Radio Mirchi : entry into the Kolkata Market / Anand Kumar, Harit Palan.
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...
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| Main Authors: | , |
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| Format: | Ebook |
| Language: | English |
| Published: |
London :
Indian Institute of Management, Ahmedabad,
2017.
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| Series: | SAGE Knowledge. Cases.
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| Subjects: | |
| Online Access: | SAGE |
| 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. |
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| Item Description: | Originally Published InKumar, A. & Palan, H. (2017). Radio Mirchi: Entry into the Kolkata market. Ahmedabad, IN: Indian Institute of Management, Ahmedabad. |
| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 1526488566 9781526488565 |