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Target Market, Market Segmentation and Penetration of Product or Service
DHEERAJ KUMAR MISHRA
ROLL NO. 101160045
ICBMSCHOOL OF BUSINESS EXCELLENCE
(2008 2010)
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Target Market, Market Segmentation and
penetration of Product or Service
of
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CONTENTS
OBJECTIVES OF THE STUDY INTRODUCTIO
HISTORY OF THE NEWSPAPERS
ORANIZATION PROFILE
PRODUCT PROFILE
TARGET MARKET,MARKET SEGMENTATION. RESEARCH METHODOLOGY
DATA ANALYSIS AND INTERPRETATION
FINDING
CONCLUSION AND SUGGESTION
LIMITATION BIBLIOGRAPHY
ANNEXURE
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To 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 like Secunderabad,
Banjara Hills, Paradise, koti, Kairtabad, Somajiguda, Mehadipatnam & IBS college Hyderabad.
OBJECTIVE OF THE STUDY
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History of News paper
The first printed forerunners of news paper
appeared in Germany in late 1400s in the
form of news pamphlets or broadsides,
The first printed forerunners of news paper
appeared in Germany in late 1400s in the
form of news pamphlets or broadsides,
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ORGANIZATION PROFILE
Business Standard started in 1975 by
the Anand Bazar group in Kolkata
previously Calcutta.The paper was hived off as a separate
company in 1996, and then bought
by Mumbai-based financialinvestors,
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Continued ..
James Augustus Hickey is considered as the"father of Indian press" as he started the firstIndian newspaper from Kolkata by the name ofKolkata gazette in January 1780.
The first newspaper in an Indian language wasthe Samachar Darpan in Bengali. The first issue
of this daily was published from the SeramporeMission Press on May 23, 1818
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Continued.
In the present time business standard has
almost started his publication in 12 different
cities in India.
Business Standard sells around 210,000
copies daily, making it the second largest out
of five financial dailies in India.
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Market Share of BusinessStandard
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44%
32%
19%
5%
Market Share
The Economic Times
Business Standrad
Business Line
The Financial Express
Source Business Standard
management, Hyderabad
The FinancialExpress
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Chief Editor
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T.N. NinanChief editor
T. N. Ninan has been the editor since 1993,after he moved over from the editorship of TheEconomic Times making it the second largest out of
five financial dailies in India.
http://en.wikipedia.org/w/index.php?title=T.N._Ninan&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=T.N._Ninan&action=edit&redlink=18/2/2019 19041302 Project Report of Business Standard
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PRODUCT PROFILE
Business Standard consist of Business News,
Finance News , World Business, India Stock News,
Indian stock market, India investments, Indian
industry, Sensex, Nifty,BSE, NSE, India Business, India Economy, India,
share market, Corporate Result, Finance News .
Business standard news paper consists ofdifferent supplement on different day in week.
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Supplements-
Smart investor (Monday)
Strategist (Tuesday)
Weekend (Saturday)
Business Standard provide a series of
magazines. These magazines are-
Motoring, Open sky, The Fund Manager,
The Billionaire Club, Banking Annual,BS 1000, Spend
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METHODOLOGY
Data Source-
Primary Data
Secondary Data Research Instrument
Questionnaire
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DATA ANALYSIS
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Newspapers No. of Respondents Percentage of Response
Business standard 27 27%
Economic Time 40 40%
Business Line 15 15%
The Financial Express 8 8%
Total 100 100%
Table 2.(Q.2). Data showing Percentage of Responses which Newspaper do
prefer.
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0%
5%
10%
15%
20%
25%
30%
35%40%
Businessstandard
Economic Time Business Line The FinancialExpress
27%
40%
15%
8%
Percentage of Response
Percentage of Response
Interpretation: According to the above graph, we will find that more people are interested to read
the Economics Times. The people who read the Business Standard are less than ET WhileFinancial Express is having very less number of readers.
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Table3. (Q.3). Data showing Percentage of Responses according to
designation of people.
S. No.Content No of Respondents Percentage of Response
1
Students 40 40%
2
Stock Brokers 10 10%
3Corporate Professionals 25 25%
4Chartered Accountants 15 15%
5IT Professionals 10 10%
Total 100 100%
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0%5%10%
15%20%25%30%35%40%
Percentage ofResponses,
10%AxisTitle
Percentage of Responses
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Table4(Q.4).Data showing Percentage of readers according to age.
S No. Content No. of Respondents Percentage of Response
1 20 to 25 Years 30 18%
2 26 to 30 Years 40 37%
3 31 to 45 years 20 30%
4 Above 46 Years 10 15%
Total 100 100%
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0%
5%
10%
15%
20%
25%
30%
35%
40%
20 to25 Years
26 to 30Years
31 to 45years
Above 46Years
Percentage of
Response,15%
AxisTitle
Percentage of Response
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S. No. Content No of Respondents Percentage of Response
1 Less than 1Year 25 25%
2 1 to 2 Years 30 30%
3 2 to 3 years 30 30%
4 More than 3 years 15 15%
Total 100 100%
Table5(Q.5.) Data showing Percentage of Response to reading period of
Business News.
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0%
5%
10%
15%
20%
25%
30%
Lessthan
1Year
1 to 2Years
2 to 3years
Morethan 3years
25%
30% 30%
15%
AxisTitle
Axis Title
Percentage of Response
Percentage ofResponse
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Table6 (Q.6) Data showing the percentage of response according the getting
information from Business Standard.
S. No. Content
No. of
Respondents Percentage of Response
1 Stock market 15 15%
2 Banking News 35 35%
3 Corporate News 30 30%
4 Global exposure 20 20%
Total 100 100%
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0%
5%
10%
15%
20%
25%
30%
35%
Stockmarket
BankingNews
CorporateNews
Globalexposure
15%
35%
30%
20%
Percentage of
Response
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Table8(Q.8). Data showing Percentage of response according satisfied with
the distribution of the Business Standard.
S. No. Contents No. of Respondents Percentage of Response
1 Yes 30 30%
2 No 70 70%
Total 100 100%
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0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
30%
70%
Percentage of Response
Percentage of Response
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Table10. (Q.10) Data showing the percentage of response to according where you
buying the business newspaper.
S. No. Content No. of Respondents Percentage of response
1 Book Stalls 13 13%
2 Subscriptions 62 62%
3 Vendors 18 18%
4 Any Others 7 7%
Total 100 100%
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0%
10%
20%
30%
40%
50%
60%70%
13%
62%
18%
7%
Percentage of response
Percentage ofresponse
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Findings
During the survey the data shows thatbusiness standard is having excellentquality and content as compare to any
other news paper.
Business standard is lacing brand
awareness in some area and lacing inservice in some area.
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SUGGESTIONS
Distribution channel
Customers Problems solving department
Issue on Sunday
Improve frequency of magazines
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LIMITIONS
As it was a study, it has some limitations also, like-
This study is done in twin cities so it may not be applicable in whole country and state.Time is a major constraint as I have done 45 days project.
Confidential information such as margin is exactly identified because the respondent
biased information.Lack of co-operation from the respondents as they are busy with their rational work.While filling the questionnaire the reader could not provide 100% accurate
information because of their personal limitations.
As the data is collected from various customers there are chances for biased
information also.
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BIBLIYOGRAPHY
BOOKS Author
Marketing - Concept & Cases. (13 edition) Michael .J. Etzel
Bruce. J. Waller
William. J. Stanton
Ajay Pandit
Marketing Management- (12 edition) Philip KotlerKelvin Lane
Keller
Research Methodology -(2nd revised edition) C.R. Kothari
Marketing Research- An applied orientation (5th edition) Naresh .k. Malhotra
Web Sites http://www.wan-press.org/
http://www.historicpages.com/nprhist.htm
http://www.newspaper-industry.org/history.html
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http://www.wan-press.org/http://www.historicpages.com/nprhist.htmhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/8/2/2019 19041302 Project Report of Business Standard
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THANKING YOU
ICBM SBE Sit h K S i