National Publishing Company

WELCOME
To The Case Presentation

We Are
G. M. Abul Basher

140308

S. M. Firoz Hyder

140333

Md. Moshiul Haque

140326

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
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National Publishing Company- An Introduction
Defining Problem
“Titli” – 4p analysis
STP (Segmentation, Target and Positioning) Analysis

 Competition Analysis
 Market Insights
 Focus Group analysis
 Findings
 Propositions

 Re defining target segment
 Re Positioning

 Suggestion for Sales increase in short term

Market
Status

Experience in Market

Competency

NPC
Distribution

Portfolio

Sales Drop

Titli

Minimal
Circulation
Gain

No additional Buyer
Retention

Product

Price

Children's fortnightly
Vernacular magazine

RS 2

Titli
“Venad”

FREE

Distributed through a system of agents and subagents (regular buyers), different shops and outlets like pan-beedi (occasional readers) Time table card
Name Slips
Animal Face Mask
Mythological Character

Place

Promotion

SEGMENTATION
TARGET
SEGMENT

POSITIONING

People desiring entertainment combined with learning TARGET MARKET

Age Group
 Zero to 4
 5 to 12
 12 to 15

Study Class
 I to IV
 V to VII
 VIII to X

Family Income






0 to 12500
12501 to 2500
25001 to 40000
40001 to 56000
56001 plus

5 to 12

All

0 to 12,500

New Reader

Existing Readers

Not Yet Good
Reader

Story written in simple language, printed in bold letters Short and long storied, poems, cartoon features, tit bits and fun and games “Read Aloud” short story with rhyming language 35
30

80%
60%

55%

40%

25

20%

20
10

-20%

20

-40%

5
0

0%

31

15

-60%

-71%
1986

1985
Number of competition

1989
9

-80%

% of growth/degrowth in competition

Monthly Circulation 16 Lakh copies

Market Share

1985

1986

Current

1985 to 1986

25% increase

Titli

30%

26%

47%

1986 to 1989

56% decline

Children’s
Delight

30%

23%

0%

Closest follower 14%

Corresponding to ages of target reader
3

45%

40%

40%

2.5
30%

2

35%

30%

30%
25%

1.5

20%

2.4

1

Number of Children (In million)