A newspaper war is looming inCalcutta as “The Times of India”group prepares to launch a Bengalibroadsheet, Ei Samay (literally, TimesNow) ahead of the Puja season.Market leader Ananda Bazaar Patrika(ABP) has recently launched the tabloidEi bela (literally, this moment) to protectthe mothership.
Ebela most importantly, the tabloid is a flanking brand.It is designed to take on the Times of India which isstarting a Bengali broadsheet called Ei Samay (TimesNow) soon.What is a flanking brand ?A flanker brand is a new brand introduced into the market by acompany that already has an established brand in the sameProduct category. The new brand is designed to complete in thecategory without damaging the existing item’s market share bytargeting a different group of consumers.This strategy, also called fighter branding or multi branding, isused to achieve a larger total market share than one product couldgarner (collect) alone.
PROMOTIONAL STRATEGY Target’s young Urban Readers. Launched on the auspicious day of Biswakarma Puja. On the outdoor front, malls, metro trains, air- conditioned buses in Kolkata have been branded to promote Ebela. Mass Advertisement through Television and Internet. The Reader’s of ABP are being offered supplies for six months at Rs 150. While The Telegraph readers are also being offered a further discounted price of Rs 90 for six months or 50 paise a day. Ebela lures readers with the words ‘Ami aamar moto’ (I am like myself).
Market Capturing Strategy Ebela will have lots of pictures, colour, news capsules, entertainment, unique sports coverage, etc - all of which is liked by the young generation. Ebela also features popular characters from Bengali adventure literature such as Feluda, Bomkesh and Kakababu. Ebela to fill in a certain need-gap in the Bengali newspaper market - addressing the young at heart audience. Is to fill the maximum capacity of vendors and it would carry out marketing through them alone.