A

STUDY

ON

“BRAND VISIBILITY OF 94.3 MY FM”. (Conducted on behalf of 94.3 my fm.)

(From the period 6th January 2011 to 6th March 2011)

A Project Report submitted in partial fulfillment of the requirements

For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

TO

VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT

Submitted By

HUN DIVYANG G.

T.Y.B.B.A (Marketing)

(SEM–VIth)

Roll no. 323

Under the guidance of

Ms. SUDHA DHARA SAMAL

Submitted To:The Principal I/c

Prof.V.B Shah Institute of Management.R.V. Patel College of Commerce (E.M)

V.L Shah College of Commerce (G.M)&R.K. Shah Women’s Arts College.

Amroli (Surat).March 2011

1 | P a g e

DECLARATION

I DIVYANG G HUN Here by declare that the project

report entitle “A STUDY ON BRAND VISIBILLITY OF 94.3 MY

FM IN SURAT CITY” under the guidance of Ms.SUDHADHARA

SAMAL submitted in partial fulfillment of the requirement for the

award of the degree BECHLOR OF BUSINESS

ADMINISTRATION YO VEER NARAMAD SOUTH

GUJARAT UNIVERSITY, SURAT is my original work-research

study-carried out during 6th January TO 6th March, 2011 and not

submitted for the award of any other degree diploma/fellowship or

other similar title or prizes to any other institute/organization or

university by other person.

Place: SURAT Divyang g hun

Date: 6th March, 2011 T.Y.B.B.A(SEM-VI)

Roll no-323

(marketing)

2 | P a g e

PROF.V.B SHAH INSTITUTE OF MANAGEMENT.R.V. PATEL COLLEGE OF COMMERCE (E.M).V.LSHAH COLLEGE OF COMMERCE (G.M) &

R.K.SHAH WOMEN’S ARTS COLLEGE.AMROLI (SURAT).

CERTIFICATE OF THE FACULTY GUIDE

This is to certify that the project report entitled “A STUDY ON BRAND

VISIBILITY OF 94.3 MY FM” (Conducted on behalf of “94.3 MY

FM”) Submitted in partial fulfillment of the requirements for the award of

the degree of BACHELOR OF BUSINESS ADMINISTRATION to

VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT is a

record of bonafide research work carried out by HUN DIVYANG G.

under my supervision and guidance.

Signature: Signature:

Prof. Sudha Dhara Samal Mr. Mahendra V. Soni

(Lecturer in Management) (Principal I/c)

3 | P a g e

ACKNOWLEDGEMENT

I take this opportunity and express my gratitude and thanks to Veer Narmad South Gujarat University to give me such an opportunity for project work

I would also like to express my sincere thanks to my college PROF.V.B.SHAH INSTITUTE OF MANAGEMENT, R.V.PATEL COLLEGE OF COMMERCE (ENG.MED), V.L.SHAH COLLEGE OF COMMERCE (GUJ.MED), R.K.SHAH WOMEN’S ARTS COLLEGE, AMROLI, for exposing me to such field experience

I am highly in debited to MR MAHENDRE.V.SONI, THE PRINCIPLE OF PROF.V.B.SHAH INSTITUTE OF MANAGEMENT, for giving me this opportunity for project work.

who is also my Mentor has guided me and helped me in bringing out this

report in the midst of various odds and constraints.

I express my heartfelt gratitude to M.S. SUDHADHARA SAMAL who

guided me and helped me in bringing out this report in the midst of various odds and

constraints.

provided me all the knowledge about my project report topic and also help me in the

difficulty

I am also thankful to M.R.VARUN SUTERIYA (sales and

marketing executive) who has given me the precious opportunity to take training at “94.3

MY FM” I am also thankful to the staff of the “94.3 MY FM” for give me a practical

knowledge and help me for satisfactory completing my project report.

I am also thankful to all faculty member and all my friends who have directly

or indirectly helped me in bringing out this project report. I am confident that this study

meets the complete requirement of the B.B.A. course. It is quite possible that there may be

some error of omission for the improvement is project.

Divyang g hun

4 | P a g e

PREFACEWith great pleasure, I undertake the writing of this report of

industrial training because; it is a fact to be proud that I am one of the

very few students, who are presently undertaking education in field of

business administration.

As a student of management, I must be encouraged by the

growth and development taken place in the corporate sector, in India.

Still recently, management is growing busy. Keeping in mind the ever

development field of management and the great demand of

management centre in our country. The university has arranged

industrial in the field of “financial management” and “marketing

management” at the third year level. Thus it is our moral and

obligatory duty to take this part of our studies with great enthusiasm

and seriousness and give it the due importance.

I have completed project training at 94.3 MY FM. I am doing

specialization in marketing management. This report gives

information about the media & entertainment sector. I have completed

the study of brand visibility of 94.3myfm.

During my training I found that company has good reputation

and strong position in the market since its establishment.

5 | P a g e

ContentsChapter no. Subject Page no.

1 Introduction Company Profile Introduction of Company

23

2 Theoretical Background Definition Tools for Branding

67

3 Problem Identification Definition of Problem Scope of the Study Objectives of the Study Significance of the Study Limitations of the Study

1111111111

4 Research Methodology What is Research Purpose of Research Characteristic of Research Key elements in good Research Types of Research Design Steps of Research Methodology Research Instruments Sampling Plan

1314141415161618

5 Data Analysis 19

6 Hypothesis Testing 35

7 Findings 37

8 Suggestions 40

Reference Material Bibliography Annexure

Questionnaire

4343

Chapter-16 | P a g e

Introduction

7 | P a g e

Company profile

The D B Corp Ltd. is one of the largest media groups of the country and is the largest read newspaper group in the country with over 1.55 Crore readers.My Fm is owned by Synergy Media Entertainment Limited which is wholly owned company of the Bhaskar group.Company Profile: Synergy Media Entertainment LimitedBrand Name: My FmCorporate Office: 94.3 My FM

Synergy Media Entertainment2nd floor, 72, M Block marketGreater Kailash-2New Delhi

Surat Office: 94.3 My FMSynergy Media Entertainment

Plot no. 129 A/B, B/s, Udhna Udhyognagar sangh, Udhna, Surat.

8 | P a g e

Introduction of CompanySynergy Media Entertainment limited, a Bhaskar group company, launched 94.3 My Fm in Ahmadabad on august 27, 2007D.B Corp is one of the leading print companies in India, publishing 31 newspaper editions and 125 sub editions in three languages (Hindi, Gujarati and English). Their flagship newspapers, Dainik Bhaskar and Divya Bhaskar, have a combined readership of more than 25.33 million readers, making them most widely read newspaper group in India. Their other news papers are Saurashtra Samachar on franchisee basis, DNA Money and DNA (in Gujarat). They are one of the fastest growing major newspaper group in India.Synergy Media Entertainment limited has a significant presence in the radio business under the brand name My Fm. Through Synergy Media Entertainment limited they have acquired license to operate in 17 cities in 7 different states. They have the license to operate 17 stations. Synergy Media Entertainment limited has also filed eligibility bid with the government of India to operate an additional 4 FM radio station in Mumbai, Bangalore, New Delhi and Hyderabad

My Fm Mission

94.3 My Fm will strive to become an indispensible part of the lives of its employees, listeners and business associates by offering them relaxing, refreshing and informative content which will not only entertain them but will also take care of their emotional needs.

My Fm Vision

To be among the top three FM radio networks in India by the year 2012 and to positively impact and enrich the lives of its employees, listeners and business associates by following its five guiding principles of management philosophy.

Empowerment Fearlessness Innovation Openness Creativity

9 | P a g e

Currently in 7 states and 17 cities

1. Madhya Pradesh :- Indore, Bhopal, Jabalpur, Gwalior

2. Chhattisgarh :- Raipur, Bilaspur

3. Rajasthan :- Jaipur, Jodhpur, Udaipur, Kota, Ajmer

4. Gujarat :- Ahmadabad, Surat

5. Punjab :- Jalandhar, Amritsar

6. Haryana :- Chandigarh

7. Maharashtra :- Nagpur

 

“Jaipur was the first station launched on 28th May, 2006”.

The brand was decided as My Fm as it is a right reflection of the one to one relationship with an emotional ownership of the medium with the listeners. The brand operates at the single frequency i.e. 94.3 over all 17 stations.My Fm is calling for its listeners to “Jiyo Dil se”. the Fm brand from Synergy Media

Entertainment limited has embarked on a new campaign to better connect with its listeners

and seeking to reach out to them in various touch points- colleges, malls, and other hot spots.

The campaign is supported by extensive advertising in print and on air.

Harish Bhatia coo, my fm said “the campaign ‘Jiyo Dil se’ is an extension of my fm’s

commitment and its understanding of the evolving audience preferences. The freshness in the

branding will ensure that My Fm stays young, responsive to listener’s aspirations and ever

eager to serve them better.”

My Fm has come up with various campaigns like “Tension na lene ka, na dene kaa, jiyo dil

se”, “Dimag to dimag hai, suno dil ke,jiyo dil se”-

These are set to become a lifestyle statement of the youth.

5 | P a g e

Chapter-2TheoreticalBackground

6 | P a g e

I. Definition:-

Brand:-“An identifying symbol, words, or mark that distinguishes a product or company from its competitors”. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.Visibility:-“Degree of exposure to public notice”Brand Visibility:-“Degree of Brand Exposure to Public notice”.

7 | P a g e

II. Tools for Branding:-

Following are the tools through which company can do Branding.

1. Promotional festival gifts-

In a place like India where there are many festivals celebrated throughout the year, you can take benefit of them to promote your business through gifts, cards, e-cards, mails, cakes, dry fruits, etc

 

2. Television Ads-

In this most widely used means to make your product visible to your customers, you can develop an effective and an attractive ad to show your product features and benefits. You could also sponsor social welfare and awareness messages through ads to enhance viewer visibility, something which Aditya Birla Group’s Idea Cellular does by associating itself with forest conservation.

 

3. Newspaper, magazine and journals add-

You can design your company’s logo on various print mediums, through an ad in newspaper, magazines and other print media, you can show what your product really looks like. Like in Television Ads, you could also associate your brand’s name and logo with different social welfare and awareness messages.

 

4. Viral Marketing-

This means of marketing, wherein the more a person sees a company’s name, logo and other details the more he uses it, is adopted by many online companies. The more you use online sites like yahoo, YouTube, Google, etc the more it gets advertised and visible.

8 | P a g e

5. Sponsoring events-

You could promote your brand through events, seminars and other functions. You could sponsor and host beauty contests the way Ponds and Femina do or sponsor and host award functions like CNBC, Filmfare and other brands do. If you don’t want to host a big event you could go with a regional or Zonal event something like sponsoring Miss. Delhi or Punjab’s best Entrepreneurs Award etc.

 

6. Joining groups and communities online-

You could create a group on Yahoo and other mailing websites and send promotional messages to your friends during festivals or some event. You could also join online communities and send messages to your client and customers whenever there is something new happening in your company.

 

7. Company’s logo in your signatures-

This is perhaps the simplest way of making your customers and other people see your brand. Put your brand’s name or logo on your signature and whenever you send a mail, your brand gets promoted. “We have kept our logo different with unique color scheme and fonts so that it stays back in the minds of our clients”, says Tarun Garg, Managing Director, consulting IT, an IT services company.

 

8. Hoardings, banners-

You can also promote your brand through various billboards, hoardings, banners on the most posh and crowded streets of India. The bigger these are the better is the visibility of your brands.

 

9. Search Engine Optimization (SEO) –

9 | P a g e

You can create brand visibility through original and informative content. If you are designing your site, stress on putting quality content and the right keywords. Create keywords that identify your site content.

10 | P a g e

10.Other Innovative means-

Following are some innovative methods that you can try.

Vehicles-

Put your company’s name, logo or products, slogan on cars, buses, cabs, taxis, bikes, etc to promote them wherever they go.

Canopy of Umbrella-

You can promote your company’s name, logo, slogan, etc on the canopy of umbrella. You can either distribute these to businessmen and customers so that whenever and wherever they use it, your company or product gets visible.

Online niche directories-

There are certain online directories that provide contact details of a particular sector; you can promote your products here so that people of our industry visiting the site can see and know about your brand. 

On popular blogs-

There are various people who contribute regular articles on their blogs due to which their blog attracts much traffic. If the blog is specific for your industry, put your ads on it. This would really help in promoting your brand.  

Latest Events-

Due to events like Commonwealth Games, 2010, Cricket World Cup 2011, people from across the world are looking at India.  Are you geared up to meet their expectations? Associate and advertise your products with these global events for a global viewership.

11 | P a g e

Chapter-3

Problem Identification

12 | P a g e

I. Definition Problem:-

“Problem is an obstacle which hinders the achievement of a particular goal, objective or purpose. It refers to a situation, condition, or issue that is yet unresolved”.

II. Scope of Study:- The scope of study is limited to Surat city only The Study is related to those people who are listening 94.3 My

Fm.

III. Objective of Study:- The main objective is to study Brand visibility of 94.3 My FM by

the listener within Surat city. To find out the need of the listener from 94.3

IV. Significance of study:- We can conclude, Summarize, and analyze the current position of

94.3 My FM. The study would be beneficial for increasing Marketing

knowledge. To improve performance of the company.

V. Limitation of study Area is limited to surat city Respondents are not given good response of question Knowledge level of researcher is limited

13 | P a g e

Chapter-4Research methodology

14 | P a g e

1. What is Research?

It is all about search of knowledge or search for knowledge. Research is scientific and systematic search for related information about

specific topics and its study. It consist of defining and redefining the problems, formulating hypothesis

or suggested solution(s), collecting, organizing and evaluating data making deductions and reaching conclusions (Reference: Clifford Woody).

Definition:-

Research-“Research means to know or discover something which is not discovered or revalidation or reconfirmation with or without modification of something which have discovered”.  Research involves fact and findings supported by experiments.

RESEARCH DESIGN-

“Research design is the plan structure and strategy if investigation

conceived so as obtain answers to research question and to control

variance”

2. Purpose of Research:-

To discover new facts or verify and test old facts To provide explanation and answer for questions regarding sequence and

interrelationship of facts To provide explanation of mechanism /mode of action of things To find solutions for a given problem To develop scientific tools, concepts, or theories

3. Characteristics of research:-

18 | P a g e

There should have a clear statement of the problems. Research requires a plan. Research builds on existing data using both negative a     positive

findings. It collects new information to answer the original research questions.

4. Key Elements in Good Research:-

Clearly thought out research question(s) hypothesis/ objectives Appropriate research design Correct sampling technique Use of relevant statistics Unbiased interpretation of data Fast Inexpensive

5. Types of Research Design:-

19 | P a g e

A. Exploratory Research

B. Descriptive Research

C. Casual Research

A. Exploratory Research

In this method not any specific technique for study the problem. In this

method mostly used secondary data which are available easily this

research. The researchers change their direction depending on the

available idea and variable.

B. Descriptive Research

This study is complex and determined high degree scientific skill for

study the problem.

C. Casual Research

This research help to determined cause and effect relation between two

variable.

I have used descriptive method for the research because the Problem Nature is related to descriptive

6. Research Methodology Steps:-

I. Study and review of existing literature.

20 | P a g e

II. Formulation of hypothesis and identification of objectives.

III. Pilot study through- Questionnaires.- Interviews.- Observations.

IV. Data collection, analysis and conclusions of pilot study.

V. Detailed study through- Questionnaires.- Interviews.- Observations.

VI. Data collection from the detailed study.

VII. Data analysis from detailed study.

VIII. Findings and conclusions of the research study and suggestions.

7. Research Instrument:-

Research instrument reefers to the tools through which the data for the Project has been collected. Data can be primary data or Secondary data.

A. Primary Data-

Primary data is the freshly collected data by the researcher for his specific purpose for his specific research project. Primary data can be collected through following methods,

Observation method Experiment Method Questionnaire Method

I have used questionnaire method for the collection of primary data.

Types of questions included in the Questionnaire

i. Multiple Choice Questions:-

21 | P a g e

These are the Question which contains more than two alternatives. Here, respondents are given some option for the question from which he/she selects the option convenient to him/her.

ii. Dichotomous Question:-

These are the question, answer of which either No or Yes.iii. Open Ended Question:-

In these types of question there are no option given to the Respondent, They can freely describe their views in their own words.

iv. Single choice question-

In these type of question respondent select any one option from given option

B. Secondary data-

Secondary data is the data that already exists somewhere. This was not collected specifically for the research work being now undertaken by the researcher. This may have been collected by someone or some organization under different context for different purposes.

I have taken the use of Internet and the books for the collection of Secondary Data

8. Sampling Plan

Sampling Elements :- Listener of 94.3 MY FM

Sampling Size :- 250

22 | P a g e

N= p*q(Z/E)2

Here, N= Sample Size p= Probability of Success q= Probability of Failure Z= Score of confidence E= Error

= 0.8*0.2(1.96/0.05) 2

=245.8684250=250

Sampling Site :- Surat

Sampling Method :- Random Sampling

23 | P a g e

Chapter-5Data

Analysis

Chart Title Page no.

Chart 1: Do you prefer listening radio 20

Chart 2: Day of listen radio in a week 21

Chart 3: Reason for listen radio 22

Chart 4: Spend time for listen radio 23

Chart 5: Time of listening radio 24

Chart 6: Place of listening radio 25

Chart 7: Radio station doing highest branding 26

Chart 8: Tool can be used for branding 27

Chart 9: Event can be helpful for branding 28

Chart 10-A:Game&conten event for different target group 29

24 | P a g e

Chart 10-B: Business related event for different target group 30

Chart 10-C: Management event for different target group 31

Chart 10-D: dance party event for different target group 32

Chart 11: merchandises can be used for branding 33

25 | P a g e

Q-1.Do you prefer listening to Radio?

Response No of respondent percentageYes 197 78.80%No 53 21.20%

78.80%

21.20%

Do you prefer listioning radio

YesNo

35 | P a g e

Interpretation-From the above pie chart a researcher conclude that most of people prefer listening radio

Table - 1

Chart - 1

Q-2.How often do you listen to radio?(in a week)

Day listen radio in a weekNo of respondent percentage

1 Day 4 2.03%2 Days 8 4.06%3 Days 18 9.14%4 Days 55 27.92%5 Days 68 34.52%6 Days 32 16.24%7 Days 12 6.09%total 197

1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

2.03%4.06%

9.14%

27.92%

34.52%

16.24%

6.09%

Day for listen radio (ina week)

Day

Perc

enta

ge o

f res

pond

ent

36 | P a g e

Interpretation-From the above Column chart researcher come to know that most of the listener listen radio 5Days in a week

Table - 2

Chart - 2

Q-3.Why do you listen to radio?

Reason for listen to radio

No of respondent

Entertainment 191Relaxation 25Refreshment 12Traffic updates 7News 68For a radio jocky 24

Enter

tainmen

t

relax

ation

Refresh

ment

Traffic u

pdates

News

For a

radio jo

cky0

20406080

100120140160180200 191

2512 7

68

24

Reason for listen radio

Reson

No

of re

spon

dent

37 | P a g e

Interpretation-From the above Column chart researcher conclude that most of the listener listen radio for entertainment

Table - 3

Chart - 3

Q-4.How much time do you spend for listening Radio? (in a day)

Spend time for listen radio in a day

No of respondent percentage

Less than 1 hour 8 4.06%1-2 hour 122 61.93%2-4 hour 61 30.96%4-8 hour 6 3.05%More than 8 hour 0 0Total 197

Less than 1 hour

1-2 hour 2-4 hour 4-8 hour More than 8 hour

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

4.06%

61.93%

30.96%

3.05% 0.00%

Spend time for listen radio

Time

Per

cent

age

of r

espo

nden

t

Q-5.When do you listen to radio?38 | P a g e

Interpretation- Above Column chart indicate that 61.93% listener listen radio for 1-2 hour in a day

Table - 4

Chart - 4

Time of listen radioNo of respondent

6 am - 7 am 197 am - 11am 2511 am - 1 pm 351 pm - 5 pm 775 pm - 7 pm 967 pm - 9 pm 57

6 am - 7 am

7 am - 11am

11 am - 1 pm

1 pm - 5 pm

5 pm - 7 pm

7 pm - 9 pm

0

20

40

60

80

100

19 2535

77

96

57

Time of Listening Radio

Time

No

of re

spon

dent

Q-6.Wher do you listen to radio?

39 | P a g e

Interpretation-Above Column chart indicate that most of the listener listen radio between the time of 5pm-7pm

Table - 5

Chart - 5

Table - 6

At Home

While

Trav

elling

While

Worki

ng

Restau

rent

Other0

20

40

60

80

100

120

140

96

23

121

3 6

Place of listening Radio

Place

No

of re

spon

dent

Q-7.According to you which radio station doing highest branding?

40 | P a g e

Interpretation- While looking at the graph it reveals that most of listener i.e. 121 listen radio while they working and 96 listener listen radio at home

Chart - 6

Table - 7

Place of listen radioNo of respondent

At Home 96While Travelling 23While Working 121Restaurant 3Other 6

Radio doing highest brandingNo of respondent percentages

Radio City 91.1 38 19.29%Big F.M 92.7 76 38.58%My F.M 94.3 46 23.35%Radio mIrchi 98.3 37 18.78%

Radio City 91.1 Big F.M 92.7 My F.M 94.3 Radio mIrchi 98.3

0.00%5.00%

10.00%15.00%20.00%25.00%30.00%35.00%40.00%

19.29%

38.58%

23.35%18.78%

Radio doing highest branding

Radio station

Perc

enta

ge o

f res

pond

ent

Q-8.What are the tools can be used for branding?

41 | P a g e

Interpretation- While looking at the above chart according to the respondent it indicate that bigFM 92.7 doing highest branding so it is most grooving radio station

Chart - 7

Table - 8

Tools can be used for brandingNo of respondent

Malls 61Banner 177Hording 79Buses 39Other 0

Malls Banner Hording Buses Other0

20406080

100120140160180

61

177

79

39

0

Tools for Branding

Tools for branding

No

of re

spon

dent

Q-9.Do you thing event can be helpful for branding?

42 | P a g e

Interpretation- While looking at the column chart it indicate that banner is best tool for branding

Chart - 8

Table - 9

Event can be helpful for branding

No of respondent percentages

Yes 55 27.92%No 142 72.08%Total 197

27.92%

72.08%

Event can be helpful for branding

YesNo

Q-10.What type of even should organize for different target group?

43 | P a g e

Interpretation- While looking at the above column chart it indicate event can not be helpful for branding.

Chart - 9

Table – 10-A

GAME & CONTENTTarget Group No of respondent percentages10 - 18 Years 172 87.31%18 - 25 Years 24 12.18%25 - 40 Years 0 0%40 above 1 0.51%Total 197

10 - 18 Year 18 - 25 Year 25 - 40 Year 40 above0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

87.31%

12.18%0.00% 0.51%

Game and content event for different target group

Target group

Perc

enta

ge o

f res

pond

ent

BUSINESS RELATED

44 | P a g e

Interpretation- While looking at the above column chart it indicate game & content event organize for target group of 10-18 years

Chart – 10-A

Table – 10-B

Target Group No of respondent s percentages10 - 18 Years 0 0%18 - 25 Years 7 3.55%25 - 40 Years 106 53.81%40 above 84 42.64%

10 - 18 Year 18 - 25 Year 25 - 40 Year 40 above0%

10%

20%

30%

40%

50%

60%

0.00%3.55%

53.81%

42.64%

Business related event for different target group

Target group

Perc

enta

ge o

f res

pond

ent

MANAGEMENT RELATED

45 | P a g e

Interpretation- While looking at the above column chart it indicate business related event should organize for target group of25-40 years

Chart – 10-B

Table – 10-C

Target Group No of respondent percentages10 - 18 Years 0 0%18 - 25 Years 9 4.57%25 - 40 Years 83 42.13%40 above 105 53.30%

10 - 18 Year 18 - 25 Year 25 - 40 Year 40 above0%

10%

20%

30%

40%

50%

60%

0.00%4.57%

42.13%

53.30%

Management related event for different target group

Target group

Perc

enta

ge o

f res

pond

ent

DANCE PARTY

46 | P a g e

Interpretation- While looking at the above column chart it indicate management related event should organize for target group of above 40 years

Chart – 10-C

Table – 10-D

Target Group No of respondent percentages10 - 18 Years 21 10.66%18 - 25 Years 159 80.71%25 - 40 Years 9 4.57%40 above 8 4.06%

10 - 18 Year 18 - 25 Year 25 - 40 Year 40 above0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

10.66%

80.71%

4.57% 4.06%

Dance party event for different target group

Target group

perc

enta

ge o

f res

pond

ent

Q-11.What are the effective merchandises can be used for branding?

47 | P a g e

Interpretation- While looking at the above column chart it indicate dance party event should organize for target group of 18-25 years

Chart – 10-D

PenT-S

hirt Bike

Calander

Baloon

Shuttle

of Shops

Belt Kite

Umbrella

Hand Bag

Purse

Lake b

ord

water B

ottle

Sticke

r

Boundry Lin

e0

20

40

60

80

100

120

79

102

35

6848

3414

4958

3719

8 19 1531

Merchandises can be used for branding

48 | P a g e

Interpretation- While looking at the above column chart it indicate t-shirt, cap, pen, calendar and umbrella are best merchandises for branding

Table - 11 Merchandises used for branding

No of respondent

cap 85Pen 79T-Shirt 102Bike 35Calendar 68Balloon 48Shuttle of Shops 34Belt 14Kite 49Umbrella 58Hand Bag 37Purse 19Lake board 8water Bottle 19Sticker 15Boundary Line 31

Chart - 11

Chapter-6Hypothesis

testing

49 | P a g e

=

H0 = 80% Brand visibility may be there among the listener

H1 = 80% Brand visibility may not be there among the listener

Here, n = 250 X number of respondents.

=

=

Zcal =

As the above result shows that Zcal value is greaterer than Ztab value, so the hypothesis is rejected.

37 | P a g e

n

197

nX

p

55

197

0.28

Ztab = 1.96

p-P

PQ

0.28-0.8

0.8×0.2

0.52

0.028

18.57=

=

Level of significance = 5%

=

=

Zcal =

= 18.57> 1.96

Chapter-7Findings

38 | P a g e

From this study I have found that,

1. 78.80% respondents prefer to listen radio and rest 21.20% respondent do not prefer listen to radio.

2. 34.52% listener prefer to listen radio 5days in a week and 27.92% listener prefer to listen radio 4 days in a week and 16.24% listener prefer to listen radio 6 days in a week

3. 96.95% listener listen radio for entertainment and 34.51% listener listen radio for news and 12.18% listener listen radio for a radio jokey

4. 61.93% listener listen radio 1-2 hour in a day and 30.96% listener listen radio 2-4 hour in a day

5. 48.73% listener listen radio between the time of 5pm-7pm and 39.08% listener listen radio between the time of 1pm-5pm and

6. 61.42% listener listen radio while they working 48.73% listener listen radio at home

39 | P a g e

7. 38.58% listener say that 92.7doing highest branding and 23.35% listener say that 94.3 My fm doing highest branding and 19.29% listener say that 91.1 radio city doing highest branding.

8. 89.84% listener say that banner is useful tool for branding and 40.10% listener say that hording is useful tool for branding and 30.96% listener say that mall is useful tool for branding

9. 72.08% listener say that event can not be helpful for branding and rest 27.92% listener say that event can be helpful for branding

10. 87.31% listener say that game & content event organize for 10-18 year target group

11. 53.81% listener say that business related event organize for 25-40 year target group and 42.64% listener say that business related event organize for above 40 year target group

12. 53.30%listener say that management related event organize for above 40 year target group and 42.13% listener say that management related event organize 25-40 year target group

40 | P a g e

13. 80.71% listener say that dance party organize for 18-25 year target group and 10.66% listener say that dance party organize for 10-18 year target group

14. 51.78%listener say that t-shirt is useful for branding and 43.15% listener say that cap is useful for branding and 40.10% listener say that pen is useful for branding and 34.52% listener say that calendar is useful for branding and 29.44% listener say that umbrella is useful for branding

41 | P a g e

Chapter-8Suggestions

42 | P a g e

Suggestions

Company should try to minimize the duration of advertise between interesting program so that listener can stick with the program.

Company should try to improve on quality of contents and delivery because many respondents have identified some problem regarding this.

Especially in night shows FM channel should maintain some mixture of songs and also maintain music grid accordingly.

As far as brand visibility is concerned people find that whichever the radio station do events and branding activity may get more mileage in terms of listenership.

43 | P a g e

REFERENCE MATERIAL

44 | P a g e

Bibliography

Marketing Management:- Philip Kotler

Marketing Management (Russel S Winner)

Marketing Research (Rajendra Nargundkar)

www.wikipedia.com

www.myfmindia.com

www.exchangemedia.com

Appendices Specimen of Questionnaire

45 | P a g e