Marketing  of  children’s  Fortnightly  Magazine Marketing Case

IMDR Group-7

PGDM-I

SUMMARY x During the end of 1990, Mr. R Saxena, Marketing Manager of National Publishing

Company,  was  considering  alternative  strategies  to  improve  the  sales  of,  a  children’s  fortnightly  vernacular  magazine  “TITLI”

x Three factors were particularly worrying for Saxena

x The products of the National Publishing Company were distributed through a system of agents and sub-agents located in all important places in the state. The company had a network of around 3000 agents.

x Titli was priced at Rs.2 per copy.

x In 1990 estimated number of households in the state were Titli was published was estimated to be about 52.35 lakh.

x In  1989  Titli’s  share  rose  to  47%.  The  closet  follower  share  was  about  14%  and  the  rest  of the publication shared the remaining 39%.

x The survey was conducted among households with monthly income of above Rs.750 having children in the age group of 3-14 years. The sample size for the survey was around 3500 respondents representing.

x High degree of awareness of Titli, 76% of them mentioned the magazine spontaneously whereas only 31% were spontaneously aware of another competing publication Petals, yet another competitor Little Flower, received an un-aided awareness level of 19%.

x 55% of Titli buyers did not buy any other magazine whereas among the buyers of all other magazines, more than 80% also bought Titli.

x 33% of household having monthly income up to Rs.1000 purchased anyone of the vernacular magazine and only 4% of English magazine. 61% of household with monthly income up to Rs.4000 purchased a vernacular magazine and about 29% of English magazine.

x Age group of 6-11 constituted about 54% of reader of Titli and age group of 6-14 constituted about 90 %

x The most liked feature by the parent are picture  stories  like  “Friendly  Ghost  ”,  “Magic  Monkey”  and  “Detective  Stories  ”  were  most  popular  in  children.

Marketing  of  children’s  Fortnightly  Magazine Marketing Case

IMDR Group-7

PGDM-I

x The leisure habits of children are entertained through television, playing with toys. And main activities of 10-14 age group children are to read magazines and book.

x There  are  3  stages  in  the  “life  cycle”  of magazine reading

x Stage of active promotion: This stage belongs to Children of 3-5 class who read magazine on their own.

x Stage of passive approval: Children of class 6-8 who have a high interest in reading.

x Stage of active control: Children of class 9-10 derived enjoyment from reading even more than TV.

x Among  the  parent  the  image  of  the  magazine  is  a  source  of  “good  harmless  entertainment”

Analysis

x The target segment of the magazine can be seen as the three age groups 3 to 5 years, 6 to

9 years and 10 to 14 years.

x In the first age group that is, 3 to 5 years, although there was not much interest in reading

but  magazine  included  “read-aloud”  stories  written in rhyming language and stories for

beginners.

x The main target readers were the children in age group 5 to 14 years.

x As per the market research findings, the magazine is head and shoulders above

competition  from  other  children’s  magazines  in  the  market.

Marketing  of  children’s  Fortnightly  Magazine Marketing Case

IMDR Group-7

PGDM-I

PROBLEMS 1. Decrease in sale of titli was not due to competitor presence, but due to shifting of their

consumer from reading habits of magazine to sports, television.

2. Titli is famous to be a superior periodical among the lower age group of children and

not for reading in the higher age group of 13-14 years. Some of the problems due to its

discontinuation are associated with the image or market positioning of the magazine.

3.Many parents of children of age group 12-15 thinks that their children should read India

Today or other such type magazine which are helpful in scoring and building knowledge

SUGGESTIONS 9 They should change the format and contains of the magazine to attract new buyer.

9 As the magazine is for children but company should target more to parents while marketing as they are the final decision taker.

9 The publishing company can issue complementary copies for 1 month along with its

daily newspaper for promotion.

9 It can give notifications about important Examinations, Exhibitions and Olympiads etc. It

would definitely attract the students in the age group 12 to 14 years who can read it

without being getting embarrassed, as it would not be childish any more.

9 These strategies may need not be infused at a time, but slowly and steadily the magazine

will have to change the outwardly look and the contents as per the need and requirements

of the new age readers. Each and every contents of the magazine may not relate to every

age group but it must ensure something for everyone.