Integrated Marketing Communication Study by "Radio Mirchi" Brand


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Undertook a study on Integrated Marketing Communications by ‘Radio Mirchi’

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  • Integrated Marketing Communication Study by "Radio Mirchi" Brand

    1. 1. IMC-Radio Mirchi Prepared by, RR Mohan Kumar PGP-II nd Year Bharathidasan Institute of Management,Trichy 9789042492
    2. 2. 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
    3. 3. 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
    4. 4. 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
    5. 5. ‘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
    6. 6. 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
    7. 7. 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
    8. 8. 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
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. 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
    13. 13. 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.
    14. 14. 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.
    15. 15. 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