Case Study Titli Magazine

1. About the Product

Product Childrens Magazine
Product Category Weekly , Fortnightly and annual
Brand Titli
Publisher National Publishing Company
Target children of group age 5 to 12
Market share 47% (in 2009) of the annual target
readers which is 7.04 lakh copies
Language Vernacular (Regional)
Content Stories ( long and short ) , poems ,
cartoons features , funs and games

Stage in PLC Cycle & its implications

Stage Maturity
Sales are declining as a whole in terms of market
from 16 lakhs copies distribution(2006) to 7.04
lakhs (2009)
Titli is still the market leader with 47% market
share of the distribution
It is under stable maturity stage (potential users
have tried the product, sales depend on
population growth and replacement demand )
(Exhibit 5)
There are no new threats in terms of competitor
Titli has to maintain or increase its market share
with increase in sales of its magazines

Product life Cycle Stage

Growth Strategies

Short Term Steps

PRODUCT MODIFICATION
Market Segmentation by Age
Age group: 3-9 years
Quality Improvement Clumsy Hunter , Clever crow,
boy with magic power and read aloud stories (Exhibit
7)should be replaced by more appealing contents
( short stories , games , coloring )
Style Improvement External appeal should be
changed to make it more appealing to this segment
( Window Dressing)

Age Group : 10-12 years

Feature Improvement Inclusion of new topics of reading
like general knowledge , sports information as
supplements .
Age Group : 13-14 years
Feature Improvement Supplements containing topics
which are motivational like incidents from life of famous
personalities (Einstein , Newton ) , articles on general
and social issues like geography ,science and technology
( General ) ,political etc

MARKETING PROGRAM MODIFICATION

Communication of our product should be done correctlytarget parents for age groups (3-8 years) and (10-12
years ) as they have are the primary buyers for their kids
For Age group ( 13-14 years ) perception value should be
changed from good harmless entertainment to
informative

Long term Steps

MARKET MODIFICATION
Usage rate has to be increased via better communication strategy
to target childrens parents
Enter into more mature reader segment ( >14 years) by entering
into novel markets e.g. Merchant of Venice , Macbeth etc

PRODUCT MODIFICATION
Feature improvement change from conventional book reading to e
book reading by developing apps and targeting all income groups

MARKETING PROGRAM MODIFICATION

Adopting different market strategies like online games with
rewards , puzzle solving
Adopting a change in advertisement as going more electronic like
commercials showing their new products