for some new innovative programmes or promoting their

existing programmes by adding some new features and highlighting those in the

promotion, so that they can provide something which is beyond the expectation of the

customers. Radio Mirchi had already started to create some augmentation as they are the

first FM channel who started association with Mirchi movies the new innovative

initiatives, “Listen to my movie” for the visually challenged people and their first venture

was “Hari Puttar-A comedy of terrors”.

POTENTIAL PRODUCT:

The potential product encompasses all the possible augmentations and transformations

the service offering might undergo in the future. Here is where Radio Mirchi should

search for new ways to satisfy customers and distinguish their offerings. They could

think upon some new ideas which was never been thought by anyone. Here comes the

innovations strategy of the company.

In todays hectic life everybody wants to get relax and for relaxation there is no media

better than radio or FM. That is why FM channels are now very demanding among the

urban Indian. They are coming out with the programs that attract urban Indians. Thus

Radio Mirchi and its competitors also are launching lots of programs that actually fulfill

the desire of the audience. FM channels celebrates lots of programs in specific special

days like valentine’s day, mother’s day, independence day, birth day of any singers or

music directors, death anniversary of any singers or music directors etc. Thus they love

to tune to various channel.

CURRENT BRANDING/MARKETING STRATEGY OF RADIO

MIRCHI

The strength of Radio Mirchi 98.3 FM lies in its innovative program contents. Needs are

the basic human requirements. People need air, food, clothing and shelter to survive.

People also have strong needs for recreation, education and entertainment. Apart from

television FM radio is the alternative for entertainment and information on-the-go. And

radio mirchi has understood this important attribute of the FM radio channel. So it had

made this attribute as a important part of its branding strategy. Radio mirchi is the most

lively, happening and demanding radio in Kolkata. The main driving force behind this

popularity is the creativity in it programs. They understand what customers actually

demand from a FM radio channel and delivers their programs on that platform. Radio

Mirchi’s main branding / marketing strategy is to cater the expectation of all the age

group whether its a teenager, youngster, housewife, working professionals or aged

person. Radio Mirchi provide programs on different categories may it be Gossips, Recipe

of different types of food, Child care tips, relationship problems, career guidance, Beauty

Secrets, etc. The Radio Mirchi target market was defined using interesting factors such

as lifestyle, attitudes, occasions rather than demographic information alone. Although

the customer description generally fall within the demographic that have been identified,

this approach will provide an increased understanding of what motivates the listener and

can be used to focus target marketing and positioning efforts more precisely.

Another unique branding strategy of Radio Mirchi is that it did not remain confined to a

particular city or state. It has its network spread among various cities of India, which

makes it a brand which is present in all India level and also it creates brand awareness

among people.

Radio Mirchi as a part of it branding strategy has used various punch line in different

cities which makes it more customer centric brand. Example “Idhu semmma hot

machchi!" in Chennai."Gwalior Jhoome"in Gwalior, "Idi chaala hot guru!" in

Hyderabad, “Sakat hot maga!”- in Bangalore.

Customer Value Proposition Of Radio Mirchi

The main unique selling propositions (USP) Radio Mirchi are:-

• It’s programmes are not only for young generation but also various programme

for all age groups at different time slots.

• Another USP is that the mode of communication of the RJ’s with its listener.

Today Radio Mirchi is not confined to a particular city but it has wide spread

network in various cities and mostly regional languages of that particular area is

used. This strategy is mostly used while streaming live programmes where

customers can talk to the RJ’s maybe for some contest, songs request. As a result

of which Radio Mirchi uses various punch line in different cities such as “Idhu

semmma hot machchi!" in Chennai."Gwalior Jhoome"in Gwalior, "Idi chaala

hot guru!" in Hyderabad, “Sakat hot maga!”- in Bangalore. This is an unique

customer centric branding strategy.

• To maintain its customer oriented branding strategy Radio Mirchi also airs

certain programs which are all about the customers , here customer can live chat

with the with various eminent personalities maybe any doctor, teacher or any

advisors etc. Example of the programme Dr. Love can be citied here where

listener can talk live for any sort of relationship problems. This makes radio

Mirchi unique. Also live songs request is also another customer centric branding

strategy.

• Radio Mirchi not only stream various programme just from the radio stations but

also its conducts various kind of live shows in street such as quizzes, peoples

opinion about any particular events etc. this creates a brand image in the mind of

the general public.

• Radio Mirchi is also associated in various cultural events in various educational

institutes in India such as BLITZKRIEG 2008 (ICFAI), COBWEB 2008

(COLLEGE FEST OF LHMC) and SPADAN 2008 (COLLEGE FEST OF

VIVEKANANDA COLLEGE).

MARKET SHARE OF RADIO MIRCHI:

Radio Mirchi dominates in Mumbai, Delhi and Kolkata;

listenership figures released by IMRB, Radio Mirchi is the leading FM station with

48.25 lakhs listeners and 72 per cent market share.

Big FM surges ahead in Bangalore.

a market share of 17.3 per cent. It is followed by Red FM, with a market share of 16.5

per cent. Big FM is at No. 3, with a market share of 14.1 percent; while AIR FM Gold

has slipped a position to No. 4 and h

MARKET SHARE IN MUMBAI

BIG FM, 14.1

GOLD, 13.3

dio Mirchi is also associated in various cultural events in various educational



VIVEKANANDA COLLEGE).

MARKET SHARE OF RADIO MIRCHI:

Radio Mirchi dominates in Mumbai, Delhi and Kolkata; As per the latest


48.25 lakhs listeners and 72 per cent market share.

Big FM surges ahead in Bangalore. Radio Mirchi continues to lead in Mumbai with



has slipped a position to No. 4 and has a market share of 13.3 per cent.

MARKET SHARE IN MUMBAI

RADIO

MIRCHI, 17.3

RED FM, 16.5

BIG FM, 14.1

AIR FM

GOLD, 13.3

dio Mirchi is also associated in various cultural events in various educational



As per the latest


Radio Mirchi continues to lead in Mumbai with



as a market share of 13.3 per cent.

In Delhi too, Radio Mirchi has maintained its No. 1 position, with a market share of

23.8 per cent. AIR FM Gold has displaced Fever from the No. 2 position with a

market share of 17.2 per cent. Fever FM is No. 3 in the city, with a market share of

16.3 per cent.

MARKET SHARE IN DELHI

Big FM has surged ahead of Radio Mirchi in

share of 18.5 per cent. Radio Mirchi is at No. 2, with a market share of 18.3 per cent.

Fever FM is No. 3, with a market share of 13 percent

12.9%, Radio city 11.7%, Radio One 9%

MARKET SHARE IN BANGALORE

( Market shares are taken from internet sources as of 2009,june 29)

FEVER, 16.3

AIR FM

RAINBOW, 12.9

RADIO

CITY, 11.7

too, Radio Mirchi has maintained its No. 1 position, with a market share of



MARKET SHARE IN DELHI

Big FM has surged ahead of Radio Mirchi in Bangalore. It has recorded a market


Fever FM is No. 3, with a market share of 13 percent, AIR FM RAINBOW has

, Radio One 9%.

MARKET SHARE IN BANGALORE

( Market shares are taken from internet sources as of 2009,june 29)

RADIO

MIRCHI, 23.8

AIR FM

GOLD, 17.2

RADIO

FM, 9.2

BIG FM, 18.5

RADIO

MIRCHI, 18.3

FEVER FM, 13

RADIO

CITY, 11.7

RADIO ONE, 9

too, Radio Mirchi has maintained its No. 1 position, with a market share of



. It has recorded a market


RAINBOW has

In Kolkata Radio Mirchi, Big FM and Aamar FM continue to occupy

2 and No. 3. Radio Mirchi has

15.3%, while Aamar FM has a market share of 12.2%, Friends FM occupy 12.1%, Red

FM occupy 8.2%, Fever FM occupy 7%, Radio One occupy 6.3%, Meow FM occupy

6.1 %.

Sources of Information:

http://www.radiomirchi.com

http://www.enil.co.in

http://www.google.co.in

http://www.exchange4media.com

MARKETING MANAGEMENT

FRIENDS FM

RED FM

10%

FEVER FM

8%

RADIO ONE

7%

MARKET SHARE IN KOLKATA

Radio Mirchi, Big FM and Aamar FM continue to occupy

. Radio Mirchi has a market share of 19.4 per cent, Big FM has a share of



http://www.radiomirchi.com

http://www.google.co.in

http://www.exchange4media.com

MARKETING MANAGEMENT- Kotler, Keller, Koshy, Jha

RADIO MIRCHI

22%

BIG FM

18%

AAMAR FM

14%

FRIENDS FM

14%

RADIO ONE

MEOW FM

7%

MARKET SHARE IN KOLKATA

Radio Mirchi, Big FM and Aamar FM continue to occupy the No. 1, No.

Big FM has a share of



BIG FM

18%

Documents

Radio Mirchi Module 1