ppt presentation team 09 sectionb gomantak

8/8/2019 PPT Presentation Team 09 SectionB Gomantak

1/21

Exploring the Reasons

Presented By-TEAM 09


2/21

Part of Sakaal Media Group Based in Pune

The Oldest Marathi Daily in Goa 48 Years ofExistence

Circulation - 32000 Copies Per Day

Started with Rs.3 - Decreased its Price to Re 1 inFeb 2008 Resorted Back to Rs.3 again in 7Months

Currently Priced at Rs. 2 Per Issue

Colored Pages Increased from 2 to 6

3 Colored Supplements: Friday Shabdsohla

Saturday Family Doctor

Sunday Classmate


3/21

Source : ABC reports

TARUN BHARAT

25 Yrs Old

Focus on ContentQuality

Constantly GainedMarket Share

Circulation 41000

Copies Per Day Price Rs. 3 & Rs 4

LOKMAT

Low Priced Re 1

Focus onEntertaining News

Advertising

Circulation 26000Copies Per Day


4/21

Declining Market Share ofGomantak Times.

Lost the Existing Customers.

Despite the Fact that Tarun Bharat is Priced

Higher.

After a Detailed Discussion with:Mr. Adhiraj Dafle

Assistant Manager - Advertising,

Gomantak Private LTD.


5/21

Most important factor determining buyingbehaviour Price, Content(Supplement, Colours, Daily Features).

How Gomantak fares against Lokmat and TarunBharat on the above Criteria.

What is the reason for people moving to Lokmat

in a big way Price, Content etc. and stayedwith Tarun Bharat

Find out the area of improvements for Gomantak


6/21

Find Reasons for Decline in Market Share of

Gomantak.

Reasons for Stable Market share of Tarun

Bharat. Reasons for Drastic Increase of Circulation of

Lokmat.

To Find out Alternatives (in terms of content

and price) to Regain Lost Market Share.


7/21

Goa Panjim, Ponda, MapusaSCOPE

Readers of MarathiNewspapers in GoaTARGET GOUP

Judgment SamplingSAMPLING

200 RespondentsSAMPLE SIZE

25 DaysTIME LINE


8/21

INSTRUMENT

Researcher Administered Questionnaire.

Pretesting was Done with Fifty Respondents.

The Questionnaire Evolved after a Round of Pretesting.

Laddered Approach.

PRIMARY DATA

Qualitative Study at Stalls in Panjim, Ferry Point to get the Trend.

Collected through Questioning the Buyers of Marathi Newspapers atNewspaper Stalls in Three Cities of Goa.

Acquiescence Error 12% Data Removed (24/176)

SECONDARY DATA

Goan Population 1.5 Million, Hindu Population is 9.75 Lakhs

65% Read Marathi Newspapers.

Hindu Dominated Pockets of Goa Panjim, Ponda, Mapusa, Bicholim

Promotions for Gomantak has been the least in the market ObservationalStudy

90% of the Newspaper sold from Stalls

Questionnaire


9/21


10/21

16%

40%

44%

1st Preferences

Gomantak

Lokmat

ar n arat


11/21

0

20

40

60

80

100

120

Brand Content Readability Price

What do you Like in Current Newspaper?


12/21

020

40

60

80

100

120

140

160

What in content do you like ?

What in content doyou like ?


13/21

0102030405060

7080

Importance ofSections

Importance


14/21

0

2

4

6

8

10

12

14

Price Content No particular reason

Reason for Gomantak to Tarun Bharat


15/21

0

2

4

6

8

10

12

14

16

18

20

Price Content No particular reason

Reason for Gomantak to Lokmat switch


16/21

0

5

10

15

20

25

ri

t

t

rti

l r r

s

Reason for Tarun Bharat to Lokmat switch


17/21

0

4

6

8

10

1

14

16

18

0

Kids section Entertainment Sports Science

Area ofImprovement


18/21

A Huge Shift of Readers of Gomantak toLokmat.

Price has been an Important Determinant for

almost 40% of the Readers to Lokmat.Gomantak is perceived to give Stale News.

Tarun Bharat Managed to Retain theirCustomers due to its Fresh and Wide Span ofNews Content.

Tarun Bharat and Lokmat Sales have alsoincreased due to Factors other than Priceand Content (Matka/ Lottery/ Prize/Coupons).


19/21

Gomantak should give Fresh News and Cover

a Wide Area of news.

Should cover more local/ regional news as

well as Sports News which is Widely ReadSection.

Should work on supplements Kids

Section, Science Section More and Richer

Content Some Promotional Offers Coupons and Matki

Numbers


20/21

Knowledge of Marathi Language.

We couldnt cover other Hindu dominated

Cities Bicholim and Pernem.

We targeted only Working People No

households/ local businesses were covered.


21/21

Presented By: Team 09Abhishek Jaiswal 2009064

Ajay M 2009066

Hrishikesh Mishra 2009080

Varun Arora - 2009118

ppt presentation team 09 sectionb gomantak

Documents