Femina Tamil


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Femina Tamil

  1. 1. Femina Tamil 1
  2. 2. Agenda – Femina Tamil Brand Story Marketing activities Association with ITC 2
  3. 3. A Media Group 3
  4. 4. Femina For over 50 years now, Femina has been capturing the essence of the modern woman and see how she is evolving Femina has been the definitive life and lifestyle guide for progressive woman Femina is open, relevant, insightful with a refreshing & appealing approach and reflects the tastes of the outgoing woman of todayEmpowering women to live a better life 4
  5. 5. Femina TamilThe medium to connect with the vibrant Tamil –speaking woman of today 5
  6. 6. Tamil market Tamil is the 4th most widely spoken language in the country Tamil magazines enjoy good readership, with 3 magazines featuring in the top 20 magazines in India Main Publication houses:  Vikatan Group  Bharatan Group  Sun Network Scenario before the Femina Tamil launch 6
  7. 7. Competition Analysis Female 20 - 29 years 30 - 39 years 40 - 49 years 50 years+Est. Individuals (000s) 433768 199350 179943 128666 173631Aval Vikatan 326 114 117 93 127Chhutti Vikatan 30 19 8 6 17Kumudam Bhakti Special 78 44 35 31 49Nanayam Vikatan 34 13 20 10 6Rani Muthu 51 22 9 18 13Sakthi Vikatan 44 24 18 11 39Mangayar Malar 181 38 47 46 83Source: IRS 2011 – Q2 20-29 year age group – Need gap! 7
  8. 8. Why Femina Tamil? None of the competition magazines cater to SEC A, A+ and age group 20-29 year like Femina Tamil does. Competition magazines appeal to the homemaker and ladies with a more traditional outlook No magazine covers topics like fashion, beauty, trends, relationships & career like Femina Tamil Femina Tamil filling up the gap… 8
  9. 9. In a language close to your heart 9
  10. 10. Preview ofFemina Tamil 10
  11. 11. About Femina Tamil Launched in April 2011 Cover price: Rs. 30 Monthly magazine The magazine is a pleasure to read, not just because of its fresh and varied content and contemporary design, but also because of its excellent production value Its exciting and chic and covers everything from fashion, trends and beauty to relationships, events, celebrity news and more…Tamil magazine readers have finally got 11 what they were long waiting for…
  12. 12. Circulation spread 85,000 copies printed Across 29 key cities in TN Also Circulated in:  Bangalore  Hyderabad  Cochin 12
  13. 13. Femina TamilThe Launch 13
  14. 14. Launch event… 14
  15. 15. Launch event… 15
  16. 16. Press coverage Times of India Chennai Times & Coimbatore Times 16
  17. 17. Trade Sites Coverage Article covering the launch Femina Tamil Launch on home page of e4m
  18. 18. Trade Sites Coverage Femina Tamil Launch on Afaqs Article covering the launch
  19. 19. Newspaper ads 400 sq.cm ad – Dina 400 sq.cm ad in Chennai Thanthi; Times & Coimbatore600 sq.cm launch ad - Chennai All TN Times Times & Coimbatore Times 19
  20. 20. Trade magazine ads 20
  21. 21. On Ground POS Buntings, Danglers, Launch posters, T-shirts provided for launch Hanging Stands to display the magazine Launch Bunting and danglers announcing Femina Tamil on Stands Magazine stands
  22. 22. Outdoors Branding at Landmark stores, bus backs and cinema slides in Sathyam & PVR cinemas to promote the magazine Clockwise from right: Spencer Mall, Apex Plaza, City Center Mall
  23. 23. Radio 20 sec radio spots on Radio Mirchi and Radio City in Chennai and Coimbatore for 15 days RJ mentions Radio contest for the listeners of Radio Mirchi
  24. 24. Editorial strengths 24
  25. 25. Editorial pillarsYour It-list Cover Focus Women Just Like You•A snappy list of all things a •A trend-based, topical •We speak to real women woman needs to stay report or survey on current •Cover stories that are fashion – forward worldly happenings extraordinary, inspiring• Features a mix of major relevant to today’s woman and often, even shocking brands of South as well as • Eg: Feature on super – • From inspirational tales to international brands achieving women in politics fun encounters and other fields, the • This also covers the latest environment, celeb trends in beauty and health interviews, etc… 25
  26. 26. Editorial pillarsYour Life, Your Way Your Style Your Lifestyle Your Space•We cover the woman’s •Fusion, fashion and •Quick, fun recipes by Serialised fiction story personal universe of beauty women-on-the-move or that leaves readers on a relationships, sex, •Created with best of chefs for special different hanger, every career and finances and Indian designer-wear occasions issue offer tips to help her and international labels • Entertainment, chic rule it homes, décor and travel• Q&A’s with experts tips for women• Useful guide to day-to- complete this section day living 26
  27. 27. Editorial pillars – Special South contentShopping Jewelry Eating out I want to…•Localize it by using •A separate section •It is completely This teaches the reader brands that are Jewelry, by using localized featuring to do different activities available in Chennai like jewelry images from restaurants in Chennai like: FCUK, CK and Globus local brands such as •It includes pages on 5 Tanjore painting Lalitha, Prince, NAC, Nat star hotels and stand hella, etc… alone places Making Sushi Bridal Makeover, etc… 27
  28. 28. Editorial pillars – Special South contentFor all the women Glam Headline Looking back Fiction storiesyou are •Latest happenings in •Celebs take a down Every issue carries 2•A feature on woman Kollywood memory lane about fiction stories by local who made a big hit •Rapid 5 Q&A session certain issues/ incident authors•National award winner with upcoming actors happened in their life These stories are women Saranya like Jeeva, Ganesh •Celebs like Priya centric and soul Ponvannan, Rest owner Venketraman, etc… Anand, Dr. Piya touching cum model •Gossip queen section Selvaraj, Arya have Sruti, actress for spicy gossip written in this column Mamta, Kajal Agarwal, have been featured 28
  29. 29. Femina Tamil – Special themes 29
  30. 30. Career special - June The month of May – June is always buzzing with college admissions and keeps the parents and students occupied The story focused on exclusive courses offered in premier institute of the country such as wildlife research, forensic science, performance arts (bharatnatyam), Space studies, and Epidemiology Highlight: A short note on Deepika Padukone and her role in the upcoming film Raana, starring the superstar Rajnikanth 30
  31. 31. Shopping special - July In Tamil Nadu, the month of July marks the beginning of Aadi where it is synonymous to shopping. People go gaga over purchasing clothes and other new stuffs This gave an easy guide to silk sarees. It was a long list of silk sarees apart from the usual Kanjeevaram silks. Also featured the National Award winner Ms. Saranya Ponvannan who went on a down memory lane about her acting career and family life Highlight: Mahesh Bhupathi ‘s quote on his beloved wife Lara 31
  32. 32. Movie special - August Movies have its own place among the people of Chennai so a dedicated a whole issue for movies We featured the women behind the scenes in film industry. The lovely ladies who made it to the story were Preetha Jayaraman (Cinematographer), Geetha (Sound engineer), Vasuki Baskar (Costume designer), Rajalakshmi (Editor) and many more… Highlight: Femina Tamil paid its tribute to the wonderful city by celebrating its 372th birthday in style. The feature carried exclusive pictures of the old madras which has been completely revamped. This story was truly a treat for the Chennaites 32
  33. 33. Food special - September Who will say No to food (yumm yumm)… hence a food special which to give our readers a gastronomical delight The cover focus took a tour round the state covering the special items of each district starting from the sponget kovil idly of Kanchipuram, spicy karaikudi chettinad chicken to the mouth watering dessert like tirunelveli halwa & seeni mittai of thirusendur Highlight: The special article on the traditional food which is also used for its medicinal values. The lovely Actress Priyamani who gave a sneak peak into the Onam cuisine 33
  34. 34. Diwali special - October Diwali off late has become a national festival where in people from different religion and communities celebrate Diwali. The October issue gave an elaborate guide on what to shop for Diwali from clothes to sweets to jewelry Highlight: The first Diwali (thalai diwali) immediately after wedding is extremely special and it is celebrated as a separate festival among the family members of the bride and the groom We celebrated the thalai Diwali with three celebrity couples Singer Swetha mohan – Ashwin, Actor Vimal – Priyadarshini, Actress Aparna - Barani who all got married recently 34
  35. 35. Wedding special - November A guide to the wedding (muhurtham) jewelry starting from the head band to the toe ring. Each jewelry piece was carried with an unknown fact about the same and relevant pictures which made the entire article colorful and attractive Highlight: The wedding traditions of different communities across Tamil Nadu. The description also carried the corresponding picture where the couples were involved in their wedding customs. The Travel story also rightly featured the top three honeymoon destinations from Chennai 35
  36. 36. Exclusively with Femina Tamil…Aval Vikatan Mangayar Malar Kumudam Kungumam Its Different! 36
  37. 37. Readers  Femina Tamil is designed to appeal to the 20 – 29 year old  SEC A, Tamil speaking woman  89% of Tamil speaking women prefer reading Tamil magazines  Highly educated, well-read and ambitious  Looks for information which is not available through any other sourceSource: TGI 2010 & IRS Q3, 2010 Modern yet rooted women 37
  38. 38. Reader mindset  Brand conscious  Spends a lot on clothes and jewellery  Likes to try new products  Prefers shopping in super markets and malls  Balance career, family and personal interests  Feel relationships are important  Think it’s important to look good  Use the latest consumer durables at home Women with diverse interests & are exploringSource: TGI 2010 & IRS Q3, 2010 their individuality 38
  39. 39. Femina Tamil reader – how differentFemina Tamil readers Competition magazine readersYoung, energetic, dynamic Elder, mature, soberPrefers western, Indo-western clothing Likes Indian wear, Indo-western wearGraduate, Post – graduate SSC / HSC, GraduateExecutives, professionals, as well as Housewife, Part time jobhomemakersUpper middle class, Upper class Middle class, Upper middle classConfident, assertive, grounded yet open – Patient, comforting, emotional, relationshipminded orientedCareer – minded yet family oriented, Family oriented, caring, compromising,outgoing, balanced views (neither too submissivetraditional nor overtly progressive)Beauty and fashion driven Relationships and story driven Source: Research conducted by Femina & Innovative Research services 39
  40. 40. Profile of Femina Tamil readers… 40
  41. 41. PadmavathiReading Likes biographies, history books Magazines – Subscribes to Femina Tamil, India Today & Inside Outside Likes reading in Tamil but was unhappy with the quality and content of the other magazines that were available in the market Is happy with Femina Tamil. She also recommends it to her MIL and friendsShopping Likes shopping at malls like EA, City center Loves wearing ethnic wear – bag prints, kanjipuram silks, utapads, chanderies, banaras, kottas, achra prints Brands loved – Esprit, MAC, Versace, Body ShopLeisure Activities Read, Paint, Design, Draw Watches TLC, National Geographic, Discovery, World Movies Loves travelling Surfs the internetCareer Runs her own boutique 41
  42. 42. Pooja Ganesh 24yrs, SEC A, living in a joint family Working in a garment buying house that has 2 retail brands – she manages them both Done her post graduation in international business management from Canada Wears western clothes – 3/4th pants, jeans, leggings with tunic, t shirt etc, rarely kurtas – sometimes kurtas on jeansReading Habits  Reads the Hindu & Tamil supplement – Shakti  Read the Economist  Subscribes to Femina TamilShopping Loves shopping for clothes at malls Brands loves – Levis, Only (jeans), Giordano, Tantra (T-shirts)Leisure Activities Tamil movies on KTV, Sun TV Go for long drive with friends Likes watching star movies, channel V, VH1, ZEE café, Studio. Also watches Tamil channels 42
  43. 43. Marketing plans 43
  44. 44. Objective Increase awareness of the new magazine in the market Induce trails 44
  45. 45. Issue promotions TN is primarily a news stand sales driven market Individual issues have been publicized heavily through newspaper ads and news stand posters May April June
  46. 46. Issue promotions• Diwali is one of the biggest festival in Tamil Nadu• The Diwali special issue was promoted through ads in Dina Malar & Times of India in Chennai, Madurai, Coimbatore and Trichy• Radio Spots in Chennai & Coimbatore
  47. 47. B2B Ad in Nov 4th issue of Campaign 47
  48. 48. Subscription Drive Femina Tamil was the first magazine to introduce the subscription route to the Tamil readers Launch offer gave readers exclusive Newspaper Inserts in TOI & DM across 7 handmade leather bags from Terra, a cities Chennai - based brand Subscriptions are picking up, currently Magazine Ad contributing to 15% of the total magazine sales
  49. 49. Facebook The Tamil reader is internet savvy and very active on this medium Femina facebook page has over 50k fans with a good majority from Tamil Nadu The updates and FB ads for the FT issue are targeted to be visible to fans from this region These updates will be in Tamil for a better connect from November onwards 49
  50. 50. 50
  51. 51. Femina Tamil – Swarovski Unveiling Swarovski used Femina Tamil as the medium to launch their new “Wings of Fantasy” Collection in the South market Shirya Saran wore exclusive pieces from this collection in her interview with FT in the October issue She also unveiled the collection at their store in Chennai. The event was widely covered by the local media 51
  52. 52. Femina Tamil – Swarovski Unveiling 52
  53. 53. Success of Femina Tamil so far Competition magazines have changed the look and content of its pages after the launch of Femina Tamil, in keeping with the look and contents of our magazine Competition magazines have increased their price after the launch of Femina Tamil They are planning to roll out a subscription drive for the first time 53
  54. 54. Future Plans Issue Support in the form of ads, POS and radio will continue for the coming months Sampling of magazine in key catchments like women’s colleges, cafes and beauty parlours to start form November to increase the reach TV tie ups and cross promotions amongst Tamil channels popular with our TG Cover Launch events Tie up with Mrs. Chennai, an extremely popular pageant in Chennai which gets widespread coverage and participation Subscription reach to be extended to Mumbai and other metros having substantial Tamil readers 54
  55. 55. Thank you 55