MARKETING PLAN FOR SUN FM

FOR THE YEAR 2017 - 2021

SUBMITTED BY:

NAME REGISTRATION NUMBER

NAKIWERE DOREEN 14/U/20091/EVE
AGABA HAPPY 14/U/16733/EVE
KANSIIME MILLIAN 14/U/18187/EVE
LWEBUGA ISMAIL 14/U/18903/EVE
KISEKKA NICHOLAS BUGINGO 14/U/18598/EVE

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 TABLE OF CONTENTS
EXECUTIVE SUMMARY ........................................................................................................... iii
1.0 Introduction ............................................................................................................................... 1
1.1 Organizational back ground ...................................................................................................... 1
1.1.1 Organisation phone contact.................................................................................................... 1
1.1.2 Postal Address:....................................................................................................................... 1
2.0 STRATEGIC PLAN AND FOCUS.......................................................................................... 2
2.1 Mission statement ..................................................................................................................... 2
2.2 Slogan: ...................................................................................................................................... 2
2.3 Organizational goals ................................................................................................................. 2
3.0 SITUATIONAL ANALYSIS ................................................................................................... 3
3.1 SWOT analysis ......................................................................................................................... 3
3.2 Competitor analysis .................................................................................................................. 3
3.3 Customer analysis ..................................................................................................................... 4
4.0 MARKET FOCUS .................................................................................................................... 5
4.1 Marketing objectives ................................................................................................................. 5
4.2 Target market ............................................................................................................................ 5
5.0MARKETING STRATEGIES................................................................................................... 6
5.1 Differentiation focus strategy: .................................................................................................. 6
5.2 Market penetration strategies: ................................................................................................... 6
5.3 Market development strategies ................................................................................................. 6
6.0 TACTICAL MARKETING PROGRAMMES ......................................................................... 7
6.1 Product: ..................................................................................................................................... 7
6.2 Place: ......................................................................................................................................... 7
6.3 Price: ......................................................................................................................................... 7
6.4 Promotion:................................................................................................................................. 7
6.5 People:....................................................................................................................................... 7
7.0 STRATEGY IMPLEMENTATION, MONITORING, EVALUATION AND CONTROL.... 8
7.1 MARKETING BUDGET ......................................................................................................... 8
7.2 PERFORMANCE ANALYSIS ................................................................................................ 9

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7.3 IMPLEMENTATION SCHEDULE ....................................................................................... 10
7.4 Evaluation and control ............................................................................................................ 11
7.5 Quality control: ....................................................................................................................... 11
7.6 Risk analysis: .......................................................................................................................... 11
7.7 Evaluation analysis: ................................................................................................................ 11
APPENDICES .............................................................................................................................. 12
APPENDIX 1: SWOT ANALYSIS.............................................................................................. 12
APPENDIX 2: COMPETITOR ANALYSIS ............................................................................... 13
APPENDIX 3: CUSTOMER ANALYSIS ................................................................................... 14

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 EXECUTIVE SUMMARY

Sun Fm is a rural based radio located in Mityana Town that appeals to the needs and interests of
farmers and traders. The radio offers a range of services such as advertising, news, music, sports
information and cultural programmmes.
The radio also provides services to targeted business such as promotions for sponsors.

This marketing plan is to give Sun radio a clearer understanding of their current situations. It will
also bring attention to current issues facing Sun radio and suggests strategies to rectify these
issues in form of threats and weakness.

The Aim of this marketing plan is to increase brand awareness, market share and brand image in
order to increase funds. By brining awareness, it will ensure that Sun radio can generate funds to
continue their radio broadcasting activities for the society.
This marketing plan recommends adopting variety of strategies in creating an effective
marketing campaign that will aim to archive brand awareness, positive brand image and increase
market share.

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1.0 Introduction
1.1 Organizational back ground
Sun fm limited is a rural based radio station that targets farmers and traders of the following
covering areas. Mityana, Mubende, Kiboga, Nakasongola, Luweero, Kalangala and some parts
of mukono, wakiso and Mpigi.

Sun radio is located in Mityana town with other offices located at Kampala Serena Conference
Center suite 153. It started operating in April 2004. The proprietor of Sun radio is the late Dr.
Higiro Semajege. Before it was called sky net radio and after wards the management rebranded
the name to Sun Fm.

1.1.1 Organization phone contact.

+256775766366

1.1.2 Postal Address:

P.O Box 326, Mityana Uganda.

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2.0 STRATEGIC PLAN AND FOCUS
For Sun radio to attain its strategic direction, the companys mission, slogan, goals and vision
have to be formulated for the radio to succeed in its operations.

2.1 Mission statement:

To offer timely and reliable news, announcements, sports information, advertisements, best
entertainment and capacity building services to the target customers.

2.2 Slogan:
We offer the best.

2.3 Organizational goals:

To ensure the highest level of customer satisfaction to the target customers.Through adoption
of highest quality standards in the company.
To maintain good employment opportunities and good working conditions for all employees.
The aim is to build a reputable organization culture.

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3.0 SITUATIONAL ANALYSIS
The information and communication technology sector is a large and diverse business. For the
major concern here we are to look at the media and broadcasting services. Media includes: print,
display and broadcasting as media types. Radios fall under the category of broadcasting services
and they include radio Simba, Beat, Capital, Ddembe, Super, Bukedde, Cbs, Star, Salt, Prime
,Top, Ssuubi, metro among others.

3.1 SWOT analysis

This framework looks at the internal and external environment. It includes the strengths,
weaknesses, opportunities and threats from the internal and external environment respectively.

Sun fm strengths include: use of highly competent and experienced staff, Sun radio concentrates
on its target market that is farmers and traders who are rural based and also has an extremely
popular brand in its coverage areas.

The radio has weaknesses that include: limited coverage where it has specific areas of service not
the whole country and high dependence on a single category of rural based farmers and traders.

The companys opportunities include: use of marketing platforms for instance social media like
Facebook, twitter and whatsapp groups as a way to increase market share and also participating
in social responsibility in order to obtain good will from society.

The threats faced by Sun radio are: extended coverage by competitors like Radio Simba thus
reduced market share for Sun radio, use of advanced technology by competitors due to digital
migration and stiff competition is experienced by Sun radio from competitors.

3.2 Competitor analysis

Here concern is drawn to direct and indirect competitors of Sun Fm. The radio competitors
include: Simba, Mbabule, Mboona, Super, Ddembe, Capital, Beat, Xfm, Kfm, Cbs Fm, Star,
Akaboozi , Salt radio and television companies are competitors in form taking adverts, news and
announcements and they include NBS TV, NTV, Bukedde and UBC TV and finally the village
public announcers who make announcements are a great threat.

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3.3 Customer analysis
A study conducted on 100 people from the different coverage areas of Sun radio to determine
age, gender of target market, how often they listen to Sun radio and during which periods of the
day. The statistics included 70% participants male and 30% females.

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4.0 MARKET FOCUS

4.1 Marketing objectives

Sun Fm Limited identified its target market as farmers and traders who are rural based. The
company aims therefore:

To achieve a market share of 40% in the first year

To increase awareness by 30% in the first year
To advocate capacity building in Mityana region and the other coverage areas every year.
To hold a strong brand position among listeners through offering timely and reliable quality
services.
To achieve a target revenue of 10% in the first year.

4.2 Target market

The target market of Sun Radio consists of farmers and traders who are rural based. The
geographic location of the market covers areas of Mubende, Mityana, Kiboga, Nakasongola,
Luweero, Kalangala, some parts of Mukono, Wakiso and Mpigi. The demographic of the market
is approximately 70% male and 30% female primarily between the ages of 15 77.

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5.0MARKETING STRATEGIES
The strategies of Sun radio are intended to achieve the objectives and now it is possible to
address the means through which these will be accomplished.

5.1 Differentiation focus strategy:

Involves selecting and targeting a specific market

Sun Radio concentrates on a market that consists of farmers and traders who are rural based.
The radio offers different programmes to different kinds of people in the target market
programmes include sports for example the ekyenkya kyemizanyo programme that appeals
to those interested in sports, music programmes like the Omuyimbiwo programme
broadcasted on Saturday to music funs and current affairs and political issues to those
interested in politics and current situation matters.

5.2 Market penetration strategies:

Aimed at increasing on the market share
Reducing on the charges of adverts and announcements especially during festive seasons as a
way of attracting more customers.
Creating strong customer relationship. This is possible through organizing the Endirimbo
show which entails giving free gifts to listeners, having sports activities between listeners and
radio staff teams which is organized every year in May.

5.3 Market development strategies

These strategies basically look at acquiring new market for the company existing services.
Extending the coverage to other areas in order to capture new listeners.
Creating an online market through social media platforms for instance Facebook, twitter and
whatsapp groups.

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6.0 TACTICAL MARKETING PROGRAMMES
This section looks at the marketing mix aspects how they are used in order to achieve
organizational goals and objectives.

6.1 Product:
Sun radio designs its programmes to create a positive impression to its target customers. For this
you look at the timely news updates offered every after an hour and in case of breaking news
they present them immediately. The words of hope programme which instills hope to the
listeners in areas of marriage, life and financial aspect.

6.2 Place:
Having agent offices at places like Serena conference center suite 153.
Putting of radio masts to enable a strong signal to all its target areas.

6.3 Price:
Sun Radio offers different prices for different services like advertising, sponsorships of
programmes and announcements. The price is matched with the number of times to broadcast the
advert or announcement and the timing of the advert.

6.4 Promotion:
Sun radio has a number of promotional packages it uses to succeed in the market. They
include:
Use of social media platforms like face book, organizing events like the Endirimbo event, use
of branded T-Shirts, flyers, magazines and brochures that are aimed to increase brand
awareness.

6.5 People:
Sun radio recruits well trained competent and well experienced staff. Employees are motivated in
various ways including organizing workshops, seminars, conferences and members are given
certificates and sponsoring of members of staff to undertake further education courses.

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7.0 STRATEGY IMPLEMENTATION, MONITORING, EVALUATION AND
CONTROL
This section consists of marketing budgets, performance analysis, scheduling, monitoring and
control.

7.1 MARKETING BUDGET

Objective Strategy Time Cost (million) Department

Market share Coverage Extension Annually 10M Marketing

0- 40% Unique Programs Department

Awareness Market Penetration Annually 7M Sales department

0-30% Efforts

Capacity Building Training: Seminars, Annually 5M Human Resource

workshops and Department
conferences
Strong Brand Timely and reliable Annually 5M Public relations
Position quality services Department

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7.2 PERFORMANCE ANALYSIS
Number of people (Total Population 5 Million)
Projections Year 1 Year 2 Year 3 Year 4 Year 5
Awareness 500 People 800 People 1000 People 1200 People 1500 People
Market Share 10,000 People 20,000 People 25,000 People 40,000 People 50,000 People
Capacity Building 100 People 120 People 200 People 240 People 500 People

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7.3 IMPLEMENTATION SCHEDULE
Objective Department Employee Time Line Activities
Awareness Sales department Sales 5 months Price reductions
executive Events
Billboard
Sponsorship
Capacity Building Human Resource Humana 3 months Training
Department resource Organizing seminars and
manager workshops
Market share Marketing Marketing 5 months Organizing
Department manager and Promotions
sales manager Managing social
media accounts

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7.4 Evaluation and control
Sun radio is priding itself on high levels of control and evaluation methods. These have been
depicted by the company in extensive quality control, risk analysis and evaluation.

7.5 Quality control:

Training employees to equip them with skills and knowledge.
Offering well researched content.
Having team leaders to document progress in order to continually improve quality of
services.

7.6 Risk analysis:

Offering Insurance to employees and company equipment
Having a 24 hour security system to secure humans and office property.

7.7 Evaluation analysis:

Sun radio evaluations primarily are based on meeting market share and increasing awareness
expectations. Sun radio conducts a market share analysis every 5 months and adjusts the budget
accordingly.

Furthermore, key performance indicators will be undertaken by all employees in order to

maintain a high standard of achievement within the company.

In relation to the companys promotional schedule it will be reviewed every 3 months in order
for the company to meet deadlines.

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 APPENDICES
APPENDIX 1: SWOT ANALYSIS
Strength Weakness
Highly competent and experienced staff Limited coverage
Specialized on only farmers and traders High dependence on a single category of
of rural areas rural based farmers and traders
Extremely popular brand in its
coverage areas
Opportunities Threats
Use of marketing platforms like social Extended coverage by competitors like
media radio samba and CBS
Participating in social responsibility Use of advanced technology by
competitors due to digital migration.

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 APPENDIX 2: COMPETITOR ANALYSIS
NO: RADIO
1. Radio Simba
2. Mboona Fm
3. Mbabule Fm
4. CBS Fm
5. Bukedde Fm
6. Ddembe Fm
7. Salt Fm
8. Capital Fm
9. Akaboozi Fm
10. Star Fm among others.

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 APPENDIX 3: CUSTOMER ANALYSIS
Survey: Sun Fm ltd conducted a survey and used a sample of 100 listeners of the population.
Sun Fm would appreciate your time in completing the following questions by circling or writing
the appropriate answer that best describes your current position. Thank you your time.

About You

1. Your Age
a) 17 or less - 3
b) 18-25 - 7
c) 26-35 - 10
d) 36-45 - 20
e) 46-55 - 19
f) 56-65 - 30
g) 66-75 - 7
h) 76 or more - 4

2. Your Gender
a) Female - 29
b) Male - 71

About your radio

3. How often do you listen to Sun Fm?

a) Daily 55
b) Weekly 20
c) Monthly 20
d) Rarely - 5

4. How clear are the air waves of Sun Fm in your village?

a) Very Good - 64
b) Good - 30
c) Fair - 04
d) Poor - 02

5. Which appropriate time do you listen to this radio?

a) Morning hours 40
b) Afternoon hours 30
c) Evening hours - 30

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