Marketing srtrategy & New Product Launch plan of Times of India

1. …. I wish I had a more stronger
medium to express myself

2. Today’s Women's have achieved so
much…we need an exclusive medium
read, write and appreciate them…
…A medium to expand our
career

3. Now the wait is over…

5. is now introducing…
exclusively for
women…

6. ‘Women Times’ - The
Newspaper

7. GAP Analysis

8. GAP ANALYSIS
 Strong Demand Product:-Till now there is no news paper in the
market who will focus on all female consumers and publish all the
news, activities, Entertainment stuffs related to women.
 As per the last survey finding many people says that there should
be women oriented newspaper.
 Many women are curious to know about health issues, Career,
Latest News about women and there are very less, inexpensive
channels available to provide them information.
 Women are mainly interested in Fashion, cooking, Advice on
different areas (Like how to defend themselves) also how to
empower themselves and they need to search all over the places to
get the right information. Newspaper will be a great channel for
the same.
 A more stronger need for Women empowerment

9. STP

10.  Segment
Region – All over Indian
Age – 10+
Education – Literate
Gender – Female
 Target
English speaking/reading Women in all over India
Interest/Lifestyle – Career, Education, cooking, shopping
lovers, Daily News, Women oriented Events
 Positioning
Voice of Women
STP

11. Product Life Cycle

12. Women Times

13. Product
 Idea behind product- voice of women, no such newspaper
in market to understand women needs and wants. To
empower women.
 Product name- Women Times
 What does your product offer?
Women's related news contents, stories, education, sports,
Political and business related contents. Problems facing by
women in society. Voice of women & special subscription
offers.

14. Product Differentiation
Form Broadsheet Newspaper
Feature Glossy, fragrant, pink, half
 Form- Newspaper
 Feature- glossy, fragrant, pink
 Customization- flap, Exclusively 3D
for women
 Performance quality- Superior Quality of
Contents
 Conformance quality - High Quality Product
 Durability- short life
 Reliability – Authenticity of the Contents
 Accessibility- Easily
Customization Exclusively for women
Performance quality Superior Quality of Contents
Conformance
High Quality Product
quality
Durability short life
Reliability Authenticity of the Contents
Accessibility Easily

15. 3 D Newspaper

16. Product Level

17. Product levels: Rationale to purchase

18. Communication

19. IMC

20. Objectives
 Create Brand awareness
 Create customer base
 Reach a circulation figure of 250,000
 Increase ad revenue growth for the business
 Avoid cannibalization of The Times of India
*The marketing budget is set to One Crore

21. Launch Pad
Phase One
 Women's Times shall be initially launch in the 5 metros cities - Mumbai, Delhi,
Chennai, Kolkata and Bangalore.
 Conduct highly-focused national outdoor campaign to generate initial
awareness in the cities.
 Coupled with radio campaign on Radio Mirchi and 92.7 Red FM and other
local FM channels
 Supported by press ads in the Times of India and TOI magazines like Filmfare,
Femina, etc.
 Display of Billboard ads
 Teaser ads shall be played an various websites. Facebook and Twitter shall be
used extensively to promote and update about the product launch.
 Paper shall be unveiled in presence of some of the top Indian Women achievers
such as - Mary Kom, Saina Nehwal, Vidya Balan, Ritu Kumar, Shabana Azmi
& Chanda Kochchar

22. •
Launch Pad Cont…
Place of Launch: Gateway Of India under “Nirbhaya”
campaign
Date Of launch: 8th March 2014 (on International
Women's Day)
Special Launch Offer: Rs 99 for a year
subscription if subscribed in next 15 days from the day of
launch
A strategic PR campaign that will target all key
broadcasters to ensure rolling news and feature full
coverage of the launch.

23. Launch Pad Cont…
While this first phase of the campaign is designed to generate initial
interest in the product, it will also be used as a diagnostic stage to ascertain
what readers and newsagents thought of the title/contents and measure
exactly who was reading it.
Phase Two
 Shall commence from July 2014 onwards.
 Phase two shall be used to react to the findings of the research at the end of
the initial stage of launch.
 It will involve creation of a new, bold above-the-line campaign covering
TV, print, radio and digital.
 TV Ads shall have celebrities like: Aishwarya Rai & Shabana Azmi
 Supported by door-to-door sampling along-with the Times of India at
households, corporate, railways, airports and malls
 Telecommunication channels shall also be used to reach a wider range of
customer base.
 Launch of e-paper: womensenews.org

24. Timeline

25. Pricing Strategy

26. Selecting the Pricing Objectives
 Making newspaper affordable for
consumption by the consumers.
 Attracting new customer base

27. Pricing Strategy
 Cover Pricing
The price of a newspaper or magazine which is printed on the cover and paid by
the final purchaser. It is the market rate (MRP) at which it is sold
Cover Price will be Rs 5/-
 Subscription Pricing
Subscription of newspaper tends to be low priced then usual as customers pay the
price for a period of time on an upfront basis, ex., monthly or yearly or seasonal. It
comes in a package which ultimately becomes cheaper for new buyers while
saving time and money for a customer.
Regular Subscription Price will be Rs 180/- for a year
 Combo Offer Pricing
Differential pricing option for combo offers for e.g. with Times of India,
Maharashtra Times, etc.
Combo Offer Price will be Rs 6/- with Times Of India.
 Going Rate Pricing
Following the market Trend
 Price Endings/Psychological pricing
Pricing designed to have a positive psychological impact.
The launch offer at Rs.99 rather than at Rs. 100

28. Sales Plan
PHASE MONTHS TARGET
CUSTOME
R
PRICE(WEEKL
Y)RS.
PRICE(YEARL
Y)RS.
TOTAL
SALES
Special
Subscrip
tion
Mar-Feb 100000 - 99 9900000
Subscrip
tion
Mar-Feb 100000 - 180 18000000
Without
subscrip
tion
Mar-Feb 60000 5 15600000
Como-offer
Mar-Feb 120000 3 18720000
TOTAL 6222000
0

29. Comparative Cover Prices

30. PLACE

31. Contd…
 Will be distributed in all metro cities(Delhi, Mumbai,
Bangalore, Chennai & Hyderabad)
 Newspaper reaches to every part of the community.
 It is very accessible and economic media for common
person.
 People would show interest only if they are involving
local news too.
 Times have different regional editions which contain
their local affairs.
 With well developed machinery it is quite easy to print
different editions for different region.
 Strong organised distribution channels.

32. Thank You…!!!
Thank You…!!!
Thank You…!!!

33. Presented by:
Pramod Patil
Harshada More
Amey Kumbhar
Yogesh Bokde