Marketing Strategies of Businessworld


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Case Details:

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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"It was apparent from the last two ABC reports that Businessworld was well on its way to wearing the leadership mantle. It had already overtaken Business Today and Business India in the top eight metros, and was the fastest-growing business magazine in the country as per the last ABC. Today, Businessworld is expanding the business magazine category through its aggressive brand building activities and focus on a range of marketing initiatives."1

- Sandip Ghose, Vice-President, Businessworld in 2004.

"We have made use of the weekly-ness of the product more effectively in recent times. We have become the agenda setter in the Indian business community. That has begun showing in the figures."2

- Tony Joseph, Consultant Editor, Businessworld in 2003.

The Leader

In early 2004, the Audit Bureau of Circulation (ABC)3 reported that Businessworld (BW) had been rated the largest circulated business magazine in India the six- month period between July and December 2003.

BW registered a circulation of 1,46,532 copies, witnessing a 22 per cent increase in the second half of 2003 compared to January to June 2003. Industry analysts were quick to point out that BW had staged a remarkable re-entry in ABC's July-December 2002 survey after remaining out of it for about three years. Sandip Ghose, Vice-President, BW said, "In the past, there was plenty of talk on our alleged 'chronic absenteeism' from ABC.

Businessworld's success in the latest ABC survey should silence our detractors now."4 BW, an Anand Bazaar Patrika (ABP) Group publication, was way behind its competitors including magazines like Business Today (BT) and Business India (BI) till the late 1990s (Refer Exhibit I for circulation figures of these magazines in 2003).

It was only in the early 2000s, when Tony Joseph (Joseph) joined as BW's Consultant Editor that the magazine's circulation figures started showing some strength. Joseph brought about a revolution in the business publication industry through his innovative content and marketing strategies.

This paid off in terms of increase in circulation. BW's growth in popularity as India's leading business magazine was also reflected in the National Readership Surveys. Commenting on this, Santanu Biswas (Biswas), Corporate Manager, Ad-marketing said, "Businessworld's superiority in circulation numbers is clearly reflected in the quality of its readership.

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1] "ABC Top-slot for Businessworld," www.telegraphindia.com, May 30, 2004.

2] Dixit, Sumita Vaid, "Businessworld outsells Business Today in Top 8 metros, according to ABC, July- Dec 2002," www.agencyfaqs.com, April 30, 2003

3] Established in 1914, ABC is a US based non-profit organization. It is a third party auditing organization conducting publication audits. The rules for audit are established by its Board of Directors, which comprise 36 members, including representatives from the publishing and advertising communities.

4] "ABC Top-slot for Businessworld", www.telegraphindia.com, May 30, 2004.

 

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