3. A newspaper war is looming in
Calcutta as “The Times of India”
group prepares to launch a Bengali
broadsheet, Ei Samay (literally, Times
Now) ahead of the Puja season.
Market leader Ananda Bazaar Patrika
(ABP) has recently launched the tabloid
Ei bela (literally, this moment) to protect
the mothership.
4. Ebela most importantly, the tabloid is a flanking brand.
It is designed to take on the Times of India which is
starting a Bengali broadsheet called Ei Samay (Times
Now) soon.
What is a flanking brand ?
A flanker brand is a new brand introduced into the market by a
company that already has an established brand in the same
Product category. The new brand is designed to complete in the
category without damaging the existing item’s market share by
targeting a different group of consumers.
This strategy, also called fighter branding or multi branding, is
used to achieve a larger total market share than one product could
garner (collect) alone.
5. PROMOTIONAL
STRATEGY
Target’s young Urban Readers.
Launched on the auspicious day of Biswakarma Puja.
On the outdoor front, malls, metro trains, air-
conditioned buses in Kolkata have been branded to
promote Ebela.
Mass Advertisement through Television and Internet.
The Reader’s of ABP are being offered supplies for six
months at Rs 150.
While The Telegraph readers are also being offered a
further discounted price of Rs 90 for six months or 50
paise a day.
Ebela lures readers with the words ‘Ami aamar
moto’ (I am like myself).
6.
7.
8.
9.
10.
11. Market Capturing Strategy
Ebela will have lots of pictures, colour, news capsules,
entertainment, unique sports coverage, etc - all of
which is liked by the young generation.
Ebela also features popular characters from Bengali
adventure literature such as Feluda, Bomkesh and
Kakababu.
Ebela to fill in a certain need-gap in the Bengali
newspaper market - addressing the young at heart
audience.
Is to fill the maximum capacity of vendors and it would
carry out marketing through them alone.
