This subdivision looks at the importance of market research and analysis. It comprises of two different subdivisions. These include:
These together with in deepness market research demo how this concern is to win.
No venture can win without effectual selling and this begins with careful, systematic research. This subdivision depicts the market research carried which shows that Blue FM can be a success. Both primary and secondary research has been carried out. This is discussed in item in following sub-sections. Finally decisions are made which clearly show the mark niche market which Blue FM will be aimed at.
A logical cleavage breaks the market down into three groups.
By aiming a somewhat different psychographic standard in each section of the market, the sum of wastage in advertizement would be decreased dramatically.
The latest official estimation of Cardiff ‘s population is 324800 individuals ( the 2008 Mid Year Estimate ) . This estimation was produced by the registrar General ‘s office at the Office for National Statistics ( ONS ) and represents 10.9 % of the entire population estimation for Wales.
A peculiar significance is the consequence of Cardiff ‘s pupil population who represent about 10 % of the metropolis ‘s occupants. Most full clip pupils are aged between 19 to 29 and it should be noted that in Cardiff more than 20 % of the entire population is aged between 20 and 29.
The saloon chart shows the per centum of different age group in Cardiff. Most participants are between 20 to 29 old ages.
Harmonizing to ONS males comprise about 49 % and females about 51 % of the whole population of Cardiff. The saloon chart shows the per centum of male and female population, the per centum of female is somewhat greater than the per centum of male.
Percentage of entire population by age and gender in Cardiff in 2008
0 to 4
5 to 9
10 to 14
15 to 19
20 to 24
25 to 29
30 to 34
35 to 39
40 to 44
45 to 49
50 to 54
55 to 59
60 to 64
65 to 69
70 to 74
75 to 79
80 to 84
85 to 89
Beginning: 2008 MYE from the RGO at ONS
Cardiff has economic activity rates slightly lower than would at foremost be expected due mostly to the figure of full-time pupils aged 16 + life in the metropolis. However, it is of import to retrieve that non all full-time pupils are economically inactive, many have parttime employment. Below tabular array, shows the population of all occupants of working age in Cardiff.
Harmonizing to ONS in July 2004 the occupant based unemployment proportion for Cardiff was 2.4 %
Students comprise 11 % of the whole population. The metropolis of Cardiff itself is place to around 42,000students.
( Beginning: NOMIS/2002 Annual Business Inquiry/ONS )
One of the best drive factors for the media is functioning the demands of its mark audience. By understanding what the audience wants, we can construct a bigger audience. By constructing a bigger audience, we can present more clients to the advertizers. A bigger audience is translated into bigger net incomes.
For this a questionnaire was devised. An illustration of this can be found in the appendix. Using this information, which was gathered from indiscriminately selected people on the street and within Cardiff University, the demand for Blue FM can be seen clearly. Information derived from this study is given within this subdivision.
The pie chart illustrates four different types of times of yearss people would listen to radio. Harmonizing to the pie chart, more than a half of people, which is 52 % , listen to radio in the forenoon. However, the least popular clip of yearss, which is 13 % in the eventide, and the 2nd least popular clip, is other that means non forenoon, lunching and eventide. The one-fourth of people, which constitutes 15 % , say that forenoon is the most likely clip to listen to radio.
The pie chart shows us sort of plans that people are interested to listen most in wireless channel. 42 % of people merely listen to intelligence. On the other manus, more than a one-fourth of people are interested in listening to music. However talk show and interview got the 3rd and 4th class severally.
The most of import concern for the wireless companies is to set up true representation of mark hearers, which in bend attracts the involvement of advertizers thereby maintaining the gross watercourse integral. Blue FM wireless will supply an ideal solution to the big figure of draw a bead oning advertizers. Advertisers are known to pay premiums for media vehicles that can supply them the right demographic bringing with undistinguished spillage. Blue FM wireless is bound to witness a high growing on this history.
Advertisers are the chief clients at Blue FM. Since advertizers would be attracted to this channel by constructing a big audience at Blue FM the mark markets is:
Peoples aged 19 to 29
Attractiveness of a Target Market:
It appears that the future growing of several consumer goods industries in the state will progressively depend on young person prosperity. In fact, today, most experts on UK economic system seem to hold that the young person constitutes the foundation of consumer demand and overall merchandise developmental and grasp procedure. The above logic demands that YOUTH should be considered and made wheels ( Listeners ) of our concern. However people aged 19 to 29 old ages old comprise the bulk of the whole population in Cardiff.
So factors such as size, growing and competition were considered when measuring our mark section.
Target Marketing Scheme:
First in order to pull more audience and advertizers Focused Marketing has been chosen to use as the company ‘s scheme. Focused Marketing allows research and development outgo to be concentrated on run intoing the demands of one set of clients, and managerial activities can be devoted to understanding and providing for those demands. After acquiring the breakeven we will travel on and use the Differentiated Marketing scheme in which specific selling mixes can be developed to appeal to all or some of the sections.