Dhivya D
Sujitha A
Priyatharesini R

INDUSTRY OVERVIEW
• One of the largest with 4 news agencies
– the Press Trust of India (PTI)
– United News of India (UNI)
– Samachar Bharti
– Hindustan Smachar
• 5000 news papers (150 major publications)-100 languages
• First news paper in1780-Bengal Gazette
• James Augustes Hickey is considered the father of Indian press
Substitution:
• Radio, television, online news papers, e-papers

PRODUCT DESCRIPTION
• news paper uses column of varying width
• some have six columns per page while some have 8 or 9 columns per
page
• which affects the size shape & cost of the ad
• as per PwC report, newspaper industry is expected to be 112 bn and
the magazine segment is valued to 16bn in the current year 2011
KEY DRIVERS:
• increasing literacy levels
• higher ad spends:48% of Rs 137.5 bn advertisement spent
SOURCES OF REVENUE:
• advertisement
• circulation

SWOT FOR THE
INDUSTRY
Strength:
• High degree of market coverage
• Supply creates own demand
• Revenue increases with increase in the number of advertisement
• Products can be easily recycled
Weakness:
• Short shelf life of the product
Opportunity:
• Digital space media
• online news papers
• value addition
Threat:
• consumer migrate towards Telivision & radio

THE TOI EMPIRE
• The Times of India Group is the largest media services conglomerate
in India. It is headed by brothers Samir and Vineet Jain
• The first edition appears on November 3, 1838 known as "The
Bombay Times and Journal of Commerce“
The times of india group owns the following
– 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
– Reaching 2468 cities and towns
– 32 Radio Stations
– 2 Television News Channels
– 1 Television Life Style Channel

MAJOR BRANDS
• The Times of India, India’s largest English daily
• The Economic Times, India’s largest financial daily, and the world’s
second largest after The Wall Street Journal
• Maharashtra Times, India’s largest Marathi daily and Maharashtra’s
No.1 Newspaper
• Navbharat Times, the largest Hindi Daily in Delhi and Bombay
• Mumbai Mirror India’s largest circulated compact newspaper
• Pune Mirror
• Bangalore Mirror, Bangalore’s first morning compact daily
• The Times of India - Kannada
• Times Group’s subsidiary companies include:
• Times Infotainment Media Limited (TIML) & Entertainment Network
India Limited
• (ENIL) that together control:

SUBSIDARY
• Times Infotainment Media Limited (TIML) & Entertainment Network
India Limited
• (ENIL) that together control:
– Radio Mirchi - National network of Private FM stations
– 360 Degrees - Event Management.
– Times Outoors - Outdoor Advertising & Billboard Marketing
– Mirchi Movies Limited - Movie production, Entertainment.
• Times Internet Limited (TIL), which has:
• Indiatimes portal
• Hutk.com-NRI online shopping
• Times of Money - an online payments portal specializing in remitting
money to India and other parts of the world.

SUBSIDARY Cont.,
• Times Global Broadcasting Limited - This was a Joint Venture with
Reuters untill Reuters exited
– Times Now - A News Channel
– ZOOm - A Lifestyle Channel
• Times Business Solutionscontrols
– TBSL - corporate website of TBSL
– Times Jobs - A jobs portal
– SimplyMarry - A matrimonial portal. (earlier known as TimesMatri)
– Magic Bricks - A real estate portal
– Yolist - Free classifieds portal
– Ads2Book - Online classifieds booking system for print publications
• World Wide Media - A magazine joint venture between BCCL and
BBC magazines. WWM heads:
– Filmfare ,Filmfare Awards ,Femina ,Femina Miss India A Beauty Paegent
– Top Gear India ,Hello ,BBC Good Homes

KEY MILESTONES
• 1861 Editor Robert Knight amalgamates The Bombay Times, Bombay
Standard and Bombay Telegraph & Courier to form 'The Times of
India' and gives it a national character
• 1880 The Times of India Weekly edition launched
• 1890 Editor Henry Curwen buys TOI in partnership with Charles Kane.
• 1892 Following the death of Henry Curwen, T. J. Bennett becomes the
editor and enters into a partnership with F.M. Coleman to form a joint
stock company - Bennett, Colemen & Co. Ltd. (BCCL).
• 1946 For the first time the paper transfers to Indian ownership. Seth
Ramakrishna Dalmia buys out Bennett, Coleman & Co.Ltd. for Rs. 2
crores
• 1991 BBC features Times of India among world's six great
newspapers
• 1994 Times of India completes 150 years

PROMOTIONAL MIX
Advertisement
• TOI previous advertisement emphasized functionality of newspaper
• While now emotional platform where the newspaper is being projected
as something that of chronicle aspirations of Indians(ATL)
– Eg.100 rupee advertisement, hockey advertisement, Go India ad etc
Internet marketing
• Own their own web portals to advertise their products through banner
ads
Sales promotion
• TOI has come up at present with a subscription rate of 250 per
year(price cut)

PROMOTIONAL MIX Cont.,
Personnel selling
• door-to-door marketing making people join as 'founder members' of
the chennai editon at subscribtion rates lower than Re.1 (Rs.169 for 6
months & Rs.299 for 1 yr). so their target is the household subscribers
who read Hindu
Sponsorship
• TOI &The Economic Times presents Mega Trade Fair on Corporate
Gifts, Stationery & Writing Instruments from 5th to 8th august 2011
(www.infairs.com)
Public Relation
• They have their own website and videos featured in television medias
through which image in marketing being maintained

PROMOTIONAL MIX IN
MADURAI
• Viral marketing
– Through word of mouth the information about price cuts for 1 year
subscription has spread out well
• Out of home promotion
– They have covered most of consumer touch points in the city
starting from convenience shop, tea stalls, cycle spare repairing
shops
– Billboards in buses, road dividers/medians

Static Bill Board

MARKETING STRATEGY
• The company has followed a world war–II strategy called
pincer movement strategy
– Editorial value addition eg. The Times of India on mobile
– Audacious pricing- lion in price war this is because of the

HIGHLIGHTS
• TOI stands first with over 8 million readers in India- IRS
survey report(Indian readership survey)
• Though The Hindu holds 85% of market share in
Chennai, yet it has few set backs
• Of late the regional news coverage by The Hindu is very
poor which is why readers are getting
increasingly disillusioned with The Hindu
• Important local Events are not being given importance by
The Hindu. But this is only going to benefit very few
pockets of the society like oldies and Students of
Management Institutions