The Times of India Newspaper Marketing Project

1. By
Mr. Pramod Patil
Mr. Amey Kumbar
Mr. Yogesh bokade
PGDM (Executive)

2.  The Times Group is India’s largest media conglomerate with its
flagship Bennett, Coleman and Company Limited (BCCL) being
the largest publishing company in India and South-Asia.
 BCCL has history of 175 years founded from the year 1838.
 BCCL and its subsidiaries are present in every existing media
platform -Newspapers, Magazines, Books, TV, Radio, Internet,
Event Management, Outdoor Display, Music, Movies and more.
 With a turnover exceeding a billion dollars, the group has the
support of over 25,000 advertisers, 11,000 employees and an
audience spanning across all continents.
 The Times of India was launched 175 years back with its head
office at Mumbai India. Mrs. Indu Jain is current chairman and
Mr. Vineet Jain is Managing Director of the Times Group
(BCCL).

3.  Name: The Times Of India
 Logo:
 Two elephant- strength
 Crown-Royalty
 Visual Identity: The Name The Times of India itself world
famous.
 Slogan- LET TRUTH PREVAIL

4.  Mission Statement of Times of India:
“Create & build brands with differentiated content to capture
relevant audiences and market the value of these to advertisers to
help them sell and strengthen their brands.”
 Corporate Goals :
Continue to develop innovative products in accordance with our
mission statement, adding three products each year.

5.  Core Competency and Sustainable Competitive Advantage:
 A strongly dedicated and innovative product development team.
 Largest infrastructure for advertising and circulation sales.
 A strong sales team.
 Dedicated employees.
 Strong business strategies.
 The Times of India has wide range of brands in different regional
languages which cover large range of audiences or readers.
 Today TOI is India’s national newspaper with editions spread
across most states, which is complemented by its robust presence
in on-line domain too through its e-paper.

7. STRENGHTS
 World’s largest newspaper
 brand and strong brand image.
 Easy Brand Recall useful in a competitive market with numerous
dailies; high brand loyalty.
 Weekly paper called Ascent is widely regarded as excellent
platform and also a must read for potential recruiters and job
seekers.
 Times of India-widely circulated daily newspaper.
 Largest infrastructure for advertising and circulation sales.
 Very good newspaper printing quality.

8. WEAKNESSES
 Some people have the perception that TOI publishes more
celebrity / entertainment news.
 Very less distribution channel in rural and small cities in India.
 Less information about stock market.
 Late circulation in small cities.
 Lack in covering useful news for competitive student.

9. OPPORTUNITIES
 Expanding organized distribution channels in small cities and
rural areas.
 Has a limited presence in Southern India as compared to the rest
of India.
 Huge opportunity in Regional Languages space.
 Better usage and interaction with online and mobile mediums.
 Personalized newspaper editions.
 Value addition
 Digital space media.

10. THREATS
 Tough competitions from competitors .
 Competitors-Hindustan times, The Hindu, DNA, Deccan
chronicle.
 Regional newspapers.
 Changing economic conditions because increasing rate of dollar
as compared to rupee means increase in production cost.
 Increasing digital media growth.

11.  India has emerged as the second largest newspaper market in the
world by buying 99 million newspapers daily, according to World
Association of Newspapers (WAN).
 China leads the pack with highest (107 million) number of dailies
sold every day. The Indian newspaper market is projected to
grow from Rs. 56,300 Crore To 92,300 Crore by the end of 2013,
as per the research done by pricewater house cooper.

12. Advertising revenue by media category 2012-13

13. According to the Indian readership survey for the fourth quarter
the average issue readership (AIR) of the top 10 publications and
top 10 english dailies as belows:

17. We conducted a survey to find out which brand of newspaper
people use. We took sample of 47 people, which helped in getting
good insight.
1.Reading frequency

18. 2. Brand Recall
As seen below, 34% of the total respondents were able to
recall Times of India..

19. 3. Percentage of people able to recall TOI Advertisement
As seen below only 19% of the total respondents were able to
recollect the TV commercial of the Times of India. Hence more
efforts are required to promote TOI on TV medium

20. 4. Percentage of people satisfied with the quality and content of
TOI
As seen below around 70% of the respondents are satisfied with the
quality and content of times of India.

21. 5. Most liked part of the Times Of India
As seen below most of the parts are liked by majority of the
respondents.

22. 6. Take on the price factor of Times of India
Only 38% of the total respondents are OK with the change in price
of TOI…

23. 7. Supplements of TOI
Below statistics show that maximum number of participants have
responded positive for the supplement contents of TOI.

25. The marketing strategies for The Times of India are:
 To improve quality of product and extend variety of product
range.
 The marketing strategies for The Times of India are
 To improve quality of product and extend variety of product
range.
 To launch new editions in English and regional languages for
students and online newspaper i.e. e-paper or mobile paper and
increase readership and circulation of newspaper.
 To increase the advertising in paper and thus sales revenue.
 More advertisement through the medium of TV, Radio, Internet
and social campaigns.
 To Launch new social campaign ‘Young India’ basically
focusing youth of the county.
 Another keystone for the India marketing strategy is promotion.

26.  It is important to get the promotional balance right. Combo offers
with regional language newspapers. Combo offer for both
newspaper buyer and advertiser. TOI come up at lower
subscription rate at 250Rs per year. It also allowed the brand to
build and maintain a consistent dialogue with vendors, which
helps to drive sales. Also Times of India in collaboration with
HDFC launched the Times Card.
 Promotions will be used to attract new customers. These
promotions will help build up brand awareness and consumer
familiarity which will reinforce the Times of India brand
presence.
 Times of India have other brands like Economic Times, Mumbai
mirror, Maharashtra Times, Film fare etc. so as to cover needs of
all classes of consumer. The price of one copy TOI newspaper is
3 Rs which competitive price as compared to HT, The Hindu &
DNA.