KRKT Marketing Plan History Market Analysis

Company Analysis Customer Analysis Conditions Analysis Competitor Analysis

Marketing Strategy Target Marketing Selection Service Positioning

Marketing Mix Decisions Price Promotion Product / Service Distribution Service

Financial Projections Marketing Plan Assessment

Controls Competitor Responses Anticipated Results

History Subdivision of Clear

Channel Broadcasting Inc. Broadcast out of Albany,

Oregon since 1983

Market Analysis Company Analysis Customer Analysis Conditions Analysis Competitor Analysis

Company Analysis Goals

Fulfill the country music listening needs of the Mid-Valley

Do this by offering high quality country music

Superior customer satisfaction

Organizational objectives Market leadership

Continually increasing market share in Mid-Valley

Expand broadcast coverage and market share outside of Mid-Valley

Strengths Mid-Valley’s most listened

to radio station Highest rated morning

show in the Mid-Valley

Weaknesses Limited broadcast zone

Portland to Eugene

Customer Analysis Current target market

Primarily focuses: Linn County

102,200 people Benton Counties

76,000 people Majority of listeners residing in

Corvallis and Albany

Potential customers College students

Large population in an isolated area (16,777)

Conditions Analysis Porter’s 5 Force Model

High degree of rivalry between existing radio stations

Medium threat of potential entrants

Suppliers have high power Radio stations

Buyers have extremely high power

Listeners High threat of substitutes

TV, MP3’s, CD’s, Internet Radio, Tapes

Government regulations The music/material that is

allowed on the radio

Social and Ethical issues The music and material that

is played over the airways

Technological change Internet radio

Competitor Analysis

KRKT has both Direct and Indirect Competitors Direct Indirect

Direct Competition Country Stations

Pure Country 103.7 Always more music

New Country 93.1 Continuous country favorites

Cat Country 98

Other Local Stations KBVR 88.7 FM

Oregon State radio KLOO 106.3 FM

Corvallis rock classics KFLY 101.5 FM

80’s, 90’s & today KDUK 104.7 FM

Today’s best music Rosie 105.1 FM

Today’s best variety

                           

TV MTV VH1

MP3’s Napster

CD’s CD burning

Internet Radio              

Indirect Competition

Marketing Strategy Based on Product/Markets

Market development strategy

Based on Competitive Advantages Differentiation

Only country station targeting the Mid-Valley

Key strategies for implementation Country swing dance

lessons at the Peacock Bar Sponsoring the rodeo for

the Benton County Fair and Philomath Frolic

Hosting a country concert at Oregon State University

KRKT Web Site

Country Swing Night Peacock Tavern

Saturday night country swing dance lessons

Instructor from 10-11 pm $3 Admission Fee

Open country western swing from 11 pm – 2 am

$2 Cover charge

Rodeo Sponsoring Benton County Fair Philomath Frolic & Rodeo

47th Annual Voted 2000 best rodeo of

the year by the National Pro Rodeo Association (NPRA) membership

Country Concert Oregon State University

Reser Stadium Gill Coliseum MU Quad

KRKT Web Site www.krktcountry.com

Includes: DJ biographies Contests KRKT message board Links:

Artist’s web pages News Sports Weather

Target Marketing Selection OSU College students

Large population in an isolated area

16,777 students Alternative to mainstream

music Popular artist crossover Country image

Service Positioning College Students

Only country station marketing towards OSU college students

Athletes Sporting events

Agricultural College Ag. Day

Greeks Philanthropies Parties

Dorms Dances

Types of listeners Mobile listener

En route to some destination Music, news, weather, humor

Work/Home listener Frequent/loyal listener More music, less talk

Occasional listener Least station loyal Change frequency to suit

their mood

Marketing Mix Decisions Price Promotion Product / Service Distribution Services issues

Price Non-retail business Free service subsidized by

advertising Radio advertising

Length, time of day, repeats, and if the advertisement requires the need of a DJ

Internet advertising Size, location, and

longevity

Promotion Promotion

Advertising Newspapers OSU sporting events OSU / local bulletin boards Fliers Remote Street team van Web Site

Public relations Charity of the month Attend community events Contests

Product / Service Value

Listening enjoyment (music) Entertainment (talk shows) Information (news, updates) Feelings of emotion

Benefits Traffic reports Special offers and promotions Winning contests / prizes

Advantages Longest music sets in area Least commercial breaks

Distribution Availability

Radio broadcast to people that can pick up the KRKT frequency

Internet broadcast to people with access to the KRKT web site

Distribution channel Radio Station (encoder) Radio tower (media) Listener (decoder)

Potential Problems Technical difficulties Broadcast interference Listeners outside of broadcast range Weather

Services Issues Expectations

A clear radio frequency Procedures

Certain format Mornings

More talk, less music Afternoons

Traffic reports, updates, and news

Evenings More music, less talk

Financial Projections Projected costs Projected revenues Initial investment

requirements for implementation of strategies

Cash flow projections

Marketing Plan Assessment Controls Competitor Responses Anticipated Results

Competitor Responses

Anticipation Potential responses Modify strategy Worst-case scenario

Anticipated Results Probable scenarios Realistic expectation

Financial gain Increased market share Enhanced market position Increased awareness Benefits

Financial Projections

Costs Of Promotions

Questions?