UNITED DAILY

NEWS
Building Hybrid Business Models

Submitted by: Group 08

Jayant Khurana H18144
Kartik Gupta H18145
Pentela Naga Santha Kumar H18156
Pranjul Rai H18157
 INDUSTRY ANALYSIS
CHALLENGES FACED BY THE TRADITIONAL NEWSPAPER

Change in Customer Preferences News Content

Increase in internet penetration - Accessibility to Rise of internet media
foreign news channels • Instant breaking news
Readership decline of print newspapers; Evolution • Embedding graphics and videos
of news websites • Blogging
Free web portals • News from search engines

Advertisement Revenue Penetration of new business models

Decline in advertisements for print media, • Use of contract workers instead of full
allocation of budget more towards portals than time journalists
websites • Shift to web portals from news websites
Increase in paper costs, combined with decrease by advertising agencies
in readership leading to financial stress • Leveraging resources to shift to
peripheral businesses

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 COMPANY ANALYSIS
JOURNEY OF UNITED DAILY NEWS

1951 1978 1993

Merger of Quanmin daily, Set-up a 15 member marketing Organized international exhibitions to Organization was
Minzu news and economic team to arrange events develop domestic art appreciation 1996 restructured in response
times to boost circulation
to decline in readership

Gold Media Group as an 2008 1997

independent unit to organize large
exhibitions/events
Established professional news websites –
Transform old news into knowledge;
Monthly License programs for competitors

2009 2010 2011

Persuade companies to become
sponsors; acceleration of ticket
sales and list of premium VIPs
With raise of curating expenses, Global Media Established UDN shopping by
Group shifted the focus to discovering the artist; moving into e-commerce
1/16/2020 UDN Group established CRM system 3
 RESOURCES AND NEW BUSINESS

Reader base
Referrals from UDN.com to UDN shopping is very low

Web Traffic
Unable to compete with other e-commerce websites
on price/shipping speed
Experienced Journalists

Unwillingness of journalists to add product placement

marketing for stories
Brand Image

High reliability on sponsorship for organizing

exhibitions
Relationships

Unable to convert readers to money-paying

customers
VIP Sponsor Details

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 POSSIBLE SOLUTIONS
Encapsulated News - To attract young readers, make news in the form of video capsules on websites and add
infographics using knowledge base from UDNdata for print/ blogs on current issues; Will increase advertisement
revenue through video ads

Restructuring - Add new marketing resources to curate the content for product placement for
efficient marketing

Focus on core competence- Outsource or enter into partnerships for peripheral activities like logistics
for better customer reach and quicker service

Interaction with customers- Convert the CRM to 2-way discussion forum for better engagement

Local Reach- Initiate activities/events which can impact the society and follow up with proper coverage
of that event in both online & offline medium

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THANK YOU