National Publishing Company: Marketing of ‘Titli’, a children’s

fortnightly magazine

Market leader(47%) in children’s periodicals A vernacular magazine Targeted mainly at younger children(6-12) Varied stories sections Fun Quizzes for children Advertisement promotion strategy Convenience good

TITLI- Product overview

Form

• 12 cm X 20 cm layout

• 80+ pages

Feature

• Colorful covers and pages

• Short stories • Cartoons • Content on fun

and games

Customization

• One story for nascent readers

• Printed in bold letters

• Liberally illustrated

Product Specifications

Core

benefit

•Entertainment

Basic

Produc

t

•stories, advertisement, fun quizzes, games, cartoons

Expected

•More educational and mature content

Augmented

•Special Supplements

Product Levels

TITLI market offering-

Attractiveness

Value based services

TITLI Features Quality mix Titli

Core

Basic(TITLI)

Expected

Augmented

Potential

•Income level: <1000, 1000-4000,>4000

•Language: Vernacular

•Age Group: young, adult

•Geography :Rural, Urban

Segmentation

•Age group : 5-14 years

•Language : parents seeking entertainment for children

Targeting

•Light Entertainment magazine

Positioning

Segmentation, Targeting & Positioning

36%

4-518%

6-717%

8-916%

10-1117%

129%

139%

147%

Age Profile of Readers of Children's Magazine

32% 4-5

8%

6-714%

8-920%

10-1124%

1213%

1311%

149%

Age Profile of Readers of Titli

< 100024%

1001-150026%

1501-200027%

2501-400015%

40007%

Income Profile of Readers of Titli

Indoor Games Outdoor games Reading Books Watching TV Art/Music/Dance Listening Stories0

10

20

30

40

50

60

70

80

90

All Age

3-5 years

6-9 years

10-12 years

13-14 years

Leisure Habits of children across all age groups

Affect S

tudi

es

Easy

to B

orro

w

Expe

nsive

Not In

tere

sted

Outgr

own

Child

ren'

s m

agaz

ine

Availa

bilit

y Pr

oble

ms

Other

mag

azin

es b

ette

r tha

n tit

li0

10

20

30

40

50

6-7 8-9 9-11 12 13 14

3640

4649

57 56

Lapsed Readership Rates (%) by Age

Lapsed Reader %

Loss in

sales

Perception of Affecting

Studies

Shrinking market

size

Easy Borrowing

Threat from Alternatives

Other Reasons

Problem Statement

Increase Market Size

Extend reach to older children

Introduce mature content in magazine

Reduce ‘colorfulness’

Induce trials

Co-branding with other sister products

Solution

Mechanism

Action

Case Solution - 1

Dedicated edition for 11 – 14 age groupInfluence parents

Mix ‘Academic’ content

Add Scientific and general knowledge

Influence children

Series of articles promoting hobbies

General and Social issues

Solution

Mechanism

Action

Case Solution -2

Thank you

Annexure

Relatively low market penetration◦ Total size of households 52.35 lacs ◦ Only 16 lacs copies sold for all magazines in toto.

Justification for inducing trials

Indoor Games Outdoor games Reading Books Watching TV Art/Music/Dance Listening Stories0

10

20

30

40

50

60

70

80

90

All Age

3-5 years

6-9 years

10-12 years

13-14 years

Leisure Habits of children across all age groups