Tuesday, July 12, 2005

Mumbai to get Hindustan Times in july

Hindustan Times, one of the leading newspaper brands in north India is all set to enter the Mumbai market on July 14. Hindustan Times is expected to start with an initial print-run of 2 lakh copies. In order to get the straengthen the branding the entire strategy for the Mumbai market has been divided in three/four phases. In the initial phase of almost an year – Hindustan Times plans to get quality readers rather than just increasing circulation numbers. The leading English brand wants to create an brand equity by targeting the discerning English speaking readers of Mumbai first, and then look for the masses. As per our long term strategy, Hindustan Times want to create a positive and up-market brand image in Mumbai. The brand plans target the masses only in the second or the third phase.