The Economist

Returning Candidate?

Market Opportunity Consultant

Market Opportunity Consultant

ID 
2017-4168
Job Locations 
India-Gurgaon
Function  
Circulation

More information about this job

Introduction

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The Economist Group is the leading source of analysis on international business and world affairs. We deliver our information through a range of formats, from newspapers and magazines to conferences and electronic services. What ties us together is the objectivity of our opinion, the originality of our insight and our advocacy of economic and political freedom around the world.

 

While India is a sizeable and growing publishing market, we believe that The Economist has vast untapped potential. Historically Indian newspapers have largely earned revenue from advertising and not from circulation. With readers not being accustomed to paying premium prices for subscriptions, in 2007 the group developed an advertising led strategy which called for a major increase in readership via free bulk issues along with a low subscription package. The aim was that a sizeable Indian readership would attract advertisers.

 

Unfortunately, several market and economic factors went against our strategy over the next few years and so in 2015 the group developed a circulation led strategy which focused on profitability.  Over the past two years (and two substantial price increases) we have been able to return to profitability for each copy sold and now our goal is to increase circulation.

 

We want to hire a consultant for three months who understands our target market in India and can help us assess the potential for our brand, identify partners we could work with, and propose how to grow our brand in India.

 

Note: This will be a three month contract position.

Accountabilities

In this role you would be expected to:

 

1) Prepare a consumer research report which includes:

  • Market sizing – define the potential market size for us
  • Consumer behaviours of our target audience
  • What are our target audience spending money on? How do they spend their time?
  • What trends do they have for consuming news.
  • How are some consumer businesses growing in India?
  • Overview of the social media use

2) Create ideas to monetise our content

  • Media partnership ideas
  • Partnership ideas in other sectors (ex: Tech, digital payments, e-commerce, etc..)
  • Organic growth ideas
  • Preliminary exploration of these opportunities directly with potential partners
  • Narrow down 2-3 most promising ideas and set up more advanced meetings

Experience, skills and professional attributes

To succeed in this role you must have:

 

  • A proven track record of identifying and pursuing market opportunities for media or consumer products in India
  • Good understanding of the overall Indian market 
  • A deep understanding of our target market, behaviours today and trends on the horizon
  • Strong professional network
  • Strong communication skills in both Hindi and English (other Indian languages a bonus)

To succeed in the role you must demonstrate:

 

  • That you are an independent and hardworking consultant
  • Experience in leading research projects and/or market entry strategies for premium consumer products

Note:

 

  • You must have own IT equipment (laptop, phone, high speed internet)
  • You must be available for regular update calls with Project sponsors