National Publishing

Company
Case Study

Sahil Kapoor
Roll no150103141
Section C

Company

Leading Publishing Company.

Experience in printing and publishing.
Several Publication Weekly, Fortnightly,
Monthly, Annually.
Market Leader in periodic Segments.
Competent editors and Managers.
3000 agents and subagents in all important
places in the state.

Product
Specification
FORMAT

Multiple Colour
Size12cmX20cm
34 Pages

FEATURE

Short and Long

Stories
Fun Games
Read Aloud
Stories
Cartoons

PRICE
10 rupees per
copy

Customers
Children of Age Group 5 to 14 years.
45% of household in the state bought
Titli(Fortnightly)
Current Purchase
Regular
Buyers

30%

Occasional
Buyers

70%

54% of the Children between 6 to 11 years

read Titli
Profile
ofchildren
Titli Readers
90%
of the
between
6 to 14 years
3 years
4-5 years
read Titli. 6-7 years
8-9 years
2%
8% 9%
11%
13% 14%
24% 20%

10-11 years
13 years

12 years
14 years

Sex
49% 51%

Male
Female
Monthly Income Level

Upto
Rs.20,000
Rs.5000180000

Rs.20,00130,000
Rs.80,000

Rs.30,00150,000

Competitors

2009
9 publications monthly and Fortnightly.
8.8 lakh copies of all childrens publication
circulated in the market
Other

magazines
Titli
Petals
Little Flower
Closest
Competit
Chand aur Suraj
or
Guiding Light
Rest
Vernacular/Englis
h Magazines
Children Delight who was a close competitor in
2006 is withdrawal from the market in 2009.
High-brow magazines.
Specialized magazines like competitive exams and
children magazines.
Market Share

Market
Segmentation
Market
Segmentatio
n

Demographi
c

Geographic

Region

Age

Gender

Income

Education

Household
Size

Psychograph
ic

Behavioural

Lifestyle

Attitude
Towards
Product

Urban

3-5 years

Male

Upto 25000

I to IV

1- 2

Vernacular

Diverse and
interesting
story

Rural

6-9 years

Female

2500150000

V to VII

3- 5

English

More Picture

10-12 years

50,00180,000

VIII to X

6- 8

13-14 years

80,0011,20,000

XI and
above

More than 8

15 years
and above

More than
1,20,000

More
Colours

Market
Targeting

Market
Segmentatio
n

Demographi
c

Geographic

Region

Age

Gender

Income

Education

Household
Size

Psychograph
ic

Behavioural

Lifestyle

Attitude
Towards
Product

Urban

3-5 years

Male

Upto 25000

I to IV

1- 2

Vernacular

Diverse and
interesting
story

Rural

6-9 years

Female

2500150000

V to VII

3- 5

English

More Picture

10-12 years

50,00180,000

VIII to X

6- 8

13-14 years

80,0011,20,000

XI and
above

More than 8

15 years
and above

More than
1,20,000

More
Colours

Target
Segment

Main Leisure Activities

of Children
90
80
70
60
50
40
30
20
10
0

All Ages
3-5 years
6-9 years
10-12 years
13-14years

Reading Books Maximum for age group 10-14 years

Lapsed Leadership
Lapse Rate
Rates by Age
Children
between age
of 10 to 14
years are
moving away
from the
magazines.
52% of the
readers feel
that there
studies are
affected
hence they
are moving
away from the
magazine.

60
40
20
0

Axis Title

Lapsed Purchases

10% 1%

3%
7%
9%
17%

52%

Affect Studies
Easy to Borrow
Expensive
Not interested
Outgrown
No availability
Other Magazine better

Problem Statement
Downward Trend in the circulation ( decline by 40% even
though the biggest competitor (children delight) withdrew its
circulation.
As per the research it is perceived to be appealing more to
8-12 years old children and less to 13-14 years old children,
which represents the largest proportion of the group moving
away from the magazine. (Older Children embarrassed to
associate with the product)
The market Size is shrinking .
Even after promotional schemes circulation of particular
issue increased by 10 % ,but did not retained any significant
no of additional buyers.

Solutions
Strategy 1-

The Company should not go for the

repositioning of the Titli. As repositioning of titli may lead
to losing loyal readers between the age group of 310 years.
to losing market to the competitors.
involves lots of risk. There are chances that the new
target group might not even like the content.
Hence they should stick to their current strategy and narrow
down there target group.

Strategy 2 -Instead it should come out with a new

magazine targeting the children with an age group between
11-14 years.
As they have strong distribution channels of agents
and subagents they should not have much problem in
reaching out to the customers.
They should change
M1the
M2content ,reduce
colourfulness and focus more on GK ,quizzes,
general and
Selected
P1
social issue ,scientific and mixed academic
contents.
Specialisation
P2