The Times Of India

By: Saloni Sanghvi Sandeep Patil Moushumi Roychoudhury Anand Rathi Saurabh Rajput Saurabh Kurvey

Introduction
Launched in 1838 by British Syndicate

Renamed as The Times of India in 1861

Ranked as Top English Newspaper in India TOI online worlds most visited newspaper with

159 million page views per month. Combined Readership of 8 million growth of 30% in a year.

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Largest media conglomerate in India headed by

Samir & Vineet Jain 11 Publishing Centers 15 Printing centers 55 Sales office Over 700 employees, 5 daily newspapers. 2 lead magazines, 29 niche magazines 2468 cities and towns Approx 4.3 million copies distributed per day. Turnover $700 million

Major Brands
The Times of India

The Economic Times

Maharashtra Times Navbharat Times Mumbai Mirror Kolkata Mirror Ahmedabad Mirror Pune Mirror, etc.

Competitors
New York Times

The Sun
Washington Post Daily Mail USA Today Hindustan Times Business Standard

Brief Facts
Advertising Strategy: Advertised TOI as English Newspaper,Most UpMarket Newspaper, the Newspaper with grip on Future earlier. Recently changed strategy projecting paper as Chronicles Aspiration to India Advertising campaigns-highlighting Indian-ness.

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Marketing Strategy: World war 2 strategy called Pincer Movement Strategy. Special combo price schemes. Offers a buffet of contents over a diverse range such as Political analysis, spritual, metaphysical, sports, soft trend, entertainment. Cartoons and Caricatures usage creating humour and cheer.

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Pricing Strategy: Penetration Pricing E.g. Combo pack of TOI and Navbharat And TOI and ET priced at Rs 75

Analysis
Factors Contributing to the Success of TOI: Advertising Campaigning showing the Indianness and creating a pinch of Belongingness and Emotional Touch Pincer Movement Strategy-Values and Prices Diversified content ranging from Politics, Sports, Entertainment, Ascents, Soft Trends, History, etc with humour, Pictorial and Color content. Pricing Strategies

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Learning Lessons from Advertising Campaign: Needs Values Emotions History

Achievement of Goals through a Modified Advertising Campaign:-

Conclusion:-