Project on Media Miles : Radio Ad Monitoring

TABLE OF CONTENT

Introduction to ‘Media Miles’......................................................................2

Our vision:...................................................................................................................2
Our Mission:................................................................................................................2
Our Motto:...................................................................................................................2
Technology:.................................................................................................................3
How it works:..............................................................................................................3
Advantages:.................................................................................................................3
Situational Analysis.......................................................................................4
The general environment:............................................................................................4
Product markets:..........................................................................................................5
Customer markets:.......................................................................................................6
Marketing programs:...................................................................................................7
Strength........................................................................................................................7
Weakness.....................................................................................................................7
Opportunity..................................................................................................................7
Threats.........................................................................................................................7
Recommendation:.........................................................................................8

Media Miles Website: www.mediamiles.biz

 Project on Media Miles : Radio Ad Monitoring

INTRODUCTION TO ‘MEDIA MILES’

Media miles is basically a radio ads monitoring company and generate monthly reports of
these ads broadcasted on the radio. They believe in maximizing the value for money for
their clients. Their motive is to go an extra mile to provide not only quality data as well
as exceptional customer service.

They customize their services according to each client's varying needs.

Radio Tracking Services

Radio Tracking Data 24/7
Value Added Services
Advertisement Audio
Industry Analysis
Monthly Report
Report on Demand
Graphical Representation
Advertisement Audio Files

Our vision:
• To aspire technology innovation
• To inspire customer satisfaction
• To win the markets with our partners

Our Mission:
Is to become total media solution provider in Pakistan

Our Motto:

Credibility & Client satisfaction

Media Miles Website: www.mediamiles.biz 2

 Project on Media Miles : Radio Ad Monitoring

Technology:
Media Miles operates the most technologically advanced broadcast monitoring and
reporting system in the world.

How it works:
Media Miles monitoring technology uses a network of computers to electronically
"listen" to all radio stations across the country, and automatically identifies programming
as it plays -- independently, quickly, accurately and definitively. This eliminates manual
tracking and processing, and does away with unreliable self-reporting techniques.
Our technology operates directly on the content, and hence requires no watermarks or
modification before release. Nothing is embedded, inserted, or added to the content; and
no equipment or infrastructures are required from content creators, distributors or
broadcasters. In fact, broadcasters don't even know that their signals are being monitored,
because the system actually "listens" to the stations electronically-much the same way
the human ear hears it.

Advantages:
Any Media

- Radio
- TV/Cable

Any Content

- Ads
- Songs

Any Scale

- No limit to the number of stations that

can be monitored
- Effective with millions of fingerprints

No encoding

- No process changes required of content creators, distributors or broadcasters

- Does not alter/affect the original content
- Does not require cooperation of broadcasters
- Tamperproof
- Can monitor broadcasts retrospectively

Cost effective/efficient

Unprecedented accuracy

- 98%
- Resilient to distortion in the transmission, speed-up, and signal manipulation

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 Project on Media Miles : Radio Ad Monitoring

Comprehensive coverage

- 3 Pakistani markets
- 21 radio stations

Unparalleled reliability

- True 24x7 operations with >99% uptime

- Broadcasts are logged and available for reference in case there is any
discrepancy

Real-time

- Identifies and reports within a few seconds after it airs

SITUATIONAL ANALYSIS
The general environment:
• The general state of the economy
The general state of the economy of our country is not so well. Apparently it seems
that economic condition is going well but in actual the stock market is continuously
declining, the inflation rate is so high, and the growth rate of our country’s economy
is 3.5 to 4 percent in the year ending 2009. The figure came down from 7 percent in
the previous financial year.

Economic Comparison of Pakistan 1999-2008

Indicator 1999 2007 2008

GDP $ 75 billion $ 160 billion $ 170 billion
GDP Purchasing Power
$ 270 billion $ 475.5 billion $ 504.3 billion
Parity (PPP)
GDP per Capita Income $ 450 $ 925 $1085
Revenue collection Rs. 305 billion Rs. 708 billion Rs. 858 billion
Foreign reserves $ 700 million $ 16.4 billion $ 10 billion
Exports $ 7.5 billion $ 18.5 billion $ 22 billion
Textile Exports $ 5.5 billion $ 11.2 billion $ 10.4 billion
KHI stock exchange (100- $ 5 billion at 700 $ 75 billion at $ 56 billion at 9,000
Index) points 14,000 points points
Poverty level 34% 24% 32%
Literacy rate 45% 53% 58%
Development programs Rs. 80 billion Rs. 520 billion Rs. 549.7 billion

Media Miles Website: www.mediamiles.biz 4

 Project on Media Miles : Radio Ad Monitoring

• The economic situation of the industry

The total industry is growing at the rate of 60%. The economic situation of the
industry is very much stabled and they are only few corporations and most of them
are generating good profits. Now days, most of the giant national and multinational
companies doing more and more advertisement of their products to be above their
competitors and most of them are using the electronic media. So just to keep a check
that whether their advertisement plan is being followed properly by the medium
through which their advertisement is being aired. Now with the help of Media miles
they can even get the analysis of their competitors, that how much they are spending
on their advertisements, how many times their advertisement was broadcasted and
how long was the duration of advertisement.

• The economic condition of the company in that industry

It is the only company serving in three major cities. The company has a growth rate
of approximately 70%, which means the company is still growing at good rate. Media
Miles deals with the giant nationals and multinationals and they are its source of
income.

Product markets:
• Product and Services
 Monthly Reports
 Reports on Demand
 Industry Analysis
 Category Analysis
 Radio Stations Analysis
 Graphical representation of data
 Information
 Industry Snapshot

• Sales volume and trends

Sales Volume: The sales volume of the company is about
Rs.11, 00,000. The company is working since 2006 and the sales
volume of the company is on a continuous increase. So the
company is expecting around Rs.16, 00,000 at the end of this
year 2009.
Trends: More the people advertise and try to be
competitive, the more they seek our services to keep them
informed about their competitors and the industry in which they
are competing. The company works on contractual bases, the

Media Miles Website: www.mediamiles.biz 5

 Project on Media Miles : Radio Ad Monitoring

corporation advertising on radio stations contact the company to

keep a check on the advertisements of the particular company.
The clients who have subscribed to the company’s service are
billed every month.

• Growth rate
The growth rate of the company Media miles is 70%, it is operating since three
years and every year we have seen the increase in growth of average 70%.

• Market share
Media Miles has a share of 70% of the total
tracking industry in Pakistan. Whereas its
competitors like media track and media bank
are operating in only one city (Karachi). They
have a very less market share as compared to
Media miles. Media miles is the only
company that is operating in three major
cities. Media track is also operating in other
mediums but in radio tracking, its share is
very less.
Competitors:
These are some of our competitors

Media track:
Media track is also an ads monitoring company but they have less market share in radio
monitoring these are some of the reasons of their less market share.
• Only serving in one city (Karachi)
• Mostly focus in TV ads monitoring
• Low technology in radio tacking
Media bank:
Media bank is also one of the competitors in radio ads monitoring but they have also very
low market share because
• Untrained staff
• Working at low level
• Bad technology
• Insufficient budget
• Only operating in one city

Customer markets:
We are serving in these kinds of customer markets
• Demographic factor
 Business to business (Only target business sector)
 High income level (half million and above)

Media Miles Website: www.mediamiles.biz 6

 Project on Media Miles : Radio Ad Monitoring

 Location wise (Lahore, Karachi, Islamabad)

• Usage patterns and behaviors

 Use our reports monthly or quarterly to keep an eye on their competitor
marketing activities and analysis the total industry
 Day to day information and requirement of staying up-to-date

Marketing programs:
• Advertising and promotional programs
The company uses the direct marketing tool as the company is involved in
business to business selling. They call the marketing department of the
advertisers and ask if they need their service and convince them. The
renowned clients include Telenor, China Mobile, Unilever Pakistan,
Mobilink and Nestle Pakistan

• Pricing practices
We are using skimming price strategy with our current clients because
Media miles is the only company providing service in three major cities.

SWOT ANALYSIS
Strength
• Providing Service in Three Major
Cities
• Monitoring Twenty-One Popular
Stations
• New Technology and Updated
Software
• Experienced Employees
• Fast communication
• Branches are interconnected through
fast network
Weakness
• Small Company
• Only one branch per city
• Office located in only three cities
• Often data loss due to net connection
failure
• Less promotion and advertising
• Less focus on marketing
• Power failure causes data losses

Opportunity Threats
• Increasing marketing competition • Competitor advertisements
benefits the company as other • Competitor is tracking TV and
companies ask for their competitors newspaper also

Media Miles Website: www.mediamiles.biz 7

 Project on Media Miles : Radio Ad Monitoring

advertising analysis. • Government intervention – income

• New Brands coming to market tax
• Emergence of new corporation
• No competitor of Media miles
• Analysis of Corporations as well as
the Radio Stations

RECOMMENDATION:
According to all the given data we make these further recommendations.
• Increase in advertising and promotion of the company.
• They have the opportunities to monitor the TV and print media advertisements.
• Promote their advertisement monitoring to other mediums of communication.
• Make the reports and data easily available and users friendly for their clients.
• Target some other big cities of Pakistan like (Faisalabad, Hyderabad, and
Multan).
• Open more branches in the current cities.
• Increases the number of branches all over the country.

Media Miles Website: www.mediamiles.biz 8