8. Roll Out Plan Phase 1 Phase 2 Phase 3 Brand Launch Brand Communication across market being launched Audience Puller to the shows Promo driver communication Content Comm. Breakfast show campaign 5-6 weeks 2 weeks 4-6 weeks 2 week break Required to ensure that we stay salient over an extended period 4-6 week break. Required to ensure our product is fine tuned and absolutely ready.
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16. Positioning of the category # Non glamorous # No habit # Poor Imagery # Irrelevant # Non credible Non Listeners # Constant Companion # Mobile (anytime, anywhere) # 24 x 7 infotainment # Credible Listeners
17. NON - LISTENERS No reason, No position Position GPRS Enabled Internet Radio as Medium of Relevant Infotainment Position category as Mobile, 24X7, Infotainment Medium Constant Companion Making it a Habit Generate Trial Involve Make Brand Ambassadors Spread the Fever Word-of-mouth LOYAL - LISTENER
18. Brand Announcement Brand Launch Category Hype / Promotion Trial / Sampling Category Program Promotion Channel Promotion Product Reach to our TG Sampling Indian Metros Launch Strategy - Reach Anyone, Anywhere, Anytime Distribution Hardware ATL / Mass Campaigns BTL Promo Campaigns Ground Activities Trade / Channel Ground Activities ATL Contests Activities
27. Lifestyle Drivers The Progressive Family Music Movies Internet Festivals Health In touch Eating Out Fashion Insurance Sport Shopping Astrology
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29. Lifestyle Drivers The Successful Professional Music Movies Internet Career Connectivity Status Real Estate Fashion Entertaining Sport Shopping Travel
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31. Lifestyle Drivers The Mover & Seeker (SME’s) Music Movies Internet Classified Gadgets Property Investments Accessories Sport Shopping Connectivity Dining
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