Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources
Share a link:
https://casecent.re/p/174284
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
This compact case provides scope to examine and discuss, the Entertainment Network (India) Ltd.'s (ENIL) flagship brand 'Radio Mirchi's transformation plans to become a music and entertainment centric company for participants of Strategy, General Management and Marketing courses. Radio Mirchi was known to have sparked a new life to almost dead radio medium, long time ago. Over the last 20 years, the leading private FM brand 'Radio Mirchi', had been diversifying its offerings spanning music, video, filmed entertainment, social media, live events, storytelling, podcasts and original content. With the rise of media consumption of the aspirational Indian population, the incumbent players have been trying to capitalise with new products and business models. In addition, most successful brands were making changes in their brand journey to continue to connect and engage the audiences. Amidst the pandemic, Radio Mirchi too embarked on a new journey with a brand new identity and positioning diversifying into a wider expanse of media and entertainment world. Would the transformation journey of the leading FM radio brand to focus on creating diverse avenues and content, pay off in the long run?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2020.Geographical setting
Region:
Asia
Country:
India
Featured company
Entertainment Network (India) Ltd
Type:
Public company
Industry:
Media and entertainment
Featured protagonist
- Prashant Panday (male), MD and CEO
About
Abstract
This compact case provides scope to examine and discuss, the Entertainment Network (India) Ltd.'s (ENIL) flagship brand 'Radio Mirchi's transformation plans to become a music and entertainment centric company for participants of Strategy, General Management and Marketing courses. Radio Mirchi was known to have sparked a new life to almost dead radio medium, long time ago. Over the last 20 years, the leading private FM brand 'Radio Mirchi', had been diversifying its offerings spanning music, video, filmed entertainment, social media, live events, storytelling, podcasts and original content. With the rise of media consumption of the aspirational Indian population, the incumbent players have been trying to capitalise with new products and business models. In addition, most successful brands were making changes in their brand journey to continue to connect and engage the audiences. Amidst the pandemic, Radio Mirchi too embarked on a new journey with a brand new identity and positioning diversifying into a wider expanse of media and entertainment world. Would the transformation journey of the leading FM radio brand to focus on creating diverse avenues and content, pay off in the long run?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2020.Geographical setting
Region:
Asia
Country:
India
Featured company
Entertainment Network (India) Ltd
Type:
Public company
Industry:
Media and entertainment
Featured protagonist
- Prashant Panday (male), MD and CEO