Strategy
Ideas to grow Print Advertising Revenue in Regional RAJIV KENTAL PRESIDENT-MARKETING
AMAR UJALA - INDIA
Amar Ujala Footprint & Uttar Pradesh Background
Indian Population 1.21 Billion
Uttar Pradesh Population .39 Billion
Uttar Pradesh Literacy Rate 57 %
Uttar Pradesh Contributes 62% to Amar Ujala Ad. Revenue
48%
65%
57%
LITERCY RATE %
T O T AL
M AL E
FE M AL E
Source:- Census 2011
Overview of Uttar Pradesh Tier Level
Tier Name
No. of Location
(75753)
CITY-EDITION TIER-1
TIER-1 (LUCKNOW)
DISTRICT HEADQUARTERS
TIER-2
TIER-2 (RAEBAREILLY) SUB-DISTRICT TIER-3 (FATEHPUR)
DISTT HEAD QUARTERS
Rev. contr.%
22
17717
61 %
63
17283
22 %
TIER-3
SUBDISTRICT
1152
7820
7%
TIER-4
BLOCK/VIL LAGE
74494
5213
10 %
BLOCK/VILLAGE TIER-4 (DEWA)
CITYEDITION
No. of AU Advertisers (48033)
Realisation of Need
Target v/s Achievement (15-16)
GROWTH % (15-16 VS 14-15)
102%
26% 96% 12%
Q1
Q2
Q1
Q2
Objective:- To Increase Revenue Strategy:1
Strategy:2
To Develop UPC Market in Tier 2/3/4
More focus to increase revenue thru WCN
CITY-EDITION TIER-1 (LUCKNOW)
DISTRICT HEADQUARTERS TIER-2 (RAEBAREILLY)
SUB-DISTRICT TIER-3 (FATEHPUR)
BLOCK/VILLAGE TIER-4 (DEWA)
CREATE NEED
Strategy-1 “To Develop UPC Market”
Step-1 Market Segmentation
Edition Categorization:Categorized Editions into A,B & C category as per Revenue Potential
A- Category:- 6 Units
B- Category:-6 Units
C- Category:-10 Units
Need:- Regular Biz.
WCN:-Supplements/ Glaze/ Retail Fest/Booklets/Jacket/ Tabloid/Coupons/Split sheet etc. TIER-1 Edition-City
70% Need
30% WCN
TIER-2 District-Head quarters
60% Need
40% WCN
TIER-3 (Tehsil Level)
20% Need
80% WCN
TIER-4 (Block/Village Level)
10% Need
90% WCN
Strategy-1 “To Develop UPC Market”
Step-2 “UPC Head designated as UPC_MSH”
(Q1 & Q2) 15-16 STRUCTURE
Cluster Head
(Q3 ONWARDS) 15-16 STRUCTURE
Cluster Head
Media Solution Head (City + UPC) City Category Head
Media Solution Head (City)
Media Solution Head(UPC)
UPC head
UPC District Head
City- Category-Head
UPC_ District Head
Retainer/Stringers/
Retainers/Stringers/
Agents
Agents
Strategy-1 “To Develop UPC Market”
Step-3 Non-operational to operational Stringers
• Non- operational to operational Stringers for Advertising Revenue ( on Contractual basis)
Strategy-2 “To Increase WCN Biz.”
Step-1 Seeking Revenue opportunity in Project specific marketing Segment & Date Specific Opportunity Biography
Govt. ProjectState tourism
Education Booklet
Project on Uttrakhand Police
IndividualProfiling
Strategy-2 “To Increase WCN Biz.”
Step-2 Focus on Coupon advertising
Child labour
Box advertising on Social Cause under “ Jan Jag Ujala” Save Fuel
Mother’s Day
Strategy-2 “To Increase WCN Biz.”
Step-3 OBRM Category Development Auto Advertising under “Best wishes” / Congratulations category
Strategy-1 “To Develop UPC Market”
Result:- Step-1 “Market Penetration” • Tier 3 & 4 market ratio raised by 1% Tier wise Rev Contribution % TIER-4 BLOCK/VILLAGE TIER-3 TEHSIL
100% 90%
7%
11%
10%
10%
11%
10%
12%
12%
6%
7%
7%
7%
8%
7%
8%
8%
20%
21%
22%
21%
22%
20%
20%
65%
62%
62%
61%
60%
61%
60%
60%
13-14
14-15
Q1
Q2
Q3
YTD
Q4P
15-16
80% TIER-2 DISTT HEADQUARTER
70%
22%
60% 50% 40% TIER-1 CITY-EDITION
30% 20% 10% 0%
• We identified Stringers those who were not working for Ad Revenue and allotted them advertising Target with attractive commission scheme
STRINGER'S NETWORK
STRINGER’S BIZ. TREND
1,578
Tot Stringer
577
1,001
Strategy-1 “To Develop UPC Market”
Result:- Step-3- Generated 50 Million Biz. From Non-operational Stringer’s
55
75
67
197
97
294
47
64
56
167
77
244
8
11
11
30
20
50
Operational
Non Operational TOT STRI NGER
O P E R AT I O N AL
NON O P E R AT I O N AL
Q1
Q2
Q3
YTD
Q4P
2015-16
Fig. in Million.
Strategy-1 “To Develop UPC Market”
Promotion of Step-3
Video Clips of Retainers/Stringers/Agents Shared amongst other RSAs
Retainer- Kailash Dixit Distt- Fatehpur Edition-Kanpur
Agents- Neelesh Katiyar Distt- Pilibhit Edition-Bareilly
Agents- Ashok Varshney Distt- Sadabad Edition-Aligarh
Strategy-1 “To Develop UPC Market”
Result- Strategy-1 “UPC Market Development” GROWTH% (15-16 V/S 14-15)
TGT V/S ACHIEVEMENT (2015-16) 105%
60%
Q4P, 103%
100%
95%
2015-16, 94%
Q3, 93%
Q1, 93%
41%
Q2, 87%
36%
40%
YTD, 91% 90%
48%
50%
32%
31%
Q1
Q2
38%
30%
85%
20%
80%
10%
75%
0% Q3
YTD
Q4P
2015-16
Created social cause messages named-”Jan Jag Ujala” for Non-coupon Months advertising
TGT V/S ACHV- (15-16)
Growth% ( 15-16) 9000%
8164%
8000% 37%
7000% 6000%
Q2
YTD
Q4
104%
106%
102%
74%
Q3
15-16
28%
-2%
3000%
Q1
37%
31%
4000%
2000%
32%
32% 25%
1000% 0% -1000%
32%
45%
5000%
105%
4532%
Strategy-2 “To Increase WCN Biz.”
Result:- Step-2 “Coupon Biz. Trend” Q1 highest growth is result of “ Jan Jag Ujala”
82% Actual Growth %
Targeted Growth%
Q1
YTD Q3
Q2
15-16 Q4
Strategy-2 “To Increase WCN Biz.”
Result:- Step-3 “OBRMP development”
Personal advertising
Political advertising under “Best wish” sub-category
Auto dealers roped in for “Best Wish messages ” on purchase of new Car GROWTH% (15-16/14-15)
Target v/s Achievement 120% 100%
106%
102%
99%
102%
87%
Actual growth %
100%
50%
45%
45%
42%
40%
80%
33%
35%
34%
30%
60%
26%
20%
27% 31%
25%
40%
Targeted Growth %
16%
24%
25%
26%
15%
20%
10%
0%
13%
5%
Q1
Q2
Q3
YTD
Q4P
2015-16
0% Q1
Q2
Q3
YTD
Q4P
2015-16
Strategy-2 “To Increase WCN Biz.”
Result:-Strategy-2 “ Increase in Biz. Ratio thru WCN” RATIO "NEED" V/S "WE CREATE NEED"
92
91
10 NEED BIZ.
WCN BIZ.
R AT I O Q 1
89
85
16
9 NEED BIZ.
WCN BIZ.
R AT I O Q 2
NEED BIZ.
WCN BIZ.
R AT I O Q 3
17
12 NEED BIZ.
88
84
WCN BIZ.
R AT I O (Y T D )
NEED BIZ.
WCN BIZ.
R AT I O Q 4 *
13 NEED BIZ.
WCN BIZ.
R AT I O 1 5 - 1 6 *
Result:- Strategy 1 & 2
Amar Ujala Ad Revenue ( City + UPC) Target v/s Achievement & Growth % TARGET V/S ACHV (15-16) %
Growth % (15-16/14-15)
103%
30%
102%
26%
25%
101% 100%
20%
99%
15%
98%102%
101%
97% 96%
102% 101%
100%
24%
19% 16% 18%
19% 19%
20% 18%
19% 19%
13%
10% 5%
97%
95%
0% Q1
94% Q1
Q2
Q3
YTD
Q4
15-16
Q2
Q3
ACTUAL GROWTH %
YTD
Q4
TARGETED GROWTH %
15-16
Thanks
[email protected] +91-9953997500
AMAR UJALA - INDIA
Amar Ujala Footprint & Uttar Pradesh Background
Indian Population 1.21 Billion
Uttar Pradesh Population .39 Billion
Uttar Pradesh Literacy Rate 57 %
Uttar Pradesh Contributes 62% to Amar Ujala Ad. Revenue
48%
65%
57%
LITERCY RATE %
T O T AL
M AL E
FE M AL E
Source:- Census 2011
Overview of Uttar Pradesh Tier Level
Tier Name
No. of Location
(75753)
CITY-EDITION TIER-1
TIER-1 (LUCKNOW)
DISTRICT HEADQUARTERS
TIER-2
TIER-2 (RAEBAREILLY) SUB-DISTRICT TIER-3 (FATEHPUR)
DISTT HEAD QUARTERS
Rev. contr.%
22
17717
61 %
63
17283
22 %
TIER-3
SUBDISTRICT
1152
7820
7%
TIER-4
BLOCK/VIL LAGE
74494
5213
10 %
BLOCK/VILLAGE TIER-4 (DEWA)
CITYEDITION
No. of AU Advertisers (48033)
Realisation of Need
Target v/s Achievement (15-16)
GROWTH % (15-16 VS 14-15)
102%
26% 96% 12%
Q1
Q2
Q1
Q2
Objective:- To Increase Revenue Strategy:1
Strategy:2
To Develop UPC Market in Tier 2/3/4
More focus to increase revenue thru WCN
CITY-EDITION TIER-1 (LUCKNOW)
DISTRICT HEADQUARTERS TIER-2 (RAEBAREILLY)
SUB-DISTRICT TIER-3 (FATEHPUR)
BLOCK/VILLAGE TIER-4 (DEWA)
CREATE NEED
Strategy-1 “To Develop UPC Market”
Step-1 Market Segmentation
Edition Categorization:Categorized Editions into A,B & C category as per Revenue Potential
A- Category:- 6 Units
B- Category:-6 Units
C- Category:-10 Units
Need:- Regular Biz.
WCN:-Supplements/ Glaze/ Retail Fest/Booklets/Jacket/ Tabloid/Coupons/Split sheet etc. TIER-1 Edition-City
70% Need
30% WCN
TIER-2 District-Head quarters
60% Need
40% WCN
TIER-3 (Tehsil Level)
20% Need
80% WCN
TIER-4 (Block/Village Level)
10% Need
90% WCN
Strategy-1 “To Develop UPC Market”
Step-2 “UPC Head designated as UPC_MSH”
(Q1 & Q2) 15-16 STRUCTURE
Cluster Head
(Q3 ONWARDS) 15-16 STRUCTURE
Cluster Head
Media Solution Head (City + UPC) City Category Head
Media Solution Head (City)
Media Solution Head(UPC)
UPC head
UPC District Head
City- Category-Head
UPC_ District Head
Retainer/Stringers/
Retainers/Stringers/
Agents
Agents
Strategy-1 “To Develop UPC Market”
Step-3 Non-operational to operational Stringers
• Non- operational to operational Stringers for Advertising Revenue ( on Contractual basis)
Strategy-2 “To Increase WCN Biz.”
Step-1 Seeking Revenue opportunity in Project specific marketing Segment & Date Specific Opportunity Biography
Govt. ProjectState tourism
Education Booklet
Project on Uttrakhand Police
IndividualProfiling
Strategy-2 “To Increase WCN Biz.”
Step-2 Focus on Coupon advertising
Child labour
Box advertising on Social Cause under “ Jan Jag Ujala” Save Fuel
Mother’s Day
Strategy-2 “To Increase WCN Biz.”
Step-3 OBRM Category Development Auto Advertising under “Best wishes” / Congratulations category
Strategy-1 “To Develop UPC Market”
Result:- Step-1 “Market Penetration” • Tier 3 & 4 market ratio raised by 1% Tier wise Rev Contribution % TIER-4 BLOCK/VILLAGE TIER-3 TEHSIL
100% 90%
7%
11%
10%
10%
11%
10%
12%
12%
6%
7%
7%
7%
8%
7%
8%
8%
20%
21%
22%
21%
22%
20%
20%
65%
62%
62%
61%
60%
61%
60%
60%
13-14
14-15
Q1
Q2
Q3
YTD
Q4P
15-16
80% TIER-2 DISTT HEADQUARTER
70%
22%
60% 50% 40% TIER-1 CITY-EDITION
30% 20% 10% 0%
• We identified Stringers those who were not working for Ad Revenue and allotted them advertising Target with attractive commission scheme
STRINGER'S NETWORK
STRINGER’S BIZ. TREND
1,578
Tot Stringer
577
1,001
Strategy-1 “To Develop UPC Market”
Result:- Step-3- Generated 50 Million Biz. From Non-operational Stringer’s
55
75
67
197
97
294
47
64
56
167
77
244
8
11
11
30
20
50
Operational
Non Operational TOT STRI NGER
O P E R AT I O N AL
NON O P E R AT I O N AL
Q1
Q2
Q3
YTD
Q4P
2015-16
Fig. in Million.
Strategy-1 “To Develop UPC Market”
Promotion of Step-3
Video Clips of Retainers/Stringers/Agents Shared amongst other RSAs
Retainer- Kailash Dixit Distt- Fatehpur Edition-Kanpur
Agents- Neelesh Katiyar Distt- Pilibhit Edition-Bareilly
Agents- Ashok Varshney Distt- Sadabad Edition-Aligarh
Strategy-1 “To Develop UPC Market”
Result- Strategy-1 “UPC Market Development” GROWTH% (15-16 V/S 14-15)
TGT V/S ACHIEVEMENT (2015-16) 105%
60%
Q4P, 103%
100%
95%
2015-16, 94%
Q3, 93%
Q1, 93%
41%
Q2, 87%
36%
40%
YTD, 91% 90%
48%
50%
32%
31%
Q1
Q2
38%
30%
85%
20%
80%
10%
75%
0% Q3
YTD
Q4P
2015-16
Created social cause messages named-”Jan Jag Ujala” for Non-coupon Months advertising
TGT V/S ACHV- (15-16)
Growth% ( 15-16) 9000%
8164%
8000% 37%
7000% 6000%
Q2
YTD
Q4
104%
106%
102%
74%
Q3
15-16
28%
-2%
3000%
Q1
37%
31%
4000%
2000%
32%
32% 25%
1000% 0% -1000%
32%
45%
5000%
105%
4532%
Strategy-2 “To Increase WCN Biz.”
Result:- Step-2 “Coupon Biz. Trend” Q1 highest growth is result of “ Jan Jag Ujala”
82% Actual Growth %
Targeted Growth%
Q1
YTD Q3
Q2
15-16 Q4
Strategy-2 “To Increase WCN Biz.”
Result:- Step-3 “OBRMP development”
Personal advertising
Political advertising under “Best wish” sub-category
Auto dealers roped in for “Best Wish messages ” on purchase of new Car GROWTH% (15-16/14-15)
Target v/s Achievement 120% 100%
106%
102%
99%
102%
87%
Actual growth %
100%
50%
45%
45%
42%
40%
80%
33%
35%
34%
30%
60%
26%
20%
27% 31%
25%
40%
Targeted Growth %
16%
24%
25%
26%
15%
20%
10%
0%
13%
5%
Q1
Q2
Q3
YTD
Q4P
2015-16
0% Q1
Q2
Q3
YTD
Q4P
2015-16
Strategy-2 “To Increase WCN Biz.”
Result:-Strategy-2 “ Increase in Biz. Ratio thru WCN” RATIO "NEED" V/S "WE CREATE NEED"
92
91
10 NEED BIZ.
WCN BIZ.
R AT I O Q 1
89
85
16
9 NEED BIZ.
WCN BIZ.
R AT I O Q 2
NEED BIZ.
WCN BIZ.
R AT I O Q 3
17
12 NEED BIZ.
88
84
WCN BIZ.
R AT I O (Y T D )
NEED BIZ.
WCN BIZ.
R AT I O Q 4 *
13 NEED BIZ.
WCN BIZ.
R AT I O 1 5 - 1 6 *
Result:- Strategy 1 & 2
Amar Ujala Ad Revenue ( City + UPC) Target v/s Achievement & Growth % TARGET V/S ACHV (15-16) %
Growth % (15-16/14-15)
103%
30%
102%
26%
25%
101% 100%
20%
99%
15%
98%102%
101%
97% 96%
102% 101%
100%
24%
19% 16% 18%
19% 19%
20% 18%
19% 19%
13%
10% 5%
97%
95%
0% Q1
94% Q1
Q2
Q3
YTD
Q4
15-16
Q2
Q3
ACTUAL GROWTH %
YTD
Q4
TARGETED GROWTH %
15-16
Thanks
[email protected] +91-9953997500
