39517989 newspaper project final 23

8/20/2019 39517989 Newspaper Project Final 23

1/59

Introduction:

Every person normally starts his day by reading the Newspaper in the morning. In these modern

days; instead of having many other options like 24x7 News Channels !nline news "obile

#pdates et$. %he importan$e of the newspaper is not yet $hanged in the life of people. Newspaper

always treated as most reliable analyti$al tr#sted news so#r$e b#t definitely the $ontent of the

newspaper has been $hanged over the period of time.

&enerally newspaper reading habit in the ho#se starts with the traditional family newspaper. %he

per$eption of the reader abo#t newspaper start from writing style editorial layo#t feel of the

newspaper ' $onvenien$e of reading et$. Its make people to resistant to $hange their newspaper

brand from one to another #nlike ("C& prod#$t or to repla$e it with the ele$troni$ news. Its

take years to $#ltivate a newspaper brand in to the family. "ost of the time the family newspaper

or )st $hoi$e newspaper of the family is the regional newspaper "arathi *indi +rati et$.

,e$ondly is the English newspaper. %he )st and the 2nd $hoi$e of newspaper normally refle$t into

their so$io e$onomi$ stat#s.

%he history of the newspaper starts from )-/. 0hen first newspaper got printed in E#rope. %he

&erman1lang#age 3elation aller (rnemmen #nd geden$kwrdigen *istorien5 by 6ohann

Carol#s in ,trasbo#rg is often re$ognied as the first newspaper

6ames 8#g#st#s *i$key is $onsidered as the 9father of Indian press9 as he started the first Indian

newspaper from Cal$#tta the Cal$#tta &eneral 8dvertise or the :engal &aette in 6an#ary )7.

In )7.

)

http://en.wikipedia.org/wiki/Relation_aller_F%C3%BCrnemmen_und_gedenckw%C3%BCrdigen_Historienhttp://en.wikipedia.org/wiki/Strasbourghttp://en.wikipedia.org/wiki/Calcuttahttp://en.wikipedia.org/wiki/Hickey's_Bengal_Gazettehttp://en.wikipedia.org/wiki/Bombayhttp://en.wikipedia.org/wiki/Bombayhttp://en.wikipedia.org/wiki/Times_of_Indiahttp://en.wikipedia.org/wiki/Relation_aller_F%C3%BCrnemmen_und_gedenckw%C3%BCrdigen_Historienhttp://en.wikipedia.org/wiki/Strasbourghttp://en.wikipedia.org/wiki/Calcuttahttp://en.wikipedia.org/wiki/Hickey's_Bengal_Gazettehttp://en.wikipedia.org/wiki/Bombayhttp://en.wikipedia.org/wiki/Times_of_India


2/59

English is an international lang#age. Everybody not only in India b#t also thro#gho#t the world

wants to $ope with English lang#age. 8$$ording to some fa$ts and fig#re approx 4 million

people speak it as a se$ondary lang#age and ?/ million people $laim as their native lang#age.

In "#mbai being metropolitan $ity ' the finan$ial $apital of India over 2/ million pop#lation.

8nalyst says that ?./ million people read English in "#mbai b#t only 2.) million b#y English

newsprint of any kind. %his st#dy p#t lights of many of the fa$ts ' fig#res.

%oday morning5s newspaper p#blishing is a $ompetitive and be$ame a very $omplex market. %he

morning newspapers $ompete with ea$h other and with other media s#$h as %@ radio the

internet and other on1line servi$es. In order to be $ompetitive in the media lands$ape of today

morning newspapers need to improve the prod#$tion and the distrib#tion of newspapers as well

as other pro$esses within the newspaper $ompanies. %his st#dy has been #ndertaken to

#nderstand the newspaper ind#stry ma+orly $on$entrating on "#mbai region analying the %hree

ma+or market players; %he %imes of India *ind#stan %imes ' AN8. %wo are the new entrant in

the "#mbai market ' other is the !ld ' the leader in the market. !ther English dailies will also

be the part of the st#dies as the established player in the market.

Metrics

Newspapers in India are meas#red on two parameters $ir$#lation and readership.

Circulation

Cir$#lation referred to the a$t#al $opies sold every day. Cir$#lation is $ertified by the 8#dit

:#rea# of Cir$#lations =8:C> whi$h is an ind#stry body. 8:C a#dit for $ir$#lation of the

member newspaper $ompanies ' p#blishes periodi$ report on the $ir$#lation. 8:C a#dits starts

from the a$t#al prod#$tion of the $opies from p#r$hase report of newsprint to sale of the last

printed $opy. 8:C is the non bios body therefore this reports are referred by the $ompany itself

' stakeholders of the $ompany also by the advertisers advertising agen$ies ' $ompetitors too.

2

http://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulations


3/59

Readership

3eadership is estimated by two different s#rveys %he Indian 3eadership ,#rvey =I3,> and the

National 3eadership ,#rvey =N3,>. :oth are the independent agen$ies who $ond#$t the s#rveys

a$ross the region by different methods of s#rvey i.e. one to one interview observation et$. I3, '

N3, also p#blishes periodi$ report on the readership. %his reports also referred by the $ompany

itself ' stakeholders of the $ompany also by the advertisers advertising agen$ies ' $ompetitors

as well. %he readership no is always greater than the $ir$#lation nos.

Significance of the StudyB

%he Indian "edia market has been on an #pswing in the last / years. New media have grown at

high rates in line with their expe$ted potential. *owever traditional media have not been

disadvantaged by this and they have $ontin#ed to show strong growth tho#gh their share of the

total media pie has expe$tedly shown a slight dip. %he main reasons for this areB 0illingness of

emerging advertisers to pay for impa$t

• Expansion of traditional media into new markets and formats whi$h is helping them

demand val#e

• 8 strong b#siness environment that s#pports this growth

• In$rease in advertisers5 spends on traditional media to maintain stat#s #o and their

willingness to look at new media =whi$h also tend to be $heaper options> to $reate

differentiation and grab attention

• ,hift in fo$#s from $onventional target $ons#mers =*o#sewife aged 2/14/ years> to in$l#de

the "ale and the Do#th who are the primarily being targeted thro#gh new medi#ms like

"obile and Internet and 3adio and Ni$he #bli$ations. 0hat remains to be seen is whether

re$ent downtrends at the sto$k market will moderate media growth.

%he newspaper is the most tr#sted media by the advertiser after the %@. 4F of the overall spendon the advertising is on the newspaper. Newspaper is effe$tive media than any other media. Its

abo#t the mindshare than the po$ket share. Its gives more top of the mind to the reader abo#t any

of the advertisements

?


4/59

Objective of the Study:

!b+e$tive of the ,t#dy is to find o#t $ons#mer b#ying behavior of the parti$#lar brand of news

paper among readers ' exploring new marketing strategies to attra$t new $ons#mers. In this

st#dy the aims at analying the following aspe$tsB

• C#rrent market players ' their marketing strategies

• 3eaders psy$hology ' 3eading *abits

• 3eaders response towards prod#$t ri$e pla$e ' promotions

• :rand preferen$e for newspaper.

• Aifferent fa$tors for preferring the parti$#lar brand.

•

referen$e of the $ons#mers abo#t the other newspaper brand• New marketing strategies

4


5/59

THE TIMES O I!"I#

%he %imes of India is the pioneer in Indian newspaper ind#stry. %he leader %he monopolist

player in "#mbai ' "a+or player India. %he %imes of India held by the :ennett Coleman ' Co.

Gtd. sin$e )?. %he story whi$h was began with the Newspaper ' now it5s be$ome the largest

media servi$es $onglomerate in India. It rea$hes o#t fromB )) p#blishing $enters )/ printing

$enters // sales offi$es !ver 7 employees/ dailies in$l#ding two of the largest in the

$o#ntry with approx 4.? million $opies $ir$#lated daily 2 lead magaines 2< ni$he magaines

3ea$hing 24- $ities and towns ?2 3adio ,tations

%he %imes of India =%!I> is a pop#lar English1lang#age broadsheet daily newspaper in India. It

has the widest $ir$#lation among all English1lang#age daily newspapers in the world a$ross all

formats. %he %imes of India is printed from the following pla$es in IndiaB

8hmadabad :h#baneswar :engal#r# :hopal Chandigarh Chennai Aelhi &oa wahati

*yderabad Indore 6aip#r Hanp#r Holkata G#$know "angalore "#mbai "ysore Nagp#r

atna #ne 3an$hi ,#rat.

$ist of top %& ne'spapers in the 'orld by circulation

%( The Ti)es of India *India+: ,-%./-&&&

0( %he ,#n =H>B 2


6/59

%&( %he Ae$$an Chroni$le =India>B )?

5CC$ 5usiness Structure:

MISSIO! ST#TEME!T O COM6#!7

8Create ' b#ild brands with differentiated $ontent to $apt#re relevant a#dien$es and market the

val#e of these to advertisers to help them sell and strengthen their brands9(

%he present management of %he %imes &ro#p has been instr#mental in $hanging the o#tlook of

Indian +o#rnalism. In India as is elsewhere in the world the Editor of a newspaper has

traditionally been $onsidered as the most notable position in a newspaper set #p. %he %imes of

India however $hanged this in the early )


7/59

e#al $han$e to everyone. %he %imes &ro#p also pla$es e#al fo$#s and importan$e to every

department and f#n$tion 1 whi$h has made it a professional entity and ens#red its pla$e as the

most profitable newspaper in the $o#ntry.

TO6 "#I$IES M;M5#I: TOT#$ RE#"ERSHI6 *TR+

6ublication

!a)e

0&&4 R% 0&&3 R0 0&&2 R0

RanE ISS;E RE#"ERSHI6 *#IR+

6ublication

!a)e

0&&4 R% 0&&3 R0 0&&2 R0

Ran


8/59

newspaper in India by readership. %!I !nline is the worldJs most1visited newspaper website with

)/< million page views in "ay 2


9/59

Hindustan Ti)es

*ind#stan %imes is one of India5s most respe$ted and leading English dailies. %he flagship

newspaper of *% "edia the *ind#stan %imes was ina#g#rated by "ahatma &andhi in the year

) 3a+# Narsetti =Chief Editor 1 "int worked as Editor of the 0,6Js E#ropean

edition> "rinal ande =Editor of *ind#stan> and @ir

,anghvi =8dvisory Editorial Aire$tor a prominent %@

an$hor and +o#rnalist>


10/59

HT 5usiness Structure

Hindustan Ti)es # solid platfor)

Aating way ba$k to ) with a dominating presen$e in Aelhi and the Northern regions. In 6#ly

2/ the daily s#$$essf#lly entered the biggest print market in the $o#ntry 1 "#mbai. 8part

from its six $ore editions it is also $ir$#lated in other regions like #n+ab and 3a+asthan thro#gh

)


11/59

its nine printing lo$ations. %he p#bli$ationJs Aelhi key edition is also IndiaJs largest single1

edition daily in terms of $ir$#lation.


6ublication !a)e 0&&4 R% 0&&3 R0 0&&2 R0RanE ISS;E RE#"ERSHI6 *#IR+

6ublication !a)e 0&&4 R% 0&&3 R0 0&&2 R0

Ran


12/59

@hy the SiA Sig)a @ay

M%he primary ob+e$tive being $ost savings

MIntense $ompetition from %!I whi$h $hallenged the market1leaderO stat#s of *ind#stan %imes

in the $apital $ity of Aelhi.

Mlisten to the $#stomer and meas#re self against what they want and when they want it

M:en$hmark against the best in the $lass to s#stain the $ompetitive advantage.

Mmore organiations were adopting it to improve their b#siness res#lts

5E!EITS SIB SI>M#

:y adopting this strategy immediate benefits were realie in the areas of

M3ed#$tion in Newsprint1 waste a$ross lo$ations

Msing ,ix ,igma pro+e$ts to develop a new wage agreement.

M!verall red#$tion in $ons#mables in the printing pro$ess

)2


13/59

"!#

AN8; Aaily news and analysis are a / years old yo#ng English broad sheet newspaper. / years

ba$k; when whole "#mbai was wondering with the teaser $ampaign r#nning a$ross the

"#mbai.. ,peak #pP It5s in yo#r AN85. "any of the :oys a$ross "#mbai interviewing people

for $reating their own newspaper. Got of b# was $reated aro#nd the AN8 brand. !n the 6#ly ?

2/ %he AN8 revealed its identity. Aifferent from other two Newspaper brand in "#mbai

"arket %imes of India ' *ind#stan times with the $olorf#l master head AN8 whi$h stands from

"aily !e's and #nalysis( AN8 la#n$hed in "#mbai with heavy s#bs$ription within / years

AN8 expanded its spread to "#mbai 8hmedabad #ne 6aip#r and :angalore ' "a+or Cities

of India s#$h as New Aelhi *yderabad Indore G#$know and :hopal are also targeted for the

f#t#re edition of AN8 News aper.

%argeted at a yo#ng readership AN8 be$ame IndiaJs fastest growing English newspaper.

AN8 is owned by Ailigent "edia Corporation a +oint

vent#re between media ind#stry ma+ors Q the A : Corp

Gtd. =Aainik :haskar > and Essel &ro#p

%he paper has a liberal o#tlook and s#pports

reformists in "#mbai and a$ross the world. AN8 is the

first daily newspaper in India to introd#$e an all1$olor

page format. In "#mbai edition there are three one1

targeted s#pplements for %hane 0est Coast and Navi

"#mbai

AN8Js first edition followed the "#mbai floods. %he

general disr#ption of $ity life m#st have hit the pre1la#n$h operations of AN8 :#t AN8 *it the stands as

on promised date.

)?

http://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Jaipurhttp://en.wikipedia.org/wiki/Jaipurhttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/D_B_Corp_Ltd.http://en.wikipedia.org/wiki/D_B_Corp_Ltd.http://en.wikipedia.org/wiki/Dainik_Bhaskarhttp://en.wikipedia.org/wiki/Essel_Grouphttp://en.wikipedia.org/wiki/Navi_Mumbaihttp://en.wikipedia.org/wiki/Navi_Mumbaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Jaipurhttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/D_B_Corp_Ltd.http://en.wikipedia.org/wiki/D_B_Corp_Ltd.http://en.wikipedia.org/wiki/D_B_Corp_Ltd.http://en.wikipedia.org/wiki/Dainik_Bhaskarhttp://en.wikipedia.org/wiki/Essel_Grouphttp://en.wikipedia.org/wiki/Navi_Mumbaihttp://en.wikipedia.org/wiki/Navi_Mumbaihttp://en.wikipedia.org/wiki/Navi_Mumbai


14/59

%he 9best print media talent9 $ited by ,imi &arewal and hired by AN8. %here is lot of things to

read for a serio#s reader. %he paper is broken #p into se$tions. %he main se$tion in$l#des an

intera$tive ,peak p page and City Nation and 0orld news pages. %here is also an Editorial

page and a te$hnology page =I Hnow>. %he other se$tions in$l#de "oney ,ports and 8fter

*o#rs. AN8 "oney is a se$tion on :#siness ' E$onomy. 8fter *o#rs is a ) page se$tion with

news from :ollywood 8rt ' (ashion and other s#$h topi$s. %wo magaines 1 a womenJs

magaine $alled "e and a $hildrenJs magaine $alled D8P a s#pplement $alled 9D8P Do#ng

8d#lts9 in "#mbai and parts of #ne. It is mainly targeted towards kids from as yo#ng as 4

years to ) b#t it is also read by many parents and people who are almost / years old. It is

p#blished by editor G#baina :ad#kwala and is delivered to $hildren =s#bs$ribers or non1

s#bs$ribers> on every ,#nday



Ran


15/59

%he %imes of India )/.2 ) )/./? ) )/./? )

"#mbai "irror .-/ 2 .7? 2 7.)< 2

"!# 2(&1 , /(2/ , /(&, ,

*ind#stan %imes /.4 4 /.2- 4 /.)- 4

"id Aay 4.7< / 4. / ?./4 /

%he New IndianExpress .?/ 7 .47 7 .) 7

,o#r$eB I3, =(ig in Ga$5s>

:eing a new entrant in the Newspaper ind#stry. In 8pril 2 the Indian 3eadership ,#rvey

=I3,> 3o#nd I determined AN85s readership to be -7- ranking AN8 th amongst the %op

%en English Aailies in India. AN8 "#mbai is the se$ond most read English broadsheet in the

$ity of "#mbai.

8$$ording to the National 3eadership ,t#dy =N3, 2-> findings released in 8#g#st 2-

AN85s readership in "#mbai $ity is /). "eanwhile the readership fig#res released by

N3, 2- show AN8 had the largest in$rease =2 for any general English newspaper in

"#mbai and indi$ates that AN8 was by far the fastest growing newspaper in that $ity giving it

the se$ond largest $ir$#lation among "#mbai newspapers.

(ebr#ary )) 27 AN8 anno#n$ed that its paid $ir$#lation has $rossed 4 in "#mbai. It

had $rossed ? in !$tober 2-. In "ay 2- AN8 a#thoried Ernst ' Do#ng to $ertify its

$ir$#lation fig#res. E ' D s#bmitted its report in 6#ly p#tting its paid $ir$#lation at 27.

The Indian EApress

)/


16/59

The Indian EApress is an English1lang#age Indian daily newspaper owned by 3amnath &oenka

started in )


17/59

%he Express &ro#p has a "#mbai1head#artered division whi$h sho#ld not be $onf#sed with

Express #bli$ations "ad#rai whi$h brings o#t a ,o#th Indian $hain of newspapers in$l#ding

%he New Indian Express and is very m#$h a separate $orporate entity from %he Express &ro#p.

%he Indian Express is $onsidered to be far less fo$#sed on $ons#mer preferen$es than its

#pmarket1targeted $ompetitor %he %imes of India.

%he newspaper saw falling profits between the years 2122 b#t did not $hange its poli$ies

and the nat#re of $ontent it $arried. %he newspaper however appointed fran$hisees to r#n some

of its loss making editions in$l#ding the 6amm# edition =the model was also adopted to la#n$h

the Chandigarh edition of %he (inan$ial Express 1 the b#siness paper of the Express &ro#p>.

nder the fran$hisee model the editorial $ontrol of the edition was to be retained by the editorial

staff appointed by the Express gro#p. %he fran$hise owner was given the $ontrol of with the b#siness side in$l#ding $ir$#lation and generation of reven#es. In ret#rn the fran$hise was

expe$ted to provide the operational expenses and a one1time fee to the Express gro#p. %he model

looked good on paper. *owever it led to dil#tion of the editorial standards as the fran$hisees

so#ght greater say in the appointment of reporters and sele$tion of $ontent. %he $onfli$t between

$ommer$ial interests and +o#rnalisti$ ethi$s rea$hed a flashpoint in %he (inan$ial Express

Chandigarh edition when the fran$hisee threatened to sh#t down the edition if he was not given

the editorial $ontrol. %he fran$hisee #ltimately emerged as the winner leading to the resignation

of the 3esident Editor of the edition. %his was followed by fresh appointments to the Editorial

team and the fran$hisee ass#ming the role of the "anaging Editor. %he Express &ro#p

s#bse#ently posted profits of 3s. 4/ million in 24. %his finan$ial t#rnaro#nd has been #sed

as a $ase st#dy in IndiaJs highly regarded Indian Instit#tes of "anagement in 8hmedabad.



Ran


18/59

"id Aay )4.)7 ? )4.7) ? )-.) 2

AN8 )?.24 4 )2.- 4 )2.4 4

*ind#stan %imes .)7 / 7.7/ / /.7< /

The !e' Indian

EApress &(4/ 2 %(0/ 2 %(4 2

TO6 "#I$IES M;M5#I: #=ER#>E ISS;E RE#"ERSHI6 *#IR+


Ran


19/59


20/59

Mid "ay %.(%2 , %.(2% , %/(%3 0

AN8 )?.24 4 )2.- 4 )2.4 4

*ind#stan %imes .)7 / 7.7/ / /.7< /

%he New Indian

Express .


21/59

that "#mbai "irror was an #n#alified flop. It also filed a $omplaint with 8#dit :#rea# of

Cir$#lation =8:C> of whi$h both "id Aay and %imes are members. %he "id Aay $omplaint

says that the %imes report has damaged its b#siness interests.

"#mbai "irror has la#n$hed as a stand alone $opy initially. %he response on the stall was to lowex$ept the first day edition. Gater on the add on to the $ons#mer "#mbai "irror id offered free

with the %imes of India. Now reader gets %imes of

India T "#mbai mirror for 3s. /.

%his was the strategy #sed by the %imes gro#p

$alled blo$kading strategy. 0e are going to dis$#ss

this strategy ahead in the pro+e$t. &enerally people

who b#y the newspaper from the newspaper stall

=Cash ,ale oint> generally spend 3s. / 1 - for two

newspapers. *ere reader will get two papers %imes

of India ' "#mbai "irror at 3s. /L1. %his strategy

prevents reader to b#y *% or AN8.

Now "#mbai "irror sales whopping aro#nd

--L1 per day in "#mbai.

5usiness !e'spapers in Mu)bai

The Econo)ic Ti)es

The Econo)ic Ti)es is an English1lang#age Indian daily newspaper p#blished by the :ennett

Coleman ' Co. Gtd. =%he %imes &ro#p>.%he E$onomi$ %imes started in )


22/59

Its main rivals are the ,1based %he 0all ,treet 6o#rnal and Gondon1based (inan$ial %imes

both of the newspapers p#blishes several international editions.

Its main $ontent is based on the Indian e$onomy share pri$es pri$es of $ommodities as well as

other matters related to finan$e. %he E$onomi$ %imes is $hara$teried by its salmon1pink paper

whi$h it as good as (inan$ial %imes. It is sold in all ma+or $ities in India. In 6#ne 2 1 this is a weekly $olor s#pplement that appears every

0ednesday whi$h $overs marketing advertising media and market resear$h.

• Corporate Aossier is a s#pplement that appears every (riday along with %he E$onomi$

%imes aimed at the CE!s of $orporate India with a spe$ial fo$#s on management and

strategy.

• E% %ravel is a weekly all1$olor s#pplement whi$h $overs travel and to#rism aimed at the

b#rgeoning band of Indians who want to see and know abo#t their $o#ntry and the rest of

the world 11 thro#gh Indian eyes.

• Uig0heels is a weekly all1$olor s#pplement $overing all aspe$ts from the a#to ind#stry

from new la#n$hes and trends to an$illaries and personalities.

• 9E% 3ealty9

5usiness Standard

5usiness Standard is an Indian finan$ial daily newspaper p#blished by :#siness ,tandard Gtd

=:,G> in two lang#ages English and *indi. %he main English1lang#age edition $omes from )2

regional $enters 1 "#mbai New Aelhi Holkata :angalore Chennai 8hmadabad *yderabad

Chandigarh #ne G#$know :h#baneswar and Ho$hi 1 and rea$hes readers in over ) towns

and $ities a$ross India.

22

http://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/The_Wall_Street_Journalhttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Financial_Timeshttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/Corporate_Dossierhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Newspaper#Dailyhttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Kochi_(India)http://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/The_Wall_Street_Journalhttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Financial_Timeshttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/Corporate_Dossierhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Newspaper#Dailyhttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Kochi_(India)


23/59

,tarted in )


24/59

In 6an#ary 2) it la#n$hed smartinvestor.in an information1$#m1trading website for those

interested in the sto$k market.

The Financial Express

is a daily newspaper published by the Indian Express group since 1961. It Launched in 1961,

India’s oldest financial daily, The inancial Express, is today one of the leading newspapers in

the country. !art of The Indian Express "roup, the newspaper publishes ele#en editions in

English fro$ leading cities%&h$adabad, 'angalore, (handigarh, (hennai, )elhi, *yderabad,

+ochi, +olata, Lucnow, -u$bai and !une. It also has an edition in "uarati, published fro$

&h$adabad. The newspaper has offices across the country and is head/uartered in )elhi.

Mint

is a b#siness newspaper from *% "edia Gtd la#n$hed in $ollaboration with %he 0all ,treet

6o#rnal on ) (ebr#ary 27. It is a premi#m b#siness news p#bli$ation aimed at de$ision makers

and poli$y makers of the $o#ntry and it is the first newspaper in India to be p#blished in the

:erliner format %he $#rrent Editor of the newspaper is 3. ,#k#mar.

%he design of the "int newspaper is geared towards presenting b#siness and finan$ial

information in a $ompa$t format. %he format itself was designed by "ario 3. &ar$ia who has

also been asso$iated with the re1design of the 0all ,treet 6o#rnal.

8long with the print edition "int also has spe$ialied online and mobile editions whi$h $an be

a$$essed at 9'''(live)int(co)9. Givemint.$om is among the fastest growing news websites in

India and it attra$ts more than )./ million readers every month ma+ority of who are de$isionmakers in leading b#siness organiations a$ross the world. It is widely $onsidered to be the most

$omprehensive and te$hni$ally evolved news portal in the $o#ntry that has introd#$ed many

m#ltimedia enabled engagement platforms whi$h give its readers the opport#nity to express their

point of view and intera$t with "intJs editors and $ol#mnists.

24

http://www.smartinvestor.in/http://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/The_Wall_Street_Journalhttp://en.wikipedia.org/wiki/The_Wall_Street_Journalhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Berliner_(format)http://en.wikipedia.org/wiki/Berliner_(format)http://www.smartinvestor.in/http://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/The_Wall_Street_Journalhttp://en.wikipedia.org/wiki/The_Wall_Street_Journalhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Berliner_(format)


25/59

%he weekend edition of the p#bli$ation is $alled 9Go#nge9 and it feat#res $ol#mns on travel

fashion arts personal te$hnology parenting and health.

"int is now IndiaJs 2nd most widely read national b#siness daily. It has a readership of over ).7/

lakhs in Aelhi and "#mbai R,o#r$eB I3, 2


26/59

readers is sold more than *% and AN8. 0ith a t#rnover of 3s 2 million and yearly profit of

3s million

our di)ention strategies :

%he %imes of India and *ind#stan %imes bitter rivals in the national $apital +oined hands in

"#mbai to take on AN8. %he strategi$ allian$e between two of the $o#ntry5s biggest media

empires S :ennett Coleman and Co Gtd =p#blishers of %he %imes of India> and *ind#stan

%imes Gtd Q were seen in the areas of advertising printing and h#man reso#r$es. *% began

advertising its planned deb#t in "#mbai in %he %imes of India and 3adio "ir$hi :ennett5s ("

radio $hannel. In ret#rn *% shared its newly set #p printing fa$ilities at 8iroli in Navi "#mbai

with :ennett $oleman5. It was a barter deal with *% not paying for the spa$e it is b#ying in %he

%imes of India and offering its printing fa$ility to the gro#p. %he third aspe$t of the

$ollaboration was a no1poa$hing agreement S a rare move in the media ind#stry ' the growth

remain $ontin#es. %he both newspaper were s#ppose to eat away the pie n#t the entire market got

expanded everyone got his spa$e.

2-


27/59

5loc


28/59

"!# did a pre1la#n$h s#rvey $overing a staggering ))1lakh ho#seholds whi$h in$reased

anti$ipation and helped it lay the gro#nd f#t#re way.

HT on the other played safe. %he only aim of *% was to provide "#mbai a repli$a of %!I at

$heaper rate. %herefore the target $ons#mers where that of %!I.

Mu)bai Mirror $ame #p within three months after the offi$ial anno#n$ement made by %!I.

!bvio#sly so there was no pre la#n$h s#rvey $ond#$ted by the %!I( The only ai) being hitting

)ar Navbharat %imes =*indi> many

more magaines e.g. (emina (ilmfare %op gear ::C &ood *omes &raia et$. K %imes of India

is Aominant in the "arket Aominant in %rade ' a tr#ly monopolist player in print media.

2


29/59

Current Mar


30/59

• Custo)er seg)entation- "ifferentiation 6ositioning

In this stage i.e. before la#n$hing the newspaper in the market $ompany first de$ides

whi$h $lass of people they are targeting :e$a#se as the different $lass of the people

there are different $lass of the newspaper are available the style of lang#age way of

writing news are differ as per the $lass of the readers. %his is the stage where potential

$#stomers are fo#nd and eval#ated. It is first ne$essary to identify that the potential

$#stomer has the willingness ability to b#y the prod#$t. %his wo#ld involve first

generating sales leads. In the $ase of newspapers $#stomers $o#ld be (inan$ial

Instit#tions I% employees st#dents preparing ":8 st#dents and other instit#tions like

*otels 8ir lines or weather it5s designed for ordinary lay man et$.

Newspaper like %imes of India whi$h %arget ni$he $lass of the people as well thema+ority of #pper middle ' middle $lass people. AN8 targeted at yo#th ' the masses

also tries to $over masses as well. *ind#stan times Ga#n$hed as a repli$a of times there

for targets for $lass of the people who are the $#rrent times readers b#t now with the new

web look *% is trying to attra$t the yo#th a#dien$e as well.

• 6roduct develop)ent- 6roduction set up Resource capabilities

8t initial stage when yo#r brand of paper is new in the market that time the n#mbers of

$#stomer are not knowing to any one so at this stage to get the idea of ) st reader and

determine the exa$t amo#nt of prod#$tion of newspaper for the f#t#re and to avoid the

wastages. %herefore the prod#$t has to design as per the taste ' the #ality of that

parti$#lar segment.

*ere we are parti$#larly talking abo#t the tapping the #pper segment in the so$iety

therefore to deliver to the there taste ' #ality the brand sho#ld have state of the arts

?


31/59

prod#$tion fa$ility. %he brands like %imes of India the leader ' the new entrant *% '

AN8 have spend h#ge amo#nt on this $apital investment to deliver the #ality. Not only

the Capital expendit#re it5s also re#ires h#ge amo#nt to be spend on *#man reso#r$e

whi$h is most variable fa$tor in the overall pro$ess. ,etting #p the distrib#tion system '

maintaining timely delivery of this highly perishable prod#$t %herefore entry $ost in this

ind#stry is very high.

%o deliver on time the systems ' pro$esses has to be pla$ed ' #pdate reg#larly for the

smooth operation. (rom editorial to prod#$tion from o prod#$tion to press ' from press

to in the hands of the readers.

• #dvertising- 6ro)otion- "istribution SaleB

8t initial stage the branding are done thro#gh some so$ial $ampaign and also some

advertisement $ampaign are adopted thro#gh media ' other players in the market. %ill

date the newspaper ind#stry did not advertise in other media5s so heavily. A#e to

$ompetition they newspaper it self a media re#ired to be advertise in other medias to

attra$t new readers.

%hen vario#s s$heme provided to vendors so that they $an keep their $opies in their stall

give them proper visibility also some in$entives gifts material are provided to them to

in$rease the sales. 8lso vario#s $ampaign and program are adopted to rea$h the target

a#dien$e whi$h in$l#des ,$hools ,o$ial $ampaign %@ $ommer$ials 3adio adds "edia

partners et$.

ltimately the prod#$t rea$hes to o#r targeted $ons#mer everyday morning 7am.

?)


32/59

. 6Ds of !e'spaper Mar


33/59


34/59

mix that b#siness people #se to develop a marketing plan. ri$ing is a big part of the marketing

mix. Choosing the right pri$e and the right pri$ing strategy is $r#$ial to the marketing pro$ess.

%he pri$e of the prod#$t is not something that is fixed. !n the other hand the pri$e of the prod#$t

depends on many other fa$tors. ,ome times the pri$e of the prod#$t has got nothing to do with

the a$t#al prod#$t itself. %he pri$e may a$t as a way to attra$t target $#stomers. Newspaper is 3s

2 to 3s / b#t still everyone dose not b#y the newspaper. %he pri$e of the prod#$t is de$ided

keeping many things in mind. %hese things in$l#de fa$tors like $ost in$#rred on the prod#$t

target market $ompetitors $ons#mer per$eption abo#t the prod#$ed.

6lace)ent or "istribution:

la$e is a term that has a variety of meanings in a di$tionary sense b#t whi$h is prin$ipally #sed

in a geographi$ sense as a no#n to denote lo$ation tho#gh in a sense of a lo$ation identified with

that whi$h is lo$ated there.

In marketing pla$e refers to one of the 4 Js defined as 9the market pla$e9. It $an mean a

geographi$ lo$ation. *ere the market pla$e is where yo# b#y yo#r newspaper. 0ither it5s been its

deliver at yo#r home or kept on the newspaper stall that is the market pla$e for the newspaper.

3ea$hing on time in yo#r defined market is very $r#$ial.

‘Jo dikhata hain who bikta hain’ as said in hindi the prod#$t to be pla$ed properly. %he

newspaper sale on C, =$ash sale point> has to be pla$ed properly so $an anyone wants to b#y

$an b#y o#r prod#$t

6ro)otion:

Comm#ni$ation to $ons#mer is thro#gh organied media like %@ 3adio ,o$ial $ampaign et$.

"edia. %he most $ommon $onventional media in$l#deB rint %elevision and rint. %he Non1

$onventional media in$l#deB (ree sampling osters et$. %he $onventional media have ex$ellent

rea$h less expensive and $reate a better impa$t. %he way of approa$hing reader sho#ld be

$#stomied as per the attit#des and behavior of the reader. 8n effe$tive promotion sho#ld plan

for a proper mix of media. %his is very important to $reate a mind share

8dvertising L romotion

ersonal selling

,ales promotion

?4


35/59

#bli$ity and p#bli$ relations

%he spe$ifi$ation of these fo#r variables $reates a promotional mix or promotional plan. 8

promotional mix spe$ifies how m#$h attention to pay to ea$h of the fo#r s#b$ategories and how

m#$h money to b#dget for ea$h. 8 promotional plan $an have a wide range of ob+e$tives

in$l#dingB sales in$reases new prod#$t a$$eptan$e $reation of brand e#ity positioning

$ompetitive retaliations or $reation of a $orporate image. Newspaper promotion is not more

depend on the mind share then the wallet share.

.#Ds of !e'spaper )ar


36/59


37/59

%he next $hallenge is to gain a$$eptability for the prod#$t in market. %herefore there is a need to

offer prod#$ts that s#it the market. 0e need to develop a $#stomied paper for vario#s regions.

%o a$$ept the paper in the market we need to identify the tenden$y $apa$ity likes and dislikes of

the target a#dien$e. 8$$eptability ' adaptability of the segment of a#dien$e we are targeting is

more important.

#'areness:

%he fo#rth important things in newspaper marketing are $reating the awareness of the prod#$t in

the market. 8nd for that vario#s promotion tools are need to #se s#$h as advertising trade

s$hemes events (ree sampling involvement of media partners so$ial awareness $ampaign et$.

are done to $reate the awareness.

6orterDs generic strategies )odel

?7


38/59

&eneri$ strategies were #sed initially in the early )


39/59

(o$#s strategy is also known as a Jni$heJ strategy. %he $l#tter of ads has now spilled o#t on the

n#mber of $hannel availability d#e to whi$h people are spoilt for $hoi$e. %h#s Ni$he $hannels

are the only way to maintain viewer loyalty. ,ome premi#m1branded newspapers a bit like %he

,#nday %imes is more ni$he1orientated.

?


40/59

Consu)er 5uying 5ehavior

Cons#mer de$ision making wo#ld vary with the type of b#ying de$ision. Do# wo#ld agree that

de$ision to b#y toothpaste a tennis ra$ket; personal $omp#ter and a $ar are all different. %here

are 4 types of b#ying behavior based on the degree of b#yer involvement and the degree of

differen$e between b#yers.

Co)pleA buying behavior

%his type of b#ying behavior is involved when the prod#$t is expensive bo#ght infre#ently.

E.g.B 8#tomobile the $ons#mer will spend lot of time in dis$#ssing and planning abo#t the

p#r$hase of s#$h a prod#$t.

4


41/59


42/59

Readers Survey "ata #nalysis

!o of Respondent: 3&

%his st#dy is #ndertaken to #nderstand the reader5s preferen$es ' the fa$tors infl#en$ing

Newspaper p#r$hasing L ,#bs$ribing de$ision of the English Newspaper in "#mbai. %his was

the online s#rvey =8ppendi$es) s#rvey form>. %he res#lts are as follows

(%( @hich !e'spaper do u buys F subscribe currentlyG

%he 4-F of the respondent p#r$hase %imes of India as their )st Choi$e Newspaper. (ollowed by

the *% ' AN8 with )-F ' F respe$tively. :eing the afternoon newspaper many of the people

who don not get time to read newspaper in the morning they b#y "id day as their )st $hoi$e of

the news paper with )2F followed by AN8.

42


43/59

%he s#bs$ription offers by almost all of the newspaper expe$t AN8 $#rrently 44F people b#y

their )st $hoi$e of newspaper by way of s#bs$ription ' ?F by way of monthly payment. 3est of

them is the daily p#r$haser on the move.

(0( Ho' did you co)e to


44/59

(,( "o you buy )ore than one English !e'spaperG

/2F of the total respondent b#y more than ) newspaper; among them 22F of the respondent

prefers to have times of India as their 2nd Choi$e of newspaper followed by *% ' AN8 )F '

)?F respe$tively. 0ith the )F share "id day also the 2nd $hoi$e of the newspaper followed by

%imes of India. %his indi$ates the reading habit of the Mumbaikar’s.4-F of the respondent b#ys

their se$ond $hoi$e of newspaper move on the daily p#r$hase

If 7ES than 'hich is the Second !e'spaperG

44


45/59

(.( @hich English !e'spaper you use to buy before the launch of HT "!#G

%his is the $lear indi$ator that the *% ' AN8 have taken the %imes of India5s share in the

market. 7?F of the respondent was b#ying %imes of India before la#n$h of the *% ' AN8. )/F

of the people was b#ying "id day

4/


46/59

(1( "id you find anything ne' in your Subscribed !e'spaper co)pared to the !e'spaper

'hich you buyG

%he new entrant in the newspaper ind#stry has in$reased the expe$tation of the readers. 74F of

the respondent doesn5t fo#nd something new in their s#bs$ribed newspaper $ompared to there

old newspaper

(/( Ho' 'ould you categories Overall EAperience of your !e'spaperG

8ttrib#tes TOI HT "!# IE 6 M" #! MM

>ood 1. %0 0 . 0 . & %0#verage 3 %0 %. 3 3 %3 3 %/

!eed

i)prove)ent 3 %. 3 . 3 %& %& .

3espondent rated %imes of India is the &ood paper among all newspapers. AN8 Indian express

(ree ress +o#rnal "id day are rated as an average newspaper whereas *% "id day afternoon

people finds some more improvement. %his res#lt s#rprises be$a#se in s#bs$ription %imes is No

) ' *% no 2 thereafter people rates %!I &ood ' looking for improvement in *%

4-


47/59

(2( Ho' 'ill you rate your ne'spaper on the scale of %1 on follo'ing attributesG

3espondent rated their $#rrent newspaper overall good @ery good on their satisfa$tion s$ale.

(3( "o you suggest any i)prove)ents F Changes in your !e'spaperG

If 7ES then 'hat are those changesG

47


48/59

English dailies market has been expanded with ? new entrant; still people are looking for the

improved prod#$t. It means there is still $ope for a new entrant in this market. AN8 ' *%

fighting for the No.2 position b#t still there is s$ope for the new entrant. /7F of the total

respondent is looking for the improvement in their $#rrent prod#$t. "a+ority 2?F ' )4Fof the

a#dien$e wants the improvement to be made in the $ontent of the newspaper. )7F looking for

the #ality s#pplements )-F are looking for the netter pri$e.

(4( Is your !e'spaper purchasing F subscribing decision influenced by the 6ro)otional

sche)es F OffersG

4


49/59

//F respondent agrees that their de$ision is infl#en$ed by the promotional s$hemes ' offers

offered at the time of the p#r$hasing ' s#bs$ribing newspaper. ?4F of them look at the val#e

proposition )4F s#bs$ribe newspaper for the $onvenien$e. )2F for the gifts ' the gift vo#$her

' does not $onsider the :rand whi$h they are b#ying.

If 7ES then 'hat are those thingsG

(%&( @ill you subscribe a !e'spaper 'hich offers you subscription at full cost but 'hich

'ill give you euivalent value add in returnG J

4


50/59

e.g. In f#ll $ost of ,#bs$ription of 3s.


51/59

>ender

2F of the total respondent is the females. %his segment is still #nexploited. Newspaper is the

#nisex prod#$t therefore still (emale segment has a s$ope of expansion. %herefore there is

feminine newspaper or s#pplement will give the added advantage to the brand

#ge

%he ma+ority of the respondents is from the age gro#p of the 2)1 4. -2F of this segment yo#ths

are single. %he brand sho#ld target this yo#ths who are single $areer oriented ' who takes

de$ision of what to b#y.

Marital Status:

/)


52/59

,ingle X -2F "arried ?F

ualification:

/?F of the total respondents are post grad#ates ?7F are the grad#ates. "a+ority 2F of them are

employed ' )/F are self employed.


53/59


54/59

!e' Idea Mar


55/59

%he promotion advertisers will $over the additional $ost with e#al ret#rns.

Other Objectives

1 It will help to bring down the #nwanted s#bs$ription d#e to high investments

1 It will help to tap otential :#yer =%&> ' 8#gmented %&

1 Gow $ost of promotions to retail ' lo$al advertisers

;ntapped Seg)ent

8mong the respondents 2F is the females. (emales are negle$ted in newspaper segment

even. %here is no feminine prod#$t available only for females.

,ame thing is with yo#th segment age gro#p from )4 Q 2). (ew weekly newspapers like 68" '

6G% =%imes gro#p> are targeted at the yo#ng $ollege a#dien$e b#t fails to $reate awareness abo#t

the prod#$t. rod#$ts itself fails to appeal to mass a#dien$e.

0e $all then pro#dly senior $itiens b#t - ' above segment is also not m#$h tapped. %his

people have plenty of time they $an be the gen#ine readers. No prod#$t espe$ially for them even.

or)ing co))on li


56/59

8s per the same $on$ept we $an offer a s#bs$ription for the 3s )L1 per year ' we $an keep

$ommon likings $omm#nity programs whi$h will be the part of the s#bs$ription.

(or s$hool st#dents s$ien$e exhibition or a lo$al ed#$ational pi$ni$ ed#$ational g#idan$e

seminars.

(or *o#sewife5s gatherings for *ome dV$or $ookery shows et$.

(or $ollege st#dents they $an have $areer g#idan$e programs $#lt#ral events ed#$ational pi$ni$s

et$

(or senior $itiens Ao$tors advi$e spirit#al meetings life after retirement g#ide program et$.

Newspaper as prod#$t in the "#mbai is rea$hed to the mat#rity stage. %o get more readers ' to

in$rease the readership base the newspaper m#st do the innovation ' need to rea$h o#t to the

#ntapped markets. &oing to mi$ro level in the marketing will help the prod#$ts to expand more.

/-


57/59

Conclusion

Newspaper is not remaining the so#r$e of information. It5s no more meant for news only.

Newspaper be$ame the versatile prod#$t whi$h $an be marketed as the ("C& prod#$t. 3eader is

looking towards Newspaper as a NE0,(!%EN"EN%.

!E@SOTE!ME!T

NewsB Go$al 3egional International

InfoB :#sinessB Aomesti$ International

,portsB Aomesti$ International

EntertainmentB :ollywood *ollywood Gifestyle

"#mbai Newspaper market was monopolist market for %imes of India is be$ome the $ompetitive

market with so many players still even today readers are looking for the a better improved prod#$twhi$h still $reates the spa$e for the new entrant.

=ital Status of !e'spaper !e'spaper Mar


58/59

Consu)eris)

In$reased $ons#merism and "#ltipli$ation of players is leading $ompanies to in$rease their ad

spend to $reate brand re$all. %his in ret#rn means more reven#es for the media $ompanies

f#eling f#rther growth. Experiment on new innovation to attra$t $ons#mer as well as advertisers

in the long r#n.

6ricing

ri$es in India whether it is for $able $onne$tion film ti$kets or newspapers remain one of the

lowest in the world tho#gh h#ge vol#mes $ompensate for low pri$es. 0ith in$reased p#r$hasing

power of the India #rban $lass as well as the r#ral people and the expendable in$ome pri$es will

in$rease with in$rease in $hoi$e. 8ffordability is the negligible iss#e now b#t a$$eptability by the

%& is the $on$ern.

Regulations

rint has already opened for (AI ranging from 2-F to )F e#ity stake. 0ith more and more

players +#mping on the bandwagon even for abroad the reg#lations will be relaxed and the

ind#stry will be a m#$h bigger one.

Technology

se of te$hnology for spe$ial effe$ts animation and other $reative work leading to better #ality

of media prod#$ts. Aigital te$hnology is in$reasingly $ompeting with print media by opening

a$$ess to endless so#r$es of news. It may now seem that the need of the reader to b#y a

newspaper for news and the need of the advertiser to advertise in it is slowly re$eding. %h#s it is

for the newspapers to look at emerging options and to rework their traditional so#r$es of reven#e

Innovation

Contin#o#s innovation ' 3NA to be $arried o#t to #nderstand the readers b#ying behavior '

readers psy$hology behind p#r$hasing the newspaper brand. It will help to rea$h o#t to the

#ntapped markets. &oing to mi$ro level in the marketing will help the prod#$ts to expand more.

/


59/59

#ppendices

39517989 newspaper project final 23

Documents