1. Chandan kumar Behera
Roll No – 14PGP074
Indian Institute of Management Raipur
Under the Guidance of
Prof. Umesh Bamel Mr Vivek Mishra
Assistant Professor Deputy Vice president- Sales
IIM Raipur Zee Media Corp. Ltd.
A comparative study of psychology and expectation of a customer towards FM Radio
advertisement over TV advertisement and devising strategy for conversion
2. Indian Institute of Management
About Company
Zee Sports Limited on
August 27, 1999
Zee News
Limited in
May 27, 2004
Zee News
Zee Business
news
Zee Himachal
Zee 24 Taas
Zee Sangam
Zee M.P
Zee
Chattisgarh
Zee Kalinga
Zee
marudhara
Zee Punjab
Zee Hariyana24 Ghanta
Maurya TV
• 1300
Employees
• 18.82cr
Profit
3. Indian Institute of Management
- Largest news network
Channels
- Presence in print media
- Own Cable operation
- Brand Image
Strength
ThreatOpportunity
Weakness
-Increased competitions
from the regional channels.
-Advertisement cap of 12
minutes
-Decreasing in financial
performances
- Opportunities for
entering into new
television content
segments.
-Frequent changes in
management
-Job Insecurity of employees
4. 4
English, Hindi and regional
languages
168Million
INR33 billion405newschannels
Industry Analysis
High
Medium
LOW
Medium
High
5. 5
Benefit
Benefit to The Company
Objective of the Study
To Analyze the
pattern of
advertising
from different
industry
To Analyze
the reason
for
advt.ing in
FM Radio
Formulation of
strategies to
convert FM
Radio
advertisers to
the TV
advertisers
Benefit to the Company
6. 6
Collecting the response of the advertisers of
preferring Radio advertisement
Selection of sample from the information
Collecting the information about the advertisers in FM Radio
T
e
x
t
Research
Methodology
7. Indian Institute of Management
0
5
10
15
20
25
30
35
40
45
50
Manufacturing Retail Service
1
7
49
Types of Industry
Bank, 2
Builder, 16
Education, 22
Hotel, 4
Jewellery, 5
Hospitals, 6
Herbals, 2
Category of Samples
Discussion with sales people
Analysis of the
company
Planning of Offerings
Pitching For the Advertisement
Follow- up
FM Radio Clients
8. Indian Institute of Management
Television &
Print, 12
Television &
FM, 7
All of these, 2
Print, 6Outdoor &
Print, 11
Print & FM,
11
Outdoor &
FM, 8
Different medium choosing by the Clients
0
5
10
15
20
25
30
Seasonal
Quarterly
Whole year
Festivals
27
3
11
16
Advertisement Period
0
5
10
15
20
25
30
21
3
2 2
29
Why choosing FM Radio
9. Indian Institute of Management
Data Analysis
Profit
maximisation,
16
Sales, 23New Schemes,
7
Branding, 11 Others, 0
Reason For Advertising
31
11
15
0
0 5 10 15 20 25 30 35
Cost
Believe
Unaware
Others
Reason for not advertising in the TV
9
TV
FM
10. 10
Advertisement Cost
‒ Audio and Video
Findings
•Immediate Response
- frequency is high
•Geographical Targeting
-locational advantage
•Cost of Production
Target Group
12. 12
Text
Conclusion
Limitation of the
study
Some of the samples are collected in an
informal way as it is not possible for
every client to give much time for a
structured response.
• Small and medium Retailers
-Low marketing Budget
-Risk Aversion Psychology
• Less Awareness of the channel Zee Marudhara
- Low marketing activities
- Should work as TEN channel
- High Substitute of Hindi news channel
13. 13
Chosen
strategy
New Client lists
Revenue
Convenience
Strategic positioning
Accessibility
Time
Perspective
Travel Distance
Consumer Behavior
Audio visual
experience
Engagement
Insight Conversion
Bigger
Approach
Creativity
Scenarios
and options
Strategy For Conversion
14. Indian Institute of Management
Results
1. Converted Business worth Rs.3.1 lkh ( Rupees Three lakh ten Thousand)
The clients are -1.Surya marketing(navratna) -- Rs 1,00,000 (Rs one lakh)
2. Yug Electronics - Rs 40,000
3. Leher Footwear -- Rs 47,000
5. JKJ Jewellers --- Rs 77,000
6. Pink City Builders - Rs 58,000
7. Nuyu Healthcare - Rs 43,000
2. Added 15 potential clients who are ready to do business whenever their product will be ready.
