CIM Stage 2 Assignment on Marketing Planning Process

38423515 MARKETING PLANNING PROCESS
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CIM REGISTRATION NUMBER: 38423515
MANAGING MARKETING
WORD COUNT:
Task One : 6 pages
Task Two : 3300
Task Three : 2833
Total Word Count : 6133
OPTION ONE: To Improve the Conversion rate by 15% of the target audience
from initial enquiry through to purchasing the product/Service

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Declaration
‘I confirm that in forwarding this assignment for marking, I understand and have applied the CIM
policies relating to word count, plagiarism and collusion for all tasks. This assignment is the result of my
own independent work except where otherwise stated. Other sources are acknowledged in the body of
the text, a bibliography has been appended and Harvard referencing has been used. I have not shared
my work with other candidates. I further confirm that I have submitted an electronic copy of this
assessment to CIM in accordance with the regulations.’
…………………………………. …………………………………
Date Signature

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Contents Page
o Executive Summary 4
o Marketing Audit – Task 01 5-10
o Marketing Plan- Task 02 11-22
o Evaluation Report – Task 03 23- 30
o Appendix 01- Company Background 31-32
o Appendix 02- Organizational Hierarchy 33
o References 34
List of
Matrix 01: Mendelow’s Stakeholder Map
Matrix 02: GE Matrix
Matrix 03: BCG Matrix
Matrix 04: Ansoff’s Matrix
Table 01: PESTEL
Table 02: Market Share Summary
Table 03: Internal Capabilities
Table 04: Comparison in Competitor Uniqueness
Table 05: Balance Score Card
Table 06: McKinsey 7S Frame
Table 07: Market Mix
Figure 01: Market Share – Pie Graph
Figure 02: Perception map on Position
Figure 03: Porter’s 5 Forces
Figure 04: Value Chain
Figure 05: Decision Making Process
Figure 06: Product Life Cycle
Figure 07: Brand Onion
Figure 08: Bowman’s Strategy Clock
Figure 09: Cultural Web

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Executive Summary
There had been a significant growth in the broadcasting industry since 1994 after private radios started
picking up slowly and after 1998 especially the Tamil broadcasting radios, as there was found a healthy
competition due to technology advancements in Sri Lanka and the need on those media on taking the
market place fulfilling the customer needs and wants in two aspects to entertain people as well as to
make aware of the products in the form of advertisements.
With increasing competition maintaining the conversion rate is becoming a challenge for Shakthi FM for
this had been taken as a major consideration, to prepare a marketing plan to improve the conversion
rate of Shakthi FM. It had been identified that the current conversion rate to be 15% and the prepared
market plan will enhance the conversion rate to 30 %.
As the first and base step a detailed audit had been done in order to form a basis for the marketing plan
that mainly considers the present and future challenges Facing Shakthi FM. The micro and macro
environment faced by Shakthi FM & the internal capabilities are well analyzed through the marketing
audit, which leads to a proper marketing plan to improve the conversion rate, by highlighting its
blueprints of the business –reflecting the advantages and disadvantages of the current situation and
areas to improve further in order to meet the objective and stay ahead of its competitors.
As the second stage, the marketing plan is prepared based on the information, grasped in the marketing
audit, summarizing the findings from the audit and thoroughly going into each and every details of
those findings from the marketing audit is then evaluated in order to improve the conversion from initial
inquiry. Marketing Plan includes all what should have to be carried out in order to meet the objective
that is to enhance the conversion rate to 35 %, which has been found as an issue to Shakthi FM.
The evaluation report is produced to ensure how successful the marketing plan and its elements
facilitate the task of Shakthi FM. It highlights the key tasks, potential barriers tackling methods, best
ways in deploying the resources available, budget, contingency plan meanwhile it further evaluates how
audit was undertaken, data gaps and analysis methods. The report further explains how. Moreover, the
evaluation report identifies the possible issues when implementing the plan and practical solutions are
proposed in resolving them.

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MARKETING AUDIT- TASK 01
Rationale:The radio media had been facing more challenges with retaining the market share as the rise of television and web based radios. Shakthi Fm currently carries a
conversion rate of 15%, which the organization is willing to increase it by another 15 % which would give the figure of 30% conversion rate, to gain more client tie up thereby more
profit.
EXTERNAL ENVIRONMENT
Table 02 : Market (Source :Annual report, Shakthi FM
2013/2014)
Factor Influence Impact Significance
POLITICAL 1. More preference and freedom to Government channels
2. Patent conflicts on broadcasting/ Telecasting special
events like Olympics.
Opportunity for
government tie-ups,
create political
personalities
Medium
Low
ECONOMIC 1. The RJs get attracted to other channel packages
specially competitors
2. Advertising in Social media and internet increased
3. Increased frequency charges
Demand for skilled RJs
Survival on social
media
Medium
Medium
Medium
SOCIAL 1. Women working rate increased and their radio listening
hours reduced
2. Online radio and satellite radio influence
3. Tamil Speaking Islamic listeners are attached to religious
program channel
4. Responsibilities and activities to help people affected by
war and disasters such as flood etc
No/less appeal
Women oriented
shows, opportunities
on satellite packages,
Seasonal catering to
Muslims, opportunity
for CSR
High
High
Medium
Medium
TECHNOLO
GICAL
1. Increased trend on mobile apps usage for radio listening
2. Emerging Visual radio
3. IVR systems for special programs
4. Limited Coverage boosters
5. The rise of Mp3 players and youngsters adaptation
towards it.
People’s choice for
best one to suit their
situation, Time
management,
reduction in young
listenership,
High
Medium
Medium
High
High
ENVIRONM
ENTAL
1. Energy consumption (Electricity)
2. Look for alternatives like solar power operation
6. Tie ups & Rebuild activities after a disaster
Eco friendly
operations, CSR
opportunities
Medium
Low
Medium
LEGAL 1. One channel to operate with only two frequencies Clear issues and threat
on switching
Medium
FM Channel Market Share% in
2011 2012 2013
Shakthi FM 60 55 50
Sooriyan FM 40 45 40
Varnam FM 10 10 5
Tamil FM - - 5
Table 01 - PESTEL FACTORS OF SHAKTHI FM
 Sooriyan
 Thendral/ Vasantham FM
 Shakthi
 Varnam/ Tamil
More Airtime
Less Airtime
Infotainment via
various channels
Matrix 01- Mendelow’s Stake Holder Map
TRC, Media Ministry
Figure 01 - % Pie Graph
Figure 02 – Perception map
Employees,
Celebrities
Liseners , Clients
Market Research
Centers
Government
Competitiors

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INTERNAL ENVIRONMENT
Table 03 : Internal Capabilities
PHYSICAL FINANCIAL HUMAN INTERLECTUAL
Digital system for good sound quality
Transmission Towers
Separate studios for recording (Drama/
Talk studios)
Inhouse Production Unit
IVR System
The STEIN Studio for indoor events
Pay best for stars or celebrities
Organize special musical/dance
shows of International stars
Afford on new technology
Reality show structure and
spending power
Profit stability
Program personnel
News Personnel
HR
Marketing
Finance
Promotions Personnel
Emergency breakdown teams
Highly qualified professionals
Agreements with stars or celebrities
Agreements with corporate clients
Agreements with Employees
1. Brand equity
2. Brand loyalty
3. Word of mouth
Copyrights
CORE/ UNIQUE COMPETENCIES THRESHOLD COMPETENCIES
Dedicated News Division, Best Pay for Celebrities, Stability of Organization
Affroding to New/advanced Technology, Dedicated Studios for Events and
Recordings, Television Background
Sophisticated IT and Digital Technology,
A corporate culture fostering creativity and innovation
The ability to share knowledge throughout the organization
Remarkable Airtime Utilization
INFORTAINMENTthroughVarious
Channels
Matrix 02
Figure 03 - Porter’s Five Forces
Industrial Rivalry
The direct competitor is Sooriyan FM and both Shakthi FM and Sooriyan are in Maturity
Stage, still Shakthi FM holds the No:01 Position with strong strand of the Television
medium.
Bargain Power of Supplier
Low when suppliers of Mobile
networking are concentrated. Switching
cost is low. Backward integration cannot
form new stations therefore B.P is low
Threat of Substitutes
TV- When people are at home they watch TV rather than listening to radio, May prefer
movies, dramas, reality shows etc
Internet radio – People while working may listen connecting to internet
Mp3 players - Emerging youth trend use mp3 players as its growth rate is high and mobile
inbuilt music players rule the song era.
Threat of New entrants
Shakthi FM is dominant in the market holding 50% share therefore can have a control on
new entrants.
New entrants blocked by defragmenting frequencies.
One channel to operate with 2 frequencies therefore more opportunity for new entrants.
Bargain Power of Buyer
Increases at maturity stage of PLC and is
high when channels are concentrated.
High in off peak season
Red Area – Corporate Clients
Green Area – SME, Seasonal

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Infrastructure – Buildings, Digital / Broadcasting equipments, Transmission Towers, vehicles, Stein
Studio for mass out door events, Separate recording studios, Production units, Music Library, Time belt,
Songs, Commercials, Airtime for Commercials reading, Live updates
Technology –Digital Systems, IT Network and backup System, IVR system, In-out staff tracking system,
Security with CCTV, Editing Production software, Live transmitting from outdoor facility, Intranet, Website, M-
Studio for Programs and Commercial schedule Auto play, email, SMS retrievers,
Human Resources – Training Sessions and Induction programs, In-out Tracking Systems, Pleasant working
environment, performance Appraisals, Programming, News, Marketing, Finance, HR Staffs, Security
Procurement - Programs and contents that are very unique and have a mass listenership will be produced
therefore the celebrity materials or whatever needed for the program will be considered for procurement
Inbound Logistics
 Best supplier for
equipments and
accessories.
 Segmented
programs
 Timeliness
Operations
 Expertise to
run critical
operations.
 News directly
controlled by
Chairman
 Shift time RJs
Outbound
Logistics
 Finalized
prepositions are
taken to the
market.
 Accomplishing
Commercial airing
task
 Avoid delays
 Commercial play
Tracking
 Reschedule missed
commercial slots.
Sales &
Marketing
 Proposals &
Presentations
 Promotions and
Branding
 Promised client
Benefits.
Service
 Fulltime
entertainment
and
information.
 Lack of Client
complaint
tracking and
solving system
 MCR
Engineers to
attend to
breakdown
Figure 04 - Value Chain
Table 04 - Comparison in Uniqueness of Shakthi FM with Direct Competitor Sooriyan FM
Shakthi FM Sooriyan FM
Rarity  Studio Facility
 Very Forced News Team
 Television Support
 Most advanced in Technology
 Loyal Listeners
 Facebook Page Verified – The First
Radio station to get verified in SL.
Inimitability  The Social Service Agaram- to educate children
 Reality Show – Superstar Singing Competition
 Morning Show Host, The number one
Tamil Radio Announcer in Sri Lanka
Substitute Advantage  Promoting FM Shows and special contents on
TV Medium
 Sinhala brother station ‘Hiru’
promotions build Sooriyan name too
Dynamic Capability  Frequent Content Changes on shows  Ability to play new songs first
MARGINS

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Figure 05 - Decision Making Process
Balance Score Card - Table 05
PROBLEM RECOGNISTION
The corporate client seeks for more airtime to reach a mass
audience
INFORMATION SEARCH
•Corporate client will search for information by calling or
emailing with regard to the airtime availability and price
packages.
EVALUATION OF ALTERNATIVES
•The client will evaluate the alternatives by giving priorities
for quality of the segment or program, highest listenership,
Price Package & Benefits , Past experience, DJ Popularity or
Artist value of a show etc..
PURCHASE DECISION
After making the selection of the suitable channel a sample
of the advertistment will we approved and aired on the
channel.
POST PURCHASE EVALUATION
Request commercial played time schedule direct from the
channel or monitor records by appointing private agent.
Innovation & Learning Perspective
a)Segmented packages
b) Segmented Programs
Financial Perspective
a) Significant Annual growth
in Radio revenue
b) Cost of advertisments
Internal Perspective
a)Job enrichment and job
enlargement
b)Rewards and recognition
Customer Perspective
a) Top of the mind awareness
b) Value for money
C) Satisfaction & Retention
VT
Introduction Growth Maturity
HS
Decline
IP
TC
IP- Idhayam Pesiyathe
TC-Timechecks
HS-Hello Shakthi
VT-Vanakkam Thayagam
HYS – Hourly song
Figure 06 – Product Life Cycle
Time
Sales
HYS

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Figure 07 - Brand Onion
Matrix 03 – BCG Matrix
Organization Analysis
Table: 06 - McKinsey 7S Framework
Shakhti FM Present Value Future Value
1. Shared
Value
Remarkable Program, segment innovations, Vision
& Mission to be reminded at intervals
Professional views and experience mingled,
international exposure to operational level
2. Strategy Tap the untapped market clients and increase
investment of the existing clients
Loyalty based packages, Good Relationship with
Clients
3. Structure A tall & Functional organizational structure,
effective span of control
Matrix for integrated activities to fulfill the
objectives
4. System Marketing Information System for Package creations and
decision making
CRM creations and enhance client relationship
5. Style Less formal, non autocratic at leadership level,
brainstorming for better out put
High preference to high and long time investors
6. Staff Marketing Executives, Brand Executive, internal
research team, program developing team,
Promotion, News Team
Customer relationship Executive, specialists,
Increase Marketing personals, Staff retention
7. Skills Marketing , Research, Promotion, expertise used
for critical issues
Training and highly professionals operated in
long term
Positioning
No:01 position
that reaches
major Tamil
speaking
Listenersin the
country and
overseas in the
term Tamil
Speaking
People'sPower
Personality
* Leader
*PoliticalStability
*Friendly
*People'sPower
*BusinessFocused
*HiglyProfessional
Values
*CSR
*QualityPrograms
* DJ Recognition
*Creativeness
* Trend Setting
Contents
Vision
To be the most
outstandingTamil
Radio Channel in
Sri Lanka and
market be the
Market leader.
Vanakkam
Thayagam,
Time checks,
Hourly Songs
Idhayam
Pesiyathe
Hello Shakthi
Time belt
from10-5 &
after 9pm
Figure 08


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Table 07 - Marketing Performance
Current Marketing Mix Desired Marketing Mix
1.Product Morning, Evening Drive shows with infotainment,
Sports, Song segments, Time belts, Segments,
Quality maintained, Concern on Tamil Language
Reality Show content desirable for radio,
Humorous Segments
2.Price Skimming Price Package with Benefits of Intro &
Extro client tags
Smart rates, Discounted Rates for a selected time
bands
3.Place Client must walk into head office or our ME’s visit
client at their convenience for new ad
Webpage slots for client ads can be allocated &
Online inquiries
4.Promotion  Advertising – News Paper, Hoardings, Leaflets,
TV ads
 Advertising – Special Magazines (international)
 Personal Selling – Meet directly High end
corporate client
 Personal Selling – Contacts through Social
Media, Meet SME clients
 Sales Promotion – Festival promotions on
airtime and special segments, representing in
Dhayata Kirula (Crown for the
Country)Exhibition
 Sales Promotion – Continuous Contest
 Public Relations – Sponsorships for education,
cultural events and sports
 Public Relations – Tie ups with Social service
organizations
 Direct Marketing – Mobile marketing, Social
media interactions
5.People Training/ development programs once a year,
Well trained and passionate ME’s to present the
benefits of Purchase.
Training / development programs every four
months
Virtual Team members
6.Process 5 working days for new customer recruitment and
renew existing client contract.
30 days credit payment for clients
6 working days with flexible hours
45 days credit payment for clients
Online Inquiry systems
7.Physical Evidence LMRB Ratings, Program Schedule Leaflets,
Commercial Rate card
Online version for Commercial rate cards and
LMRB to display online
Matrix 04 - Ansoff’s Matrix
Product
Market
Figure 09– Culture Web
The slogans- Tamil
Speaking People’s
Power, The Courage
to be different,
Lakshathibathi &
Superstar logos
Functional
structure
enabling effective
span of control
Overcome Tragedy
in 1983 riots &
intruder damage in
2009, tsunami
rebuilds
Chairman,
Board of
Directors, HOD
Executive of the
year , Nalloor
Festival-outdoor
studio, Yearly
audit, Increments
In-Out
controls, Daily
reports,
Weekly
Meetings

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Task 02 – Market Plan
Introduction
Shakthi FM, a radio unit which operates under the wings of The Capital Maharaja Organization, was
launched in 1998, November 20th
and it will be celebrating its 16th
Anniversary in 2014.
Shakthi FM is known for its service towards the needy Tamil people, fulfilling the thirst of music lovers as
well as serious radio listeners who loves to listen to live news, first. The interactive exclusive interviews
of well known Politicians, stars, sports persons and other innovative programs and radio concepts are
trend setters in Sri Lanka Tamil broadcasting industry where the other Tamil Fm channels adopt to do
the same in future. Thus not only in Program Content but also in Market share Shakthi FM leads in its
position for more than a decade, but with fluctuating listenership rating carried out by the LMRB
quarterly and every year.
The Organization is rich in its resources and capital comparing to other Tamil Channel Organization and
its business divisions into Television & dedicated News entirely had lead Shakthi FM to a strong position,
in term of Brand and it positions itself as Tamil Speaking People’s Power.
However the recent redline indication of decreasing conversion rate has taken the major consideration
on making a marketing plan
01. Corporate Strategy
Vision
To be the most outstanding Tamil Radio Channel in Sri Lanka and be the Market leader.
Mission
To provide entertainment and information to enhance the lifestyles of the Tamil Speaking Sri Lankan
public and to satisfy clients by building brand awareness via attractive advertisements.
02. Current Situation Analysis (SWOT)
Shakthi FM has Divided its Programs strategy as Weekdays and Weekend, where as in Weekends it is
named as Weekend Shakthi and other days Shakthi FM itself.
The most identified problem is that the time belt between 10am to 5pm and after 9.00pm till 4.30pm is
not been preferred by the clients to advertise their product in Radio.
The business of Shakthi FM depends two ways, one to increase the listenership through improved
program content and segmentation so that the more clients will be willing to advertise their product in
Shakthi FM.
A thorough scan on internal and external environment is important for the strategic planning
process. Internal environment factors are classified as strengths (S) and weaknesses (W), and
external factors can be classified as opportunities (O) or threats (T). This SWOT analysis is used
to match the organization’s capabilities with its resources.

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Strength
The exclusive access to resources and spending power is unmatched with any other competitor,
which facilitate the competitive advantage and also the good reputation, relationship with
stakeholders had established the Shakthi Brand more powerful, especially the shows like,
Vanakkam Thayagam, Hello Shakthi, Agaram, Shakthi Super star, Shakthi Super voices, Shakthi
Historical Dramas like Vandhiyadevan(A story of a King) etc..
Weaknesses
High non-executive staff turnover and there is no induction program for them.
Some programs changes leads people not to remember them at all during listenership ratings.
Opportunities
Non-Prime time belts can tap the new market meanwhile the prime time belts can be focused
on international markets which appeal to Tamil people.
Threat
New radios entering the market especially the internet radio trend in a threat therefore should
focus on more on social media and so on.
The Market for radio is falling down as per a research done by LMRB in 2013, therefore need to
find to boost radio listenership and invest on radio advertisements
Retaining talented RJs
External Environment
The PESTEL Analysis in Audit Table 01 , gives the idea of how macro environmental factors affects
Shakthi FM in order to understand how the improvements can be done to increase the conversion rate.
The most significant PESTAL FACTORS are Social and Technological affecting the Shakthi Media which
can be explained in the following four scenarios.
a) Social (No Growth)
Technological (No Growth)
b) Social (No Growth)
Technological (Growth)
c) Social (Growth)
Technological (No Growth)
d) Social (Growth)
Technological (Growth)
a) When there is no growth found in either situation, there will be no change in the listenership
which will not induce clients to advertise their products.
b) When Social factors grow, the clients will be willing to spend more on their product advertising
to reach its customers. But at the same if technology is not growing as to meet the social growth
needs then there will be limited approaches by the clients to spend on advertisement.
c) When Technology factors are seen growth then there is possibility for the client to advertise in
Shakthi Radio which meets the current needs but if the Social growth is not happening then
there are limits using the technology where it reverse spending ability of the client.
d) When there is growth found in both situations, the money spent for advertising increases.
Growth in social attitude along with the technology will definitely have great opportunity for
advertisement spent to reach the customers of the clients.

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Quick view of the Overall PESTEL Analysis- Refer Table 01
It is a challenge to Shakthi FM, being a private radio station as the current situation in Sri Lanka merely
giving priority to the Government channels, especially even though patents are obtained to broadcast or
telecast special worthy international events like Olympic, there is conflicts raised there by the clients will
have uncertainty on investing in Shakthi FM.
When new channels are formed the RJs are being pulled out with attracted packages, same done by the
competitors will have the chance on increasing their stability on listenership when Shakthi FM’s
fluctuates. A Client will be willing to invest where a popular RJ host a show. Advertising in increased
social media is very cheaper than choosing the radio media and the frequency charges are a challenge to
the new channels.
The current trend on female work force is increasing therefore female listening hours is becoming
reduced. At the same time online radio is picking which is an advantage to promote listening Shakthi
FM, online but influence of satellite radio creates environment for more choice. People in Sri Lanka after
the war are expecting to rebuild their nation, especially education values where Shakthi FM had
introduced a Product Called ‘Agaram’ to help educate children, which is as a result increased the value
and thereby loyal listeners.
Increasing trend on Mobile apps/visual radio and the opportunity for Shakthi FM Apps can be promoted
to smart phone users to adopt to listen Shakthi through such advanced technology. This can also be a
solution to limited coverage boosters. But the rise of Mp3 players among youngsters is still being a great
challenge.
Electricity consumed is high when the radio operates (24x7x365) and to reduce the impact of the fuel
consumption, solar power systems can be implemented with a high initial investment. Transmitting
towers are built on mountains where people existence not found.
The recent rearrangement on frequencies and the limitation that one channel to operate with only two
frequencies will give more space for new radios
Competitor Analysis
Audit Figure 03 -Porter’s Five Forces
 The degree of Industrial rivalry spans between the direct competitor Sooriyan FM and Shakthi
FM, where both the stations are in Maturity Stage, still Shakthi FM holds the No:01 Position with
strong strand of the Television medium, the one to one comparison is further pointed in the
Table 04. Further Shakthi FM’S most program/products are in its Maturity Stage(Figure 07-PLC)
and needs to have new products or revamp , to maintain its existing clients as well as attracting
new potential clients & keep them aware of the brand to maintain and improve the conversion
rate(As per the Market Share report summary in Table 02 – Shakthi Holds 50% followed by
Sooriyan FM 40%, its closest competitor)however there is a fall in Market share from 2011-2013
which needs consideration.

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 Bargain power is low when suppliers of Mobile networking are concentrated therefore the
Switching cost is low. Backward integration cannot form new stations therefore Bargain power
of Supplier becomes significantly low.
 Bargain power of buyer Increases at maturity stage of PLC and is high when channels are
concentrated. High in off peak season.
 Shakthi FM is dominant in the market holding 50% share therefore can have a control on new
entrants. Meanwhile new entrants blocked by defragmenting frequencies. Wise versa the law
on one channel to operate with 2 frequencies can bring more opportunity for new entrants
 As substitutes the biggest challenge is the television as people prefer to watch TV rather than
listening to radio when they are at home. The tendency on preferences such as movies, dramas,
reality shows etc
Another substitute is the Internet radio, the choice by People working at office ambience may
listen connecting to internet where they won’t be allowed to listen to songs through radio. Still
Shakthi FM can have advantage as it can be heard on internet as well.
Emerging youth using mp3 players is a real challenge and the growth rate is high and mobile
inbuilt music players rule the song era, which has to be considered to gain back the youngster
listenership preposition.
Stakeholder Analysis
Refer Matrix 01- Mendelow’s Matrix
 Stakeholder mapping highlights the highest power and interests group categories of Shakthi FM
–The Key players are Listeners, Clients, Employees and Celebrities, as if the listenership is kept at
highest then the Clients are willing to invest on Shakthi FM and ad agencies recommend.
Because clients with high power and interest will reflect in the conversion rate, where good
relationship should be maintained for long run sustainability. To create and progress on new
contents or to push the existing content the employees from Sales, Program, and Promotion are
with much influence to bring in the high conversion rate.
 The Government and the Telecommunication Regulatory are kept informed for approvals as any
changes they would bring may affect the conversion rate. Competitors are monitored as they
need only a minimal effort as Shakthi FM is far ahead from its competitors and the research
centers should be kept satisfied to build brand name.

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Competitive Position
Audit Figure 08 - Bowman’s Strategy Clock
‘Differentiation’ strategy had been adopted by Shakthi FM for its competitive position in market as its
service is bestowed through various channels, the up-to-date infotainment and different segmentations
are unmatched by any other station. The clients enjoy value for money by choosing Shakthi FM. Thus by
using this strategy the market share is maintained or increased relative to its competitors, a way to
sustain successfully in market.
Hybrid strategy (differentiation and reduced cost) cannot be adopted as when differentiation is
implemented it would be difficult to have a reduced cost to the service. Therefore adopting this strategy
may not benefit in the profit margin of Shakthi.
Focused strategy cannot be implemented as it will have only limited clients to buy our service and
creating a market niche will not benefit in increasing the client conversion rate.
The Brand – Shakthi FM
Brand Onion- Figure 07
• In order to meet the vision “To be the most outstanding Tamil Radio Channel in Sri Lanka and
market be the Market leader” Shakthi FM , has built its values on CSR activities such as
educational, sponsoring for events, health camps etc, Quality programs and DJ recognition as
appropriate and with trend setting creative contents that long last in listeners mind and creates
high recall rate on the brand.
• Shakthi FM brand also had created its personality and image as a leader with great political
stability in recent years fighting with the government for truth through news, friendly to its key
stake holders and remains as a power of People meanwhile focusing on it business stability,
being highly professional.
• All these in return had given Shakthi FM the No:01 position that reaches major Tamil speaking
Listeners in the country and overseas with the supporting term Tamil Speaking People's Power.
Portfolio of Shakthi FM
Refer Matrix 03 - BCG Matrix
As per the analysis the time belt from 10am-5.00pm and 9.00pm-4.30am is found to be in Dog level.
Which is considered as non prime time therefore the selling of program is very difficult but still need to
in portfolio.Hello Shakthi, a prime time evening show is considered to be in cash cow level. Although
there is a significant listenership ranges in the time belt between 8.00pm-9.00pm with the show
Idhayam Pesiyathe, still struggles to convince the clients to invest for it.
More program products, like Vanakkam Thaayagam, Hourly song and time check segments are found in
star level, existing from the day Shakthi FM was launched.
The Product stage of those specified programs identified in Audit Figure 07 – Product Life Cycle.

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Internal Environment
Organizational Culture
Audit Figure 09-Cultural Web
The organizational structure is a functional tall structure facilitating effective span of control and
integration on information flow. There are history records of overcoming the disasters occurred to the
organization during the riots time and in 2009 the 45 Crore (SLR)worth Digital network system was
damaged by intruders, but within 24 hour the broadcasting and telecasting, were back to normal with
the oldest equipments, which was a talk around for its leadership driven courage- where as the
organization’s slogan ‘’The courage to be different’’(Refer Appendix 01) resembles in action and the
slogan of Shakthi FM the ‘’Tamil speaking People’s Power’’ had positioned it in the highest and gained
the name of Broadcasting trends setter by program products like Shakthi Superstar, Who wants to be a
Millionaire, Grand Master, News First. The Chairman is the final decision maker. The yearly audit is
conducted, Grand Ceremony on choosing the Executive of the year held every year and the employees
are Appraised and Rewarded with bonus and increments.
Capabilities
Table 03 – Internal Capabilities
With all capabilities under Physical, Financial, Human, Intellectuals it had been identified that core
competencies found on dedicated News Division, Best Pay for Celebrities, Stability of Organization
affording New and advanced Technology, Dedicated Studios for Events and Recordings, Television
Background which is very unique to Shakthi FM, meanwhile the thresholds are Sophisticated IT and
Digital Technology, corporate culture fostering creativity and innovation, ability to share knowledge
throughout the organization to impact on the conversion rate.
Value Chain Analysis
Audit Figure 04 -Porter’s Value Chain
The Supporting Activities of Value Chain
Infrastructure – This meets to fulfill the requirements of the current market. But the location of Radio
stations is far away from town area which reduces the productivity time of employees.
Technology –Technology being a key factor in terms of digital systems for broadcasting and other
supportive systems based on technology makes the work easier therefore more productivity in less
time. Even the HR tracking systems make employees follow their duty time but on the other hand it
pressurize though. Revenue earned via SMS is an extra income to the organization. And paperless
approach improves productivity.
Human Resource – Every employee are involved in induction program to make them buy in to the
organizational culture also training sessions carried out for to increase efficiency and knowledge during
work, performance Appraisals done yearly to ensure job satisfaction and increments

17
Procurement – Always seek to produce for high end quality programming product, no compromise for
cheap programs. Quotation for Equipments obtained for best price selection and DJs, Celebrities are
well analyzed on their ability and popularity before tie ups and contracts take place.
Primary activities that support the above supporting activities
 Inbound Logistics – Timeliness is must as the content cannot be used when it is too old.
Segmentation of programs makes more sense on time belts. Best suppliers are always in the list of
purchasing equipments.
 Operations – Expertise hired for critical program operations, News division controlled by the
Chairman himself directly to avoid any bad experiences to the organization. Shift time RJs and
other employees to carry out the 24 hours of service of Shakthi FM programs.
 Outbound Logistics – Finalized prepositions are taken to the market to ensure professionalism.
Ability on accomplishing Commercial airing task and avoid delays and ensure efficiency by having
the system of Tracking the Commercial played and reschedule the missed out to overcome any
client complaints on this regard.
 Sales & Marketing – The Experienced Marketing Executives make proposals and presentations to
the client and ensure the benefits obtained through the programs simultaneously the promotions
and branding process are carried out to promote Shakthi Brand.
 Service –There is no proper complaint management system to return to customer complaints.
Fulltime entertainment and information to listeners. MCR Engineers are to attend to the
breakdowns 24 hours.
03. Objectives
Primary Objectives: To Improve the Conversion rate by 15% of target audience from initial enquiry
through to purchasing the Service.
Secondary Objectives:
 To change the advertising mentality of the clients who currently advertise through other
mediums other than radio
 To increase the investment of the existing clients, in new slots
 To create more Segments to sell to the client as to fit their financial affordance
 To tap the clients at the international level

18
04. Marketing Strategy
On the basis of Ansoff’s Matrix- Figure 0, it is advisible to go for three strategies :
1) Penetration – Shakthi FM can reach its existing clients (SLT, Commercial Bank etc) with its
existing mass program products like Morning, Evening Drives
2) Market Development – Can introduce the existing programs to new Clients under SME
category and also tap the clients who advertise through billboards and even international
clients with franchised bond etc..
3) Product Development – New products that fits for seasonal and new segments(Humour,
Sports, Cinema etc) to both new and existing clients of Shakthi FM.
Marketing Mix
Refer Table 07 – Market Performance
 Product
It has four main divisions as specified below
 Program / Time belt – A whole program package
 Time checks – 5 sec clip tagged to client name played after time reminder
 Segment – A snippet of 2 minutes
 Seasonal – New Year, Deepavali, Pongal, Christmas, Ramadan Snippets or shows
Mostly the Program hosting is concerned in Tamil Language avoiding other language mixes.
Maintain quality content in each and every program.
 Price
The pricing method is Skimming/Premium Pricing shown as in commercial rate card (In LKR):
Category
5 Sec 10 Sec 15 Sec 20 Sec 30 Sec 45 Sec 60 Sec
Bronze 3750 5000 6250 7500 10000 13750 17500
Silver 4690 6250 7800 9375 12500 17200 21900
Gold 5650 7500 9375 11250 15000 20650 26250
Gold Plus 6750 9000 11250 13500 18000 24750 31500
Platinum 9375 12500 15625 18750 25000 34375 43750
Platinum Plus 11250 15000 18750 22500 30000 41250 52500
Super Platinum Plus 15000 20000 25000 30000 40000 55000 70000

19
 Place
The client is met in person and explained about the benefits for investing on Shakthi FM or the client
may visit Shakthi Head office.
 Promotion
Promotions are carried out in many aspects to impress people overall in the country basically the CSR is
the most successful one up to date. TV, Radio trailers, Hoardings, Outdoor shop to shop also take place.
 People
Training people in programming and Marketing gives skilled full employees who could work towards
increasing the conversion rate.
 Process
Now 5 working days for new customer recruitment and renew existing client contract exist which can be
raised into 6 days at flexible working hours in future while increasing to 45 credit days.
 Physical Evidence
LMRB Ratings are presented to the clients to convince, attractive Program Schedule Leaflets and
Commercial Rate cards gives a professional look of Shakthi FM. People’s Award for Channel from
Accredited Centers. Well equipped studio and environment build confidence among clients.
05. Segmentation, Targeting
(Refer Matrix 02 – GE Matrix)
According to the GE Matrix, the strongest market growth seems to be the green area as they either need
more airtime or various channels.
Therefore, pricing strategies or new program slots to meet that customer segment, and thereby to meet
their decision making process (on figure 05) and target effectively could lead to move them to the red
zone in future.
TRC
Equipment Supplier
Celebrity
DJ
Client Ads
Program On air
Program Outdoor
Commercials
Listeners
Listen to Ads during
listening hours
hours

20
06. Positioning
(Figure 07 – Brand Onion)
Established as No:01 position that reaches major Tamil speaking Listeners in the country and overseas
in the term Tamil Speaking People's Power, which is also been ensured by the market share (Table 02 &
Figure 01). The perception Map (Figure 02) point pins the Shakthi’s position as well.
07. Implementation
(Refer Table 06 McKinsey 7S Framework)
a) Shared Value
Leadership and team work is practiced to accomplish targets and goals through internal marketing
ensuring effective communication throughout the organization to remind on vision and mission.
b) Strategy
To stay ahead the competitors the strategy on tapping the new market and increasing the existing
clients’ investments on existing or new programs will be managed well. Gannt chart is used at the
implementation
c) Structure
The reporting system will consistently maintain the flow from top to bottom and wise versa. Further
will have cross integrations where necessary. (Appendix 02)
d) System
MIS, MkIS to be used on Decision making, budgeting and forecasting etc.
e) Style
Non autocratic client focused management, flexible working style for implementing the plan in
order to achieve the objectives effectively.
f) Staff
Training programs, incentives and rewards can enrich and enhance the efficiency of employees and
recruiting experienced people from same industry.
g) Skills
The right person should be appointed to the right place, especially handling critical issues and
conflicts elimination are essential to carry out the plan effectively and efficiently.

21
08. Action Plan - Gannt Chart
ACTIVITY Responsibility Q2 - 14 Q3 - 14 Q4 – 14 Q1 - 15
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
New Program
Development
Program
Manager
Online inquiry
setups
IT Executive
Revamp existing Program
Manager
Advertising Promotion
team
Personal Selling Marketing
Executives
Sales Promotion Marketing
Executives
Training HR
Event Sponsoring Brand
Executive
CSR Promotion
team
09. Budget / Financial Implications
Marketing Budget for Shakthi FM (April 2014 –April 2015)
By Marketing Manager
Category Amount (LKR )
Current situation analysis 10, 00,000
Audit charges 10, 00,000
HR Training and development 45, 00,000
Training programs 10,00,000
Workshops 5,00,000
Incentives 5,00,000
International Exposures 25,00,000
G& A 11,00,000
Clerical 5,00,000
Telephone 2,00,000
Travel 1,00,000
Supplies 3,00,000
Program Revamps and creations 23, 00,000
Vanakkam Thayagam(Morning Drive) 10,00,000
Hello Shakthi(Evening Drive) 5,00,000
Humorous Segments 4,00,000
Sports/ Life Style Segments 4,00,000
Promotions 48, 00,000
Advertising Commissions 8,00,000
Personal Selling 5,00,000
Sales Promotion 10,00,000
Public Relations 15,00,000
Sponsors 10,00,000
Other 5,00,000
Total Cost 120,000,000
Estimated revenue 130,000,000
Gross Profit 10,000,000

22
Control & Forecasting
Effective implementation on Monitoring and Controlling should be carried out to make sure the
objectives are met and proper establishment of performance standards followed by periodical
evaluation.
Increase Conversion rate by 15 % at the end of April 2015
Quarter Q1
Apr 14 - June 14
Q2
June 14 – Sep 14
Q3
Sep 14 – Dec 14
Q2
Dec 14 – Apr 15
Client Commit 90 150 200 250
Client Enquiry 600 750 800 850
Conversion % 15 20 25 30
Profit Forecasting
Quarter Q1
Apr 14 - June 14
Q2
June 14 – Sep 14
Q3
Sep 14 – Dec 14
Q2
Dec 14 – Apr 15
Total
(LKR)
Client Commit 16,000,000 18,000,000 19,000,000 20,000,000 73,000,000
Client Enquiry 18,000,000 21,000,000 23,000,000 25,000,000 87,000,000
Critical Success Factors
 Highly professional and skillful Marketing and management personnel
 Get on to floor and aggressive work implementation
 Motivation and training sessions
 Incentives for meeting tasks and targets
 Proper resource management
Balance Scorecard
It is useful on monitoring and controlling by setting the goals and measures on financial, customer,
Innovation & Learning and Internal Perspectives. According to the following
Perspectives Goal Measures
Financial Annual Income growth ROI measures
Customer Superior customer Service Customer Satisfaction indicators
Internal Employee Satisfaction Staff Turnover rate
Innovation & Learning Top of the Mind Innovation Program Recall rates
Word Count: 3300

23
Task 03 – Evaluation Report
REPORT
To : Managing Director, Shakthi FM
From : Marketing Manager
Date : 19th May, 2014
Subject : Marketing Planning Process for Improving the Conversion rate by 20% of the target
audience from initial enquiry through to purchasing the product/Service
Introduction
The importance of the Marketing planning process recommended here for Shakthi FM, on achieving the
objective that to increase the conversion rate by 15 % is assessed through this evaluation report. Further
this report includes and evaluates the role of Marketing audit by identifying problems of information
gathering and analysis encountered in under taking the marketing audit, The competitive strategy
development using segmentation targeting positioning approach with evidence of marketing mix used
to achieve the desired position, and Evaluation of performance of plan.
Finally the report highlights the possible issues encountered on implementing the marketing plan and
presentation of practical proposals to resolve them.
3.1a What is Marketing Planning ?
‘’Marketing Planning is simply a logical sequence and a series of activities leading to the setting of
objectives and the formulation of plans to achieve them’’ (McDonald.M ,2011)
Therefore Marketing Planning helps to find a systematic way of identifying a range of options to choose,
schedule and cost out with the sense of what has to be done to achieve the objectives if simply saying
to stay ahead the competitors and sustain in the market.
But this should take place as a continuous process within the organization, which the process can be
expressed with the following questions:
Where are we
now?
Situational
Analysis
Where do we
want to be ?
Marketing
Objectives
How to get
there?
Marketing
Strategies
Which way is
best ?
Tactics,Action
Plan
How can we
ensure?
Evaluation&
Control

24
The Basic Steps on the Market Planning Process are;
1. Situational Analysis – Through which the Shakthi FM’s micro and macro environment can be
analyzed along with the market and industry and also the competitor analysis.
2. Planning- Strategies are formulated and marketing activities aligned to achieve the set
objectives of Shakthi FM with the proper allocation of resources and time frame.
3. Implementation- The plan will be successfully executed with correct role and functions within
Shakthi FM organization.
4. Control- The proposed marketing activities that are ongoing will be monitored and any
deviations found will go under performance diagnosis to find out the cause and corrective
actions would be taken to rectify the deviations.
3.1b How marketing planning can benefit Shakthi FM in improving the conversion rate
1. It offers a ‘Road Map’ for implementing Shakthi FM’s strategies to achieve the primary and
secondary objectives mentioned in the Plan.
The sketch makes it easier and reaches the targets more effectively and efficiently with a clear
guidance so that Shakthi FM will know what should be done in sequences
2. It gives the assistance in management controlling and monitoring implementation of those
strategies.
Successfully decisions can be made at crucial stages through the marketing plan meanwhile
allocating the right personnel to achieve the objectives of Shakthi FM.
3. It is much useful that to inform all who participate within the organization about their roles
and function.
The marketing plan will act as a bridge on communicating and reminding the ultimate vision and
mission of Shakthi FM therefore get the fullest participation of the employees to reach the
objectives by making them aware of their roles and function.
4. The Shakthi FM’s resources can be allocated accordingly and as per the need to make better
use of it.
The time frame which is given in the model of Gannt Chart and the budget allocation on how
the financial recourse can be used are so much helpful on resource allocation which could result
in effectiveness and efficiency, by saving time and minimizing the wastage.
5. Awareness can be obtained or can keep an eye on marketing trends, opportunities, threats,
internal strengths and weaknesses.
As in the changing Marketing environment it is essential to keep an eye on, especially the
uncontrollable factors PESTEL
o Political & Legal– To abide by the laws on Media and TRC, and adopt accordingly
o Economic – Inflation rate and tapping the ideal clients/advertisers accordingly
o Socio & Culture - The lifestyle of people and the need for the exact program product
can be designed to accordingly to tap the right market to increase profitability.

25
o Technological – This is a very important aspect as a Media, Shakthi FM needs to take its
next level through technological advancement as per the changing market landscape
and thereby create competitive advantages continuously to meet challenges.
6. It ensures that Shakthi FM is customer focused and sustain for long run in the Market.
With this aspect Shakthi FM can look more and more into what the client actually needs rather
than creating programs to sell to market which has no appeal.
The above benefits are obtained from a realistic marketing plan which helps the Shakthi FM to improve
its conversion rate and sustain in the market in leading position in the changing marketing landscape.
3.2a What is a Marketing Audit
Kotler and Keller (2006) had defined an audit as following:
“A comprehensive, systematic, independent and periodic examination of the company’s or business
unit’s – marketing environment, objectives, strategies and activities with a view of determining problem
areas and opportunities and recommending a plan of action to improve the company’s marketing
performance.”
Evaluation on Role of Marketing Audit
Integrated – Not only the problematic area but also by covering all activities of Shakthi FM business
unit’s environment the failures within the organization can be picked up and sorted with proper
strategies in future
Systematic – An orderly sequence of steps helps to focus on each and every thing around, the internal
external market environment, systems, activities of Shakthi FM etc. The action plan, the Gannt chart
helps to run the activities in an orderly manner.
Independent - Audits are carried out by independent marketing auditors with sufficient knowledge. By
having external staff to audit it brings benefits such as higher flexibility and wider utilizing of experience.
Periodic – Making these Audits periodical like once in a year or once in 6 months could serve Shakthi FM
in preventing from arising problems due to uncontrollable changes and to maintain the position
favourably in the Market.
Auditing the marketing environment of Shakthi FM highlights the weaknesses and Threats which can
be then tuned to Strengths and opportunities to build competitive strategy to stay ahead the
competitors Sooriyan FM, Varnam, Tamil FM.
Dividing the Environments in to two, micro where the Porter’s Five Forces is used and macro with
PESTEL Analysis will find the loophole and set objectives to overcome those with proper strategy.

26
Auditing the marketing strategy will be useful to Shakthi FM to decide how the strategies are adopted
to achieve the objectives considering the external environment and resources and options.
Auditing the marketing systems will mainly focus on Shakthi FM’s marketing systems such as MkIS,
marketing control system and system for new (Program)products development. These help to ensure
whether the objectives are achieved and they correspond to opportunities around.
Auditing the marketing functions will evaluate the components of the marketing mix individually and in
detail.
Auditing the marketing productivity is useful to get to know the profitability of marketing program
implemented and would examine the cost effectiveness as well.
3.2b Identification of Problems of Information gathering & Analysis
Problems in Information gathering Problems on analysis encountered
Unavailability of data required – There is no data to
compare the Online radio with FM radios to get perfect
statistics
Lack of knowledge in using the audit tools
In accurate information – False information from other
organization in terms of building their reputation, which
could mislead
Lack of resources to conduct audit,
therefore limited data used.
Outdated Information – Some data were not fit for the
current situation
Difficulty in obtaining expert’s advice and
had to pay in external to get such
Information Overloaded – Too much gathering of data
will lead to confusion
It took long time for completion.
Expensive data- Some data, for example the Market
research reports were too expensive that Shakthi Fm had
to pay millions(SLR) to obtain those
3.3a Explanation and Justification on developed Competitive Strategy
As It had been identified that as per the Ansoff’s Matrix three strategies can be implemented to build
compettiveness
1) Penetration – Revamping the Existing programs and selling to the existing clients needs
investments very much lesser than a Market development or Product development. And as the
basic tie ups and relationship is on the go it is easier to convince Shakthi FM’s existing clients
2) Product Development – Coming up with new creative trendy ideas would be a benefit to sell
them to the existing clients as they know the performance of Shakthi FM and therefore great
opportunity to get them invest on those new programs. But the risk is that innovation means its
more in price therefore all the clients cannot be reached with this strategy therefore should
insist this on High Corporate End clients

27
3) Market Development – Using the existing superstar level program products, there is high
opportunity for highly promoting those to the untapped markets, even overseas. For this so
much effort is needed and time takes too.
3.3b Segmentation – Targeting-Positioning Approach
Differentiation strategy is as used on segmentation and Shakthi FM offers a range of program packages
which are segmented using the differentiation strategy. As you can refer Matrix 02 - GE Matrix, the
identified customer segments are targeted effectively by offering the ideal program package to the
target client group as per their investment strength which reflects in higher perceived value.
Segmentation Category
1) Programs
2) Snippets/ Segments
3) Time checks
4) Hourly Songs
5) Special
6) Weekend Packages
Segmentations offered Clients – High Corporate, SME, Seasonal
This can be further improved into the level of international, as we find franchised business existing in Sri
Lanka thereby we can use this opportunity to get those un tapped market clients to advertise on our
website or even radio airtime.
Targeting
The GE Matrix – Matrix 02
This has been used to identify the potential target doctors as follows.
Targeting can be done for the above clients as they have the capability for investing on Shakthi FM
contents, thereby increase the conversion rate.
When tapping the international market should ensure that it is franchised in Sri Lanka thereforePizzahut,
KFC, Mc. Donalds, clients have to be convinced to make them invest on the websites, in which Shakthi
FM proves its stability overseas too, as the hit rate of listeners online will be an opportunity for those
international clients to invest on.
Tapping such new market would help increase the conversion rate to desired position.
Primary Targets
Corporate Clients
Secondary Targets
SME / Seasonal Clients

28
Positioning
The current Position (Figure 02) can be moved to a higher level with all those which insists with the
desired marketing mix identified in Table 07. The great opportunity is that Shakthi FM reaches every
nook and corner with various channels, Radio, internet, partnering with TV, etc…
But still need to include it in the satellite options to reach a greater audience thus improve the business
by highlighting the strong number of listenership for a client to come and invest to advertise his
business. Then Shakthi FM could position it as an internationally reached and recognized radio among
Tamil speaking people.
How Marketing Mix used on achieving Desired Position
Product - As the trend changes it is better to focus on Radio reality Show contents which could make a
WOW effect among listeners thereby bringing in the differentiation also humorous segments could be
introduced so that these products will play a major role in bringing in New client tie ups as well as pool
over the existing clients
Price - Smart rates can be charged for new clients, Discounted Rates for a selected time bands and for
existing clients which could be used as a tool to boost to invest on another slot thus improve conversion.
Place- Explanation, presentations and transactions could be made online with advanced technology
approaches to save time on travelling and create convenience on selling.
Promotion
 Advertising in Special Magazines could take Shakthi FM beyond the limits and reach internationally
recognized.
 Personal Selling can be more improvised through Social Media Contacts and also Meet SME clients
frequently.
 Sales Promotion can be carried out in a continuous manner.
 Public Relations can be further improved by joining hands with Social service organizations to build
reputation and support.
 Direct Marketing – As the Competitor Sooriyan having a more stronger base in Mobile Social media
interactions, it is a must for Shakthi FM too to adopt this as it will be useful to tap the youngster, also could
go for mobile marketing the trend now and future.
People - If the Sales team is not that experienced then there is a need for quality trading agencies who
could have a higher power and interest on the conversion. Skilled Communication is a must in the team
as the higher power and interest as if to communicate with the potential clients and make them spend
on air content which could raise the conversion rate. Increase more marketing personals to meet time
bound.
Process - Extended Credit days and working day to serve client would bring better results. The online
inquiry system should be implemented, communicate with international clients via technology
elements.
Physical Evidence -The Quality contents can be screened and send to international radio awards, which
could benefit in return by impacting on the conversion rate by inducing the clients.

29
3.3c Performance /Assessments of the Plan can be done as following:
Type of Assessment Purpose Approach
Annual Plan Control To examine whether planned results
are achieved
By Comparing:
Market Share Analysis
Sales Analysis
Financial Analysis
Profitability Control To examine whether Shakthi FM is
making or losing Money
Calculation and Comparison:
Profitability by Customer Segment
or Product
Efficiency Control To Evaluate & improve spending
efficiency
Number records of enquiry
through;
Efficiency of Advertising
Customer Satisfaction To evaluate the level of Customer
satisfaction
Collecting Data on:
Customer Surveys
Customer Complaints
Strategic Control To examine whether Shakthi FM is
using its best opportunities
Marketing Audit
McKinsey’s 7S framework will helpful on implementing and driving the plan where as he balanced
scorecard will be useful on monitoring and evaluation.
3.4 Identification of Possible Issues & Presentation of Proposed Solution
There are number of arising possible issues throughout and year when implementing the plan but
having proper idea and solution to resolve will lead to further carryon the plan with control
measures, therefore activities that leads to success ladder can be continued while dropping the
unsuccessful activities behind or alter according to the situation of Shakthi FM Marketing landscape.
The following issues had been identified in the context of Shakthi FM on implementing the plan and
the proposed how to resolve those:
Possible Issues Solution
Failure on Internal
Communication
Collaboration will lead to find ways to overcome the obstacle or barrier that lies
in internal relationship.
Lack of Internal Marketing Make sure that all employees are aware about the Company’s Vision and
Mission and they work towards the objectives on achieving those.
Managing Rewards A non conflicting reward structure can be introduced and managed.
Lack of knowledge for planning Expertise should be involved to overcome because if there is no proper plan
then there is no point in the whole process.
Poor Degree of Delegation By dividing and delegating the implementation of the plan to various members
of the unit can lead to timely implementation.
Insufficient support from Top
Management
The top management of the Shakthi FM should take into mind that planning is
made for the benefit of the company with an aim to achieve a goal and
therefore should not slack their support for any reason and the planning unit
should fully explain the objectives and methods of planning in order that chief
will be convinced the importance and support.

30
Possible Issues Solution
Information Overload Should avoid collecting redundant and unnecessary data which will only lead to
confusion and difficulties and sometimes expensive too. Therefore should fix
proper targets within a stipulated time period, to avoid gathering too much
Lack of Information Not only quantitative but also qualitative research can facilitate a successful
implementation of the plan
Lacking Leadership Team motivation and organizing periodical Leadership and self build programs.
Marketing manager can be guided carefully and practice effective
communication to carry out the activities properly with proper instruction.
Conclusion:
In hype the report highlights the importance of marketing planning process and the key elements that
would benefit Shakthi FM and achieve its objectives.
First the Current snap shot of the Shakthi FM market environment was taken to consideration. For this
various tools were used to bring all them to a summarized position. And then the Market Plan explains
the situation and strategies for Shakthi FM to achieve its desired position. The implementations along
with how to control those activities also had been given in detail.
Then the evaluation of the role of the marketing audit as part of this marketing planning process was
completed, meantime highlighting the problems in gathering information in undertaking the audit.
Further the report explains and justifies the competitive strategy using the STP approach, using the
marketing mix as evidence for Shakthi FM to reach the desired position. The Performance of plan also
been evaluated.
Finally the possible issues are identified when implementing the plan and proposed practical solution to
resolve them.
Happy improved Conversion rate!
Word Count 2833
15%
30%

31
Appendix- 01
Organization Background
Sri Lanka’s No:01 Tamil hit music station Shakthi FM, a business unit on media which operates under
the Capital Maharaja Organization Pvt. Ltd, has been bestowing its service to Tamil speaking people for
the past 15 years, where it was launched in 1998 November 20th
and celebrates its 16th
anniversary in
2014. Entertainment and News being the pillars of Shakthi FM, not only the Tamil speaking community
of Sri Lanka but also the Tamil speaking people living worldwide, especially UK, USA, Canada, India,
France, Switzerland, Japan, Korea, Saudi Arabia, Kuwait, Qatar etc … enjoy the content and the music it
airs.
Shakthi FM has the responsibility on providing the accurate news happening around and playing the
superhit Tamil songs of the periods 80’s 90’s, new millennium and so on.
It also gives importance on the seasonal and special events or happenings throughout the year and
design its program contents accordingly to suit the situation and air it with wise promotions.
Not only indoor promotions but also outdoor promotions (shop to shop, musical shows), awareness
campaigns (dengue), educational seminars (for Grade 5 scholarship, O/L students) sports tie-ups and
updates (Cricket, football)are also carried out.
“To be the most outstanding Tamil Radio Channel in Sri Lanka and
market be the Market leader”
Mission
To provide entertainment and information to enhance the lifestyles of
the Tamil Speaking Sri Lankan public and to satisfy clients by building
brand awareness via attractive advertisements.

32
Customer base
The air time is allocated for the customers in terms of Program content, Hourly Segments (Domestic
Comedy, Cinema & Songs), Time Checks, etc…
The top 10 customers
Etisalat Dialog SLT Commercial Bank Uniliver
Hemas Singer Seylan Bank Nestle SLIC
If divided into Industrial wise, the key sectors are the following
Telecommunication FMCG
Banking Insurance
Product Offerings
Weekdays Weekend(Saturday) Weekend(Sunday)
Vanakkam thayagam (Morning Drive) Weekend Vanakkam thaayam (Morning Drive)
Hello Shakthi (Evening Drive) My Shakthi (Evening Drive)
Kondaatam (Request Show) T-20 (Song Countdown) Vellitirai (Movie Countdown)
Maalai Express (Magazine Show) Manjal Veyil
Idhayam Pesiyathey (Love) Rahmania(A.R.Rahman Hits) Sports Master(Sports Show)
Nilachoru(Mind Relax, Feeling) Anandha Iravu(Commedy) Anthanaal Gnbagam(Old hits)
Hourly Songs Hourly Songs
Segments Segments
Time Checks Time Checks
Position in Market
Shakthi FM is the market leaders, holding more than 50 % of the market share and the direct competitor
Sooriyan FM 40%, and the rest 10 % occupied by Thendral FM, Varnam FM & Tamil FM. (Source Annual
Report -Shakthi FM, 2013-2014)

33
Appendix 02 The Capital Maharaja Organization – ‘The Hierarchy of Shakthi FM’
CHAIRMAN
DIRECTOR
PROGRAMMING
GROUP DIRECTOR
DIRECTOR
ENGINEERING
DIRECTOR
FINANCE
DIRECTOR
HR
MANAGER
PROGRAMMING
MANAGER
SALES & MARKETING
MANAGER
PROMOTIONS
DIRECTOR
NEWS
DIRECTOR
SALES
ASSISTANT
MANAGER
PRODUCTION
MUSIC
CONTROLLER
SENIOR
EXECUTIVE DJ
EXECUTIVE DJ
DJS
PART TIME DJ
MANAGER
NEWS
MARKETING
EXECUTIVE
NEWS
EDITO
R
PRODUCTION
ASSISTANT
NEWS
REPORT
ER
MANAGER
HR
HR
EXECUTIVE
HR
ASSISTANT
MANAGER
FINANCE
MARKETING
AGENTS
(5 VIRTUAL TEAMS)
(
FINANCE
EXECUTIVE
HR
OFFICER
PROMOTIONS
EXECUTIVE
NEWS
REPORT
ER
(VIRTUAL
TEAM)
EXECUTIVE
ENGINEER
ASSISTANTNEWS
ANCHO
R
DIRECTOR
PROMOTIONS
PROMOTIONS
ASSISTANT
FINANCE
ASSISTANT
BRAND
EXECUTIVE
THE MARKETING
FUNCTION

34
References
SWOT Analysis. 2014. SWOT Analysis. [ONLINE] Available at:http://www.quickmba.com/strategy/swot/. [Accessed 15 August 2014
Activities -The Capital Maharaja Organisation Limited. 2014. Activities -The Capital Maharaja Organisation Limited. [ONLINE] Available
at:http://www.capitalmaharaja.com/index.php/activities.html#anc_media. [Accessed 16 August 2014].
RAP. 2014. RAP. [ONLINE] Available at: http://www.lmrbint.com/our-services/syndicated-offers/radio-audience-points.html. [Accessed 16 August 2014].
KLINČEKOVÁ S., International Journal for Innovation Education and Research, Vol.2-01
2014. . [ONLINE] Available at: http://www.ijier.net/assets/ijier.net-vol-2-no-1-manuscript-no-2.pdf. [Accessed 20 August 2014].
Bibliography
McDonald M., Wilson H., 2011, Marketing plans, 7th
Edition, Printer Trento, Italy
Megicks P. et al,2011, Marketing Planning Process, Sanat Printers, Kundli
Sylvester G., 2011, Preliminary Certificate in Marketing, Sri Lanka

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