Detailed marketing frameworks used for the Deccan herald Company in the Newspaper Industry. Framework involves SWOT analysis, CAGE Framework, Xaviers Framework, Marketing Mix Analysis, Prof. Suresh Proposed Model (Class Of 2010), Analysis Of Enterprise Responses In Host market Regulatory Environment

1. DECCAN
HERALD

2. NEWSPAPER INDUSTRY
 The modern newspaper is a European invention
 Newspapers were developed in the 17th century, as information
sheets for businessmen
 The first newspaper printed in India was Hickey’s Bengal Gazette
in 1780
 India has the second-largest newspaper market in the world, with
daily newspapers reporting a combined circulation of over 240
million copies
 Currently India publishes about 1000 Hindi and 250 English daily
newspapers
 Hindi newspaper have a circulation of about 80 million copies and
English has around 40 million copies
 Newspapers are available in majority of languages such as Hindi,
Marathi, Malayalam, Kannada, Tamil, Telugu, Urdu and Bengali
 Dainik Jagran is the most popular Hindi daily and Times of India is
the most popular English daily

3. DECCAN HERALD
 Deccan Herald (DH) is an English daily newspaper published
from the Indian state of Karnataka by The Printers (Mysore)
Private Limited
 The founder is K N Guruswamy and the newspaper was first
issued on 1948
 It has seven editions printed from Bengaluru, Hubballi,
Davanagere, Hosapete, Mysuru, Mangaluru and Kalburgi
 As of 2018, the circulation of Deccan Herald newspaper is more
than 2,75,000 dailies
 DH is the first newspaper to introduce evening addition of
newspapers in India.
 The Core products of the company are ‘Deccan Herald,
Prajavani, Sudha and Mayura’

4. SWOT ANALYSIS
Strength
As the brand is one of the
oldest newspapers in India, it
has good brand recognition
Projected as one of the best
media houses in India
Strong presence in Karnataka
Weakness
Far behind in terms of
readership compared to its
competitors
The newspaper is looked as pro
left news paper
The editions are limited to
Karnataka
Opportunities
Increase in English medium
education
Sensationalisation of events
Increasing Literacy rate
Threats
Digital media
Competitors in the market
Increase in number of news
aggregators

5. COMPETITOR ANALYSIS
Deccan Herald Indian Express Deccan Chronicle Times of India
Readership: 253,253 309,252 1,333,668 2,830,000
Region: Mangalore,
Hubli, New Delhi
Bangalore, Bhubaneswar,
Madras, Coimbatore,
Trichy, Hyderabad,
Cochin, Mangalore,
Trivandrum, Madurai,
Vijayawada, Vizag,
Calicut, Belgaum,
Shimoga
Madras, Coimbatore,
Hyderabad, Cochin,
Trivandrum, Vizag
Ahmedabad,
Bangalore, Bhopal,
Bhubaneswar,
Chandigarh, Madras,
Coimbatore, Delhi,
Goa, Guwahati,
Hyderabad, Indore,
Jaipur, Kanpur,
Kolkata, Cochin,
Lucknow, Mangalore,
Mumbai, Mysore,
Nagpur, Patna, Pune,
Raipur, Ranchi, Surat,
Shillong, Trivandrum,
Trichy, Madurai

6. SWOT IN RELATION TO COMPETITION
Strengths Weakness Opportunities Threats
Deccan Herald
Strong hold in
southern market
No strong network
Growth in
newspaper
consumption, can
tap new markets
New entrants and
news apps
Indian Express
Present in many
markets, huge
network
Weak presence in
northern India
Expand to all parts
of the country, use
technology for
building apps
Competition from
existing players
Deccan Chronicle
High Presence in
south India
Couldn’t expand the
market
Expand to other
markets by
following strategies
High competition
from deccan herald
Times of India
Recognised in many
parts of India, has a
standard
Difficult in getting
new customers
Can connect to
more customers
through internet
News apps eating
the market

7. CAGE FRAMEWORK
Administrative Distance:
• Although the government structure (other than few UTs) remain the same, differences are there in terms of prac
• Influences of parallel entities are present in certain states (NSCN in Nagaland)
• Freedom of expression might not be equal all through, which might affect the content of the newspaper (West B
Economic Distance:
• The economic distance will vary
from the major cities to the smaller
ones.
• This will affect the buying pattern
and the choice of content.
• The economic conditions in certain
regions is ahead of the others.
• (North Odisha vs Coastal Odisha)
Geographic Distance:
• The geographic distance is not
significantly high because of
being within the national
frontiers.
• The distance might be
considerable in certain cases
due to remoteness (Manipur,
Tripura)
Cultural Distance:
• Although there are cultural distances between the North, South and North-East, they are not too
profound.
• No major difference in terms of HNO.
• The newspaper can go for Arbitrage to handle this difference.

8. XAVIER FRAMEWORK
Environmental analysis
 India is the second largest newspaper market in the world
 The increasing literacy rates in rural areas of India has seen the
investment in newspapers grow
 Increase in the circulation is due to the political engagement that
they allow
Market analysis
 Growing demand for newspaper in India
 India is the largest market for newspaper
 The English newspaper market across the country had an
advertising revenue of around 72.8 billion

9. Customer analysis
 Daily readers of news paper in the age group of around 15-80 years
 People who are interested in knowing about the day to day happenings
around the world
 Increasing rate of literacy and demand for newspapers
 Focus on Educated and Working professionals
Competitor analysis
 Times of India, The Hindu and Indian Express
 Times of India had the largest circulation of any English-language
in the world
 The Indian Express generates $10M more revenue than Deccan Herald
 The Hindu is the second most circulated English-language newspaper in
India
Company analysis
 Long presence of more than 70 years in Indian newspaper industry
 DH has been a nursery for journalistic talent, having produced some of the
finest names in India's bustling media industry
 Deccan Herald has a readership of approximately 5,60,000
 Daily circulation 2,53,253 copies

10. Marketing mix Analysis
Product
 Daily newspaper, complimentary papers (Metro life,
Spectrum, Sunday herald)
 The complementary include sports, cinema, entertainment,
health etc.
 Prajavani (Kannada Newspaper)
 Magazines like Sudha and Mayura
Place
 Currently published in Mangalore, Kalburgi, Davanagere,
Hosapete and Hubbali
 We are making an entry into Bangalore and Mysore city
Price
 Range from Rs 5 – 8 per copy

11. STAGES OF
INDUSTRY
MATURITY
Paper
Industry is in
mature
stage
Growth Rate:
Slow market
growth
Technology
domination
(usage of apps
for instant
updates)
Product line: All the
competitors have the
same product lines but
the only variation
anyone can provide is
by innovation in
designing apps (user
friendly)
Number of
competitors:
Fragmented
market with
players in every
region
Market share
stability: As
mentioned above,
deccan chronicle,
Indian Express
deccan herald
holds almost
Ease of entrants: It is
hard for anyone to
compete with the
existing players, as it
is hard to make new
plants, build a
network and to gain
the interest of people

12. DISTRIBUTION
PROCESS
Printing Press
Depots Agents
VendorsVendors
Beat Boys
News paper
stands VendorsBeat Boys
News paper
stands

13. MARKETING
AUDIT
(MACRO ENVIRONMENT)
Effects of
Demographic
changes: The way
people look at
information is
changing
Technology:
Demand for
digital
newspapers
are increasing
Concern towards
Environment:
Huge protest
going on towards
the protection of
environment
Change in Policies:
Stringent policies
like usage of only
recycled papers for
printing of
newspapers
Income level of
people: The
spending’s of the
people has
increased
Resources
availability:
Network of
employees
dedicated to
gather
information

14. ANALYSIS OF ENTERPRISE RESPONSES IN HOST MARKET
REGULATORY ENVIRONMENT
PROF. SURESH PROPOSED MODEL (CLASS OF 2010)