Radio Mirchi: Entry into Kolkata Market
Publication date: 8 August 2008
Abstract
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.
Keywords
Citation
Jaiswal, A.K. and Palan, H. (2008), "Radio Mirchi: Entry into Kolkata Market", . https://doi.org/10.1108/CASE.IIMA.2020.000094
Publisher
:Indian Institute of Management Ahmedabad
Copyright © 2008 by the Indian Institute of Management, Ahmedabad