Indian Express –

The Brand
A Presentation by

Anant Gupta (115)

Srikanth Jha (123)
Ritesh Joshi (125)
Ramkumar K (142)
Ayan Sengupta (144)
Priyanka Gupta (163)
Agenda
1
3 Market Analysis

2 Competitor Analysis

3 Consumer Analysis

4 Company Analysis

3
5 Brand Equity

6 Insights
Market Analysis
Print Media Segment consists of Newspaper and Magazine Publishing

60,000 registered newspapers in India

6.8 % growth in reach of English dailies from 191 mn in 2005 to 204 mn in 2006

Reach of 45% in urban and 19% in rural areas

Indian Newspaper Market at $2.68 bn in 2006 and expected to grow

@ 13% CAGR through FY 2011

Infrastructural issues in rural areas during harsh seasons lead to seasonal

fluctuations in rural/semi urban areas

Surrogates : Literacy Rate, Demographic Distribution

Newspaper Readership
 Print Media

Total Print Media Industry - Revenues

4,000
3,500 315
3,000 300
269 285
US$ million

2,500 238 254

2,000
1,500 2,840 3,005 3,171
2,369 2,524 2,680
1,000
500
0
2004E 2005F 2006F 2007F 2008F 2009F

Newspaper Magazine

Source: Industry Estimates & PwC Analysis F- Forecast

 Newspaper Industry

Source: Industry Estimates & PwC Analysis F- Forecast

Competitors of The Indian Express
 Major Players  Niche Players
 The Hindu  Mumbai Mirror
 The Hindustan Times  DNA
 Times of India  Midday
 Deccan Chronicle  Deccan Herald
 Economic Times  Statesman
 The Telegraph  Vernacular Magazines
 Vernacular Dailies  Future Players
• Dainik Bhaskar  Deccan Chronicle
• Dainik Jagran  News Websites
• Daily Thanthi,etc
 News Channels
 Internet News Websites
 Blogs
 Magazines
 News Channels
 Competitor Analysis
 HT leads the way in 2.2 2.13
Readership Numbers in Delhi(2007)

Subscription(in Millions)
Delhi….. 2.1

2
1.9
1.9
1.8
1.8

1.7

1.6
HT TOI Navbharat Times
Newspaper

 ….but trails way Readership Numbers in Mumbai (2007)

behind in Mumbai 1.8

Subscription(in millions)
1.55
1.6
1.4
1.2
1
0.76
0.8 0.63
0.6 0.5
0.35
0.4
0.12
0.2
0
TOI Mumbai Mirror DNA Midday HT Indian
Express
Newspaper
 Competitor Analysis (Contd)
 Times leads again in 0.6
Newspaper Readership in Bangalore(2007)

Subscription(in millions)
Bangalore…..
0.5
0.5

0.4
0.3
0.3

0.2

0.1 0.057

0
TOI Deccan Herald The Hindu
Newspaper

Newspaper Readership Numbers in Chennai

 ….While Hindu is 0.7 0.66

Subscription(in millions)
0.6

right on top in 0.5

0.4
0.26
0.3

Chennai 0.2
0.1 0.064
0.002
0
The Hindu Deccan Chronicle New Indian Express TOI
Newspaper
Competitor Analysis (Contd)
 An unlikely “Telegraph” is Newspaper Readership in Kolkata

the leader in Kolkata 0.6

Subscription(in millions)
0.5
0.5

0.4
0.3
0.3
0.18
0.2

0.1 0.07

0
Telegraph TOI Statesman HT
Newspaper

Readership of Indian English dailies

8000 6781
Readership(in '000s)

7000
6000
5000
4000 3331
3000 2209
2000 1311 919 774 735 565 539 539 509 498
1000
0
Times of Hindustan Hindu Deccan Telegraph The Mumbai Indian DNA Tribune Midday Deccan
India Times Chronicle Economic Mirror Express Herald
Times
New spaper
Competitor Analysis (Contd)
 English Dailies are no Readership of Top dailies

match for Hindi dailies

25
21.2 21

Subscription(in million)
20

which occupy the top two 15

10 7.4

readership positions
4.5 3.85
5

overall Dainik Jagran Dainik Bhaskar TOI

Dailies
The Hindu Hindustan Times

 ET is a clear winner in Readership of Business Dailies

the business section

0.86
Subscription(in million) 0.8

0.6

0.4
0.17
0.2 0.09

0
ET Hindu Business Line Financial Express
Year
Competitor Analysis (Contd)
 Jagran Prakashan
 Brings out Dainik Jagran
 Strong in the Hindi belt
(UP, MP, Bihar) with a
readership of 21.2 million
 High consumer with 30
editions and 210 sub-
editions
 Now entering out-of-home
and Event management
 Deccan Chronicle
 Building dominance in the
south with a readership of
around 1 million
 Strategic investment in
Odyssey (Retail) and using
the internet
 Leader in AP and
presence in key metros
through its acquisition in
Asian Age
Competitor Analysis (Contd)
 HT Media Limited  The Hindu
 Offers a mix of metro-
focussed and northern Hindi  Diversified portfolio of
belt (Hindi and English dailies) Newspapers, magazines
 Synergistic presence in Radio and publications
(Fever 104) across 4 cities  Good Editorials
 Recent foray into business  Revamped Sportstar a
(Mint), radio and internet year back
 Strong distribution setup  Status symbol in most of
 Recent expansion in the south-indian houses
Mumbai,Jharkhand, Delhi and
Uttar Pradesh (Agra, Kanpur,
Meerut)
 Wants to position itself in the
Hindi market segment, garner
advertising revenues and
position Mint as a business
newspaper
Competitor Analysis (Contd)
 Times of India Group

 ET, Navvbharat Times, Mumbai mirror, Radio Mirchi,

Planet M, Zoom, Femina, Filmfare,etc

 Has country’s largest advertising revenues

 Adopted “Blockading” strategy in Mumbai by launching

Mumbai Mirror

 Considering entering the Public Relations (PR)

Business
Competitor Analysis (Contd)

 Complements
 News websites of the respective newspapers
 Substitutes
 Vernacular newspapers
 Magazines
 TV News Channels
• Satellite TV has grown in reach from 207 million individuals in
2005 to 230 million individuals in 2006
 Blogs
 Radio
• Reach has increased from 23% to 27% of population
• Radio FM increased its reach from 76 million individuals in 2005
to 119 million individuals in 2006
Competitor Analysis (Contd)

 Other news Websites

 Mobile Phones
 Proportion of population adding Value-added Services (VAS)
at least once a week has grown from 1.1% in 2005 to 2.7%
translating to nearly 22 million individuals
 Hence, competition for the newspaper industry is
there to stay and companies need to be focussed on
their area of operations
Company Analysis
 Journalism with Courage
 Product Portfolio
 Indian Express
 Financial Express
 Loksatta
 LokPrabha
 Jansatta
 Screen
 ExpressIndia.com
 Also has a NorthAmerican edition
 Promotional Programs
 Indian Express Innovation Awards
 Had a tie-up with Al-Jazeera
 Annual Journalism Award
 Annual World Press Event
Presence across population
SEC Print Media

Reach in millions Reach in %age

A1 7 95%

A2 14 90%

B1,B2 32 81%

C 34 70%

D 29 53%

E1,E2 21 30%
Source : IRS Data
 Primary Analysis Results
1. Our sample has 88% regular newspaper readers
2. With importance level of 1.72, newspapers stand good against their rivals
3. Indian Express is lacking in the area of Business and Entertainment news, and
Supplementary that comes with it.
4. Indian Express badly in Paper quality, presentation and availability while it fares
well in Moral Uprightness (Unbiased news)
5. Home is the preferred place for reading newspapers
6. It has a very low Brand recall value
7. Main competitors - TOI,HINDU, DNA
8. Good Brand Recognition among the regular newspaper readers
9. Positive Indicators:
a. Consumption of more than 2 newspapers in middle and higher class families
b. Growing importance of kids and women in making family purchasing
decisions
Primary Interview Results
 1- Excellent 6- Poor
Comparison in News Categories

4 3.08 3.34 3.4

3.5 2.84 3.04 2.88 3
3 2.64
2.28
2.5 1.6 2.08 General Average
2 1.48
1.5 Indian Express
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Primary Interview Results
 1- Excellent 6-Poor
Comparison of News Parameters

4 3.6 3.48 3.48

3.5 3.12 3
3 2.56 2.92
2.5 1.68 2.04 2 General Average
2 1.12 1.64
1.5 Indian Express
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Primary Interview Results

Brand Recall Performance

4%
8%

TOI
Hindu
32% 56% Indian Express
DNA
Brand Equity Pyramid
RESONANCE
Loyalty
Engagement

Honesty FEELINGS
JUDGEMENT Credibility
Warmth
Quality
Excitement
Consideratio
n
History impressive,
Lack of IMAGERY
PERFORMANC attraction Political readers
E Lost connection with
GenX.
Unbiased
Coverage
Brand recognition limited to English
newspaper readers SALIENCE
Insights
 Increase in literacy rates
 However growth rate is greater in the rural
market (63.6% to 64.8%) than in urban market
(84.4% to 85.3%)
Insights (Contd)
 Significant scope for growth as 359 million who
can read and understand any language do not
read any publication. 20 million of these literate
non-readers belong to upscale Sec-A and Sec-
B segments
 Improve quality of paper and presentation of
news to make it more in tune with the changing
times
 Improve the quality of supplements, sports and
the business sections and increase the news
content. As one interviewee put it, “I can finish
off Indian Express in 20 minutes flat”
Insights (Contd)
 Better marketing is required as brand recall is
very poor among the people
 Try to aggressively target other readers through
Word-of-mouth marketing. Provide attractive
discounts to capture new markets
 Eg. Deccan Chronicle challenged Hindu’s dominance
in Tamilnadu in a single year by coming out with a
newspaper that sold for Re.1 and captured a huge
market share
Business dailies…a huge untapped market
Penetration of business (‘000)
dailies
Total households in Delhi 7043
& Mumbai
SecA households in Delhi 1372
& Mumbai
Circulation 540
Penetration(%) 39

Popularity of business news

among college students and sec B
households on a rise.

Hence, try to revitalize the Financial Times

Source: NRS 2006
figures