Marketing Strategies of Businessworld
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Case Code : MKTG096
Case Length : 13 Pages
Period : 1999-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : BusinessWorld
Industry : Business Publications
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Joseph started the revival by first identifying the reasons for BW's fall. He studied the industry carefully and interviewed BW's readers and staff to enquire about the magazine's image in the market. Looking at the magazine from the readers' perspective, he found that BW lacked a strong identity and value proposition...
BW also undertook intensive brand building and marketing initiatives to reposition it self.
The marketing team identified its target audience as the Sec A and Sec B population and concentrated efforts on creating a buzz around the BW brand.
BW's entire creative business was looked after by Ogilvy & Mather (O&M).
The magazine's direct marketing was handled by Ogilvy One, events were organized
with the assistance of Ogilvy Live and online communication was looked after by
Bates India was entrusted with the task of bringing out the core strengths of the BW brand. It came up with a series of print ads, which were appealing and caught readers' attention. (Refer Exhibit IV for a few print advertisements of BW)...
The Result and the Future
BW was not only able to revive itself by bringing about changes in its content, presentation style, frequency and cover price, but was also able to reach the position of market leader in its industry.
The magazine became a harbinger of change in the business media by consistently focusing national attention on emerging sectors in the Indian economic scenario. Incisive and high quality reporting helped it to grab the attention of readers and emerge as the most preferred business magazine...
Exhibit I: Top Indian Business Magazines
Exhibit II: Revenue Shares of Various Magazine Segments
Exhibit III: Advertising Spend Split in Indian Business Media
Exhibit IV: Businessworld's Print Ads