SUMMER TRAINING PROJECT REPORT ON Consumers Behavior for Financial Daily

Submitted By: Bharat Singh Dhami

Masters of Business Administration 2011-2013

Millennium Academy of Professional Studies

Organization
Business Standard Newspaper

Project Guide
Mr. Nikhil (Group Officer of BS) Mr. Abhay Chaturvedi
(Officer Marketing Development)
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SUMMER TRAINING PROJECT REPORT

ON
Consumers Behavior for Financial Daily

BY Bharat Singh Dhami

Under the Esteemed Guidance of

Mr. Amit Kumar Agrawal

(Senior Coordinator MAPS)

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ACKNOWLEDGEMENT
I take this opportunity to express my deep sense of gratitude for their continuous encouragement, invaluable guidance and help for completing the present project work. They have been a source of inspiration to me and I am indebted to them for initiating me in the field of marketing.

I am completely indebted to

Mr. AMIT KUMAR AGRAWAL

who is my research

guider, MILLANNIUM ACADEMY OF PROFESSIONAL STUDIES and without his help, completion of the project was highly impossible.

I take this Opportunity as privilege to articulate my deep sense of gratefulness to SIR Mr. ABHAY CHATURVEDI OFFICER MARKETING DEVELOPMENT of Business Standard for his help and positive encouragement.

I wish to express a special thanks to all teaching and non-teaching staff members, MILLANNIUM ACADEMY OF PROFESSIONAL STUDIES for their forever support, encouragement, and valuable guidance are gratefully acknowledged.

PLACE: DELHI DATE: / / 20

3

Bharat Singh Dhami

MBA (Batch-11-13)

EXCUTIVE SUMMARY
Consumer behavior can be said to be the study of how individual make decisions. Consumer behavior research provides information which will not only be useful in taking various marketing decision but also help to reduce the risk in decision making.

This project deals with behavior of those consumers who are reading different financial newspapers. We have personally surveyed the swamp and gatheredles Information through the questionnaires to study their behavior. We have used Different questions in order to analysis the consumer behavior. Moreover we have also tried to cover the objective through questionnaire.

We have taken a sample size of 50 in order to analysis the consumer behavior and we have used Delhi, Janakpuri as our sample location. This project will give you Information on the following things like the satisfaction level of the consumer who Newspaper, the benefits and most important information obtain by the consumer while are reading financial newspaper, why the consumer prefer a particular financial Reading paper, consumer perception regarding the contents of financial newspaper, Consumer behavior on the discount given by the financial newspaper & many more Things

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Table of Contents
Chapter NoPARTICULAR PAGE NO.

Sec-1

INDUSTRY OVERVIEW

History Of Print Media

Newspapers: A Brief History

11

Competitors

14

Organization profile

16

Vision And Mission

17

Organizational Hierarchy

19

Product Portfolio

21

DEPARTMENT DETAILS

Circulation Department Space Marketing Department Editorial Department Scheduling Department System Department Production Department Dispatch Department Financial Department Human Resource Department

SWOT Analysis

33

7s Formwork

34

ABC (Audit Bureau Circulation)

37

40
Sales and Distribution

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RESEARCH WORK
SEC-2
1
LITERATURE REVIEW

45

2
RESEARCH METHODOLOGY

48

Research Objective Limitation Target Audience Sampling Method & Size Data Collection Questionnaire Form Questionnaire Survey

DATA ANALYSIS AND DATA INTERPRETATION

53
FINDINGS AND RECOMMANDATIONS

63

Conclusion

Suggestion

LEARNINGS FROM THE SUMMER TRAINING

BIBLIOGRAPHY

68

70

71
APPENDIX

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CHAPTER 1

Organizational Overview

History of print media and written communication follows the progress of Civilization which, in turn, moves in response to changing cultural technologies. The Transfer of complex information, ideas and concepts from one individual to another, or to a group, underwent extreme evolution since prehistoric times. It has been 30,000 Years later since the first recorded evidence of written communication and it is still dramatically changing. Nowadays perhaps faster than ever before due to amazing Advances in technology in recent years. Technical breakthroughs alter the way we perceive the universe and manner in which we communicate with one another.

As long ago as 25,000-30,000 years B.C. first humans painted descriptive pictures on cave walls. The narrative Compositions left on the walls of Lascaux represented their own way of communicating with the spiritual world and another. The well preserved- drawing depicted their deep religious beliefs, fears, and everyday life. The pictorial Type found in caves of Southern France and Spain is the beginning of written Communication for the human kind.

In early 19th century the industrial revolution brought major innovations in printing Technology. In 1810, Friedrich Koenig applied steam power to printing press. Rotary steam presses replaced hand operated machines, doing the same job in a small fraction of the time. Typesetting was transformed by the introduction of line-casting machines; First Ottoman Mergenthalers Linotype (1889), and then the Monotype machine. Line Casting allowed type be chosen, used, and then re circulated back into the machine automatically.

The age of industrial revolution made transfer and interchange of written information between cities as well as continents readily available. In 1831 Joseph Henry invented the first electric telegraph, four years later in 1835 Samuel Morse Formulated Morse code, and then in 1843 he also produced the first long distance Electric telegraph line. At the same time, Alexander Bain patented the first fax Machine. In 1867 Thomas Edison patented his mimeograph, which was the first Office-copying machine, which might inspire Chester Carlson, almost a century later; to invent the photocopier machine.

Business life was irreversibly changed with in the introduction to the market of Remington typewriter (1874). Journalism also became more accessible when in 1914 Howard Krum introduced Teletype. Knowledge of Morse code was no longer needed to distribute information.

Nowadays, the print industry goes through a dry spell. Printing becomes increasingly more expansive. To combat with this problem the industry increased use of digital Printers that can efficiently produce high quality paper books on demand. CAP Ventures predicted that within five years, 80% of all print will be ordered via www. This created new model of publishing so called e-publishing (on demand). The- Printed book is currently under attack by e-book. Present e-books are handheld Devices in which books can be downloaded in a file form and read on a backlit screen using buttons to man oeuvre through text. There have been also experiments with on- Line book distribution by Stephan King, David Saperstein, Mary Higgins and others Authors.

The Indian entertainment and media industry is expected to grow at 18% compound Annual growth rate (CAGR) and reach a projected size of Rs 1, 00,000 crore by 2011 From its present size of Rs 43,700 crore (for CY06), according to the 2007 edition of FICCI Price water house Coopers (PWC) annual report on the Indian entertainment And media Industry

The report states that the industry grew at 20% over the 2005 figure which was Rs36, 400 crore. For 2004, the figure was Rs 31,100 crore

The key reasons behind the growth are technological advances, positive government Initiatives in terms of policy and foreign investment, and energized initiatives by Private media companies coupled with rising income levels and Indias robust Economic growth-led consumerism.

Information and broadcasting Minister PR Dasmunshi will release the report at the Opening of the FICCI-FRAMES event on March 26 in Mumbai.

Sector ally, the Internet advertising industry is set to post the highest CAGR of 43%, rising from its current size of Rs 160 crores to Rs 950 crores in 2010

The Television industry is projected to grow 22% CAGR from Rs 19,100 crore to Rs51, 900 crore by 2011. The move towards CAS/DTH is considered the major driver for this growth with subscription revenues set to take the segment to the projected Heights. The buoyancy of the Indian economy will drive the homes, both in rural and Urban (second TV set homes) areas to buy televisions and subscribe for the pay Services the report said.

The film and entertainment sector is expected to grow by 16% CAGR from Rs 8,500 crore to Rs 17,500 crore. The major reason for this high growth rate is that the industry is increasingly getting more corporative, highlighted by public issues of several film production, distribution and exhibition companies, long term contracts Between film production companies and directors/ actors and the fact that more than Half of 2006s releases were by corporate rather than individual banners.

The print media is expected to grow by 13% CAGR from Rs 12,800 crore to Rs23, 200 crore by 2011. Current estimates reveal that print Medias reach in India has increased to 22 crore people. Print media is also the favorite segment for global Investors with maximum foreign investment in this segment. The print media industry has much potential as 36.9 crore literate people in India are still not tapped by any Publication, the report said

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Newspaper brief History

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 Act Diurnal (Daily Events), which Julius Caesar ordered posted throughout the city. The earliest known printed newspaper was in Beijing in 748.

In 1451, Johannes Gutenberg 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 Visa 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 Developing postal system, and the proliferation of urban centers, a rising literary 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 faraway- Stories. In 1873, an illustrated daily newspaper can be seen in New York. In 1878 the first full-page newspaper advertisements appear, and in 1880 the first photographs are Seen in newspapers, using halftones.

With the basic technical groundwork for the modern newspaper in place by the late19th century, the story of newspapers in the 20th century was about professional Development and adaptation to changing consumer and media markets. The story also involved an evolving business model that rode an ever-growing wave of mass-market Advertising. Increased profitability and higher revenues attracted publicly owned Corporations interested in buying newspapers from descendants of company founders, while simultaneously exposing newspapers to the whims of cash and profit-hungryStock markets.

By 2000, newspapers were juggling priorities: fragmentation of news consumption, Fragmentation of advertising investments, the advantages and disadvantage gas of beings a mass medium, balancing the wants of the marketplace 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 centers.

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ALL INDIA MEDIA PENETRATION AS OF 2012

Here we can say that in the present scenario media has been spread widely the share of Media is as below:

Print Media TV Media

20% 40%

Cable and satellite

Radio Film Internet

16%
16% 17% 1%

PORTERS 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 in1979. It uses concepts developed in Industrial Organization (IO) economics to derive5 forces that determine the competitive intensity and therefore attractiveness of a Market.

1. The threat of substitute products:

T.V. Media Magazines Internet Seminars and lectures of experts

2. What can the factor of substitute product?

1) Buyer propensity to substitute 2) Relative price performance of substitutes

3) Perceived level of product differentiation

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2.

The threat of the entry of new competitors

Profitable markets that yield high returns will draw firms. The results are many new Entrants, which will effectively decrease profitability. Unless the entry of new firms can be blocked by incumbents, the profit rate will fall towards a competitive level (Perfect competition).

Economies of product differences Brand equity Capital requirements Access to distribution Learning curve advantages Expected retaliation by incumbents
Expected retaliation by incumbents Government policies

3. The intensity of competitive rivalry

Total NO. Of competitors of BUSINESS STANDARD are:-

THE ECONOMIC TIME BUSINESS LINE FINANCIAL EXPRESS MINT

o Number of competitors o Rate of industry growth o o o o o o

Exit barriers Diversity of competitors Informational complexity and asymmetry Level of advertising expense Economies of scale Sustainable competitive advantage through improvisation

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COMPETITORS
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 firms position and your competitors position. The following are the competitors of Business Standard.

o The Economic Times o The financial Express o Business Line

SR No1.

PARAMETER

BUSINESS STANDARD Weekdays-3 Rs. Weekend -6 Rs

THE ECONOMIC TIMES

Weekdays- 3&3.50 Rs Weekend- 10 Rs

BUSINESS LINE
Weekdays-4 Rs. Weekend -4 Rs

FINANCIAL EXPRESS Mon to Fri 4 Rs. Sat- 6 Rs. Sunday 8 Rs Indian Express Less

Price

2. 3.

Collaboration Stock Analysis Market News

Kodak Mahindra Market BS 200 Page of share Details Only Business

Benett & collman less pages

The Hindu Less Information

4. 5. 6. 7. 8. 9.

Business + General

Business General Hindu

Business

Publication house Pages (Avg)

Own

Bennett, Collaman & Co. ltd. 12-22

Indian express 14-20

22-26

18-20

Colour of pages
Updates Language

Pink No Easy

Pink Week updates on Sunday Easy

white No Hard

Pink No Moderate

10.

No. of publication Position in the market

12 cities

11 cities

14 cities

11 cities

11.

2nd

1st

4th

3rd

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So from above table what analysis can be possible?

Business Standard is very less priced financial paper, which provide with good schemes.

Business Standard is only newspaper which provides 8 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 The Hindu has very good content, its not selling in the Gujarat so much, it delivers to clients address at 12:00

noon around.

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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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, Luck now, 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 Indias 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.

Apart from a business newspaper, BSL publishes several periodicals, including BS Motoring, Indian Management, Asian Management Review, a quarterly publcation,i And two regional language business newspapers BUSINESS STANDARD in Hindi And BUSINESS STANDARD in Gujarati. The Hindi newspaper is published simultaneously from seven centers Mumbai, Delhi, Chandigarh, Luck now, Bhopal, Patna and Kolkata. Mumbai, Ahmedabad and Rajkot.

The company sees content creation, content processing and content management as its core competence. It offers complete outsourcing solutions for organizations which want to bring out in-house or private publications but lack the people and/or resources to do it cost-effectively. The web properties of BSL, including the online edition of Business Standard, include businessstandard.com, bsmotoring.com, bshindi.com and bsgujarati.com.

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 (weekly), The Strategist (Weekly) and BS Motoring (monthly).

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Vision

To stand at respectful position in this marathon and also keep up with the pace of the changing needs of their value readers.

To win more and more readers to their cause. In addition of being backed up by a strong product, company
needs to deliver 1005 of it.

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Mission
The mission is to expand the market share of BUSINESS STANDARD by creating a new market and by taking
bites from competitors market share.

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BUSINESS ETHICS:-

BUSINESS STANDARD is neutral and most credible financial newspaper.

Business Standard is a discipline of collecting, analyzing, verifying, and presenting information regarding current events, trends, issues and people.

A look at History
BUSINESS STANDARD A standard paper for business class. When youre sure 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 15 December, 1975 under the name of Desh Publication Pt. Ltd. This was changed to Business standard Limited on 23 rd 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.The company believes in ethical conduct through professional management and has forward looking outlook.

Organizational Hierarchy

Business Standard has the countrys best economic journalists and columnist working for it. It is edited by T. N. Ninan, perhaps Indias 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 is A. Bhattacharya, former editor Of The Pioneer and associate editor of The Economic Times, and Shyamal Majumdar, Former resident editor of The Financial Express.

Important figures

2.4.1 Readership of Business Standard:Business standard is Indias 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 Indias business and Finance communities, Readers come from varied occupations in the field of business, Finance, government, policy makers and academics, stock brokers, decision makers, Researchers and students and observers of the Indian Economy.

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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.

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 Gujarat at Rs. 2/- on weekdays and Rs. 6/- for the weekend edition.

Economics of publication house:

A newspaper cost is Rs. 18-20 to the publication house at Business Standard. The cost is covered from the advertisements that they receive, which is the work of the space marketing department i.e. collecting advertisements for the dailies. Companies will give ads, in only those newspapers in which their audience lies and it also 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. Positioning Statement of BUSINESS STANDARD When youre sure To succeed in a futurist environment, one requires a strategy. This is true for an Organization profit and non-profit in as much as it is for individual. The art of action Organization profit and non-profit in as much as it is for individual. The art of action Strategy. To manage the distribution channel properly is not the only that the market Development department has to perform. The department has to take care for the Necessary steps required to tape the opportunities prevailing in the market

Achievements: Business Standard is one of the newspaper in India to have sought Direct Investment 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 Newspaper (DELHI Publication) A newspaper which is published from MON to SAT (Sunday edition Published only at Delhi and Bombay) Price at the weekdays is Rs. 3/- and on Saturday is Rs. 6/The size of the newspaper is 50, or 51 or 52 cms. in length and 32.9 cms.

Supplements with newspaper: Monday : Tuesday: Saturday: The smart Investor The Strategist Weekend

8 pages on Stock Market.

Six full pages on stock details both in Graphical and Alphabetical method

BS 200, which top 200, companies share details on calculating 22 key parameters
Formulae specifications.

Mutual Fund details on full page coverage. Insurance schemes on half pages
Guidelines before the details of stocks to let the people know

How to read stock pages and the abbreviations.

Distribution centers in Delhi: Bahadur Shah Zafar Marg Prabhat Kiran Bldg, Rajendra Place Bombay Life Bldg, Connaught Place Indl Area, PH-1, Okhla Bahadur Shah Zafar MG Rafi Mg, Cp, Delhi PH-1, Faridabad, Vasant Kunj Nehru Place

21

Provides 4 magazines free monthly and annually:

The Billionaire Club

B.S 1000 Banking Annual Fund manager

Editions from Monday to Friday have a main edition of about 12 pages with Colored pages in the front and the rest are black and white. The following areas Are focused: Company News Economic News Real Estate News Infrastructure Marketing Finance Banking News Issues & Insights Editorial Page

Section II is the MONEY AND MARKETS

Stock market news Money and currencies Metal an intermediates news Commodity news BS 200 Share prices in a alphabetical order Mutual fund and insurance

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ABOUT SUPPLEMENTS

TUESDAY: THE STRATEGIST:-

Theories and practices of business managements. Brand related news Notes by management thinkers Book worm Quiz column

SATURDAY: WEEKEND:-

Life and fashion Living Entertainment Motoring

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ABOUT MAGAZINES

A magazine is a periodical publication containing a variety of articles, generally Financed by advertising and/or purchase by readers. They are often printed in Colour on Coated paper, and are bound with a soft cover.

1) THE BANKING ANNUAL

Banking Annual, the one spot information providers regarding everything related to banks. Banks are not only gives you security but many more things. To get an all-round view of banks functioning and their future action, banking annual provides with all:-

Banks valuation Banker of the year Innovation bought and which would be coming in the near future Datas related to banks

2) BS 1000
BS 1000 is a detailed guide to Indias top 1000 companies. The issues of BS 1000 mention those depressing times, providing data on the impact of the slowdown on Corporate, the deterioration in their financials, how they coped with crisis. Not just Bad phases but also the success stories are mentioned. It also peeks into the future, Where which industries booming, with what phase, with what strategies, etc. are Discussed. Main features: BS awards

1000 best companies Ranking and performance of the leaders of the country 1000 companies growth, gross profit, net profit, etc.

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3) THE BILLIONAIRE CLUB

This is the only magazine with the listing of Indias billionaire. Billionaire club is much more than providing the order of rich people, providing the slid down or slid up of individuals, it is also a snapshot of the changing trends in the Indian Economy. By focusing on the spotlight; it showcases the creators of value in the Economy. It too has certain other features which are:-

A list of the richest people of the country New person added to the list Salary details of CEO & MD

4) FUND MANAGER

Fund Manager, as the name suggests that it gives a full insight to the funds Investment. It focuses on facts and figures on mutual funds. The fund manager Seeks to rank mutual funds schemes and also rate the best fund manager of the Year. Below given are the few additional features of the Fund Manager:

Risk returns rating over 600 funds Futures of new fund offerings Best fund pick

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THE STRATEGISTS
The strategist is the combined edition of the entire strategist supplement which Published weekly with the newspaper. The strategist contains the pick of the Articles over the previous year and a half. The objective of the annual recollected Magazine is to gibe the best to the BS reader. The main motto of the magazine Being to take out the strategies out of book, to understand the classic pitfalls of the Big brands, to understand many other things with practical case studies

THE WORLD OF B-SCHOOLS

It focuses on the best B-schools of India with the articles like the B-school Roadmap, what matters the most courses, faculty of infrastructure, when you go for B-school hunting, etc. provide the all kind of answers to the mind of a b-school seeker. Hence it gives what students want An Answer

ABOUT OTHER STAND MAGAZINES

MOTORING:-

Motoring is a stand monthly magazine. It gives all the information related to cars and bikes. It gives information about upcoming models, features and specialties of them. The entire edition has something special in them. Certain experts interview related to the automobile industry

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INDIAN MANAGEMENT:-

It is also a stand monthly magazine. It is made especially for the management students. The students get all the Information they need through the magazine. It is a one point Access to cutting edge ideas in management. It gives:

Superior management coverage Delivers latest management theories Opinions from thought leaders Global trends and innovations Insights from carefully analyzed case studies Book reviews

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Page 28

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:-

Systems

Admin.

Scheduling

DEPARTMENTS

Space Marketing Market Development Production

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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 customers to its list. They are the people who not only think about selling the newspaper but also how to promote it.

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.

How this media get advertisement from clients? Actually this media have their agents who collect contract f on their clients and then this agent decide that, what the expectation of client is. 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.

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 the advertise, 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 size, adjusting the-4 Editorials and the ads in that paper to know the place of the same in the original Size paper.

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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 VSAT 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 every day and forwards its Printout on the butter paper to the production department.

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. Aluminum 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 colors for the hard copy, which are Black, Yellow, Cyan and magenta. Some colors are used at the time of the final Printing of the newspaper at press. Raw material for this department is paper and aluminum plate. Print comes in the form of reel. The cost of reel is Rs. 10000.

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 center i.e. local or upcountry. There are about 46 Upcountry and 6 in Ahmedabad. The distribution at these centers 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 department without the company cannot be run. Those Departments without which any firm is incomplete

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FINANCIAL DEPARTMENT

This department is responsible for all the financial matters. Matters are related to Salary, operational expenses and other expenses. It is also re possible for these cutting the cost of the publication

HUMAN RESOURCE DEPARTMENT

This is the department responsible for the HR supply in the company. For Business Standard this department is not in Delhi 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 Behavior amongst the audience of the newspaper. 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 teamwork, 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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SWOT analysis of Business Standard:-

STRENGTHS

WEAKNESS

OPPORTUNITY

THREATS

Systematic approach covering all sectors.

Not creative

Can give an extra page On Ahmedabad related News

Continuous monotonous approach.

Nominal price

Monotonous approach Of Headlines

Can introduce a new Low Segment on Sunday

Low Pricing Strategy

Separate Money & Market section with 8 houses pages

No own publication

Potential

Competition From The Economic Times

Segregation of news n supplements

Display Of sometime create fuss

Ads can have tie-ups with Renowned brands for ads.

Over view of the whole Week Is Given

News is sometimes very lengthy

Service take time to deliver Coupons

Provide Investment General Awareness in terms of Investment.

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7 Frameworks

Structure

Strategy

Systems

Shared Value

Skill

Style

Staff

Page 34

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.

Mr T.N. Ninan (ChiefEditor/Publisher)

Mr. A.K. Bhattacharya (Managing Director)

Ms. Akhila Urankar (President)

Mr. Rakesh Shah (VP Marketing)

Mr. Abhay (VP Sales)

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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.

STRATAGY
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 a matter is its firm value and so all the strategies are planned accordingly.

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.

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 Everyones work at Business standard is challenging. Everyone is appreciated for their Work and they all work as a group.

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. A and Business Standard people have joined the individual and corporate goals; if necessary People are also ready to devote hours even after their service hour.

SKILLS
Proficiency, facility or dexterity is acquires or developed through training or Proficiency, facility or dexterity is acquires or developed through training or to learn on job. This helps them to understand the stupid mistakes that they might do in a recent job oriented.

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ABC AUDIT BUREAU CIRCULATION

The ABC is a non-profit, self-discipline, voluntary organization consisting of Publishers, advertisers and advertising agencies. It has done pioneering work in developing systems to verify the circulation data published by those newspaper and Periodicals, which have earned the right to display its emblem. Facts and figures which are checked and certified by an independent body are a very important tool in the hands of the advertising business community.

What information does an Audit Report provide?

o o o o o o o

A total average of distribution is provided. Market coverage Public access Distribution by issue Geographic distribution One day distribution Other details: The explanatory paragraph provides supplemental information and disclosures and includes an explanation of audit methodology.

An advertiser would like to know the fact and figures before investing his money in Advertising. An advertiser ought to know how many people buy a publication and in which area. The ABC gives all these vital facts every six months i.e. January to June and July to December. The ABC figures are not the outcome of opinions or Guesswork but they are the result of rigid, in-depth and impartial audits of paid Circulation of member publications by independent and leading firms of Chartered Accountants working in accordance with the rules procedures prescribed by the Bureau.

37

ABC AUDIT:What is ABC and how it is working?

ABC: The main function of ABC is to evolve, lay down a standard and uniform Procedure by which a member publisher shall compute its net paid sales. The Circulation figure so arrived at is checked and certified by a firm of Chartered Accountants which are approved by the Bureau. The Bureau issues ABC certificates Every six months to those publishers whose circulation figures confirm to the rules And regulations as set out by the Bureau.

From a modest beginning it has grown to remarkable proportions. ABC's membership today includes 411 Publishers of national and regional importance, 151 advertising Agencies, 51 Advertisers & 20 New Agencies and Associations connected with print media and advertising. It covers most of the major towns in India.

Facts and figures which are checked and certified by an independent body are a very important tool in the hands of the advertising business community. The details of ABC certified circulation figures are available online to all members of the Bureau at no extra cost.

An Advertiser would like to know the facts and figures before investing his money in Advertising. An Advertiser ought to know how many people buy a publication and in which area. The ABC gives all these vital facts every six months. The ABC figures are not the outcome of opinions, claims or guesswork, but they are the result of rigid, In-depth and impartial audits of paid circulations of member publications by Independent and leading firms of Chartered Accountants working in accordance with The rules / procedures prescribed by the Bureau.

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The Policy formation body of the Bureau is the Council of Management consisting of elected representatives from publishers (8), advertisers (4) and advertising agency (4) Members of the Bureau. To assist the Council of Management an Executive Committee is appointed by the Council, to guide and oversee the day-to-day working of the Bureau. The Executive Committee consists of Publishers, Advertisers and Advertising Agency Members of the Council. The Council of Management and the Executive Committee meets regularly as often as required. The Chairman is elected annually by the council of management.

Few important issues to take care as per ABC certification:

Trade terms to agents on subscription copies should not exceed In case of dailies-40% of the subscription price In case of weeklies-45% of the subscription price Publishers have to maintain the full record of subscribers with their address Name and signature There are two types of panels for auditing: Auditors Panel Publishers Panel

39

SALES AND DISTRIBUTION

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 become a moment of truth in any customer relationship. This moment of Truth can be either positive or with negative impact on the customers 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 in Due 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 abouty46 centers

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Business Standard gets involved in many kinds of sale activity. They are:

Subscription Sale: A one year or two year by subscription by paying fixed amount is sale by Subscription

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.

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 tend of month, it is line sale

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

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.

41

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?

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Page 44

Literature Review

All consumers have their own favorite 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 behavior. Unlike Other media, however, advertising is more pervasive in peoples 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 consumers personal and psychological factors Perspective is particularly important and may possess strong purchase influence behavior 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 in Creating 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 mind set to mind set. 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 off actively communications 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. Or indeed the law in most countries forbids false Deceptive advertising. Marketers justify advertising by arguing that advertising is Intrinsic to markets and fundamentally beneficial to the customer. Writes that those wishing to encourage attitude change and ignore the effects of the above variables do so at the risk of having contradictory effects to the original intent. By way of example, an appealing realtor may provide convincing messages in a high gloss magazineTargeted 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.

45

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 Curlo And Ducoes 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 Moiety (1998) state that such Consistent, interactive communication among stakeholders is central to building brand Relationships and delivering value. More recently, Gambeson (2004) makes a similar Observation 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 Behavior with firms and those differences can affect customer relationship Quality and buyer behavior (Oderkerken-Schoder), De Wolf and Schumacher 2003 Sheath 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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47

RESEARCH METHODOLOGY

In the internship program all our teammate had to do research on the consumer behavior of the readers of 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. So Product
Development

To understand the consumer Behavior.

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. Resear h methodology states what procedures were employed to carry out the research study.

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Limitation

The main shortcoming of the project was that the generalizations have been made based on a
restricted sample of 100 respondents.

Because of a small sample size consisting of Delhi 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 Delhi 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

49

Research Design

Data Source

Primary data source- Questionnaire Secondary data source- Company website

Sampling area

New Delhi

Sample size

50

Sampling method

Quota sampling

Research instrument

Questionnaire

Method of contact

Personal

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 50 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.

Page 50

DATA COLLECTION

Since, data collection signifies a very crucial place in a pilot survey; I have col acted 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 behaviors of reader must take their interview.

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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Page 52

DATA ANALYSIS & DATA INTERPRETATION

Q.1) How frequent you read financial Newspaper?

Frequency

Percentage

Regularly

34 16 50

68 32 100

Occasionally Total

Percentage
Regularly Occasionally

32%

68%

Interpretation:

From the above graph we come to know that around 68% of consumer Read financial newspaper regularly. While 32% of consumer read newspaper occasionally.

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Q.2) which financial newspaper you read?

Newspaper
Economic Times Business Standard Financial Express Business Line ET & BS ET & FE

Frequency 25 9 7 2 6 1 0

Percentage 50 18 14 4 12 2 0 100

ET,BS & FE Total

50

Percentage
2% 0 Economic Times Business Standard Financial Express 14% 50% Business Line ET & BS ET & FE 18% ET,BS & FE 12% 4%

Interpretation:
It can be clearly seen in the graph that 50% 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 18% while Financial Express stands third which holds 14% of market share & Business line Holds a market share of 4%

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Q.3) since how long have you been reading a financial daily?

Year Below 1 year 1 to 4 year 5 to 10 year 10 to 15 year Above 15 year

Percentage

18 20 22 26 14

3000%

2500%

2000%

1500%

1000%

500%

0% Below 1 year 1 to 4 year 5 to 10 year 10 to 15 year Above 15 year

Interpretation: -

26% of the reader is since 10 to 15 years old to read financial daily

55

Q.4) which of the financial daily has the most understandable languages?
1) Business standard - 55% 2) Economic times - 25% 3) Business line 09% 4) Financial express- 11%

11%

9%

Business standard Economic times Business line 55% 25% Financial express

Interpretation: - In financial daily newspaper 55% of reader prefers to business standard for easy and
Graphical representation

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Q.5) Are you satisfied with your purchase decision of a particular r financial newspaper?

Frequency

Percentage

27
Very satisfied

54 38 8 00 00 100

19
Somewhat satisfied

4
Moderate

00
Somewhat Dissatisfied

00
Very Dissatisfied

50
Total

0 8%

Very satisfied 38% 54% Somewhat satisfied Moderate Somewhat Dissatisfied Very Dissatisfied

Interpretation:Around 54% are highly satisfied with the purchase decision they have made. 38% of the readers are somewhat satisfied While 8% of consumer feel they are moderate. Not a single consumer are Dissatisfied by the purchase decision.

57

Q.6) which is the factors you take in to consideration before purchasing financial newspaper?

Factors
Stock information News coverage Price News coverage & Stock Information

Frequency 18 15 2 12

Percentage 36 30 4 24

Discount Total

3 50

6 100

Discount, 6%

News coverage & Stock Information , 24%

Stock information, 36%

Price, 4% News coverage, 30%

Interpretation:
Around 36% of the consumer says stock information is the factor that will be given Important before purchasing financial dailies. While 30% of consumer said they will be giving importance to News coverage. Around 4% of consumer told the will be taking the factor of price before purchase decision. Around 24% of consumer told they will be giving importance to both News coverage & stock information. Here we can clearly see that price & discount is not a big factor for the consumer.

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Q.7) Do you purchase business daily at a normal price or under any scheme?

Frequency

Percentage

Normal price

26 24 50

52 48 100

Scheme

Total

Sales

48% 52%

Normal price Scheme

Interpretation:
From the above table we can clearly state that 52% of people purchase business daily at a normal price. While 48% of consumer purchase financial newspaper under scheme.

59

Q.8) if you are given any discount on the yearly subscription of financial newspaper then which newspaper you will subscribe?

Newspaper

Frequency

Percentage

ET

24

48

BS

18

38

FE

10

BL

Total

50

100

Sales
6% 10% ET 48% BS FE BL 38%

Interpretation:
Around 48% of people told that they will be purchasing Economics Times if they, 38% are Bs, 10% is FE,

6% want Business Line under Schemes.

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Q.9) which is the most important benefits you gain from reading business dailies?

Benefit

Frequency

Percentage

Investment

13

26

Decisions

12

24

Analytical skills

10

Effectiveness at work

16

Investment & decision

14

24

Total

50

100

Sales

24%

26% investment decisions analytical skills effectiveness at work

16% 24% 10%

Investment & decision

Interpretation:
From the above graph we can come to know that around 26% of consumer gets the benefit of making investment while reading financial newspaper 24% of consumer told that they get the benefit of decision making. 10% of consumer told that they can increase their analytical skills while reading financial newspaper16.5% of can increase their effectiveness at work while reading financial newspaper.

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Q.10) Are you satisfied with the content of financial newspaper you are reading?

Frequency

Percentage

27
Very satisfied

54 38 8 00 00 100

19
Somewhat satisfied

4
Moderate

00
Somewhat Dissatisfied

00
Very Dissatisfied

50
Total

0 8%

Very satisfied 38% 54% Somewhat satisfied Moderate Somewhat Dissatisfied Very Dissatisfied

Interpretation:

From the above graph we can state that 54% of consumers are very satisfied with the content of financial newspaper. While 38% of consumers are somewhat satisfied with the content of financial newspaper. While 8% of consumers are moderate with the content of financial newspaper.

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FINDINGS AND RECOMMANDETIONS Findings

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 covered by the newspaper i.e. the coverage plays an important role. Readers feel that the lack of news
coverage may lead them to change the Newspaper they read. Some of vernacular readers have switched to English Daily only because of their need to improve their English but the percentage is Negligible.

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.

Lack of airline industry news Agriculture industry news is not provided. Service problem is the main problem with BS, because in our survey I met so Many people who did not get
newspaper on daily basis.

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 ET those news are not Covered by BS

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Recommendations

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 newspaper 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 BS

Collaborate with B-schools to provide copy of BS daily at their home.

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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. Reader who believe that Business Standard has most understandable language are 38.64% and reader who vote their 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 newspaper. 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.

65

Suggestions

Business standard should target upcoming rural district where education is growing, to increase their circulation. It can also target the undergraduate Student who are preparing for entrance exams and wants to improve their Language proficiency.

Target 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.

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67

Learnings from the project

My work at Business Standard was of hard core selling with research of consumer Behaviors for the one and half month. I personally went to many corporate offices and got subscriptions for the company. My contribution was of 1 yearly subscription in the month. I have also tried to crack bulk deals for the company. My target was most Of the B-schools should be covered, so as per sirs guideline I float the scheme in Around 7 B-School and some of them are MBA collages.

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.

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.

Price cutting: A marketing technique involving temporary reductions in the price of a Product or services, aimed at increasing
the market share. He special subscription rates were a pure example of price cutting.

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.

After the monthly target achieved I used to calculate how much part The market has been captured by the team. Customer Retention: Retaining customer for a long term transaction and not for a mere one Time interaction.

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 learnings 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 management of a newspaper, distribution, sales, space selling And marketing for sure.

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LEARNINGS OF FEW SOFT SKILLS

While undergoing summer training at Business Standard, with the above mentioned Learnings I had learned certain soft skills. These soft skills are as follows: Communicating with people:

Informing all the target customers about the subscription scheme to all the Target customers.

Communicating through:

Words Brochures and flyers

Convincing them:

Convincing people to give an appointment and listen to the scheme Convincing customers to buy the subscription

Language of Corporate World:

During my SIP I had learnt the language of corporate world. How they are responding. How they are behaving. How they are talking, performing their operations, their life style, and the way they are working etc.

Handling pressures:

While I was working at Business standard for subscription there was a Constant pressure of achieving the targets and also there was a pressure of Behaving good with the customers as we were representatives of Business Standard there.

69

Bibliography
The project report on Business Standard on the topic Consumer Behaviors and Brand Awareness of the Business Standard could be successful with the Co-operation of the project 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. By Cooper Donald P., Schindler Pamela S., Business Research Method9th Edition), Tata-McGraw Hill Publishing Co. Ltd.

Web References

www.ficci.com www.business-standard.com www.wikipedia.com www.geography.com www.google.com www.business-standard.com

Magazines:

Pitch: page 23 (May 2012) Impact of Advertising: page 24 (June 2011)

Page 70

ANNEXURE:-QUESTIONNAIRE
Sex: Male Female?

Q.1) Do you read financial daily?

Yes

No

Q.2) How frequent you read financial daily? Regularly Occasionally

Q.3) Which Financial newspaper you read? _______________________________

Q.4) Are you satisfied with your purchase decision of a particular newspaper? Very satisfied somewhat satisfied Moderate somewhat dissatisfied very dissatisfied

Q.5) which is the factors you take in to consideration before buying Business Dailies? Price News coverage Stock information Discount

Q.6) why do you refer a particular newspaper(s)?

a) Business standard: _____________________________________________

b) The Economic Times: ___________________________________________ c) Financial Express: ______________________________________________ d) Others (

) ______________________________________________

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Q.7) Do you purchase business daily at a normal price or under any scheme? _____________________________________________________

_____________________________________________________

Q.8) if you are given any discount on the yearly subscription of financial newspaper then which newspaper You will subscribe? a) Business Standard b) Financial Express c) Economic Times d) Business Line e) Other________

Q.9) which is the most important benefits you gain from reading business dailies?

Helps in decision making

Improves my effectiveness at work

Improves my analytical skills

Improves my business knowledge

For investments insight

Q.10) Are you satisfied with the content of financial newspaper? Very satisfied somewhat satisfied Moderate somewhat dissatisfied very dissatisfied

Q.11) Name: ___________________ Qualification: ______________ Company: ________________ Designation: ______________ Contact no: _______________

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