The Hindu Newspaper Vendor Project- Ogilvy and Mather, India

The HINDU Newspaper Vendor Survey

Chennai, 2014

Egmore News Mart, Mr. Khalim

Survey Results:

Type of customers-Irregular customers mostly those travelling by trains from Egmore

Highest demand in English paper is for The Hindu

Highest demand in Tamil paper is Dinakaran, Dinamani and then the Hindu

Sales figures for the Hindu- English- 50 daily and Tamil- 40 daily

Types of purchase-

Morning- Only newspapers

Afternoon- Magazines and newspapers

Evening- Mostly magazines(Purchased mostly in the night by people who will travel)

Promotion and Display-No posters supplied by any company for promotion


The Hindu Display 1


The Hindu Display 2

Egmore News Mart : Observations

More prominent and attractive display of magazines

No distinction between the English and Tamil dailies at display

The Hindu daily gets camouflaged between other papers

No promotion or branding by any of the brands including The Hindu

A cool bar, Mr. Nagraj

Survey Results:

Type of customers-Less of regular customers, mostly irregular customers mostly those travelling by trains

Highest demand in English paper is for The Hindu, then the Deccan

Highest demand in Tamil paper is Dinakaran, Dinamani and then the Hindu

Sales figures for the Hindu- Ranging from 40-50 for both

Types of purchase-



Evening- Mostly magazines(office people returning home from work) and evening Tamil newspapers

Promotion and Display-No posters supplied, most people just stick the posters and go away

A cool bar, Mr. Nagraj

A cool bar: Observations

No display of newspapers at evening and night

In evening newspapers mostly get sold out

Seemed hesitant while mentioning the Hindu among the most demanded Tamil newspapers

A few stickers on the steps and small posters of local papers

SHA Fancy & News Mart, Mr Mohammed

Survey Results:

Type of customers-Out of 100: 20-25 are regular and 75-80 irregular

Highest demand in English paper is for The Hindu, then TOI

Highest demand in Tamil paper is Daily Thanthi, The Hindu and Dinakaran

Sales figures for the Hindu- English- Both 30 daily

Types of purchase-



Evening- Mostly magazines(Purchased mostly by travelers and office goers)

Promotion and Display-• The Week has given a lot of banners and posters

• Special Scheme but no discounts or offers

• 3 Month scheme to display a Special Edition of the magazine

SHA Fancy & News Mart, Mr Mohammed

SHA Fancy & News Mart : Observations

Shop too crowded and no display of newspapers

Ads displayed of Chennai Metro, Daily Evening News

Shopkeeper displays Ads free of cost

A lot of items for sale to attract potential readers and customers

Thayif News Mart, Mr. Venkat

The Hindu Display 1


The Hindu Display 2,3

Thayif News Mart : Observations

Regular flow of customers from adjoining tea shop

Proximity to hospital, mall and offices : a healthy mix of regular and irregular customers

Big banner of The Hindu, along with similar banners from competitors

Excessive use of promotional material with all brand having very less effect

**Shopkeeper was not aware of anything

Display of most newspapers in the shop seemed irrelevant and did not create any differentiation

Saraswathi News Mart, Mr. Govind Raj

Survey Results:

Type of customers-Regular, mostly residents of near by areas

Highest demand in English paper is for The Hindu

Highest demand in Tamil paper is Daily Thanthi, The Hindu is among top 5

Sales figures for the Hindu- English- 60 daily Tamil- 30 daily

Types of purchase-


Evening- Mostly magazines

Promotion and Display-• Displays The Hindu board

• Company gives monthly payment for the board

Saraswathi News Mart, Mr. Govind Raj

Saraswathi News Mart: Observations

Mostly stocks products by The Hindu brand

Provides newspapers and magazines on specific demand

The Hindu gets the best display among all the other products

All the newspapers of The Hindu gets sold out by morning 11.30

The Hindu banner in the shop has a positive effect on the purchases mostly by residents

Interesting promotion by competitors

Interesting Promotion by Competitors

No Relevance with the brand

Increased visibility

Free of cost promotion

No newspapers sold at outlets

Recommendations..

For better display use The Hindu branded newspaper stands can be used at specific News Marts near Railway Stations and Bus Stands

Recommendations..

Many cool bars stock the newspaper without any place to display ads

The Hindu Stickers, small Posers can be used

Recommendations..

Can provide boards at shops with low visibility and places with less newspaper shops

Most vendors willing to display these for free

THANK YOU…

The Hindu Newspaper Vendor Project- Ogilvy and Mather, India

Marketing

Transcript of The Hindu Newspaper Vendor Project- Ogilvy and Mather, India