Proposal to Tata Indicom for the co-marketing activity with Rashtradoot

Rajasthan’s oldest Hindi Rajasthan’s oldest Hindi DailyDaily

Proposal ContentProposal Content

• About Rashtradoot

• Proposed Marketing Initiative

• Benefits to Tata Indicom

• Logistics & Implementation

About Rashtradoot

THE OLDEST HINDI NEWSPAPER OF RAJASTHAN

RASHTRADOOT Since 1951

Simultaneously published from Eight major hubs in Rajasthan

Jaipur, Kota, Bikaner, Udaipur, Ajmer, Jalore, Hindaun City, Churu

Penetration and readership even in the remotest area of the state with a circulation of over

5 lakh copies per day

Coverage and CirculationCoverage and Circulation

Proposed expansion: Very recently, we launched our 8th edition from Churu and three more editions, i.e. Hanumangarh, Chittoregarh and Barmer will be launched within next six months.

Reach at a GlanceReach at a Glance

S.No Edition Name Districts Covered Towns Covered Circulation Figure

1 Jaipur Edition Jaipur, Alwar and Tonk

Bagru, Bairat, Chaksu, Chomu, Jobner, Shahpura, Kotputli, Phulera, Sambher, Behror, Bhiwadi, Khairtal, Rajgarh, Tijara, Deoli, Niwai, Uniara, Vanasthali

1,18,560

2 Kota Edition Kota, Bundi, Baran and Jhalawara

Chechat, Kaithoon, Kumbhkot, Modak, Ramganj, Sangod, Satalkheri, Sogaria, Suket, Udpura, Budhpura, Indragarh, Kaprain, Keshoraipatan, Lakheri, Nainwa, Antah, Chhabra, Chhipabarod, Kherliganj, Mangrol, Aklera, Bakani, Bhawani Mandi, Jhalrapatan, Manohar Thana, Kolvi Mandi Rajendrapura, Pirawa

57,936

3 Udaipur EditionUdaipur, Rajsamand, Chittoregarh, Dungarpur,

and Banswara

Bhalaria, Bhinder, Dhariwad, Fatehnagar, Kanor, Kherwara Chhaoni, Mavli, Newa Talai, Rishabhdeo, Salumbar, Amet, Dariba, Devgarh, Nathdwara, Bari Sadri, Begun, Kapasan, Nimbahera, Rawatbhata, Galiakot, Sagwara, Kushalgarh, Partapur

46,491

4 Bikaner Edition Bikaner, Jaisalmer and Ganganagar

Amarpura, Badno, Chhatargarh, Deshnok, Gangashahar, Lunkaransar, Napasar, Naukha, Pokhran, Anupgarh, Gajsinghpur, Karanpur, Padampur, Sadulshahar, Suratgarh

57,134

5 Ajmer Edition Ajmer and Bhilwara

Beawar, Kekri, Kishangarh, Nasirabad, Pushkar, Sarwar, Vijaynagar, Asind, Beejoliya Kalan, Gulabpura, Jahajpur, Mandalgarh

36,730

6 Jalore Edition Jalore, Sirohi, Pali, Barmer and Jodhpur

Bhinmal, Sanchore, Bali, Falna, Jaitaran, Marwar Junction, Rani, Sadri, Sojat, Sumerpur, Takhatgarh, Aburoad, Mount Abu, Pindwara, Sheoganj, Balotra, Bhuwal Mata, Bilara, Osian, Phalodi, Piparcity

46,442

7 Hindaun EditionKarauli, Bharatpur, Dhaulpur Dausa

and Sawai Madhopur

Hindaun, Todabhim, Bayana, Bhusawar, Deeg, Kaman, Kumher, Nadbai, Nagar, Weir, Bari, Rajakhera, Bandikui, Lalsot, Mahwa, Mandawar, Gangapurcity, Mahu Kalan, Todra

50,500

8 Churu EditionChuru, Jhunjhunu, Sikar, Nagaur and

Hanumangarh

Bidasar, Chhapar, Dungargarh, Rajaldesar, Rajgarh, Ratangarh, Ratannagar, Sujangarh, Sardarshahar, Taranagar, Baggar, Bissau, Gothra, mandawa, Mukandgarh, Pilani, Surajgarh, Udaipurwati, Vidyavihar, Fatahpur Sekhawati, Khandela, Laxmangarh, Losal, Neem Ka Thana, Ramgarh, Reengus, Sri Madhopur, didwana, Kuchamancity, Ladnu, Makrana, Mertacity, Nawa, Parbatsar, Bhadra, Nohar, Pilibanga, Rawatsar, Sangaria

Coming Shortly

Coverage at a GlanceCoverage at a Glance

S. No. Districts/City Towns/Tehsils Villages Area Total Pop. Rural Pop.Urban Pop. HouseholdsMale Female Average

1 KarauliHindaun, Todabhim, Nadauti, Sapotra, Mandrail 828 5,530 sq.km. 12,09,665 10,38,823 1,70,842 80.83% 45.44% 64.59% 1,80,512

2 Sawai Madhopur

Gangapur City, Mahu Kala, Todra, Bamanwas, Bonli, Khandar 800 4,500 sq. km. 11,16,031 9,03,456 2,12,575 76.75% 35.44% 57.34% 1,76,738

3 Bharatpur

Bayana, Roopbas, Weir, Nadbai, Kumher, Deeg, Kaman, Pahadi, Nagar 1,534 5,066 sq. km. 21,01,142 16,92,182 4,08,960 75.00% 66.00% 56.00% 3,13,603

4 Dholpur

Sepau, Bari, Baseri, Rajakhera,Mania, Kanchapur, Sharmathura 810 3,034 sq. km. 9,83,258 8,06,640 1,76,618 75.10% 41.80% 60.10% 1,46,755

5 Dausa

Baswa, Bandikui, Lalsot, Sikrai,Mahua Ramgarh, Aluda, Mandawar 1,098 2,950 sq. km. 13,17,063 11,81,245 1,35,818 80.37% 43.15% 62.75% 2,19,503

5 Cities 35 Towns 5,070 21,080 sq. km.67,27,159 56,22,346 11,04,813 77.61% 46.36% 60.15% 10,37,111

Literacy Rate

Hindaun City Edition at GlanceHindaun City Edition at Glance

Access Point(Agents Represented Cities & Towns)Access Point(Agents Represented Cities & Towns)

Karauli -- Hindaun, Todabhim, Nadauti, Sapotra,Mandrail Paota, Bond, Mau, Kamalpura, Gurha, Bainswa, Gurh Mora, Piloda, Wazirpur, Bahadurpur, Kelan Devi, Hadoti, Karanpur,

Udgir, Kasher, Manakpur, Gubrenda, Machipura, Padaunda, Surath

Bharatpur-- Bayana, Roopbas, Weir, Nadbai, Kumher, Deeg, kaman, Pahadi, Nagar, Jurahara, Musepur, Sikri Patti, Vajah, Panholi, Sinsini, Jagheena, Keoladev, Luharu, Aghapur, Pathera, bhusawar,

Vallabhgarh, Karsad, Khanua, Kurka, Pingora

Swai Madhopur -- Gangapur City, Mahu Kala, Todra, Bamanwas, Bolni, Khandar, Pipalda, Narayanpur, Malarnadungar, Jirota, Bharoti, Dubi, Shyampura, Talawara, Barel, Bahrawada, Lahasora, Ranthambhore, Choth ka Banwara, Jhonpara, Bhagwatgarh, Siwarth, Barthum, Kurgaon, Seba, Piplat, Lewali, Amawata

Dholpur -- Sepau, Bari, Baseri, Rajakhera,Maniyan, Kanchapur, Sharmathura Anjai, Sone Ka Gurja, Barauli, Anjai, Gajpura, Vansarai, Parbati, Sopan, Kaithri,Pahari

Dausa -- Baswa, Bandikui, Lalsot, Sikrai,Mahua, Ramgarh, Aluda, Mandawar Mandaori, Gol, Rahwas, Lawan, Gijgarh, Sikandra, Bhankari, Sainthal, Gurha, Banganga, Manpur, Lotwara, Karanpura

*We have our agents at all the above mentioned points

Access Point*Access Point*

Tata Indicom to Provides Handset and activation free with annual subscription of

Rashtradoot

The Activity

• Objective– Market creation for both Rashtradoot and Tata Indicom

• An exclusive deal for the readers of Rashtradoot– Subscribe to Rashtradoot and get a Tata Indicom Handset and Activation

absolutely free

• Market trial with the most recent and successful edition of Hindaun City– Karauli, Bharatpur, Dhaulpur, Dausa & Sawai Madhopur districts

About the ActivityAbout the Activity

Benefit to Tata Indicom

Opportunities Challenges•Only State Level Publication, Published from the area•Rashtradoot’s Rural Marketing Expertise Team•Rashtradoot’s Strong Rural Distribution Network•Strategic location to cover the area •65% Literacy rate•Male Literacy is around 80%•Around 10.5 Lac Households•Population – 67,27,159 (2001cen.)•Around 20% Households Subscribe Newspaper •Only, Around 13% Mobile Density in this Rural Area•Bharatpur has the biggest Sarso Mandi in the country.•This area has benefited a lot from the NREGA, SGRY and PMGY schemes. Hence has seen lot of prosperity.•Massive handicraft and stone artifact industry in the region.

•Maximum population employed in primary sector•The activity has to be planned in a phased manner and cannot be executed in one go and concluded in one go.•To initialize the VAS usage in this area.

Scope of the Activity (Opportunities & Challenges) Scope of the Activity (Opportunities & Challenges)

• Instant & cost effective reach to subscribers especially in the remote areas • Hindaun City edition’s Strengths & Opportunities are the most optimum opportunity for

Tata Indicom

• Increase in subscriber base for Tata Indicom

• Increase in penetration of Tata Indicom in remote corners of Rajasthan– Which would otherwise require heavy media spends and direct advertising

• Spillover of awareness to existing readers of Rashtradoot

• Consumer will pay your Talk value from day one and for the rest of cost (Handset Cost + Activation) Rashtradoot will do a barter. The barter will be done on Card rate.

Activity BenefitsActivity Benefits

Subscriber Base Monthly Revenue Potential

ARPU-Rs.275/- ARPU-Rs.300/-

20,000 55,00,000 60,00,000

30,000 82,50,000 90,00,000

40,000 1,10,00,000 1,20,00,000

50,000 1,37,00,000 1,50,00,000

1,00,000 2,75,00,000 3,00,00,000

Monthly Expected Income of RechargeMonthly Expected Income of Recharge

Pre Activity Print Media Cost (5F&5H) 65,58,750

During Activity Print Media Cost 1,96,76,000

Outdoor,OOH, Canopying, Van Selling, Door-To-Door Selling Cost

50,00,000

Total 3,12,34,750

Cost of space against barter is not included

Cost of The Activity To RashtradootCost of The Activity To Rashtradoot

Cost of The Activity to MTS for Subscribers Added

Subscriber Base

20,000 30,000 40,000 50,000

Cost of Handsets & Activation @ Rs. 999/- Per Handset 1,99,80,000 2,99,70,000 3,99,60,000 4,99,50,000

(-) Space Against Barter 1,99,80,000 2,99,70,000 3,99,60,000 4,99,50,000

(-) Cost of Marketing Spend on Subscribers Acquisition 19,98,000 29,97,000 39,96,000 49,95,000

(-) Cost of Selling & Distribution on Subscribers Acquisition 19,98,000 29,97,000 39,96,000 49,95,000

(-) Return on Revenue Generated @ 20% (ARPU-300/-) 12,00,000 18,00,000 24,00,000 30,00,000

Net Cost (Benefit) (-) 51,96,000 (-) 77,94,000 (-) 1,03,92,000 (-) 1,29,90,000

Cost of ActivityCost of Activity

Objective To create maximum buzz among readers and promote trials

Target– To increase circulation by 100% in existing districts – 100% conversion of existing readers to subscription– Targeted subscription of 1,50,000

Activity DeliverablesActivity Deliverables

• Time period – 1 month

• To be promoted as a co-branding campaign by Rashtradoot & Tata Indicom

• Print campaign to be backed by OOH & door-to-door activity

Activity CalendarActivity Calendar

• Print space– Pre-activity: ~15,000 Sq. Cm.– During the activity: ~40,000 Sq. Cm.

• To be provided Free Of Cost by Rashtradoot

• Outdoor advertising

• Door-to-door campaign

Brand Promotion BonanzaBrand Promotion Bonanza

• Double benefit, market creation + space for promotional activity

• Tata Indicom can use space in any existing and coming editions

• Tata Indicom has to use space against barter within one year

Space against BarterSpace against Barter

• Tata Indicom has to provide Handsets in advance

• Rashtradoot sales team will distribute Handsets with subscription

• Tata Indicom will be responsible for any service required by the consumer during the one year of the activity

• Tata Indicom will treat the end consumer as their consumer and pass on all the guaranties and warranties

• Three copies of bill to be made

– One copy to be provided to Tata Indicom to Activate the service

ImplementationImplementation

Divij SharmaM: +91 9829218144O:F:E: sharma.divij@gmail.comAdd: M.I. Road, Jaipur - 302001

Thank You