final copy femina buyology

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INTRODUCTION

Industry Profile

Media in India

Market Definition

The media industry consists of the advertising, broadcasting & cable TV, publishing and movies

& entertainment markets. The advertising market consists of agencies providing advertising

including display advertising services. The market value reflects income of the agencies from

such services. The broadcasting & cable TV market consists of all terrestrial, cable and satellite

broadcasters of digital and analog television programming. The market is valued as the revenues

generated by broadcasters through advertising, licensing (or public donations) and subscriptions.

The publishing market is valued at the retail sale of books, newspaper and magazines. The

movies & entertainment market includes both producers and distributors of public entertainment

formats, such as movies, music and sports. The sports and movie box office sectors have been

valued as the revenues received by box offices from total annual admissions. The music and

video sectors have been valued using the retail selling price (RSP) of items, such as DVD, VHS

and CD.

The Indian media industry had total revenue of $17.1 billion in 2010, representing a compound

annual growth rate (CAGR) of 10.5% for the period spanning 2006-2010.

The broadcasting & cable TV segment was the industries most lucrative in 2010, with total

revenue of $7.3 billion, equivalent to 42.9% of the industry's overall value.

The performance of the industry is forecast to accelerate, with an anticipated CAGR of 12.8%

for the five year period 2010-2015, which is expected to drive the industry to a value of $31.2

billion by the end of 2015

Christ University Institute of Management

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Market Analysis

The Indian media industry has experienced very strong, double digit growth in recent years, and

this trend is expected to continue throughout the forecast period. The broadcasting & cable TV

segment showed strong, double-digit growth in 2010, whilst the publishing segment showed

moderate growth.

The Indian media industry had total revenue of $17.1 billion in 2010, representing a compound

annual growth rate (CAGR) of 10.5% for the period spanning 2006-2010. In comparison, the

Chinese industry increased with a CAGR of 7.8%, and the Japanese industry declined with a

compound annual rate of change (CARC) of -0.5%, over the same period, to reach respective

values of $44.5 billion and $98.5 billion in 2010.

The broadcasting & cable TV segment was the industry's most lucrative in 2010, with total

revenue of $7.3 billion, equivalent to 42.9% of the industry's overall value. The publishing

segment contributed revenue of $4.2 billion in 2010, equating to 24.3% of the industry's

aggregate value.

Comparatively, the Chinese and Japanese industries will grow with CAGRs of 9.7% and 1.1%

respectively, over the same period, to reach respective values of $70.6 billion and $104.1 billion

in 2015.


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Market Value

The Indian media industry grew by 11% in 2010 to reach a value of $17.1 billion.

The compound annual growth rate of the industry in the period 2006–10 was 10.5%.


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Market Segmentation I

Broadcasting & Cable TV is the largest segment of the media industry in India, accounting for

42.9% of the industry's total value.

The publishing segment accounts for a further 24.3% of the industry.


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Market Segmentation II

India accounts for 8.9% of the Asia-Pacific media industry value.

Japan accounts for a further 51.2% of the Asia-Pacific industry.


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Competitive Landscape

The media industry will be analyzed taking broadcasting companies and publishers as players.

The key buyers will be taken as individual consumers, advertisers and retail outlets, and

production companies, paper merchants, and suppliers of printing equipment as the key

suppliers.

Technological advancements are having a profound affect on the world’s media with everyone

from publishers to TV stations investing heavily in new technology to improve their service

offering. Due to high differentiation between segments of the media industry, the analysis

presented will focus on two of the industry’s leading segments: broadcasting and cable TV, and

publishing. The media are adapting as technology advances. For example, technological

advancements have impacted on broadcasting with many major TV stations now having online

media players. Within the media industry, players often differentiate themselves by targeting

specific key demographics and niche markets, as well as specializing in specific sectors.

In publishing, printing is still the most commonly used method of mass-producing books,

newspapers and magazines but the ever-increasing popularity of online media is encourages new,

innovative ways of reaching consumers, which will invariably attract new players to the market.

Broadcasting players will be taken as public broadcasting companies and independent

broadcasters. Companies within the broadcasting and cable TV market gain their revenues

through a range of different channels. Public broadcasting companies typically gain their

revenues through state enforced licensing fees, government funding and advertising. Other

broadcasting companies gain revenues through the sale of advertising time and subscription fees.

There are therefore essentially two types of buyers with respect to the market, consumers paying

subscription fees and advertisers buying screen-time. Individual consumers have very little buyer

power as the price is fixed by the state and is a legal requirement upon owning a TV. Individuals

can only make an impact as a whole by displaying preferences of a product through viewing

figures. They can though, choose whether or not to subscribe to pay TV services.


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However, as these services often hold exclusive broadcasting rights for sport and leading dramas,

they are viewed as a necessity by some consumers.

In the case of the publishing market, players will be considered as publishers (who produce,

serve and/or market media in the disciplines of: books; magazines and newspapers) and retail

outlets (such as bookstores, independent retailers, and supermarkets) as buyers. However,

consumer preference will likely have a strong pull-through on these outlets; especially in relation

to books.

Supermarkets and independent retailers have finite shelf-space dedicated to published media, so

consumer preference is even more significant in relation to what is stocked (bookstores will

dedicate a lot more space to cater for different consumer needs), and this selectivity increases

buyer power to an extent. Online distributors are not affected by this issue of 'shelf space' and

therefore titles can be sold to order (including back-issues of magazines and newspapers).

Customers will have preference towards certain titles, and customer loyalty to specific

newspapers is particularly apparent. Overall, buyer power is moderate.

Production companies form a major supplier to broadcasters, who either commission the

production of programming or purchase broadcast rights for programming. The supplier power

of production companies typically depends upon the quality of content, dictated by viewing

figures, to make the product saleable to advertising businesses. For example, a production

company tendering the rights for a successful television series would be expected to have

significantly more supplier power than a production company searching for a broadcaster to

commission a new series. In addition, transmission service providers provide vital technical

services for the broadcasting of terrestrial channels. There are a small number of large players

within the managed transmission service industry.


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Suppliers to publishers include paper merchants, suppliers of printing equipment, renters of

office space, computer manufacturers etc. These various suppliers vary in size and number

depending on the specific supply. For example there are a greater number of computer

manufacturers and suppliers than there are paper merchants, so computer manufacturers have a

much stronger position relative to market players, which illustrates how supplier power can

differ depending on the specific supply. Furthermore, paper is a key resource to this market and

the price of specific varieties of paper varies depending on quality, which increases the supplier

power of paper merchants to an extent. Overall, supplier power is moderate.

The success of individual broadcasters is determined by overall viewing figures and individual

consumers incur no switching costs, unless they opt to pay for subscription TV services. A

significant barrier to the entrance of new players into terrestrial broadcasting is the limited choice

of available frequencies and therefore licenses in many countries. However, the switch off away

from analogue television broadcasting will free-up frequencies for digital broadcasting. This will

enable more channels to be broadcast via the terrestrial platform and therefore may present

opportunities for new players to enter the market. The threat of new entrants is significantly

higher with respect to cable and satellite broadcasting platforms due to their higher channel

capacity. However, viewing figures and therefore advertising revenues are typically considerably

lower than those of terrestrial channels. Moreover, it is difficult for new entrants to secure the

rights to popular programs such as CSI as these command large amounts of money.

The use of the internet as a broadcasting platform is becoming increasingly popular, with

unlimited broadcasting capacity. Leading broadcasters have invested significantly in online

broadcasting platforms and have very strong brand images. Such players are able to maintain

high levels of capital expenditure in purchasing rights to the most popular content, which

presents a significant impediment to the success of new players.


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Customers will have preference towards certain titles, and customer loyalty to specific

newspapers is particularly apparent. Overall, buyer power is moderate.

Production companies form a major supplier to broadcasters, who either commission the

production of programming or purchase broadcast rights for programming. The supplier power

of production companies typically depends upon the quality of content, dictated by viewing

figures, to make the product saleable to advertising businesses. For example, a production

company tendering the rights for a successful television series would be expected to have

significantly more supplier power than a production company searching for a broadcaster to

commission a new series. In addition, transmission service providers provide vital technical

services for the broadcasting of terrestrial channels. There are a small number of large players

within the managed transmission service industry.

Suppliers to publishers include paper merchants, suppliers of printing equipment, renters of

office space, computer manufacturers etc. These various suppliers vary in size and number

depending on the specific supply. For example there are a greater number of computer

manufacturers and suppliers than there are paper merchants, so computer manufacturers have a

much stronger position relative to market players, which illustrates how supplier power can

differ depending on the specific supply. Furthermore, paper is a key resource to this market and

the price of specific varieties of paper varies depending on quality, which increases the supplier

power of paper merchants to an extent. Overall, supplier power is moderate.

The success of individual broadcasters is determined by overall viewing figures and individual

consumers incur no switching costs, unless they opt to pay for subscription TV services. A

significant barrier to the entrance of new players into terrestrial broadcasting is the limited choice

of available frequencies and therefore licenses in many countries. However, the switch off away

from analogue television broadcasting will free-up frequencies for digital broadcasting. This will

enable more channels to be broadcast via the terrestrial platform and therefore may present

opportunities for new players to enter the market. The threat of new entrants is significantly

higher with respect to cable and satellite broadcasting platforms due to their higher channel

capacity.


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However, viewing figures and therefore advertising revenues are typically considerably lower

than those of terrestrial channels. Moreover, it is difficult for new entrants to secure the rights to

popular programs such as CSI as these command large amounts of money.

The use of the internet as a broadcasting platform is becoming increasingly popular, with

unlimited broadcasting capacity. Leading broadcasters have invested significantly in online

broadcasting platforms and have very strong brand images. Such players are able to maintain

high levels of capital expenditure in purchasing rights to the most popular content, which

presents a significant impediment to the success of new players.

In the publishing market, paper is a key resource and new entrants would need to establish

relations with a paper merchant for regular supplies beforehand. The availability of cheap, high

quality printing in many Asian countries is producing an escalation in local piracy including

commercial photocopying of standard texts. This may affect new entrants having relative success

in the Indian publishing market, (as well as impacting on the operations of existing players), and

may well act as a deterrent to entry. Furthermore, the presence of strong incumbents, such as

News Corporation and The Times Group, who benefit from large economies of scale and

distribution networks, makes it difficult for new players to establish themselves. However, strong

double-digit growth both in recent years and forecast for the future may still be enough to attract

new players. Overall, there is a moderate threat of new entrants.

Other forms of entertainment such as film, PCs and video games, can be considered as potential

substitutes to the broadcasting and cable TV market. A significant increase in popularity of other

entertainment forms could possibly impact upon viewing figures and thus advertising revenue.

The rise of downloading programs through the internet, both legally and illegally, has a

substantial impact as people download episodes of hit shows before they are shown on TV or to

avoid paying subscription fees. TV is still the most effective form of advertising for a company

but it is generally more expensive than internet, radio and game advertising.


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Substitutes to the publishing market include other forms of media, educational material and

entertainment, such as television, CD-ROM learning software and computer gaming, to name but

a few.

The internet allows for a substitution from the physical format of books, newspapers and

magazines, with the option of online versions and e-books, with the advantage of updated

versions and revisions being much easier and more cost-effective to implement. However,

publishers are attempting to utilize the internet as part of their business and this separate

distribution channel is gaining popularity and is therefore not a true substitute. Overall, the threat

of substitutes is considered to be strong.

Players do not compete directly for revenues from end-users, but for viewing figures, which in

turn determine advertising revenue for commercial players. Individuals incur no switching costs

when choosing between broadcasters’ channels (unless switching to pay TV services) which

raises competition for viewing numbers. Rivalry is strong between broadcasters to purchase the

broadcasting rights for the most popular programs, events and sporting events. Players within the

market are typically large, owning multiple television channels; they, therefore, have a high level

of assets, with high fixed costs and exit costs. There is a high degree of differentiation between

players within the market, with rivalry greater between players broadcasting shows and events of

similar genres. Large publishers dominate the Indian market, and although they are diversified

through various subsidiaries spanning a broad range of media, there is strong rivalry. Strong

double-digit industry growth and the extent of product differentiation ease rivalry. However, the

dominance of leading players, coupled with the relative low cost of expansion and capacity

increases allow them to further expand, diversify and target related markets, which could

increase rivalry. Players differentiate themselves through the type of works that they publish,

although essentially the process of production is very similar between players. Overall, there is a

moderate degree of rivalry.


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Magazine Industry Sectors

Magazines are periodicals that can be categorized as belonging to one of these magazine industry

sectors:

Consumer Magazines (General and Specialist)

Business / Trade / B2B Magazines

Customer Publishing / Contract Publishing / Custom Publishing

Newspaper Supplements.

Other types of periodicals include part works and academic journals. Part works have a fixed

number of issues and are designed to be collected as a set on a particular topic.

Ad Spend Share by Medium Ad Spend Trends ($bn)

There are 3,831 number of consumer magazine. There are 34% newsstand sales, €3.95bn is the

ad expenditure and 21% share of ad spend.


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Top 10 Advertisers

RAN

K

ADVERTISER

1 Hindustan Unilever

2 Reckitt Benckiser (India)

3 Coca Cola India

4 Bharti Airtel

5 ITC

6 LG Electronics India

7 Cadbury's India

8 Pantaloons Retail India

9 Procter & Gamble

10 L'Oreal India

Source: Nielsen Global AdView Pulse Q4/2009


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Top 10 Women's Magazines

TITLE PUBLISHER FREQUENCY PRICE

Vanitha (Malyalam) MM Publications Fortnightly -

Meri Saheli (Hindi) Pioneer Book Company Monthly -

Griha shobha

(Hindi)

BDelhi Press Group Fortnightly -

Grihlakshmi Mathrubhumi - -

Vanitha (Hindi) MM Publications Fortnightly -

Sarita (Hindi) Delhi Press Group Fortnightly -

Femina Worldwide Media Fortnightly 50/-

Women’s Era Delhi Press Group Fortnightly -

Good Housekeeping Living Media India Monthly -

Cosmopolitan Living Media India Monthly -

FIPP World Magazine Trends 2010-2011


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Topic Introduction

Brand extension or brand stretching is a marketing strategy in which a firm marketing a

product with a well-developed image uses the same brand name in a different product category.

The new product is called a spin-off. Organizations use this strategy to increase and

leverage brand equity (definition: the net worth and long-term sustainability just from the

renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It

increases awareness of the brand name and increases profitability from offerings in more than

one product category.

A brand's "extendibility" depends on how strong consumer's associations are to the brand's

values and goals. Ralph Lauren’s Polo brand successfully extended from clothing to home

furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a

similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity

from basic baking soda into the oral care and laundry care categories. By emphasizing its key

attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able

to leverage those attributes into new categories with success. Another example is Virgin Group,

which was initially a record label that has extended its brand successfully many times; from

transportation (aeroplanes, trains) to games stores and video stores such a Virgin Megastore.

In the 1990s, 81% of new products used brand extension to introduce new brands and to create

sales. Launching a new product is not only time consuming but also needs a big budget to create

awareness and to promote a product's benefits. Brand extension is one of the new product

development strategies which can reduce financial risk by using the parent brand name to

enhance consumers' perception due to the core brand equity.


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While there can be significant benefits in brand extension strategies, there can also be significant

risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension

may dilute and deteriorate the core brand and damage the brand equity. Most of the literature

focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the

failures of brand extension are at higher rate than the successes. Some studies show that negative

impact may dilute brand image and equity. In spite of the positive impact of brand extension,

negative association and wrong communication strategy do harm to the parent brand even brand

family.

Product extensions are versions of the same parent product that serve a segment of the target

market and increase the variety of an offering. An example of a product extension is Coke vs.

Diet Coke in same product category of soft drinks. This tactic is undertaken due to the brand

loyalty and brand awareness they enjoy consumers are more likely to buy a new product that has

a tried and trusted brand name on it. This means the market is catered for as they are receiving a

product from a brand they trust and Coca Cola is catered for as they can increase their product

portfolio and they have a larger hold over the market in which they are performing in.

Brand awareness

Brand awareness refers to customers' ability to recall and recognize the brand under different

conditions and link to the brand name, logo, jingles and so on to certain associations in memory.

It helps the customers to understand to which product or service category the particular brand

belongs and what products and services are sold under the brand name. It also ensures that

customers know which of their needs are satisfied by the brand through its products (Keller).

Brand awareness is of critical importance since customers will not consider your brand if they

are not aware of it.

'Brand love', or love of a brand, is an emerging term encompassing the perceived value of the

brand image. Brand love levels are measured through social media posts about a brand, or tweets

on sites such as Twitter. Becoming a Facebook fan of a particular brand is also a measurement of

the level of 'brand love'.


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Brand extension may be successful or unsuccessful.

Instances where brand extension has been a success are-

i. Wipro which was originally into computers has extended into shampoo, powder, and

soap.

ii. Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a slab of

chocolate.

Instances where brand extension has been a failure are-

i. In case of new Coke, Coca Cola has forgotten what the core brand was meant to stand

for. It thought that taste was the only factor that consumer cared about. It was wrong. The

time and money spent on research on new Coca Cola could not evaluate the deep

emotional attachment to the original Coca- Cola.

ii. Rasna Ltd. - Is among the famous soft drink companies in India. But when it tried to

move away from its niche, it hasn’t had much success. When it experimented with fizzy

fruit drink “Oranjolt”, the brand bombed even before it could take off. Oranjolt was a

fruit drink in which carbonates were used as preservative. It didn’t work out because it

was out of synchronization with retail practices. Oranjolt need to be refrigerated and it

also faced quality problems. It has a shelf life of three-four weeks, while other soft-

drinks assured life of five months.


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Advantages of Brand Extension

Brand Extension has following advantages:

1. It makes acceptance of new product easy.

a. It increases brand image.

b. The risk perceived by the customers reduces.

c. The likelihood of gaining distribution and trial increases. An established brand

name increases consumer interest and willingness to try new product having the

established brand name.

d. The efficiency of promotional expenditure increases. Advertising, selling and

promotional costs are reduced. There are economies of scale as advertising for

core brand and its extension reinforces each other.

e. Cost of developing new brand is saved.

f. Consumers can now seek for a variety.

g. There are packaging and labeling efficiencies.

h. The expense of introductory and follow up marketing programs is reduced.

There are feedback benefits to the parent brand and the organization.

a. The image of parent brand is enhanced.

b. It revives the brand.

c. It allows subsequent extension.

d. Brand meaning is clarified.

e. It increases market coverage as it brings new customers into brand franchise.

f. Customers associate original/core brand to new product, hence they also have quality

associations.


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Disadvantages of Brand Extension

1. Brand extension in unrelated markets may lead to loss of reliability if a brand name is

extended too far. An organization must research the product categories in which the

established brand name will work.

2. There is a risk that the new product may generate implications that damage the image of

the core/original brand.

3. There are chances of less awareness and trial because the management may not provide

enough investment for the introduction of new product assuming that the spin-off effects

from the original brand name will compensate.

4. If the brand extensions have no advantage over competitive brands in the new category,

then it will fail.


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RESEARCH METHODOLOGY

Title of the project:

“Consumer awareness and analysis of Femina Buyology, a brand extension of Femina”

Background:

“Femina Buyology", is the brand extension of "Femina Magazine". It's a unique platform to

reach out to the Femina readers in Bangalore. Femina Buyology caters to a broad market with

featured ideas that appeal to the modern Life & Style of an ever changing Bangalore city.

It is a ready reckoner on Bangalore made for Bangaloreans. The supplement contains

information on Page 3 circle, Best places for shopping, property deals and much more. Femina

Buyology comes as a supplementary issue which is circulated with the main Femina Magazine.

This magazine is for the women of today, primarily Bangaloreans, to inspire her, give her space,

inform about whats new in the city, where and help her prepare her ‘It List’ Keeping this as the

back ground, a survey was conducted to find out if the market is aware of the supplementary

issue and also what the readers expect out of it.

Objective:

To understand the readers preference towards women magazines.

To find out the level of awareness of Femina Buyology.

To analyze the readers attitude towards Femina Buyology.

To analyze the reader’s preference in terms of feature like promotions, events, products

in market etc.

To promote Femina Buyology.

To understand the potential market in Bangalore for Femina Buyology.

.

Research Data Collection


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The data for the study of the consumer awareness collected through two main sources broadly

classified into:

Primary Sources

Primary source of data was collected through questionnaire method which was filled by random

people.

The questionnaire contained fourteen questions. The respondents had to tick the options that

were given or give their feedback on blank space in each question. After the questionnaire was

designed the field work was organized. The questionnaire was distributed and the feedback was

taken personally. After collecting the required information the questionnaire was transferred to

the work sheet. A master chart was prepared with tally marks. The findings were finally recorded

and the data was represented in tables and charts graphically.

Secondary Sources

Computers and information technology have played a major role in providing information in

today’s world. Through extensive use of internet information, requirements were fulfilled.

These include information on all brands and current market scenario of Women magazines. The

company’s profile was extracted from the internet and through other independent surveys

conducted by reliable sources.

Sample Surveys

Experience from the experts reveals that it is not realistically possible to approach all customers.

Thus careful sampling of representative customers is essential. Different cross sections of the

customers that make up the bulk of the market were selected in Bangalore. In total 250

respondents were approached personally in colleges, malls, residential areas, fashion boutiques,

beauty parlor and coffee shops.

Plan of Analysis


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To analyze the objectives of Femina Buyology, 250 respondents were randomly sampled to fill

the questionnaire.

The questionnaire contains questions relating to the consumer awareness of Femina Buyology as

a brand extension of Femina. The survey took a month to complete. After the questionnaires

were filled the analysis of the answers will be done and converted into a graph to make the study

much easier. Finding and suggestions were given after the analysis is done.

Limitations of the Study

There were few limitations in conducting the research. They are as following:

The research work had to be completed in a stipulated time.

The cost factor of the research also was a limitation.

Unwillingness on the part of customers to give the feedback in the questionnaire.

Only nearly half of the respondents read the questions honestly to give the feedback.

The survey was restricted to selected areas in Bangalore.

COMPANY PROFILE


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The Times Group

The Times Group, one of India’s leading media groups, provides media publishing services. The

company offers newspapers, magazines, internet, and electronic commerce information

publication services. Additionally, it provides radio and television programs production and

distribution, and mobile value added services. The company was founded in 1838 as The

Bombay Times and Journal of Commerce and changed its name to The Times of India in 1861.

The group reaches out from 11 publishing centers, 15 printing centers, 55 sales offices, over

7,000 employees, 5 dailies including two of the largest in the country, with approx 4.3 million

copies circulated daily, 2 lead magazines, 29 niche magazines reaching 2,468 cities and towns

and 32 Radio Stations (figures as of 2008). Its brands include: The Economic Times, Times of

India, Femina, Sandhya Times, Times FM, and Filmfare. The company’s most popular title is

The Times of India (TOI) - a popular English language broadsheet daily newspaper in India. It

has the widest circulation among all English-language daily newspapers in the world, across all

formats (broadsheet, compact, Berliner and online). The Times of India comes with several city-

specific supplements, such as: Delhi Times, Calcutta Times, Bombay Times, Hyderabad Times,

Kanpur Times, Lucknow Times, Indore Times, Nagpur Times, Bangalore

Times, Pune Times, Ahmedabad Times and Chennai Times, The Times of South Mumbai, The

Times of Doon, Meerut Plus, Haridwar Plus, and Bhopal Plus.

In 2008, the newspaper reported that (with a circulation of over 3.1 million) it was certified by

the Audit Bureau of Circulations as the world's largest selling English language daily newspaper,

placing it as the 8th largest selling newspaper in any language in the world. The first edition of

the newspaper appeared on November 3, 1838, then known as The Bombay Times and Journal

of Commerce. The newspaper was published twice a week under editor J.E. Brennan. In January

2007, the Kannada edition was launched in Bangalore and in April 2008 the Chennai edition was

launched.

The Times Group flagship company is Bennett, Coleman & Co. Limited. The Times Group’s

subsidiary companies include: Times Infotainment Media Limited (TIML) & Entertainment

Network India Limited (ENIL) that together control: Radio Mirchi (national network of Private


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FM stations), 360 Degrees (Event Management), Times Outoors (Outdoor Advertising &

Billboard Marketing), Mirchi Movies Limited (Movie production, Entertainment); Times

Internet Limited (TIL), which has: Indiatimes portal and Times of Money (an online payments

portal specializing in remitting money to India and other parts of the world); Times Global

Broadcasting Limited - previously a Joint Venture with Reuters. The company heads: Times

Now (a news channel), Zoom (a lifestyle channel); Times Business Solutions controls: TBSL

(corporate website of TBSL), Times Jobs (a jobs portal), SimplyMarry earlier known as

TimesMatri (a matrimonial portal), Magic Bricks (a real estate portal), Yolist (free classifieds

portal), Ads2Book (online classifieds booking system for print publications); World Wide

Media - a magazine joint venture between BCCL and BBC magazines.

WWM heads: Filmfare, Filmfare Awards, Femina, Femina Miss India, A Beauty Paegent, Top

Gear India, Hello, BBC Good Homes, TIML Golden Square Limited which purchased Virgin

Radio (soon to be called Absolute Radio) in the United Kingdom. This company is a direct

subsidiary of BCCL (not through TIML or ENIL). In 2009, the company launched its latest

business channel entitled ET Now.

Key Metrics

The company recorded a turnover in excess of $700 million in 2008. Further financial details are

not available.

WorldWide Media Pvt Ltd


WorldWide Media

In the year 2004, the media landscape witnessed the inception of a strategic alliance, when

India's largest media and entertainment conglomerate, The Times Group, and The BBC

WorldWide, which is a household name the world over, came together to form World Wide

Media (WWM).

Worldwide Media is a 50:50 company owned by BBC Worldwide and The Times Group, India’s

largest media group. The company publishes more that 25 magazine titles. Among them are

Femina - India’s largest English language women’s magazine and Filmfare – India’s largest

English language movie magazine. After the collaboration, WWM successfully launched the

Indian edition of BBC Top Gear Magazine and Hello as well.

In India, there is an avid interest about glamorous lifestyles of the rich and famous. There is a

huge untapped market potential for international and national celebrity content in a glossy

magazine format. Therefore we at WWM are now on the threshold of releasing two international

luxury magazines. We would like to invite you to be a part of this journey by associating with

the brand and partnering us in ancillary events.

Want a page-by-page panorama of the modern Indian woman and find out what echoes with her

today? Simply pick up the latest issue of Femina which for over 50 years has been a friend, a

companion and an inspiration for Indian women.

If there is one name that cuts across genres and age groups in the country, it's Bollywood! And

Filmfare has been the window into this magical world for generations of Indians

TRENDS, one of the most widely read architecture and design magazines in the world. Currently

in 10 countries, India is the 11th edition of this magazine. Launched in India as the Home

TRENDS series, the magazine is well poised to meet the demand for a world-class source of

reference on Architecture and Design. With its outstanding and pertinent features, Home

TRENDS is all set to raise the bar by catering to the varied and evolving design sensibilities of

today's India. This is Bookazine for professionals, is a very practical source of ideas and

inspiration with comprehensive details of each project featured.

Science Enthusiast? History Buff? Nature Lover? BBC Knowledge brings the latest and the best


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from the fields of Science, History and Nature to satisfy the curious mind.

Having become the definitive life and lifestyle guide for progressive Indian women, extending

Femina to fit the needs of the Hindi-speaking woman seemed like the next thing to do. In

2008, Femina Hindi was launched - speaking to the modern Hindi-speaking woman in a

language and style that she is most comfortable with.

Brands in WWM

Femina

The story of Femina, India's first and most read women's English magazine, reads much like the

story of the urban Indian woman. For over 50 years now, Femina has been capturing the essence

of the modern woman, and how she has been evolving.

Now, looking back, there's only one thing they have to say: they've both come a long way. From

the first Miss India in the 60s, the sexual revolution of the 70s, the makeup and fashion mores of

the 80s, the fairytales of Sushmita Sen and Aishwarya Rai in the 90s, to the reality TV boom of

the noughties, much has changed however; some things haven't changed at all. Femina has long

been the definitive life and lifestyle guide for progressive women. In this brave new age of the

multi-faceted, multitasking woman, Femina still remains the referral point for women who are

expanding their roles, and exploring new frontiers. And continues to talk to forward- thinking

women on issues that matter most to them.

To celebrate how far the progressive Indian woman has come, Femina, decided to give them self

a total makeover. Femina now sports a bold new look and attitude, and covers a whole lot of

fresh content and topics that appeal to the young, confident and outgoing woman of today. Even

the advertising has moved from our tagline, 'Believe' to 'For all the women you are'.

Over the years, Femina's readership has constantly grew, with over 60% of its English edition

readers in the age group of 25-45 years and over 76% of its Hindi edition readers in the age

group of 16-45 years. Today, the reader is not 'just' a housewife or 'just' a professional, but she's

both & more. And like the readers, they too evolved.

They’ve made waves in other circles as well. For example, the biggest, internationally


http://www.worldwidemedia.in/femina_hindi/femina_hindi.php

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recognized properties India has ever developed 'Femina Miss India. Over the years, it has

become a symbol of elegance, intelligence, wit and beauty. Renowned names like Persis

Khambata, Zeenat Aman, Sushmita Sen, Aishwarya Rai and Priyanka Chopra began life as a

Femina Miss India contestant before taking centre-stage in every household.

Femina in Hindi, an extension of the brand Femina was launched in October 2008. It brings to

the table; the values, content and quality which the Indian woman has come to expect from

Femina English. It addresses similar issues as Femina while speaking to her in a language she is

comfortable with.

In 2008, Femina went on to launch 'Femina What to Wear', which is India's first ever shopping

magazine. Acting as the ultimate shopping guide, it quite literally tells the shopper what to wear

& as an added bonus tells her where it is available as well. Crossing boundaries, it also covers

international trends while giving readers the know-how to carry it off or create their own style.

Femina, along with its various verticals like Femina Brides, the Femina Book of Travel, the

Cookbook and the Femina Book of Parenting, went hand in hand with women & progress which

came with every page turn.

Today, Femina has its online incarnation: 'www.Femina.in'. With it, Femina aims at reaching out

to women 24 hours of the day. The website covers a bandwidth of topics including Fashion,

Relationships, Beauty, Buzz, Health, Food, Your Space and Spotlight making it a one-stop-

destination for women online. The website also features user-generated content in the form of

tips, communities, forums, polls, contests and other interactive content formats which add to the

experience of the end user.

Filmfare


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For over five decades now, Filmfare has been the official handbook on everything Bollywood for

the diehard fan, which, in India is almost everyone. It is also a magazine that film stars think of

first & trust most when they want to open up to their fans.

With its exclusive interviews, classy photo-shoots, insider stories, sneak peeks, Bollywood

fashion coverage, movie reviews & special features, Filmfare captures Bollywood's biggest stars

and divas at their most colourful & candid best.

As India's No. 1 entertainment magazine, Filmfare has through the years, turned from a monthly

into a fortnightly, launched an edition devoted to the southern film industry and gained a

readership of more than 2 million fans!

There's no better evidence of Filmfare's hold on the industry than the Filmfare Awards.

Considered the Oscars of India, it has become the benchmark for excellence in mainstream

cinema, and a much sought after accomplishment by industry professionals. Over the years, the

awards night has evolved into a glamorous extravaganza featuring star performances, drawing

millions of people to their TV sets.

The Southern Filmfare Awards were also started in conjunction with the main Bollywood

awards. It was a celebration of excellence in four languages-- Kannada, Malayalam, Tamil and

Telugu.

From a modest ceremony which lasted for less than a couple of hours, the Filmfare Awards

ceremony has morphed into the most breathtaking and marvelous show that the country waits for

with bated breath each year. The awards ceremony has always been marked by a distinct brand

of elegance, dignity and unparalleled magic. Today it's an exclusive and a 'by invitation only'

event for the creme-de-la-creme of the industry.

On the web, www.Filmfare.com provides exclusive movie and celebrity content on the web and

aims to be the ultimate film portal.


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Grazia

Grazia India, the 10th edition of this hugely popular title that was voted UK's No. 1 Magazine

two years in a row, is a monthly fashion magazine with a powerful and unique editorial formula

that makes it stand out from other publications in its genre.

Grazia works on a distinctive 'Easy Chic' philosophy, decoding fashion and the latest trends,

keeping style upscale but wearable, chic but real. Grazia takes its readers to the front row of prêt

and couture shows in the fashion capitals of the world, updating them on trends as they break

globally, introducing them to designers and delivering interviews with the hottest stars. Not

surprisingly, Grazia appeals greatly to fashionistas across the country.

Grazia also follows a 'News with Shoes' formula, keeping its readers abreast with not only the

latest in style, but also world news and women's issues. So if you're looking to reach a discerning

fashion savvy woman, your search ends here, with Europe's No.1 style magazine.

HELLO!

Want to get up close with celebrities from around the world and feel welcomed in a world full of

royalty, celebrities, society doyennes, the NRI diaspora, the arterati and the lifestyle moguls?

Pick up the next copy of HELLO! - the world's most loved and celebrated celebrity magazine.

Over the years, HELLO! has given its readers access from closed-door parties by corporate

giants to world exclusives worth millions of dollars. It is easily the only magazine that can boast

of taking its readers where no other magazines have ever dared to venture - right into the

celebrities' personal spaces.

While HELLO! is your easy access into the celebrities' lives, it also allows the celebrated

personalities to open up with you on various subjects and issues of the world. One of the best

features of HELLO! is its interviews, which makes readers feel that they have met the celebrity,


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visited him or her and come away as a friend.

Established in the 1930s in Spain, HELLO! has over 11 international editions, giving it

unmatched depth and variety. Its Indian edition, launched in April 2007 has captivated a huge set

of loyal readers, advertisers and celebrities for its exclusive and dignified portrayal of

personalities. HELLO! India celebrated its 3rd anniversary in April 2010.

BBC Top Gear

When it comes to being driven by passion for cars, there is one magazine that fuels it up for the

whole new breed of enthusiasts who see cars as a lifestyle, not a data sheet - the BBC Top Gear.

Being the world's leading motoring magazine, BBC Top Gear has editions covering 50 countries,

capturing every little action and thrills of the motoring world.

BBC Top Gear brings in its pages 'the real story' - an honest, irreverent and humorous view of

driving the world's most exciting cars to their limit.

To give the readers the real experience every month, BBC Top Gear puts them in the driver's seat

and powers it with opinionated, entertaining material, like Features - where we conduct road tests

with a twist, taking the cars to the limit in situations that bring out their true character; Metal -

which gives you a sneak preview of the coolest new and concept cars from around the world;

Faces - where you come face-to-face with the who's who of the auto world; Drives - which offers

know-it-all dope on latest cars; TG2 Wheels - where the newest and fastest bikes get the TG

treatment; Gear- where you can check out the latest products, accessories, games, movies and

more; Buyers Guide - which is a comprehensive guide to every single car and bike available in

the market.

A heady mix of torture-tests of fresh wheels on exotic locations, sneak peek at cool automotive

trends and the wit of world-renowned columnists like Jeremy Clarkson, makes Top Gear a great

read for both petrol heads and just about anyone who enjoys a good story.

BBC GoodHomes


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Home is where the heart is, and that is exactly where the heart of BBC GoodHomes lies. Today it

is one of the most preferred & leading dé cor magazines that inspire its readers with innovative

ideas that fit every space & budget.

From kitsch to classic, simple to sublime, understated to ostentatious, no matter what the design

sensibility or individual style, BBC GoodHomes offers its readers an eclectic mix of dé cor

suggestions and DIY tips.

Some of the many reasons that make BBC GoodHomes a precious pick are its 8 editorial pillars.

These comprise Cover Features - which offer interesting and fun advice that are easy and

practical in nature to be implemented at homes. Real Homes - that open doors to the world of the

liveliest and engaging homes. Decorating - This is a comprehensive source of beautifying

techniques and dé cor course. Art - This brings experts’ interpretation of form, colour and space

to simplify it for the readers. Gardens and Flowers - which offer a bouquet of ideas & tips from

bonsais to flower arrangements. Travel - that gives you suggestions on where to go and how to

bring the local essence back home. Technology - that talks about combining convenience and

style along with aesthetics. Problem Solved - This is where you get answers to your queries from

the experts on good homes and better living.

BBC GoodHomes is supported by a celebrated advisory board that include renowned

personalities like Hafeez Contractor - the scion of Indian architecture; Nisha Jamvwal - award

winning interior and fashion designer; Tripat Kalra - the leader of the revolution in Indian art; JJ

Valaya - the name synonymous with posh ensembles and dé cor. Anjaleka Kriplani - a renowned

interior designer.

Lonely Planet Magazine India


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After 35 years of sending world travelers to parts known and unknown; Lonely Planet Magazine,

the world's most trusted and thumbed-through source on travel made its way to India as a

monthly magazine.

Lonely Planet Magazine India aims to inspire and enable travelers to connect with the world.

Encourage them to leave behind the mundane daily grind & sample different cultures first-hand.

Discover people, history and the land like a true traveler.

The magazine looks at travel not as destinations to visit, but as experiences. It opens up readers

to fresh and unique travel experiences, be it unheard-of places or entirely new ways of looking at

familiar places.

The magazine offers readers everything it takes to travel interestingly. A great mix of travel

destinations, both international and Indian, a fresh take on all things travel and extremely

practical and handy travel resources.

It is tailored to the tastes and preferences of Indian travelers and caters to the kind of experiences

they seek and the complexities they face. From 'Five Best' lists to celebrity travel experiences.

From 5-easy trips and stopovers to travel activity guides, where to find restaurants serving Indian

cuisines to tasting the world on a plate. Lonely Planet Magazine India has the world covered for

its readers.

TRENDS


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Back in 1984, TRENDS was launched in New Zealand to fulfill the need gap for an authoritative

source of reference on contemporary architecture and design. Since then, TRENDS has grown

from strength to strength to become one of the most loved and referred to magazines across 11

countries including Australia, USA, UAE, China, Singapore, Malaysia, Thailand, Indonesia and

Hong Kong. Making it probably the most widely read architecture and design magazine in the

world.

Launched in India in 2010 as Home TRENDS, the magazine is well-poised to meet the increase

in demand (due to the real estate boom in India) for a world-class source of reference in

Architecture and Design. Home TRENDS is all set to raise the bar of Indian architecture and

cater to the evolving sensibilities of today's India.

As a special interest publication, Home TRENDS is targeted towards architects, interior

designers, builders and developers, home appliance vendors and other trade professionals

looking for specific information or simply inspiration.

TRENDS was launched in New Zealand to fulfill the need gap for an authoritative source of

reference on contemporary architecture and design. Since then, TRENDS has grown from

strength to strength to become one of the most loved and referred to magazines across 11

countries including Australia, USA, UAE, China, Singapore, Malaysia, Thailand, Indonesia and

Hong Kong. Making it probably the most widely read architecture and design magazine in the

world. Launched in India in 2010 as Home TRENDS, the magazine is well-poised to meet the

increase in demand (due to the real estate boom in India) for a world-class source of reference in

Architecture and Design. Home TRENDS is all set to raise the bar of Indian architecture and

cater to the evolving sensibilities of today's India.

As a special interest publication, Home TRENDS is targeted towards architects, interior

designers, builders and developers, home appliance vendors and other trade professionals

looking for specific information or simply inspiration.

Home TRENDS with its unique approach and superior paper quality, is not just a magazine but

an architecture and design book that is driven by volume and not date. Every issue of Home


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TRENDS will have a really long shelf life and will stay in the stands with the newer issues.

Besides the trade, Home TRENDS will play a role in the lives of young, suave and well-travelled

urban Indians for whom a home is not just a place they live but a statement they make. A home

is their biggest and prized possessions and they leave no stone unturned in making it the most

beautiful place on earth. Home TRENDS will help them do so.

It’s an architecture and design book that is driven by volume and not date. Every issue of Home

TRENDS will have a really long shelf life and will stay in the stands with the newer issues.

Besides the trade, Home TRENDS will play a role in the lives of young, suave and well-travelled

urban Indians for whom a home is not just a place they live but a statement they make. A home

is their biggest and prized possessions and they leave no stone unturned in making it the most

beautiful place on earth. Home TRENDS will help them do so.

BBC Knowledge

Well-researched, handpicked stories are matched with arresting visuals and graphics to elucidate

subjects covering history, science and nature.

BBC Knowledge provides simple explanations for complex phenomenon, broaching topics like

forensics, chaos theory, artificial intelligence and animal behaviour. Insights on psychology give

perspective on why we behave the way we do, while curious questions are quenched by articles

that look into the mechanics of everyday life.


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Written by renowned academics and experts in the fields, BBC Knowledge's wide-range of

features provide riveting and up-to-date information on subjects ranging from treasure hunting in

the 21st century, Darwin's theory of evolution, the atomic bombing of Japan, global warming to

the rivers of the Amazon. With material that is meant to stimulate the mind, this magazine looks

to empower a young generation of readers.

The first edition, launched in the United States in August 2008, was an instant success; the

magazine was voted among the Top 10 newly-launched magazine's of 2008 by Library Journal,

USA. It is also available internationally in the United Kingdom, Brazil, Singapore and Bulgaria.

With its unique content and style, BBC Knowledge holds the key to the mysteries of the world.


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ANALYSIS AND INTERPRETATION

The age of the respondents:

Table I

Age

No. of

Respondents Percentage

18 – 24 53 21.20%

25 – 32 74 29.60%

33 – 39 48 19.20%

40 – 48 41 16.40%

49 plus 34 13.60%

Total 250 100.00%

Chart I

21%

30%19%

16%

14%

Age of the Respondent

18 – 2425 – 3233 – 39 40 – 48 49 plus

Analysis:

It is observed that majority of the respondents were between the age group of 25 – 32 and 18 –

24.


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The occupation of the respondents:

Table II

Occupation

No. of


Student 37 14.80%

Professional 67 26.80%

Employee 33 13.20%

Self Employed 39 15.60%

Home Maker 74 29.60%

Total 250 100.00%

Chart II

Occupation of the Respondent

StudentProfessionalEmployeeSelf Employed Home Maker

Analysis:

29% of the respondents were home makers and 27% were professional, we could see that

homemakers preferred reading women magazines.


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The marital status of the respondents:

Table III

Marital Status No. of Respondents Percentage

Single 73 29.20%

Married 177 70.80%

Total 250 100.00%

Chart III

29%

71%

Marital Status of the Respondent

SingleMarried

Analysis:

It was observed that 71 % of the married women prefer reading women’s magazine.


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The Family Monthly Income of the respondents:

Table IV

Family Monthly

Income No. of Respondents Percentage

Less than 20,000 31 12.40%

20,000 – 50,000 51 20.40%

50,000 – 1,00,000 75 30.00%

More than 1,00,000 93 37.20%

Total 250 100.00%

Chart IV

12%

20%

30%

37%

Family monthly Income of the Respondents

Less than 20,00020,000 – 50,00050,000 – 1,00,000 More than 1,00,000

Analysis:

The Family monthly income of 37% of the respondents is more than 1, 00,000.


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Women reading Magazine and women reading magazines based on marital status:

Table V

Women Reading Magazine (Yes/ No)

Particulars No. of Respondents Percentage

Yes 213 85.20%

No 37 14.80%

Total 250 100.00%

Table VI

Women Reading magazines based on marital status

Particulars Yes Percentage No Percentage Total

Single 59 27.70% 14 37.84% 73

Married 154 72.30% 23 62.16% 177

Total 213 100.00% 37 100.00% 250

Chart V Chart VI

85%

15%No. of Respondents reading Women Magazines

YesNo

28%

72%

Women Reading magazines based on marital status

SingleMarried

Analysis:

It is observed that 85% of the respondents read women’s magazine, whether once in a while or

regularly. Out of which 72% are married.


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Comparative study of women magazine based on age of the respondents:

Chart VII - 1 Chart VII - 2

1 2 3 4 5

18 – 24 0.0476190476190476

0.142857142857144

0.309523809523812

0.285714285714288

0.214285714285714

25 – 32 0 0.0476190476190476

0.142857142857144

0.285714285714288

0.523809523809524

33 – 39 0 0 0.35 0.225 0.425

40 – 48 0.0882352941176477

0.0588235294117647

0.205882352941176

0.32352941176471

0.32352941176471

49 plus 0.185185185185186

0.296296296296296

0.0740740740740741

0.185185185185186

0.259259259259259

5%25%45%65%85%

Femina

1 2 3 4 5

18 – 24 0 0.0606060606060606

0.242424242424244

0.333333333333333

0.363636363636364

25 – 32 0 0.16 0.28 0.28 0.28

33 – 39 0 0.222222222222222

0.444444444444444

0.166666666666667

0.166666666666667

40 – 48 0.210526315789475

0.421052631578949

0.210526315789475

0.105263157894737

0.0526315789473684

49 plus 0.2 0.600000000000001

0 0.2 0

5%25%45%65%85%

Vogue


1 2 3 4 5

18 – 24 0 0.025 0.225 0.325000000000002

0.425

25 – 32 0 0.0666666666666667

0.233333333333334

0.233333333333334

0.466666666666669

33 – 39 0.0384615384615385

0.0769230769230769

0.192307692307692

0.269230769230769

0.423076923076925

40 – 48 0.272727272727273

0.454545454545455

0.272727272727273

0 0

49 plus 0.466666666666669

0.4 0.0666666666666667

0 0.0666666666666667

5%25%45%65%85%

Cosmopolitan

1 2 3 4 5

18 – 24 0.380952380952384

0.285714285714288

0.285714285714288

0 0.0476190476190476

25 – 32 0.148148148148149

0.148148148148149

0.185185185185186

0.185185185185186

0.333333333333333

33 – 39 0.0571428571428571

0 0.22857142857143

0.171428571428571

0.542857142857143

40 – 48 0.0285714285714286

0 0.142857142857144

0.22857142857143

0.600000000000001

49 plus 0 0 0.25 0.35714285714286

0.392857142857145

5%25%45%65%85%

New Woman


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1 2 3 4 5

18 – 24 0 0.0434782608695652

0.217391304347828

0.478260869565219

0.260869565217393

25 – 32 0 0.222222222222222

0.333333333333333

0.333333333333333

0.111111111111111

33 – 39 0 0.2 0.4 0 0.4

40 – 48 0.285714285714288

0.428571428571429

0.142857142857144

0 0.142857142857144

49 plus 0.5 0.333333333333333

0.166666666666667

0 0

5%25%45%65%85%

Marie Claire

1 2 3 4 5

18 – 24 0 0 0.46875 0.21875 0.312500000000002

25 – 32 0.222222222222222

0.0555555555555555

0.222222222222222

0.27777777777778

0.222222222222222

33 – 39 0.0714285714285714

0.35714285714286

0.142857142857144

0.214285714285714

0.214285714285714

40 – 48 0.285714285714288

0.571428571428577

0 0 0.142857142857144

49 plus 0.333333333333333

0.666666666666667

0 0 0

5%25%45%65%85%

Elle


1 2 3 4 5

18 – 24 0.0869565217391305

0.0434782608695652

0.478260869565219

0.173913043478262

0.217391304347828

25 – 32 0.0526315789473684

0.0526315789473684

0.473684210526316

0.263157894736842

0.157894736842107

33 – 39 0.181818181818183

0.136363636363636

0.227272727272727

0.181818181818183

0.272727272727273

40 – 48 0 0 0.25 0 0.750000000000003

49 plus 0 0 0 0 0

5%25%45%65%85%

Grazia

1 2 3 4 5

18 – 24 0 0.08 0.2 0.16 0.56

25 – 32 0 0 0.194444444444446

0.222222222222222

0.583333333333333

33 – 39 0 0 0.15 0.3 0.55

40 – 48 0 0 0.117647058823529

0.47058823529412

0.411764705882356

49 plus 0 0 0.241379310344828

0.448275862068966

0.310344827586209

5%

25%

45%

65%

85%

Good Housekeeping


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Chart VII – 9

Femina Vogue Cosmopoli-tan

New Woman

Marie Claire

Elle Grazia Good House-keeping

Series1 0.048543689320388

4

0.05 0.090163934426229

5

0.102739726027397

0.078125 0.116883116883117

0.102941176470588

0

Series2 0.092233009708737

8

0.21 0.131147540983606

0.068493150684931

5

0.1875 0.181818181818182

0.073529411764705

9

0.012195121951219

5

Series3 0.218446601941748

0.27 0.204918032786886

0.212328767123288

0.265625 0.272727272727273

0.382352941176472

0.176829268292683

Series4 0.266990291262136

0.24 0.221311475409836

0.198630136986301

0.265625 0.194805194805195

0.191176470588235

0.323170731707318

Series5 0.373786407766991

0.23 0.352459016393443

0.417808219178083

0.203125 0.233766233766234

0.25 0.487804878048781

5.00%15.00%25.00%35.00%45.00%55.00%

Rating of the Magazine

Analysis:

It is observed that in the women magazine sector most women are aware of the magazine Femina

and Good Housekeeping, followed by New Woman.

While doing the analysis Good Housekeeping was rated the highest and then Femina followed by

New Woman among the age group 25 – 32.

Magazines like Cosmopolitan and Grazia were mostly preferred by the youth who are between

the age group 18 – 24.

Vogue received an average response. And in case of the magazines Marie Claire and Elle, the

level of awareness was fairly low and the ratings received by these magazines were also low in

comparison to other women magazines as these magazines are fashion magazine which cater to

women.


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Rating of the aspects important for women magazines based on age of the respondent:

Chart VIII - 1 Chart VIII - 2

1 2 3

18 – 24 0.0869565217391305 0.0746268656716418 0.34

25 – 32 0.130434782608696 0.417910447761194 0.310000000000002

33 – 39 0.195652173913042 0.238805970149254 0.16

40 – 48 0.23913043478261 0.134328358208955 0.15

49 plus 0.347826086956524 0.134328358208955 0.04

5%15%25%35%45%55%65%75%85%95%

Fashion & Shopping

1 2 3

18 – 24 0.565217391304348 0.25 0.119402985074627

25 – 32 0.260869565217394 0.517857142857143 0.223880597014925

33 – 39 0.0869565217391305 0.160714285714287 0.223880597014925

40 – 48 0.0434782608695652 0.0535714285714286 0.231343283582092

49 plus 0.0434782608695652 0.0178571428571429 0.201492537313434

5%15%25%35%45%55%65%75%85%95%

Recipes & Food Review


1 2 3

18 – 24 0.128205128205128 0.213333333333335 0.222222222222222

25 – 32 0.102564102564103 0.346666666666669 0.353535353535354

33 – 39 0.230769230769233 0.213333333333335 0.161616161616162

40 – 48 0.282051282051282 0.133333333333333 0.141414141414143

49 plus 0.256410256410256 0.0933333333333334 0.121212121212122

5%15%25%35%45%55%65%75%85%95%

Beauty Treatment & Spa

1 2 3

18 – 24 0.173913043478263 0.253012048192771 0.163934426229508

25 – 32 0.347826086956524 0.301204819277111 0.262295081967213

33 – 39 0.27536231884058 0.132530120481928 0.180327868852459

40 – 48 0.0869565217391305 0.192771084337349 0.213114754098362

49 plus 0.115942028985507 0.120481927710843 0.180327868852459

5%15%25%35%45%55%65%75%85%95%

Events & Exhibitions


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1 2 3

18 – 24 0.4 0.317460317460319 0.0476190476190476

25 – 32 0.266666666666667 0.23809523809524 0.361904761904767

33 – 39 0.222222222222222 0.222222222222222 0.161904761904762

40 – 48 0.0888888888888897 0.142857142857144 0.20952380952381

49 plus 0.0222222222222223 0.0793650793650794 0.219047619047619

5%15%25%35%45%55%65%75%85%95%

Social Awareness Topics

1 2 3

18 – 24 0.25 0.183673469387755 0.202702702702703

25 – 32 0.1875 0.346938775510206 0.304054054054056

33 – 39 0.25 0.26530612244898 0.162162162162163

40 – 48 0.125 0.102040816326531 0.18918918918919

49 plus 0.1875 0.102040816326531 0.141891891891893

5%15%25%35%45%55%65%75%85%95%

Health Related Topics

Chart VIII - 7

1 2 3

18 – 24 0.325842696629217 0.2 0.0434782608695652

25 – 32 0.303370786516858 0.272727272727273 0.333333333333333

33 – 39 0.202247191011238 0.127272727272727 0.231884057971015

40 – 48 0.0561797752808987 0.2 0.27536231884058

49 plus 0.112359550561797 0.2 0.115942028985507

5%15%25%35%45%55%65%75%85%95%

Family Trips


WorldWide Media

Chart VIII – 8

Fashion & Shopping

Beauty Treatment &

Spa

Health Re-lated Topics

Family Trips Events & Ex-hibitions

Recipes & Food Review

Social Awareness

Topics

Series1 0.215962441314554

0.183098591549296

0.0751173708920189

0.417840375586856

0.323943661971832

0.107981220657277

0.211267605633803

Series2 0.314553990610329

0.352112676056338

0.253521126760563

0.258215962441314

0.389671361502349

0.262910798122067

0.295774647887324

Series3 0.469483568075117

0.464788732394367

0.671361502347419

0.323943661971832

0.286384976525823

0.629107981220657

0.492957746478873

5.00%

25.00%

45.00%

65.00%

Rating of the aspects important for women magazines

Analysis:

It has been observed that the age group of the women influences their choice of content in the

magazines they read. According to the survey, the younger women falling between the age group

of 18 – 24 and 24 – 32 give more importance to fashion and shopping and beauty treatments and

spas.

Whereas the older women falling between the age group of 33 – 49 plus prefer reading about

social awareness topics, health related topics and recipes.

Events and exhibitions were given an average rating.

Health related topics were given the most importance with 67%, Recipes & Food Review is

given more importance with 63% and Family trips were given less importance in comparison to

other aspects of the magazine.


WorldWide Media

Awareness of the magazine Femina by respondents:

Table IX


Yes 235 94.00%

No 15 6.00%

Total 250 100.00%

Chart IX

94%

6%

Awareness of the magazine Femina

YesNo

Analysis:

Femina has predominantly been a market leader in the women’s magazine sector and majority of

the Indian women whether young or old are aware of Femina. According to the survey 94% of

the women are aware of the magazine i.e. readers and non – readers.


WorldWide Media

No. of years the magazine Femina is known by the respondents:

Table X

No. of years Femina is known


0-5 yrs 42 20.39%

5-10 yrs 51 24.76%

10-15 yrs 61 29.61%

15 yrs n above 52 25.24%

Total 206 100.00%

Chart X

20%

25%

30%

25%

No. of years Femina is known

0-5 yrs 5-10 yrs 10-15 yrs 15 yrs n above

Analysis:

It has been observed that most of the women have known the magazine for a long time.


WorldWide Media

Magazine known that cater to Bangalore:

Table XI

Magazine known that cater to Bangalore

Particulars No. of Respondents

Total

Repondents Percentage

Femina Buyology 93 213 43.66%

Jade 49 213 23.00%

o80 31 213 14.55%

Bangalore Timeout 81 213 38.03%

Others 0 213 0.00%

None of the above 86 213 40.38%

Total 340

Chart XI

Femina Buyology

Jade o80 Bangalore Timeout

Others None of the above

43.66%

23.00%

14.55%

38.03%

0.00%

40.38%

Magazine known that cater to Bangalore


WorldWide Media

Analysis:

It has been observed that 40.38% of the respondents are not at all aware of any magazines that

cater to Bangalore. Whereas the remaining respondents, 43.66% of them are aware of Femina

Buyology and 38.03% of them are aware of Bangalore Timeout. (I.e. taking 213 respondents for

calculating percentage for each magazine)

Awareness of the magazine Femina Buyology by respondents:

Table XII

Awareness of the magazine Femina Buyology


Yes 93 45.15%

No 113 54.85%

Total 206 100.00%

Chart XII

45%

55%

Awareness of the magazine Femina Buyology

YesNo

Analysis:

It has been observed that 45% of the women who read Femina are aware of its supplementary

issue Femina Buyology.


WorldWide Media

What respondents like to read in Femina Buyology?

Table XIII

What do you like to read in Femina

Buyology

Particulars No. of Respondents

Total


Get inspired 51 93 54.84%

Promotions 27 93 29.03%

Your It List 76 93 81.72%

Your Space 21 93 22.58%

City Events 34 93 36.56%

Travel 21 93 22.58%

Total 230

Chart XIII

Get inspired Promotions Your It List Your Space City Events Travel

54.84%

29.03%

81.72%

22.58%

36.56%

22.58%

What do you like to read in Femina Buyology


WorldWide Media

Analysis

According to the respondents the most preferred topic in Femina buyology is “Your it list” and

“Get inspired” and the topics like “Your Space” and “Travel” are given comparatively less

importance by the readers. (I.e. taking 93 respondents for calculating percentage for each aspect)

What the respondents would like to see in Femina Buyology?

Table XIV

What would you like to see more in Femina Buyology

Particulars

No. of

Respondents

Total


Recipes 81 93 87.10%

Promotions 45 93 48.39%

City Events 36 93 38.71%

Travel 23 93 24.73%

Astrology 77 93 82.80%

Puzzles 67 93 72.04%

Beauty & Health 80 93 86.02%

Restaurants (Food Review) 58 93 62.37%

Total 467

Chart XIV


WorldWide Media

Recipes

Promotions

City Ev

ents

Tra

vel

Astrology

Puzzles

Beauty

& Health

Restau

rants (

Food Revi

ew)

87.10%

48.39%38.71%

24.73%

82.80%72.04%

86.02%

62.37%

What would you like to see more in Femina Buyology

Analysis:

It has been observed that most women would like to read more about Beauty and Health,

Astrology, Recipes and Puzzles in future and there are very few who would like to read more on

travel and city events. Promotions and Restaurants are given good importance. (I.e. taking 93

respondents for calculating percentage for each aspect)


WorldWide Media

How often the respondent would like to read Femina Buyology?

Table XV

How often would you like to read Femina Buyology?


Fortnightly 21 22.58%

Monthly 55 59.14%

Quarterly 17 18.28%

Total 93 100.00%

Chart XV

23%

59%

18%

How often would you like to read Femina Buyology?

Fortnightly MonthlyQuarterly

Analysis:

According to the survey most women preferred reading Femina Buyology on a monthly basis

and there are very few i.e. 23% of them who would like to read it fortnightly and 18% of them

who would like to read it quarterly.

Women Reading Femina Buyology based on Marital Status:


WorldWide Media

Table XVI

Women Reading Femina Buyology based on Marital status

Particulars Yes Percentage No Percentage Total

Single 28 30.11% 27 23.89% 55

Married 65 69.89% 86 76.11% 151

Total 93 100.00% 113 100.00% 206

Chart XVI

30%

70%

Women Reading Femina Buyology based on Marital status

SingleMarried

Analysis:

It has been observed that most of the women who read Femina Buyology are married.

Women reading Femina Buyology based on Occupation:


WorldWide Media

Table XVII

Women reading femina Buyology based on occupation

Occupation No. of Respondents Percentage

Student 15 16.13%

Professional 26 27.96%

Employee 8 8.60%

Self Employed 13 13.98%

Home Maker 31 33.33%

Total 93 100.00%

Chart XVII

16%

28%

9%14%

33%

Women reading femina Buyology based on occupation

StudentProfessionalEmployeeSelf Employed Home Maker

Analysis:

According to the survey most of the women i.e 33% of them who read Femina Buyology are

homemakers, 28% of them are professionals and the remaining are students, employees and self-

employed.

Rating of the aspects in Femina Buyology by Respondents:


WorldWide Media

Chart XVIII - 1 Chart XVIII - 2

1 2 3 4 5

18 – 24 0 0 0.611111111111112

0.222222222222222

0.166666666666667

25 – 32 0.129032258064516

0 0.41935483870968

0.322580645161293

0.129032258064516

33 – 39 0.0526315789473684

0.0526315789473684

0.368421052631579

0.105263157894737

0.421052631578949

40 – 48 0.0666666666666667

0.333333333333333

0.133333333333333

0.133333333333333

0.333333333333333

49 plus 0.2 0.4 0.3 0.1 0

5%25%45%65%85%

Content

1 2 3 4 5

18 – 24 0.27777777777778

0.111111111111111

0.27777777777778

0.222222222222222

0.111111111111111

25 – 32 0.258064516129032

0.225806451612903

0.290322580645164

0.129032258064516

0.0967741935483873

33 – 39 0.368421052631579

0.210526315789475

0.210526315789475

0.0526315789473684

0.157894736842107

40 – 48 0.266666666666667

0.0666666666666667

0.133333333333333

0.133333333333333

0.4

49 plus 0.3 0.1 3 0 0.3

5%25%45%65%85%

Travel


1 2 3 4 5

18 – 24 0.222222222222222

0.222222222222222

0.222222222222222

0.27777777777778

0.0555555555555555

25 – 32 0.0967741935483873

0.129032258064516

0.322580645161293

0.354838709677422

0.0967741935483873

33 – 39 0.157894736842107

0.105263157894737

0.315789473684214

0.263157894736842

0.157894736842107

40 – 48 0.0666666666666667

0.0666666666666667

0.2 0.600000000000001

0.0666666666666667

49 plus 0.4 0 0.2 0.3 0.1

5%25%45%65%85%

Promotion

1 2 3 4 5

18 – 24 0.166666666666667

0.27777777777778

0.333333333333333

0.166666666666667

0.0555555555555555

25 – 32 0.0645161290322581

0.193548387096776

0.225806451612903

0.290322580645164

0.225806451612903

33 – 39 0.263157894736842

0.105263157894737

0.210526315789475

0.210526315789475

0.210526315789475

40 – 48 0.0666666666666667

0.0666666666666667

0.0666666666666667

0.4 0.4

49 plus 0.2 0.1 0.1 0.4 0.2

5%25%45%65%85%

Get inspired



WorldWide Media

1 2 3 4 5

18 – 24 0 0.333333333333333

0.5 0.166666666666667

0

25 – 32 0 0.193548387096776

0.225806451612903

0.225806451612903

0.354838709677422

33 – 39 0 0.315789473684214

0.315789473684214

0.263157894736842

0.105263157894737

40 – 48 0.2 0.266666666666667

0.266666666666667

0.133333333333333

0.133333333333333

49 plus 0.2 0.1 0.5 0 0.2

5%25%45%65%85%

City Events

1 2 3 4 5

18 – 24 0 0 0.0555555555555555

0.27777777777778

0.666666666666667

25 – 32 0 0.0967741935483873

0.0967741935483873

0.193548387096776

0.612903225806452

33 – 39 0 0.105263157894737

0.157894736842107

0.210526315789475

0.526315789473684

40 – 48 0 0 0.133333333333333

0.0666666666666667

0.8

49 plus 0.3 0.1 0.4 0 0.2

5%25%45%65%85%

Your It list

Chart XVIII – 6

Content Promotion City Events Travel Get inspired Your It list

Series1 0.0860215053763443

0.161290322580645

0.0537634408602152

0.290322580645162

0.139784946236559

0.0322580645161291

Series2 0.10752688172043

0.118279569892473

0.247311827956989

0.161290322580645

0.161290322580645

0.0645161290322581

Series3 0.387096774193549

0.268817204301075

0.333333333333333

0.247311827956989

0.204301075268817

0.139784946236559

Series4 0.204301075268817

0.35483870967742

0.182795698924731

0.118279569892473

0.279569892473118

0.172043010752688

Series5 0.21505376344086

0.0967741935483873

0.182795698924731

0.182795698924731

0.21505376344086

0.591397849462364

5.00%15.00%25.00%35.00%45.00%55.00%65.00%

Rating of the aspects in Femina Buyology

Analysis:


WorldWide Media

It has been observed that the respondents have given an average rating of 3 to all the topics.

Your it list is been given the highest rating of 59% followed by promotion by 35%.

Content is been rated as average with 39%. City Events, Travel and Get Inspired are rated as

average.

SUMMARY OF FINDINGS


WorldWide Media

1. The magazine Femina, is read by the age group 25 – 32.

2. Home makers and professional preferred reading women magazine.

3. 85% of the respondents read women’s magazine, out of which 72%of the respondents are

married.

4. Femina, Good Housekeeping and New Woman are the magazines which are preferred by

the age group 25 – 32. Magazines like Cosmopolitan and Grazia were mostly preferred by

the youth who are between the age group 18 – 24.

5. Vogue, Marie Claire and Elle received an average response as it concentrated more on

fashion.

6. Fashion and Shopping, Beauty Treatments and Spas were given more importance by the

younger generation, while Social Awareness Topics, Health Related Topics and Recipes

were preferred by the older generation.

7. 45% of the women who read Femina are aware of its supplementary issue Femina

Buyology. Most of them are married and are home makers and professional.

8. According to the respondents the most preferred topic in Femina buyology is “Your it list”

and “Get inspired” and the topics like “Your Space” and “Travel” are given comparatively

less importance by the readers.

9. Most women would like to read more about Beauty and Health, Astrology, Recipes and

Puzzles in future and there are very few who would like to read more on travel and city

events. Promotions and Restaurants are also preferred by Women.

10. The respondents have given an average rating of 3 to all the topics in Femina Buyology.

Your it list is been given the highest rating while City Events, Travel and Get Inspired are

rated as average.

SUGGESTIONS


WorldWide Media

Since Femina has a separate section which concentrates on the events, exhibitions and

other activities happening in the south Indian cities like Bangalore, Chennai and

Hyderabad, WWM could use this section to publicize and advertise about Femina

Buyology as this magazine caters specially to the city Bangalore. By doing this Femina

buyology would become more visible to the general readers of Femina.

According to the survey many readers were not happy with the content of Femina

Buyology and the feedback received was very poor. Therefore, WWM should work on

improvising the content of the magazine.

Femina Buyology could also introduce a section containing the reader’s feedback

because interactions would make the magazine more interesting and in turn attract more

readers.

It has been observed that many women wanted to read more about recipes and astrology

and they also wanted more puzzles and games, therefore these topics should also be

introduced into the next issue of the magazine inorder to fulfill the expectations and

interests of the readers.

An improvisation should be done to the logo of Femina Buyology because it has been

proved through the survey that most women consider Femina and Femina Buyology to be

one and the same.

According to the conversation I had with the retailers, it has been found that Femina

Buyology is not at all visible in the package of the magazine, and this is also another

reason why most people do not recognize Femina Buyology as an independent magazine.


WorldWide Media

Therefore, an innovative packaging pattern should be adopted where both Femina as well

as Femina Buyology should be equally visible at the point-of-purchase.

Femina Buyology could also use strategy by organizing fun games and giving away

attractive prizes to its readers. This would help in gaining more attention towards the

magazine and in turn would also increase the readership of the magazine.

As they have a tie up with Mantri Square Mall, they could promote Femina Buyology by

having kiosk in the mall, as it would attract people who visit the mall and help increase

readership.

CONCLUSION


WorldWide Media

Femina is one of the most read magazines by women in India and as the market is broadening,

Femina Buyology was launched as a brand extension in Bangalore.

To find out the awareness level of Femina Buyology a study was conducted. From its analysis

and findings, It can be said that WorldWide Media needs to redesign its Logo and promote its

magazine in order to gain awareness. It was found that the readers thought the magazine content

was average, hence it requires improvisation.

Femina and Femina Buyology are considered as one and the same, WorldWide Media should try

improving the logo. This will also help in building a brand image and awareness.

They could add topics like cooking recipes, astrology and restaurant review as these topics

interest women readers.

BIBLIOGRAPHY


http://www.feminaindia.com/

WorldWide Media

Books

1. Silbiger, Steven, “The 1O – Day MBA”, 2005 Edition, Piatkus , Printed in Great Britain,

Year 2005.

2. Kotler, Philip, “Marketing Management”, 11th Edition, Prentice Hall, Printed in India,

Year 1999.

Websites

1. www.knowthis.com

2. www.learnmarketing.net

3. http://en.wikipedia.org/wiki/Brand_extension

4. http://www.managementstudyguide.com/brand-extension.htm

5. http://www.marketreports.com/Sample/Netscribes/

B2B_Publishing_Market_in_India_2010-Sample.pdf

6. http://www.mandmglobal.com/media-passport/india/market-data.aspx

7. http://www.magforum.com/sectors.htm

8. "http://search.ebscohost.com/login.aspx?

direct=true&db=buh&AN=54735746&site=ehost-live">Media Industry Profile:

India.</a>

9. http://www.worldwidemedia.in/


http://www.worldwidemedia.in/

http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=54735746&site=ehost-live

http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=54735746&site=ehost-live

http://www.magforum.com/sectors.htm

http://www.mandmglobal.com/media-passport/india/market-data.aspx

http://www.marketreports.com/Sample/Netscribes/B2B_Publishing_Market_in_India_2010-Sample.pdf

http://www.marketreports.com/Sample/Netscribes/B2B_Publishing_Market_in_India_2010-Sample.pdf

http://www.managementstudyguide.com/brand-extension.htm

http://en.wikipedia.org/wiki/Brand_extension

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