Marketing Strategy of Newspaper Industry in Bangladesh: A Study on The Daily Prothom Alo Page 1 INTERNSHIP REPORT (DRAFT COPY) Attention To: Mr. Badiuzzman (Program Co-Ordinator) & Internship Guide. MARKETING STRATEGY OF NEWSPAPER INDUSTRY IN BANGLADESH: A STUDY ON DAILY PROTHOM ALO PREPARED BY Md. Atiqur Rahman BBA (Major in Marketing) Registration No-00551 Roll-011 Session-2003-2004 E-mail: [email protected]Internship Report Internship Report
Internship Report On " Marketing Strategy of newspaper Industry of Bangladesh : A study on Daily Prothom Alo", Prepared by M. Atiqur Rahman, Student of BBA ( Major in Marketing), Patuakhali Science and Technology University, Bangladesh. E-mail : [email protected]
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Marketing Strategy of Newspaper Industry in Bangladesh: A Study on The Daily Prothom Alo Page 1
PREPARED BYMd. Atiqur Rahman BBA (Major in Marketing)Registration No-00551Roll-011Session-2003-2004E-mail: [email protected] Science and Technology University
and others). Some of the promotional activities are discussed below:
4.1.1 Maril Prothom Alo Taroka Proshuskar:
Since 2001, "The Daily Prothom Alo" has been sponsoring this program for awarding
the best Stars and Models is the showbiz of Bangladesh for their outstanding
performance. Meril organizes this program on behalf of "The Daily Prothom Alo".
This program is held between March and April.
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4.1.2 Debate Competition
"The Daily Prothom Alo "has been sponsoring Inter College and University English
Debate Competition since 2001. The Debating Committee of Viqarunnisa Noon
College organizes this competition on behalf of "The Daily Prothom Alo".
4.1.3 Award Presentation program GPA 5 obtained SSC and HSC
students
Since 2003, "The Daily Prothom Alo" has been awarding the outstanding students of
SSC and HSC level examinations. "The Daily Prothom Alo" Award Presentation
Program were held 64 districts in Bangladesh jointly with Grameen Phone, AKTEL
and also Banglalink.
4.1.4 Prothom Alo-HSBC Language Competition.
"The Daily Prothom Alo" in every year arranges a Language competition for the
school and college going students with the Honkong Sanghai Banking Corporation
(HSBC).
4.1.5 Round table discussion
"The Daily Prothom Alo" organizes different types of round-table discussions. For
example, in 2003, it organized round table discussion with Center for Policy Dialogue
(CPD).
4.1.6 News in Grameen Phone
"The Daily Prothom Alo "provides Grameen Phone with daily news. They can also
accommodate other mobile phone companies. Other programs arc also organized on
different occasions.
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5. Strength, Weakness, Opportunity and Threat (SWOT) analysis of "The Daily Prothom Alo"
As a market leader Prothom Alo also have some weakness and threats. Besides that the strength level is high also having several opportunities. On the SWOT analysis we try to find out the strength, Weakness, Opportunity and threats of Daily Prothom Alo.
Strengths Weaknesses
• Highly talented Editor • Promotional campaigns are not
• A dedicated team of employees attractive
•Authenticated published news • Silence to attact poor people who don't
have• Advertisement is relatively high
•purchasing powerBuying clientele is a particular section of the society• Cater to the demand of the
widest• Lack of attraction among housewives and
doctors
•
spectrum of readersDifferent sorts of marketing campaigns
As advertisement is high, space for news and otherfeatures arc gradually decreasing
including provision for awards • Numbers of readers of Bengali Newspapers of the
•Absence of real competition country are generally very low
• Literature page is not attractive• Distribution channel for overseas readers
is notvery effective
Opportunities
Threats
• Diversification in the other areas of
• Effective campaigning of other dailies
the media • Absence of strong promotional campaign
• Possibility of creating new • Future possibility of competition with the
dimension among the current and
electronic media
prospective readers • Chance of losing competitive advantage
• Still number one among all the and position of number one among the
Bengali dailies of the country Bengali dailies in the country
Source: On the basis of collected Data.
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6.1. Recommendations
6.1.1 Students of Public and Private Universities
"The Daily Prothom Alo" can introduce a new page for students of Universities in
Lifestyle tabloid, which is published every Tuesday. This page may include the
following. To increase circulation of the newspaper among the students of public and
private Universities.
6.1.2 Doctors, Nurses, Patients of Reputed Hospitals/Clinics Strategy
The Marketing Executives of "The Daily Prothom Alo" can visit doctors of the
following hospitals with complimentary copies of The Daily Prothom Alo " on every
Sunday to promote Health-page. Some selected hospitals/clinics are given below: 1.
IPGMR, 2. Dhaka Medical College Hospital, 3. Gana Shasthya Hospital, 4.
Suhrawardy Hospital, 5. Shishu Hospital, 6. CMH, 7. Bangladesh Medical College &
Hospital, 8. Central Hospital, 9. Ibna Sina Clinic, 10. Lab Aid Ltd., 11. Medinova
Medical Services Ltd.,12. Modern Diagnostic Center, 13. Popular Diagnostic Center-
ICDDRB, 21. Salinnillah Medical College Hospital, 22. Monowara Hospital, 23.
Paugu Hospital 4. Utrara Medical Hospital,
6.1.3 Lawyers Strategy
"The Daily Prothom Alo" can organize an open discussion about Human Rights on
World Human Rights Day in association with Supreme Court Bar Association in the
auditorium of Supreme Court in Dhaka. The Editor of "The Daily Prothom Alo "can
participate in this open discussion with lawyers.
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6.1.4 Housewives
To attract housewives, a quiz competition may be arranged. Moreover, effective
campaign among the housewives for reading "The Daily Prothom Alo "can be done.
6.1.5 Bankers
To attract bankers, more news on financial system of the country and also global trend
of change in financial system may be published. Besides, publishing the news on
exchange rate and share market regulates, more importance should be given on
providing latest news on global and domestic financial markets so that bankers can
gather up-to-date knowledge. As such business page should be redesigned, and made
attractive in accordance with the bankers need.
6.1.6 Other Programs
Special programs can be launched by "The Daily Prothom Alo " observing various
International days.
Table-12: Proposal for Organizing Programs
Date Special Occasion Proposal
3rd May World Press Freedom Day Organizing round table conference at Pressclub with the Journalists
26th June International Day AgainstDrug Abuse and antiTrafficking
Organizing seminars in association withCenter for Rehabilitation of Drug AddictionDistributing Stickers, Organizing rallies
20th November Universal Children's Day Organizing Cultural Program in associationwith Bangladesh Shishu Academy
21st November World Television Day Organizing dinner-party for different T.V.performers in association with different TVChannels
25th November International Day for theElimination of ViolenceAgainst Women
Organizing Seminars in association withBangladesh Mohila Parishad
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1st December World AIDS Day Organizing Round Table Discussion onAIDS/51'D Program
6.1.7 Promotional Campaign through TV Channel Strategy
"The Daily Prothom Alo" can organize Talk Shows in NTV or in any other private
TV Channel. The daily can associate its name with a part of news. It can associate its
name as "'The Daily Prothom Alo " Antarzatik khobor' through broadcasting as a
portion of the news of 11ty or any other private TV channel.
6.1.8 Promotional campaign through Print Media Strategy
"The Daily Prothom Alo” can promote its different types of new pages and also
special features by giving advertisement in Daily Star, Bangladesh Observer. The
advertisement can be given from the month of January 2009.
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7.0 Concluding Remarks
Quality improvement is a never-ending process. Although "The Daily Ittefaq" is one
of the reputed newspapers, currently "The Daily Prothom Alo" is enjoying a
competitive advantage. However, in case of a newspaper, a good marketing strategy is
required. And this is necessary for a Bengali newspaper in Bangladesh to make a
good headway business in Bangladesh. In the competitive world of the Journalism, a
daily that can only adjust with the changing demand of the newspaper readers and can
attain comparative advantage will be able to thrive. For successful marketing strategy
is not alone sufficient. It would be in effective unless market plan can be properly
implemented. Market research can create benchmarks and helps to ascertain increase
of circulation of the daily. This can also help to evaluate the success / failure of the
newspaper. It is important on the part of "The Daily Prothom Alo" authority to
evaluate the materials for the readers with a view to attract them and to adopt the
marketing strategy for better circulation.
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