Marketing Strategies of Businessworld


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Please note:

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.

Case Details:

Price:
Case Code : MKTG096 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Advertising and Promotion
Case Length : 13 Pages
Period : 1999-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : BusinessWorld
Industry : Business Publications
Countries : India

Abstract:

The case discusses the marketing strategies of Businessworld, the largest circulated business magazine in India. In 1998, Businessworld was facing intense competition and was trailing far behind other players like Business India and Business Today. The magazine was making significant losses. The case describes how Businessworld staged a remarkable turnaround because of its marketing initiatives including aggressive brand building efforts, pricing strategy, event sponsorship, content restructuring and other promotional activities. The case provides a detailed note on the trends in the Indian business publication industry.

Issues:

• Gain insights into the recent trends in the Indian business publication industry.

• Examine how a magazine emerged as a leading player in the business publication industry by understanding the changing market dynamics and information needs of its readers.

• Examine the various marketing initiatives of Businessworld

• Understand the importance of brand building and promotion for the success of a business publication

• Study and analyze the structure and nature of competition that exists in the publication industry in India

Contents:

  Page No.
The Leader 1
The Indian Business Publication Industry 2
Focus on Content 4
Marketing Initiatives 6
Advertising Initiatives 7
The Result and the Future 8
Exhibits 11

Keywords:

Case, Business world, Business Publication Industry in India, Marketing Business Magazines, Brand Building, Advertising Initiatives, Content Management, Pricing Strategy, Event Management

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