Radio Marketing Research

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