The Indian Express SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 1772
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SWOT Analysis of The Indian Express with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

The Indian Express

Parent Company

Indian Express Group

Category

Indian English-language Daily Newspaper

Sector

Media and Entertainment

Tagline/ Slogan

It all starts here; Journalism of Courage

USP

Franchisee model in some places which made the newspaper turn around

STP

Segment

English news preferring individuals

Target Group

English reading literates along with those who follow their news daily

Positioning

Those who take decisions at the top refer to the say of The Indian Express , thereby positioning itself as the starting point for all that happens in the country

SWOT Analysis

Strengths

1. Well built up franchise model in remote places where access is difficult
2. Covers the four corners of North India with a good network and 9 publishing centers
3. It is among the top ten position according to the readership ranking of Indian English dailies
4. Maintains an online website with daily e-paper and current updates

5. Good brand presence across India

Weaknesses

1. Underwent a lot of legal battles for ownership since decades which compromised on the quality of journalism as the secondary focus
2.The Indian Express Group got divided into two newspapers-one for south(The New Indian Express) and the other for north(The Indian Express) which may lead to extra costs for gathering information

Opportunities

1. Can generate more revenue by promoting ads of national brands at low costs
2.Bring some good ads online through YouTube for marketing and increasing the readership
3.Add additional innovative features by understanding the needs of target customer segment

Threats

1. Cut-throat competition offered by other English national dailies
2.Not as effective in terms of the quality of news as that of the high ranking newspapers in readership
3.Immediate need to move up the ladder in case if it wants to gain new customers beyond the loyal readers

Competition

Competitors

1.The Times of India
2.Hindustan Times
3.The Telegraph



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