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The Hindu Newspaper Vendor Project- Ogilvy and Mather, India

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"The Hindu Newspaper Vendor Project" was done during my internship with Ogilvy and Mather in Chennai, India. The major objectives of the project were to analyze various newspaper vendors across the city to understand the promotional activities done by the Hindu newspaper, interview the vendors and lastly recommend ways to increase visibility and drive brand awareness among newspaper readers.

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The Hindu Newspaper Vendor Project- Ogilvy and Mather, India

  1. 1. The HINDU Newspaper Vendor Survey Chennai, 2014
  2. 2. Egmore News Mart, Mr. Khalim Survey Results: Type of customers-Irregular customers mostly those travelling by trains from Egmore Highest demand in English paper is for The Hindu Highest demand in Tamil paper is Dinakaran, Dinamani and then the Hindu Sales figures for the Hindu- English- 50 daily and Tamil- 40 daily Types of purchase- Morning- Only newspapers Afternoon- Magazines and newspapers Evening- Mostly magazines(Purchased mostly in the night by people who will travel) Promotion and Display-No posters supplied by any company for promotion
  3. 3. Egmore News Mart, Mr. Khalim The Hindu Display 1
  4. 4. Egmore News Mart, Mr. Khalim The Hindu Display 2
  5. 5. Egmore News Mart : Observations More prominent and attractive display of magazines No distinction between the English and Tamil dailies at display The Hindu daily gets camouflaged between other papers No promotion or branding by any of the brands including The Hindu
  6. 6. A cool bar, Mr. Nagraj Survey Results: Type of customers-Less of regular customers, mostly irregular customers mostly those travelling by trains Highest demand in English paper is for The Hindu, then the Deccan Highest demand in Tamil paper is Dinakaran, Dinamani and then the Hindu Sales figures for the Hindu- Ranging from 40-50 for both Types of purchase- Morning- Only newspapers Afternoon- Magazines and newspapers Evening- Mostly magazines(office people returning home from work) and evening Tamil newspapers Promotion and Display-No posters supplied, most people just stick the posters and go away
  7. 7. A cool bar, Mr. Nagraj
  8. 8. A cool bar: Observations No display of newspapers at evening and night In evening newspapers mostly get sold out Seemed hesitant while mentioning the Hindu among the most demanded Tamil newspapers A few stickers on the steps and small posters of local papers
  9. 9. SHA Fancy & News Mart, Mr Mohammed Survey Results: Type of customers-Out of 100: 20-25 are regular and 75-80 irregular Highest demand in English paper is for The Hindu, then TOI Highest demand in Tamil paper is Daily Thanthi, The Hindu and Dinakaran Sales figures for the Hindu- English- Both 30 daily Types of purchase- Morning- Only newspapers Afternoon- Magazines and newspapers Evening- Mostly magazines(Purchased mostly by travelers and office goers) Promotion and Display- • The Week has given a lot of banners and posters • Special Scheme but no discounts or offers • 3 Month scheme to display a Special Edition of the magazine
  10. 10. SHA Fancy & News Mart, Mr Mohammed
  11. 11. SHA Fancy & News Mart, Mr Mohammed
  12. 12. SHA Fancy & News Mart : Observations Shop too crowded and no display of newspapers Ads displayed of Chennai Metro, Daily Evening News Shopkeeper displays Ads free of cost A lot of items for sale to attract potential readers and customers
  13. 13. Thayif News Mart, Mr. Venkat The Hindu Display 1
  14. 14. Thayif News Mart, Mr. Venkat The Hindu Display 2,3
  15. 15. Thayif News Mart, Mr. Venkat
  16. 16. Thayif News Mart : Observations Regular flow of customers from adjoining tea shop Proximity to hospital, mall and offices : a healthy mix of regular and irregular customers Big banner of The Hindu, along with similar banners from competitors Excessive use of promotional material with all brand having very less effect **Shopkeeper was not aware of anything Display of most newspapers in the shop seemed irrelevant and did not create any differentiation
  17. 17. Saraswathi News Mart, Mr. Govind Raj Survey Results: Type of customers-Regular, mostly residents of near by areas Highest demand in English paper is for The Hindu Highest demand in Tamil paper is Daily Thanthi, The Hindu is among top 5 Sales figures for the Hindu- English- 60 daily Tamil- 30 daily Types of purchase- Morning- Only newspapers Evening- Mostly magazines Promotion and Display- • Displays The Hindu board • Company gives monthly payment for the board
  18. 18. Saraswathi News Mart, Mr. Govind Raj
  19. 19. Saraswathi News Mart: Observations Mostly stocks products by The Hindu brand Provides newspapers and magazines on specific demand The Hindu gets the best display among all the other products All the newspapers of The Hindu gets sold out by morning 11.30 The Hindu banner in the shop has a positive effect on the purchases mostly by residents
  20. 20. Interesting promotion by competitors
  21. 21. Interesting Promotion by Competitors No Relevance with the brand Increased visibility Free of cost promotion No newspapers sold at outlets
  22. 22. Recommendations.. For better display use The Hindu branded newspaper stands can be used at specific News Marts near Railway Stations and Bus Stands
  23. 23. Recommendations.. Many cool bars stock the newspaper without any place to display ads The Hindu Stickers, small Posers can be used
  24. 24. Recommendations.. Can provide boards at shops with low visibility and places with less newspaper shops Most vendors willing to display these for free
  25. 25. THANK YOU…

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