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The Marketing Manager of National Publishing CompanyMr R Saxenais contemplating on the strategies he should adopt to increase the sales of Titli, a children's fortnightly vernacular published by the company. Readers are invited to send their responses on the case to Vikalpa office.
Abraham Koshy is a member of the faculty in the Marketing Area of the Indian Institute of Management, Ahmedabad.
The Company
The National Publishing Company was a leading publishing company with several years of experience in the printing and publishing industry. The company had several publications which included a daily newspaper
Vol. 19, No. 3, July-September 1994
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The Product
Titli carried various features interesting to children between the age of about 5 years and 12 years. Typically, Titli carried about two to three short two-page stories, three or four longer stories, one or at the most two serialized stories, two or three short poems, about seven or eight regular cartoon features (out of which about two were serialized cartoons), tit-bits, and fun and games. In order to cater to the young readers who had just begun to read, the journal carried one story written in simple language and printed in bolder letters. For the purpose of initiating those who had not yet begun to read properly, Titli carried another "read aloud" short story written in rhyming language. The magazine was printed in multiple colour and was liberally illustrated. The size of the periodical was 12 cm x 20 cm. By and large, most of the other children's periodicals followed the same structure in form as well as content. Titli was priced at Rs two per copy. All the competing children's fortnightly publications were in the same price range. Annexure 1 gives the summary of a typical issue of Titli
There was a high degree of awareness of Titli among respondents; about 76 per cent of them mentioned the magazine spontaneously whereas only about 31 per cent were spontaneously aware of Petals, another competing publication. Little flower, yet another competitor, received an un-aided awareness level of 19 per cent among the respondents. The aided awareness level of all these publications including Titli was about 85 per cent.
Current Purchase Pattern of Children's Magazines
The study indicated that about 33 per cent of households having monthly income up to Rs 1,000 purchased any one of the vernacular magazines whereas about 61 per cent households with a monthly income of over Rs 4,000 purchased a vernacular magazine. The purchase pattern with respect to English magazines, however, was found to vary with difference in income. Thus, only four per cent households with a monthly income up to Rs 1,000 bought any English magazine whereas about 29 per cent households with a monthly income of more than Rs 4,000 bought an English magazine. Exhibit 4 gives the purchase pattern of magazines based on monthly household income.
Profile of Readers of Titli
The study indicated that out of the total households, 51 per cent purchased either a vernacular or an English children's magazine and 49 per cent of the households purchased any one of the vernacular magazines. Exhibit 3 gives the percentage of households buying a children's magazine. (The current buyer of a magazine was defined as a household which bought at least one out of the last six issues of a magazine and in the case
Vol. 19, No. 3, July-September 1994
The children between the age groups of 6 and 11 years constituted about 50 per cent of the readers of children's magazines. For Titli too, this group constituted about 54 per cent of the readers. It was also seen that children between the age group of 6 and 14 years constituted about 75 per cent of the readers while for Titli, this age group constituted about 90 per cent of its readers. Exhibit 5 gives the constitution of the readership base of 59
From the study, it was seen that among the past buyers of Titli, about 45 per cent had discontinued the magazine over the last two to three years. This group of lapsed buyers consisted of households which had children belonging to the target age group. Exhibit 6 gives the lapsed rate by age of children. The study revealed that very few lapsed buyers of Titli were buying other magazines. This meant that when buyers discontinued buying Titli, they had actually given up buying all children's magazines, rather than shifting to a competitor's magazine. The major reasons for this as mentioned by the respondents were as follows: Affects studies; busy with school work (50%) Easy to borrow from neighbours/library (16%) Expensive (9%) Not interested/interested in other areas like sports/English magazines (7%) Outgrown children's magazine (3%) Availability problems (1%) Other magazines better than Titli (1%)
In the 3-5 age group, the children's primary activity was playing with toys. Reading had hardly any relevance to them. In the 6-8 years segment, playing and watching television were the main activities. However, reading as a major activity began at this age although at a lower key. In the 10-14 years segment, reading of books and magazines was a dominant activity, second only to watching the television. Exhibit 8 gives the main leisure activities of children belonging to different age groups.
The survey of parents also provided some insights into the popular features published in Titli which were preferred by children belonging to various age groups. According to the parents, picture stories like "Friendly Ghost," "Magic Monkey," and "Detective stories" were most popular among children. Exhibit 7 gives the relative preference of various features published in Titli as assessed by the parents.
Leisure Habits of Children
About 90 per cent of the children were exposed to the television medium and this was found to be almost uniform across different age groups. Regular viewing of programmes on the television was found to be about 65 per cent, again uniform across different age groups. It was also noted that the total duration as well as the programmes watched by the children were monitored and controlled by the parents. 60
sumed dimensions such as enforcing ban on watching TV, restricting time for playing/reading, etc. The parents were concerned about the children's studies as well as character building at this stage and hence kept a close watch over what the child saw, read, and did during his/her spare time. The children in this age group started exhibiting variations in preferences of features in magazines. They preferred stories which inspired and motivated them; stories which made them "think about the deeper meanings." They were also interested in "thought provoking" articles on general or social issues. The children in this group had a greater desire to seek exposure to the adult world and look for "realistic" values. Parents expected reading to inculcate values of responsibility and develop personality and self-confidence. Reading had a high impact on character and behaviour at this age. The main reading materials for children belonging to this age group were magazines like Titli and science magazines. This was also an age group which indicated a growing penetration of general interest magazines targeted at grown ups like India Today. Such magazines were highly favoured by parents as suitable reading material for children belonging to this group. There was low readership of story books /novels (like Enid Ely ton, Nancy Drew) during this phase. The children regularly 'scanned' headlines, sports, etc. in the newspaper. Image Perceptions of Titli The focus group discussions also indicated that Titli was perceived to be a superior magazine by the children because of elements such as more interesting and diverse stories, more picture stories, more colour, etc. In general, Titli was perceived as a magazine appealing more to 8-12 year old children and, to a lesser extent, 13-14 year old children. Although the younger children were eager to associate themselves with Titli, a few of the older children were embarrassed to be seen reading it as if they were doing something "childish" for their age. Among the parents, the image of Titli was that of a source of "good, harmless entertainment." While some parents were appreciative of the usefulness/informative value of the magazine, the general tendency was to dismiss it as 'light reading.' This tendency, however, was less pronounced among the parents who read Titli and, therefore, knew the contents of the magazine. The parents of older children in particular looked down on Titli as they felt that it was meant for younger children and had no great value for older children. This was one 61
of the reasons for discontinuing the magazine when their children were a little older. It was also seen that the children who seldom bought Titli or any other similar magazine had relatively low exposure to all types of reading. They often belonged to households where the parents did not buy or read any magazines for themselves. These parents were generally passive or unconcerned about reading since they attached little value to reading. Marketing Manager's Concerns Saxena was aware that as the leader in the market, Titli had a significant role to play in the children's publish-
ing market segment. Should Titli be re-positioned? If so, how? Should the target segment for this publication be redefined? If so, which segment should he concentrate on? Saxena was wondering whether he could increase the sales of Titli by taking recourse to such strategies or whether he should consider other courses of action which would be more effective from a long-term strategic perspective. He, however, was certain that any decision taken now would have major implications on the current as well as the future fortunes of the company.
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