Post on 22-Jan-2016
description
AN INDEPTH STUDY OF NEWSPAPER AND MAGAZINE ADVERTISING IN INDIAN ADVERTISING INDUSTRY
PRESENTED TO HEMCHANDRA CHARYA NORTH GUJARAT UNIVERSITY
PRESENTED BY
DHIMANT VYAS(26)MRUNAL VAZA(58)PALAK PATEL(05)TEJAS GADHVI(11)VIJAY PANDYA(14)
Role of print advertisement. Contribution in GDP. Players Growth Rate
2450027950
32396
2636029796
35064
3985742125
59639
6447173004
97633
118064
0
20000
40000
60000
80000
100000
120000
140000
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Rs.(
in M
illi
on
)
INDUSTRY LIFE CYCLE
P.E.S.T Analysis FIVE FORCE Analysis. Opportunities And Threat. B.C.G Matrix 9 Cell Matrix Key Success Factors Driving Force Revenue Driver Life Cycle
Service tax political lobbing FDI Import duty Regulations
Effect on inflation (CII presentation 2008) Cost of operation AD spends Price of newsprint Global crises (Source: equity master November 30,
2007)
ASCI norms Ban on ads Bad effect on society. Social Barriers RTI Act Literacy level
Way Mack 45 GSM City line
competition
Tie up with foreign players
Area of competency
Fragmented Industry
Cost of Production
Government
Common Technology
Increasing CAGR
Barrier to entry
Television
Internet
SMS advertising
Radio
Few major players
Switching cost
Short supply.
Differentiated (in terms of
quality)
Advertising Agencies
Small and Medium companies
Threat from new entrants/entry
barriers
Rivalry against
competitors
Threat from
substitute
Bargaining power of buyers
Bargaining power of suppliers
Low √
Low to moderate
√
Moderate √
Moderate to high
√ √
High
21%
8.475 7.38.8
5 6.1
5.2
GE 9 Cell matrix
J. P
BCCL
HTDC
MM
Competitive Strength Point
Government policies Growth of Small Scale industries Increase in level of literacy Increase younger population
(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)
Top Sectors % ShareEducation 17%Services 12%
Banking/Finance/Investment 10%Auto 7%Retail 5%
Corporate/Brand Image 4%Durables 3%
Personal Accessories 3%
Telecom/Internet Service Providers 2%Personal Healthcare 2%
(Source: Adex India (A division of TAM Media Research)
(Source: Adex India (A division of TAM Media Research)(Source: Adex India (A division of TAM Media Research)
Opportunities Increasing
readership Improving literacy
level Geographical
expansion Demographical
expansion Service tax Increase in service
sector advertising
Threats Internet SMS services Radio Decrease in
automobile sector.
ReachnessPreferred Segmentation
Thank you