Romil P. Shah, Gunjan Gupta
Institute ofTechnology, Nirma University,
Fortnightly Newspaper in Nirma University
Marketing and Sales Strategy
An urge for a periodically arriving newspaper in our college
made us revisit this idea.
A survey conducted by a group of Law students last year in
K-Canteen proved that maximum number of people would
love to have a newspaper of Nirma University.
The need of an innovative way to communicate through
people, be an entrepreneur and also to earn and start a
business this idea struck.
The initial objectives ofThe Mingles are as follows:
To raise seed capital of around two three publications (nearly
50,000 Rs.) to ensure publication and to establish a cash
reserve to market subscriptions.
To publish two 16 page issues initially with press runs of
1000 promotional copies each.
To go to 20 pages by issue number three and increase press
runs to 3000 promotional copies.
To sell an average of 15% of total pages per issue for ads and
“Mingles" newspaper is for the artist who is a worker at any
level.The newspaper has a commitment to be a platform to
profile artists who are representing artistic vision in the
marketplace and who can both encourage and provide role
models to other men and women. Our mission is to promote
the concept of "community" in the workplace.
Apart from that, creation of a newspaper for Nirma
University will be a major target mission.
The articles will be all original and rarely copy-pasted.
New subscriptions are both sample and media based. Sampling
will be done to both known arts organization members and to
artist mailing lists. Several of these databases are already available
Sample runs will be: 1000 issues on the first and second runs,
2000 issues on the second and third runs, and 3000 issues on the
fifth and sixth issues.All cost associated with these sampling
programs are included in the advertising and promotion budgets
for those months.
At later stages we will employ the subscription technique in order
to maintain a constant knowing of the publication copies.
All sales projections through this multi-channel approach will
reflect the different pricing and margin considerations pertinent
Sales and Distribution
Distribution of the newspaper will mainly be done earlier
On later stages selling through canteen desks can be done.
All direct sales are booked at full revenue. Cost of product is
deducted for 6 issues per year. Fulfillment costs are
Direct sales of the newspaper are billed to maintain a proper
finance statement.The newspaper is an ideal vehicle to
promote these sales.
Future sales are planned directly over the internet from the
website which is to be made.
With a present team of 15 and increasing number of
people, we will be able to divide the complete group into
sectors like editorial, sponsorship, designing and promotional
A proper heading will be done by a President in order to
maintain the order.
The sponsorship and publishing will be 3-4 subscriptions
ahead of the actual printing.
Maintain a backup team for all sections to continue work
even during exams etc.
After initial capitalization growth can be financed largely
through internal cash flow provided subscription targets are
met. In the event of a sales shortfall, marketing can be cut
back temporarily to preserve cash. Or, more likely, additional
investment may be sought to re-accelerate productive
campaigns if growth demands more funding.
The company created by this plan will generate cash as soon
as subscription base reaches critical mass.
The publishing and sponsorship will be 3-4 weeks before the
actual date of selling of the newspaper.
Have been to many publisher houses and the proper one we found
had provided with following details for initial 1000 publishings:
Per 4 pages B/W : Rs. 0.75 (negotiated)
Per 4 pages Color : Rs. 3 (negotiated)
Total price for 1000 copies: Rs. 12000 (negotiated to 10500)
Additionals: Rs. 500
Hence Break Even is maintained if sponsorship worth Rs. 11000 is
taken into account.
The initial sponsorship received is Rs. 15000 by four store
owners in Surat.
Another chemical based company provided Rs 5000 total
worth sponsorship for initial 4 issues of two months.
Academic biggies provided sponsorships on basis of a small
section in the newspaper.
As discussed the break even will be maintained through
Regular sponsorships are must for a fair profit that can be
used for rainy days.
Early three promotions will be free and rest on charges will
be levied as per Rs. 3 per paper.
Estimated 2000 papers may sell based on popularity and
hence would fetch Rs. 6000 per publish.
Creating subscription techniques to maintain flow and the
count of publishing copies as well as avoid wastage.
Going inter institute level and spreading towards complete
Create efficient groups and leaders and create future teams in
order to continue the legacy.