Big FM, backed by the ADA Group, has forced private radio channels to reach grassroots levels, say PALLAVI SRIVASTAVA & RATAN BHAGAT
Tactic No 2: Create hype
To enter a market already entrenched with strong players, it was imperative for Big FM to make a loud noise, and scream about its product. Logically, it launched an aggressive promotional campaign. Agrees Abneesh Roy, Media Research Analyst, Religare Securities, “With Big FM’s entry, overall marketing spends of the industry have shot up.” Such all-round investments have added to the credibility of the radio sector. “Anil Ambani’s investment strategy alone has given visibility and credibility to the sector. People think that the business is promising,” points out Irfan Ahmed, Manager (Investment Research), EvalueServe. And when such a large business house enters a low-profile mass communications medium, it boosts the confidence of the potential advertisers too. Adds Nikhil Vora, Media Analyst, SSKI India Research, “After Big FM’s entry, the advertising share of the industry has surely gone up.”
Tactic No 3: Think local
Big FM turned out to be the first station in Bangalore to dish out content in the local language. Says Tarun Katial, COO, Big 92.7 FM, “The radio stations are working well in small towns. We have, in fact, revolutionised media and media consumption habits in Tier II and III towns and cities.” It has understood that radio is a local medium and needs to have both localised content and marketing to make it successful. Fortunately for the company, these tactics have made it more attractive to the advertisers. Its pan-India presence makes it a favourable medium to woo potential customers. As Gaurav Dixit, a media planner in a leading media-buying agency, explains, “Since Big FM is present across India, I get more effective advertising rates for my clients than any other radio station.”
Also, regional advertisers choose it due to strong content and wide reach. Revenues in smaller towns come from retailers and local advertisers, who feel that Big FM offers an economical and penetrating medium to grow their brands. At present, 30-40% of the channel’s revenues come from local players. Big FM is perhaps the only private FM network that provides an effective platform for both local advertisers & brands that need a national platform. Adds Dixit, “Clients who want to reach regional population often prefer Big FM; most of the time they state their preference too. Also, the Ambani factor boosts their confidence.”
To enter a market already entrenched with strong players, it was imperative for Big FM to make a loud noise, and scream about its product. Logically, it launched an aggressive promotional campaign. Agrees Abneesh Roy, Media Research Analyst, Religare Securities, “With Big FM’s entry, overall marketing spends of the industry have shot up.” Such all-round investments have added to the credibility of the radio sector. “Anil Ambani’s investment strategy alone has given visibility and credibility to the sector. People think that the business is promising,” points out Irfan Ahmed, Manager (Investment Research), EvalueServe. And when such a large business house enters a low-profile mass communications medium, it boosts the confidence of the potential advertisers too. Adds Nikhil Vora, Media Analyst, SSKI India Research, “After Big FM’s entry, the advertising share of the industry has surely gone up.”
Tactic No 3: Think local
Big FM turned out to be the first station in Bangalore to dish out content in the local language. Says Tarun Katial, COO, Big 92.7 FM, “The radio stations are working well in small towns. We have, in fact, revolutionised media and media consumption habits in Tier II and III towns and cities.” It has understood that radio is a local medium and needs to have both localised content and marketing to make it successful. Fortunately for the company, these tactics have made it more attractive to the advertisers. Its pan-India presence makes it a favourable medium to woo potential customers. As Gaurav Dixit, a media planner in a leading media-buying agency, explains, “Since Big FM is present across India, I get more effective advertising rates for my clients than any other radio station.”
Also, regional advertisers choose it due to strong content and wide reach. Revenues in smaller towns come from retailers and local advertisers, who feel that Big FM offers an economical and penetrating medium to grow their brands. At present, 30-40% of the channel’s revenues come from local players. Big FM is perhaps the only private FM network that provides an effective platform for both local advertisers & brands that need a national platform. Adds Dixit, “Clients who want to reach regional population often prefer Big FM; most of the time they state their preference too. Also, the Ambani factor boosts their confidence.”
Source : IIPM Editorial, 2012. An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face
