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BRAND EQUITY

OF FM RADIO BRANDS

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INTRODUCTION

Began Operation in 1993 as TIMES FM.

Owned by ENTERTAINMENT NETWORK INDIA

LTD.(ENIL). Promoted by BENNETT ,COLEMAN & CO.

LTD(BCCL).

Largest PRIVATE FM RADIO OPERATOR inINDIA with presence in more than 25 CITIES

across INDIA.

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Kevin Keller Model of BRAND EQUITY

RESONANCE

JUDGEMENT

FEELING

PERFORMANCE

IMAGERY

SALIENCY

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Music

Music

Relaxation

Fun

Information

Entertainment

Time pass

No tension

Radio Jockeys

Stress buster

Peaceful atmosphere

Good songs

No loneliness

Good friend

Spontaneous associations with Radio Mirchi

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SALIENCY

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College/friends/courses Friends Family

6 a.m 10 a.m 2-3 p.m 5 p.m 8 p.m 10 p.m8 a.m

In the

background

SelfSelf

On

route

Post

return

In

Back-

groundOut of home activity. Family

6 a.m 9

a.m

7-8 p.m 10 p.m10

a.m

Self

(especially ifunmarried)

On

the

road

On

the

road

In thebackground

Self +

kids Family

6 a.m 10 a.m 1 p.m 5 p.m 8 p.m 10 p.m6 p.m

Self +

hubbySelf

SelfSelf

How people use radio - weekdays

RADIO:Part of daily routine

Background, non-intrusive

Companion whilst alone

Indulgence for self

RADIO:

Time pass

Private moments

Energising, pep

RADIO:

Energising, off-set stress

Unwinding

Fill monotonous journey

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Radio Mirchi FM radio stations are located in

diverse regionsin Indiait's beensuccessful in

attracting local audiencesin each ofthese

markets. Thisis largely due to asuperior

understanding ofaudience preferences,

which enablesitto provide content

customized to the taste, language and cultureofthe local audience

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Performance

The research reveals that Radio Mirchi enjoys the highest"loyalty" among its listeners.

Radio Mirchi has partnered with VIBGYOR 2008 (collegefest of International School of Business and Media).

Also with BLITZKRIEG 2008 (ICFAI Business School),COBWEB 2008 (college fest of LHMC) and SPANDAN 2008(college fest of Vivekananda College).

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IMAGERY

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Strong imagerythat of spicy, young and

dynamic

Well known RJs and programmes

strong relationship with the listeners as

empathetic,friendlyand person-next doorwith persona as fun,lively,youthful,

smartand cool

Plays music resonating with younggeneration

Sunshine radio channel.

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FEELING

Give listeners a PLATFORM to raise their

VOICE.

Spreading awareness during ELECTION TIME Motivating listeners to GO OUT AND VOTE.

Showing responsibility during 2005 MUMBAI

FLOODS. Social causes..

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JUDGEMENT

RJS popularity is a reason.

Special programs focusing on the different

situations of peoples life. Promotion of RJS through billboards and

banners.

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Areas of Improvement

BRAND IDENTITY AND BRAND POSITIONING-

RADIO MIRCHI AS A PRODUCT

(LESS DIFFERENTIATION IN COMPARISON WITH OTHERFM RADIO CHANNELS).

NEEDS GREATER BRAND AWARENESS AND GREATER

PENETRATION IN RURAL MARKETS.

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Presented by

Pallavi pant.

Khushbu kumari sinha

Indu rawatViplov rana.

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THANK YOU