A PROJECT REPORT ON MARKETING RESEARCH IN BUSINESS NEWSPAPER INDUSTRY SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF MASTER

OF MANAGEMENT STUDIES (MUMBAI UNIVERSITY, MUMBAI) 2013-14 KIRAN.T.ADAK GUIDED BY Professor

YMT COLLEGE OF MANAGEMENT INSTITUTIONAL AREA, SECTOR-4, KHARGHAR, NAVI MUMBAI. 410210

DECLARATION

I, undersigned honestly declare that, this project titled MARKETING RESEARCH IN BUSINESS NEWSPAPER INDUSTRY is a genuine and bonafide project prepared by me and submitted to the Director, YMT College of management, Mumbai- 410210 in partial fulfillment of MBA. The Project work is original and conclusions drawn herein are based on data collected by me. To the best of my knowledge, the matter presented in this project has not been submitted for award of any degree, diploma or membership either to this or any other Institute or University.

Date: Place:

Signature KIRAN.T.ADAK

CERTIFICATE

This is to certify that the project entitled MARKETING RESEARCH IN BUSINESS NEWSPAPER INDUSTRY submitted by KIRAN.T.ADAK in partial fulfilment for the award of Master of Management studies of University of Mumbai is his original and does not form any part of projects undertaken previously.

Also it is certified that the project represents the original work on the part of the candidate.

Place: Mumbai

Date:

Signature of Director

Signature of Guide

ACKNOWLEDGEMENT

The efforts taken in this project would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them.

I would like to thank Miss. NISHA KUMARI for his guidance and for the knowledge he has imparted for the completion of this project.

I would like to express my special gratitude and thanks to Mr. Srinivasan and the entire Commercial team members for providing necessary information regarding the project.

I would like to express my gratitude towards YMT College of Management for their kind cooperation and encouragement which helped me in completion of this project.

Also thanks and appreciations also go to my colleagues in developing the project and people who have willingly helped me out with their abilities.

Date: Place: KIRAN.T.ADAK

PROJECT ON

MARKETING RESEARCH IN BUSINESS NEWSPAPER INDUSTRY

Project By: Mr.Kiran.T.Adak Summer Intern- Marketing Department YMT College of Management

CONTENT
Sr. No. Title of the Chapter Pg. No.

1.
1.1 1.2 1.3 1.4 1.5

PART 1 INTRODUCTION NEED AND SCOPE OF THE PROJECT OBJECTIVE OF STUDY RESEARCH METHODOLOGY LIMITATION OF PROJECT PART 2 COMPANY PROFILE ORGANIZATION CHART BENEFITS GIVEN BY COMPANY PART 3 THEORETICAL BACKGROUND DATA REPRESENTATION AND ANALYSIS FINDINGS & CONCLUSION RECOMMENDATION BIBLIOGRAPHY

2.
2.1 2.2 2.3

3.
3.1 3.2 3.3 3.4 3.5

INTRODUCTION
There are various players in industry that plays major roles in publication of business newspaper, such are as follows.

LEADING COMPANIES IN MARKET Business Standard. Financial Express. Mint. Financial Chronicle. The Economic Times. Business line

The business newspaper industry is wide in Indian market; Researchers have discovered that India is place where the business newspaper part of Indian readers. But also business newspaper industry is fighting a losing battle to the online news sources and in most parts.

Why business newspaper markets are growing in China and India, while they decline in the US and UK

In the Western world, the rise of online news and new multiple sources of news and information have changed the economics of newspaper publishing. The impact of the Global Financial Crisis and the associated downturn in newspaper advertising spending has only exacerbated the economic difficulties confronting the industry. In the United States, where even as online audiences grow, print circulation continues to decline. Where newspapers are less dependent on advertising revenue than their transatlantic counterparts, the effects have been less marked. The digital revolution is undermining the business models that see consumers pay for print news, with a younger generation accustomed to the idea that news is free. Newspapers are struggling to try and find a way to make money online,

In China and India, business newspaper markets are growing strongly, fuelled by robust economic growth and demand from an emerging urban and literate middle class that is enjoying higher incomes and rising standards of living. In India, the growth to business newspaper because of approach toward industries development, literacy rate increasing, people are out bound toward other countries development.

APPROACHES TO CUSTOMER Direct selling

1. Marketing messages are addressed directly to the customer. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and postal addresses. 2. Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website. 3. Direct marketing emphasizes track able, measurable responses from customers regardless of medium.

Reference from customer

Reference from friends

TARGET CUSTOMER Corporate Executive. Investors & Stock Brokers. Businessman. Bankers. Management Student & Professors. Charted Accountant & Other Professionals. Graduation Tutorials.

NEED AND SCOPE OF THE PROJECT

This Project Was Selected to Understand Marketing Research in Business Newspaper Industry. In order to do the project and understand the growth prospects of Business Newspaper in market. It was observed that the growing literacy is higher by decade

As literacy rate increases most consumer focus to business newspaper for making knowledge about business environment and be updated to environment, lots of changing behaviour hence there is high emended growth in the business newspaper industry.

Objectives

 Studying consumer decision making. Useful in making marketing decision Helps to reduce risk in decision making Research methodology Data source Primary data collection Primary research consists of a collection of original primary data. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data. It can be accomplished through various methods, including questionnaires and telephone interviews in market research, or experiments and direct observations in the physical sciences, amongst others. The term primary research is widely used in academic research, market research and competitive intelligence. Secondary data collection Secondary data is data collected by someone other than the user. Common sources of secondary data for social science include censuses, organizational records and data collected through qualitative methodologies or qualitative research. Primary data, by contrast, are collected by the investigator conducting the research. Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in the case of quantitative data, provides larger and higher-quality databases that would be unfeasible for any individual researcher to collect on their own. In addition, analysts of social and economic change consider secondary data essential, since it is impossible to conduct a new survey that can adequately capture past change and/or developments.

Sampling area:
Mumbai Navi Mumbai Thane

Research instrument

Questionnaire Personal interaction

Limitations
Time consuming process Dependence on consumers response Less reliable information from consumer The project has been completed in short period of time.

This information utilised only for Mumbai, Navi Mumbai, Thane.

Company profiles
There are various companies operating in business newspaper industry are as follows

The Economic Times The Economic Times is an English-language Indian daily newspaper published by the Bennett first published in 1961. It is the world's second-most widely read English-language business newspaper, after the Wall Street Journal. with a readership of over 8 lakh (800,000). The Economic is published from 12 citiesMumbai, Bangalore, Delhi, simultaneously Chennai, Kolkata,

Lucknow, Hyderabad, Jaipur, Ahmedabad, Nagpur, Chandigarh, and Pune. The Economic Times is headquartered in Mumbai at The Times of India building. Its main content is based on the Indian economy, International finance, 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 Editorial Director of The Economic Times and ET Now is Rahul Joshi.

Like the London-based Financial Times, The Economic Times is printed on salmon pink paper. It is sold in all major cities in India. In June 2009, it also launched a television channel called ET Now

Business Line Business Line or The Hindu Business Line is an Indian business newspaper published by Kasturi & Sons, the publishers of the newspaper The Hindu located in Chennai, india. Business Line started publishing in 1994. Published as a broadsheet, it has a circulation of around 185,000 copies. Circulation of Business Line on Sunday is higher than other days. Business Line is published from 17 locations: Bangalore, Chennai, Coimbatore, Hubli, Hyderabad, Kochi, Kolkata, Kozhikode, Lucknow, Madurai, Mangalore, Mumbai, Noida, Thiruvananthapuram, Tiruchirapalli, Vijayawada and Visakhapatnam. Its Editor-in-Chief is Mr. N. Ram and the Joint Editor is Mr. K. Venugopal. Their staffs consist of reporters and researchers. It is the only paper having a research bureau. It is priced at Indian Rupees 4 ($0.07) on weekdays and Saturdays and Indian Rupees 5 ($0.09) 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. Managing director

M. Veeraraghavachariar (18781904) S. Kasturi Ranga Iyengar (19041923)

K. Srinivasan (19231959) G. Narasimhan (19591977) N. Ram (19772011) K. Balaji (2011 present)

Business Standard Business Standard is an Indian Englishlanguage daily newspaper published by Business Standard Ltd (BSL) in two languages, English and Hindi. The Newspaper primarily covers India and international business, and financial news and issues. The main English-language edition comes from 13 regional centers - Mumbai, New Delhi,Kolkata, Bangalore, Coimbatore, Chennai, Ahmedabad, Hyderabad, Chandigarh, Pune,Lucknow, Bhubaneswar, and Kochi - and reaches readers in over 1,000 towns and cities across India. Mint
HT Media found its beginning in 1924 when its flagship newspaper, Hindustan Times was inaugurated by

Mahatma Gandhi. HT Media (BSE, NSE) has today grown to become one of India's largest media

companies. Produced by an editorial team known for its quality, innovation and integrity, Hindustan Times (English newspaper) and Hindustan (Hindi newspaper through a subsidiary Hindustan Media Ventures Limited),Hindustan Times is the choice for nearly 3.7 million readers across India, who turn to it daily for news, information, analysis and entertainment. Hindustan, the group's Hindi daily, continues to be the second-largest daily in the country with a total readership of 36.6 million, (based 0n Indian Readership Survey (IRS) for the first quarter (Q1) of 2011. Both dailies enjoy strong brand recognition among readers as well as advertisers.

In addition to Hindustan Times, HT Media also publishes a national business newspaper, Mint. Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive agreement with the Wall Street Journal to publish Journal-branded news and information in India. Mint is today the second-largest business newspaper in India with presence in the key markets of Delhi, Mumbai, Chennai, Bangalore, Chandigarh, Pune, Kolkata and now Ahmadabad too. HT Media has also made its foray into electronic media. Diversifying its ambit of operations, the company in a consulting partnership with Virgin Radio, has launched the FM radio channel Fever 104. Currently available in Delhi, Mumbai, Bangalore and Kolkata, Fever 104 has established a strong presence as being one of the most vibrant channels on air. In a short span, the channel's rise has been meteoric considering its position in Mumbai and Bangalore at No. 1 and in Delhi as the No. 2 station on the popularity charts. Internet businesses of HT Media incorporated under Firefly e-ventures; operate leading web portals Hindustantimes.com and livemint.com in the general and business news categories respectively. The company's job portal Shine.com which has received high appreciation from consumers and industry for its innovative design and usability crossed 7 million registrations. .

Financially, the Company was ahead of the industry in more ways than one. On a consolidated basis, its revenues grew by 25% to reach Rs. 1,815 Crore; EBITDA grew by 26% to reach Rs. 365 Crore, net profit grew by 33% to reach Rs. 181 Crore. Revenue growth was driven by a 22% increase in advertisement revenue within the print segment, which reached Rs. 1,395 Crore from Rs. 1,141 Crore in the previous fiscal and an impressive 63% increase in revenue from the Radio & Entertainment segment from Rs. 43 Crore in FY 10 to Rs. 70 Crore this year. This robust revenue growth has been partially offset by a significant increase in cost of raw material, reaching Rs. 628 Crore in FY 11 from Rs. 476 Crore in the previous year, due to higher circulation and newsprint prices.

The Financial Express The Financial Express is an Indian Englishlanguage business newspaper. It is published by the Indian Express group since 1961. specializes in India and international business and financial news. 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 The FE

newspaper publishes eleven editions in English from leading cities Ahmadabad, Bangalore, Chandigarh, Chennai, Coimbatore, Delhi, Hyderabad, Kochi, Kolkata, Lucknow, Mumbai and Pune. It also has an edition in Gujarati, published from Ahmadabad. The newspaper has offices across the country and is headquartered in Delhi.

Organisation structure

Benefit given by company

Business Line: Cover Price: Rs.4/- ( Mon Sat ), Rs.5/- ( Sundays )

Special Attractive Offer

Over 50 % discount @ Rs. 1. 80 per day - Rs.55/- per month
Period Actual Cost Special Offer

6 Months

Rs. 746/-

Rs. 325/-

Business Line features:

Exclusive pages daily on: DAILY 2 PAGES ON EQUITY MARKETS Corporate, Marketing, Information Technology, Logistics, Agri-Business, Banking & Money, Commodities, news from various States & Variety etc., Monday Wednesday on Accountancy, Taxation etc., Smart Buy - A tabloid on life style consumer products like Computers, Electronics Gadgets ,Automobiles etc., New Manager - a 02 page feature for Management students e-World (4 page colour supplement on Technology & Computers )Brand line a Friday four page colour supplement on Marketing, Sales, Advertising & Media Life a four page colour supplement on Executive Life Style,, Travel, Fitness, Book reviews etc., Feature on Taxation Investment World covers Global Market watch, Corporate Insight, Sundays Scrip Scan, Personal Finance, Mutual Funds, Derivatives, Futures & Options, Industry Analysis & the Weekly Crossword etc.,

Saturdays

Annexure
NAME Age Address Gender ....................................................................................................................... ........................................................................................................................ ........................................................................................................................ ........................................................................................................................

Contact no ......................................................................................................................... E-mail id .........................................................................................................................

Occupation.......................................................................................................................... 1) Do you read business newspaper? A] Yes b] No c] Some Time

2) Which business newspaper do you read? A] The Economic Times. D] Financial Express.

B] Business Line E] Mint

C] Business Standard

3) How frequently do you read this newspaper? A] Daily B] Once In Week C] Once In Month

4) How much time do you spend reading a newspaper? A] 10 min B] 20min C] 30min

5) How do you buy your business newspaper? A] On Daily Payment B] On Monthly Payment C] On Subscription

6) Do you find language difficulty in business newspaper reading? A] Yes B] No

7) Which factor do you consider while purchasing business newspaper? A] Editorial View B] Facts & Figures C] Industry Coverage

8) Which other regional newspaper have you read? A] Maharashtra Times B] Lokmat C] Loksatta D] Any other

9) How did you decide to which business newspaper to read? A] Price B] News content

10) Are you satisfied with your decision to purchase business newspaper? A] Yes B] No

Analysis
1. Do you read business newspaper?

Yes
89

No
11

Yes No

2. Which business newspaper do you read? Economic times 45 Business line 27 Business Std 15 Financial express 10 Mint 3

45 40 35 30 25 20 15 10 5 0

Economic Business Busioness Financial times line Std exprs

Mint

3. How frequently do you read this newspaper?

Daily 73 Once In Week 22 Once In Month 5

5% 22%

Daily 73% Once In Week Once In Month

4. How much time do you spend reading a newspaper?

10 min 55 20min 15 30min 30

60 50 40

30
20 10 0 10 min 20min 30min

5. How do you buy your business newspaper?

On Daily Payment 47 On Monthly Payment 33 On Subscription 30

On Daily Payment On Monthly Payment On Subscription

6. Do you find language difficulty in business newspaper reading?

Yes 13 No 87

Yes No

7. Which factor do you consider while purchasing business newspaper?

Editorial View 53 Industry Coverage 33 Facts & Figures 14

60 50 40 30 20 10 0 Editorial View Industry Coverage Facts & Figures

8. Which other regional newspaper have you read?

Maharashtra Times 25 Lokmat 25 Loksatta 35 Any other 15

35 30 25 20 15 10 5 0 Maharashtra Times Lokmat Loksatta Any other

9. How did you decide to which business newspaper to read?

Price 43 News content 57

43% 57%

Price News content

10. Are you satisfied with your decision to purchase business newspaper?
Yes 88 No 12

90 80 70 60 50 40 30 20 10 0 Yes No

Finding Majority of targeted consumer reading business newspaper Most of people read general newspaper People decide to start reading the paper read by the elders as well as people from same profession Coverage plays an important role Most preferred brand are as follows

The Economic Times Business line Business Standard.