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 

Indirect Competition

 CD’s  CD burning  Internet Radio  MP3’s  Napster

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?