A STUDY ON SPACE MARKETING THE BETTER WAY

Date: 20-8-2011 Day: Saturday

THE NEW INDIAN EXPRESS

- Ashik Abdullah

Deep sense of gratitude..

Mr. Vinay kumar, Vice-President Sales , The New Indian Express Mr. Surendarn.R, Assistant Manager, The New Indian Express Prof. R. Venkatesh , Alliance Business School All the staff of The New Indian Express Group, Bangalore

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CONTENTS
Advertisement Space Industry profile Company profile Objectives Research methodology Observations and findings Recommendations Learning outcome
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Newspaper & ADVERTISEMENT SPACE

A newspaper is a regularly scheduled publication containing news of current events, informative articles, diverse features and advertising. Advertisement space:- Any available slot in a media product, e.g. part of a newspaper page, 30 seconds of radio time, a banner on a webpage etc, which can be sold to companies for placing an advertisement

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INDUSTRY PROFILE GLOBAL PERSPECTIVE

The first printed forerunners of the newspaper appeared in Germany in the late 1400's
The first successively published title was The Weekly News of 1622 The first true newspaper in English was the London Gazette of 1666

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INDUSTRY PROFILE INDIAN PERSPECTIVE

The first major newspaper in IndiaThe Bengal Gazette(1780)
James Augustus -"father of Indian press"

India has the world's highest paid-for daily circulation, having surpassed China - World Press trends 2010 KPMG-FICCI report, Indian print media can expect a growth at around 9% over the next 5 years.
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COMPANY PROFILE The New Indian Express Group

Started its operations in 1931 Headquarters in Chennai The company was streamed out of The Indian Express Group, which came

into existence in 1878

The newspaper stands for Courageous journalism-100% Steel, 0% Gas The New Indian Express in English, Kannada Prabha in Kannada and

Dinamani in Tamil
Rebranding in 2008 Published from 22 centres in the south

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SWOT ANALYSIS
STRENGTHS Absence of labour problem Freedom in news reporting Employees Brand Image WEAKNESS Paper quality Technical Problem Distribution network

SWOT
OPPORTUNITIES

THREAT
Competitors Post Sales service

Publish financial papers

Strengthening the distribution network Increasing No. of healthcare service

New medias with newer technologies

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OBJECTIVES OF THE RESEARCH

To understand the functioning of Space marketing department

To gather a holistic perception on the concerns of the clients while giving an advertisement in The New Indian Express Newspaper To provide suggestions and recommendations if needed to improve the functioning of Space marketing department

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PROJECT PROFILE
RESEARCH DESIGN: DESCRIPTIVE RESEARCH

SAMPLING SIZE: 30 Advertising agency

SOURCES OF DATA: PRIMARY & SECONDARY

METHOD OF DATA COLLECTION: IN DEPTH INTERVIEW

LIMITATIONS OF THE STUDY

Limited time available for interviewing the respondents
Non-cooperative approach of the respondents The time constraint was a limiting factor as more in dept

analysis of subject as well as the responses could not be carried out.

The study pertains to only selected sample of cochin Kerala;

hence, the findings may not represent as whole.

OBSERVATIONS, ANALYSIS AND FINDINGS

Sales persons (Space marketing department employee) lack proper

knowledge about the clients business and the industry

Doesnt consider ad as a win win situation for both newspaper and

the client
No support after an ad is published No/ lesser support for developing new and innovative ads No / lesser differentiation between competitors
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OBSERVATIONS, ANALYSIS AND FINDINGS (Cntd)

Smaller clients consider newspaper advertisement as ineffective goes

for radio advertisement and other media

The conventional ad placing technique followed leads to increase of

blind spot
Less or no connect with the ad and the news

No connect with the SMD (Space marketing Department) and ad

agency

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OBSERVATIONS, ANALYSIS AND FINDINGS (Cntd)

Lack of fully dedicated innovative team for making the ad more

effective when it appears in the newspaper

TNIE is less focused in local news and hence local players don't

consider TNIE for advertising

Lack of a client servicing agent dedicated solely for major (High

Net worth) clients

Readership figure doesnt project age/ region/ segment/

economic classification and hence clients have no idea which newspaper to advertise for a particular target audience
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RECOMMENDATIONS AND SUGGESTIONS

Every News can be an advertisement approach WIN WIN approach Supplements an effective advertisement tool Quality is the key

Events and Exhibitions

After Sales service Franchising and outsourcing

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LEARNING OUTCOME
Learned the fundamental concepts of Sales and how to persuade the customers

Learned on how to deal & differentiate the customers

Learned the fundamental concepts of Sales and

how to persuade Learned how to work with different staff members

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THANK YOU

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