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“Summer Internship Project Report”
On, to develop a plan to promote the sale of ‘Business Standard’ in Co-
operate Sector and its implementation.
(Specially focuses on financial newspaper readers)
Project report is submitted to Som Lalit Institute of Management (SLIMS)
In partial fulfilment of the requirement for the award of the degree of
“Post Graduation in Diploma Management”
Submitted By: -
Jimi Nebhani
Under the Guidance and Supervision of: -
Mr. Kunal Panchal
SLIMS Campus, St. Xavier's Corner, University Road, Navarangpura,
Opp St Xavier's College, Ahmedabad, Gujarat 380009
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“Declaration”
I (Jimi Nebhani) hereby declare that this project report entitled To develop a plan to
promote the sale of ‘Business Standard’ in Co-operate Sector and its implementation
submitted in partial fulfilment of the PGDM program of Som Lalit Institute of Management
is my original work and the project is not submitted as project previously to any institution
for the award of any degree, associate ship, fellowship or any other similar titles.
Date:
Place:
Signature of the Student
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“Certificate”
This is to certify that the project work entitled “To develop a plan to promote the sale of
‘Business Standard’ in Co-operate Sector and its implementation“ is a bonafide project
work carried out by Mr. Jimi Nebhani PGDM student, Som Lalit Institute of Management,
Ahmedabad during April-May 2016 in partial fulfilment of the requirements of the PGDM
program and that the project work has not formed the basis for the award previously of any
degree or other similar titles.
Date:
Place:
Signature of the Guide
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“Preface”
Summer project is part of academic requirement incorporated in the curriculum of PGDM
Program. This exercise enables to get practical exposure to realities of corporate world I
action and practice. A great knowledge comes from better book education and a good
experience. Keeping this in mind, the Som Lalit Institute of Management has introduced a
summer training program, and thus I got a truly rewarding chance to get best feel and
experience of the real world economic environment I the best possible manner. For this
practical training, I had undergone a research project on “To develop a plan to promote the
sale of ‘Business Standard’ in Co-operate Sector and its implementation”.
During the training period I had studied how attitude of consumer perception regarding
financial newspaper and how they feel and what they want in daily financial newspaper. I
have also got to know how it can be measured. During my project I came to know different
aspect of people perception on financial newspaper and their awareness.
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“Acknowledgements”
With regard to my project with Business Standard I would like to thanks each and every one
who offered help, guideline and support whenever required. I am very thankful to entire
team of Business Standard For their cooperation, without which completion of this project
would not have been possible.
I would like to thank our project guide Mr. Kunal Panchal who helped us in the project and
also we like to thank other staff member of Business Standard who has shown their
cooperation.
I would like to extend our gratitude to Som Lalit Institute of Management, Ahmedabad
affiliated to the said university for giving us the opportunity to increase our practical
knowledge in the field of Consumer Behaviour. I also thank all the professors and staff of the
Institute for their valuable guidance and help throughout the project.
Last but not least, I am also thankful to all the people who helped me directly or indirectly in
making this project repost successfully.
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Table of Contents
Chapter 1st .................................................................................................................................. 8
Newspapers: A Brief History .................................................................................................. 8
Introduction ........................................................................................................................ 8
All India Media Penetration ................................................................................................ 9
Chapter 2nd ............................................................................................................................... 10
Competition Analysis ............................................................................................................ 10
Introduction ...................................................................................................................... 10
Porter’s Five Force Model Analysis................................................................................... 11
Competitors of Business Standard ................................................................................... 13
Chapter 3rd ............................................................................................................................... 15
Organisation Profile.............................................................................................................. 15
Introduction ...................................................................................................................... 15
Vision & Mission ............................................................................................................... 16
History of Business Standard ............................................................................................ 17
Organizational Hierarchy ................................................................................................ 17
Achievements ................................................................................................................... 18
Product Portfolio .............................................................................................................. 19
Functional Areas of the Company .................................................................................... 20
7’S Framework .................................................................................................................. 23
“SWOT Analysis of Business Standard” ............................................................................ 25
Chapter 4th ............................................................................................................................... 26
Sales and Distribution .......................................................................................................... 26
Sales .................................................................................................................................. 26
Sales Activities of Business Standard................................................................................ 27
Distribution ....................................................................................................................... 28
Chapter 5th ............................................................................................................................... 29
Literature Review ................................................................................................................. 29
Introduction ...................................................................................................................... 29
Chapter 6th ............................................................................................................................... 31
Research Methodology ........................................................................................................ 31
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Introduction ...................................................................................................................... 31
Research Objectives ......................................................................................................... 31
Limitation .......................................................................................................................... 32
Research Design ................................................................................................................ 32
Target Audience ................................................................................................................ 33
Sample Size ....................................................................................................................... 33
Data Collection ................................................................................................................. 33
Questionnaire Form .......................................................................................................... 34
Questionnaire Survey ....................................................................................................... 34
Chapter 7th ............................................................................................................................... 35
Data Analysis and Data Interpretation ................................................................................. 35
Introduction ...................................................................................................................... 35
Finding, Recommendation and Suggestion ...................................................................... 46
Conclusion ........................................................................................................................ 49
Chapter 8th ............................................................................................................................... 50
Learning from Project ........................................................................................................... 50
Usage of concepts in the firm ........................................................................................... 50
Strategies learnt at firm .................................................................................................... 51
Learning of few soft skills ........................................ Ошибка! Закладка не определена.
Bibliography ...................................................................................................................... 51
Questionnaires ................................................................................................................. 52
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Chapter 1st
Newspapers: A Brief History
Introduction
The newspaper as we know it today is a product born of necessity, invention, the middle
class, democracy, free enterprise, and professional standards.
Pre-history "newspapers" were one-to-one in nature. The earliest variation on a newspaper
was a daily sheet published in 59 BC in Rome called Acta Diurna (Daily Events), which Julius
Caesar ordered posted throughout the city. The earliest known printed newspaper was in
Beijing in 748.
In 1451, Johannes Gütenberg uses a press to print an old German poem, and two years later
prints a 42-line Bible -- the significance being the mass production of print products,
ushering in an era of newspapers, magazines, and books. By 1500, the genesis of a postal
system can be seen in France, while book publishing becomes popular throughout Europe
and the first paper mill can be found (England).
Zeitung (newspaper) is a news report published in Germany in 1502, while Trewe Encountre
becomes the earliest known English-language news sheet in 1513.Germany's Avisa Relation
oder Zeitung, in 1609, is the first regularly published newspaper in Europe. Forty-four years
after the first newspaper in England, the Oxford Gazette is published, utilizing double
columns for the first time; the Oxford/London Gazette are considered the first true
newspaper. The first North American newspaper, Public Occurrences Both Foreign and
Domestic, was published in 1690 in Boston.
The 1700s was a century in which market elements were created that encouraged the
development of daily newspapers rising literacy, the formation of nation-states, a
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developing postal system, and the proliferation of urban centres, a rising literary
and philosophical tradition emphasizing democratic involvement in government, and
technologies that supported newspaper production. In short, it was a great news century.
The first daily newspaper was The Daily Courant in London, 1702. In 1754, The Daily
Advertiser in London uses the first four-column format. France's first daily newspaper
appears in 1777, Journal de Paris, while the first United States daily was the Pennsylvania
Packet in 1784.
The rise of the middle class transformed newspapers in the 1800s. A penny (US$0.01) buys a
New York newspaper in 1833, opening up the first mass market for newspapers. In 1847,
the telegraph is used as a business tool, transforming far away stories. In 1873, an
illustrated daily newspaper can be seen in New York. In 1878 the first full-page newspaper
advertisement appears and in 1880 the first photographs are seen in newspaper, using
halftones.
With the basic technical groundwork for the modern newspaper in place by the late 19th
century, the story of newspaper in the 20th century was about professional development
and adaption to changing consumer and media market. The story also involved an evolving
business model that rode and ever growing wave of mass-market advertising. Increased
profitability and higher revenues attracted publicly owned corporations founders, while
simultaneously exposing newspapers to the whims of cash and profit hungry stock market.
By 2000, newspapers were juggling priorities: fragmentation of news consumption,
fragmentation of advertising investments the advantage and disadvantages of being a mass
medium, balancing the wants of the markets place with the company's duty to provide the
needs of the marketplace, a journalistic backlash against industry changes, the sheer
physicality of ink-on-paper production and distribution versus digital distribution, increasing
profit pressure surrounding the core print product, and extension of the company's core
brand into other profit centres.
All India Media Penetration
Daily Sometimes Rarely Never No Opinion
Watch Television 42 26 11 17 4
Read Newspaper 29 19 10 34 8
Listen to the Radio 12 22 14 44 8
Use the Internet 5 7 6 66 16
This table shows how regularly people of India read and listen the news from the fowling
mode. The entire figure is in percent.
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Chapter 2nd
Competition Analysis
Introduction
Competitor analysis in marketing and strategic management is an assessment of the
strengths and weaknesses of current and potential competitors. This analysis provides both
an offensive and defensive strategic context to identify opportunities and threats. Profiling
coalesces all of the relevant sources of competitor analysis into one framework in the
support of efficient and effective strategy formulation, implementation, monitoring and
adjustment.
Competitor analysis is an essential component of corporate strategy. It is argued that most
firms do not conduct this type of analysis systematically enough. Instead, many enterprises
operate on what is called "informal impressions, conjectures, and intuition gained through
the titbits of information about competitors every manager continually receives." As a
result, traditional environmental scanning places many firms at risk of dangerous
competitive blind spots due to a lack of robust competitor analysis.
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Porter’s Five Force Model Analysis
Porter's 5 forces analysis is a framework for the industry analysis and business strategy
development developed by Michael E. Porter of Harvard Business School in 1979. It uses
concepts developed in Industrial Organization (IO) economics to derive5 forces that
determine the competitive intensity and therefore attractiveness of a market.
1. Threat of New Entry: - New entry to an industry can raise the level of competitions,
thereby reducing its attractiveness. The threat of new entry largely depends on the
barriers to entry. High entry barriers exist in some industries (e.g. shipbuilding)
whereas other industries are very easy to enter (e.g. estate agency, restaurants) key
barriers to entry include-
Economies of Scale
Capital Investment requirements
Customer switching cost
Access to industry distribution channels
The likelihood of retaliation from existing industry players.
Competitive Rivalry
(Economic Times, Mint,
Business Line)
Threat of New Entry (Launch
of new newspaper)
Buyer Power (Low ads rates)
Threat of Substitution (Other media
formas like TV, Mobiles, Internet)
Supplier Power (Third party publication)
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2. Buyers Power: - Buyers are the people/organisation who creates demand in an
industry. The bargaining power of buyers is greater when: -
There are few dominant buyers and many sellers in the market.
Products are standardized
Buyers threaten to integrate backward into the market.
Suppliers do not threaten to integrate forward into the buyer’s market.
The market is not a key supplying group for buyers.
3. Threat of Substitute: - The presence of substitute products can lower industry
attractiveness and profitability because they limit price levels. The threat of
substitute product depends on: -
Buyers willingness to substitute
The relative price & performance of substitutes
The costs of switching to substitutes
Substitute’s products for the Business Standard newspaper are T.V. Media,
Magazines, Internet Seminars and lectures of experts, etc.
4. Suppliers Power: - Suppliers are the businesses that supply materials & other
products into the markets. The cost of item bought from suppliers (e.g. row
materials, components) can have a significant impact on a company’s market is less
attractive. The bargaining power of suppliers will be high when: -
There are many buyers and few dominant suppliers.
There are undifferentiated, highly valued products.
Suppliers threaten to integrate forward into the industry (e.g. brand
manufacturers threatening to set up their own retail outlets)
Buyers do not threaten backwards into supply.
The market is not a key customer group to the suppliers.
5. Competitive Rivalry: - The competitive rivalry between competitors in an industry
will depends on: -
The structure of competition.
The structure of industry costs.
Degree of differentiation.
Switching cost.
Strategic objectives.
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Competitors of Business Standard
Competitor is something which any company cannot avoid. Staying in a democratic country
and ruling as monopoly is not possible. What the only way is to face a deal with
competition. Competition can be severe and can be mild. The intensity will depend on
your own firm’s position and your competitor’s position. The following are the competitors
of Business Standard.
1. Economic Times
2. Mint
3. Business Line
4. Financial Express
“Financial Newspaper Analysis”
Business Standard
Economic Times
Mint Business Line Financial Express
Price Mon to Fri: Rs6
Sat: Rs8 Weekly: Rs38
Monthly: Rs152 Yearly: Rs1956
Mon, Wed, Fri & Sat: Rs3.50
Tue & Thu: Rs3 Weekly: Rs20 Monthly: Rs80 Yearly: Rs1040
Mon to Fri: Rs4 Sat: Rs10
Weekly: Rs30 Monthly:
Rs120 Yearly: Rs1560
Mon & Sat: Rs8
Tue, Wed, Thu & Fri: Rs 6
Weekly: Rs40 Monthly:
Rs160 Yearly: Rs2080
Mon to Fri: Rs4
Sat: Rs6 Sun: Rs8
Weekly: Rs34 Monthly:
Rs136 Yearly: Rs1768
Pages Mon: 18 Tue: 22 Wed: 16 Thu: 16 Fri: 16 Sat: 20 Sun: -
Mon: 18 Tue: 18 Wed: 20 Thu: 18 Fri: 18 Sat: 16 Sun: 12
Mon: 24 Tue: 24 Wed: 28 Thu: 24 Fri: 24
Sat: 20 + 12 Sun: -
Mon: 20 Tue: 20 Wed: 16 Thu: 20 Fri: 18 Sat: 38 Sun: -
Mon: 14 Tue: 18 Wed: 12 Thu: 18 Fri: 12 Sat: 12 Sun: 12
Group Kotak Mahindra
Finance Ltd
Bennett Coleman & Co.
Ltd
Hindustan Time
Kasturi & Son Ltd
Indian Express
Editions 13 10 9 9 11
Common Features
Companies, Economy &
Public Affairs, World, Issue
& Insight, Take Two
Pure Politics, The Edit Page,
Around The World,
Economy, Companies,
CommodityPlus.
Politics, Policy, Corporate News, Life,
Mint Money, Market &
Finance, Views.
News, Pollscape, New Economy. IT &
Telecom, Think, Banking,
Variety.
Economy, Companies,
International, Nation, The
Financial Express, News,
Politics.
Uncommon Features
Smart Investors,
Et Market, Smart Investing,
Media–Marketing –
Auto Focus, Technophile,
Money Market,
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Stock, Commodities
, Private Equity,
Report Card, Tender & Notice, Market,
Insurance Gazette, Digital
Consumer, Business Law,
Strategist.
Money Matters, Career &
Business Life, Start-up & Tech,
Money & Banking, Special Features, Power
of Ideas, Saturday News, Breaking Ideas, Market Beating
Volatility.
Adverting, In Details, Career,
Mint Global, Star-ups,
Photos, E-Commerce,
Need to Know, Luxury &
Design, Essay, Tech @ Work,
Leisure.
Big Story, Market Watch,
Stock, Agri – Business, India
File, World, Your Money,
Cleantech, Pulse, Net
worth, Macro View, People, Beyond Stock,
Real Assets, Technically.
Investrak, Commodities,
Personal Finance,
Estartups, eFE, Investors, FE @ Campus,
Edge, Motobain,
Opinion, Idea Exchange,
WorldWorth, FE Lines,
Sportlight
Stock Pages (Average in
Week)
6 20 20 13 8
Extra Supplement
BS Weekend (Sat)
Brand Equity (Wed)
12 Page Extra (Sat) & Mint Excellence IN PSUs (Once a
Month)
Cat-a-lyst (Fri) Blink (Sat)
-
Language Average Hard Easy Average Average
Rank 2nd 1st 3rd 4th 5th
So from above table what analysis can be possible?
Business Standard is very less priced financial paper, which provide with good News.
Business Standard is only news paper which provides 6 pages of stock market related
news.
It is unique selling point (USP) for business Standard that it provide BS200 page with
full analysis of 22 key parameters.
Though with very positive point with Business Standard, it has some problem or can
say drawback, like service.
It is the only point that The Economic Time is market leader, and that is, its parent
company Times Group.
Though Financial Express and Business Line has very good content, it’s not selling in
the Gujarat so much.
So that we can say that if Business Standard does something for brand awareness
than it has good potential market to cover.
The Financial Express is not providing very good scheme and also very less reader in
the market.
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Chapter 3rd
Organisation Profile
Introduction
Business Standard is the country's most respected business daily, being the first choice of
serious business readers. It is published in colour from 12 centers in India - Mumbai
(formerly Bombay), New Delhi, Kolkata (formerly Calcutta), Bangalore, Chennai (formerly
Madras), Ahmedabad, Hyderabad, Chandigarh, Lucknow, Kochi and Bhubaneswar and Pune.
The newspaper believes in free, fair and independent journalism and strives to inculcate
these values in its editorial staff. The journalism practiced by Business Standard lays equal
stress on quality, credibility and accuracy.
Business Standard has the country's best economic journalists and columnists working for it.
It is edited by T.N. Ninan, perhaps India’s best-known business journalist, who had earlier
undertaken a complete and highly successful revamp of The Economic Times and was
responsible for its phenomenal growth.
At business-standard.com, you have access to one of the best repositories of Indian and
global business news. Apart from the flagship publication, the website also features content
from The Smart Investor (Tue to Sat) and The Strategist (Weekly).
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Vision & Mission
Vision – Providing information that creates wealth and enriches lives.
Mission – A business information company with multimedia interests with a focus on
electronic distribution, a company which is fun to work with and develop future leaders.
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History of Business Standard
Business Standard A standard paper for business class. When you reassure is what is
always attached with Business Standard. Print media has bought considerable changes in
the life of people around the globe. Even our freedom fighters considered it a powerful
weapon. And it still continues to show its important presence in this changing world
scenario. Business Standard Ltd. was incorporated on 15th December, 1975 under the name
of ³Desh Publication Pvt. Ltd.´ This was changed to 19 Business Standard Limited on 23rd
November, 1995 the head office of the company is located at Delhi. The company is
managed, under the leadership and guidance of the board of directors. The company has
completed its 30 years in the year 2005.Thecompany believes in ethical conduct through
professional management and has forward looking outlook.
Organizational Hierarchy
Business Standard has the country’s best economic journalists and columnist working for it.
It is edited by T. N. Ninan, perhaps India’s best known business journalist, who had earlier
undertaken a complete and highly successful revamp of The Economics Times and was
responsible for its phenomenal growth. Among the other senior journalists in the team are
A. K.Bhattacharya, former editor of The Pioneer and associate editor of The Economic
Times, and Shyamal Majumdar, former resident editor of The Financial Express.
Dept: – The main departments of the Business Standard are Market Development
Department an also known as Circulation Department, Scheduling Department, Space
Marketing Department, Editorial Department, System Department, Production Department
an Dispatch Department.
Important Figures: – Business Standard is India’s second largest and fastest growing
newspaper having growth rate of 300% in past four years. It has a readership over a quarter
million. Its readership profile encompasses the brightest and the best from India’s business
and finance communities, Readers come from varied occupations in the field of business,
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finance, government, policy makers and academics, stock brokers, decision makers,
researchers and students and observers of the Indian Economy.
Attraction: – Rich with lovely supplements and vibrant sections on personal
finance, banking, careers and technology, travel, books and review of arts and cultures are
the major attractive sections. It is the most reliable and affordable business
newspaper available in English at Rs. 6/- on weekdays and Rs. 8/- for the weekend edition.
Economics of publication house – A newspaper cost is Rs. 20-22 to the publication house at
Business Standard. The cost is covered from the advertisement that they receive, which is
the work of the space marketing department i.e. collecting advertisement for the dailies.
Companies will give ads, in only those newspapers in which their audience lies and it also on
depends on the circulation a readership figure. Therefore to attract cash rich
advertisers, publication house has to first create that class of audience, then only, they will
be able to attract advertisers, which is the main source of the revenue for Business
Standard.
Achievements
Business Standard also has an annual series of awards to felicitate outstanding
leadership in the corporate world.
Content tie up NDTV.
ABC approved.
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Product Portfolio
About Business Standard (Ahmedabad Publication) –
Price Mon to Fri: Rs 6, Sat: Rs 8, Weekly: Rs 38, Monthly: Rs152, Yearly: Rs1956
Pages Mon: 18, Tue: 22, Wed: 16, Thu: 16, Fri: 16, Sat: 20
Group Kotak Mahindra Finance Ltd
Editions 13
Common Features Companies, Economy & Public Affairs, World, Issue & Insight, Take Two
Uncommon Features
Smart Investors, Stock, Commodities, Private Equity, Report Card, Tender & Notice, Market, Insurance Gazette, Digital Consumer, Business Law,
Strategist.
Stock Pages (Average in Week)
6
Extra Supplement The Smart Investor (Tue to Sat), The Strategist (Mon), BS Weekend (Sat)
Language Average
Rank 2nd
Size 50 or 51 or 52 cms in length and 32.9 cms in width
Magazines The Banking Annual, BS2000, The Billionaire Club, Fund Manager
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Functional Areas of the Company
A brief department detail to give an idea of where the things are placed in Business
Standard is as follows:
1. System Department: - System department is responsible for the communication
network as well as all the technical related problems in the company. All the
branches of Business Standard are linked with V_SAT and with the dedicated leased
line along with the Head Office The most important work of the system department
is to connect all the telephone line with EPBX system and connect all the branches to
the head office with Hot Lines, which helps to reduce STD cost of the company. The
system department at Ahmedabad receives a facsimile copy of newspaper everyday
and forwards its printout on the butter paper to the production department.
2. Scheduling Department: - This department deals with the scheduling of the edited
matter and the advertisements. It is the work of this department to adjust and frame
the edited matter with the advertisement, by allotting the empty space to advertise,
Department
System
Scheduling
Editorial
Production
Market Development
Space Marketing
Dispatch Department
Financial Department
HR Department
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which matter and advertisement should be in which page is the looked out by
scheduling people. For this scheduling the department forms a dummy A-4 size,
adjusting the editorials and the ads in that paper to know the place of the same in
the original size paper.
3. Editorial Department: - Editorial is considered as the backbone of the print media
because without any good matter to publish and which is not edited nicely it is just a
crap for the readers. Readers want to have the columns with good matter, so
without having an effective and efficient editorial team no newspaper can grow. This
department collects the news mainly from the News Agencies and they have their
own network to publish the articles too. The news can be by telephone, faxor through internet
or other communication medium. This news is edited and then sends to the Mumbai
and Delhi for the adjustment. The group Managing Director of the Business Standard
is MR. A. K. Bhattacharya.
4. Production Department: - After receiving the facsimile copy on the butter paper
from the system department the work of production department starts. This butter copy is
framed on the aluminium plate. This plate is then fixed in the printing machine and
then as per the printing orders the printing starts. Machine which is used for the
production is known as Film Processor which costs approximately Rs. 2.5 lakh. The
machine is divided into four different units i.e. Developer Unit, Fixed Unit, Wash
Unit, and Dryer Unit. Production Department is used mainly four colours for the hard
copy, which are Black, Yellow, Cyan and magenta. Some colours are used at the time
of the final printing of the newspaper at press. Raw material for this department is
paper and aluminium plate. Print comes in the form of reel. The cost of reel is Rs.
10000.
5. Market Development Department/Circulation Department: - This department is
responsible for the circulation of the newspaper in the whole region. This
department also looks after the daily back room operations which include giving
print orders for the regular supply of subscription, complementary copies and
sponsored copies are also being distributed by this department. They also check the
dispatch and payment received for the month. To expand the market of the
newspaper by adding more customer to its list. They are the people who not only
think about selling the newspaper but also how to promote it.
6. Space Marketing Department: - It is the major source of revenue generation for any
media industry. Because the actual cost of the newspaper goes up to 18/- to 20/- Rs. And sold
at Rs. 3/-.So the advertisements are the medium to compensate for the cost generated.
I was taught about the marketing department contact different corporate for
advertisement and the channel through which the advertisement comes and are
prepared and how the space is allotted depending upon the space given by the
editorial department. There is an agent in between the client and the publisher,
which helps in making the arrangements of ads.
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7. Dispatch Department: - Dispatch department is responsible for the regular dispatch
of the total number of copies at various destinations at the right time. It is also
responsible for how many copies should be reach at each centre i.e. local or
upcountry. There are about 46 upcountry and 6 in Ahmedabad. The distribution at
these centres is very important to be on time. Even the commission has to be taken
off. The function of function department is to generate rush mail and put it on the
parcel. Rush mail shows the number of the copies in the parcel and its destination
address. With this a route control statement is also there for each taxi driver, which
shows the number of parcels for each and every destination, comes under his route.
There are also two other departments without the company cannot be run. Those
department without which any firm is incomplete.
8. Financial Department: - This department is responsible for all the financial matters.
Matters are related to salary, operational expenses and other expenses. It is also
responsible for the cutting the cost of the publication.
9. Human Resource Department: - This is the department responsible for the HR
supply in the company. For Business Standard this department is not in Ahmedabad, but it is in
Mumbai. It means that the Business Standard has a centrally located HR department
who takes care of the supply in any of the branch. All these departments identify the
need of the customer i.e. the quality and pricing demanded by the customers. In this
industry this strategy is very important as the selling price of the newspaper is
always less than its cost of production. The main reason for this type of pricing is to
create awareness and generate reading behaviour amongst the audience of the
newspaper.
10. How this media get advertisement from clients? Actually this media have their agents who
collect contract from the clients and then this agent decide that, what is the expectation
of client. So on that bases agent selects any media. Advertisement is generally
designed by agent but only circulated by media. So sometime media also design
some advertisement, but they get client from only agents.
11. Hence all these departments are interlinked and proper cooperation and
coordination is a must in the newspaper industry. This helped me in getting a better
understanding of team work, and the importance of every second, because
newspapers are published daily and a delay of single second or a minute mistake can
lead to a blunder.
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7’S Framework
1. System: - A group of interacting, interrelated or interdependent elements forming a
complex whole is a system. System of interaction is very free in Business Standard.
People love to eat together at lunch time, stay there with each other in all times be it good or bad.
Legally they follow a hierarchy. The system is well defined and well managed.
2. Strategy: - The science and art of using all the forces of a nation to execute approved
plans as effectively as possible during peace or war is strategy. Strategies vary from time to time
but what remains are the truthfulness and the attitude. For the Business Standard
what matters is its firm value and so all the strategies are planned accordingly.
3. Style: - The way in which the work is to be done or expressed is Style. Business
standard is trying to do everything openly but with a blast; a blast to make the
others move from their chairs. They believe in slow but steady reach to top so that
readership is strong.
4. Staff: - Staff comprises of the people working in the Business standard. People
working together specialized in their own areas of concern. But one thing is made
sure that everyone’s work at Business standard is challenging. Everyone is
appreciated for their work and they all work as a group.
5. Shared Value: - Shared Values are what engender trust and link in an organization.
Shared values are also the identity by which an organization is known throughout its
business areas. These values must be stated as both corporate objective and individual values.
And at Business Standard people have joined the individual and corporate goals; if
necessary people are also ready to devote hours even after their service hour.
7’S Framework
System
Strategy
Style
StaffShared Value
Structure
Skills
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6. Structure: - Structure of Business Standard is very simple and straight forward. The
people to be reported are not many and so it is very simple to be part.
7. Skills: - Proficiency, facility or dexterity is acquires or developed through training
or experience is skills. Skills are at times found inbuilt and most of the times is
expected to learn on job. This helps them to understand the stupid mistakes that
they might doing a recent job oriented.
Mr. T N Ninan (Chairman)
Mr. Vijay Kadu (VP Market
Development)
East
Mumbai
Ahmedabad (Group Officer Mr. Kunal
Panchal)
Pune
West North South
Mr. Sachin Panshikar (VP
Space Marketing)
Mrs. Bandana Roy (VS System)
Mr. Amitava Sinha (VP Production &
Admin)
Mrs. Sewta Verma (HR)
Mr. A K Bhattacharya (Editor)Mrs.. Akila Urankar
(President)
25 | P a g e
“SWOT Analysis of Business Standard”
Strength -
1. India's 2nd largest circulated business daily.
2. Provide 13 editions in the country.
3. Provide extra pages on weekend.
Low price.
4. Provide general awareness in term of investment.
Weakness -
1. Low brand awareness.
2. Only three times a week provide stock news.
3. News sometimes are very lengthy.
Opportunities -
1. Increasing urban population.
2. Opportunities to sale more newspaper in Kochi, Lucknow, Bhopal and Bhubaneshwar because apart from business standard no any other financial newspaper goes in Bhubaneshwar and Bhopal and in Kochi & Lucknow only financail express goes.
Threat -
1. Existing comprtitors like Economic Time, Business Line, etc
2. Threat from other media forms, like news channels, internet etc.
3. Low price strategy.
SWOT Analysis
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Chapter 4th
Sales and Distribution
Sales
A sale is a transaction, dealing, trade or what? Sale can have different meanings but what is
the most important thing in it, is to understand the importance of it. Without sale no
revenue can be generated but just earning revenue is not to sale, it is the right type selling
to the right customer with the right attitude. Customer relationship is most important,
maintaining the brand image is also important. Delivering on the brand promises becomes a
moment of truth in any customer relationship. This moment of truth can be either positive
or with negative impact on the customer’s perception about your brand. There might be
great marketing communication and a highly superior product, but the buying experience
always stands between the seller and the customer. If the customer has a negative impact
about the product then it is a direct deterioration of the brand equity. Hence, sales and
distribution is a vital activity. Sales hence comprises of the outcome of what all which was
done to manufacture that product. Success of selling department is the success of the
company.
Business Standard is the product where the maximum demand would be in the early morning. It is highly
perishable product. The product should reach the customer indue time otherwise the
importance is lost. Hence time management is something very vital for the sales and
distribution people. Hence I can mainly divide the supply of the newspaper in two main
categories:
Pre press activity
Post press activity
Pre press activity involves all the editorial departments work where they have to collect the
news and it has to be given to the production department in a prescribed limit. This time
limit is said as the cut off time or releasing time.
Post press activity is the distribution. Business Standard has divided Gujarat in two main
sections, i.e. Ahmedabad and upcountry market. This upcountry market has about 46
centres.
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Sales Activities of Business Standard
Business Standard gets involved in many kinds of sale activity. They are: -
1. Subscription Sale: - A one year or two year by subscription by paying fixed amount is
sale by subscription.
2. Cash Sales: - Customers when paying the amount to purchase a newspaper directly
to the book stall in cash then the sale is said to be a cash sales.
3. Line Sales: - Line sale is the in which it is post paid billing. When the customer gets
the Business Standard copy through the vendor and pays in the end of month, it is
line sale
4. Institutional Sales: - Few corporate, hotels and colleges take copy in bulk, which is
said to be as institutional sale. Business Standard has the responsibility till the
delivery at their doorstep and further distribution is on the company or the
institution concerned
5. Corporate Sales: - In corporate sales, executives have to do cold calling or they have
to take appointment from the concerned person and then after meet, executive
must convince the client. If it is big corporate and staff are such that, they read
financial daily at their home, then for bulk subscription they have to try.
Sales Activities
Subscription Sale
Cash Sale
Line SalesInstitutional
Sales
Corporate Sales
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Distribution
Distribution is exactly for maintaining the brand equity in the market. The promises which
were made to the customers can be fulfilled by the proper channel and the right time
delivery of the newspaper.
How Business Standard reaches to you: -
Raw Marerial
Printing Press
Ahmedabad Nadiad Anand
Agents in Each City
Vendors
Readers
Bookstalls
Readers
Vadodara Bharuch
29 | P a g e
Chapter 5th
Literature Review
Introduction
All consumers have their own favourite advertising medium. Some people prefer television
commercials (especially children) and there are people who prefer new types of advertising.
For example wireless advertising. Okazaki claim most of the Japanese mobile users are
willing to use wireless advertising and keen to click such ads. In fact nowadays most people
around the world are able to receive wireless advertisements since most people own mobile
phones. Age, gender, personality have always being used in many study to see whether it
affect consumer behaviour. Unlike other media, however, advertising is more pervasive in
people’s lives increasing the likelihood that consumers outside a target market will be
exposed to messages that are not intended for their viewing. It is increasingly simple for
these consumers to pass along negative word-of-mouth through web logs (‘Blogs´) and
other new media technologies. Understanding consumer’s personal and psychological
factors perspective is particularly important and may possess strong purchase
influence behaviour and brand recall towards the product, services and companies.
Advertising as marketing tools: - Advertising is an important part to the marketers for
promotional mix. Its helps increasing brand image and product awareness. Advertising is
one of the most popular tools that are used by the companies for convince and
communicate with the target buyers and customers. There are many different ways of
defining advertising and whether it is the traditional way, or its interactive part, definitions
vary from mindset to mindset. Whether in the form of online or traditional, the purpose of
advertisement will be to persuade and attract people to the product, services or even
brand. Not only must the advertisement effectively communication the desired message,
but the individual audience must be willing to "buy into" the desired message. In other
words, for the advertisement to be effective, the communication must be sent and received. The
designation of advertising certainly reflects the claimed desire of most marketing practitioners to
communicate openly and honestly with consumers. Indeed the law in most countries forbids
false or deceptive advertising. Marketers justify advertising by arguing that advertising is 44
intrinsic to markets and fundamentally beneficial to the customer. By way of example, an
appealing realtor may provide convincing messages in a high-gloss magazine targeted
towards first-time buyers that a particular subdivision is the place to buy into.
However, if there is no means given as to how these young couples are to afford such
houses, the message may be ineffective as these prospective clients assume that they
cannot afford to live in such an area. Cognitive effects also are studied by Beerli and Santana
who in trying to come up with a new measurement system for advertising effectiveness,
look into the copy of a print ad and what factors will be the most effective in persuasion.
30 | P a g e
Chose newspapers: - Because of the limited amount of research into advertising
Effectiveness which has been carried out using this medium and also because it is easy to discriminate
between different Advertisements in the press because of a more active audience
participation, the individual being able to choose freely whether or not to read a
particular advertisement as well as the place and time in which s/he chooses to do so.21
Curloand Ducoffe also study attitude effects combining research in perception to multiple
stimuli and attitude-towards-the-ad models in a single persuasion model, which looks at ad-
evoked goals as a factor in measuring consumer attitude.
Marketing Communication: - In their communication based model of relationship
marketing, Duncan and Moriaty (1998) argue that the essence of communication with
consumers is a two-way exchange that is built on balance, symmetry, and reciprocity. This
means that consumer cooperation is necessary for a true dialogue to be carried out, and
consumer feedback needs to be incorporated as a key component in the marketing process.
Through such two-way interactive exchanges, information is shared among various
stakeholders, including consumers, and a common understanding is established between
firms and their customers. Duncan and Moriaty (1998) state that such consistent, interactive
communication among stakeholders is central to building brand relationships and delivering
value. More recently, Gummesson (2004) makes a similar 45observation that interaction
should be the third essential business activity besides the traditional production and
consumption activities.
Such as the Internet, firms and consumers now communicate constantly and
instantaneously on a broad range of issues. Communication shifts from one-way to a two-
way process, and consumers are brought to the forefront as they gain more Control over
the process (Hoffman and Novak 1996; Stewart and Pavlou 2002). As a result, consumers'
idiosyncratic needs and preferences are likely to have a bigger impact on the processes and
outcomes of marketing communication. This Development is reflected in findings from the
relationship marketing literature showing that consumers differ in how much they would
like to engage in relational Behaviour with firms and that such differences can affect
customer relationship Quality and buyer behaviour (Oderkerken-Schoder, De Wulf and
Schumacher 2003; Sheth and Parvatiyar 1995). Overall, the new role and nature of
communication in Marketing calls for a better understanding of the interaction process,
especially the Critical role consumers play in this process.
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Chapter 6th
Research Methodology
Introduction
In the internship program all our teammate have to do research on the
consumer behaviour that read financial daily, and along with that we have to do sales. So
on daily bases I make survey of 10 people and knew their views regarding financial daily
they read. In this survey the main goal is to market development and product development.
Market development means how to penetrate the market and how come to know about
views of reader who read financial daily. So I made a questionnaire, through which we can
come to know that what Business Standard should do to penetrate and product
development.
Research Objectives
To penetrate the market, or can say Market Development.
If company wants to develop their product than which criteria should be considered.
To understand the consumer Behaviour.
Research methodology states how the research study is under taken. It includes
specification of research design source of data, method of primary data collection, sampling
design and analysis procedure adopted. Research methodology states what procedures
were employed to carry out the research study.
32 | P a g e
Limitation
The main shortcoming of the project was that the generalizations have been made
based on a restricted sample of 300 respondents.
Because of a small sample size consisting of Ahmedabad consumers only it might
happen that introducing new strategy for BS cannot be completely applicable
throughout the country.
Area of the project is limited to Ahmedabad city only so the conclusion may be biased.
The collection of primary data is comparatively difficult and sometimes the question
of non-response arises because the people may not like to disclose the information.
Respondents to whom we questioned about the product did not take the survey
seriously and answered the questions just for the sake of answering.
Research Design
Data Source: -
Primary data source (Questionnaire)
Secondary data source (Company website)
Sampling Area: - Ahmedabad
Sample Size: - 300
Sampling Method: - Quota sampling
Research Instrument: - Questionnaire
Method of contact: - Personal
33 | P a g e
Target Audience
The financial newspapers generally cater to the following target audience: -
Corporate executives
Investors and stock brokers
Businessmen
Bankers
Management students and professors
Chartered Accountants & other Professionals
Students
Sample Size
The numbers of readers of business newspaper were decided on the basis of different types
of occupation and their designation. Sample size of 300 was taken for the research. There
was also some limitation to take such small sample size. Lake of time is the main limitation
to tale such small sample size.
Data Collection
Since, data collection signifies a very crucial place in a survey; I have collected primary data
by personal interview through structured questionnaires. I had used only this method
because of time constraints. There is also very less scope in my topic to get information
from secondary source because to know the behaviour of reader I must take their interview.
34 | P a g e
Questionnaire Form
The questionnaire for the purpose of this study was carefully drafted and very well
developed. Proper care has been taken in asking the questions, in wording them and in
maintaining the sequence of the question. The questions asked were in open-ended and
close-ended form, open-ended question were to get customers own views and in close-ended
questions, multiple-choice questions and dichotomies questions were included.
Questionnaire Survey
This part of the data collection method can be termed as ‘quantitative survey´ and the
questions were very specific. The data has been analyzed based on the statistical factors and
been described through a graphical analysis in the further pages.
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Chapter 7th
Data Analysis and Data Interpretation
Introduction
When you have all this information about your business or project saved and tracked, what
do you do with it? That’s where interpretation of data comes in. It is designed to help
people with limited statistical or programming skills quickly become productive in an
increasingly digitized workplace.
Data analysis and interpretation is the process of assigning meaning to the collected
information and determining the conclusions, significance, and implications of the findings.
The steps involved in data analysis are a function of the type of information collected;
however, returning to the purpose of the assessment and the assessment questions will
provide a structure for the organization of the data and a focus for the analysis.
36 | P a g e
Q. 1) Do you read financial newspaper?
Frequency (Samples) Percentage
Yes 220 66%
No 80 24%
Total 300 100%
Interpretation: - From the above graph we came to know that 66% (means 220 peoples out
of 300) reads the financial newspaper while 24% (means 80 people out of 300) do not read
any kind of financial newspaper.
Yes No
Percentage 66% 22%
0%
10%
20%
30%
40%
50%
60%
70%
Percentage of people read financial newspaper
37 | P a g e
Q.2) How frequent you read financial daily?
Frequency Percentage
Regularly 153 69.50%
Occasionally 51 23.20%
Weekly 16 7.30%
Total 220 100%
Interpretation: - From the above graph we came to know that 69.50% (means 163 peoples
out of 220) reads the financial newspaper regularly, 23.20% (means 51 people out of 220)
reads the financial newspaper occasionally and 7.30% (means 16 people out of 220) reads
the financial newspaper weekly. It means that the percentage of regular newspaper readers
are more as compare to occasionally and weekly readers.
Regularly Occasionally Weekly
Percentage 153% 51% 16%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
Percentage of reading financial dailies
38 | P a g e
Q.3) which financial newspapers do you read?
Frequency Percentage
Business Standard 46 20.90%
The Economics Times 97 44.10%
The Financial Express 19 8.63%
Business Line 13 5.90%
Mint 29 13.20%
DNA 16 7.27%
Total 220 100%
Interpretation: - It can be clearly seen in the graph that 44.10% of the consumer read
Economics Times. Economics Times holds more market share as compared to any other
financial newspaper. Business standard stands second. It holds a market share of 20.90%.
Mint stands third. It holds market share of 13.20% while Financial Express stands third
which holds 8.63% of market share & Business line holds a market share of 5.90%.
Business Standard
The Economics
Times
The Financial Express
Business Line Mint DNA
Percentage 20.90% 44.10% 8.63% 5.90% 13.20% 7.27%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Percentage of which financial newspaper readers are reding most
39 | P a g e
Q.4) Are you satisfied with your purchase decision of a particular newspaper?
Frequency Percentage
Very Satisfied 73 33.20%
Somewhat Satisfied 132 60%
Moderate 15 6.80%
Total 220 100%
Interpretation: -Around 33.20% are very satisfied with the purchase decision they have made.
60%of the readers are somewhat satisfied While 6.80% of consumer feel they are
moderate. Not a single consumer are Dissatisfied by the purchase decision.
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Very Satisfied
Somewhat Satisfied
Moderate
Very Satisfied Somewhat Satisfied Moderate
Percenatge 33.20% 60% 6.80%
Percenatge of readers satisfied with purchase decision of a particular newspaper
40 | P a g e
Q.5) which is the factors you take in to consideration before buying financial dailies?
Frequency Percentage
Price 10 4.50%
Pages 8 3.60%
News Coverage 142 64.60%
Stock Information 60 27.30%
Total 220 100%
Interpretation: - Around 27.30% of the consumer says stock information is the factor that
will be given important before purchasing financial dailies. While 64.60% of consumer said
they will be giving importance to News coverage. Around 4.50% of consumer told they will
be taking the factor of price before purchase decision while 3.60% of consumer purchase
the financial newspaper because of the pages.
Price Pages News Coverage Stock Information
Percentage 4.50% 3.60% 64.60% 27.30%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Percentage of factors readers take in to consideration before buying financial dailies
41 | P a g e
Q. 6) Do you purchase financial daily at?
Frequency Percentage
Normal Price 180 81.80%
Under Any Scheme 40 18.20%
Total 220 100%
Interpretation: - From the above graph we can clearly state that 81.80% of people purchase
business daily at a normal price while 18.20% of consumer purchases financial newspaper
under scheme.
Normal Price Under Any Scheme
Percentage 81.80% 18.20%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Percentage of purchaseing financial daily at
42 | P a g e
Q.7) which is the most important benefits you gain from reading financial newspaper?
Frequency Percentage
Helps in decision making 34 15.50%
Improves effectiveness at work 26 11.80%
Improves analytical skills 24 11.40%
Improves my business knowledge 109 49%
For investment insight 27 12.30%
Total 220 100%
Interpretation: - From the above graph we can come to know that around 12.30% of
consumer gets the benefit of making investment while reading financial newspaper. 15.50%
of consumer told that they get the benefit of decision making. 11.40% of consumer told that
they can increase their analytical skills while reading financial newspaper. 11.80%
of consumer said they get the benefit of effectiveness at work while 49% of consumer told
they get the benefit of business knowledge.
Helps in decision making
Improves effectiveness at work
Improves analytical skills
Improves my business knowledge
For investment insight
43 | P a g e
Q.8) How much rating should you will give for financial newspaper out of 5?
Frequency Percentage
1 8 3.60%
2 22 10%
3 36 16.40%
4 110 50%
5 44 20%
Total 220 100%
Interpretation: - From the above graph we can come to know that around 3.60% consumers
have given the rating of 1, 10% have given 2, 16.40 have given 3, while 50% & 20% have
given 4 & 5.
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
1
2
3
4
5
Percentage of rating given by the readers for financial newspaper which they read
44 | P a g e
Q.9) How do you get the newspaper?
Frequency Percentage
Deliver at home 80 36.40%
Deliver at office 140 63.60%
Total 220 100%
Interpretation: - According to the graph it shows that 63.60% consumer read the financial
newspaper at office while 36.40% read at home.
Deliver at home Deliver at office
Percentage 36.40% 63.60%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Percentage of newspaper readers get at
45 | P a g e
Q.10) Do you think that availability of online news and news on mobile phone will see the
decline of newspaper?
Frequency Percentage
Yes 82 37.30%
No 138 62.70%
Total 220 100%
Interpretation: - From the above graph it can be said that 62.70% consumer are not
satisfied with the availability of online news and news on mobile phone will see the decline
of newspaper while rest of 37.30% feel yes.
37%
63%Yes
No
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Finding, Recommendation and Suggestion Findings: -
I came to know about the preference of customers after doing the activity of market
tapping.
People have different needs and wants, so one should be able to understand their
needs and wants in order to sell the product.
Business standard is the second most preferred newspaper in the areas surveyed.
Most of the readers agree that the language used in BS is simple for them.
The supplements of BS are fairly popular amongst target audience which is good for
the brand.
News channels and Internet media has affected the reading pattern of the readers
up to a considerable extent.
The basic idea of reading a newspaper is to gain information and knowledge; hence
the news coverage is a dominating factor in newspaper purchase as well as reading.
Due to increase in the usage of Internet, people prefer to do surfing on the net and
thereby collect more information on the different aspects simultaneously.
There is also one finding that font size of stock market related news is very small so
that they are not happy with it.
Some clients said that whatever hidden news shown by Economic Times that news is
not covered by Business Standard.
Recommendations: -
47 | P a g e
From the study carried out and the analysis of the result obtain from the survey, the
following suggestion and recommendation can help the firm to improve upon the product.
Add the news on IT and Information in much more detail.
Increase the number of centers from where the news paper is available.
Increase the font size of stock detail.
Give more job related advertisements.
Improve print quality.
Come up with new creative advertisements.
Build proper positioning in the minds of the readers.
Give certain small vouchers package at the time of any other festivals.
Service check calls at regular intervals.
Publishing their Club and giving membership to regular customers.
Make some events with corporate to spread awareness of Business Standard.
Collaborate with B-schools to provide copy of Business Standard daily at their home.
48 | P a g e
Suggestions: -
Business standard should target upcoming rural district where education is growing, to
increase their circulation. It can also target the under graduate student who are preparing
for entrance exams and wants to improve their language proficiency. Target the small firm
for the sponsored copy which help to create awareness about newspaper. They should start
individual subscription offers with some schemes like free gifts. They should go for heavy
campaign for advertisement in rural and urban areas. They can organize some events like
seminars to create the awareness about newspaper. It should increase the quality of its font
size.
49 | P a g e
Conclusion
The reader who is loyal to their financial daily but they also read another financial daily to
get information. So I put them in split loyal category. This people are 10.5%in our survey. So
we can come to know that this people are in the business where financial daily help them
in their business. The reader who are not loyal to any particular financial daily and switch to
any financial daily if any come with discount and gifts. I put them as Switcher. I found such
readers are 21.5% in our survey. I can say that these readers are price sensitive. I found that
among sample reader 56.82% believe that The Economic Times has most understandable
language. Readers who believe that Business Standard has most understandable language
are 38.64% and reader who vote there believe about Financial Express are 4.54%. This result
makes some conflicts with our analysis about all financial daily in which Business Standard
came as financial daily that has most understandable language so we come to know that,
49% people are interested to know the information about the company news. So they may
most concern with their business. So media should more concern with the news of business
and company related news.
There are persons who are interested in English and want to improve it, so they like to read
Editorial page in news paper. There are 9% readers in our survey who always lime to read
editorial page in financial news. This question is made to know likeness or real price
sensitivity of reader about purchasing decision. I found that 75% reader like if any Financial
daily comes with discount and gifts and 25% do not like. The result clearly shows that there
is conflict in given answer to influence factor and liking towards discount and gifts. Because
only 21.4% reader accepts that price is factor which influence their purchasing decision and
here 75% are ready to accept if any financial daily comes with discount. So this reader is actually
price sensitive but they want themselves as quality sensitive.
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Chapter 8th
Learning from Project
My work at Business Standard was of hard core selling with research of consumer behaviour
for the one and half month. I personally went to many corporate offices and got post-paid
for the company. My contribution was of Nearly 20 consent booking in two month.
Usage of concepts in the firm learnt in the academic year there were certain concepts which I had
learnt during my academic year and used in the training period.
1. Relational purchasing: - The way consumers habitually brands, products and
services based on their understanding of and belief about, the brand product and
the company. And I have actually seen people buying the subscription due to
their understanding of brand.
2. Price cutting: - A marketing technique involving temporary reductions in the price of
a product or services, aimed at increasing the market share. Special subscription
rates were a pure example of price cutting.
3. Sales penetration: - This is a calculation indicating how much of a particular market
for a product or service has been gained by the active sales.
4. Customer Retention: - Retaining customer for a long term transaction and not for a
mere onetime interaction.
5. Network marketing: - The marketing of Business Standard through a network of
agent of agent is it household or corporate networking. During the full project my
learning’s were many. This was the first very experience for me on a job and that too
in a newspaper company. According to me working in the newspaper industry as a
first experience has opened many future lines for me. I have learnt the basics of the
51 | P a g e
management of a newspaper, distribution, sales, space selling and marketing for
sure.
Strategies learnt at firm
During this tenure of two months I had practically applied a lot of concepts learnt during
academic year for the marketing and promotion of Business standard. Here are few
concepts listed below:
1. Viral Marketing: - The marketing of business standard through a network of agent, is
it household or corporate networking.
2. Referral marketing: -
Contacting references for the business enhancement.
Referrals are very cost-effective.
3. Guerrilla marketing: - It is an unconventional way of performing promotional
activities on a very low budget. Such promotions are sometimes designed so that the
target audience is left unaware they have been marketed to and may therefore be a
form of undercover marketing. It is an unconventional marketing intended to get
maximum results from minimal resources.
Bibliography
The project report on Business Standard on the topic to develop a plan to promote the sale
of ‘Business Standard’ in Co-operate Sector and its implementation could be successful
with the co-operation of the Business Standard manager and the faculty guide. But along
with the training period I had taken the Help of the following books and links to know more
about the subject
Book References: - By Kotler Philip, Keller Kevin Lane, Koshy Abraham, Zha Mithileshwar,
Marketing Management (Twelfth Edition) ,Pearson Education Ltd.
Web References: -
www.business-standard.com
www.wikipedia.com
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Questionnaires Dear Respondent,
We are students, perusing PGDM from Som Lalit Institute of Management (Ahmedabad).
As a part of our academic curriculum, we have to prepare a research report for the subject
of consumer behaviour. We request you to answer following questions so we can fulfil our
academic requirement. We ensure you that information given by you remains confidential
and will be used for academic purpose only.
1. Name -
Gender - Male/Female
Address -
Company -
Designation -
Contact No. -
2. Do you read financial newspaper? A. Yes B. No
3. How frequent you read financial daily?
A. Regularly
B. Occasionally
C. Weekly
D. Monthly
4. Which Financial newspaper do you read?
A. Business Standard
B. The Economic Times
C. The Financial Express
D. Business Line
E. Other (Specify)
5. Are you satisfied with your purchase decision of a particular newspaper?
A. Very Satisfied
B. Somewhat Satisfied
C. Moderate
D. Somewhat Dissatisfied
6. Which is the factors you take in to consideration before buying Business Dailies?
A. Price
53 | P a g e
B. Pages
C. News Coverage
D. Stock Information
E. Discount
7. Do you purchase business daily at
A. Normal price (or)
B. Under any scheme
8. Which is the most important benefits you gain from reading business dailies?
A. Helps in decision making
B. Improves my effectiveness at work
C. Improves my analytical skills
D. Improves my business knowledge
E. For investments insight
9. How much rating should you will give for financial newspaper out of 5?
A. 1
B. 2
C. 3
D. 4
E. 5
10. How do you get the newspaper?
A. Deliver at Home.
B. Deliver at office.
C. Purchase from nearby vendor.
D. Goes to nearby library to read.
11. Do you think that availability of online news and news on mobile phone will see the
decline of newspapers?
A. Yes
B. No
12. Any Suggestions?
_________________________________________________________
