IMC Analysis for TOI - Report 1 Www.marketingboulevard.blogspot

8/3/2019 IMC Analysis for TOI - Report 1 Www.marketingboulevard.blogspot

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Project - IMC Analysis for Times of India

(Report 1)

Submitted By -

Nikunj Jain

Final Year MBA Student

Department of Marketing and operations

Jaypee Business School,

A constituent of JIIT University, Noida

[email protected]

http://www.linkedin.com/in/nikunjjain262


2/11

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A) BACKGROUND

The Times Group (Bennett, C

in India. It is headed by brothers

11 publishing centers 15 printing centers 55 sales offices Over 7000 employees 5 dailies including two

circulated daily

2 lead magazines 29 niche magazines Reaching 2468 cities and 32 Radio Stations 2 Television News Chan 1 Television Life Style C Turnover in excess of US

The Times of India was founde

Commerce, during the British R

paper were started from 1850)

a bi-weekly edition (Published e

It was after India's Independenc

industrial family of Dalmiyas an

Jain group from Bijnore, UP.

The Times of India is published

along with its other group comp

Times, Mumbai Mirror, the

Maharashtra Times (a Marathi-l

In January 2007, the Kannada ededition was launched. Their ma

hold second and third position

Today, the Times of India co

Times, Calcutta Times,Bomb

Times, Nagpur Times,Bangalo

Times, The Times of South Mum

ww.marketingboulevard.blogspot.com/

leman & Co. Ltd.)is the largest media servi

Samir and Vineet Jain. It reaches out from:

of the largest in the country with approx 4.

towns

el

hannel

D 700 million

on November 3, 1838 as The Bombay Times

aj. It adopted its present name in 1861(dail

. The Bombay Times and Journal of Commerce

ery Saturday and Wednesday).

that the ownership of the paper passed on to

d later it was taken over by Sahu Shanti Prasad

y the media group Bennett, Coleman & Co. Lt

nies, known as The Times Group, also publish

avbharat Times (a Hindi-language daily b

nguage daily broadsheet).

ition was launched in Bangalore and in Aprilin rivals in India are The Hindu andHindust

by circulation

es with several city-specific supplements

y Times, Hyderabad Times, Kanpur

re Times, Pune Times, Ahmedabad Tim

ai, The Times of Doon,Meerut Plus,Haridwar

es conglomerate

3 million copies

and Journal of

editions of the

was launched as

the then famous

Jain of the Sahu

. This company,

es The Economic

roadsheet), the

008 the Chennain Times, which

, such asDelhi

Times,Lucknow

s and Chennai

Plus.


3/11

http://www.marketingboulevard.blogspot.com/

A)OBJECTIVEThe objective of this study was that we had to study the various elements of IMC adopted by our

company over the years. They might be campaigns, events, TV commercials, print ads, or any

other medium of communication.

After through study of these we had to give our own implications and conclusions from business

point of view.

B) OBSERVATIONFrom the last 20-25 years Times of India using various communication channels very effectively.

During the last 3 year TOI mainly focused on social causes and run various campaigns. In this

section we will discuss

- The Communication mix of TOI- Various campaigns of TOI medium of communications. Teach India Lead India India Poised Mr. and Mrs. DT

- Various other Ads of TOI since 1970


4/11


Communication Mix of Times of India

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5/11


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India Vs India

Amitabh Bachchan

and Gulzar

- India is competing

against India only

- India Vs India/ Bharat

banam Bharat

-AB, Gulzar trying to

highlight theopportunities and

barriers to growth of

country

-Amitabh bachchan TV

commercial adLocation shows the

progress India made in

Infrastructure

- Ads were in both

Hindi and Englishlanguages

- Amitabh Bachchan

TV add location

Bandra worli sea link

bridge itself explain themeaning of ad

- Anthem is specially

targeting the youth

motivational and

inspirational

A day in the life of

India Video ads - Road Banner,

- Sarkari daftar,- Cricketer,

- Kitty Party,

- Desh ki dharti,

- Election Campaign

- Old man Grandson

etc.

- TOI brings every kind

a news related to life of

each individual of an

Indian

- Newspaper of

everyone

- Trust on TOI (Old

man Grandson Ad)

- Daily life of anindividual (Kitty Party)

- Corruption in the govt.

Office (Sarki Daftar Ad)

- Touches the relation

between farmer and

Land, Patriotism

- Cricketer Busy in

advertising and cricket

as well (Sachin)

- Touches various

aspects of daily life of

an Indian Corruption,

Problems, Enjoyment,Trust, Patriotism

- Emotional Route

- Message is not clear

What actually they want

to communicate

- targeting all age

groups


6/11


)#(((((((((((((((((((((

India Poised ads - India Vs India

- Our time is now its

time to do and to takeinitiative

- Celebrating 60 year of

independence

- Economy, Judicial,

Power Sector,

Infrastructure, Winning

international event asking for growing

India

A day in the life ofIndia Celebration

time forever ads

- 1 newspaper of every

citizen irrespective of

cast and religion

- celebration times

forever

-very colourful and

attractive posters

designed for everyfestival

-100 festival, 1

celebration, 1 news

paper

-Promoting themselves

as a secular newspaper

- connect emotionally

- Targeting the people

from each age group

and each religion

A day in the life ofIndia inspirational

print ad

- They have somethingfor everybody

- Do not just followwhat is there, always

have several choices in

the hand and choose theright option

- Newspaper of choicesnot judgment

-adopting a rationalroute

- targeting youth


7/11


& # $

'%(((((((((((((((((((((

Amir Khan teach

India Ad

- Lets learn to teach

- Your knowledge is

incomplete unless and

until u dont teach the

illiterate

- Aamir khan saying he

himself afraid of

teacher but still he can

teach

- After Tare Zameen

Par Amir khan have

good image as a

teacher

- Message is very

Clear

- targeting Youth

- Every individual can

take charge of at least

one illiterate

- Showing that when

every literate associates

with an illiterate then

the education of both

is complete

- Interdependency

- Education can be

spread through the

support of literate

section of the society

- Message is very clear

and emotional

- Secular ad

everyone need equaleducation

Road cross ad - Spare yourself - Children standing ondivider, passing by cars

are like their future

- to cross that road of

education they need

your help

- Dont leave them in

mid way

-they dont needmoney they need your

continuous support

-the message is being

conveyed

(((((((((((((((((((((

- Each one Teach One - With a population of

over 287 million

illiterate Indians, we

need motivated

teachers in every corner

of the country to go

back to school.

- It is this statement

which saw some 6-7

months back in a full-

page Ad of the TOI

Teach India campaign


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*+#(((((((((((((((((((((

- To let people know

that even the rich and

the famous are a part of

the campaign

- Amir Khan and

Hillary Clinton

promoting the event.

- U.S. Secretary of

State Hillary Rodham

Clinton with

Bollywood star AamirKhan at Teach India

and Teach for India

programme organized

at St. Xavier`s College

in Mumbai onSaturday.

,(((((((((((((((((((((

- Lets learn to teach - to remind them

whenever they see thesame billboard

- similar billboards are

placed in various parts

of the cities


9/11


& # $

'%(((((((((((((((((((((Abhishek Bachchan

Ad

- Youth wants to

change the system

and make it better

- must give the vote

- Abhishek Bachchan

targeting the youth

which is fed up from

the system and which

want changes

- Encouraging them to

take initiative and

become the part of the

system

- make your vote count

- Targeting Youth

- The campaign

specifically launched

during the election to

increase the polling

rate among the youth

- Youth who do not

vote and always talk

about change in system

- Youth who do not

understand the

importance of the

voting which can lead

to changes in the

system

Various celebrity ad - Voting is the first step

to all the solution of

the society from rural

to urban area

- Lets make your votecount

- Kuch nahi ho sakta

is desh ka kya

wakai kuch nai ho

sakta ho sakta hai Vote

-Different celebrities

bringing out the

problems from various

section of the society

-asking the question tothe audience is there

any solution

-only one solution

start voting, lets

make your vote count

-message is very

clearly understood

-they are targeting to

both rural and urbanIndia

- they could have

promoted secular

voting

- targeting people ofeach age group

Children add - Phalak Pakad ke

utho hawa pakad ke

chalo - tumchalo to

hindustaan chale

- dont wait for others

to take the initiative,

why not u take it,others will follow

-why follow others,

-there is a problem

-politician ran away

-people waiting for

someone to come and

blaming the system

-an innocent child

takes the initiative and

makes others to follow

-patriotic anthem

- delivering the

message clearly

- making people realize

their potential

- making corrupted

people feel ashamed -

not doing anything


10/11


why not make others

follow you

him

-finally without the

help of system theysolved the problem

about the existing

problems

)#(((((((((((((((((((((

I Swear - By voting you can

destroy all evil

elements from the

society to give your

children something

good to vote for

- They are asking every

individual to take a

pledge against every

wrong thing prevailing

in the society

- they are trying to

cover up every body

- they are talking about

very small issues in the

society

- they are not giving

solution but they are

trying to build up

socially responsiblecitizens

)#(((((((((((((((((((((

& # $Delhi Times Mr. and

Mrs. DT

- You will be hottest

fresh face of Delhi.

- A boy and girl face on

the front page of DT

- Attracting the

freshers of colleges in

Delhi

- targeting Youth at the

initial stage when they

are entering into college

- Making them their

customer (Regular DT

Reader)


11/11


D) COMMENTS AND CONCLUSION:

1.) It has been found that over the year supplement provided by times of India which is

Delhi times has gained more popularity than the main newspaper. The younger generation is

keener on reading whats happening in that section rather than going through the mainnewspaper. This shows that there is a demand for a newspaper in the market which resembles the

language and the looks of Delhi times. They can look forward to launch a new newspaper

especially for this segment so that they can maintain the image of their original brand.

2.) They have taken up issues like voting, education, growth and development of the

county, one can say that they are trying to connect emotionally to the people of India. They

have taken a patriotic route at times they try to associate themselves to the freedom struggle

through some of their print adds.

3.) They have a strong market in the western India and they have been able to capture the market

in northern India but they know if they want to expand throughout the country, they can do so

only if they be able to connect to people throughout the country and these social causes are

common everyone. Everybody can easily connect to them.

4.) We believe that why times of India adopted such a route is that in order to expand over

whole nation they took up issues which are common everywhere took help of celebrities in

some of the campaigns, brought a new anthem written by Gulzar and composed and sung by

shankar, ehsaan, loy. All these may be a part of a long term strategy to expand their market

throughout the country.

Documents

IMC Analysis for TOI - Report 1 Www.marketingboulevard.blogspot