Repositioning & beyond...

Anuj Sungh,
National Marketing Head, Red FM


4Ps B&M: Why is the repositioning exercise only limited to Delhi?
AS: Listeners in different markets have varied preferences and it would be unwise to assume that what works in one market will work just as well as well in another. For instance, listeners in Kolkata show a stronger affinity for songs belonging to the older era than listeners in Mumbai or Delhi and hence in Kolkata our playlist includes songs from the late ‘90s as well.

4Ps B&M: How has been the initial reponse of the listeners to the new Red FM?
AS: The response has been great so far. listeners are appreciating our revamped playlist and all the innovation we have done so far. A 50 year old man called us up saying he feels 20 years younger listening to the new Red FM. Testimonials are being aired on the station where people have confessed how exciting and refreshing the new Red FM is also vouching they would never want to go back listening to other boring radio stations in the city.

4Ps B&M: Will you also be looking at repositioning your channels with the same positioning (‘Aaj ke Zamane ka channel’) in other regions as well?
AS: With the recent rebranding exercise (38 SFM stations were rebranded to Red FM in August ’09) we have extended our funda of playing superhit music throughout the day to 41 cities now. Radio is a local medium and audiences in different parts of the country. For instance, the difference between the audience in North East India and the audience in Andhra Pradesh is same as the difference between chalk and cheese. So while the repositioning will work with listeners in Delhi, it may not achieve the same amount of success in other markets. However, if our research leads us to believe that such a repositioning may work in other markets we may revisit our strategy.

4Ps B&M: What are the other initiatives the company is taking to ensure growth in the listenership?
AS: We have couple of more programming initiatives lined up for the near future but it will be a little premature to talk about it

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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