Abstract

The case discusses the marketing strategies of Businessworld, the largest circulated business magazine in India. In 1998, Businessworld was facing intense competition and was trailing far behind other players like Business India and Business Today. The magazine was making significant losses. The case describes how Businessworld staged a remarkable turnaround because of its marketing initiatives including aggressive brand building efforts, pricing strategy, event sponsorship, content restructuring and other promotional activities. The case provides a detailed note on the trends in the Indian business publication industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategies leading business publication company
• Indian Business Publication Industry.

Keywords

Case, Business world, Business Publication Industry in India, Marketing Business Magazines, Brand Building, Advertising Initiatives, Content Management, Pricing Strategy, Event Management