TO STUDY MARKETING STRATEGIES OF CAMPAIGNS

WITH RESPECT TO

09080303913

The media and entertainment industry in India consists of many different segments under its folds such as television ,print and films.

The industry is expected to grow at an annual average growth rate of 18% to touch Rs.2245bn by 2017

Print industry: It consists of newspaper, magazines which include political events, crime, business, sports and opinions.

• The Indian print media industry is expected to grow by 9.6 per cent over the period of 2010-15.

• In India, it is the second largest industry with over 90 million copies in circulation daily.

• Radio industry: Radio broadcasting in India started in British India in 1923 with the Radio Club of Bombay.

• Famous stations are Radio Mirchi, Radio City, Red FM, Big FM, Fever104FM

HT Media found its beginning in 1924 when its flagship newspaper, Hindustan Times has today grown to become one of India's largest media companies

In addition to Hindustan Times, HT Media also publishes a national business newspaper, Mint, a one-of-its-kind newspaper in an exclusive agreement with the Wall Street Journal

HT Media has also made its foray into electronic media. Diversifying its ambit of operations has launched the FM radio channel - Fever 104

Internet businesses of HT Media incorporated under Firefly e-ventures, operate leading web portals Hindustantimes.com and livemint.com in the general and business news categories respectively.

Total Revenue reached Rs 2,142 Crore in FY2013,Driven Print Advertising Revenues at Rs 1,529 CroreCirculation Revenues at Rs 223 Crore Radio Revenues at Rs 78 Cr.

Print- EnglishThe HT Media Group publishes two premium English newspapers – Hindustan Times, a mainline daily, and Mint, a business newspaper.

Print- HindiA part of the HT Media Group, the Hindi newspaper Hindustan ranks as the second largest-read daily in the country across all languages. Hindustan is published by HMVL (Hindustan Media Ventures Limited, a subsidiary of HT Media Ltd) and has 19 editions across the Hindi belt.

InternetFirefly e-Ventures Ltd., a 100% HT Media subsidiary, focuses on creating and building brands and businesses in the Internet media space.

RadioFever 104 FM is available in Delhi, Mumbai, Bangalore and Kolkata with vibrant, youthful, creative and interactive programming!

Events and Marketing SolutionsEvents and Marketing Solutions were started in Aug 2007. The two divisions have been created to offer clients alternate ways of standing out from the clutter to build meaningful salience for their brands.

MARKETING CAMPAIGN STRATEGY AT HT MEDIA

The topics deals with the study of how HT uses different marketing strategies for its campaigns.

As a part of the ‘You Read, They Learn’ (YRTL) initiative launched on 18 April, Hindustan Times it will contribute 5 paise from every metro copy in Delhi-NCR

In line with the initiative’s mission to help educate underprivileged children, every page of the newspaper included a page of a textbook.

There will be textbooks inserted in copies of Mint and Hindustan circulated in Delhi-NCR

Several arterial roads and poor driving

and rampant traffic violations have

reduced traffic speed in Delhi to a great

extent.

It talks about the condition of traffic

speed in Delhi ,with increasing number of

cars and two-wheelers, and other

subsequent public transports.

OBJECTIVES

RESEARCH DESIGN

The research design followed In this study is EXPLORATORY RESEARCH

EXPLORATORY RESEARCH

Conducted for a problem that has not been clearly defined

Often occurs before we know enough to make conceptual distinctions or posit an explanatory relationship.

Helps determine the best research design, data collection method and selection of subjects.

It should draw definitive conclusions only with extreme caution.

Exploratory research often concludes that a perceived problem does not actually exist.

POPULATION

Under sampling method information is collected about only a part of the population and on the basis of this information conclusions are drawn for the whole population.

The basis of all sampling is the principle of statistical regularity, which tells us that if a sample is selected at random, it is likely to process all the characteristics of the population. The population covered in the research project is 18-65

PRIMARY DATA Questionnaire

SECONDARY DATA Information acquiring through Intranet Company records Observational Study

1. Systematic Sampling Systematic sampling relies on arranging the study population according to some ordering scheme and then selecting elements at regular intervals through that ordered list.

2. Random Sampling : The technique of Random Sampling has been used in the analysis of the data.Random sampling from a finite population refers to that method of sample selection.

SAMPLE SIZE

The sample size is an important feature of any empirical study in which the goal is to make inferences about a population from a sample.

The sample size for research project is 80.

•The estimates are done on average basis.

•Because of time constraint sample size was restricted to 75.

•Some of the respondents did not respond due to lack of time.

•Some were biased toward other brands

Limitations

Are you aware of the“You Read, They Learn (YRTL)” campaign run by HT Media?

Yes 68%

No 32%

68%

32%

Yes

No

As per the analysis, I came to know that the campaign is relatively renowned amongst the respondents as 68% respondents were aware of the campaign and only a meager 32% were not aware of it. This showed that the campaign was particularly noticed by more people than it went unnoticed.

Did you notice the strip ads of the YRTL campaign in Hindustan Times?

Yes 60%

No 40%

60%

40%

Yes

No

As per the research,60% respondents were indeed aware of the strip ads of the YRTL campaign in the newspaper. Whereas as relatively 40% respondents hadn’t notice the strip ads of the campaign prior to my mentioning.

What initiatives did you take after seeing the YRTL campaign?

Through the research I found out the impact of YRTL campaign triggered through people with them taking multiple initiatives after seeing the campaign in the newspaper. I found that 12% respondents had taken the initiative to spread the word about the campaign,28% people made small booklets of the cuttings they got from the newspaper. 17.3% respondents took the initiative of reading out the alphabets to underprivileged kids,while 22.6% made monetary contributions and the rest 20% took other type of initiative they seeked as right.

Spread the word 12%

Make small booklets of the

cuttings

28%

Read out the alphabets to

underprivileged kids

17.3%

Make Monetary Contributions 22.6%

Others 20%

12%

28%

17.30%

22.60%

20%Spread the word

Make small booklets of the cuttings

Read out the alphabets to underprivileged kids

Make Monetary Contributions

Others

Are you aware of the Unclog Delhi social campaign by Hindustan Times?

Yes 73.3%

No 26.6%

73.30%

26.60%

Yes

No

As per the research a high percentage of respondents showed a positive response when asked about their awareness of the UNCLOG DELHI campaign with their percentage ranging to a high 73.3% and a trifle percentage of 26.6% people were unaware of this currently running campaign by Hindustan Times.

Do you think such campaigns are more likely to solve traffic issues in comparison to conventional methods?

Highly Likely 65.00%

Somewhat Likely 11.25%

Not sure 1.25%

Unlikely 21.25%

Highly Unlikely 1.25%

65.00%

11.25%

1.25%

21.25%

1.25%

Highly Likely

Somewhat Likely

Not sure

Unlikely

Highly Unlikely

As per the research, UNCLOG DELHI Campaign to be highly likely to succeed in comparison to conventional methods with 65% respondent agreeing to it .However 21.25% respondents considered this campaign as unlikely to resolve any pertaining traffic issues and only 1.25% people considering the efforts of this campaign to resolve traffic issues as highly unlikely.

• The popularity of YRTL campaign

• It was found that the younger generation was relatively less aware of the campaign as compared to the elder ones.

• Students more aware of the campaign as compared to social workers

• The 16-25 years age group was more interested in spreading the word about the campaign, the senior citizens were more ahead in making monetary contributions and finally the middle age respondents between the age groups 26-55 were seen showing more interest in making booklets

• After a complete research and analysis through the answers of the respondents I found out that more people are not going to initiate similar campaigns

• Found strategic improvements during the campaigning of Unclog Delhi

• Age group of 65 and between the age group of 46-55 were found to be more aware of the Unclog Delhi campaign

•The widespread reach and access of print media was proved in the research when 57.50%

• Due to the high awareness of the Unclog Delhi campaign many respondents believed that this campaign is Highly Likely to resolve traffic issues in their areas

• people responded negatively about the actual impact done by this campaign in their area

• Hindustan Times in that case should look for chance of being noticed in larger or niche publications than ever before.

• HT can connect print media campaign directly to digital media by using QR Codes

• Can create useable print media that people enjoy and even use, spreading their marketing campaign further.

• Should have celebrity endorser who can help guide the campaign towards a far more outreached possibilities

• Improving the visibility of the theme by conducting direct marketing

• Databases by public forums can be acquired by HT, to get a personalized and customized touch to the campaigns

• Credible editorial reviews by critics for possible coverage in conventional media

• These companies do hold the power to create or destroy people’s imagination and thinking

• YRTL was a step towards brand image improvement through CSR and another step towards societal help

• Unclog Delhi, day to day coverage on how to bridge the gap between the dreamt clog free and decongested Delhi

• Strong factors that may develop the society as a whole and spearhead many such campaign in future.