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Undertook a study on Integrated Marketing Communications by ‘Radio Mirchi’
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IMC-Radio Mirchi
Prepared by,RR Mohan Kumar
PGP-II nd Year
Bharathidasan Institute of Management,Trichy
9789042492
Social Media
Active in social media: Twitter and Facebook
Proactive user engagement
Most followed brand in its category.
Has successfully merged entertainment to draw more users.
Direct Marketing
Guerilla Marketing
Tied up with Mumbai Dabawalla’s
Utilized Dabawalla’s Database
Offered a red mirchi along with a direct mailer of its program
created high impact and generated immense response
Personal Selling
Word of mouth Marketing
Blogs
• Turns customers into loyal fans by leveraging RJ’s popularity
• Viral Marketing: Active tracking and sharing with friends and followers
• Potential to build additional web traffic, and retain customers
• Turns customers from passive listening towards an interactive experience
• Increased brand image and goodwill
‘Sound Cloud’ &’You Tube’ Streaming of content
Ensures reach to a different segment of customers
Makes available videos of most sought after programs for passive viewing
Has more than 1 Million video views in you tube the largest in its category
Interactive Marketing
Public Relations
Charitable donations
Tied up with actor chiranjeevi to organize a 100 day blood donation drive
Auctioned lunch with movie celebrities for charity
Raising funds for city based NGO’s
Organized contests among viewers where winner’s money will be donated to charity
Community Relations
Initiative by Radio Mirchi along with Toyota Etios during monsoons
Radio mirchi listeners were offered free transport
Created huge publicity and generated enormous goodwill among local commuters
in Mumbai
Publicity
Mobile Apps• Developed an App taking the brand to
mobile platform
• Ability to adopt new technologies to ensure brand reach through various means
• Launched new stations for mobile subscribers of Airtel, Idea, Vodafone, MTS, Docomo and reliance
• Recognized as winner for the Best New Media Initiative at Indian Radio Forum awards
Events & Experiences
Mirchi RJ Hunt:• Talent show to pick the best RJ
• Active Listener engagement
• The audience is familiar by the time the RJ hosts a show
Mirchi Music Awards:• Award show dedicated to the music industry• Listeners vote for their favorite stars • Builds strong relationship with music fraternity
Awards and Talent shows
Awards and Talent shows
Actor Hunt:•Recognizing talent amongst its listeners• This contest had a huge response•Created enormous publicity.
Mirchi KAAN Awards:• Promoted and recognized clutter breaking Advertisements
•Created good will amongst Ad agencies
Events & Experiences
Sports
Started in 2005 in collaboration with Kolkata Police
More than 1000 teams participate every year
Best players are selected for future training at Germany
Ruid Guilt served as the brand ambassador
Big hit among the younger generation.
Events & Experiences
Promoting the category: Market Leader
Organized a Ten day long festival
Contests and programs on different genres of music.
Over 2000+ tweets were done in twitter for a contest.
The hash tag trended at the number 1 position for almost 20 hours, nationally.
Sales Promotions
Sales Promotion
Catching them young
Radio Mirchi tied up with Birla Insurance to organize contests for kids.
Kids to take full control of Radio Mirchi station for an entire day.
Give them an opportunity to produce the show, produce the promos and programming for the
day.
Kids interviewed celebrities from all walks of life.
Advertising In-Film Branding: Motion Pictures
• Tied-Up with movies to leverage in film branding e.g.: Marathi films-Jai Jai Maharashtra Mazha (JJMM)
• Brands get a good visibility
• Behind the scenes, movie tickets, movie merchandise and exclusive interviews e.g.: Qayamat
• Associated with Abhishek Bachchan and Lara Dutta starrer Mumbai Se Aiya Mera Dost and the Hrithik Roshan and Preity Zinta starrer Koi Mil Gaya.
Results
• Radio Mirchi emerged the clear leader with over 46.5 million listeners all over the country
• Radio Mirchi’s total daily reach in the metropolitan cities was 7.7 million listeners
• Combined weekly listenership of approximately
11.3 million
• No 1 Brand in Private FM Space.
• Ranked No.1 in all IRS (Indian Readership Survey) surveys till date in terms of national reach