Professional Documents
Culture Documents
The Brand
A Presentation by
2 Competitor Analysis
3 Consumer Analysis
4 Company Analysis
3
5 Brand Equity
6 Insights
Market Analysis
Print Media Segment consists of Newspaper and Magazine Publishing
6.8 % growth in reach of English dailies from 191 mn in 2005 to 204 mn in 2006
4,000
3,500 315
3,000 300
269 285
US$ million
Newspaper Magazine
Subscription(in Millions)
Delhi….. 2.1
2
1.9
1.9
1.8
1.8
1.7
1.6
HT TOI Navbharat Times
Newspaper
Subscription(in millions)
1.55
1.6
1.4
1.2
1
0.76
0.8 0.63
0.6 0.5
0.35
0.4
0.12
0.2
0
TOI Mumbai Mirror DNA Midday HT Indian
Express
Newspaper
Competitor Analysis (Contd)
Times leads again in 0.6
Newspaper Readership in Bangalore(2007)
Subscription(in millions)
Bangalore…..
0.5
0.5
0.4
0.3
0.3
0.2
0.1 0.057
0
TOI Deccan Herald The Hindu
Newspaper
Subscription(in millions)
0.6
Chennai 0.2
0.1 0.064
0.002
0
The Hindu Deccan Chronicle New Indian Express TOI
Newspaper
Competitor Analysis (Contd)
An unlikely “Telegraph” is Newspaper Readership in Kolkata
Subscription(in millions)
0.5
0.5
0.4
0.3
0.3
0.18
0.2
0.1 0.07
0
Telegraph TOI Statesman HT
Newspaper
8000 6781
Readership(in '000s)
7000
6000
5000
4000 3331
3000 2209
2000 1311 919 774 735 565 539 539 509 498
1000
0
Times of Hindustan Hindu Deccan Telegraph The Mumbai Indian DNA Tribune Midday Deccan
India Times Chronicle Economic Mirror Express Herald
Times
New spaper
Competitor Analysis (Contd)
English Dailies are no Readership of Top dailies
Subscription(in million)
20
10 7.4
readership positions
4.5 3.85
5
0.6
0.4
0.17
0.2 0.09
0
ET Hindu Business Line Financial Express
Year
Competitor Analysis (Contd)
Jagran Prakashan Deccan Chronicle
Brings out Dainik Jagran Building dominance in the
Strong in the Hindi belt south with a readership of
(UP, MP, Bihar) with a around 1 million
readership of 21.2 million Strategic investment in
High consumer with 30 Odyssey (Retail) and using
editions and 210 sub- the internet
editions Leader in AP and
Now entering out-of-home presence in key metros
and Event management through its acquisition in
Asian Age
Competitor Analysis (Contd)
HT Media Limited The Hindu
Offers a mix of metro-
focussed and northern Hindi Diversified portfolio of
belt (Hindi and English dailies) Newspapers, magazines
Synergistic presence in Radio and publications
(Fever 104) across 4 cities Good Editorials
Recent foray into business Revamped Sportstar a
(Mint), radio and internet year back
Strong distribution setup Status symbol in most of
Recent expansion in the south-indian houses
Mumbai,Jharkhand, Delhi and
Uttar Pradesh (Agra, Kanpur,
Meerut)
Wants to position itself in the
Hindi market segment, garner
advertising revenues and
position Mint as a business
newspaper
Competitor Analysis (Contd)
Times of India Group
Complements
News websites of the respective newspapers
Substitutes
Vernacular newspapers
Magazines
TV News Channels
• Satellite TV has grown in reach from 207 million individuals in
2005 to 230 million individuals in 2006
Blogs
Radio
• Reach has increased from 23% to 27% of population
• Radio FM increased its reach from 76 million individuals in 2005
to 119 million individuals in 2006
Competitor Analysis (Contd)
A1 7 95%
A2 14 90%
B1,B2 32 81%
C 34 70%
D 29 53%
E1,E2 21 30%
Source : IRS Data
Primary Analysis Results
1. Our sample has 88% regular newspaper readers
2. With importance level of 1.72, newspapers stand good against their rivals
3. Indian Express is lacking in the area of Business and Entertainment news, and
Supplementary that comes with it.
4. Indian Express badly in Paper quality, presentation and availability while it fares
well in Moral Uprightness (Unbiased news)
5. Home is the preferred place for reading newspapers
6. It has a very low Brand recall value
7. Main competitors - TOI,HINDU, DNA
8. Good Brand Recognition among the regular newspaper readers
9. Positive Indicators:
a. Consumption of more than 2 newspapers in middle and higher class families
b. Growing importance of kids and women in making family purchasing
decisions
Primary Interview Results
1- Excellent 6- Poor
Comparison in News Categories
l
t
ts
ts
s
ss
ria
en
ic
en
or
ne
ito
l it
m
Sp
lim
Po
in
si
Ed
rta
Bu
pp
te
Su
En
Primary Interview Results
1- Excellent 6-Poor
Comparison of News Parameters
lity
t
ss
ice
en
tio
ne
ua
bi
Pr
nt
ta
la
ng
ht
Co
en
ai
rig
La
Av
es
up
Pr
al
or
M
Primary Interview Results
4%
8%
TOI
Hindu
32% 56% Indian Express
DNA
Brand Equity Pyramid
RESONANCE
Loyalty
Engagement
Honesty FEELINGS
JUDGEMENT Credibility
Warmth
Quality
Excitement
Consideratio
n
History impressive,
Lack of IMAGERY
PERFORMANC attraction Political readers
E Lost connection with
GenX.
Unbiased
Coverage
Brand recognition limited to English
newspaper readers SALIENCE
Insights
Increase in literacy rates
However growth rate is greater in the rural
market (63.6% to 64.8%) than in urban market
(84.4% to 85.3%)
Insights (Contd)
Significant scope for growth as 359 million who
can read and understand any language do not
read any publication. 20 million of these literate
non-readers belong to upscale Sec-A and Sec-
B segments
Improve quality of paper and presentation of
news to make it more in tune with the changing
times
Improve the quality of supplements, sports and
the business sections and increase the news
content. As one interviewee put it, “I can finish
off Indian Express in 20 minutes flat”
Insights (Contd)
Better marketing is required as brand recall is
very poor among the people
Try to aggressively target other readers through
Word-of-mouth marketing. Provide attractive
discounts to capture new markets
Eg. Deccan Chronicle challenged Hindu’s dominance
in Tamilnadu in a single year by coming out with a
newspaper that sold for Re.1 and captured a huge
market share
Business dailies…a huge untapped market
Penetration of business (‘000)
dailies
Total households in Delhi 7043
& Mumbai
SecA households in Delhi 1372
& Mumbai
Circulation 540
Penetration(%) 39