SUMMER INTERNSHIP PRESENTATION

BYVIDHYANAND V. KULKARNI Roll No. 28

THE TIMES OF INDIA

Study Of Promotional Strategy In Print-media w.r.t. TIMES OF INDIA At Thane

Region

RRE (Reader Relationship Executive) whose responsibility was to understand the newspaper industry and increase the sales of the allocated zone , look after customer grievances and promote branding of TIMES OF INDIA.

Indian Printing Industry is growing at a rate of 12% p.a.

Indian Newspaper Industry is largest in the world.

Undergone a revolutionary change.

Slowly progressing from the heavy machinery using industry to a more software-centric business.

The digital printing industry is seeing significant transformations.

INDUSTRY OVERVIEW

COMPANY OVERVIEWTYPE - Daily Newspaper & Magazines

FORMAT - Broadsheet

CHAIRMAN - Mrs. Indu Jain

EDITOR-IN-CHIEF - Jaideep Boss

FOUNDED - 1838

CIRCULATION - 3,140,000 daily

To understand TOI and newspaper business in real world.

To manage sales and strategize accordingly to increase sales.

To understand customers’ behavior and perception.

To develop communication skills and conduct cold calling.

To understand customers’ query and resolve it.

OBJECTIVES

Knowledge about paper and magazine they publish and what is their cost.

Schemes which they want to introduce into the market.

Provided with DOCTORS, BOUTIQUES AND SALONS, contacts as the database.

Allocated zone: THANE & DOMBIVLI.

Renewal & developing new clients.

Cold calling.

Presenting newspaper as a brand value for clients.

JOB DONE

Newspaper :

SCHEMES & OFFERS

Sr no. Publication Total Offer Discount%

Savings

1 TOI 1904 399 79% 1505

2 MM 1080 299 72.30% 781

3 ET 924 399 57% 525

4 TOI +ET +MM

2828 1097 61.20% 1731

5 TOI+MM 1904 698 63.35% 1206Magazine : Flat 50% price on cover price.

Slow payment process because of which vendors and customers were unsatisfied.

Subscription price increased by 100%.

Vendors were not given proper timely wages which indirectly hampered the customer services.

Most of the customers required sample of any magazine before subscription.

Helpline number failed to look at the grievances of customer.

Customers asking to change delivery Point

CHALLENGES

Listen to customer problems/issues & resolving them.

Put forth, customer expectations to the centre office.

Understanding customers’ perception regarding price factor and to maintain customer loyalty.

Resolving vendor issues.

Helping them to know different magazines and their importance.

CUSTOMER GRIEVANCE

Actual field work is very important.

Time Management.

Knowing customers’ tastes and preferences.

Maintaining confidence even when rejected.

Maintaining the transparency.

Solving customers’ problems without loosing temper.

Times Of India is the trusted brand.

LEARNINGS

Solving previous year’s subscription issues.

Availability of Medical magazines.

Update the database on timely basis.

Eliminating manual work and focusing upon automated function.

Efficient Helpline numbers.

Sample of magazines should be provided.

Timely meetings should be conducted.

Timely payment to the vendors.

RECOMMENDATIONS

THANK YOU