2.  Market leader(47%) in children’s periodicals
 A vernacular magazine
 Targeted mainly at younger children(6-12)
 Varied stories sections
 Fun Quizzes for children
 Advertisement promotion strategy
 Convenience good

3. Form
• 12 cm X 20
cm layout
• 80+ pages
Feature
• Colorful covers
and pages
• Short stories
• Cartoons
• Content on fun
and games
Customization
• One story for
nascent readers
• Printed in bold
letters
• Liberally illustrated

4. Core
benefit
• Entertainment
Basic
Product
• stories, advertisement, fun quizzes, games, cartoons
Expected
• More educational and mature content
Augment
ed
• Special Supplements

5. TITLI market
offering-
Attractiveness
Value based services
TITLI Features Quality mix Titli
Core
Basic(TITLI)
Expected
Augmented
Potential

6. •Income level: <1000, 1000-4000,>4000
•Language: Vernacular
•Age Group: young, adult
•Geography :Rural, Urban
Segmentation
•Age group : 5-14 years
•Language : parents seeking entertainment for
children
Targeting
•Light Entertainment magazinePositioning

7. 3
6%
4-5
19%
6-7
17%
8-9
16%
10-11
17%
12
9%
13
9%
14
7%
Age Profile of Readers of
Children's Magazine
3
2%
4-5
8%
6-7
14%
8-9
20%
10-11
23%
12
13%
13
11%
14
9%
Age Profile of Readers of Titli
< 1000
24%
1001-1500
26%
1501-2000
28%
2501-4000
15%
4000
7%
Income Profile of Readers of
Titli

8. 0
10
20
30
40
50
60
70
80
90
Indoor Games Outdoor games Reading Books Watching TV Art/Music/Dance Listening Stories
All Age
3-5 years
6-9 years
10-12 years
13-14 years

9. 0
10
20
30
40
50
Affect
Studies
Easy to
Borrow
Expensive Not
Interested
Outgrown
Children's
magazine
Availability
Problems
Other
magazines
better than
titli
6-7 8-9 9-11 12 13 14
36
40
46
49
57 56
Lapsed Readership Rates (%) by Age
Lapsed Reader %

10. Loss in
sales
Perception
of Affecting
Studies
Shrinking
market size
Easy
Borrowing
Threat from
Alternatives
Other
Reasons

11. ActionMechanismSolution
Increase Market
Size
Extend reach to
older children
Introduce mature
content in
magazine
Reduce
‘colorfulness’
Induce trials
Co-branding with
other sister
products

12. ActionMechanismSolution
Dedicated
edition for 11
– 14 age
group
Influence parents
Mix ‘Academic’
content
Add Scientific and
general knowledge
Influence children
Series of articles
promoting
hobbies
General and Social
issues

15.  Relatively low market penetration
◦ Total size of households 52.35 lacs
◦ Only 16 lacs copies sold for all magazines in toto.

16. 0
10
20
30
40
50
60
70
80
90
Indoor Games Outdoor games Reading Books Watching TV Art/Music/Dance Listening Stories
All Age
3-5 years
6-9 years
10-12 years
13-14 years