AN INDEPTH STUDY OF NEWSPAPER AND MAGAZINE ADVERTISING IN INDIAN ADVERTISING INDUSTRY

PRESENTED TO HEMCHANDRA CHARYA NORTH GUJARAT UNIVERSITY

PRESENTED BY

DHIMANT VYAS(26)MRUNAL VAZA(58)PALAK PATEL(05)TEJAS GADHVI(11)VIJAY PANDYA(14)

Role of print advertisement. Contribution in GDP. Players Growth Rate

2450027950

32396

2636029796

35064

3985742125

59639

6447173004

97633

118064

0

20000

40000

60000

80000

100000

120000

140000

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Rs.(

in M

illi

on

)

INDUSTRY LIFE CYCLE

P.E.S.T Analysis FIVE FORCE Analysis. Opportunities And Threat. B.C.G Matrix 9 Cell Matrix Key Success Factors Driving Force Revenue Driver Life Cycle

Service tax political lobbing FDI Import duty Regulations

Effect on inflation (CII presentation 2008) Cost of operation AD spends Price of newsprint Global crises (Source: equity master November 30,

2007)

ASCI norms Ban on ads Bad effect on society. Social Barriers RTI Act Literacy level

Way Mack 45 GSM City line

competition

Tie up with foreign players

Area of competency

Fragmented Industry

Cost of Production

Government

Common Technology

Increasing CAGR

Barrier to entry

Television

Internet

SMS advertising

Radio

Few major players

Switching cost

Short supply.

Differentiated (in terms of

quality)

Advertising Agencies

Small and Medium companies

Threat from new entrants/entry

barriers

Rivalry against

competitors

Threat from

substitute

Bargaining power of buyers

Bargaining power of suppliers

Low √

Low to moderate

√

Moderate √

Moderate to high

√ √

High

21%

8.475 7.38.8

5 6.1

5.2

GE 9 Cell matrix

J. P

BCCL

HTDC

MM

Competitive Strength Point

Government policies Growth of Small Scale industries Increase in level of literacy Increase younger population

(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)

Top Sectors % ShareEducation 17%Services 12%

Banking/Finance/Investment 10%Auto 7%Retail 5%

Corporate/Brand Image 4%Durables 3%

Personal Accessories 3%

Telecom/Internet Service Providers 2%Personal Healthcare 2%

(Source: Adex India (A division of TAM Media Research) 

(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)

Opportunities Increasing

readership Improving literacy

level Geographical

expansion Demographical

expansion Service tax Increase in service

sector advertising

Threats Internet SMS services Radio Decrease in

automobile sector.

ReachnessPreferred Segmentation

Thank you