The Product (Titli)

Market leader in childrens magazine category with 47%

market share isn 2009

Sold at Rs 10

Targeting age group of 5-14 years

Friendly Ghost is the most popular story among children of

all age groups

Comes in standard 12x20 cm size with 80 pages

Parents consider Titli as a good harmless environment

76% of people are aware of Titli

Colorful pages

Advertisements included

Distributed via agents and sub-agents

Stage of PLC

In decaying maturity
Sales increased 25% from 2006 to 2009, but
declined in 2010
The whole Childrens magazine category is
declining.
The whole children's magazine industry in going
down
Increased use of internet and popularity of TV
shows impacts reading habit.
The increasing work load on studies, and
restrictions from parents also impacts leisure
reading,

Implications

Loosing market share.

Increase in lapsed readership in all age groups

Era of TV and cell phones

Higher lapsed readers in 13-14 year groups.

Customers phasing out

People will lose familiarity of Titli, which was

76% in 2010

The whole industry is going down, less

chances of revival.

Short term suggestion

Adding scientific and General Awareness

contents so that age group of 10-14 will
be more interested.

Adding more Quizzes and competitions.

Giving discounts on buying Titli bundled

with other publications like Newspaper
etc from National Publishing House.

Increase the commission of agents and

sub agents to push Titli.

Long term suggestion

Launching English version along with the

vernacular.

Launching online version

To capture market of 10-14 age group,

launch separate magazines on science,
General awareness, sports etc.

Increase the awareness on Importance of

Childrens reading in the parents.