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No serious and lasting achievement or success one ever achieves without the friendly guidance and cooperation of so many people involved in work. Foremost of all, I express my gratitude to the Almighty for his blessings and for vesting wisdom in all my wishes. I am also thankful to my Subject Teacher Mr. Parveen Kalsi, who has helped me a lot each and every time when I had some difficulty. Words are not sufficient to register my sincere regards to my loving parents for their deep affection and unabated inspiration that really kept me going. They were and unending source of strength and perseverance during the course of the study. I place my thanks to all those who spared their time and made it convenient for me to complete the research. I deeply acknowledge their concern for my research. Last but not the least, I also wish to red cord my gratitude for any person(s), my memory has failed to recall, who rendered his/her/their support and services.
Contents I. II. Executive summary Environmental analysis A. Macroenvironmental factors B. Microenvironmental factors C. Competitive strategy D. Current marketing situation E. Market overview i. Market demographics and needs ii. Market trends and target market growth F. SWOT analysis i. Strengths ii. Weaknesses iii. Opportunities iv. Threats G. Competitive and industry analysis H. Product overview I. Keys to success and critical issues Marketing research Marketing Strategy A. Mission B. Marketing objectives C. Financial objectives D. Target market(s) E. Segmentation F. Positioning G. Strategy summary Marketing mix A. Product B. Pricing C. Promotion D. Channel E. Service F. Internal marketing Financials
Marketing Plan for The Tribune -Executive Summary This Plan talks about the marketing of The Tribune that is no more a new name for anyone. Be it a teacher or student or people who are using it. The Tribune has an objective of reaching North India . Due to its easy language and comprehensible, it is preferred by layman , so its targeting both students and common man. The Tribune was setup with the objective of meeting the local market for They needs, and undertakes universities closely with editorial customized and authors other and publishing institutions. customers we talk schools, work strong
through about the
development and the
processes and innovations in sales and marketing. Even marketing strategy marketing mix they clearly define and justifies their marketing mix. No doubt there are many factors which may influence their working. For marketing plan successful implementation there is high need of marketing information which will become a highly valued asset in today’s information age.. Marketing intelligence is also a way to understand the customer perception of values and customer‘s preferences. So is
the Tribune doing? It is analyzing the needs and demands of the people and making time to time changes in the editions its newspapers. So the marketing Plan focuses on each and every minute aspect of marketing which should not be left untouched and explored so as to meet the demands of the customers changing and adapt the Also business to according to to environment. cater people
belonging to different religions the English edition apart, the 128 – year –old Tribune has two sister publications, Punjabi Tribune ( in Punjabi) and Dainik Tribune (in hindi).
Environmental analysis Macro environmental factors People belonging to different religion prefer reading The tribune as they feel it easy to understand and is comprehensible. Also its price being Rs 3 , so it is easy for people to have it. Any change in economic climate , has no effect on the demand of Tribune as people don’t stop reading it in such situations. Also it has established its image since 128 years, so people have trust so enjoys good public image.
Micro environmental factors With the increase in number of players, there would be more action and the industry would feel the buzz around it and would need constant high pitch communication with the customers. Tribune, with its large distribution channels and good reputation , has able to increase its market offering. The tribune (North India) offered to customer at a price of Rs. 3/- whereas The Indian Express and other national dailies charge Rs.2/- from the customers. It is also considered as the newspaper which is easily understandable by a layman. So the company is following maximum current profits policy and is ignoring competitor pricing policies. Competitive Strategy The tribune is considered a premium brand covering people of all demography and is comprehensive. Its main competitors are The Hindu which charges high price and The Indian Express which charges low price. The tribune has used its value preposition to create an image in mind of customers. And it covers its major costs through advertising income. The company is charging premium prices from its customers and the prices charged does not affect customers. It charges Rs 3 per paper which is high as compared to The Times of India and Hindustan Times as they charge @ Rs 2. They charge high price for the trust they have maintained since 128 years.
Current Marketing Situation
Market Overview Market demographics and needs More than in most other businesses, the need for good planning in the newspaper business is essential. Newspapers are subject to major economic cycles. They have a high level of variable costs. They benefit from short-term initiatives. The newspaper industry is highly competitive, and threats are changing all the time. They are uniquely dependent on inter-related revenue streams provided by sales and advertising. And newspaper companies are fast moving. Newspapers today , have become a necessity among the people to get to know the day to day news of the latest happenings in the everyday life. People cant stop to read it in any circumstances . So, the Tribune , being established from long time back, is increasingly preferred by the people.
"Good planning is the route to accelerated growth," says this report, which offers a examination of the main techniques that newspaper companies use in their planning processes. "It is the means by which market difficulties and internal blockages can be anticipated. It is the way to forecast resource requirements such as staffing technology and newsprint. It is also the best way to encourage teams of managers to work together Market trends and target market growth The target market for The Tribune is North India. It covers people of different religions through its Hindi, Punjabi and English publications. Its rate of growth is sufficiently high. It has adopted its pricing strategy in such a way to as to achieve its objective of maximum current profit , through its advertising and circulation. The tribune charges a price which is able to cover its cost of producing, distributing and selling its newspaper. Advertisements regarding admissions, Job classifications, matrimonials etc are published for this purpose by giving them required publicity and charging them for the same. SWOT ANALYSIS Strengths Strong existing distribution channels
Most paid-circulation papers, both daily and weekly, reach the majority of homes in their primary city or town Easy to understand The trust of 128 years, because of which people have full confidence on it. News is available online also. Weakness Easy language is not preferred by more learned and professional persons. It charges high price as compared to Hindustan times and Times of India Just covering North India.
Opportunities Growing disposable income of consumers Increase in awareness raises the need for newspaper. To extend its publication all over India. Threats Strong competition Entry of new players
More price as compared to other English dailies as Hindustan Times and Times of India. Product Overview The Tribune, the largest selling daily in North India, publishes news and views without any bias or prejudice of any kind. It is an independent newspaper in the real sense of the term. The English edition apart, the 128 – year –old Tribune has two sister publications, Punjabi Tribune ( in Punjabi) and Dainik Tribune (in hindi) , focusing on rural people. Keys to success To react and change itself according to changing environment and the needs of customers. Quality offerings Effective channel management To provide relevant and unbiased news to the people.
Marketing Research Market research for newspapers includes the latest information on editorial changes, advertising demands and circulation challenges. Newspaper publishing is always evolving and requires constant analysis. It's vital to keep up with the latest trends, forecasts and predictions with accurate newspaper industry market research.Research the newspaper market if you are a prospective advertiser or looking to enter the publishing field. Whatever your business decisions,
market research on the newspaper industry can help you compete. Here's what you can expect from newspaper market research: 1. A forecast of trends for advertisers that analyzes reach and retention. 2. An analysis of past statistics and trends, including industry risks to the newspaper. 3. A look at market leaders in the newspaper industry, including financials and circulation data. 4. A look at online media markets, since newspapers own some of the most popular media sites. Use newspaper research to capture a wide audience, as many age groups and economic backgrounds read them Marketing Strategy Mission The mission of Tribune is , to provide best and fast forward news to the people. to generate sustained surpluses, always striving for excellence, within the framework of law, and in nothing but the truth in which we base every action. Marketing objectives newspapers are generally bought by all segments of the population. Even though the newspaper no longer enjoys its former role as the almost exclusive source of news, they still remain a strong factor in their specific sphere of influence.They want to increase their circulation , for that they are charging high prices for advertisements and increasing their distribution
channels. Financial objectives The Tribune, want to increase their market share by extending its circulation in other parts of India too. It expects to grow at 9-10% in next five years by satisfying customer needs through its offerings. Also they aim to make considerable profits and achieve economies through backend and front end integration. Target market(s) Their main target market is North India It has established its chain all over Punjab and himachal Pradesh supplying quality and reliable news to the people at right time.they also cover their target groups through its online services. Segmentation Tribune has targeted its market on the basis if people belonging to different religions. For people who are well learned , they prefer reading its English editions. people believing in Hindu religion or those who don know English prefer reading its hindi publication dainik tribune and those belonging to sikh religion prefer reading Punjabi Tribune. Positioning The company will position itself on the basis of price and quality. It has established its reputation since 128 years , so it has positioned a good image in the minds of the people. It has good market value because of it is charging high price for their newspaper @ Rs3 and also through its advertisements. Classified advertisements (Matrimonial, property, jobs, etc.) are published in the print edition of The Tribune @ Rs 600.00 per insertion upto 50 words and Rs. 1200.00 from 51 to 100 words
Marketing Mix Product- The tribune, Dainik tribune and Punjabi Tribune Pricing- Price if tribune is @ Rs 3 andClassified advertisements (Matrimonial, property, jobs, etc.) are published in the print edition of The Tribune @ Rs 600.00 per insertion upto 50 words and Rs. 1200.00 from 51 to 100 words. If an advt. matter exceeds 100 words limit, it will be chargeable @ Rs. 355 per sq. cm. Advertisements to be published in our language papers — Dainik Tribune (Hindi) and Punjabi Tribune (Punjabi) along with The Tribune will be charged @ Rs 125.00 (for one language paper) and Rs 200.00 (for both language papers). An additional sum of Rs 150 is to be paid if an advertisement is to be put on the Online Edition alongwith the print edition. Advertisements required to be carried only in Online edition are charged @ Rs 375 per insertion which is higher than its competitors Promotion-Its promotion is widespread as it has good distribution channels and good recognition among the people.
Channels - The Company would offer its product to consumers in 450 cities through 33 branch offices, 250 distributors, 3000 authorized dealers Financials Newspaper industry is one of the most flourishing sectors in India. The Indian Media And Entertainment industry grew from Rs 35,300 crores to Rs 43,700 crores during the year 2005-06. The liberalization of the media sector has opened up the gates of opportunities and growth. India is witnessing a revolution in this sector with the emergence of new technologies. Many companies are taking initiatives to set up digital theatres, multi-plexes, etc. Comparative study Comparing The Tribune with The Indian express and The Hindu we can say that the Indian Express has priced its product/brand with the view of achieving its pricing objective of market penetration pricing. It is a national daily covering most of India but still its prices are low as compared to others. Whereas the Hindu has priced its product relatively higher to others and followed the policy of market skimming as it is perceived as better in terms of quality and content .It has reader group which consists mostly of professional people and educational institutions. Bennett, Coleman & Co. Ltd., better known as the publisher of English daily The Times of India, is india's largest media group.
Bennett, Coleman & Co. Ltd. is the flagship company of The Times Group. The Times Group has:
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11 publishing centers 15 printing centers 55 sales offices Over 7000 employees 5 dailies including two of the largest in the country 2 lead magazines 29 niche magazines Reach in 2468 cities and towns Turnover in excess of US $ 500 million.
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