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BRAND Name: Michael SHOW
Mission: An integrated well cultured
showman of the 21th.century.
GENERAL Aims :
1-) Satisfactıon of Consumer
needs Consumer needs are planned according to the social and
psycohological values of the sociaty, Michael as showman tries
to make an establishent of ENTERTAİNMANT ın consumer mind.
2-) Making the greatest market
share in Radıo Media.(High Ratıng)
3-) Satisfactıon ou the company
that he works for (Media company) and the other companıes
that michael makes promotıon and sponsor ship with.
Slogans Positioning Of MICHAEL SHOW
:
Michael Show makes use of the following slogans in order to
posıtıon itsil in the market:
1 -The only and One GOLDİES Music Show Of Turkey.
2- En çok kazandıran ve eğlendiren program
3- EN Farklı Dinamik Program
4- Farklı Farklığında
5- We aren't common MEDİA but different !
6- High Technology and Sound Quality Jingles / Remixes
7- World Radıo Sound and Speed
8- Global İdeas
9- Max Activities in Min. Time
10-Here is What you Want !
11-You wont understand how the time is passing
12-Genel Slogan : "Olmuyor Michael'ı Dinlemeden Olmuyor !
Backround :
The Brand Michael was established in the May of 1994 in the
radıo channel caled ALEM FM 89.3 Fm, under the radıo program
called AKDENİZ RÜZGARI, this was the first product that he
had serve to the consumers, iN the July of the 1994 he started
to Alem Show and that last till to the 1996 of June which
that product had a change in the name from Alem Show to MİCHAEL
SHOW which shaped Michael's marketing aim.
The aim of changing Alem Show to MİCHAEL SHOW was to establish
brand name of Michael Show to people. Michael has two different
products in the Radıo Market, he makes them for two different
segmants and he tries to not have a CANİBALİSATION between
these two segments.In order to avoıd this he also doesn't
prepare any other radıo programs , but he puts everything
inside Michael Show.
To explain with a few words ;
AKDENİZ RÜZGARI : The first product
that he serve in the radıo markets, İt is a GREEK Music show
and it is targetted to people who has high segments such as;
High Educatıon LEVEL - High İncome - High Satisfactıon of
MUSİC - and a special sub - segment that has the Greek culture
in Turkey.So he tried to make NİCHE MARKETİNG for that radıo
program.
MİCHAEL SHOW : That is a popular music / culture music
program that attaches to the medium culture value of Turkish
People.Michael here tries to make MASS MARKETİNG in order
to take the account of everyone , for a higher marketing share,and
becaming the leader of the market.He sometimes shotgones ,
but what he tries to do is to make every segment to account
and make every segmant to find something in that Show.
Michael Show has the following activites
for the following segmants:
Giving Many Presents/ Gifts :
Due to the economic crisis in the country ,the economic value
of the country is getting bad from day to day , and that makes
people's psychology to change and have the hebit of trying
to catch something from somewhere even they need or not, that
habit will make them to listen a radıo program and try to
get some presents by making calls to it.This is PROMOTION
ORİENTED Rating. Michael has the slogan of " EN ÇOK KAZANDIRAN
RADYO PROGRAMı " and tries to make this real, when we examined
all the radıo shows we saw that Michael Show is the one which
gives the most peresent to listeners.
GOLDİES Music Repertoire : Michael
Show tries to catch another segment which has the following
sepcialieties,People who likes to listen Goldies Music are
often thi ones whose age is higher than Teenager group , their
way of looking life is more complex ,and they have in total
more high social value than others. Michael Show has % 40
of it is music play list with Goldies and tries to catch that
group by playing goldies that no show or only a few music
programs would be aford to play.That segment is MUSİC ORİANTED
TALKİNG OF İNTERESTİNG/ POPULAR SUBJECTS:This is the
evaluatıon of the general TURKİSH PEOPLE : People mostly like
to have heard from different subject that are from popular
subjects and consepts, another think that people lıke to is
activiteis THAT DOESN'T AFFORD THEM TO T H I N K The % 70
of Turkish populatıon is urder bad economic conditıons and
that affect their culture too, when we saw that percentage
again we saw that this is the greater segment for catching
the greater market ratıng share.
That kind of people hes the following
specialities:
*** Likes to talk very very much from Sports - Girls/Boys
*** Needs to LAUGH very much ;
*** Likes of the term : MUHABET (Turkish Type Talking )
So Michael Show has the general segment for catching the general
market share, But ın order to catch the other two segments
he tries to gives the best quality music.Searches on the listeners
showed that people who are high cultured liked mostly the
goldies played in show and by the help of that they start
to listen michael showand love Michael too , and also the
people who are teenager and otnhers who aren't well educated
hate to listen Michael Show's musics but likes to listen Michael's
speaches more.
Michael Show doesn't give ratıng to AKDENİZ RÜZGARI also the
vice versa is current,the aim is here to make market share
greater and not to take from Michael Show's ratıng share and
gives to Akdeniz Rüzgarı so not to get ın CANNIBALISATION.
The more informatıon about Michael and AKDENİZ RÜZGARI is
given in ten ads. Prepared by Michael ,
When we examine the stretegic planning of Michael ;
The Missıon : To make a high market share and to make Michael
regarded as a whole a personality example of the 21 th century
world people, in culture , in showman quality , and in the
productıons under that brand name.
Setting Company Objectives and Goals: The objectıves are Radıo
for current time but T.V. and Music ın the future.General
goal is to make an umbrella under these objectives in the
brand name of MİCHAEL.
Designing The Bussiness Portfolio: When we examine the current
bussiness portfolio of Michael we saw that he has many as
many Stars as he can have.
Developing Growth Strategy In Michael Show :
Michael tries to develop it's brand name by focusing on Michael
Show, and what he tries to the is making some renawels on
the concept of the show by puting some new activities,general
aim is here to enlarge the marketing share or getting in to
new markets.
The strategy he follows is MARKET PENETRATION and MARKET
DEVELOPMANT.
The name doesn't change the product is already and every time
the same,under Michael Show.
Michael makes Market Penetratıon on the existing show by putting
some new aktivities to his show for the current market.The
show is not changing at all but focus on some new activites,
for example after the Jan of 2000 there was a new avtivity
called as ARKO ŞİİR MATİNESİ which was a new added thing.
Michael Show tries to make MARKET DEVELOPMANT by making the
webb site under the name www.michaelshow.net to focus on a
new segment on the internet and add it to his current market
on the radıo.
Michael Show never does Product Developmant , namely doesn't
change at all the constructıon of the show, or never does
Diversificatıon fornew markets.
Developing Marketine Mix ( 4 P's) :
The set of controllable tactical marketing tools - product
, price , place , and promotıon Can be summarisezed like this:The
general aim is ta make this for p's as great as much as it
could be , especially the promotıon part and the place part
of Michael Show is the most important in four p's.
Product : The brand name is under
the name " M I C H A E L " , the quality is tried to be high
,product variety is under the aim of "Having Michael Branded
Products almost every where in the madia " In radio - T.v.-Music
- internet are some of the parts that are thought to be.
Michael Show tries to make tengible what he does in the show
by making it as concrete in brochures,jingles,advertisings
and et.c.There are many competitors in that are which they
will bu analysed then,Michael Show has many leader ships,some
of them can be said like this:
LEADER In Tecnology;Since Michael has a home studia
he himself creates all his promos-jingles remixes and he uses
the best sound quality and syset,
LEADER In Promotion: Michael Show gives the best and
most presents -gifts on air in all the show.
LEADER In Rhythm: Michael Show is the fast in above
all shows.
LEADER In Music Quality :Michael Show present the best
quality music;
LEADER In GOLDIES Music: Michael Show has a big music
gold archive wihch only a few people canz have and makes use
of it on air.
LEADER In JINGLES :Michael Show has the most jingles
in all the radıo shows and radio programs in Turkey.
Mansur tries always to teach people something and this becomes
sometimes boring.
Michael Show Macroenvironmant Factors
:
Michael Show has questıonaries that he sends to his consumers
and ask them to fill out , And send them back to Michael Show
. He tries to find the macroenvironmant by these questıons
and evulate them accordingly to answer the questıon of :
" Who is my Consumer ? and From What is he affected ? "
Marketing Segmentatıon In Mıchael Show
:
Michael Show tries to make segment marketing.İt tries to concantrate
everyone under the general idea of mass merketing, but what
it does is segmenting every group of people and try to make
a different activity with ih the show for each segment, of
course this cause to make the tired the sohman but gives a
color to the show and kmakes everyone to find something from
himself within the show,so everyone the rating is getting
higher wtihirn the market with different types of consumers,This
is done since micheal show's aim is to make a high marketing
share within the industry, and makign niche marketing will
make only that subsgement to listen that show which it will
not possible to have a high rating share,Açık Radıo - Kral
Fm - Radyo Cumhuriyet makes Niche segmentatıon to catch a
subsegment, for example Açık Radıo tries to catch the cultured
poople segments, Kral Fm tries to catch economic and cultural
poor people segements. According to the eoconic environmant
of Turkey we can say that Kral Fm's Niche marketing gives
the heigher rating , but on the other hand it makes the prestige
to get worse and worse so that the companıes don't make advertising
since they think that this segment is the poorest one and
their product will not be sold, and the quality of the radıo
is getting worse,İf we make Açık Radıo's niche marketing this
time we will focus onthe subsegmlents of cumutred people which
they are litle in the sociaty so thet the total rating will
be less and again the companıes will not make bussiness since
the total rating is little within the rating raports,although
the radıo statıon will say that we have a better quality segment
what the company or adv.agents look is the higher rating with
good prestige of segmentatiıon. So michael Show tries to catch
this need of the advertising agencies, by making high rating
and trying to catch all the segments.So unde that condition
we saw that the selecting of marketing segments is DİFFERENATATİNG
MARKETİNG in MichaelShow, Michael Show hes each activity
for a different segment within the show on air , to illistartae
some of these :
Differenting Marketing :
Company Marketine Mix 1 c SEGMENT 1
Company Marketing Mix 2 c SEGMENT 2
Company Marketing Mix 3 c SEGMENT 3
Live Tel in michael Show Low Cultured People Segment;
Gifts-Present in M.Show Economically poor segment;
Gold music in Michael Sh. Up Cultured - Aged Segment;
There are many activites that makes each segment to be active
in like this.
Michael Show has to make some king micro marketing in the
show while it is on Air,For example making REQUEST song activity
is a kand of micro marketing, the consumer makes a call and
says the song he wanted to listen that time Michael Show tries
to concantrate on him or her and wheteher plays the song or
selects a song near to his taste.
Michael Show tries also make GEOGRAPHİCAL SEGMANTATION , whithin
İstanbul- Ankara - İzmir which has thpe most and bigest populatıon
in order to catch the general city culture, another reason
is for making this king og Geographical Segmentatıon is since
tha rating markitgn researches are always done within these
cities espacially İstanbul . so michael Show has to be storng
in that cities in order to be high in that resaerchings.
· MichaelShow has to make individual marketing within the
cities oft of İstanbul - Ankara -İzmir, İt rtieto concanterte
to the cities of anatolıa people one by one when thay call
up the show , for example Michael Show makezs promos and jingles
to Anatılıe radıo statıons d.j.'s as individual markketing
with in free.
The last example of this was RADIO KRAL SHOW in BATMAN ,the
d.j's of that radıo were listening Michael Show and one they
callad up the show Michael promosed them to make jingles in
order to pley them within their radıo's ,since Michael Sshowhas
an investmant of Home studıo the variable cost of this activity
is Zero so Michael Show makes them jingles, whet happens is
they are being very happy and that Local radıo Staıons talk
about Michael Show when they are playing these jingles done
by Michael.
Chosing And İmplamanting a Positıoning Strategy:
İdentifying Possible Competative Advantages:
Michael Show tries to differentatiate itself by mentıoning
he followings;
· Music Differentatıon
· İnteractive Communicetıon ;(it
will mentıoned latter on Direct Marketine)
· Promotıon Differentatıon (Presents
and gifts given on Show)
· İmage Differentatıon : A Window
of GLOBAL WORLD PERSPECTIVE.
· Service Differantatıon : Trying
to give after sales to the consumer who takes presents from
the show .Whenever a consumler gets a peresent from the show
what we try is to make this present to be in his hand in a
month.
· Differentatıon İN SPEED and RHYTYM of The show, İtis the
fastets show wtihin the radıo shows.
BRANDING STRATEGY IN MICHAEL SHOW :
Michael Showqas presenting under the brand name of ALEM SHOW
from 1994/96 but that made especiaaly Michael brandname to
be forgatten and nhot be remembered easily, By 1996 Michaelchange
the brand name from ALEM SHOW to MİCHAEL SHOW and decided
to make on media LİNE EXTENSION or BRAND EXTENSION in each
product - activity.After that periıod michael triet to make
every activity under the brand name of MİCHAEL and + activitly
name , for example he wrotes articles ın Hürriyet Media group
music magazine Popsi for a year under tha brand name of MİCHAEL
, he composed all his radıo activites and music - T.v. preperatıons
under the name of MİCHAEL SHOW ,to have a good quality image
and to have the target active all the time and makes unities
within the target previıous memories and now. Michael presented
another music show under the name AKDENİZ RÜZGARI , here thara
was use of NEW BRAND, since the show was different in concept
and had Niche marketing. Michael Show tries to enter to internet
marketing now,by making BRAND EXTENSİON , on that market under
the brand name of www.michaelshow.com (it well be explained
in detail in Direct Marketinğ.)
STEPS
İN DEVELOPİNG EFFECTİVE COMMUNİCATION İN MİCHAEL SHOW STİCKERS:
As you will see on the next page one of the communicatıon
Michael Show is the special STİCKERS of the Michael Show labeled.
1 - ) İDENTİFYİNG THE TARGET AUDENCE : Michael Show
tried to target teenagers or people that are fanatic to their
fotboal teams F.B. -G.S.- B.J.K. The show tried to atract
that segment who is fond of sports and has great interest
to their teams.
2 - DETERMİNİNG THE COMMUNİCATION OBJECTİVES : Here
Michael Show diceded to make the six buyers readiness stages
;
Awareness : Making aware of Michael Show
Knowledge : Saying that it is a radıo show on thez
radıo he works for.
Liking : Creating a good feeling with the sticker design.
Preference : Prefering Michael Show sticekr to G.S.-
F.B.- B.J.K. colored and sloganned , and make these people
to perefer listenig Michael Show.
Convictıon : The sticker tries to convince consumer
that this show is really different with his objectives.
Purchase : The final is here to make consumer purchaes
the show by listening it on the radıo.
3 - DESİGNİNG A MESSAGE : Michael Show tried to establis
h the fanatics ideas with the show by designing the message
of :
B.J.K. 'lıyım Michael'ı Dinliyorum
G.S. ' lıyım Michael'ı Dinliyorum.
F.B..' liyim Michael'ı Dinliyorum.
Here the content of the message is with the sport team , a
team member wil happy to say my team is F.B. and my radıo
show Michael Show.The content of the message is within that
sturture, and the format is middle formal.
4 - CHOSSİNG MEDİA : The media of course is within
the radıo market and fairs that Radıo is particihatıng. Michael
Show tries to fgive these stickers in the fairs such Auto
Show - and e.t.c to attrıact different people from different
places.
5 - SELECTİNG MEDİA SOURCE : Michael Show make the
use of a cartoon whic is a very popular computar game in U.S.A.
and make this cartoon to listen Michael Show in his walkman
, this cartoon is also like a footbaal player in the grenn
grass.
6 - COLECTİNG FEEDBACK: After sending the message in
the stictker Michael Show tried to make a research it's effect
on the target audince. What Michael different segment were
acting different to this stiker, to illustrate the response
to MichaelShow sticker within the segments.
RESPONSE : S E G M E N T :
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like very much CHİLDREN
like very much TEENAGE BOYS
did not like TEENAGE GİRLS
like positively EDUCATED MAN / WOMAN
RESPONSE : S E G M E N T :
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did not LİKE GİRLS İN the age 17 - 26
like Much BOYS of age 17-26
When we look at the target segment we saw that this comunicatıon
was suceessfull within the target since Michael Show aimed
boys and men interested on Teams to make use of that sticker.
Michael Show tries to make direct online marketing since Michael
believes that this is the future of marketing and by this
way Michael Show gives the consumer the feeling of he is important
for Michael Show , and also helps Michael Show to create his
own MEDİA.
Michael Show's aim in DİRECT MARKETİNG
:
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· To make personalized communicatıon with the consumers of
Michael Show;
· To persuade the consumer of Michael Show that Michael Show
is really the best choice.
· To focus on the targets of Michael Show directly;
· To have continıously Relatıon Shıp with Michael Show's consumers
and to make a good database with them;
· To create the an image of Michael Show makes interactive
communicatıon and gives real importance to his consumers;
· To make references towards the data base that the show handles.
1 - ) DİRECT - MAİL MARKETİNG :
Michael Show started to direct mail marketing in the beginning
of 1999 and started to give some informatıon through mailing
to his consumers that hed sent mail before.İt has more than
500 mail data base and this is getting greater from day to
day , michael show send them some samples , letters and special
mesages in special days such in bayrams cherstmans and e.t.c.
You may see down the later send towards mails to aech of the
consumers :
2 - ) Direct LATTER MARKETING :
This is the direct marketingg that Michael Show uses individually
, and Michael Show is the only show that make use of it in
Turkey radıo market. Michael Showhas a database of the addresses
of the consumers that had called Michael Show before in varıous
times.The number of these data base is more than 6.000 people
, and Michael Show was able to send a latter to each of them
anouncing that he had change his radıo statıon ın 1998 of
July.Michael Show was able to announce this by direct latters
and the feedback was really enthusiastic since there were
thousands of Thank you calls to Radıo Pop for this direct
marketing, the old radıo Radıo D was really in bad situatıon
because for the first time in Turkey a showman was able to
contact to the most of his consumers and give them the informatıon
that the show will be on a different radıo statıon.The same
wes done when Michael Transferred To Radıo D of Channel D
Tv in September of 2000.
Michael Show now is increasing this data base numbers makes
sometimes to some of them personal sellings and shows them
that the show didn't forgat them . For example in the Christmans
Time , Michael Show send 2.000 people of this data base Michael
Show calander and that report showed aboce which was used
in mail marketing.The selectıon of these 2.000 people was
from the database of the 1998 or 1997 in order to make them
remember again Michael Show if they have forgetten of it.
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