RASHTRA DEEPIKA LTD

7/29/2019 RASHTRA DEEPIKA LTD

1/61

AN ORGANISATION STUDY AT RASHTRA DEEPIKA LTD, KOTTAYAM.

Page 1

INTRODUCTION

HISTORY OF DEEPIKA

Deepika has an illustrious history of over a century. It was first published by a

Syrian Christian priest, NidhirikkalManikkathanar, or Father Emmanuel Nidhiri, or

Nidhiri Mani Kathanar, under the masthead NazraniDeepika. (Nazrani in Malayalam

means a follower of Jesus, the Nazraene). The first issue came out on 1887 April 15,

which coincided with Vishu (the spring equinox festival according to Kerala

tradition). The word Deepika in Malayalam means lamp. Printing was on a crude

handmade wooden press.

As its first name denotes, Deepika began as a paper of

Syro Malabar Nasranis or Catholics of Keralas Syrian tradition. For many years it

was run by Carmelites of Mary Immaculate (CMI), a religious order within the

Roman Catholic Church. In 1989 its control was transferred to a Public Limited

Company, RashtraDeepika Ltd. Deepika has a long tradition of going for bold

innovations. It introduced many changes in Malayalam journalism.

Important Things Followed By Deepika While Displaying News

Deepika gives importance to three things while displaying news. They are the

following.

Language

Space Limitation

Completeness

Language

The language used in Deepika is simple, frank and clear. It is very

helpful for the common people to understand the content of the news.


2/61


Page 2

Space Limitation

Deepika also gives consideration to space limitation. The news should be included

in a particular space provided. The news should not be too long.

Completeness

One of the important features of news published in Deepika is

completeness. The news should be correct and concise. It should not be too long.

Only then the readers can understand the meaning of the content in an exact manner.

DIFFERENT BRANCHES OF DEEPIKA

RashtraDeepika Limited has its branches in;

Thiruvananthapuram

Kannur

Ernakulam

Thrissur

Kozhikode

Kottayam


3/61


Page 3

BOARD OF DIRECTORS

Dr Francis Cleetus (Chairman)

Rev Dr. James Aerthayil CMI (Vice Chairman)

P .P. Sunny (Managing Director)

Fr. Alexander Paikada CMI (Chief Editor)

Fr. Joseph Kurinjipparampil

George Jacob Mannamplackal

ChackochanMalayil

Sunil Joseph Koozhampala C.P.PaulChungath

JohnyKuruvillaPadikkamyalil

Fr. Joseph Kuzhinjalil


4/61


Page 4

1.1 OBJECTIVE OF THE STUDYThe objectives of the organization study are;

1. To familiarize the organization.

2. To familiarize the different departments in the organization and theirfunctioning.

3. To understand how the key business processes are carried out in theorganizations.

4. To understand how information is used in the organization for decisionmaking at various levels and

5. To relate theory with practice.

Processes and functions of the organization are the focus and

not data from various departments, which should only be used to help to understand

the organization.

Care to be taken when choosing the organization. Choose the

organization where there is

Accounts and Finance

Personnel and HR

Operations and Systems

Marketing Functions and their interaction with each other.


5/61


Page 5

The organization chosen need not be very large, but should

have all the above functional areas for the study. This study is focused on principles

and techniques in use and not on data and information i.e. to gain firsthand knowledge

about how an organization is being run.

The main objective of this study is to know more about the

organization. For that, we have to do various things. They are;

Make the organization chart for the organization and try to understand thefunctions of the managers/officers and supervisors in the different departments.

Identify the key functions of each department and try to understand how it iscarried out (the process). For e.g. Materials department having the purchase

function. Process could be: collect intends, check intends, find suppliers, get

quotes, decide who to purchase from, prepare and issue purchase orders, follow

up till delivery is got.

Interact with personnel and customers to find if there are problems with theprocesses. Make record of our findings.

Find how the following are done in the organization.

1. New product development

2. Marketingo Promotiono Salelocating customerso Contacting customer and making saleo Payment collection


6/61


Page 6

3. Operations / Manufacturingo The operations / manufacturing processo Raw materials and conversiono Production planning and controlo Quality control

4. Accounting and Financeo Accounting systems adoptedo Source and application of fundo Costing systemo Pricing systemo Budgeting and budgetary controlo Financial analysis of a few previous years statements of

accounts.

5. Personnel and HRo Recruitingo Inductiono Trainingtypes and where used (process of training)o Performance appraisal systemo Industrial Relation Scenarioo Grievances and grievance handlingo Separation


7/61


Page 7

1.2SCOPE OF THE STUDYThe study helps to have a practical knowledge about how an

organization is working. It is also helpful in getting more knowledge about each and

every department. For getting information about the functioning and processes of the

management it is necessary to have an organization study. While working in an

organization it is necessary to have a common knowledge about the functions,

principles, processes and different departments. Thus this organization study will be

very much helpful in future.

It is erroneous to say that the management of a newspaper

organization is different from any other business enterprise. Generally the

management is taken as a body of specialized knowledge based on general principles

when are verifiable in terms of business practice.

Management is a science by itself. The management involves a

lot of manipulation involving planning, organizing, commanding, co-ordinating and

controlling the organization. It is vital to have such a unified concept of the

management, as the successful manager has to plan and control the organization to

meet its objectives.

Planning involves a development of objectives or goals to guide

the overall flow of work. The manager must anticipate repetitive problems and the

situations and must establish policies. The planning will evolve work methods,

standard time for completing assigned tasks and estimates regarding men, material

and money.

Organization is the process of identifying and grouping of the

work to be performed. It also defines and delegates the responsibility and the

authority, thus establishing the relationship between the different groups. The clear

cut enunciation of the individuals or the groups role enable them to work together

most effectively in accomplishing the objectives.


8/61


Page 8

The advent of industrial psychology has outdated the word

command now the individual have to be motivated to do a particular job at a

particular place at a particular time in a particular manner. The modern techniques of

production have thus made the selection and the placement of the persons on the team

an important job. Besides, an adequate provision has to be made for communication

with such persons, who must feel the sense of participation in the management. This

can be achieved only by appraising, counseling, coaching and training each person.

Modern industrial structure is usually complex involving

various groups of persons working at different levels of the operations and on

occasions, in different places. It becomes extremely necessary to coordinate the work

of all such groups by balancing, timing and integrating the work of all the groups.

Till now, all activities were revolving around the basic plan,

which has certain objectives. To attain these, it is very necessary to control all the

activities, so that proper appraisal of the process can be undertaken. The controlling

activities will include measurement of work through recording and reporting systems,

evaluation of actual performance against the performance standards and finally taking

of appropriate managerial actions.


9/61


Page 9

1.3METHODOLOYThe method of collecting the data needed for the study is classified into two.

They are;

Primary data Secondary data

Primary Data

Primary data is the data that we collect ourselves directly. The

different methods used in collecting the primary data are;

1. Direct Observations

2. Surveys

3. Interviews

1. Direct ObservationsOne of the methods used for collecting primary data is through

direct observation. In this method we visit the organization and have a walk

through and to understand the processes carried out by the different

department. Interact with personnel and customers to find if there are

problems with the processes

2. SurveysAnother method for collecting primary data is survey method.

Survey can be done in two different ways. They are;

Censes method

Sampling method


10/61


Page 10

Censes Method

In censes method questionnaire is given to the employees in the

organization. They have to fill the questionnaire. The main limitation of this method

is that sometimes the employees may not answer all the questions in the

questionnaire.

Sampling Method

In sampling method only a few members are selected. The

selected members are considered as samples. Information is collected from these

samples. As the data is collected from selected persons it may not be accurate

completely.


11/61


Page 11

3. InterviewsAnother method for collecting primary data is direct interview. I

collected a part of primary data related to RashtraDeepika Limited by interviewing

directly the Human Resource Manager and the Chief of News Bureau. As these

persons

have direct contact with the organization, information collected are accurate. The

major limitation of this method is that they dont disclose all the information relating

to all the departments.

Primary data can be relied on because we know where it came

from and what was done to it. Its like cooking something ourselves. We know what

went into it.

Secondary Data

Secondary data are the data collected from external sources such as;

Internet

Magazines

From other people

Secondary data is cheaper and easier to acquire than primary

data. The problem is that often the reliability, accuracy and integrity of the data is

uncertain. Who collected it? Can they be trusted? Did they do any preprocessing of

the data? Is it biased? Where was it collected? Can the data be verified, or does it have

to be taken on faith?


12/61


Page 12

Often secondary data has been pre-processed to give totals or

averages and the original details are lost so we cant verify it by replicating the

methods used by the original data collectors.

In short, primary data is expensive and difficult to acquire, but its trust

worthy. Secondary data is cheap and easy to collect, but must be treated with caution.

1.4DURATION OF STUDYThe duration of study is from 3

rdMay 2010 to 31

stMay 2010.

1.5LIMITATIONS OF STUDY The Management refused to give the information about the department like

Finance and Accounting department.

There was a limitation of time due to the busy schedule of the managers andofficials.


13/61


Page 13

2.1 INDUSTRY PROFILE

NEWSPAPER INDUSTRY IN INDIA

The newspaper revolution in India is started in the late 18 th century.

The first major newspaper in IndiaThe Bengal Gazettewas started in 1780. Other

newspapers such as The Indian Gazette, The Calcutta Gazette, The Madras Courtier

(1785), The Bombay Herald (1789) etc soon followed. These newspapers carried

news of the area under the British rule. The Times of India was founded in 1838 as

The Bombay Times and Journal of Commerce by Bennet, Coleman and Company, a

colonial enterprise now owned by an Indian conglomerate. India consuming over 100

million newspaper copies in 2008 is the second largest market in the world for

newspapers, after China.

LEADING NEWSPAPERS OF INDIA AND KERALA

The main national newspapers of India include The Times of India, The Indian

Express, The Hindustan Times, TheAnanda Bazaar Pathrika etc. In Kerala, Deepika

was started as the first Malayalam Daily in 1887 followed by the MalayalaManorama

in 1888, which is the states largest selling newspaper. Other prominent Malayalam

newspapers include Mathrubhoomi, Kerala Kaumudi, Deshabhimani and Mangalam.


14/61


Page 14

2.2 COMPANY PROFILE

The dawn of April 15, 1887 witnessed a rare moment in the history

of publishing in Kerala when Deepika, (NazraniDeepika- as it was initially named)Indias first Malayalam Newspaper was first published. A marvel at that time, it was

the realization and fulfillment of a long- cherished dream of many, which its Founder

Editor, Fr. Emmanuel Nidhiry (Nidhirikal Mani Kathanar), a renowned priest and

perceptive, creative thinker of those times, initiated and shaped. The newspaper was

initially printed on a crude, handmade wooden press built by the legendary and far-

sighted visionary Carmelite Monk, Fr. Kuriakose Elias Chavara (now blessed

Chavara)at Mannanam; a remote hamlet near the town of Kottayam in Central Kerala

over a quarter century before them. This event further marked the epoch- making but

humble dawn of organized, elite, free press journalism in Kerala. The Carmelites of

Mary Immaculate (CMI) congregation managed the newspaper till 1989, when it was

converted into a Limited Company with public participation named RashtraDeepika

Ltd; with a view to giving it fresh impetus, added professionalism and new ethos.

The newspapers founders had high and noble ambitions for this

unique project that served as a major milestone in the evolution and advancement of

literacy in Kerala. Under the dynamic leadership of Fr. Emmanuel Nidhiri, (a versatile

genius and renowned philosopher of those times) and his team of thinkers,

NazraniDeepika marched unflinchingly over the years into the 20th

Century, growing

in stature and spreading its wings further. The printing frequency gradually increased

from weekly to twice a week and later thrice a week. Correspondents and contributors

were from virtually all segments of society.


15/61


Page 15

On January 3, 1927, NazraniDeepika was converted into a Daily,

the first ever of the State, re-emphasizing the noble goals its founding fathers had put

forward in its very first issue, namely:

To represent the needs of the common man to the rulers.

To protect and safeguard the inalienable rights of the people.

On August 1, 1939, the newspaper shifted to Kottayam, which has

since become a nerve center for printing and publishing in the state.To give it a more

secular outlook, its name was also then changed to Deepika.Over the years, Deepika

has continued to make a strong inpact on the masses becoming the voice of the

voiceless, staunchly standing out for truth, justice, freedom and equality for all. It is

today a credible, authentic, secular and dignified newspaper committed to genuine

social, cultural and ethical values. It is mouthpiece of the oppressed, a source of

inspiration for many and has carved out a distinctive personality for itself in the world

of newspapers in Kerala; bravely and boldly leading by example from the front.

In 1986, Deepikas year-long centenary celebrations were

inaugurated by Pope John Paul ii and the newspaper commemorated its 100th

year of

publication in April 1987. Well over the past 120 years, Deepika has grown in

strength and stature, standing out boldly for the people, fearing and favoring none. It

has relentlessly fought for the well being of farmers, the weaker sections and the

rights of the minorities, irrespective of caste or creed. It has also maintained a neutral

political stand, earning then appreciation of politicians and leaders, both national and

regional, which has helped it earn added credibility and respect.

In August 1989, Deepika was converted into a Public Limited

Company, RashtraDeepikaLtd.. This was to facilitate the organization to gain

corporate


16/61


Page 16

dimensions, stimulation and new ethos so as to enable it to meet the myriad

challenges of the ever growing and highly competitive world. The event has been the

turning point in the history of the organization, which has grown leaps and bounds,

ever since.

CLASS OF READERS

RashtraDeepika publications has the distinction of being widely read by the

affluent, educated and influential class of Kerala society, mostly middle and upper

middle class Christian families, who form the bulk of its readership. Many of their

readers has distinguished and established themselves at the summit of diverse fields of

economic, political and social activities. Top Engineers, Doctors, Bankers, Jewelers,

Share brokers, Industrialists, Businessmen, Agriculturists etc. are regular readers.

Their readers are also receptive as well as widely considered market creators and

market movers.

DIFFERENT VARIETY OF NEWS IN DEEPIKA DAILY

News means important or interesting recent happenings or it

is the interesting or important information not previously known. Same news may be

differentiated from each newspaper based on the policy. News is the integration of 4

Ws and 1 Hi.e,

4 Ws - who, when, where & why

1H - How

It means that who had caused particular event, when,

where and how it was occurred and why.


17/61


Page 17

There are different varieties of news published in Deepika Daily. They are;

Political News

International News

Local News

Cultural News

Features

Sports News

Educational News

Youth Edition

Business News

Agricultural News

Obituary Matrimonial

Exclusive News

Sensational News


18/61


Page 18

Political News

Political news is classified into International, National and Local.

Deepika publishes all the political issues taking in International, National and

Local level.

International News

Deepika publishes almost all the news of the International level. The main sources

of such news are news agencies, liners i.e. part time reporters, foreign channels

and internet.

Local News

Reporters of Deepika residing in local areas are reporting different

events and news taking place there.

Cultural News

Deepika also publishes news relating to film industries like Silver Screen,

Colliwood, Bollywood etc. and other cultural activities.

Features

Features are articles which have given special prominence

appearing at the editorial page of the newspaper.

Sports News

Like all other newspapers Deepika also publishes news relating to

sports. News relating to sports from different parts of the world is reporting to

Deepika by the liners


19/61


Page 19

Educational News

Deepika also devote special place for the educational edition. It is very helpful to

the students who are looking for a better career.

Youth Edition

The Youth Edition is included in Deepika for attracting the youths. This part

consists of information relating to new fashion, current trends etc.

Business News

Deepika provide important position for business news. These are very much

helpful for the business men.

Agricultural News

Agricultural news had given special importance in Deepika. It is

useful for the farmers and other who are interested in agriculture.

Obituary

Like all other newspapers Deepika also publishes news relating to

death, accidents etc.

Matrimonial

Deepika also have a marriage section. This section is helpful for the persons who

are seeking for their life partners.

Exclusive NewsExclusive means a story or news reported only in one newspaper.

Deepika also have a separate section for that.

Sensational News

Deepika also produce sensational news. Sensational news are the news that cause

a state of wide spread excitement.


20/61


Page 20

SOURCE OF NEWS

The main sources of news are;

The Reporters

District Bureaus

News Agencies

InternetThe Reporters

Reporters are the asset of Deepika. They are the main source of news.

Deepika have reporters all over the world. There are part time reporters called liners.

Deepika also have local reporters.

District Bureaus

Another source of news is district news bureaus. Deepika has news

bureaus in all the 14 districts in Kerala. Each bureau consists of experienced reporters

News Agencies

News agencies are another source of news in Deepika. News agencies are

organizations that collect news reports for newspapers. It is also known as press

agency.

Internet

The most important source of news is Internet. Through Internet news from

different parts of the world is collected.


21/61


Page 21

2.3 PRODUCT PROFILE

PUBLICATIONS:

Deepika (Daily)

RashtraDeepika (Eveninger)

Business Deepika (Economic and Financial Weekly)

Karshakan (Agricultural Monthly

SthreeDhanam (Womens Monthly)

RashtraDeepika Cinema

KuttikaludeDeepika (Childrens Fortnightly)

Childrens Digest (Childrens English Monthly)

Deepika Online

Special Publications


22/61


Page 22

Deepika Daily

This is the companys flagship publication and has been a trendsetter

among newspapers of the State, pioneering innovation and new technology. It has

ever stood out for equality, truth, justice and human rights in society as well as

persistently fought for obtaining fair prices for agricultural commodities the

backbone of their economy as well as encouraged the use of high-yielding crop

varieties and scientific fertilizers.

Deepika has always supported the poor, the downtrodden and oppressed both

through its columns and in multiple other ways. The establishment of the Deepika

Educational and Charitable Trust and the Helping the Helpless scheme are

examples of recent projects in this regard, which has enabled countless readers to

reach out and directly and indirectly support thousands of deserving people through

the newspaper.

RashtraDeepikaEveninger

RashtraDeepikaEveninger was launched in April 1992 as Keralas first

organized and professionally edited Eveninger in the State and that too, coming

from an established and reputed daily newspaper group. It is today the largest

selling newspaper of its kind in Southern India with 10 editions and a leadership

of over a million, every afternoon. It provides the latest and the best of news in an

attractive and handy format. Businessmen, traders and the travelling public alike,

throughout the State, eagerly read and appreciate its variety contents. On

exclusive occasions, when circumstances call for, additional editions are printed to

keep the public informed of the most up-to-date information on exceptional issues.

More editions are in the offing in the days ahead. RashtraDeepikaEveninger is

printed from Kottayam, Kochi, Thrissur, Palakkad, Malappuram, Kozhikode,

Kannur, Kollam and Thiruvananthapuram.


23/61


Page 23

Business Deepika

Business Deepika is Keralas only economic, financial and

commercial Malayalam weekly newspaper, published since November 1992 and

launched by Indias then President, Dr.ShankarDayal Sharma. It provides informative

and qualitative news of corporate Kerala and India, covering a wide range of related

issues. Bankers, financial experts, stock brokers, investors, traders, businessmen,

management experts and students; all form part of the newspapers readership group.


24/61


Page 24

Karshakan

Karshakan, the popular agricultural monthly was launched in March 1993.

Catering to the needs of agricultural Kerala, it appeals effectively to agriculturists,

both big and small, from big time plantation owners to the down-to-earth farmer. The

magazine provides informative guidelines on choices of crops, farming methods,

fertilizer application, pesticides, etc. It is in many ways a seasonal handbook for

farmers, enabling them to apply correct farming methods and reap higher yields. It

also proves to be an ideal magazine for strategists who wish to reach out effectively to

the environs of both rural and urban Kerala, where farming is a way of life.


25/61


Page 25

SthreeDhanam

SthreeDhanam was launched in July 1994 as womens and family weekly. Over the

years, it has evolved into a magazine of stature and popularity in Kerala. Its myriad

contents are widely appreciated and alluring to readers, particularly to women; young

and old, traditional and modern. The magazine encompasses their tastes, fancies and

preferences in an elegant and appealing manner.


26/61


Page 26

RashtraDeepika Cinema

RashtraDeepika Cinema, launched in September 1995, has been a success

from day one. Attractive, appealing and aesthetically designed, it is an appealing and

popular film weekly. It provides the latest and the best of the glitter and glamour of

Keralas cinema world as well as gives due importance to Bollywood and Hollywood.

Avoiding cheap gossip, its articles are appreciated for their authenticity by even the

big wings of the industry and its opinions have been known to influence the success

of many a film.


27/61


Page 27

KuttikaludeDeepika

KuttikaludeDeepika was launched as the first Malayalam monthly for children

in 1952 with a view to publishing a worthy magazine for the new generation. It is now

a popular fortnightly. Children all over eagerly read it and enjoy its assorted contents,

which include stories, puzzles and features of all kinds.


28/61


Page 28

Childrens Digest

Childrens Digest English monthly for the young at heart was

launched in January 1997. It has been a winner from its very first issue and is today

second to none in quality and content. Highly popular and cherished all over India and

abroad, the Digest has an array of interesting, amusing, educative and mind-testing

features that make it largest selling magazine in its class. Youngsters and elders alike

enjoy the magazine and enthusiastically look forward to reading it, month after

month.


29/61


Page 29

Deepika Online

www.deepika.com made history in October 1997 by becoming the first

Malayalam Daily on the World Wide Web. Receiving over three million hits per day

and combined with its unique features including easy accessibility, live news

broadcasts, personalized websites and e-kathu; a rare and exclusive provision that

facilitates

Malayalees all over to communicate on-line in their mother tongue, their Internet

edition is today the largest read on-line Malayalam Daily. www.deepikaglobal.com,

the English edition is one of the premier Internet English editions in South India. The

modern web radio Deepika Global Radio, is widely appreciated the world over.

Deepika Global SMS sends news to over 25000 Malayalees in 125 countries.

Helping the Helpless the on-line charity fund promoted by deepika.com, continues

to receive tremendous response and to-date, under its auspices, over five million

rupees has been given to the needy and deserving in society, on behalf of well-wishers

and philanthropists from all over the world.

Special Publications

The company has in recent years brought out several special publications in

the better interests of readers including Business Directories, Annual Agricultural

Directories and Higher Studies Directories. The Indian Christian Directory 2000 and

2006 editions, JeevithaVijayam, a book on inspirational thoughts for better living,

and more recently- Kerala VignjanaDeepika a compendium on Kerala on the 50th

anniversary of its formation, Exotic Eastern Paradise a book on tourism in Kerala,

Bon Voyage a handbook for overseas employment seekers and several other value

added publications. The special volume on St.Alphonsa brought out last year in

connection with her canonization from the Deepika group. All these have all been

well received in the market.

PRINTING UNITS
http://www.deepika.com/http://www.deepika.com/http://www.deepikaglobal.com/http://www.deepikaglobal.com/http://www.deepikaglobal.com/http://www.deepika.com/


30/61


Page 30

Deepika Daily is printed from their Kottayam, Kochi, Thrissur, Kozhikode,

Kannur and Thiruvananthapuram Units. They have their own presses and premises at

Kottayam and Kannur whereas they use rented presses for printing at other units.

Kottayam Unit covers Kottayam, Idukki, Alappuzha and Pathanamthitta districts.

Thiruvananthapuram Unit covers Thiruvananthapuram and Kollam Districts. Thrissur

Unit covers Thrissur and Palakkad. Kozhikode Unit covers Kozhikode, Malappuram

and Wayanad. Kannur Unit covers Kannur, Kasargode, Bangalore and Mangalore.

RashtraDeepikaEveninger is printed from Kottayam, Kochi, Thrissur,

Palakkad, Malappuram, Kozhikode, Kannur, Kollam and Thiruvananthapuram.

ACHIEVEMENTS irst newspaper in Malayalam to be published on a daily basis. First among Malayalam newspapers to go online. It is still the largest

Indian vernacular online newspaper.

First Malayalam newspaper to devote a full page for sports andagriculture news.

RashtraDeepika, its sister eveninger, is the largest circulated of itskind in India according to ABC.

Online edition- Deepika.com, Deepika global and Deepika globalRadio are also popular among Malayalees the world over.

Altogether, RashtraDeepika group has more than 15 million readers allover the world.

KuttikaludeDeepika, Business Deepika, Childrens Digest,RashtraDeepika Cinema, Streedhanam, Karshakan are the other

publications of the RashtraDeepika Ltd.

DEEPIKAS VISION


31/61


Page 31

The newspapers founding fathers envisaged the evolution and

advancement of literacy in Kerala through the rich and educative columns of the

newspaper. The management, 122 years late, today remains committed to the noble

goals had put forward at the inception of the newspaper, namely;

To represent the needs of the common man to the rulers.

To protect and safeguard the inalienable rights of the people.

To fight for Truth, Justice and Freedom and to unite the separated brethren ofKerala.

Deepika also pledges to remain standing out as a voice of the voiceless;

perpetuating truth, justice, freedom and equality. It always aims at being a

credible, authentic, secular and dignified newspaper, committed to genuine social,

cultural and ethical values. It further serves as a mouthpiece of the oppressed, a

source of inspiration for many and has carved out a distinctive personality for

itself in the world of newspapers.

DEEPIKAS MISSION


32/61


Page 32

They commit themselves to their readers service and will ensure theirsatisfaction in every service they offer.

They will stand by people for social justice and security by providingaccurate and objective information on time. They will also strive to

influence public opinion for positive social change.

Their employees are their assets. They will ensure transparent andprofessional work environment and constantly assist their people to grow

along with the Company.

They cherish the contribution of their business associates in the valueaddition of their products and services. They will treat them as partners in

their continuous effort for quality improvement.

They recognize the plurality of their society and their role in it. They willpromote and undertake social and cultural activities that will educate, enrich

and synergize the society we live in and bring people closer.

They appreciate the confidence of their shareholders have in them. Theycommit themselves to protect their interest in the Company and will strive to

increase shareholder value in both monetary and prestige terms.

They will ensure, as a team, quality and consistency in every task theyundertake. Also they will always conduct themselves in a manner that

benefits the dignity and image of their organization.

DEEPIKAS MOTTO


33/61


Page 33

Excellence in performance.

Best service to all our readers and customers.

Respect for themselves, their colleagues, their company, their products andtheir customers.

PRESENT PROFILE AND PERFORMANCE IN RECENT YEARS

The newspaper and company was taken over by and is under

the direct manager of the Kerala Catholic Church as of January 2008. Since then, its

circulation has more than tripled and its advertisement revenue also increased

substantially. Special value added publications have been brought out in recent years

such as The Indian Christian Directory, Exotic Eastern Paradise, Higher Studies and

Nursing Directories, Exclusive volumes on Blessed Chavara and St. Alphonsa etc.

The quality and content of Deepika Daily and its seven allied publications have also

significantly been improved. More qualified and experienced personnel have joined

various departments. Several professionally qualified and eminent persons have alsojoined the management team as Directors to further strengthen its base.

RANKING

Deepika is a newspaper with valued principles and ethics but a

predominantly regional newspaper. It would be ranked as the fourth largest in Kerala

in terms of sales volumes, preceded by MalayalaManorama, Mathrubhoomi and

Kerala Kaumudi. It hopes to improve its position to the second position in an

organized and systematically planned manner over the next few years.


34/61


Page 34

MANPOWER

The RashtraDeepika Ltd. Group has a manpower strength of over 500

dedicated and qualified personnel working at various printing units and offices all

over Kerala and India in different capacities. Matters related to personnel are handled

by Human Resource Department at the companys Head Office in Kottayam.

FUTURE PLANS

The company is mulling the revamping of its Daily and other publications

in a phased manner. More improved output quality, professional coverage of news,

starting of new editions, effectively and economically developing its infrastructure,

publications quality, news sources, personnel output etc. are being planned.

Improved business promotion techniques and strategies are on the anvil. Ways of

facilitating faster productivity and reducing production costs as well as other

overheads are being planned. The company further aims to enhance its readership

portfolio and become an even more forward looking, progressive, popular and

profitable newspaper in the days ahead, living up to the myriad.


35/61


Page 35

RASHTRA DEEPIKA LTD.

ORGANIZATION CHART

Chairman

MangingDirector

Gen. Mgr.(CIR.)

Unit CIR.Mgrs.

CIRC. Execs& Office

staff

Dir . Mktg

DGM(ADVT.)

Unit Advt

Mgrs

Advt Execs& office staff

Chief Editor

CNE

Rrsident

Editors

SubEditors/Bure

au chiefs

FM

AFMs

A/Cs Staff

HRM Prch. Mgr

RMs & Prch.Officer

Production

Staff


36/61


Page 36

DIFFERENT DEPARTMENTS IN RASHTRA DEEPIKA

There are six departments. They are;

Editorial

Circulation

Marketing Department

Human Resource Department

Finance and Accounting Department

Production Department

STRUCTURE AND FUNCTIONS OF DEPARTMENTS

The office administration at head office is under the

control of the Chief General Manager (Admn.) with the other departmental heads

reporting to him, i.e. Human Relations, Advertisement, Circulation, Finance, Public

Relations and Production.

The company also has Bureaus, Sub Offices, or Local

Reporters (Stringers) in virtually all major towns of the state. These are for better

acquiring News and Advertisements, co-ordinating Circulation Promotion and

facilitating collection of news paper dues. Funds received at these places are later sent

to the respective Unit Office or remitted in the bank. All such sub offices will be

having Editorial as well as Advertisement and Circulation department personnel.


37/61


Page 37

3.1 EDITORIAL DEPARTMENT

Editorial work involves of two different types.

Obviously the first one is reporting and the second one is subbing.

The reporting can be done by local reporters stationed

in towns other than the place of the publication. Deepika have its reporters at all major

towns, which have significant contacts with its primary area of circulation.

All the copy that is filed by the reporters and the

news agencies cannot be accommodated in the newspaper due to paucity of space.

Naturally, certain selection has to be done with an eye on the tastes of the readers. On

occasions the copy needs rewriting, further pictures, attractive headlines and eye

catching displays. This work is done by sub-editorial staff, who works under the

guidance of Editor. He has to be fully aware of the needs and likes and dislikes of his

product accordingly.

Proof readers are essential members of the editorial

team, which is usually well served by the Morgue or library which provides up to date

references on all important events and personalities.


38/61


Page 38

STRUCTURE OF EDITORIAL DEPARTMENT

Chief Editor

Chief Reporter Executive E

ditor Reference Section

Reporter News Editor

Sub Editor

Proof Reader


39/61


Page 39

3.2 CIRCULATION DEPARTMENT

A newspapers circulation is the number of copies it distributes on an

average day. Newspaper circulation rates are currently experiencing a downward

trend. Circulation is one of the principal factors used to set advertising rates.

Circulation is not always the same as copies sold, often called paid circulation, since

some newspapers are distributed without cost to the reader. Readership figures are

usually higher than circulation figures because of the assumption that a typical copyof the newspaper is read by more than one person.

In Deepika the head of the circulation department is the General Manager

Circulation. The General Manager is assisted by the Unit Circulation Managers. They

coordinate all the matters relating to circulation at each unit. Under them reporting to

the Unit Circulation Managers are field executives, who are primarily responsible for

coordinating and promoting circulation promotion. Local reporters in prominent

localities also render external support to the circulation staff in their promotion work.

Circulations are audited by independent bodies such as the Audit Bureau of

Circulations to assure advertisers that the given news does newspaper does indeed

reach the number of people claimed by the publisher. One of the reasons behind the

increasing circulation of Deepika is that it produces publications for all types of

people, like children, youngsters, middle aged people, women etc. Its

RashtraDeepikaEveninger is the largest selling newspaper of its kind in South India

with 10 editions and a readership of over a million, every afternoon.


40/61


Page 40

STRUCTURE OF CIRCULATION DEPARTMENT

MANAGING DIRECTOR

GENERALMANAGER

(CIRCULATION)

UNIT

CIRCULATION

MANAGERS

CIRCULATION

EXECUTIVES

OFFICE STAFF


41/61


Page 41

3.3 MARKETING DEPARTMENT

Marketing is a social and managerial process by which individuals and groups obtain

what they need and want through creating and exchanging products and value with

others.

The mission of marketing is satisfying customer needs. That takes place in a social

context. In developed societies marketing is needed in order to satisfy the needs of

societys members. Industry is the tool of society to produce products for the

satisfaction of needs.

The main function of Marketing Department is Advertisement. In

Deepika the head of the marketing department is the Director Marketing. He is

assisted by Deputy General Manager. Under the Deputy General Manager is the Unit

Advertising Managers. They are coordinating matters relating to advertisement and

marketing at each unit. The senior executives are assigned a specific area and charge

of the office there. Local reporters in prominent localities also render external support

to the Advertisement staff in their promotion work.

Marketing department has other three important functions. They are;

Connective function.

Integrative function. Function of business enterprise.


42/61


Page 42

Connective Function

Marketing has a connective function in the society. It connects supply

and demand or production and consumption. At micro-level, marketing builds and

maintains the relationship between producer and consumer.

Integrative Function

At business unit level, marketing can have an integrative

function. It integrates all the functions and parts of a company to serve the markets.

Marketing was born out of a need to take better into consideration the demand

factors in production planning. The function of marketing is to channel information

of consumer needs to the production and satisfaction of needs to customers. The

basic power of marketing is the aspiration to produce and sell only that kind of

products which have demand. Marketing integrates the whole company to serve this

demand. Marketing aims at effective production systems, where information is

transmitted effectively between production and consumption.

Function Of Business Enterprise

Another function of marketing is as a function of a business enterprise

between production and markets taking care that products move smoothly from

production to customers.

FUNTIONS OF MARKETING MANAGER

There are mainly three functions for the Marketing Manager. They are;

Exchange Function

Distribution Function

Facilitating Function


43/61


Page 43

Exchange Function

Exchange functions include two sub functions i.e.

o Buying ando Selling

One of the important functions of Marketing Manager is buying.

Buying include purchasing the raw materials needed for printing, such as ink, printing

paper etc. Another important function is selling. Advertisement is the most common

technique used for selling.

Distribution Function

Distribution function includes other sub functions. They are;

o Transportationo Storageo Processing and packagingo Grading and standardization

Physical functions enable the actual flow of commodities

through space and time from publisher to the reader. Assembling or concentrating the

product at convenient points allows its economical transport. This is a valuable

function which is often overlooked in the public perception of traders. Storage allows

the newspaper and other publications to be held till the time of delivery. Processing

transforms the commodity into the publications desired by the readers. Grading and

standardization allow the reader to be more confident of the standard of the

publication being purchased.


44/61


Page 44

Facilitating Functions

Another important function of the Marketing Manager is

facilitating function. It is composed of various sub functions such as;

o Financing ando Risk bearing

Financing and Risk bearing are two important facilitating

functions. Other facilitating functions enable publishers to respond to readers needs

and thus provide newspaper and other publications in the locations, quantity and form

desired.

Among all the above functions the most important function is

advertising. A newspaper cannot exist without advertisements. All major functions

relating to advertising is done by the Advertising Manager. He is assisted by the

Assistant Manager. Under the Assistant Manager there is various staff like

Advertising Representative, Scheduling Clerk, Billing Clerk and Accounts and

Realization Clerk.

The Advertisement Representative will call on direct advertisers,

while the managers will call on National Advertisers and their advertising agencies.


45/61


Page 45

STRUCTURE OF MARKETING DEPARTMENT

MANAGING DIRECTOR

DIRECTOR MARKETING

DEPUTY GENERAL

MANAGER(ADVERTISING)

UNIT ADVERTISEMENT

MANAGERS

ADVERTISEMENT

EXECUTIVES & OFFICE

STAFF


46/61


Page 46

3.4 HUMAN RESOURCE DEPARTMENT

In RashtraDeepika Ltd, the top position is occupied by the Managing

Director. All other departmental heads will come under him. The head of the Human

Resource Department is the Human Resource Manager. He is handling all the issues

relating to the human resource. The Human Resource Manager is assisted by the

Human Resource Executives. Under the Human Resource Executives there is Resident

Managers.

Functions of Human Resource Management

Integral to the Human Resource Management (HRM) functions are;

Recruitment and selection

Training and development

Appraising

Wage and salary administration

Disciplining workers

Industrial Relations


47/61


Page 47

Recruitment and Selection

These deal with hiring and employing of the human beings

in the organization. With respect to selecting employees, managers are well

advised to avoid hiring out of desperation, to develop appropriate interview

questions and formats that focus on key behaviours and skills that are needed for

the job, to carefully check all references given by an applicant, and to avoid

overselling the position. At its core, appropriate employee selection depends upon

matching the individual to the job. This requires a comprehensive job description

that clearly delineates the behavior of the job.

Training and development

One of the important functions of the Human Resource

Manager is giving training and development to the selected employees. Training

and development helps to improve the performance of the employees and thereby

increasing the efficiency of the organization.

Appraising

Another important function of the Human Resource

Manager is appraising. What is necessary is for the appraisal is to be directly

related to the job requirements and to specific standards and measures known to

the employee as well as the supervisor. Since supervisors frequently conduct

appraisals of subordinates, there are some specific steps that should be taken in

order to prepare for the interview, i.e, review the record and personal history of

the person by collecting all the information, including that from other people.

Look into the persons background, service time with the company, previous

positions held and what progress the person


48/61


Page 48

has made since joining the company. Study any notes made of all marketing systems

have evolved within the constraints and conditions placed upon them by the

production sector and by the nature of the goods being marketed. The type of

publications, the number, size and density of producers, the infrastructure and policy

and institutional environments all determine the type of marketing system and the

effectiveness with which it operates.

Wages and Salary Administration

Another major function of the Human Resource Manager is wages

and salary administration. These are related with wage and salary surveys, job

evaluation, merit rating and incentives. Wage and salary are given according to the

work done by the employee.

Disciplining the Workers

Disciplining the workers is another important function of the Human

Resource Manager. The Human Resource Manager requires competency in not

solely to punish but also to effect change in workers behavior and attitudes. Heshould have a control over the behavior of the employees.

Industrial Relations

The Human Resource Manager helps in keeping good

industrial relations. This area deals with the maintenance of overall employee

relations functions. Keeping good industrial relations help in maintaining a good

working environment. This will help in increasing the efficiency of the organization

and thereby helps in smooth functioning of the organization.


49/61


Page 49

STRUCTURE OF HUMAN RESOURCE DEPARTMENT

MANAGING DIRECTOR

HUMAN RESOURCE

MANAGER

HUMAN RESOURCE

EXECUTIVES

RESIDENT MANAGERS


50/61


Page 50

3.5 FINANCE AND ACCOUNTING

In Deepika the head of the Finance and Accounting department is

the Finance Manager. He is dealing with all the matter relating to finance. The

Finance Manager is assisted by Assistant Finance Managers. Under the Assistant

Finance Managers there are Accounting staff.

Functions of Financial Department

This area deals with the record-keeping of various transactions and

management of financial resources. The important functions of the Finance and

Accounting department are;

Financial Accounting

Management Accounting

Costing

Investment Management

Taxation


51/61


Page 51

Financial Accounting

Financial Accounting relates to the record-keeping of various

financial transactions, their classifications and preparation of various statements to

show the working of results and financial position of the organization.

Management Accounting

Management Accounting deals with the analysis and interpretation of

financial records so that management can take certain decision.

Costing

Costing deals with the recording of costs, their classification,

analysis, interpretation and cost control.

Investment Management

Investment Management takes care of how the financial resources

can be applied to various alternatives.

Taxation

This area deals with the management of various direct and indirect

taxes which the organization has to pay.


52/61


Page 52

STRUCTURE OF FINANCE AND ACCOUNTING DEPARTMENT

MANAGING DIRECTOR

FINANCE MANAGER

ASSISTANT FINANCE

MANAGERS

ACCOUNTING STAFF


53/61


Page 53

3.6 PRODUCTION DEPARTMENT

In Deepika at the top of all departments is the Managing Director.

The head of the Production Department is the Regional Manager Sales and Public

Relation Chief Head. He is dealing all the matters relating to production. There is

production staff under the Regional Manager Sales and Public Relation Chief Head

for assisting him in the production work.

Production department is usually grouped in two subsections.

They are;

Composing

Printing

Composing

All the copy is composed in this section, under the supervision of a

Printer, who is constantly in touch with the Editorial department. He ensures that the

editorial instructions are properly complied and the entire matter is set within the

shortest possible time. Once it is read and corrected, the pages are made as per layouts

prepared by the editorial. The page proofs are once again checked and then pages are

released to the printing section either for the flonging or the printing.

Printing

Printing section will be primarily concerned with the printing and

on occasions with the packing of the copies. The packages are made as per the

instructions of the Circulation department which will arrange for their distribution.


54/61


Page 54

STRUCTURE OF PRODUCTION DEPARTMENT

MANAGING DIRECTOR

REGIONAL MANAGER SALES

AND

PUBLIC RELATONS CHIEF HEAD

PRODUCTION STAFF


55/61


Page 55

STRENGTHDeepika has a distinction of being one of the top newspapers of the state and has

several distinct advantages like;

Having manpower of more than 500 dedicated and qualified personnelworking at its various printing units and offices all over Kerala and India

in different capacities.

Company has high future growth.

Effective organizational planning.

Readers satisfaction is an important strength of the organization.

Being read by people with ample purchasing power.

Being read by an educated class of people.

Being read by people who belong to the noble Christian and Catholiccommunities.

Being read by people who are considered market movers and marketmakers and more open to new products and processes.

Being read by those who prefer quality and brand name to quality orprice.

High ethical standards.


56/61


Page 56

Wide product range.

Management-Employee relationship.

Being a newspaper with remarkable influence in several core commercialtowns and districts of Kerala including Kottayam, Pathanamthitta,

Alappuzha and Idukki.

These and other such factors give it a competitive edge and

enhanced strength over other newspapers as well as enable it to receive more

advertisements.

WEAKNESS

Quality of paper used for printing the newspaper is low.

High production cost compared to the volume of production.

Employees are congested because of the tight schedule.

Advertisement of the company is very less as compared to that of thecompetitors.

Lack of professionalism in some area.


57/61


Page 57

OPPORTUNITIES

The company has effective planning so it can also dominate in the foreigncountries.

The company has enough facility for future expansion.

New technologies.

Variety marketing techniques.

Accurate time and speed.

THREATS

One of the important threats of the organization is though competition.

Threats from lower circulation. Threats from the lower market share.


58/61


Page 58

FINDINGS

One of the important things I found in RashtraDeepika Limited is that there isa cooperation of more than five hundred dedicated and qualified personnelworking at its various printing units and offices all over Kerala and India in

different capacities.

Superior and subordinates keep good relationship between each other in theorganization. It helps a lot in the smooth functioning of the organization.

Though Deepika was started as the First Malayalam Daily in Kerala, it is notthe States largest selling newspaper.

Employees are highly motivated and labour problem such absenteeism, labourturn over etc. are relatively low.

The greatest asset of the organization is the highly skilled employees who helpin the smooth functioning of the organization.

The employee morale is also very high.

A strong relationship with the clients of the firm helped in the growth of thefirm.

The influence of Deepika on overseas market is too low.

The majority of workers are satisfied with the labour welfare measuresprovided with the company.

The labours are satisfied with the relationship with the management and thegrievance handling procedures of the company


59/61


Page 59

SUGGESTIONS

Employee should be given the right opportunities to use the recreationalfacilities.

Training facilities should be improved. Employees should be rewarded well for suggesting creative ideas and thus can

be motivated.

To create a conductive climate to motivate and encourage the employees. Improving upon the current strategies.

Deepika should focus on improving its paper print quality. This would play amajor role in communication its modernization efforts to the end users. This

effort should be coupled with a more attractive lay out should focus on giving

a face lift to the newspaper. This effort would also help the firm to attract

more customer segment.


60/61


Page 60

CONCLUSION

Newspaper must be produced quickly, accurately,

attractively and economically. Today, when electronics has made tremendous

strides and new communications machinery has been developed, the boundary

between news editing and typesetting often overlaps and it has become difficult to

draw a line between them clearly. And as mechanization of typesetting and

composing advances, corresponding improvements in make-up techniques have

become necessary.

In an increasingly aggressive and dynamic market,

RahtraDeepika Limited has significantly enhanced its reader base, advertisement

revenue and popularity of its publications. Professional Directors with considerable

business experience have joined the organization, giving it added vitality and vivacity.

The company also has some of the finest journalistic talent in Kerala, many of who

have won laurels; regional, national and international. The Internet edition with value-

added features and several million hits daily, habitually makes waves and is a major

source of news and information for Keralites the world over. Added to this, the

unstinted support of its readers together with the invaluable support and confidence

reposed by shareholders has helped the organization grow in strength and stature over

the years. Equipped with all this, RashtraDeepika Limited gallantly marches on in the

twenty first century, continually setting land marks and mile stones in its relentless

pursuit for excellence.

Above all I feel completely overwhelmed to have been a

part of this institution atleast for a short period of time.


61/61


BIBLIOGRAPHY

www.Deepika.com

www.wikipedia.org

Human Resource ManagementT N Chabra

Manual study of Deepika daily Kottayam

Human Resource Management- Shashi K Gupta,Rosy Joshi
http://www.deepika.com/http://www.deepika.com/http://www.wikipedia.org/http://www.wikipedia.org/http://www.wikipedia.org/http://www.deepika.com/

RASHTRA DEEPIKA LTD

Documents