Top Banner
HP Kaaldarshak (case study)
28
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: kaaldarshak (2)

HP Kaaldarshak(case study)

Page 2: kaaldarshak (2)
Page 3: kaaldarshak (2)

Case briefing.

• Kaldarshak is a Hindi word for calendar.• Mathura based hindi pustakalaya brings out kaldarshak every

year.• Company is in this line for several years.• Calendar consist of the several additional features like

astrological forecast, health tips etc. along with other useful information.

• The calendar is quite popular in North India.• Decline in sales of the calendars during past two years.• The company seeks for the professional help in this regard.

Page 4: kaaldarshak (2)

Industry Information:

• The Indian calendar industry is worth 467 million a year, and

approximately 52 million individual calendars are sold a year.

According to Hillel Levin, general manager of Calendars.com, the calendar market is declining.

• "Calendars feed into the wide gamut of affinities that people have, from dog breeds to crafts, classic tractors, lawn mowers, outhouses and on and on."

 • It's also a reflection of the stagnant growth of the calendar industry.

According to a study commissioned by Calendars.com, the calendar publishing industry now totals about 467 million a year. About 52million individual calendars are sold a year.?

 

Page 5: kaaldarshak (2)

Contd…

• " Levin says. "Three years ago, we had 2,500 titles, last year we had 2100, this year we've got 1800.“ India Today: August 28, 2011.

GROWTH:- • 2002-Calendars market was worth 220.4 million • 2004-Calendar market was a 300 million• 2005-Calendar market 540 million a year• Calendar sales rose 16% during the year 2008. • The sales dropped drastically during the year 2009 -2011.

Page 6: kaaldarshak (2)

Procedure to be adopted to ascertain the reason of decline in the sale of

calendars?

?

Page 7: kaaldarshak (2)

Steps followed.

Page 8: kaaldarshak (2)

Problem definition:

Two steps are involved in formulating the research problem:-

• Understanding the problem thoroughly.• Rephrasing the same into meaningful terms from an

analytical point of view.

Research problem as per the analysis:- • “Reasons for decline in the sale of the calendars in

North India.”

Page 9: kaaldarshak (2)

Research design.

• The preparation of the research design for research problem involves usually the consideration of the following:-

1. Means of obtaining information.

-Telephonic Interview

-Questionnaire

-schedule

-observation

2. Skills of the researcher and his staff(if any).

-Communication

-Probing Skills

-Observation Skills

-Data Analysis

Page 10: kaaldarshak (2)

Contd…

3. Time for research:- 1 month.

4. Cost factors relating to research I.e. finance available for purpose:-

-Total Budget : 50000

-Data Collection: 30000

-Analyst Fee :10000

- Miscellaneous Expenses:10000

Page 11: kaaldarshak (2)

Field work or data collection

• Defining population:

“The term population refers to the entire group of elements consisting of either people, events and other things of interest that the researcher wants to investigate.”

• Target group:

- Business Organization

-NGO

-General Public

-Professionals

-North Indians living in Bangalore.

Page 12: kaaldarshak (2)

Selection of sample:-

• Define sample:

“A statistical sample is a miniature picture or cross section of the group or aggregate from which the same is taken”- pauline young states.

• Population to be studied consist of different groups.• Stratified sampling is used to study the population.• Sample size:30 from each group.

Page 13: kaaldarshak (2)

Collection of data: (primary data)

Page 14: kaaldarshak (2)

Telephonic Interview

Page 15: kaaldarshak (2)

Questionnaire Method:

Page 16: kaaldarshak (2)

Observation Method:•Observing mass behaviour.

•Interactional recording.

•Use of recording device-if possible.

Page 17: kaaldarshak (2)

Collection of data: (secondary data)

•Books

- C.R. Kothari

-  Kate L. Turabian

• Calendars.com

•India Today: August 28, 2011.

•Case study

Page 18: kaaldarshak (2)

Analysis of data

Page 19: kaaldarshak (2)

Do you use calendars?

yes84%

no15%

1%

Sales

Page 20: kaaldarshak (2)

What is the purpose of using calendars?

decorative32%

functional68%

Sales

Page 21: kaaldarshak (2)

What kind of calendars do you use?

wall calanders20%

table calanders48%

pocket calanders31%

moon calanders1%

Sales

Page 22: kaaldarshak (2)

What kind of pictorial graphics do you prefer in a calendar?

scenaries46%

street life31%

astrological6%

movie stars17%

Sales

Page 23: kaaldarshak (2)

What is the language preference for the calendars?

english77%

hindi13%

urdu8%

punjabi1%

Sales

Page 24: kaaldarshak (2)

Do you prefer additional information in your calendar?

yes74%

no26%

Sales

Page 25: kaaldarshak (2)

What kind of additional information would you prefer in a calendar?

things to do49%

best buying dates26%

health tips17%

local holiday spots8%

Sales

Page 26: kaaldarshak (2)

What is the most frequent source of reference for dates?

calanders20%

mobile phones

44%

watch36%

Sales

Page 27: kaaldarshak (2)

Reasons for decline in sales of calendars.

• More preference for English language than Hindi.• More preference for table calendars.• Promotional calendars used once in a year by most of the

business organization.• Technological influence.• Busy life style.• Calendars are also used for decorative purpose.• Astrological forecast are run on T.V.• H.P. calendars were bulky.• More printing expenses.

Page 28: kaaldarshak (2)