8/3/2019 Full Project 1234
1/61
MEDIA
In advertising context, media means the channels use to communicate the advertisin
messages. For example the cost media and the print media. The various media used b
advertisers to communicate with the audiences is different in a number of aspects such the type of audience they can reach, cost and quantitative factors etc. These are bas
differences among media concerning the rate and the manner in which the information
communicated and can be possessed by audiences.
Marshall McLuhan says, The medium is the message. This means that
advertisement message is interpreted and influenced by the environment in which it
received and communicated an image that is independent of message content. This effect
known as quantitative media effect.
The role of media is to bridge the difference between the message and the receiver. I
effectiveness is judged on the basis of how many people it delivers the message to,
what level of intensity at cost. All measurement of media effectiveness relates to ho
well the message is transmitted and how well it is received. The terms medium and vehic
are of used interchangeably. However medium is a channel or a system of communicatio
such as newspaper or radio. A vehicle is a specific carries within the channel. To illustrat
the times of India is a vehicle within the print medium or star plus is vehicle within the T
medium.
NEWSPAPER
The news paper is a publication devoted chiefly to presenting and communicating
the news. Newspaper provides an excellent means of keeping well informed on curr
events. They also play a vital role in shaping public opinion.
~ 1 ~
8/3/2019 Full Project 1234
2/61
A newspaper is a regularly published print product containing vital to the function
the market it serves. Definitions become more important as traditional newspap
companies move from single-product management to multi product management, oft
under the companys brand typically title of the newspaper.
Newspapers have certain advantages over other major news media like televisio
radio, and new magazines. For instance news paper can cover more news and in mu
greater detail than TV and radio news bulletins. A large daily newspaper provides a gre
variety of information. News stories cover the latest development in field such
government, politics, sports, science, business, arts and much more. Editorials and colum
of opinion comment on relevant day issues. Informative feature article examine a wi
range of subjects including fashion, health, child-care, science and technology e
Providing a daily newspaper requires a greater speed and efficiency. Reporter, editors an
photographers work under a constant pressure of deadlines. A large daily also emplo
many other workers including advertising and sales people, artists, printing press operato
technicians, administrative staff, etc.
What newspaper companies are learning is that the value of what they produce is n
the ink on the paper, but the content, depth, segmentation, credibility and emotion
attributes that are delivered in any distribution channel they choose.
A BRIEF HISTORY OF NEWSPAPER
Newspapers in India started with William Bolts, an ex-employee of the British E
India Company who attempted to start the first newspaper in India in 1776. Bolts had to b
a retreat under the disapproving gaze of the Court of Directors of the Company.
Then, in 1789, James Augustus Hicky started Bengal Gazette, a two-sheet newspap
that publicized the private lives of the Sahibs of the Company. In the newspaper, Hick
even dared to mount scurrilous attacks on the Governor-General and Chief Justice, f
~ 2 ~
8/3/2019 Full Project 1234
3/61
which he was sentenced to one year in prison and fined Rs.5,000, which finally drove hi
to penury. These were the first tentative steps of journalism in India. B. Messink and Pet
Reed were pliant publishers of the India Gazette, unlike their in famous predecessors. Th
colonial establishment started the Calcutta Gazette. It was followed by another priva
initiative, the Bengal Journal.
The Madras Courier was started in 1785 in the southern stronghold of Madra
Richard Johnson, its founder, was a government printer. Madras got its second newspap
when, in 1791, Hugh Boyd, who was the editor of the Courier quit and founded t
Hurkaru. Tragically for the paper, it ceased publication when Boyd passed away within
year of its founding. It was only in 1795 that competitors to the Courier emerged with t
founding of the Madras Gazette followed by the India Herald. The latter was
unauthorized publication, which led to the deportation of its founder Humphreys. T
Madras Courier was designated the purveyor of official information in the Presidency.
In 1878, The Hindu was founded, and played a vital role in promoting the cause
Indian independence from the colonial yoke. Its founder, Kasturi Ranga Iyengar, was
lawyer, and his son, K. Srinivasan assumed editorship of this pioneering newspaper durin
the first half of the 20th century. Bombay surprisingly was a late starter. The BombHerald came into existence in 1789. Significantly, a year later a paper called The Couri
started carrying advertisements in Gujarati.
The first media merger of sorts happened with The Bombay Gazette, which was start
in 1791, merging with The Bombay Herald the following year. Like, The Madras Couri
this new entity was recognized as the publication to carry Official notifications a
Advertisements.
Compared with many other developing countries, the Indian press has flourished sin
independence and exercises a large degree of independence. In 2001, India had 45,97
newspapers, including 5364 daily newspapers published in over 100 languages. T
largest number of newspapers were published in Hindi (20,589), followed by Engli
~ 3 ~
8/3/2019 Full Project 1234
4/61
(7,596), Marathi (2,943), Urdu (2,906), Bengali (2,741), Gujarati (2,215), Tamil (2,119
Kannada (1,816), Malayalam (1,505) and Telugu (1,289). The Hindi daily press has
circulation of over 23 million copies, followed by English with over 8 million copies.
HISTORY OF FIRST INDIAN NEWS PAPER
James Augustus Hickey is considered as the "Father of Indian Press" as he started th
first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazet
in January, 1780. In 1789, the first newspaper from Bombay, the Bombay Herald appear
followed by the Bombay Courier next year (this newspaper was later amalgamated with t
Times of India in 1861).
The first newspaper in an Indian language was the Samachar Darpan in Bengali. Th
first issue of this daily was published from the Serampore Mission Press on May 23, 181
In the same year, Ganga Kishore Bhattacharya started publishing another newspaper
Bengali, the Bengal Gazetti. On July 1, 1822 the first Gujarati newspaper the Bomb
Samachar was published from Bombay, which is still extant. The first Hindi newspaper, t
Samachar Sudha Varshan began in 1854. Since then, the prominent Indian languages
which papers have grown over the years are Hindi, Marathi, Malayalam, Kannada, Tam
Telugu, Urdu and Bengali.
The Indian language papers have taken over the English press as per the latest N
survey of newspapers. The main reasons being the marketing strategy followed by
regional papers, beginning with Eenadu, a Telegu daily started by Ramoji Rao. The sec
reason being the growing literacy rate. Increase in the literacy rate has direct positive ef
on the rise of circulation of the regional papers.
The people are first educated in their mother tongue as per their state in which th
live for e.g. students in Maharashtra are compulsory taught Marathi language and hence t
are educated in their state language and the first thing a literate person does is read pap
~ 4 ~
8/3/2019 Full Project 1234
5/61
and gain knowledge and hence higher the literacy rate in a state the sales of the dominat
regional paper in that state rises. The next reason being localization of news. Indian regio
papers have several editions for a particular State for complete localization of news for
reader to connect with the paper. Malayala Manorama has about 10 editions in Kerala it
and six others outside Kerala. Thus regional papers aim at providing localized news for th
readers. Even Advertisers saw the huge potential of the regional paper market, partly du
their own research and more due to the efforts of the regional papers to make the advertis
aware of the huge market.
RESEARCH DESIGN
OBJECTIVES OF THE STUDY
To know the distribution process to the agents, sub-agents and to fina
consumers.
To ascertain and access the satisfaction of the agents of Deccan Herald and
Prajavani.
To access the firms strength and weakness in different areas of distribution.
~ 5 ~
8/3/2019 Full Project 1234
6/61
To understand the agents expectation.
To make the analysis of survey conducted.
To highlight the importance of agents opinion towards the products and
brief history of the company.
To analyze the marketing elements related to Printers (Mysore) Pvt. Ltd.
METHODOLOGY
A descriptive study was undertaken and survey was conducted to collect data. The
study was conducted about the distribution process in Printers (Mysore) Pvt. Ltd. Threspondents (agents) were selected from local area of Mangalore using the simple random
sampling method.
SAMPLING PLAN
Sampling technique used was simple random sampling where in the entire agent
were from Mangalore.
SAMPLE SIZE
The sample size is taken to be 40. Personal visits were made to get the questionnair
filled at the respondents. This gave an opportunity to interact with the respondents an
understand their views about Printers (Mysore) Pvt. Ltd.
~ 6 ~
8/3/2019 Full Project 1234
7/61
SOURCES OF DATA
The sources used were both primary data and secondary data.
PRIMARY DATA
These are freshly collected data for the first time for a new project, and this happens
be original in character. The primary data in this case has been obtained by meeting t
respondents personally and getting the questionnaire filled by them.
SECONDARY DATA
These are collected and gathered by someone else and which have already be
passed through the statistical process. Secondary data in this case was obtained main
from the company, which has enabled me to get a good understanding about the subje
matter. Internet, journal, magazines were also a very important source of secondary data
TECHNIQUE OF ANALYSIS
Percentage calculation, tabulation, class tables is the technique to analyze the da
collected from the agents. In addition to these tables graphs are also drawn.
PLAN OF ANALYSIS
The primary data collected by survey and informal discussion were analyzed in th
following manner.
~ 7 ~
8/3/2019 Full Project 1234
8/61
The information collected from the questionnaire was tabulated and made into
compact from every comparison and obtain true and correct picture of age
satisfaction.
Various techniques are used to make the comparison much easier and simple.
LIMITATIONS
Since the project is of a very wide area, the actual study is carried out only at Printe
(Mysore) Pvt. Ltd., in Mangalore. The findings and conclusions cannot be generalized
over the country. The study report taken as a sample for the organization.
The study is restricted only to the agents in Printers (Mysore) Pvt. Ltd., Mangalore.
The respondents cannot provide relevant information.
Time constraint.
THE PRINTERS (MYSORE) PVT. LTD
(proprietors of Deccan Herald and Prajavani)
~ 8 ~
8/3/2019 Full Project 1234
9/61
Late Mr. K N Guruswamy
The founder of The Printers (Mysore) Pvt. Ltd
DREAM OF A VISI ONAR Y
Mr. K N Guruswamy had a dream. The year was 1948. The heady days just afte
the nation's independence. Mr. Guruswamy had dedicated his life to truth and impartiality
and he would not rest till his vision took concrete form. The result was The Printer
(Mysore) Private Limited and its publications - Deccan Herald, Prajavani, Sudha an
~ 9 ~
8/3/2019 Full Project 1234
10/61
Mayura. An institution that has completed 50 glorious years of chronicling the joys an
sorrows of the people of Karnataka, India and the world.
Over the years, the group has not forgotten what provides value to readers
Therefore, along with core competency, it satisfies the aesthetic needs of its readers with
innovative layout and design in all its publications. Its well-designed publications achiev
high communication impact by helping the reader cut through all the information clutter
The Group's strong identity is, therefore, the starting point, and not the residue, of any
effort to win and keep readers.
While cementing its traditional strengths, the Group is also geared to face new
challenges and enhance emotional contact with its readers. As the Group believes tha
'change is the only constant', it treats critical thinking as a dynamic process and keeppace with the rapid change in the newspaper and magazine publishing industry.
CORPORATE PHILOSOPHY
The Printers (Mysore) Private Limited continues to give shape to the founder's ideals
acting as an instrument of service to the people. Here, everybody shares in the pursuit o
excellence. And today's widening geopolitical compulsions only make
the job more challenging. A band of hardcore professionals bonded together by team
spirit, the people at The Printers (Mysore) Private Limited are passionate about growt
and compassionate about people.
~ 10 ~
MANAGEMENT OF THE COMPANY
JOINT
MANAGING
DIRECTOR
DIRECTO
R
DIRECTO
R
ADVERTISEMENT
DEPARTMENT
V.P ADVT.
CIRCULATION & H.R.
CURCULATION
DGM-
CURCULATION
DGM-
CURCULATION
AGM-
CURCULATION
8/3/2019 Full Project 1234
11/61
COMPUTERISATION
From manual operations to computerized systems, the Group focuses on Electron
News Transmission and processing. Hence its facility at Bangalore is complet
computerized, right from front end up to billing. It was the first Indian publication
provide notebook computers to all its State correspondents. Moreover, all distr
correspondents have desktops and modems and are connected over I-Net. Since Novemb
1989, Hubli has been a facsimile office - the latest in news publishing the world over. T
Printers (Mysore) Private Limited was the first Indian publication group to introdu
~ 11 ~
DGM-
PRODUCTION
AGM-
PRODUCTION
DECCAN HERALD EDITORIAL
DAPARTMENT
ASSOCI
ATE
SENIOR
EDITOR
SR. NEWS
EDITOR
CORRESPOND
ENT
CHIEF OF
CITY
BUREAU
PRAJAVANI EDITORIAL
ASSOCIATE
EDITOR
PADMARAJ D.
NEWS
EDITOR
NEWS
EDITOR
CHIEF SUB
EDITOR
PRODUCTION
DEPARTMENT
8/3/2019 Full Project 1234
12/61
colour in the main issue. Deccan Herald and Prajavani evolved to colour in 1987 wi
colour supplements. Today both newspapers have special sections on every single day
the week and colour on all days of the week. Both magazines also offer high quality colo
forms for both editorial as well as advertisements.
As Karnataka prepares to be the business nucleus of the 21st century, The Printe
(Mysore) Private Limited is also preparing to keep pace with a sophisticated expansion an
integration programme designed to make each of its publications reflect the true essence
the new Karnataka. With this objective, the Group is now focusing on making
publications superior, not just in terms of the reading material but also in technology an
quality.
TECHNOLOGICAL SUPERIORITY
When it started publication in 1948, Deccan Herald was produced on printin
equipment that was comparable to the best in this part of the country at the time. Fro
stereo rotary machines to linotype composing machines to fully computerized editing an
page production systems and web offset colour printing, it has been striding along t
steady path of modernization. The automation extends today to counting, packaging an
strapping of the printed copies rolling out of the rotary machines. Side by side. Advances
newspaper concepts, content, design and layout have helped Deccan Herald keep pace wi
the rapidly expanding interests of its reader.
WELFARE
The blueprint for rapid growth is appreciation, excellent infrastructure and a healthy
and safe work environment that ensures job satisfaction. The Group cares for its people.
~ 12 ~
8/3/2019 Full Project 1234
13/61
So it has several comprehensive programmes designed to change attitude and behavior an
hone strategic decision making and problem solving skills.
Encouragement received from the Group has helped the DHPV Lalitha Kala Sangha's
troupes to win many major awards and shields in cultural contests at the State level. The
Group's sports squads too have fared well in sports meets and tournaments organized for
the media. A unique feature is the counseling service offered to employees facing crises o
diverse kinds.
REDEFINING EXCELLENCE
Fifty spectacular years of growth, multi-faceted and on target. Fifty years of act
interaction with Karnataka. Its people, their aspirations, and the history they have ma
Today, the Group is poised to stand tall among the newspaper giants of the country.
COMMITMENT TO QUALITY - ISO 9002
As the first step towards total quality, the Group changed its quality control process
from 'reactive' to 'proactive'. And installed a quality system ISO 9001:2000 - model f
quality assurance in production, installation and servicing. With this, the Group has becom
the first publishing house in the country to receive this prestigious certification for all i
facilities. The functions covered in the quality system include advertisement, editoriamaterials, production and training.
TOTAL QUALITY MANAGEMENT (TQM):
~ 13 ~
8/3/2019 Full Project 1234
14/61
The Group believes in Total Quality Management (TQM) which is an effective syste
of integrating quality improvement efforts so as to provide a product that ensures custom
satisfaction. Every section of the organization is therefore geared to face challenges.
common vision, a common mission and common goals bind people together here. N
content with streamlining its day-to-day functioning, the Group is constantly integratin
quality into its corporate strategic planning process.
Every day Deccan Herald touches the lives of the people of Karnataka. Today th
daily shapes the opinions and directs their actions. Deccan Herald was born 54 years ag
when the first edition hit the streets on June 16, 1948. The newspaper was a reflection
the optimism, and a voice of the aspirations of a newly independent nation.
Proud of its regional moorings and responsive to global changes, Deccan Herald
Karnataka's guide to the times we live in. Karnataka and Bangalore hold a special place
the newspaper's scheme of things, but its coverage of national and world happenings
equally comprehensive and analytical. Deccan Herald is also the voice of the poor and t
underprivileged. On its agenda is a relentless campaign against corruption and advocacy
pro-environment economic development.
The very analytical opinion/policy page presents a variety of views on national, staand international issues. Regular columnists and experts in various fields place the late
events in perspective. The well-written editorials are known for their unbiased a
informed commentary on events and developments. The newspaper's human-intere
reports and profiles of interesting personalities give the reader not only news and views, b
~ 14 ~
8/3/2019 Full Project 1234
15/61
also the emotions and the drama behind the happenings. Special sections like Miscellan
On the Beat and Around the City encapsulate offbeat happenings in a short and snap
manner.
SPECIAL SUPPLEMENTS
To each his own - that is the rationale behind Deccan Herald's multi-faceted special
supplements. Each Sunday morning the reader finds three special colour sections waiting
on his doorstep.
SUNDAY HERALD is a supplement with strong thought-provoking and mainstrea
concerns, as well as regular features on consumer issues, green subjects, animal welfar
gardening, bridge, crossword and offbeat travelogues. The Entertainment section of t
Sunday magazine tells the reader about all that's hot and happening in showbiz.
ARTICULATIONS is devoted to literature and art, with in-depth interviews, quali
fiction and book reviews. Articulations also include debates on education.
ECONOMY AND BUSINESS is the weekly round-up of thecountry's industry, trade an
commerce. Using interview based articles and features on international developments fro
foreign publications; it also brings in a global perspective on money matters. The comme
column analyses issues like policy decisions, mergers, takeovers and other corpora
events.
~ 15 ~
8/3/2019 Full Project 1234
16/61
SCIENCE AND TECHNOLOGY carries articles on science, industry, agricultur
development, health, information technology, ecology and research & developmen
Articles are written by experts for the specialist as well as the lay person.
AVENUES are a weekly supplement that focuses on careers, personnel and corporate
management issues. In-depth features on aspects of human resource development and
organizational behavior by management veterans are the section's highlights. Also include
here are appointment advertisements.
SPORTSCENE reviews and previews the sporting action of the week past and the we
ahead. It covers sports personalities, keeps track of developments in sports and profil
regional talent. The supplement unravels controversies and at regular intervals brings
light malpractices and corruption in the sporting arena. Sport scene also has the opini
column which comments on sports related issues. The RESPONSE section gives readers
opportunity to express their opinions on sports matters.
METROLIFE Your bond with Bangalore was started on November 28, 2002. This eig
page tabloid size supplement captures the happenings in and around Bangalore a
contains lively articles on civic issues in the city, eating out, weekend getaways aroun
Bangalore, shopping, fashion, real estate and crime file.
SPECTRUM carries a wide range of articles on the people of Karnataka. Profiles
personalities and development stories from the districts are also included.
~ 16 ~
8/3/2019 Full Project 1234
17/61
LIVING concentrates on the home and family with a look at contemporary life and fora
into the realms of nostalgia. It features changes in lifestyle. Dress codes, home deco
gardening, child rearing, relationships, attitudes, table manners and home remedies.
OPEN SESAME is a fun-filled eight page tabloid for kids packed with some of the be
children's writing from India, do-it-yourself columns, nature notes, riddles, serial stori
that are specially commissioned, everyday science, reflections of school teachers and th
occasional comic strip.
THE WORLD WIDE WEB:
On April 15, 1996, Deccan Herald launched its Internet edition. Today Deccan Hera
reaches out to the world and its innovative and easy to navigate web site is a big hit wi
netizens.
ZONED EDITIONS:
Deccan Herald's several zoned editions serve to cover local news in greater detail and
highlight the developments in these areas, thus being in touch with readers in every regioof Karnataka.
HUBLI PRINTING
~ 17 ~
8/3/2019 Full Project 1234
18/61
Karnataka, the land of culture, also happens to be the land of distances. With th
increase in technological sophistication, The Printers (Mysore) Private Limited has found
solution to this problem. The facsimile edition of Deccan Herald and Prajavani w
launched on November 1, 1989. Edited in Bangalore, the news is sent through high spe
telecommunication lines to Hubli-Dharwar where the paper is printed and distributed.
By using the cutting-edge of technology, like total digital workflow, to its advantag
The Printers (Mysore) Private Limited has made sure that its publications reach readers
this region on time. The Group challenged basic assumptions like the problem of distan
and came up with specific strategies to tap resources using technology as a tool. Three 6KB lines enable quick transmission of data. Offset printers like News line 45 and Coro s
which run on state-of-the-art technology can print up to 40,000 copies per hour. As a resu
circulation has increased and the Group is constantly expanding its market in this regio
Readers in the districts of Dharwad, Karwar, Shimoga, Davangere, Bijapur, Bellary an
Belgaum welcome the day with Deccan Herald and Prajavani.
HYDERABAD-KARNATAKA EDITION
In addition to Bangalore and Hubli printing, Deccan Herald and Prajavani start
printing a separate Hyderabad-Karnataka edition in Hyderabad on June 15, 1999
facilitate the readers of the northern Karnataka districts of Gulbarga, Bidar and Raich
getting their papers well in time. The printing was shifted to Gulbarga on March 11, 2001
MANGALORE EDITION
~ 18 ~
8/3/2019 Full Project 1234
19/61
To serve the interests of the readers in coastal Karnataka and to ensure that they g
their favorite newspaper at the crack of dawn, the Group set up a printing plant
Mangalore and started printing a separate edition on August 25, 2000. The number
editions, districts served and copies printed from these centers are as follows.
BELUR PLANT: Four editions. Serves districts of Bellary, Koppal, Raichur, Bijap
(part), Bagalkot, Davangere, Shimoga (part), Uttara Kannada, Belgaum, Haveri, Gadag a
Dharwad.
MANGALORE PLANT: Two editions serve the districts of Chikmagalur, Shimo(part), Kodagu, Udupi and Dakshina Kannda besides Kasargod.
GULBARGA PLANT: Two editions. Serves the districts of Raichur, Bidar, Bijapur (pa
and Gulbarga.
~ 19 ~
8/3/2019 Full Project 1234
20/61
MARKETING CONCEPT
Recently, i.e., especially after 1950 the concept of marketing has undergone a gre
change. Today marketing is not considered as a mere physical process or set of activiti
connected with the exchange of goods. It is considered as the philosophy of business. It
connected with the creation of consumers, i.e., identifying the needs of the consumers an
organizing the business accordingly to meet the needs of the consumers. In short, mode
marketing is consumer oriented.
Modern marketing is consumer oriented. That is, it is designed to satisfy the needs
the consumers. The consumer-oriented marketing is a difficult task. For its success (i.e.,
the satisfaction of the needs of the consumers), every business concern has to determ
Marketing mix. Marketing mix is the mixing is the mixing, blending or combination of
four inputs of marketing, viz., the product, price, promotion and place or phys
distribution.
CONCEPT OF MARKETING STRATEGY
~ 20 ~
8/3/2019 Full Project 1234
21/61
Marketing strategy is a method of focusing an organization's energies and resour
on a course of action which can lead to increased sales and dominance of a targeted mar
niche. A marketing strategy combines product development, promotion, distribution, pric
relationship management and other elements; identifies the firm's marketing goals,
explains how they will be achieved, ideally within a stated timeframe. Marketing strat
determines the choice of target market segments, positioning, marketing mix, and allocat
of resources.
The marketing and sales organization is analyzed for its strengths and curr
activities. For the sale or promote the new products the marketing department of
company is very important. Factors to consider include:
Experience of Marketing/Sales manager including contacts in the indu
(prospects, distribution channels, media), familiarity with advertising and promoti
personal selling capabilities, general management skills and a history of profit
loss responsibilities.
The ability to generate good publicity as measured by past successes, contacts in
press, quality of promotional literature and market education capabilities.
Sales promotion techniques such as trade allowances, special pricing and contests.
The effectiveness of your distribution channels as measured by history of relatio
the extent of channel utilization, financial stability, reputation, access to prospe
and familiarity with your offering.
Advertising capabilities including media relationships, advertising budget, p
experience, how easily the offering can be advertised and commitment
advertising.
Sales capabilities including availability of personnel, quality of personnel, locat
of sales outlets, ability to generate sales leads, relationship with distributors, abi
to demonstrate the benefits of the offering and necessary sales support capabilities.
~ 21 ~
8/3/2019 Full Project 1234
22/61
The appropriateness of the pricing of your offering as it relates to competition, pr
sensitivity of the prospect, prospect's familiarity with the offering and the curr
market life cycle stage.
ELEMENT OF MARKETING MIX
Marking Mix
Product Price Promotion Place
1) Product: The product is the most important element of marketing mix. In fac
the product is the starting point of all marketing activities. The other marketi
efforts will become useless unless the nature of the product intended for sale
determined and all policies pertaining to the product are properly decided. Th
term product covers the characteristics, shape, design, packaging, branding, an
the product range, the utility of the product and the guarantee and servi
accompanying the product.
2) Price: Price of the products of business concern is a very important element
its marketing mix. Price of the product is of great importance to the seller as we
as consumers. Price of a product is the amount of money for which a produ
can be exchanged. In other words, it is the money value of the product. Pricin
means fixation of the price of a product.
3) Promotion: Promotion means communication with customers to persuade the
to buy a product. Promotion includes the various means of marketi
~ 22 ~
8/3/2019 Full Project 1234
23/61
communication such as advertising, publicity, personal selling and sal
promotion through displays, sales contests, gift coupons etc.
4) Place (Distribution): Physical distribution is an important element of marketin
mix. It is concerned with making available the goods to the customer at the
places. Place or physical distribution covers the various channels of distributi
like the wholesalers and the retailers, the places where the products should
made available to the customers and the physical distribution (i.e., transportatio
warehousing and storage and handling) of the products.
There are some distribution methods which the consumers will use while buying
products. These include:
On-premise Sales involves the sale of your offering using a field sales organizat
that visits the prospect's facilities to make the sale.
Direct Sales involves the sale of your offering using a direct, in-house s
organization that does all selling through the Internet, telephone or mail order conta
Wholesale Sales involves the sale of your offering using intermediaries or "midd
men" to distribute your product or service to the retailers.
Self-service Retail Sales involves the sale of your offering using self service re
methods of distribution.
Full-service Retail Sales involves the sale of your offering through a full service re
distribution channel.
INTRODUCTION TO DISTRIBUTION CHANNELS
Distribution channels are probably the most viable aspect of any companys marketin
efforts. A recent estimate puts the number of retail outlets in India at 5 millions. The reta
~ 23 ~
8/3/2019 Full Project 1234
24/61
industry provides livelihood to more than 15 million people in the country. If one includ
in this the number of distributors, wholesaler, agents including the army of life insuranc
agents, transporters, warehouse keepers, and all other entities involved in the distributi
of products and services to the end consumers, one might end up with a mind-bogglin
number. In its contribution to the economy, the sector is far too significant to ignor
Though many people tend to undermine the significant role of the sector, the n
contribution in terms of critical services it renders to the society cannot be ignored. Wh
the manufacturing sector is always given the credit for accelerating the rate of econom
growth and encouraging developmental activities, what is often ignored is t
indispensability of the distribution sector in sustaining the manufacturing sector.
The distribution function is currently undergoing tremendous changes in terms of bo
its span and productivity. As has already happened in the case of manufacturing activitie
modern technology is fast transforming this sector beyond recognition. The focus of a
these changes is number of benefits or delivering the benefits at lower rates. The intern
has enabled manufacturers to perform several distributionrelated activities without t
need for employing intermediaries. While this argument is certainly worth considering, t
need to gain efficiency by way of specialization has blunted this argument to a certaextent.
MEANING OF CHANNELS OF DISTRIBUTION
Channels of distribution refers to the pathway, path or route taken by goods as th
flow or move from the point of production to the point of consumption. In other words, it
the pipeline for goods in their flow from producers to the final consumers. In short, it is throute through which the title to the product passes from the producer, the first owner, to t
ultimate consumer, the last owner.
~ 24 ~
8/3/2019 Full Project 1234
25/61
NEED FOR AND IMPORTANCE OF CHANNELS OF DISTRIBUTION
The need for and the importance of the channels of the channels of distribution is cle
from the role they play and the functions they perform in the marketing of goods.
Channels of distribution play a very important part in the marketing of goods. Th
importance in the marketing of goods is follows:
i. Channels of distribution serve as a bridge between the producer and the producer a
the final consumers or industrial users, in the sense that it is though the channels
distribution that the producers deliver their goods to the ultimate consumers or user
ii. The channels of distribution help to move the goods from one place to another, a
thereby, and place utility to the goods.
iii. They bring the goods to the final consumers or users, whenever they want them, an
thereby, and time utility to goods.
iv. They help in the transfer of title to goods, and thereby, create possession
ownership utility.
v. They make the goods available to the consumers in convenient unit or size, packag
etc., and thereby, add to the convenience of the consumers
vi. They have vital impact on decision making in all areas of marketing. That is, t
channel decisions determine the size of the sales force, type of sales force, etc.
FUNCTIONS OF CHANNELS OF DISTRIBUTION
i. They facilitate the physical movement of goods from the point of production to t
point of consumption.
ii. They undertake storage of goods.
iii. They transfer or help in the transfer of title to the goods.
~ 25 ~
8/3/2019 Full Project 1234
26/61
iv. They provide information to the buyers about the availability, features, uses and t
prices of goods in the channel of distribution.
v. They assemble a large variety of goods manufactured by different manufacture
store them, and sort out those goods into small lots or packages which a
convenient to small consumers.
vi. They perform the physical handling activities like transportation, ware housing, e
vii.They undertake financing of marketing activities. For instance, the wholesale
make advance payments to the manufacturers along with their orders. They al
sell goods on credit to retailers.
viii.They undertake the risk involved in marketing activities
ix. .The intermediaries or middlemen provide specialized services of personal sellingx. The intermediaries play an important role in fixing the prices of goods at leve
acceptable to the producers and the final consumers.
IMPORTANT CHANNELS OF DISTRIBUTION
The channels of distribution may be broadly divided in to two categories.
Agent Middleman
Wholesaler Agent middleman
Wholesaler Agent
Middleman
Retailer Retailer Retailer Retailer
~ 26 ~
Manufacturers or Producers
Final Consumers
8/3/2019 Full Project 1234
27/61
1) Direct selling by the manufacturers or producers to the final consumers:
Under this method, the manufacturers or producers sells his products directly to
the final consumer or industrial users without the help of any middlemen. In other
words, under this method, goods move from the manufacturer or producer to the
final consumers or industrial users directly without any middlemen, either merchan
middlemen or agent middlemen entering in to channel.
Direct selling by the producers to the consumers may take any of the following
forms:
(a) Sale at the producers factory or production point.
(b) Sale through manufacturers or producers own retail stores opened at differe
places.(c) House-to house sale or door-to-door sale through own sales force.
(d) Sale by the mail order method, i.e., sale through mail or post.
(e) Sale through mechanical devices or automatic vending machines kept at importa
places where people gather in large numbers.
Direct selling is common in the case of industrial marketing, i.e., in the case
marketing of machines, fabricating parts, equipments, operating supplies and industriraw materials. It is also undertaken in the case of marketing of agriculture commoditie
especially by small producers. But it is not an important channel for the marketing
manufactured consumer goods.
2) Indirect Selling, i.e., selling through Middlemen
Under this method, the manufacturer or producer sells his goods to the fin
consumers not directly by himself, but through one or more intermediaries or middleme
Indirect selling comprises the following channels:
(a) Manufacturer or Producer-Retailer-Consumer Channel.
~ 27 ~
8/3/2019 Full Project 1234
28/61
(b) Manufacturer or Producer -Wholesaler-Retailer-Consumer Channel.
(c) Manufacturer or Producer-Agent Middleman-Wholesaler-Retailer-Consumer
Channel.
(d) Manufacturer or Producer-Agent Middleman-Retailer-Consumer Channel.
(e) Manufacturer or Producer-Agent Middleman-Consumer Channel.
(a) Manufacturer or Producer-Retailer-Consumer Channel.
Under this channel, goods are sold by the manufacturer or producer directly
the retailers, by passing the wholesalers (i.e., without using the services of the wholesaler
and the retailers, in turn, sell the goods to final consumers or users.
This is a short trade channel. This channel is aimed at the elimination wholesalers. It has become popular with the growth of large retail organizations li
department stores, multiple shops, super markets, etc.
It is an important channel of distribution for manufactured consumer goods. It is, usuall
adopted by the manufactures of specialty and shopping goods who deal with a few larg
scale retailers. It is also used for the distribution of ready-made garments, foot-wear
certain types of food products, etc.
(b) Manufacturer or Producer -Wholesaler-Retailer-Consumer Channel.
Under this channel, goods move from the manufacturer producer to t
wholesaler, from the wholesalers to the retailers and from the retailers to the ultima
consumer or users.
This is the traditional and the most common channel of distribution f
manufactured consumer goods like drugs, stationery articles, hardware, cloth, tobacproducts, etc. it is also important for the distribution of groceries. This channel finds fav
with small manufactures and small retailers.
(c) Manufacturer or Producer-Agent Middleman-Wholesaler-Retailer-Consum
Channel.
~ 28 ~
8/3/2019 Full Project 1234
29/61
Under this channel, the manufacturer or producer sells his goods, through his age
(i.e., an agent middleman) to the wholesalers. The wholesalers sell the goods to t
retailers, and the retailers, in turn, sell the goods to the final consumers.
It may be noted that the agent middleman, i.e., the manufacturer's agent, does n
purchase the goods from the manufacturer and resell the same to the wholesalers in the ow
name. He merely acts as the sales agent or representative of the manufacturer and helps
the movement of goods from the manufacturer to the wholesalers on commission basis.
This channel also is in important channel of distribution of manufactured consum
goods. This channel is, usually, followed by manufacturers or producers who cannot affo
to have their own sales force.
(d) Manufacturer or Producer-Agent Middleman-Retailer-Consumer Channel.
Under this channel, a manufacturer, instead of using the services of th
wholesalers, uses the services of his goods to the retailers, especially large retailers. Th
retailers, in turn, sell the goods to the ultimate consumers. That means, under this chann
the wholesalers are eliminated, and the functions of the wholesalers are performed by age
middlemen.
This channel is, generally, used for the distribution of manufactured goods. It
usually, adopted by manufacturers who cannot afford to have their own sales force.
(e) Manufacturer or Producer-Agent Middleman-Consumer Channel.
Under this method, the manufacturer or producer entrusts the entire work of sellin
his products to mercantile agents like commission agents and brokers. In other words, t
manufacturer or producer sells his goods to consumers through mercantile agents.This method is followed by manufacturers or a producer who cannot afford to hav
their own sales force. This channel is popular in the case of marketing of industrial good
It is also used in the marketing of manufactured consumer goods.
~ 29 ~
8/3/2019 Full Project 1234
30/61
CUSTOMER SATISFACTIO N AS A INTRODUCTION TO AGENTSS ATISFACTION
Customer satisfaction, a business term, is a measure of how products and servi
supplied by a company meet or surpass customer expectation. It is seen as a
performance indicator within business and is part of the four perspectives of a Balan
Scorecard. In a competitive marketplace where businesses compete for custom
customer satisfaction is seen as a key differentiator and increasingly has become a k
element of business strategy.
To satisfy the consumers of the any organization or a company, agents
intermediaries are required. So the agents satisfaction will be the important element
the marketing. So there should be an agent satisfaction.
There is a substantial body of empirical literature that establishes the benefits
agent satisfaction for firms. Organizations need to retain existing customers w
targeting non-customers so, they required the middlemen or the agents. Measur
customer satisfaction provides an indication of how successful the organization is
providing products and services to the marketplace and measuring the agent satisfact
provides the details of the success of the company in the market. Agent satisfaction is
abstract concept and the actual manifestation of the state of satisfaction will vary fr person to person and product/service to product/service. The state of satisfac
depends on a number of both psychological and physical variables which correlate w
satisfaction behaviours such as return and recommend rate. The level of satisfaction
also vary depending on other factors of the agents, such as other products aga
which the agents can compare the organization's products.
The usual measures of agent/customer satisfaction involve a survey with a set
questions. The agent/customer is asked to evaluate each statement in terms of th
perception and expectation of performance of the service being measured.
IMPROVING AGENT SATISFACTION
~ 30 ~
8/3/2019 Full Project 1234
31/61
Published standards exist to help organizations develop their current levels
agent/customer satisfaction. The International Customer Service Institute (TICSI)
released The International Customer Service Standard (TICSS). TICSS enab
organizations to focus their attention on delivering excellence in the management
customer service, while at the same time providing recognition of success through a
Party registration scheme. TICSS focuses an organizations attention on delivering increa
customer satisfaction by helping the organization through a Service Quality Model.
There are 5 P's - Policy, Processes, People, Premises, Product/Services, as well
performance measurement. The implementation of a agents service standard should lea
higher levels of agent satisfaction, which in turn influences agent retention and agent loya
MARKETIN G CONCEPT TO A NEWSPAPER ORGANIS ATION
The success of a newspaper organization depends not only on its journalistic produ
printing technology and efficient and trained human resources but also on its marketi
strategies. The marketing concept says that the company will be proper only as long as
has consumers, products or services that satisfy their needs and wants at prices they a
willing to pay at profit to the company. The publisher of a newspaper need to know th
public acceptance of its news, features, editorials and advertisements.
~ 31 ~
8/3/2019 Full Project 1234
32/61
The newspaper circulation or distribution department must apply the marketin
concept to circulate the newspaper as much as possible. The more competition amon
newspapers will decrease the demand, so necessary action must be taken to increase t
sales. The needs, likes and dislikes of the people at large must be studied and services mu
be provided by the concerned department to satisfy the consumers. Efforts must be made
create more and more customers.
THE DISTRIBUTION (CIRCULATION) DEPARTMENT OF TH E COMPANY
The distribution department of a Printers (Mysore) Pvt. Ltd is a major department and
is usually headed by a major executive, the circulation manager. Since the newspape
ultimately stands or fails on the basis of the number of steady readers. The circulation
department looks after the dispatch and distribution of newspapers. The distributio
department of Printers (Mysore) Pvt. Ltd has any or all of the following subdivision
under its supervision:
City circulation: It involves the circulation of the newspapers to the agents or t
destination points through the help of transport facilities. It should maintain th
daily records of daily newspapers. It should keep the good relation with the field
staff, agents, reporters and the consumers.
Sales promotion: Promotion is essentially made by the company to increase th
sales of newspapers. Promotion is usually done by distribution department. I
usually coordinates the promotional activities of the organization.
To increase the sale of newspapers in the market the distribution department wil
helpful.
By encouraging the agents and sub agents to sell more effectively.
By providing those with special benefit schemes for better performance.
~ 32 ~
8/3/2019 Full Project 1234
33/61
By conducting the readership survey in the market.
By conducting a comparative study of newspapers.
By making other interesting forms of publicity.
RESPONSIBILITIES OF THE DISTRIBUTION DEPARTMENT OF THE CO.
To ensure the newspapers is dispatched to different points at the right time.
To arrange for the mode of transportation to distribute.
To ensure that the newspapers reaches the destination at the specified time.
To appoint the field person, reporters and agents.
To collect the bill of payments from the agents.
To check out the ways and means to increase the distribution of newspapers
Interact with the readers and their view points and suggestions.
CHART SHOWING PROCESS OF DISTRIBUTION OF THE NEWSPAPERS.
The below chart shows the process of distribution in Printers (Mysore) Pvt. Ltd.
~ 33 ~
Agent Indent
Preparing Print Order
Printing
8/3/2019 Full Project 1234
34/61
~ 34 ~
Packing
Transportation
Agents
Sub Agents
Consumers
8/3/2019 Full Project 1234
35/61
1. Agents Indent :
Before undertaking any work, pre-planning of activities is important. Similarlbefore printing the newspapers important thing which the manufacturer should kno
is how much to print. So, the respected areas agents should give the indent copy
producers. Indent copy is the statement which contains the number of newspape
which they need to circulate to their respected areas. So, all the agents must give t
indent copy within 5 pm everyday.
2. Preparing Print Order:
After getting the indent from the agents, the printing order should be made by th
respected departments. And those print orders should be sent to press for printing
Deccan Herald and Prajavani newspapers.
3. Printing:
The Printers (Mysore) Pvt. Ltd is having well sophisticated infrastructure for th
printing of their newspapers near Baikampady, Mangalore. For the sake of printin
each and every information is to be collected by the news reporters of the respecte
newspapers. There are totally 7 reporters in Deccan Herald and 14 in Prajavani. F
each reporters work assignment will be given by Bureau Chief. According to th
they should get the information within a specified time. And that information will b
sent to the press for printing. And the printing activities will be ended within 2 am.
~ 35 ~
8/3/2019 Full Project 1234
36/61
4. Packaging:
The company has started computerized packing services which help the workea lot. The respected department should maintain the print orders which are sendi
by the head office. According to that computerized packing will be done by t
respected departments.
5. Transportation:
To make any distribution activities successful the transportation is very usefu
Likewise, The Printers (Mysore) Pvt. Ltd is having 16 vans to circulate all over t
Mangalore division, which consist of Chikmagalur, Shimoga (part), Kodagu, Udu
and Dakshina Kannda besides Kasargod.
6. Agents:
Agents are the main person who is helpful in distributes the newspapers. Th
Printers (Mysore) Pvt. Ltd is presently having 700 and more agents for Deccan Hera
and Prajavani. These agents are selected from the Field Person and finally appoint
by the Distribution Manager. And they will be paid on the commission basis which
to be paid by the company on the basis of their sales. The main aim to having t
agents is to distribute the newspapers as much as possible.
~ 36 ~
8/3/2019 Full Project 1234
37/61
7. Sub Agents:
Sub Agents are the important person supply the newspapers to final consume
These sub agents are selected by the agents of the respected areas. These sub agen
will be paid on the commission basis and which is to be paid by the agents.
8. Consumers:
The consumers are the important elements for the success of any business relat
activities. Deccan Herald is presently having highest number of consumers Mangalore Division.
Daily consumers for Deccan Herald:
In Karnataka: 225000
In Mangalore Division: 15000
In Mangalore City: 6000
Daily consumers for Prajavani:
In Karnataka: 480000
In Mangalore Division: 33000
In Mangalore City: 3500
~ 37 ~
8/3/2019 Full Project 1234
38/61
DATA ANALYSIS
The data analysis was conducted among the agents who were able to answer m
questionnaire. This data analysis is to find out the satisfaction among the agents. The da
which is gathered are classified, tabulated and presented in the form of tables, diagram
with the interpretation and analysis. Analyses of each questionnaire are classified below
A graph gives us a clear view of the data that is tabulated. The data is also represent
in the form of diagrams, graphs and it can be in the form of diagrams such as b
diagrams, pie chart etc. With the help of graphs and diagrams we are able to see t
different data that is being tabulated.Hence, graphs and diagrams serve us the easy way to grasp the more information
the short period of time.
1. Table showing the classification of agents by age group.
~ 38 ~
8/3/2019 Full Project 1234
39/61
Analysis:
From the above figure we can see that, there is more number of respondents from the
category 25-30 that is 37.5% of the total respondents. Lowest respondents were from the
group above 40 that is 17.5%. From the age group 30-40 there are 25% of respondents
there were 20% of respondents are from the age group within 25.
2. Table showing classification
agents by sex.
~ 39 ~
Age Group No. of
Respondents
Percentage
Within 25 08 20
25-30 15 37.5
30-40 10 25
Above 40 07 17.5
Total 40 100
Sex Respondents Percentage
Male 38 95
Female 02 5
Total 40 100
8/3/2019 Full Project 1234
40/61
Analysis:
The above table shows that 95% total respondents are male, and they are highes
number. And there are only 5% female agents. By this it can be said that, male memb
are highest in numbers.
3. The table
showing
qualification
of the agents.
Analysis:
The analysis of this above table shows that most of the agents completed matriculatio
that is 50% of total respondents. 7.5% of total respondents were under graduate. An
12.5% of total respondents were completed graduation. And 30% of the respondents we
from other qualification.
4. Table showing the preference of the agents to take the agency.
~ 40 ~
Qualification Respondents Percentage
Matriculation 20 50
Under Graduate 03 7.5
Graduate 05 12.5
Others 12 30
Total 40 100
8/3/2019 Full Project 1234
41/61
Analysis:
From the above table it is clear that, 52.5% of the agents took the agency because
friends/relation and it is highest in numbers. 30% of the agents took the agency because
advertisement which they came to know from advertisements. 17.5% of the agents to
because of other reason and they are less in numbers.
5. Table showing the English newspaper agencies that the agents deal with.
Daily English
Newspaper
Respondents Percentage
Deccan Herald 18 45
The Hindu 09 22.5
The Times of India 10 25
All The Above 03 7.5
Total 40 100
~ 41 ~
particulars Respondents Percentage
Advertisement 12 30
Friends/Relation 21 52.5
Others 07 17.5Total 40 100
8/3/2019 Full Project 1234
42/61
Analysis:
From the above table it is clear that, 45% of the total respondents have the agency
Deccan Herald which is more in number. 22.5% of total respondents have the agencythe Hindu. 25% of the total respondents have the agency of The Times of India. And o
7.5% of the total respondents have the agency of all the mentioned newspapers.
6. Table showing
Kannada newspa
agencies that he age
deal with.
Analysis:
The analysis of above table shows that 40% of the respondents have the agency
Prajavani which is more in number. 32.5% of the respondents have the agency
Udayavani. 17.5% of the respondents have the agency of Vijay Karnataka. And only 1
of the total respondents have the agency of all the newspapers which is mentioned.
~ 42 ~
Daily Kannada
Newspaper
Respondents Percentage
Prajavani 16 40
Udayavani 13 32.5
Vijaya Karnataka 07 17.5
All The Above 04 10
Total 40 100
8/3/2019 Full Project 1234
43/61
7. Table showing opinion of the agents to take the agency of the company.
Particulars Respondents Percentage
Good Commission 12 30
Influenced by
friends/relatives
06 15
Better Working Condition 04 10
Other 18 45
Total 40 100
Analysis:
From the above statistical data it is clear that 30% of the respondents took the age
because of good commission. It shows that 15% of the respondents are influencedfriends/relatives, 10% the respondents are took because of better working condition. A
45% of the total respondents are took the agency because of other purposes.
8. Table showing opinion of the agents towards the opportunity to participate
management.
~ 43 ~
Particulars Respondents Percentage
Yes 22 55
No 18 45
Total 40 100
8/3/2019 Full Project 1234
44/61
Analysis:
From the above statistical data it is found that, 55% of the agents given the posit
feedback towards the opportunity to participate in management, these agents are highes
numbers. And 45% of the agents felt that they dont have the opportunity to participatemanagement.
9. Table showing the experience of the agents in the field of a distribution.
NO. of Years Respondents Percentage
Within 1 year 03 7.5
1-2 year 14 3.5
2-4 year 15 37.5
More than 4 yr 08 20Total 40 100
Analysis:
From above table we can say that, 37.5% of the respondents have the experience of 2
years which is highest in numbers. 7.5% of the respondents have the experience of within
~ 44 ~
8/3/2019 Full Project 1234
45/61
year, 3.5% of the respondents have 1-2 year. And 20% of the respondents have t
experience of more than 4 years.
10.Table showing the opinion of the agents towards the commission paid by the
company
Particulars Respondents Percentage
High 18 45
Satisfactory 20 50
Low 02 05Total 40 100
Analysis:
As per the above table, 45% of the respondents were highly satisfied with
commission paid by the company. 50% of the respondents were just satisfied. And 5%
the respondents feel that the commission rate is very low.
11.Table showing the opinion of the agents towards the satisfaction of time schedule distribution.
~ 45 ~
Particulars Respondents Percentage
Yes 31 77.5
No 09 22.5
Total 40 100
8/3/2019 Full Project 1234
46/61
Analysis:
From the above table we can say that, 77.5% of the respondents were satisfied w
the time schedule of the company for distribution, and they are in more numbers. O
22.5% of the respondents were not satisfied with the time schedule.
12.Table showing the opinion of agents regarding time schedule of getting newspa
for distribution.
Particulars Respondents Percentage
Before 4 am 12 30
4-5 am 21 52.5
5-6 am 07 17.5
After 6 am 00 00
Total 40 100
Analysis:
~ 46 ~
8/3/2019 Full Project 1234
47/61
From the above statistical data it can be determine that 30% of the respondents w
getting the newspaper within 4 am. 17.5% of the respondents were getting within 5-6
52.5% of the respondents were getting within 4-5 am which is in high number. And
respondents were getting the newspapers after 6 am
13. Table showing the opinion of the agents towards the benefits provided by
company.
Analysis:
From the above statistical data it can say that 5% of the respondents were getting
transport facility. 62.5% of the respondents were getting the extra commission for m
sales. And 32.5% of the respondents were getting the other incentives.
14. Table showing the relation ship of the agents with the supervisor.
~ 47 ~
Particulars Respondents Percentage
Transport Facility 02 5
Extra Commission 25 62.5
Other Incentives 13 32.5
Total 40 100
8/3/2019 Full Project 1234
48/61
Analysis:
As per the
above table it can be determine that 70% of the respondents have the good relation with
supervisor. Only 30% of the respondents were just satisfied with the relationship with
supervisor. And no respondents have the bad relationship.
15.Table showing the opinion of the agents towards the problem with supervisor.
Analysis:
~ 48 ~
Particulars Respondents Percentage
Good 28 70
Satisfactory 12 30
Bad 00 00Total 40 100
Particulars Respondents Percentage
Yes 04 10
No 36 90
Total 40 100
8/3/2019 Full Project 1234
49/61
From the above figure we can see that, 90% of the respondents dont have a
problem with the supervisor and only 10% of the respondents have some problem with
supervisor. So it is clear that, most of the respondents dont have any problems with
supervisor.
16.Table
showing
the
opinion
of therespondents towards the grievance handling procedure.
Analysis:
From the above table we can say that, 70% of the respondents were happy with
grievance handling procedure of the company. And only 30 % of the respondents w
not at all satisfied with the grievance handling procedure.
~ 49 ~
Particulars Respondents Percentage
Yes 28 70
No 12 30
Total 40 100
8/3/2019 Full Project 1234
50/61
17. Table showing the satisfaction of the agents towards rules and regulation of
company.
Analysis:
From the above figure we can say that 85% of the respondents were satisfied with th
rules and regulation of the company for distribution. And 15% of the respondents were n
at all satisfied.
18. Table showing opinion of agents regarding stress in work.
~ 50 ~
Particulars Respondents Percentage
Yes 34 85
No 06 15
Total 40 100
Particulars Respondents Percentage
Yes 37 92.5
No 03 7.5Total 40 100
8/3/2019 Full Project 1234
51/61
Analysis:
From the above statistical data it is clear that, 92.5% of the respondents have the stre
in their work. But the 7.5S% of the respondents feels that there is no stress in work. It h
been clear that more number of agents have stress in their work.
19. Table showing the opinion of the agents towards the welfare measures of
company.
Analysis:
The above table shows that, 92.5% of the respondents felt that they were satisfied with
welfare measures, and they are in highest numbers. And only7.5% of the respondents w
not satisfied with the welfare measures.
20. Table showing the opinion of the agent about working environment.
~ 51 ~
Particulars Respondents Percentage
Yes 37 92.5
No 03 7.5
Total 40 100
8/3/2019 Full Project 1234
52/61
Analysis:
The above table shows that 22.5% of the respondents have excellent work
condition. 40% of the respondents feel that they have good working condition, 20% of
respondents have just satisfied. And 17.5% of the respondents have unsatisfied about
working condition.
21. Table showing the rate of satisfaction level of the agent about the company.
Particulars Respondents Percentage
Excellent 04 10
Good 18 45
Satisfactory 16 40
Unsatisfactory 2 05
Total 40 100
~ 52 ~
Particulars Respondents Percentage
Excellent 09 22.5
Good 16 40
Satisfactory 08 20Unsatisfactory 07 17.5
Total 40 100
8/3/2019 Full Project 1234
53/61
Analysis:
From the above table it is clear that 10% of the respondents have excellent opinion ab
the company. 45% of the respondents have good opinion, which is in highest numbers. 4
of the respondents were just satisfied with the company. And 5% of the respondents wnot satisfied.
FINDINGS
Following are my findings after collecting the feedback from the agents
Printers (Mysore) Pvt. Ltd.
There is good channel of distribution from agents till final consumers.
Most of the respondents were completed the matriculation, and those responden
who were completed the under graduation is less in numbers.
Majority of the respondents have the agency of the Deccan Herald the English dai
newspaper and Prajavani Kannada daily newspaper.
Satisfaction level is found to be very high with commission paid by the company.
Majority of the respondents have the work experience of 2-4 years. So, it will bvery helpful to company to increase sales.
It is found that more number of respondents get the extra commission as the ext
benefits from the company, but less number of respondents get the transport facili
from the company.
~ 53 ~
8/3/2019 Full Project 1234
54/61
It is found that, more number of respondents gets the newspaper within 5 am, and n
respondents get the newspaper after 6 am.
Majority of the respondents have the good relation ship with the supervisors.
It is found that, most of the respondents have the good opinion about the company.
SUGGESTIONS
Printers (Mysore) Pvt. Ltd, is doing very well with many agents and its customers
an around Mangalore. But yet there are few suggestions that I would like to make for th
betterment of the company on regard of my personal assessment and survey conducted.
The researcher feels that transport facility should be provided to the agents a
sub-agents for distribution of newspapers.
It is suggested that the newspapers is to be reach the agents on time.
It is suggested that the rate of commission should be increase which is to be paid
the agents.
From the survey it is clear that most of the respondents need counseling and gener
meeting monthly.
It is suggested that to give some of the ideas to the agents and subagents to increathe supply of the newspapers.
~ 54 ~
8/3/2019 Full Project 1234
55/61
CONCLUSION
Printers (Mysore) Pvt. Ltd is a very well established business unit having large numb
of satisfied agents. It has all the making to grow from strength to strength and becom
bigger and financially stronger.
The city Mangalore is a very good market for newspapers. The growth trend in over
market is good. This healthy trend goes about to show that the process of distributionis st
growing, so it can be said that there will be good market for newspapers.
The agents of Printers (Mysore) Pvt. Ltd are very happy with the working condition an
their agency. There are some of the agents who were not satisfied with the agency, th
company should take measures to change their attitude towards their work so that they p
their full efforts and help in achieving company goals and objectives. They have man
years of experience in the field of newspapers. So, they can understand the agen
expectation. So they can take necessary measures to fulfill those expectations.
Finally, it can be said that the agents are satisfied with their work and this study w
successful to find out the process of distribution and the level of satisfaction of the agen
of the company.
~ 55 ~
8/3/2019 Full Project 1234
56/61
Dear Respondent,
I am Laxminarayan Prabhu student of III rd BBM studying at SDM
College of Business Management Mangalore. I am conducting study on Age
Satisfaction Regarding Distribution in THE PRINTERS (MYSORE) PVT. LTD.
kindly request you to give your esteemed opinion for the following questions:
1. Name:2. Age:
3. Sex:
4. Qualification:
Matriculation
Undergraduate
Graduate
Others
1. How did you get to know about this company?
Advertisement
Friends/Relation
Others, specify
1. Which are the newspaper agencies do you deal with?
English Newspapers Kannada Newspapers
Deccan Herald. Prajavani
The Hindu Udayavani
~ 56 ~
8/3/2019 Full Project 1234
57/61
The Times Of India Vijay Karnataka
All The Above All The Above
1. Give the reason for your preference to take the agency of this company?
Good Commission
Influenced by friends/relative
Better working condition
Others, specify
1. Do they give you an opportunity to participate in management?
Yes
No
1. Since how many years do you have the agency?
Within 1 year
1-2 years
2-4 years
More than 4 years
1. How do you find the commission paid by the company?
High
Satisfactory
Law
1. Are you comfortable with the time schedule for distribution?
Yes
No
~ 57 ~
8/3/2019 Full Project 1234
58/61
1. At what time you are getting the newspapers for distribution?
Before 4 am
4-5 am
5-6 am
After 6 am
1. Which of the following benefits are provided by the company to distribu
newspapers?
Transport Facilities
Extra Commission For More sales
other incentives, specify
1. How is your relationship with the supervisor?
Good
Satisfactory
Bad
1. Have you come across with any problem with the supervisor?
Yes
No
1. Are you happy with the grievance handling procedure?
Yes No
1. Are you satisfied with the rules and regulations of the company to distribute t
newspapers?
~ 58 ~
8/3/2019 Full Project 1234
59/61
Yes
No
1. Do you need any change in the regulation of the company for distribution?
Yes
No
1. Do they give lots stress to you when you are at work?
Yes
No
1. Are the welfare measures sufficient?
Yes
No
21. How is your working environment?
Excellent
Good
Satisfactory
Unsatisfactory
22. Rate the satisfaction level as the agent of the company.
Excellent
Good
Satisfactory
~ 59 ~
8/3/2019 Full Project 1234
60/61
Unsatisfactory
BIBLIOGRAPHY
Books Referred:
~ 60 ~
8/3/2019 Full Project 1234
61/61
Marketing Management by B.S.Raman, United publishers, 5th edition, Jan 20
Page No. 14, 556-566.
Sales and Distribution Management by Taran K. Panda and Sunil Sahadev, Oxfor
University Press, Page No. 475-479.
Journals Referred:
Marketing Mastermind March 2009, Volume ix, issue 3, Page No. 28,29.
Marketing Mastermind April 2010, Volume x, issue 9, Page No. 41.
Web Sites:
www.deccanherald.com
www.prajavani.net
www.google.com
Other Sources:
Annual report of the company.
Broachers and Articles of the company.
News papers.
http://www.deccanherald.com/http://www.prajavani.net/http://www.google.com/http://www.prajavani.net/http://www.google.com/http://www.deccanherald.com/