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Femina Tamil

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Brand Story

Marketing activities

Association with ITC

Agenda – Femina Tamil

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A Media Group

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For over 50 years now, Femina has been capturing the essence of the modern woman and see how she is evolving

Femina has been the definitive life and lifestyle guide for progressive woman

Femina is open, relevant, insightful with a refreshing & appealing approach and reflects the tastes of the outgoing woman of today

Femina

Empowering women to live a better life

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Femina Tamil

The medium to connect with the vibrant Tamil – speaking woman of today

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Tamil is the 4th most widely spoken language in the country

Tamil magazines enjoy good readership, with 3 magazines featuring in the top 20 magazines in India

Main Publication houses: Vikatan Group Bharatan Group Sun Network

Tamil market

Scenario before the Femina Tamil launch

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  Female 20 - 29 years

30 - 39 years

40 - 49 years

50 years+

Est. Individuals (000s) 433768 199350 179943 128666 173631

Aval Vikatan 326 114 117 93 127

Chhutti Vikatan 30 19 8 6 17

Kumudam Bhakti Special 78 44 35 31 49

Nanayam Vikatan 34 13 20 10 6

Rani Muthu 51 22 9 18 13

Sakthi Vikatan 44 24 18 11 39

Mangayar Malar 181 38 47 46 83

Competition Analysis

Source: IRS 2011 – Q2

20-29 year age group – Need gap!

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None of the competition magazines cater to SEC A, A+ and age group 20-29 year like Femina Tamil does.

Competition magazines appeal to the homemaker and ladies with a more traditional outlook

No magazine covers topics like fashion, beauty, trends, relationships & career like Femina Tamil

Why Femina Tamil?

Femina Tamil filling up the gap…

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In a language close to your

heart

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Preview of Femina Tamil

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Launched in April 2011

Cover price: Rs. 30

Monthly magazine

The magazine is a pleasure to read, not just because of its fresh and varied content and contemporary design, but also because of its excellent production value

Its exciting and chic and covers everything from fashion, trends and beauty to relationships, events, celebrity news and more…

About Femina Tamil

Tamil magazine readers have finally got what they were long

waiting for…

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85,000 copies printed

Across 29 key cities in TN

Also Circulated in: Bangalore Hyderabad Cochin

Circulation spread

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Femina Tamil The Launch

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Launch event…

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Launch event…

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Press coverage

Times of India

Chennai Times & Coimbatore Times

Trade Sites Coverage

Femina Tamil Launch on home page of e4m

Article covering the launch

Trade Sites Coverage

Femina Tamil Launch on Afaqs

Article covering the launch

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Newspaper ads

600 sq.cm launch ad - Chennai Times &

Coimbatore Times

400 sq.cm ad – Dina Thanthi;All TN

400 sq.cm ad in Chennai Times &

Coimbatore Times

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Trade magazine ads

On Ground POS

Buntings, Danglers, Launch posters, T-shirts provided for launch

Hanging Stands to display the magazine

Launch Bunting and danglers announcing Femina Tamil on Stands

Magazine stands

Outdoors

Branding at Landmark stores, bus backs and cinema slides in Sathyam & PVR cinemas to promote the magazine

Clockwise from right: Spencer Mall, Apex Plaza, City Center Mall

Radio

20 sec radio spots on Radio Mirchi and Radio City in Chennai and Coimbatore for 15 days

RJ mentions

Radio contest for the listeners of Radio Mirchi

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Editorial strengths

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Your It-list•A snappy list of all things a woman needs to stay fashion – forward

• Features a mix of major brands of South as well as international brands

Cover Focus•A trend-based, topical report or survey on current worldly happenings relevant to today’s woman

• Eg: Feature on super – achieving women in politics and other fields, the environment, celeb interviews, etc…

Women Just Like You•We speak to real women

•Cover stories that are extraordinary, inspiring and often, even shocking

• From inspirational tales to fun encounters

• This also covers the latest trends in beauty and health

Editorial pillars

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Your Life, Your Way•We cover the woman’s personal universe of relationships, sex, career and finances and offer tips to help her rule it

• Q&A’s with experts

• Useful guide to day-to-day living

Your Style•Fusion, fashion and beauty

•Created with best of Indian designer-wear and international labels

Your Lifestyle•Quick, fun recipes by women-on-the-move or chefs for special occasions

• Entertainment, chic homes, décor and travel tips for women complete this section

Your SpaceSerialised fiction story that leaves readers on a different hanger, every issue

Editorial pillars

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Shopping•Localize it by using brands that are available in Chennai like FCUK, CK and Globus

Jewelry•A separate section Jewelry, by using jewelry images from local brands such as Lalitha, Prince, NAC, Nathella, etc…

Eating out•It is completely localized featuring restaurants in Chennai

•It includes pages on 5 star hotels and stand alone places

I want to…This teaches the reader to do different activities like:Tanjore paintingMaking SushiBridal Makeover, etc…

Editorial pillars – Special South content

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For all the women you are•A feature on woman who made a big hit

•National award winner Saranya Ponvannan, Rest owner cum model Sruti, actress Mamta, Kajal Agarwal, have been featured

Glam Headline•Latest happenings in Kollywood

•Rapid 5 Q&A session with upcoming actors like Jeeva, Ganesh Venketraman, etc…

•Gossip queen section for spicy gossip

Looking back•Celebs take a down memory lane about certain issues/ incident happened in their life

•Celebs like Priya Anand, Dr. Piya Selvaraj, Arya have written in this column

Fiction storiesEvery issue carries 2 fiction stories by local authorsThese stories are women centric and soul touching

Editorial pillars – Special South content

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Femina Tamil – Special themes

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The month of May – June is always buzzing with college admissions and keeps the parents and students occupied

The story focused on exclusive courses offered in premier institute of the country such as wildlife research, forensic science, performance arts (bharatnatyam), Space studies, and Epidemiology

Highlight: A short note on Deepika Padukone and her role in the upcoming film Raana, starring the superstar Rajnikanth

Career special - June

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In Tamil Nadu, the month of July marks the beginning of Aadi where it is synonymous to shopping. People go gaga over purchasing clothes and other new stuffs

This gave an easy guide to silk sarees. It was a long list of silk sarees apart from the usual Kanjeevaram silks. Also featured the National Award winner Ms. Saranya Ponvannan who went on a down memory lane about her acting career and family life

Highlight: Mahesh Bhupathi ‘s quote on his beloved wife Lara

Shopping special - July

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Movies have its own place among the people of Chennai so a dedicated a whole issue for movies

We featured the women behind the scenes in film industry. The lovely ladies who made it to the story were Preetha Jayaraman (Cinematographer), Geetha (Sound engineer), Vasuki Baskar (Costume designer), Rajalakshmi (Editor) and many more…

Highlight: Femina Tamil paid its tribute to the wonderful city by celebrating its 372th birthday in style. The feature carried exclusive pictures of the old madras which has been completely revamped. This story was truly a treat for the Chennaites

Movie special - August

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Who will say No to food (yumm yumm)… hence a food special which to give our readers a gastronomical delight

The cover focus took a tour round the state covering the special items of each district starting from the sponget kovil idly of Kanchipuram, spicy karaikudi chettinad chicken to the mouth watering dessert like tirunelveli halwa & seeni mittai of thirusendur

Highlight: The special article on the traditional food which is also used for its medicinal values. The lovely Actress Priyamani who gave a sneak peak into the Onam cuisine

Food special - September

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Diwali off late has become a national festival where in people from different religion and communities celebrate Diwali. The October issue gave an elaborate guide on what to shop for Diwali from clothes to sweets to jewelry

Highlight: The first Diwali (thalai diwali) immediately after wedding is extremely special and it is celebrated as a separate festival among the family members of the bride and the groom

We celebrated the thalai Diwali with three celebrity couples Singer Swetha mohan – Ashwin, Actor Vimal – Priyadarshini, Actress Aparna - Barani who all got married recently

Diwali special - October

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A guide to the wedding (muhurtham) jewelry starting from the head band to the toe ring. Each jewelry piece was carried with an unknown fact about the same and relevant pictures which made the entire article colorful and attractive

Highlight: The wedding traditions of different communities across Tamil Nadu. The description also carried the corresponding picture where the couples were involved in their wedding customs. The Travel story also rightly featured the top three honeymoon destinations from Chennai

Wedding special - November

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Exclusively with Femina Tamil…

Aval Vikatan Mangayar Malar

Kumudam KungumamIts Different!

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Femina Tamil is designed to appeal to the 20 – 29 year old

SEC A, Tamil speaking woman

89% of Tamil speaking women prefer reading Tamil magazines

Highly educated, well-read and ambitious

Looks for information which is not available through any other source

Readers

Source: TGI 2010 & IRS Q3, 2010 Modern yet rooted women

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Brand conscious Spends a lot on clothes and jewellery Likes to try new products Prefers shopping in super markets and malls Balance career, family and personal interests Feel relationships are important Think it’s important to look good Use the latest consumer durables at home

Reader mindset

Source: TGI 2010 & IRS Q3, 2010Women with diverse interests & are

exploring their individuality

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Femina Tamil reader – how differentFemina Tamil readers Competition magazine readers

Young, energetic, dynamic Elder, mature, sober

Prefers western, Indo-western clothing Likes Indian wear, Indo-western wear

Graduate, Post – graduate SSC / HSC, Graduate

Executives, professionals, as well as homemakers

Housewife, Part time job

Upper middle class, Upper class Middle class, Upper middle class

Confident, assertive, grounded yet open – minded

Patient, comforting, emotional, relationship oriented

Career – minded yet family oriented, outgoing, balanced views (neither too traditional nor overtly progressive)

Family oriented, caring, compromising, submissive

Beauty and fashion driven Relationships and story driven

Source: Research conducted by Femina & Innovative Research services

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Profile of Femina Tamil readers…

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Reading Likes biographies, history books Magazines – Subscribes to Femina Tamil, India Today &

Inside Outside Likes reading in Tamil but was unhappy with the quality

and content of the other magazines that were available in the market

Is happy with Femina Tamil. She also recommends it to her MIL and friends

Shopping Likes shopping at malls like EA, City center Loves wearing ethnic wear – bag prints, kanjipuram silks,

utapads, chanderies, banaras, kottas, achra prints Brands loved – Esprit, MAC, Versace, Body Shop

Leisure Activities Read, Paint, Design, Draw Watches TLC, National Geographic, Discovery, World

Movies Loves travelling Surfs the internet

Career Runs her own boutique

Padmavathi

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24yrs, SEC A, living in a joint family Working in a garment buying house that has 2 retail brands

– she manages them both Done her post graduation in international business

management from Canada Wears western clothes – 3/4th pants, jeans, leggings with

tunic, t shirt etc, rarely kurtas – sometimes kurtas on jeans

Reading Habits Reads the Hindu & Tamil supplement – Shakti Read the Economist Subscribes to Femina Tamil

Shopping Loves shopping for clothes at malls Brands loves – Levis, Only (jeans), Giordano, Tantra (T-

shirts)

Leisure Activities Tamil movies on KTV, Sun TV Go for long drive with friends Likes watching star movies, channel V, VH1, ZEE café,

Studio. Also watches Tamil channels

Pooja Ganesh

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Marketing plans

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Increase awareness of the new magazine in the market

Induce trails

Objective

Issue promotions

April

May

June

TN is primarily a news stand sales driven market

Individual issues have been publicized heavily through newspaper ads and news stand posters

Issue promotions• Diwali is one of the biggest festival in Tamil

Nadu

• The Diwali special issue was promoted through ads in Dina Malar & Times of India in Chennai, Madurai, Coimbatore and Trichy

• Radio Spots in Chennai & Coimbatore

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B2B Ad in Nov 4th issue of Campaign

Subscription Drive Femina Tamil was the first

magazine to introduce the subscription route to the Tamil readers

Launch offer gave readers exclusive handmade leather bags from Terra, a Chennai - based brand

Subscriptions are picking up, currently contributing to 15% of the total magazine sales

Magazine Ad

Newspaper Inserts in TOI & DM across 7 cities

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The Tamil reader is internet savvy and very active on this medium

Femina facebook page has over 50k fans with a good majority from Tamil Nadu

The updates and FB ads for the FT issue are targeted to be visible to fans from this region

These updates will be in Tamil for a better connect from November onwards

Facebook

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Swarovski used Femina Tamil as the medium to launch their new “Wings of Fantasy” Collection in the South market

Shirya Saran wore exclusive pieces from this collection in her interview with FT in the October issue

She also unveiled the collection at their store in Chennai. The event was widely covered by the local media

Femina Tamil – Swarovski Unveiling

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Femina Tamil – Swarovski Unveiling

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Competition magazines have changed the look and content of its pages after the launch of Femina Tamil, in keeping with the look and contents of our magazine

Competition magazines have increased their price after the launch of Femina Tamil

They are planning to roll out a subscription drive for the first time

Success of Femina Tamil so far

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Issue Support in the form of ads, POS and radio will continue for the coming months

Sampling of magazine in key catchments like women’s colleges, cafes and beauty parlours to start form November to increase the reach

TV tie ups and cross promotions amongst Tamil channels popular with our TG

Cover Launch events

Tie up with Mrs. Chennai, an extremely popular pageant in Chennai which gets widespread coverage and participation

Subscription reach to be extended to Mumbai and other metros having substantial Tamil readers

Future Plans

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Thank you