Radio Mirchi: Entry into Kolkata Market

dc.contributor.author	Jaiswal, Anand Kumar
dc.contributor.author	Palan, Harit
dc.date.accessioned	2010-09-08T03:54:39Z
dc.date.available	2010-09-08T03:54:39Z
dc.date.copyright	2008
dc.date.issued	2010-09-08T03:54:39Z
dc.identifier.uri	http://hdl.handle.net/11718/8538
dc.description.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.	en
dc.language.iso	en	en
dc.subject	Marketing Strategy	en
dc.subject	Positioning	en
dc.subject	Segmentation	en
dc.subject	FM Radio	en
dc.subject	Radio Mirchi	en
dc.title	Radio Mirchi: Entry into Kolkata Market	en
dc.type	Cases and Notes	en

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