Escolar Documentos
Profissional Documentos
Cultura Documentos
Presented By:
Praveen Naidu Roll No.: C-22 MMS (Marketing) Batch: 2010-2012
Internal Guide
Prof. Seema Laddha Project Duration
Corporate Guide
May11 to June11
Location of Work Mumbai & Suburbs
Industry Overview
Indian Newspaper primarily segmented across 2 categories:
English Newspapers
Regional/Vernacular Newspapers English newspaper industry fragmented with players having regional focus Deccan Chronicle in Hyderabad Hindustan Times in Delhi Times of India in Mumbai, Hindu in Chennai, Telegraph and Statesman in Kolkata, Deccan Herald in Bangalore, Gujarat Samachar in Ahmedabad.
Company Profile
Started in 1975 in Kolkata by Ananda Publishers group Business Standard was hived off as a separate company in 1996.
Then it was bought by Mumbai-based financial investors led by the Kotak Mahindra Bank, after which began a phase of rapid expansion with the launch of new editions. At present time Business Standard has publication in 12 different cities in India.
Vision:
To stand at a respectful position in this marathon and also keep up with the pace of the changing needs of their valued readers.
Mission
To expand the market share of Business Standard by creating a new market and by taking bites from competitors market share. Daily Circulation Copies
53,000
English
144,000
Hindi
Company Profile
Mr. T. N. Ninan was editor from 1993 to 2009. In January 2010, Mr. T.N.Ninan became chairman and Editorial Director of BSL. The current editor of Business Standard is Mr. Sanjaya Baru. Appr. 200 people are employed in the editorial team, including well-known Indian journalists:
Facts
97% OF Business Standard readers are graduates and higher. Very highly read among policy decision makers in government, and the bureaucracy. High visibility among the CEOs and industry chief tans. Young achievers in the age group of 25-34 are also an emerging set of readers who contribute to 45% of the reader base.
Space
Marketing
Department
Production
Department
Scheduling
Department
Product portfolio
Not creative Monotonous Approach of headlines No own publication house Display of Ads sometimes creates a Fuss NEWS is sometimes very lengthy
Can give an extra page on Mumbai based News Can include Sunday's edition Weekend in subscription Can also reduce price of Sunday's Edition Potential Market availability. Can have tie-ups for renowned brands for ads
Continuous monotonous approach Low pricing Strategy Toughest competition from The Economic Times
Research Topic
Develop A Plan To Increase The Sales Of Business
Research Objective
To study the target market of Business standard. To identify the segment of Business Standard. To study the market penetration strategy of Business standard in various areas.
To know which business newspaper consumer reads. To know which is their preferred business newspaper. To analyze different sections of the newspaper like,
Research Methodology
Defines The Problem And Research Objectives
Secondary Data
Data Analysis
& Interpretation
Are you aware about the newspapers completely dedicated to business news?
Awareness
No 40% Yes 60%
INTERPRETATION:
AWARENESS ABOUT BUSINESS NEWS PAPERS IS GROWING AS MAJORITY
THE RESPONDENT KNOWS ABOUT ONE OR THE OTHER BUSINESS NEWS PAPER.
10
48
Financial Express
Mint
INTERPRETATION:
BS
ET ARE MAJOR PLAYERS WITH ET LEADING BY SMALL MARGIN. BUT LOOKING AT THE ET READERSHIP ALL OVER INDIA BS PENETRATION IS INCREASING FAST. OTHER NEWSPAPERS HAVE VERY LESS READERSHIP IN THE REGION.
AND
78%
INTERPRETATION:
MOST OF THE READERS READ BUSINESS NEWSPAPER FOR A SPECIFIC PURPOSE RATHER THAN FOR THE GENERAL BUSINESS AWARENESS. BUSINESS NEWSPAPERS ARE MOSTLY BENEFICIAL TO STOCK BROKERS.
INTERPRETATION:
NEWS CONTENT
IS THE FIRST CRITERIA FOR DECIDING SUBSCRIPTION FOR MOST OF THE CUSTOMER.
IF DISCOUNTS AND OFFERS ARE GIVEN ALONG WITH GOOD CONTENT IT HELPS IN SELECTION PROCESS.
INTERPRETATION:
High percentage of subscription for more than 1 year and more than 5 years. It means the brand is fairly established in the market and lot of new readers increasing fast the potential of BS is fairly high.
INTERPRETATION:
Most of the investors (81%) find business newspapers helps in their investment decision. It shows that analysis of stocks and mutual fund in the newspaper is of high quality.
65%
No
INTERPRETATION:
ONLY 65 % AWARENESS & 35 % NOT AWARE ABOUT BS This shows that promotion program run by BS is not as effective to reach the entire target market.
24%
Advertisement Hoarding
8% 32%
INTERPRETATION:
32% of the respondent knows about BS through other readers while only 32% of them know it through advertisement and hoarding. Rest 16% knows it through sales executives. It shows that Ad campaign of BS is still to reach masses.
76%
INTERPRETATION:
Most of the people like reading business newspapers in the regional language. Regional language creates more connectivity with the people.
Satisfied
Not Very Satisfied Not Very Satisfied at all
INTERPRETATION:
More than 60% of the customer are not satisfied with the service and have complained about not on time delivery. It shows that distribution channel of BS is not very effective.
INTERPRETATION:
Readers have a mix reaction over content quality. The content is not equally important for every kind of readers.
10%
Yes No
85%
Not Decided
INTERPRETATION:
85% of readers wish to continue their subscription. It can be said that BS has fairly established in the market and if it works upon its distribution it would be able to retain its customers.
Business standard has excellent quality and content as compared to any other newspaper
Lack of brand awareness and service in some areas. News channels and Internet media has affected the reading pattern of readers as people do get upto date news by surfing on the net.
In this two months of SIP, I got to learn a lot about my career and also
concepts of hard core selling.
Finally, it was very good experience to understand news paper market and to know about financial dailies of India.
Conclusion
Economic Times most preferred newspaper Stock market news is most preferred followed by company news & advertisement in business newspaper
52% prefer to read newspaper at their office Price factor is not major concern for majority of newspaper buyers
During my internship with BS I was responsible for overseeing several activities which were held in different corporate.
available..
Regarding news content.. Management should design a vendor Relationship Management program..
BS can improve a MIS and keep a track of its readers. Distribution channel to be expanded up to remote places.. Customer Problem Solving department needs to be enhanced.. BS needs to include Sundays edition in its subscription.. Improve the frequency of magazines as monthly..