Marketing of childrens Fortnightly Magazine

Marketing Case

SUMMARY
During the end of 1990, Mr. R Saxena, Marketing Manager of National Publishing Company, was considering alternative strategies to improve the sales of, a childrens fortnightly vernacular magazine TITLI Three factors were particularly worrying for Saxena The products of the National Publishing Company were distributed through a system of agents and sub-agents located in all important places in the state. The company had a network of around 3000 agents. Titli was priced at Rs.2 per copy. In 1990 estimated number of households in the state were Titli was published was estimated to be about 52.35 lakh. In 1989 Titlis share rose to 47%. The closet follower share was about 14% and the rest of the publication shared the remaining 39%. The survey was conducted among households with monthly income of above Rs.750 having children in the age group of 3-14 years. The sample size for the survey was around 3500 respondents representing. High degree of awareness of Titli, 76% of them mentioned the magazine spontaneously whereas only 31% were spontaneously aware of another competing publication Petals, yet another competitor Little Flower, received an un-aided awareness level of 19%. 55% of Titli buyers did not buy any other magazine whereas among the buyers of all other magazines, more than 80% also bought Titli. 33% of household having monthly income up to Rs.1000 purchased anyone of the vernacular magazine and only 4% of English magazine. 61% of household with monthly income up to Rs.4000 purchased a vernacular magazine and about 29% of English magazine. Age group of 6-11 constituted about 54% of reader of Titli and age group of 6-14 constituted about 90 % The most liked feature by the parent are picture stories like Friendly Ghost , Magic Monkey and Detective Stories were most popular in children.

IMDR PGDM-I

Group-7

Marketing of childrens Fortnightly Magazine

Marketing Case

The leisure habits of children are entertained through television, playing with toys. And main activities of 10-14 age group children are to read magazines and book. There are 3 stages in the life cycle of magazine reading Stage of active promotion: This stage belongs to Children of 3-5 class who read magazine on their own. Stage of passive approval: Children of class 6-8 who have a high interest in reading. Stage of active control: Children of class 9-10 derived enjoyment from reading even more than TV. Among the parent the image of the magazine is a source of good harmless entertainment

Analysis
The target segment of the magazine can be seen as the three age groups 3 to 5 years, 6 to 9 years and 10 to 14 years. In the first age group that is, 3 to 5 years, although there was not much interest in reading but magazine included read-aloud stories written in rhyming language and stories for beginners. The main target readers were the children in age group 5 to 14 years. As per the market research findings, the magazine is head and shoulders above competition from other childrens magazines in the market.

IMDR PGDM-I

Group-7

Marketing of childrens Fortnightly Magazine

Marketing Case

PROBLEMS
1. Decrease in sale of titli was not due to competitor presence, but due to shifting of their consumer from reading habits of magazine to sports, television. 2. Titli is famous to be a superior periodical among the lower age group of children and not for reading in the higher age group of 13-14 years. Some of the problems due to its discontinuation are associated with the image or market positioning of the magazine. 3.Many parents of children of age group 12-15 thinks that their children should read India Today or other such type magazine which are helpful in scoring and building knowledge

SUGGESTIONS
They should change the format and contains of the magazine to attract new buyer. As the magazine is for children but company should target more to parents while marketing as they are the final decision taker. The publishing company can issue complementary copies for 1 month along with its daily newspaper for promotion. It can give notifications about important Examinations, Exhibitions and Olympiads etc. It would definitely attract the students in the age group 12 to 14 years who can read it without being getting embarrassed, as it would not be childish any more. These strategies may need not be infused at a time, but slowly and steadily the magazine will have to change the outwardly look and the contents as per the need and requirements of the new age readers. Each and every contents of the magazine may not relate to every age group but it must ensure something for everyone.

IMDR PGDM-I

Group-7