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
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