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Project Presentation on

Print Media Industry




                      •   Vinnakota Harish
                      •   Pausali Chakraborthi
                      •   Hymavathi Pavithra
                      •   Thousif Mohammad
Indian Print Media Industry

•   One of the largest in the world with 20 percent world market share.
•   Over 77,600 newspapers – Highly fragmented
•   Growing Industry
•   Grew by 8.3 percent from INR 193 billion in 2010 to INR 209 billion
    in 2011
Revenue Model


Newspapers             Magazines
Advertisement         Advertisement

 Circulation           Circulation
Revenue Model


Newspapers             Magazines
Advertisement         Advertisement

 Circulation           Circulation
Revenue Model
Newspapers             Magazines
Advertisement         Advertisement

 Circulation           Circulation
Advertising vs. Circulation       Magazines vs. Newspapers


  Advertisement-Circulation mix    Newspapers-Magazines Contribution
     60:40 in the year 2000              94:6 in the year 2011
     65:35 in the year 2011        95:5 in the year 2015(estimated)
Advertising vs. Circulation       Magazines vs. Newspapers


  Advertisement-Circulation mix    Newspapers-Magazines Contribution
     60:40 in the year 2000              94:6 in the year 2011
     65:35 in the year 2011        95:5 in the year 2015(estimated)
Advertising vs. Circulation       Magazines vs. Newspapers


  Advertisement-Circulation mix    Newspapers-Magazines Contribution
     60:40 in the year 2000              94:6 in the year 2011
     65:35 in the year 2011        95:5 in the year 2015(estimated)
Top 10 Players
     Newspapers


  Hindi Newspapers


  English Newspapers


      Magazines


   Hindi Magazines


  English Magazines
Top 10 Players
     Newspapers


  Hindi Newspapers


  English Newspapers


      Magazines


   Hindi Magazines


  English Magazines
Top 10 Players
   Newspapers


Hindi Newspapers


English Newspapers


    Magazines


 Hindi Magazines


English Magazines
Top 10 Players
   Newspapers


Hindi Newspapers


English Newspapers


    Magazines


 Hindi Magazines


English Magazines
Top 10 Players
   Newspapers


Hindi Newspapers


English Newspapers


    Magazines


 Hindi Magazines


English Magazines
Top 10 Players
   Newspapers


Hindi Newspapers


English Newspapers


    Magazines


 Hindi Magazines


English Magazines
Top 10 Players
   Newspapers


Hindi Newspapers


English Newspapers


    Magazines


 Hindi Magazines


English Magazines
Top 10 Players
   Newspapers


Hindi Newspapers


English Newspapers


    Magazines


 Hindi Magazines


English Magazines
Competitive patterns -The brand wars of Times of India and The Hindu



    The times of India
•   Popularly known as “The Old Lady of Boribunder”
•   Dominates northern and the southern regions of India
•   Famous for its “page 3” culture
•   Attacked the Hindu by its “wake up Chennai” TVCs.

    The Hindu
•   Popularly known as “the Mahavishnu of Mount Road”
•   Stronghold – The southern region of India
•   Leftist views
•   Archaic usage of English
•   Lashed back at The times of india with following ads in print media and bill boards.
e - commerce
Indiatimes shopping ( Bennet Coleman and Co. Ltd)
BagitToday (Living media group)

   fashion-wear, accessories, jewellery, lifestyle products, shoes, mobiles and electronic items
    discounted prices
   first become members
   Membership : Free ; invitation only.
   Sales : limited time and typically last for 48–72 hours.
    discounts of 20%-80% of the original price
Shine ( HT media)
•   unique job-matching technology along with career guidance, resume services and industry
    information
Promotion Mix
Bennett, Coleman and Co. ltd
•   Media and entertainment business – print, television, radio, music, out-of-home advertising, and the
    Internet.
•   Newspaper publishing is its largest business segment.
•   business strengths strong brand equity of its key daily publications,
    The Times of India and The Economic Times in English
    Navbharat Times in Hindi, and Maharashtra Times in Marathi.
    Magazines, Filmfare and Femina.
•   Television presence – Zoom TV (general entertainment channel), Times Now (news channel), and ET Now
    (business news channel).
•   The Internet properties : Times Internet Ltd and Times Business Solutions Ltd.
•   Effectivepricing strategy : TOI priced at Rs 1.50 daily (most papers sold at twice that) in 1992
      Guerilla ambushes
      – discount coupons for classifieds
      – realigning space selling departments to sharply focus on advertiser interests
      – "combo offers" both for advertisers and newspaper buyers
      – product sampling
•   Ad revenues more than 85 per cent
•   High circulation and readership levels.
SWOT Analysis of Times Group alias
  Bennett, Coleman and Co. Ltd.
 Strengths                           Weaknesses
 •Times of India- wide Circulation   •Many perceive TOI as publishing
 •Localized editions                 more entertainment content
 •Daily supplementary section-
 again city specific
 •Ascent- for career related news
 •Economic Times- Largest
 circulated business daily
 •Scope of expansion in southern     •Tough competition from other
 India                               dailies
 •Huge growth potential in           •TOI – The Hindu, Hindustan Times
 regional markets                    •Economic Times –



 Opportunities                       Threats
Instances of different marketing strategies adopted in
                        Indian Print Media

    • Societal Marketing




http://www.youtube.com/watch?feature=f
vwp&v=RNmsdPeg-6Y&NR=1
Instances of different marketing strategies adopted in Indian
                       Print Media …contd.


• Relationship Marketing
   – Marketing approach with a greater importance toward
     keeping, growing and maintaining customers by satisfying their needs.
              http://www.youtube.com/watch?v=CVjRU-p_mtc


• Comparative Marketing
   – This kind of marketing specifically tells the customer why a
     competitive product is inferior in quality compared to the marketed
     product.
              http://www.youtube.com/watch?v=aWdwlZ6StA0
Consumer Behavior


                            No impact by
                             digitization




Less Price sensitive         Consumer       Brand Loyal




                            Hard Copy is
                             preferred
New Products In The Industry
• In electronic print media-
   – E-paper:
       Different from online news portals
       Gives the reader the conventional newspaper feel


• In conventional print media
   – 3D printing
   – QR Codes
Service Component


                                                                Circulation
                                      Toll Free                               Customer
Tenders   Classifieds   Garage sale               TV Schedule   to remote
                                      numbers                                  service
                                                                   areas
Pricing Strategies in Indian Print Media
•   Linear modular pricing
•   Line rate and Module Rate combination
•   Optimization curve to generate module curves.
•   Price War
PRODUCT LINE WIDTH


P
R
O
D
U
       Newspapers
C
T
        Magazines
L
I
N         Books
E

L
E
N
G
T
H
PRODUCT LINE WIDTH
                   Times of India
P   Newspapers       Magazines        Books
R
O
D
U
C
T

L
I
N
E

L
E
N
G
T
H
PRODUCT LINE DEPTH
                     Times of India
English   Finance      Hindi          Marathi   Gujarathi
 Daily     Daily       Daily           Daily     Daily
PRODUCT LINE DEPTH
                           Times of India
Entertainment
   Industry
                Women's      Magazine for
                            upwardly mobile
                                              Automobile   Architecture
  Magazine      Magazine       Readers         Magazine     Magazine
PRODUCT LINE WIDTH
                   The Hindu
P   Newspapers      Magazines         Books
R
O
D
U
C
T

L
I
N
E

L
E
N
G
T
H
PRODUCT LINE DEPTH
                    The Hindu
English   Finance               Features
                                           Sports
 Daily     Daily                Magazine
PRODUCT LINE WIDTH
                Living Media Group
P   Magazines                        Newspapers
R
O
D
U
C
T

L
I
N
E

L
E
N
G
T
H
Times of India

                                                 Relative Market Share              Low
                      High

High




                                                                         Top Gear
 Market Growth rate




                               Times of India                      BBC Good Homes
                              Economic Times                         What to Wear
                                  Filmfare                          Sandhya Times
                                  Femina                             Kolkota Mirror
                              Navbahrat Times                     Ahmedabad Mirror
                             Maharashtra Times                        Pune Mirror
                              Mumbai Mirror                         Banglore Mirror
Low
Living Media Group

                                               Relative Market Share            Low
                      High

High




                                                                 Gadgets & Gizmos
 Market Growth rate




                                                                     Mail Today
                                                               India Today Travel Plus
                               India Today                          Money Today
                             Business Today                         Men’s Health
                             Reader’s Digest                     Scientific American
                                                              Harvard Business Review
Low
Malayalam Manorama

                                                        Relative Market Share             Low
                      High

High



                                                                             Magic Pot
 Market Growth rate




                                                                            Tell Me Why




                              Malayalam Manorama
                                      Vanitha                                Smart Life
                                    The Week
                                                                               MAN
                                    Kalikudaka
                                     Balarama                             Amarchitra Katha
                             Fast Track ( Malayalam )                     Balarama Digest
                                       Veed                                Bhasha Poshini
                                    Manorama
Low                                Thozhilveedi
The Hindu

                                             Relative Market Share   Low
                      High

High
 Market Growth rate




                              The Hindu
                              Frontiline
                             Business Line
                               Sportstar
Low
Distribution Channels Used in Industry

• Distribution process takes place on two phases -one for the
  upcountry edition and other for the city called the mid night e
  dition.
• The upcountry editions are first printed and distributed
• Concept is that the longest distance gets the first printed copy
  and the nearest distance gets the last printed copies
Paper Boy
                    Depot   Vendors
                                      Paper Boy
           Dealer
                    Depot   Vendors   Paper Boy

                               .      Paper Boy
                    Depot
Times of                       .          .
           Dealer
  India                        .          .
                    Depot
                               .          .
                               .
                    Depot
           Dealer                     Paper Boy
                    Depot   Vendors
                                      Paper Boy
Product Life cycle of Print media industry

•   As per PWC report in 2006, print media industry in India was expected to grow at 12.6%
    CAGR by 2012.
•   The Indian Print Media industry is estimated to have grown by 7.6% in 2008 and reaching
    around INR 172.6 billion in size. The industry was projected to grow at a CAGR of 9% over the
    next five years and reach around INR 266 billion in size by 2013.( As per KPMG report)
•   Since 2008, over the next five years, the industry was projected to grow at a CAGR
    (compound annual growth rate) of 12.5% to reach the size of Rs1052 billion by
    2013, according to a FICCI & KPMG report on the sector release.
•   While the newspaper industry was estimated at Rs 112 billion, the magazine segment was
    valued at Rs 16 billion.The Indian Media and entertainment industry stood at Rs 584 billion in
    2008, a growth of 12.4% over the previous year.
Print media     Print media
industry in   industry in the
    India          world
Drivers of Growth of Print media in India

• High literacy levels : improving literacy levels in the country
• Lower cover prices
• Higher ad spends : growth in advertisement revenues due to increased
  advertising spends from emerging sectors such as Education, Organized
  Retail and Telecom
• growth in sales volume, more launches in the niche segment, like
  newspaper supplements and specialty magazines
• FDI – The government allowed 26% FDI in news and current affairs section
  in 2002. In non news segments, 100% FDI is allowed. Since this regulation
  many foreign investors have invested in the newspapers has can be seen in
  the next slide
Domestic Company                    Investor
Jagran Prakashan               Independent News& Media
HT Media                       Public (IPO)
Jagran Prakashan               Public (IPO)
Deccan Chronicle               Public (IPO)
HT Media Henderson             Henderson
Dainik Bhaskar                 Warburg Pincus
Amar Ujala                     DE Shaw
Ushodaya Enterprises           Blackstone

Source: Ficci PWC, companies
Thank You

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Indian Print Media Industry

  • 1. Project Presentation on Print Media Industry • Vinnakota Harish • Pausali Chakraborthi • Hymavathi Pavithra • Thousif Mohammad
  • 2. Indian Print Media Industry • One of the largest in the world with 20 percent world market share. • Over 77,600 newspapers – Highly fragmented • Growing Industry • Grew by 8.3 percent from INR 193 billion in 2010 to INR 209 billion in 2011
  • 3. Revenue Model Newspapers Magazines Advertisement Advertisement Circulation Circulation
  • 4. Revenue Model Newspapers Magazines Advertisement Advertisement Circulation Circulation
  • 5. Revenue Model Newspapers Magazines Advertisement Advertisement Circulation Circulation
  • 6. Advertising vs. Circulation Magazines vs. Newspapers Advertisement-Circulation mix Newspapers-Magazines Contribution 60:40 in the year 2000 94:6 in the year 2011 65:35 in the year 2011 95:5 in the year 2015(estimated)
  • 7. Advertising vs. Circulation Magazines vs. Newspapers Advertisement-Circulation mix Newspapers-Magazines Contribution 60:40 in the year 2000 94:6 in the year 2011 65:35 in the year 2011 95:5 in the year 2015(estimated)
  • 8. Advertising vs. Circulation Magazines vs. Newspapers Advertisement-Circulation mix Newspapers-Magazines Contribution 60:40 in the year 2000 94:6 in the year 2011 65:35 in the year 2011 95:5 in the year 2015(estimated)
  • 9. Top 10 Players Newspapers Hindi Newspapers English Newspapers Magazines Hindi Magazines English Magazines
  • 10. Top 10 Players Newspapers Hindi Newspapers English Newspapers Magazines Hindi Magazines English Magazines
  • 11. Top 10 Players Newspapers Hindi Newspapers English Newspapers Magazines Hindi Magazines English Magazines
  • 12. Top 10 Players Newspapers Hindi Newspapers English Newspapers Magazines Hindi Magazines English Magazines
  • 13. Top 10 Players Newspapers Hindi Newspapers English Newspapers Magazines Hindi Magazines English Magazines
  • 14. Top 10 Players Newspapers Hindi Newspapers English Newspapers Magazines Hindi Magazines English Magazines
  • 15. Top 10 Players Newspapers Hindi Newspapers English Newspapers Magazines Hindi Magazines English Magazines
  • 16. Top 10 Players Newspapers Hindi Newspapers English Newspapers Magazines Hindi Magazines English Magazines
  • 17. Competitive patterns -The brand wars of Times of India and The Hindu The times of India • Popularly known as “The Old Lady of Boribunder” • Dominates northern and the southern regions of India • Famous for its “page 3” culture • Attacked the Hindu by its “wake up Chennai” TVCs. The Hindu • Popularly known as “the Mahavishnu of Mount Road” • Stronghold – The southern region of India • Leftist views • Archaic usage of English • Lashed back at The times of india with following ads in print media and bill boards.
  • 18.
  • 19. e - commerce Indiatimes shopping ( Bennet Coleman and Co. Ltd)
  • 20. BagitToday (Living media group)  fashion-wear, accessories, jewellery, lifestyle products, shoes, mobiles and electronic items discounted prices  first become members  Membership : Free ; invitation only.  Sales : limited time and typically last for 48–72 hours.  discounts of 20%-80% of the original price Shine ( HT media) • unique job-matching technology along with career guidance, resume services and industry information
  • 21. Promotion Mix Bennett, Coleman and Co. ltd • Media and entertainment business – print, television, radio, music, out-of-home advertising, and the Internet. • Newspaper publishing is its largest business segment. • business strengths strong brand equity of its key daily publications, The Times of India and The Economic Times in English Navbharat Times in Hindi, and Maharashtra Times in Marathi. Magazines, Filmfare and Femina. • Television presence – Zoom TV (general entertainment channel), Times Now (news channel), and ET Now (business news channel). • The Internet properties : Times Internet Ltd and Times Business Solutions Ltd. • Effectivepricing strategy : TOI priced at Rs 1.50 daily (most papers sold at twice that) in 1992 Guerilla ambushes – discount coupons for classifieds – realigning space selling departments to sharply focus on advertiser interests – "combo offers" both for advertisers and newspaper buyers – product sampling • Ad revenues more than 85 per cent • High circulation and readership levels.
  • 22. SWOT Analysis of Times Group alias Bennett, Coleman and Co. Ltd. Strengths Weaknesses •Times of India- wide Circulation •Many perceive TOI as publishing •Localized editions more entertainment content •Daily supplementary section- again city specific •Ascent- for career related news •Economic Times- Largest circulated business daily •Scope of expansion in southern •Tough competition from other India dailies •Huge growth potential in •TOI – The Hindu, Hindustan Times regional markets •Economic Times – Opportunities Threats
  • 23. Instances of different marketing strategies adopted in Indian Print Media • Societal Marketing http://www.youtube.com/watch?feature=f vwp&v=RNmsdPeg-6Y&NR=1
  • 24. Instances of different marketing strategies adopted in Indian Print Media …contd. • Relationship Marketing – Marketing approach with a greater importance toward keeping, growing and maintaining customers by satisfying their needs. http://www.youtube.com/watch?v=CVjRU-p_mtc • Comparative Marketing – This kind of marketing specifically tells the customer why a competitive product is inferior in quality compared to the marketed product. http://www.youtube.com/watch?v=aWdwlZ6StA0
  • 25. Consumer Behavior No impact by digitization Less Price sensitive Consumer Brand Loyal Hard Copy is preferred
  • 26. New Products In The Industry • In electronic print media- – E-paper:  Different from online news portals  Gives the reader the conventional newspaper feel • In conventional print media – 3D printing – QR Codes
  • 27. Service Component Circulation Toll Free Customer Tenders Classifieds Garage sale TV Schedule to remote numbers service areas
  • 28. Pricing Strategies in Indian Print Media • Linear modular pricing • Line rate and Module Rate combination • Optimization curve to generate module curves. • Price War
  • 29. PRODUCT LINE WIDTH P R O D U Newspapers C T Magazines L I N Books E L E N G T H
  • 30. PRODUCT LINE WIDTH Times of India P Newspapers Magazines Books R O D U C T L I N E L E N G T H
  • 31. PRODUCT LINE DEPTH Times of India English Finance Hindi Marathi Gujarathi Daily Daily Daily Daily Daily
  • 32. PRODUCT LINE DEPTH Times of India Entertainment Industry Women's Magazine for upwardly mobile Automobile Architecture Magazine Magazine Readers Magazine Magazine
  • 33. PRODUCT LINE WIDTH The Hindu P Newspapers Magazines Books R O D U C T L I N E L E N G T H
  • 34. PRODUCT LINE DEPTH The Hindu English Finance Features Sports Daily Daily Magazine
  • 35. PRODUCT LINE WIDTH Living Media Group P Magazines Newspapers R O D U C T L I N E L E N G T H
  • 36. Times of India Relative Market Share Low High High Top Gear Market Growth rate Times of India BBC Good Homes Economic Times What to Wear Filmfare Sandhya Times Femina Kolkota Mirror Navbahrat Times Ahmedabad Mirror Maharashtra Times Pune Mirror Mumbai Mirror Banglore Mirror Low
  • 37. Living Media Group Relative Market Share Low High High Gadgets & Gizmos Market Growth rate Mail Today India Today Travel Plus India Today Money Today Business Today Men’s Health Reader’s Digest Scientific American Harvard Business Review Low
  • 38. Malayalam Manorama Relative Market Share Low High High Magic Pot Market Growth rate Tell Me Why Malayalam Manorama Vanitha Smart Life The Week MAN Kalikudaka Balarama Amarchitra Katha Fast Track ( Malayalam ) Balarama Digest Veed Bhasha Poshini Manorama Low Thozhilveedi
  • 39. The Hindu Relative Market Share Low High High Market Growth rate The Hindu Frontiline Business Line Sportstar Low
  • 40. Distribution Channels Used in Industry • Distribution process takes place on two phases -one for the upcountry edition and other for the city called the mid night e dition. • The upcountry editions are first printed and distributed • Concept is that the longest distance gets the first printed copy and the nearest distance gets the last printed copies
  • 41. Paper Boy Depot Vendors Paper Boy Dealer Depot Vendors Paper Boy . Paper Boy Depot Times of . . Dealer India . . Depot . . . Depot Dealer Paper Boy Depot Vendors Paper Boy
  • 42. Product Life cycle of Print media industry • As per PWC report in 2006, print media industry in India was expected to grow at 12.6% CAGR by 2012. • The Indian Print Media industry is estimated to have grown by 7.6% in 2008 and reaching around INR 172.6 billion in size. The industry was projected to grow at a CAGR of 9% over the next five years and reach around INR 266 billion in size by 2013.( As per KPMG report) • Since 2008, over the next five years, the industry was projected to grow at a CAGR (compound annual growth rate) of 12.5% to reach the size of Rs1052 billion by 2013, according to a FICCI & KPMG report on the sector release. • While the newspaper industry was estimated at Rs 112 billion, the magazine segment was valued at Rs 16 billion.The Indian Media and entertainment industry stood at Rs 584 billion in 2008, a growth of 12.4% over the previous year.
  • 43. Print media Print media industry in industry in the India world
  • 44. Drivers of Growth of Print media in India • High literacy levels : improving literacy levels in the country • Lower cover prices • Higher ad spends : growth in advertisement revenues due to increased advertising spends from emerging sectors such as Education, Organized Retail and Telecom • growth in sales volume, more launches in the niche segment, like newspaper supplements and specialty magazines • FDI – The government allowed 26% FDI in news and current affairs section in 2002. In non news segments, 100% FDI is allowed. Since this regulation many foreign investors have invested in the newspapers has can be seen in the next slide
  • 45. Domestic Company Investor Jagran Prakashan Independent News& Media HT Media Public (IPO) Jagran Prakashan Public (IPO) Deccan Chronicle Public (IPO) HT Media Henderson Henderson Dainik Bhaskar Warburg Pincus Amar Ujala DE Shaw Ushodaya Enterprises Blackstone Source: Ficci PWC, companies