Refocusing a product
A BBC Radio 2 case study

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Page 4: Targeting the market

Bbc Radio 2 7 Image 2Once marketers are clear about the market segment at which they are aiming, they can develop targeted marketing activities.  Whilst Radio 2 has a broader popular appeal than other stations and hence appeals to a broader segment, marketers have some clear ideas about how to target marketing activities to attract a growing audience.  Marketing activities are targeted principally at 35-54 year olds.  This also has a knock-on effect, because many older people like to think of themselves as being younger than they are.  

Targeted marketing involves identifying those parts of the product that particularly appeal to 35-54 year olds.  All the research evidence points to this market segment as being particularly interested in presenters such as Jonathan Ross, Steve Wright, Mark Lamarr, and Jools Holland, together with the mix of contemporary and more traditional music that they play, combined with informed comment and interesting chat.

BBC Radio 2 | Refocusing a product