Abstract
Radio Mirchi is the flagship brand of Entertainment Network India Limited (ENIL). ENIL is the largest private FM radio broadcaster in India. ENIL was able to gain a stronghold in the market due to its strengths of innovativeness and creative content, large operating network, reach among listeners, high quality studio and strong advertisement sales capabilities. The case discusses Radio Mirchi's entry into the Kolkata market in 2003 amidst the competition from three other players --Red FM, Aamar and Power. Kolkata occupied a prime place in the company's growth plans. The case discusses the dilemma faced by the company on developing the entry strategy. Its top management has to decide on the market segment(s) it should target, and the design of the product.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0400 |
| Title | Radio Mirchi: Entry into Kolkata Market |
| Pages | 27 |
| Published on | Aug 8, 2008 |
| Revision Date | Mar 27, 2018 |
| Year of Event | 2003 |
| Authors | Jaiswal, Anand Kumar; Palan, Harit; |
| Area | Marketing (MAR) |
| Discipline | Marketing, Strategic Management |
| Sector | Miscellaneous |
| Keywords | Marketing Strategy , Positioning, Segmentation, Fm Radio, Kolkata, Radio Mirchi, Entertainment Network India Limited, Bennett Coleman & Company Limited, Media and Entertainment Industry, |
| Country | India |
| State | West Bengal |
| City | Kolkata |
| Organization | Entertainment Network India Pvt Ltd |
| Access | For All |
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