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Maharashtra Times-Case Study. Apoorva Pagar-9417 & Shruti Melethil-9413 . . History and Birth. Maharashtra Times-Birth. First Writers and renowned editors. Portrayal of the Newspaper. . Evolution of the Newspaper. From 1962 to present.

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maharashtra times case study

Maharashtra Times-Case Study.

Apoorva Pagar-9417

& Shruti Melethil-9413.

history and birth
History and Birth.
  • Maharashtra Times-Birth.
  • First Writers and renowned editors.
  • Portrayal of the Newspaper.
evolution of the newspaper
Evolution of the Newspaper
  • From 1962 to present.
  • 1962- D.B. Karnik the first editor of Maharashtra Times held office for a year and a half.
  • 1964- GovindTalwalkar was a prominent figure in Marathi journalism. Under his leadership, the newspaper catered to the elite class.
  • 1995- Taking over from GovindTalwalkar, Kumar Kelkar was the editor for 5 years. He followed in the footsteps of GovindTalwalkar and the paper didn’t see any change.

2001- Bharat Kumar Raut took over as editor of Maharashtra Times. He changed the face of the newspaper in 2002 turning it into a youth centric paper.

  • 2008- Ashok Panvalkar has taken charge as Editor of Maharashtra Times. The Paper became very popular among Young and old, and is Number One in Mumbai
market situation and strategy
Market situation and Strategy.
  • Brand Value.
  • Overall perception of readers.
growth and sustenance
Growth and Sustenance.
  • Different types of Magazines, Supplement & events.
  • Changes of Editorial line up.

Ma TaaSanman Awards: This was started in 2004 and takes place every year in the month of March/April.

Mumbai Times Carnival: This was started in 2003 and is conducted every December. A float goes to various colleges in the city and gives students an opportunity to showcase their talent and bring some festivity into their daily college lives. This has helped them tap their target audience and create a brand presence among the youth.

Shravan Queen: This is a beauty contest held during the month of Shravan. The public are given an opportunity to participate in this contest in 4 areas in Mumbai: Dadar, Borivali, Vashi and Thane. 5 girls from each centre are chosen during the elimination rounds. They are groomed completely in preparation for the final round. This initiative was undertaken to boost the confidence in Marathi girls especially but participation is open for all girls. Along with the contest they have other competitions such as saree draping, skits only for ladies and other activities.


Being the newspaper the slopes of ups and downs are to be seen in the form of

  • Controversy
  • Competitors
  • Circulation
  • Readership

'Maharashtra Times' apologized for


The Hindu JanajagrutiSamiti (HJS) and

SanatanPrabhat had called for a protest

against denigration done by 'Maharashtra

Times' dated 13 Aug 07. HJS spokes-

person had also contacted the Maharashtra

Times Editor Shri. BharatkumarRaut. After this strong protest an apology has been tendered by Maharashtra Times in today's (16 Aug 07) edition in the same column called 'HasaLeko'.  


It do plays a vital role in the maintaining the stability in the market.

  • The Marathi language market right now has strong established players like Sakaal, Lokmat, Pudhari, Loksatta, Sandhyanand, Tarun Bharat and Punyanagiri. At this point in time Lokmat alone accounts to about 20 lakhs of circulated copies.
  • In such a competative grounds marketing and their strategies are the loop holes to turn every simple and common aspect as the product in to the USP.

There are certain marketing principles which aresssssvery much important

  • Satisfaction of the target audiences:

Market research must be used to find out whether customers expectations are being met .

For eg: giving out stories with maximum human interest.

  • Customer perception: this is based on the images consumers have of the organization.

The credibility of the newspaper plays an important role.

  • Customer needs and expectations: This is anticipating future trends and forecasting for future sales. This is vital to a newspaper organization if they wish to keep their entire current market share and develop more.

Generating income or profit: This principle clearly states that the need of the organization is to be profitable enough to generate income for growth and to satisfy stakeholders in the business. Although satisfying the customer is a big part of a companies plans they also need to take into account their own needs, such as:

  • Making satisfactory progress
  • Be aware of the environment
  • external factors - S.W.O.T
the s w o t
  • S: Its strength is it name ,brand building
  • W: A stereotype naming
  • O:the way its planning to
  • move forward
  • T:pricing , the market statics

Market : A businesses success is based on whether they can give the customer what they want and when they want it.

Change the pricing scheme Introduce discounting Start up a different advertising campaign or consider changing an existing one.

Buying habits of the customers.


Types of pricing strategies:

Cost based pricing

Demand based pricing

Market skimming

Price discrimination

Destroyer pricing


The Indian language newspapers eventually took over the English newspapers according to the NRS survey of newspapers.

  • The main reason was the marketing strategy that was followed by the regional papers.
  • The second reason was the growing literacy rate. Increase in the literacy rate had direct positive effect on the rise of circulation of the regional papers. The people were first educated in their mother tongue according to their state in which they live for and eventually, the first thing a literate person would try to do is read the vernacular papers and gain knowledge about his own locality.
  • Moreover, localisation of news has also contributed to the growth of regional newspapers in India. Indian regional papers have several editions for a particular state to offer a complete scenario of local news for the reader to connect with the paper. Thus regional papers in India aim at providing localised news for their readers.
current market status
Current market status
  • Today's readers don't just expect news about politics or society or business issues anymore. They also expect an editorial line on contemporary issues like fashion, entertainment, and lifestyle. So instead of sticking to the traditional age-old methods of reporting on these categories, why not get the advertiser to give the news to you and pay for it as well! It's a win-win – the reader benefits and so does the advertiser.
  • Maharashtra Times have looked up to all of it
future plans
Future plans
  • Maharashtra Times to shake up Pune market The Maharashtra Times, the Marathi-language newspaper based out of Mumbai will enter the Pune market after Diwali.
  • Maharashtra Times Starting in Pune soon.
  • Maharashtra Times is one of leading newspaper in Maharashtra and this paper gives 4 trial offer in 11 Rs. Only to Punekar.Just need gives Rs.11 And read for four months.(the headline put forth to enhance its marketing)