Radio Mirchi : marketing strategy for the Bangalore market / Anand Kumar Jaiswal, Harit Palan.

Format:

Book

Author/Creator:

Jaiswal, Anand Kumar, author.

Palan, Harit, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Marketing--India.

Marketing.

India.

Radio Mirchi.

Physical Description:

1 online resource.

Place of Publication:

London : Indian Institute of Management, Ahmedabad, 2010.

System Details:

text file

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, 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.

Notes:

Originally published in Jaiswal. A. K., & Palan, H. (2010). Radio Mirchi: Marketing Strategy for the Bangalore Market. MAR0415. Indian Institute of Management, Ahmedabad.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526440112

OCLC:

1023552339

Access Restriction:

Restricted for use by site license.