STRATEGIC MARKETING

Project Report on

Submission - 1

Submitted to

Dr. M R SURESH

Submitted by

Group – B5

Agnimitra Das – 18129

Bharath Kumar B Y – 18131

Giridhar K -18133

Karthik K – 18136

Praveen Ben – 18140

Submitted on: 14/08/2019

Table of Contents
Introduction ............................................................................................................................................ 2
Overview of The Industry................................................................................................................... 2
About Deccan Herald ......................................................................................................................... 3
Marketing function Audit....................................................................................................................... 3
SWOT analysis for Deccan Herald .......................................................................................................... 4
Xavier Framework .................................................................................................................................. 5
Marketing Audit ..................................................................................................................................... 6
Macro Environment Audit: ................................................................................................................ 6
Frameworks which will be applied in detail .......................................................................................... 7
Structure of Final Report........................................................................................................................ 8

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Introduction
Overview of The Industry
The print media industry( Newspaper Industry) across the globe worth around 150 billion US
dollars. Globally, number of registered newspaper is 105,443.While recently the figures are
stagnating in developed economies because of the digital transformation and digital switch, but
it is opposite in the case of India. Indian Print media is one of the largest print media in the
world. It published largest number of paid for titles in the world. In 1789, the first newspaper
from Bombay, the Bombay Herald appeared. Samachar Darpan in Bengali was the first Indian
language newspaper and was first published in the year 1818 by Serampore Mission Press. The
first Hindi newspaper, the Samachar Sudha Varshan began in the year 1854. Since then, the
prominent Indian languages in which papers have grown over the years are Hindi, Marathi,
Malayalam, Kannada, Tamil, Telugu, Urudu and Bengali. Dainik Jagran is the most popular
daily newspaper in the country, published in Hindi. The Times of India had the highest average
readership among English speaking Indians.

In the past years the Indian language papers have been taken over the English Press, the main
reasons is the marketing strategy by the regional papers and the growing literacy rate which
has direct impact on the rise of circulation of the regional papers. The people are first educated
in their mother tongue, were literate person does is read papers and gain knowledge and hence
there is a increase in the literacy rate in a state, thereby the sales of the dominating regional
paper in that state rises dramatically. The next reason is the Indian newspaper uses localization
of news, were several editions for a particular state for complete localization of news for the
reader to connect with the paper. Huge potential of the regional paper market were foreseen by
the advertisers by their own research and more due to the efforts of regional papers to make
the advertisers aware of the huge market.

List of players in the industry

 The Times of India

 Dainik Jagran
 Malayala Manorama
 The Hindu
 Deccan Chronicle
 Dainik Bhaskar
 Hindustan Times

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  Hindustan
 Eenadu
 The Economic times

About Deccan Herald

Deccan Herald (DH) is an English daily newspaper published from the Indian state of
Karnataka by The Printers (Mysore) Private Limited, a family business run by the
Nettakallappa family. It has seven editions printed from Bengaluru, Hubballi, Davanagere,
Hosapete, Mysuru, Mangaluru and Kalburgi. The owners of the newspaper brand are The
Printers, Mysore. The founder is K N Guruswamy and the newspaper was first issued on 1948
which is headquartered in Bangalore. As of 2017, the circulation of Deccan Herald newspaper
is more than 2,50,000 daily. The company has been existing from past eighty years and it has
good customer awareness. The company is the first newspaper to introduce evening addition
of newspapers in India.

Marketing function Audit

Objective of the company

The objectives of the company talk about is going from being an integral part of the print media
ecosystem to a diversified media group. The vision of the company is to continue to serve the
community and partners through their journalism across platforms and ethical practices. The
products of the company are not completely meeting their objectives. For example, the
company talks about diversified media group, but it is still dependent on print media for major
revenue generation

Product line

The product line of Deccan Herald includes two flagship products ie Deccan Herald and
Prajavani. The company also weekly magazine called Sudha and monthly magazine called
Mayoora through its sister publications. The company also has diversified itself to electronoc
media it has Prajavani TV in regional languages. It is difficult to get accurate data about
profitability of product lines, but we can judge that based on readership. Deccan Herald has 5.6
lakh leadership which is faraway from its competitor ie the Times of India has seven million
readerships. The kannada newspaper prajavani has readership of two million.

Pricing policies and strategies of the company

The E paper is free whereas the actual newspaper costs .

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The sources of revenue can be divided into two categories i.e. newspaper sales and
advertisements.

Distribution

The distribution strategy of newspapers is uniform across all the players. The newspaper first
reach depots from the printing press. Then it will reach vendors and finally reach homes. Due
to technology the newspaper can be accessible in website, mobile app and various news
aggregators.

SWOT analysis for Deccan Herald

Strength

 As the brand is one of the oldest newspapers in India, it has good brand recognition
 Projected as one of the best media houses in India
 Strong presence in Karnataka

Weakness

 Far behind in terms of readership compared to its competitors

 The newspaper is looked as pro left news paper
 The editions are limited to Karnataka

Opportunities

 Increase in English medium education

 Sensationalisation of events

Threats

 Internet gives free access to every news and other articles much faster than newspapers
 Competitors in the market
 Increase in number of news aggregators

Product life cycle for Deccan Herald

The product line of Deccan Herald is very limited. Most of the products are introduced sixty to
seventy years back. The company failed to introduce new products in recent years. All the
products of the company are in maturity stage including Deccan Herald. The market share is
constant over the years.

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Xavier Framework
Environmental analysis:

 India is the second largest newspaper market in the world

 The increasing literacy rates in rural areas of India has seen the investment in
newspapers grow
 Increase in the circulation is due to the political engagement that they allow

Market analysis:

 Growing demand for newspaper in India

 India is the largest market for newspaper
 Increasing literacy and the optimistic Digital India initiative are catalysts to the news
industry in the country
 The English newspaper market across the country had an advertising revenue of around
72.8 billion

Customer analysis:

 Customers in the age group of around 15- 80years

 Forcing students in schools and colleges to read the newspapers daily
 Increasing rate of literacy and demand for newspapers
 Educated and Working professionals

Competitor analysis:

 The competitors of Deccan Herald are Times of India, The Hindu and Indian Express.

Times of India

Bennett Coleman and Company Limited, commonly known as The Times Group, is India’s
largest media conglomerate, according to Financial Times as of March 2015. The Audit
Bureau of Circulations reported in May 2014 that the Times of India had the largest
circulation of any English-language newspaper in the world, with 3,321,702 average
qualifying sales.

Indian Express

The Indian Express has been one of Deccan Herald's top competitors. The Indian Express
was founded in 1932 in Noida, Uttar Pradesh. Indian Express is a publishing company that

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 publishes national, world, sports, entertainment and technology news. Like Deccan Herald,
The Indian Express also operates in the Publishing field. The Indian Express generates
$10M more revenue than Deccan Herald.

The Hindu

The Hindu is an Indian daily newspaper, headquartered in Chennai. It was started as a

weekly in 1878 and became a daily in 1889. The Hindu has a revenue of $52.9M, and 207
employees. It is one of the Indian newspapers of record and the second most circulated
English-language newspaper in India, after The Times of India.

Company analysis:

In a global climate of declining newspaper sales, India’s news publications appear to be holding
fast. the newspaper industry in India hasn’t always enjoyed increasing readership. India’s
newspaper industry has faced restrictions because of state censorship, a lack of investment and
the challenge of language were all barriers faced by the industry.

Deccan Herald (DH) is an English daily newspaper published from the Indian state of
Karnataka by The Printers (Mysore) Private Limited, a family business run by the
Nettakallappa family. It has seven editions printed from Bengaluru, Hubballi, Davanagere,
Hosapete, Mysuru, Mangaluru and Kalburgi.

Marketing mix:

 Product: Daily newspaper, complimentary papers (Metro life, Spectrum, Sunday

herald). The complementaries include sports, cinema, entertainment, health etc.
 Place: The products are focused on Middle class segment to upper and premium class
segment were most of them will be well educated. The target market is Mysore city
limits.
 Price: The price of each newspaper range from Rs 5 – 8 per copy

Marketing Audit
Macro Environment Audit:
 Effects of Demographic changes: The perception of people changes from one
generation to other. The way people look at information is changing. Few years before
people looks information as knowing everything, but present people acquire only the

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 content they are interested in. so the way people look at information is changing. So the
content in the paper also be changed according to the change.
 Technology: Only thing which made the businesses to change there structure is
technology. It has even created a impact on paper industry. People are looking
everything in real time. So the demand for digital newspapers are increasing. It is a
huge market.
 Concern towards Environment: There is a huge protest going on towards the
protection of environment. From the government to the people, there are many
awareness programs and activities done. People are trying to cut the situations where
there is a affect for environment. So people are reluctant to use papers which are made
from cutting trees.
 Change in Policies: As mentioned in the previous point, Government is taking
measures in protecting the environment. One of such measures is to introduce electric
vehicles by 2025. So there may be stringent policies on newspapers like usage of only
recycled papers for printing of newspapers.
 Income level of people: Per Capita Income of the people has increased drastically from
few years. The spending’s of the people has increased. Each person in the family are
spending heavily. In this situation, the paper industry can launch various papers or
magazines for each individual in the family. This can be seen as a opportunity for print
as well as for digital media.
 Resources availability: The major resource required in this industry is a network of
employees dedicated to gather information from all parts of the world. The other
resource required is paper which comes from trees. The suppliers for this are important.
The other includes infrastructure, machinery etc.

Frameworks which will be applied in detail

 Xavier framework
 Environment Scanning
 CAGE framework
 Dixit’s framework
 Marketing Audit
 Brand Architecture
 Market Strategies

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Structure of Final Report
 About the industry
 About the company
 Current situation in the market
 Xavier Framework
 Environmental scanning of newspaper market
 STP analysis
 Marketing strategies
 Strategy Formulation
 Marketing audit
 Brand Architecture
 Conclusion