This document presents information on marketing research conducted for the radio show "The Matinee Show" aired from 11am to 1pm. Initial research found the target audience of housewives and women aged 25-35 responded well to music from 2008-2013. However, after 2 years revenue declined as listeners and advertisers lost interest in the repetitive content. Formal diagnosis through surveys found listeners preferred 1990s music and advertisers found the show monotonous. The show was redefined with 1990-2005 music in a more romantic and melodic style at a softer tempo. Post-relaunch feedback showed advertisers and listeners engaged well with the new format, improving revenue.

1. Presented to: Sir Adeel Manzar
Presented by: Syed Ahmed Hussain
PRESENTATION ON
MARKETING RESEARCH

2. FM 106.2 – JUST
MUSIC

3. Product Brief
 Product Name: The Matinee Show
 Time Band: 11:00am to 1:00pm
 Plan of Broadcast: Daily
 Target Listeners: House Wives, Girls staying at home
 Age Bracket: 25yrs to 35yrs
 Advertisers: House hold products, Consumer Appliances,
Cosmetics, Apparels, Pharmaceuticals and all related.

4. Content at The Time of Launch
 Music Era: 2008 – 2013
 Priority: 1st Class Hits
 Genre: Dance, Party, Stage
 Tempo: Medium, Medium Hard

5. Post Launch Assessment
 Feedback taken after 6 months was promising.
 Advertisers showed interest and the product was
branded making it a show.
 Sold maximum commercial airtime.
 Recommendation in reviews by media
publications.

6. Why the need of market research??
 After successful 2 years of airing the product, the
revenue graph showed decline in business of the
show.
 Advertisers refrain to brand the show.
 Listeners’ feedback showed lack of interest in the
content.
 Competitors were grabbing more attention.

7. Formal Diagnosis
 A Focus group survey was conducted and the
suggestions were taken.
 Advertisers were asked for their preferences.
 Reviews from the media publications were
brought into consideration

8. Findings
 Listeners showed great interest in the music of
90’s era.
 Advertisers found the show monotonous due to
repetition of songs.
 Media publications negatively pointed out towards
the overall feel and mood of the show.

9. Product Redefining
 Music Era: 1990 – 2005
 Priority: 1st Class Hits, Parallel Hits
 Genre: Romantic and Melodious
 Tempo: Soft and Medium

10. Post Re-launch Assessment
 After the one week of Re-launch the feedback
from different sources was phenomenal.
 Advertisers were drown back to brand the show.
 The escalation in the revenue graph of the time
band was noted
 Media publications appreciated the re-defining of
the product and setting up the trend.

11. Thank you