Rajasthan’s oldest Hindi Daily

Proposal to Tata Indicom for the co-marketing activity with Rashtradoot

 Proposal Content

• About Rashtradoot

• Proposed Marketing Initiative

• Benefits to Tata Indicom

• Logistics & Implementation

About Rashtradoot
RASHTRADOOT Since 1951

THE OLDEST HINDI NEWSPAPER OF RAJASTHAN

 Coverage and Circulation

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

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 Glance
 Coverage at a Glance

S.No Edition Name Districts Covere d Tow ns Covered Circulation Figure

Bagru, Bairat, Chaksu, Chomu, Jobner,
Shahpura, Kotputli, Phulera, Sambher,
1 Jaipur Edition Jaipur, Alwar and Tonk 1,18,560
Behror, Bhiwadi, Khairtal, Rajgarh, Tijara,
Deoli, Niwai, Uniara, Vanasthali
Chechat, Kaithoon, Kumbhkot, Modak,
Ramganj, Sangod, Satalkheri, Sogaria,
Suket, Udpura, Budhpura, Indragarh,
Kaprain, Keshoraipatan, Lakheri, Nainwa,
2 Kota Edition Kota, Bundi, Baran and Jhalawara 57,936
Antah, Chhabra, Chhipabarod, Kherliganj,
Mangrol, Aklera, Bakani, Bhawani Mandi,
Jhalrapatan, Manohar Thana, Kolvi Mandi
Rajendrapura, Pirawa
Bhalaria, Bhinder, Dhariwad, Fatehnagar,
Kanor, Kherwara Chhaoni, Mavli, Newa
Udaipur, Rajsamand, Chittoregarh, Dungarpur, Talai, Rishabhdeo, Salumbar, Amet,
3 Udaipur Edition 46,491
and Banswara Dariba, Devgarh, Nathdwara, Bari Sadri,
Begun, Kapasan, Nimbahera, Rawatbhata,
Galiakot, Sagwara, Kushalgarh, Partapur
Amarpura, Badno, Chhatargarh, Deshnok,
Gangashahar, Lunkaransar, Napasar,
4 Bikaner Edition Bikaner, Jaisalmer and Ganganagar Naukha, Pokhran, Anupgarh, Gajsinghpur, 57,134
Karanpur, Padampur, Sadulshahar,
Suratgarh
Beawar, Kekri, Kishangarh, Nasirabad,
Pushkar, Sarwar, Vijaynagar, Asind,
5 Ajmer Edition Ajmer and Bhilwara 36,730
Beejoliya Kalan, Gulabpura, Jahajpur,
Mandalgarh
Bhinmal, Sanchore, Bali, Falna, Jaitaran,
Marwar Junction, Rani, Sadri, Sojat,
6 Jalore Edition Jalore, Sirohi, Pali, Barmer and Jodhpur Sumerpur, Takhatgarh, Aburoad, Mount 46,442
Abu, Pindwara, Sheoganj, Balotra, Bhuwal
Mata, Bilara, Osian, Phalodi, Piparcity

Hindaun, Todabhim, Bayana,

Bhusawar, Deeg, Kaman,
Kumher, Nadbai, Nagar, Weir,
Karauli, Bharatpur, Dhaulpur Dausa
7 Hindaun Edition Bari, Rajakhera, Bandikui, 50,500
and Sawai Madhopur
Lalsot, Mahwa, Mandawar,
Gangapurcity, Mahu Kalan,
Todra
Bidasar, Chhapar, Dungargarh, Rajaldesar,
Rajgarh, Ratangarh, Ratannagar,
Sujangarh, Sardarshahar, Taranagar,
Baggar, Bissau, Gothra, mandawa,
Mukandgarh, Pilani, Surajgarh,
Churu, Jhunjhunu, Sikar, Nagaur and Udaipurwati, Vidyavihar, Fatahpur
8 Churu Edition Coming Shortly
Hanumangarh Sekhawati, Khandela, Laxmangarh, Losal,
Neem Ka Thana, Ramgarh, Reengus, Sri
Madhopur, didwana, Kuchamancity, Ladnu,
Makrana, Mertacity, Nawa, Parbatsar,
Bhadra, Nohar, Pilibanga, Rawatsar,
Sangaria
 Hindaun City Edition at Glance

S. No. Districts/City Towns/Tehsils Villages Area Total Pop. Rural Pop.Urban Pop. Literacy Rate Households
Male Female Average
Hindaun, Todabhim, Nadauti,
1 Karauli 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
Gangapur City, Mahu Kala,
Todra, Bamanwas, Bonli,
2 Sawai Madhopur Khandar 800 4,500 sq. km. 11,16,031 9,03,456 2,12,575 76.75% 35.44% 57.34% 1,76,738
Bayana, Roopbas, Weir,
Nadbai, Kumher, Deeg, Kaman,
3 Bharatpur 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
Sepau, Bari, Baseri,
Rajakhera,Mania, Kanchapur,
4 Dholpur Sharmathura 810 3,034 sq. km. 9,83,258 8,06,640 1,76,618 75.10% 41.80% 60.10% 1,46,755
Baswa, Bandikui, Lalsot,
Sikrai,Mahua Ramgarh, Aluda,
5 Dausa 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
Access Point
(Agents Represented Cities & Towns)
 Access Point*

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

The Activity

Tata Indicom to Provides Handset and

activation free with annual subscription of
Rashtradoot
 About 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
Benefit to Tata Indicom
 Scope of the Activity (Opportunities & Challenges)

Opportunities Challenges
•Only State Level Publication, Published from the area •Maximum population employed in
•Rashtradoot’s Rural Marketing Expertise Team primary sector
•Rashtradoot’s Strong Rural Distribution Network •The activity has to be planned in a phased manner and
•Strategic location to cover the area cannot be executed in one go and concluded in one go.
•65% Literacy rate •To initialize the VAS usage in this area.
•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.
 Activity Benefits

• 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.
 Monthly Expected Income of Recharge

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

 Cost of The Activity To Rashtradoot

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 50,00,000

Selling Cost
Total 3,12,34,750

Cost of space against barter is not included

 Cost of Activity

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
 Activity Deliverables

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 Calendar

• 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

 Brand Promotion Bonanza

• 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
 Space against Barter

• 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
 Implementation

• 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
 Thank You

Divij Sharma
M: +91 9829218144
O:
F:
E: [email protected]
Add: M.I. Road, Jaipur - 302001