7/27/2019 Final Cosumer Behaviour
1/15
7/27/2019 Final Cosumer Behaviour
2/15
The Times of India
Name says it all!!
The Times of India is nations leading media
company.
Worlds largest English broadsheet daily.
They have made Times a destination, must-read
paper to begin the morning and combination
of current national, world and businessevents.
and also the society gossip sells the paper.
7/27/2019 Final Cosumer Behaviour
3/15
HISTORYAND EVOLUTION
The Times of India was founded on November 3,
1838 as 'The Bombay Times and Journal of
Commerce' In Mumbai, as a semi-weekly edition,
on Saturdays and Wednesdays.
The daily editions of the paper were started from
1850 and in 1861, the Bombay Times was renamed
The Times of India.
In the 19th century this newspaper company
employed more than 800 people and had a sizable
circulation in India and Europe.
7/27/2019 Final Cosumer Behaviour
4/15
It was after India's Independence that the
ownership of the paper passed on to the then
famous industrial family of Dalmiyas and later it was
taken over by Sahu Shnati Prasad Jain of the Sahu
Jain group from Bijnore, UP.
The Anglo-Indian papers promoted purely British
interests. Robert Knight (18251892) was theprincipal founder and the first editor of the Times.
Bennett, Coleman & Co. Ltd. is the largest media
group in India, known as The Times Group. It is
best known as the publisher of the English dailyThe Times of India.
7/27/2019 Final Cosumer Behaviour
5/15
MARKET SITUATION WHEN TOI ENTERED
Printing press appeared in India as early as 1670, not
until 1777 was the first newspaper printed in Bombay.
These papers were operated by Parsi businessmen,
and printed in English several dozen. Papers in native languages appeared in the 1820s and
1830s.
In Post Independence era, i.e., in 1950 there were 214
daily newspapers and in 1990 that number hadincreased to 2,856.
7/27/2019 Final Cosumer Behaviour
6/15
CURRENT STATUSOF TOI
According to the Indian Readership Survey (IRS)
2012, the Times of India is the most widely read
English newspaper.
The circulation in September 2012 3.14mil.
[According to Audit Bureau of Circulation ]
TOI Online is the world's most-visited newspaper
website with 159 million page views in May 2009,
ahead of the New York Times, The Sun,
Washington Post, Daily Mailand USA Todaywebsites.
http://en.wikipedia.org/wiki/Indian_Revenue_Servicehttp://en.wikipedia.org/wiki/Indian_Revenue_Service7/27/2019 Final Cosumer Behaviour
7/15
MARKETING STRATEGIES
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.
The Times Group constantly keeps things excitingnot just through their contents, but also through
their designs and innovations.
Consumer invitation pricing The various niche segment offered by The Times
group
7/27/2019 Final Cosumer Behaviour
8/15
The various niche segment offered by The Times
group.
Ascent
Bombay times Education times
JLT Just like That
7/27/2019 Final Cosumer Behaviour
9/15
In their campaigns rather than talk about the
newspaper, they try and be the platform or the
presenter of ideas that come from the readers own
lives, reflect their hopes, aspirations.
TOI recently announced the launch of an all-colour
newspaper of colour in Indian life as seen on our
streets and our cinema and linked it back to the
product subtly, rather than a narrow campaign
focusing on the product itself.
7/27/2019 Final Cosumer Behaviour
10/15
The newness of the masthead on occasions like
Diwali, Holi, Christmas, New Year, Budget Day,etc., acts as a refreshing innovation and helps
forge an emotive link with the reader segment.
They dont have their PR agency. So they
communicate through their own media channels.
7/27/2019 Final Cosumer Behaviour
11/15
Why Consumer Prefer Newspaper ?
Reaches to huge mass
Advertisement is one of the drivers of newspaper
readership
It helps people to take decision for product buying
It is considered to be preferred medium for ad
info.
It is valuable in planning purchase decision
7/27/2019 Final Cosumer Behaviour
12/15
Reasons for consumers preference for newspaper?
Quality
Targeted
Immediate
Flexibility Credibility/Trust
Selective vs. intrusive
Environment Relied Upon
Results
7/27/2019 Final Cosumer Behaviour
13/15
IMPACTOF CONSUMERBEHAVIOUR
The Times of India comes with variety of
information so the readers are more interested.
Regional news is also available.
Because of good branding and too specific toinformation or news, respondent think that the
quality of information of TOI is good.
Language is easy to understand.
7/27/2019 Final Cosumer Behaviour
14/15
CONT
Most prefered newspaper by students and
employees.
Many people think that by reading TOI theirEnglish, life style, status are going to improve.
7/27/2019 Final Cosumer Behaviour
15/15