Sachin Sahu_Project Print Media

8/8/2019 Sachin Sahu_Project Print Media

1/10

9/24/2010

CONSUMER BEHAVIOR

PRINT MEDIA

SACHIN B.SAHU

ROSHAN SHETTY

SAKSHI AWASTHI

SURVI TAPARIA

ZAHEB ANJUM


2/10

INTRODUCTION

India is the world's largest democracy. Its mass media culture, a system that has evolved over

centuries, is comprised of a complex framework. Modernization has transformed this into a

communications network that sustains the pulse of a democracy of about 1.1 billion people.

India's newspaper evolution is nearly unmatched in world press history. India's newspaper

industry and its Westernization or mondialisation as French would call it go hand in hand.

India's press is a metaphor for its advancement in the globalized world.

The printing press preceded the advent of printed news in India by about 100 years. It was in

1674 that the first printing apparatus was established in Bombay followed by Madras in 1772.

India's first newspaper, Calcutta General Advertise, also known as the Hicky's Bengal

Gazette was established in January 1780, and the first Hindi daily, Samachar Sudha Varshan ,

began in 1854. The evolution of the Indian media since has been fraught with developmental

difficulties; illiteracy, colonial constraints and repression, poverty, and apathy thwart interest in

news and media.

At a time when circulation of newspapers in the USA, Europe and other developed countries,

Making some media expert declare that newspapers are dying? (Greenslade 2009), the Indian

print media industry has been bucking the trend in the past decade. According to the WorldAssociation of Newspapers report Indian newspaper sales increased by 35.51 per cent in the

five year period between 2004 and 2009. The Indian Media and Entertainment sector is said

to be twice as profitable as its global counterparts, according to an analysis of 37 publicly

traded Indian companies whose gross profits grew by 31 per cent between 2004 and 2009

(Press Council of India 2009). Overall, in 2009, about 100 million copies of newspapers were

sold in India (WAN 2008), whereas according to National Readership Survey as many as 222

million readers read an Indian newspaper in 2008 (Press Council of India 2009)


3/10

Growth in Print Media

In 2009, the print media industry stood at US$ 3.85 billion and showed a moderate growth of 2%. The industry is projected to grow at a CAGR of 9 per cent and reach around US$ 5.90 billionby 2014.

The regime of foreign investment in Indian entities publishing newspapers and periodicals is asfollows: -

Foreign investment (including FDI) upto 74% in Indian entities publishing scientific/technicaland specialty magazines/periodicals/journals, where only Indian editions of foreignscientific/technical/specialty journals etc. are being published with no foreign investment(including FDI) being made, the Ministry of Information and Broadcasting will give approvals ona case by case basis subject to prescribed conditions.

FDI upto 26% in Indian entities publishing newspapers and periodicals dealing in news andcurrent affairs with suitable safeguards like verification of antecedents of foreign investor,keeping editorial and management control in the hands of resident Indians and ensuringagainst dispersal of Indian equity.

Recent Developments

During the year 2008-09, 15 proposals for FDI in Indian entities in the news and currentaffairs sector have been approved. Further, permission has been given for publication of 189 Indian editions of foreign specialty, technical and scientific magazines. Permissionhas also been given for publication of 106 specialties, technical and scientific magazines

by Indian entities, who have taken FDI.

As a further measure of policy liberalization, Government has allowed Indian edition of foreign news magazines for facilitating wider readership at affordable prices. Also,Government has recently announced facsimile edition of international newspapers.

Government has reviewed the print advertisement policy and brought about changes tosupport small and medium newspapers. As per the policy, advertisement support hasbeen increased from 10% to 15% for small newspapers and from 30% to 35% formedium newspapers, in money terms. Minimum publication period requirementdrastically reduced from 36 months to 6 months for regional languages newspapers.


4/10

PLAYERS IN PRINT MEDIA

Newspapers Magazines Outdoor & Direct MailAdvertising

The Times of India Vanitha (Malayalam) Ogilvy & Mather

Dainik Jagran Saras Salil (Hindi) J Walter Thompson

Malayala Manorama India Today (English) Mudra Communications

The Hindu Pratiyogita Darpan(Hindi)

FCB Ulka

Eenadu Malayala Manorama Rediffusion- DY&R

Deccan Chronicle Balarama McCann-Erickson IndiaAnanda Bazar Patrika India Today (Hindi) RK Swamy/BBDO

Advertising Ltd.

Sakshi Kumudam (Tamil) Grey Worldwide Pvt.Ltd

Amar Ujala Readers Digest (English) Leo Burnett India Pvt.Ltd

Hindustan Times Meri Saheli (Hindi) Contract Advertising IndiaLtd.

Hindustan

Mathrubhumi

Gujarat Samachar

Punjab Kesari

Sakaal

The Economic Times

The Telegraph

DNA

The New Indian ExpressThe Hindu Business Line

Business Standard


5/10

CUSTOMER EXPECTATIONS & POINTS OF SATISFACTION

Pre-Purchase

Brand Image Customers in this industry are more inclined towards brand image of thecompany

Past Performance Customers compare past performance of the company beforepurchasing

Circulation Customers are interested to find out the reach of media Price Customers prefer services or products according to their purchasing power

During-Purchase

Availability Products or Services should be available easily Discounts Slots Slots which are available at discounted prices Quality Of Material Material used for creation of particular Newspaper, Magazine &

leaflet

Print & Design Most important factor during the purchase Print quality & attractivedesign

Post-Purchase

Effectiveness

Feedback Revenue Comparative Analysis


6/10

Perceptual Mapping Based On Price & Circulation

Perceptual Mapping Based On Price & Effectiveness


7/10

ATTRIBUTES & CHARACTERSTICS

Effectiveness Circulation Price Quality of Advertisement

COMPARISION OF EXPECTIONS & CHARACTERSTICS PRINT MEDIA

Newspaper

Newspaper is one of the most common ways for people to stay informed about current events,technology and other special interests. Relative to other forms of print media news paper isrelatively cheap and enjoy 22% share total print media sector.

Magazine

A periodic publication containing pictures and stories and articles of interest for information onCurrent affairs, Fashion, Health. Its a very important part of businesses and households.

Outdoor & Direct mail Advertising

This form of advertisement in India plays a major role in print media. Outdoor & Direct mailincludes Posters, Billboards, Handbills, Hoardings, Stickers, Sales letters, catalogue.


8/10

SOME INNOVATIVE PRINT ADVERTISEMENTS !!!


9/10


10/10

Sachin Sahu_Project Print Media

Documents

Transcript of Sachin Sahu_Project Print Media