Egmore News Mart, Mr. Khalim
Survey Results:
Type of customers-Irregular customers mostly those travelling by trains from Egmore
Highest demand in English paper is for The Hindu
Highest demand in Tamil paper is Dinakaran, Dinamani and then the Hindu
Sales figures for the Hindu- English- 50 daily and Tamil- 40 daily
Types of purchase-
Morning- Only newspapers
Afternoon- Magazines and newspapers
Evening- Mostly magazines(Purchased mostly in the night by people who will travel)
Promotion and Display-No posters supplied by any company for promotion
Egmore News Mart : Observations
More prominent and attractive display of magazines
No distinction between the English and Tamil dailies at display
The Hindu daily gets camouflaged between other papers
No promotion or branding by any of the brands including The Hindu
A cool bar, Mr. Nagraj
Survey Results:
Type of customers-Less of regular customers, mostly irregular customers mostly those travelling by trains
Highest demand in English paper is for The Hindu, then the Deccan
Highest demand in Tamil paper is Dinakaran, Dinamani and then the Hindu
Sales figures for the Hindu- Ranging from 40-50 for both
Types of purchase-
Morning- Only newspapers
Afternoon- Magazines and newspapers
Evening- Mostly magazines(office people returning home from work) and evening Tamil newspapers
Promotion and Display-No posters supplied, most people just stick the posters and go away
A cool bar: Observations
No display of newspapers at evening and night
In evening newspapers mostly get sold out
Seemed hesitant while mentioning the Hindu among the most demanded Tamil newspapers
A few stickers on the steps and small posters of local papers
SHA Fancy & News Mart, Mr Mohammed
Survey Results:
Type of customers-Out of 100: 20-25 are regular and 75-80 irregular
Highest demand in English paper is for The Hindu, then TOI
Highest demand in Tamil paper is Daily Thanthi, The Hindu and Dinakaran
Sales figures for the Hindu- English- Both 30 daily
Types of purchase-
Morning- Only newspapers
Afternoon- Magazines and newspapers
Evening- Mostly magazines(Purchased mostly by travelers and office goers)
Promotion and Display-• The Week has given a lot of banners and posters
• Special Scheme but no discounts or offers
• 3 Month scheme to display a Special Edition of the magazine
SHA Fancy & News Mart : Observations
Shop too crowded and no display of newspapers
Ads displayed of Chennai Metro, Daily Evening News
Shopkeeper displays Ads free of cost
A lot of items for sale to attract potential readers and customers
Thayif News Mart : Observations
Regular flow of customers from adjoining tea shop
Proximity to hospital, mall and offices : a healthy mix of regular and irregular customers
Big banner of The Hindu, along with similar banners from competitors
Excessive use of promotional material with all brand having very less effect
**Shopkeeper was not aware of anything
Display of most newspapers in the shop seemed irrelevant and did not create any differentiation
Saraswathi News Mart, Mr. Govind Raj
Survey Results:
Type of customers-Regular, mostly residents of near by areas
Highest demand in English paper is for The Hindu
Highest demand in Tamil paper is Daily Thanthi, The Hindu is among top 5
Sales figures for the Hindu- English- 60 daily Tamil- 30 daily
Types of purchase-
Morning- Only newspapers
Evening- Mostly magazines
Promotion and Display-• Displays The Hindu board
• Company gives monthly payment for the board
Saraswathi News Mart: Observations
Mostly stocks products by The Hindu brand
Provides newspapers and magazines on specific demand
The Hindu gets the best display among all the other products
All the newspapers of The Hindu gets sold out by morning 11.30
The Hindu banner in the shop has a positive effect on the purchases mostly by residents
Interesting Promotion by Competitors
No Relevance with the brand
Increased visibility
Free of cost promotion
No newspapers sold at outlets
Recommendations..
For better display use The Hindu branded newspaper stands can be used at specific News Marts near Railway Stations and Bus Stands
Recommendations..
Many cool bars stock the newspaper without any place to display ads
The Hindu Stickers, small Posers can be used
Recommendations..
Can provide boards at shops with low visibility and places with less newspaper shops
Most vendors willing to display these for free
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