A marketing plan for Campus Radio 97.1 DWLS-FM

Date of Publication

2004

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Lucas E. Santiago

Defense Panel Chair

Julie Santiago

Defense Panel Member

Lito Maglutac

Abstract/Summary

Music is manifested in the totality of human sagacity. Music, being played through a radio, a medium of communication, the radio became a fragment of one's culture. Along with the media, it plays a vital role in the growth of societal participation. And because media has indeed achieved sophistication, and has extensive influence, man's culture through music is now in fact one of the gist of business turmoil. This is evidenced by the numerous commercial FM stations burgeoning in the market.

Certainly, the Philippines is going through an intense economical crisis and the FM broadcast industry, being a player in the market is not an exemption to the predicament. FM radio stations are now experiencing slow growth of sales annually and oversupply of competing stations.

Upon their practicum at Campus Radio 97.1 DWLS-FM the group was able to comprehend grounds why FM broadcast stations seem to decrease it annual sales and market share yearly. Besides the external factors brought by the economy and politics, Campus Radio 97.1 DWLS-FM needs a more improved marketing and sales directions.

This marketing plan proposes a two-dimensional marketing mix strategies and programs. This is two-dimensional because this paper segmented the marketing mix programs accordingly, as to the listeners and advertising clients. This paper will help Campus Radio 97.1 DWLS-FM to increase the stations listenership rating and improve the market perception towards Campus Radio 97.1 DWLS-FM through extensive marketing mix strategies and programs addressed to a redefined target market and to help increase its sales by retaining current advertising clients and attracting potential advertising clients through improving its image, increasing listenership rating, strengthening station-client relationship, redefining target market and modifying pricing programs.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16254

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

2v.

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