National publsih company
This is presentation on case named Nation Publishing Company made by me & my Friends.
Published on: Mar 3, 2016
Transcripts - National publsih company
MARKETING CASE STUDYNational Publishing Company
EXECUTIVE SUMMARY• The case revolves around the sudden decline of Titli and the various marketing tools which have been adopted by the company in order to trigger the growth of Titli.• Awareness of children’s magazines among parents.• Current purchase pattern of children’s magazines.• Purchase of children’s magazine based on monthly household income.• Profile of Titli readers.• Lapsed purchase of Titli.• Features most liked in Titli.
ISSUES IDENTIFIED IN THECASE
EVALUATION OF THE FACTS• Visibility of the magazine – 76 % (with PETALS & LITTLE FLOWER having considerable visibility)• Regular buyers of TITLI – 70 %• Profile of readers – 6 to 14 yrs of age.• Lapse %age of readers – 45% (over the last 2-3 years)• Pictorial articles were liked the most.
ANALYSIS –• Television took a period of 4-5 years to get accepted and recognized by the Indian customers.• Childrens got more interested in television, games.• Television created a niche for itself and began to expand its arena, thereby making the other indirect competitors lose out in their business. .• There was a sudden decline in Titli’s circulation.• Advertising and promotional tools were implemented, but all in vain.• Gigantic advent of television into the entertainment arena was a threat• Hence, this might be a substantial reason for Titli losing ground of its customers and facing a shift of its customers from magazines to television.
SUGGESTIONS –• Tie up with sports/ business/ women magazines• Addition of an English section to the already existing Titli magazine• Titli can become a sponsored for the children- based television programs• Tie-up or association with Schools.• “Friendly ghost” and “Magic monkey” can be showcased on the television• Offer stickers and tattoos