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GANDHINAGAR

MARKET ANALYSIS
Purpose of this presentation

• To get the exact idea of Gandhinagar’s retail market


• To get the exact idea of competitors and their strategies
• In short to get the exact idea of, ‘What are we up against?’
Gandhinagar
Gandhinagar : Basics
• Purely administrative capital of Gujarat
• 30 sectors, approximate area is 70 sqkm
• Out of 30, two sectors have primary level retail markets
• Most of the residents are Govt. and Semi-Govt. employees
• Other residents consist of bankers, students and small scale
entrepreneurs
Gandhinagar : Retail Market
• Automobile show rooms, electronic appliances and some local
lifestyle brands make the most of retail market in the city
• Complete absence of branded lifestyle showrooms and super
markets makes this city a boring place for shopping
• With establishment of new academic zones and proposed
commercial activities, two years down the line it is going to be a
highly developing market
Advertisers
Who are the advertisers ?

Advertisers

Automobile showrooms Electronics & Lifestyle Products Institutes

Showrooms: Local retailers Institutes:


•Maruti Motors •IELTS
•Yamaha Bikes •Std. X - XII
•Hero Honda •GPSC
•GCAT
Data: •Computers
Advertisers Gandhinagar 1.xls
Who can advertise with us?
In order to estimate the potential for advertising with us, they have been
divided in to four categories in terms of the monthly frequency

Advertisers

Very likely Likely Potentially Likely Unlikely

Monthly frequency Monthly frequency Monthly frequency of Monthly


of insertions: > 3.5 : 1.7 - 3.5 insertions: 0.7 – 1.7 freq. : <07

At least 4 2 – 4 insertions in a 1 – 2 insertions in a month 1–2


insertions in a month insertions in
month two months
Statistics: Advertisers
Catagory Volume Share: ALL Advertisers Catagory Volume Share: 'VERY LIKELY' Advertisers

Electronic Appliances Electronic Appliances


28% Fashion & Life Style
Products Institutes 30%
13% 15%

Institutes Fashion & Life Style


21% Automobile Products
Showrooms Automobile 17%
Showrooms
38%
38%

Based on data collected from 01st March 2006 to 31st January 2007
Statistics: Advertisers
Volume Breakup

Unlikely
5%
Potentially
Likely
19% Very Likely
51%

Likely
25%

Based on data collected from 01st March 2006 to 31st January 2007
Statistics: Advertisers
Trend: Electronic Appliances
Trend: Outomobile Showrooms
VERY LIKELY'
VERY LIKELY
16000
20000
18000 14000
16000 12000
14000
10000

SQCM
12000
SQCM

10000 8000
8000 6000
6000 4000
4000
2000
2000
0 0

MONTH MONTH

Trend:Institutes
Trend:Fashion & Lifestyle Products VERY LIKELY
ALL ADVERTISERS
VERY LIKELY 12000
8000
7000 10000

6000
8000
5000
SQCM
SQCM

4000 6000

3000
4000
2000
1000 2000

0 0

MONTH
MONTH

Based on data collected from 01st March 2006 to 31st January 2007
Statistics: Advertisers
Trend: All Catagories
VERY LIKELY ALL ADVERTISERS
45000

40000

35000

30000
SQCM

25000

20000

15000

10000

5000

MONTH

Based on data collected from 01st March 2006 to 31st January 2007
Observations: Advertisers
• Though ‘Very Likely’ make only 14% of total advertisers, their
volume share is 51%
• Automobile Showrooms (38%, 38%)
» Peak season: September to December
• Electronic Appliances (28%, 30%)
» Peak season: May-June, August, October and December
• Institutes (21%, 18%)
» Peak season: March to July and August to November
• Fashion & Lifestyle products (18%, 17%)
» Peak season: August to December
Observations: Advertisers

• Highly response motivated (expects response by the evening on


the same day)
• Even in monthly contracts, they need freedom in terms of the
size and dimension
• All the ‘Very Likely’ and ‘Likely’ advertisers are well known
in the city, which makes them interested in reaching rural people
Media
Market Players
• Gujarat Samachar (Gandhinagar Edition)
– Circulated in: Gandhinagar, Kalol, Mansa, Dehgam
• Gandhinagar Bhaskar (Divya Bhaskar)
– Circulated in: Gandhinagar, Kalol, Mansa, Dehgam
• Sandesh (Gandhinagar Edition)
– Circulated in: Gandhinagar, Kalol, Mansa, Dehgam
• Gandhinagar Samachar
– Circulated in: Gandhinagar, Kalol, Mansa, Dehgam
• Eagle
– Circulated in: Gandhinagar, Kalol, Mansa, Dehgam
• Gandhinagar Plus (T.O.I., Yet to be launched)
– Circulated in: Gandhinagar
Comparisons
Name Pgs Frequency Circulation F.P B.P
Col. B/W Col. B/W

* Gandhinagar Plus 4 Weekly 5000 15 12 11 8


Gujarat Samachar 4 Daily 18000 12 10 10 10
Divya Bhaskar 2/4 Daily 10000 15 12 12 10
Sandesh 2/4 Daily NA 14 11 11 9
Gandhinagar Samachar 10 Daily 4500
Eagle 4 Weekly 20000 - 10 - 8
* As planned
Statistics: Media
Volume Breakup: All Advertisers

D.B.
25%
G.S.
75%

Based on data collected from 01st March 2006 to 31st January 2007
Statistics: Media
VOLUME BREAKUP: 'VERY LIKELY' Advertisers VOLUME BREAKUP: 'LIKELY' Advertisers

D.B. D.B.
29% 23%
G.S.
71%
G.S.
77%

VOLUME BREAKUP: ' POTENTIALLYLIKELY' Advertisers VOLUME BREAKUP: 'UNLIKELY' Advertisers

D.B. D.B.
22%
12%

G.S.
78% G.S.
88%

Based on data collected from 01st March 2006 to 31st January 2007
Observations: Media
• As we move from ‘Very Likely’ to ‘Unlikely’, Divya
Bhaskar’s volume share decreases
• In total, Gujarat Samachar has 75% of share in Gandhinagar’s
advertising market, with Divya Bhaskar following at 25% share
• Weekends have the maximum share of advt. volume
• On weekdays even Gujarat Samachar doesn’t manage to get
more than a quarter page of advt.
• On average, only Gujarat Samachar is able to get its front page
full on every Saturday and Sunday
• In case of Divya Bhaskar this volume decreases to half a page
Observations: Media
• Eagle is published on every Sunday but it has poor paper quality
and B/W print
• Despite of poor quality, Eagle manages to fill up 3 pages of
advertisements on every Sunday
• Eagle fetches smaller advertisers who can’t spend more than
500/- Rs. in a week
• Though Gandhinagar Samachar has its own fan club because of
its many many years of existence, its share in advt. volume is
negligible
• Sandesh’s business is negligible
Summing up
Conclusions
• Its highly ‘repetitive advertisers’ based market
• The only way to break the market is to catch ‘Very Likely’
advertisers
• Weekends have the maximum potential for the advertising
revenue
Conclusions
• Looking at the situations of Divya Bhaskar, Sandesh, Eagle and
Gandhinagar Samachar, it is clear that breaking 5 years of
Gujarat Samachar’s monopoly is an almost impossible task
• Any product will need some time to establish itself against
Gujarat
• ‘Word of mouth’ is the only way to achieve success
What should be done?
• It has to be a four pager
• Make it fortnightly initially and as it establishes it self, we can
make it weekly
• Editorial will have to find a way to connect with people,
‘Gandhinagar Plus’ has to be an interactive feature
• Keep a special section on Education to capture ‘Institute’ market
What should be done?

• Give it a shot
• If we are bang on target, we can certainly break Gujarat
Samachar’s monopoly
Thank you