Vous êtes sur la page 1sur 64

Research Project Report

(MBA-043)
On

A comparative study of marketing strategies & customer


perception with reference to Dainik Jagran & Amar Ujala
Submitted in Partial Fulfillment of

Master of Business Administration [MBA]


Programme: 2009 -11
Of

Gautam Buddh Technical University, Lucknow

Under the Supervision of

Submitted By

Mr. Rajeev Gupta


MBA Department
S.R.M.S.C.E.T., Bareilly

Bhagwat Singh
Roll No: 0901470015

Faculty of Management Science


Shri Ram Murti Smarak College of Engineering & Technology,
Bareilly, UP
[College Code: 014]
1 | Page

Shri Ram Murti Smarak College of Engineering & Technology,


Bareilly (U.P.)
Faculty of Management Science
Certificate

This is to certify that Mr. Bhagwat Singh , a student of MBA IV Semester has
completed his Research Project Report titled A comparative study of marketing
strategies with reference to Jagran & Amar Ujala assigned by MBA Department and
under my supervision.
It is further certified that He has personally prepared this report that is the result of his
personal survey/observation. It is of the standard expected to MBA student and hence
recommended for evaluation.
Supervisor
(Mr. Rajiv Gupta)
Above statement is endorsed.
(Anant Kumar Srivastava)
Head - MBA
2 | Page

Declaration

I am BHAGWAT SINGH student of MBA 4th semester of Shri Ram Murti


Smarak College of Engineering & Technology, Bareilly.
Hereby I declare that this project report titled A comparative study of
marketing strategies with reference to Jagran & Amar Ujala assigned by MBA
Department is prepared and submitted by me under the under supervision of

Mr. Rajeev Gupta.


The entire analysis and conclusion of this report are based on the information
which is collected by me during the research.

BHAGWAT SINGH
MBA-4th Semester
SRMSCET, Bareilly

3 | Page

Acknowledgement

I want to express my extreme gratitude to Mr. Anant kumar Srivastava HOD


MBA-dept. Shri Ram Murti Smarak College of Engineering & Technology
Bareilly UP, for providing me an opportunity to do a research project in my 4 th

semester and for his valuable guidance in my research.


I want to express my gratitude to my project guide Mr. Rajeev Gupta (Faculty
SRMSCET) for providing me a valuable guidance.
I want to express my gratitude to Mr. Amit Singh of marketing department at Amar
Ujala Bareilly for providing me valuable information and for his help. I also want to
say my special thanks to Mr. Nitin Agarwal of Dainik jagran for giving me his
precious time in my research.

BHAGWAT SINGH
MBA-4th Semester
SRMSCET, Bareilly

4 | Page

Preface
The main purpose of the study is to know the over all marketing strategies of Amar Ujala
& Dainik Jagran and compare them to find best strategy out of them. Study also includes
customers perception towards both newspapers. The economic condition and
technologies keep on changing from time to time, it is very difficult for an organization to
survive in the long run. The report will help to suggest sales techniques, promotional
techniques, opportunities and marketing strategies that will improve desired market
growth. This project report will help in knowing customers perception about content in
newspaper. This report will give information about customers attitude and their
preference in buying their newspaper. This report will help in development and
improvement of marketing strategies for both newspapers.
This report will be beneficial for Amar Ujala & Dainik Jagran both to know about
their problems faced by them in marketing of their newspaper. It will provide some
solution for problems related to customers perception. This report will give a light on
various duties & responsibilities of the company towards consumer. It will provide some
specific information about competitors and consumer preferences about newspaper.

5 | Page

Contents
Topic

Page No.

Chapter-1: Introduction of the topic...1


1.1.
1.2.
1.3.

Introduction of the newspaper...1


Introduction of Marketing Strategy11
Research objective & scope17

Chapter-2: Literature Review18


2.1.
2.2.

Dainik Jagran..18
Amar Ujala.20

Chapter-3: Research Design...21


3.1. Research Design type.21
3.2. Type of data & sampling technique...22
Chapter-4: Data Analysis & Interpretation.23
4.1. Data Analysis.23
4.2. Findings..44
4.3. Conclusion..48
4.4. Recommendations..51
4.5. Limitation...52
4.6. Bibliography...53
Chapter-5: Annexure..54

6 | Page

5.1. Questionnaire.54

List of Tables
Table.1-Customers preference for newspaper...30
Table.2- Factors influencing to buy Amar Ujala newspaper..32
Table.3- Factors influencing to buy Dainik Jagran newspaper...34
Table.4- Perception about i-next..35
Table.5- Perception about Compact.37
Table.6- Perception about ad and news content in Amar Ujala...38
Table.7- Perception about ad and news content in Dainik jagran....40
Table.8- Perception about availability of newspaper...42

List of Figures
Figure.1-Customers preference for newspaper31
Figure.2- Factors influencing to buy Amar Ujala newspaper...33
Figure.3- Factors influencing to buy Dainik jagran newspaper34
Figure.4- Perception about i-next..36
Figure.5- Perception about Compact.37
Figure.6- Perception about ad and news content in Amar Ujala...39
Figure.7- Perception about ad and news content in Dainik jagran41
Figure.8- Perception about availability of newspaper...43

7 | Page

8 | Page

Chapter-1
1.1: Introduction
Newspaper
A newspaper is a regularly scheduled publication containing news of current events,
informative articles, diverse features and advertising. It usually is printed on relatively
inexpensive, low-grade paper such as newsprint. There were 6580 daily newspapers in
the world selling 395 million copies a day. The worldwide recession of 2008, combined
with the rapid growth of web-based alternatives, caused a serious decline in advertising
and circulation, as many papers closed or sharply retrenched operations.
General-interest newspapers typically publish stories on local and national political
events and personalities, crime, business, entertainment, society and sports. Most
traditional papers also feature an editorial page containing editorials written by an editor
and columns that express the personal opinions of writers. The newspaper is typically
funded by paid subscriptions and advertising.
A wide variety of material has been published in newspapers, including editorial
opinions, criticism, persuasion and obituaries; entertainment features such as crosswords,
sudoku and horoscopes; weather news and forecasts; advice, food and other columns;
reviews of movies, plays and restaurants; classified ads; display ads, television listings,
inserts from local merchants, editorial cartoons and comic strips.

Types of news paper


While most newspapers are aimed at a broad spectrum of readers, usually geographically
defined, some focus on groups of readers defined more by their interests than their
location: for example, there are daily and weekly business newspapers and sports
newspapers. More specialist still are some weekly newspapers, usually free and
distributed within limited areas; these may serve communities as specific as certain
immigrant populations, or the local gay community.

Daily
A daily newspaper is issued every day, sometimes with the exception of Sundays and
some national holidays. Saturday and, where they exist, Sunday editions of daily
newspapers tend to be larger, include more specialized sections and advertising inserts,
and cost more. Typically, the majority of these newspapers staff work Monday to Friday,
so the Sunday and Monday editions largely depend on content done in advance or content
that is syndicated. Most daily newspapers are published in the morning. Afternoon or
evening papers are aimed more at commuters and office workers.

Weekly
Weekly newspapers are common and tend to be smaller than daily papers. In some cases,
there also are newspapers that are published twice or three times a week. In the United
States, such newspapers are generally still classified as weeklies.

National & International


Most nations have at least one newspaper that circulates throughout the whole country: a
national newspaper, as contrasted with a local newspaper serving a city or region. In the
United Kingdom, there are numerous national newspapers, including The Independent,
The Times, The Daily Telegraph, The Guardian, The Observer, The Daily Mail, The Sun,
The Daily Express and The Daily Mirror. In the United States and Canada, there are few
national newspapers. Almost every market has one or two newspapers that dominate the
area. Certain newspapers, notably The New York Times, The Wall Street Journal and
USA Today in the US, and The Globe and Mail and The National Post in Canada are
available throughout the country. In India, newspapers like the Times of India, The
Hindu, and the Hindustan Times are extremely popular and have large reader bases.
Large metropolitan newspapers have also expanded distribution networks and with effort
can be found outside their normal area.

Dainik Jagran:
Dainik Jagran was founded by Puranchandra Gupta in Jhansi in 1942. In 1947 Dainik
Jagran shifted its headquarters to Kanpur, where it launched its second edition on 21
September 1947. The Rewa and Bhopal editions were added in 1953 and 1956. In 1975,
publication of Gorakhpur edition started, followed by Varanasi, Allahabad and Lucknow
in 1979. In 1984, Meerut edition was launched, followed by Agra in 1986, Bareilly in
1989 and Delhi in 1990. Between 1997 and 2006, eighteen new editions were added, and
through 2007-08, six new editions were launched.
More than 55.7 million people read Dainik Jagran making it the largest read daily in
India. Currently, Dainik Jagrans 37 editions are published across eleven states of India.
Its editions are published from the following places:
Madhya Pradesh: Bhopal, Indore, Gwalior, Jabalpur, Ratlam, Satna, Saugor
Uttar Pradesh: Kanpur, Jhansi, Varanasi, Agra, Allahabad, Aligarh, Bareilly,
Gorakhpur
Jharkhand: Ranchi, Dhanbad, Jamshedpur
Uttarakhand: Dehradun
Punjab: Amritsar, Ludhiana, Jalandhar
Haryana: Panipat,Hissar

Bihar: Patna, Bhagalpur


Himachal Pradesh: Dharamshala
Delhi
West Bengal: Siliguri
Jammu & Kashmir: Jammu

Market
A nations economic and political wealth is often measured by its readership. The Indian
print media boasts several thousand newspapers and magazines is very uniquely placed
given the heterogeneity of our country. There are a vast number of publication mastheads
across scores of languages and pockets of distribution.
Rising income and literacy levels along with recent liberalization of media have given the
Indian media industry increasing momentum.
In this new, dynamic world of Indian media Dainik Jagran is an iconic brand. More than
55.7 million people reach out for Dainik Jagran making it the largest read daily of India.

Readership of Dainik Jagran has grown by multiples over the years. Today Dainik Jagran
has a readership of 55.7 mn as per the Indian Readership Survey, 2008 Round 2. Not only
this, Dainik Jagran has been the largest read daily of India for the last consecutive 11
rounds of the Indian Readership Survey. This is a unique record in the history of Indian
media.
Dainik Jagrans 37 editions carve a huge swath across eleven states Uttar Pradesh,
Uttarakhand, Punjab, Haryana, Bihar, Jharkhand, Himachal Pradesh, Madhya Pradesh,
Delhi, West Bengal and Jammu & Kashmir. Its footprint reveals truly awesome numbers:
101 million households comprising 500 million people (Source: IRS 2008 R2 and
Census). Of these, more than 44% of all 1 million plus cities and 42% of all 100,000 plus
towns in India fall within Jagran markets. 50% of Indias SEC A and 45% of Indias Rs.
10,000+ per month group lives in Jagran footprints. 47% of the Indias
businessmen/industrialists/ self-employed professionals and 51% of all students in India
are from Jagran markets. Its markets account for a huge share of most product categories
almost every second automobile, 37 million television sets, 13 million refrigerators and
12 million 2-wheeler owners fall in Jagrans footprint (Source IRS 2008 R2).
Rephrased, almost every third Hindi newspaper reader and every ninth any newspaper
reader in India reads Dainik Jagran.

ABOUT I NEXT

I-Next a, newspaper brand launched in third quarter of last fiscal, was expanded to

other markets viz. Varanasi, Allahabad and Agra during the current quarter, After "Dainik
Jagran", I-Next has become the most Circulated newspaper ahead of other mainline
dailies in the cities of Kanpur and Varansi. It has expanded the market size and has
attained circulation numbers and positioning beyond expectations in a short period of
time. City Plus, another newspaper brand launched in NCR in second quarter of the
previous year, was further expanded with launch of editions at two more locations of
New Delhi.

Out of Home Advertising (OOH) and Event Management activity continued to

scale up their operations. J9, a dedicated arm of JPL to pursue its initiatives in mobile and
web space has launched home shopping, with plans to add a few more services such as
classified vertical in web space, to its basket in near future.

Commenting on the results, Mr. Mahendra Mohan Gupta, CMD of Jagran

Prakashan Limited said

Whereas growth in revenues from Dainik Jagran continues as expected, the most

pleasing is increasing acceptability and popularity of I-Next and its attaining status of no.
2 newspaper in cities of Kanpur and Varanasi in a short span of time which augurs well
for long term growth of publication business.
Outlook for all the businesses of the company remains pretty positive and the trend of
growth looks intact. However, profits might experience some pressure in short term
owing to increasing newsprint cost, intensifying competition and new launches of I-next
and City Plus.

Amar Ujala:
Amar Ujala was launched on the 18th of April 1948 from Agra, as a 4 page newspaper
with a circulation of 2576 copies with an objective of promoting social awakening and
introducing a feeling of responsibility among the citizens of a recently independent India.
In keeping with these objectives that the publishers had set for themselves, the kind of
news published was basically revolving around political and social issues and crime.
Starting from that modest beginning, 20 years later Amar Ujala achieved a circulation of
20,000 copies and was servicing over 14 districts in Western Uttar Pradesh. Growing
slowly, but steadily, the turn of the century saw Amar Ujala as one of the top 3 dailies of
India. Not only has the newspaper shed the barriers of Western Uttar Pradesh and spread
itself across the entire state, but has also ventured into other neighbouring states as well.
Today, Amar Ujala has a staggering circulation of over 1,700,000 copies and a readership
of over 2.87 crore in India. Additionally Amar Ujala is now also a leading newspaper in
Chandigarh, Punjab, Haryana, Himachal Pradesh, Jammu & Kashmir, Uttar Pradesh,
Uttarakhand and Delhi. Currently, Amar Ujala publishes a 18 page daily issue with more

colour pages in every edition. In addition to this, Amar Ujala also has in offering for
readers four colour magazines, namely.
a) Udaan -A weekly career magazine for youth every Wednesday.
b) Rupayan - Aapki Personal Friend: An all new weekly magazine for women every
Friday.
c) Zindagi Live - Bole to DIRECT Bollywood se: A completely new look film
magazine every Sunday.

About Compact
Amar Ujala Compact is a tabloid sized compact version with trendy international design.
It comprises of National, international, state, local news & also to accomodates news of
adjoining areas, sports & bollywood. It has a special section called YOUNGISTAN
which caters to youth.
Apart from the aforementioned sections it has a segment Khula Panna which contains a
plethora of topics from religion, reservations, editorial etc. In this segment entries
(poems, shayari, editorial etc) received from readers are also published.
It is a 20 pager with presence in 8 cities of Uttar Pradesh namely Kanpur, Agra,
Allahabad, Varanasi, Dehradun, Gorakhpur, Bareilly & Meerut. After its inception in
Kanpur October' 2007 followed by Agra December'2007 there was no looking back.
2008 witnessed Twin Launch of Allahabad & Varanasi in January' 2008 & another twin

launch in the same month for Dehradun & Meerut. Gorakhpur & Bareilly witnessed
compact launch in April & May respectively.
Tabloid sized Compact is very well accepted by all the cities. It is No.1 newspaper of
Kanpur, Allahabad, Gorakhpur & Bareilly in its category.

1.2:Marketing strategy
Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage. A marketing strategy should be centered on the key concept that
customer satisfaction is the main goal.
Marketing strategy is a method of focusing an organization's energies and resources on a
course of action which can lead to increased sales and dominance of a targeted market
niche. A marketing strategy combines product development, promotion, distribution,
pricing, relationship management and other elements; identifies the firm's marketing
goals, and explains how they will be achieved, ideally within a stated timeframe.
Marketing strategy determines the choice of target market segments, positioning,
marketing mix, and allocation of resources. It is most effective when it is an integral
component of overall firm strategy, defining how the organization will successfully
engage customers, prospects, and competitors in the market arena. Corporate strategies,
corporate missions, and corporate goals. As the customer constitutes the source of a

company's revenue, marketing strategy is closely linked with sales. A key component of
marketing strategy is often to keep marketing in line with a company's overarching
mission statement.
1. Target Audience
2. Proposition/Key Element
3. Implementation
A marketing strategy often integrates an organization's marketing goals, policies, and
action sequences (tactics) into a cohesive whole. Similarly, the various strands of the
strategy, which might include advertising, channel marketing, internet marketing,
promotion and public relations, can be orchestrated. Many companies cascade a strategy
throughout an organization, by creating strategy tactics that then become strategy goals
for the next level or group. Each group is expected to take that strategy goal and develop
a set of tactics to achieve that goal. This is why it is important to make each strategy goal
measurable.
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large. It generates the strategy that underlies sales techniques, business
communication, and business developments. It is an integrated process through which
companies build strong customer relationships and create value for their customers and
for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer.
With the customer as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. Marketing
evolved to meet the stasis in developing new markets caused by mature markets and
overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires
businesses to shift their focus from production to the perceived needs and wants of their
customers as the means of staying profitable.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions. It
proposes that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.

Sales
A sale is the act of selling of products or services in return for money or other
compensation. It is an act of completion of a commercial activity.
The seller the provider of the newspaper completes a sale in response to an
acquisition or to an appropriation or to a request. There follows the passing of title
(property or ownership) in the item, and the application and due settlement of a price, the
obligation for which arises due to the seller's requirement to pass ownership. Ideally, a

seller agrees upon a price at which he willingly parts with ownership of or any claim
upon the item. The purchaser, though a party to the sale, does not execute the sale, only
the seller does that. To be precise the sale completes prior to the payment and gives rise
to the obligation of payment. If the seller completes the first two above stages (consent
and passing ownership) of the sale prior to settlement of the price, the sale remains valid
and gives rise to an obligation to pay.

Promotion
Promotion is one of the four elements of marketing mix (product, price, promotion and
place). It is the communication link between sellers and buyers for the purpose of
influencing, informing, or persuading a potential buyer's purchasing decision.
The following are two types of promotion:
1. Above the line promotion: Promotion in mass media (e.g. TV, radio, newspapers,
internet, mobile phones, and, historically, illustrated songs) in which the advertiser pays
an advertising agency to place the advertisement
2. Below the line promotion: All other promotion. Much of this is intended to be subtle
enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship,

product placement, testimonials, sales promotion, merchandising, direct mail, personal


selling, public relations, trade shows
The specification of five elements creates a promotional mix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct marketing, and
publicity. A promotional mix specifies how much attention to pay to each of the five
subcategories, and how much money to budget for each. A promotional plan can have a
wide range of objectives, including: sales increases, new product acceptance, creation of
brand equity, positioning, competitive retaliations, or creation of a corporate image.
Fundamentally, however there are three basic objectives of promotion. These are:
1. To present information to consumers as well as others
2. To increase demand
3. To differentiate a product.
There are different ways to promote a product in different areas of media. Promoters use
internet advertisement, special events, endorsements, and newspapers to advertise their
product. Many times with the purchase of a product there is an incentive like discounts,
free items, or a contest. This is to increase the sales of a given product.
The term "promotion" is usually an "in" expression used internally by the marketing
company, but not normally to the public or the market - phrases like "special offer" are
more common.

Mass marketing
Mass marketing is a market coverage strategy in which a firm decides to ignore market
segment differences and go after the whole market with one offer. It is type of marketing
(or attempting to sell through persuasion) of a product to a wide audience. The idea is to
broadcast a message that will reach the largest number of people possible. Traditionally
mass marketing has focused on radio, television and newspapers as the medium used to
reach this broad audience. By reaching the largest audience possible exposure to the
product is maximized. In theory this would directly correlate with a larger number of
sales or buy in to the product.

The opposite to Niche marketing as it focuses on high sales and low prices. It aims to
provide products and services that will appeal to the whole market.

1.3:Objective & Scope


Objective:

Objective of this study is to find marketing strategies such as sales &

promotional tools applied by Dainik Jagran & Amar Ujala. some of the objective is given
below1) To compare sales strategies of jagran & Amar Ujala and find out best sales
strategy of them.
2) To compare promotional tools applied by jagran & Amar Ujala and find out best
promotional tools.
3) To Know about customer perception towards newspaper and content from
customers of Dainik jagran and Amar Ujala.

Scope: There is various scope of this study some of them are given below1) This study will give best sales strategy for daily news which may be helpful for
other small size news daily.
2) This study will give best promotional strategy for daily news which may be
helpful for other small size news daily and even to jagran and Amar Ujala also.
3) This study will provide information about customers perception towards Amar
Ujala & Dainik Jagran

Chapter-2
Literature Review
2.1:Dainik jagran
In 1942, the first edition of Dainik Jagran was launched from Jhansi. In 1947, the second
edition was launched from Kanpur. In a succession of launches and planned expansions
Rewa and Bhopal editions were added in 1953 and 1956 respectively. In 1975 came
Gorakhpur; in 1979, Varanasi, Allahabad and Lucknow. 1984 saw the Meerut edition
being launched followed by Agra in 1986, Bareilly in1989 and Delhi in 1990. Between
1997 and 2006, Dainik Jagran extended itself by adding eighteen new editions one each
in Dehradun, Jalandhar, Hissar, Patna, Moradabad, Aligarh, Ranchi, Jamshedpur,
Dhanbad, Bhagalpur, Panipat, Haldwani, Ludhiana, Muzaffarpur, Jammu, Dharamshala,

Indore and Siliguri. During 2007-08 six new editions were launched Patiala, Bhatinda,
Mathura, Rae Bareilly, Ayodhya and Haridwar.
In June 2005, Dainik Jagran entered into a strategic alliance and partnership with
Independent News and Media Plc. Shortly after, the company went public in 2006.
Jagran Prakashan Ltd (JPL)is Indias leading media and communications group, with its
main interests across Newspapers, Outdoor, Internet, Magazines, Below the Line
marketing solutions, and Mobile Value Added Services.
Established With such outstanding credentials it is easy to see that Dainik Jagran would
have several achievements. In May 2006, Dainik Jagran was voted as the most credible
source of news within the print media by a BBC-Reuters study.
The readership and circulation numbers have grown exponentially over the last 6-7 years
and Dainik Jagran has marked Indias presence on the international media map by
becoming the largest read daily in the world. In a fine show of marketing acumen Dainik
Jagran has pulled even further ahead of its nearest competitor. The gap now stands at a
resounding 22 million (Source: IRS 2008 R2).
If statistics make a newspapers world go around then Dainik Jagran has other significant
achievements, as well: its readership is greater than all the 25 English dailies reported in
IRS put together. Interestingly, apart from being the largest read daily in the country,
Dainik Jagran is also the No,1 read daily amongst people.

2.2:Amar Ujala
Over the years, a lot has changed in Amar Ujala. Using the latest state of the art
technology and equipment, Amar Ujala is now being printed from 18 editions. Also in
keeping with today's fast paced life, all printing centres are connected by latest
technology to enhance speed of news dissemination. To ensure quality of material and
content, Amar Ujala has a regular membership with AFP and AP.
Amar Ujala has grown dramatically and has evolved with the changing times. The
newspaper is known for some ground breaking journalism and even in today's cut throat
competition; Amar Ujala is still selling Authenticity, Honesty and Trust.
Amar Ujala enjoys the number four position in terms of readership with a total readership
of 2.97 crores. Besides, the group has also decided to foray in the magazine vertical. The
initiative will be on the lines of its other competitors namely Dainik Bhaskar and

Hindustan. Amar Ujala will launch three Hindi magazines by next year. Speaking on the
initiative, Sunil Mutreja (President, Amar Ujala Publications) told that these three
magazines will try and create awareness about various things in the Hindi speaking
population of the country. As per a report of afaqs.com, Amar Ujala will bring its first
monthly magazine on the lines of CSR (Competition Success Review) in January 2011
which will carry 200 pages. The second magazine will be based on current affairs and
literature

Chapter-3
Research Design
3.1: Research Design type
Descriptive research design:
Descriptive research is also called Statistical Research. The main goal of this type of
research is to describe the data and characteristics about what is being studied. It is
mainly based on primary data and secondary data of organization.

Nature of data:
In this study primary data collected from survey method through the questionnaire and
secondary data is also taken by various sources.

Collection of data:
Data will be collected through primary and secondary sources from the dainik
jagran and Amar Ujala.
The data will be collected from the respondents through the distribution of questionnaire.

3.2: Method of data collection & data type: Primary Data:Primary data is collected by interviewing staff members of Amar Ujala & Dainik jagran
by a well designed questionnaire for their marketing strategy and customer is also
interviewed by me with a list of questionnaire on the basis of customer perception.
Questionnaire is one of the most important tools of knowing the organizational &
customer view.

Secondary data:Newspaper , magazines , internet , organizational records.

Area of the study: - Bareilly

Sampling method: - Convenience sampling

Chapter-4:Data Analysis & Interpretation

4.1:Data Analysis
Data is collected and recorded through interview of organizational staff at Dainik jagran
& Amar Ujala by some open ended questions and analyzed to get some conclusion on
this project. I meet Mr. Amit Singh of marketing & advertisement department at Amar
Ujala Bareilly and Mr. Nitin Agarwal of marketing & advertisement department at Dainik
jagran Bareilly.
Question: 1. could you provide me some information about marketing strategies applied
by your organization?
Description: This question has been designed to know about various marketing strategies
applied by your Amar Ujala & Dainik jagran.

Result:

Amar Ujala- Mr. Amit Singh said that Amar Ujala is using mass marketing techniques,
permanent distributor appointment, open melas, social welfare programs, hoardings,
banners, own website in marketing of newspaper.
Dainik Jagran- Mr. Nitin Agarwal said that Dainik jagran is using marketing techniques
like selling by appointing distributor, higher margin to the distributor, low priced news
paper to penetrate the market, public meetings, hoardings, banners, internet.

Question: 2. what are the sales techniques applied by your organization?


Description: This question is designed to know about sales techniques applied by dainik
jagran & Amar Ujala.

Result:
Amar Ujala- Marketing head of Amar Ujala said that they are using a distribution

channel to sell their news paper. There are distributors, sellers and so many
delivery boys to ensure availability of news paper to the reader in that distribution
channel.
Dainik Jagran- Marketing head of Dainik jagran said that they are using same

distributors of other news paper as well as they have appointed their own
distributors in the market in their distribution channel. Their hierarchy of
distribution channel is same as other news paper in the market.

Question: 3. which promotional tools are used by your organization to promote your
daily news paper?
Description: This question is designed to know about promotional tools applied by
dainik jagran & Amar Ujala.

Result:
Amar Ujala- Marketing head of Amar Ujala said that they are using 40-50

hoarding, banners, shopping carnival, open melas, social activities and a campaign
against polythin like poly thin ke bina sunder duniya, gifts as promotional tool in
Bareilly.
Dainik Jagran- Marketing head of Dainik jagran said that they are using hoardings,

banners, public meetings, price cut, gifts, FM radio as a promotional tool to


promote their newspaper in Bareilly.

Question:4. What is done by your organization to retain your customers to a long time?
Description: This question is designed to know about customer retaining technique used
by dainik jagran & Amar Ujala.

Result:

Amar Ujala- Marketing head of Amar Ujala said that they are focusing on good

quality of content to attract their customers as well as thay are also applying
shopping carnival, open melas, social activities, gifts to retain their customers in
Bareilly.
Dainik Jagran- Marketing head of Dainik jagran said that they are selling

newspaper on less price, giving gifts to distributor on sale to retain their customers
in Bareilly.

Question: 5. Who are the main competitors?


Description: This question is designed to know about competitors of both dainik jagran
& Amar Ujala.

Result:
Amar Ujala- Marketing head of Amar Ujala said that their main competitor is

Dainik Jagran in Bareilly.


Dainik Jagran- Marketing head of Dainik jagran said that their main competitors

are the Amar Ujala, Hindustan daily newspaper in Bareilly.

Question: 6. How, you are differentiating your newspaper from your competitors?
Description: This question is designed to know about how both news paper is
differentiating themselves from each other.

Result:
Amar Ujala- Marketing head of Amar Ujala said that they are focusing on content

and quality of news paper, they are the oldest brand in Bareilly.
Dainik Jagran- Marketing head of Dainik jagran said that they are providing

cheapest priced newspaper with higher quality newspaper in Bareilly.

Question: 7. what are the plans to benefit your customers?


Description: This question is designed to know about how both news papers is benifiting
their customers.

Result:
Amar Ujala- Marketing head of Amar Ujala said that they are publishing relevant

news in their news paper, they are covering all the news related need of customers
like regional news, national news, general awareness, providing information about

job and career, general knowledge, important advertisements, they are doing some
social activities like baddh helping camp, winning prize on shopping carnivals.
Dainik Jagran- Marketing head of Dainik jagran said that they are providing fast

news delivery through good distribution channel, newspaper with higher quality
cheapest in price, providing general knowledge to the students in newspaper,
providing job and career related information.
Question: 8.Is it right that less price is good for sale or not?
Description: This question is designed to know about how both news papers is
benefiting them self trough cutting their price or deciding to not to reduce their price.

Result:
Amar Ujala- Marketing head of Amar Ujala said that they are stabilized brand in

Bareilly so that we are not required to cut price of the news paper. Their customers
are loyal to them and they are not reducing their price of newspaper or not for
advertisement.
Dainik Jagran- Marketing head of Dainik jagran said that they think that price cut

is very much beneficial for introductory session to capture a large market share and
after that they could rise the price of their newspaper.
Question: 9.Are you facing any problem in marketing of daily news?

Description: This question is designed to know about which type of problem both the
news paper is facing in marketing of their newspaper.

Result:
Amar Ujala- Marketing head of Amar Ujala said that they are facing problem like

fast distribution channel, reach ability in rural market, competition in the market,
less sell in summer season, higher margin given by competitors to distributors.
Dainik Jagran- Marketing head of Dainik jagran said that they are facing problem

like high competition, stability in the market, tracking adds in newspaper, cutting
cost and higher margin to distributors.

Question: 10.Is compact (I next) becomes a hurdle for Amar Ujala (Dainik jagran)sale
or it is beneficial for Amar Ujala (Dainik Jargran)?
Description: This question is designed to know about compact and i-next benefits to
their main brand.

Result:
Amar Ujala- Marketing head of Amar Ujala said that compact is beneficial for

them and it is targeted for low income family.

Dainik Jagran-he said that i-next is for young people who wants low price news
paper so that segment of i-next is different than Dainik Jagran so that it is
beneficial for Dainik Jagran.

1. Which newspaper you buy?


a)Amar Ujala

b)Dainik Jagran

c)i-next

d)Compact

Description: This question had been made to know respondents preference


about newspaper they buy.

Sample size=60

Table.1
Customers preference for newspaper

Options
Amar Ujala

Responses
24

Percentage
40%

Dainik Jagran
i-next
Compact
Total

21
9
6
60

35%
15%
10%
100%

Graph for Question.1


Customers preference for newspaper

Figure-1
45%
40%
35%
30%

Preference

25%
20%

40.00%

15%

35.00%

10%

15.00%

5%
0%

Amar Ujala

Dainik Jagran

I-next

10.00%
Compact

Newspaper

Interpretation: From responses given by 60 respondents, 40% respondents (24


respondents) said that they were prefer to buy Amar Ujala and 35% respondents (21
respondents) said that they were prefer to buy Dainik Jagran and 15% respondents (9

respondents) said that they were prefer to buy i-next and 10% respondents prefer to buy
compact.

2. If you buy Amar Ujala then which factor influences you to buy Amar Ujala?
a)Quality of content

b)Brand image

c)Price

Description: This question had been made to know factors that influence
customers to buy Amar ujala.

Sample size=24
Table.2
Factors influencing to buy Amar Ujala newspaper

Options
Quality of
content
Brand image
Price
Total

Responses
12

Percentage
50%

12
0
24

50%
00%
100%

Graph for Question.2


Factors influencing to buy Amar Ujala newspaper

Figure-2
60%
50%
40%

People

30%
20%

50.00%

50.00%

Quality of content

Brand Image

10%
0%

Price

Influencing Factors

Interpretation: From responses given by 24 respondents, 50% respondents (12


respondents) said that they were influenced to buy Amar Ujala due to their content
quality and 50% respondents (12 respondents) said that they were prefer to buy Amar
ujala due to their brand image and no one influenced by price.

3. If you buy Dainik Jagran then which factor influence you to buy Dainik Jagran?
a)Quality of content

b)Brand image

c)Price

Description: This question had been made to know factors that influence
customers to buy Dainik Jagran.

Sample size=21
Table.3
Factors influencing to buy Dainik Jagran newspaper

Options
Quality of
content
Brand image
Price
Total

Responses
10

Percentage
47.6%

6
5
21

28.6%
23.8%
100%

Graph for Question.3


Factors influencing to buy Dainik jagran newspaper

Figure-3

People

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

47.60%
28.60%

Quality of content

Brand Image

23.80%

Price

Influencing Factors

Interpretation: From responses given by 21 respondents, 47.6% respondents (10


respondents) said that they were influenced to buy Dainik Jagran due to their content
quality and 28.6% respondents (6 respondents) said that they were prefer to buy Dainik
Jagran due to their brand image and 23.8% (5 respondents)said that they were influenced
by price.

4. What is your perception about i-next?

a) Newspaper for youth

b) Newspaper for low income people

Description: This question had been made to know perception of people about inext.

Sample size=9
Table.4
Perception about i-next

Options
News paper for
youth
News paper for
low income
people
Total

Responses
7

Percentage
78%

22%

100%

Graph for Question.4


Perception about i-next

Figure-4
90%
80%
70%
60%

People

50%
40%

77.80%

30%
20%
22.00%

10%
0%

Newspaper for youth

Newspaper for low income people

Perception

Interpretation: From responses given by 9 respondents, 78% respondents (7


respondents) said that i-next news paper is made for youth and 22% respondents said that
it is for low income people.

5. What is your perception about compact?


a) News paper for youth

b) News paper for low income people

Description: This question had been made to know perception of people about
compact.

Sample size=5
Table.5
Perception about Compact

Options
News paper for
youth
News paper for
low income
people
Total

Responses
0

Percentage
00%

100%

100%

Graph for Question.5


Perception about Compact

Figure-5
120%
100%
80%

People

60%
100.00%
40%
20%
0%

0.00%
Newspaper for youth

Newspaper for low income people

Perception

Interpretation: From responses given by 6 respondents, 100% respondents (6


respondents) said that compact newspaper is made for low income people and no one said
that it is for youth.

6. What is your view on ad and content in Amar Ujala?


a)More ad than content

c)More content than ad

Description: This question had been made to know perception of people about
Amar Ujala that Amar Ujala providing good content or more advertisement in their
newspaper.

Sample size=24
Table.6
Perception about ad and news content in Amar Ujala

Options
More ad than
content
More content
than ad
Total

Responses
10

Percentage
41.7%

14

58.3%

24

100%

Graph for Question.6


Perception about ad and news content in Amar Ujala

Figure-6
70%
60%
50%
40%

People

30%
20%

58.30%
41.70%

10%
0%

More ad than content

More content than ad

Newspaper

Interpretation: From responses given by 24 respondents, 41.7% respondents (10


respondents) said that there is more ad than content in Amar Ujala but 58.3% respondents
said that there is more content than ad in Amar Ujala.

7. What is your view on ad and content in Dainik Jagran?


a)More ad than content

c)More content than ad

Description: This question had been made to know perception of people about
Dainik Jagran that Dainik Jagran is providing good content or more advertisement in
their newspaper.

Sample size=21
Table.7
Perception about ad and news content in Dainik jagran

Options
More ad than
content
More content
than ad
Total

Responses
12

Percentage
57%

43%

21

100%

Graph for Question.7


Perception about ad and news content in Dainik jagran

Figure-6
60%
50%
40%

People

30%

57.00%
43.00%

20%
10%
0%

More ad than content

More content than ad

Newspaper

Interpretation: From responses given by 21 respondents, 57% respondents (12


respondents) said that there is more ad than content in Dainik jagran but 43%
respondents(9) said that there is more content than ad in Dainik jagran.

8. Which newspaper you find that easily available to you?


a)Amar Ujala or compact

b)Dainik Jagran or i-next

Description: This question had been made to know perception of people that
which newspaper is easily available to them.

Sample size=60
Table.8
Perception about availability of newspaper

Options
Amar Ujala or
compact
Dainik Jagran or
i-next
Total

Responses
24

Percentage
40%

36

60%

60

100%

Graph for Question.8


Perception about availability of newspaper

Figure-8
70%
60%
50%
40%

People

30%
20%

60.00%
40.00%

10%
0%

Amar Ujala

Dainik Jagran

Newspaper

Interpretation: From responses given by 60 respondents, 40% respondents (24


respondents) said that Amar Ujala is easily available to them but 60% respondents (36)
said that Dainik jagran is easily available to them.

4.2:Findings
1. Amar Ujala is using mass marketing techniques, permanent distributor
appointment, open melas, social welfare programs, hoardings, banners, own
website in marketing of newspaper and Dainik jagran is using marketing
techniques like selling by appointing distributor, higher margin to the distributor,
low priced news paper to penetrate the market, public meetings, hoardings,
banners, internet.
2. Amar Ujala is using distribution channel to sell their news paper. There are
distributors, sellers and so many delivery boys to ensure availability of news paper
to the reader in that distribution channel. Dainik jagran is using same distributors
of other news paper as well as they have appointed their own distributors in the
market in their distribution channel. Their hierarchy of distribution channel is
same as other news paper in the market.
3. Amar Ujala is using 40-50 hoarding, banners, shopping carnival, open melas,
social activities and a campaign against polythin like poly thin ke bina sunder
duniya, gifts as promotional tool in Bareilly. Dainik jagran is using hoardings,
banners, public meetings, price cut, gifts, FM radio as a promotional tool to
promote their newspaper in Bareilly.
4. Amar Ujala is focusing on good quality of content to attract their customers as
well as thay are also applying shopping carnival, open melas, social activities,

gifts to retain their customers in Bareilly. Dainik jagran is selling newspaper on


less prices, giving gifts to distributor on sale to retain their customers in Bareilly.
5. Amar Ujalas main competitor is Dainik Jagran in Bareilly. Dainik jagrans main
competitor is Amar Ujala, Hindustan daily newspaper in Bareilly.
6. Amar Ujala is focusing on content and quality of news paper, they are the oldest
brand in Bareilly. Dainik jagran is providing cheapest priced newspaper with
higher quality newspaper in Bareilly.
7. Amar Ujala is publishing relevant news in their news paper, they are covering all
the news related need of customers like regional news, national news, general
awareness, providing information about job and career, general knowledge,
important advertisements, they are doing some social activities like baddh helping
camp, winning prize on shopping carnivals. Dainik jagran is providing fast
newspaper delivery through good distribution channel, newspaper with higher
quality cheapest in price, providing general knowledge to the students in
newspaper, providing job and career related information.
8. Amar Ujala is a stabilized brand in Bareilly so that they have not required to cut
their price of the news paper. Their customers are loyal to them and they are not
reducing their price of newspaper or not for advertisements in Amar ujala. Price
cut is very much beneficial for Dainik jagran at introductory session to capture a
large market share and after that they could rise the price of their newspaper.
9. Amar Ujala is facing problem like fast distribution channel, reach ability in rural
market, competition in the market, less sell in summer season, higher margin given
by competitors to distributors. Dainik jagran is facing problem like high

competition, stability in the market, tracking adds in newspaper, cutting cost and
higher margin to distributors.

10.

compact is beneficial for them and it is targeted for low income family. i-

next is for young people who wants low price news paper so that segment of i-next
is different than Dainik Jagran so that it is beneficial for Dainik Jagran.

Findings on Customer Perception:


1. On the preference of customer that which paper they buy 40% respondents said
that they were prefer to buy Amar Ujala and 35% respondents said that they were
prefer to buy Dainik Jagran and 15% respondents said that they were prefer to buy
i-next and 10% respondents prefer to buy compact.
2. On a question to customers of Amar ujala that what influenced them to buy this
newspaper, customers Reponses comes that 50% respondents were influenced to
buy Amar Ujala due to their content quality and 50% respondents said that they
were prefer to buy Amar ujala due to their brand image and no one influenced by
price.
3. On a question to customers of Dainik jagran that what influenced them to buy this
newspaper, customers Reponses comes that 47.6% respondents said that they
were influenced to buy Dainik Jagran due to their content quality and 28.6%
respondents said that they were prefer to buy Dainik Jagran due to their brand
image and 23.8% said that they were influenced by price.

4. On a question to customers of i-next 78% respondents said that i-next news paper
is made for youth and 22% respondents said that it is for low income people.
5. On a question to customers of compact 100% respondents said that compact
newspaper is made for low income people and no one said that it is for youth.
6. On a question to customers of Amar ujala 41.7% respondents said that there is
more ad than content in Amar Ujala but 58.3% respondents said that there is more
content than ad in Amar Ujala.
7. On a question to customers of Dainik jagran 57% respondents said that there is
more ad than content in Dainik jagran but 43% respondents said that there is more
content than ad in Dainik jagran.

11.

On a question to customers of both newspaper 40% respondents said that

Amar Ujala is easily available to them but 60% respondents said that Dainik
jagran is easily available to them.

4.3:Conclusion

As data gathered through interviewing representatives of Amar Ujala and Dainik


Jagran to know about their marketing strategies. There are following conclusions
given below comes into existence from data analysis and findings.
1. As per marketing strategies concern for Amar Ujala, there are using mass
marketing techniques, permanent distributor appointment, open melas, social
welfare programs, hoardings, banners, own website for sales and promotion of
Amar ujala newspaper
2. As per marketing strategies concern for Dainik jagran, they are using marketing
techniques like selling by appointing distributor, higher margin to the distributor,
low priced news paper to penetrate the market, public meetings, hoardings,
banners, internet.
3. Amar Ujalas main focus on good quality of content to attract their customers as
well as thay are also applying shopping carnival, open melas, social activities,
gifts to retain their customers in Bareilly. Dainik jagrans sales strategy for
newspaper depends on less prices, giving gifts to distributors on higher sale to
retain their customers in Bareilly.
4. Amar Ujala is considering Dainik jagran as their main competitor in Bareilly and
Dainik jagran is considering Amar Ujala, Hindustan daily newspaper as their
competitor in Bareilly.
5. To attract their customer Amar Ujala is offering differentiated newspaper, they are
covering all the news related need of customers like regional news, national news,
general awareness, providing information about job and career, general
knowledge, important advertisements, they are doing some social activities like

baddh helping camp, winning prize on shopping carnivals. Dainik jagran is


attracting their customers by newspaper with cheapest in price, providing general
knowledge to the students in newspaper, providing job and career related
information. Amar Ujala is a stabilized brand in Bareilly so that they have not
required cutting their price of the news paper. Their customers are loyal to them
and they are not reducing their price of newspaper or not for advertisements in
Amar ujala.
6. Compact is beneficial for Amar Ujala and it is targeted for low income family.
I-next is targeted for young people who wants low price news paper so that
segment of i-next is different than Dainik Jagran so that it is beneficial for Dainik
Jagran.

As data gathered through interviewing customers of Amar Ujala and Dainik Jagran
to know about their perception towards both newspaper. There are following
conclusions comes into existence from data analysis and findings.
1. As per findings customers have positive perception towards Amar ujala, and they
highly prefer to buy Amar Ujala and i-next is highly preferred in comparison to
Compact.
2. Customers of Dainik Jagran perceive that content in Dainik jagran is good and
some of them perceive that its brand image is good and available in less price in

Bareilly. I-next readers perceive that I-next is a brand for youth. Customers of
compact perceive that compact newspaper is made for low income people.
3. Result comes that Amar Ujala customers perceive good contents in Amar ujala
than Dainik jagrans customers perception about content.
4. Amar Ujalas distribution channel is less effective than Dainik jagran because
Dainik jagrans customers are highly satisfied with Dainik Jagran by its reach to
them.

4.4:Recommendations
Recommendations to Amar Ujala:
1. It is recommended that Amar Ujala should have to make their more strong
distribution channel by providing higher margin to their distributors.
2. They have to advertise their news paper through electronic media such as on T.V.,
through FM radio etc.
3. Amar Ujala is considering Dainik Jagran as their main competitor but some other
competitors are also there in Bareilly so that they have to consider them.
Recommendations to Dainik Jagran:

1. It is recommended to Dainik Jagran that they have to do some social activity like
Amar Ujala Baadh rahat and campaign against polythin to gain popularity in
social concerns.
2. Dainik Jagran should have to increase their prices to make a good attitude in
consumers mind because low price affect the brand image in the market.
3. Dainik jagran should have deliver more content than ad in their news paper.
4. Dainik Jagrans brand I-next has considered as a newspaper for youth so that
Dainik jagran should have to change this perception of customers and focus it as a
brand for low income people.

4.5: Limitation

There could be limitations in my study due to various reasons are given below.
1. It may be happen that their may be some baisedness done by customer in replying
on their perception towards newspaper.
2. It may be happen that their may be some wrong information provided by staff
members on some questions.
3. It may be happen that their may be some mistake done by me during interpratation
of data in my research.
4. It may be happen that there is confusion among customer mind and in mind of
staff members about my question then it may result in confusive responses.
5. There may be some writing mistake or mistake in calculation.

4.6: Bibliography
Books:
1 Marketing Research G.C.Beri
2 Research Methodology C.R.Kothari
3 Marketing Management Philip kotler
Websites:
1
2
3
4

www.google.com
www.search.yahoo.com
www.in.jagran.yahoo.com
www.amarujala.com

Chapter.5: Annexure
5.1: Questionnaire
These questions had been asked to the marketing manager of Amar Ujala & Dainik
Jagran1- Could you provide me some information about marketing strategies applied
by your organization?
2- What are the sales techniques applied by your organization?
3- Which promotional tools are used by your organization to promote your daily
news paper?
4- What is done by your organization to retain your customers to a long time?
5- Who are the main competitors?
6- How, you are differentiating your newspaper from your competitors?
7- What are the plans to benefit your customers?
8- Is it right that less price is good for sale or not?
9- Are you facing any problem in marketing of daily news?
10-Is compact (I next) becomes a hurdle for Amar Ujala (Dainik jagran)sale or it
is beneficial for Amar Ujala (Dainik Jargran)?

These questions had been asked to customers of Amar Ujala & Dainik Jagran to know
their perception towards their newspapers.

Your name:
Address:
Contact number:
1. Which newspaper you buy?
a)Amar Ujala

b)Dainik Jagran

c)i-next

d)Compact

2. If you buy Amar Ujala then which factor influences you to buy Amar Ujala?
a)Quality of content

b)Brand image

c)Price

3. If you buy Dainik Jagran then which factor influence you to buy Dainik Jagran?

a)Quality of content

b)Brand image

c)Price

4. What is your perception about i-next?

a) Newspaper for youth

b) Newspaper for low income people

5. What is your perception about compact?

a) News paper for youth

b) News paper for low income people

6. What is your view on ad and content in Amar Ujala?

a)More ad than content

c)More content than ad

7. What is your view on ad and content in Dainik Jagran?

a)More ad than content

c)More content than ad

8. Which newspaper you find that easily available to you?

a)Amar Ujala or compact

b)Dainik Jagran or i-next

Signature of Respondents