Advertising strategies of times of india

1. A Presentation on
Advertising Strategies of
Prepared by:-
Mehul Rasadiya
K.K. Parekh Institute of Management Studies
(Amreli)
1

2. Q UESTION - 1
What factors have contributed to the success
of times of India / what strategies they have
adopted in the Indian market.??

3. A NSWER - 1

Promotion (Create awareness)
-Largest circulated’ English newspaper
-Mostup market newspaper

Knowledge regarding various sectors

Adoption of pincer movement strategy

The Advertising Strategy
-circulation based advertising claims to establish an emotional chord with readers.
-They have used a set of emotions

They have shifted to emotional platform
-It reflects struggle, turbulence, success and failure in an Indian’s life.

4. A NSWER – 1 C ON ….

Beat of content with diverse range of interesting news covering
-political analysis
-Metaphysical Stories
-Local & Global Coverage
-Use of Graphs
-Cartoons
-Short & Crisp News.

Pricing Factor as compared to competitors
-they come with combo offer to provide more content of news to people at lesser price
-Selling newspapers for Rs – 75 (Per month)

5. A NSWER – 1 C ON ….

More readers chose times of India because it give them
more for less

New Editions of newspapers with more content and
exposure to sports, education, Business, Entertainment etc.

There is also strong emphasis on local content without
disturbing the brand philosophy to the core.

News paper runs between 24 and 32 pages
-supplements such as Delhi Times, Bombay times, Kolkata times and related
supplements like Education times(Education), Ascent (Carriers) and times property
(Real State).

In 2002, TOI introduced a slicker launch in International
standards

6. Q UESTION - 2
Evaluate the advertising campaign of
Times of India. What are the learning
lessons from these campaigns?

7. A NSWER - 2

The Advertising Campaign of Times of India is to touch the lifestyle of
India and to cover the areas of emotion of the people.

The ultimate strategy was to show the Indian ness in the covers. It
tired to touch the every Indian life

The Advertising Campaign of Times of India touched every Indian’s
life.

Different campaigns of TOI’s are
1. Lead India
2. A day in the life of India
3. Touch India
4. Incredible
5. Power of joke
6. Hrithik’s a good

The advertising Campaign of TOI make use of extensive technology

They came up with new edition and creative ideas – making use of
graphs,cartoons,etc.

8. A NSWER – 2 C ON …

More content of information with coverage to both local and global
New Providing diversified news information in different sectors like
education, Sports, Entertainment, Politics etc
Lessons –

Most important learning from the campaign was about the idea of
increasing the content of news information with diversified coverage
of sectors.

Pricing strategy – Pricing strategy as compared to competitors was to
provide more news information to the readers at lesser price and
also with coverage to various segments of life.

The idea was to provide the look and feel of the news touching the
Human Emotions.

9. Q UESTION - 3
How the goal of integrated view of all
edition can be achieved through a
modified advertising campaign.???

10. A NSWER - 3

Providing News Information covering all the editions, highlighting the
headlines and the content of each edition can help to achieve the
goal of integrated view of all edition.

Advertising Campaign for getting readers attention

Providing the editions with combo offer

The advertisements have highlighted the ‘Indian-ness’ in all the
campaigns and reflected how TOI is a part of this great journey of
Indian-ness.

In July 2003, TOI offered its second combo offer TOI with Economic
Times at the same attractive price of Rs 75 and the response was
great.

11. A NSWER – 3 C ON ….

Due to competition of Indian Express, Hindustan Times and DNA, TOI
distributing Mumbai Mirror along with it. Due to this combo offer
sell of TOI increased a lot.

12. Q UESTION - 4
Suggest an Advertising Campaign for
the times of India covering objectives,
message and Media Decision?

13. A NSWER - 4

Advertising Campaign – Objective Increasing the Response.

Making use of Different Headlines, Slogans – it will help to attention
of the readers.

Testing different headlines, offers, copy, themes, ad sizes, photos,
illustrations etc.

Combining News and Advertising.

Graphics - Readers will look at graphic than read headline.

14. A NSWER - 4

Media Decision – The major decision for the advertiser is
making the right choice of media Type.

Television, Radio Broadcast, Internet, Sending SMS to cover
the masses using catchy Headline

Due to less circulation of TOI in rural part of India I suggest
advertising campaign. Its objective is cover rural educated
people of India.

I will suggest local celebrity to spread the campaign in the
rural part of India. These celebrity create an awareness and
interest in the people.