Chandan kumar Behera

Roll No – 14PGP074

Indian Institute of Management Raipur

Under the Guidance of

Prof. Umesh Bamel Mr Vivek MishraAssistant Professor Deputy Vice president- SalesIIM Raipur Zee Media Corp. Ltd.

A comparative study of psychology and expectation of a customer towards FM Radio advertisement over TV advertisement and devising

strategy for conversion

Indian Institute of Management

About Company

Nat

National News

Regional Channels

SUbsidiary

DNA Newspaper

&

Siti cable

Zee Sports Limited on August 27, 1999 

 Zee News Limited in May 27, 2004

Zee News

Zee Business

news

Zee Himachal

Zee 24 Taas

Zee Sangam

Zee M.P

Zee Chattisgarh

Zee Kalinga

Zee marudhara

Zee Punjab

Zee Hariyana

24 Ghanta

Maurya TV

• 1300Employees

• 18.82crProfit

Indian Institute of Management

- Largest news network Channels- Presence in print media- Own Cable operation- Brand Image

Strength

ThreatOpportunity

Weakness

-Increased competitions from the regional channels.-Advertisement cap of 12 minutes-Decreasing in financial performances

- Opportunities for entering into new television content segments.

-Frequent changes in management

-Job Insecurity of employees

4

English, Hindi and regional languages

16

8 M

illion

INR33 billion

40

5 n

ew

s chan

nels

Industry Analysis

High

Medium

LOW

Medium

High

5

Benefit

Benefit to The Company

Objective of the Study

To Analyze the pattern

of advertising

from different industry

To Analyze

the reason

for advt.ing

in FM Radio

Formulation of strategies to convert FM Radio

advertisers to the TV

advertisers

Benefit to the Company

6

Collecting the response of the advertisers of preferring Radio

advertisement

Selection of sample from the information

Collecting the information about the advertisers in FM Radio

Text

Research Methodology

Indian Institute of Management

Manufacturing Retail Service0

5

10

15

20

25

30

35

40

45

50

1

7

49

Types of Industry

Bank, 2

Builder, 16

Education, 22

Hotel, 4

Jewellery, 5Hospitals, 6

Herbals, 2

Category of Samples

Discussion with sales people

Analysis of the

company

Planning of Offerings

Pitching For the Advertisement

Follow- up

FM Radio Clients

Indian Institute of Management

Television & Print; 12

Television & FM; 7

All of these; 2

Print; 6Outdoor & Print; 11

Print & FM; 11

Outdoor & FM; 8

Different medium choosing by the Clients

SeasonalQuarterly

Whole yearFestivals

0

5

10

15

20

25

30 27

3

11

16

Advertisement Period

popu

larit

y

Easy

to im

plem

ent

Posit

ive

wor

d of

mou

th

Easy

For

mal

ities

Cost e

ffectiv

e

0

5

10

15

20

25

30

21

32 2

29

Why choosing FM Radio

Indian Institute of Management

Data Analysis

Profit max-imisation; 16

Sales; 23New Schemes; 7

Branding; 11

Reason For Advertising

Cost

Believe

Unaware

Others

0 5 10 15 20 25 30 35

31

11

15

0

Reason for not advertising in the TV

9

TV

FM

10

Advertisement Cost‒ Audio and Video

Findings•Immediate Response

- frequency is high

•Geographical Targeting -locational

advantage

•Cost of Production

Target Group

Findings Cont.

Radio ContentsPositive Medium

Backed By the Print Media

Few FM Channels

12

Text

Conclusion

Limitation of the study

Some of the samples are collected in an informal way as it is not possible for every client to give much time for a structured response.

• Small and medium Retailers-Low marketing Budget-Risk Aversion Psychology

• Less Awareness of the channel Zee Marudhara

- Low marketing activities- Should work as TEN channel- High Substitute of Hindi news

channel

13

Chosenstrategy

New Client lists

RevenueConvenience

Strategic positioning

Accessibility

Time Perspective

Travel Distance

Consumer Behavior

Audio visual experience

Engagement

Insight ConversionBigger

ApproachCreativity

Scenariosand options

Strategy For Conversion

Indian Institute of Management

Results

1.  Converted Business worth Rs.3.1 lkh ( Rupees Three lakh ten Thousand) 

The clients are -1.Surya marketing(navratna) -- Rs 1,00,000 (Rs one lakh)

2. Yug Electronics - Rs 40,000

3. Leher Footwear -- Rs 47,000

5. JKJ Jewellers ---   Rs 77,000

6.  Pink City Builders - Rs 58,000

7. Nuyu Healthcare - Rs 43,000

2. Added 15 potential clients who are ready to do business whenever their product will be ready.

Indian Institute of Management

Thank You