cr collective marketing strategy1(1)

8/11/2019 CR Collective Marketing Strategy1(1)

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CRS

KAT

BIKR

YADAV

RAGH

COMMUCOLL

MARK

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Chapter 3: Desired Features Of Collective Marketing

Strategies In Collective Marketing

Scope Of Collective Marketing

Income As Basis

Chasing Separate Agenda

Possibility of Working With Commercial Radio

Criteria Governing Advertisement

Implementation Of Collective Marketing Strategy

Separate Structure For Every Stations

Responsibility & Accountability In Collective Marketing

Pricing

Incentive

Outsourcing program production

Sharing Of Resources

Information Sharing

Accounting & Fund Flow

Roles, Responsibility & Rights

Handling Disputes & Dissatisfaction

Monitoring, Review & Quality Control

Chapter 6: Templates

Authorization letter template

Umbrella deal template

Modular agreement template

Chapter 4 : Roles & Responsibility

Chapter 5 : Implementation Mechanism

Pass On Responsibility To Rad

Additional Role For Proposed

Adopting Collective Marketin

Action Planning

Management Of Collective M

Decision-making Process & L

Reporting

Communication

Monitoring & Evaluation

Capacity Strengthening

Information Management

Exchange Of Information

Information On Collective Ma

Conflict Management

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CollectivEconomi


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The objective of all development endeper se plays an important role in this cthe informed section of society whichsuch media which can make men and wradio very much serves to disseminatpresentable manner indeed. Hence FMspreading awareness to empower the

Radio & Poverty Reductio

Commurestoratisimply mcommu

establishfundedexcitemthe comhave bethe radioplan. Bestations

while thAlthougcommBroadcamaking

definitionot freerevenuematter Governcoopera

Comm


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It is essential for community radios to decide in collectivemanner as to what kind of advertisements should beaccepted and what kind of advertisements should not beaccepted when it comes to air them. Advertisements ofsalutary and desirable products and services should beacceptable to community radio. The issue of whether ornot to accept advertisements of pleasing products orservices can land community radio in dilemma. That isbecause while advertisement of such products can oftenmean high profit but the product can have adverse impact

in the long run. Given the complications involved, it isalways good for community radio stations to arrive at acollective marketing strategy after analyzing the issuesinvolved.

Immediate satisfaction

Long-termb

enefit

Low High

Salutary products Desirable products

seat belts

recyclingTkfbgtasty and

nutritious food

Deficient productswill not survive

Pleasing products

recreational drugscigarettes

High

Low

CommuAn A


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Positive Aspects & Impact: Rat

How best to penetrate the market is tcommunity radio stations. Unity is strenof collective marketing. But marketinone producers and service providersof service include commercial raamong community radio stations. Proquestion that comes up is why shouldmarketing ?

"Collecttogethertheir procommunfor emo

Since cosocial traon mosLookingexampledefense

why the cthe unityin empowcommunradio staswitch oinitiative

test of tcollectiv

would bextend sbest intcommu


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Apart frmarketicommun

strugglincorners Commuin Nepathat comdebates entertainof custoembarki

To enhance access to humeconomic resources

To cut down the cost of estabusiness

To enhance access to new m To imbibe new knowledge a To arrive with new identity To reap mutual benefits from

and own image

Why partnerships?

disseminated through radio and television at cheaper ratewhile they take a bigger cut. This can be expected tocontinue well into future if the community radio stationsdo not do anything about it. This is a challenge for

community radio stations. At the same time it can beconsidered as an opportunity to record an income afterproviding satisfactory service to customers. The collectiveinitiative (see box below) coming from three commercialFM stations could be inspirational in this context.


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Sen con Loc

com De pro Reg Fee

Elem

While chasing the objectives of collectivwill have to fulfill certain conditions. Wand professionalism will have to be st

There should be provisions whereby aof the collective marketing strategy.

Desired Features Of Collect

What mhas to bekind ofcommucollectivcommu

embark can pay

The straif the saradio. T


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advertisements. Those offering sponsorship andadvertisements comprise government (central and local)agencies, development projects and programs, donoragencies, civil society and the private sector. Sponsorship

and advertisements tend to promote some underlying issue,a product, a cause, an issue or a theory. All these aremotivated by the objective of bringing about change inhuman behavior. Commercial radio stations are not foundto give a thought to the nature of the message once theyare paid for it. Compare this with community radio stationsthat must vet the message that comes to them inadvertisements and sponsorships.Community radio stations often land in soup when it comesto accepting advertisements from the private sector.

According to the principles guiding the community radiostations, they cannot promote any "brand product". But

it is also the responsibility of the community radio toinform the people. There are instances when thecommunity radio stations have been left with no optionbut to promote such "brands." For example advertisementlike: please buy this particular biscuit from that particularshop has both element of information and persuasion.Here one is obliged to differentiate between what are"persuasive" and "information-oriented" materials. Thatis to argue that the independent "information-orientedmessage" merely informs. For example it gives the messagethat a particular biscuit is available in a particular shop.But it does not say that the particular biscuit is available ata particular shop. While an advertisement which borders

on persuasion explicitly says "please contact the Nepalgunjbased Gupta Stores to buy Pashupati biscuit", literallyguiding the listeners to the shop with attached enticement.

The word here is advertisement should be accepted onlyof "desirable" or "salutary" products and that too if theyare "information-oriented."

Responsibility


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Responsibility & Accountabil

The success and failure of the collectiv

or not the operational terms and respoout or not. The main objective of it is tcollective marketing strategy and to avhas to be kept in mind is partnership each other. The faith is based on thinstrument of welfare of one and all. the conditions. They have to be reinfomaintaining mutual self-respect and eqone and all fulfill the responsibility ent

It is a challenging task to keep the colDissatisfaction that sets in among partnas unsuccessful. The members who h

collective marketing strategy does notin when the expected resources have faihave been violated or proved to be dhas failed to be of the desired order.

That is to say that the partnership can the involved partners have agreed on important issues. This is to say that isreview of the collective marketing stratestage must be clearly spelled. In pracalong by agreements. But strategic effare guided along by partnership. It is b

is worked out by involved promoters

Effort has been made in the ensuing se

(a)PricingThe important determinacost of community radio stations dif


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Implementa


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Implementation Mechanism

Collective marketing is a network of horizontal network based on equality.to each other should work towards acany prejudices towards each others. Sipartners it would be counter-productivover others. This indicates that traditioto suit the purpose. Mutual trust and

There should be independent, vibrant ato achieve collective objectives. The comes to put a collective marketing s

It requiremarketirepresenup mainbeen dis

A

Under comprisstationsmanagemthe strabranch oan indepcan be o

Manag

Desired reforms must be

pushed forth after an annual

review of strategy. A

mechanism must be evolved

to find out whether the

implementation aspect hasbeen effective. The quality

aspect must be brought under

control by enhancing the

capacity of the community

radio station/s at regular

intervals.

Collective MarketingStrategy 16


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Templates

It is found in other nations that community radio stationsfunction smoothly by making use of volunteers, thuskeeping the operational cost low. But the nature ofcommunity radio is Nepal is different (while they retain

some element of commercial radio stations.) Some radiostations prefer to identify them as "popular/public radios"rather than community radio stations per se. They couldbe introducing themselves the way they are doing justbecause the operation cost is high and they themselveshave to arrange it. This is being seen as risk factor when itcomes to foresee the future of community radio stationsin Nepal. This explains why it is essential to look for waysthose than can contribute towards operation of communityradio stations at the lowest operational cost.

The community radio stations can survive only on thestrength of the diversity of programs and the popularitythey enjoy among the listeners. This explains whyproduction and broadcast of effective programs(presentation of issues in context in presentable style) isthe suitable strategy. But often a large number ofcommunity radio stations are found weak here. Many acommunity radio stations have no mechanism andresources to do well. There is no independent agency inNepal that could conduct a study that would in turn reflectthe views and opinions of the listeners about theeffectiveness of the program. As of now what serves asthe basis of the programs is the telephone calls and lettersreceived from listeners in the form of suggestion or advice.

This can at best be considered as the indication of thepreferences of the listeners coming by way of a survey ofits own kind. Given the context collective marketingstrategy alone may not serve the purpose when it comesto impart stability to community radio stations.


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Messrs.

Pursuant to the modular agreem. (name ostation) and community radio) authorization. (identify the comm

marketing activities for community radio). It is deemed thamarketing activities adhering to the pagreement and conditions outlined be

LETTERHEAD

Sub: Authorisatio

1. We shall hareached on

2. Payment rebe paid ou

3. Other cond


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1. F

(ec

(isc

2. Csts

ps

3. Wms

Templates of the u

agreement sugges

We the undersigned offic ial repreundersigned community radio stationumbrella agreement with the objectcollaborative marketing for commuadhering to the following conditions a

community radio sfor collaborative m

Condi


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third party that is not involvedpart of the mediation effopresented by the mediatioadmissible to the contending p

17. The community radio stations sha separate body after conductinthe collaborative marketing anthe experience gained from it.

Official signatories

1. Name of the community ra

2. Radio and official represen

3.

4.

5.

responsibility and rights of the community radiostations enjoyed in the course of conducting thecollaborative marketing by discussing the sameamong them. The rights, responsibilities and tasks

so arrived at shall be deemed to have been arrivedat under this agreement.

13. Under this agreement every community radiostations shall open and operate separate accountfor the income generated through collaborativemarketing. percent of the net profit fromthe income generated by community radio stationsin questions after extending services shall beearmarked for the extension of the network ofthe council envisioned in stipulation 8.

14. Regardless of what has been mentioned in this

agreement concerning collaborative marketing, itwill not be creating any hurdles in the path if anycommunity radio station wants to extend definiteservices singly.

15. The representative/s of any community radiostations who has/have not signed this agreement

while it was being signed shall be signing thisagreement in future and the conditions ofagreement and restrictions shall be applicable tothe concerned community radio stations from theday the agreement is signed.

16. The differences that surface among the concernedsides in the course of conducting collaborativemarketing shall be resolved through talks andconsensus among concerned sides. Just in the eventany issue remains unresolved ever after 45 days,efforts to sort out the same shall be undertaken by


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TEMPLATE OF THE

THE MODULAR AGR

FOR COMMUNITY

STATIONS

1. Aa

met

2. Gsa

3. Wtre

4. W

tre

5. E

We the undersigned representatives ocommunity radio stations have sigagreement for collaborative marketconditions and restrictions inherent in

Condi


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Radio Publicat

Samaj Paribartan Ka Lagi Samudayik (Community Radio For Social Transf

Samudayik Radio Prasaran Nirdeshik Community Radio Broadcasting Guid

Radio Bachan (2002) Radio Pledge

Nepalma Samudayik Radio (2002) Community Radio In Nepal

Samudayik Prasaran : Prastavit Kanu Draft Laws On Community Broadcas

Radio Karyakram (2003) Radio Program

Nepalma Samudayik Radio Itibritant Profile Of Community Radio In Nep

Samudayik Radio : Samasya Ra Sama Community Radio In Nepal : Problem

Samudayik Radio : Rananitik Yojana Community Radio Strategic Planning

Samudayik Radio : Samuhik Bajarika Community Radio Collective Market

A Proposed Bill on Community and N

Community Radio Strategic Plannin

Radio Directory (2004)

marketing as remuneration for conductingmarketing for other community radio station underthis agreement.

6. Every community radio stations that embark oncollaborative marketing based on mutualconsensus shall be earmarking -.. percentof the amount received against service renderedto fund the activities of the marketing extensionnetwork.

7. Managing director, executive director and chiefexecutive officer of every community radiostations that are party to the agreement shall forman management team to operate the network asenvisioned under stipulation 6 while there shall benecessary number of staff under the same.

18. Just in case differences surface among communityradio stations that are signatory to this agreementin the course of its implementation the same shallbe sorted out by talks among concerned sides. Justin the event any issue remains unresolved ever after45 days, efforts to sort out the same shall beundertaken by third party approved by both thecontending sides. The solution presented by themediation team shall be admissible to thecontending parties.

(Official representatives of the community radio stations party

to the agreement.)

Signatures


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cr collective marketing strategy1(1)

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