Assignment

of
MARKETING
MANAGEMENT
ON
Pricing Strategy
of
“The
Tribune”

SUBMITTED T0:
SUBMITTED BY:
 ABOUT THE TRIBUNE
The Tribune, now published from
Chandigarh, started publication on Feburary
2, 1881, in Lahore. It was started by Sardar
Dyal Singh Majithia and is run by a trust
comprising five eminent persons as
trustees.
The Tribune, the largest selling daily in
North India, publishes news and views
without any bias or prejudice of any kind. It
is an independent newspaper in the real
sense of the term. The English edition apart,
the 128 – year –old Tribune has two sister
publications, Punjabi Tribune ( in Punjabi)
and Dainik Tribune (in hindi).
Pricing Strategy of the Tribune
1.Pricing objective of Tribune
The tribune adopted its pricing strategy in such a
way to as to achieve its objective of maximum
current profit.
The tribune (North India) offered to customer at a
price of Rs. 3/- whereas The Indian Express and
other national dailies charge Rs.2/- from the
customers. It is also considered as the newspaper
which is easily understandable by a layman. So
the company is following maximum current
profits policy and is ignoring competitor pricing
policies.
Classified advertisements are published in the
Online Edition of The Tribune as well as the print
editions of The Tribune, Punjabi Tribune and
Dainik Tribune. Classified advertisements
(Matrimonial, property, jobs, etc.) are published
in the print edition of The Tribune @ Rs 600.00
per insertion upto 50 words and Rs. 1200.00
from 51 to 100 words. If an advt. matter
exceeds 100 words limit, it will be chargeable @
Rs. 355 per sq. cm. Advertisements to be
published in our language papers — Dainik
Tribune (Hindi) and Punjabi Tribune (Punjabi)
along with The Tribune will be charged @ Rs
125.00 (for one language paper) and Rs 200.00
(for both language papers). An additional sum of
Rs 150 is to be paid if an advertisement is to be
put on the Online Edition alongwith the print
edition. Advertisements required to be carried
only in Online edition are charged @ Rs 375 per
insertion which is higher than its competitors. So,
by adopting such prices The Tribune is trying to
maximize its profits and grab the opportunity of
being the largest selling daily in Northern India.
2.Demand Determination
The demand for the tribune is Less Elastic. That
means with marginal change in price of it there is
hardly any change in demand. As other
newspapers are offering various schemes but still
Tribune without any such scheme is maintaining
its circulation.
3.Estimation of Costs
Costs have a great affect on the pricing strategy
adopted by the company and is using markup
pricing and is covering its cost through mass
circulation and advertisements. The tribune
charges a price which is able to cover its cost of
producing, distributing and selling its newspaper.
Advertisements regarding admissions, Job
classifications, matrimonials etc are published for
this purpose by giving them required publicity
and charging them for the same.
 4.3C’s (Customers ,Costs and Competitors)
The tribune is considered a premium brand
covering people of all demography and is
comprehensive. Its main competitors are The
Hindu which charges high price and The Indian
Express which charges low price. The tribune has
used its value preposition to create an image in
mind of customers. And it covers its major costs
through advertising income.
5.Pricing method Selection and Final pricing
The tribune has adopted perceived value pricing.
The company is charging premium prices from its
customers and the prices charged does not affect
customers. It charges Rs 3 per paper which is
high as compared to The Times of India and
Hindustan Times as they charge @ Rs 2. They
charge high price for the trust they have
maintained since 128 years.
The Indian Express
It has priced its product/brand with the view of
achieving its pricing objective of market
penetration pricing. It is a national daily covering
most of India but still its prices are low as
compared to others.
The Hindu
It has priced its product relatively higher to
others and followed the policy of market
skimming as it is perceived as better in terms of
quality and content .It has reader group which
consists mostly of professional people and
educational institutions.

Bibliography
Websites
http://www.tribuneindia.com/2008/tribune.htm
http://www.modpub.com/Classified.htm

Book
Marketing Management by Kotler Keller Jha
Koshy