Radio Mirchi: Marketing Strategy for the Bangalore Market

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 become the market leader. It describes the initial product offering of the channel, why it felt the need to redesign its product mix, and eventually how the company changed its product offering. The focus of the case is on the dilemma faced by the organization 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 developing a keen understanding of the consumers' behaviour for an organization to gain and sustain its leadership position in the marketplace.

Citation

Jaiswal, A.K., Palan, H., Panday, P., Srinath, N., Sen, T. and Shenoy, S. (2010), "Radio Mirchi: Marketing Strategy for the Bangalore Market", . https://doi.org/10.1108/CASE.IIMA.2020.000095