"The Hindu Newspaper Vendor Project" was done during my internship with Ogilvy and Mather in Chennai, India. The major objectives of the project were to analyze various newspaper vendors across the city to understand the promotional activities done by the Hindu newspaper, interview the vendors and lastly recommend ways to increase visibility and drive brand awareness among newspaper readers.

1. The HINDU
Newspaper Vendor Survey
Chennai, 2014

2. Egmore News Mart, Mr. Khalim
Survey Results:
Type of customers-Irregular customers mostly those travelling by trains
from Egmore
Highest demand in English paper is for The Hindu
Highest demand in Tamil paper is Dinakaran, Dinamani and then the Hindu
Sales figures for the Hindu- English- 50 daily and Tamil- 40 daily
Types of purchase-
Morning- Only newspapers
Afternoon- Magazines and newspapers
Evening- Mostly magazines(Purchased mostly in the night by people who will travel)
Promotion and Display-No posters supplied by any company for promotion

3. Egmore News Mart, Mr. Khalim
The Hindu Display 1

4. Egmore News Mart, Mr. Khalim
The Hindu Display 2

5. Egmore News Mart : Observations
More prominent and attractive display of magazines
No distinction between the English and Tamil dailies
at display
The Hindu daily gets camouflaged between other
papers
No promotion or branding by any of the brands
including The Hindu

6. A cool bar, Mr. Nagraj
Survey Results:
Type of customers-Less of regular customers, mostly irregular customers
mostly those travelling by trains
Highest demand in English paper is for The Hindu, then the Deccan
Highest demand in Tamil paper is Dinakaran, Dinamani and then the Hindu
Sales figures for the Hindu- Ranging from 40-50 for both
Types of purchase-
Morning- Only newspapers
Afternoon- Magazines and newspapers
Evening- Mostly magazines(office people returning home from work) and evening
Tamil newspapers
Promotion and Display-No posters supplied, most people just stick the
posters and go away

7. A cool bar, Mr. Nagraj

8. A cool bar: Observations
No display of newspapers at evening and night
In evening newspapers mostly get sold out
Seemed hesitant while mentioning the Hindu
among the most demanded Tamil newspapers
A few stickers on the steps and small posters of
local papers

9. SHA Fancy & News Mart, Mr Mohammed
Survey Results:
Type of customers-Out of 100: 20-25 are regular and 75-80 irregular
Highest demand in English paper is for The Hindu, then TOI
Highest demand in Tamil paper is Daily Thanthi, The Hindu and Dinakaran
Sales figures for the Hindu- English- Both 30 daily
Types of purchase-
Morning- Only newspapers
Afternoon- Magazines and newspapers
Evening- Mostly magazines(Purchased mostly by travelers and office goers)
Promotion and Display-
• The Week has given a lot of banners and posters
• Special Scheme but no discounts or offers
• 3 Month scheme to display a Special Edition of the magazine

10. SHA Fancy & News Mart, Mr Mohammed

11. SHA Fancy & News Mart, Mr Mohammed

12. SHA Fancy & News Mart : Observations
Shop too crowded and no display of newspapers
Ads displayed of Chennai Metro, Daily Evening
News
Shopkeeper displays Ads free of cost
A lot of items for sale to attract potential readers
and customers

13. Thayif News Mart, Mr. Venkat
The Hindu Display 1

14. Thayif News Mart, Mr. Venkat
The Hindu Display 2,3

15. Thayif News Mart, Mr. Venkat

16. Thayif News Mart : Observations
Regular flow of customers from adjoining tea shop
Proximity to hospital, mall and offices : a healthy
mix of regular and irregular customers
Big banner of The Hindu, along with similar banners
from competitors
Excessive use of promotional material with all brand
having very less effect
**Shopkeeper was not aware of anything
Display of most newspapers in the shop seemed
irrelevant and did not create any differentiation

17. Saraswathi News Mart, Mr. Govind Raj
Survey Results:
Type of customers-Regular, mostly residents of near by areas
Highest demand in English paper is for The Hindu
Highest demand in Tamil paper is Daily Thanthi, The Hindu is among top 5
Sales figures for the Hindu- English- 60 daily Tamil- 30 daily
Types of purchase-
Morning- Only newspapers
Evening- Mostly magazines
Promotion and Display-
• Displays The Hindu board
• Company gives monthly payment for the board

18. Saraswathi News Mart, Mr. Govind Raj

19. Saraswathi News Mart: Observations
Mostly stocks products by The Hindu brand
Provides newspapers and magazines on specific
demand
The Hindu gets the best display among all the other
products
All the newspapers of The Hindu gets sold out by
morning 11.30
The Hindu banner in the shop has a positive effect
on the purchases mostly by residents

20. Interesting promotion by competitors

21. Interesting Promotion by Competitors
No Relevance
with the brand
Increased
visibility
Free of cost
promotion
No newspapers
sold at outlets

22. Recommendations..
For better display use The Hindu branded newspaper stands can be used at
specific News Marts near Railway Stations and Bus Stands

23. Recommendations..
Many cool bars stock the newspaper without any place to display ads
The Hindu Stickers, small Posers can be used

24. Recommendations..
Can provide boards at shops with low visibility and places with less newspaper
shops
Most vendors willing to display these for free

25. THANK YOU…