mumbai mirror marketing strategy
TRANSCRIPT
Mumbai Mirror Why was the need of having a Tabloid felt by Times of India (TOI)?
Existence of Mumbai Mirror (MM)
● CompetitionEntrance of Hindustan Times (HT) & Daily News & Analysis (DNA) in the market
● Hindustan Times : 14 July 2005
○ HT Mumbai - Eight-page daily lifestyle supplement (in broadsheet format) called HT Cafe.
○ Owned by HT Media Ltd.
● DNA: July 2005
○ Mid Day - A mainstream newspaper in compact format
○ Owned & Published by Mid Day Infomedia Limited, a subsidiary of Jagran Prakashan Limited
Mumbai MirrorLaunch Date: May 29, 2005
Launched By: Vilasrao Deshmukh and Abhishek Bachchan
Launched At: Gateway of India
Owner(s): Bennett, Coleman and Co. Ltd.
Daily Circulation: 6.02 lakh Registrar of Newspaper (RNI) 2014
First Issue: May 30, 2005
Format: Compact Newspaper
Publisher: The Times Group
Website: http://mumbaimirror.indiatimes.com/
Who’s Who Of Mumbai Mirror
Senior Staff of Mumbai MirrorEditor in chief: Meenal Baghel
Resident Editor: Pankaj Upadhayaya (Mumbai)
National Art Director: Amit Khosla
Features Editor: Vishwas Kulkarni
Chief marketing officer: Rahul Kansal, Bennett Coleman and Co.
Mumbai Mirror The war between Mumbai Mirror, HT Cafe continues
The Statistics War
The Statistics War: The Competition continues
Marketing Strategies Undertaken
Pricing Strategy
❖ The tabloid is priced for 3 Rs if sold individually ❖ When sold along with The Times Of India, the total cost of the newspaper is 7 Rs
Mumbai Mirror's campaigning style ❖ Start with a bang or start slow, and depending upon the results, hike up the buzz.
❖ Using their work for promotion : Hard-hitting investigative stories
❖ Hard-hitting campaigns
❖ Mumbai Mirror is Mumbai
Marketing ActivitiesPromotional Activities
Print & Digital Media
48 page compact newspaper of precise, concise reporting.
A classified supplement and hip lifestyle magazine on weekends where you can speak exactly what you need.
But without the sleaze or the flaff.“Let's Cut the Gyaan - Cut For You”
-2005
Maximize Mumbai Investigative Initiative
Initiative by Mumbai Mirror(Campaign)
Initiative by Mumbai Mirror
Crusaders who are silently making this city, this nation a much better place to live in.
Mumbai Heroes-2013 & 2015
http://mumbaimirror.indiatimes.com/heroes
Out Of Home Advertising/Campaign
Four real stories broken by the daily.
TVC on the digital platform which was followed on the television along with press and outdoor campaign.
TV - Cinema halls across the city - Print campaign - Mirror, The Times of India, and Maharashtra Times.
Gold in the Film & Film Craft category at The Cannes Lions Festival 2012.
Conceptualized by Taproot India
“I am Mumbai”2011
‘No one can silence their voice’.‘Mumbai speaks every morning. Are you listening?’
Out Of Home Advertising/Campaign
Reverse psychology with the 'I am Mumbai’ campaign
TVC on the digital platform which was followed on the television along with press and outdoor campaign.
YouTube - social media handles of Mumbai Mirror & other verticals - PVR, Inox, Fun and Big Cinemas - Times Group channels, Aajtak, ABP News and UTV Movies.
Conceptualized by Taproot India
“Hated By Some. Thankfully.”-2014
Marketing Activity Print Campaign
Print Campaign“Driving Me Crazy”
- Jan 2015
Initially started as an editorial campaign later elevated into full-fledged marketing campaign.
Moves from brand building and takes up a social cause.
Conceptualized by Taproot India
Source: https://goo.gl/BEWU93
First Print Page Ad :Sparks a city war
Second Print Page Ad:Common driving etiquettes.
- Followed a few days later
Mirror Comedy NightsStand- Up Comedy Special
-December 2013
It is quintessentially Mumbai i.e., it is all things Mumbai but with a little fun & laughter with some of the shows being hosted by Cyrus Broacha, Papa CJ, Vrajesh Hirjee amongst others.
Mirror Comedy Nights
● Presented by: Disha Direct ● Powered By: Canvas Laugh Factory ● Dates: 12th to 15th Dec 2013 ● Held at: CLF, High Street Phoenix, Lower Parel.● Mumbai Mirror readers were entitled to a free pass. ● First-come-first-served basis.
Show 1 - Backbenchers -Thursday - 8.30 pmArtists: Sapan Varma, Sahil Shah, Azeem Banatwala
Show 2 - All Things Bollywood - Friday - 8.30 pmArtists: Brij Bhakta, Aadar Malik, Varun Thakur, Neville Shah, Karan Talwar, Kenny Sebastian
Show 3 - Ask The Sexpert - Saturday - 8.30 pm &Show 4 - Ask The Sexpert - Saturday - 10.30 pmArtists: Aditi Mittal, Vasu Primlani, Tanmay Bhat, Ashish Shakya, Rohan Joshi, Gursimran Khamba
Show 5 - Cutting Chai - Sunday - 8.30 pmArtists: Varun Thakur, Rohan Josh, Tanmay Bhat, Amogh Ranadive, Anuvab Pal
Social Media Campaign
Aren't politicians the best? They enrich our lives with so much hypocritical hilarity. And if we don't celebrate it, who will?
Log on to www.doubledholki.com to acknowledge their contribution to hypocrisy! #DoubleDholki
#DoubleDholkiMay 2015
Social Media CampaignThese attention seeking, attractive and talented bunch of #DoubleDholkis are quite used to being in the limelight. Visit www.doubledholki.com and make sure their contribution to the cause is known to one and all.#DoubleDholki
June2015
Social Media Campaign
Hear hear, when a double dholki speaks, everyone better pay attention!
A #DoubleDholki never discriminates between the masses and the classes.
*Cough* Double *Cough* Dholki *Cough* Alert!
#DoubleDholkis are incapable of spotting a stain in their white lies.
#DoubleDholkiJuly 2015
Mirror Girls Soccer LeagueOctober 2015
Mumbai gets its first girls soccer league which is all set to promote women’s football in India.
Organised by Mumbai Mirror under the aegis of The Western India Football Association.
Mumbai Life ShotsOctober 2016
#thecitythatneversleeps
Celebrate #WorldPhotographyDay with us.
Share pictures of the city of dreams with us and depict the Soul Of Mumbai.
Get featured in Mumbai Mirror.
Heritage on wheels#heritageonwheels
December 2016
Get ready as Mumbai Mirror & Carvan Trips takes you for an epic heritage ride down the historical lanes of South Mumbai!
We’ll start our cycling trip from Colaba towards Gateway of India.
The 7 km ride is filled with interesting stories, fun facts and lots more!
Bandra WalkDecember 2016
#bandrawalk
Let’s take a step back in time to the days of yorn when what we know now as the grand city if Mumbai, was originally a set of 7 islands; each unique with their own unique tales.
In the duration of the walk, we will take you on a mission to discover the hidden heritage treasures which the western and native forefathers left behind.
Presented By: Priyasy Bokadia - 103Nikita Sharma - 120