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A Presentation on Prepared by:- Mehul Rasadiya K.K. Parekh Institute of Management Studies (Amreli) 1 Advertising Strategies of

Adveritising strategy of toi

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Advertising strategies of times of india

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Page 1: Adveritising strategy of toi

A Presentation on

Prepared by:-

Mehul Rasadiya

K.K. Parekh Institute of Management Studies (Amreli)

1

Advertising Strategies of

Page 2: Adveritising strategy of toi

QUESTION - 1

What factors have contributed to the success of times of India / what strategies they have adopted in the Indian market.??

Page 3: Adveritising strategy of toi

ANSWER - 1

Promotion (Create awareness)

-Largest circulated’ English newspaper

-Mostup market newspaper

Knowledge regarding various sectors

Adoption of pincer movement strategy

The Advertising Strategy

-circulation based advertising claims to establish an emotional chord with readers.

-They have used a set of emotions

They have shifted to emotional platform

-It reflects struggle, turbulence, success and failure in an Indian’s life.

Page 4: Adveritising strategy of toi

ANSWER – 1 CON….

Beat of content with diverse range of interesting news covering

-political analysis

-Metaphysical Stories

-Local & Global Coverage

-Use of Graphs

-Cartoons

-Short & Crisp News.

Pricing Factor as compared to competitors

-they come with combo offer to provide more content of news to people at lesser price

-Selling newspapers for Rs – 75 (Per month)

Page 5: Adveritising strategy of toi

ANSWER – 1 CON….

More readers chose times of India because it give them more for less

New Editions of newspapers with more content and exposure to sports, education, Business, Entertainment etc.

There is also strong emphasis on local content without disturbing the brand philosophy to the core.

News paper runs between 24 and 32 pages

-supplements such as Delhi Times, Bombay times, Kolkata times and related supplements like Education times(Education), Ascent (Carriers) and times property (Real State).

In 2002, TOI introduced a slicker launch in International standards

Page 6: Adveritising strategy of toi

QUESTION - 2

Evaluate the advertising campaign of Times of India. What are the learning lessons from these campaigns?

Page 7: Adveritising strategy of toi

ANSWER - 2

The Advertising Campaign of Times of India is to touch the lifestyle of India and to cover the areas of emotion of the people.

The ultimate strategy was to show the Indian ness in the covers. It tired to touch the every Indian life

The Advertising Campaign of Times of India touched every Indian’s life.

Different campaigns of TOI’s are

The advertising Campaign of TOI make use of extensive technology

They came up with new edition and creative ideas – making use of graphs,cartoons,etc.

1. Lead India2. A day in the life of India3. Touch India4. Incredible

5. Power of joke6. Hrithik’s a good

Page 8: Adveritising strategy of toi

ANSWER – 2 CON…

More content of information with coverage to both local and global New Providing diversified news information in different sectors like education, Sports, Entertainment, Politics etc

Lessons –

Most important learning from the campaign was about the idea of increasing the content of news information with diversified coverage of sectors.

Pricing strategy – Pricing strategy as compared to competitors was to provide more news information to the readers at lesser price and also with coverage to various segments of life.

The idea was to provide the look and feel of the news touching the Human Emotions.

Page 9: Adveritising strategy of toi

QUESTION - 3

How the goal of integrated view of all edition can be achieved through a modified advertising campaign.???

Page 10: Adveritising strategy of toi

ANSWER - 3

Providing News Information covering all the editions, highlighting the headlines and the content of each edition can help to achieve the goal of integrated view of all edition.

Advertising Campaign for getting readers attention

Providing the editions with combo offer

The advertisements have highlighted the ‘Indian-ness’ in all the campaigns and reflected how TOI is a part of this great journey of Indian-ness.

In July 2003, TOI offered its second combo offer TOI with Economic Times at the same attractive price of Rs 75 and the response was great.

Page 11: Adveritising strategy of toi

ANSWER – 3 CON….

Due to competition of Indian Express, Hindustan Times and DNA, TOI distributing Mumbai Mirror along with it. Due to this combo offer sell of TOI increased a lot.

Page 12: Adveritising strategy of toi

QUESTION - 4

Suggest an Advertising Campaign for the times of India covering objectives, message and Media Decision?

Page 13: Adveritising strategy of toi

ANSWER - 4

Advertising Campaign – Objective Increasing the Response.

Making use of Different Headlines, Slogans – it will help to attention of the readers.

Testing different headlines, offers, copy, themes, ad sizes, photos, illustrations etc.

Combining News and Advertising.

Graphics - Readers will look at graphic than read headline.

Page 14: Adveritising strategy of toi

ANSWER - 4

Media Decision – The major decision for the advertiser is making the right choice of media Type.

Television, Radio Broadcast, Internet, Sending SMS to cover the masses using catchy Headline

Due to less circulation of TOI in rural part of India I suggest advertising campaign. Its objective is cover rural educated people of India.

I will suggest local celebrity to spread the campaign in the rural part of India. These celebrity create an awareness and interest in the people.

Page 15: Adveritising strategy of toi