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商品編號： A00114 出版日期： 2017/08/08 作者姓名： Jaiswal, Anand Kumar;Palan, Harit 商品類別： Marketing 商品規格： 28p 再版日期： 2018/03/27 地域： India 產業： Broadcasting;Media & telecommunications;Radio broadcasting 個案年度： -
商品敘述：
Radio Mirchi is the flagship brand of Entertainment Network India Limited (ENIL). ENIL is the largest private FM radio broadcaster in India. ENIL was able to gain a stronghold in the market due to its strengths of innovativeness and creative content, large operating network, reach among listeners, high quality studio and strong advertisement sales capabilities. The case discusses Radio Mirchi''s entry into the Kolkata market in 2003 amidst the competition from three other players --Red FM, Aamar and Power. Kolkata occupied a prime place in the company''s growth plans. The case discusses the dilemma faced by the company on developing the entry strategy. Its top management has to decide on the market segment(s) it should target, and the design of the product.
涵蓋領域：
Brand positioning;Market segmentation;Marketing plans;Marketing strategy;Product introduction;Product management;Product positioning;Service management
相關資料：
Case Teaching Note, (A00115), 11p, by Anand Kumar Jaiswal, Harit Palan
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