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SUBMITTED BY

GOHIL NANCY K

ROLL NO.36

DHARMSINH DESAI UNIVERSITY

NADIAD

SUBMITTED TOMR. KUNAL PANCHAL

MARKETING HEAD

BUSINESS STANDARD,

JULY,2011

ACKNOWLEDGEMENTS

First of all I would like to thank my University for giving me this opportunity to

work in the real world and know the complexities and to learn the practical aspects

of the organization. This project was an excellent opportunity for us to relate our

classroom course to the real business life

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2. HISTORY 5

3. PRODUCT PORTFOLIO 6

4. DEPARTMENT DETAIL 11

5. ABC AUDIT 16

6. SALES & DISTRIBUTION 187. SWOT ANALYSIS 21

8. RESEARCH METHODOLOGY 24

9. QUESTIONNAIRE

10. DATA INTERPRETATION & ANALYSIS 25

11. FINDINGS 36

12. RECOMMENDATION 38

13. BIBLIOGRAPHY 39

EXECUTIVE SUMMARY

PROJECT TITLE-

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Organization

Company Guide

OBJECTIVES

The main objective of the study is:

To find out the brand preference among the business newspaper. To find out the attributes which influence the consumer to purchase business

daily.

RESEARCH METHODOLOGY

Market researchconsist of the systematic collection, recording, analysis,

Interpretation and reporting of information about various facts of a phenomenon

under study.

SOURCE OF DATA

Primary Data Secondary Data

SAMPLING METHOD -

Simple random sampling method & convenience sampling were used in this study.

SAMPLE SIZE : 100 Respondents.

SAMPLING UNIT: STOCK BROKERS,INDIVIDUAL

INVESTORS,BANKERS,CAs, STUDENTS,BANKERS

HISTORY

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Business Standard started in 1975 by the Ananda Publication group in Kolkata, the

paper was hived off as a separate company in 1996, and then bought by Mumbai-

based financial investors, after which it began a phase of rapid expansion with the

launch of new editions. T.N. Ninan has been the editor since 1993, after he moved

over from the editorship of The Economic Times.

It is published from 12 centers in India - Mumbai New Delhi, Kolkata

, Bangalore, Chennai , Ahmedabad, Hyderabad, Chandigarh, Lucknow, Pune,

Kochi and Bhubaneswar. Business Standard is being sold by 210000 copies every

day across the country. It circulated in more than 1000 towns across the country.

Business standard is published Monday to Saturday from all locations and on

Sunday it published from Mumbai, Delhi and Kolkata.

Apart from a business newspaper, BS publishes several periodicals, including BS

Motoring, Indian Management, Fund Manager, Banking annually, BS 2000 and

regional language business newspapers BUSINESS STANDARD in Hindi. The

Hindinewspaper is published simultaneously from seven centers Mumbai, Delhi,

Chandigarh, Lucknow, Bhopal, Patna and Kolkata. The Gujarati newspaper ispublished from three centers Mumbai, Ahmedabad and Rajkot.

The company sees content creation, content processing and content management

as its core competence. It offers complete outsourcing solutions for organizations

which want to bring out in-house or private publications but lack the people and/or

resources to do it cost-effectively.

PRODUCT PORTFOLIO

About BUSINESS STANDARD Newspaper (Ahmedabad Publication)

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A newspaper which is published from MON to SAT (Sunday editionpublished only at Delhi and Bombay)

Price at the weekdays is Rs. 3/- and on Saturday is Rs. 6/- The size of the newspaper is 50, or 51 or 52 cms in length and 32.9

cmsin width.

Supplements with newspaper: Monday: The Smart Investor Tuesday: The Strategist Saturday: Weekend

8 pages on Sock Market. Six full pages on stock details both in Graphical and alphabeticalmethod

BS 200, in which evaluation of top 200 companys share detailsis published by calculating 22 key parameters

Formulae specifications. Mutual Fund details on full page coverage Insurance schemes on half page

Guidelines about the details on stocks in the beginning of the segmentfor easy understanding: How to read stock pages and the

abbreviations.

The accent west section for Gujarat Individual industry news on individual full page coverage. Collaboration with the international newspaper FINANCIAL TIMES

London

Provides 3 magazines free annually. The Banking Annual BS 1000 Fund Manager

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Editions from Monday to Friday have a main edition of about pagewith colored pages in front and the rest are in black and white. The

following areas are focused:

National and International news Economy and Policy news Infrastructure news Companies news Editorial pages Crossword, Sudoku Education News Business law

Section II is the MONEY AND MARKETS Stock market news Money and currencies Metal and intermediates news Commodity news BS 200 Share prices in alphabetical order Mutual fund and Insurance

ABOUT SUPPLEMENTS

MONDAY: THE SMART INVESTOR Past weeks analysis of stock markets Primary markets Secondary markets Future tip for trading in shares Issues related to stock market

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TUESDAY to FRIDAY: THE STRATEGIST Theories and practices of business management. Brand related news Notes by management thinkers Book worm Quiz column

SATURDAY: WEEKEND Life and fashion Living Entertainment Motoring

ABOUT MAGAZINESA magazine is a periodical publication containing a variety of articles,

generally financed by advertising and/or purchase by readers. They are

often printed in color on coated paper, and are bound with asoft cover.

1)THE BANKING ANNUAL

Banking Annual, the one-spot information provider of everything related to

banks. Banks do not only provide you security but many more things. To get an

all-round view of banks functioning and their future action, banking annual

provides with all.

Banks valuation Banker of the year Innovation bought and emerging in near future Datas related to banks

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2) BS 1000

BS 1000 is a detailed guide to Indias top 1000 companies. The issues of BS

1000 mention those depressing times, providing data on the impact of the

slowdown on corporate, the deterioration in their financials, how they coped withcrisis. Not just bad phases but also the success stories are mentioned. It also

peeks into the future, where, which industries are booming, with what phase,

with what strategies, etc. are discussed. Below are the main features:

BS awards. 1000 best companies ranking and performance of the leaders of the country

1000 companies growth, gross profit, net profit, etc

2)FUND MANAGERFund Manager, as the name suggests that it gives a full insight to the funds

investment. It focuses on facts and figures on mutual funds. The fund manager

seeks to rank mutual funds schemes and also rate the best fund manager of the

year. Below given are the few additional features of the Fund Manager:

Risk return rating over 600 funds Futures of new fund offerings Best fund pick

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ABOUT OTHER STAND MAGAZINES

MOTORINGMotoring is a stand monthly magazine. It gives all the information related to

cars and bikes. It gives information about upcoming models, features and

specialties of them. The entire edition has something special in them. Certain

experts interview related to the automobile industry.

Motoring is considering the best magazine for all the information in automobile

industry, because in that magazine all related news like which are the

competitor for any new launched car, what are the factors which can win in

competition, so its full encyclopedia for the person who is fen of automobile.

INDIAN MANAGEMENTIt is also a stand monthly magazine. It is made especially for the management

students. The students get all the information they need through the magazine.

It is a one point access to cutting edge ideas in management. It focuses on the

best B-schools of India with the articles like the B-school Roadmap, what

matters the most courses, faculty of infrastructure, when you go for B-school

hunting, etc provide the all kind of answers to the mind of a b-school seeker..

Also there are so many B-schools are ranked by BS, so that it becomes easy to

select best B-school for student. In this magazine all good and Best B-schools are

considered and comment are given about that institute.

It gives:

Superior management coverage Delivers latest management theories Opinions from thought leaders Global trends and innovations Insights from carefully analyzed case studies Book reviews.

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DEPARTMENT DETAILS

A brief department detail to give an idea of where the things are placed in

BUSINESS STANDARD is as follows:

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MARKET DEVELOPMENT DEPARTMENT / CIRCULATION DEPARTMENT

This department is responsible for the circulation of the newspaper in the whole

region. This department also looks after the daily back room operations whichinclude giving print orders for the regular supply of subscription, complementary

copies and sponsored copies are also being distributed by this department. They

also check the dispatch and payment received for the month. And also looks

forward to expand the market of the newspaper by adding more customers to its

list. They are the people who not only think about selling the newspaper but also

how to promote it.

SPACE MARKETING DEPARTMENT

It is the major source of revenue generation for any media industry. Because

the actual cost of the newspaper goes up to 18/- to 20/- Rs. And sold at Rs. 3/-

.So the advertisements are the medium to compensate for the cost generated. I

was taught about the marketing department contact different corporate for

advertisement and the channel through which the advertisement comes and are

prepared and how the space is allotted depending upon the space given by the

editorial department. There is an agent in between the client and the publisher,

which helps in making the arrangements of ads.

How this media get advertisement from clients?Actually this media have their agents who collect contract from the clients and

then these agents decide what the expectation of client is; and on that bases

agent selects any media. Advertisement is generally designed by agent but only

circulated by media. But sometimes media also design some advertisement, but

they get client from only agents.

EDITORIAL DEPARTMENTEditorial department is considered as the backbone of the print media

because without any good matter to publish and which is not edited nicely it

is just a crap for the readers. Readers want to have the columns with good

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matter, so without having an effective and efficient editorial team no

newspaper can grow.

This department collects the news mainly from the News Agencies and

they have their own network to publish the articles too. The news can be

by telephone, fax or through internet or other communication medium.

This news is edited and then send to Mumbai and Delhi for the

adjustment. The group Managing Director of Business Standard is MR. A.

K. Bhattacharya

SCHEDULING DEPARTMENTThis department deals with the scheduling of the edited matter and the

advertisements. It is the work of this department to adjust and frame the edited

matter with the advertisement, by allotting the empty space to advertise, which

matter and advertisement should be in which page is the looked out by

scheduling people. For this scheduling, the department forms dummy A-4 size

adjustments of the editorials and the ads in that paper to know the place of the

same in the original size paper.

SYSTEMS DEPARTMENTThe systems department is responsible for communication network as well as all

the technical related problems in the company. All the branches of Business

Standard are linked with V_SAT and with the dedicated leased line along with the

Head Office.

The most important work of the system department is to connect all the telephone

line with EPBX system and connect all the branches to the head office with Hot

Lines, which helps to reduce STD cost of the company. The system department at

Ahmedabad receives a facsimile copy of newspaper every day and forwards its

printout on the butter paper to the production department.

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PRODUCTION DEPARTMENTAfter receiving the facsimile copy on the butter paper from the systems

department, the work of production department starts. This butter copy is

framed on the aluminum plate. This plate is then fixed in the printing

machine and then as per the printing orders the printing starts.

Machine which is used for the production is known as Film Processor

which costs approximately Rs. 2.5 lakh. The machine is divided into four

different units i.e. Developer Unit, Fixed Unit, Wash Unit, and Dryer Unit.

Production Department is used mainly four colors for the hard copy,

which are Black, Yellow, Cyan and magenta. Some colors are used at the

time of the final printing of the newspaper at press. Raw material for this

department is paper and aluminum plate. Print comes in the form of reel.

The cost of reel is Rs. 10000.

DISPATCH DEPARTMENTDispatch department is responsible for the regular dispatch of the total number of

copies at various destinations at the right time. It is also responsible for no. of

copies to be delivered at each center i.e. local or upcountry.

There are about 46 upcountry and 6 in Ahmedabad. The distribution at these

centers is very important to be on time. Even the commission has to be taken off.

The function of function department is to generate rush mail and put it on the

parcel. Rush mail shows the number of the copies in the parcel and its destination

address. With this a route control statement is also there for each taxi driver, which

shows the number of parcels for each and every destination, comes under his

route.

There are also two other departments without which the company cannot run

smoothly. Those departments without which any firm is incomplete.i.e. the

Financial Department and Human Resource Department

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FINANCIAL DEPARTMENTThis department is responsible for all the financial matters. Matters are related

to employees salary, operational expenses and other sundry expenses. It is also

responsible for the reducing the cost of the publication.

HUMAN RESOURCE DEPARTMENTThis is the department responsible for the HR supply in the company. For

Business Standard, this department is not in Ahmedabad, but it is in Mumbai. It

means that the Business Standard has a centrally located HR department who

takes care of the supply in any of the branch.

All these departments identify the need of the customer i.e. the qualityand pricing demanded by the customers. In this industry this strategy is

very important as the selling price of the newspaper is always less than

its cost of production. The main reason for this type of pricing is to create

awareness and generate reading behavior amongst the audience of the

newspaper.

Hence all these departments are interlinked and proper cooperation andcoordination is a must in newspaper industry. This helped me in getting a

better understanding of teamwork, and the importance of every second,

because newspapers are published daily and a delay of single second or a

minute mistake can lead to a blunder.

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ABC AUDIT

What is ABC and how it is working?

ABC: The main function of ABC is to evolve, lay down a standard and uniform

procedure by which a member publisher shall compute its net paid sales. The

circulation figure so arrived at is checked and certified by a firm of Chartered

Accountants which are approved by the Bureau. The Bureau issues ABC certificates

every six months to those publishers whose circulation figures confirm to the rules

and regulations as set out by the Bureau.

From a modest beginning it has grown to remarkable proportions. ABC's

membership today includes 411 Publishers of national and regional importance, 151

Advertising Agencies, 51 Advertisers & 20 New Agencies and Associations

connected with print media and advertising. It covers most of the major towns in

India.

Facts and figures which are checked and certified by an independent body are a

very important tool in the hands of the advertising business community. The details

of ABC certified circulation figures are available online to all members of the Bureau

at no extra cost.

An Advertiser would like to know the facts and figures before investing his money in

advertising. An Advertiser ought to know how many people buy a publication and in

which area. The ABC gives all these vital facts every six months. The ABC figures

are not the outcome of opinions, claims or guesswork, but they are the result of

rigid, in-depth and impartial audits of paid circulations of member publications by

independent and leading firms of Chartered Accountants working in accordance with

the rules / procedures prescribed by the Bureau.

The Policy formation body of the Bureau is the Council of Management consisting of

elected representatives from publishers (8), advertisers (4) and advertising agency

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(4) members of the Bureau. To assist the Council of Management an Executive

Committee is appointed by the Council, to guide and oversee the day-to-day

working of the Bureau. The Executive Committee consists of Publishers, Advertisers

and Advertising Agency Members of the Council. The Council of Management and

the Executive Committee meets regularly as often as required. The Chairman is

elected annually by the council of management.

Few important issues to take care as per ABC certification:

Trade terms to agents on subscription copies should not exceed In case of dailies-40% of the subscription price

In case of weeklies-45% of the subscription price

Publishers have to maintain the full record of subscribers with their address,name and signature.

There are two types of panels for auditing: Auditors Panel Publishers Panel

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SALES AND DISTRIBUTION

A sale is a transaction, dealing, trade or what? Sale can have different meanings

but what is the most important thing in it, is to understand the importance of it.

Without sale no revenue can be generated but just earning revenue is not to sale, it

is the right type selling to the right customer with the right attitude. Customer

relationship is most important, maintaining the brand image is also important.

Delivering on the brand promises becomes a moment of truth in any customer

relationship. This moment of truth can be either positive or with negative impact on

the customers perception about your brand. There might be great marketing

communication and a highly superior product, but the buying experience always

stands between the seller and the customer. If the customer has a negative impact

about the product then it is a direct deterioration of the brand equity. Hence, sales

and distribution is a vital activity. Sales hence comprises of the outcome of what all

which was done to manufacture that product. Success of selling department is the

success of the company.

Business Standard is the product where the maximum demand would be in the

early morning. It is highly perishable product. The product should reach the

customer in due time otherwise the importance is lost. Hence time management is

something very vital for the sales and distribution people. Hence I can mainly divide

the supply of the newspaper in two main category:

Pre press activity Post press activity

Pre-press activity involves all the editorial departments work where they have to

collect the news and it has to be given to the production department in a prescribed

limit. This time limit is said as the cut off time or releasing time.

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Post-press activity is the distribution. Business Standard has divided Gujarat in

two main section, i.e. Ahmedabad and upcountry market. This upcountry market

has about 46 centers.

Business Standard gets involved in many kinds of sale activity. They are:

o Subscription Sale :A one year or two year by subscription by paying fixed amount is sale

by subscription

o Cash Sales:Customers when paying the amount to purchase a newspaper directly

to the book stall in cash then the sale is said to be a cash sales.

o Line SalesLine sale is the in which it is post paid billing. When the customer gets

the Business Standard copy through the vendor and pays in the end of

month, it is line sale

o Institutional SalesFew corporate, hotels and colleges take copy in bulk, which is said to

be as institutional sale. Business Standard has the responsibility till the

delivery at their doorstep and further distribution is on the company or

the institution concerned

o Corporate SalesIn corporate sales, executives have to do cold calling or they have to

take appointment from the concerned person and then after meet,

executive must convince the client. If it is big corporate and staff are

such that, they read financial daily at their home, then for bulk

subscription they have to try.

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DISTRIBUTION CHANNEL

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SWOT analysis of Business Standard

STRENGTH WEAKNESS OPPORTUNITY THREAT

Systematic

approach

covering all

sectors.

Outlook is not

that vibrant i.e

Not creative

Can give an

extra page on

Ahmedabad

related news

Continuous

monotonous

approach.

Nominal price Monotonous

approach of

Headlines

Can introduce a

new segment on

Sunday

Low Pricing

Strategy

Separate Money

& Market section

with 8 pages

No own

publication

house

Potential Market

Availability

Toughest

Competition

From The

Economic

Times

Segregation of

news

In supplements

Display of ads

sometimes

creates a fuss.

Can have tie-ups

with renowned

brands for ads.

Over view of the

whole week is

given in weekend

News are

sometimes very

lengthy.

Provide general

awareness in

terms of

investment.

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SWOT analysis of economic times

STRENGTH WEAKNESS OPPURTUNITIES THREATS

WIDESPREAD

NEWS

NEWS

SOMETIMES

HIGHLY

EXAGGERATED

INFORMATION ON

SMALL & MEDIUM

SCALE

ENTERPRISE

HIGH PRICE ON

SUNDAY

INREASING

READERS OF BS

HIGHLY

PROMOTED

THROUGH TIMES

OF INDIA

LESS OPINION &

INTERVIEWS

PROVIDE

DIFFERENT

FEATURE TO

GENERATE TO

REVENUE

LESS INDEPTH

ANALYSIS OF

STOCK

COMPARED TO

BS

DISTRIBUTE

CHANNEL QUITE

STRONG

LACK OF DETAIL

& INDEPTH

ANAYSIS

CAN TARGET

LOCAL MARKET AS

IT IS AVAILABLE

IN LOCAL

LANGUAGE

YEARS OF

EXPERIENCE

REPETITION OF

NEWS BETWEEN

ET & TOI

2 PAGES

DEDICATED TO

LOCAL NEWS

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SWOT analysis of MINT

STRENGHT WEAKNESS OPPURTUNITIES THREATS

LOW

SUBSCRIPTION

FEES

NOT A

COMPLETE

FINANCIAL

NEWSPAPER

CAN INCREASE

THE MARKET

SHARE BECAUSE A

BRAND NAME

INTEREST LOST

DUE TO LESS

FINANCIAL NEWS

STRONG BRAND

NAME OF WALL

STREET JOURNAL

NO COVERAGE

OF LOCAL

NEWS

MORE ATTRACTIVE

THAN OTHER

THREATS FROM

GIANTS LIKE ET

& BS

STRONG BRAND

NAME OF WALL

STREET JOURNAL

NEW ENTRANT

LACKS

EXPERIENCE

CAN ALSO TARGET

GENERAL MARKET

QUICK

OVERVIEW, BRIEF

NEWS

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SWOT analysis of FINANCIAL EXPRESS

STRENGHT WEAKNESS OPPURTUNITIES THREATS

ECONOMIC

VIEWS &

OPINION

QUITE COSTLY EASY LANGUAGE

SO CAN ATTRACT

MORE CUSTOMER

NICHE MARKET SO

CAN BE

PENETRATED BY

OTHER

COMPETITORS

RICH IN

CONTENT

LACK OF

PROPER

DISTRIBUTION

CHANNEL

BRING UP

SUPLLEMENT

HELPFUL FOR

INVESTMENT

WEAK BRAND

IMAGE

BELONGS TO

STRONG

BRAND -

INDIAN

EXPRESS

NARROW

TARGET MARKET

HIGH PRICING

OLDEST

FINANCIAL

DAILY

HIGHLY

SUBJECTIVE

CONTENT

NO

INFORMATION

ABOUT WESTZONE

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SWOT analysis of BUSINESS LINE

STRENGHT WEAKNESS OPPURTUNITIES THREATS

SALE IN SOUTH

DUE TO AGRI-

BUSINESS NEWS

MANY PEOPLE

RECEIVES PAPER

ON 2ND DAY

PROMOTE THEIR

PAPER IN OTHER

REGION

DELAY IN

REACHING

CUSTOMERS

COVERS

LOGISTICS &

TRANSPORT NEWS

LIMITED TO

SOUTHERN

REGION

INCREASE

CIRCULATION IN

GUJARAT

THREAT FROM

BIG PLAYERS

LIKE ET & BS

PRICE DO NOT

VARY MUCH

LIMITED TO

SOUTHERN

REGION

MAXIMUM

NUMBER OF

EDITION

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Competitors

Competition is something which any company cannot avoid. Staying in a

democratic country and ruling as monopoly is not possible. What the only

way is to face a deal with competition. Competition can be severe and can

be mild. The intensity will depend on your own firms position and your

competitors position. The following are the competitors of Business

Standard.

The Economic Times The financial Express Business Line Mint

Comparison of Business Standard with its Competitors

S

R.

N

O.

PARAMETER BUSINESS

STANDARD

ECONOMIC

TIMES

BUSINESS

LINE

FINANCIA

L

EXPRESS

MINT

1 Price Weekdays

3 Rs.

Weekend -6

Rs.

Weekdays

3.5 Rs.

Saturday 8 Rs.

Sunday 10 Rs.

Weekdays

4 Rs.

Weekend -3

Rs

Mon to Fri

4 Rs.

Sat- 6 Rs.

Sunday 8

Rs.

MON to FRI

RS.3

SAT RS.5

2 GROUP Kotak

Mahindra

Group

The Times

Group

The Hindu Indian

Express

WALL STREE

JOURNAL

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3 Stock

market

analysis

BS 200, 8

full page of

share details

Six pages Six Pages Six pages 3-4 PAGES

4 News OnlyBusiness

Business +General

Business +General

Business Business +General

6 Pages (Avg.) 24-28 20-22 20-24 18-20 25

7 Color of

pages

Pink Pink White Pink White

(tabloid)

8 No. of

location of

Publication

12 cities 11 cities 14 cities 10 cities 6 cities

9. USP BS-200 BRAND

EQUITY

AGRI

BUSINESS,

LOGISTICS

Economist

& EXPERT

OPININON

WALLSTREET

JOURNAL,

TABLOID

PAGES

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PROJECT RESEARCH ON

CRITERIA USED BY

COSTUMER IN SELECTING

A

FINANCIAL DAILY

RESEARCH METHODOLOGY

Research methodology states how a research study is undertaken. It includes

specification of research design, source of data, the method of primary data

collection, sampling design and analysis of the procedure adopted.Research

methodology states what procedures were employed to carry out the research

study.

TARGET AUDIENCE

Corporate executives Investors and Stock brokers Businessmen Bankers Management students and professors Chartered Accountants & other Professionals

SAMPLE SIZE100 RESPONDENTS

DATA COLLECTION

Simple random sampling & convenience sampling method

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Name: Occupation :

Contact No: Organization:

1. Which of the financial daily do you read?

The Economic TimesBusiness Standard

Business Line

Financial Express

Mint

2. How often do you read the newspaper?

Glance

Only those features that is useful to you

Only supplements

Entire newspaper

3. Do you think General Newspaper does the work of a

Financial daily

Strongly agree

Agree

Neither agree or disagree

Disagree

Strongly Disagree

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4. Rate the following attributes that keeps you attracted to your

newspaper? (5 for highly preferred & 4 for next & so on)

- price 1 2 3 4 5- content of the newspaper 1 2 3 4 5

- language 1 2 3 4 5

- additional information 1 2 3 4 5

- Free gifts 1 2 3 4 5

5. Is your newspaper in accordance with your occupation?

i. Yes ii. No

6 .Does your newspaper provide you with information that is

useful in your occupation & career?

i. Yes ii. No

7.Which type of information do you look for in a financial daily ?

(rank them)

- stock market

- investment tips

- corporate news

- politics

- economy

- law, rules & its analysis

- local news

- opinion of experts

- other general news

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8. How would you rate the content of the newspaper ?

-Giving more information on that sector that is related to you.

- Providing with updated news

- Covering unique & different type of news

- Language

9. Is your newspaper meeting up to your expectation

i. Satisfiedii. Moderateiii. Dissatisfied

10. What are the reason for your dissatisfaction ? (rank them)

Content of the news

Price

Repetition

Irrelevant news

Language

11. Do you have any suggestion for our newspaper ?

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DATA ANALYSIS AND INTERPRETATION

WHICH OF THE FINANCIAL DAILY DO YOU READ?

Interpretation and Findings:

This question is formed to

know the newspaper which they are currently reading. It can be seen that

ET has capture the most readers with 40% & thus becoming the market

leader. Following ET is BS with 30% readers, which constantly keep on

increasing. Mint is slowly increasing reader as it has 15% readers while

other minority newspaper such as FE & BL readers percentage seem to

be negligible.

30%

40%

15%

7%

8%

Financial daily

BS

ET

MINT

FE

BL

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How frequently do you read the newspaper?

Just a Glance

Only those features that is useful to you

Only supplements

Entire newspaper

Interpretation and Findings:

From this question we come to know the readers rate of reading that is

what sort of format do the respondents follow in reading the newspaper.

It can be seen that 55% of respondents are reading those news & features

that is useful to them. 30% of the respondents only take a glance of the

newspaper irrespective of the usefulness. 10% of the respondents are

reading only supplements this could be because of their liking & habits.

The remaining 5% are reading the entire newspaper.

30%

55%

10%5%

Format of reading

Just a Glance

features

only supplements

entire newspaper

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36

Do you think General Newspaper does the work

of a Financial daily

Strongly agree

AgreeNeither agree or disagree

Disagree

Strongly Disagree

Interpretation and Findings:

The purpose behind this question was to find out readers view about a financial

daily. It can be seen that most of the respondents agree with the statement and

this gives the nod that a financial daily & general newspaper are supplements to

each other. While there are people who sees the difference between this two

newspaper as consider them on different page.

11%

50%

24%

15%

0%

Comparison of general newspaper &

financial daily

strongly agree

agree

neither

disagree

strongly disagree

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37

Rate the following attributes that keeps you

attracted to your newspaper? (5 for highly preferred

& 4 for next & so on)

- price 5 4 3 2 1- content of the newspaper 5 4 3 2 1

- language 5 4 3 2 1

- additional information 5 4 3 2 1

- Free gifts 5 4 3 2 1

Interpretation and Findings:

Most of the respondents (67%) gives maximum weightage to the content of the

newspaper while other attributes are given low rank in comparison. Thus it can be

seen that people prefer content over the price factor . They give more importance

to the service & are ready to pay for a quality service. Thus the customer of this

market are not price oriented but rather quality oriented one.

5%

67%

10%

15%

3%

Attributes

price

content

language

additional information

free gifts

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38

Is your newspaper in accordance with your

occupation?

i. Yes ii. No

Interpretation and Findings:

From this one, we came to know that all most 90% of the respondents newspaper

is accordance with the newspaper. And thus people only prefer those newspaper

from which they can avail benefit & which can help them in their occupation.

89%

11%

Accordance to occupation & career

yes

no

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39

Does your newspaper provide you with information

that is useful in your occupation & career?

i. Yes ii. No

Interpretation and Findings:

Respondents prefer those type of newspaper which can help them in their

occupation & in their career. It can be seen that 81% of respondents use their

newspaper in their occupation & career for various decision at various stages.

As most of the target market compromises of the stock brokers & individual

investors, this question suits them the best. This people get maximum help out of

a financial daily for their routine business

81%

19%

News & information used in occupation &

career

yes no

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40

Which type of information do you look for in a

financial daily ?(rank them)

- stock market

- investment tips- corporate news

- politics

- economy

- law, rules & its analysis

- local news

- opinion of experts

- other general news

Interpretation and Findings:

The respondents gives first priority to news that is related to stock market, this is

because most of the respondents where stock brokers. The second priority is

given to investment , as people need such information so they can make a sound

a decision related to their investment.

43%

20%

18%

6%

7%

0%

1%0%

5%

Most looked out information

stock market

investment tips

corporate news

politics

economy

law, rules & its analysis

local news

opinion of experts

other general news

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How would you rate the content of the newspaper ?

-Giving more information on that sector that is

related to you.

- Providing with updated news- Covering unique & different type of news

- Language

Interpretation and Findings:

Here the respondents where asked to rate the content of the newspaper. From

this it can be seen that 56% of the people are only interested in those type of

news or information that is useful to them or related to that sector. And so BS

should identify the news that most of their customer is looking for & should

provide them in their newspaper so as to maximize the sales.

Following the above, 30%,10%,4% is given to updated news, language & unique

news respectively. So there is section of people who also looking for updated

news, & simple language. Thus the newspaper should work on all this above

factors to pertain the readership.

56%30%

4%

10%

Content of the newspaper

Giving more information onthat sector that is related

Providing with updated news

Covering unique & different

type of news

Language

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42

Is your newspaper meeting up to your expectation

iv. Satisfiedv. Moderatevi. Dissatisfied

Interpretation and Findings:

The basic idea was to know whether the respondents are satisfied with the

current newspaper or not. It can be seen that all most 76% of the respondents are

satisfied with their current newspaper while there are 21% of the respondents

who are at moderate level which means they are neither satisfied or dissatisfied

with their newspaper. There exist a chance of converting this readers by

attracting them to our newspaper by providing them a superiority service than

the current one. The remaining 3% are dissatisfied with their paper among which

2 are present BS reader, 1 is of Mint. So BS should find out the reasons for their

dissatisfaction & should solve them so as to pertain the customer before they

move to the competitors.

76%

21%

3%

Expectation

Satisfied

Moderate

Dissatisfied

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What are the reasons for your dissatisfaction?

(Rank them)

Content of the news

Price

Repetition

Irrelevant news

Language

Interpretation and Findings

It seems that all those who are dissatisfied with their newspaper has given the

reason to be the content of the newspaper. This means that newspaper is notable to meet their customers perceived value & so the difference between the

actual & the expected one is the dissatisfaction . It can be also be interpreted that

those BS readers who are not not satisfied with newspaper are also blaming the

content of the newspaper

100%

0%0%0%0%

Reasons for dissatisfaction

Content of the news

price

Repetition

Irrelevant news

Language

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Do you have any suggestion for our newspaper ?

Increase the Font SizeReaders wants larger fonts so as to make it easier on their part to read the

newspaper without straining their eyes.

Improve the content of the newspaperReaders are asking for better quality in terms of the content of the

newspaper.

Provide with updated newsReaders are demanding more updated news, rather than the one that is

already know.

Regional languageThere exist customer who wants the paper in vernacular language as they

are not able to understand English language.

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45

FINDINGS

INDIVIDUAL INVESTORS & STOCK BROKERS ARE THEMAJOR USERS OF BUSINESS STANDARD.

FOR THE REGULAR BS READERS, BS200 SEEMS TO BE THEMOST PREFRRED ARTICLE.

BUSINESS STANDARD IS THE SECOND MOST PREFERREDNEWSPAPER IN THE AREAS SURVEYED.

CONTENT OF THE NEWSPAPER IS THE MAJOR FORCEBEHIND ATTRACTING THE CUSTOMER

CUSTOMERS OF THIS SECTOR IS NOT MUCH PRICE-ORIENTED.

READERS ARE ONLY INTERESTED IN THOSE NEWS &INFORMATION THAT IS USEFUL TO THEM.

THERE IS STILL A PART OF THE MARKET WHO ARE NOTAWARE ABOUT BUSINESS STANDARD

CUSTOMER CAN EASILY SHIFT TO COMPETITORS & THUS ITIS IMPORTANT TO HOLD BACK THE PRESENT CUSTOMER

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HARDCORE LOYAL READERS OF ET NEWSPAPER ARE NOTEASILY CONVERTED TO OTHER NEWSPAPER.

THE NEWS COVERAGE IS A DOMINATING FACTOR INNEWSPAPER PURCHASE AS WELL AS READING.

MOST OF THE READERS FEEL THAT THE LACK OF THENEWS COVERAGE MAY LEAD THEM TO CHANGE THE

NEWSPAER THEY READ.

MOST OF THE TARGET MARKET IS MOVING TOWARDONLINE NEWS & THUS NARROWING THE MARKET.

LANGUAGE SEEMS TO BE ANOTHER PROBLEM AS BS ISNOT AVAILABLE IN LOCAL LANGUAGE.

AGGRESSIVE MARKETING EXECUTED BY THE MINT SEEMSTO BE CATCHING UP AS IT IS SLOWLY INCREASING THE

READERS & PENETRATING THE MARKET

THE FONT SIZE OF THE STOCK PAGES IS ARE VERY SMALL& NOT READABLE ENOUGH FOR THE CUSTOMERS.

COMPETITION AMONG THE VENDOR ALSO SEEMS TO BE APROBLEM AS IT RESULTS IN DECREASE BS READERS

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RECOMMENDATION

This are the following suggestion and recommendation which can

help the firm to improve the product.

Increase Brand Awareness by various means Increase the font size of stock detail

Add the news on agriculture, logistics and transportation Improve print quality Give more job related advertisements Come up with new creative advertisements Build proper positioning in the minds of the readers

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Publishing their Club and giving membership to regularcustomers.

Make some events with corporate to spread awareness of BS Collaborate with B-schools to provide copy of BS daily at

their home.

WEBSITES: WIKIPEDIA BUSINESS STANDARD

REFERENCE BOOKS : MARKETING MANAGEMENT BY

PHILIP KOTLER