Kiss 100 Fm Marketing
Kiss 100
Marketing Coursework
BSc Management
By: Boris Borisenko, Artem Login, Dajana Kostic and Ekaterina Naboychenko.
Introduction
For our coursework we have chosen Kiss 100 — radio station which specializes in rhythmic and dance music. It is one of the most popular and successful radio stations in London, reaching around 2 million listeners per week. However, it also has quite strong rivals, especially Capital FM in the target market. Hence, we have to explore new product for Kiss FM, to help gain competitive advantage and attract new listeners. Even though it sounds obvious, a detailed analysis is necessary prior to it as it is extremely important not to lose existing customers and existing advantages, while launching something new. Moreover, it is also essential to know the market and the competitors prior to any innovaton in order to predict the results of it.
To begin with, we would like to highlight key facts about Kiss 100:
Target market
Kiss 100 FM mostly targets youth population of ages 15-24 and 15-34, but continuously look for a new way of targeting more audience and offering innovative. A detailed analysis of the relevant segment is explained below.
Environmental Analysis
External environment
PEST Analysis
Political
• The UK copyright law covering the intellectual property and defamation law. • Data protection law. • E-marketing law. • E-commerce law -to ensure that electronic contracts are legally binding.
Economic
• Corporate taxation decrease, may result in higher profit for radio • High Youth unemployment in the UK (approx. 17-20 year old), Kissfm target audience - concern for advertisers • Economic down turn affecting business spend on advertisement revenues • Weak £ drive up costs of innovative technologies and equipment
Social
• Most radio listeners are looking attracted to popular music rather than content quality • Personal taste are diverse
Marketing Coursework
BSc Management
By: Boris Borisenko, Artem Login, Dajana Kostic and Ekaterina Naboychenko.
Introduction
For our coursework we have chosen Kiss 100 — radio station which specializes in rhythmic and dance music. It is one of the most popular and successful radio stations in London, reaching around 2 million listeners per week. However, it also has quite strong rivals, especially Capital FM in the target market. Hence, we have to explore new product for Kiss FM, to help gain competitive advantage and attract new listeners. Even though it sounds obvious, a detailed analysis is necessary prior to it as it is extremely important not to lose existing customers and existing advantages, while launching something new. Moreover, it is also essential to know the market and the competitors prior to any innovaton in order to predict the results of it.
To begin with, we would like to highlight key facts about Kiss 100:
Target market
Kiss 100 FM mostly targets youth population of ages 15-24 and 15-34, but continuously look for a new way of targeting more audience and offering innovative. A detailed analysis of the relevant segment is explained below.
Environmental Analysis
External environment
PEST Analysis
Political
• The UK copyright law covering the intellectual property and defamation law. • Data protection law. • E-marketing law. • E-commerce law -to ensure that electronic contracts are legally binding.
Economic
• Corporate taxation decrease, may result in higher profit for radio • High Youth unemployment in the UK (approx. 17-20 year old), Kissfm target audience - concern for advertisers • Economic down turn affecting business spend on advertisement revenues • Weak £ drive up costs of innovative technologies and equipment
Social
• Most radio listeners are looking attracted to popular music rather than content quality • Personal taste are diverse