All you want to Know about Femina Tamil.

1. Femina Tamil
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2. Agenda – Femina Tamil
 Brand Story
 Marketing activities
 Association with ITC
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3. A Media Group
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4. Femina
 For over 50 years now, Femina has been
capturing the essence of the modern
woman and see how she is evolving
 Femina has been the definitive life and
lifestyle guide for progressive woman
 Femina is open, relevant, insightful
with a refreshing & appealing approach
and reflects the tastes of the outgoing
woman of today
Empowering women to live a better life
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5. Femina Tamil
The medium to connect with the vibrant Tamil –
speaking woman of today
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6. Tamil market
 Tamil is the 4th most widely spoken
language in the country
 Tamil magazines enjoy good readership,
with 3 magazines featuring in the top 20
magazines in India
 Main Publication houses:
 Vikatan Group
 Bharatan Group
 Sun Network
Scenario before the Femina Tamil launch
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7. Competition Analysis
Female 20 - 29 years 30 - 39 years 40 - 49 years 50 years+
Est. Individuals (000s) 433768 199350 179943 128666 173631
Aval Vikatan 326 114 117 93 127
Chhutti Vikatan 30 19 8 6 17
Kumudam Bhakti Special 78 44 35 31 49
Nanayam Vikatan 34 13 20 10 6
Rani Muthu 51 22 9 18 13
Sakthi Vikatan 44 24 18 11 39
Mangayar Malar 181 38 47 46 83
Source: IRS 2011 – Q2
20-29 year age group – Need gap!
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8. Why Femina Tamil?
 None of the competition magazines cater to SEC A, A+ and age group 20-29 year
like Femina Tamil does.
 Competition magazines appeal to the homemaker and ladies with a more
traditional outlook
 No magazine covers topics like fashion, beauty, trends, relationships & career
like Femina Tamil
Femina Tamil filling up the gap…
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9. In a language close to
your heart
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10. Preview of
Femina Tamil
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11. About Femina Tamil
 Launched in April 2011
 Cover price: Rs. 30
 Monthly magazine
 The magazine is a pleasure to read, not just
because of its fresh and varied content and
contemporary design, but also because of
its excellent production value
 Its exciting and chic and covers everything
from fashion, trends and beauty to
relationships, events, celebrity news and
more…
Tamil magazine readers have finally got
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what they were long waiting for…

12. Circulation spread
 85,000 copies printed
 Across 29 key cities in TN
 Also Circulated in:
 Bangalore
 Hyderabad
 Cochin
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13. Femina Tamil
The Launch
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14. Launch event…
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15. Launch event…
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16. Press coverage
Times of India
Chennai Times & Coimbatore Times
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17. Trade Sites Coverage
Article covering the launch
Femina Tamil Launch on home page of e4m

18. Trade Sites Coverage
Femina Tamil Launch on Afaqs
Article covering the launch

19. Newspaper ads
400 sq.cm ad – Dina 400 sq.cm ad in Chennai
Thanthi; Times & Coimbatore
600 sq.cm launch ad - Chennai All TN Times
Times & Coimbatore Times
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20. Trade magazine ads
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21. On Ground POS
 Buntings, Danglers, Launch posters, T-shirts provided for launch
 Hanging Stands to display the magazine
Launch Bunting and
danglers announcing
Femina Tamil on Stands
Magazine stands

22. Outdoors
 Branding at Landmark stores, bus backs and cinema slides in Sathyam &
PVR cinemas to promote the magazine
Clockwise from right:
Spencer Mall, Apex
Plaza, City Center Mall

23. Radio
 20 sec radio spots on Radio Mirchi and Radio City in Chennai and
Coimbatore for 15 days
 RJ mentions
 Radio contest for the listeners of Radio Mirchi

24. Editorial strengths
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25. Editorial pillars
Your It-list Cover Focus Women Just Like You
•A snappy list of all things a •A trend-based, topical •We speak to real women
woman needs to stay report or survey on current •Cover stories that are
fashion – forward worldly happenings extraordinary, inspiring
• Features a mix of major relevant to today’s woman and often, even shocking
brands of South as well as • Eg: Feature on super – • From inspirational tales to
international brands achieving women in politics fun encounters
and other fields, the • This also covers the latest
environment, celeb trends in beauty and health
interviews, etc…
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26. Editorial pillars
Your Life, Your Way Your Style Your Lifestyle Your Space
•We cover the woman’s •Fusion, fashion and •Quick, fun recipes by Serialised fiction story
personal universe of beauty women-on-the-move or that leaves readers on a
relationships, sex, •Created with best of chefs for special different hanger, every
career and finances and Indian designer-wear occasions issue
offer tips to help her and international labels • Entertainment, chic
rule it homes, décor and travel
• Q&A’s with experts tips for women
• Useful guide to day-to- complete this section
day living
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27. Editorial pillars – Special South content
Shopping Jewelry Eating out I want to…
•Localize it by using •A separate section •It is completely This teaches the reader
brands that are Jewelry, by using localized featuring to do different activities
available in Chennai like jewelry images from restaurants in Chennai like:
FCUK, CK and Globus local brands such as •It includes pages on 5 Tanjore painting
Lalitha, Prince, NAC, Nat star hotels and stand
hella, etc… alone places Making Sushi
Bridal Makeover, etc…
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28. Editorial pillars – Special South content
For all the women Glam Headline Looking back Fiction stories
you are •Latest happenings in •Celebs take a down Every issue carries 2
•A feature on woman Kollywood memory lane about fiction stories by local
who made a big hit •Rapid 5 Q&A session certain issues/ incident authors
•National award winner with upcoming actors happened in their life These stories are women
Saranya like Jeeva, Ganesh •Celebs like Priya centric and soul
Ponvannan, Rest owner Venketraman, etc… Anand, Dr. Piya touching
cum model •Gossip queen section Selvaraj, Arya have
Sruti, actress for spicy gossip written in this column
Mamta, Kajal
Agarwal, have been
featured
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29. Femina Tamil – Special themes
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30. Career special - June
 The month of May – June is always buzzing
with college admissions and keeps the
parents and students occupied
 The story focused on exclusive courses
offered in premier institute of the country
such as wildlife research, forensic science,
performance arts (bharatnatyam), Space
studies, and Epidemiology
 Highlight: A short note on Deepika
Padukone and her role in the upcoming
film Raana, starring the superstar
Rajnikanth
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31. Shopping special - July
 In Tamil Nadu, the month of July marks the
beginning of Aadi where it is synonymous
to shopping. People go gaga over
purchasing clothes and other new stuffs
 This gave an easy guide to silk sarees. It
was a long list of silk sarees apart from the
usual Kanjeevaram silks. Also featured the
National Award winner Ms. Saranya
Ponvannan who went on a down memory
lane about her acting career and family life
 Highlight: Mahesh Bhupathi ‘s quote on his
beloved wife Lara
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32. Movie special - August
 Movies have its own place among the people
of Chennai so a dedicated a whole issue for
movies
 We featured the women behind the scenes in
film industry. The lovely ladies who made it to
the story were Preetha Jayaraman
(Cinematographer), Geetha (Sound engineer),
Vasuki Baskar (Costume designer), Rajalakshmi
(Editor) and many more…
 Highlight: Femina Tamil paid its tribute to the
wonderful city by celebrating its 372th
birthday in style. The feature carried exclusive
pictures of the old madras which has been
completely revamped. This story was truly a
treat for the Chennaites 32

33. Food special - September
 Who will say No to food (yumm yumm)…
hence a food special which to give our
readers a gastronomical delight
 The cover focus took a tour round the state
covering the special items of each district
starting from the sponget kovil idly of
Kanchipuram, spicy karaikudi chettinad
chicken to the mouth watering dessert like
tirunelveli halwa & seeni mittai of thirusendur
 Highlight: The special article on the
traditional food which is also used for its
medicinal values. The lovely Actress
Priyamani who gave a sneak peak into the
Onam cuisine
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34. Diwali special - October
 Diwali off late has become a national festival
where in people from different religion and
communities celebrate Diwali. The October
issue gave an elaborate guide on what to shop
for Diwali from clothes to sweets to jewelry
 Highlight: The first Diwali (thalai diwali)
immediately after wedding is extremely
special and it is celebrated as a separate
festival among the family members of the
bride and the groom
 We celebrated the thalai Diwali with three
celebrity couples Singer Swetha mohan –
Ashwin, Actor Vimal – Priyadarshini, Actress
Aparna - Barani who all got married recently
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35. Wedding special - November
 A guide to the wedding (muhurtham) jewelry
starting from the head band to the toe ring.
Each jewelry piece was carried with an
unknown fact about the same and relevant
pictures which made the entire article colorful
and attractive
 Highlight: The wedding traditions of different
communities across Tamil Nadu. The
description also carried the corresponding
picture where the couples were involved in
their wedding customs. The Travel story also
rightly featured the top three honeymoon
destinations from Chennai
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36. Exclusively with Femina Tamil…
Aval Vikatan Mangayar Malar Kumudam Kungumam
Its Different!
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37. Readers
 Femina Tamil is designed to appeal to the 20 – 29 year old
 SEC A, Tamil speaking woman
 89% of Tamil speaking women prefer reading Tamil magazines
 Highly educated, well-read and ambitious
 Looks for information which is not available through any other
source
Source: TGI 2010 & IRS Q3, 2010 Modern yet rooted women
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38. Reader mindset
 Brand conscious
 Spends a lot on clothes and jewellery
 Likes to try new products
 Prefers shopping in super markets and malls
 Balance career, family and personal interests
 Feel relationships are important
 Think it’s important to look good
 Use the latest consumer durables at home
Women with diverse interests & are exploring
Source: TGI 2010 & IRS Q3, 2010
their individuality
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39. Femina Tamil reader – how different
Femina Tamil readers Competition magazine readers
Young, energetic, dynamic Elder, mature, sober
Prefers western, Indo-western clothing Likes Indian wear, Indo-western wear
Graduate, Post – graduate SSC / HSC, Graduate
Executives, professionals, as well as Housewife, Part time job
homemakers
Upper middle class, Upper class Middle class, Upper middle class
Confident, assertive, grounded yet open – Patient, comforting, emotional, relationship
minded oriented
Career – minded yet family oriented, Family oriented, caring, compromising,
outgoing, balanced views (neither too submissive
traditional nor overtly progressive)
Beauty and fashion driven Relationships and story driven
Source: Research conducted by Femina & Innovative Research services
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40. Profile of Femina Tamil readers…
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41. Padmavathi
Reading
 Likes biographies, history books
 Magazines – Subscribes to Femina Tamil, India Today & Inside Outside
 Likes reading in Tamil but was unhappy with the quality and content of
the other magazines that were available in the market
 Is happy with Femina Tamil. She also recommends it to her MIL and
friends
Shopping
 Likes shopping at malls like EA, City center
 Loves wearing ethnic wear – bag prints, kanjipuram silks, utapads,
chanderies, banaras, kottas, achra prints
 Brands loved – Esprit, MAC, Versace, Body Shop
Leisure Activities
 Read, Paint, Design, Draw
 Watches TLC, National Geographic, Discovery, World Movies
 Loves travelling
 Surfs the internet
Career
 Runs her own boutique
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42. Pooja Ganesh
 24yrs, SEC A, living in a joint family
 Working in a garment buying house that has 2 retail brands – she manages them
both
 Done her post graduation in international business management from Canada
 Wears western clothes – 3/4th pants, jeans, leggings with tunic, t shirt etc, rarely
kurtas – sometimes kurtas on jeans
Reading Habits
 Reads the Hindu & Tamil supplement – Shakti
 Read the Economist
 Subscribes to Femina Tamil
Shopping
 Loves shopping for clothes at malls
 Brands loves – Levis, Only (jeans), Giordano, Tantra (T-shirts)
Leisure Activities
 Tamil movies on KTV, Sun TV
 Go for long drive with friends
 Likes watching star movies, channel V, VH1, ZEE café, Studio. Also watches Tamil
channels
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43. Marketing plans
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44. Objective
 Increase awareness of the new magazine in the market
 Induce trails
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45. Issue promotions
 TN is primarily a news stand sales driven market
 Individual issues have been publicized heavily through newspaper ads and news
stand posters
May
April June

46. Issue promotions
• Diwali is one of the biggest festival in Tamil Nadu
• The Diwali special issue was promoted through ads in
Dina Malar & Times of India in Chennai, Madurai,
Coimbatore and Trichy
• Radio Spots in Chennai & Coimbatore

47. B2B Ad in Nov 4th issue of Campaign
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48. Subscription Drive
 Femina Tamil was the first magazine to
introduce the subscription route to the Tamil
readers
 Launch offer gave readers exclusive Newspaper Inserts in TOI & DM across 7
handmade leather bags from Terra, a cities
Chennai - based brand
 Subscriptions are picking up, currently Magazine Ad
contributing to 15% of the total magazine
sales

49. Facebook
 The Tamil reader is internet savvy and very active on this medium
 Femina facebook page has over 50k fans with a good majority from Tamil Nadu
 The updates and FB ads for the FT issue are targeted to be visible to fans from
this region
 These updates will be in Tamil for a better connect from November onwards
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51. Femina Tamil – Swarovski Unveiling
 Swarovski used Femina Tamil as the medium to launch their new “Wings of
Fantasy” Collection in the South market
 Shirya Saran wore exclusive pieces from this collection in her interview with FT
in the October issue
 She also unveiled the collection at their store in Chennai. The event was widely
covered by the local media
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52. Femina Tamil – Swarovski Unveiling
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53. Success of Femina Tamil so far
 Competition magazines have changed the look and content of its pages after
the launch of Femina Tamil, in keeping with the look and contents of our
magazine
 Competition magazines have increased their price after the launch of Femina
Tamil
 They are planning to roll out a subscription drive for the first time
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54. Future Plans
 Issue Support in the form of ads, POS and radio will continue for the coming
months
 Sampling of magazine in key catchments like women’s colleges, cafes and
beauty parlours to start form November to increase the reach
 TV tie ups and cross promotions amongst Tamil channels popular with our TG
 Cover Launch events
 Tie up with Mrs. Chennai, an extremely popular pageant in Chennai which gets
widespread coverage and participation
 Subscription reach to be extended to Mumbai and other metros having
substantial Tamil readers
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55. Thank you
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