National Publishing Company

Product

Augmented Product: Face masks, time table cards given with the product

Core Value : Entertainment and Reading

Actual Product : Childrens magazine. Named Titli because the title is catchy for children. Lots of colours and cartoons used. Short stories, long stories, serialized stories.

Titli

Implications of Decline Stage

After attaining peak sales in 1997, the circulation of Titli declined by 40%. Could not sustain the existing customers. About 45% past users discontinued the magazine. No major increase in sales despite active advertisement and no significant competition. Dynamic and ever changing childrens tastes, interests and habits.

Lapse rate(% of past readers)

14 yrs 13 yrs 12 yrs Lapse rate(% of past readers)

9-11 yrs
8-9 yrs

6-7 yrs
0% 20% 40% 60%

Short Term strategy

Focus on edutainment and not just entertainment More emphasis on knowledge dissemination by including the educational concepts in your stories so that the students get a practical view. Also some quizzes and crosswords could be included. REASON- Appeal more to the age group of 10-14 years as reading was the dominant activity for this age group and presently Titli was perceived more of an entertainment magazine and less informative on knowledge front

Short term strategy

Introduce an English version of the magazine to capture the English magazine market by increasing the depth.(Line filling) REASON- English was increasingly emphasized in schools and by the parents, who wanted their child to have a good command over the English language

Short Term strategy

Improve the quality of the stories and also emphasize more on pictorial stories REASON- Only Friendly Ghost and Magic Monkey were preferred by the children. Other stories and articles were not popular. Reading affected studies( 50%) was the reason behind lapsed buyers. Pictorial readings would save time.

Long Term Strategy

Extend the product line by introducing a new variant for the age group of 10-14 yrs.(Brand addition) Reason- The current target segment is too large as the same product is catering to both the age groups. The older ones feel embarrassed to read the magazine whereas the younger ones do not want the educational concept.

Long term Strategy

If the short term strategy does not work out then the product needs to be discontinued as it is already in the decline phase.