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.
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Case Study|
August 08 2008
Radio Mirchi: Entry into Kolkata Market
Anand Kumar Jaiswal;
Anand Kumar Jaiswal
Indian Institute of Management, Ahmedabad
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Harit Palan
Harit Palan
Research Associate, Indian Institute of Management, Ahmedabad
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The authors wish to thank Mr. Prashant Panday, currently Chief Executive Officer of Entertainment Network India Limited, for support and cooperation while writing this case. They are also grateful to Mr. Nandan Srinath, Chief Operating Officer, Mr. Tapas Sen, National Programming Head, and Mr. Srinivasa Shenoy, Station Head, New Delhi for providing useful inputs.
Received:
August 27 2020
Online ISSN: 1111-111X
Print ISSN: 1111-111X
© 2008 by the Indian Institute of Management, Ahmedabad
2008
Indian Institute of Management, Ahmedabad
Licensed re-use rights only. Cases of the Indian Institute of Management, Ahmedabad, are prepared as a basis for class discussion. Cases are not designed to present illustrations of either correct or incorrect handling of administrative problems.
Teaching Notes 1–27.
Article history
Received:
August 27 2020
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Radio Mirchi: Entry into Kolkata Market
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Citation
Jaiswal AK, Palan H (2008;), "Radio Mirchi: Entry into Kolkata Market". Teaching Notes, Vol. ahead-of-print No. ahead-of-print.
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