National Publishing Company:

Marketing of Titli, a
childrens fortnightly magazine

TITLI- Product overview

Market leader(47%) in childrens periodicals
A vernacular magazine
Targeted mainly at younger children(6-12)
Varied stories sections
Fun Quizzes for children
Advertisement promotion strategy
Convenience good

Product Specifications
Form
12 cm X 20
cm layout
80+ pages

Feature
Colorful covers
and pages
Short stories
Cartoons
Content on fun
and games

Customization
One story for
nascent readers
Printed in bold
letters
Liberally
illustrated

 Special Supplements

Augment
ed

Expected
More educational and mature content

stories, advertisement, fun quizzes, games, cartoons

Entertainment

Basic
Product

Core
beneft

Product Levels

Value based services

TITLI market
offeringAttractiveness
TITLI Features
Core

Quality mix
Titli

Basic(TITLI)
Expected
Augmented
Potential

Light Entertainment
Entertainment magazine
magazine
Light

Income level:
level: <1000,
<1000, 1000-4000,>4000
1000-4000,>4000
Income
Language: Vernacular
Vernacular
Language:
Age Group:
Group: young,
young, adult
adult
Age
Geography :Rural,
:Rural, Urban
Urban
Geography

Age group : 5-14 years

Age
group
:
5-14
years
Language :: parents
parents seeking
seeking entertainment
entertainment for
for
Language
children
children

Positioning
Targeting
Segmentation

Segmentation, Targeting & Positioning

Age Profile of Readers of Children's Magazine

Age Profile of Readers of Titli

14; 7%3; 6%
13; 9%
4-5; 18%

14; 9% 3; 2% 4-5; 8%
13; 11%

6-7; 14%

12; 9%
12; 13%
6-7; 17%

10-11; 17%

8-9; 20%
10-11; 24%

8-9; 16%

Income Profile of Readers of Titli

4000; 7%
2501-4000; 15%

< 1000; 24%

1501-2000; 27% 1001-1500; 26%

Leisure Habits of children across

all age groups
90
80

All Age

70

3-5 years
6-9 years

60

10-12 years

50

13-14 years

40
30
20
10
0
Indoor Games

Outdoor games

Reading Books

Watching TV

Art/Music/Dance

Listening Stories

Lapsed Readership Rates (%) by Age

Lapsed Reader
%

57
46

56

49

40

36

6-7

8-9

50
40
30
20
10
0

9-11

12

13

14

Problem Statement

Case Solution - 1

Case Solution -2

Thank you

Annexure

Justification for inducing

trials

Relatively low market penetration

Total size of households 52.35 lacs
Only 16 lacs copies sold for all magazines in toto.

Leisure Habits of children across

all age groups
90
80

All Age

70

3-5 years
6-9 years

60

10-12 years

50

13-14 years

40
30
20
10
0
Indoor Games

Outdoor games

Reading Books

Watching TV

Art/Music/Dance

Listening Stories