EENADU-The Heart and soul of Andhra Pradesh

1. EENADU-The Heart and soul of Andhra Pradesh Meenakshi Seetharaman- 9412 Vinodhini Patil- 9419

2. Birth of a Leader • Eenadu launched on 10th August, 1974 • Mr.Ramoji Rao-Indian Media Baron • Launched in Vishakhapatnam • One of the top read newspaper amongst Telegus. • It reached the rural masses too, thus breaking the ice between them and the urban population.

3. Headquarters in Hyderabad • One of the widely circulated Telugu daily and top read Telugu newspaper not only in Andhra Pradesh; but also in the country. • Ramoji Rao adopted a new set of directors and management to take it to the top.

4. The organizational structure of Eenadu • 23 branches in Andhra Pradesh • The collection of news is like a pyramid. • The head office has branch in each district which have zones. • This kind of structure is unique for Eenadu • It ensures that the rural population are widely represented. • This new concept f news attracted a large number of readership.

6. Market Entry • Mr.Ramoji chose Vishakhapatnam to launch Eenadu because it was a neglected area. • Had an Objective of delivering newspapers at the crack of dawn • Eenadu virtually changed the basic perception of news by emphasizing on local news. • By 1978, Eenadu surpassed Andhra Prabha’s circulation

7. The 3 dimensional strategy • Geographical flanking • Distribution flanking • Flanking with product form

8. Eenadu and political campaign • N.T.Rama Rao launched Telegu Desam Party. • He relied heavily on Eenadu to provide him the publicity and support. • Eenadu’s successful campaigning led to NTR’s Winning in the state election. • TDP was the first non-Congress Party to rule Andhra Pradesh

9. Decline of Eenadu market • Due to competition, Eenadu had to face decline in its market size. • After a decade of unmatched success, Eenadu had to face a crisis of losing its market size to Udayam and Andhra Jyoti • To stop the decline and to recover and consolidate its position it started using defensive techniques

10. Defensive strategies • Geographic segmentation- It started district and city supplements in 28 districts thus emphasizing local news • Interest-zoning- This was segmenting the Telegu newspaper market by psychological and demographical variables

11. Its famous marketing strategies of the current times • The common man, Eenadu’s uncommon focus • No.1- always an Eenadu number • My district, my news, my newspaper • Sunday is Eenadu day-Eenadu Aadivaram

12. Resorted to scientific strategies and market surveys to determine reading habits and readers’ requirements, to promote the paper. • Utilized the services of long distance bus conductors to pick up the news dispatches from correspondents • For extensive coverage Eenadu appointed hundreds of stringers, who were paid lineage • Eenadu started marriage advertisements breaking several caste rituals and taboos.

13. Corporate Social Marketing • Anti Liquor campaign: Eenadu played key role in educating its readers and instilling in them a dislike for liquor • Eenadu Mundhadugu: (Forward Step): promoting transparency and accountability in the functioning of the government to promote awareness on the Right to Information Act.

14. Eenadu’s Joint Publication • Annadata • Sitara • Vipula • A tribute to womanhood-Vasundhara • Pratibha • Common man takes the stock • Raithay Raju- Farmer is the King • We’ll tickle your ribs and your mind

15. Competition and statistics Eenadu has a healthy competition with other newspapers like: • Sakshi (news daily) - 12.5 million circulations • Andhra Jyoti -4.8 million circulations • Vaartha -3.2 million circulations

16. Thank You