MARKETING PLAN

RADIO STATION
A radio station is a business like any other business, concerned with offering
customers what they need at a price to make profits. There are several generic
features that characterize radio stations. Radio stations sell time and access to
markets. A saleable feature of a radio station is its format the type of
programming it features and the style of presentation. Radio stations need to
ascertain themselves that the type of programming and the style of
presentation is a proper fit with the market served.
Who says the MANAGEMENT students cannot be creative and they are more
into boring stuff? We will falsify this statement we as MANAGEMENT
student are launching a radio station which will definitely reduce the
communication gap among the students. The ARIDIANS comment that they
had never been so informed about the events being held at ARID, now this
will be done by the university radio station. Students will now avail the
opportunity of a positive interaction among themselves and the radio will
actually prove that ARID is not just the place for nerds, books and studies but
one of the greatest happening universities in the town.

Situation Analysis
Customer
A radio station is a business like any other
business, concerned with offering customers
what they need at a price to make profits. There
are several generic features that characterize
radio stations. Radio stations sell time and
access to markets. A saleable feature of a radio
station is its format the type of programming it
features and the style of presentation. Radio stations need to ascertain
themselves that the type of programming and the style of presentation is a
proper fit with the market served.
The customers of a radio station are its advertisers. The advertiser
pays the radio station, and the radio station delivers the ears of the listeners to
the advertiser. The business transaction takes place between the advertiser and
the operator of the radio station. The listener is the product that the customer
buys.

Competitors:
Radio is survived in the 21st century it
needs to be competitive in the entire
arena. Radio stations compete for
listeners. The competitors for our
university radio station are:

Other media

Competition may also come from other

media like television, newspapers,
magazines and the Internet.

New Technology
New technology comes in the form of
personal music players, internet radio, and
satellite radio. Personal music players
enable customers to listen to commercial
free music. In the children segment, CDs
and DVDs provide alternate forms of
entertainment in the car. Personal players installed in the car can be a
substitute for radio.
Avenue
It may even come from avenues like MP3s (a new devise that allows the user
to download music from the internet and listen to it at any time), book shops,
and movies. Any avenue that can provide the listener with entertainment,
information and education (the three main offerings of the medium) has the
ability to draw listeners away from radio and should be counted as
competition.
Others university radio station
The other universities who are also offering the radio station are also the
competitors for our university. Like Fatima Jinnah University Numl
University etc.

Satellite TV and Cable TV

This competitor provides a wide choice of safe

play lists. There audio quality is very high.
They only offer a fixed receiver, but its range
can go anywhere

Company (University)
Pakistan is predominantly an agricultural country. However, since its
independence in 1947, emphasis has been on irrigated agriculture, while the
dry land / arid agriculture remained neglected. With rapid increase in
population the irrigated areas failed to provide food requirements and it
became imperative to find out ways to make use of the huge part of cultural
land in the rain fed region. In the
1970s, the Government of Pakistan
constituted a Barani Commission to
review and recommend measures for
the development of rain fed
agriculture and uplift of the poor
masses through education, research,
and development of technology, and manpower. Pursuant to the

recommendations of the Barani Commission, the Government of Punjab

established Barani Agricultural College, Rawalpindi which was later upgraded
to the level of the University in 1994. The mandate of the University is to
produce high-quality agricultural scientists and to form an organized scientific
infrastructure for teaching and research for the development of dry land
regions of the country, thus minimizing the income gap between the rich and
poor and irrigated & arid areas.
The University includes a Faculty of Crop and Food Sciences, Faculty of
Sciences, Faculty of Forestry, Range Management and Wildlife, Directorate of
Advance Studies and Research, the University Institute of Management
Sciences (UIMS), University Institute of Information Technology (UIIT) and
Division of Continuing Education, Home Economics and Women
Development. The University offers a number of degree programmes leading
to Bachelor, Master and PhD in various disciplines.
Pursuit of excellence on the University campus is a function of competent and
dedicated university faculty. The University of Arid Agriculture has, therefore,
made constant efforts at staff development with the result that nearly 46% of
the faculty possesses Ph.D. degrees, while the others have M.Sc. (Hons) and
M.Phil degrees.
The University is open to all persons regardless of religion, race, creed, class or
color, and no one is deprived of the benefits accruing from the University on
any such grounds.
The University is located in Rawalpindi almost in the center of the twin,
cosmopolitan cities of Rawalpindi and Islamabad, the capital of the country.
They are situated in the northern part of Pakistan on the Pothowar plateau in the
Province of Punjab. These cities are beautiful towns located in the foothills with
a blend of old and new cultures and constructions. The towns provide pollution
free environment, scenic pothowar vegetation and topography of plateau land.
The twin cities have a population of about 2 millions.
The University building with its most beautiful architectural design in the twincities is situated on Murree Road, close to the Rawalpindi Cricket Stadium
where transport is frequently available which provides the university an easy
approach from all parts of the twin-cities at all hours of the day. This facility
and busy nature of the area allows the University to continue its curricular and

co-curricular activities till late in the evening. The University building contains
an auditorium, multi-storied administrative block, a library, a museum, and four
multi-stories academic blocks.
The central location of the university places it in proximity to major institutions
of higher learning and research like Pakistan Agricultural Research Council
(PARC), National Agricultural Research
Centre(NARC), National Institute of
Health (NIH), Pakistan Museum of
Natural History (PMNH), Rawalpindi
Medical College, Poultry Research
Institute, Fisheries Research and Training
Institute and International Institute for
Biological Control of the Common
Wealth and Agency for Barani Areas
Development (ABAD).
The location of University also allows the utilization of expertise scattered in
the twin cities for providing quality education by teachers/executives in fields
of their specialization.

Marketing opportunity and issues

Opportunity

Future plans include exploring

opportunities to become FM radio
broadcasters or content providers in
international markets at an appropriate
time either directly or through strategic
partnership.

Satellite Radio

International radio

Self news shows

International market

Issues
The most common problems encountered with
streaming radio are gaps and silences during
playback. These sorts of issues can make
streaming radio frustrating to listen to.
Sound Quality Issues
Now that you're streaming Internet radio
without hiccups and silences, you might be
wondering why the sound quality is so awful. Unfortunately, fixing this problem
will also generally require the sound quality of a station generally depends on the
bit rate at which it broadcasts
Problems at the Station
Any of the above problems, particularly gaps in playback, can sometimes be due
to the station itself. Smaller, lower-budget stations usually run on smaller, slower
servers that aren't capable of handling a large listener base. If your Internet
connection and software settings are up to par and you still experience problems,
it's probably best to just find a new station.

Objectives

A marketing objective is a precise statement which outlines what should be

accomplished by the radio stations marketing activities

Radio serves as Community Radio (non-profit organization) and Training

Platform for the University Students. Its motto is Information, Education, and
Entertainment for the people.
1. The purpose is to provide an alternate forum where students and faculty
members discuss and elaborate concepts needing clarification, deliberate problem
areas and equip themselves with the latest developments and researches in their
respective fields.
2. Breathing in fresh air of new information, other then their prescribed courses,
the students elevate their competence level and improve their communication
skills so the purpose of our station is to train students in broadcast operations and
to develop communication as well as life skills.
3. To foster a positive image in the community of the University of UAAR and its
programs.
4. To create a forum for visiting artists and scholars as well as University
students, faculty, and staff.
5. To disseminate information and present contrasting viewpoints on local,
national and world issues.
6. To educate the community on resources available from the University and also
other public service institutions.
7. To provide an audio production facility for use by the entire University in
support of its academic mission.
8. To prepare students to pursue graduate studies in a related discipline.
9. The radio station will be a springboard to launch students into the practical
world and the job market with sufficient technical and professional skills

10. In addition to acquiring technical expertise in the field of electronic media,

students will also be trained to prepare, direct, and produce audience and
community-oriented programmes, which will address the problems facing the
target community. This will enable the students to produce programmes handson, which is the best method of learning-by-doing.
11. Besides, promoting national integration, sovereignty, civic spirit, and Islamic
values among its target group, the station will promote the image of ARID
University.
12. Furthermore, this station will provide healthy entertainment; disseminate
information about various undergraduate, graduate, postgraduate and professional
degree programmes; educate the target group about health, environment, human
rights, and drug abuse; promote culture of tolerance; motivate students for a goaloriented future; and preserve local and national cultural heritage.

Marketing strategy:
According to Michael porters strategy, for our radio station we will follow two
strategies
1. Differentiation: We provide superior performance to our customers and will
focus on quality.
2. Focus: We focus on the university students need and provide them
educational and informational help together with the entertainment
For assessing growth opportunity we follow Ansoffs product- market
expansion
As our university is providing service to the market and its radio station will
also provide service to the market i.e. its students. And the university is
launching the radio station for the first time so the strategy we follow is
PRODUCT DEVELOPMENT STRATEGY.
And in diversification strategy we follow HORIZONTAL STRATEGY because
we develop new service that has technology unrelated to the university current
services and will appeal to the university current customer i.e. student.

Radio Marketing Strategy

There is always strategy involved in advertising, and the same holds true for
radio. Radio marketing strategy differs from other types because of its unique
forum, which requires special attention to areas otherwise thought unimportant.
It is important to have an organized plan when starting any marketing project so
there is a clear path to follow.
One thing to consider when developing a radio marketing strategy is the
audience affiliated with the radio station, channel, or network. This is easier
with local radio stations that have a clear following based on shared musical
tastes or political views and attitudes. Listeners can usually be broken into age
groups and subcultures based on the type of music or the political leaning by a
host heard on a particular station or channel. This changes when looking at
internet radio, which allows a more customized radio experience and therefore
reaches a wider audience.
Radio marketing strategy differs from other types of marketing strategies
because the forum of radio requires an audio presentation, exclusively. Unlike
other types of advertising, which rely primarily on colors and imagery, radio
marketing must focus solely on the audio message.
This may not seem like a difficult task, but creating high quality audio
commercials has become an art form. Special attention must be paid to the tone
of the commercial, the voice of the actor(s), sound effects and music. All of
these things must blend together to form something audibly stimulating for the
listener.
It is also necessary to consider a direct advertisement or a direct response
advertisement with a clear cut call to action. Consider the angle how the
product is being presented, and decide the best method to for your market.
Advertising agencies, such as Radioactive Media, can be very helpful in
creating the production at all stages of the radio marketing strategy process.
They have specialists that are familiar working in the industry and are
knowledgeable in what is required to produce a successful marketing campaign.

Target market
Radio target market was defined using interesting factor such as lifestyle,
lectures, attitudes rather than demographic alone. Our radio targets those people
who want access to information and education and entertainment in an
affordable, reliable and convenient manner. So initially, the target market for the
radio has been the students of arid agriculture university and after that all the
people who live in a station's coverage area are the target market of our radio
station. But due to attention grabbing and fun based shows by its different Rjs,
it will considerably increase its fan base. Our Radio updates its listeners daily
regarding the events being held in the university.

Marketing Mix

Product
A radio station is a business like any other business, concerned with
offering customers what they need
Radio has the ability to attract regular listeners with a specific
predisposition and mindset
No other medium can deliver messages with such regularity and in an
intrusive manner
The message can be delivered close to the point-of-purchase
Advertisers can get feed-back instantly. With print, they have to wait for
correspondence by mail or wire, and this normally takes some time.
Through radio it was greatly promoting objectives of the Academy and
meeting educational needs of the University.

 It is geared towards training of the students to equip them with

technological know-how in the field of Radio Journalism
Radio station will be a springboard to launch students into the practical
world and the job market with sufficient technical and professional
skills.

NEECHAY TABLE BNAY GA PROGRAMMS WALA

PRICE
Equipments to build a radio station
One requires two set of equipments to start a radio station.
1. Transmission Equipments
2. Studio Equipments
While the list could be endless, here is the list of equipments that will make a
radio station up and going on a shoe string budget. (Some thing that even suits
typical university radio stations as well with a moderate transmission radius to
cover approximately one city)

1. Transmission Equipments
Name
of
equipment

the

Brief function

Transmitter

Takes your broadcast message from your studio room,

encodes it as sine waves and transmits it as radio
waves.

Receiver

The receiver receives the broadcast message and

decodes the radio sine waves (simply put, a radio
set).

Antenna

For sending radio signals. Required one each for

transmission and receiving of radio waves.

Transmission lines

Used to transfer radio signals from one location to

another. (say from the studio to the location of
transmitter)

Audio Processor

Used to improve and optimize the quality of sound to

be broadcast. These days this function is undertaken
by
inexpensive
software
programs.

Connectors

For connecting various equipments to each other.

Interface
panel
remote control

Interface panel is used to input broadcast data into

transmitter (Basically an interface between studio
and transmission site). Remote control is required to
be able to feed those data from far off (say from your
studio)

Cable

For connecting equipments located at a distance from

each other.

Equipment Rack

For holding all equipments in a stable, secure and

logical manner.

Power Protection
equipments

To supply power and protect the equipments from

unwanted power fluctuations.

UPS

For uninterrupted power supply.

2. Production & Studio equipments

Name of the equipment

Brief function

Microphone.

For converting the sound waves into electrical

energy.

Silent
Microphone
boom arms.

For holding and moving the microphone across.

CD players

Playing

Mixer

Allows the jockey to control various aspects of

radio broadcast

Amplifiers

Low power signals to high power signals

Monitor Speakers.

To monitor the quality of broadcast

Speaker Mounts

To hold speakers

Computer
software.

They are used for wide variety of purposes and

have replaced several functions previously
managed by costly equipments

Rack Mount

automation

the

Holds all the equipments

music

Power Protection Units

To supply power and protect the equipments

from unwanted power fluctuations.

This is just an indicative list of equipments but it covers most of the things that
will require building a radio station.

YAHAN UNI K REVENU DAIKHNAY HAIN US K BDH COST COMPARE

KARAIN GAY

Place
To provide possession, time, and place utility with the focus that consumers
want it here, now, and dont want to spend time or money. It is available
everywhere rather than in the pocket of every person in the form of mobile

Promotion
Radio is not a typical product and needs to be promoted in a unique way. This
requires creativity, resources, and a willingness to setup that circus tent and
bark at the people passing by, Come one, come all step right up and see the
amazing radio station!
As we are starting new radio station so we have to figure out way to get listeners to tune into
our broadcasts within our university or outside the university. We have to spend time
promoting our radio station, especially in the early launch phase. The more listeners we get;
the more advertising money we'll bring in.
For that we will follow the following steps
The first step we will do is that we will promote our station through word
of mouth

 We will spread the word. We will Place advertisements in newspapers.

And we may make up brochures to hand out describing what type of
educational and entertaining programmes our station offers.
In the beginning we will hold contests at local events in the university
and broadcast from local fairs and events to attract more listeners.
As we are launching a radio station of a university and todays students
use internet vastly so we will promote our station online and will pay a
monthly fee at Radio Row to have our station featured on the website. So
that Users can click on our stations link and listen to the station over the
Internet.
We will also use social networking to promote our radio station like
Facebook, Twitter etc.

Review and control

This step includes reviewing the station from the point of view of each type of
stakeholder. So for that we will ask some listeners and advertisers, and other
stakeholders.
For monitoring to be effective, it needs to happen constantly: an annual review
is not enough so we will do simple, decision friendly, weekly, monthly,
quarterly monitoring and reviewing.

To set up a monitoring system, we will define some measures that will, inform
whether our plan is working or not. These measures include:

Number of visitors to the station.

Number of phone calls, letters, faxes, and emails that will tell about
the feedback
Number of inquiries from prospective staff and volunteers.
Audience data, specially the size and satisfaction of the audience
(from surveys).

Advertising revenue.

Expenses

If most of them are trending upwards, we are able to know that our marketing is
successful. And if they are in downward trend we are will be able to know that
our plans and strategies are not effective. And we will focus on them

Contingency plan
It is a plan or procedure that will take effect if an emergency
known as emergency plan.

occurs; also

We will updates personnel files at least semi-annually to make sure that we

have current home address, home phone, cell phone, pager and e-mail
information for EVERYONE on your staff . We will kept these files in an
easily-transportable format (like Microsoft Access) so they can be maintained
off-site, on laptops or PDAs - and printed out onto Rolodex cards with ease

We will also maintain a similar set of files for our V.C of the university,
management department of the university, news contacts, public officials,
mixed experts.
Emergencies can be routine and still be all-hands-on-deck events. So for that we
will train our back-office staff for on-air and production operations like call
screening, board ops, field producing and reporting, emergency announcement
processing (cancellations, delays, relocations, etc.)
If we lose over-the-air transmission facilities and have no backup immediately
at hand we will continue to stream via the Internet if those facilities are intact,
and will also reach out to cable operators for carriage on local access channels
if located in markets without an all-news radio station or local TV news
operation.

Implementation
For implementation we will develop 4 departments. Those are
Production
Marketing
Finance
Administration
The functions they do are:

Production
At a radio station, production department may consist of the Operations
Manager, Production Manager, and the on air personalities/DJs, etc. The
Operations Manager oversees the smooth operations of the department. The
Production Manager ensures that all commercials and broadcasting materials
are produced and ready to go on the air. The on-air personalities/DJs provide the
entertainment to the listening audience. The Creative Department which
includes copy writers and production engineers performs the task of taking the
message and making it come alive on the radio.

Marketing/Sales
The sales department sells air time to advertisers. It may consist of many
persons: Sales Manager, who oversees the sales department, to ensure the
achievement of sales quotas. Sales manager may have 2 to 3 sales men who get
obtain advertisement orders form the market and responsible for recovery as
well. Traffic Manager enters the data and schedules the commercials to the air.
Once sales manager receive an order, this is brought to the attention of the
traffic manager.
The Creative Department, which also linked with production department,
receives the production order from traffic manager or the sale and gives it to the
copywriter to write a script for, if needed, then passed on to the production
department.

Accounts/Finance
The accounts/finance department handles the flow of revenue and oversees all
legal or financial matters relating to Security and Exchange

Commission and other public departments like taxation and auditing. The
department will ensure the payment of dues of public utilities at the station like
electricity, telephone, gas and water, etc.

The department may consist of accounts Manager who is responsible for overall
financial matters of the radio station; Two Account Managers: one handles
income/revenue and other to maintain the record of expenses.

Administration
The administrative side of the radio station may consist of Office Manager and
secretary. Administration is responsible for smooth running of operations of the
radio station. This includes the marketing and production operations as well. To
provide safe and secure environment at the station is responsibility of
administration. In addition, they are responsible for all logistic, traveling and
boarding and lodging arrangements for official guests and office staff. The
supporting staff like house keeper, security guards, and office boy/assistant is
also part of administration.

No doubt ARID RADIO will become a classic example of how people from
various disciplines at ARID will give life to their brilliant ideas. We have people
from, Management science, information technology, agriculture etc staying
under one umbrella of ARID, so what else we need to gather and vitalize our
creativity, innovative ideas, and imaginations into reality.