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Sales & Marketing Wing
Presented to: Mr. Khurshid Ahmed Malik, The worthy Director General Radio Pakistan.
Prepared & Presented By: Iqbal Ahmed, Deputy Controller Sales, PBC ZSO, Karachi.
Presentation of Sales Policy
2. INDEX
S # Particulars Page#
1. Executive Summary 03
2. Radio Industry 04
3. Marketing Plan 05
4. Staff Strength of Sales Department 04
5. Corporative Objective 09
6. Environmental Analysis 10
(a) External Environment 10
> PEST Analysis (Political, Environmental, Social & 10
Technological factors) 10
> Competitive Environment 11
> Customer Environment 12
(b) Internal Environment 13
> SWOT Analysis (Strength, Weakness, Opportunity,
Threatens) 14
14. Marketing Strategy 15
15. Marketing Mix (4Ps) Price, Product, Place,
16. and Promotion 21
17. Proposed Sales Strategy 16
18. Reasons of Shortfall, Recommendations, Conclusion 17-19
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3. EXECUTIVE SUMMARY
The Announcement “This is Pakistan Broadcasting Service” which went
on-air at the midnight of August 14, 1947, marked the birth of
Radio Pakistan. It was converted into Pakistan Broadcasting Corporation
(PBC) on December 20, 1972 as a statutory body governed by Board of
Directors and the Director General.
PBC is the most effective and popular electronic media organization
with its varied and wide range of programs catering to all segments of
society in 21 national, regional and 17 foreign languages.
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4. RADIO INDUSTRY
Radio is the most effective media tool today even in the era of IT
and multimedia communication. In view of the coverage,
accessibility, cost effectiveness and convenience, its identity can
never be compromised. It can be tuned anywhere during daily life
i.e. while studying, driving, cooking, working in the fields or in any
part of the world through web streaming.
In this era of technological revolution and transformation, FM
broadcast system has taken the world by storm. It has taken a lead
by virtue of line of sight transmission which is static-free but with a
small range resulting in good sound quality and reliable signal
strength.
The salient feature of FM broadcast is that it works as community
radio, broadcasting programs in the language and dialect of a
particular area in accordance with its distinct style and taste. 4
5. This Marketing Plan is designed for all channels of Radio Pakistan, as
substantial opportunities exist to tap into the Global news and commercial
market. The advantage of this opportunity is to influence the behavior of
target market in such a way to increase the sale of Radio Pakistan AIR TIME to
a higher level.
The Advertisement Market is divided amongst children, youngsters, young
adults, and even aged people who like to listen their choice of music and
different programs. All of these are taken care of very well and represent high
potential for future market growth.
As Radio Pakistan has a top class and vast network spread over to every nook
and corner of the country, it enjoys great support from advertisers and
distributors, and doesn't face a great threat from its competitors.
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MARKETING PLAN
8. Corporative Objective
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MAJOR ASPECTS OF THE MARKETING PLAN
The goal is to sustain the position of a LEADER in the market, in terms of Annual
growth, Market share, competition and customer satisfaction.
Environmental Analysis
(A) EXTERNAL ENVIRONMENT
(I) PEST Analysis
Political
Economic
Social
Technological
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(II) COMPETITIVE ENVIRONMENT
Radio Pakistan has high end competitors like, FM100, FM103, FM107,
FM107.4, FM99, FM106.2, FM99, FM105 Etc.
These FM Channels are evaluated through several key factors such as type of
music they play and the programs they broadcast.
Secondly, the promotional activities, product offerings and over all presence in
the competitive arena.
(III) CUSTOMER ENVIRONMENT
The target market for Radio Pakistan has normally been defined in five
different stages:
Demographic:
This market shows the great potential, as AGE factor dominant over other
factors in Radio industry. Secondly, GENDER factor.
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Geographic:
Radio Pakistan’s extensive national network of MW, SW,FM stations is spread
across the country, covering 98% of population and 80% of the total area in
Pakistan. It has presence in more than 64 cities including the 5 big cities of
Pakistan. This market also shows great deal of promise for growth.
Behavioral:
Listeners who listen to Radio Pakistan are very loyal but demand
revolutionary changes in broadcasting according to present scenario.
Situational:
For different occasions Radio Pakistan came up either with unique game or
any kind of attractive show, i.e. for New Year event, Eid Programs, Birthdays
of renowned celebrities. Customers are highly attracted to all these
innovative shows and actively participate.
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(B) INTERNAL ENVIRONMENT
STRENGTHS:
Radio Pakistan is known for providing its listeners superior quality of Pakistani
music programs, value addition and benefits to its customers.
It delivers the best combination of innovative content and interesting initiatives.
Serves each and every section of Audience starting from children to 70 plus aged.
According to the latest listenership figures released by GroupM in 2014 it is
established that Radio Pakistan is the leading FM Radio Network of the country.
With millions of daily listeners Radio Pakistan leads with a 72 percent share of the
market.
The research reveals that Radio Pakistan enjoys the highest “Loyalty” among its
listeners.
Its wide and national footprint enables our advertisers to reach the largest
number of listeners among private operators in high income cities and adjoining
areas.
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WEAKNESSES:
The transmission quality of some Medium Wave & FM Transmitters is not up to
mark and even some of them are totally out of order like MW Karachi & Mitthi.
Un-availability of power backup systems causing long duration break downs which
effects transmission.
THREATS:
High threats from all private music channels specifically from FM105 and FM100
due to some music oriented programs etc.
STRENGTHS
• Largest Operating Network
•Operates in diverse market
•Widely recognized
•Strong advertisement sales capability.
•High quality studios and transmission
equipment
OPPORTUNITIES
• Satellite radio
•Internet Radio
•Dedicated news shows
•International market
WEAKNESSES
• Un-availability of power backup systems
causing long duration break downs.
THREATS
• Private FM Channels, and music
stations.
SWOT Analysis: (Strengths, Weaknesses, Opportunities,Threats)
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MARKETING STRATEGY
Target Customer Profile:
Radio Pakistan’s target market is defined using interesting factors such as lifestyles,
attitudes, occasions, rather than demographic information.
Radio is a strong source of entertainment for every individual of any age group whether it is
children, youngsters, housewives, or aged people. Radio can satisfy all needs of its listeners
such as entertainment, Recipe of different types of food, Child care tips, Career guidance
etc.
Radio Pakistan can take care of all these needs in the best way by broadcasting shows
keeping in mind the customer needs and their availability.
On this basis Radio Pakistan has segmented its customers and targeted them in such a way
that no other FM Station could change the bit of positioning done by it.
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MARKETING MIX
The Punch Line: Radio Pakistan should focus on its customers and the quality of
programs provided to them. Radio Pakistan should try to come up with new innovative
ideas thereby making it the most preferred station with largest listenership.
FOURS P’s.
Product:
Air-time of Radio Pakistan. (FM93, MW, FM101,FM94 Versa)
Price:
Price is the factor which has no impact on listeners except the clients who
intend to broadcast their media campaigns on different radio stations
countrywide. PBC has a very low tariff for its valued clients as compare to
other private FM radio channels.
Place:
The listenership of Radio Pakistan exists in each and every nook and corner
of the country. In today’s digital age every person can listen radio through
cell phones, in a vehicle during drive-time, and by web streaming.
Promotion: Promotional advertisements in newspapers,magazines, hoardings,etc.
16. REASONS OF SHORTFALL
Shortage of Sales Staff according to requirement of Karachi Market.
Weak business relations of Sales Staff with Clients/Agencies.
Unwillingness of Sales Staff in promoting programs produced by Radio
Pakistan.
Non-Availability of Office vehicles and existing very low taxi hiring rates.
Lack of Prompt coordination between Headquarters and units regarding
sales affairs for package deal/negotiated rates.
Non-Availability of updated marketing surveys regarding listenership/
ratings.
Marketing rights to M/s. Loud and Clear (Pvt) Ltd.
Weak airing performance of broadcast units due to transmission issues.
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17. All the main research results and information contained is collected from the
feedback and surveys conducted by BBC in 2012 and report released by
GroupM in 2014 .
A Field survey is needed as we have our own individual Radio system with us.
This proposed survey can enable us to show our strength against small
capacity FM Channels of private sector and make us more prominent among
the clients/Media buying houses and advertisers.
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Methodology
Sources of Information
http://www.radio.gov.pk/sales
http://www.groupm.com/services/strategy-tactics
http://pba.org.pk/
18. RECOMMENDATIONS
Immediate induction in Sales and Marketing force through Contract Hiring
based on Salary + Commission.
Introduction of Product based Tariff in addition to Sale of Air-Time. This
will enable Radio Pakistan to offer its own produced programs thereby
earning production cost.
Major Reshuffling of Managerial Level Sales staff posted at various units to
make them active and awakened from a long sleep due to long posting
periods at one place.
Reshaping and Restructuring of Sales wing with professional Hierarchy.
Vehicle availability for prompt movement or daily transport expenditure
re-imbursement.
Special allowances/incentives for Sales force to entertain prospective
clients/agencies officials as per present day market practices.
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Proper coordination procedures between sales offices and stations
after office hours to entertain/broadcast commercials and procured
business as per clients requirement.
Radio Pakistan should invite attention of the Media Planners of
Clients/Media Buying Houses and Advertisers towards Rural and Far
Flung areas covered only by Radio Pakistan, as planners are the main
factor in providing business to every media whether electronic/Print or
other ones.
Sales Heads/Station Directors/Head of Units arrange awareness tours
of Media Planners & Buyers of Major Advertising Agencies on routine
basis to keep them aware of programs and content of programs suitable
for clients and advertisers.
Radio Pakistan should devise a method to offer incentives to Media
Planners and Buyers of Advertising Agencies for better business
acquisition.
CONCLUSION
