CONCLUSION
The growth of the press in India has been tremendous and it had developed in all directions, both as a vehicle of expressing the people's aspirations and their viewpoints, and as a technologically advanced industry. As far as the Express Malayalam daily is concerned, it has still considerable scope of becoming a vehicle of expressing the people's aspirations and their viewpoints limited to its own socio-cultural environment. In order to tap the potential sources of this scope, the company has to exercise its social responsibility to its own social environment. The marketing strategy formulated in the revitalization proposal is based on this observation. Since the strategy is very much related to the behavioral framework of the people, keen and systematic action plans are to be formulated and followed. A break in the chain of action and delay in the course of coordination will disrupt the main stream of the action plans. If the phase frames and its time-frames structured in the revitalization programme are observed well, the turnaround strategy will no doubt, definitely work for the ultimate success of the company.