Research project Report on Impact of advertisement in newspaper on the image of a particular brand

Submitted in partial fulfilment for Post Graduate Diploma in Management Of Chandigarh Business School, approved by AICTE

Submitted by: Navdeep Singh PGDM 2010-2012 Roll No. 10CBSPGDM34

DECLERATION

I Hare Navdeep singh hereby declare that this Project Report entitled Impact of advertisement in news paper on image of a particular Brand has been completed based on actual study carried out by me during my internship program at HT Media Limited. I am presenting an authentic report of my work to CHANDIGARH BUSINESS SCHOOL carried out at HT Media Limited, Mohali (Chandigarh) for the partial fulfilment of the Requirement of the requirement for POST GRADUATION DIPLOMA IN MANAGEMENT (PGDM) diploma programme of CHANDIGARH BUSINESS SCHOOL LANDRAN (MOHALI) (PUNJAB) This Project Report is original and information, data and fact furnished there in are Actual, based on study carried out by me.

(Hare Singh)

Navdeep

ACKNOWLEDGEMENT

After completing my 2nd semester curriculum I went for summer training for 6 weeks duration and it bears inspirit of several person. I have achieve this training in one of the most esteemed organisation of the country HT Media Limited Mohali (Chandigarh) for their kind permission to undertaken its study I am grateful to my respected Mr. Sumit Gupta (Training in-charge, HT Media Limited) and MR. MANEESH For their support and encouragement throughout my project work. This list will go incomplete without the special reference of the contribution and whole hearted support of managers and all other staff and department, which truly reflect their deep insight into the project and the professional touch which is their benchmark. I express my sincere thanks to Ms. SUNAYNA and Ms. ROSSY SHARMA (Faculty Guide, Chandigarh Business School Landran (Mohali) Punjab I wish to thank all the persons who helped me directly and indirectly during my project work at HT media Limited Mohali (Chandigarh) Last but not least, my gratitude goes to my parents. Your support has been invaluable

(Hare Navdeep Singh)

Content
1. Introduction of the study 2. Objective, Scope of study 3. Introduction of the organization. 4. Indian news paper industry overviews. 5. SWOT analysis 6. Competitors of the organization. 7. Porters Five Forces model Analysis 8. Recent changes in print media industry. 9. Price comparison in newspaper industry. 10. Research Methodology 11Conclusion

INTRODUCTION OF THE STUDY

This project report is all about to know the impact of advertisement in newspaper on the image of a particular brand. Our main focus is on topic that those organization which are giving advertisement in any kind of newspaper and those factors which are given more preferences by advertisers while giving an advertisement in a newspaper. Newspaper is the biggest and best medium of advertisers for their advertisement. We know that brand awareness is main source for making a long terms relationship with the customer. So for making long term relation it is necessary that customer should be aware from the brand. Advertisement is a best way to create awareness in customers. Advertisement: Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of

their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA). Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries 1. Definition The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. 2. Any paid form of non-personal communication about an organisation, product, service, or idea from an identified sponsor. Advertisement in newspaper:

Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.

Impact of newspaper advertisement on a the image of a particular brand

Newspaper advertising works on the fundamental of building trust and confidence with the readers. According to Webwindows, a leading media agency in the UK, your choice of the newspaper, and the content and design of the advertisement should be such that it wins over the trust of the reader at the first go. Webwindows supports it case by stating that recent studies all point to the fact that a well drafted classified advertisement placed in the right newspaper opens up the doors to success. According to Webwindows, newspapers over a period have built a strong level of trust and confidence in the people which is unmatched by any other form of media. Webwindows further states that while online media has its use, for advertising newspaper is the best medium. Webwindows feels that online media can be used for making purchases simply because it gives the customers the opportunity to shop at any time of the day or night from the comforts of their homes. To advertise, Webwindows recommends people should use the offline media. According to Webwindows people read newspapers for relaxation and when they do that, they love to browse through advertisements and if for nothing else but for the sake of curiosity. So even if they don't want to buy a product at a particular point of time, Webwindows says that they encircle the ad or keep it for future reference. This according to Webwindows is the power of newspaper advertising. It is precisely because of this Webwindows is dedicated to serve online companies and provide them result-oriented and cost effective advertisement strategies. UKs leading media agency, Webwindows, offers specialized services in ad design and placement strategies. Webwindows has a signature page, the Webwindows page that appears as a colored weekend supplement in seven newspapers and magazines of UK which helps online companies reach to a large readership base of 5 million readers.

Web windows feels that newspapers provide you just the right platform to advertise your products and services and make a strong presence among the readers. Newspapers have a

large readership and it is the preferred medium of acquainting oneself with information. Therefore Webwindows feels that newspapers have a great power to build brand awareness. Newspapers, according to Web windows, can help you introduce your company in a positive light by making a prompt impact and a long lasting effect. According to Web windows, newspapers have the greatest impact because of the following reasons: 1. Experts say the greater the exposure of the advertisement, the longer is the period of its impact among the readers. Therefore Web windows feels if an advertisement stays in the memory of a consumer for a longer time, chances are quite probable that he might opt for purchasing or availing your services as and when required. This counts for higher sales and brand awareness. 2. A newspaper reader is so involved in his reading that sometimes the content in the advertisements creates an emotional impact on him. It is this power of being able to evoke an emotional response with the reader that goes in favour of newspaper advertising. 3. In other media, especially online media, people get perturbed by the distractions in the form of pop-ups and other advertisement forms that keep flashing on and off the screen. In fact Webwindows points out that instead of having any favourable impact, these ads serve to distract the readers. However newspapers, point out Webwindows, involves a focused reading where there are no disturbing and unwanted flashes of advertisements. As there is no distance between the reader and the story it seems that the reader actually undergoes all the emotions in the story himself, leading to increase in the trust factor. Taking advantage of this trust quotient, advertisers cash on newspapers to send their messages loud and clear among the readers. It has been proved time and again that that the level of trust and confidence associated with the newspapers are much more than any other media. Basing their strategies on the same principal, Web windows provide integrated and the most effective ad composition and placement strategies that assist businesses to develop a positive relationship with the readers. In fact Web windows have a dedicated page, the Web windows page that appears in seven leading newspapers in the UK. The advantage of advertising in the Web windows page is that your ad is read by over five million people per week and these are the people who are looking to buy products and services online. The Web windows page is extremely popular with the readers who now know that this is the best place to look for online companies offering products and services they are looking for. As already pointed out, the Web windows page appears in seven leading newspapers. The Web windows executives can guide you as to which newspaper would best meet your requirements.

OBJECTIVES

To analyze the importance and role of advertisement in a particular newspaper on the image of a brand To find out reasons whether advertisement is really helpful or not

To analyze customer is really satisfied with the image created by advertisement for his brand. If advertisement is not helpful in making image of a brand then searching the new methods to make advertisement helpful.

Scope of the study

The newspaper industry is very competitive and one of the fast growing industry in India. There are large no of players in the industry and best medium of advertising. The bright future and the immense scope of the Indian print media have also aroused the interest of foreign investors and recently the government has opened up the sector to foreign investment. Foreign media has also shown interest in investing in Indian publications. The revenues for India's newspaper market are generated from advertising and circulation. India's growth rate in this segment is poised to be higher than the average rate of growth in the Asia-Pacific region over the next four years In this report I tried to find out whether advertising in newspaper give really a benefit to its organization or customers. The scope for further research on this topic will always open. Right now I am able to find the new process of making these advertisements really beneficial for a particular organization.

COMPANY PROFILE
Hindustan Times (HT)
is an Indian English-language daily newspaper founded in 1924 by with roots in the Indian independence movement of the period ("Hindustan" being a historical name for Northern India).[2] Hindustan Times is the flagship publication of HT Media Ltd. In 2008 the newspaper reported its circulation as being over 1.62 million according to the Audit Bureau of Circulations (India)(from Jan - June audit 2009), ranking it as the third largest daily English newspaper in India. The Indian Readership Survey (IRS) 2010 revealed that HT has a readership of (34.67 lakhs), placing it as the third most widely read English Newspaper in India after The Times of India.[3] It has a wide reach in northern India, with simultaneous editions from New Delhi, Mumbai, Kolkata, Lucknow, Patna, Ranchi, Bhopal and Chandigarh. The print location of Jaipur was discontinued from June 2006. HT launched a youth daily, HT Next, in 2004. The Mumbai edition was launched on 14 July 2005 and the Kolkata edition was launched on early 2000. Other sister publications of Hindustan Times are Mint (English business daily), Hindustan (Hindi Daily), Nandan (monthly children's magazine) and Kadambani (monthly literary magazine). The media group owns a radio channel, Fever, and organizes an annual Luxury Conference which has featured speakers like designer Diane von Furstenberg, shoemaker Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick Normand. Hindustan Times is owned by the KK Birla branch of the Birla family.

Readerships profile

Total Audience:

3,467,000

Male/Female: Age Group: 25+ yrs. Social Grade A1, A2: Grad/Post Grad/Gen. Monthly Houseld Income Over RS10,000:

63.6%/36.4% 65.5% 56.1% 56.1% 44%

History of the organizations

Hindustan Times was founded in 1924 by Master Sunder Singh Lyallpuri, founder-father of the Akali Movement and the Shiromani Akali Dal in Punjab. S Mangal Singh Gill (Tesildar) and S. Chanchal Singh (Jandiala, Jullundur) were made in charge of the newspaper. Pandit Madan Mohan Malaviya and Master Tara Singh were among the members of the Managing Committee. The Managing Chairman and Chief Patron was Master Sunder Singh Lyallpuri. K. M. Panikkar was its first editor with Devdas Gandhi (son of Mahatma Gandhi) on the editor's panel. The opening ceremony was performed by Mahatma Gandhi on 15 September 1924. The first issue was published from Naya Bazar, Delhi (now Swami Sharda Nand Marg). It contained writings and articles from C. F. Andrews, St. Nihal Singh, Maulana Mohammad Ali, C. R. Reddy (Dr. Cattamanchi Ramalinga Reddy), T. L. Vaswani, Ruchi Ram Sahni, Bernard Haton, Harinder Nath Chattopadhyaya, Dr Saifuddin Kichlu and Rubi Watson etc. "Sadar Panikkar launched the Hindustan Times as a serious nationalist newspaper. As an Oxonian, historian, and litterateur, Panikkar must have hoped to make his paper eventually more than an Akali sheet. He became the editor and funds flowed freely from activist Akali patrons. He exerted himself strenuously, but the paper made very little headway. In two years Panikkar could not take the print order any higher than 3,000? By then the Akali movement appeared to lose steam and funds dried up. The paper was saved from an untimely demise when Pandit Madan Mohan Malaviya stepped in to realise his vision of a newspaper in Delhi." - TJS George, Lessons in Journalism, 2007, Viva Books, New Delhi. Malaviya raised Rs. 50,000 rupees to acquire the Hindustan Times along with the help of nationalist leaders Lajpat Rai and M. R. Jayhawker and industrialist G. D. Birla, who paid most of the cash. Birla took full control of the paper in 1933. The paper continues to be owned by the Birla family. It has its roots in the Indian independence movement of the first half of the twentieth century and even faced the noted "Hindustan Times Contempt Case (AugustNovember, 1941)" at Allahabad High Court.[4] It was edited at times by many important people in India, including Devdas Gandhi and Khushwant Singh. Sanjoy Narayan has been appointed the editor in chief of the paper and was due to take over in August 2008.[5] Recently [when?] the editorial page has seen a major makeover and has been named "comment" to bring in more flexibility and some-what less seriousness to the page.

Ownership
The Delhi-based English newspaper Hindustan Times is part of the KK Birla group and managed by Shobhana Bhartia, daughter of the industrialist KK Birla and granddaughter of GD Birla. It is owned by HT Media Ltd. The KK Birla group owns a 69 per cent stake in HT Media, currently valued at Rs 834 crore. When Shobhana Bhartia joined Hindustan Times in 1986, she was the first woman chief executive of a national newspaper. Shobhana has been nominated as a Rajya Sabha MP from Congress Party. Along with Hindustan Times, HT Media owns Desimartini, Fever 104 FM, and Mint (newspaper).

Supplements

Brunch: A weekly magazine, distributed every Sunday, for the last few years. Includes entries by noted columnists like Vir Sanghvi, Seem Sharma, and a cover story. This very popular feature of the newspaper also includes an interview in the end by a famous celebrity.

HT City / Cafe: A popular daily supplement, freely distributed with the newspaper, includes commentary on lighter news, updates of happenings around the city in which it is distributed, coverage of local parties and celebrity gossip.

HT Horizons: A supplement providing information to students across the country help in the form of sample career options, career counselling, latest campus news, psychological counselling etc.

HT Power jobs: This supplement is dedicated to careers with information on everything from job listings to career counseling. It comes every Tuesday.

HT Premiere: HT Premiere comes every Thursday containing items on entertainment covering Hollywood and Bollywood.

HT Estates: HT Estates contains real estate and property related features and circulated on Saturdays.

HT Sister Publications
Mint Hindustan Nandan Kadambani - : : : An English Business Daily

A Hindi Daily published from Delhi, Lucknow and Patna. : Monthly literary magazine Monthly Children's magazine

HT Circulation

Based on the readership survey of 14.49 million readers, HT has a combined circulation of 2.25 million copies everyday including Hindustan Times (English) and Hindustan (Hindi). Due to huge circulation, HT enjoys strong brand recognition among readers and advertisers as well.

Awards and Recognitions

Over the years Hindustan Times has won several national awards and earned certificates of recognitions. Hindustan Times has a good track record at the IFRA and has won several awards this year as well.

Popular Columnist of Hindustan Times

Vir Sanghvi Barkha Dutt Khushwant Singh Indrajit Hazra Kuldip Nayar Karan Thapar

HT Group in Electronic Media

HT Media has also made its foray into electronic media. Diversifying its ambit of operations, the company in a consulting partnership with Virgin Radio, has launched the FM radio channel - Fever 104. Currently available in Delhi, Mumbai, Bangalore and Kolkata, Fever 104 has established a strong presence as being one of the most vibrant channels on air. In a short span, the channel's rise has been meteoric considering its position in Mumbai and Bangalore at No. 1 and in Delhi as the No. 2 station on the popularity charts.

Values

HT Media A rich heritage to live up to! Organizational values are the foundation stones on which the organizations image is built. These help the company realize its organizational goals and in turn transform lives. These values are intended to infuse an infectious energy, professionalism and a sense of true empowerment to the workplace. The solid edifice on which HT Media stands tall today was built on high ideals and values. The company has its roots in the independence movement in the first half of the twentieth century, a cause to empower the nation. We are adaptive to the changing times, while remaining steadfast to the values rooted in our culture. Our values drive us towards our goals of expansion, diversification and excellence. These values define our philosophy of operations, guide our important decisions and determine our commitment and achievement.

Courage
To encourage the ability that meets opposition with skill, competence and fortitude.

Responsibility
Be accountable for results in line with the companys objectives, strategies and values.

Empowerment
Support our people and give them the freedom to perform and to provide our readers with information to influence their environment.

Continuous Self Renewal

Determination constantly re-examines and re-invents ourselves for further innovation and creativity.

People Centric
People are our greatest asset. We invest in them expect a lot and know that the rest will follow.

Vision
HT Media strives to be a visionary organization and not an organization with a vision. In our Endeavour to have a shared understanding, alignment and commitment, we have derived our companys vision that sets the course and empowers people to take action.

Management
A rich mix of veterans in media and top leaders from non-media sectors, from both India and abroad, HT Medias Management team reflects the company's desire to be the best by leveraging diverse strengths. The management team comprises people from varied verticals such as media, FMCG, telecom, automobiles, each of whom add fresh perspective to the rich experience of media industry stalwarts. This rich talent pool is ably assisted by our Global Think Tank.

Board of Directors

Shobhana Bhartia
Chairperson
Mrs. Shobhana Bhartia, who has been associated with the company since its inception, has taken over as the Chairperson on September 18, 2008. She has spearheaded the company's long-term vision and strategy. Mrs. Bhartia is in charge of formulating and directing the editorial policies of the company and has more than 25 years of experience in the newspaper industry. Mrs. Bhartia is a graduate from Calcutta University and is a recipient of the Parma Sheri Award by the Government of India in 2005. Mrs. Bhartia has received several others awards, including the Outstanding Business Woman of the Year(2001) by PHD Chamber of Commerce & Industry, the Global Leader for Tomorrow(1996) by the World Economic Forum, Davis and the National Press India Award(1992). She has been on the board of Indian Airlines Limited and on the North Regional Board of the Reserve Bank of India.

Roger Goreville

Director
Mr. Roger Goreville has a Masters of Commerce degree in Economics from the University of Auckland. A citizen of both New Zealand and the United Kingdom, he has been the Managing Director of Henderson Equity Partners Ltd - a private equity operation of Henderson Global Investors - since 1998, and is a member of Henderson Global Investors' senior management team. Mr Goreville has over 20 years of investment and management experience covering both listed and unlisted markets.

K N Meany

Director
Mr. Meany, a qualified Chartered Accountant, holds a Bachelors degree in Commerce from Calcutta University. He retired as the Chairman and Country Managing Partner of Ernst & Young, India. He specialises in business/corporate advisory and financial consultancy. Mr Meany has been the Chairman of the External Audit Committee of the International Monetary Fund. He is also a member of the National Advisory Committee on Accounting Standards, a statutory authority for specifying mandatory accounting standards. Mr Meany joined the Board of Directors in May 2004.

Y C Deveshwar
Director

Mr. Deveshwar has a career spanning 36 years, with experience across general management, strategic management and business leadership. He graduated from the Indian Institute of Technology, Delhi, with a B.Tech degree and joined ITC Limited, a public listed company in India, in 1968 as a management trainee. He joined the board of directors of ITC Limited in 1984 and has led various businesses of ITC Limited besides leading Air India as Chairman and Managing Director from 1991 to 1994. Mr Deveshwar is a recipient of various awards and recognitions, including the Manager Entrepreneur of the Year Award 2001, by Ernst & Young. He is currently the Chairman of ITC Limited. He has also been the president of Confederation of Indian Industry (CII). Mr Deveshwar joined the Board of Directors of HT Media in May 2004.

N K Singh
Director

Mr. Singh is a noted economist and retired bureaucrat. Mr Singh has a Masters of Arts degree in Economics from the Delhi School of Economics. He joined the Indian Administrative Service in 1964 and has held a number of important positions with the Government of India, including Expenditure Secretary, Revenue Secretary and later Secretary to the Prime Minister of India. He was also a member of the Planning Commission. Presently, Mr Singh is a member of the United Nations Global Commission on International Migration, a Senior Short Terms Visiting Fellow, University of Stanford and Chairman of the Management Development Institute, India. Mr Singh joined the Board of Directors of HT Media in December 2004.

Ajay Relax
Director

Mr Ajay Relax, one of the founding Directors of CX Advisors Private Limited, which provides investment advisory services to Private Equity firms, has over twenty-five years of corporate and investment banking experience in India, Saudi Arabia, Tunisia and Switzerland. Prior to co-founding the Indian Sub-Advisor, Mr. Relax was the head of CVCI in India, a position that he held since the inception of that business in India in 1995. Prior to this, Mr. Relax worked with several financial firms in multiple geographies, starting with City in 1976 and the last being the CEO of a City-affiliated brokerage firm, Citicorp Securities & Investments Ltd. Mr. Relax has served on the boards of several CVCI portfolio companies, such as Salon, HT Media, Yes Bank, I- FLEX and Proven, among others. Mr. Relax earned a Masters in Business Administration from the Indian Institute of Management, Ahmadabad and a B.A. in Economics from St. Stephen's College, Delhi University where he was top ranked in the University.

Priyavrat Bhartia
Whole-time Director

Mr. Priyavrat Bhartia is a whole-time Director. He started as a financial analyst with Wasserstein Pirelli & Co., New York, in 1998. With a Masters degree in Business Administration from Stanford University (USA), Mr. Bhartia is also a director with a number of companies including Birla Cotton Spinning and Weaving Mills Ltd, Jubilant Enrol Pvt. Ltd, HT Buda Media Limited and Firefly e-Ventures Limited.

Shamir Bhartia
Whole-time Director

Mr. Shamir Bhartia is a whole-time Director. He holds a degree in Economics from Dartmouth College, USA. He has worked in the Corporate Finance and M&A Group, Lazard Frere, New York, from July 2001 till August 2002. Mr Bhartia has been associated with the company since its incorporation.

Rajiv Verma
Chief Executive Officer

Rajiv joined HT Media Ltd. as CEO in 2004. These 5 years have seen HT take giant strides, be it growing the vernacular business with Hindustan, creating national big brands Mint, Fever 104, Shine.com, in addition to growing new businesses like Events and Key Marketing Solutions, Ad for Equity, establishing international collaborations with Virgin Radio, Buda, Wall Street Journal, Red Match and substantively increasing our print capacities across the country. Rajiv brings with him over 24 years of cross-sect oral experience with companies like Hindustan Lever, Nestle and Whirlpool. His international experience spans South East Asia and Europe. Rajiv is a Mechanical Engineer from Delhi College of Engineering. Rajiv is also a member of the Kellogg alumni advisory board of North-western University.

Awards

Hindustan Times - Greater Noida receives INCQC Club membership for 2008-10 The goal of the International Newspaper Colour Quality Club is to raise day-to-day quality in

reproduction and printing. The quality competition is organized jointly by Efra (www.ifra.com), NAA (Newspaper Association of America: www.naa.org) and PANPA (Pacific Area Newspaper Publishers Association: www.panpa.org.au). Newspapers that participate with success are awarded membership for a two-year period in the exclusive club of top-quality titles. This quality benchmarking competition has been organized at two-year intervals since 1994 and this time attracted the record number of 198 registrations.

Hindi Hindustan - Greater Noida receives INCQC Club membership for 2008-10 the goal of the International Newspaper Colour Quality Club is to raise day-to-day quality in reproduction and printing. The quality competition is organized jointly by Efra (www.ifra.com), NAA (Newspaper Association of America: www.naa.org) and PANPA (Pacific Area Newspaper Publishers Association: www.panpa.org.au). Newspapers that participate with success are awarded membership for a two-year period in the exclusive club of top-quality titles. This quality benchmarking competition has been organized at two-year intervals since 1994 and this time attracted the record number of 198 registrations.

Kolkata plant gets SNAP Award - 2008 Kolkata plant gets SNAP Award in February 2008 The Specifications for Newsprint Advertising Production (SNAP) are designed to improve reproduction quality for newsprint production and provide guidelines for the exchange of

digital file information. SNAP is intended for advertisers, advertising agencies, publishers, pre-press managers, material suppliers, commercial and newspaper printers.

Lucknow plant gets SNAP Award - 2008 Lucknow plant gets SNAP Award in March 2008 The Specifications for Newsprint Advertising Production (SNAP) are designed to improve reproduction quality for newsprint production and provide guidelines for the exchange of digital file information. SNAP is intended for advertisers, advertising agencies, publishers, pre-press managers, material suppliers, commercial and newspaper printers.

INDUSTRY OVERVIEWS OF PRINT MEDIA

Media industry in India is among the fastest growing industries of the present Indian economy. The media industry has benefited a lot from the Indian current economic growth coupled by the rising earnings levels in India. The media industry is presently in a critical stage of revolution. Since 2006, the media industry has enjoyed a good time in terms of growth and development as it has been characterized by realignment, consolidation and expansion in many sectors of the media industry. In addition, the media industry is anticipated to grow up faster than GDP growth of India and subsequently more spending is being expected in the media industry. Newspapers shape the nation and it holds true for India as well. Even before India got independence, newspapers played a major role in spreading the issue of independence. James Augustus is considered the "father of Indian press" as he was the one who started the first Indian newspaper from Calcutta, the `Bengal Gazette` or `Calcutta General Advertise` in January, 1780 which was a weekly publication. In 1789, the first newspaper from Bombay (now Mumbai), the `Bombay Herald` appeared, followed by the `Bombay Courier` in the following year. Later, this newspaper merged with the Times of India in 1861. The first newspaper published in an Indian language was the Sam char Darlan in Bengali on May 23, 1818. The first Hindi newspaper, the Smasher Soda Vashon started its circulation in 1854. Since then, the prominent Indian languages in which newspapers had been published over the years are Hindi, Marathi, Tamil, Malayalam, Telugu, Urdu and Bengali. India consumed 99 million newspaper copies as of 2008, making it the second largest market in the world for newspapers. Today, India has over 300 big newspapers, besides hundreds of medium and small-sized ones. And the number is increasing almost every day as existing newspapers bring out new editions apart from new players joining the bandwagon, the future of the newspaper industry at large looks promising.

Structure of the Indian print media industry

It is highly fragmented with importance to regional dominance. The Indian print media segment primarily comprises newspaper and magazine publishing. Book Publishing also forms part of the print media though currently the share is not substantial.

As per PwC report, the print industry is expected to grow from Rs 128 ban in 2006 to Rs 232 ban by 2011, at 12.6% CAGR. While the newspaper industry is estimated at Rs 112 ban, the magazine segment is valued at Rs 16 bn.

Growth drivers

Higher literacy levels: In 2006, the literacy levels increased to 71.1% as compared to 69.9% in 2005. While rural literacy is at 64.8%, urban literacy touched 85.3%. Currently Indian print media is estimated to reach over 220 m people, and has immense growth potential since close to 370 m literate Indians are believed to not be served by any publication. Also, the reach of newspapers is only 27%, as compared to the global average of 50%.

Lower cover prices: Earlier, due to strong hold over a region, the newspaper had higher cover charges. However, with increasing competition and venture into newer regions the companies have reduced the cover prices to augment more sales. Many English dailies are sold for as low as Re 1 or Rs 2. The initial subscription offers of DNA and Hindustan Times (HT) in Mumbai, during their launch period, further reduced the cost of the newspaper to around 50 paisa for an average issue.

Higher ad spends: Print media accounts for 48% of the total Rs 137.5 ban advertising spend in the country. However, the ad spend in India is just 0.4% of GDP as against 0.5% in China, 1.3% in the US and a world average of nearly 1.0%. With rising consumerism and growing interest from domestic and global brands in Indian market, the growth in ad segment is expected to be strong. As per the registrar of newspapers, there were approximately 6,529 daily newspapers as of March 2005. No single newspaper had a national circulation. In 2006, India had the second largest circulation of newspapers with 88.9 m copies per day; second only to China with 98.7 m copies a day.

Urban & Rural Base Population Any Publication Any Daily Any Hindi Daily Any English Daily Any Magazine (m) 184 170 62.9 17.4 58.9 % 23.6 21.9 8.1 2.2 7.6

Urban (m) 99.9 93.8 35.6 15.9 33.8 % 42.2 39.6 15 6.7 14.3

Rural (m) 84.3 76.6 27.3 1.6 25.1 % 15.6 14.2 5.1 0.3 4.6

Source: Foci PWC, companies

The regionalism aspect is clearly visible in the newspaper sector. The print media is further divided on the basis of the languages. Of the daily newspapers, about 46% are vernacular, 44% are in Hindi and 10% are English. Hindi and vernacular language newspapers offer a local and regional flavor to their readers. The content and circulation of English-language newspapers, on the other hand, are largely focused on the primary urban centers. Approximately 7% of the population in urban areas read English-language newspapers, compared to a readership of only 0.3% of the population in the rural areas. (Source: IRS 2005) In contrast to this, Hindi-language newspapers have a proportionately larger readership in rural areas, in addition to their strong presence in urban areas, with a readership of approximately 15% and 5% of persons in urban and rural areas, respectively. The newspaper industry is regionally divided, with existing players enjoying strong brand loyalty. For e.g.

Times of India follows strong brand loyalty in Mumbai and it was difficult for Hindustan Times to enter Mumbai. The newspaper industry has relatively high entry barriers due to the strong brand equity of existing players. Also, existing players have strong control over the distribution network, making it difficult for new players to enter.

Newspaper Jag ran Prakashan Times of India HT Media Deccan Chronicle The Hindu The Telegraph Deccan Herald Punjab Kesri

Place of strong hold Uttar Pradesh and Uttaranchal Mumbai Delhi, Bihar, Jharkhand Andhra Pradesh Chennai Kolkata Bangalore Punjab

Domestic Company Jagran Prakashan HT Media Jagran Prakashan Deccan Chronicle HT Media Henderson

Investor Independent News& Media Public (IPO) Public (IPO) Public (IPO) Henderson

Amount (Rs. bn) 1.7 3.7 3.3 1.5 1

Invested

Dainik Bhaskar Amar Ujala Ushodaya Enterprises

Warburg Pincus DE Shaw Blackstone

1.5 1.2 12

Most Indian print players continued to dominate the local regions and did not enter new territories, mainly due to lack of funds. However, foreign investment regulations were relaxed in 2002. Currently, up to 26% foreign direct investment (FDI) is permitted in newspapers and periodicals dealing with news and current affairs. In non-news publications, 100% foreign investment is permitted. Since the changes in the regulation many foreign investors have taken strategic stakes in the domestic print media companies.

Going forward
A booming Indian economy, literate population on the rise, increasing consumerism, entry of global brands in the country and opening of the sector to foreign investors would drive the growth in print media. Also with newspaper companies entering into newer regions and segments would lead to stronger growth.

Major Player in terms of no. of readers

READERSHIP (MILLIONS) VERNACULAR

DAINIK JAGRAN DAINIK BHASKAR EENADU LOKMAT AMAR UJJALA HINDUSTAN DINAKARAN RAJASTHAN PATRIKA ENGLISH TIMES OF INDIA THE HINDU HINDUSTAN TIMES

21.2 21 13.8 10.9 10.8 10.4 9.6 9.4

7.4 4.1 3.9

SWOT ANALYSIS INDUSTRY

OF

INDIAN

PRINT

MEDIA

A SWOT analysis is an analytical and qualitative tool used in businesses and organizations to assess the possible benefits and drawbacks of marketing strategies, business ventures and long- and short-term strategic plans of organizations.

The SWOT analysis of the Indian print media industry can be point out as follows

Strength
The media industry is a strong and well developed industry which is currently growing at high rate; this aspect gives the industry a lot of strength. With the increase in the level of education and media industry has a well educated and skilled workforce with innovative ideas and technology which is an added positive aspect of the industry. The competitiveness of the media industry has enabled the industry to grow technically both vertically and horizontally, which is another positive aspect in the industry. India also offers strategic location and market in terms of its high population which is a boost to the industry.

Weakness
Among the weakness in the industry, a current weakness may be inability to adhere to ethical standards in the industry which has lead to lawsuits filed against some media industries. The industry also has been slow in its growth only picking up in the recent past, thus its innovation and marketing strategies may be not competitive on the global arena.

Opportunities
According to the industry experts the industry still has room to expand within India as the market is wide. Media services are being sought with many organizations and thus this offers the industry to increase its market share. The high technological innovation which is happening everyday also presents a good opportunity for the media industry to utilize the latest technology in expanding its product mix or improving existing ones hence reaching or increasing its market. There is exists new business in the global market for the industry.

Threats
Though India can be said to be stable political, the country his known for frequent changes in government administration and instability in some regions or states, this issue negatively affects the media and it is threat to the media. Also government legislations in India are known to some extend as hindering the growth of industry especially for foreign companies. Also, the current threat posed by piracy, which persists to deter investments in all media sectors has continued to threaten the industry growth.

COMPETITORS OF HINDUSTAN TIMES MEDIA LTD

The main competitors of the Hindustan times are as follows.
Times of India India Express The Hindu Tribune Danik jagaran Amar Ujala Punjab Kesri Danik bhashkar

Porters five forces competition analysis

The five forces which one must consider to analyze any industry are the rivalry between the firms within the industry being analyzed, the bargaining power of buyers, the bargaining power of suppliers, the threat of substitute products or services, and the threat of new entrants (also known as barriers to entry).

Media & Entertainment Industry of India according to Michael Porter's Five Forces Analysis. It uses concepts developed in Industrial Organization (IO) economics to derive five forces that determine the competitive intensity and therefore attractiveness of a market. Porter referred to these forces as the microenvironment, to contrast it with the more general term macro-environment. They consist of those forces close to a company that affect its ability to serve its customers and make a profit. A change in any of the forces normally requires a company to re-assess the marketplace.

This part is an outline of positional assessment of the media industry using porters five forces model

Barrier to entry: For new entrants, social media has feasibly low barriers to
entry - there's usually low buyer loyalty (it's new enough for buyers to frequently review work still), agencies are financially low risk to set up (see Andrew Bruce Smith's blog post on launching an agency on a credit card) and new business models mean it's easy to challenge established businesses. However, a lack of experienced talent, little economies of scale (in the majority of models) and a reduction in client budgets and risk-taking mean that it's a mixed bag for new entrants into the industry.

moderate, legislations cost of research and development

Industry competition:

There's a large pool of agencies in the print media industry (to the point where it's bloated) and severe price undercutting is endemic but this seems to be characteristic of an industry still maturing. I believe that in the next twelve months we'll see a fall in the volume of agencies (see Hugo Hopenhayn's The Shakeout), but a rise in market value as agencies begin to compete on performance as well as price. The companies are high, advantage gained through technology and marketing strategies

Suppliers:

The supplier power is high in the media industry. There are very few suppliers are available in this industry

Buyers:

The buyers (clients) are becoming better educated and more experienced with print media. Certain businesses are taking building skills in-house and up skilling staff, while other businesses are creating much tighter briefs and giving more consideration to what type of agency they feel will provide the most effective work. Buyers also have a significant amount of control as the industry is currently pretty bloated and most agencies would rather compete on price than on

performance (again, in my experience) - allowing buyers to barter. There is the added complication of buyers looking to amalgamate print media into existing

budgets (volume discount, again, lead by price and not necessarily performance) as well as the perception that it's easy to switch social media agency (a conflict between short-term and long-term views of social media, for another post).

The opportunity for the industry will come when it matures and agencies spread across the three price/performance brackets previously mentioned. The industry will become healthier (with fewer agencies, but with a great market value) because the buyer will have a multitude of choice and the trade-off will focus on joint axis, rather than the singularity of price buyer power is low

Substitutes:

Substitutes is fairly self-explanatory. Is your business easily substitutable? Could someone else do it better, cheaper or faster? And if so, why? At this point, he also discusses the price / performance trade-off, something that becomes interesting when applied to the social media industry.

The original graph suggests that clients are willing to sacrifice performance for a lower price, or increase performance for a higher price. I think we can take this graph a little further as the social media industry is governed by a skills and experience issue - making the trade-off a little more complex. Below I've added brackets to the graph to demonstrate the difference in agency type/skill/business position.

It's a simple addition to the diagram, and it's easy to plot agencies on here. You have the commoditized print media agency the mid-level agency providing engaging content and qualitative and quantitative research for a higher return (in both senses) and then the

strategic consultancy providing top-down social business that the price increase isn't directly matched by the performance increase, so where Pr 1 = Pe 1, Pr 2 = Pe 1. Basically doubling the budget (in my experience) is more likely to triple to output. My theory is that as an agency receives more investment from a client, that client in turn receives more emotional and psychological investment from the agency - creating an exponential growth curve for the price / performance trade-off.

RECENT CHANGES IN MEDIA INDUSTRY

The Indian Media and Entertainment (M&E) industry is on a growth surge and is expected to cross US$ 200 billion by 2015. It reached US $ 11.92 billion mark in 2007 and is the fastest growing in the Asia-Pacific region by having a compound Annual Growth Rate (CAGR) of 18.5%. The situation looks happy for the Print Media too. Unlike in many western countries circulation and number of publications are in fact increasing. According to the findings of National Readership Survey (NRS) 2006, the reach of the press medium (dailies and magazines combined) has increased from 216 million to 222 million (almost 3%) over the last one year. The number of new publications registered during 2005-06 was 2,074. Percentage of growth of total registered publications over the previous year: 3.43% according to figures of Registrar of Newspapers of India (RNI). Dailies have driven the growth in the press medium, their reach rising as a proportion of all individuals aged 12 years and above.[1] The situation looks quite comfortable. But looks are deceptive. There are problems. Problems with Print Media: The most dangerous of the problems facing print media in India is that some groups are reading less. We may term it as rise of aliteracy. It refers to someone who, although able to read, is uninterested in reading and uninterested in literature. Newspapers are losing readers in 15-25 age categories to television and internet.

It is one of the biggest threats to the future of print media. This fact is vindicated by NRS 2006 findings also, which says time spent in reading has remained the same: 39 min daily on an average per day over last year. Although total circulation of newspapers and periodicals has increased, per paper readership is falling.[2] There is a change in the way people engage with and consume media content. With the end user devices of today it doesnt really lend itself to reflection, but to byte sized consumption and the interactive nature seems to reinforce this Continual Partial Attention model[3]. This does not suit print media, which warrants attention for understanding. Cost of production and distribution of newspapers and periodicals is increasing, pushing up the cover price. In recent times all major newspapers and magazines have increased their cover price and reduced the number of pages. It may be noted that print media market in India is extremely price-sensitive. A slight increase in cover price affects the circulation, which in turn affects the advertisement tariff and thus advertisement revenue.

Another interesting development is the increasing habit of getting news free thanks to growing number of news sites on net and mobile news groups. Even on television, there are free news channels. Even if one watches pay news channel, he/she does not have to pay then and there, and does not feel that he/she is paying for news. This makes an entire generation

averse to paying for news. They want their newspapers delivered at their doorsteps free. When that does not happen, they stop buying newspaper. Advertisement revenue is falling over the years for most of the newspapers and periodicals in real terms. There are other players in communication spectrum -- like radio, television, and internet, mobile -- to draw attention of the audience and advertisers. It gives rise to further problems. First, print media has to make extra effort to secure advertisement. It is common knowledge that pure advertisement driven media usually dives straight for the lowest common demographic. It eventually becomes the hand maiden of the advertisers, bowing to their whims and fancies. It caters to what readers want or to be more specific what the advertisers think the readers want, rather than what they need. The disconnect between want and need grows. Socially relevant but market unfriendly reportage becomes a casualty, robbing print media its intrinsic strength. Easy availability of more user-friendly, cost-effective, novel and networked platforms like ebook, reading material on mobile, etc. pose another problem for print media. On top of these problems, with the introduction of internet in a big way, there is a change in the very form, format and functioning of mass media. Mediated mainstream mass media is receding. There is degasification, dimidiation and democratization. To list the changes: Media production is being democratized Media production is being atomized Media formats are converging Media is becoming social Media can be distributed from anywhere Media can be consumed everywhere Media is becoming hyper local Media is narrowcasting Media has utility: search and linking Media reproduction has zero marginal cost

The shift is towards social media. There is a distinct paradigm shift there. There are over 184 million bloggers and loggers generating content, mostly for free. There are millions of video clippings uploaded daily. There is podcasting. But the point is not in numbers. The point I am trying to make is the change in nature of content. Social media is counter-intuitive to mainstream media. While in mainstream media space is defined by the media owner or

manager, in case of social media it is defined by the consumer or user. While mainstream media is mostly one way, social media is two way. Mainstream media delivers message, in social media it is like being a part of a conversation. In mainstream media content is created by the media manager, in social media content is mostly user created. These changes are affecting all mainstream media, more so the print media, especially now in the times of global recession. Print media is fighting with its back to the wall. Contemporary changes show the struggle to keep afloat. Gone are the days of fat profit for the print media. There has been reduction in size of the broadsheet newspapers. Almost all mainstream broadsheet newspapers have gone for a slimmer size -- to have an international look. The fact is by trimming, there is a saving of 17% of newsprint expenses. Almost all newspapers have reduced the number of pages, especially in their non-metro editions. Attempts are being made to cut news gathering expenses. That means job cuts in editorial department or clubbing some editorial jobs with revenue earning departments. The culture of the daily newspaper newsroom is also changing. New job demands are drawing a generation of young, versatile, tech-savvy, high-energy staff as financial pressures drive out highersalaried veteran reporters and editors. It makes the newspaper poorer so far the quality of content is concerned. The essential difference between television and print media reportage is the depth and relevance. Veteran journalists with their institutional knowledge help provide that. With them leaving print media, especially newspapers are losing some of its strength. People have started writing elegies for print media.

PRICING IN PRINT MEDIA

There was a time when select group of newspapers were ruling a particular region and they all were self-contained and did not wish to foray into other regions. But now regional newspapers like Dainik Jagran, Dainik Bhaskar, Rajasthan Patrika, Amar Ujala, etc have also

started spreading their hold over B class cities by bringing out region specific editions. Business newspapers have branched into new editions in newer territories. Financial Express, Business Standard, Mint and DNA Money are giving competition to Economic Times. Another popular way seen to enter into other territories quickly has been by acquisitions. Its really surprising that how fierce competitors join hands to form new strategies - first it was in collective marketing campaigns and now a joint newspaper as well which leads to an increase in number of circulation. In terms of adopting new technologies, the newspapers have realized that customer is the king and amidst so many choices, readers would go for newspapers that are more readerspecific, content-rich and give value for money. The black and- white technology is becoming pass whether it is a mobile phone or a newspaper. Today, readers prefer all-colour editions and more and more newspapers have come out with all-colour editions. This has necessitated the newspaper publishers to opt for CTP technology, which by default has improved the print quality and reduced the waste percentage. Besides, the newspapers are

also going in for makeover of their publications, in terms of layout, font and sometimes even masthead. For this, they are spending substantial money and are even taking help of international designers. The price of the newspapers also dwindled and some newspapers even went to the extent of offering their newspaper at Re 1 only. In the coming years Indian newspaper industry is slated to grow manifold with a growth rate circling around 6%. Market share is projected to grow from Rs 56,300 crore to Rs 92,900 crore by the end of 2013, as per the research by the Price water house cooper. It is high time that the high end manufacturers from developed countries may enter into India either in collaboration with local manufacturers or independently to tap the growing demand. Pricing in print media

Prominent Players

Modular Pricing Strategies

There are several approaches to modular pricing; which one works best will depend on the newspapers

Customer base and strategies.

Option 1: Keeping it Simple with Linear Modular Pricing in print media Linear modular pricing maintains a pricing format similar to that used with linerate pricing. Regardless of the ad size, the total amount owing is calculated by multiplying the line rate by the line count. The Difference with modular pricing, however, is that the advertiser has only a select number of adsize options from which to choose.

Linear Modular Pricing

Advantages to this technique include the ability to manage ad sizes (e.g., limit page buster ads), and to indirectly encourage customers to upgrade to larger sizes. A limitation to this approach is that modules dont receive psychological price points since these are dependent

on linear price points. This pricing strategy might be useful if there are serious concerns about advertiser backlash from changing basic line rates or if there is a desire to use a phased approach to modular pricing while still using a lineratetype pricing concept. But then, why consider doing this in the first place? This is a classic example of being neither fish nor fowl, since the paper is not fully benefiting from a modular strategy (i.e. pricing for value), and yet it is giving up some of the benefits of a line pricing strategy (i.e., flexibility). Pricing in Print Media.

Option 2: Using a Combination of Line Rates and Modular Rates

At times, a modular newspaper may opt to continue offering linerate options if there is a strong resistance from advertisers to the transition to modular units. A Canadian national newspaper offers a modular/linerate combination (termed MALs, defined as Modular

Agate Lines) that uses module sizes while still pricing its general rate cards with standard line rates. This approach might encourage customers to use a fixedsize format while still using line rates as the reference price point. The strength of this option is that it moves to

modular while still allowing customers who want unique sizes to have access to them. The problem is that this slows the implementation of modules and creates inertia among customers and the sales force, who may feel that if they complain enough, the company will pull back on its modular initiative. One way to overcome this resistance is to charge a premium for any nonstandard size (i.e., not a module). This allows advertisers to decide for themselves whether the value of a nonstandard module is worth it. However, this can create problems with large customers who are used to getting what they want (i.e., size and price). A newspaper company has to be prepared to negotiate with contract customers who feel strongly about their need for flexibility. By keeping modular intact for all but the largest customers, newspapers reap the benefits of it for a large proportion of their business.

Price Wars in Newspaper Segment

We have already discussed the distribution mechanism of newspaper; now lets focus on how competitive the newspaper market is in reality. We will try to understand both past and present pricing strategies of newspaper industry by taking various examples. Pricing in print media Flood of Newspaper Brands Lets considers Mumbais market for understanding the price war in Newspaper industry: Time of India was considered to be the market leader in English newspaper segment till 2005. However, lately during this year two new newspaper Hindustan Times and DNA planned to enter Mumbais market. TOI before competition by these two newspapers was enjoying a premium price of 4 Rs on weekdays and 6 Rs on weekends. However after competition from these two companies they adopted a lot many marketing and pricing strategies which are discussed below.

TOI market share of 80 % in Mumbai's Rs 1,500 Cr market is now being targeted by both HT and DNA through line sales; the subscription route and news stand sales .HT offers a yearlong subscription for Rs 398. Market survey also proves that sales of TOI post competition has dropped by say 40,000 copies a day because a causal buyer prefers to pick a 2 Rs paper from newsstand instead of a 4 Rs one. DNA has also adopted a strategy of Pricing in print media. Paying a sum of 6 Rs to a vendor on getting a customer for one year. TOI pre competition had a strict policy of not taking any unsold newspaper from the market however post competition they have deleted this rule completely so that they can retain their market share. Fig Newspaper vendor selling newspaper on cycle.

Times of India launched Mumbai Mirror against Mid Day to target the potential customers of Mid Day a leading daily. But to fight against DNA and HT they started distributing it completely free of cost to all TOI readers. So all TOI readers now started getting two newspapers instead of one for the same amount.

Paper TOI HT DNA

Copies sold 510,000 100000 295OOO

Price (Rs) 4 3 2

Commission (Rs) 1.75 1 1

Adv. Rates (Sq. Cm) Rs.1300-1400 Rs. 800- 840 Rs. 800-840

Fig: Price comparison of Newspapers Looking at the table it is clear cut picture can be drawn about the three leading daily in Delhi As per the sources Times of India sells 5 lakh copies per day, Hindustan times sell 1 lakh where as Daily News and Analysis sells around 3 lakh copies daily. Pricing in print media Market share and advertisement Rate Comparison. Looking at the revenue models of newspaper no newspaper company generated any amount of profit by selling price of any newspaper, now the probable question that arises from this is that than how they generate profit. Well they make profit by selling the advertisement space in their daily. Post competition advertisement rate in Time.

Yearly Discounted Rates:

Month 6 9 12 24

Actual 474 711 961 1886

Offer 275 400 525 1000

Profit 199 311 436 896

Profit % 41.98 43.74 45.36 47.50

Table gives the yearly discount package which the customers are getting due to the price war which has taken place in the newspaper industry. Pricing in print media 14 | P a g e Readers are getting discount of up to 50% if they assure the company they will be with the company for next one year. Table: Price Deals from Newspaper Experts of an article from Hindu about the price war in Delhi between HT and TOI when TOI entered HTs market.

THE two big dailies are slugging it out once again. Both Times of India ToI and Hindustan Times (HT) have slashed the masthead prices to Rs 1.50 on weekdays between Monday and Saturday for Delhi. And the price reduction was also extended to the Sunday edition. HT brought down the cover price of its Sunday edition to Rs 2.75 from the earlier Rs 3.50, while TOI cut the price from Rs 2.90 to Rs 2.

Radio Advertisement V/s Print Media:

There is a huge difference between advertisement in print media and on radio. Because of this their advertisement generation model has also gone through huge number of changes. Below you can find the difference between radio and print media advertisements:

Print media
1. Print media is very good to represent a product comparison to the customers 2. There are thousands of readers of newspaper which attract the huge no, of advertisers to give their advertisement in the print media 3. Circular of the newspaper is not fixed. 4. it is the most effective ways of offline advertisement. 5. There are lots areas on Print media where advertisements can be seen.

Radio Advertisement

1. Advertisement is in the Graphical form or in the form of audio which is very good to represent.

2. There are very few listeners of radio and its continues moving towards the TV and internet. So this condition is reducing the attraction of advertisers 3. There are very few channels for radio advertisement. 4. most of the people think that print media is more effective then radio advertisement. 5. Uneducated people can also understand the advertisement given on radio is the positive point of advertisement.

MARKETING STRATEGY W.R.T PRICE

Prices were kept low so as to tap the customer from the bottom of the pyramid and middle class and lo.wer middle class are their target audience. Strong distribution network, emphasis was laid on tier 2 and tier 3 cities .Outlook, The week started the price war in this space as their unit copy was sold at Rs.10 against Rs 15 of India Today. Due to fierce competition from its competitor like outlook, the week India Today Group had to offer supplements for its various magazines. Segmented pricing i.e. different offerings for different target audience. Femina, Mens Health, Good housekeeping, Travel plus etc. Mastering the pricing game by targeting the right target audience. Managing resources for competitive advantage i.e. strengthening its distribution network. Manage pricing proactively to influence expectations not in reaction to them.

PRICING STRATEGY
Differential Pricing Strategy: Pricing is a key element of the marketing mix and impacts on the brand values. An innovative pricing policy has the ability to strengthen the brand but it can also undermine it. They followed differential pricing in the sense that for the regular customer who had subscribed the magazine were charged less as compared to the ones who bought the magazine on monthly basis. Suppose if India today magazine cost Rs. 20 at stands but the same would cost Rs.180 on a subscription basis.

PROMOTIONAL PRICING STRATEGY

This would involve extensive market research, as the idea is to charge what customers are willing to pay (within reason).If your product/service is new or unfamiliar in the market, you can expect potential customers to give it a low price. Alternatively, if your product/service is popular or unique in the market, you can expect people to be more favourable toward its value .If you adopt this strategy you should review your research periodically, say, every six months as customers may develop a different attitude toward your product/service. Consequently, in time, customers may value your product/service differently and so you should change your price to correspond with customer expectations, whether they are higher or lower. What we are suggesting as of now to the magazine owners is to have a different price slab for its rural customers i.e. at a cheaper rate and the content of a rural edition magazine should also be different from that of a urban edition.

Research Methodology

Research methodology

Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done. We can say that research methodology has many dimensions and research methods do constitute a part of the research methodology plays a key role in project work. It consists of series of actions or steps to effectively carry out research and the desired sequencing of these steps.

Research Design
Research design is a frame work used to collect and analysis data to solve the problem we have in hand. There are basic types of research designs which we can chose for a research. 1. 2. 3.

Exploratory research design. Descriptive research design. Experimental research design.

1 Exploratory Research Design

It is used to discover new ideas and insights. As our research demand the discovery of new ideas and insights.

2 Descriptive Research Design

This type of research design is concerned with determining frequency with witch something occurs or how two variables vary together.

3 Experimental Research Design

It is the process of manipulating one variable in a controlled enviournment while holding all other variables constant in order to establish a casual relationship.

Data Collection Methods

Data can be collected by primarily as well as secondary resources

Primary data sources:

Primary data is collected through a well structured questionnaire designed separately for customers. A pilot survey was conducted to test the utility of questionnaire and necessary changes being made.

Questionnaire Designed:
Questionnaire was used for this survey.

Secondary data:
The secondary data sources were collected from the company manuals, handbooks, and management books and are edited to suite the purpose.

Research Plan
For completing my study I have gone through a sample study because looking at the size of population and time limitation it was not convenient for me to cover entire population. Hence, I have gone for a sample study rather than census study.

Sampling Plans:
A sample design is a definite plan from a given population. It refers to the techniques or the procedure that researcher would adopt in selecting items to be inched in the sample. Sampling plan is determined before the data are collected.

Steps in sampling plan:

Sampling frame:
The list of sampling units from which sample is taken is called sampling frame. Chandigarh tricity map was studied thoroughly and samples were selected from the place in a scattered manner to get effective result.

Sample Size:
Total sample size is 60.

Sampling procedure:
The selection of respondents were accordingly to be in right place at a right time and sampling were quite easy to measure, evaluate and co-operative. It was randomly area sample method that attempts to obtain the sample of convenient.

Field Work:
I have collected the through medium called questionnaire collecting the responses from 60 people in all. I started my project very first educating the respondents about my entire project, and ask them to co-operate with me. Mostly all the respondents were aware of this type of survey. So I did not face any kind of difficulty during my project in the process of explaining and taking their responses on the questionnaire.

Problems and limitations:

1. 2. on the customers perception. 3. The analysis and conclusion made by me as per me limited understanding and there may be something variation in actual situation. 4. Survey is limited to a particular area. The study is confined to limited period. Accuracy of the study is purely depend

Finding:
From this question I have found that most of advertiser who give advertisement in any newspaper thinks that this advertisement is really benefit for increasing the sale of their product and create a long term relation ship with customer by making a image of their brand in customers mind.

8 Finding from customers who are not satisfied from the way of advertisement
Suggestions of customer who were not able to take the benefit from the advertisement 1.Quality of on going advertisement should be maintained some shop-keeper thought that if they give advertisement for a long period of time. Then slowly level of advertisement starts to decrease. 2. Advertisement should be more colourfull and attrative so that it becomes more helpful in attracting cutomers. 3. Price of single advertisement should also be reasonble some advertiser thinks that if they give davertisement for a long period then its cost is reasonable but if they want to give single or two advertisements then it is very expensive. 4. Advertisement should be done after a regular interval instead of very frequant. 5. if an advertiser want to make change in his ongoing advertisement it should be possible.

9 Findings from the suggestion of people to increase the quality of newspaper.

While survey a lot of people had given their valueable suggesitons to increase the quality of newspaper.which are as given below 1. The main thing which I had found from the survey is that people want that orgnizations which are publishing any newspaper have to their basic rules and should provide the real news about any incident instead of making long stories. Some people want that their should be a special page for share market in every newspaper. Paper quality should be increased while maintaining the price of newspaper Instead of first two and last two pages there is also requirement to increase the quality of middle pages.

2. 3. 4.

Bibliography Books
Marketing management (philip koler) Research Methdology (C.R Kothari)

Websites:
es http://en.wikipedia.org/wiki/Hindustan_Tim

http://www.htmedia.in/Section.aspx?Page=Page-HTMedia-AboutUs

http://en.wikipedia.org/wiki/Hindustan_Times

.aspx?Page=Page-HTMedia-Hindustantimes

http://www.htmedia.in/brandpage_hindustan

Conclusion
From the above survey I have found that advertisement has a great effect on the image of a particular brand. It really gives boost to ones business. Advertisemnet creates a long term relationship between customer and the brand. It sets a particuler image of the brand in the mind of customer which is very helpful for a shopkeeper because it increase the sale of his shop and if the sale increase then automatically revanue will also be increased. These advertisements are also helpful for media industry and the owner organization of newspaper because the coat of printing a single newspaper is approxmatly 10 rupees but it is sold at 3 in market and rest amount is collested by these advertisements which are published in the newspaper.