NATIONAL PUBLISHING COMPANY-

TITLI
Prepared by

Rahul Batra
(140101120)
INDUSTRY
Titli belongs to the category of Childrens magazine
Being available in different languages, they can be
found available for almost every geography
They contain a mix of engaging, eclectic and
enriching content
Featuring short stories, cartoon stories, and some
information about sports, history, culture etc
They are designed in such a way that they can
encourage young minds to develop a habit of
reading

TITLI
Targeted for children of age 5-12 years
Size of the periodical 12 cm X 20 cm
Priced at Rs 10 per copy
The following explains the average content of the periodical
Partiular Number of articles Number of pages
Short stories 6 16
Cartoon stories and other
humor content
7 23
Quiz, puzzles 3 5
Advertisements 6 6
Informational content 2 5
Other serialized content 2 9
Editorials 2 3
Others 5 11
Title and back page 2 2
CASE
This case is about a children's fortnightly vernacular
magazine- TITLI published by National Publishing company
Titli has always been the market leader in the children's
periodicals segment
With time elapsing, the biggest problem before the company
was declining sales, after peak sales attained in 2007, they
declined by 40%
They tried many different ways to increase sales including
active advertisements, offer of some article with the
subscription etc. but none of them really helped them in
bringing out a significant increase in the sales of Titli
With the rise in other media types, magazines were becoming
the least preferred and the lapse rate was on the rise for each
segment of readers
Even promotional schemes were only able to increase the
sales of the particular issues by 10% or so, not a significant
increase in the number of buyers

MARKET SHARE OF TITLI
47%
39%
14%
Market share (%)
TITLI PETALS OTHERS
DIVISION OF READERS
6%
19%
17%
16%
17%
9%
9%
7%
%age division of segments
of readers age wise
3 years 4-5 years 6-7 years 8-9 years
10-11 years 12 years 13 years 14 years 2%
8%
14%
20%
23%
13%
11%
9%
%age division of
segments of readers
age wise for TITLI
3 years 4-5 years
6-7 years 8-9 years
10-11 years 12 years
13 years 14 years
LAPSED READERSHIP RATE
0% 20% 40% 60% 80% 100%
6-7 years
8-9 years
10-11 years
12 years
13 years
14 years
Discontinued
Still Continued
MAJOR REASONS OF LAPSE
50%
16%
9%
7%
3%
15%
%age share of the problems for lapsed reading
Affects studies easy to borrow expensive
not interested outgrown this others
PRODUCT LIFE CYCLE OF TITLI
??? STAR
DOG CASH COW
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Products market share
High Low
Even being at
the maturity
phase of its life
cycle, it has the
maximum brand
visibility and
holds the
maximum
market share
STAGE OF TITLI
The above slide explains that the market growth of
childrens magazines is low while the market share
of TITLI is still very high
Having a market share of 47% in the market, it is
still the market leader, it serves as the product
which has a regular sales
The market in general is at a slow growth rate for
Childrens magazine because of new modes such
as TV etc



SHORT TERM SUGGESTIONS
As the data suggests, a major reason of decline in
readership is due to inclination towards the study
courses. To overcome this, format of the magazine
should be changed and some articles to related to
regular studies should be added
As they only sell through agents, now a new distribution
channel should be added- news stands and specially at
the railway stations.
They should go for a tie-up with some women oriented
hindi magazine and give a copy of subscription with it
With an annual subscription, they should give something
collectible, like stamps or coins almost with every issue.
This will draw the attention of the older kids towards the
magazine.
LONG TERM SUGGESTIONS
After having tried all the short term suggestions,
they should understand how well the course work
related articled were preferred. According to this,
they should launch an altogether a new magazines
specially targeted at older kids
They should start with some English journal or
periodical. This decision will go with the increase of
usage of the language in the country
THANK YOU