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Book Cover
Author Kumar, Anand, author

Title Radio Mirchi : entry into the Kolkata Market / Anand Kumar, Harit Palan
Published London : Indian Institute of Management, Ahmedabad, 2017
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Sage Business Cases    View Resource Record  


Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary The case describes a situation in April 2003 where Prashant Panday, Chief Operating Officer and Nandan Srinath, National Marketing Head, of Entertainment Network India Limited (ENIL), were discussing the launch of their FM station, Radio Mirchi, in Kolkata, India. Radio Mirchi and three other major players--Aamar FM, Power FM and Red FM--were preparing to launch their channels at the same time. Though ENIL was a dominant player in the nascent FM radio industry with a presence in four cities, Panday and Srinath knew that attracting radio listeners and achieving market leadership in Kolkata would not be easy. To succeed in this market, they would have to develop and implement a well thought out market entry strategy. Complicating matters was that the launch of the station was planned at a time when ENIL, just like most other FM players, was incurring heavy losses. This was partly due to the high FM radio license fee, which accounted for nearly 65% of the company's total operating cost and was double its revenue. The data provided in the case enables participants to step into the shoes of Panday and Srinath in order to decide on the ideal market entry strategy for ENIL and select the right target market segment(s) and product design
Notes Originally Published InKumar, A. & Palan, H. (2017). Radio Mirchi: Entry into the Kolkata market. Ahmedabad, IN: Indian Institute of Management, Ahmedabad
Description based on XML content
Subject Panday, Prashant
Srinath, Nandan
Entertainment Network India Limited -- Case studies
Competition -- India -- Case studies.
Entrepreneurship -- India -- Case studies.
FM broadcasting -- India -- Case studies.
Marketing -- India -- Case studies.
New business enterprises -- India -- Case studies.
Radio broadcasting -- India -- Case studies.
Radio stations -- Marketing -- Case studies.
Genre/Form Case studies.
Form Electronic book
Author Palan, Harit, author
ISBN 1526488566
9781526488565 (ebook)