Description
Ir describes the Presentation on National Publishing Company. It starts with the STP analysis and the 4P analysis of the company. It then describes the macro environment analysis. Finally it describes the problems faced by Titli magazine. Then it concentrates on the reason why the magazine is facing problems and the way it should be repositioned.
National Publishing Company
STP Analysis
Brand Market
People desiring entertainment combined with learning
Target Market
People who read for entertainment combined with learning
Segments
National Publishin g Company
Age Group -Children(5-12 years) -Teens(12-19 years) -Adults(> 20 years)
Target Segments
Children, who are regular users, in age group of 5-12 years whose parents/guardians have annual income up to Rs 12500.
Based on Class of study -Upto Class III -Class III – V -Class VI – VIII -Class IX –X Based on Family Income -Up to Rs 12500 - Rs 12501-25000 - Rs 25000-40000 - Rs 40000-56000 - > Rs 56000
Product Price Place
4Ps analysis of NPC Children’s magazines (fortnightly) Purposes: educational,
inducing a reading habit in kids, entertainment Targeted at all income groups, Rs 2 fixed price
Distributed through a system of agents and sub-agents (regular buyers), different shops and outlets like pan-beedi (occasional readers) Purchase influenced by prizes, posters, Word of mouth
Promotion
Macro environment Analysis
? Size and growth of target population
? Rapidly evolving target population
? Age mix : Children in schools ? Evolution: Children in classes 3 to 5, 5 to 8, 8 to 10.
Needs of children in the 3 sub-segments differ ? Households consisting of 3 to 5 members
Problems
? The circulation of Titli has declined by about 40%
since 1987. ? Promotional schemes successful in only short term increasing the sales by 10% but not having impact in further issues. ? Even after advertisement campaign and withdrawal of another leading children’s magazine, Titli’s sales could not increase.
Reasons
? About 45% of past buyers discontinued magazine
over last two to three years.
? Changing leisure activities of children. ? Positioning among the teenagers as a children’s
magzine.
Should Titli be re-positioned? If so, how?
? Yes, it should be re-positioned.
? New positioning should target informative reading
rather light casual reading for children.
Should the target segment for this publication be redefined?
? The target segment for this publication need to be
redefined ? As children of age up to 16 years read informative magazines, the target segment should be redefined to 5-16 years.
Questions?
doc_802399748.ppt
Ir describes the Presentation on National Publishing Company. It starts with the STP analysis and the 4P analysis of the company. It then describes the macro environment analysis. Finally it describes the problems faced by Titli magazine. Then it concentrates on the reason why the magazine is facing problems and the way it should be repositioned.
National Publishing Company
STP Analysis
Brand Market
People desiring entertainment combined with learning
Target Market
People who read for entertainment combined with learning
Segments
National Publishin g Company
Age Group -Children(5-12 years) -Teens(12-19 years) -Adults(> 20 years)
Target Segments
Children, who are regular users, in age group of 5-12 years whose parents/guardians have annual income up to Rs 12500.
Based on Class of study -Upto Class III -Class III – V -Class VI – VIII -Class IX –X Based on Family Income -Up to Rs 12500 - Rs 12501-25000 - Rs 25000-40000 - Rs 40000-56000 - > Rs 56000
Product Price Place
4Ps analysis of NPC Children’s magazines (fortnightly) Purposes: educational,
inducing a reading habit in kids, entertainment Targeted at all income groups, Rs 2 fixed price
Distributed through a system of agents and sub-agents (regular buyers), different shops and outlets like pan-beedi (occasional readers) Purchase influenced by prizes, posters, Word of mouth
Promotion
Macro environment Analysis
? Size and growth of target population
? Rapidly evolving target population
? Age mix : Children in schools ? Evolution: Children in classes 3 to 5, 5 to 8, 8 to 10.
Needs of children in the 3 sub-segments differ ? Households consisting of 3 to 5 members
Problems
? The circulation of Titli has declined by about 40%
since 1987. ? Promotional schemes successful in only short term increasing the sales by 10% but not having impact in further issues. ? Even after advertisement campaign and withdrawal of another leading children’s magazine, Titli’s sales could not increase.
Reasons
? About 45% of past buyers discontinued magazine
over last two to three years.
? Changing leisure activities of children. ? Positioning among the teenagers as a children’s
magzine.
Should Titli be re-positioned? If so, how?
? Yes, it should be re-positioned.
? New positioning should target informative reading
rather light casual reading for children.
Should the target segment for this publication be redefined?
? The target segment for this publication need to be
redefined ? As children of age up to 16 years read informative magazines, the target segment should be redefined to 5-16 years.
Questions?
doc_802399748.ppt