National publishing company-Titli case
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Transcript of National publishing company-Titli case
![Page 1: National publishing company-Titli case](https://reader036.fdocuments.us/reader036/viewer/2022083002/55861d19d8b42a7d428b4de8/html5/thumbnails/1.jpg)
National Publishing Company: Marketing of ‘Titli’, a children’s
fortnightly magazine
![Page 2: National publishing company-Titli case](https://reader036.fdocuments.us/reader036/viewer/2022083002/55861d19d8b42a7d428b4de8/html5/thumbnails/2.jpg)
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
![Page 3: National publishing company-Titli case](https://reader036.fdocuments.us/reader036/viewer/2022083002/55861d19d8b42a7d428b4de8/html5/thumbnails/3.jpg)
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
![Page 4: National publishing company-Titli case](https://reader036.fdocuments.us/reader036/viewer/2022083002/55861d19d8b42a7d428b4de8/html5/thumbnails/4.jpg)
Core
benefit
•Entertainment
Basic
Produc
t
•stories, advertisement, fun quizzes, games, cartoons
Expected
•More educational and mature content
Augmented
•Special Supplements
Product Levels
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TITLI market offering-
Attractiveness
Value based services
TITLI Features Quality mix Titli
Core
Basic(TITLI)
Expected
Augmented
Potential
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•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
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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
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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
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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 %
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Loss in
sales
Perception of Affecting
Studies
Shrinking market
size
Easy Borrowing
Threat from Alternatives
Other Reasons
Problem Statement
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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
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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
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Thank you
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Annexure
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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
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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
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