A Project on

RADIO MIRCHI 98.3 FM

AT
Visakhapatnam

A project report submitted in partial fulfillment for the award of degree

of

MASTER OF BUSINESS
ADMINISTRATION

By
S.V.ANIL KUMAR

Under Esteemed Guidance Of

Prof. MPS ARUN KUMAR Mr.

M.SRIDHAR
Faculty Guide
STATION HEAD
MAGNUS School of Business
RADIOMIRCHI 98.3FM
Visakhapatnam
Visakhapatnam

ACKNOWLEDGEMENT

I would like to take this opportunity to place it on record that this project
would never take shape without their co-operator extended implicitly
and explicitly to me by certain individuals though it is not possible to
name all of them it would be unpardonable on my part if I do not
mention some of the very important persons.

I would like to thank Mr. M.SRIDHAR (STATION Head) for giving

periodical and optimistic guidance to complete my project work as part
of our curriculum and it has been fortunate in getting the generous help
and I would like to thank RADIOMIRCHI 98.3 FM employees for their kind
cooperation in collecting the information and feedback.

It’s my duty to express deep sense of gratitude to my faculty guide Prof.

MPS ARUN KUMAR for his valuable suggestion and guidance throughout
the work.
 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is certify that Mr. S.V.ANIL KUMAR student of

MAGNUS School of Business, Visakhapatnam pursuring his
2 – year full time M.B.A program for the academic year 2007-2009
have done project in RADIO MIRCHI 98.3 FM titled
“Mapping Media Market” as part of M.B.A curriculum for a
period of 14rd Dec 2007 to 15st Jan 2008. The work done by him is
genuine project and was neither undertaken by any person nor
submitted to any other university.

Place: Visakhapatnam Prof. MPS ARUN KUMAR

Date:

DECLARATION

I S.V.ANIL KUMAR did project entitled Mapping Media Market in

RADIOMIRCHI 98.3 FM in Visakhapatnam.

During the period of 14th dec 2007 to 15th jan 2007 is bonafide work of
my own. This project work is in partial fulfillments of the requirement for
the award of degree of ‘‘master of business administration by Magnus
school of business’’. This report has not been submitted for the award of
any degree or diploma in part or fulfillment to any other university.

Place: Visakhapatnam
S.V.ANIL KUMAR
Date:
 CONTENTS

INTRODUCTION

OBJECTIVE

INDUSTRY PROFILE

COMPANY PROFILE

PROJECT PROFILE

METHODOLOGY

SCOPE OF THE STUDY

LIMITATIONS

NEED FOR THE STUDY

FINDINGS

CONTRIBUTION
 LEARNINGS

SUGGESTIONS

CONCLUSION

BIBLIOGRAPHY

INDUSTRY PROFILE

Radio Industry and Trends

Global Radio Industry

After a sluggish growth in radio advertising in 2001, the radio market
has been witnessing steady growth in the last 5 years. The radio market
on an aggregate basis has grown consistently by 4.4 per cent in the last
2 years. United States has been leading the growth and has
demonstrated growth exceeding the growth in the last year.

The global radio industry is projected to increase from $44.6 billion in

2005 to an estimated $58.8 billion in 2010, averaging 5.7 per cent
compound annual growth. Slow-growing public radio license fees will
hold down increases in EMEA (Europe, Middle East & Africa) and Asia
Pacific to 3.3 per cent and 4.2 per cent respectively. Digital broadcasting
will play a key role in improving radio advertising but its positive impact
will be partially offset by the growing audience fragmentation that will
dampen ad rates. Satellite radio is projected to boost spending in the
United States and Canada, and provide modest incremental revenue in
Asia Pacific.
Radio Market(USD million)
Region 2001 2002 2003 2004 2005
United 17,86 18,90 19,22 19,97 20,98
States 2 1 9 5 2
%
-7.4 5.8 1.7 3.9 5.0
change
EMEA 13,22 13,56 14,06 14,82 15,34
% 2 9 1 3 1
change 1.1 2.6 3.6 5.4 3.5
Asia
Pacific 5,433 5,488 5,574 5,780 5,933
% 0.9 0.3 2.3 3.7 2.6
change
Latin
America 761 734 1,072 1,147 1,302
% -13.0 -3.5 46.0 7.0 13.5
change
Canada
875 903 979 996 1,044
%
4.5 3.2 8.4 1.7 4.8
change
Total 38,15 39,55 40,91 42,72 44,60
% 3 5 5 1 2
change -3.3 3.7 3.4 4.4 4.4
Source:PricewaterhouseCoopers Global
Entertainment & Media Outlook 2006-2010

Radio industry in India

After the second FM radio policy, India is growing towards 300 radio
stations as compared to 21 stations earlier. 91 cities will be covered by
the new radio stations, compared to 21 cities earlier. Thus, listeners in
over 70 cities, largely in the B.C and D categories, will be listening to
private FM radio stations, earlier serviced only by the State broadcaster.
Over 40 companies will be operating in the industry as compared to 7
earlier.

Of the total advertising spend in India the radio industry’s share is about
2 per cent. This share is expected to rise substantially over the next ten
years, going by the explosive growth in the ad inventory and the wide
reach, especially the lower segment markets that the radio industry can
now offer.
Based on these factors, coupled with other regulatory corrections such
as migration to a revenue-share regime and allowing Foreign Direct
Investment (FDI) up to 20 per cent, the sector is emerging for
tremendous growth over the coming years.

KEY TRENDS

Consolidation of advertising inventory

The Indian radio industry today comprises a large number of players,
making it difficult for advertisers to reach the sellers. Consolidation
could enable the radio group owners to package radio stations and sell
them to advertisers as a group. The consolidated group would then also
have the ability to provide the advertiser a national reach and command
a higher price for its inventory.
However, consolidation may not be successful owing to regulatory
factors, attempts to consolidate advertising inventory could result in
stations garnering an effective premium to otherwise falling advertising
rates.

Clearinghouse services
A concept tested in US, the emergence of clearinghouse services that
sell unused airtime has provided a modest incremental revenue stream
to radio companies. The services act in a similar manner to those that
sell unused seats on airlines or unused hotel rooms. In effect,
participating radio stations auction unsold inventory to the highest
bidder. Advertisers get inventory at a discount and radio stations get
additional revenue that otherwise could not be made up. Emergence of
such clearinghouse services in India, independent of the Indian radio
companies or the Indian advertisers, could work well.

Digital radio
Globally, many countries are moving towards digital radio with
standards ranging from digital audio broadcasting (DAB), digital radio
mondiale (DRM) and others. Digital radio not only provides near-CD
quality audio, radio stations can also transmit information on songs,
artists and sales information to woo advertisers.

In India, digital radio will require the radio companies to install digital
broadcasting equipment and for the consumers to purchase receivers.
As has been witnessed in other sectors like television distribution, where
attempts have been made to move towards digitisation, it seems
unlikely that the radio industry can move towards digital broadcasting
suo moto. As is the case in several countries, regulatory authorities in
India will be required to intervene. The regulatory push will be required
for not only drawing up the digitisation plan but also effectively
monitoring the same and examining the possibilities of providing
incentives for all stake holders to adopt the digital standards.

Advertising clutter
Advertising avoidance continues to remain the key challenge for all
media companies including radio. In India, radio stations not only have
to fight competition from other media but also with other radio
companies operating in the same network. Securing command over local
advertisers is the key focus area for radio stations as they reach local
people. However, the emergence of other local media players such as
the out-of-home segment, cable television, local film theatres and local
print media, is providing a further challenge to radio.

Some radio stations, especially in America, have attempted to reduce

the advertising inventory with the hope that it will be appreciated by the
listener, increasing the listenership and enabling them to command a
higher advertising rate and reduce the inventory. Though this attempt
has succeeded in some cases for limited periods, the challenge remains
that all radio stations in the network do not adopt this mode, leaving a
gap for the advertiser to tap into. Targeted advertiser-driven
programming formats, niche programming such as sports updates,
celebrity hosts etc are some of the ways that radio stations globally are
combating this challenge.

1. Why should I advertise on Radio ?

- Radio is the most effective local media that gives good frequency and reach. As per
the latest survey conducted independently by IMRB , there are over 56,30,000 SEC
A,B& C listening for about 132 min daily in the key markets of Mumbai & Delhi.
That is a reach that even newspapers can’t give you. Multiplying a circulation
number by four number per household doesn’t necessarily translate into potential
buyers.
- Newspapers have a morning readership time, while television is consumed during
the evening night, outdoor is consumed only when you pass a particular lane while
Radio is consumed all over the day. So with an optimum frequency fads, you can
remind potential buyers right through the day of your products and services.
- In fact, we have a multiplier packages, if you have been a regsular print advertiser,
you can experiment with a ‘RADIO MULTIPLIER’ campaign.
- Radio has 4 key strengths – Frequency , reach, Interactivity & cost effectiveness.
Use it to suit any of your needs. Radio can be used in a multitude of ways. Radio
Mirchi is a powerful solution provider in the market and lots of clients are today
using Mirchi to address existing marketing problems in different markets.s
2. How will my ad generate any kind if response on Radio?

- Radio is also the medium other than magazines that give you very niche audiences.
Radio has established day parts morning is for attentive, decision-making
population; early afternoon is for college crowd; late evening is for niche listeners.
So, by advertising in specific day parts, you can be sure of generating a response on
radio.
- Radio Mirchi has over 2500 advertisers on air, many of whom have come back for
repeated campaigns with average spend of Rs. 50,000 per campaign. This is a sure
indication of response; else we would not have had a high retention rate. Largest
retailers in each market swear by Mirchi, whether it’s clients like shagun, Dulhan,
Rajmal Lakhichand in Pune, price jewelers in kolkatta, selvaratnaman & Nalli Silks
in Chennai or even Deepkala Junction in Ahmedabad.
- Even with corporates like Bajaj , Recold ,TVS , Venky’s and kinetic also was very
upbeat with their responses.
- There are advertisers who have upbeat with their responses.
- Radio Mirchi provides on – ground solutions, which are direct indicators of the
efficacy of Radio advertising. IDBI bank did a 3-day event and apart from getting
the database of 15000 homebuyers in Mumbai also sanctioned 31 cr. Of home
loans. Many other clients have had similar experiences.

3. How do I measure response of radio advertising?

- It’s easy to measure sales results, like in the case of some clients who constantly
come back for more campaigns on Mirchi . For checking awareness, you could ask
people you know or potential customers if they have caught the ad on air.
- Or you could buy an outdoor broadcast where we could help you get instant
response to your advertising effort.
- You could buy a contest and check the qnty / qalty of winners by using the contest
winners as a sample.
- The largest advertiser in the country has used radio very effectively across all its
products and got a great response. Surely, they know how to buy and use media the
best & if they find response to their campaigns you can too.

4. Retal clients ; Radio Mirchi s very expensive! I can buy regional TV channels for
Rs.350 per 10 sec. I can reach buyers in Dubai also with these channels.
 - Television is no doubt a mass media vehicle. It does reach a large number of
people. But , media buying on television is the toughest of all. It is important to
understand the type of reach, the SEC that the audience belongs to, the TRP’s of the
program where the ad is going to appear, the competing channel program at that
point.
- To give an example , the average TRP of a program in these channels is less than 2 .
That means only 2% of the target population is watching the program. If TV
reaches all India urban is 110 mn, of which C&S has 60 mn with star having a reach
of 24 mn [40% share] & music channels a reach of 6.4 mn ; the reach of Alpha
Marathi is just 1.2 mn. If TRP of the most popular in Alpha Marathi is 2, the
number if viewers you are reaching is 24000. for a Rs. 2083. On Radio Mirchi, the
CPT would be Rs.78. (At Rs. 750 for 83% listenership of the 834000 [the SEC
A&B, 15-35 yrs, audience in Pune as per IMRB])
- Also , campaigns on Alpha Marathi would need to run for greater than 4-5 months
to reach a significant % of your TG, while it would be much easier to reach that %
in much less time & monies on Radio Mirchi.

5. Radio Mirchi plays the same songs far too often. Is it true?

- IMRB listeners data shows that the average listeners listen for 175 mins. Daily.
Basic maths then shows that most of our listeners hear a super-hot song a couple of
times a week. Super heavy listeners, like yourself, will obviously hear them more-
but it would take several weeks f the super hot category before we could regard a
track as being ‘familiar’ . Radio Mirchi, play tracks after release so that listeners
can here them and enjoy the songs that re most popular instead of breaking
unfamiliar music.
- Wouldn’t your behaviour be similier if there was no radio? You would watch a
movie like the music buy a CD/ cassette-play it over the next 4 months get tired any
buy a CD. Radio is mapped on similar lines. We are a Contemporary hits radio
station and play the most popular tracks.

6. Why should I buy a sponsorship on Radio Mirchi ?

- A sponsorship gives you ownership of a property on the station. You would have a good
amount of awareness on a daily basis.
- you could mention the sponsorship on your other advertising or stationary like in visiting
cards & letter heads sying ‘ Sponsors of Khoobsurat’ on /radio Mirchi.
- A popular program sponsor would give you access to a reach of majority of the listeners
and this is the coveted SECA&B segment.
- We support sponsors with a lot of promos and that gives your brand a presence outside
your program also.

- The frequency of exposure that you get ensures that it is the cheapest form of
buying radio.

7. Radio Mirchi is very expensive. Radio City is less than 50% of your rates. GO is
cheaper. Amaar FM, Suryan and evn Vividh Bharti have a rate of Rs. 250 per 10
seconds.
- Radio Mirchi has a listenership base of 61 lac people on a daily basis in Mumbai & Delhi.
This is larger than all other radio stations, and much larger than the largest TV stations i.e.
star plus & sony. This large reach translates to very low CPT across all media.
- TV channels are one of the largest advertisers on our stations. This is recognition of the
reach of Mirchi.
- Radio Mirchi has a focused TG of listeners – 15-35, SEC A B & C .This segment
consumers of all kinds of products and services from Durables to Automobiles to Services.

- An average buy by this segment from any shop would be at least 3 times the comparative
buy a listener of any other radio station. Which means your returns are much higher than
your investment.

8. City’s listenership as much as Mirchi’s .Why should I pay so much more?

- That is not true. The latest MRUC research (wave 5 sep 05) proves that there are more
listeners for Mirchi than any other station. The number of listeners in Mumbai and Delhi
are 61 lacs daily compared to only 31 lac listeners of city in these 2 cities.

- Mirchi is like star plus in terms of the kinds of audience listening toit. The MRUC
Ilt’s wave 5 also confirms that the premium SEC A&B listeners are listening to
Mirchi.

- Mirchi has very loyal audiences. Theseare 29lac-unduplicated listeners of the

station. That means that you can’t have any campaign without mirchi while other
stations are likely to give you linsteners who are already listening to mirchi has top
notach advertisers on it. Your brand will be in the company India’s best brands not
like City’s where your brand might well be next to a small time retailers.
 9. I want my campaing only in the morning and the evening time brands. I don’t
want to buy non-prime time.

- Look at the finding of wave 4 of MRUC for Mumbai and Delhi. You will notice
that there is an average of 16 lac listeners in each daypart of the day across Mumbai
and Delhi. Buying only or evening will give additional listeners, but would cost
much higher.
- There is no appointment listening in Radio. People seamlessly come in and out
station. Even if you ant to reach the car audience you must remember that in India,
unlike in the US, 85% of the listenership happens in the homes. Only 5% happens
in the cars these are ones who are listening to the radio at homes. It is therefore
advisable to spread your sports through the day.
- For Brands that target women or children or even men-where the purchase behavior
is in the afternoon or evenings , it doesn’t make sense touse mornings E.g. FMCGs,
TV entertainment channels durable mobile operators (target new consumers)
restaurants retail clients etc, because decisions on these products/service are not
taken in the mornings so she is not going to rush out of the house and buy the
product which is advertise only because she just heard it. As an advertise not only
do to you get cheap rates in the afternoon you may actually be losing all your
money by placing it in the morning’s band.
- Our experience with some campaigns in the afternoon has shown equally good
results as morning. In fact, our afternoon jocks get as many if not more responses to
contests as the morning jocks.

10. Pune Retail FAQ :Your channel is okay for the non-Marathi segment. I think you
do not appeal to my type of customers (Marathi speaking) .

- Our most popular is Marathi [Kho Kho Patil with 83 % awareness followed by Agg
Bai with 47% awareness. [Source IMRB Jun 03 survey].
- You would be surprised. We have 4 interactive programs and receive any where
between 350-500 calls everyday. We have a fair understanding of our listener now.
In fact , at least 30-40% of our callers speak in Marathi.
- Pune can be divided into 3 segments – Puneities [the people who have come from
outside & settled in Pune], Puneris [ the local population]and Transit [the students
studying here]. Listeners are very high in the Puneites and Transit segments; and it
is steadily growing in the Puneri segment.
 - We have now positive proof from atleast 2 music shops that the album sales of the
Marathi album Divasa Che, has been picking up after we have started playing it in
our Agg Bai show.
- Of the celebrities that we have had on our show atleast 25% are Marathi cultural
leaders or writers or cartoonists ( Sanjeev Abhyankar, Charuhas Pandit ,Dr.
Kolhaskar etc.).

11. I am very happy advertising only on Television. I do not need to advertise on

Radio also.

It is important to understand the characteristics to Television TV does most things well

coverage frequency image, persuasion ,demonstration ,impact etc. But is a high-cost
medium and the audience is now fragmented across many different channels production
costs are extremely high and viewers are increasingly avoiding and breaks.
Raido can add to a television campaign by an increase in the frequency of exposures either
in the same period as the TV campaign o latter to extend the campaign over time it can also
be used for regional or local exposure booster.
Radio can be used to reach light viewers of TV
Radio extends TV message to key times of day why TV audiences are lower or when
product relevancies higher (such as afternoon mealtime for pizza marketer).
Radio also allow tighter targeting against many audiences (e.g.youth thus reducing
wastage.
Radio is perceived as personal medium so it can bring brands closer and speak to the
consumer at their level this is important for brands which donot wish to be seen as distant).
Radio has a culture of response where listeners frequently interact with their station, which
they see as accessible.
Radio allows activity to be geographically varied.
Radio can allow a fast turnaround for new initiatives.
Low production costs mean multiple copy messages can be varied round the core TV
communications.
A sound which has been successfully establishment on TV can be transferred on to radio.
These are the SBT-sounds that consumers recognize and associate with certain brands.

12. I get a good response by advertising in the newspapers. I do not need Radio.

- Radio reaches non-readers so it cn significantly increase coverage of the newspaper

advertising campaign & this increased share of voice thus overcoming clutter.
- Radio can more strongly convey the brands tone of voice (important for service
brands).
 - Radio brings brands message closer to the individual, speaking in a more personal
way than press.
- Radio alloes brands to emphasize specific key times of the day (press reading in
spread across the day).
- Low avoidance is the biggest strength of the radio illustrated below.

13. I am very happy with adverting in outdoor. I do not need to use Radio.

- Outdoor advertising has an ability to suddenly confront the consumer with an idea
or a challenge in a very public way in typically traveling time.
- The weakness of outdoor advertising mainly stem from three issues it has no
editorial context, it has to use extremely simple striking ideas to be effective and it
suffers from relatively expensive production.
- By adding Radio to an outdoor campaign additional exposures to the advertising are
played in full rather than having the listeners look away or ignore.
- Radio offers far tighter which means reducing wastage.
- Radio also offers tighter timing – within time of the day, day of week or even week
of month.
- Radio allows more information to be conveyed, which is useful for explaining or
persuading.

14. I am very happy with advertising in magazines. I do not need to advertise on

Radio?

- Magazines are useful to advertisers because of the relationship they have with the
readers, which consume them in a personal way. They allow targeting by lifestyle
and interest group. In many magazines the ads are seen as part of the magazine
experience.
- Radio adds frequency and there is little zapping; radio also extends coverage well
beyond the magazine readership; radio allows tighter timing-time of day, day of
week and even week of month; radio also offers a greater share of voice for most
categories , which means overcoming clutter.
- Radio allows brands to speak to consumers close to certain activities – driving
,cooking, housework etc.

15. Why should I advertise on Radio Mirchi as against any other radio station?
1) Mirchi’s has the largest footprint:

a. Mirchi has the largest network of stations and can provide a single point solution to
his radio advertising needs nationally. No other channel comes anywhere close to
mirchi on this aspect. This gives us the ability to multiply audiences, as one listener
from one town to another town is likely to listen to his popular home station, adding
to exposure to your product.
b. Mirchi is the only channel to offer the 4 metros which together account for more
than 60% of all listeners in the country.
c. Mirchi is the only channel to offer the important western grid comprising 3 of the
most important western town Ahmedabad, pune and Indore.
d. Mirchi has the largest number of advertisers across the network that has
consistently been advertising solutions beyond plain vanilla advertising.
e. Mirchi is also you neighbourhood marketing solutions provider you can look to us
for radio-based solutions beyond plain vanilla advertising.

2) Mirchi’s no. 1position in leadershipeverywhere:

a. Latest care search figures are as follows :
 Mumbai (Dec 8th , 2005) Delhi (Dec 8th , 2005)

Mirchi : 41% Mirchi : 48%

City : 30% City : 25%
Win : 13% Red : 18%
Go : 8% AIR : 3%
Red : 5%
AIR : 3%
Source : IMRB Source : IMRB

Kolkata (Dec 8th , 2005) Chennai (Dec 8th , 2005)

Mirchi : 59% Mirchi : 56%

Red : 21% Suryan : 40%
Aamar : 13% AIR : 4%
Power : 8%
AIR : 0%

Source : IMRB Source : IMRB

b. Competition typically says that car listenership is only 2% of total listenership; hence it
should not be considered. This is not true.
The reasons why car listenership is important is because of the following:

c. Past research has shown a strong co- relationship between household listenership
patterns and car listernership patterns. So even though car listenership is small, it is
reflective of overall listernership.

d. Car ownership constitutes the absolute top end of the population. This segment is
extremely influential and contributes the maximum to any brand’s sales.

f. Mirchi’s #1 position everywhere is not by fluke. It is on account of a professional

approach to product design. Extensive research Leisure, Entertainment and pastime
(LEP)is done before designing a product. In each city, we cater to the large mass-
premium audiences. In kolkata, we are Hindi music-Bangla talk Channai and out-
an-out Tamil channel. In Delhi and Mumbai, we are mainstream contemporary
 Hindi music channel. All music played on Mirchi is only done after extensive
research a technique called AMT (Auditorium Music Test).

3) Strong Marketing Thrust :

a. Mirchi is the only “brand” in the radio space. The rest are commodities with
consumers cannot relate much Qualitative research undertaken by PQR
indicates that while mirchi stands for youthful energy, humor and surprise,
and stars. City is seen as someone trying to copy Mirchi.
b. High impact launches with top Bollywood stars Akshay Khanna in Idore,
Sonali Bendre in Ahmedabad, Aishwarya in Mumbai, Amisha in pune,
Kareena in Delhi, Bipasha in kolkata and Jyothika in Chennai. No other
radio station as access to such launches.
c. Strong market research culture pioneers of radio research in India.
Consistently conduct IMRB panel car researches in metros.
d. Pioneered global proprietary research to schedule music called moods
Analysis andMapping (MAM)

4) Strong Product Design :

a. International formats used in Mirchi ensure immediate transfer of best

programming practices from the world’s most competitive markets.
b. Higher number of songs, less talk .
c. Maximum un-interrupted sweep of songs unique 3- ad-break format ensure
maximum chance of listening to music on Mirchi.

5) Proof is listernership : The unique listenership of Mirchi has been demonstrated in

the form of footfalls in the several meals that Mirchi has conducted..
a. Chennai July end meal ‘ 2.8 lac visitors in 3 days. 25000 cars of which 60% were
premium cars. Stall owners report high sales endorsement on exchange4media by
stall owners.
b. Pune education meal 35000 students in 2 days. TVS uneils its new bike tried out by
Mr. Firodia of kinetic!
c. Indore June mela over 1 lac people on Sunday alone in a city with a population of
only 17 lac.
d. Melas converts the nagging doubt of listenership to actual footfalls. The results are
there for everyone to see.

6) Repeat advertisers :
 a. over the last 12 months, repeat advertisers on Mirchi are more than 80% .
They obviously come in because of the response they have got.
b. On any given day, there are more than 100 advertisers on-air- on Mirchi.
Almost 50% of these are exclusively on Mirchi.
c. The MRUC’s ILT for Mumbai & Delhi indicates an un-duplicated
listenership of 29 lacs – the highest for any station. This means that without
Mirchi, your plans are incomplete.

7) Advertiser Quality :

a. The best advertisers are on Mirchi. All mobile operators are on Mirchi, all
insurance companies, most finance companies, most FMCG companies, and
most durable brands. The best and hottest brands are on the hottest channels.
Many of these brands have never been on any other channel
b. End result is that your brand is presented in a good environment only on
Mirchi. On Mirchi in Mumbai, 86 % of brands are corporate brands
compared to only 55% on City.
c. Today, Mirchi’s market share in all markets stands at very levels. Mumbai
and Delhi 55% . Chennai 56% and Kolkata 80% . T/his is on account of the
support extended by our clients and the results they have got from Mirchi.

8) The brand that is Mirchi :

a. Once you have tasted Mirchi, everything else tastes bland! The word Mirchi
triggersimagination energy, fun, masti, gossip, nothing serious! It’s a pep –
up pill.
b. When I first tuned into Radio Mirchi, what hit me most was that is full of
surprise. With radio Mirchi, you should be prepared to expect unexpected
Malika Sherawat or Preity Zinta hosting a show on Radio Mirchi.
c. The word mirchi triggers imagination energy, fun, masti, gossip, nothing
serious! It’s a pep-up pill.
9) Mirchi India’s #1programing team: why mirchi wins?

a. BOLLYWOOD!

1. The channel where you will find the hottest people.

2. In just one month july there weremore than 50 top bollywood stars
some example: Kareena, shaktikapoor, shann, Rahul bose, Rmi
sen, Neha dhupia, Anu malik,Amitabh, Kaizdgustad.
 3. One of our competitors actually had malika sherawat as the
bollywood siren for a full month! The others did not evenhave
that. Mirchi gives listeners the hottest stars.
4. We have as many as6 dedicated bollywood properties in the
channel Mirchi star of the week mirchi boli laga(auctions) mirchi
parde ke peeche and mirchi hot gaana. Each of these properties are
exclusive with mirchi in addition wehave a full 3-hours day part
dedicated to bollywood totalfilmi between 2and 5pm in Mumbai
5. mirchi bola laga has been some high quality participation for the
“lunch with kareena” auction the final bidding price was upwards
of 1 lac other items bid are shahrukh’s shirt rani ans top rani’s
handbag preity skirt…… coming up soon are Hrithik guitar
perizaad jewellery this is unparalleled in radio.
6. More than 100 bollywood stars have endorsed Mrchi as a brand.no
other brand has such a strong connect with Bollywood.

b. Celebrities:

i. The best in each category host shows on Mirchi. Bejan Daruwala does
horoscopes, Rashmi uday Singh does the food review and sanjeev kapoor does
the cookery show…. Coming up soon are many more.

c. Exclusive Movie/ Muisc :

i. Koi il Gaya, Kuch Na Kaho, Main Prem Ki Diwani Hoon … many moe coming
up!
ii. Salaam namaste (movie tie-up) & Rang De Basanti (Music release).

d. Humor all the time :

i. Bollywood spoofs at time of launch.

ii. Kawas nationally
iii. Mr. Hot Krack pot nationally.
iv. Jo Jo pajero in Ahmedabad, kho kho patil in Pune, Zero Da in Kolkata, Lord
Labokdos in Chennai, Lallan in Delhi.

e. The biggest contests on radio ever:

 i. Mumbai’s Kismat Khol De (KKD) in july 2002 had prizes worth Rs. 40 lacs on
offer in 35 days. Delhi’s KKD in July 2003 has prizes worth Rs. Lacs in 21
days. Chennai’s KKD (called Gifts Galata) in July 2003 had prozes worth Rs.
25 lacs in 21 das and Kolkata’sKKD in August 2003 had prozes worth Rs. 15
lacs in 21 days. No other radio channel has ever had such prizes on offer.
ii. Mirchi have had tremendous crowd respose. More than 1 million participants in
Delhi Mumbai and kolkata and more than half- million in Chennai.
iii. Mirchi is the first radio station to offer hard cash as prizes Khel Lakhon Ka in
Mumbaiin October 2002 to celebrate the completion of one year Mirchi’s first
station Indore.

f. The biggest on- ground properties ever:

i. Mirchi RJHunt in its second year in Mumbai and 1 st year in Delhi,
Indore, Ahmedabad and Pune. The panel of judges in Mumbai included
the likes of Shekar Suman, Prahlad kakkar and Sajid Khan.

10. Technology drives Mirchi :

i. The largest digital studios.

ii. Each station set up at a costof Rs. 5-7 crores.
iii. All Mirchi stations are ready for Digital Audio Boradcast (DAB) whenever it
comesit is currently the rising medium in the UK (5% penetration). AIR is
testing it out currently in India.

11. The team behing Mirchi

i. A subsidiary of the Times of India group.
ii. The Mirchi teamis the most professional team in the media business in India. This team
is committed to making Mirchi work for your brand.

iii. The largest sales team with branches in 9 cities.

12. ENIL”s vision/ commitment to radio :

i. To be the Number One “City Centric” Media Company in India by delivering

Unique Auidences using Media Vehicles such as Radio Outdoors and Events.
ii. Today, Mirchi is India’s Largest private radio network.
iii. We plan to expand dramatically in the years to come.
16. Radio has a limitation of being only a within the city medium, while in
newspapers, I get a regional edition that covers neighboring towns.

- Radio has a footprint larger than just the local limits of the city on ‘line of sight’.
- The average radius of FM penetration around Delhi regon is 75-80 kms from pitampra
Tower , and if we go by this data, FM penetration is roughly 1.5 crore households,
according to the census India Survey. However, it extends beyond this to atleast 100-10
kms reach without slereo quality; but in mono-quality. This school of thought is confirmed
by KRP Verms Chairman & Managing Director – Boradcast Engineering consultants India
Ltd., FM reach is not restricted to 80 kms. Where regions around Delhi (estimated
population : 1. 3 crore) are concerned, a very clear signal will be received by areas like
Sonipat (12 lacs), Gaziabad, Faridabad (21 lacs), Gurgaon (16.6 lacs) and although the
reach will extend to Rohtak (9.4 lacs), Bulandshehr (29.3 lacs), Karnai (12.8 lacs) and
beyond , as you go further away from the tower, the reception gets weaker. “Other areas
that are expected to fall into this radius include, Panpat (96.8 lacs), Jind (11.9 lacs), Jhajjar
(8.9 lacs ) and several other small pockets with a similar population count.
- So FM radio does have extended reach beyond the obvious Delhi population. And given
the emphasis to reach untapped semi urban markets, it can play a crucial role. These add to
significant numbers for each radio station.

17. I can buy south TV channels at much more effective rates in Chennai as I believe
that radio listernership is low.
- Chennai has a conditional Access system (CAS) that ensures that you only reach a part of
your TG through TV. You need to have a set top box which costs Rs. 2500 per TV set for
you to be able to access mainline TV.
- On September 1, 2003 all of Chennai had woken up to find all cable channelsgone. And
the only ones we were getting is DD, and some free to Air Channels like SAB , Sahara
Samay, Aaj Tak, NDTV India, star News and Raj TV.
- This means 70 % of SEC AB;15 to 35 years have dropped of the media radar, which
means that TRP deliveries in this group are hit the most.
- Assuming Rs.750 per TRP, and in a typical month a medium sized brand would require
200 GRP’s that’s Rs.3 lakhs down the pipe. And very little to show for. Which means that
the TV they bought is delivering as much as 70%less and with newspapers like the Hindu
having increased their prices, print is gong to cost 20% more for the same.
- No media plan in Chennai is complete without Radio Mirchi.

18. Why should I buy Mirchi in Chennai When I can get a Tamil Nadu Package from
Suryan for a lower price?
- That’s not true. Two towns don’t make the Tamil Nadu market, what you get coimbatore
& Tirunelvelli, which are disjointed, target markets. In order of significance and purchasing
power, you ‘ll agree that Chennai is the most potential of all cities.
- You are based in Chennai and most of your customers come from Chennai. Wouldn’t you
rather address them more effectively than just looking at the available markets with
Suryan?
- We have clear leadership in the fortnightl car tracks that we conduct in Chennai. We are
the Sun TV of radio in Chennai. We undertake car research since a coincidental research
(based on actually verifying frequencies on the panel) gives the right result without bias of
high recall that Suryan enjoys due to its Sun TV heritage (and that reflects in the Day After
Recall surveys).

19. No one listens to Mirchi in Kolkata. Bengalis listen to Amaar, Students listen to
power and Hindi speaking people listen to red. Why should we buy Mirchi?

I. We are the largest reach medium in Kolkatta with as much as a 24-lac daily listeners
base making us larger then even the print publications in Kolkatta.

The results of the latest IMRB car tracks are as under -

i. Radio listenership in cars goes up to 70 % of all cars with FM sets.
ii. Radio Mirchi is the number 1 channel with a share of 60 % . Red gets 25 % and Aamar
9%. Power 7%.

- We have tie-ups with the top 8 cinemas in the city. Which means every week we
showcase the latest film release with a contest.
- We are heard in and seen at 5 key shopping malls in kolkata including 2 Pantaloons, Big
Bazaar, Landmark and Vardaan market (a Agglomeration of over 100 small shops) a key
shopping center.
- we are present at 2 large entertainment complexes in kolkata clown Town, Aquatica and
are close to typing up with Nicco Park as well.
- we constantly engage the listeners of the city with varioys concerts like the bangle rock
festival we did for Gautam Chatterjee the father of Bangla bands.
- The Metro airplay of our jingles continues once every 20 minutes and gives us huge brand
recall.

II) Our Programming Initiatives

- Our programming strategy is carefully tailored the tempo of the channel keeping in mind
the city’s preference.
- Locally we have endorsements from the leading lights of kolkata from Moonmoon, her
daughters to all major Tollywood actors/actresses to the popular Bangla singers and Bangla
bands.
- Our production values are way ahead of the rest of the channels. Our RJ selection and
training has helped our station sound superior.
- our song list contains the best of contemporary bangla music with one or to playouts per
hour. Again helps with the identification with kolkata.

20. I don’t think 2-wheelers can use Radio. It s a medium for use by products that
address the car audience only!
Here are some of the brands that have advertised with details of how they have used radio.

TVS FIEROF2

We launched TVS Fiero F2 in pune on radio mirchi with a 3 lac spot campaign in 2 parts
TEASER ads for 3 weeks + contest ; LAUNCH ads for 2 weeks. There was no parallel
print campaign. Campaign extended after 5 months to TVS Fiero FX2 version with teasers
and ads.

TVS SCOOTY Pep

Scooterrett launched on Radio Mirchi with test drives at Mirchi kick strat meal May 2003.
The campaign generated a lot of response to the bike. No test rides in the showroom
parallely spend 2.5 lacs

BAJAJ CALLIBER

The Hoodibaba campaign relaunched the Calliber 115 bikes as an exciting bikes for
executives with a spot on all stations. This was an extension of the TV campaign 24lacs.
Now extended with a FREE CD campaign for 5 lacs.

KINETIC ZINC Rockin’

Kinetic extended their TV campaign onto Radio with out ‘Hawa Nikal Gayee’ campaign
with a Bindaas Bol sponsorship and ‘ Hawa Kaise Nikali’ contests. This ran in
Ahmedabad, Indore & Pune over4 weeks. Spend 3 lacs. After successful campaign ,
extended to kinetic velocity in Ahmedabad. Now doing cricket screenings in pune forn
India – Pak matches.
YAMAHA RX100 resale

Yamaha had a false start with our event Taaza not happening & we loosingour Rs. Lacs.
Got them now for their RX100 repurchase and upgrade campaign. The ideas was to prove
that Yamaha amongst all the bikes, Yamaha has a lot of resale value by getting people to
trade in their RX100 bikes for new Yamahas and still get 70 % of their purchase value.
Spend 0.80 lacs.

HERO HONDA Karizma

Launch of the Bike in Pune. Sponsorship of the Mirchi Dandiya at the Corinthian club by
the Bike major with ticket sales at their dealerships and spot buys to demonstrate the
power of Karizma over other bikes. Spend : 4.5lacs.

21. Mirchi might be the Market leader in Mumbai and other places, but not in
kolkata. Red claims to have more retail clients than Mirchi, Which are the retail
clients in Radio Mirchi in Kolkata?

- Just like you don’t measure success of our shop and business by just the number of
customers, but the quality of the customers, average ticket size of the bike, regularity of the
purchase , on radio station claim to the superior based on cheer number of customers.
Would mall like to have just more walk’ins are would they like favour people who by?
Would they like people to buy large people and more often ? these are measures of
business success.
- Our rates are also a reflection of the kind of advertisers we want on air. In fact , when
highland woods project of the united credit belani group is advertised on mirchi , it shows
that the best quality builders use mirchi to deliver their message. They are willing topay
premium just for that a large number of our listeners are SEC ABC and not SEC DE . This
audience come at a premium for advertisers as they have low media aperture and mirchi
helps reach them effective frequency.

RADIO MIRCHI IN KOLKATA HAS RETAIL CLIENTS ACROSS ALL CATEGORIES

:
a. FMCG : Ganesh wheat products, Sobisco biscuits , dream bake pvt. Ltd.,
Shalimar chemical works ltd., Sag Industries pvt., Ltd., Pragathi
Biscuits, Indus Ice cream , Tea Board India, New LAkshi Mustard oil,
Chame Gly cerine , boyes lozenges, City gold Tea Rthythm, Grasim
Industries ltd., Sag Industries Pvt ltd., Polchem, Mouli Glycerine soap,
 J.B Marketing & Finance Ltd., Health & Pharms: Himigiri agencies pvt
ltd., Zeolite (I) pvt, ltd.,
b. Education: Akash institute, pathfinder education centre,Global reach, IMS
learning centre, times Nie, faith southern academy of Marine, Excel
income (P) ltd., Frankfinn institute of air hostess training.
c. Home accessories: Pushapanjali international Pvt. Ltd., Anupam water
Research & Dev , and Zenith electricals.
d. Jeweellery : M.P. Jewellers &co,Anjali jeweler, Sakti jewellery house , sen
& sen, senco jewellery emporium, Guinea mansion, Calcutta jewellery
house Anjali jewellery , D.K.Basak jewellerys.
e. Garments: Vishnu enterprise ltd. (raju) karigar, Gaj kumar brothers,
vashundhara garments,prapti, purn Chandra surai, kinnor, kimbadabti,
Raymond ultadanga, shatadeep shopping complex, shree guru
Bastralaya, samranjnee, sriniketan.
 OBJECTIVE

 Understanding the trends in the Radio Advertisement

 Media Market Mapping for Vizag

 Building the Print, Radio and OOH size for vizag market

 Provide suggestions to increase the radio advertisement.

 COMPANY PROFILE

Inception

The original avatar of Radio Mirchi was Times FM, which began
operation in 1993. Until 1993, All India Radio or AIR, a government
undertaking, was the only radio broadcaster in India. The government
then took the initiative to privatize the radio broadcasting sector. It sold
airtime blocks on its FM channels in Hyderabad, Mumbai, Delhi,
Kolkata ,vizagand Goa to private operators, who developed their own
program content. The Times Group operated its brand, Times FM, till
June 1998. After that, the government decided not to renew contracts
given to private operators.

In 2000, the government announced the auction of 108 FM frequencies

across India. ENIL won the largest number of frequencies, and thus
started its operations under the brand name Radio Mirchi.

In January 2006, Radio Mirchi bagged 25 frequencies in the second

wave of licences that were issued by the Government of India. This
pushes the Radio Mirchi presence in 32 centers. In the first wave of
launches, It launched recently in April in Bangalore ,which has been a
spectacular hit among the folks.It is giving a healthy competition to
Radio City in the city.

Radio Mirchi is Hyderabad's no.1 Radio station and Madurai's first FM

radio.
[edit] Areas of operation

Currently, Radio Mirchi has a presence in 12 cities, including the 6

metros of India:

• 98.3 FM - Ahmedabad Tagline "Radio Mirchi - It's hot"..

• 98.3 FM - Aurangabad, Maharashtra Tagline "Mirchi Sunane Wale
Allways Khush" Started On 23 July 2007.
• 98.3 FM - Bengaluru It uses the tagline "Sakat hot maga!" in
Bangalore.
• 98.3 FM - Bhopal Tagline "Radio Mirchi - It's Hot"
• 98.3 FM - Chennai It uses the tagline "Idhu sema hot machi!" in
Chennai.
• 98.3 FM - Coimbatore Service started on October 2007 "Idhu sema
hot machi!"
• 98.3 FM - Delhi Ranajoy and Mirchi is Hot
• 98.3 FM - Hyderabad It uses the tagline "Idi chaala hot guru!" in
Hyderabad.
• 98.3 FM - Indore the first Mirchi FM station in India in 2001
"Radio Mirchi - It's Hot"
• 98.3 FM - Jaipur
• 98.3 FM - Kolhapur Tagline -" Radio Mirchi - It's Hot "
• 98.3 FM - Kolkata It uses the tagline "Michi shone j always khushi
thake se."
• 98.3 FM - Mumbai It uses the tagline "Its HOT!" in Mumbai.
• 98.3 FM - Nasik - It uses the tagline "Nasikla Karuya Aashique"
&"Its HOT!" On AIR since 6 July 2007
• 98.3 FM - Pune Tagline - "Radio Mirchi - It's Hot"
• 98.3 FM - Patna
• 98.3 FM - Jalandhar
• 98.3 FM - Goa Tagline - "Radio Mirchi - It's Hot"
• 98.3 FM - Vadodara Tagline "Radio Michi Shune mon always khush
"
• 98.3 FM - Rajkot Tagline "Radio Mirchi - It's Hot"
• 98.3 FM - Raipur Tagline "Radio Mirchi - It's Hot" (Started on 11th
January, 2008)
• 98.3 FM - Varanasi - Test Signal Started on 14 July 2007
• 98.3 FM - Kanpur - Services Started
• 98.3 FM - Lucknow - Services started on 14 August 2007
 • 98.3 FM - Surat - Service started on 20 August 2007
• 98.3 FM - Nagpur - Service started on 18 October 2007
• 98.3 FM - Madurai - Service started on September 2007.It's tagline
is "Idhu semma hot machi !" (meaning 'It's hot')
• 98.3 FM - Mangalore - Service started on November 2007
• 98.3 FM - Vijayawada - Service started on December 2007-Tagline
"idi chaala hot guru!"
• 98.3 FM - Vizag - Service started on october 2007-Tagline "idi
chaala hot guru!"

It claims to reach almost 70% of FM radio listeners in Mumbai and Delhi.

In Ahmedabad & Pune it is the only private radio broadcaster. Radio
Mirchi has started providing Visual Radio to its subscribers in Delhi
from 25 july, 2006 onwards and in Mumbai from September 2006. It also
has started its visual radio service from Kolkata recently.

Radio Mirchi is a nationwide network of private FM radio stations in

India. It is owned by the Entertainment Network India Ltd (ENIL), which is
one of the subsidiaries of The Times Group.

"Mirchi" is Hindi for chili. The tagline of Radio Mirchi is "It's hot!".
Advertising Industry- A Radio Perspective

INDUSTRY SIZE

The Indian radio industry is set to grow at the

fastest rate amongst all the others major segments in the entertainment
&media industry.It is expected to grow from RS.5 billion in 2006 to Rs.17
billion in 2001,which translates into a cumulative growth of 28percent
over the next five years. However,many industry experts believe that
this impressive growth rate is only a result of the value of the industry
currently.they belive that the Indian radio industry is being help up by
several regulatory and other blockades and may not reach its full potenti
al

KEY INTERNATIONAL TRENDS

 The global radio market is
projected to increase from $58.8 billion in 2010, averaging 5.7 percent
compound annual growth.Canada and latin America,the two smallest
markets,will be the fastest growing,at compound annual rates of 8.8
percent and 8.1 percent,respectively.Canada will total$1.5 billion, and
latin America,$1.9 billion in 2010.the united states will increase at a 7.4
percent compounded annually rising from $15.3 billion(EMEA) will
expand by 3.3 percent compounded annually rising from $15.3 billion in
2005 to $18.0 billion in 2010.Asia pacfic will climb from $5.9 billion in
2005 to $7.3 billion in 2010,a 4.2 percent annual growth rate.

• the radio market will grow by 5.7 percent compounds annually to

$58.8 billion in 2010 from $44.6 billon in 2005
• slow-growing publicradio license fees will hold down increases in
EMEA and Asia pacfic to 3.3 percent and 4.2 percent,8.1
percent,and 7.4 percent are projected for Canada,latin America
,and the United states,respectively
• digital broadcasting will lead to improved radio advertising,but its
positive impact,will be partially offset by growing audience
fragmentation tht will dampen ad rates
• satellite radio will boost spending in the United states and Canada
and provide modest incremental revenue in Asia Pacfic,slow-
growing public radio license fees will continue to hold down overall
market growth in emea and Asia pacfic

GROWTH AD SPEND ON RADIO

Although radio as a medium

covers 99% of the population in India,the share in ad spend is relatively
low (just 2.4%in 2005)as compared to the global average of 8.4%in
2005.However while the percentage share of radio in total ad spend is
declining globally,it is on the rise in India.in 2006,this share increased to
3.1% from 2.4% it is further expected to increase to 5.5% by 20011. The
liberalization of the Indian radio industry and the several new players
expected to enter the market as a result of this are the primary drivers
of this growth in ad spend.Radio is a very effective medium for
advertising as it targets local markets and has very low ad avoidance
levels.

PROJECT PROFILE

The project was commenced from 14th december 2007 to 15th january
2008. The duration of the study is 30 days. The company guide Mr.
m.sridhar and Faculty guide Prof. MPS ARUN KUMAR was constantly
guiding and monitoring the progress of the project work all through this
one month. The project schedule of the present study at the radio mirchi
98.3 fm at Visakhapatnam.

For the first one week I have training in the RADIO MIRCHI 98.3.FM
Later I did competation tracking in RADIO MIRCHI 98.3 FM

METHODOLOGY
The manner in which we have done our project and collect data is
known as methodology.
o Manual tracking of Ads from the competition recordings.
o Manual News paper tracking to ascertain the print media
size.
o Manual outdoor tracking.

SCOPE OF THE STUDY

 The study to help understand the current Market share of the
Radio in the total Advertisement Pie in Vizag.
 Which segment is Advertising and which is not.
 Potential segments present, which can be explored for
advertisements.
 Share of Radio Mirchi in the total AD Pie.

LIMITATIONS
o Only two months Data used to extrapolate for the full year.
o Print also used for only two months.
o C & S share is an estimate of the print.
 NEED FOR THE STUDY

 To understand the Advertisement market size of Vizag.

 Basis the same ascertain the share of Radio in the total market.
OBSERVATIONS

SEGMENT Print Radio Cable Outdoor Total

Education 2887906 390000 841800 200000 4319706
Consumer durables 2804322 360000 97000 3261322
Automobile 2305395 60000 495000 2860395
Real Estate 1185800 70000 8100 265125 1529025
F&B 545440 0 18900 97500 661840
Telecom 816924 180000 2592000 3588924
Bank 499935 60000 16200 160750 736885
Textile 893430 180000 63000 1074000 2210430
Jewellary 861120 120000 39600 677250 1697970
Fitness and Beauty 317868 0 112500 430368
FMCG 292704 240000 532704
Electronics 272380 0 272380
Office Automation 248000 0 248000
Shopping Mall 240860 0 240860
Retail Store 230000 210000 6000 446000
Entertaiment 200288 120000 10800 331088
Hospital 122880 0 10000 132880
Service Industry 103800 240000 20700 36000 400500
IT 88480 0 88480
Insurance 263360 0 54000 317360
Travels 46900 0 46900
Health 45440 60000 13500 75000 193940
Steel 24000 0 24000
Oil & Lubricants 9600 0 36000 45600
Footwear 1700 0 1700
Cement 1280 0 1280
Total Per Month 15309812 2290000 1032600 5988125 24620537
18371774 2748000 1239120 29544644
Total Per Year 4 0 0 71857500 4
Extrapolated Total 26245392 2748000 1652160 45017052
for Yr 0 0 0 143715000 0
 Findings
o Total AD Market size for vizag is 45 Crs per annum
o This is the second biggest market in AP after Hyderabad,
o This is expected to grow by 25% yoy.
o Print has occupies the biggest share for the market.
o Radio is 6% of the total Market, which is greater than the
national average of 3.5%.

Note:
o As it’s a manual tracking reporting error is expected.
o Certain factor has been given to extrapolate the figure for
the full year.
Radio Mirchi Vs Competition
Figures in seconds
Big R.
Mirchi SFM FM City
1152
Textile 6110 54840 0 120
Health Care 0 14570 0 0
Jewellery 8880 10180 1390 760
Service 3800 7300 7580 3600
3302
Telecom 1125 4830 0 490
FMCG 4432 4680 2850 1330
Interiors 1020 4390 170 650
Chain Stores 4680 3620 910 300
2212
BFI 2930 910 0 4070
Education 5922 840 650 0
Automobile 6703 660 900 0
CD 120 620 0 0
Govt 5775 420 540 0
Real Estate 20817 0 0 0
F&B 0 360 0 220
Shoes 0 190 0 0
Exhibitions 220 150 150 0
10856 8180 1154
Grand Total 72534 0 0 0

Findings:
o Mirchi should look at increasing the market share in the
Apparel segment.
o Should consolidate in Real Estate.
o
 LEARNINGS

• I understood the advertisement market size of Vizag

• I learned for what amount the ads will be advertised
 SUGGESTIONS

• Should look at penetrating in the Print clients.

• Extend the range of the frequency for the clearance of

audible to the rural areas.

.
 CONCLUSION

As the present market is increasimg in our day to day life, print

occupies the biggest share in the present market. By giving
proper promotion RADIO MIRCHI can be the one of the best FM
in INDIA.
 BIBLIOGRAPHY

 Company’s web site. (www.enil.co.in)