Business line project by raushan singh

By: RAUSHAN KUMAR 1

8

SUMMER TRAINING PROJECT REPORT ON

“TO RECOGNIZE THE READER’S VIEWPOINT REGARDING BUSINESS LINE NEWSPAPER

IN LOCALITY OF KOLKATA”

THE HINDU (BUSINESS LINE) PROPRIETORS: KASTURI & SONS LTD, KOLKATA-700001

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF

MASTER IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF: UNDER THE SUPERVISION OF:

Prof. S.M. Maitra Mr. Manojit Kar (Sr. Sales officer)

SUBMITTED BY

RAUSHAN KUMAR UNIVERSITY ROLL NO:-11M BA210043223

UNIVERSITY REGISTRATION NO:-M BA54219/2011

MBA 2011-2013

NETAJI SUBHAS INSTİTUTE OF BUSINESS MANAGEMENT , POKHARI, JAMSHEDPUR

APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA

AFFILIATED TO KOLHAN UNIVERSITY, CHAIBASA

By: RAUSHAN KUMAR 2

Contents

Declaration from the student

Certificate from Company

Certificate from Guide

Acknowledgement

Chapter Scheme

List of Tables

List of Graphs

List of Charts

List of Abbreviations, if any

Executive Summary

CHAPTER 01

Introduction

CHAPTER 02

Research Methodology

CHAPTER 03

Data Analyses

CHAPTER 04

Results & Interpretation (findings)

CHAPTER 05

Limitations of the study

CHAPTER 06

Conclusions

CHAPTER 07

Suggestions/Recommendations

CHAPTER 08

Bibliography

CHAPTER 09

Annexure

By: RAUSHAN KUMAR 3

Declaration

I, Raushan Kumar, hereby declare that this project titled “TO

RECOGNIZE THE READER’S VIEWPOINT REGARDING BUSINESS LINE

NEWSPAPER IN LOCALITY OF KOLKATA” submitted by me is

exclusively prepared for the fulfillment of Master of Business

Administration degree in Netaji Subhas Institute of Business

Management, Kolkata. I also declare that this report has not been

submitted to any other institution or published any where before. I

take the full responsibility for the authenticity and truthfulness of

the report.

Date:

Place: RAUSHAN KUMAR

By: RAUSHAN KUMAR 4

Company certificate

To whom it may concern

This to certify that Raushan Kumar student of Netaji Subhas Institute of

Business Management successfully completed his 8 weeks summer internship

programme at Business Line. Dated “ 15th

May, 2012” to “15th

July, 2012” on the

Topic “TO RECOGNIZE THE READER’S VIEWPOINT REGARDING

BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA”.

We are with him all success in further endeavor.

Thank you,

For

By: RAUSHAN KUMAR 5

Certificate from the Guide

This is to certify that the project report titled “TO RECOGNIZE

THE READER’S VIEWPOINT REGARDING BUSINESS LINE NEWSPAPER

IN LOCALITY OF KOLKATA” is based on the original project done

by Mr. Raushan Kumar student of Netaji Subhas Institute of

Business Management, Kolkata as a part of summer internship

programme under my guidance. This finds less scope for

duplication and was not submitted for the award of any degree

or diploma from any other university or institution

Date:

Place: Prof. S.M. Maitra

(Asst. Professor (Mkt) N.S.I.B.M.)

By: RAUSHAN KUMAR 6

Acknowledgement

Through this acknowledgement, I express my sincere

gratitude towards all those people who have helped me in

the preparation of this project, which has been learning

experience.

I appreciate the co-operation by the management and staff

of ‘BUSINESS LINE’ for giving me the opportunity to get

trained in their office.

I would like to thank the Faculty Guide: - Prof. Soumya

Moitra and the other Faculty members, the Librarian and

the administrative staff of NSIBM, KOLKATA, for their

support.

Finally, I express my sincere thanks to Mr.Gautam Moitra,

Mr.Rony Gupta, Mr.Manojit kar who guided me through out

the project and gave me Valuable suggestion and

encouragement.

Last but not the least I would like to thank the almighty God

who gave me immense power to complete this Project

Date:

Place:

(RAUSHAN KUMAR)

By: RAUSHAN KUMAR 7

Chapter Scheme Page no

CHAPTER 01 11-21

Introduction

o Company Profile 11-20

o Objectives of the study 21

CHAPTER 02 22-25

Research Methodology

CHAPTER 03 26-45

Data Analyses & Interpretation

CHAPTER 04 46-49

Findings & Impliactions

CHAPTER 05 50-51

Limitations of the study

CHAPTER 06 52-55

Conclusion

CHAPTER 07 56-58


CHAPTER 08 59

Bibliography

CHAPTER 09 60-65

Annexure

By: RAUSHAN KUMAR 8

List of Graphs Page No

1. Showing the readers of Business Newspaper 27

2. Showing readership of different Business newspaper 28

3. Showing the readers of the Business newspaper in a house 29

4. Showing the liking of the readers in a Business newspaper 30

5. Showing attributes of business line first comes in your Mind 31

6. Showing Whether the Font type easy to read 32

7. Showing whether the Front size is attractive 33

8. Showing whether the relevant picture color 34

9. Showing Whether the front page is attractive 35

10. Showing the satisfaction level of Business Line 36

11. Showing the importance of Advertisement for the customers 37

12. Showing whether the news items carry relevant pictures & photos 38

13. Showing whether the readers connect programs and contest 39

14. Showing the satisfaction level of business newspaper regarding supplement

business news 40

15. Showing the satisfaction level regarding Stock Market 41

16. Showing the satisfaction level regarding Mutual fund 42

17. Showing the satisfaction level regarding Agricultural news 43

18. Showing the satisfaction level regarding Banking news 44

19. Showing the satisfaction level regarding corporate news 45

By: RAUSHAN KUMAR 9

List of Tables Page No

15. Showing the readers of Business Newspaper 27

16. Showing readership of different Business newspaper 28

17. Showing the readers of the Business newspaper in a house 29

18. Showing the liking of the readers in a Business newspaper 30

19. Showing attributes of business line first comes in your Mind 31

20. Showing Whether the Font type easy to read 32

21. Showing whether the Front size is attractive 33

22. Showing whether the relevant picture color 34

23. Showing Whether the front page is attractive 35

24. Showing the satisfaction level of Business Line 36

25. Showing the importance of Advertisement for the customers 37

26. Showing whether the news items carry relevant pictures & photos 38

27. Showing whether the readers connect programs and contest 39

28. Showing the satisfaction level of business newspaper regarding supplement

business news 40

15. Showing the satisfaction level regarding Stock Market 41

16. Showing the satisfaction level regarding Mutual fund 42

17. Showing the satisfaction level regarding Agricultural news 43

18. Showing the satisfaction level regarding Banking news 44

19. Showing the satisfaction level regarding corporate news 45

By: RAUSHAN KUMAR 10

Executive Summary This project has been a great learning experience for me; at the same time this project

gave me the enough scope to implement my classroom learning’s.

I joined Business Line for summer training and I have assigned to work on the project

titled as “TO RECOGNIZE THE READER’S VIEWPOINT REGARDING

BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA” in A CLASS

Region using high impact direct communication programme.

Business Line is a flagship brand of THE HINDU which is the English newspaper.

Business Line is the India’s third largest read daily which is certified by the IRS

(Indian Readership Survey) consecutively 22 times.

Business Line has also been awarded as the “Most credible source of news all over

India” by a survey conducted by BBC Reuters. Business Line currently has 56.3 crore

readers in India across 11 states 200+ districts.

In order to complete our project and to understand the perception in the minds of

LOCALITY of Kolkata we went to the A Class areas of Kolkata like IIM Kolkata,

Esplanade and Salt Lage . We went their door to door in order to get the data as well

as to promote the subscription of Newspaper. This Promotion was very good it

attracted many customers many new customers were created by me who were taking

different Newspaper.

Even the customers were very happy as they were getting right Quality at Right Price

The project gave me a lot of practical exposure related to event management and

Consumer Behavior. With this practical exposure I will definitely be much more

confident in our coming career,


CHAPTER-01

INTRODUCTION


15 C, Lmj Chambers, 1st Floor, Hemanta Basu Sarani, A C Market, Kolkata + (91)-9830069994 | 44023333 | 44023324 + (91)-(33)-22485219, 22485219


---------------------------------------------------------------------------- Introduction This Chapter describes the brief information about THE HINDU Group and

purpose of the project, means “Objective of the study.”

COMPANY PROFILE The Hindu is an English-language Indian daily newspaper founded and continuously published from Chennai since 1878. According to the Indian Readership Survey in 2012 it is the third most widely read English newspaper in India (after the Times of India and Hindustan Times) with a readership of 2.2 million people. The Hindu has its largest base of circulation in southern India, especially in the states of Tamil Nadu and Kerala and it is also the most widely read English daily in Tamil Nadu and Kerala. Headquartered at Chennai (formerly called Madras), The Hindu was published weekly when it was launched in 1878, and started publishing daily in 1889.

According to the Audit Bureau of Circulations, it has a circulation of 1.46 million copies as of December 2009.The enterprise employed over 1,600 workers and annual turnover reached almost $200 million in 2010. Subscription and advertisement are major sources of income. The Hindu became, in 1995, the first Indian newspaper to offer an online edition. It is printed at 17 locations

Chennai, Coimbatore, Bangalore, Hyderabad, Madurai,Noida,Visakhapatnam, Thiruvananthapuram, Kochi, Vijayawada,Mangaluru, Tiruchirapalli, Kolkata, Hubli, Mohali, Allahabad, and Kozhikode.

The Hindu was founded in Madras on 20 September 1878 as a weekly by four law students (T. T. Rangachariar, P. V. Rangachariar, D. Kesava Rao Pantulu and N. Subba Rao Pantulu) led by G. Subramania Iyer, a school teacher from Tanjore district and M. Veeraraghavachariar, a lecturer at Pachaiyappa's College. The Hindu was started to support the campaign of

Sir T. Muthuswamy Iyer for a judgeship at the Madras High Court and to counterbalance the propaganda against him carried out by the Anglo-Indian press. The Hindu was one of the many newspapers of the period established to protest against the discriminatory policies of the British government in India. About 80 copies of the inaugural issue were printed at Srinidhi Press, Georgetown on one rupee and twelves annas of borrowed money. Subramania Iyer became the first editor and Veeraraghavachariar, the first Managing Director of the newspaper. The paper was initially liberal in its outlook and supported the continuation of British rule in India. The paper initially printed from Srinidhi Press but later moved on

http://en.wikipedia.org/wiki/English-language

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Chennai

http://en.wikipedia.org/wiki/Indian_Readership_Survey

http://en.wikipedia.org/wiki/Times_of_India

http://en.wikipedia.org/wiki/Times_of_India

http://en.wikipedia.org/wiki/Hindustan_Times

http://en.wikipedia.org/wiki/Newspaper_circulation

http://en.wikipedia.org/wiki/Tamil_Nadu

http://en.wikipedia.org/wiki/Tamil_Nadu

http://en.wikipedia.org/wiki/Kerala

http://en.wikipedia.org/wiki/Audit_Bureau_of_Circulations_(India)

http://en.wikipedia.org/wiki/List_of_newspapers_in_India_by_circulation

http://en.wikipedia.org/wiki/List_of_newspapers_in_India_by_circulation

http://en.wikipedia.org/wiki/Chennai

http://en.wikipedia.org/wiki/Coimbatore

http://en.wikipedia.org/wiki/Bangalore

http://en.wikipedia.org/wiki/Hyderabad,_Andhra_Pradesh

http://en.wikipedia.org/wiki/Madurai

http://en.wikipedia.org/wiki/Noida

http://en.wikipedia.org/wiki/Visakhapatnam

http://en.wikipedia.org/wiki/Thiruvananthapuram

http://en.wikipedia.org/wiki/Thiruvananthapuram

http://en.wikipedia.org/wiki/Kochi_(India)

http://en.wikipedia.org/wiki/Vijayawada

http://en.wikipedia.org/wiki/Mangalore

http://en.wikipedia.org/wiki/Tiruchirapalli

http://en.wikipedia.org/wiki/Kolkata

http://en.wikipedia.org/wiki/Hubli

http://en.wikipedia.org/wiki/Mohali

http://en.wikipedia.org/wiki/Allahabad

http://en.wikipedia.org/wiki/Kozhikode

http://en.wikipedia.org/wiki/Madras

http://en.wikipedia.org/w/index.php?title=D._Kesava_Rao_Pantulu&action=edit&redlink=1

http://en.wikipedia.org/wiki/N._Subba_Rao_Pantulu

http://en.wikipedia.org/wiki/N._Subba_Rao_Pantulu

http://en.wikipedia.org/wiki/G._Subramania_Iyer

http://en.wikipedia.org/wiki/Tanjore_District_(Madras_Presidency)

http://en.wikipedia.org/wiki/M._Veeraraghavachariar


http://en.wikipedia.org/wiki/Lecturer

http://en.wikipedia.org/wiki/Pachaiyappa%27s_College

http://en.wikipedia.org/wiki/Sir_T._Muthuswamy_Iyer

http://en.wikipedia.org/wiki/Madras_High_Court

http://en.wikipedia.org/wiki/Anglo-Indian

http://en.wikipedia.org/wiki/Anglo-Indian

http://en.wikipedia.org/wiki/Georgetown,_Chennai

http://en.wikipedia.org/wiki/Managing_Director


Scottish Press, then, The Hindu Press, Mylapore, and finally to the National Press on Mount Road. Started as a weekly newspaper, the paper became a tri-weekly in 1883 and an evening daily in 1889. A single copy of the newspaper was priced at four annas.

Modern History In the late 1980s when its ownership passed into the hands of the family's younger members, a change in political leaning was observed. Worldpress.org lists The Hindu as a left-leaning independent newspaper. Joint Managing Director N. Murali said in July 2003, "It is true that our readers have been complaining that some of our reports are partial and lack objectivity. But it also depends on reader beliefs." N. Ram was appointed on 27 June 2003 as its editor-in-chief with a mandate to "improve the structures and other mechanisms to uphold and strengthen quality and objectivity in news reports and opinion pieces", authorized to "restructure the editorial framework and functions in line with the competitive environment". On 3 and 23 September 2003, the reader's letters column carried responses from readers saying the editorial was biased. An editorial in August 2003 observed that the newspaper was affected by the 'editorializing as news reporting' virus, and expressed a determination to buck the trend, restore the professionally sound lines of demarcation, and strengthen objectivity and factuality in its coverage. In 1991, Deputy Editor N. Ravi, Ram's younger brother replaced G. Kasturi as Editor. Nirmala Lakshman, Kasturi Srinivasan's granddaughter, became Joint Editor of The Hindu and her sister, Malini Parthasarathy, Executive Editor.

The newspaper has also established foreign bureaus in eleven locations - Islamabad, Colombo, Dhaka, Kathmandu, Beijing, Moscow, Paris, Dubai, Washington, D.C., London, and most recently Addis.

The newspaper enjoys a cult following among students competing in various competitive exams like the Civil Services Examination, primarily owing to its comprehensive coverage.

Management The Hindu is family-run. It was headed by G. Kasturi from 1965 to 1991, N. Ravi from 1991 to 2003, and by his brother, N. Ram, from 27 June 2003 to 18 January 2012. Other family members, including Nirmala Lakshman, Malini Parthasarathy, Nalini Krishnan, N Murali, K Balaji, K Venugopal and Ramesh Rangarajan are directors

http://en.wikipedia.org/wiki/Mylapore

http://en.wikipedia.org/wiki/Mount_Road

http://en.wikipedia.org/wiki/Journalism

http://en.wikipedia.org/wiki/Objectivity_(journalism)

http://en.wikipedia.org/wiki/Factuality

http://en.wikipedia.org/wiki/Islamabad

http://en.wikipedia.org/wiki/Colombo

http://en.wikipedia.org/wiki/Dhaka

http://en.wikipedia.org/wiki/Kathmandu

http://en.wikipedia.org/wiki/Beijing

http://en.wikipedia.org/wiki/Moscow

http://en.wikipedia.org/wiki/Paris

http://en.wikipedia.org/wiki/Dubai

http://en.wikipedia.org/wiki/Washington,_D.C.

http://en.wikipedia.org/wiki/Washington,_D.C.

http://en.wikipedia.org/wiki/Civil_Services_Examination


of The Hindu and its parent company, Kasturi and Sons. S Rangarajan, former managing director and chairman since April 2006, died on 8 February 2007. Ananth Krishnan, who is the first member of the youngest generation of the family to join the business worked as a special correspondent in Chennai and Mumbai from 2007, and foreign correspondent in Beijing from 2009. It now conducts very popular "The Hindu Young World Quiz', hosted by noted quizmaster V.V. Ramanan, that has now completed 12 years and is arguably the largest live, middle-school quiz competition.

Managing Director’s M. Veeraraghavachariar (1878–1904)

S. Kasturi Ranga Iyengar (1904–1923)

K. Srinivasan (1923–1959)

G. Narasimhan (1959–1977)

N. Ram (1977–2011)

K. Balaji (2011 – present)

Editiors G. Subramania Iyer (1878–1898)

C. Karunakara Menon (1898–1905)

Kasturi Ranga Iyengar (1905–1923)

S. Rangaswami Iyengar (1923–1926)


A. Rangaswami Iyengar (1928–1934)


S. Parthasarathy (1959–1965)

G. Kasturi (1965–1991)

N. Ravi (1991–2003)

N. Ram (2003–2012)

Siddharth Varadarajan (2012–present)

Board of Directors

http://en.wikipedia.org/wiki/Beijing


http://en.wikipedia.org/wiki/S._Kasturi_Ranga_Iyengar

http://en.wikipedia.org/wiki/K._Srinivasan

http://en.wikipedia.org/wiki/G._Narasimhan

http://en.wikipedia.org/wiki/N._Ram

http://en.wikipedia.org/wiki/K._Balaji_(publisher)

http://en.wikipedia.org/wiki/G._Subramania_Iyer

http://en.wikipedia.org/wiki/C._Karunakara_Menon

http://en.wikipedia.org/wiki/S._Rangaswami_Iyengar

http://en.wikipedia.org/wiki/A._Rangaswami_Iyengar

http://en.wikipedia.org/wiki/S._Parthasarathy

http://en.wikipedia.org/wiki/G._Kasturi

http://en.wikipedia.org/wiki/N._Ravi

http://en.wikipedia.org/wiki/N._Ram

http://en.wikipedia.org/wiki/Siddharth_Varadarajan


The Hindu Group is managed by the descendants of Kasturi Ranga Iyengar. As of 2010, there are 12 directors in the board of Kasturi & Sons—N. Ram, N. Ravi and N. Murali (sons of G. Narasimhan); Malini Parthasarathy, Nirmala Lakshman and Nalini Krishnan (daughters of S. Parthasarathy); Ramesh Rangarajan, Vijaya Arun and Akila Iyengar (children of S. Rangarajan); K. Balaji, K. Venugopal and Lakshmi Srinath (children of G. Kasturi).

Achievements The Hindu has many firsts in India to its credit which include the following

1940: First to introduce colour

1963: First to own fleet of aircraft for distribution

1969: First to adopt facsimile system of page transmission

1980: First to use computer aided photo composing

1986: First to use satellite for facsimile transmission

1994: First to adopt wholly computerized integration of text and Graphics in page make-up and remote imaging

1995: First newspaper to go on Internet

Supplements The Hindu is the only newspaper that comes up with supplements on every day of the week. On Mondays

Metro Plus Business Review Education Plus

On Tuesdays

Metro Plus Education Book Review

On Wednesdays

Metro Plus


On Thursdays

Metro Plus Science, Engineering, Technology & Agriculture

On Fridays

Friday Features covering cinema, arts, music and entertainment

Young World, an exclusive children's supplement. Quest, a supplement by children for children, appears once a

month.

On Saturdays

Metro Plus

On Sundays

Weekly Magazine covering social issues, art, literature, gardening, travel, health, cuisine, hobbies etc.

Other Publications

THE HINDU BUSINESS LINE SPORT STAR FRONTLINE

BUSINESS LINE TAG LINE – Even in Business, white has the advantage. Business Line or the Hindu Business Line has emerged its name among the most

reputed financial dailies of the country. Business Line started publishing in 1994 and

is published by kasturi and sons, the publishers of the newspaper The Hindu.

Currently it has a circulation of around 185,000 copies daily.

Business Line is published from 14 locations – Bangalore, Chennai, Coimbatore,

Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Mumbai,

Thiruvananthapuram, Tiruchirapalli, Vijayawada and Visakhapatnam.


The Business Line is the 2nd largest selling financial newspaper in India of The Hindu

group publication. The current readership of the Hindu edition Business Line is

124000. It covers all corporate news specially banking news, stocks, logistics,

commodities, derivatives, IT, HR, Finance, marketing, economy and more. It has the

followings supplement- eWorld which publish every Monday, Smart buy it comes on

Wednesday, Brand line on Thursday and Life which comes on every Friday.

It’s Editor-in-chief is Mr. N. Ram. It is only paper having a research bureau.

Sections:- From Tuesday to Saturday, Business Line’s main sections has 20 to 24 pages which

include Corporate, Information Technology, Marketing, Editorial & Opinion (2

pages), commodities & Agribusiness, Economy, International Business, Stock Market

news, stock and Mutual fund quotes (5 pages), states Variety, Logistics and Market

Watch.

On Sundays Business Line’s main section has 18 pages. Apart from regular contents

on Sundays, It also provides key information about stocks, mutual funds and deposits

which makes the circulation of Business Line on Sunday higher than the rest of the

days.

On Mondays Business Line’s main sections has 18 pages and along with regular

contents it also provides two special sections.

1. The New Manager – to introduce the leaders from the world of business.

2. Mentor-A comprehensive resource on taxation, financial systems and books,

Money & Banking, Editorial & opinion, States and variety.

Contents - Frequency – Contents – Frequency

Corporate – daily - commodities – daily

Money & banking – daily – stocks & derivatives – daily

Economy – daily – mutual funds – daily

Market watch – daily – logistics – daily

Marketing – daily – accountancy – daily

International news – daily – Tourism – daily

Agri-Business – daily – Taxation – daily

Information Technology – daily – Editorial & opinion – daily.

Price - The price of the newspaper is fixed for everyday. No price discrimination

is entertained in this marketing strategy. The price is set low compared to other

regular financial dailies. But it varies when the discount is offered. Regular price

is given here.

Day Sun Mon Tue Wed Thurs Fri Sat

Price Rs. 5.00 4.00 4.00 4.00 4.00 4.00 5.00


Place– our place will be something different for our kind of paper. Places will be:

1. Corporate office

2. Company

3. Stock exchange

4. Institution (B-school) Publication and circulation – Business Line has a

circulation of over 5400 copies. It is published from 13 locations.

Distribution channel:

Promotion– Business line follows process of stall promotion activity. Here the

owner of stallhas a direct link with company agent. The newspapers which are unsold

are again returnedto the agent with some return tax. In this activity we have to know

the sale and promotionof business line, business standard, economic times, financial

express and mint in a stall.Then we have to put the idea in the survey form. It was also

told that from where thevendors buy and where stall is located. Stall promotion of

business line given below -

PRODUCT SALES AND MARKETING:- This department deals with the the sales and marketing of The Hindu group.

This Section is responsible for increasing the sales of the newspaper as well as

collaborates with the Branding department to do the ground work for the events

that are launched.


PROCESS OF PRODUCTION


Objectives of the Study

PRIMARY OBJECTIVE:-

TO RECOGNIZE THE READER’S VIEWPOINT REGARDING

BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA

SECONDARY OBJECTIVE:-

To find out the attributes which are considered important by the customers while purchasing a business newspaper?


CHAPTER 02

RESEARCH METHODOLOGY


-------------------------------------------------------------------------- Research Methodology

This chapter describes the research methodology which is applied during this

whole project work. Here we describe what we believe and apply method for

collecting data and analyzing for this project.

We will examine the following concepts:

Sources of data

Sample Size, if any

Methods of data collection

Instrument used

Techniques of analyses

Our priority is to find out the perception of Business Line in the minds of

LOCALITY of Kolkata.

So, to fulfill the objectives of this project, Descriptive research is most suitable

because into the descriptive research, it is easy to describe things, such as the

market potential for product/services or the demographics and attitudes of

consumers who buy the product/services.

Source of data

Here in this project taking Primary sources of data

Primary Data: Collecting by through

(a) Questionnaires and

(b) Personal interviews

Applicability of Primary Data is analysis of perception in the minds of customer

about Business Line with respect to other newspapers in the Locality of Kolkata.


2.2 SAMPLE SIZE

Note: Sample Size for the project is as follows:-

Population Size: 380 A class Houses.

Sample Size: In order to calculate sample size I used the formula:-

(ZS/E) 2

For 95% confidence values are:

Z= 1.96

S=1/6*population

E=0.5

So calculating we get,

Sample size=150.

Sampling Technique

Convenience sampling has been used in order to draw the sample from that part

of population which is close to hand. The reason behind convenience sampling is

that it is readily available and convenient for selecting the sample population.

Data Collection

The research consists of the application of both primary and secondary data

a) Primary Data: The Primary data was collected through a questionnaire

specially designed for Corporates and Education Hub.

b) Secondary data: The secondary data was collected through websites and from

various journals and magazines.


Method for Data Collection

a) Data collection has been done through BTL(Below the line ) activity in which

different activities have been performed i.e, D2D (door to door ) in different

locations of Kolkata.

b) Field work in terms of going to customers and making them fill up the

questionnaires, then explaining them about “THE HINDU” group and its

products like business line and taking their feedbacks on the prospects of the

business. People were also made to fill up the questionnaires to evaluate their

response for this service in the locality assigned to me by the company i.e. areas

of Kolkata especially Esplanade and Salt Lake Area

Instruments for Data Collection

The data was collected through:

Forms designed specifically for the customers. The questionnaire is designed with

the view of knowing the level of willingness in the people to really use newspaper

and to know the views of them about this group and acknowledge their valuable

suggestions to make this group more successful.


CHAPTER-03

DATA ANALYSIS AND INTERPRETATION


--------------------------------------------------------------------------

Data Analysis

PUBLIC OPINION

1. Q.1. Do you read Business Newspapers?

Table 01: Showing the readers of Business news paper

FREQUENCY PERCENTAGE

(In %)

CUMULATIVE

FREQUENCY

YES 80 54 80

NO 20 33 100

SOMETIMES 50 13 150

TOTAL 150 100

INTERPRETATION This Graph clearly shows that approximately 54% of the people read Business

newspaper.


Q.2. Which Newspaper do you read?

Table 02: Table showing readership of different newspaper

Frequency Percentage (in %) Cumulative

Frequency

Business Line 18 12 18

Economics Times 65 43 83

Mint 40 27 123

Business Standard 25 17 148

Financial Express 2 1 150

TOTAL 150 100

INTERPRETATION This graph clearly shows that Economics Times is read the most in the

LOCALITY of Kolkata. This clearly convince that the readership of Economics

Times is highest in Kolkata and Economics Times, Mint and Business Standard

is a very close competitor of Business Line


Q.3. Who in your family refers Newspaper?

Table03: Showing the readers of the newspaper in a house.

Frequency Percentage(in %) Cumulative

frequency

Parents 80 53% 80

Children below 14 5 3% 85

Children above 14 40 27% 125

Aged person 25 17% 150

TOTAL 150 100

INTERPRETATION:

This Graph clearly shows that parents wish to read newspapers.

They are more attracted towards newspaper as they have leisure time which they

can invest in reading Newspaper. This clearly shows that the prime target reader

is in the parents.


Q.4. Which column do you like to read in a Business

newspaper?

Table 04 : Table showing the liking of the readers in a newspaper


frequency

Companies 10 7

Corporate(M&A) 35 23

International 10 7

Economy/Policy 8 5

Corporate Marketing 13 9

National 5 3

Money/Banking 13 9

Corporate (I.T) 6 4

Editorial 4 3

Market Share 15 10

Stocks 8 5

Derivatives 3 2

Logistics 6 5

Commodities 1 1

Agriculture Business 11 7

States News 2 1

TOTAL 150 100

INTERPRETATION: This Graph clearly shows that most people like to

read news related to corporate (M&A) i.e. 23% while most of the others prefer to

read national news and news covering economic aspect. i.e., 16% respectively.


Q.5. What attributes of Business Line comes first in your mind?

Table 05: Table Showing recall power Business Line

Frequency Percentage(in %) Cumulative

Frequency

World’s largest

read Daily 55 37 55

Most trusted

source of

Business news

in India

75 50 130

No. 1 in India 15 10 145

Superbrand 5 3 150

TOTAL 150 100

INTERPRETATION:- This Graph clearly shows that the brand image of Business Line in the minds of

customer is that it is No 3 in India. Many other people think it as most trusted

source of business news in India.


Q.6. what attributes do you expect from a Business Newspaper:-

1. What about font type of business newspaper?

Table 01 : Table Showing importance of font type for a business Newspaper


Frequency

Very Important 50 33 50

Important 45 30 95

Average 30 20 125

Less Priority 15 10 140

Can Be Neglected 10 7 150

TOTAL 150 100

INTERPRETATION: This graph clearly shows that most customers believe that Business Line is using

the font type which is easy to read 33% very important from the fact and 30%

Important. On the other hand only 20% people think that they are not using

right font type and size which is easy to read and 10% of them less priority that

the font type and size is easy to read.


2. What about font size of business newspaper?

Table 02 : Table Showing importance of font Size for a business Newspaper


Frequency


Important 45 30 75

Average 50 33 125



TOTAL 150 100


the font size which is easy to read .


3. what about relevant picture color of business newspaper?

Table 03 : Table Showing importance of Colour for a business Newspaper


Frequency


Important 50 33 95

Average 30 20 125



TOTAL 150 100

INTERPRETATION: This Graph clearly shows that majority of the readers don’t like color of newspaper.

Only 30% readers like it.


4. What do you think about the front page of Business Line is attractive?

Table 04 : Table Showing importance of Front Page for a business Newspaper


Frequency


Important 35 23 75

Average 50 33 125



TOTAL 150 100


the best news of front page which is relevant/need of the customers.


5. Are you satisfied with the price of the newspaper?

Table 05 : Table Showing importance of Price for a business Newspaper


Frequency

Fully satisfied 60 40 60

Satisfied 45 30 105

Average 30 20 135

Not Satisfied 10 7 145

Disappointed 5 3 150

TOTAL 150 100


the best news of front page which is relevant/need of the customers.


6. Do you think that the advertisements add information to

you?

Table 06 :Table Showing the importance of Advertisement for the Customers


Frequency

Very Good 80 53 80

Good 50 33 130

Average 10 7 140

Bad 7 5 147

Very Bad 3 2 150

TOTAL 150 100

INTERPRETATION: This graph clearly shows that 53% people believe business line

newspaper gives creditable source of news as far as advertisement is

concern.


7. What do you think about news items that carry relevant pictures &

Photos?

Table 07 Table showing whether the news items carry relevant pictures & photos


Frequency

Very Good 85 57 85

Good 40 27 125

Average 20 13 145

Bad 3 2 148

Very Bad 2 1 150

TOTAL 150 100

INTERPRETATION: This Graph clearly shows that people strongly believe that Business Line does

provide relevant pictures and photos with the news items.


8. What about the readers’ connect programmes & contests?

Table 08 : Table Showing whether Business Line runs a lot of readers’ connect

Programmes & Contests


Frequency

Very Good 70 47 70

Good 50 33 120

Average 22 15 142

Bad 5 3 147

Very Bad 3 2 150

TOTAL 150 100

INTERPRETATION: This graph clearly shows that 47% people believe that Business Line

launch several programmes to connect with its readers.


9. What do you think about supplement of business newspaper?

Table 09 : Table Showing importance of Supplements for a business Newspaper


Frequency

Very Good 60 40 60

Good 40 27 100

Average 30 20 130

Bad 15 10 145

Very Bad 5 3 150

TOTAL 150 100

INTERPRETATION: This graph clearly shows that average 40 % peoples are satisfied with

the Supplement news related information published in Business Lines.


10. Do you get appropriate news regarding Stock Market?

Table 10 : Table Showing importance of Stock market for a business Newspaper


Frequency


Important 50 33 130

Average 10 7 140

Unnecessary 8 5 148

Minor 2 1 150

TOTAL 150 100


the Stock Market related information published in Business Lines.


11. What do you think about mutual fund in Business Newspaper?

Table 11 : Table Showing importance of Mutual Fund for a business Newspaper


Frequency


Important 60 40 125

Average 18 12 143

Unnecessary 5 3 148

Minor 2 1 150

TOTAL 150 100


the Mutual Fund related information published in Business

newspaper.


12. Availability of Agricultural news in Business newspaper?

Table 12 : Table Showing importance of Agricultural Business news for a business

Newspaper


Frequency


Important 45 30 105

Average 30 20 135

Unnecessary 10 7 145

Minor 5 3 150

TOTAL 150 100


the Agriculture news related information published in Business Lines.


13. Are you satisfied with the banking news regarding availability in

business newspaper?

Table 13 : Table Showing importance of Banking news for a business Newspaper


Frequency


Important 30 20 110

Average 20 13 130


Minor 7 5 150

TOTAL 150 100


the Banking news related information published in Business .


14. Do you get Corporate Business related information from

Business Newspaper?

Table 14 : Table Showing importance of Corporate Up-to-date for a business

Newspaper


Frequency


Important 40 27 115

Average 21 14 136


Minor 4 2 150

TOTAL 150 100


the news related to the corporate Business related information

published in Business Lines.


CHAPTER-04

FINDINGS AND Implications


----------------------------------------------------------------------------

Results & Interpretation (Findings)

On the basis of survey undertaken, it has been concluded that:

The prime readers of Business Line are corporate houses/Banking Sector in

LOCALITY of Kolkata. This clearly shows that the Target Audience of Business

Line i.e. Business Class and youngest people are correctly targeted. Business Line

is good in its Targeting Section.

Based on our Objective set at very beginning:-

According to PRIMARY OBJECTIVE:- Now, As per as Analysis part is concern we found From Graph

No: - 1,2,3,4,5 prove the primary objectives.

This Graph clearly shows that approximately 54% of the people

read Business newspaper.

This graph clearly shows that Economics Times is read the most

in the LOCALITY of Kolkata. This clearly convince that the

readership of Economics Times is highest in Kolkata and

Economics Times, Mint and Business Standard is a very close

competitor of Business Line

This Graph clearly shows that parents wish to read newspapers.

They are more attracted towards newspaper as they have leisure

time which they can invest in reading Newspaper. This clearly

shows that the prime target reader is in the parents.

This Graph clearly shows that most people like to read news

related to corporate (M&A) i.e. 23% while most of the others

prefer to read national news and news covering economic aspect.

i.e., 16% respectively.


This Graph clearly shows that the brand image of Business Line

in the minds of customer is that it is No 3 in India. Many other

people think it as most trusted source of business news in India.

According to SOCENDARY OBJECTIVE:-

Now, As per as Analysis part is concern we found From Graph

No 6:-(1),(2),(3),(4),(5),(6),(7),(8),(9),(10),(11),(12),(13),(14) prove

the primary objectives.

This graph clearly shows that most customers believe that

Business Line is using the font type which is easy to read 33%

very important from the fact and 30% Important. On the other

hand only 20% people think that they are not using right font

type and size which is easy to read and 10% of them less priority

that the font type and size is easy to read.


Business Line is using the font size which is easy to read.

This Graph clearly shows that majority of the readers don’t like

color of newspaper. Only 30% readers like it.


Business Line is using the best news of front page which is

relevant/need of the customers.


Business Line is using the best news of front page which is

relevant/need of the customers.

This graph clearly shows that 53% people believe business line newspaper gives creditable source of news as far as advertisement is concern.


This Graph clearly shows that people strongly believe that

Business Line does provide relevant pictures and photos with the

news items.

This graph clearly shows that 47% people believe that Business

Line launch several programmes to connect with its readers.

This graph clearly shows that average 40 % peoples are satisfied

with the Supplement news related information published in

Business Lines.


with the Stock Market related information published in Business

Lines.


with the Agriculture news related information published in

Business Lines.


with the Banking news related information published in

Business.


with the news related to the corporate Business related

information published in Business Lines.


CHAPTER-05

LIMITATIONS OF THE STUDY

----------------------------------------------------------------------------


Limitations of the Study

Although we have tried to do our survey error free but still there were certain

limitations of the Study:-

Most of the big corporate houses were not interested in devoting time in

such kind of study.

Time Constraints, completing a project within two month of time duration

was really a challenge.

The target segment for the financial dailies is generally not high .It is very

tough to make general newspaper readers interested towards financial

dailies.

Since the market segment for financial dailies is already saturated by the

economic times and business standard, it is very difficult to convince

people to subscribe for business line as they want to stick to ET or BS only.


CHAPTER-06

conclusion


----------------------------------------------------------------------------

Conclusions

This project is on “TO RECOGNIZE THE READER’S VIEWPOINT

REGARDIG BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA”.

We have attempted to study some popular Brands of financial newspaper company

and reader perception about them and trying to measure the blend of selected

attributes which should be there in the product that will attract the readers in the

selected market segment.

The project recommends some guidelines to analyze the factors that influence the

choice of the readers in choosing newspaper and its various ranges of attributes.

The study involves a sample survey of 600 respondents in Kolkata using questionnaire

on the basis of weighted sum model as the research instrument augmented with formal

as well as informal interviews with the customers and also make through use of

information available on the internet and the database of some brokerage & chartered

firms.

Further the project includes the comparative study of the current market trend and the

possible reasoning of that on this basis of the global economic condition slowdown.

A part of the project also dealt with understanding the behavioral aspect of readers of

financial newspaper.

As we found in the market that the awareness of the Business Line, the financial

newspaper is not at par what it should be. So it needs awareness campaigns to achieve

the aims of the Hindu Business Line.

I am overwhelmed with the generosity and cooperation that I have got from Business

Line. If given a chance I will like to see myself as an employee in Business Line and it

will be dreams come true for me.

In a nutshell, it was a learning experience for me which will help me in immensely in

shaping up my career graph.


SWOT ANALYSIS OF BUSINESS LINE

A SWOT analysis is a strategic planning tool used to evaluate the strength,

weaknesses, opportunities, and threats in a business venture or in any other situation

requiring a decision. In SWOT, strength and weaknesses are internal factors where as

opportunities and threats are external to the organization.

Now we will do the SWOT analysis of Business Line which will help marketers to

focus on key issue. These are as follows.

Strengths: The Business Line is a power full Brand because it is link with the Hindu

which is the oldest newspaper company of India and most trusted brand of India. The

editorial as well as marketing personals are very strong and efficient of the Hindu the

Business Line.

Business Line is the third leading financial newspaper in India.

Other than English, the newspaper is published in other regional languages too.

Growing rapidly in last few years.

Excellent performance of the consumer need.

Subscription offers, at regular intervals are a lucrative offer to the reader.

Affordable in price.

Good quality paper.

Easily carried and it’s getting much consumer demand and publicity.

Different kind of news is published.

Business Line has good distribution channel.

Weaknesses: The weaknesses of the Business Line are as follows:

Print outsourcing which increase the cost.

They are very new in Kolkata as compared to their competitors

The stock analysis part is inferior as compared to its competitors.

Lack of advertisement and promotional activity.

The newspaper I read by few selected readers.

Low brand awareness.

The market of Business Line is totally city based.

Selective and few readers

Different type of reader’s requirement.

Opportunities: As the people of India are bending towards the stock market

operation. This may cause increase the market size. So there are huge opportunities to

capture the readers.


B-school students are a big opportunity to increase the circulation of Business

Line, because reading a financial daily for a management student is very

essential in order to know the latest updates of the Business world.

The present growth of population at large, is in itself a big opportunity for the

newspaper to spread itself across the length and breadth of the country.

Market is growing.

Population is large so scope is greater.

Perception of customer is changing.

There is also huge market opens to be taped. Product development will offer Business

Line Many opportunities.

Threats: The threats for the Business Line are as follows:

Electronic media is the main threats for it. Electronic media is now challenging

the existence every newspaper, so it is also posing threat to Business Line also.

Competitors have superior base of readership.

The brand image of Economic Times and Business standard is over shadowing

Business Line.

Business Line is facing off competition from financial dailies in the market as

well.

Some new upcoming company has emerged.

There are very close substitutes in the market.

Buyers today have the last word. So close substitute of Business Line like,

financial express and Mint are a big threat to the newspaper.


CHAPTER-07

SUGGESTION/RECOMMENDATION


--------------------------------------------------------------------------------


It’s time for Business Line to do something new.

The marketing team of Business Line should look for promotional activities.

Advertising is the most effective and quickest way to reach the masses. The

innovative way could be through hoardings, TV channels, and corporate

conferences and in B-school fest.

Business Line should go for price regulation. It is the vital part of marketing.

Price sensitiveness influences the consumer buying behavior.

The brand image is pretty low which leads to low circulation. Research reveals

that it has been confined to certain areas only. So, it should concentrate on

brand image as brand image adds huge advantage in the marketing of any

product. It is related with the sensitivity that customers expects from a

particular product.

Business Line should focus on the visuality of the newspaper. Although it offers

excellent contents, there is certainly a scope for the improvement of the

visibility. To get par with the competitors, the presentation style should be

mesmerizing and eye catching. It should also easily communicable to the

readers.

Business Line should concentrate more on B-schools as it constitutes a huge

portion of the target readers. It would be helpful for the students as well as for

the newspaper if it devotes at least one page to the B-school containing case

studies and other relevant managerial analysis.

Business Line should do some promotional activities in the B-schools because

B- schools are like a pool of readers of financial newspaper and they are thus

the potential readers of business Line.

It should look to tie up with some stock broking company so as to deliver a

fixed number of copy everyday.


Business Line should come up with some weekly magazines. This will attract

more readers. And it should also offer in the corporate houses at a discounted

rate.

Business Line to look forward to tie up and deliver newspaper in the coffee

shops. Because many a times we have witnessed people coming and sitting in a

coffee shop to spend some time and relax. Many corporate people do visit

coffee shop and while having a sip over a cup of coffee they prefer to have a

glance at the newspaper and often financial newspaper. Business Line should

look to deliver newspaper in the coffee shops so that these people get a chance

of reading Business Line free of cost. If they like then surely they will start

reading Business Line. This is a tricky strategy adopted by a newspaper, Mint to

get familiar in Kolkata city.

Business Line should take the initiative to distribute newspaper at a discounted

rate in the railway platform. Large number of local people does buy newspaper

from the platform. Once they become accustomed to Business Line and they

read the newspaper then only they will understand the difference of business

line from others. As readers do not change their reading habits too often so it

would be helpful for business line to form a large market share by this strategy.


----------------------------------------------------------------------------

Bibliography

Information has been collected from the product training, market survey and study

material available at the various press media web sites, discussing with the company

personals, faculty guide and respondents surveyed access to management for

guidelines for the project.

The following books and internet sites will also be referred:

Books:

O Marketing: Philip Kotlar, Marketing Management

O Marketing Research: Malhotra Naresh Kumar, Marketing Research&

Applied Orientation.

O Business Research: Cooper Donald R. and Schindler Ramila S., Business

Research Method.

Internet: information available at the website of the Hindu and others sites as follows.

www.the Hindu.com

http://www.businessline.com/

http://www.economictimes.com/

http://www.businessstandard.com/

http://www.mint.com/

http://www.financialexpress.com/

www.ibef.org/industry/media.aspx

www.lums.lancs.ac.uk/postgraduate/mba/content/project

http://www.businessline.com/

http://www.economictimes.com/

http://www.businessstandard.com/

http://www.mint.com/

http://www.financialexpress.com/

http://www.ibef.org/industry/media.aspx

http://www.lums.lancs.ac.uk/postgraduate/mba/content/project


----------------------------------------------------------------------------

Annexure

n this Chapter, 9 we find quite important thing of this project on which

the whole study could be possible that is base of survey feedback this is

questionnaires around which whole project work moving from start to

end. And some other things are as fellows;

I


Questionnaire

QUESTIONAAIRE FOR PROJECT NAME OF THE PERSOn__________________________________________________________ ADDRESS:- ___________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ CONTACT NO.:_________________________________________________________________ EMAIL ID:- ___________________________________________________________________ Age Group:-_________________________________________________________________ Q.1. Do you read Business Newspapers?

Ans: YES NO

Q.2. Which Business Newspaper do you read?

Ans: Business Line Economics Times

Business Standard Mint

Financial Express


Q.3. Who in your family refers Newspaper?

Ans : __________________________________________________

Q.4. which columns do you like to read in a newspaper?

Ans:

Q.5. What attributes of Business Line comes First in your mind?

Ans:

World’s Largest read daily Most trusted source of news in India

No. 1 in India Superbrand

Q.6. What about Font type of Business Line Newspaper?

Ans:

1. very important 2.Important

3. Average 4. Less priority

5. Can be neglected

Q.7. What about Font Size of Business Line Newspaper?

Ans:



5. Can be neglected

Q.8. What about color quality of Business Line Newspaper?

Ans:



5. Can be neglected

Q.9.What do you think about Front page of Business Line Newspaper is

attractive?

Ans:



5. Can be neglected

Q.10.Are you satisfied with the price of the Newspaper?


Ans:

1. Fully satisfied 2. Satisfied 3. Average

4. Not Satisfied 5. Disappointed

Q.11. Do you think about that the advertisements add information to you?

Ans:

1. very good 2.Good

3. Average 4. Bad

5. Very Bad

Q.12. What about you think about news items that carry relevant pictures

and photos?

Ans:

1. Very good 2. Good

3. Average 4. Bad

5. Very Bad

Q.13. What about reader’s connect programmes and contests?

Ans:

1. very Good 2. Good

3. Average 4. Bad

5. Very Bad

Q.14. What about supplements of Business Newspaper?

Ans:

1.very important 2.Important

3. Average 4. Unnecessary

5. Minor

Q.15. what do you get appropriate news regarding stock market?

Ans:



5. Minor

Q.16. what do you think about mutual fund in business newspaper?

Ans:



5. Minor


Q.17. Availability of agricultural news in business newspaper?

Ans:



5. Minor

Q.18. What do you think about banking news of Business Newspaper?

Ans:



5. Minor

Q.19. What about corporate up-to-date news of Business Newspaper?

Ans:



5. Minor

Q.20. What about logistics of Business Line Newspaper?

Ans:

1. Very important 2.Important


5. Minor

Q.21 Please Give some suggestions for the newspaper.

Ans: ___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

Rank and give a tick (√) on the suitable option of the following Brand on a 5 point

scale: (1 as very poor and 5 as excellent)

Name

Address

Education

Occupation


Gender

Economic Time

Attributes Excellent Fair Good Poor Very Poor

Price

Looks

Availability

Contents

Brand Image

Awareness

Business Line


Price

Looks

Availability

Contents

Brand Image

Awareness

Financial Express


Price

Looks

Availability

Contents

Brand Image

Awareness

Business Standard


Price

Looks

Availability

Contents

Brand Image

Awareness

Mint


Price

Looks

Availability

Contents

Brand Image

Awareness

Career

Business line project by raushan singh