Developing Strategic Marketing

Plan
The Indian Express

Group 6, Section A

Deepak R 19017
Abhishek M 19062
Devraj 19077
Sai Nachappa 19105
Swaroop Shetty 19115
 India has a growing and constantly changing newspaper
market, with daily circulation up from 150 million in 2002
rising to 264 million in 2014; it is expected to continue to
rise in the coming years.
However, the newspaper industry in India hasn’t always
enjoyed increasing readership. India’s newspaper industry
INDUSTRY has faced restrictions because of state censorship, a lack of
investment and the challenge of language were all barriers
OVERVIEW faced by the industry.
Increasing literacy rates across India has driven the
localisation of newspapers, made possible by the changes in
printing technology
Perhaps the biggest reason why newspapers across India
have continued to increase their circulation is due to the
political engagement that they allow.
 Indian Express Limited is an Indian news media publishing
company. It publishes several widely circulated dailies,
including The Indian Express and The Financial Express in
English, the Loksatta in Marathi and the Jansatta in Hindi.
On 2 November 2006, the Indian Express Group signed a
Company print syndication deal with The Economist, which included
allowing the Indian Express Group to publish surveys, some
Overview reports, and various other content published in The
Economist magazine
Vivek Goenka is the chairman and managing director of the
Indian express limited.
The Express Group of publications has been synonymous
with excellence in journalism and a commitment to
independence and fairness
 Strength
Good brand presence across india
Covers the four corners of North India with a good network and 9 publishing centers
Covers the four corners of North India with a good network and 9 publishing centers
Weakness

SWOT Underwent a lot of legal battles for ownership since decades which compromised on
the quality of journalism as the secondary focus

ANALYSIS
Division of newspaper
Opportunities
Company Can generate more revenue by promoting ads of national brands at low
costs
Bring some good ads online through YouTube for marketing and increasing the
readership
Threats
Cut-throat competition offered by other English national dailies
Not as effective in terms of the quality of news as that of the high ranking
newspapers in readership
 Customers look for the latest news headline in
newspapers, and feel more comfortable in
reading it if it contains fewer number of ads with
more content, in less cluttered and crowded
Customer manner.
72% of the students read the newspapers in the
analysis morning. This is because people like to learn
about the affairs of the previous day which gives
them ample chance to discuss current affairs
Only 20% of the respondents always prefer
reading the entire text in an article while the
remaining 80% usually prefer reading just the
headlines.
 The Indian Express Group is a pioneer in
launching niche business and trade publications,
exclusively handled by its strategic business unit:
Business Publications Division 
The division manages leading B2B publications
Company and events catering to major industry verticals
such as Information Technology, Hospitality,
Analysis Travel, Pharma and Healthcare.
Earlier had very good national and international
coverage loaded with informative editorials with
no political lineage.
Sales of the Their newspapers is down due to less
sports news,size and layout of newspaper
 The Times of India: 7.4 million readers
The Times of India was founded on Nov 3, 1838 as The
Bombay Times and Journal of Commerce, and served the
British residents of western India
It has been by and large viewed as a pro-establishment paper. It

Competitor tends to vary in its support between the BJP and Congress
Party, depending on who holds the reins of the Central
Government
Analysis Times of India with its increased emphasis on the infotainment
and tabloid styles news events to garner more readership with a
more colorful presentation and eye-catching photos of models
The Times of India with its freebies, eye catching presentation
and increased visibility is clearly able to capture the majority
share of the readers in a consumer based economy and is hence
the largest read English newspaper in the country
Decision There is an increase in number of youths who
are actively participating in issues of national
making interest and politics.Therefore we aim to fill that
part and launch a newspaper that offers both
context content and entertainment.
 • Executive summary
• Decision making context
• Marketing plan
• Go-to marketing strategy
• STP analysis
• 3Cs
• Frameworks (Xavier's, cognitive activities etc)

Headings in •
•
Competitor analysis
Market research

the report •
•
Market penetration
Promotion
• Distribution
• Pricing and budgeting
• Sales and profit expectations
• Marketing audit
• References
• Appendix