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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

SECTION - I

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

INTRODUCTION

Print media is generally associated with news and views and analysis. Its territory of information and coverage is wide so as to reach out to the people. It serves as a link between the actual world and the readers world. At the current scenario business newspaper industry is very competitive. Every companies are expending there business in all major cities of the country. The topic Comparative Study between Business Standard and Economic Times with special reference to Business Standard is chosen to know the readers perception about both the newspaper. The main purpose of this project is to explain in depth awareness of brand Business Standard to the various segments of the readers and the success of its various marketing strategies like discounted prepaid subscription plan. The study is carried out with intension to find out the readers view about Business Standard and Economic Times and do the comparison between both newspapers. In this Study 30 people have taken for survey from population.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

SCOPE OF THE STUDY


The scope of this study extends into all the different area as of marketing i.e. the 4Ps of marketing: Product

Price Promotion Place

So the scope includes:-

1. 2. 3. 4. 5.

PRODUCT AWARENESS PRICE OF THE PRODUCT ADVERTISING EFFECTIVENESS. STUDY OF MARKET (Current & Upcoming) ADVANTAGES & DISVANTAGES OF RESPONSE FEATURES.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Limitation
The study have been completed in 45 days, this is not sufficient time to do a survey in the twin city Bhubaneswar and Cuttack. The sample size chosen is limited to 50 respondents; the study may not be applicable to the total market. Hence the data collected may not be a representation of the entire population. There is a possibility of biased answer from the respondents; hence the information collected might not be an accurate one. The study has been done in certain areas in twin cities in Bhubaneswar and Cuttack. The findings are regional and do not represent the state or country. As the market being very huge it was not possible to cover each and every area. The Bhubaneswar Business Standard edition is not having Sunday edition but other business dailies like Economic Times and Financial Express are having Sunday edition it is also effecting on the Business Standards sales.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Research Methodology

The objective of the present study could have accomplished by conducting a systematic market research to know the promotional strategies and services of Business Standard Ltd. Market research consist of the systematic collection, recording, analysis, Interpretation and reporting of information about various facts of a phenomenon under study. It plays a truly analytical approach to decision that will be take. Source of Data There are two types of data which have used in this study: Primary Data Annexure 1. Secondary Data Sampling Method: Simple random sampling: It refers where each and every item in the population has an equal chance of inclusion in the sample and each one of the possible samples, in case of finite universe, has the same probability of being selected. Sample Unit: The sample unit is corporate professionals, Chartered Accountant, Investors (Stock brokers), Agents (AMCs, Insurance companies etc.) Sample Size: The sample size for the survey is 30 chosen from the large population of 50. Methods of data collection: Observations Interview based on a pre-planned set of questions.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

SECTION - II

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

ABOUT THE NEWSPAPER INDUSTRY

In todays jet age, the electronic media is giving the print media a heck of competition. While the growth was about 40% in (1994-96), in the year 1998 it has climbed down to some 8%.This decreasing growth line indicates towards the recession period now going on in the print media industry. Day-by-day electronic media is capturing and conquering even newer market segments and their present share is going up positively and very sharply. With arrival of internet on line and fresh news with all visuals and audio effects is available to the urban folks with just a touch of a buttons. So people are already loosing interest to sit down and give time to read a newspaper. And even with the news print cost growing higher than earlier, publishers and facing a tough time printing their papers. And thus has begun this mad retrace to gain more readers by defining all possible logic and ethics of the industry. Because they all know the more their readers, they can hike up their ad rates generate revenue even more their readers, they can hike up their ad rates and generate revenue even more. Every industry has got their own norms and guidelines to follow. And form this regulatory aspect, this newspaper industries not an exception.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Corporate Indias Media Perception

1 63% believe what media writes has direct impact on their reputation. 2 28% think that media has improved marginally in its understanding of businesses and accuracy of reporting. 3 9% feel that media coverage has no impact on their business. 4 Ranking of Indias top 10 Business Media Organizations. 1 2 3 4 5 6 7 8 9 10 Business Standard The Economic Times The Financial Express Business India CNBC The Businessline Business Today Business World NDTV Profit Zee Business Hindu

Source: Media-Business Interface Survey Conducted in February 2006 by Orion PR among 150 corporate spokesmen in Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

About Company
Business Standard is a financial daily from Business Standard Ltd (BSL). It is published in two languages (English and Hindi) from 14 centers in India. The main English edition comes out from 12 centers - Mumbai, New Delhi, Kolkata, Bangalore, Chennai, Ahmedabad, Hyderabad, Chandigarh, Pune, Lucknow, Bhubaneswar, and Kochi - and reaches readers in over 1,000 towns and cities across the country. Started in 1975 by the Ananda Bazar group in what was then Calcutta, the paper was hived off as a separate company in 1996, and then bought by Mumbai-based financial investors led by the Kotak Mahindra Bank, after which it began a phase of rapid expansion with the launch of new editions. T.N. Ninan was the editor from 1993 to 2009, after he moved over from the editorship of The Economic Times. In January 2010, he was succeeded as the editor by Sanjaya Baru. Ninan became the chairman and editorial director of the company. Business Standard sells 144,000 copies daily in English, mostly to the business and policymaking elite. Its Hindi edition sells 53,000 copies. AC Nielsen's survey of the upper middle and rich market in India places Business Standard next to The Economic Times in total readership. The paper has a reputation for reliable reporting and responsible journalism, as well as for its stimulating page of analysis and editorial comment. It has pioneered the ranking of the wealthiest Indians in the Billionaire Club, and offers along with the paper a free monthly magazine on motoring, BS Motoring. In 2006, the paper started its Sunday edition, which is now published from three centers Mumbai, Delhi, Kolkata. The Hindi paper was first launched in February 2008, it comes out from seven centers Mumbai, Delhi, Chandigarh, Lucknow, Bhopal, Patna and Kolkata. The newspaper's website is www.business-standard.com, through which visitors can also access the Business Standard e-paper, with a choice of editions. BSL also publishes periodicals, including BS Motoring, Indian Management and the Asian Management Review. In January 2010, it launched smartinvestor.in, an information-cum-trading website for those interested in the stock market. There is a sun that glitters in the sky, but another sun rose in east, on 22nd January 2007, vowing not to set forever.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

On 22nd January, Business Standard Ltd established its centre in the temple city, Bhubaneswar to fill the darkness at ignorance in agriculture dominated state like Orissa, with intense radiations of knowledge, information and guidance. Business Standard is positioned as a Serious, Respected, top-notch, Non-Frivolous, business daily which is founded on the editorial principles of integrity.

1 A Paper that does not compromise on editorial values.


2

That conducts its business within an ethical framework.

3 That stands for excellence, fairness, impartiality and authority on the subject.
4

That represents India reaching out to the world: the first paper to be associated with a global publishing brand.

5 Business Standard is positioned as a premium financial daily. 6 Reinforced by the higher cover price compared to the market leader.
7

That represents growth and opportunity A 32 % growth in circulation in Jul-Dec 06 over Jul-Dec 05.

Business Standard believes in Providing information that creates wealth & enriches lives

Our shareholders:

1 2 3 4

Kotak Mahindra Great Eastern Shipping Corporation Financial Times Others

53.00% 27.76% 14.85 % 4.39%

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Business Standard providing best pan India coverage


Business standard has a circulation of over an 180,000 copies and is published from top 12 locations reaching more than 800 locations in the country.

Mumbai New Delhi Kolkata Chennai Bangalore Ahmedabad Hyderabad Pune Lucknow Chandigarh Kochi Bhubaneswar

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Business Standard: First Business Newspaper in Hindi


Business Standard Hindi has 7 editions:
1 Mumbai 2 Delhi 3 Kolkata 4 Patna 5 Bhopal 6 Lucknow 7 Chandigarh

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Editorial Overview
BS is published Monday to Saturday in all locations. On Sundays, the paper is published from Mumbai, Delhi and Kolkata. Additionally, BS offers its readers dedicated, topical magazines, inserted into the newspaper
CONTENT International News Lifestyle, Luxury & Gizmos Corporate news Policy & Analysis Regional news Corporate Social Responsibility Transportation Business & Logistics Management Education & Training Avenues Initiatives By Business Schools IT, Telecom & Entertainment SME Business Human resources EDITORIAL PROPERTY Financial Times Page Business Life Companies Issues & Insights Accent Social Enterprises Logistics Business Education ICE World SME World Power Zone Daily Daily Daily Daily Daily Every Monday Every Monday Every Mon & Thurs Every Tuesday Every Wed Every Wed Every Friday Every Saturday FREQUENCY

Real Estate - Market Scenario & Opportunities Real Estate Automobile & Ancillary Segment BS Motoring

Money market Providing in-depth analysis & wide corporate and market coverage.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

2 The Compass

Unique feature to Business Standard. BS experts exclusive take on more than 12 markets and corporate developments every week. Most important financial news.

Widest coverage across sectors and functions. 3 Commodities


4

Most exhaustive coverage on the commodities space. Regarded as a key strength of BSs coverage.

Money & currency

5 Stock Analysis

Expert view on stocks performance. In-depth analysis on all performance metrics.

6 dedicated pages on stock market.


6

Only paper to cover the Global stock market. Unique feature to Business Standard. Top 200 companies are evaluated across 22 key parameters.An in-depth analysis & tools for tracking the top performing 200 listed stocks that contributes to 90-95% of volume and value of total trade in the Stock Market

BS 200

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Only with Business Standard


Value add-ons for readers Daily Supplements

Smart Investor - serves as a comprehensive investment guide. Money Market - Providing in-depth analysis & wide corporate and market coverage.

Weekly supplements

Strategist (Monday) covers issues around management & marketing. Weekend (Saturday) A weekend read covers Art, leisure, lifestyle.

Annual Supplements

The Fund Manger (December) Covers the high points and performances Mutual Funds.

of

The Billionaire Club (December) Listing of Indias richest business men and executives. Banking Annual (February) Performance of banking sectors. BS 1000 (February) A guide to Indias top 1000 companies.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Business Standard Editorial Quality


BS has some of the countrys best economic journalists and columnists working for it. The Editor and Publisher of BS is Mr. Sanjaya Baru, Indias best-known and most respected business journalist. Mr.A.K.Bhattacharya, Group Managing Editor is a former editor of The Pioneer and associate editor of Economic Times.

Regular columnists include many reputed names such as: A V Rajwade T Thomas - FOREX expert

- Ex Chairman, HLL

G.N Bajpai - Ex Chairman SEBI Shankar Acharya - Former chief economic Advisor, GOI Suman Berry - Director General,NCAER

Deepak Lal - Prof. of Economics, UCLA

M Govinda Rao

- Director, National Inst of Public Fin.

Ravi Mohan - Managing Director, CRISIL Surjit Bhalla- Managing Director, Oxus Research Arvind Singhal - Managing Director, Technopak

Arun Balakrishnan - Managing Director, Rediff.com

A G Krishnamurthy - Ex Managing Director, Mudra

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Competitors
Economic Times
The Economic Times is an English-language Indian daily newspaper published by the Bennett, Coleman & Co. Ltd., (This company along with its other group companies is more popularly known as The Times Group).The Economic Times, started in 1961, is India's largest and among the world's top 3 English Business dailies with a daily circulation of over 620,000 copies. The Economic Times is published simultaneously from 10 Metropoliton Cities-Mumbai, Delhi, Bangalore, Chennai, Kolkata, Lucknow, Hyderabad, Ahemedabad, and Chandigarh & Pune. The Economic Times has its offices in Mumbai outside Chatrapati Shivaji Terminus railway station. Its main content is based on the Indian economy, share prices, prices of commodities as well as other matters related to finance. The Founder / Editor of the paper when it was launched in 1961 was P.S. Hariharan. The current Executive Editor of The Economic Times is Rahul Joshi. The Economic Times is characterised by its salmon-pink paper, which it copied from the better-known Financial Times. It is sold in all major cities in India. In June 2009, it also launched a television channel called ET Now . The channel is also headed by Rahul Joshi. Supplements with Economic Times :

Brand Equity (Weekly) - this is a weekly color supplement that appears every Wednesday, which covers marketing, advertising, media and market research. Corporate Dossier is a supplement that appears every Friday, along with The Economic Times aimed at the CEOs of corporate India, with a special focus on management and strategy. ET Travel is a weekly all-color supplement which covers travel and tourism aimed at the burgeoning band of Indians who want to see and know about their country and the rest of the world -- through Indian eyes. ZigWheels is a weekly all-color supplement covering all aspects from the auto industry from new launches and trends to ancillaries and personalities. "ET Realty"

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Business Line Business Line started publishing in 1994. Published as a broadsheet, it has a circulation of around 130,000 copies. Circulation of Business Line on Sunday is higher than other days. Business Line is published from 14 locations: Bangalore, Chennai, Coimbatore, Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Mumbai, Thiruvananthapuram, Tiruchirapalli, Vijayawada and Visakhapatnam. Its Editorin-Chief is Mr. N. Ram and the Joint Editor is Mr. K. Venugopal. Mohan Padmanabhan writes many of the articles. Its staff consists of reporters and researchers. It is the only paper having a research bureau. From Tuesday to Saturday, Business Line's main section has 20 to 24 pages. Page headings include Corporate, Information Technology, Marketing, Editorial & Opinion (2 pages), Commodities & Agribusiness, Economy, International Business, Stock Market news, Stocks and Mutual Fund quotes (5 pages), States Variety, Logistics and Market Watch. On Sundays, Business Line's main section has 18 pages. Page headings include Economy, Commodities, Corporate, International, Variety, Young Investor and Investment World-from page 8 to page 17, Incisive advice on stocks, mutual funds and deposits. On Mondays, Business Line's main section has 16 pages. Page headings include Market Mood, economy, and Information technology, Agribusiness, Transport, Commodities and Investment. BUSINESSLINE Online has been on the World Wide Web since June 1995. It is priced at Indian Rupees 4 on weekdays and Saturdays and Indian Rupees 3 on Sundays. While other newspapers like The Economic Times and The Financial Express price their Saturday and Sunday editions at Rs.7 to Rs.10, Business Line has traditionally priced the paper same throughout the week. Other Business newspapers like Mint and Business Standard don't publish on Sundays. Supplements with Business Line:
eWORLD on Monday Smart buy on Wednesday Brand Line on Thursday Life on Friday

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

The Financial Express

The Financial Express is a daily newspaper published by the Indian Express group since 1961.Launched in 1961, Indias oldest financial daily, The Financial Express, is today one of the leading newspapers in the country. Part of The Indian Express Group, the newspaper publishes eleven editions in English from leading cities -Ahmedabad, Bangalore, Chandigarh, Chennai, Delhi, Hyderabad, Kochi, Kolkata, Lucknow, Mumbai and Pune. It also has an edition in Gujarati, published from Ahmedabad. The newspaper has offices across the country and is headquartered in Delhi. he Financial Express has supported the eventual breakdown of the arbitrary control-based system that characterised the Indian economy to its emergence as a free market enterprise with accent on merit. The paper espouses the same position in its coverage of international developments. The position is based on a careful observation of the way economies have evolved in the past few decades. This is also known as a championing of the free market position. The FE columns and editorials articulate this opinion succinctly. The FE edit page columns are therefore the most widely read pieces among all business publications in India. Besides, the newspaper has an exclusive tie-up with The Economist of London to carry its articles all days of the week on the op-ed page, except on Saturday and Sunday. A number of Indian and global economic experts pen their columns for The Financial Express. These include Ajay Shah, Bibek Debroy, Lord Meghnad Desai, Avinash Persaud, Vijay Mahajan, Manish Sabharwal, Rajesh Chakrabarti, Amitendu Palit, Ila Patnaik, Mahesh Vyas, Paul Kattuman, Michael Walton and Raj Majumder. FEs news coverage is known for comprehensive sweep of economic policy making, corporate developments and market trends. For Indias fast expanding middle class of over 300 million, as per latest NSS data, plus the CEOs and government officials, the insights into the Indian growth story are particularly edifying. On weekdays there are a number of special pages titled FE Insight and FE Special, which carry reports and analyses on crucial areas of the economy -- automobiles, infrastructure, entertainment, capital markets, workspace, small and medium enterprises, infrastructure, real estate, green businesses and BRIC Plus. The Financial Express on Sunday focuses on the weekend reading for corporate executives. The newspaper has weekly supplements -eFE, a four-page pullout on Mondays that tracks the latest in the knowledge economy; Brandwagon, a four-page supplement every Tuesday on advertising and marketing, and India Inc, a four-page section every Thursday on corporate strategy.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Besides, a four-page pullout, FE Investor, on investment and personal finance, is published on Sundays.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Business Standard: what the readers say


1. I have been a loyal reader of Business Standard for the last 3 decades

a. Shri Man Mohan Singh, Prime Minister of India

2. I do not have a choice but to read Business Standard first, every morning

a. Mr. P.Chidambaram, Finance Minister

3. It exemplifies exacting standards in enterprise and economic reporting a. Mr. Mukesh Ambani, CMD Reliance Industries

4. The FT identifies with and sees Business Standard as its natural growth partner...

a. Sir David Bell, Chairman, FT group

5. Rated the No 1 professional business media to deal with

a. Orion PR06

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

The ORGANISATIONAL STRUCTURE OF BUSINESS STANDARD


With respect to Business Standard Bhubaneswar Branch.

BUSINESS STANDARD Bhubaneswar Branch

Mr.Dilip Kumar Satpathy Bureau Chief

Mr. Mrutyunjaya Tripathy


Manager Market Development

Mr. Pramod Das Asst manger Advt

Mr. Dilip Paricha Production In charge

Mr. Debdatta Pati In charge Admin/Acct/HR

Mr. Jayajit Das Sr. Correspondent

Mr. Anant Rajesh Patanik Officer

Ms. Sangeeta Pattanaik Officer

Mr. Manoj Kr Mahapatra Officer

Mr. Sambhuraj Panda Officer

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

EDITORIAL
The editorial department of a news paper has two important jobs to do, firstly the collection of report and then the editing of report. And this is no different in Business Standard. The Bhubaneswar branch of business standard does only one out of the two jobs, i.e., the collection of information from various sources. These sources include reporters, press releases from a company, a NGO etc., press conferences, general people, etc. Sometimes competitors become the source of information for the doings and non doings of a firm. Student unions and employee unions take help of newspaper to fight their wars, which in turn serves as information for the newspaper. After collection of information from the various sources mentioned above, the stories are written by the reporters and submitted to the editorial team. This team then analyses the story for typographical errors, language errors, factual errors, loose points of the story etc. This edited news is then sent to Kolkata office for setting of layout of the news in the limited available space in the paper. This needs to be taken care keeping many things in mind, like number of stories available, number of advertisements for that edition, importance of the story to be published, readers preference etc. After the layout design is over, the master print is then sent to the production and printing department where the further process takes place.

ADVERTISING
Advertising department is one of the main departments of a news paper industry. The main function of the department is to look after the publishing of the advertisements of the newspaper. This department is the main revenue earning department of a newspaper company. As we all know the cost of printing a single copy of newspaper is around Rs. 10 but they are sold for only at around Rs. 3 Rs. 4. So basically printing and selling of newspaper is a loss making business for a newspaper company. Now the revenue they earn through publishing the advertisements of the various companies is the main source of revenue for the companies. There are basically two types of advertisements, DISPLAY & FINANCE and TENDERS.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Now with context to Business Standard the advertisement department works by acquiring various advertisements from various customers through the different advertisement agencies. Then the Bhubaneswar office arranges the various advertisements according to their importance, space booked for and according to the date and edition when it has to be published. Then the Bhubaneswar office forward it to the scheduling department in Kolkata where they are then arranged according to the requirements and the various terms and conditions that were fixed with the advertiser and then they are sent to the printing department for printing. The advertisement department has various terms and conditions and various parameters on which various charges are applicable for publishing of any advertisement, tenders and notices etc. The various rates are given in the Rate card (Annexure 2).

MARKETING
It is another most important department of a newspaper company. The main function of this department is to look after the sales and circulation of the newspaper. This department is responsible for regulating sales of the newspaper and also increasing the sales and circulation. It is the job of this department to ensure proper and hassle free distribution of newspaper to the customers. They also take care and resolve any kind of dispute in the delivery of the newspaper. The marketing department always has an important function of increasing the circulation and readership of the newspaper. The marketing department carries out various types of activities like sponsoring various shows, road shows, organizing canopies etc for increasing the sales of Business Standard. This department also chalks out various business plans to increase the sales of the newspaper. Like in Business Standard one of the main policies undertaken by the marketing department for the purpose of increasing the sales is PRE-PAID subscription offer, where the news paper is sold to the customers on pre-paid basis. This scheme is done for several time periods of 3 months to 24 months. Customers availing this scheme are also given huge discount on the cover price. The details of the schemes are given in Annexure-3. The main reason for doing such kind of activities is to increase the circulation as the quantity of advertisement which the news-paper will get to publish is directly related to the readership and circulation of the newspaper.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

PRINTING/PRODUCTION:
After the editorial team does its job by selecting the news, and finalizing the layout, the master print comes for printing. The job of printing department is to print the various pages to be included in the news-paper as a whole, then arrange it, fold the paper, and cut the paper as it is printed in a continuous roll of paper. There after the printed papers are bundled as per the number of copies to be sent to various distributors at different places. These bundles have a leaflet attached to it, which contains the address and name of the distributor and also the number of copies the bundle has. This leaflet is called RUSHMAIL, in Business Standard.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

SECTION III

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

PROJECT DEFINITION
Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Importance of Study This project will help the Business Standard Ltd. to know about one of its very effective strategies, which is helping them to increase their market share in comparison with its other competitors. The study is showing the success of Pre-Paid Subscription as an effective marketing tool for Business Standard. The main competitor of Business Standard is Economic Times therefore this study will help to Business Standard Ltd. to know its superiority over Economic Times and its other competitors. Need of Study The need for conducting the research arrived because of: To compare the promotional strategies of Business Standard and other competitors. To compare all newspaper on different aspects like, reader profile etc. Objectives The main objective of the study is: To find out the time duration of using particular business daily. To find out the attributes which influence the consumer to purchase business daily.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

SECTION - IV

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

FINDINGS AND ANALYSIS

Business Standards cost advantage ; Some Facts ET, with over 33% of its copies circulated with TOI as part of a combo offer results in wastage. Essentially you pay twice to reach the same audience. Effective CPT for ET will be 8.7 compared to BSs 4.2 Stretch your advertising budget and get 30% more for the same value.

7 6 Rs. per '000 5 4 3 2 1 0


Busine ss Line Busine ss St a nda rd Econom ic T im e s Busine ss W orld

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Business Standard (English) readers profile


Designation of the reader Business Standard is read by the decision makers & policy makers. A premium product read by the Crme de la crme of corporate India. The reader is upscale, influential and mobile
Chairman/CEO/MD, 14% President, Executive Director, Other Directors, 8%

VP/GM, 59% CFO, CIO, CMO, CTO etc. 20%

Personal Income:

Chairm an/CEO /MD

President, Executive Director, Other Directors VP/GM

CFO,CIO,CMO,CTO etc. Business Standard 80% with over 10 lacs pa

Upto Rs.5 lakhs Rs. 21 - 30 lak hs Rs. 51 - 75 lak hs

Rs. 5 - 10 lakhs Rs. 31 - 40 lak hs Rs.76 - 1 cr.

Rs. 11 - 20 lak hs Rs. 41 - 50 lak hs Above Rs. 1 cr.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Business Standard (Hindi) readers profile


Profession:

Business Standard Hindi is read by small scale industry owners, traders. 56% of the readers are businessmen running small and medium enterprises. Add another 10% of readers who are self-employed, and we have a medium that cannot be ignored by businesses that target the SME segment. The employed class constitutes 30% of the readers.

Self employed professional 10% Others 1%

Student 3%

Employed Service 30%

Business 56%

Business

Employed Service

Others

Self employed professional

Student

Type of Business While 58% of Business Standard Hindi readers are into trading, there is a fair number of readers who run businesses in the manufacturing & service industry.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Business Standard for them is the window that provides them with all info that will help them grow their business.

Manufacturing & Trading 5%

Agriculture or Dairy 2%

Manufacturing 13%

Services 22%

Trading 58%

Agriculture or Dairy

Manufacturing

Services

Trading

Manufacturing & Trading

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Age :
58% of the audience is between 19 -35 yrs old. 81% of the audience is between 26-50 yrs old Reinforcement of our belief that Young India is hungry for quality information that is authentic. For an advertiser, the medium offers a ready platform to reach out to an audience that is widely regarded as the consuming class.

66 years and above 0%

Less than 18 years 0%

51 - 65 years 6%

19 - 25 years 13%

36 - 50 years 35%

26 - 35 years 46%

Less than 18 years 36 - 50 years

19 - 25 years 51 - 65 years

26 - 35 years 66 years and above

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Education:
30% of the audience is a post graduate while another 51% is a graduate. Business Standard Hindi is read by an educated class. Under Graduate 18%

Post Graduation Professional 15% Graduate 51% Post Graduation 15%

Technical 1% Technical Post Graduation Professional

Graduate Post Graduation Under Graduate

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Industry Break up :

Business Standard has a very versatile reader base which includes almost all types of financial institutes along with readers from different sectors.
IN U T YT P S B C IP IO B E KU D S R Y E U S R T N RA - P

7 %

3 %

A S TM N G M N SE AA E ET FR I M G N R LI S R N E E E A NUA C BN AK

1% 7 2% 3 3 %

4% 7

A S TM N G M N SE AA E ET FR / S A EB O I G I M H R R KN LF I S R N E I EN U A C F R DO M A I

Interest Area :
Business Standard readers prefers the newspaper as a whole. Then the most preferred part of Business Standard is its Market analysis, i.e. the money market and stocks. SEBI rated Business Standard 9.9 for its Market analysis where as Economic Times was rated 6.7.
INTEREST A REA O SUBCRIBERS F

40% 54%

MAR KET AN ALYSIS MO NEY MARKET AD VERT ISEMEN S T NOT IN SPECIFIC H G

3% 3%

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Previous subscription scenario: Earlier the market was dominated by Economic Times, and we also find many people who are not reading any kind of newspaper.
P E IO S S B C IP IO RV U US R T N
E O O ICT E C N M IM S B SN S S AN AR UI ES T D D

N N O E 2% 7 T I & IE O 3 % B S E S U IN S SADR TN A D 1% 3

T I &IE O NN OE

E O O IC C N M T E IM S 5% 7

Current Subscription Scenario: The current subscription scenario shows that Business Standard is leading the market, but still there are some people who do not prefer to read news paper.

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CURRENT SUBSCRIPTION

N N O E 10%

E O O IC TIM S C N M E 20% E O O IC TIM S C N M E BU E STAN AR SIN SS D D N N O E

BU E SIN SS STAN AR D D 70%

Subscription type: We can see that maximum readers are going for a prepaid subscription, as it is cheap and reduces the tension of paying every month end.
T P O SBCI T N YE F US R I PO

3 % 1% 7 PEA RPI D PSPI OTA D 5% 3 2% 7 NN OE P S PI / R PI OT A PE A D D

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Findings:
In my survey I came to know that most of the business daily readers are reading Economic Times because of the bundle offer with Times of India (Rs5.50 daily for both newspapers). Investors are the majority users of Business Standard among all the respondents, 47 % of Investors would like to read Business Standard because Business Standard is an only business daily which provides 200 companies share market (Sensex, Nifty) knowledge of previous business day which is BS 200. Economic Times is providing good sales promotion offers compare to Business Standard to its consumer. Economic Times is also having the benefit of Times of Indias distribution channel because of this distribution channel Economic Times is able to save more distribution expenses. Most of the business daily readers are reading it from more than 1 year. The distribution channel of Business Standard is also not very much efficient due to which there is a delivery problem in the circulation. For this some of the customers are not

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receiving their newspaper on a regular basis like IndusInd Bank, 78 Janpath, Kharavela Nagar, Bhubaneswar. Readers of financial daily, do not compromise on quality. And as the market analysis of Business Standard is rated higher than its biggest competitor Economic Times, readers look forward for availing the discount. As they get quality at a lesser price.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

Suggestions:

At the current time Business Standard is not having Sunday edition Orissa but another business dailies like Economic Times and Financial Express are having Sunday edition and the customers of the Business Standard are unhappy with this policy of the organization so that Business Standard should start its edition on Sunday with some better strategies than its competitors who is charging more on Sunday edition. Business Standard provides only 4 annual magazines to its subscribers which are Fund Manger, BS 1000, Billionaire Club and Annual Banking but Financial Express provides 13 magazines in a year so Business Standard should think about increasing the magazines or they should provide these 4 magazines more frequently. Business Standard must try to tie up with some daily newspaper like The Telegraph to attract customers with better offers and thus increase its sales.

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

SWOT ANALYSIS:
STRENGTH: 1. 9.9 rating in market analysis by SEBI. 2. Local publication from Bhubaneswar. 3. Inclusion of accent east. WEAKNESS:
1.

Business Standard is not having any general category newspaper in its group.

OPPORTUNITIES: 1. Can go for a combo offer with Telegraph. 2. Orissa has large number of industries, tie-ups with these corporate houses. THREATS:
1. 2.

Its biggest competitor has a combo pack of Economic Times with Times of India. Almost all of its competitors are having Sunday edition, which Business Standard is not having.

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APPENDICES:
Annexure 1:
SL NO.
NAME INDUSTRY TYPE PREVIOUSLY SUBSCRIBED CURRENTLY SUBSCRIBING TYPE OF SUBSCRIPTION INTEREST AREA

1 2

JITENDRA NARAYAN DAS SANDEEP ROY

ASSET MANAGEMENT FIRM GENERAL INSURANCE ASSET MANAGEMENT FIRM BANK BANK BANK ASSET MANAGEMENT FIRM/ SHARE BROKING ASSET MANAGEMENT FIRM/ SHARE BROKING BANK ASSET MANAGEMENT FIRM/ SHARE BROKING LIFE INSURANCE BANK

ET NONE

BS BS

POST PAID NONE

MARKET ANALYSIS NOTHING SPECIFIC

3 4 5 6

BIKASH SAHOO S. K. PANDA NIRANJAN PATRA SUJIT KR. NEGI

ET BS NONE BS

ET BS NONE BS

POST PAID PRE PAID NONE PRE PAID

MARKET ANALYSIS NOTHING SPECIFIC NOTHING SPECIFIC NOTHING SPECIFIC

TANMAY KR. BISWAL

NONE

BS

NONE

NOTHING SPECIFIC

8 9

ABHISEK MITRA RAJENDRA NARAYAN JENA

ET NONE

ET BS

POST PAID PRE PAID

MARKET ANALYSIS MONEY MARKET

10 11 12

DURGA MADHAB DASH ASHOK MAHAPATRA V. A. NARASIMHAM

BS ET BS

BS ET BS

POST PAID POST PAID PRE PAID

MARKET ANALYSIS NOTHING SPECIFIC NOTHING

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SPECIFIC 13 DEEPA KASHYAP CHITTARANJAN NAYAK BANK ASSET MANAGEMENT FIRM ASSET MANAGEMENT FIRM BANK LIFE INSURANCE ASSET MANAGEMENT FIRM/ SHARE BROKING ASSET MANAGEMENT FIRM/ SHARE BROKING ET ET POST PAID NOTHING SPECIFIC NOTHING SPECIFIC

14

NONE

NONE

NONE

15 16 17

SWAGATIKA DASH RAVIKANT VIJAYWARGIYA RASBIHARI PATTANAYAK

NONE ET NONE

BS ET NONE

PRE PAID POST PAID NONE

MARKET ANALYSIS NOTHING SPECIFIC NOTHING SPECIFIC

18

MANAS RANJAN BEHERA

ET

ET

POST PAID

NOTHING SPECIFIC

19

BIKASH SRIVASTAVA RELIANCE MEDIA LTD. SASHI BHUSHAN DASH

NONE

BS

PRE PAID POST PAID/PRE PAID

MARKET ANALYSIS

20

FM RADIO ASSET MANAGEMENT FIRM ASSET MANAGEMENT FIRM ASSET MANAGEMENT FIRM ASSET MANAGEMENT FIRM ASSET MANAGEMENT

TOI & IE

BS

ADVERTISEMENTS

21

ET

BS

PRE PAID

MARKET ANALYSIS

22

SUBHAM CAPITAL BISWAJIT MOHANTY

ET

BS

PRE PAID

MARKET ANALYSIS

23

ET

BS

PRE PAID

MARKET ANALYSIS

24 25

PR FINANCE SERVICES 1 UP

ET ET

BS BS

PRE PAID PRE PAID

MARKET ANALYSIS MARKET ANALYSIS

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FIRM MOHAMMED ERFAN ASSET MANAGEMENT FIRM ASSET MANAGEMENT FIRM ASSET MANAGEMENT FIRM ASSET MANAGEMENT FIRM ASSET MANAGEMENT FIRM

26

ET

BS

PRE PAID

MARKET ANALYSIS

27

SUCHISMITA JENA PRASANTA KUMAR PATRA SANTOSH KUMAR MALLA

ET

BS

PRE PAID

MARKET ANALYSIS

28

ET

BS

PRE PAID

MARKET ANALYSIS

29

ET

BS

PRE PAID

MARKET ANALYSIS

30

SUREKA & CO.

ET

BS

PRE PAID

MARKET ANALYSIS

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Annexure 2.

Business Standard
ADVERTISING RATES Effective April 2, 2010 (Rates in Rupees per square centimeter)
DISPLAY & FINANCE-SINGLE EDITION RATES NORTH
B&W Delhi + Lucknow Chandigarh 255 65 Color 388 99 Kolkata Bhubaneswar

EAST
B&W 115 60 Color 175 91

WEST
Mumbai + Pune Ahmadabad 240 80 366 122

SOUTH
Chennai + Kochi Bangalore Hyderabad 73 85 67 111 129 102

DISPLAY & FINANCE-PACKAGE RATES B&W


Any Regions One 296 162 296 208 Any Tw o 280 153 280 197 Any Three 240 131 240 169 650 All Editions Any One 451 247 451 317 Any Two 426 233 426 300

Color
Any Three 366 200 366 257 990 All Editions

NORTH EAST WEST SOUTH ALL EDITIONS

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TENDERS-SINGLE EDITION RATES NORTH


B&W Delhi + Lucknow Chandigarh 321 65 Color 488 99 Kolkata Bhubaneswar

EAST
B&W 165 83 Color 252 126

WEST
Mumbai + Pune Ahmadabad 302 101 460 153

SOUTH
Chennai + Kochi Bangalore Hyderabad 92 107 84 140 163 128

TENDERS-PACKAGE RATES B&W


Any Regions One 372 229 372 262 Any Tw o 352 217 352 248 Any Three 302 186 302 212 835 All Editions Any One 567 349 567 399 Any Two 536 330 536 377

Color
Any Three 460 283 460 323 1270 All Editions

NORTH EAST WEST SOUTH ALL EDITIONS

Other categories of advertising Appointment advertising Company audited and unaudited financial results Position Premiums Front page souls of Section I Back page of Section I Section II - front page (min 100cc) Guaranteed Page Guaranteed Position

: Only 50% of the applicable display rates will be charged. : Only 75% of the applicable finance rates will be charged. Page 3 of Section I : 35%

: 100% : 35% : 25% : 25% : 25%

Notes:

1. For a combination of a single edition and a regional package, the applicable rate will be the regional package rate + The single edition rate. For example, B&W display ad in North, West & Chennai will be Rs. 633 psc (280+280+73) 2.Regions Defined: North: Delhi+Chandigarh+Lucknow; East: Kolkata+Bhubaneswar; West: Mumbai+Pune+Ahmedabad;

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ANNXEURE 3 : Subscription proposal letter:

Business Standard Limited


10th Floor, IDCO Tower, Janapath, Bhubaneswar 751007 Visit us at www.business-standard.com Tel-0674-2545801, Fax-0674-2545804 To, Sub:- Prepaid Subscription offer. Dear Sir, Business Standard is being published Monday to Saturday and offers its readers dedicated, topical magazines. It positioned as a serious, respected, top-notch, non-frivolous business daily. It believes in providing information that creates wealth and enriches lives. Business Standard is having special Editorial property on management education and training avenues initiatives by Business Schools. It also comes with international news, lifestyle, luxury- gizmos, corporate news, policy & analysis, corporate social responsibility, transport business & logistics, IT telecoms and entertainment. SME Business, human resources, real-estate market scenario and opportunities, automobile & ancillary segment. Supplementing the above, it also providing information about: Money market: Smart investor: Strategist: Weekend: Covers commodities, stock analysis. A comprehensive investment guide. Covers issues around management & marketing. Cover art, leisure & life style. Date:

In this occasion we are pleased to introduce our self in your esteem organization and offering a lucrative scheme for subscription of Business Standard likewise:Prepaid Subscription PERIOD @COVER PRICE @ OFFER PRICE @DISCOUNT 06 Months Rs 540.00 Rs325.00 39.81% 12 Months Rs 1080.00 Rs 625.00 42.13% 24 Months Rs 2160.00 Rs1200.00 44.44% Terms & Conditions Copies will be delivered at your desired place by our own net work. Payment must be made by way of DD/Pay order /Cheque, favoring Business Standard Limited, payable at Bhubaneswar. With regards Sambhuraj Panda

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Officer-market Development For more Information Please Contact: Mr.Abhishek Bag M-9778203067/ Mr.Rishi Khemka M-9040320517 E-Mail- abhishek.bag.0703@gmail.com / rishi.khemka88@gmail.com

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ANNEXURE 4.

QUESTIONNAIRE
1. Name :2. Occupation:3. Are you currently reading any financial newspaper? a. Yes b. No

4. What is your area of interest in the paper?

5. What financial newspaper are you currently subscribing? a. Business Standard b. Business Line c. Economic Times d. Financial Express 6. Are you aware of Business Standard? a. Yes b. No

7. Have you read Business Standard? a. Yes b. No

8. Did you like Business Standard? a. Yes b. No

If you have answered a for question 5 then please answer the following questions below. 9. Are you satisfied with Business Standard? a. Yes b. No

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10. What do you like most about Business Standard?

11. Any changes you want to see in the newspaper?

12. Any suggestions or complains?

13. How are you currently subscribing Business Standard?

a. Prepaid 14.Are you aware of the Prepaid scheme? a. Yes 15.Do you like the scheme? a. Yes

b. Postpaid

b. No

b. No

16.Would you like to subscribe Business Standard on prepaid scheme? a. Yes b. No

17.For what tenure would you like to subscribe? a. 6 Months b. 12Months c. 24Months

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BIBILOGRAPHY

TITLE OF THE BOOK

AUTHORS

PRINCIPLE OF THE MARKETING MANAGEMENT RESEARCH METHODOLOGY BUSINESS TODAY BUSINESS STANDARD LTD

Philip Kotler Cooper and Schilnder

NAME OF THE WEBSITES 1. 2. 3. www.google.com www.business-standard.com www.wikipedia.com

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