Meenakshi Seetharaman- 9412

Vinodhini Patil- 9419

Birth of a Leader Eenadu launched on 10th August, 1974Mr.Ramoji Rao-Indian Media BaronLaunched in VishakhapatnamOne of the top read newspaper amongst

Telegus.It reached the rural masses too, thus breaking

the ice between them and the urban population.

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Headquarters in HyderabadOne of the widely circulated Telugu daily and

top read Telugu newspaper not only in Andhra Pradesh; but also in the country.

Ramoji Rao adopted a new set of directors and management to take it to the top.

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The organizational structure of Eenadu

23 branches in Andhra Pradesh The collection of news is like a pyramid. The head office has branch in each district

which have zones. This kind of structure is unique for Eenadu It ensures that the rural population are widely

represented. This new concept f news attracted a large

number of readership.

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Market EntryMr.Ramoji chose Vishakhapatnam to launch

Eenadu because it was a neglected area.Had an Objective of delivering newspapers

at the crack of dawnEenadu virtually changed the basic

perception of news by emphasizing on local news.

By 1978, Eenadu surpassed Andhra Prabha’s circulation

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The 3 dimensional strategyGeographical flanking

Distribution flanking

Flanking with product form

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Eenadu and political campaignN.T.Rama Rao launched Telegu Desam Party.

He relied heavily on Eenadu to provide him the publicity and support.

Eenadu’s successful campaigning led to NTR’s Winning in the state election.

TDP was the first non-Congress Party to rule Andhra Pradesh

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Decline of Eenadu marketDue to competition, Eenadu had to face

decline in its market size.

After a decade of unmatched success, Eenadu had to face a crisis of losing its market size to Udayam and Andhra Jyoti

To stop the decline and to recover and consolidate its position it started using defensive techniques

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Defensive strategiesGeographic segmentation- It

started district and city supplements in 28 districts thus emphasizing local news

Interest-zoning- This was segmenting the Telegu newspaper market by psychological and demographical variables

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Its famous marketing strategies of the current times

The common man, Eenadu’s uncommon focus

No.1- always an Eenadu numberMy district, my news, my newspaperSunday is Eenadu day-Eenadu

Aadivaram

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Resorted to scientific strategies and market surveys to determine reading habits and readers’ requirements, to promote the paper.

Utilized the services of long distance bus conductors to pick up the news dispatches from correspondents

For extensive coverage Eenadu appointed hundreds of stringers, who were paid lineage

Eenadu started marriage advertisements breaking several caste rituals and taboos.

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Corporate Social MarketingAnti Liquor campaign: Eenadu played key

role in educating its readers and instilling in them a dislike for liquor

Eenadu Mundhadugu: (Forward Step): promoting transparency and accountability in the functioning of the government to promote awareness on the Right to Information Act.

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Eenadu’s Joint PublicationAnnadataSitaraVipulaA tribute to womanhood-VasundharaPratibhaCommon man takes the stockRaithay Raju- Farmer is the KingWe’ll tickle your ribs and your mind

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Competition and statistics

Eenadu has a healthy competition with other newspapers like:

Sakshi (news daily) - 12.5 million circulations

Andhra Jyoti -4.8 million circulations

Vaartha -3.2 million circulations15

Thank You

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