National Publishing

Company
Titli
By:Prashant Kumar
RollNo :16MKT-109

Introduction

Titli, a childrens fortnightly vernacular magazine

Used to be market leader, reached its peak in 2007

Mainly targeted at children of the age between 5 to 12 years

Contains :

Stories

Poems

Tit-bits

Fun & Games

Stage of PLC in market

Product comes under maturity stage

Declined by 40% after reaching its peak in 2007

Combined decline in childrens periodicals by 56% from 2006 level

Share rose to 47% in 2009 when childrens delight discontinued publishing

Consumer profile (age wise)

90
80
70
60
50
40
30
20
10
0
INDOOR GAM ES

OUTDOOR GAM ES

READING BOOKS
ALL AGES

3 to 5

WATCHING T.V
6 to 9

10 to 12

ART/M USIC
13 to 14

LISTENING TO STORIES

Consumer profile (income wise)

Chart Title
160
140
120
100
80
60
40
20
0
<= 20000

20001-30000
Readers of children magazines(%)

30001-50000
Readers(%)

50001-80000
Index of relative penetration(%)

>80000

Implications

Products growth stagnant

Interest of people declining in childrens periodicals

Parental attitude towards magazine reading for children of class 6 th-8th, was
that of passive approval

High parental control on children of class 9th and 10th for all leisure activities

Impact of digital entertainment platforms leading to decline in sales

Long term & Short term steps to be

taken
Short Term
Introduction of relevant reading
materials for children of all age
groups
Introduction of reading materials
which are fun & knowledge oriented

Long Term
Venturing onto digital platforms for
advanced accessibility
Making presence on social media
platforms for increased visibility
Collaboration with popular cartoon
characters for publishing their stories