2. TITLI- Product overview
• Market leader(47%) in children’s periodicals
• High Market Awareness (76%)
• A Vernacular Magazine
• High Regular/Retained Consumers (70%)
• Targeted mainly at younger children(5-12)
• Varied stories sections, Games and Fun Quizzes
• Colorful covers and pages
• Advertisement promotion strategy
• Ease of Buying
3. • Income level: <1000, 1000-4000,>4000
• Language: Vernacular
• Age Group: Young ,Adult
• Geography :Rural, Urban
Segmentation
• Age group : 5-14 years
• Language : Vernacular
• Parents seeking entertainment for
children
Targeting
• Light Entertainment magazinePositioning
STP
4. Problem Analysis
• Children got more interested in TV (64%), Games(54%).
• There was a sudden decline in Titli’s circulation
• Advertising and promotional tools were implemented, but all in
vain.
• Gigantic advent of television into the entertainment arena was
a threat
• Slowdown in the Publishing industry exit for Competitor
Children’s Delight
5. Data Points
Exhibit 1
Household
Size Urban Rural Total Urban Rural Total
3-5 674 2901 3575 60.3 70.4 68.3
Exhibit 2
Annual
Income Urban Rural Total Urban Rural Total
Upto 12500 750 3481 4232 67.2 84.5 80.8
Exhibit 3
Name of
Magazine
% Household
buying
Titli 45
Vernacular 49
Any
Vernacular/En
glish 51
Exhibit 5
Age (in Years)
Readers of
Children
Magazine
Readers of
Titli
Index
Penet
eratio
n
8-9 16 20 125
10-11 17 24 141
12 9 13 144
13 9 11 122
Total 51 68
6. Data Points
Exhibit 8
All Children upto 5 6-9 10-12 13-14
Reading
Books 37 6 33 54 59
Watching TV 64 65 63 65 68
Indoor Games 54 85 61 36 27
Outdoor
Games 33 25 34 37 37
Exhibit 7
All Children upto 5 6-9 10-12 13-14
Friendly
Ghost 80 79 83 83 77
Magic
Monkey 51 46 54 50 45
Exhibit 6
Age of
Lapsing
Lapsed Rate
%
10-11 46
12 49
13 47
14 56
7. SWOT Analysis
STRENGTH
-Distribution Channel
-High Brand Awareness
-Acceptability with Key
Influencers
OPPURTINITY
-English Language Content
-Content Development for
Young-Adults
-Association with Schools
-New States
-Customer Engagement
Content–Parent/Child
Relationship
WEAKNESS
-Retention of Lapsed Population
-New Readers not adding up
THREAT
-Television created an Indirect
Competition
8. Lapsed Purchases of Titli
Loss in
sales
Perception
of
Affecting
Studies
(50%)
Shrinking
market
size
Easy
Borrowing
(16%)
Alternativ
es
(7%)
Expensi
ve
(9%)
Outgrown
(3%)
Availabilit
y
(1%)
Other
Magazines
(1%)
9. Need Analysis
Profile Initiators Need Users Need Influencers Target Loyalty
6-9
years Parents
Reading
Habit Children
Picture
Stories,
Short
stories,gam
es,Coloring
Offers of
gift,prizes,p
osters etc Parents Low
10-12
years
Parents &
Teachers
Moral &
Science
Content
and
related
with
Studies Children
Stories,
General
knowledge,
Sports
information,
Scientific
etc Content
Children
,Parents High
13-14
years
Children/P
arents
Respons
ibility
and
Develop
Personal
ity Children
Inspiration,
Motivation,
General or
Social
issues,Expo
sure to
Adult world,
General
knowledge
and Social
Content
Children
,Parents Medium
10. Solution
Segment Brand Content Target Influencers Short Term Strategy Affect
Age
(5<x<9) Titli Kids
Picture Stories,
Short stories,
Games,Coloring Parent
Offers of
Gift,prizes,
posters etc
Offers,
Discount,
Yearly Subscription Increased Sales
11. Segme
nt
Brand Content Target Influencers Short Term
Strategy
Affect
Age
(9<x<14
)
Titli
Young
Stories,General
knowledge,sports
information,Scientifi
c etc
Children
General
knowledge
and Social
Content
- Branding over
TV with Friendly
Ghost, Magic
Monkey.
- Content on
Hobbies,
Sports, Science
and G.K
-Yearly
Subscription
-Association with
Schools
- Increased
sales
- Lower
Lapsed
Readership
RateInspiration,
Motivation,
General or Social
issues,
Exposure to Adult
world,
Parent
Relation with
Study Subjects
12. SegmentBrand Content Target Influencers Short Term
Strategy
Affect
Income
<25000 Titli -Lite
-Adapt to Rural
Areas,
-Vernacular
language Rural Cost
-Trial
Magazine
-Yearly
Subscription
Increased
penetration
and Brand
Loyalty
