Times Of India Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Times Of India through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Times Of India Product Strategy:
Times Of India is one of the leading English newspapers in India. Times Of India has an excellent news and media coverage and has become one of the most prominent english print and online news platforms. Under its marketing mix product portfolio offering lies the newspaper, the printed version that is circulated across the country. To add to this, it also provides e-newspaper to cater to the tech-savvy millennials and professionals. Times Of India has launched its own app too for catering to this brewing segment of news readers across different platforms like iOS and Android.
Image: Wikimedia
This concludes the product strategy in Times Of India marketing mix & strategy.
Times Of India Price/Pricing Strategy:
Below is the pricing strategy in Times Of India marketing mix strategy:
The Times Of India faces stiff competition from the Hindu and hence it always adopts a competitive pricing strategy to be ahead in the race. They follow a marketing strategy called the Princer Movement Strategy that asks it to go for audacious pricing.
To retain the competitive advantage especially in the south Indian market, it has targeted the readers of its competitors and lowered their subscription rates. Times Of India is one of the leaders as far as media advertising through news platforms are concerned.
Times Of India Place & Distribution Strategy:
Following is the distribution strategy in the Times Of India marketing mix:
The Times Of India newspaper is found in almost all the cities and towns in India and it has succeeded in penetrating deep into the country targeting a huge segment of readers on a daily basis. They are sold door to door through vendors or are found at newspaper and book stalls in almost all the crowded touch points in a city. Times Of India is by far the most read and circulated english newspaper in India. The excellent distribution ensures the newspapers are widely available at newspaper outlets, railway stations and individually delivered at homes.
The Times Of India website can be accessed everywhere through laptops or mobile devices.
Times Of India Promotion & Advertising Strategy:
The promotional and advertising strategy in the Times Of India marketing mix is as follows:
Previously, the promotional strategy of The Times of India was directed to the functionality of the newspaper. But with changing times and increased competition, they are trying to project themselves as chronicle aspirations of the Indians. In terms of promotion, it always gets involved in banter with its competitor the Hindu and hence comes up with innovative promotional strategies in advertisements, digital promotions like banner ads. To maintain a competitive advantage Times Of India go for the door to door selling and features videos on their websites as well as television media to promote their product. The Times Of India is one of the forerunners of viral marketing strategies and has successfully covered all the possible touch points in a city beginning from shops, tea stalls, malls and even billboards in buses, road dividers and across prominent locations in the roads. Apart from this, it organizes events like Mega Trade Fair and TOIFA to increase its nationwide presence. Hence this completes the Times Of India marketing mix.
About Times of India:
The Times of India is the oldest English newspaper under circulation and is owned by the Times Group.
According to the Audit Bureau of Circulations, India, it is the largest circulated English daily across the world. From its inception in 1880, it is being owned by several companies and has traveled a long way and hence is seen as the pioneer of English daily in India.
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