Term Paper

Of
Marketing Management
On
Marketing Plan Of
The Tribune

Submitted To:
Submitted by:
 ACKNOWLEDGEMENT

No serious and lasting achievement or success one ever achieves without the
friendly guidance and cooperation of so many people involved in work.
Foremost of all, I express my gratitude to the Almighty for his blessings and for
vesting wisdom in all my wishes.
I am also thankful to my Subject Teacher Mr. Parveen Kalsi, who has helped
me a lot each and every time when I had some difficulty. Words are not
sufficient to register my sincere regards to my loving parents for their deep
affection and unabated inspiration that really kept me going. They were and
unending source of strength and perseverance during the course of the study. I
place my thanks to all those who spared their time and made it convenient for
me to complete the research. I deeply acknowledge their concern for my
research. Last but not the least, I also wish to red cord my gratitude for any
person(s), my memory has failed to recall, who rendered his/her/their support
and services.

Yours faithfully
 Contents
I. Executive summary
II. Environmental analysis
A. Macroenvironmental factors
B. Microenvironmental factors
C. Competitive strategy
D. Current marketing situation
E. Market overview
i. Market demographics and needs
ii. Market trends and target market growth
F. SWOT analysis
i. Strengths
ii. Weaknesses
iii. Opportunities
iv. Threats
G. Competitive and industry analysis
H. Product overview
I. Keys to success and critical issues
III. Marketing research
IV. Marketing Strategy
A. Mission
B. Marketing objectives
C. Financial objectives
D. Target market(s)
E. Segmentation
F. Positioning
G. Strategy summary
V. Marketing mix
A. Product
B. Pricing
C. Promotion
D. Channel
E. Service
F. Internal marketing
VI. Financials
 Marketing Plan for The Tribune

-Executive Summary

This Plan talks about the marketing of The Tribune that

is no more a new name for anyone. Be it a teacher or
student or people who are using it. The Tribune has an
objective of reaching North India . Due to its easy
language and comprehensible, it is preferred by layman
, so its targeting both students and common man. The
Tribune was setup with the objective of meeting the
local market needs, and undertakes customized
publishing for schools, universities and other
institutions. They work closely with authors and
customers through strong editorial development
processes and innovations in sales and marketing. Even
we talk about the marketing strategy and the
marketing mix they clearly define and justifies their
marketing mix. No doubt there are many factors which
may influence their working. For marketing plan
successful implementation there is high need of
marketing information which will become a highly
valued asset in today’s information age.. Marketing
intelligence is also a way to understand the customer
perception of values and customer‘s preferences. So is
the Tribune doing? It is analyzing the needs and
demands of the people and making time to time
changes in the editions its newspapers. So the
marketing Plan focuses on each and every minute
aspect of marketing which should not be left untouched
and explored so as to meet the demands of the
customers and adapt the business according to
changing environment. Also to cater to people
belonging to different religions the English edition
apart, the 128 – year –old Tribune has two sister
publications, Punjabi Tribune ( in Punjabi) and Dainik
Tribune (in hindi).

Environmental analysis

Macro environmental factors

People belonging to different religion prefer reading

The tribune as they feel it easy to understand and is
comprehensible. Also its price being Rs 3 , so it is easy
for people to have it. Any change in economic climate ,
has no effect on the demand of Tribune as people don’t
stop reading it in such situations. Also it has
established its image since 128 years, so people have
trust so enjoys good public image.
Micro environmental factors

With the increase in number of players, there would be

more action and the industry would feel the buzz
around it and would need constant high pitch
communication with the customers. Tribune, with its
large distribution channels and good reputation , has
able to increase its market offering. The tribune (North
India) offered to customer at a price of Rs. 3/- whereas
The Indian Express and other national dailies charge
Rs.2/- from the customers. It is also considered as the
newspaper which is easily understandable by a layman.
So the company is following maximum current profits
policy and is ignoring competitor pricing policies.

Competitive Strategy
The tribune is considered a premium brand covering
people of all demography and is comprehensive. Its
main competitors are The Hindu which charges high
price and The Indian Express which charges low price.
The tribune has used its value preposition to create an
image in mind of customers. And it covers its major
costs through advertising income. The company is
charging premium prices from its customers and the
prices charged does not affect customers. It charges Rs
3 per paper which is high as compared to The Times of
India and Hindustan Times as they charge @ Rs 2. They
charge high price for the trust they have maintained
since 128 years.
Current Marketing Situation

Market Overview

Market demographics and needs

More than in most other businesses, the need for good

planning in the newspaper business is essential.

Newspapers are subject to major economic cycles.

They have a high level of variable costs. They benefit

from short-term initiatives. The newspaper industry is

highly competitive, and threats are changing all the

time. They are uniquely dependent on inter-related

revenue streams provided by sales and advertising.

And newspaper companies are fast moving.

Newspapers today , have become a necessity among

the people to get to know the day to day news of the

latest happenings in the everyday life. People cant stop

to read it in any circumstances . So, the Tribune , being

established from long time back, is increasingly

preferred by the people.

"Good planning is the route to accelerated growth,"

says this report, which offers a examination of the main

techniques that newspaper companies use in their

planning processes. "It is the means by which market

difficulties and internal blockages can be anticipated. It

is the way to forecast resource requirements such as

staffing technology and newsprint. It is also the best

way to encourage teams of managers to work together

Market trends and target market growth

The target market for The Tribune is North India. It
covers people of different religions through its Hindi,
Punjabi and English publications. Its rate of growth is
sufficiently high. It has adopted its pricing strategy in
such a way to as to achieve its objective of maximum
current profit , through its advertising and circulation.
The tribune charges a price which is able to cover its
cost of producing, distributing and selling its
newspaper. Advertisements regarding admissions, Job
classifications, matrimonials etc are published for this
purpose by giving them required publicity and charging
them for the same.
SWOT ANALYSIS
Strengths

Strong existing distribution channels

Most paid-circulation papers, both daily and weekly,

reach the majority of homes in their primary city or

town

Easy to understand
The trust of 128 years, because of which people have
full confidence on it.
News is available online also.
Weakness
Easy language is not preferred by more learned and
professional persons.
It charges high price as compared to Hindustan times
and Times of India
Just covering North India.

Opportunities

Growing disposable income of consumers

Increase in awareness raises the need for newspaper.
To extend its publication all over India.
Threats

Strong competition
Entry of new players
More price as compared to other English dailies as
Hindustan Times and Times of India.
Product Overview
The Tribune, the largest selling daily in North India,
publishes news and views without any bias or prejudice
of any kind. It is an independent newspaper in the real
sense of the term. The English edition apart, the 128 –
year –old Tribune has two sister publications, Punjabi
Tribune ( in Punjabi) and Dainik Tribune (in hindi) ,
focusing on rural people.
Keys to success
To react and change itself according to changing
environment and the needs of customers.
Quality offerings
Effective channel management
To provide relevant and unbiased news to the people.

Marketing Research

Market research for newspapers includes the latest

information on editorial changes, advertising demands
and circulation challenges. Newspaper publishing is
always evolving and requires constant analysis. It's
vital to keep up with the latest trends, forecasts and
predictions with accurate newspaper industry market
research.Research the newspaper market if you are a
prospective advertiser or looking to enter the
publishing field. Whatever your business decisions,
market research on the newspaper industry can help
you compete. Here's what you can expect from
newspaper market research:

1. A forecast of trends for advertisers that analyzes

reach and retention.
2. An analysis of past statistics and trends, including
industry risks to the newspaper.
3. A look at market leaders in the newspaper
industry, including financials and circulation data.
4. A look at online media markets, since newspapers
own some of the most popular media sites.
Use newspaper research to capture a wide audience, as
many age groups and economic backgrounds read
them

Marketing Strategy

Mission

The mission of Tribune is , to provide best and fast

forward news to the people. to generate sustained
surpluses, always striving for excellence, within the
framework of law, and in nothing but the truth in which
we base every action.
Marketing objectives
newspapers are generally bought by all segments of
the population. Even though the newspaper no longer
enjoys its former role as the almost exclusive source of
news, they still remain a strong factor in their specific
sphere of influence.They want to increase their
circulation , for that they are charging high prices for
advertisements and increasing their distribution
channels.

Financial objectives

The Tribune, want to increase their market share by

extending its circulation in other parts of India too. It
expects to grow at 9-10% in next five years by
satisfying customer needs through its offerings. Also
they aim to make considerable profits and achieve
economies through backend and front end integration.

Target market(s)
Their main target market is North India It has
established its chain all over Punjab and himachal
Pradesh supplying quality and reliable news to the
people at right time.they also cover their target groups
through its online services.
Segmentation
Tribune has targeted its market on the basis if people
belonging to different religions. For people who are well
learned , they prefer reading its English editions.
people believing in Hindu religion or those who don
know English prefer reading its hindi publication dainik
tribune and those belonging to sikh religion prefer
reading Punjabi Tribune.
Positioning
The company will position itself on the basis of price
and quality. It has established its reputation since 128
years , so it has positioned a good image in the minds
of the people. It has good market value because of it is
charging high price for their newspaper @ Rs3 and also
through its advertisements. Classified advertisements
(Matrimonial, property, jobs, etc.) are published in the
print edition of The Tribune @ Rs 600.00
per insertion upto 50 words and Rs. 1200.00 from 51
to 100 words
Marketing Mix

Product- The tribune, Dainik tribune and Punjabi

Tribune

Pricing- Price if tribune is @ Rs 3 andClassified

advertisements (Matrimonial, property, jobs, etc.) are
published in the print edition of The Tribune @ Rs
600.00 per insertion upto 50 words and Rs. 1200.00
from 51 to 100 words. If an advt. matter exceeds 100
words limit, it will be chargeable @ Rs. 355 per sq. cm.
Advertisements to be published in our language papers
— Dainik Tribune (Hindi) and Punjabi Tribune (Punjabi)
along with The Tribune will be charged @ Rs 125.00
(for one language paper) and Rs 200.00 (for both
language papers). An additional sum of Rs 150 is to be
paid if an advertisement is to be put on the Online
Edition alongwith the print edition. Advertisements
required to be carried only in Online edition are
charged @ Rs 375 per insertion which is higher than its
competitors

Promotion-Its promotion is widespread as it has good

distribution channels and good recognition among the
people.
Channels - The Company would offer its product to
consumers in 450 cities through 33 branch offices, 250
distributors, 3000 authorized dealers

Financials

Newspaper industry is one of the most flourishing

sectors in India. The Indian Media And Entertainment
industry grew from Rs 35,300 crores to Rs 43,700
crores during the year 2005-06. The liberalization of the
media sector has opened up the gates of opportunities
and growth. India is witnessing a revolution in this
sector with the emergence of new technologies. Many
companies are taking initiatives to set up digital
theatres, multi-plexes, etc.

Comparative study

Comparing The Tribune with The Indian express and

The Hindu we can say that the Indian Express has
priced its product/brand with the view of achieving its
pricing objective of market penetration pricing. It is a
national daily covering most of India but still its prices
are low as compared to others. Whereas the Hindu has
priced its product relatively higher to others and
followed the policy of market skimming as it is
perceived as better in terms of quality and content .It
has reader group which consists mostly of professional
people and educational institutions. Bennett, Coleman
& Co. Ltd., better known as the publisher of English
daily The Times of India, is india's largest media group.
Bennett, Coleman & Co. Ltd. is the flagship company of
The Times Group.

The Times Group has:

• 11 publishing centers
• 15 printing centers
• 55 sales offices
• Over 7000 employees
• 5 dailies including two of the largest in the country
• 2 lead magazines
• 29 niche magazines
• Reach in 2468 cities and towns
• Turnover in excess of US $ 500 million.