Description
It explains Presentation on Titli, fortnightly magazine brought out by National Publishing house. It first does the 4P analysis followed up by the STP analysis. IT shows the result of the survey done about the magazine.It comments on the competition faced by Titli and also makes suggestions on how to move the brand forward.
? Titli
is a children's fortnightly vernacular magazine published by National Publishing company
was the market leader in the children's periodicals segment. But the downward trend in its circulation was causing serious concern to the company.
? Titli
?
Research Problem
First, the circulation of Titli had declined by about 40 per cent after attaining peak sales in 1987. ? Second, despite an active advertisement campaign which coincided with the withdrawal Children's Delight from the market, Titli did not register any worthwhile increase in its circulation ? Third, though as a result of promotional schemes the circulation of the particular issue increased by approximately 10 per cent, subsequent issues did not retain a significant number of the additional buyers
?
? Data
sources – Primary ? Research approach used – Focus group, survey ? Sample size: 3500 ? Consisted both quantitative and qualitative research
•
Product
–
–
Targeted Age Group: 5 years and 12 years
Size of the periodical was 12 cm x 20 cm.
–
A typical Titli carries about two to three short two-page stories, three or four longer stories, one or at the most two serialized stories, two or three short poems, about seven or eight regular cartoon features (out of which about two were serialized cartoons), tit-bits, and fun and games.
•
Price – Rs 2/- Per copy
? Place
?
Book shops, Door to door delivery, Small shops (pan-beedi type) Advertisements and Promotional schemes like time table cards, name slips, face masks
? Promotion
?
120
100
30 80 50 68 60 77
40 70 50 20 32 23 0 Titli Petals Chand Aur Suraj Guiding Light
Lapsed Readership Rates by age
60
50
40
30
20
10
0 7 9 11 12 13 14
Market Share among Children Magazines
OTHERS
TITLI
PETALS
Reasons for lapse
60
50 50 40
30
20 16 10 9 0 1 2 3 4 5 6 7 7 3 1 1
1.Affects studies; busy with school work (50%) 2.Easy to borrow from neighbors/library (16%) 3.Expensive (9%) 4.Not interested/interested in other areas like sports/English magazines (7%) 5.Outgrown children's magazine (3%) 6.Availability problems (1%) 7.Other magazines better than Titli (1%)
? Direct
competition (9 magazines mentioned in the research) ? Other books/magazines targeted at below 15 age group ? Indoor and outdoor games ? Television, Toys ? Music, dance, art
Market
Anyone who seeks entertainment
Target Market
Parents who seeks entertainment through reading for their children
Segment
Age: Children, youth, old people
Present Target Segment
Children – Age (5-12 years)
Income of parents, Below 1000, B/w 10004000, Above 4000 p.m. -Language -English, Vernacular
B/w 10004000, Above 4000 p.m.
Vernacular
Market
Anyone who seeks entertainment
Target Market
Parents who seeks entertainment through reading for their children
Segment
Age: Children, youth, old people
Target Segment
Children – Age (5-14 years)
Income of parents, Below 1000, B/w 10004000, Above 4000 p.m. -Language -English, Vernacular
B/w 10004000, Above 4000 p.m.
Vernacular English
•
Add a section on educational content
–
–
–
–
Have a student councillor, organize painting, essay competitions, science projects, Current Affairs diversifying their reach to students Add a Section on Indian Mythology Also target school libraries as potential customers, also we should we target other public libraries, as people have a habit of exchanging it and reading it. Remove relatively not so popular articles like Boy with Magic cover and clumsy
•
•
•
•
Magazine in English can be introduced, targeting people in higher income ranges, and it can also be priced higher. Add a cartoon character popular on television, characters like mowgli, Mario, can be added. Also they can tie with these channels, and they can advertise titli on their channels at relatively lesser price. They can sell this magazine coupled with a popular woman’s magazine, as most of the purchase decisions are made by parents. It is not distributed majorly through hawkers, hence their presence on magazine stands – Come up with new distribution channels
•
•
•
Targeting specific periods of years, like giving better offers during vacations. Also, stamps, coins can be given for free, coin and stamp clubs can be formed, relatively newer freebies like stickers, labels, tattoos, etc can also be given. Also every alternate issue can have a digest attached with it, like science digest, sports digest, seasonal digests etc.
?THANK
YOU
doc_984994110.ppt
It explains Presentation on Titli, fortnightly magazine brought out by National Publishing house. It first does the 4P analysis followed up by the STP analysis. IT shows the result of the survey done about the magazine.It comments on the competition faced by Titli and also makes suggestions on how to move the brand forward.
? Titli
is a children's fortnightly vernacular magazine published by National Publishing company
was the market leader in the children's periodicals segment. But the downward trend in its circulation was causing serious concern to the company.
? Titli
?
Research Problem
First, the circulation of Titli had declined by about 40 per cent after attaining peak sales in 1987. ? Second, despite an active advertisement campaign which coincided with the withdrawal Children's Delight from the market, Titli did not register any worthwhile increase in its circulation ? Third, though as a result of promotional schemes the circulation of the particular issue increased by approximately 10 per cent, subsequent issues did not retain a significant number of the additional buyers
?
? Data
sources – Primary ? Research approach used – Focus group, survey ? Sample size: 3500 ? Consisted both quantitative and qualitative research
•
Product
–
–
Targeted Age Group: 5 years and 12 years
Size of the periodical was 12 cm x 20 cm.
–
A typical Titli carries about two to three short two-page stories, three or four longer stories, one or at the most two serialized stories, two or three short poems, about seven or eight regular cartoon features (out of which about two were serialized cartoons), tit-bits, and fun and games.
•
Price – Rs 2/- Per copy
? Place
?
Book shops, Door to door delivery, Small shops (pan-beedi type) Advertisements and Promotional schemes like time table cards, name slips, face masks
? Promotion
?
120
100
30 80 50 68 60 77
40 70 50 20 32 23 0 Titli Petals Chand Aur Suraj Guiding Light
Lapsed Readership Rates by age
60
50
40
30
20
10
0 7 9 11 12 13 14
Market Share among Children Magazines
OTHERS
TITLI
PETALS
Reasons for lapse
60
50 50 40
30
20 16 10 9 0 1 2 3 4 5 6 7 7 3 1 1
1.Affects studies; busy with school work (50%) 2.Easy to borrow from neighbors/library (16%) 3.Expensive (9%) 4.Not interested/interested in other areas like sports/English magazines (7%) 5.Outgrown children's magazine (3%) 6.Availability problems (1%) 7.Other magazines better than Titli (1%)
? Direct
competition (9 magazines mentioned in the research) ? Other books/magazines targeted at below 15 age group ? Indoor and outdoor games ? Television, Toys ? Music, dance, art
Market
Anyone who seeks entertainment
Target Market
Parents who seeks entertainment through reading for their children
Segment
Age: Children, youth, old people
Present Target Segment
Children – Age (5-12 years)
Income of parents, Below 1000, B/w 10004000, Above 4000 p.m. -Language -English, Vernacular
B/w 10004000, Above 4000 p.m.
Vernacular
Market
Anyone who seeks entertainment
Target Market
Parents who seeks entertainment through reading for their children
Segment
Age: Children, youth, old people
Target Segment
Children – Age (5-14 years)
Income of parents, Below 1000, B/w 10004000, Above 4000 p.m. -Language -English, Vernacular
B/w 10004000, Above 4000 p.m.
Vernacular English
•
Add a section on educational content
–
–
–
–
Have a student councillor, organize painting, essay competitions, science projects, Current Affairs diversifying their reach to students Add a Section on Indian Mythology Also target school libraries as potential customers, also we should we target other public libraries, as people have a habit of exchanging it and reading it. Remove relatively not so popular articles like Boy with Magic cover and clumsy
•
•
•
•
Magazine in English can be introduced, targeting people in higher income ranges, and it can also be priced higher. Add a cartoon character popular on television, characters like mowgli, Mario, can be added. Also they can tie with these channels, and they can advertise titli on their channels at relatively lesser price. They can sell this magazine coupled with a popular woman’s magazine, as most of the purchase decisions are made by parents. It is not distributed majorly through hawkers, hence their presence on magazine stands – Come up with new distribution channels
•
•
•
Targeting specific periods of years, like giving better offers during vacations. Also, stamps, coins can be given for free, coin and stamp clubs can be formed, relatively newer freebies like stickers, labels, tattoos, etc can also be given. Also every alternate issue can have a digest attached with it, like science digest, sports digest, seasonal digests etc.
?THANK
YOU
doc_984994110.ppt