NATIONAL PUBLISHING COMPANY: MARKETING

FOR TITLI

SITUATION ANALYSIS
NATIONAL PUBLISHING HOUSE
Leading Publishing company
Product distributed through system of agents and sub-agents
Network of 3000 agents

TITLI MAGAZINE
Target: 5 to 12 years of age children
Contains short stories, serialized stories, poems, cartoons, tit-bits, fun and games
Vernacular language
Multiple color
Rs. 2 per copy

PROBLEM IDENTIFICATION

Objective: Improve sales of Titli

Current problems and issues:
The circulation of Titli has declined by about 40 percent after attaining peak in 1987
Even after buying Childrens Delight, Titli is not able to take advantages of Childrens Delight

cartoon serials
Buyers want freebies with the magazine

SEGMENTATION INCOME GROUP

Analysis

Segment Suggested
Rural
Low Earning (<INR 12500 pa)
Medium Earning (INR 12501 to INR 40000 pa
High Earning (INR 40001 to INR 56000 pa)
Urban
Low Earning
Medium Earning
High Earning
84.5 % of rural families are under low earning group
67.2 % of urban families are under low earning group
Currently only 29% customers are from low earning gro
Target - Rural low earning group by including specific
content for rural children of low earning fam

SEGMENTATION AGE GROUP 1

Exhibits referred 5,6,7,8
Analysis

Age group 1: Till 7 years old

Age group 2: From 7 to 12 old

Age group 3: From 12 to 14 old

Age group 1

There was very little penetration in this age groups compared to other age groups (Exhibit 5)

Relatively low lapsed readership rate compared to other age groups (Exhibit 6)

Parent and children expect more entertainment than information and they want picture stories like Friendly
Ghost, Magic Monkey and Detective stories (Exhibit 7)

Children in age group had playing indoor and outdoor games as their first preference (Exhibit 8)

Steps to be taken

Magazine should increase penetration in this age group

Magazine should include more picture stories, games, colouring and more gifts, prizes etc.

SEGMENTATION AGE GROUP 2

There was highest penetration in this age groups compared to other age groups (Exhibit 5)

Medium lapsed readership rate compared to other age groups (Exhibit 6)

Children have varied interest in this age group. Parents assessment say that children prefer picture
stories like Friendly Ghost, Magic Monkey and Detective stories (Exhibit 7). Parent expected
children to read stories which would provide moral values and articles which gave scientific and
general information/knowledge.

Children in age group had medium interest in reading and watching TV (Exhibit 8)

Steps to be taken

Magazine should try to leverage penetration and interest level in this age group

Magazine should include combination of entertainment (picture stories) and information (stories
for scientific knowledge and moral values)

SEGMENTATION AGE GROUP 3

There was medium penetration in this age groups compared to other age groups (Exhibit 5)

High lapsed readership rate compared to other age groups (Exhibit 6)

Children have varied interest in this age group. Parents assessment say that children prefer picture stories like
Friendly Ghost, Magic Monkey and Detective stories (Exhibit 7). Parent expected children to read stories
which would provide moral values and articles which gave scientific and general information/knowledge.

Children in age group had high interest in reading (Exhibit 8)

Steps to be taken
Magazine should try to penetrate and advertise the magazine to this age group.
Magazine should include stories which gave them information and stories which inspired and motivated them

and made them think about the deeper meaning

SEGMENTATION HOUSEHOLD SIZE

Analysis Since total (rural plus urban) percentage of

household of size is around 68%
Segments suggested Household size 3-5
Others
Target - Nuclear families

RECOMMENDATIONS
Problem

SOLUTION

1.

Target audience should be children of age from 5 to 12

1.

Target audience should be children of age from 5 to 14

2.

80% of household had annual income of upto INR 12500 (around INR
1000/month) but only 29% of these household purchased Titli. Also
the market share of Titli is less in this group

2.

Reduce cost of magazine or increase content for lower earning

group to increase sales and market share in this group

3.

Magazine sales decrease by 56% in 3 years and also market was not
good for magazines

3.

Increase promotion of magazine to highlight their advantages

4.

No English section in Titli

4.

Include English section in Titli

5.

45% buyers discontinued buying Titli over past two years to three
years majorly because parents thought that magazines affect studies
or chidren were busy in schools

5.

Include more educational stuff in magazines so that parents

think that reading Titli will help children in their studies

6.

Picture stories like Friendly Ghost, Magic Monkey and Detective

stories were most popular among children

6.

Include more such stories in magazines

7.

More children (90%) were exposed to television and 65% were

regular viewers

7.

Advertize magazine on TV

THANK YOU