Proposal to Tata Indicom for the co-marketing activity with Rashtradoot
Rajasthan’s oldest Hindi Rajasthan’s oldest Hindi DailyDaily
Proposal ContentProposal Content
• About Rashtradoot
• Proposed Marketing Initiative
• Benefits to Tata Indicom
• Logistics & Implementation
About Rashtradoot
THE OLDEST HINDI NEWSPAPER OF RAJASTHAN
RASHTRADOOT Since 1951
Simultaneously published from Eight major hubs in Rajasthan
Jaipur, Kota, Bikaner, Udaipur, Ajmer, Jalore, Hindaun City, Churu
Penetration and readership even in the remotest area of the state with a circulation of over
5 lakh copies per day
Coverage and CirculationCoverage and Circulation
Proposed expansion: Very recently, we launched our 8th edition from Churu and three more editions, i.e. Hanumangarh, Chittoregarh and Barmer will be launched within next six months.
Reach at a GlanceReach at a Glance
S.No Edition Name Districts Covered Towns Covered Circulation Figure
1 Jaipur Edition Jaipur, Alwar and Tonk
Bagru, Bairat, Chaksu, Chomu, Jobner, Shahpura, Kotputli, Phulera, Sambher, Behror, Bhiwadi, Khairtal, Rajgarh, Tijara, Deoli, Niwai, Uniara, Vanasthali
1,18,560
2 Kota Edition Kota, Bundi, Baran and Jhalawara
Chechat, Kaithoon, Kumbhkot, Modak, Ramganj, Sangod, Satalkheri, Sogaria, Suket, Udpura, Budhpura, Indragarh, Kaprain, Keshoraipatan, Lakheri, Nainwa, Antah, Chhabra, Chhipabarod, Kherliganj, Mangrol, Aklera, Bakani, Bhawani Mandi, Jhalrapatan, Manohar Thana, Kolvi Mandi Rajendrapura, Pirawa
57,936
3 Udaipur EditionUdaipur, Rajsamand, Chittoregarh, Dungarpur,
and Banswara
Bhalaria, Bhinder, Dhariwad, Fatehnagar, Kanor, Kherwara Chhaoni, Mavli, Newa Talai, Rishabhdeo, Salumbar, Amet, Dariba, Devgarh, Nathdwara, Bari Sadri, Begun, Kapasan, Nimbahera, Rawatbhata, Galiakot, Sagwara, Kushalgarh, Partapur
46,491
4 Bikaner Edition Bikaner, Jaisalmer and Ganganagar
Amarpura, Badno, Chhatargarh, Deshnok, Gangashahar, Lunkaransar, Napasar, Naukha, Pokhran, Anupgarh, Gajsinghpur, Karanpur, Padampur, Sadulshahar, Suratgarh
57,134
5 Ajmer Edition Ajmer and Bhilwara
Beawar, Kekri, Kishangarh, Nasirabad, Pushkar, Sarwar, Vijaynagar, Asind, Beejoliya Kalan, Gulabpura, Jahajpur, Mandalgarh
36,730
6 Jalore Edition Jalore, Sirohi, Pali, Barmer and Jodhpur
Bhinmal, Sanchore, Bali, Falna, Jaitaran, Marwar Junction, Rani, Sadri, Sojat, Sumerpur, Takhatgarh, Aburoad, Mount Abu, Pindwara, Sheoganj, Balotra, Bhuwal Mata, Bilara, Osian, Phalodi, Piparcity
46,442
7 Hindaun EditionKarauli, Bharatpur, Dhaulpur Dausa
and Sawai Madhopur
Hindaun, Todabhim, Bayana, Bhusawar, Deeg, Kaman, Kumher, Nadbai, Nagar, Weir, Bari, Rajakhera, Bandikui, Lalsot, Mahwa, Mandawar, Gangapurcity, Mahu Kalan, Todra
50,500
8 Churu EditionChuru, Jhunjhunu, Sikar, Nagaur and
Hanumangarh
Bidasar, Chhapar, Dungargarh, Rajaldesar, Rajgarh, Ratangarh, Ratannagar, Sujangarh, Sardarshahar, Taranagar, Baggar, Bissau, Gothra, mandawa, Mukandgarh, Pilani, Surajgarh, Udaipurwati, Vidyavihar, Fatahpur Sekhawati, Khandela, Laxmangarh, Losal, Neem Ka Thana, Ramgarh, Reengus, Sri Madhopur, didwana, Kuchamancity, Ladnu, Makrana, Mertacity, Nawa, Parbatsar, Bhadra, Nohar, Pilibanga, Rawatsar, Sangaria
Coming Shortly
Coverage at a GlanceCoverage at a Glance
S. No. Districts/City Towns/Tehsils Villages Area Total Pop. Rural Pop.Urban Pop. HouseholdsMale Female Average
1 KarauliHindaun, Todabhim, Nadauti, Sapotra, Mandrail 828 5,530 sq.km. 12,09,665 10,38,823 1,70,842 80.83% 45.44% 64.59% 1,80,512
2 Sawai Madhopur
Gangapur City, Mahu Kala, Todra, Bamanwas, Bonli, Khandar 800 4,500 sq. km. 11,16,031 9,03,456 2,12,575 76.75% 35.44% 57.34% 1,76,738
3 Bharatpur
Bayana, Roopbas, Weir, Nadbai, Kumher, Deeg, Kaman, Pahadi, Nagar 1,534 5,066 sq. km. 21,01,142 16,92,182 4,08,960 75.00% 66.00% 56.00% 3,13,603
4 Dholpur
Sepau, Bari, Baseri, Rajakhera,Mania, Kanchapur, Sharmathura 810 3,034 sq. km. 9,83,258 8,06,640 1,76,618 75.10% 41.80% 60.10% 1,46,755
5 Dausa
Baswa, Bandikui, Lalsot, Sikrai,Mahua Ramgarh, Aluda, Mandawar 1,098 2,950 sq. km. 13,17,063 11,81,245 1,35,818 80.37% 43.15% 62.75% 2,19,503
5 Cities 35 Towns 5,070 21,080 sq. km.67,27,159 56,22,346 11,04,813 77.61% 46.36% 60.15% 10,37,111
Literacy Rate
Hindaun City Edition at GlanceHindaun City Edition at Glance
Access Point(Agents Represented Cities & Towns)Access Point(Agents Represented Cities & Towns)
Karauli -- Hindaun, Todabhim, Nadauti, Sapotra,Mandrail Paota, Bond, Mau, Kamalpura, Gurha, Bainswa, Gurh Mora, Piloda, Wazirpur, Bahadurpur, Kelan Devi, Hadoti, Karanpur,
Udgir, Kasher, Manakpur, Gubrenda, Machipura, Padaunda, Surath
Bharatpur-- Bayana, Roopbas, Weir, Nadbai, Kumher, Deeg, kaman, Pahadi, Nagar, Jurahara, Musepur, Sikri Patti, Vajah, Panholi, Sinsini, Jagheena, Keoladev, Luharu, Aghapur, Pathera, bhusawar,
Vallabhgarh, Karsad, Khanua, Kurka, Pingora
Swai Madhopur -- Gangapur City, Mahu Kala, Todra, Bamanwas, Bolni, Khandar, Pipalda, Narayanpur, Malarnadungar, Jirota, Bharoti, Dubi, Shyampura, Talawara, Barel, Bahrawada, Lahasora, Ranthambhore, Choth ka Banwara, Jhonpara, Bhagwatgarh, Siwarth, Barthum, Kurgaon, Seba, Piplat, Lewali, Amawata
Dholpur -- Sepau, Bari, Baseri, Rajakhera,Maniyan, Kanchapur, Sharmathura Anjai, Sone Ka Gurja, Barauli, Anjai, Gajpura, Vansarai, Parbati, Sopan, Kaithri,Pahari
Dausa -- Baswa, Bandikui, Lalsot, Sikrai,Mahua, Ramgarh, Aluda, Mandawar Mandaori, Gol, Rahwas, Lawan, Gijgarh, Sikandra, Bhankari, Sainthal, Gurha, Banganga, Manpur, Lotwara, Karanpura
*We have our agents at all the above mentioned points
Access Point*Access Point*
Tata Indicom to Provides Handset and activation free with annual subscription of
Rashtradoot
The Activity
• Objective– Market creation for both Rashtradoot and Tata Indicom
• An exclusive deal for the readers of Rashtradoot– Subscribe to Rashtradoot and get a Tata Indicom Handset and Activation
absolutely free
• Market trial with the most recent and successful edition of Hindaun City– Karauli, Bharatpur, Dhaulpur, Dausa & Sawai Madhopur districts
About the ActivityAbout the Activity
Benefit to Tata Indicom
Opportunities Challenges•Only State Level Publication, Published from the area•Rashtradoot’s Rural Marketing Expertise Team•Rashtradoot’s Strong Rural Distribution Network•Strategic location to cover the area •65% Literacy rate•Male Literacy is around 80%•Around 10.5 Lac Households•Population – 67,27,159 (2001cen.)•Around 20% Households Subscribe Newspaper •Only, Around 13% Mobile Density in this Rural Area•Bharatpur has the biggest Sarso Mandi in the country.•This area has benefited a lot from the NREGA, SGRY and PMGY schemes. Hence has seen lot of prosperity.•Massive handicraft and stone artifact industry in the region.
•Maximum population employed in primary sector•The activity has to be planned in a phased manner and cannot be executed in one go and concluded in one go.•To initialize the VAS usage in this area.
Scope of the Activity (Opportunities & Challenges) Scope of the Activity (Opportunities & Challenges)
• Instant & cost effective reach to subscribers especially in the remote areas • Hindaun City edition’s Strengths & Opportunities are the most optimum opportunity for
Tata Indicom
• Increase in subscriber base for Tata Indicom
• Increase in penetration of Tata Indicom in remote corners of Rajasthan– Which would otherwise require heavy media spends and direct advertising
• Spillover of awareness to existing readers of Rashtradoot
• Consumer will pay your Talk value from day one and for the rest of cost (Handset Cost + Activation) Rashtradoot will do a barter. The barter will be done on Card rate.
Activity BenefitsActivity Benefits
Subscriber Base Monthly Revenue Potential
ARPU-Rs.275/- ARPU-Rs.300/-
20,000 55,00,000 60,00,000
30,000 82,50,000 90,00,000
40,000 1,10,00,000 1,20,00,000
50,000 1,37,00,000 1,50,00,000
1,00,000 2,75,00,000 3,00,00,000
Monthly Expected Income of RechargeMonthly Expected Income of Recharge
Pre Activity Print Media Cost (5F&5H) 65,58,750
During Activity Print Media Cost 1,96,76,000
Outdoor,OOH, Canopying, Van Selling, Door-To-Door Selling Cost
50,00,000
Total 3,12,34,750
Cost of space against barter is not included
Cost of The Activity To RashtradootCost of The Activity To Rashtradoot
Cost of The Activity to MTS for Subscribers Added
Subscriber Base
20,000 30,000 40,000 50,000
Cost of Handsets & Activation @ Rs. 999/- Per Handset 1,99,80,000 2,99,70,000 3,99,60,000 4,99,50,000
(-) Space Against Barter 1,99,80,000 2,99,70,000 3,99,60,000 4,99,50,000
(-) Cost of Marketing Spend on Subscribers Acquisition 19,98,000 29,97,000 39,96,000 49,95,000
(-) Cost of Selling & Distribution on Subscribers Acquisition 19,98,000 29,97,000 39,96,000 49,95,000
(-) Return on Revenue Generated @ 20% (ARPU-300/-) 12,00,000 18,00,000 24,00,000 30,00,000
Net Cost (Benefit) (-) 51,96,000 (-) 77,94,000 (-) 1,03,92,000 (-) 1,29,90,000
Cost of ActivityCost of Activity
Objective To create maximum buzz among readers and promote trials
Target– To increase circulation by 100% in existing districts – 100% conversion of existing readers to subscription– Targeted subscription of 1,50,000
Activity DeliverablesActivity Deliverables
• Time period – 1 month
• To be promoted as a co-branding campaign by Rashtradoot & Tata Indicom
• Print campaign to be backed by OOH & door-to-door activity
Activity CalendarActivity Calendar
• Print space– Pre-activity: ~15,000 Sq. Cm.– During the activity: ~40,000 Sq. Cm.
• To be provided Free Of Cost by Rashtradoot
• Outdoor advertising
• Door-to-door campaign
Brand Promotion BonanzaBrand Promotion Bonanza
• Double benefit, market creation + space for promotional activity
• Tata Indicom can use space in any existing and coming editions
• Tata Indicom has to use space against barter within one year
Space against BarterSpace against Barter
• Tata Indicom has to provide Handsets in advance
• Rashtradoot sales team will distribute Handsets with subscription
• Tata Indicom will be responsible for any service required by the consumer during the one year of the activity
• Tata Indicom will treat the end consumer as their consumer and pass on all the guaranties and warranties
• Three copies of bill to be made
– One copy to be provided to Tata Indicom to Activate the service
ImplementationImplementation
Divij SharmaM: +91 9829218144O:F:E: [email protected]: M.I. Road, Jaipur - 302001
Thank You