Documente Academic
Documente Profesional
Documente Cultură
Of
Marketing Management
On
Marketing Plan Of
The Tribune
Submitted To:
Submitted by:
Deptt of Management
R315A22
10801939
No serious and lasting achievement or success one ever achieves without the
friendly guidance and cooperation of so many people involved in work.
Foremost of all, I express my gratitude to the Almighty for his blessings and for
vesting wisdom in all my wishes.
I am also thankful to my Subject Teacher Mr. Parveen Kalsi, who has helped
me a lot each and every time when I had some difficulty. Words are not
sufficient to register my sincere regards to my loving parents for their deep
affection and unabated inspiration that really kept me going. They were and
unending source of strength and perseverance during the course of the study. I
place my thanks to all those who spared their time and made it convenient for
me to complete the research. I deeply acknowledge their concern for my
research. Last but not the least, I also wish to red cord my gratitude for any
person(s), my memory has failed to recall, who rendered his/her/their support
and services.
Yours faithfully
Pallavi Modi
Contents
I. Executive summary
II. Environmental analysis
A. Macroenvironmental factors
B. Microenvironmental factors
C. Competitive strategy
D. Current marketing situation
E. Market overview
i. Market demographics and needs
ii. Market trends and target market growth
F. SWOT analysis
i. Strengths
ii. Weaknesses
iii. Opportunities
iv. Threats
G. Competitive and industry analysis
H. Product overview
I. Keys to success and critical issues
III. Marketing research
IV. Marketing Strategy
A. Mission
B. Marketing objectives
C. Financial objectives
D. Target market(s)
E. Segmentation
F. Positioning
G. Strategy summary
V. Marketing mix
A. Product
B. Pricing
C. Promotion
D. Channel
E. Service
F. Internal marketing
VI. Financials
Marketing Plan for The Tribune
-Executive Summary
Environmental analysis
Competitive Strategy
The tribune is considered a premium brand covering
people of all demography and is comprehensive. Its
main competitors are The Hindu which charges high
price and The Indian Express which charges low price.
The tribune has used its value preposition to create an
image in mind of customers. And it covers its major
costs through advertising income. The company is
charging premium prices from its customers and the
prices charged does not affect customers. It charges Rs
3 per paper which is high as compared to The Times of
India and Hindustan Times as they charge @ Rs 2. They
charge high price for the trust they have maintained
since 128 years.
Market Overview
town
Easy to understand
The trust of 128 years, because of which people have
full confidence on it.
News is available online also.
Weakness
Easy language is not preferred by more learned and
professional persons.
It charges high price as compared to Hindustan times
and Times of India
Just covering North India.
Opportunities
Marketing Research
Marketing Strategy
Mission
Financial objectives
Target market(s)
Their main target market is North India It has
established its chain all over Punjab and himachal
Pradesh supplying quality and reliable news to the
people at right time.they also cover their target groups
through its online services.
Segmentation
Tribune has targeted its market on the basis if people
belonging to different religions. For people who are well
learned , they prefer reading its English editions.
people believing in Hindu religion or those who don
know English prefer reading its hindi publication dainik
tribune and those belonging to sikh religion prefer
reading Punjabi Tribune.
Positioning
The company will position itself on the basis of price
and quality. It has established its reputation since 128
years , so it has positioned a good image in the minds
of the people. It has good market value because of it is
charging high price for their newspaper @ Rs3 and also
through its advertisements. Classified advertisements
(Matrimonial, property, jobs, etc.) are published in the
print edition of The Tribune @ Rs 600.00
per insertion upto 50 words and Rs. 1200.00 from 51
to 100 words
Marketing Mix
Financials
Comparative study
• 11 publishing centers
• 15 printing centers
• 55 sales offices
• Over 7000 employees
• 5 dailies including two of the largest in the country
• 2 lead magazines
• 29 niche magazines
• Reach in 2468 cities and towns
• Turnover in excess of US $ 500 million.