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Radio Mirchi : marketing strategy for the Bangalore market

Author: Anand Kumar Jaiswal; Harit Palan
Publisher: London : Indian Institute of Management, Ahmedabad, 2010.
Series: SAGE Knowledge., Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
The case describes how Radio Mirchi dealt with competition in the Bangalore FM radio market. Radio Mirchi's market share in Bangalore started declining within a few months of its successful launch, following the entry of new competitors in the market.The case discusses strategies adopted by the company to regain its market share and attain market leadership. It describes the initial product offering of the channel,  Read more...
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Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Anand Kumar Jaiswal; Harit Palan
ISBN: 9781526440112 1526440113
OCLC Number: 1023552339
Notes: Originally published in Jaiswal. A. K., & Palan, H. (2010). Radio Mirchi: Marketing Strategy for the Bangalore Market. MAR0415. Indian Institute of Management, Ahmedabad.
Description: 1 online resource.
Series Title: SAGE Knowledge., Cases.
Responsibility: Anand Kumar Jaiswal, Harit Palan.

Abstract:

The case describes how Radio Mirchi dealt with competition in the Bangalore FM radio market. Radio Mirchi's market share in Bangalore started declining within a few months of its successful launch, following the entry of new competitors in the market.The case discusses strategies adopted by the company to regain its market share and attain market leadership. It describes the initial product offering of the channel, why it felt the need to redesign its product mix, and how the company eventually changed its product offering. The focus of the case is on the dilemma faced by the organisation while shifting to a new product and service design in the face of emerging competition. The case highlights the importance of continuously monitoring the market environment and thoroughly understanding consumer behaviour for an organization to gain and sustain its leadership position in a competitive marketplace.

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