Analysis of the case for Google s participation in the print ads market in India

Abstract

This project is an attempt to study Google s entry into the print advertising industry in India. The print advertising industry in India comprises of newspapers, periodicals, magazines and is worth 26,000 crores. The analysis also sets out to study the fitment of Google s product AdWords in the context of offline advertising in India. This report first analyzes the trends in the print advertising industry in India. The market size and the major players involved are described further as part of the secondary research. A literature survey was conducted on the aspects of drawing synergies between online and offline advertising and finding ways for effectively measuring the impact of print campaigns. A set of focus group interviews, across strata of society, was conducted to understand how consumers are consuming media. There were interviews also conducted with some regional advertisers to understand their advertising needs and how they measured the effectiveness of a campaign. These results were analyzed and the most important issues and learning s were identified from the primary and secondary research. At this stage, gaps were identified and the probability of plugging those information gaps with various product ideas was discussed. These product ideas including AdWords for Print were then measured on common benchmark in terms of revenue and recommendations were made in the form of product ideas, which should be implemented and rolled out for the market.