Case Analysis: National Publishing Company
Problem Definition: Perception of children of higher age group towards the magazine “Titli” as a magazine for younger children. Situational Analysis: “Titli”, a children’s fortnightly vernacular magazine published by National Publishing Company is market leader in the children’s periodicals segments. Despite an active advertisement campaign, promotional schemes and withdrawal of another leading children’s fortnightly named “Children’s delight” is showing a downward trend in its circulation. The circulation of children magazine has climbed a peak in 1986 then there was a gradual decline in the circulation in this segment. Mr. R. Saxena, Marketing manager of the company had commissioned a study by a professional market research agency for gaining deeper understanding of the situation and to obtain inputs which would assist him in decision making. He is in deep pressure to revert back the declining sales and market share of the Titli magazine. Strategy: National Publishing Company should come up with a new magazine called as“Titli plus” which will be targeting the age group ranging 12-14 years (i.e. VIII- Xclass). Supportive arguments: Based on study, it is evident that with increase in age group the readership is increasing till the age of 11 years and after that it is decreasing sharply. This could be attributed to the changing preference of the children in this age group. Lapsed readership rate (which is near about 57 %) also shows that children of age group 12-14 years are more discontinuing Titli as compared to younger age group. Study also revealed that buyers discontinued buying Titli as they have actually given up buying all children magazines. Major portion of leisure time by this age group is spent on reading books and magazines apart from watching TV. Course of action:
* Titli plus will cater to the needs of grown up children who want to switch from children’s segment to some what knowledge based...
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