A Marketing Strategy Research
on
1
Team Members
Roll Name
063 G.M. Fuad Hasan
075 Md. Imtiaz Hassan Maruf
078 Kazi Sanzidul Islam
107 Md. Tanjil Kabir
112 Shamik Datta
2
Owner: Mediastar Limited (Transcom Group)
Transcom
Group
MediaWorld
Media Star
LTD
LTD
Most Popular Newspaper read by 6.6 million readers
Anandadhara
Most Viewed Website & Largest social media Fanbase
The Daily Star
Prothoma
Prokashon
Shaptahik
2000
Prothom Alo
Prothoma
Boier Dunia
ABC Radio
Biggan Chinta
Protichinta
Kishor Alo
Chakri.com
3
Objectives
STP
Marketing Mix
Recommendation
Competitive
Analysis
Evaluation
4
Segmentation, Targeting, Positioning
P
S
News &
Information
T
Events
Mass People
Entertainment
Explorer of
Truth
Agent of
Empowerment
Bangladeshi
Residents
In Abroad
Driver of Change
Opinion
Gen Y
Readers of
West Bengal
5
Findings
who buy the product for their personal consumption,
they can be termed as final consumers
Advertisers
who buy the advertising space for their business
purpose
Gen Y
Reasons behind targeting Gen Y
Readers
Older generation is already
addicted with newspaper and
is a stable consumer base
Gen Y is creative and longterm customer that need to
be attained
They are also the future
consumer and attractive for
advertisers
Millennial Kids, who are equipped with internet and
technological advancement since childhood.
6
Prothom Alo Market Position
Which newspaper serves the most authentic and unbiased news
in the country?
120
Prothom alo
100
Bangladesh pratidin
Kaler kantho
80
Samakal
60
Inqilab
Ittefaq
40
Jugantor
Naya Digonto
20
None
0
PROTHOM ALO
BANGLADESH
PRATIDIN
KALER KANTHO
SAMAKAL
INQILAB
ITTEFAQ
JUGANTOR
NAYA DIGONTO
NONE
7
Marketing Mix - 4Ps
Promotion
Product
Prothom Alo Media
Pull new Zen Y readers
Digital
Sustain
Sister Concerns
Maintain Brand Image
Place
Hawkers for Print Media
Non-Digital
Price
Advertise revenue based
pricing
Digital Impression reach
8
Products Prothom Alo
9
Market Share
66
1-2%
LACS
Readership Base
5.02
15%
GROWTH RATE
19%
17.04%
10%
LACS
Daily Circulation
Market Share
17%
9%
10%
10%
10%
Bangladesh Pratidin
Prothom Alo
Kaler Kantha
Jugantor
Ittefaq
Samakal
Janakantho
Others top Newspapers
10
Pricing
Prothom Alo
Advertise revenue based pricing
1998
8
7
6
1999
10
2001
2003
Timeline
Price
1998
6
1998-1999
6-7
2001
7
2003
8
Since 2013
10
2013
11
Promotion
Gen Y
• Center of Campaign’s Objective
Products
• Events (Math Olympiad)
• Tech Info
Repetition
• Later Life stage product development
• Mass relationship buildup
12
Place
Print Media
Digital
Media
• 40% hawker’s
Commission
• Mass Impression Reach
• Digital Analytics
13
Competitive Landscape
Ad Price Comparison
Page No.
Ad type
Prothom Alo
Bangladesh
Kaler Kantho Jugantor
Protidin
25%
30%
50%
First Page
Color
30000
19000
14500
17000
Last Page
Color
25000
16500
12500
14000
Third Page
Color
23000
11000
9000
11000
Second &
Color
14000
8500
6500
8000
Fifth Page
B/W
N/A
7000
5000
5000
Business
Color
11000
9000
6500
7500
Sports Page
Color
11000
8000
5000
6500
Inner Page
Color
9500
7000
4500
5000
B/W
6500
4600
3500
3750
30%
Page
25%
20%
10%
14
Competitive Landscape
Niche Market
• Bangladesh Pratidin
• Banik Barta
• BD Jobs
Alternative
Market
Unexplored
Segment
• Anondo Alo
• Sanonda
• Non-Bangladeshi Readers (West Bengal, Tripura)
New Territory
15
Competitive Factors
Quality
Control
Training Employees
Clickbait Journalism
Digital
Adaptation
Opportunistic
Behavior
Govt. Ads
16
Competitive Factors
Events highly
Appreciated
Ideological
Clash
Authentic
News Provider
Count of Which online news-portals people follow
on a regular basis
Prothom alo online
12%
Quality
Journalism
Which newspaper serves the most authentic and
unbiased news in the country?
38%
Prothom Alo
Bangladesh protidin online
31%
9%
Bangladesh Pratidin
Banglanews24
Kaler Kantho
Bdnews24
Samakal
Ittefaq Online
7%
Kaler kontho online
5%
17%
12%
12%
Ittefaq
7%
Shomoy news online
6%
3%
4%
Other
5%
22%
No particular preference, rely on
the FB newsfeed
Inqilab
2%
4%
4%
Jugantor
Naya
Diganta
Jugantor
Naya Diganta
None
Prothom Bangladesh
Alo
Pratidin
Kaler
Kantho
Samakal
Inqilab
Ittefaq
None
17
18
SWOT Analysis
Trust
Highly dependent on
distribution channel
CSR
Lack of Digital Analytics
Integration
Highest Reader base
Click bait Journalism
Foreign Market
Harsh Media Policy
Digital market
Shrinking demand for
Print Media
Recommendation
Discover
New
Territory
Target Niche
market
Use Data
Analytics
Maintain
Journalistic
Integrity
Train
Employees
19
Questions
?
?
20