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Television and Newspapers Dominate the Media in India

Decent Essays
India continues to be dominated by traditional media outlets such as television, print and radio. More specifically, television and newspapers account for over 80% of the advertising revenue currently. Projected estimates is that in 2013 is that the media and entertainment industry is expected to grow 11.8 % to $14.79 billion. Ideally, we would like to introduce Full Throttle through the conventional media avenues of television and print. Advertising in our age demographic target here would tend to lean more heavily on television and shows geared for ages of 18-35. As we have looked at in previous papers, the access and growth of the internet in India is something we must be keenly aware of. Currently, approximately 10-15% of the…show more content…
where “stamps” are awarded based on purchases made. Clearly, we would explore all three of the above promotion methods. Sampling is one that is expensive but still relatively appealing due to our ability to target our key age demographic in specific locations like schools, concerts, malls and supermarkets (Business, 2014). As we have explored in our previous paper, middlemen play a key role in affecting pricing strategies and the markups that come along with them. In India, up to 6 different middlemen may touch the product before it makes it way to the final step of consumer. Due to a number of intermediaries involved in the traditional Indian retail chain, pricing lacks transparency. We do have, to our benefit, historical pricing of similar products in India as a barometer to use when looking at a potential price for our market. Current soft drink pricing of a half-liter bottle is Rs 25-30. Brands like Pepsi, Mountain Dew and Coke are key players in this space. This number represents a final markup of 20 – 30% depending on retailer. This number has been on the gradual rise with inflation and the increase of transportation and energy costs. The pricing strategy for that of energy drinks is much steeper but has many similarities to the soft drink industry as it is sold in similar locations, usually purchased in individual containers, etc. Currently, the most popular participants like Red Bull and
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