Documente Academic
Documente Profesional
Documente Cultură
MARKET ANALYSIS
Purpose of this presentation
Advertisers
Advertisers
Based on data collected from 01st March 2006 to 31st January 2007
Statistics: Advertisers
Volume Breakup
Unlikely
5%
Potentially
Likely
19% Very Likely
51%
Likely
25%
Based on data collected from 01st March 2006 to 31st January 2007
Statistics: Advertisers
Trend: Electronic Appliances
Trend: Outomobile Showrooms
VERY LIKELY'
VERY LIKELY
16000
20000
18000 14000
16000 12000
14000
10000
SQCM
12000
SQCM
10000 8000
8000 6000
6000 4000
4000
2000
2000
0 0
MONTH MONTH
Trend:Institutes
Trend:Fashion & Lifestyle Products VERY LIKELY
ALL ADVERTISERS
VERY LIKELY 12000
8000
7000 10000
6000
8000
5000
SQCM
SQCM
4000 6000
3000
4000
2000
1000 2000
0 0
MONTH
MONTH
Based on data collected from 01st March 2006 to 31st January 2007
Statistics: Advertisers
Trend: All Catagories
VERY LIKELY ALL ADVERTISERS
45000
40000
35000
30000
SQCM
25000
20000
15000
10000
5000
MONTH
Based on data collected from 01st March 2006 to 31st January 2007
Observations: Advertisers
• Though ‘Very Likely’ make only 14% of total advertisers, their
volume share is 51%
• Automobile Showrooms (38%, 38%)
» Peak season: September to December
• Electronic Appliances (28%, 30%)
» Peak season: May-June, August, October and December
• Institutes (21%, 18%)
» Peak season: March to July and August to November
• Fashion & Lifestyle products (18%, 17%)
» Peak season: August to December
Observations: Advertisers
D.B.
25%
G.S.
75%
Based on data collected from 01st March 2006 to 31st January 2007
Statistics: Media
VOLUME BREAKUP: 'VERY LIKELY' Advertisers VOLUME BREAKUP: 'LIKELY' Advertisers
D.B. D.B.
29% 23%
G.S.
71%
G.S.
77%
D.B. D.B.
22%
12%
G.S.
78% G.S.
88%
Based on data collected from 01st March 2006 to 31st January 2007
Observations: Media
• As we move from ‘Very Likely’ to ‘Unlikely’, Divya
Bhaskar’s volume share decreases
• In total, Gujarat Samachar has 75% of share in Gandhinagar’s
advertising market, with Divya Bhaskar following at 25% share
• Weekends have the maximum share of advt. volume
• On weekdays even Gujarat Samachar doesn’t manage to get
more than a quarter page of advt.
• On average, only Gujarat Samachar is able to get its front page
full on every Saturday and Sunday
• In case of Divya Bhaskar this volume decreases to half a page
Observations: Media
• Eagle is published on every Sunday but it has poor paper quality
and B/W print
• Despite of poor quality, Eagle manages to fill up 3 pages of
advertisements on every Sunday
• Eagle fetches smaller advertisers who can’t spend more than
500/- Rs. in a week
• Though Gandhinagar Samachar has its own fan club because of
its many many years of existence, its share in advt. volume is
negligible
• Sandesh’s business is negligible
Summing up
Conclusions
• Its highly ‘repetitive advertisers’ based market
• The only way to break the market is to catch ‘Very Likely’
advertisers
• Weekends have the maximum potential for the advertising
revenue
Conclusions
• Looking at the situations of Divya Bhaskar, Sandesh, Eagle and
Gandhinagar Samachar, it is clear that breaking 5 years of
Gujarat Samachar’s monopoly is an almost impossible task
• Any product will need some time to establish itself against
Gujarat
• ‘Word of mouth’ is the only way to achieve success
What should be done?
• It has to be a four pager
• Make it fortnightly initially and as it establishes it self, we can
make it weekly
• Editorial will have to find a way to connect with people,
‘Gandhinagar Plus’ has to be an interactive feature
• Keep a special section on Education to capture ‘Institute’ market
What should be done?
• Give it a shot
• If we are bang on target, we can certainly break Gujarat
Samachar’s monopoly
Thank you