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Launch of a new radio station in Portugal
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Orientador(es)
Resumo(s)
This paper presents a Marketing Plan structure for a new radio station called Vintage. This innovative broadcasting station to be launch by Grupo Renascença is a perfect combination for senior radio audience.
The marketing plan contains a strategic media industry analysis, including a world and Portuguese media environment detail analysis and information about the playersinvolved in the radio sector.
The contents of the marketing mix and the future financials for this venture will be analysed in detail. Regarding the Marketing mix one can observe a service with excellency and quality in contents. Vintage will have a strict mission and values aggregated to the Catholic Church beliefs of Grupo Renascença. With national coverage, penetration price practices and a three-stage promotion plan to
develop firstly awareness and brand attitude and secondly to conquer preferences among the listeners, Vintage promises a quick development and fast scale achievements. The discounted cash flow model, the internal rate of return model and a profit and loss
statement will demonstrate the financial viability of the venture.
The last topic approached will be implementation and control. Here a tight watch over operations and sales performance with audience cheeking will guarantee the success of Vintage project.
Descrição
A Work Project, presented as part of the requirements for the award of a Masters Degree in Management by the Faculdade de Economia da Universidade Nova de Lisboa