The Readers Perception Towards Deccan Herald, Bangalore Table of Index Serial No. Contents Page No. 1 PART-A Chapter I Introduction 1.1. Industry Profile 1.2. Company Profile 1.2.1. Profile of the organisation 1.2.2. Origin of the organisation. 1.2.3. Vision, Mission & Quality Policy. 1.2.4 Growth and Development of the organisation. 1.2.5. Area of operation 1.2.6. Ownership pattern 1.2.7. Competitors information 1.2.8. Infrastructural facilities 1.2.9. Achievement / Award 1.2.10. Work flow model 1.2.11. Future growth and prospects 2 - 13 14 - 20 1 4 14 - 16 16 – 18 1 9 2 0 2 0 Sambhram Academy of Management Studies, Bangalore 1
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The Readers Perception Towards Deccan Herald, Bangalore
Table of Index
Serial No.
Contents
Page
No.
1
PART-A
Chapter I
Introduction
1.1. Industry Profile
1.2. Company Profile
1.2.1. Profile of the organisation
1.2.2. Origin of the organisation.
1.2.3. Vision, Mission & Quality Policy.
1.2.4 Growth and Development of the organisation.
1.2.5. Area of operation
1.2.6. Ownership pattern
1.2.7. Competitors information
1.2.8. Infrastructural facilities
1.2.9. Achievement / Award
1.2.10. Work flow model
1.2.11. Future growth and prospects
2 - 13
14 - 20
14
14 - 16
16 – 18
19
20
20
20 - 21
21 - 22
22
23
23
2 Chapter II
Mckinney’s 7S frame work with special reference to organization
under study
24 - 30
3 Chapter III
SWOT analysis 31
4
Chapter IV
Analysis of financial statement 32 - 34
5 Chapter V
Learning experience 35
Sambhram Academy of Management Studies, Bangalore 1
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PART-B
INDEX
Serial No. Contents Page
No
1 Chapter VI
Introduction
6.1. Statement of the problem
6.2. Objectives of the study
6.3. Scope of the study
6.4. Research Methodology
6.4.1. Sample universe
6.4.2. Sample technique
6.4.3. Data collection Method
6.4.4. Sampling size
6.5. Limitations of the study (Time, area, respondent’s biasness,
organization/industry related
36
37
37
38 - 40
38
38
38 - 39
40
40
2 Chapter VII
Analysis, observations and inferences
41 - 76
3 Chapter –VIII
Findings, Suggestion, Recommendations and Conclusion
77 - 78
4 Annexure
5 Bibliography
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List of Tables
Sl No Contents Page No
7.1 Reading News Paper Regularly
42
7.2 Enjoying Reading News Paper
43
7.3 Sections Of Newspaper Are Most Important
44
7.4News Presentation In Deccan Herald
47
7.5
Opinion About The News Section Of Deccan Herald In
Accordance To Their View About Their Quality,
Content And Presentation
48
7.6
Opinion About Deccan Herald Should Come Up With
Color Photographs Throughout The Paper
51
7.7
Opinion About “Metro Life” Gives The Right Dosage
Of Entertainment News
52
7.8Proposals In Deccan Herald
53
7.9 Opinion About Sports News Presentation Is Good In
Deccan Herald
54
Opinions About The Sport Statistics Are Like The
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The Readers Perception Towards Deccan Herald, Bangalore
7.10 Score Boards Are Clear And Distinct In Deccan Herald 56
7.11 opinion about the proposals in Deccan herald
57
7.12 Opinion About Deccan Herald Should Carry Exam
Preparatory Tips
60
7.13
Opinion About The Editorial Section In Deccan Herald
Is Enlightening And Appealing
61
7.14
Opinion About The Expert Opinion; Research Articles
And Critics Views In Deccan Herald
62
7.15 Opinion About The Proposals In Deccan Herald
63
7.16 Opinion About Deccan Herald Should Have Better
Promotion Itself
66
7.17 Opinion About Factor Which They Consider Is Most
Important For Them To Choose News Paper
69
7.18 Opinion About The Service Of Deccan Herald
71
7.20
Opinion About The Benefits They Are Getting By
Deccan Herald News Paper
74
7.21 Opinion About Which Section They Like The Most In
Deccan Herald
71
7.23 Opinion About Which Media Usually Prefer To Get
Information
78
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List of Graphs
Sl No Contents Page No
7.1 Reading News Paper Regularly
42
7.2 Enjoying Reading News Paper
43
7.3 Sections Of Newspaper Are Most Important
44
7.4News Presentation In Deccan Herald
47
7.5
Opinion About The News Section Of Deccan Herald In
Accordance To Their View About Their Quality,
Content And Presentation
48
7.6
Opinion About Deccan Herald Should Come Up With
Color Photographs Throughout The Paper
51
7.7
Opinion About “Metro Life” Gives The Right Dosage
Of Entertainment News
52
7.8
53
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The Readers Perception Towards Deccan Herald, Bangalore
Proposals In Deccan Herald
7.9 Opinion About Sports News Presentation Is Good In
Deccan Herald
54
7.10
Opinions About The Sport Statistics Are Like The
Score Boards Are Clear And Distinct In Deccan Herald
56
7.11 opinion about the proposals in Deccan herald
57
7.12 Opinion About Deccan Herald Should Carry Exam
Preparatory Tips
60
7.13
Opinion About The Editorial Section In Deccan Herald
Is Enlightening And Appealing
61
7.14
Opinion About The Expert Opinion; Research Articles
And Critics Views In Deccan Herald
62
7.15 Opinion About The Proposals In Deccan Herald
63
7.16 Opinion About Deccan Herald Should Have Better
Promotion Itself
66
7.17 Opinion About Factor Which They Consider Is Most
Important For Them To Choose News Paper
69
7.18 Opinion About The Service Of Deccan Herald
71
7.20
Opinion About The Benefits They Are Getting By
Deccan Herald News Paper
74
7.21 Opinion About Which Section They Like The Most In
Deccan Herald
71
7.23 Opinion About Which Media Usually Prefer To Get
Information
78
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Executive summary
Newspaper is a publication devoted chiefly to presenting and commenting on the
news. Newspaper provides excellent means of keeping well informed on current issues and
events. They also play a vital role in shaping the public opinions.
There is no escaping from the mass media today. Whether it is television, or the oldest
print media and the latest offerings from the internet, mass media, swamps our daily lives.
We rely on them for news, information, entertainment, shopping and ultimately to make
sense of the world that we live in. In India too, there has been a tremendous explosion in the
mass media, with print and TV channels threatening to overwhelm us in our home. The
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media needs a continuous source of raw materials and since they do not have the resources to
be everywhere, they concentrate on places where significant news occurs, where press
conference are reliable, and there are regular, scheduled flows of information. The two main
sources thus are the government and business corporations. News paper publishing and
printing across the world are taking a new shape these days. The reasons being faster
information dissemination, increased need for personalized contents has made newspaper
publisher to assess the future trends and formulates strategies to fulfil the varying
requirements of customers/readers.
The Deccan herald is the English daily is a publication of The Mysore Printer’s
limited Bangalore, who also publish “prajavani” kannada daily and mayura and sudha weekly
magazine
The success of news paper depends up on the publishers’ effort in satisfying the
reader’s needs. Because a satisfied customer brings more customers to the organization.
The report focuses on the problems area of the study. The problem undertaken for the study is
as follows “A study on Readers perception towards Deccan herald English daily in Bangalore
city”. The important objectives of the study are, to study the readers perception towards the
Deccan Herald, to study the readers expectations from the Deccan Herald to analyze the
market with respect to other English dailies, to suggest the new strategies based on
respondents opinions, to know and analyze the readers perception regarding the prevailing
prices of English newspaper and to identified and analyses the supplements that are essential
in newspaper and to come out with the conclusion and recommendations based on the
analysis and interpretation of the data.
CHAPTER – I
INTRODUCTION
1.1 Marketing:
Marketing is "the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large."
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For business to consumer marketing it is "the process by which companies create
value for customers and build strong customer relationships, in order to capture value from
customers in return". For business to business marketing it is creating value, solutions, and
relationships either short term or long term with a company or brand. It generates the strategy
that underlies sales techniques, business communication, and business developments. It is an
integrated process through which companies build strong customer relationships and create
value for their customers and for themselves.
Marketing is used to identify the customer, satisfy the customer, and keep the
customer. With the customer as the focus of its activities, marketing management is one of
the major components of business management. Marketing evolved to meet the stasis in
developing new markets caused by mature markets and overcapacities in the last 2-3
centuries. The adoption of marketing strategies requires businesses to shift their focus from
production to the perceived needs and wants of their customers as the means of staying
profitable.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions. It
proposes that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.
The term developed from an original meaning which referred literally to going to a
market to buy or sell goods or services. Seen from a systems point of view, sales process
engineering marketing is "a set of processes that are interconnected and interdependent with
other functions, whose methods can be improved using a variety of relatively new
approaches."
MARKETING
Marketing is the process of communicating the value of a product or service
to customers. Marketing might sometimes be interpreted as the art of selling products,
but sales is only one part of marketing. As the term "Marketing" may replace "Advertising" it
is the overall strategy and function of promoting a product or service to the customer.
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From a societal point of view, marketing is the link between a society’s material
requirements and its economic patterns of response. Marketing satisfies these needs and
wants through exchange processes and building long term relationships. The process of
communicating the value of a product or service through positioning to customers. Marketing
can be looked at as an organizational function and a set of processes for creating, delivering
and communicating value to customers, and managing customer relationships in ways that
benefit the organization and its shareholders. Marketing is the science of choosing target
markets through market analysis and market segmentation, as well as understanding
consumer buying behaviour and providing superior customer value.
There are five competing concepts under which organizations can choose to operate their
business; the production concept, the product concept, the selling concept, the marketing
concept, and the holistic marketing concept. The four components of holistic marketing are
relationship marketing, internal marketing, integrated marketing, and socially responsive
marketing. The set of engagements necessary for successful marketing management includes,
capturing marketing insights, connecting with customers, building strong brands, shaping the
market offerings, delivering and communicating value, creating long-term growth, and
developing marketing strategies and plans.
There are two approaches in marketing
1. Earlier approaches
2. Contemporary approaches
1. EARLIER APPROACHES
The marketing orientation evolved from earlier orientations, namely, the production
orientation, the product orientation and the selling orientation.
OrientationProfit
driver
Western
European
timeframe
Description
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ProductionProduction
methods
until the
1950s
A firm focusing on a production orientation
specializes in producing as much as possible of a
given product or service. Thus, this signifies a firm
exploiting economies of scale until the minimum
efficient scale is reached. A production orientation
may be deployed when a high demand for a product
or service exists, coupled with a good certainty that
consumer tastes will not rapidly alter (similar to the
sales orientation).
ProductQuality of
the product
until the
1960s
A firm employing a product orientation is chiefly
concerned with the quality of its own product. A firm
would also assume that as long as its product was of
a high standard, people would buy and consume the
product.
SellingSelling
methods
1950s and
1960s
A firm using a sales orientation focuses primarily on
the selling/promotion of a particular product, and not
determining new consumer desires as such.
Consequently, this entails simply selling an already
existing product, and using promotion techniques to
attain the highest sales possible.
Such an orientation may suit scenarios in which a
firm holds dead stock, or otherwise sells a product
that is in high demand, with little likelihood of
changes in consumer tastes that would diminish
demand.
Marketing Needs and
wants of
customers
1970s to the
present day
The 'marketing orientation' is perhaps the most
common orientation used in contemporary
marketing. It involves a firm essentially basing its
marketing plans around the marketing concept, and
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thus supplying products to suit new consumer tastes.
As an example, a firm would employ market research
to gauge consumer desires, use R&D (research and
development) to develop a product attuned to the
revealed information, and then utilize promotion
techniques to ensure persons know the product exists.
Holistic
Marketing[2]
Everything
matters in
marketing
21st century
The holistic marketing concept looks at marketing as
a complex activity and acknowledges that everything
matters in marketing - and that a broad and integrated
perspective is necessary in developing, designing and
implementing marketing programs and activities. The
four components that characterize holistic marketing.
2. CONTEMPORARY APPROACHES
Recent approaches in marketing include relationship marketing with focus on the
customer, business marketing or industrial marketing with focus on an organization or
institution and social marketing with focus on benefits to society. New forms of marketing
also use the internet and are therefore called internet marketing or more generally e-
marketing, online marketing, "digital marketing", search engine marketing, or desktop
advertising. It attempts to perfect the segmentation strategy used in traditional marketing. It
targets its audience more precisely, and is sometimes called personalized marketing or one-
to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it
not only refers to marketing on the Internet, but also includes marketing done via e-mail,
wireless media as well as driving audience from traditional marketing methods like radio and
billboard to internet properties or landing page.
Orientation Profit driver
Western
European
timeframe
Description
Relationship Building and 1960s to Emphasis is placed on the whole
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marketing /Relationship
management
keeping good
customer
relations
present
day
relationship between suppliers and
customers. The aim is to provide the
best possible customer service and
build customer loyalty.
Business
marketing /Industrial
marketing
Building and
keeping
relationships
between
organizations
1980s to
present
day
In this context, marketing takes place
between businesses or organizations.
The product focus lies on industrial
goods or capital goods rather than
consumer products or end products.
Different forms of marketing activities,
such as promotion, advertising and
communication to the customer are
used.
Societal marketingBenefit to
society
1990s to
present
day
Similar characteristics to marketing
orientation but with the added proviso
that there will be a curtailment of any
harmful activities to society, in either
product, production, or selling
methods.
Branding Brand value
1980s to
present
day
In this context, "branding" refers to the
main company philosophy and
marketing is considered to be an
instrument of branding philosophy.
HERD BEHAVIOR OF MARKETING
Herd behavior in marketing is used to explain the dependencies of customers' mutual
behavior. The Economist reported a recent conference in Rome on the subject of the
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simulation of adaptive human behavior. It shared mechanisms to increase impulse buying and
get people "to buy more by playing on the herd instinct." The basic idea is that people will
buy more of products that are seen to be popular, and several feedback mechanisms to get
product popularity information to consumers are mentioned, including card technology and
the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was
introduced by a Florida Institute of Technology researcher, which is appealing to
supermarkets because it can "increase sales without the need to give people discounts." Other
recent studies on the "power of social influence" include an "artificial music market in which
some 19,000 people downloaded previously unknown songs" (Columbia University, New
York); a Japanese chain of convenience stores which orders its products based on "sales data
from department stores and research companies;" a Massachusetts company exploiting
knowledge of social networking to improve sales; and online retailers who are increasingly
informing consumers about "which products are popular with like-minded consumers"
FURTHER ORIENTATIONS OF MARKETING
An emerging area of study and practice concerns internal marketing, or how employees
are trained and managed to deliver the brand in a way that positively impacts the
acquisition and retention of customers, see also employer branding.
Diffusion of innovations research explores how and why people adopt new products,
services, and ideas.
With consumers' eroding attention span and willingness to give time to advertising
messages, marketers are turning to forms of permission marketing such as branded
content, custom media and reality marketing
MARKETING RESEARCH
Marketing research involves conducting research to support marketing activities, and
the statistical interpretation of data into information. This information is then used by
managers to plan marketing activities, gauge the nature of a firm's marketing environment
and attain information from suppliers. The marketing research process spans a number of
stages, including the definition of a problem, development of a research plan, collection and
interpretation of data and disseminating information formally in the form of a report. The task
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of marketing research is to provide management with relevant, accurate, reliable, valid, and
current information.
A distinction should be made between marketing research and market research. Market
research pertains to research in a given market. As an example, a firm may conduct research
in a target market, after selecting a suitable market segment. In contrast, marketing research
relates to all research conducted within marketing. Thus, market research is a subset of
marketing research.
THE MARKET
The concept of market is very important in marketing. The American Marketing
Association defines a market as the aggregate demand of the potential buyers for a product or
services.
P. Kotler defines a market as an area for potential exchanges. Thus a market is a group of
buyers and sellers interested in negotiating the Terms of purchase or sale of goods or services.
MARKETING:
Marketing is concerned with handling and transportation of goods from the point of
production to the point of consumption. The American Marketing Association defines
marketing as the performance of business activities that direct the flow of goods and
services from producer to consumer.
IMPORTANCE OF MARKETING
A) Marketing is recognized as the most significant activity in our society. Our life styles are
continuously affected by a wide range of marketing activities. Marketing alone can put goods
and services we want and need at our doorsteps.
B) Marketing has achieved social importance because it is entrusted with the task of creation
and delivery of standard of living to society.
C) Marketing is the vital connecting link between producers and consumers. Marketing is
directly responsible to maintain the equilibrium between mass production and mass
consumption.
D) Marketing system plays a unique role in transforming the benefits of mass production in
terms of rising living standards and life styles of all people through the best system of
physical distribution.
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Marketing Definitions
1. According to the American Marketing Association (AMA) Board of Directors,
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.
2. Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit. Marketing identifies
unfulfilled needs and desires. It defines, measures and quantifies the size of the identified
market and the profit potential. It pinpoints which segments the company is capable of
serving best and it designs and promotes the appropriate products and services.”
3. Marketing is the messages and/or actions that cause messages and/or actions. Jay Baer –
President, Convince & Convert. Author with Amber Naslund of The Now Revolution.
4. Marketing is traditionally the means by which an organization communicates to, connects
with, and engages its target audience to convey the value of and ultimately sell its products
and services. However, since the emergence of digital media, in particular social media
and technology innovations, it has increasingly become more about companies building
deeper, more meaningful and lasting relationships with the people that they want to buy
their products and services. The ever-increasingly fragmented world of media complicates
marketers’ ability connect and, at the same, time presents incredible opportunity to forge
new territory. Julie Barile – Vice President of eCommerce, Fairway Market.
5. Marketing includes research, targeting, communications (advertising and direct mail) and
often public relations. Marketing is to sales as plowing is to planting for a farmer—it
prepares an audience to receive a direct sales pitch. Mary Ellen Bianco – Director
Marketing & Communications, Getzler Henrich & Associates LLC.
Marketing Concepts
(1) Production Concept
(2) Product Concept
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(3) Selling Concept
(4) Marketing Concept
(5) Societal Marketing Concept
1. Production Concept
Those companies who believe in this philosophy think that if the goods/services are
cheap and they can be made available at many places, there cannot be any problem regarding
sale.
Keeping in mind the same philosophy these companies put in all their marketing
efforts in reducing the cost of production and strengthening their distribution system. In order
to reduce the cost of production and to bring it down to the minimum level, these companies
indulge in large scale production.
This helps them in effecting the economics of the large scale production. Consequently, the
cost of production per unit is reduced.
The utility of this philosophy is apparent only when demand exceeds supply. Its greatest
drawback is that it is not always necessary that the customer every time purchases the cheap
and easily available goods or services.
2. Product Concept
Those companies who believe in this philosophy are of the opinion that if the quality
of goods or services is of good standard, the customers can be easily attracted. The basis of
this thinking is that the customers get attracted towards the products of good quality. On the
basis of this philosophy or idea these companies direct their marketing efforts to increasing
the quality of their product.
It is a firm belief of the followers of the product concept that the customers get attracted to
the products of good quality. This is not the absolute truth because it is not the only basis of
buying goods.
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The customers do take care of the price of the products, its availability, etc. A good quality
product and high price can upset the budget of a customer. Therefore, it can be said that only
the quality of the product is not the only way to the success of marketing.
3. Selling Concept
Those companies who believe in this concept think that leaving alone the customers
will not help. Instead there is a need to attract the customers towards them. They think that
goods are not bought but they have to be sold.
The basis of this thinking is that the customers can be attracted. Keeping in view this concept
these companies concentrate their marketing efforts towards educating and attracting the
customers. In such a case their main thinking is ‘selling what you have’.
This concept offers the idea that by repeated efforts one can sell-anything to the
customers. This may be right for some time, but you cannot do it for a long-time. If you
succeed in enticing the customer once, he cannot be won over every time.
On the contrary, he will work for damaging your reputation. Therefore, it can be asserted that
this philosophy offers only a short-term advantage and is not for long-term gains.
4. Marketing Concept
Those companies who believe in this concept are of the opinion that success can be
achieved only through consumer satisfaction. The basis of this thinking is that only those
goods/service should be made available which the consumers want or desire and not the
things which you can do.
In other words, they do not sell what they can make but they make what they can sell.
Keeping in mind this idea, these companies direct their marketing efforts to achieve
consumer satisfaction.
In short, it can be said that it is a modern concept and by adopting it profit can be earned on a
long-term basis. The drawback of this concept is that no attention is paid to social welfare.
5. Societal Marketing Concept
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This concept stresses not only the customer satisfaction but also gives importance to
Consumer Welfare/Societal Welfare. This concept is almost a step further than the marketing
concept. Under this concept, it is believed that mere satisfaction of the consumers would not
help and the welfare of the whole society has to be kept in mind.
For example, if a company produces a vehicle which consumes less petrol but spreads
pollution, it will result in only consumer satisfaction and not the social welfare.
Primarily two elements are included under social welfare-high-level of human life and
pollution free atmosphere. Therefore, the companies believing in this concept direct all their
marketing efforts towards the achievement of consumer satisfaction and social welfare.
In short, it can be said that this is the latest concept of marketing. The companies adopting
this concept can achieve long-term profit.
1.3 Market Potential:
MEANING OF MARKET POTENTIAL
Market analysis services from Mapping Analytics help you know the economic
opportunity available to you in any geographic market. Whether you sell to
consumers, to businesses, or both, market sizing provides intelligence you need to
deploy sales and marketing resources effectively.
Benefits of Market Potential Analysis
Understand market potential for a single store, network of stores or a new
market
Deploy resources effectively by ranking markets in priority order
Forecast total opportunity in terms of number of customers and revenue
potential
Estimate your market share
Market Potential Analysis:
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Market potential analysis is a primary analytic service performed by Mapping
Analytics. We have the people, experience, tools, and data required to perform
sophisticated and accurate market sizing.
A market potential analysis from Mapping Analytics may include:
A customer profile to understand where to find more like them
Market penetration and market share reports showing performance in existing
markets and expected performance in new markets
Market ranking reports allowing you to prioritize resource deployment into
new markets
A geographic view of market opportunity on detailed maps
Market analysis services from Mapping Analytics will provide the key intelligence you
need to rank and prioritize markets.
The top new geographic markets to target based on customer or revenue
potential
Which markets where you currently do business have untapped potential
Gaining this market understanding is essential to growing and expanding your
business. But it isn't enough on its own.
Steps are taking to gain market share where there is market
potential
Need to act upon our new found market understanding by deploying sales and
marketing resources effectively.
This is where Mapping Analytics separates from other firms that might offer you
analytic services. We can help you choose higher-performing store or business
locations, align your sales force more productively, and acquire prospect lists. All so
you can tap into the market opportunity we've helped you identify.
Market Potential Example
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Let's say you sell reverse mortgages and your ideal customer is 65 years of age or
older and owns a home valued at $150,000 or higher. If you don't already know this
about your customers, our customer profiling services can help you discover it.
Mapping Analytics will then perform market potential analysis using market data,
demographics and lifestyle clustering systems to find areas where high concentrations
of your ideal customer live.
From there, it's ranking the potential markets and deploying resources by selecting
locations of branches or performing targeted direct marketing.
What's the market potential for your products and services?
Strategies for Sizing Markets
What is a geographic market worth to your business? Mapping Analytics will help you
find the answer. Market potential can be expressed as a function of:
The number of customers purchasing
Amount purchased
Frequency of purchase
In other words, market potential = (how many, how much, how often)
Bottom Up or Top down Market Analysis
It all depends on your specific needs. Mapping Analytics can advise you on the best
approach to sizing any market. We employ various methodologies and data sets to get
you the answers you need.
A bottom up approach to market sizing starts with your customers. How
much and often do they buy? What is their profile? How many potential
customers do you have in the market based on your customer profiles? How
can you reach them?
A top down approach starts with market and industry data. It takes a close
look at a geographic market area and profiles the consumers and/or
businesses to let you know their propensity to buy your products and
services.
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Mapping Analytics has expertise in both these approaches to market sizing.
We also have a wealth of data sources through partnerships with the best
data providers in the industry. We can match the right data for market
analysis to your business and market strategy.
Cluster Analysis for Market Sizing
We often use lifestyle clustering systems to size consumer markets. Clustering
systems operate under the premise that "birds of a feather flock together." That means
people with similar buying behaviours and demographic profiles tend to live close
together. This helps you identify neighbourhoods or markets where your potential is
highest.
Cluster analysis identifies key segments in the population that are more likely
to purchase your products than the average consumer.
Knowing in which clusters people reside provides a reasonable means of
understanding and predicting how they will behave.
Understanding which clusters are more likely than others to purchase allows
better targeting.
Clusters are tied to geography, allowing you to identify and prioritize
neighbourhoods, trade areas and markets.
1.2 ABOUT THE SPECIFIC AREA: Deccan Herald Newspaper
Every day Deccan Herald touches the lives of the people of Karnataka. Today the
daily shapes the opinions and directs their actions. Deccan herald was born 62 years ago
when the first edition hit the streets on June 16, 1948. The news paper was a reflection of the
optimism, and a voice of the aspirations of a newly independent nation.
Deccan herald is Karnataka’s guide to the times we live in. Karnataka and bangle hold
a special place in the news paper’s scheme of things, but its coverage of national and world
happenings is equally comprehensive and analytical .The Deccan herald is also the voice of
the poor and the underprivileged. On its agenda is a relentless campaign against corruption
and advocacy of pro-environment economic development.
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The very analytical opinion/policy page presents a variety of views of national, state
and international issues. Regular columnists and experts in perspective the well-written
editorials are known for their unbiased and informed commentary on events and
developments. The news paper’s human interest reports and profiles of interesting
personalities give the reader not only news and views, but also the emotions and the drama
behind the happenings. Special sections like miscellany, on the beat and around the city
encapsulate effect happenings in a short and snappy manner.
Current Trends in the Print Media
This is the twenty-first century, and the much-vaunted Information Super Highway is
a reality. Newspaper and magazine publishers and editors have to jockey for position to retain
their status as the trusted news-providers, in this brave new world.
It is clear that their ability to meet the challenging trends of this new age will be paramount to
the success and, in some cases, to the survival of publications in the year ahead, and beyond.
Success or failure will lead to their either joining the traffic on an exciting journey of
discovery, or accepting the inevitability of decline and extinction - of the kind that saw the
magnificently handcrafted carriages of the turn of the nineteenth century relegated to
transport museums around the globe.
1. A sense of community
Relevance, relevance, relevance will be the watchword. Understanding the
commonalities (and differences) that make up our reader interest groups will be crucial
to the survival of titles. Local IS lekker.
No medium can be all things to all people. But there is an irresistible latent force that
binds a community and makes it one. The culture of a region is a great intangible that,
as media people, we need to understand and learn to work with.
Understanding and staying close to our audience will call for CRM strategies at a micro
level. Research, reader advisory panels and even straw polls will become increasingly
necessary tools in tracking reader interests on a day-to-day basis, to ensure that our
content remains relevant to our target audience.
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The affinity that locals have for "their" paper is one of the intangibles that makes a
regional paper a good buy for advertisers looking to "connect" with consumers.
2. Press freedom
The so-called "Secrecy Bill" has attracted widespread opposition, and rightly so. The
National Assembly's ad hoc committee introduced amendments in the hope the
proposed legislation would become more palatable. Fortunately, the critics have
viewed such obfuscation as window dressing that does little more than alter the tint of
the glass.
As things currently stand, the ANC is showing few signs of backing down, despite
assurances from deputy president Kgalema Motlanthe that a compromise can be found.
The National Council of Provinces phase of processing the bill looks increasingly
unlikely to be the conduit hoped for meaningful change.
Do not, therefore, be surprised to see a crescendo of opposition all the way to the
Constitutional Court. The bill is a critical issue, not for the media alone, but to all
freedom-loving South Africans who believe in transparency, accountability and realise
our future hinges on unfettered freedom to expose public sector corruption and
ineptitude.
3. Global and domestic economy
The fallout from Europe's stuttering economies is being accompanied by global fallout
of extensive dimensions. Without wishing to be pessimistic, there appears to be every
reason to expect the global economic recovery to stall in 2013.
For media owners, that's bad news. Followers of the industry are well aware that,
whenever economic recessions eventuate, advertising is one of the first budget items to
be eliminated. This development will affect traditional media, including the paging of
newspapers and the number of magazine titles on the racks, and will undoubtedly slow
the growth of digital media.
From all reports, the media and the advertising industry must brace itself for a rough
year.
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4. Digital
o Social media has already become the major source of information for millions. While
Twittering and tweeting is unlikely to ever replace well-written and researched
journalism, social media will provide a growing number of consumers with a sense of
"knowing what's going on" and hence of not needing to either go out and buy a
newspaper or even download one for that matter.
The challenge for news providers lies in being able to successfully harness the growing
audiences represented by this media and redirect them to really good content and in-
depth information. None of this will be entirely new to 2013, but the pace of change
and polarisation in news media preferences for consumers will hot up significantly in
the year ahead.
o Internet/mobiles- the digital genie is out of the bottle. Thanks to the late Steve Jobs
and other technological giants of our age, we're spoilt for choice when it comes to
access to information. Now market forces will take us where they take us.
Our ability to keep up with the demands of this new digital age, serving our
information to the platforms demanded by the consumer, will determine our success or
failure in the year ahead. The ubiquitous mobile, and ultimately the tablet and who
knows what variations on the theme, will become the message-bearers, while print
with its concomitant high-delivery costs and impact on the environment will continue
to decline.
o The business model - the "free-to-air" model of the internet remains an albatross
around our necks and finding ways of generating the kind of revenue that will pay for
quality journalism remains the challenge. Advertisers will, however, always go where
the audience is, and the key to the dilemma, as Google and FaceBook all know, is to
grow your online audience to an irresistible quantum.
In the meantime, many, many brand-loyal readers (bless them) are prepared to pay for
a digital form of the newspaper and as iPads and tablets become more and more
affordable to the masses, this trend will grow. News delivered on paper may decline,
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The Readers Perception Towards Deccan Herald, Bangalore
but the demand for up-to-date news and commentary by trusted sources will continue
to grow.
5. Reader interactivity
It is likely that QR codes - that enable readers to download additional content and even
undertake "virtual tours" online, watch videos or browse catalogues, simply by
photographing an icon on their cellphone - will become common features of print
publications.
Not only does this level of interactivity satisfy reader needs, but it also provides
innovative new opportunities for marketers seeking to reach and influence increasingly
sophisticated consumers.
Some newspapers have already embraced them, but have yet to use them to their full
potential.
6. Cut costs but not quality
"Giving the customer what he wants" has become a cliché and, sadly, often no more
than a platitude for management intent on maximising every opportunity for profit, at
the expense of the very ones they claim to serve.
Content is still king, but in the face of increased economic pressures, the temptation to
cut costs at the expense of quality can be almost irresistible. The challenge will be to
maintain the standards of quality content and presentation - which readers have come
to expect - while running a business that still delivers an acceptable return on
investment for its shareholders.
7. Editorial opportunities in the year ahead
Managing and an embattled South African president, the Olympic Games, and the US
election are among the news events that lie ahead. With much in the way of headline
domestic and international events scheduled for 2013, editors will be looking for new
angles, quick reaction times and an intuitive awareness of what it is that their readers
want.
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These events and others like them will present golden opportunities for interaction
between editors and their audiences, whether on print or digital platforms or both.
8. Communication skills
As in other areas, there is a greater need for skills development in our country in the
arena of the written word. Sadly SMS and social networks, rather than raising the bar
when it comes to the art of written communication, have been responsible for a sharp
decline in good grammar and spelling.
Publishers and editors have the responsibility as custodians of their language, be it
English, Afrikaans or any of the vernacular languages, to protect and encourage written
skills, and grow the pool of trained communicators in our country, ensuring good
journalism will not only survive but thrive, into the next generation. Any newsroom
that fails to invest in ongoing training is setting itself up for failure.
1.3 ABOUT THE TOPIC
This study is focused on the Deccan Herald Newspaper effectiveness of Bangalore.
Now a day’s MBA is in fashion, become of that large number of students wants to go for
MBA .Because in MBA they are having more opportunity.
So in this types of competition Role of Newspaper is so important because colleges not only
wants to increase their no of admission but student satisfaction.
CHAPTER—2
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Review of Literature &
Research Design of the
study
CHAPTER-2
2.1Review of literature and Research Design
INTRODUCTION
An effectiveness of Deccan Herald Newspaper reading strategies of Bangalore B-Schools
with reference to Indian Print media Sector. This study is focused on the reading Deccan
Herald Newspaper effectiveness of Bangalore. Now a day’s MBA is in fashion, become of
that large number of students wants to go for MBA because in MBA they are having more
opportunity.
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The Readers Perception Towards Deccan Herald, Bangalore
So in these types of competition Role of advertising is so important .Because colleges not
only wants to increase their no of admission but student satisfaction.
Marketing is the process of communicating the value of a product or service
to customers. Marketing might sometimes be interpreted as the art of selling products,
but sales is only one part of marketing. As the term "Marketing" may replace "Advertising" it
is the overall strategy and function of promoting a product or service to the customer.
It is the non-personal communication of information usually paid for and usually persuasive
in nature about product and service or ideas by identified sponsors through the deferent types
of media.
Review of literature:-
.
.
.
Statement of the Problem:-
It is rightly said that a problem clearly defined is half solved. Thus defining research
problems properly is a step of highest importance. So, as we know there are of number of
players in the newspaper industry. The foremost thing for any newspaper organization would
like to achieve is a circulation/readership of highest order for its newspaper. This depends
mainly on the reading habit of the readers of newspaper and their perception towards the
different newspaper, which is the prime move of newspaper in newspaper selling.
So, the publishers have to consider several points regarding making their paper, the main one
being that of will be improve quality of newspaper. In the present competitive scenario the
nee of information and knowledge is more.
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The Readers Perception Towards Deccan Herald, Bangalore
Hence the problem of present research had taken to improve “Deccan herald’s”
performances. The problem of present research can then stated as below a study on Readers
perception towards Deccan Herald English Newspaper daily in Bangalore city.
Scope of the study
The study is focused only in Bangalore. Sample size is 100. Respondents belong to
Educational sector, Employees and other peoples.
The important thing that to know feedback from their customers about the product,
product quality, its price, and its distribution strategy and also about its promotional
activities. Present study is one such effort in order to analyze readers opinion relating to
English newspaper and analysis has be carried out.
1. Finding and conclusion of this project will help to understand reader’s perception
towards “Deccan herald”.
2. It also helps company to modified existing strategies and adopts new strategies for
publishing “Deccan herald”.
3. Suggestion/recommendation of this project will help the company to achieve its
marketing objectives.
4. The scope of the study is limited to only Bangalore city to collect primary data
from the readers of newspaper.
5. The study of this kind helps in analyses respondent’s opinions and their products
and service. Such type of information is very much required for a newspaper like
“Deccan herald”
OBJECTIVES OF THE STUDY
The setting of objective is the corner stone of a systematic study. The study will be
fruitful one when the basis laid down is a concrete one they represent the desired solution to
the problem and help in proper utilization of opportunities.
This study is undertaken with the following specific objectives.
To study the effectiveness of reading Deccan Herald Newspaper of with reference to
Indian Print Media Sector.
To analyze readers opinion and perception towards Deccan herald newspaper.
To study the overall performance of the Deccan herald
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To study the readers expected news from Deccan herald.
To know whether the readers are satisfied with the present content of newspaper.
METHOD OF RESEARCH
The methodology is descriptive study under this study survey method is used to collect data.
Survey method:
A Survey is a complete operation, which requires some technical knowledge Survey
methods are mostly personal in character. Surveys are best suited for getting primary data.
The research obtains information from the respondents by interviewing them.
Sampling: It is not always necessary to collect data from whole universe. A small
representative sample may serve the purpose. A sample means a small group taken in a large
lot. This small group taken in a large lot .This small group should be emanative cross section
and really “representative” in character.
Sample size: Samples are devices for learning about large masses by observing a few
individuals. The selected sample is 100.
Sl. No. Place of sample Total sample size
1. Bangalore 100
Methods of Sampling
Random sample method:
The method adopted here is random sampling method. A Random sample is one where each
item in the universe has as an equal chance of known opportunity of being selected.
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6.4.3. DATA COLLECTION METHOD
Research Instrument
Questionnaire:
A questionnaire is a carefully complied logical sequence of questr5ions directed to a define
objective. It is the outline of what information is required and the framework on which the
data is built upon. Questionnaire is commonly used in securing marker information that its
preparation deserves utmost skill and care.
Collection of data:
One of the important tools for conduction market research is that availability of necessary and
useful data. Date collection is more of an art than a science. The methods of marketing
research are in a way the methods of data collection. The sources of information fall under
two categories.
Secondary Data:
The data, which is collected from the published sources i.e., not originally collected of the
first rime is called secondary data.
Here the secondary data is data collected from the students’ opinion
Field work
As stated earlier, the total sample size selected for the study is 100
respondents/readers of newspaper from Bangalore city. Researcher has to personally meet all
the 100 respondents/readers of newspaper from Bangalore city and gathered primary data for
the purpose of analysis and interpretation.
6.5. Limitation of the study
Despite all possible efforts to make the analyses more comprehensive and scientific, a
study of present kind is bound to have certain limitations. Since the objectives of the study
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The Readers Perception Towards Deccan Herald, Bangalore
may be this kind of analysis, no attempt has been made to provide comprehensive conceptual
analysis.
The following are some of the important limitations of the study:
Since analyses are based on opinion and perception, the result at best are near to truth
may be biased.
Study is restricted to Bangalore city only
The sample taken for research was concerned only for 100 newspaper readers rather than
millions of readers scattered around the world.
Chapter scheme
There are six chapters
Executive summary
General introduction
Analysis and Interpretation
Summary of findings
Suggestions
conclusion
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CHAPTER—3
Profile of Industry
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CHAPTER-3
3 NEWSPAPER INDUSTRY IN INDIA
General introduction:
The word ’NEWSPAPER’ would seem to mean a paper containing a news. We are
provided with so much of news see easily, that we do not realize excitedly what it means to
us. We expect newspapers to tell us about everything of importance that is happening
AROUND us and around our world.
A newspaper is a collection of information and entertainment printed on very cheap
paper. In broad Sense, newspaper is an unbound publication issued at regular interval that
seek to inform, analyze influence and entertain.
The four letters of the word” NEWS” describes and represents four directions i.e.
N-North
E- East
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W-West
S-South
The news can come from any directions. So, this means that the news from all over
the world or from extreme corner are collected and edited in a page called “NEWSPAPER”.
Newspaper is regularly printed and distributed usually, daily or weekly containing the
news, opinion, advertisement and other items of general interest. Most of the issues of News
paper are out of date, as soon as next one is printed. Yet, the contents of News papers are
never out of date, since they are continuing history of mankind.
Most issues of news papers are out of date as soon as next one is printed. Yet, the
contents of newspapers are never out of date, since they are continuing history of mankind.
The main function of newspaper is to give timely, correct and accurate information to the
readers. Most of the newspapers are not only containing news but also comment on news,
advertisement, advices, cartoons, stories, comic and entertainment. The large part of the
income of the newspaper depends upon the payment received from commercial
advertisements.
News papers are printed on a course paper called ‘News print’. There are two major
sizes of newspaper i.e. standard and tabloid. A standard size newspaper has paper that
measured about 38 by 58 centimetres. The pages of tabloid are about half that size.
Producing daily newspaper require great speed and efficiency. Reporters, editors and
photograph Noels work under constant pressure of deadlines. A large daily employees and
also other workers including advertising, sales people, artists, librarians, printing press
operators and trucks drivers.
James Augustus Hickey is considered as the "Father of Indian press" as he started the
first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in
January, 1780. In 1789, the first newspaper from Bombay, the Bombay Herald appeared,
followed by the Bombay Courier next year (this newspaper was later amalgamated with
the Times of India in 1861).
The first newspaper in an Indian language was the Samachar Darpan in Bengali. The
first issue of this daily was published from the Serampore Mission Press on May 23, 1818. In
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