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BATCH: 2008-10
ado[ 0803, 0816
TO
Director (PGDM)
Success in any endeavor can never be achieved single handedly. It requires guidance,
co-operation and support by many individuals. A number of people have contributed
towards making this project a success. Some have contributed to this work by their
valuable suggestions and advice while others were our pillars of support from which
we drew our inspiration and strength.
At this juncture, we express our profound gratitude to Mr. Subodh kumar-Manager
RMD Dept.,”The Times of India” Ahmedabad for giving us this opportunity to
undertake our summer internship in this esteemed organization. We take this
opportunity to thank Mr. Manoj senior officer, Ahmedabad, for his great support.
We would like to thank again manager of RMD. Dept. Mr. Subodh Kumar who
guided us all along during the course of our project. There are many others at “The
Times of India” office , who have shared with us their experience and knowledge and
we owe our heartfelt gratitude to each one of them.
We would like to give thank to Mr. Ashok Solanki, HR Dept. Manager “The Times of
India” Ahmadabad, who help us to meet with Mr. Subodh Kumar for the project.
We are extremely thankful to our institution to provide us such a great opportunity. It
has been a great learning experience on our technical as well as personal aspects. Our
sincere thanks to Director N.K.Kapoor and Prof. Manish Parihar, Parul Institute of
Management S, Vadodara, for his great support and guidence.
We are thankful to each and every person who has contributed his surplus for the
completion of this project and also for the completion of this report. Working on this
wonderful project was a unique experience. Knowledge, experience and confidence
gained by this project will be useful for the rest of our career.
CONTENTS
List Of Tables:
LIST OF TABLES
S.no Table Title Page No.
1. TABLE 1.2.1 World’s biggest newspaper by circulation 11
2. TABLE 1.3.1 Showing Company Detail In Brief 16
3. TABLE 1.3.2 Showing SWOT of “The Times of India” 18
4. TABLE 1.4.1 Showing “The Times of India” in brief 19
5. TABLE 1.4.2 Pricing of newspaper for a week 27
6. TABLE 1.4.3 Competitors of TOI details throughout India 29
7. TABLE 3.1 showing category of respondents 34
8. TABLE 3.2 showing different newspapers 35
2List of abbreviation
EXECUTIVE SUMMERY
India””
Ahmedabad for the assigned project titled “Know the consumers behavior towards
Times Of India”. Mr. Subodh Kumar, Manager of Result and Market Department, was
our project guider who guided us how to carry on with the project.
1) The main objective of the research was “To study the factors affecting apt
customers (who know English) do not read The Times of India newspaper and which
factors make them uncomfortable about “TOI”. For that we went to Institutes,
Societies, Tuition classes, Gardens, Seminar Halls and where our potential customers
During this we came across with many problems which was cleared after discussing
This report includes an overview of the project undergone during the summer
I. In the first chapter, we have mentioned the Introduction and limitation of the
II.The second chapter of the report mainly focuses on the Methodology and
objectives of the study used during the training. It focuses on how we carried
III.The third chapter consists of analysis and findings about the company and its
product Times of India newspaper. That is purely based on our survey during
IV.The last chapter summarizes the whole report and gives the
For our project we took sample size of 400 respondents. After that, we analyzed the
questionnaire filled by the respondents and came to know that “people have the
problem with the language of “TOI” newspaper, young generation want to take news
customers.
CHAPTER 1
AN
INTRODUCTION
1.1PROJECT
1.1.1Problem statement and justification
1.1.2 Objective and scope
1.2 INDUSTRY
1.2.1 Background
1.2.2 Porter’s Five forces modal
1.3 COMPANY
1.3.1Introduction
1.3.2SWOT Analysis
1.4PRODUCT PROFILE
We conducted survey on 400 respondents with different category. For that we went to
institutes, hostels, shopping mall, gardens and different societies. We made report on -
when we asked them “are you reading TOI newspaper” and they said no. So
limitation of our report is-
1. But when they say YES” then why are you reading “TOI”.
2. Which type of news you like the most in “TOI”.
3. Specific area or location (Paldi, kalupur, Naroda, Bapunagar) wise survey.
4. Nearer regions (Gandhinagar, Mehsana, Kalol) of Ahmedabad.
5. Satisfaction level of existing customers.
1.2 INDUSTRY
1.2.1 A Brief on Newspaper Industry
Press is the fourth estate the other three being the legislative and the
judiciary. It owes its emergence following long struggle between the disputes and
people for establishment of democracy and representative institutions. The press is
supposed to play crucial role of a watchdog to see that, the foreside in situation
functions fairly within the constitution of framework and serve the people of whose
they were created.
CIRCULATION
NEWSPAPER COUNTRY (THOUSANDS) LANGUAGE OWNER
Yomiuri
YOMIURI Shimbun
1 SHIMBUN Japan 14,067 Japanese Group
THE TIMES OF
BCCL
8 India India 3,146 English
3 Kasseri &
2 THE HINDU India 1,272 English Sons Ltd.
Source: Wikipedia.com, list of 100 top circulation newspapers
The United States newspaper publishing industry was $59 billion. Industry
was employing approximately 356,000, according to the Newspaper Association of
America and the U.S. Department of Labor. Now the news paper industry of
developed countries like USA, UK, and Canada is declining. However the industry is
growing at around 20% in Asia.
In Asia due to 3 reasons industry is growing
• Increase in the literacy rate.
• Overall Economic growth in India and China.
• The reach of the news paper in the rural market.
Indian newspapers are the cheapest in the world. Newspaper companies in
India came to be projected as public service institutions after independence.
However, in the late 1980s, they became just another fast moving consumer
commodity. The companies started aggressive marketing and promotional strategies
to increase circulation and readership. The industry witnessed tough competition
both regionally and nationally. In 1999, the top 10 newspapers accounted for about
90% of the readership and the top two made 90% of the profits. There was fierce
Thought Of Company
COMPANY IN BRIEF
Table No. 1.3.1 Showing Company Detail In Brief
Bennett, Coleman and Co. Ltd.
Type Private
Founded 1838
Headquarters Delhi
Industry Broadcasting, Publishing, Media,
internet and Entertainment
Products Films, Television, Magazine,
Newspapers and Websites etc.
Revenue ▲$700 million USD (Aug 2007)
Employees 7000(2007)
Main Businesses: Its main business and major brands “The Times of India”-
“first morning compact daily”.
MISSION
“Create & build brands with differentiated content to capture relevant audiences and
market the value of these to advertisers to help them sell and strengthen their brands”.
THE MANTRA
OPPORTUNITY THREATS
History:
1890: Editor Henry Curwen buys “TOI” in partnership with Charles Kane.
1892
Following the death of Henry Curwen, T.
J. Bennett becomes the editor and enters
into a partnership with F.M. Coleman to
form a joint stock company - Bennett,
Coleman & Co. Ltd. (BCCL).
1929
”The Times of India” Illustrated Weekly renamed “The Illustrated Weekly Of
India”
1948
Sahu Jain Group becomes the owners of the
company. Shanti Prasad Jain is the first Chairperson
of the group.
1950
Navbharat Times launched. The “TOI” Crest
changed from the lions to elephants Dharmayug,
Hindi weekly pictorial magazine launched
1952
Filmfare- first film magazine
in English launched
1959 Femina-
first women’s magazine in English launched
Except this Times group has entered into various other places like-
Supplements
“The Times of India” comes with several city-specific supplements, such as
Ahmadabad Times, Delhi Times, Bombay Times, Hyderabad Times, Lucknow Times,
Nagpur Times, Bangalore Times, Pune Times, Chennai Times and Calcutta Times.
Branches :{ Locations}
Ahmadabad , Bangalore , Bhopal , Calcutta ,
Chandigarh , Chennai , Cochin , Delhi , Hyderabad , Jaipur ,
Lucknow , Mumbai , Kandivali , Patna , Pune.
[Figure No.
1.4.2showing branches of TOI]
AHMEDABAD BRANCH
✔ The Ahmadabad Branch was established before 38 years with lunch of “The
Times of India” Edition. Subsequently The Economic Times in English and
Gujarati were lunched in Ahmadabad.
✔ The Ahmadabad also has in its feather following brands:
➢ ZOOM
➢ TIMES NOW
➢ RADIO MIRCHI and TIMESJOB.com
“Mission of “TIMES OF
INDIA”:
““The Times of India” is the aggregator of content in any form in
the infotainment Industry. We collect & sell content to right target
audience”
Figure:
Chain of line sales.
In Ahmadabad branch, RMD Dept. uses both Pull and Push strategy for market
development.
➢ Pull strategy
➢ Push Strategy
BRANDING:
Branding: An ongoing activity through which you can create an image in the mind
of customer about your product. Now branding of “TOI” -
➢ THROUGH CAMPAIGN
Lead India
Teach India
Clean India
Economic Times in college
➢ OTHER LOCAL PROGRAMMES
CHAPTER 2
METHODOLOGY
2.1 Market Research
CHAPTER 3
Analysis:-
Question No. 2
The
Newspaper Sandesh D.B. I.E. Hindu B.S. A.M. G. S OTHER
No. of
Readers 73 212 20 10 24 49 117 15
Mean 50 Mode = Divya Bhaskar (212)
Question No. 3
3) How do you feel when you hear the name of “The Times of India”?
( Please tick on any one of graphics)
[[[[[
✔ Approx 62% educated respondent who don’t read “The Times of India” but
their attitude towards Times of India is good. This shows “TOI” having good
brand or image in the mind of potential customers.
✔ Approx 32% educated respondent are having neutral attitude towardsTimes of
India. These respondents read Times of India very hardly. These Guajarati
people know English but like to read Gujarati newspaper. They may not be
much aware of the importance of TOI product
Question No. 4
4) What do you think about quality of information of “The Times of India” as
compare to other English newspapers?
(A) Excellent (B) Good (C) Fair (D) Poor (E) Cannot say
Cannot
QUALITY Excellent Good Fair Poor say
No. of respondents 121 205 40 6 28
Percentage of Quality of
information provided by “TOI” 30 51 10 2 7
Mean = 80 Mode =Good (205)
TABLE NO.3.4 Showing scale of quality of information of “TOI”
Question No. 5
5) If you are subscribing any other newspaper then a expert says to purchase “The
Times of India” than extra cost of “The Times of India” will important for you
(A) Very important (B) Fairly important
(C) Neutral (D) Not so important (E) Not at all important
TABLE NO. 3.5 Showing how much extra cost will important for respondents
✔ If we provide “TOI” at free of cost than 234 respondents said that they are
going to read newspaper very often, it means they like this newspaper, want to
read it but they might be thinking that cost of “TOI” newspaper is high.
✔ Mean is 80 which is near to 79, less than 117, it means average people is going
read newspaper very often. There may be gap of communication of value or
importance of “TOI” to target readers.
Question No. 7
Question No.8
8) Ticks on more than two relevant boxes.
Time constrains to read any (English and Gujarati) newspaper.
More time consumption to read English newspaper (“TOI”)
Not easily available in your area (service/delivery problem )
(mention area____________________________________)
Requirement to read other newspapers……………….
Mention name
Prefer to read Gujarati newspapers at your home
TABLE NO.3,8 Showing the problems faced by respondents
Prefer
Gujarati
Time News
Constraints Time Not Read Paper
Category Any Consumption Easily Other At
Scale Newspaper For TOI Available Newspaper Home
No.of
respondent 134 110 45 29 106
✔ Like metro cities, Ahmedabad people do not have time to read newspaper.
They update themselves by Internet, T.V. and radio.
✔ They just watch T.V. channels where channels like “AAJ TAK”, “CNBC”
give information of every half an hour and get news.
✔ Approx 28% respondents have problem of time consumed to read any English
newspaper, their English is not much improved so they get irritated by this and
ultimately they switch over from English to Guajarati newspaper.
✔ In Gujarat state, most of people’s mother tongue is Gujarati and their culture is
also Gujarati, so approx 24% respondents prefer to read Gujarati newspapers
at their home. Educated family is also subscribing one Gujarati newspaper at
their home so their family members are definitely going to read Gujarati
newspaper.
Question No. 9
9) Anything you dislike in “The Times of India”.
___________________________________________________
More
Advertise
DISLIKE Nothing Ments Sexy Images Other
Respondents who
dislike in “TOI” 232 56 88 24
In % 58 14 22 6
Mean = 66 Mode Nothing(228)
TABLE NO. 3.9 Showing dislike in “TOI” by students
✔ Approx 58% respondents like each and every thing whatever comes in TOI.
✔ But some of them said that they could not subscribe and read it in front of their
family because of sexy images of modals, some said more advertisement.
Question No. 10
10)Problem with understanding the language of “The Times of India”?
A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
✔ If we look at graph then we can find that approx 36% respondents agree with
that “TOI” is lacking in covering local news. They like to read local news first
than national. They find more local news in local newspaper like Divya
Bhaskar and Gujarat Samachar.
✔ Approx 39% respondents are uncertain about this. It means “TOI” is lacking
in covering local news or people are not aware about it.
✔ Only approx 21% people disagree.
✔ Here mean is 80 and every data except uncertain are close to mean. More
value is above mean that also prove that “TOI” lacking in covering local news.
Question No. 12
12)Do you think “The Times of India” is going to add value to your life?
A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO.3.12 Showing people who think TOI is going to add value
Strongly Strongly
Scale Agree Agree Uncertain Disagree disagree
No. of People who
think “TOI” going to
add value in their life 79 169 99 32 21
Mean 80 Mode Agree(169)
✔ 248 respondents agree with “TOI” going to add value in their life if they read
“TOI”. So it shows TOI’s importance in their life.
✔ They think that by reading TOI their English, life style, status are going to
improve.
✔ 99 respondents are uncertain about it.
Question No. 13
Question No. 14
14)Are T.V., Radio or internet giving more knowledge than “TOI”?
A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO. 3.14 Showing T.V and RADIO give more knowledge than TOI
Strongly Strongly
Scale Agree Agree Uncertain Disagree disagree
knowledge more than
“TOI” 82 120 110 51 37
In % 20 30 28 13 9
Mean 80 Mode Agree(120)
✔ Internet, radio, T.V. and new emerging threat mobile are now main source of
information. And because of this, newspaper industry is facing problem.
1) Qualification Of Students
(1)S.S.C (2) H.S.C. (3) Diploma (4) Graduate (5) Post Graduate (6) Others___
TABLE NO. 3.15 Showing qualification of students
Qualification Post Eng
of students H.S.C S.S.C Diploma Graduates graduates Others Ineers
No. of
Students 7 54 15 81 16 13 74
Mode Graduates(81)
✔ Out of 263 students, 81 are graduates, 74 are engineers and 54 are H.S.C
students. So majority of students are graduate and engineers.
Question No. 2
2) Out of 263 students who read newspaper which news paper are they reading?
1) Sandesh 2) Gujarat Samachar 3) The Indian Express
4) The Hindu 5) Business Standard 6) Ahmadabad Mirror
7) Divya Bhaskar 8) Other (Please Specify):____________________
Question No. 3
3) How do you feel when you heard name of “The Times of India”?
(Please tick on any one of graphics)
✔ Approx 70% students having good attitude towards TOI. It means they like to
read TOI may be in their college library, friend’s home or where TOI is
coming.
Question No. 4
4) If you are subscribing any other newspaper then a expert says to
purchase “The Times of India” than extra cost of “The Times of India”
will important for you
(A) Very important (B) Fairly important
(C) Neutral (D) Not so important (E) Not at all important
GRAPH NO. 3.18 Showing No. Of Students Who Affected With Paying Extra
Cost
✔ Most of students do not have income source and decision power n their hand.
Question No. 5
5) Ticks on more than two relevant boxes.
Time constrains to read any (English and Gujarati) newspaper.
More time consumption to read English newspaper (“TOI”)
Not easily available in your area (service/delivery problem )
(mention area____________________________________)
Requirement to read other newspapers………Mention name
Prefer to read Gujarati newspapers at your home
TABLE NO. 3.19 Showing problems of students.
Prefer
Time
Time Not Read Guajarati
CATEGORY constraints
consumption easily other news
SCALE any
for “TOI” available newspaper paper at
newspaper
home
No. of
134 110 45 29 106
respondent
In % 31 26 11 7 25
Mean 85 mode 134
✔ Students are studying with job so they do not have that much of time to read
English newspapers.
Question No. 7
✔ Most of the students are agree that Times of India is going to add value in their
life they can improve their English.
✔ They can also get general knowledge and update them self to sustain in this
competitive market.
Question No: 8
8) Are T.V., Radio or internet giving more knowledge than “TOI”?
A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO.3.22Showing Who Is Giving More Knowledge Than “TOI”
Strongl
Strongl
agre uncert disagr y
Category scale y
e ain ee disagr
agree
ee
Numbers of
62 86 65 29 21
respondents
Percentage of people 32.6
23.57 24.71 11.02 7.98
think that TV. Radio 9
✔ Today’s generation are very fast they are getting information from TV and
radio and Internet they don’t want to spend their time in reading newspapers.
✔ Most of the students are spending their most of time in front of TV and
Internet so they get most of information from there.
CHAPTER 4
INTERPRETATION OF QUESTIONNAIRE
✔ Approx 86% respondents are students and employees, who are “Non-TOI”
readers.
✔ Educated people also like to read Guajarati newspaper, because of their
convenience with Guajarati language.
✔ Because of good branding and too specific to information or news, approx
81% respondent think, quality of information of “TOI” is good.
✔ If expert suggest then to read “TOI” then extra amount of “TOI” over being
subscribe Guajarati newspaper, is very important for them.
✔ Now if we provide “TOI” at free of cost, then 57% of respondent going to read
it, it means Gujarati people do not feel worth to its prices or money is more
important them and frequency of reading “TOI” (if we provide “TOI” at free
of cost) is very often because 234 out of 400 respondents are ready to read
“TOI” every day.
✔ 231 out of 400 respondents rely on information provided by “TOI” because of
it brands, taking opinion from readers, and not adding “mirch masala” to it
news.
✔ 31% respondents do not have time to read newspaper because of tight
schedule or job. They get news from T.V., internet and radio.
✔ 28% respondents have problem with understanding language of “TOI”
because of Gujarati culture or do not know English perfectly.
✔ 24% respondents prefer Guajarati newspaper at home because; they habituated
to read Guajarati newspapers with their family members.
✔ “The Times of India” comes with so many sexy images so member of family
do not like to read is front of members.
✔ Most of respondent (approx 56%) have problem with language of “TOI”.
There people prefer Ahmedabad Mirror not “TOI”.
✔ If any newspaper does not cover local news, then nobody is interested to
subscribe it, approx 36% respondent agree with “TOI” lacking in covering
local news. But 39% respondents are uncertain about it.
CHAPTER 5
RECOMMENDATIONS
✔ “TOI” should survey like the Divya Bhaskar is doing they should give the
questionnaire in their paper .Divya Bhaskar is doing this survey every six
months and find out the results of it and they will make the changes according
to the consumers preferences. We had attached that questionnaire.
CONCLUSION
CONCLUSION
From above survey we conclude that
➢ Non-TOI reader has a problem with understanding language.
APPENDIX:
Questionnaire on which we conducted this survey is
Internet:
S Name of site Article Name Date of
.no the site
visited
1 www.wikipedia. Times of India, the Hindu, 25 may
com the Hindustan, Newspaper 2009
industry.
1 www.newspape Brief history of newspaper 30 may
rin industry. 2009
dustry.com
2 www.pbs.org What you should know 30 may
about newspaper industry? 2009