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http://hdl.handle.net/11718/8538| Title: | Radio Mirchi: Entry into Kolkata Market |
| Authors: | Jaiswal, Anand Kumar Palan, Harit |
| Keywords: | Marketing Strategy;Positioning;Segmentation;FM Radio;Radio Mirchi |
| Issue Date: | 8-Sep-2010 |
| Abstract: | Radio Mirchi is the flagship brand of Entertainment Network India Limited (ENIL). ENIL is the largest private FM radio broadcaster in India. ENIL was able to gain stronghold in the market due to its strength of innovativeness and creative content, large operating network, reach among listeners, high quality studio and strong advertisement sales capabilities. The case discusses Radio Mirchi’s entry into Kolkata market in 2003 amidst the competition from three other players --Red FM, Aamar and Power. Kolkata occupied a prime importance in the company’s growth plans. The case discusses the dilemma faced by the company on developing the entry strategy. Its top management has to decide on the market segment(s) it should target and design of the product. |
| URI: | http://hdl.handle.net/11718/8538 |
| Appears in Collections: | Cases and Notes |
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