Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/8538
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dc.contributor.authorJaiswal, Anand Kumar-
dc.contributor.authorPalan, Harit-
dc.date.accessioned2010-09-08T03:54:39Z-
dc.date.available2010-09-08T03:54:39Z-
dc.date.copyright2008-
dc.date.issued2010-09-08T03:54:39Z-
dc.identifier.urihttp://hdl.handle.net/11718/8538-
dc.description.abstractRadio 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.en
dc.language.isoenen
dc.subjectMarketing Strategyen
dc.subjectPositioningen
dc.subjectSegmentationen
dc.subjectFM Radioen
dc.subjectRadio Mirchien
dc.titleRadio Mirchi: Entry into Kolkata Marketen
dc.typeCases and Notesen
Appears in Collections:Cases and Notes

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