Name: Radio FM 96
Uploaded: 2021-12-25
Duration: 14 min 8 s
Description: Radio FM 96. BRAND DEVELOPMENT PLAN. Research Group | Institute of Business Management May 2020.

Radio FM 96. BRAND DEVELOPMENT PLAN. Research Group | Institute of Business Management May 2020. 

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Research Group | Institute of Business Management May 2020

Research Group | Institute of Business Management. 

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Research Group | Institute of Business Management

Overall industry analysis with a greater focus on top 10 FM channels and top 5 Karachi based channels to  understand consumer preferences, reasons of popularity of channel, brand positioning and recall, listenership and audience profile. FM96 Brand Audit – Understand consumer perception and brand positioning by analyzing the content and audience profile. Game plan/strategy  with key elements focused to  make FM 96 a preferred listeners’ choice based on consumer expectations and demand

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FM101 Truly national radio network FM105 Reach 50m people Masses, Rural and Urban FM106.2 KLI, Sukkur, Peshawar, Khanewal and  Mirpurkhass    Masses Reach 97% of the country’s population Masses, Rural and Urban Community based programs mix of entertainment & infotainment Back to back Music

Awaaz Network Masses, Rural and Urban Punjab  FM 100 First radio channel with infotainment  ALL SEC MASSES FM 89 KLI and Faisalabad Youth, Upper and Middle Class Community and Localized Network Broadcast in the central Punjab  Promoting National Unity High class western music channel

FM 91 KLI and Gwadar Youth Apna Karachi FM 107 Karachi Masses Karachi FM89.4 50 stations nationwide Masses, Rural and Urban Music and Entertainment Awaaz of Karachi New talent-based shows

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FM103 Fusing entertainment with  information FM107.4 Karachi, Lahore,  Bhawalpur , Sialkot Peshawar Masses FM106.2 KLI, Sukkur, Peshawar, Khanewal and  Mirpurkhass    Masses Karachi,  Faislabad , Lahore and Multan Masses More music & less talk Back to back Music

First radio channel with infotainment  ALL SEC MASSES FM 89 KLI and Faisalabad Youth, Upper and Middle Class Promoting National Unity High class western music channel  FM 100

FM 91 KLI and Gwadar Youth Apna Karachi FM 107 Karachi Masses Karachi Music and Entertainment Awaaz of Karachi

FM 96 Karachi Masses Karachi Digital I Global I Visible

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FM 106.2 has the highest rating in June’19 and also increased ratings from they year 2017. FM 101 and 100 had highest rating in Aug’17. FM 89, 91 and 107.4 ratings increased from the Aug’17 to June’19 .

August'17 FM 106.2 Sama FM 107.4 FM 101 Apna Karachi 107 Mast FM 103 FM 100 fm89 fm91 0.46 0.28000000000000003 0.51 0.34 0.43 0.51 0.06 0.11 June'19 FM 106.2 Sama FM 107.4 FM 101 Apna Karachi 107 Mast FM 103 FM 100 fm89 fm91 0.55000000000000004 0.41 0.28999999999999998 0.34 0.41 0.33 0.31 0.15

AVERAGE MONTLY RATING FROM TWO DIFFERENT REPORTS

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304 participants, 274 considered in the study.

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Primary Matriculation (9-10) Intermediate (11-12) Graduate (16 Years) Post Graduate (18 Years and Above) 2.5547445255474453E-2 3.2846715328467155E-2 0.27737226277372262 0.45620437956204379 0.20802919708029197

51+ Years  41-50 Years  31-40 Years  21-30 Years  10-20 Years 4.0145985401459854E-2 4.3795620437956206E-2 0.13503649635036497 0.55474452554744524 0.22627737226277372

Millennial are the major respondents, 45% of them are working  persons. 46% graduate participated in the study.

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Primary Matriculation (9-10) Intermediate (11-12) Graduate (16 Years) Post Graduate (18 Years and Above) 1.6666666666666666E-2 2.7777777777777776E-2 0.3611111111111111 0.43333333333333335 0.16111111111111112

51+ Years 41-50 Years 31-40 Years 21-30 Years 10-20 Years 3.888888888888889E-2 1.1111111111111112E-2 9.4444444444444442E-2 0.53888888888888886 0.31666666666666665

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A SIGNIFICANT MAJORITY [93%] OF RESPONDENTS  CLAIM THAT THEIR PREFERRED MEDIUM IS DIGITAL

Which Platform do you used most of the time?

Digital medium is most preferred medium now a days.

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A SIGNIFICANT MAJORITY [66%] OF RESPONDENTS   CLAIM THAT THEY DO NOT LISTEN TO FM RADIO AT ALL.   WHY?

61.84% Prefer to use other platform ( You Tube,   Sound Cloud   etc.)

Listeners moved to customized music platforms like sound cloud YouTube etc.

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Not using any Social Sites Others Twitter Snapchat YouTube Instagram Facebook 2.0648967551622419E-2 4.1297935103244837E-2 7.6696165191740412E-2 8.5545722713864306E-2 0.23008849557522124 0.25073746312684364 0.29498525073746312

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Primary Matriculation (9-10) Intermediate (11-12) Graduate (16 Years) Post Graduate (18 Years and Above) 4.2553191489361701E-2 4.2553191489361701E-2 0.11702127659574468 0.5 0.2978723404255319

51+ 41-50 31-40 21-30  10-20 4.2553191489361701E-2 0.10638297872340426 0.21276595744680851 0.58510638297872342 5.3191489361702128E-2

Target audience for the radio are from  21- 40 years , and  55%  are working persons.

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ABOUT 2 OR 3 DAYS   IN A WEEK, RESPONDENT’S CLAIM TO  TUNE-IN TO RADIO

According to  28% Respondents, they listen Radio Daily

According to  32%, About 2 or 3 days in a week

According to 22%, Respondents, they listen Radio once in a week

According to  17% Respondents, they listen Radio twice a week

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How many hours a day do you listen to Radio?

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Morning ( 7:00 AM - 11:59 AM) Afternoon ( 12:00 PM - 04:59 PM) Evening ( 05:00 PM - 08:59 PM) Night ( 09:00 PM - 11:59 PM) Late Night ( 12:00 AM - 06:59 AM) 0.26016260162601629 9.7560975609756101E-2 0.27642276422764228 0.1951219512195122 0.17073170731707318

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MAJORITY RESPONDENTS CLAIM  THAT THEY LISTEN TO RADIO WHILE DRIVING

Driving Before sleeping / Bed time I am bored Household work Working at Office / Shop 0.42016806722689076 0.23529411764705882 0.21008403361344538 0.1092436974789916 2.5210084033613446E-2

Working Person usually listen to radio while drive time.

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Device iphone mobile phone smartphone icon - Device Icons

Internet clipart internet icon, Picture #1416618 internet clipart ...

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Digital Medium is the platform for Radio to Market and make presence.

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PREFERRED  RADIO STATION  CLAIM BY RESPONDENTS

Which Radio Station do you listen the most ?

% FM 89.4 FM 93 FM 96 FM 91 FM 103 FM 89 FM 99 FM 105 FM 101 FM 100 FM 107.4 FM 107 FM 106.2 3.5211267605633804E-3 2.464788732394366E-2 4.9295774647887321E-2 5.2816901408450703E-2 5.2816901408450703E-2 5.9859154929577461E-2 7.3943661971830985E-2 7.746478873239436E-2 9.154929577464789E-2 0.10563380281690141 0.10915492957746478 0.11971830985915492 0.1795774647887324

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REASONS TO TUNEIN TO  RADIO CHANNEL   AT DIFFERENT  TIME SLOT

In   Morning Slot , Respondents claim that, They preferred to listen   FM-91         [KHALID MALIK]           16% FM-89         [ANOUSHA ASHRAF]   13% FM-96         [FAIZA QURESHI]          2% FM-107.4   [ADEEL AZHAR]            2%

In  Afternoon Slot , Respondents claim that, They doesn't remember any RJ’s name.

In  Evening Slot , Respondents claim that, They preferred to listen FM-91               [Sophiya Anjum]      12% FM-91               [Muneeb Nawaz]       4%

In  Night Slot , Respondents claim that, They preferred to listen FM-107.4     [Sahir Lodhi]           10% FM-91           [Dino Ali]                  9%

32%  Respondents claims that they do not have any  RJ’s preference .

People preferred to listen these channels in morning, evening and nights slots because of these popular RJ’s.

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CONSUMER PREFERRED RADIO CHANNEL  BECAUSE OF MUSIC CHOICE

MUSIC CHOICE                                           38%

INFO./ENTERTAINMENT                	     24%

NEWS                                                          19%

TRAFFIC UPDATES                                     12%

HOST/RJ’S                                                    5%

OTHERS                                                        2%

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Gannay   achay   atay   hain …  kabhi   bhi   kuch   bhi   suno …  drive  kartay  hue  sunta   hun

Buhat  boring  hai  radio…  Kuch   naya   hai  hi  nhi

Kuch   kaam  ka radio per aye  tu   sunaen …

Pehle radio was good, shows, RJs…  Aj  ka  tu   kuch   hai  hi  nhi … Khalid Malik is better as compare to others

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AGENCY/BRAND                                         Mutual                                         Mutual                                Mutual                                Mutual                               Mutual                          Mutual

Mindshare Pakistan - Media Buying/Planning - Agency Profile AdForum

Starcom Mediavest Pakistan - Home | Facebook

Potential medium but not effective content

No tools, RJ and show popularity, surveys and demand of airtime

No tools, Go for researches, perception programming,  geographic reach and nature of campaign

No tools .  Go for Kantar insights numbers ,

No tools, comparative results of the campaign audience responses

No tools . ,   Go for the surveys and RJ show content

FREQUENCY AND REASON                       Seasonal          Depends on brand requirement               Frequently                Up to Brand Campaign         Up to strategy             Content, reach ,      OF ADVERTISMENT                                                                                                                                                                                                                                             marketing strategy target audience

BUDGET ALLOCATION                  5-15%, local 20-25%                               3-5%                                     5-10%                                   5%                                    2-5%                                     -

TOP 5 CHANNELS                 107,106.2,103,89,91,96,            For KHI 107,100,106.2,Sama        Mention in Kantar       106.2,91,89,107.4 ,              103,105,107.4,89,91      107,89,91,nationwide                                                     sachaal and Awaaz                                                                                                               107, Khalid Malik                   100,107,101,106.2

BRAND INTEGRATION/         For reach and engagement                          Yes                                          yes                                   Purpose                                  Yes                                     -  DIRECT MARKETING

BRANDS SPENDING              Telco, beverage and Masala                Banks, microfinance          Aurora update                Banks, govt agencies,         Telco, batteries, bank                 -                                                                                                                                                                                                    Telcom, beverages, batteries            beverages

CAMAPIGN PLANNING            Yes, depends on the RJ                    Brand requirements     Focus on the objective        Focus on the product                    Brand brief                    Min vs money,                                    AND EXECUTION                                                                                                                                                                                                                         RJ+ shows content   endorsement + integration                                                                                                                                                                                                                                                                   +channel                  vs money

PREFERRED SLOTS                  Primetime (M/E), Afternoon,                  Drivetime (M/E)              Drivetime (M/E)                Drivetime (M/E)              Drivetime (M/E)                         -   AND IDENTIFICATION            PSL show ,  Depends on the RJ shows,    Match with nature        Content, relevance,              10-12p.m                     RJ +shows content FOR ADVERTISMENT     reach, target audience, brand requirement         of product                 geographic reach                  RJ shows

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STRENGTH Strong Brand Name WEAKNESS Brand Positioning THREATS Digitization OPPORTUNITIES Digital & Social Mediums Music Playlist Brand Image Content Youth Competitive industry

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Metrics FM 96 FM 91 FM 107 FM 89 FM 106.2 FM 107.4 FM 103 Facebook Community 196k 490k 493k 131k 733k 3.9Mil 258k Post Frequency/day 0.5 3 1 1 1 3 - IG Community 534 18k 191 11k 5.9k 170k 785 Total Post 849 7.8k - 5.1k 604 1.1k 46 Subscribers 87 2.42k 185 8.27k 10.5k 17.3k -

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MOTIÆR'SDAYSPECIA!.
RJ FIUA IN mERSATION WITH NADIA HUSSAIN

MO
WE'RE PLAYING YOUR SONG
HAP
ALL
THERE'

GET BEYOND THE CLICHÉS
SIGN UP FOR A FRENCH CLASS AT AFK

HAPPY
BIRTHDAY
TAPU JAVER
WE'RE PLAYING YOUR SONG

1 LEVITATING by
2 TAKE YOURSELF HOME by Troye Sivan
3 READY by Demi Lovato. sam s,-nith
4 BREAK up SONG by Little Mix
S TOOSIE SUDE by Drake
6 MISSED you by rhe
7 by Dua Lipa
e by Kygo ft. Zak Abd
9 TOGETHER by Law
10 NOTHING COMPARES by The Weeknd
WE'RE PLAYING YOUR SONG

App Store/Play Store: CityFM89_._ See More
Download the CitvFM8S Mobile ADD NOW!

Major Highlights: USP: We’re Playing Your Songs Covering KLI &  Faislabad Dedicated shows on Special Days Targeting youth through participating in exhibitions and cultural events  E,g ; Alliance  française  de Karachi, Orange Tree  etc Active on all social Platforms Dedicated App for listeners  Creative Highlights: Defined colors and fonts Clear communication and ad copies

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Age:  25-30 Status:  Married Location:  Karachi, Pakistan Occupation:  Working

Personality:  A dramatic day-dreamer, who is practical and expressive.  Interests:  She’s outgoing, loves shopping, Music and loves to explore new things in life.

She’s an independent  working person, busy with her work and home cores. She needs exciting content to listen which can add value to her life and music will be the best solution to carry on her daily routine.

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Need to revamp the entire brand positioning to encourage brands and agencies to invest with FM 96 Re-define brand colors, logo, fonts  etc

Breath new life by introducing fresh faces to the industry new RJS through university drive.  Tell everyone that, we are young, fresh and we have the power of youth

Create theme-based shows / Music to regain listenership Celebrate events and occasions Create Pre-hype to improve traffic

Influencers are the new celebrities these days Promote lifestyle, audience interest to create stickiness with the brand

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Theme base shows Theme base Music Program (90’s Music, Club Mix, English Songs, Old Songs, Trance) Celebration of Events and Occasion

Website development Customize social media strategy (Live session on Instagram) Social media content plan

New RJ Hunt Program 1 month internship to create new audience  Brand engagement activity

Collaborate with Ticktokers, Youtubers and Instagrammers

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Big Idea “Voice of a new age” Why? By 2020 end, your audience will manage 85% of the relationship with an enterprise without interacting with a human.  They need entertainment, technology and want to look forward.  They use Instagram,  Ticktok  and they follow Influencers religiously. We need to become a voice of this new age!

Radio FM 96

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