Maharashtra Times-Case Study.

Apoorva Pagar-9417 & Shruti Melethil-9413.

History and Birth.
‡ Maharashtra Times-Birth. ‡ First Writers and renowned editors. ‡ Portrayal of the Newspaper.

the newspaper catered to the elite class.Govind Talwalkar was a prominent figure in Marathi journalism. Under his leadership. Kumar Kelkar was the editor for 5 years. ‡ 1964. Karnik the first editor of Maharashtra Times held office for a year and a half. He followed in the footsteps of Govind Talwalkar and the paper didn t see any change. ‡ 1962.Evolution of the Newspaper ‡ From 1962 to present. ‡ 1995.B.D. .Taking over from Govind Talwalkar.

He changed the face of the newspaper in 2002 turning it into a youth centric paper.Bharat Kumar Raut took over as editor of Maharashtra Times. ‡ 2008. The Paper became very popular among Young and old. and is Number One in Mumbai .‡ 2001.Ashok Panvalkar has taken charge as Editor of Maharashtra Times.

‡ Overall perception of readers. ‡ Brand Value. .Market situation and Strategy.

Growth and Sustenance. ‡ Different types of Magazines. ‡ Changes of Editorial line up. . Supplement & events.

.Awards and recognition.

Ma Taa Sanman Awards: This was started in 2004 and takes place every year in the month of March/April. This initiative was undertaken to boost the confidence in Marathi girls especially but participation is open for all girls. A float goes to various colleges in the city and gives students an opportunity to showcase their talent and bring some festivity into their daily college lives. Along with the contest they have other competitions such as saree draping. Borivali. 5 girls from each centre are chosen during the elimination rounds. Vashi and Thane. Mumbai Times Carnival: This was started in 2003 and is conducted every December. Shravan Queen: This is a beauty contest held during the month of Shravan. The public are given an opportunity to participate in this contest in 4 areas in Mumbai: Dadar. . This has helped them tap their target audience and create a brand presence among the youth. They are groomed completely in preparation for the final round. skits only for ladies and other activities.


Being the newspaper the slopes of ups and downs are to be seen in the form of  Controversy  Competitors  Circulation  Readership .

HJS spokesperson had also contacted the Maharashtra Times Editor Shri. . Bharatkumar Raut. After this strong protest an apology has been tendered by Maharashtra Times in today's (16 Aug 07) edition in the same column called 'Hasa Leko'.Controversy 'Maharashtra Times' apologized for denigration The Hindu Janajagruti Samiti (HJS) and Sanatan Prabhat had called for a protest against denigration done by 'Maharashtra Times' dated 13 Aug 07.


Competitors .

In such a competative grounds marketing and their strategies are the loop holes to turn every simple and common aspect as the product in to the USP. Lokmat. At this point in time Lokmat alone accounts to about 20 lakhs of circulated copies. Loksatta. Sandhyanand. Tarun Bharat and Punyanagiri. . Pudhari.It do plays a vital role in the maintaining the stability in the market. The Marathi language market right now has strong established players like Sakaal.

The credibility of the newspaper plays an important role. Customer needs and expectations: This is anticipating future trends and forecasting for future sales. This is vital to a newspaper organization if they wish to keep their entire current market share and develop more.There are certain marketing principles which aresssss very much important Satisfaction of the target audiences: Market research must be used to find out whether customers expectations are being met . . Customer perception: this is based on the images consumers have of the organization. For eg: giving out stories with maximum human interest.

T . Although satisfying the customer is a big part of a companies plans they also need to take into account their own needs.Generating income or profit: This principle clearly states that the need of the organization is to be profitable enough to generate income for growth and to satisfy stakeholders in the business. such as: Making satisfactory progress Be aware of the environment external factors .S.O.W.

brand building W: A stereotype naming O:the way its planning to move forward T:pricing .O.W.T S: Its strength is it name .THE S. the market statics .

.Market : A businesses success is based on whether they can give the customer what they want and when they want it. Buying habits of the customers. Change the pricing scheme Introduce discounting Start up a different advertising campaign or consider changing an existing one.

Types of pricing strategies: Cost based pricing Demand based pricing Market skimming Price discrimination Destroyer pricing .

Circulation .


Press ad spends in top 5 metros. English (%) Language (%) Bombay + Delhi Chennai +Calcutta + Bangalore Sub Total Rest of India Total 370 (57) 184 (28) 555 (86) 93 (14) 647 (66%) 69 (21) 75 (23) 143 (44) 185 (56) 328 (34%) .

Readership .

Indian regional papers have several editions for a particular state to offer a complete scenario of local news for the reader to connect with the paper. Increase in the literacy rate had direct positive effect on the rise of circulation of the regional papers. Thus regional papers in India aim at providing localised news for their readers. the first thing a literate person would try to do is read the vernacular papers and gain knowledge about his own locality. localisation of news has also contributed to the growth of regional newspapers in India. . The Indian language newspapers eventually took over the English newspapers according to the NRS survey of newspapers.  Moreover. The people were first educated in their mother tongue according to their state in which they live for and eventually.  The second reason was the growing literacy rate.  The main reason was the marketing strategy that was followed by the regional papers.

Current market status Today's readers don't just expect news about politics or society or business issues anymore. entertainment. Maharashtra Times have looked up to all of it . why not get the advertiser to give the news to you and pay for it as well! It's a win-win the reader benefits and so does the advertiser. So instead of sticking to the traditional age-old methods of reporting on these categories. and lifestyle. They also expect an editorial line on contemporary issues like fashion.

the Marathi-language newspaper based out of Mumbai will enter the Pune market after Diwali. Maharashtra Times Starting in Pune soon.Future plans Maharashtra Times to shake up Pune market The Maharashtra Times.11 And read for four months.(the headline put forth to enhance its marketing) .Just need gives Rs.  Maharashtra Times is one of leading newspaper in Maharashtra and this paper gives 4 trial offer in 11 Rs. Only to Punekar.

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