Exploring Customer Demand towards Times Group's Magazines : Price, Quality and Services

EXPLORING CUSTOMER DEMAND
TOWARDS TIMES GROUP’S MAGAZINES:
PRICE, QUALITY AND SERVICES

SUMMER INTERNSHIP PROJECT REPORT
15th April to 14th June, 2013

Submitted by,

Mridul Dohutia
Enrolment No.: 030206036
POST GRADUATE DIPLOMA IN MANAGEMENT
(PGDM)
2012-14

Submitted to,
Prof. Hardik Gandhi

UNITEDWORLD SCHOOL OF BUSINESS, AHMEDABAD
8TH JULY, 2013

ACKNOWLEDGEMENT

I take this opportunity to extend my sincere thanks to Unitedworld School of Business,
Ahmedabad and The Times of India Group for offering a unique platform to earn exposure
and garner knowledge in the field of Sales and Marketing.

First of all, I extend my heartfelt gratitude to my project guide Mr. Nayan Shah, Deputy
Manager, Results and Market Development at Times of India, Ahmedabad for having made
my summer training a great learning experience by giving me his guidance, insights and
encouragement which acted as a continuous source of support for me during this entire
period. I would also like to thank Miss Mona Khakhi of TOI, Ahmedabad for her help and
guidance in sales and all my colleagues for their sincere cooperation. Without which the
success of this project wouldn’t had been possible.

I would also like to express my profound gratitude to my faculty guide Prof. Hardik Gandhi
for his constructive support during the summer internship period, which leads to successful
completion of my internship at Times of India, Ahmedabad.

Place: - Ahmedabad

Mridul Dohutia

Date: - 8th July, 2013

PGDM, 2012-14
Unitedworld School of Business

ii

APPROVAL FROM THE FACULTY GUIDE

This is to certify that Mridul Dohutia, student of PGDM (2012-2014 batch) at Unitedworld
School of Business, Ahmedabad has prepared a Summer Internship Project Report on
“Exploring customer Demand towards Times Group’s magazines: Price, Quality and
Services” in partial fulfilment of two years full-time PGDM Programme approved by AICTE.

This project work has been undertaken under my supervision and guidance.

Date: Place: - Uvarshad, Gandhinagar

PROF. Hardik Gandhi
Unitedworld School of Business
Ahmedabad

iii

DECLARATION

I hereby declare that project Titled “Exploring customer Demand towards Times Group’s
magazines in Ahmedabad: Price, Quality and Services” is an original piece of research
work carried out by me under the guidance and supervision of Mr. Nayan Shah, Deputy
Manager, Results and Market Development at Times of India, Ahmedabad and Prof. Hardik
Gandhi and it was not submitted to any other organisation, university or institutions or
published any time before. The information has been collected from genuine & authentic
sources. The work has been submitted in partial fulfilment of the requirement of PGDM to
our college.

iv

Table of Contents
A. The preliminary section


Title page

i



Acknowledgement

ii



Approval of the faculty guide

iii



Declaration of the trainee/intern

iv



Table of contents

v



List of tables

vi



List of figures

vii

B. The main section


Introduction



Organisational Profile

1

i. Introduction

3

ii. Key Businesses

3

iii. History

5

iv. Subsidiaries

9

v. Key Management

12

vi. About WWM

16

vii. About the magazines

17

viii. Competition

22

ix. SWOT Analysis

23

x. PEST Analysis

24



Research Methodology

25



Data Analysis and Interpretation

27



Findings

35



Recommendation

36



Conclusion

37

C. Reference section


References



Annexure

38

i. Questionnaire

39

ii. Subscription scheme

40

v

List of Tables

 Table 1:

Competition

Page 21

 Table 2:

Sample size

Page 24

 Table 3:

Sample size with pie chart

Page 26

 Table 4:

Renewal Call

Page 31

vi

List of Figures

 Figure 1:

Sample size distribution

Page 26

 Figure 2:

Reason for not reading

Page 26

 Figure 3:

Rating on Entertainment

Page 27

 Figure 4:

Rating on Information

Page 27

 Figure 5:

Rating on Gossip

Page 28

 Figure 6:

Rating on Update

Page 28

 Figure 7:

Rating on Price

Page 29

 Figure 8:

Rating on Service

Page 29

 Figure 9:

Rating on Language

Page 30

 Figure 10:

Rating on Quality Vs Price

Page 30

 Figure 11:

Renewal Call

Page 31

 Figure 12:

Reason for Discontinuation

Page 32

vii

Introduction

Print media is one of the most powerful and cost effective medium to transfer information
and knowledge. The print media industry in India is more than a century old. Also it is a wellestablished industry. This industry mainly comprises of publishing newspapers and
magazines. India has the second largest population and one of the fastest growing economies
in the world. Along with these the increasing level of income of peoples and the robust
competition in this industry help print media in its growth. Producers are increasing day by
day, new entrants from outside India is also a factor of tough competition.
Indian readers prefer Hindi magazines rather than English magazines. In the case of Times
group also the readership of Hindi Femina and FilmFare is higher as compared to English
magazines.
Ernst & Young said in their survey report “Indian magazine segment: Navigating new growth
avenues”, it has been said that out of the 20 most read magazines in India, only three
magazines are in English, while the remaining are in Hindi and other regional languages. This
survey also said that more than 300 million literate individuals do not read any publications.
According to ArcGate, the dramatic effects of internet and globalization in current scenario
are playing high impact on media industry. Even people are now consuming news and
information from internet through computers or mobiles, the popularity of print media is not
decreasing. To avoid declining of market share in front of other media the producer must able
to produce high quality printed content and magazines. They also need to make the contents
available on mobile and web platforms to provide a choice to its subscribers to explore the
contents anytime anywhere.
Dr Saukat Ali, in his paper “A Study of Consumer Behaviour & Loyalty In Print Media –
Challenges & strategic prescriptions with Special reference to English, Hindi, Marathi News
Paper readers-Mumbai”, says developing customer loyalty & retaining readership can be a
huge challenge for the publishers. There are huge options available to readers now. Therefore
publishers are busy to create something very special and innovative in contents or
subscription schemes to impress upon the readers. They should address the needs and demand of
consumer to strengthen their loyalty and readership.

viii

The revenue of magazines consists of subscription sales, trade sales and mainly from
advertising. More than 70% of the total revenue comes from advertising.
The Times of India Group, being the market leader in the industry is also stepping with the
current growth and development of the demography. WorldWide Media, a subsidiary of TOI
Group is producing high quality magazines in India and worldwide. But still they are facing
some problems. They are losing subscribers.
By having an opportunity to be a part of the group, by acting as an summer intern, this
research has been done with the objectives,


To explore the customer demand in terms of price, Quality and Services.



To find out the reasons for discontinuing subscriptions.

What drives a customer to adopt a product? His demand and needs. The product must be able
to fulfil the needs and wants of the customer. When a product has less demand in comparison
with other products? Thus what a customer a wants? This study is mainly to explore the
customers’ demand for the magazines of WorldWide Media (WWM) in terms of price, quality
and services. We can say, to explore what customer wants from the publisher and what
publisher gives to the customer. It is also being taken to find out the lacks behind fulfilling
the demand.

ix

Organisational Profile

The Times Group (Also referred as Bennett, Coleman & Co. Ltd.) is the largest company
in media and entertainment industry in India and South Asia. It has completed 175 years of its
journey in media industry from 1838, established in Mumbai. Starting off with The Times of
India – which is now the largest English publication in the world, BCCL and its subsidiaries
(called The Times of India Group), are present in every existing media platform –
Newspapers, Magazines, Books, TV, Radio, Internet, Event Management, Outdoor Display,
Music, Movies and more.
Having strength of more than 11,000 employees, its revenue is exceeding $1.5 Billion, it has
the support of more than 25000 advertisers and a vast audience spanning across the world.

Key Business areas:


Publishing



Television



Digital



Out of Home



Other Activities

Publishing:


Largest publisher in India: 13 newspapers, 18 magazines, 16 publishing centres, 26
printing centres



Largest English newspaper in India by circulation (and the world), the Times of India.

x



Largest Business newspaper in India by circulation (2nd largest English Business
daily in the world, behind WSJ), the Economic Times.



Largest Non‐English newspapers in Mumbai, Delhi, Bangalore by circulation (India’s
three largest cities).

Television:


Largest English News TV Channel, No. 2 English Business News TV Channel.



Largest Bollywood News and Lifestyle TV Channel, No. 2 English Movies TV
Channel.

Digital:


Largest Indian network based on traffic and revenue (behind Google, Facebook,
Yahoo).



Operates 30+ digital businesses, most of which are Top 3 in their competitive
segment.



Most popular B2C mobile shortcode in India, across SMS, voice, WAP, and USSD
Radio.



Largest radio network in India by revenue and listenership, with 32 stations.



Operates the largest rock radio station in the UK.

Out-of-home:


Largest Out‐of‐home advertising business in India with presence in all major metros.



Owns advertising contracts in most major airports in India.

Other Activities:


Music



Movies



Syndication



Education



Financial Services



Event Management



Specialised publications - including books and multimedia

xi

History

1838
In November 3, 1838 the first edition of The Bombay Times and Journal of Commerce were
published, reflecting basically the business community of Bombay. It was a bi-weekly
publication. Dr. J.E. Brennan was the Editor.
1850
Shareholders decide to increase the share capital and the paper is converted into a daily.
1859
Bombay Standard and Chronicle of Western India merges into The Bombay Times and
Journal of Commerce to form Bombay Times & Standard.
1861
Editor Robert Knight amalgamates The Bombay Times & Standard and Bombay Telegraph &
Courier to form The Times of India - giving it a national character.
1892
T. J. Bennett becomes the editor and enters into a partnership with F.M. Coleman to form a
joint stock company - Bennett, Coleman & Co. Ltd. (BCCL).
1907
Editor Stanley Reed revolutionizes news production by extending the deadline to midnight.
Until then any news that came in after 5 pm was held over for the next day. The newspapers’
first price war was also initiated with cover price being cut from 4 annas to 1 anna – leading
to a five-fold increase in circulation.
1946
The Times of India gets Indian ownership with Seth Ramakrishna Dalmia buying the
company.
1947

xii

Exclusive Sunday edition of Times of India launched in Mumbai. The company also launches
its Hindi daily – Nav Bharat Times in Delhi.
1948
Sahu Jain Group takes over as the owners of the company after Ramakrishna Dalmia sells the
firm to his son-in-law Sahu Shanti Prasad Jain - who becomes the first Chairman of the
group.
1950
The Times of India launches in Delhi.
1952
Filmfare launched.
1959
Femina launched.
1961
The Economic Times is launched.
1962
Maharashtra Times launched.
1965
Femina Miss India contest started.
1988
Times of India completes 150 years. Special stamp released by Government of India to
commemorate the occasion.
1996
The Times of India crosses 1 million mark in circulation. It also carries the first-ever colour
photograph.
1997
BCCL enters into music market with Times Music.

xiii

1999
Indiatimes web portal launched; BCCL enters music retailing business with Planet M. Also
operates the first-ever private FM broadcast through Times FM (which later becomes Radio
Mirchi).
2000
The Times of India crosses the 2 million mark in circulation.
2001
Radio Mirchi - Nationwide private FM broadcasting starts. 360 Degrees - Event management
business also launched. TOI goes all colour and storms Delhi by being "Number One".
2003
Launch of the Times Private Treaties as a strategic business division.
Launch of the Jobs portal Times Jobs.
TOI E-paper launched.
Entry into TV business with the launch of India’s first lifestyle and entertainment channel Zoom.
2005
Launch of a Matrimonials website TimesMatri – later rebranded as Simply Marry.
Mumbai Mirror, the city-centric daily tabloid launched in Mumbai.
2006
Launch of a television News Channel called Times Now.
Radio Mirchi holding company ENIL (Entertainment Network India Limited) lists on the
Indian stock markets. It is the first Times Group Company to list on the bourses with IPO
being oversubscribed by more than 41 times.
Launch of a Property services portal Magic Bricks.
TimesofMoney launches Remit2Home, to cater to global remittance market.

xiv

Aquisition of Karnataka’s leading newspaper company Vijayanand Printers Limited makes
BCCL the dominant force in Karnataka.
2007
Launch of Bangalore Mirror, Ahmedabad Mirror, ET (Gujarati) and Whats Hot – a premier
weekend entertainment supplement.
The Times of India becomes largest English daily in the world with circulation breaching the
3 million mark and beating Sun (tabloid) of UK.
2008
Launch of ET (Hindi), Pune Mirror and The Times of India editions at Jaipur, Goa and
Chennai.
Acquisition of Virgin Radio (now rebranded as Absolute Radio) in the UK.
2009
TOI Crest edition launched.
Launch of ET Now – premier business channel having integrated newsroom with ET print
edition.
2010
Private Treaties re-branded as Brand Capital.
The Speaking Tree newspaper launched.
ET Wealth launched.
Maharashtra Times launches Pune edition.
Vijay Next (premier weekly newspaper from Vijay Karnataka) launched.
India’s first HD-only premium movie channel – Movies Now (HD) launched.
2011
Sunday ET re-launched as a tabloid.
Bodhivriksha (spiritual weekend newspaper in Kannada) launched.
Launch of The Times of India, Coimbatore and Madurai/Trichy Editions

xv

2012
Launch of The Times of India, Kerala, Visakhapatnam and Raipur(Chhattisgarh) Edition
2013
Launch of the Times of India, Kolhapur Edition.

Subsidiaries of Times Group

TIML & ENIL
Times Innovative Media Limited (TIML) & Entertainment Network India Limited (ENIL)
that together control,


Radio Mirchi National network of Private FM stations



360 Degrees Events



Times Outdoors Outdoors (TIM Delhi Airport Advertising Private Limited.



Mirchi Movies Limited Filmed Entertainment. Producers of BEING CYRUS,
VELLITHIRAI, MANJADIKURU

Times Internet Limited
Times Internet Limited is one of the largest internet companies of India. It has interests in
online news, online business news, Hindi, Marathi, Kannada, and Bengali news, mobile, eCommerce, music, video, and communities. Some of the larger properties of TIL include:


Indiatimes shopping - one of the largest and earliest ecommerce portals in India



Indiatimes



Times of India



Economictimes.com



Navbharattimes.com

xvi



Maharashtra Times



Timescity.com



Gaana.com



BoxTV.com



TimesDeal

TimesofMoney
Times of Money operates financial remittance services for Indians abroad to send money
back to India. Their product, remit2India, is a standalone product, while also powering the
remittance services of many banks globally.
Times Global Broadcasting Limited
Television division. It is also called Times Television Network.


Times Now A general interest news Channel



Smart Hire A Consulting Division – Recruitments



ET Now A business news channel



Zoom A 24x7 Bollywood entertainment and gossip channel



Movies Now A 24x7 Hollywood Movies channel in High Definition (India's first)

Times Business Solutions


TBSL, corporate website of TBSL.



TimesJobs, a jobs portal.



Techgig, a professional networking site for Technology Peoples.



SimplyMarry, a matrimonial portal.



Magic Bricks, a real estate portal.



Yolist, free classifieds portal.



Ads2Book, online classifieds booking system for print publications.



PeerPower, a Senior-Level professional networking portal.

World Wide Media
World Wide Media - started off as a 50:50 magazine joint venture between BCCL and BBC
magazines. In August 2011, it was announced that Bennett, Coleman & Co. bought out the

xvii

remaining 50 per cent shares of Worldwide Media from BBC Worldwide thereby making
World Wide Media a fully owned subsidiary of BCCL.


Filmfare



Filmfare Awards



Femina



Femina Miss India A Beauty Paegent



Top Gear Magazine India



BBC Good Homes



Femina Hindi



Grazia



What to Wear

TIML Radio Limited
On 30 May 2008, SMG sold The British Virgin Radio to TIML Radio Limited for £53.2
million with £15 million set aside for rebranding. On 28 September 2008, The British Virgin
Radio Station rebranded as Absolute Radio, including the sister radio stations Absolute
Xtreme and Absolute Classic Rock.
Stations


Absolute Radio



Absolute Radio 60s



Absolute Radio 70s



Absolute 80s



Absolute Radio 90s



Absolute Radio 00s



Absolute Classic Rock



Absolute Radio Extra

This company is a direct subsidiary of BCCL (not through TIML or ENIL).

Times Syndication Service

xviii

The syndication division of The Times of India Group, grants reprint rights for text, and other
media from the group's publications.
Brand Capital
Brand Capital provides funding to growth oriented enterprises for their long term brand
building needs.
Online shopping
Satvik shop, an online shopping website dedicated to organic and ayurvedic products.

Key management
Bennett, Coleman & Co. Ltd.
PROMOTERS & DIRECTORS
Chairperson:

Indu Jain

Vice-Chairman & MD:

Samir Jain

Managing Director:

Vineet Jain

BOARD OF DIRECTORS
Executive Director:

Trishla Jain

Executive Director & CEO:

Ravindra Dhariwal

Executive Director & COO:

Shrijeet Mishra

Executive Director & President:

Arunabh Das Sharma

Non Executive Director:

A.P. Parigi


Kalpana J. Morparia


M. Damodaran


Leo Puri

xix

Times Television Network (comprising TGBCL and ZEN)
Group CEO (TV business):

Sunil Lulla

ZEN CEO:

Avinash Kaul

Times Internet Limited
CEO:

Satyan Gajwani

TimesofMoney
President:

Avijit Nanda

Times Business Solutions Ltd.
CEO:

Debashish Ghosh

Times VPL
CEO:

Sunil Rajshekhar

Worldwide Media.
CEO:

Tarun Rai

Entertainment Network (India) Ltd.
CEO:

Prashant Panday

Alternate Brand Solutions (I) Ltd.
CEO:

Prashant Panday

Times Innovative Media Ltd
CEO:

Sunder Hemrajani

Absolute Radio
CEO:

Donnach O' Driscoll

Times Foundation
Head:

Shailendra Nautiyal

EDITORIAL HEADS

xx

The Times of India
Editorial Director:

Jaideep Bose

Executive Editor:

Arindam Sengupta

Economic Times
Editorial Director:

Rahul Joshi

Maharashtra Times
Executive Editor:

Ashok Panwalkar

Navbharat Times
Executive Editor:

Ramkripal Singh

Mumbai Mirror
Editor:

Meenal Baghel

Speaking Tree
Editor:

Narayani Ganesh

Vijaya Karnataka
Editor:

E. Raghavan

Times Now
Editor:

Arnab Goswami

ET Now
Editor:

R. Sridharan

Editor:

Omar Qureshi

Zoom

xxi

Results and Market Development (RMD) Department
Times of India, Ahmedabad

Executive President (A)
Mr. Sanjeet Vohra
RMD, West Zone:
Vice- President
Mr. Vikesh Walia
Head
Mr. Shakti Acharya
Group Head
Mr. Nayan Shah

xxii

WorldWide Media

WorldWide Media (WWM) is a joint venture between the BCCL and BBC WorldWide. It
is the India’s largest producer of lifestyle and special interest magazines. It was formed in
2004 and in 2011 it became a wholly owned subsidiary of Bennett, Coleman and Company
Limited (BCCL). From just four magazines in 2008, WWM is currently producing 13
magazines in India and worldwide. The Times of India Group have the selling and
distribution right of these magazines for India. The magazines are,



Femina



Femina (Hindi)



Femina (Tamil)



FilmFare



FilmFare (Hindi)



BBC TopGear



Hello!



Grazia



BBC Good Homes



Lonely Planet



Home Trends



BBC Knowledge



BBC Good Food

xxiii

About the Magazines

Femina (English, Hindi, Tamil)

Femina is the India’s first and to-date India’s largest English women’s magazine. It was
launched in 1959. With a tagline “For all the women you are”, it covers every issues on
women, fashion, relationship, home-making, food, beauty, health & fitness, careers, new
products, etc.
Femina also has an initiative of a beauty pagent contest called annual Femina Miss India
awards. It confers the most beautiful Indian title to women in a nationwide contest held each
year.
Inspired by the success of Femina, and looking to the demand from the public, WWM also
launched Hindi and Tamil version of Femina.
FilmFare (English, Hindi)

xxiv

It is the India’s leading film magazine covering the Bollywood, the largest film industry in
the world. It was launched in 1952. Resulting by the popularity of the magazine, it becomes a
fortnightly magazine from monthly in 2007. Inspired by the popularity and insatiable demand
for the Bollywood films, FilmFare awards has been instituted after few years of the launch of
the magazine.
BBC TopGear

BBC TopGear is the world’s leading automobile magazine since 1993. In India, it has an
image of straightest talking and most entertaining automobile magazine. It has now 17
international editions. It include the in-depth buying information, with the review and buyers
guide. It also include a comprehensive listing of every single car and bike available in the
market to give the readers a real experience.
Hello!

Hello! Is a popular celebrity and lifestyle magazine. First it was launched in Italy in the year
of 1930. It has now 13 international editions. In India it was launched in April 2007. It is
published monthly covering A to Z of Indian and global celebrity lifestyle news.

xxv

Now it becomes an easy step to enter into celebrity’s lives. It also includes celebrity’s views
on various subjects and issues in the world. The interviews in the magazine help readers to
feel that they have met and visited the celebrities.
GRAZIA

Over 70 years since its launch in Italy, Grazia is still successful in keeping the women’s taste
season after season. It became the most qualified interpreter of style for millions of women
across the globe today.
GRAZIA India was launched in 2008 as the 10th edition of this hugely popular title. Grazia
covers both designer and high-street fashion as well as health, beauty, fitness and lifestyle
issues.
BBC Good Homes

GoodHomes is one of the most preferred and leading interior and decor magazine that
inspires it's readers with innovative ideas that fit every space and budget. It offers it's readers
an eclectic mix of decor suggestions and DIY tips.
xxvi

Lonely Planet

Lonely Planet India magazine aims to inspire and enable travellers to connect with the world.
It has been treated as the world’s most trusted source on travel. Inspiring you to sample
different cultures first-hand, discover new people, and learn fascinating stories.
Home TRENDS

In 1984 TRENDS was launched in New Zealend. With an aim to fulfil the need of a source of
reference on architecture and design. Now it has become the most loved and referred to
magazine across 11 countries. Probably it is the most widely read architecture and design
magazine in the world.
In 2010, it was launched in India as Home TRENDS to meet the demand of architecture and
design reference due to the real estate boom in India.

xxvii

BBC Knowledge

It has been created as a premium product for young and inquisitive minds. BBC Knowledge
is a bi-monthly magazine, aiming at those, who are looking for knowledge based on science,
history and nature.
The Indian edition of BBC Knowledge follows in the footsteps of the first edition launched in
the United States in August 2008, which was an instant success - being voted among the Top
10 newly-launched magazines of 2008 by Library Journal, USA. Besides Indian and USA,
BBC Knowledge is also available internationally in the United Kingdom, Brazil, Singapore
and Bulgaria.
BBC Good Food

It is the India’s first international food magazine. it contains with food and recipe guides and
live experiences from prominent chefs and food experts.

xxviii

Competition

Table 1

Category

Times’ Magazine

Competitors

Fashion and celebrity

Grazia, Hello

Verve, Vogue etc.

Automobile

BBC Top Gear

Overdrive, Auto Car etc.

Bollywood and Movie FilmFare
masala

English)

Women lifestyle

Femina

(Hindi

& Stardust, Cineblitz, The Fil Street
Journal etc

(Hindi

& Wedding affair, Harper’s Bazaar etc.

English)
Interiors

and BBC

Good

Homes, Ideal Home, Home & Gardenb plus,

Architectural

Home Trends

Architecture+Design

Travel

Lonely Planet

Travel

plus,

Outlook

Traveller,

National Geographic Traveller etc
Science

and BBC Knowledge

Knowledge
Food and Catering

Popular science India, Readers Digest
etc.

BBC Good Food

Khana Khazana etc.

xxix

SWOT Analysis

Strengths:


Being the largest company of its kind, it has the largest market share in India. It can
be said as the most awared brand of its kind in Ahmedabad.



It provides best quality contents including all magazines and newspapers in low
prices.



Having tie-up with BBC, increases the brand value.



Parent company’s presence in all media i.e television and radio etc., becomes easy to
reach a wide range of consumers for its campaign.

Weaknesses:


Tough competition in the industry raises limited scope for increasing market share.

Opportunities:


It has better opportunity in regional language publications in India. For example,
many people in Ahmedabad asks about Gujarati magazines.



It can also penetrate in the online market, by making its contents available online. So
that users can avail this on their computers and mobiles.

Threats:


Main threat comes from its competitors.



Basically local language publications can take over its market share. Because most of
the customers in Ahmedabad prefer Gujarati publications.

xxx

PEST Analysis

Political:
Over the past few years the print media industry is witnessing increased political interest
because of the recognition of the industry’s economic importance to overall economic growth
of the country. Therefore TOI should keep in mind the political issues like FDI etc. in
implementing new strategies.
Economic:
In the past few years the media industry has witnessed and improved growth. Improved
competition in other sectors also boosts the media industry by advertising and promotions.
Social:
Media industry is highly affected by societal factors. It also plays a role in changing the
demography of a nation as it is the main medium of sharing information. They must have to
cooperate with society’s characteristics in their business operations.
Technological:
The fast change of the technology adaption of the Indians, the media industry must have to
take steps and manage their business operations. However information are providing to
public through printed media, companies must have to provide the contents in internet also.
So that customers can avail the facility online also.

xxxi

Task
As a part of the Summer Internship Program we have been assigned to book subscriptions for
the various magazines published by WorldWide Media and sold and distributed by Times
Of India and also to collect renewal from the expired subscribers.

Objectives:


To predict and explore the customer demands in terms of Price, Quality and Services
for magazines published by WorldWide Media (WWM).



To find out the reasons why subscribers are not renewing or discontinuing their
subscription.

Problem definition:
What are the various aspects in which WorldWide Media is lacking behind in fulfilling the
customers demand?
Research methodology:
This Exploratory research has been conducted through primary data. The data will be
qualitative as well as quantitative. The data has been collected through personal interview,
door to door visit and telephonic interview.
Research design:


Geographical location: The geographical location taken for the purpose of data
collection and the research is Ahmedabad city.



Sample size: The sample size for collecting primary data 150 respondents. The
sampling will be done through Stratified Technique.

Table 2

Reader

100

Non-Reader

50

xxxii



Data collection method: The data has been collected through personal interview, door
to door visit and telephonic interview.



Target group: The respondents consist of existing subscribers, discontinued
subscribers and non-readers.

Limitations:


The field work for the purpose of research was limited to some part of the Ahmedabad
city only. Therefore it may not represent the overall consumers as perceptions of the
consumers may vary place to place due to demographic factors.



The sample size is 150.

xxxiii

Data analysis and interpretation

1. Sample Size Distribution:
Table 3

Reader

100

Non-Reader

50

Nonreader
33%
Reader
67%

Figure 1

Readers include Existing subscribers (during the SIP) and Expired subscribers. The Expired
subscribers are divided into two parts, 1) Discontinued subscriber, who doesn’t want to renew
their subscription and 2) Continued subscriber, who have renewed their subscription.
2. Reason for not-reading:

I can't afford
20%

I don't have
time
24%

I am not
interested
34%

I prefer to
read online
22%

Figure 2

xxxiv

Among the Respondents covered under Non-reader criteria, 20% said that they are not able to
afford a magazine, 24% do not read due to non-availability of time, 22% prefer to read online
and the remaining 34% are not interested in reading magazines.
3. Rating upon features:
Respondents were asked to rate the features with number between 1 to 10.
3.A) Entertainment:
10 out of 10
16%

6 out of 10
2%

7 out of 10
14%

9 out of 10
24%
8 out of 10
44%

Figure 3

It shows that only 16% subscribers are fully entertained by the magazines who gave 10 out of
10. The highest 44% subscribers gave 8 out of 10. They are less entertained than other 24%
subscriber who gave 8 out of 10. Therefore it shows that maximum percentage of population
want more entertainment in the magazines.
3.B) Information:
10 out of
10
11%

8 out of 10
39%

9 out of 10
50%

Figure 4

xxxv

Survey indicates that all the respondents are well satisfied with the information delivered
through the magazines. They are giving 8, 9 and 10 out of 10.
3.C) Gossip:
10 out of 10
7%

Blank
6%

7 out of 10
32%

9 out of 10
18%

8 out of 10
37%
Figure 5

It shows that customers are demanding less gossip in the magazines. They rated this feature
with 7,8,9 and 10. The personal interviews on this topic also shows their demand to avoid
gossiping.
3.D) Updates:
Blank
5%
10 out of 10
16%

5 out of 10 6 out of 10
2% 7 out of 10
1%
3%
8 out of 10
18%

9 out of 10
55%
Figure 6

The contents in the magazines are well updated as the diagram shows that 55% respondent
gave 9 out of 10. Only a few percentage of respondent think that magazines are not well
updated.

xxxvi

3.E) Price:

Blank
3%

6 out of 10
2%
7 out of 10
23%

9 out of 10
27%

8 out of 10
45%
Figure 7

In case of price, survey shows that 27% are highly satisfied and another 45% are less satisfied
than the first one. By seeing other responses we can say that subscribers are well satisfied
with price of the magazines. But still their demand is to decrease the price due to human
behaviour of expecting more than what they get.

3.F) Services:
9 out of 10
3%

3 out of 10
2%

8 out of 10
21%

7 out of 10
26%

4 out of 10
6%
5 out of 10
19%

6 out of 10
23%

Figure 8

Services is one of the main factor which helps in maintaining the customer loyalty and
keeping the readership size constant. The survey shows that there are less percentage of
people who are well satisfied with the services who give higher rating. Their demand is to
improve the services including the distribution system and customer care system.

xxxvii

3.G) Language:

10 out of 10
11%

Blank
5%

6 out of 10
3%
7 out of 10
21%

9 out of 10
24%

8 out of 10
36%

Figure 9

Customers are well satisfied with the language used in the magazines. Maximum percentages
of the respondents give higher rating.

3.H) Quality Vs Price Ratio:

10 out of 10
11%

Blank
2%

5 out of 10
1%
6 out of 10
5%
7 out of 10
13%

9 out of 10
39%
8 out of 10
29%

Figure 10

When the respondents were asked about the quality Vs price, good responses have received
from them. There are maximum percentages of people who are highly satisfied with the
quality of the magazines relating with price.

xxxviii

4. Renewal Call:
Table 4

Total call

50

Continued

13

Discontinued

37

Continued
26%

Discontinued
74%

Figure 11

During the internship period, 50 renewal calls has been done. Out of which 26% i.e. 13
renewals have been collected. The remaining 74% has denied renewing their subscription.
The reasons for denying are discussed later.

xxxix

4.A) Reason for Discontinuation:

Cost
3%

Decrease of
interest and
usability
32%

Service
39%

Shifting
13%
Only subscribed
for gift
8%

Due to contents
5%

Figure 12

Reasons derived from the survey, for the discontinuation of the subscriptions,


Decrease of interest and usability: 32% of the respondent said that they have stopped
their subscriptions due to decrease in interest. Also the usability.



Shifting: There are two types of shifting observed,
o To other TOI magazines.
o To other publishers.



Due to contents: 5% subscriber thought that the full contents comes in an issue are not
necessary for him/her. They need only a part or few pages of the magazine. For which
they think that it is none other than wasting of money by buying the whole. Therefore
they now prefer internet for their need.



Only subscribed for gift: Subscription scheme plays an important role in increasing
readership. There is high demand of gifts in subscription scheme. There are 8%

xl

people who are not interested in continuing their subscription because there is no gift
in current scheme. But if they will be provided with preferable gift scheme, they are
ready to continue their subscription.


Cost: Only 3% people are not ready to continue their subscription because they
thought that the current scheme of 50% discount on 1 year subscription is not so cost
effective.



Service: The last but the main reason for which people are not ready to renew their
subscriptions. As maximum percentage i.e. 39% of the respondents have stopped their
subscription only because of services problem. There are three types of service
problems derived,
o Delivery: Customers were getting issues lately or never got some issues. In
case of fortnightly magazines, they were getting two issues at a time. Also
some were not getting issues in a proper condition i.e. damage of packaging,
crashed papers etc.
o No response in problems: When the subscribers faced the above mentioned
problems, they were not responded well from the sales department. Their
problems were not solved. That’s why this became a big reason for
discontinuing subscription.
o Representative: Another problem in services is due to representatives. At the
time of renewal no representative were came to collect. They were interested
but due to available publishers they have shifted to others. Again in this case,
they have got calls from sales department for renewal, appointments for
collection were also fixed, but still they didn’t come to collect. Thus TOI have
lost some subscriber.

xli

Findings

 Magazines are well entertained, updated and well informative.
 The price according to the quality of the magazines is satisfactory.
 Subscribers have high demand in the improvement of services.
 There is a tough competition among magazines in Ahmedabad.
 Maximum people prefer Gujarati and Hindi rather than English.
 Subscription schemes attract more customers.
 Schemes with gift are playing a good role in increasing readership as there are a lot of
customers who have subscribed only for gift.
 There are a big number of boutiques and designers in Ahmedabad and most of them
deals with Gujarati traditions. That’s why the contents should specific customer
centric.
 Peoples are highly interested in magazines but low awareness about the schemes.

xlii

Recommendation

 Improvement of Services:
The first and foremost recommendation that can be suggested from the findings of the
research is the improvement in services. As there are high demand of the magazines
of WWM. The customers now have huge options for selecting a magazine, as there
are so many producers of magazines in different language and increased usage of
internet. Therefore a small problem faced by a customer may lead to losing that one.
 A better distribution channel:
I would also like to recommend that by implementing a better distribution channel,
TOI can increase its market share.
 A better renewal reminder system:
A better renewal reminder system can also be implemented. There is a system of
reminder but customers are complaining that they are not getting the reminder alarm.
 Appointment of new staff:
TOI can also improve their services by appointing new staff as ‘Customer care
Executive’ by giving well training so that they will be able to respond the customers
well who have problems. Because currently customers are not well responded.
 A Gujarati version of Femina:
There is also a demand from the target group in Ahmedabad is a Gujarati version of
Femina. By doing this they can get readers from others magazines like Gruhsubha etc.

xliii

Conclusion

The summer internship project plays an important role in management education where
students get a golden opportunity to apply his knowledge and learning gained from classroom
lectures in practical business environment. The SIP program also helps in gaining knowledge
and developing the confidence level to work.
I have also learnt a lot by my Internship at Times of India Group, Ahmedabad. This research
has been done to study the consumer behaviour in Ahmedabad towards Times Group’s
magazines.
The people in Ahmedabad still preferring printed contents despite of technology adaption. In
posh areas like Satellite, Bodakdev, Vastrapur etc. people prefer English magazines rather
than Hindi or Gujarati. But maximum areas still prefer to read a Gujarati or Hindi magazine.
There is high demand and high awareness about TOI newspaper in Ahmedabad. But less
people are aware that TOI has magazines also. And there are some people who are aware
about it but they are not aware about the subscription schemes. They are interested in
subscribing. When they came to know about the schemes, they immediately bought
subscriptions. But still there are some areas where awareness about these magazines is very
low.
Customer loyalty towards TOI magazines is very high. Survey shows that only 26% of the
customers don’t renew their subscription. But this is only happening mainly because of
service problems. TOI is not able to provide accurate service to all customers. There are some
other reasons also, but if TOI works on improving services of delivery or customer
relationship or improving the quality of responding towards the customers’ problems with
better solutions, than obviously no reader will leave TOI.

xliv

References

1. Ali S., (2012). “A Study of Consumer Behaviour & Loyalty In Print Media –

Challenges & strategic prescriptions with Special reference to English, Hindi,
Marathi News Paper readers-Mumbai”. ABHINAV. 1 (4), pp.64-70
2. ArcGate (2010). Indian Magazine Market Overview. [ONLINE] Available at:

http://arcgate.com/blog/2010/09/29/indian-magazine-market-overview/.

[Last

Accessed 16/04/2013].
3. WorldWide

Media

(2012). About

Grazia.

[ONLINE]

Available

at:

Available

at:

http://grazia.co.in/about-us. [Last Accessed 29 June, 2013].
4. WorldWide

Media.

BBC

Good

Homes.

[ONLINE]

https://www.facebook.com/goodhomesmagazineindia/info. [Last Accessed 29 June,
2013].
5. WorldWide

Media

().

About

Lonely

Planet.

[ONLINE]

Available

at:

https://www.facebook.com/LonelyPlanetMagazineIndia/info. [Last Accessed 29 June,
2013].
6. Times

Group

(2011-12).

About

Hometrends.

[ONLINE]

Available

at:

http://www.timesgroup.com/brands/publishing/magazines/home-trends-english.html.
[Last Accessed 29 June, 2013].
7. Times

Group (2011-12). About BBC Knowledge. [ONLINE] Available at:

http://www.timesgroup.com/brands/publishing/magazines/bbc-knowledgeenglish.html. [Last Accessed 29 June, 2013].
8. Ernest & Young (2009). Indian magazine segment: Navigating new growth avenues.

[ONLINE]

Available

at:

http://www.ey.com/IN/en/Industries/Media---

Entertainment/Indian-magazine-segment. [Last Accessed 23 June 2013].
9. Vital Business Media (2010). Go East, young journalist: India publishing market is

hot. [ONLINE] Available at: http://www.emediavitals.com/content/go-east-youngjournalist-india-publishing-market-hot. [Last Accessed 21 April 2013].
10. Times

Group.

About

us.

[ONLINE]

Available

at:

http://www.timesgroup.com/bccl/about-us.html. [Last Accessed 23 June 2013].

xlv

Questionnaire
1. Do you read magazines?

Mr/Mrs_________________

Yes No

2. If No, then Why?

Contact No.______________
Area: ___________________

o

Non-availability of time

o

Online preference

o

Non-interest

o

Affordability

3. Which type of magazines you prefer to read?
o

Fashion and lifestyle

o

Interiors and design

o

Travel

o

Automobile

o

Bollywood and movie masala

o

Sports

o

Other

4. Name of the magazine you read/subscribed._____________________________
5. How do you like this magazine? Please rate the features.
o

Entertainment 1--------10

___

o

Information

1--------10

___

o

Gossip

1--------10

___

o

Updates

1--------10

___

o

Price

1--------10

___

o

Services

1--------10

___

o

Languages

1--------10

___

o

Quality vs Price 1--------10

___

6. What would you like to do to improve the quality and services of a magazine?
________________________________________________________________
________________________________________________________________
7. References
o

___________________________

o

___________________________

8. Reason for discontinuation:
________________________________________________________________
THANKS FOR YOUR VALUABLE TIME AND COOPERATION

xlvi

Subscription Scheme

50% OFF on COVER PRICE
Magazines

Period (year)

No.

of Newsstand Price

You pay*

Issues
Femina

1

28

1400/-

700/-

Femina (Hindi)

1

12

480/-

240/-

Filmfare

1

26

1300/-

650/-

Filmfare (Hindi)

1

12

480/-

240/-

BBC TopGear

1

12

1440/-

720/-

Hello!

1

12

1440/-

840/-

Grazia

1

12

1200/-

720/-

BBC Good Homes

1

12

1200/-

720/-

Lonely Planet

1

12

1440/-

720/-

Home Trends

1

10

2500/-

1350/-

BBC Knowledge

1

6

600/-

360/-

BBC Good Food

1

12

1200/-

600/-

xlvii

Exploring Customer Demand towards Times Group's Magazines : Price, Quality and Services

More Related Content

What's hot (20)

Similar to Exploring Customer Demand towards Times Group's Magazines : Price, Quality and Services (20)

Recently uploaded (20)

Exploring Customer Demand towards Times Group's Magazines : Price, Quality and Services