Marketing strategies Adopted by Danik jagran and amar ujala

Research Project Report

(MBA-043)

On

“A comparative study of marketing strategies & customer perception with reference to Dainik Jagran & Amar Ujala”

Submitted in Partial Fulfillment of Master of Business Administration [MBA]

Programme: 2009 -11

Of

Gautam Buddh Technical University, Lucknow

Under the Supervision of Submitted ByMr. Rajeev Gupta Bhagwat SinghMBA Department Roll No: 0901470015S.R.M.S.C.E.T., Bareilly

Faculty of Management ScienceShri Ram Murti Smarak College of Engineering & Technology,

Bareilly, UP[College Code: 014]

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Shri Ram Murti Smarak College of Engineering & Technology, Bareilly (U.P.)

Faculty of Management Science

Certificate

This is to certify that Mr. Bhagwat Singh , a student of MBA IV Semester has

completed his Research Project Report titled “A comparative study of marketing

strategies with reference to Jagran & Amar Ujala” assigned by MBA Department and

under my supervision.

It is further certified that He has personally prepared this report that is the result of his

personal survey/observation. It is of the standard expected to MBA student and hence

recommended for evaluation.

Supervisor

(Mr. Rajiv Gupta)

Above statement is endorsed.

(Anant Kumar Srivastava)

Head - MBA

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Declaration

I am BHAGWAT SINGH student of MBA 4th semester of Shri Ram Murti

Smarak College of Engineering & Technology, Bareilly.

Hereby I declare that this project report titled “A comparative study of

marketing strategies with reference to Jagran & Amar Ujala” assigned by MBA

Department is prepared and submitted by me under the under supervision of

Mr. Rajeev Gupta.

The entire analysis and conclusion of this report are based on the information

which is collected by me during the research.

BHAGWAT SINGH

MBA-4th Semester

SRMSCET, Bareilly

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Acknowledgement

I want to express my extreme gratitude to Mr. Anant kumar Srivastava ‘HOD’

MBA-dept. Shri Ram Murti Smarak College of Engineering & Technology Bareilly UP,

for providing me an opportunity to do a research project in my 4 th semester and for

his valuable guidance in my research.

I want to express my gratitude to my project guide Mr. Rajeev Gupta (Faculty SRMSCET)

for providing me a valuable guidance.

I want to express my gratitude to Mr. Amit Singh of marketing department at Amar

Ujala Bareilly for providing me valuable information and for his help. I also want to say

my special thanks to Mr. Nitin Agarwal of Dainik jagran for giving me his precious

time in my research.

BHAGWAT SINGH

MBA-4th Semester

SRMSCET, Bareilly

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Preface

The main purpose of the study is to know the over all marketing strategies of Amar Ujala

& Dainik Jagran and compare them to find best strategy out of them. Study also includes

customers perception towards both newspapers. The economic condition and

technologies keep on changing from time to time, it is very difficult for an organization to

survive in the long run. The report will help to suggest sales techniques, promotional

techniques, opportunities and marketing strategies that will improve desired market

growth. This project report will help in knowing customer’s perception about content in

newspaper. This report will give information about customer’s attitude and their

preference in buying their newspaper. This report will help in development and

improvement of marketing strategies for both newspapers.

This report will be beneficial for ‘Amar Ujala’ & ‘Dainik Jagran’ both to know about

their problems faced by them in marketing of their newspaper. It will provide some

solution for problems related to customer’s perception. This report will give a light on

various duties & responsibilities of the company towards consumer. It will provide some

specific information about competitors’ and consumer preferences about newspaper.

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Contents

Topic Page No.

Chapter-1: Introduction of the topic…………………………………………………...1

1.1. Introduction of the newspaper…………………………………………………...1

1.2. Introduction of Marketing Strategy………………………………………………11

1.3. Research objective & scope………………………………………………………17

Chapter-2: Literature Review…………………………………………………………18

2.1. Dainik Jagran……………………………………………………………………..18

2.2. Amar Ujala……………………………………………………………………….20

Chapter-3: Research Design…………………………………………………………...21

3.1. Research Design type……………………………………………………………….21

3.2. Type of data & sampling technique………………………………………………...22

Chapter-4: Data Analysis & Interpretation………………………………………….23

4.1. Data Analysis……………………………………………………………………….23

4.2. Findings……………………………………………………………………………..44

4.3. Conclusion…………………………………………………………………………..48

4.4. Recommendations…………………………………………………………………..51

4.5. Limitation……………………………………………………………………….…..52

4.6. Bibliography………………………………………………………………………...53

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Chapter-5: Annexure…………………………………………………………………..54

5.1. Questionnaire……………………………………………………………………….54

List of Tables

Table.1-Customer’s preference for newspaper………………………………………...30

Table.2- Factors influencing to buy Amar Ujala newspaper…………………………..32

Table.3- Factors influencing to buy Dainik Jagran newspaper………………………...34

Table.4- Perception about i-next………………………………………………………..35

Table.5- Perception about Compact…………………………………………………….37

Table.6- Perception about ad and news content in Amar Ujala………………………...38

Table.7- Perception about ad and news content in Dainik jagran……………………....40

Table.8- Perception about availability of newspaper…………………………………...42

List of Figures

Figure.1-Customer’s preference for newspaper…………………………………………31

Figure.2- Factors influencing to buy Amar Ujala newspaper…………………………...33

Figure.3- Factors influencing to buy Dainik jagran newspaper…………………………34

Figure.4- Perception about i-next………………………………………………………..36

Figure.5- Perception about Compact…………………………………………………….37

Figure.6- Perception about ad and news content in Amar Ujala………………………...39

Figure.7- Perception about ad and news content in Dainik jagran………………………41

Figure.8- Perception about availability of newspaper…………………………………...43

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Chapter-1

1.1: Introduction

Newspaper

A newspaper is a regularly scheduled publication containing news of current events,

informative articles, diverse features and advertising. It usually is printed on relatively

inexpensive, low-grade paper such as newsprint. There were 6580 daily newspapers in

the world selling 395 million copies a day. The worldwide recession of 2008, combined

with the rapid growth of web-based alternatives, caused a serious decline in advertising

and circulation, as many papers closed or sharply retrenched operations.

General-interest newspapers typically publish stories on local and national political

events and personalities, crime, business, entertainment, society and sports. Most

traditional papers also feature an editorial page containing editorials written by an editor

and columns that express the personal opinions of writers. The newspaper is typically

funded by paid subscriptions and advertising.

A wide variety of material has been published in newspapers, including editorial

opinions, criticism, persuasion and obituaries; entertainment features such as crosswords,

sudoku and horoscopes; weather news and forecasts; advice, food and other columns;

reviews of movies, plays and restaurants; classified ads; display ads, television listings,

inserts from local merchants, editorial cartoons and comic strips.

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Types of news paper

While most newspapers are aimed at a broad spectrum of readers, usually geographically

defined, some focus on groups of readers defined more by their interests than their

location: for example, there are daily and weekly business newspapers and sports

newspapers. More specialist still are some weekly newspapers, usually free and

distributed within limited areas; these may serve communities as specific as certain

immigrant populations, or the local gay community.

Daily

A daily newspaper is issued every day, sometimes with the exception of Sundays and

some national holidays. Saturday and, where they exist, Sunday editions of daily

newspapers tend to be larger, include more specialized sections and advertising inserts,

and cost more. Typically, the majority of these newspapers’ staff work Monday to Friday,

so the Sunday and Monday editions largely depend on content done in advance or content

that is syndicated. Most daily newspapers are published in the morning. Afternoon or

evening papers are aimed more at commuters and office workers.

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Weekly

Weekly newspapers are common and tend to be smaller than daily papers. In some cases,

there also are newspapers that are published twice or three times a week. In the United

States, such newspapers are generally still classified as weeklies.

National & International

Most nations have at least one newspaper that circulates throughout the whole country: a

national newspaper, as contrasted with a local newspaper serving a city or region. In the

United Kingdom, there are numerous national newspapers, including The Independent,

The Times, The Daily Telegraph, The Guardian, The Observer, The Daily Mail, The Sun,

The Daily Express and The Daily Mirror. In the United States and Canada, there are few

national newspapers. Almost every market has one or two newspapers that dominate the

area. Certain newspapers, notably The New York Times, The Wall Street Journal and

USA Today in the US, and The Globe and Mail and The National Post in Canada are

available throughout the country. In India, newspapers like the Times of India, The

Hindu, and the Hindustan Times are extremely popular and have large reader bases.

Large metropolitan newspapers have also expanded distribution networks and with effort

can be found outside their normal area.

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Dainik Jagran:

Dainik Jagran was founded by Puranchandra Gupta in Jhansi in 1942. In 1947 Dainik

Jagran shifted its headquarters to Kanpur, where it launched its second edition on 21

September 1947. The Rewa and Bhopal editions were added in 1953 and 1956. In 1975,

publication of Gorakhpur edition started, followed by Varanasi, Allahabad and Lucknow

in 1979. In 1984, Meerut edition was launched, followed by Agra in 1986, Bareilly in

1989 and Delhi in 1990. Between 1997 and 2006, eighteen new editions were added, and

through 2007-08, six new editions were launched.

More than 55.7 million people read Dainik Jagran making it the largest read daily in

India. Currently, Dainik Jagran’s 37 editions are published across eleven states of India.

Its editions are published from the following places:

Madhya Pradesh: Bhopal, Indore, Gwalior, Jabalpur, Ratlam, Satna, Saugor

Uttar Pradesh: Kanpur, Jhansi, Varanasi, Agra, Allahabad, Aligarh, Bareilly,

Gorakhpur

Jharkhand: Ranchi, Dhanbad, Jamshedpur

Uttarakhand: Dehradun

Punjab: Amritsar, Ludhiana, Jalandhar

Haryana: Panipat,Hissar

Bihar: Patna, Bhagalpur

Himachal Pradesh: Dharamshala

Delhi

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West Bengal: Siliguri

Jammu & Kashmir: Jammu

Market

A nation’s economic and political wealth is often measured by its readership. The Indian

print media boasts several thousand newspapers and magazines is very uniquely placed

given the heterogeneity of our country. There are a vast number of publication mastheads

across scores of languages and pockets of distribution.

Rising income and literacy levels along with recent liberalization of media have given the

Indian media industry increasing momentum.

In this new, dynamic world of Indian media Dainik Jagran is an iconic brand. More than

55.7 million people reach out for Dainik Jagran making it the largest read daily of India.

Readership of Dainik Jagran has grown by multiples over the years. Today Dainik Jagran

has a readership of 55.7 mn as per the Indian Readership Survey, 2008 Round 2. Not only

this, Dainik Jagran has been the largest read daily of India for the last consecutive 11

rounds of the Indian Readership Survey. This is a unique record in the history of Indian

media.

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Dainik Jagran’s 37 editions carve a huge swath across eleven states – Uttar Pradesh,

Uttarakhand, Punjab, Haryana, Bihar, Jharkhand, Himachal Pradesh, Madhya Pradesh,

Delhi, West Bengal and Jammu & Kashmir. Its footprint reveals truly awesome numbers:

101 million households comprising 500 million people (Source: IRS 2008 R2 and

Census). Of these, more than 44% of all 1 million plus cities and 42% of all 100,000 plus

towns in India fall within Jagran markets. 50% of India’s SEC A and 45% of India’s Rs.

10,000+ per month group lives in Jagran footprints. 47% of the India’s

businessmen/industrialists/ self-employed professionals and 51% of all students in India

are from Jagran markets. Its markets account for a huge share of most product categories

– almost every second automobile, 37 million television sets, 13 million refrigerators and

12 million 2-wheeler owners fall in Jagran’s footprint (Source – IRS 2008 R2).

Rephrased, almost every third Hindi newspaper reader and every ninth any newspaper

reader in India reads Dainik Jagran.

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ABOUT I –NEXT

• I-Next a, newspaper brand launched in third quarter of last fiscal, was expanded to

other markets viz. Varanasi, Allahabad and Agra during the current quarter, After

"Dainik Jagran", I-Next has become the most Circulated newspaper ahead of other

mainline dailies in the cities of Kanpur and Varansi. It has expanded the market size and

has attained circulation numbers and positioning beyond expectations in a short period of

time. City Plus, another newspaper brand launched in NCR in second quarter of the

previous year, was further expanded with launch of editions at two more locations of

New Delhi.

• Out of Home Advertising (OOH) and Event Management activity continued to

scale up their operations. J9, a dedicated arm of JPL to pursue its initiatives in mobile and

web space has launched home shopping, with plans to add a few more services such as

classified vertical in web space, to its basket in near future.

• Commenting on the results, Mr. Mahendra Mohan Gupta, CMD of Jagran

Prakashan Limited said

• Whereas growth in revenues from Dainik Jagran continues as expected, the most

pleasing is increasing acceptability and popularity of I-Next and its attaining status of no.

2 newspaper in cities of Kanpur and Varanasi in a short span of time which augurs well

for long term growth of publication business.

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Outlook for all the businesses of the company remains pretty positive and the trend of

growth looks intact. However, profits might experience some pressure in short term

owing to increasing newsprint cost, intensifying competition and new launches of I-next

and City Plus.

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Amar Ujala:

Amar Ujala was launched on the 18th of April 1948 from Agra, as a 4 page newspaper

with a circulation of 2576 copies with an objective of promoting social awakening and

introducing a feeling of responsibility among the citizens of a recently independent India.

In keeping with these objectives that the publishers had set for themselves, the kind of

news published was basically revolving around political and social issues and crime.

Starting from that modest beginning, 20 years later Amar Ujala achieved a circulation of

20,000 copies and was servicing over 14 districts in Western Uttar Pradesh. Growing

slowly, but steadily, the turn of the century saw Amar Ujala as one of the top 3 dailies of

India. Not only has the newspaper shed the barriers of Western Uttar Pradesh and spread

itself across the entire state, but has also ventured into other neighbouring states as well.

Today, Amar Ujala has a staggering circulation of over 1,700,000 copies and a readership

of over 2.87 crore in India. Additionally Amar Ujala is now also a leading newspaper in

Chandigarh, Punjab, Haryana, Himachal Pradesh, Jammu & Kashmir, Uttar Pradesh,

Uttarakhand and Delhi. Currently, Amar Ujala publishes a 18 page daily issue with more

colour pages in every edition. In addition to this, Amar Ujala also has in offering for

readers four colour magazines, namely.

a) Udaan -A weekly career magazine for youth every Wednesday.

b) Rupayan - Aapki Personal Friend: An all new weekly magazine for women every

Friday.

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c) Zindagi Live - Bole to DIRECT Bollywood se: A completely new look film

magazine every Sunday.

About Compact

Amar Ujala Compact is a tabloid sized compact version with trendy international design.

It comprises of National, international, state, local news & also to accomodates news of

adjoining areas, sports & bollywood. It has a special section called “YOUNGISTAN”

which caters to youth.

Apart from the aforementioned sections it has a segment “Khula Panna” which contains a

plethora of topics from religion, reservations, editorial etc. In this segment entries

(poems, shayari, editorial etc) received from readers are also published.

It is a 20 pager with presence in 8 cities of Uttar Pradesh namely Kanpur, Agra,

Allahabad, Varanasi, Dehradun, Gorakhpur, Bareilly & Meerut. After its inception in

Kanpur – October' 2007 followed by Agra – December'2007 there was no looking back.

2008 witnessed Twin Launch of Allahabad & Varanasi in January' 2008 & another twin

launch in the same month for Dehradun & Meerut. Gorakhpur & Bareilly witnessed

compact launch in April & May respectively.

Tabloid sized Compact is very well accepted by all the cities. It is No.1 newspaper of

Kanpur, Allahabad, Gorakhpur & Bareilly in its category.

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1.2:Marketing strategy

Marketing strategy is a process that can allow an organization to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a sustainable

competitive advantage. A marketing strategy should be centered on the key concept that

customer satisfaction is the main goal.

Marketing strategy is a method of focusing an organization's energies and resources on a

course of action which can lead to increased sales and dominance of a targeted market

niche. A marketing strategy combines product development, promotion, distribution,

pricing, relationship management and other elements; identifies the firm's marketing

goals, and explains how they will be achieved, ideally within a stated timeframe.

Marketing strategy determines the choice of target market segments, positioning,

marketing mix, and allocation of resources. It is most effective when it is an integral

component of overall firm strategy, defining how the organization will successfully

engage customers, prospects, and competitors in the market arena. Corporate strategies,

corporate missions, and corporate goals. As the customer constitutes the source of a

company's revenue, marketing strategy is closely linked with sales. A key component of

marketing strategy is often to keep marketing in line with a company's overarching

mission statement.

1. Target Audience2. Proposition/Key Element3. Implementation

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A marketing strategy often integrates an organization's marketing goals, policies, and

action sequences (tactics) into a cohesive whole. Similarly, the various strands of the

strategy, which might include advertising, channel marketing, internet marketing,

promotion and public relations, can be orchestrated. Many companies cascade a strategy

throughout an organization, by creating strategy tactics that then become strategy goals

for the next level or group. Each group is expected to take that strategy goal and develop

a set of tactics to achieve that goal. This is why it is important to make each strategy goal

measurable.

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. 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, it can be concluded that 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.

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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.

Sales

A sale is the act of selling of products or services in return for money or other

compensation. It is an act of completion of a commercial activity.

The seller – the provider of the newspaper – completes a sale in response to an

acquisition or to an appropriation or to a request. There follows the passing of title

(property or ownership) in the item, and the application and due settlement of a price, the

obligation for which arises due to the seller's requirement to pass ownership. Ideally, a

seller agrees upon a price at which he willingly parts with ownership of or any claim

upon the item. The purchaser, though a party to the sale, does not execute the sale, only

the seller does that. To be precise the sale completes prior to the payment and gives rise

to the obligation of payment. If the seller completes the first two above stages (consent

and passing ownership) of the sale prior to settlement of the price, the sale remains valid

and gives rise to an obligation to pay.

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Promotion

Promotion is one of the four elements of marketing mix (product, price, promotion and

place). It is the communication link between sellers and buyers for the purpose of

influencing, informing, or persuading a potential buyer's purchasing decision.

The following are two types of promotion:

1. Above the line promotion: Promotion in mass media (e.g. TV, radio, newspapers,

internet, mobile phones, and, historically, illustrated songs) in which the advertiser pays

an advertising agency to place the advertisement

2. Below the line promotion: All other promotion. Much of this is intended to be subtle

enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship,

product placement, testimonials, sales promotion, merchandising, direct mail, personal

selling, public relations, trade shows

The specification of five elements creates a promotional mix or promotional plan. These

elements are personal selling, advertising, sales promotion, direct marketing, and

publicity. A promotional mix specifies how much attention to pay to each of the five

subcategories, and how much money to budget for each. A promotional plan can have a

wide range of objectives, including: sales increases, new product acceptance, creation of

brand equity, positioning, competitive retaliations, or creation of a corporate image.

Fundamentally, however there are three basic objectives of promotion. These are:

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1. To present information to consumers as well as others

2. To increase demand

3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use

internet advertisement, special events, endorsements, and newspapers to advertise their

product. Many times with the purchase of a product there is an incentive like discounts,

free items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing

company, but not normally to the public or the market - phrases like "special offer" are

more common.

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Mass marketing

Mass marketing is a market coverage strategy in which a firm decides to ignore market

segment differences and go after the whole market with one offer. It is type of marketing

(or attempting to sell through persuasion) of a product to a wide audience. The idea is to

broadcast a message that will reach the largest number of people possible. Traditionally

mass marketing has focused on radio, television and newspapers as the medium used to

reach this broad audience. By reaching the largest audience possible exposure to the

product is maximized. In theory this would directly correlate with a larger number of

sales or buy in to the product.

The opposite to Niche marketing as it focuses on high sales and low prices. It aims to

provide products and services that will appeal to the whole market.

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1.3:Objective & Scope

Objective: Objective of this study is to find marketing strategies such as sales &

promotional tools applied by Dainik Jagran & Amar Ujala. some of the objective is given

below-

1) To compare sales strategies of jagran & Amar Ujala and find out best sales

strategy of them.

2) To compare promotional tools applied by jagran & Amar Ujala and find out best

promotional tools.

3) To Know about customer perception towards newspaper and content from

customers of Dainik jagran and Amar Ujala.

Scope: There is various scope of this study some of them are given below-

1) This study will give best sales strategy for daily news which may be helpful for

other small size news daily.

2) This study will give best promotional strategy for daily news which may be

helpful for other small size news daily and even to jagran and Amar Ujala also.

3) This study will provide information about customer’s perception towards Amar

Ujala & Dainik Jagran

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Chapter-2

Literature Review

2.1:Dainik jagran

In 1942, the first edition of Dainik Jagran was launched from Jhansi. In 1947, the second

edition was launched from Kanpur. In a succession of launches and planned expansions

Rewa and Bhopal editions were added in 1953 and 1956 respectively. In 1975 came

Gorakhpur; in 1979, Varanasi, Allahabad and Lucknow. 1984 saw the Meerut edition

being launched followed by Agra in 1986, Bareilly in1989 and Delhi in 1990. Between

1997 and 2006, Dainik Jagran extended itself by adding eighteen new editions – one each

in Dehradun, Jalandhar, Hissar, Patna, Moradabad, Aligarh, Ranchi, Jamshedpur,

Dhanbad, Bhagalpur, Panipat, Haldwani, Ludhiana, Muzaffarpur, Jammu, Dharamshala,

Indore and Siliguri. During 2007-08 six new editions were launched – Patiala, Bhatinda,

Mathura, Rae Bareilly, Ayodhya and Haridwar.

In June 2005, Dainik Jagran entered into a strategic alliance and partnership with

Independent News and Media Plc. Shortly after, the company went public in 2006.

Jagran Prakashan Ltd (JPL)is India’s leading media and communications group, with its

main interests across Newspapers, Outdoor, Internet, Magazines, Below the Line

marketing solutions, and Mobile Value Added Services.

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Established With such outstanding credentials it is easy to see that Dainik Jagran would

have several achievements. In May 2006, Dainik Jagran was voted as the most credible

source of news within the print media by a BBC-Reuters study.

The readership and circulation numbers have grown exponentially over the last 6-7 years

and Dainik Jagran has marked India’s presence on the international media map by

becoming the largest read daily in the world. In a fine show of marketing acumen Dainik

Jagran has pulled even further ahead of its nearest competitor. The gap now stands at a

resounding 22 million (Source: IRS 2008 R2).

If statistics make a newspaper’s world go around then Dainik Jagran has other significant

achievements, as well: its readership is greater than all the 25 English dailies reported in

IRS put together. Interestingly, apart from being the largest read daily in the country,

Dainik Jagran is also the No,1 read daily amongst people.

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2.2:Amar Ujala

Over the years, a lot has changed in Amar Ujala. Using the latest state of the art

technology and equipment, Amar Ujala is now being printed from 18 editions. Also in

keeping with today's fast paced life, all printing centres are connected by latest

technology to enhance speed of news dissemination. To ensure quality of material and

content, Amar Ujala has a regular membership with AFP and AP.

Amar Ujala has grown dramatically and has evolved with the changing times. The

newspaper is known for some ground breaking journalism and even in today's cut throat

competition; Amar Ujala is still selling Authenticity, Honesty and Trust.

Amar Ujala enjoys the number four position in terms of readership with a total readership

of 2.97 crores. Besides, the group has also decided to foray in the magazine vertical. The

initiative will be on the lines of its other competitors namely Dainik Bhaskar and

Hindustan. Amar Ujala will launch three Hindi magazines by next year. Speaking on the

initiative, Sunil Mutreja (President, Amar Ujala Publications) told that these three

magazines will try and create awareness about various things in the Hindi speaking

population of the country. As per a report of afaqs.com, Amar Ujala will bring its first

monthly magazine on the lines of CSR (Competition Success Review) in January 2011

which will carry 200 pages. The second magazine will be based on current affairs and

literature

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Chapter-3

Research Design

3.1: Research Design type

Descriptive research design:

Descriptive research is also called Statistical Research. The main goal of this type of

research is to describe the data and characteristics about what is being studied. It is

mainly based on primary data and secondary data of organization.

Nature of data:

In this study primary data collected from survey method through the questionnaire and

secondary data is also taken by various sources.

Collection of data:

Data will be collected through primary and secondary sources from the dainik

jagran and Amar Ujala.

The data will be collected from the respondents through the distribution of questionnaire.

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3.2: Method of data collection & data type: -

Primary Data:-

Primary data is collected by interviewing staff members of Amar Ujala & Dainik jagran

by a well designed questionnaire for their marketing strategy and customer is also

interviewed by me with a list of questionnaire on the basis of customer perception.

Questionnaire is one of the most important tools of knowing the organizational &

customer view.

Secondary data:-

Newspaper , magazines , internet , organizational records.

Area of the study: - Bareilly

Sampling method: - Convenience sampling

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Chapter-4:Data Analysis & Interpretation

4.1:Data Analysis

Data is collected and recorded through interview of organizational staff at Dainik jagran

& Amar Ujala by some open ended questions and analyzed to get some conclusion on

this project. I meet Mr. Amit Singh of marketing & advertisement department at Amar

Ujala Bareilly and Mr. Nitin Agarwal of marketing & advertisement department at

Dainik jagran Bareilly.

Question: 1. could you provide me some information about marketing strategies applied

by your organization?

Description: This question has been designed to know about various marketing strategies

applied by your Amar Ujala & Dainik jagran.

Result:

Amar Ujala- Mr. Amit Singh said that Amar Ujala is using mass marketing techniques,

permanent distributor appointment, open melas, social welfare programs, hoardings,

banners, own website in marketing of newspaper.

Dainik Jagran- Mr. Nitin Agarwal said that Dainik jagran is using marketing techniques

like selling by appointing distributor, higher margin to the distributor, low priced news

paper to penetrate the market, public meetings, hoardings, banners, internet.

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Question: 2. what are the sales techniques applied by your organization?

Description: This question is designed to know about sales techniques applied by dainik

jagran & Amar Ujala.

Result:

Amar Ujala- Marketing head of Amar Ujala said that they are using a distribution

channel to sell their news paper. There are distributors, sellers and so many

delivery boys to ensure availability of news paper to the reader in that distribution

channel.

Dainik Jagran- Marketing head of Dainik jagran said that they are using same

distributors of other news paper as well as they have appointed their own

distributors in the market in their distribution channel. Their hierarchy of

distribution channel is same as other news paper in the market.

Question: 3. which promotional tools are used by your organization to promote your

daily news paper?

Description: This question is designed to know about promotional tools applied by

dainik jagran & Amar Ujala.

Result:

24 | P a g e

Amar Ujala- Marketing head of Amar Ujala said that they are using 40-50

hoarding, banners, shopping carnival, open melas, social activities and a campaign

against polythin like poly thin ke bina sunder duniya, gifts as promotional tool in

Bareilly.

Dainik Jagran- Marketing head of Dainik jagran said that they are using hoardings,

banners, public meetings, price cut, gifts, FM radio as a promotional tool to

promote their newspaper in Bareilly.

Question:4. What is done by your organization to retain your customers to a long time?

Description: This question is designed to know about customer retaining technique used

by dainik jagran & Amar Ujala.

Result:

Amar Ujala- Marketing head of Amar Ujala said that they are focusing on good

quality of content to attract their customers as well as thay are also applying

shopping carnival, open melas, social activities, gifts to retain their customers in

Bareilly.

25 | P a g e

Dainik Jagran- Marketing head of Dainik jagran said that they are selling

newspaper on less price, giving gifts to distributor on sale to retain their customers

in Bareilly.

Question: 5. Who are the main competitors?

Description: This question is designed to know about competitors of both dainik jagran

& Amar Ujala.

Result:

Amar Ujala- Marketing head of Amar Ujala said that their main competitor is

Dainik Jagran in Bareilly.

Dainik Jagran- Marketing head of Dainik jagran said that their main competitors

are the Amar Ujala, Hindustan daily newspaper in Bareilly.

Question: 6. How, you are differentiating your newspaper from your competitors?

Description: This question is designed to know about how both news paper is

differentiating themselves from each other.

Result:

26 | P a g e

Amar Ujala- Marketing head of Amar Ujala said that they are focusing on content

and quality of news paper, they are the oldest brand in Bareilly.

Dainik Jagran- Marketing head of Dainik jagran said that they are providing

cheapest priced newspaper with higher quality newspaper in Bareilly.

Question: 7. what are the plans to benefit your customers?

Description: This question is designed to know about how both news papers is benifiting

their customers.

Result:

Amar Ujala- Marketing head of Amar Ujala said that they are publishing relevant

news in their news paper, they are covering all the news related need of customers

like regional news, national news, general awareness, providing information about

job and career, general knowledge, important advertisements, they are doing some

social activities like baddh helping camp, winning prize on shopping carnivals.

Dainik Jagran- Marketing head of Dainik jagran said that they are providing fast

news delivery through good distribution channel, newspaper with higher quality

cheapest in price, providing general knowledge to the students in newspaper,

providing job and career related information.

27 | P a g e

Question: 8.Is it right that less price is good for sale or not?

Description: This question is designed to know about how both news papers is

benefiting them self trough cutting their price or deciding to not to reduce their price.

Result:

Amar Ujala- Marketing head of Amar Ujala said that they are stabilized brand in

Bareilly so that we are not required to cut price of the news paper. Their customers

are loyal to them and they are not reducing their price of newspaper or not for

advertisement.

Dainik Jagran- Marketing head of Dainik jagran said that they think that price cut

is very much beneficial for introductory session to capture a large market share and

after that they could rise the price of their newspaper.

Question: 9.Are you facing any problem in marketing of daily news?

Description: This question is designed to know about which type of problem both the

news paper is facing in marketing of their newspaper.

Result:

Amar Ujala- Marketing head of Amar Ujala said that they are facing problem like

fast distribution channel, reach ability in rural market, competition in the market,

less sell in summer season, higher margin given by competitors to distributors.

28 | P a g e

Dainik Jagran- Marketing head of Dainik jagran said that they are facing problem

like high competition, stability in the market, tracking adds in newspaper, cutting

cost and higher margin to distributors.

Question: 10.Is compact (I next) becomes a hurdle for Amar Ujala (Dainik jagran)sale

or it is beneficial for Amar Ujala (Dainik Jargran)?

Description: This question is designed to know about compact and i-next benefits to

their main brand.

Result:

Amar Ujala- Marketing head of Amar Ujala said that compact is beneficial for

them and it is targeted for low income family.

Dainik Jagran-he said that i-next is for young people who wants low price news

paper so that segment of i-next is different than Dainik Jagran so that it is

beneficial for Dainik Jagran.

29 | P a g e

1. Which newspaper you buy?

a)Amar Ujala b)Dainik Jagran c)i-next d)Compact

Description: This question had been made to know respondent’s preference about

newspaper they buy.

Sample size=60

Table.1

Customer’s preference for newspaper

Options Responses PercentageAmar Ujala 24 40%Dainik Jagran 21 35%i-next 9 15%Compact 6 10%Total 60 100%

30 | P a g e

Graph for Question.1

Customer’s preference for newspaper

Amar Ujala Dainik Jagran I-next Compact0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

40.00%

35%

15%

10%

Figure-1

Newspaper

Pref

eren

ce

Interpretation: From responses given by 60 respondents, 40% respondents (24

respondents) said that they were prefer to buy Amar Ujala and 35% respondents (21

respondents) said that they were prefer to buy Dainik Jagran and 15% respondents (9

respondents) said that they were prefer to buy i-next and 10% respondents prefer to buy

compact.

31 | P a g e

2. If you buy Amar Ujala then which factor influences you to buy Amar Ujala?

a)Quality of content b)Brand image c)Price

Description: This question had been made to know factors that influence customers to

buy Amar ujala.

Sample size=24

Table.2

Factors influencing to buy Amar Ujala newspaper

Options Responses PercentageQuality of content 12 50%Brand image 12 50%Price 0 00%Total 24 100%

32 | P a g e


Factors influencing to buy Amar Ujala newspaper

Quality of content Brand Image Price0%

10%

20%

30%

40%

50%

60%

50.00%50%

Figure-2

Influencing Factors

Peop

le


respondents) said that they were influenced to buy Amar Ujala due to their content

quality and 50% respondents (12 respondents) said that they were prefer to buy Amar

ujala due to their brand image and no one influenced by price.

3. If you buy Dainik Jagran then which factor influence you to buy Dainik Jagran?


33 | P a g e

Description: This question had been made to know factors that influence customers to

buy Dainik Jagran.

Sample size=21

Table.3

Factors influencing to buy Dainik Jagran newspaper

Options Responses PercentageQuality of content 10 47.6%Brand image 6 28.6%Price 5 23.8%Total 21 100%


Factors influencing to buy Dainik jagran newspaper

Quality of content Brand Image Price0%5%

10%15%20%25%30%35%40%45%50%

47.6%

28.6%

23.8%

Figure-3

Influencing Factors

Peop

le

34 | P a g e

Interpretation: From responses given by 21 respondents, 47.6% respondents (10

respondents) said that they were influenced to buy Dainik Jagran due to their content

quality and 28.6% respondents (6 respondents) said that they were prefer to buy Dainik

Jagran due to their brand image and 23.8% (5 respondents)said that they were influenced

by price.

4. What is your perception about i-next?

a) Newspaper for youth b) Newspaper for low income people

Description: This question had been made to know perception of people about i-next.

Sample size=9

Table.4

Perception about i-next

Options Responses PercentageNews paper for youth

7 78%

News paper for low income people

2 22%

Total 9 100%

35 | P a g e


Perception about i-next

Newspaper for youth Newspaper for low income people

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

78%

22%

Figure-4

Perception

Peop

le


respondents) said that i-next news paper is made for youth and 22% respondents said that

it is for low income people.

5. What is your perception about compact?

a) News paper for youth b) News paper for low income people

Description: This question had been made to know perception of people about

compact.

Sample size=5

36 | P a g e

Table.5

Perception about Compact

Options Responses PercentageNews paper for youth

0 00%

News paper for low income people

6 100%

Total 6 100%


Perception about Compact

Newspaper for youth Newspaper for low income people

0%

20%

40%

60%

80%

100%

120%

100%

100%

Figure-5

Perception

Peop

le

37 | P a g e


respondents) said that compact newspaper is made for low income people and no one said

that it is for youth.

6. What is your view on ad and content in Amar Ujala?

a)More ad than content c)More content than ad

Description: This question had been made to know perception of people about Amar

Ujala that Amar Ujala providing good content or more advertisement in their newspaper.

Sample size=24

Table.6

Perception about ad and news content in Amar Ujala

Options Responses PercentageMore ad than content

10 41.7%

More content than ad

14 58.3%

Total 24 100%

38 | P a g e


Perception about ad and news content in Amar Ujala

More ad than con-tent


0%

10%

20%

30%

40%

50%

60%

70%

41.7%

58.3%

Figure-6

Newspaper

Peop

le

Interpretation: From responses given by 24 respondents, 41.7% respondents (10

respondents) said that there is more ad than content in Amar Ujala but 58.3% respondents

said that there is more content than ad in Amar Ujala.

7. What is your view on ad and content in Dainik Jagran?


39 | P a g e

Description: This question had been made to know perception of people about Dainik

Jagran that Dainik Jagran is providing good content or more advertisement in their

newspaper.

Sample size=21

Table.7

Perception about ad and news content in Dainik jagran

Options Responses PercentageMore ad than content

12 57%


9 43%

Total 21 100%

40 | P a g e


Perception about ad and news content in Dainik jagran

More ad than con-tent


0%

10%

20%

30%

40%

50%

60%

57%43%

Figure-6

Newspaper

Peop

le


respondents) said that there is more ad than content in Dainik jagran but 43%

respondents(9) said that there is more content than ad in Dainik jagran.

41 | P a g e

8. Which newspaper you find that easily available to you?

a)Amar Ujala or compact b)Dainik Jagran or i-next

Description: This question had been made to know perception of people that which

newspaper is easily available to them.

Sample size=60

Table.8

Perception about availability of newspaper

Options Responses PercentageAmar Ujala or compact

24 40%

Dainik Jagran or i-next

36 60%

Total 60 100%

42 | P a g e


Perception about availability of newspaper

Amar Ujala Dainik Jagran0%

10%

20%

30%

40%

50%

60%

70%

40%

60%

Figure-8

Newspaper

Peop

le


respondents) said that Amar Ujala is easily available to them but 60% respondents (36)

said that Dainik jagran is easily available to them.

43 | P a g e

4.2:Findings

1. Amar Ujala is using mass marketing techniques, permanent distributor

appointment, open melas, social welfare programs, hoardings, banners, own

website in marketing of newspaper and Dainik jagran is using marketing

techniques like selling by appointing distributor, higher margin to the distributor,

low priced news paper to penetrate the market, public meetings, hoardings,

banners, internet.

2. Amar Ujala is using distribution channel to sell their news paper. There are

distributors, sellers and so many delivery boys to ensure availability of news paper

to the reader in that distribution channel. Dainik jagran is using same distributors

of other news paper as well as they have appointed their own distributors in the

market in their distribution channel. Their hierarchy of distribution channel is

same as other news paper in the market.

3. Amar Ujala is using 40-50 hoarding, banners, shopping carnival, open melas,

social activities and a campaign against polythin like poly thin ke bina sunder

duniya, gifts as promotional tool in Bareilly. Dainik jagran is using hoardings,

banners, public meetings, price cut, gifts, FM radio as a promotional tool to

promote their newspaper in Bareilly.

4. Amar Ujala is focusing on good quality of content to attract their customers as

well as thay are also applying shopping carnival, open melas, social activities, gifts

44 | P a g e

to retain their customers in Bareilly. Dainik jagran is selling newspaper on less

prices, giving gifts to distributor on sale to retain their customers in Bareilly.

5. Amar Ujala’s main competitor is Dainik Jagran in Bareilly. Dainik jagran’s main

competitor is Amar Ujala, Hindustan daily newspaper in Bareilly.

6. Amar Ujala is focusing on content and quality of news paper, they are the oldest

brand in Bareilly. Dainik jagran is providing cheapest priced newspaper with

higher quality newspaper in Bareilly.

7. Amar Ujala is publishing relevant news in their news paper, they are covering all

the news related need of customers like regional news, national news, general

awareness, providing information about job and career, general knowledge,

important advertisements, they are doing some social activities like baddh helping

camp, winning prize on shopping carnivals. Dainik jagran is providing fast

newspaper delivery through good distribution channel, newspaper with higher

quality cheapest in price, providing general knowledge to the students in

newspaper, providing job and career related information.

8. Amar Ujala is a stabilized brand in Bareilly so that they have not required to cut

their price of the news paper. Their customers are loyal to them and they are not

reducing their price of newspaper or not for advertisements in Amar ujala. Price

cut is very much beneficial for Dainik jagran at introductory session to capture a

large market share and after that they could rise the price of their newspaper.

9. Amar Ujala is facing problem like fast distribution channel, reach ability in rural

market, competition in the market, less sell in summer season, higher margin given

45 | P a g e

by competitors to distributors. Dainik jagran is facing problem like high

competition, stability in the market, tracking adds in newspaper, cutting cost and

higher margin to distributors.

10. compact is beneficial for them and it is targeted for low income family. i-next is

for young people who wants low price news paper so that segment of i-next is

different than Dainik Jagran so that it is beneficial for Dainik Jagran.

Findings on Customer Perception:

1. On the preference of customer that which paper they buy 40% respondents said

that they were prefer to buy Amar Ujala and 35% respondents said that they were

prefer to buy Dainik Jagran and 15% respondents said that they were prefer to buy

i-next and 10% respondents prefer to buy compact.

2. On a question to customer’s of Amar ujala that what influenced them to buy this

newspaper, customer’s Reponses comes that 50% respondents were influenced to

buy Amar Ujala due to their content quality and 50% respondents said that they

were prefer to buy Amar ujala due to their brand image and no one influenced by

price.

3. On a question to customer’s of Dainik jagran that what influenced them to buy this

newspaper, customer’s Reponses comes that 47.6% respondents said that they

were influenced to buy Dainik Jagran due to their content quality and 28.6%

46 | P a g e

respondents said that they were prefer to buy Dainik Jagran due to their brand

image and 23.8% said that they were influenced by price.

4. On a question to customer’s of i-next 78% respondents said that i-next news paper

is made for youth and 22% respondents said that it is for low income people.

5. On a question to customer’s of compact 100% respondents said that compact

newspaper is made for low income people and no one said that it is for youth.

6. On a question to customer’s of Amar ujala 41.7% respondents said that there is

more ad than content in Amar Ujala but 58.3% respondents said that there is more

content than ad in Amar Ujala.

7. On a question to customer’s of Dainik jagran 57% respondents said that there is

more ad than content in Dainik jagran but 43% respondents said that there is more

content than ad in Dainik jagran.

11. On a question to customers of both newspaper 40% respondents said that Amar

Ujala is easily available to them but 60% respondents said that Dainik jagran is

easily available to them.

47 | P a g e

4.3:Conclusion

As data gathered through interviewing representatives of Amar Ujala and Dainik

Jagran to know about their marketing strategies. There are following conclusions

given below comes into existence from data analysis and findings.

1. As per marketing strategies concern for Amar Ujala, there are using mass

marketing techniques, permanent distributor appointment, open melas, social

welfare programs, hoardings, banners, own website for sales and promotion of

Amar ujala newspaper

2. As per marketing strategies concern for Dainik jagran, they are using marketing

techniques like selling by appointing distributor, higher margin to the distributor,

low priced news paper to penetrate the market, public meetings, hoardings,

banners, internet.

3. Amar Ujala’s main focus on good quality of content to attract their customers as

well as thay are also applying shopping carnival, open melas, social activities, gifts

to retain their customers in Bareilly. Dainik jagran’s sales strategy for newspaper

depends on less prices, giving gifts to distributors on higher sale to retain their

customers in Bareilly.

4. Amar Ujala is considering Dainik jagran as their main competitor in Bareilly and

Dainik jagran is considering Amar Ujala, Hindustan daily newspaper as their

competitor in Bareilly.

48 | P a g e

5. To attract their customer Amar Ujala is offering differentiated newspaper, they

are covering all the news related need of customers like regional news, national

news, general awareness, providing information about job and career, general

knowledge, important advertisements, they are doing some social activities like

baddh helping camp, winning prize on shopping carnivals. Dainik jagran is

attracting their customers by newspaper with cheapest in price, providing general

knowledge to the students in newspaper, providing job and career related

information. Amar Ujala is a stabilized brand in Bareilly so that they have not

required cutting their price of the news paper. Their customers are loyal to them

and they are not reducing their price of newspaper or not for advertisements in

Amar ujala.

6. Compact is beneficial for Amar Ujala and it is targeted for low income family.

I-next is targeted for young people who wants low price news paper so that

segment of i-next is different than Dainik Jagran so that it is beneficial for Dainik

Jagran.

49 | P a g e

As data gathered through interviewing customers of Amar Ujala and Dainik Jagran

to know about their perception towards both newspaper. There are following

conclusions comes into existence from data analysis and findings.

1. As per findings customers have positive perception towards Amar ujala, and they

highly prefer to buy Amar Ujala and i-next is highly preferred in comparison to

Compact.

2. Customers of Dainik Jagran perceive that content in Dainik jagran is good and

some of them perceive that its brand image is good and available in less price in

Bareilly. I-next readers perceive that I-next is a brand for youth. Customers of

compact perceive that compact newspaper is made for low income people.

3. Result comes that Amar Ujala’ customers perceive good contents in Amar ujala

than Dainik jagran’s customer’s perception about content.

4. Amar Ujala’s distribution channel is less effective than Dainik jagran because

Dainik jagran’s customers are highly satisfied with Dainik Jagran by its reach to

them.

50 | P a g e

4.4:Recommendations

Recommendations to Amar Ujala:

1. It is recommended that Amar Ujala should have to make their more strong

distribution channel by providing higher margin to their distributors.

2. They have to advertise their news paper through electronic media such as on T.V.,

through FM radio etc.

3. Amar Ujala is considering Dainik Jagran as their main competitor but some other

competitors are also there in Bareilly so that they have to consider them.

Recommendations to Dainik Jagran:

1. It is recommended to Dainik Jagran that they have to do some social activity like

Amar Ujala’ Baadh rahat and campaign against polythin to gain popularity in

social concerns.

2. Dainik Jagran should have to increase their prices to make a good attitude in

consumer’s mind because low price affect the brand image in the market.

3. Dainik jagran should have deliver more content than ad in their news paper.

4. Dainik Jagran’s brand I-next has considered as a newspaper for youth so that

Dainik jagran should have to change this perception of customers and focus it as a

brand for low income people.

51 | P a g e

4.5: Limitation

There could be limitations in my study due to various reasons are given below.

1. It may be happen that their may be some baisedness done by customer in replying

on their perception towards newspaper.

2. It may be happen that their may be some wrong information provided by staff

members on some questions.

3. It may be happen that their may be some mistake done by me during interpratation

of data in my research.

4. It may be happen that there is confusion among customer’ mind and in mind of

staff members about my question then it may result in confusive responses.

5. There may be some writing mistake or mistake in calculation.

52 | P a g e

4.6: Bibliography

Books:

1. Marketing Research – G.C.Beri

2. Research Methodology – C.R.Kothari

3. Marketing Management –Philip kotler

Websites:

1. www.google.com

2. www.search.yahoo.com

3. www.in.jagran.yahoo.com

4. www.amarujala.com

53 | P a g e

http://www.amarujala.com/

http://www.in.jagran.yahoo.com/

http://www.search.yahoo.com/

http://www.google.com/

Chapter.5: Annexure

5.1: Questionnaire

These questions had been asked to the marketing manager of Amar Ujala & Dainik

Jagran-

1- Could you provide me some information about marketing strategies applied

by your organization?

2- What are the sales techniques applied by your organization?

3- Which promotional tools are used by your organization to promote your daily

news paper?

4- What is done by your organization to retain your customers to a long time?

5- Who are the main competitors?

6- How, you are differentiating your newspaper from your competitors?

7- What are the plans to benefit your customers?

8- Is it right that less price is good for sale or not?

9- Are you facing any problem in marketing of daily news?

10-Is compact (I next) becomes a hurdle for Amar Ujala (Dainik jagran)sale or it

is beneficial for Amar Ujala (Dainik Jargran)?

54 | P a g e

These questions had been asked to customers of Amar Ujala & Dainik Jagran to know

their perception towards their newspapers.

Your name:

Address:

Contact number:

1. Which newspaper you buy?

a)Amar Ujala b)Dainik Jagran c)i-next d)Compact

2. If you buy Amar Ujala then which factor influences you to buy Amar Ujala?


3. If you buy Dainik Jagran then which factor influence you to buy Dainik Jagran?


55 | P a g e

4. What is your perception about i-next?

a) Newspaper for youth b) Newspaper for low income people

5. What is your perception about compact?

a) News paper for youth b) News paper for low income people

6. What is your view on ad and content in Amar Ujala?


7. What is your view on ad and content in Dainik Jagran?


8. Which newspaper you find that easily available to you?

a)Amar Ujala or compact b)Dainik Jagran or i-next

Signature of Respondents

56 | P a g e

Marketing strategies Adopted by Danik jagran and amar ujala

Documents

baddh helping

low income

social welfare

4th semester

applying shopping

low income

western uttar

largest read