Aakash Singh 19BSPDD01C001 MBA -A PROF NEERAJ ASWAL

GENERIC STRATEGY OF THE TIMES OF INDIA BENETTON ON

COLEMAN

 The Times Group is India’s largest media conglomerate with its flagship Bennett,
Coleman and Company Limited (BCCL) being the largest publishing company in
India and South-Asia.
 BCCL has history of 175 years founded from the year 1838
 BCCL and its subsidiaries are present in every existing media platform -Newspapers,
Magazines, Books, TV, Radio, Internet, Event Management, Outdoor Display, Music,
Movies and more
 With a turnover exceeding a billion dollars, the group has the support of over 25,000
advertisers, 11,000 employees and an audience spanning across all continents.
 The Times of India was launched 175 years back with its head office at Mumbai
India. Mrs. Indu Jain is current chairman and Mr. Vineet Jain is Managing Director of
the Times Group (BCCL).
 The marketing strategies for The Times of India are:
o To improve quality of product and extend variety of product range.
o The marketing strategies for The Times of India are
o To improve quality of product and extend variety of product range.
o To launch new editions in English and regional languages for students and
online newspaper i.e. e-paper or mobile paper and increase readership and
circulation of newspaper.
o To increase the advertising in paper and thus sales revenue.
o More advertisement through the medium of TV, Radio, Internet and social
campaigns.
o To Launch new social campaign ‘Young India’ basically focusing youth of the
county.
o Another keystone for the India marketing strategy is promotion. 21.
o It is important to get the promotional balance right. Combo offers with
regional language newspapers. Combo offer for both newspaper buyer and
advertiser. TOI come up at lower subscription rate at 250Rs per year. It also
allowed the brand to build and maintain a consistent dialogue with vendors,
which helps to drive sales. Also, Times of India in collaboration with HDFC
launched the Times Card.
o Promotions will be used to attract new customers. These promotions will help
build up brand awareness and consumer familiarity which will reinforce the
Times of India brand presence.
o Times of India have other brands like Economic Times, Mumbai mirror,
Maharashtra Times, Film fare etc. so as to cover needs of all classes of
consumer. The price of one copy TOI newspaper is 3 Rs which competitive
price as compared to HT, The Hindu & DNA.

IT FOLLOWS DIFFERENTIATION AS IT'S GENERIC STRATEGY.

TOI has successfully placed itself as the national newspaper of the country with regional
editions spread over different states. This offline circulation is completed by the strong online
presence that the Company has launched through its e-Paper domain.