Detailed marketing frameworks used for the Deccan herald Company in the Newspaper Industry. Framework involves SWOT analysis, CAGE Framework, Xaviers Framework, Marketing Mix Analysis, Prof. Suresh Proposed Model (Class Of 2010), Analysis Of Enterprise Responses In Host market Regulatory Environment
2. NEWSPAPER INDUSTRY
The modern newspaper is a European invention
Newspapers were developed in the 17th century, as information
sheets for businessmen
The first newspaper printed in India was Hickey’s Bengal Gazette
in 1780
India has the second-largest newspaper market in the world, with
daily newspapers reporting a combined circulation of over 240
million copies
Currently India publishes about 1000 Hindi and 250 English daily
newspapers
Hindi newspaper have a circulation of about 80 million copies and
English has around 40 million copies
Newspapers are available in majority of languages such as Hindi,
Marathi, Malayalam, Kannada, Tamil, Telugu, Urdu and Bengali
Dainik Jagran is the most popular Hindi daily and Times of India is
the most popular English daily
3. DECCAN HERALD
Deccan Herald (DH) is an English daily newspaper published
from the Indian state of Karnataka by The Printers (Mysore)
Private Limited
The founder is K N Guruswamy and the newspaper was first
issued on 1948
It has seven editions printed from Bengaluru, Hubballi,
Davanagere, Hosapete, Mysuru, Mangaluru and Kalburgi
As of 2018, the circulation of Deccan Herald newspaper is more
than 2,75,000 dailies
DH is the first newspaper to introduce evening addition of
newspapers in India.
The Core products of the company are ‘Deccan Herald,
Prajavani, Sudha and Mayura’
4. SWOT ANALYSIS
Strength
As the brand is one of the
oldest newspapers in India, it
has good brand recognition
Projected as one of the best
media houses in India
Strong presence in Karnataka
Weakness
Far behind in terms of
readership compared to its
competitors
The newspaper is looked as pro
left news paper
The editions are limited to
Karnataka
Opportunities
Increase in English medium
education
Sensationalisation of events
Increasing Literacy rate
Threats
Digital media
Competitors in the market
Increase in number of news
aggregators
6. SWOT IN RELATION TO COMPETITION
Strengths Weakness Opportunities Threats
Deccan Herald
Strong hold in
southern market
No strong network
Growth in
newspaper
consumption, can
tap new markets
New entrants and
news apps
Indian Express
Present in many
markets, huge
network
Weak presence in
northern India
Expand to all parts
of the country, use
technology for
building apps
Competition from
existing players
Deccan Chronicle
High Presence in
south India
Couldn’t expand the
market
Expand to other
markets by
following strategies
High competition
from deccan herald
Times of India
Recognised in many
parts of India, has a
standard
Difficult in getting
new customers
Can connect to
more customers
through internet
News apps eating
the market
7. CAGE FRAMEWORK
Administrative Distance:
• Although the government structure (other than few UTs) remain the same, differences are there in terms of prac
• Influences of parallel entities are present in certain states (NSCN in Nagaland)
• Freedom of expression might not be equal all through, which might affect the content of the newspaper (West B
Economic Distance:
• The economic distance will vary
from the major cities to the smaller
ones.
• This will affect the buying pattern
and the choice of content.
• The economic conditions in certain
regions is ahead of the others.
• (North Odisha vs Coastal Odisha)
Geographic Distance:
• The geographic distance is not
significantly high because of
being within the national
frontiers.
• The distance might be
considerable in certain cases
due to remoteness (Manipur,
Tripura)
Cultural Distance:
• Although there are cultural distances between the North, South and North-East, they are not too
profound.
• No major difference in terms of HNO.
• The newspaper can go for Arbitrage to handle this difference.
8. XAVIER FRAMEWORK
Environmental analysis
India is the second largest newspaper market in the world
The increasing literacy rates in rural areas of India has seen the
investment in newspapers grow
Increase in the circulation is due to the political engagement that
they allow
Market analysis
Growing demand for newspaper in India
India is the largest market for newspaper
The English newspaper market across the country had an
advertising revenue of around 72.8 billion
9. Customer analysis
Daily readers of news paper in the age group of around 15-80 years
People who are interested in knowing about the day to day happenings
around the world
Increasing rate of literacy and demand for newspapers
Focus on Educated and Working professionals
Competitor analysis
Times of India, The Hindu and Indian Express
Times of India had the largest circulation of any English-language
in the world
The Indian Express generates $10M more revenue than Deccan Herald
The Hindu is the second most circulated English-language newspaper in
India
Company analysis
Long presence of more than 70 years in Indian newspaper industry
DH has been a nursery for journalistic talent, having produced some of the
finest names in India's bustling media industry
Deccan Herald has a readership of approximately 5,60,000
Daily circulation 2,53,253 copies
10. Marketing mix Analysis
Product
Daily newspaper, complimentary papers (Metro life,
Spectrum, Sunday herald)
The complementary include sports, cinema, entertainment,
health etc.
Prajavani (Kannada Newspaper)
Magazines like Sudha and Mayura
Place
Currently published in Mangalore, Kalburgi, Davanagere,
Hosapete and Hubbali
We are making an entry into Bangalore and Mysore city
Price
Range from Rs 5 – 8 per copy
11. STAGES OF
INDUSTRY
MATURITY
Paper
Industry is in
mature
stage
Growth Rate:
Slow market
growth
Technology
domination
(usage of apps
for instant
updates)
Product line: All the
competitors have the
same product lines but
the only variation
anyone can provide is
by innovation in
designing apps (user
friendly)
Number of
competitors:
Fragmented
market with
players in every
region
Market share
stability: As
mentioned above,
deccan chronicle,
Indian Express
deccan herald
holds almost
Ease of entrants: It is
hard for anyone to
compete with the
existing players, as it
is hard to make new
plants, build a
network and to gain
the interest of people
13. MARKETING
AUDIT
(MACRO ENVIRONMENT)
Effects of
Demographic
changes: The way
people look at
information is
changing
Technology:
Demand for
digital
newspapers
are increasing
Concern towards
Environment:
Huge protest
going on towards
the protection of
environment
Change in Policies:
Stringent policies
like usage of only
recycled papers for
printing of
newspapers
Income level of
people: The
spending’s of the
people has
increased
Resources
availability:
Network of
employees
dedicated to
gather
information
14. ANALYSIS OF ENTERPRISE RESPONSES IN HOST MARKET
REGULATORY ENVIRONMENT
PROF. SURESH PROPOSED MODEL (CLASS OF 2010)
