1

A
PROJECT REPORT
SUMMER TRAINING
ON
COMPARATIVE ANALYSIS BETWEEN HINDUSTAN & AMAR
UJALA AND MARKETIG STRATERGIES OF HINDUSTAN

FOR PARTIAL FULLFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF

BACHELOR OF BUSINESS
ADMINISTRATION

UNDER THE SUPERVISION OF

Mrs. UNNATI JADAUN

UNDER THE SUPERVISION OF

Mr. BAJARANG RATHORE

SUBMITTED BY
SURBHI JAIN
MBA Int.BBA
20140126

INSTITUTE OF BUSINESS MANAGEMENT

MANGALAYAT UNIVERSITY
33

rd

MILE STONE, ALIGARH -MATHURA HIGHWAY,

BESWAN, ALIGARH

DECLARATION
I hereby certify that the work which is being presented in the project entitled
COMPETITAVE ANALYSIS BETWEEN HINDUSTAN & AMAR
UJALA AND MARKETIG STRATERGIES OF HINDUSTAN
Fulfillment of the requirements for the award degree of Bachelor
Oobusiness administration , Mangalayatan University, Aligarh, is an
authentic record if my own work. The matter presented in this summer
internship report has not been submitted by me for the award of any
other degree of this or any other university.

SURBHI JAIN
MBA Int.BBA

STUDENT CERTIFICATE
Certified that this report is undertaken by me under the guidance of Mrs,
UNNATI JADAUN in partial fulfillment of the requirement for award of
Degree of Bachelor of business administration from Mangalayatan
University, Aligarh, Uttar Pradesh.
Date:-

SURBHI JAIN
MBA Int. BBA

CERTIFICATE OF THE GUIDE

This is to certify that the work entitled COMPETITIVE ANALYSIS

BETWEEN HINDUSTAN AND AMAR UJALA AND MARKETING
STRAERGIES OF HINDUSTAN submitted by SURBHI JAIN enrollment
no 20140126 student of BBAwas successfully conducted at Hindustan
Media Venture Ltd., for the partial fulfillment for the award of Bachelor of
Business Administration.To the best of my knowledge this is an original
piece of work.

I wish him all the very best in his career endeavors.

Mrs. Unnati jadaun

Faculty, IBM
Mangalayatan University
Aligarh

ACKNOWLEGEMENT
Summer internship report is the most vital part of management
programme, both as a link between theory and actual practices. However
this opportunity could only be utilized with the support and guidance of my
mentors and other individuals who indirectly helped me in completing my
project.
I consider my proud privilege to express deep sense of gratitude to Mrs.
Unnati Jadaun for his admirable and valuable guidance, keen interest,
encouragement and constructive suggestions during the course of the
project.
I would like to thank the internal guide for providing me the valuable
advice and endless supply of new ideas and support for this project.

SURBHI JAIN
MBA Int. BBA

TABLE OF CONTANT

S. No

Contents

Page No.

1.

Executive Summary

2.

Introduction of Topic

3.

Introduction of Company

10 17

4.

Company Profile

17 23

5.

Review of Literature

24 36

6.

Objective of Report

37 38

7.

Research Methodology

39 53

8.

Finding

54 55

9.

Conclusion

56 57

10.

Suggestions

58 60

11.

Bibliography

12.

Appendix

89

61- 62
63 65

EXECUTIVE SUMMARY
The main purpose of the study is to know the over all marketing strategies of Hindustan
& Amar Ujala 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 Hindustan & Amar Ujala 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.

INTRODUCTION

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

10

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 .

11

INTRODUCTION
OF
COMPANY

12

Introduction of Hindustan Media Ventures Ltd.

Hindustan Media Ventures Limited (HMVL) is a Delhi-based company. It was promoted by HT
Media Ltd (HML). It engages in printing and publishing of newspapers and magazines in India.
HMVL is a subsidiary of HT Media. The first edition of Hindustan was published on April 12, 1936,
from Delhi and the reach of this newspaper now extends to six regions viz Uttar Pradesh,
Uttarakhand, Bihar, Jharkhand, Mohali (Punjab) and NCR.
'Hindustan', covers news across the entire spectrum of international, national and local news relating to
politics, business, entertainment, sports and other general interests. The first edition of 'Hindustan' was
published on April 12, 1936 from Delhi and the reach of our newspaper now extends to six regions,
namely, Uttar Pradesh, Uttarakhand, Bihar, Jharkhand, Mohali and Delhi NCR. In the recently declared
readership results (IRS Q4 2010), Hindustan has surged ahead to become the second largest read
newspaper in India.

In the past nine months, Hindustan has added 58 lakh readers to its readership base. A bulk of this
growth has come from Uttar Pradesh where Hindustan has added 41 lakh readers in this nine month
period. Hindustan now has a 30% share of readership in Uttar Pradesh, with a total readership of
1.28 crore in UP. Hindustan continues to maintain its dominant position in Bihar and Jharkhand
with 83% and 73% share of total readers.

The gains across all markets clearly demonstrate the growing strength of Hindustan
daily. With many of the newer editions yet to reflect in IRS, the growth momentum is
likely to be sustained.
Over the past three years, we have made significant investments in Uttar Pradesh and have opened
five new printing locations in Agra, Meerut, Allahabad, Kanpur and Agra to add to our existing
printing facilities at Varanasi (on a franchisee basis) and Lucknow.

Hindustan has made an entry into Uttarakhand with a printing location in Dehradun,
in May 2008. This print location will cover key cities in Uttarakhand.
Hindustan Dainik or ''Hindustan'' is published by Hindustan Media Ventures Limited. Earlier it was part
of HT Media Ltd group, which spun off its Hindi business into a separate

13

company named Hindustan Media Ventures Limited in December 2009.

second largest-read daily in the country. Hindustan has 19 editions across
They

are

spread

across

Muzaffarpur, Gaya and Bhagalpur),

Delhi,

Haryana

(Faridabad),

It ranks as the
the Hindi belt.
Bihar

(Patna,

Jharkhand (Ranchi, Jamshedpur and Dhanbad),

Uttar

Pradesh (Lucknow, Varanasi, Meerut, Agra,

Allahabad, Gorakhpur, Agra, Moradabad,
Aligarh, and Kanpur) and Uttarakhand (Dehradun, Haridwar, Haldwani). Apart from
these, the paper is also available in key towns like Mathura, Saharanpur, Faizabad.
In Delhi plus NCR, Hindustan is an undisputed No. 2 and has a rapidly growing even as the
market is declining. Hindustanreadership has grown to 120 L readers in Q4 11. As per Total
Readership, Hindustan is No 2 with 385 L readers.

Hindustan, in addition to high-quality reportage, also aspires to become an ally to its

readers in their quest for success. The ambition for the brand is to become the partner
of progress for the youth in the Hindi belt. Currently, the major editions of Hindustan
are available online in epaper format.
The print location of Jaipur was discontinued from June 2006 and that of Nagpur edition was
discontinued from September 1997. HT launched a youth daily, HT Next, in 2004. The
Mumbai edition was launched on 14 July 2005 and the Kolkata edition was launched in early
2000. In the The Brand Trust Report 2012, Hindustan Times was ranked 291st among India's
most trusted brands and subsequently, according to the Brand Trust Report 2013, Hindustan
Times was ranked 434th among India's most trusted brands. In 2014 however, Hindustan
Times was ranked 360th among India's most trusted brands according to the Brand Trust
Report 2014, a study conducted by Trust Research Advisory, a brand

analytics

company. Other sister

business

publications of Hindustan

Times are Mint(English

daily), Hindustan (Hindi

Daily), Nandan (monthly
children's
magazine)
and Kadambani (monthly literary magazine). The media group owns a radio channel,
Fever 104.0 FM, and organises an annual Luxury Conference which has featured
speakers like designer Diane von Frstenberg, shoemaker Christian Louboutin, Gucci
CEO Robert Polet and Cartier MD Patrick Normand.Hindustan Times is owned by the
KK Birla branch of the Birla family.

14

History
Hindustan Times was founded in 1924 by Sunder Singh Lyallpuri, founder-father of the
Akali movement and the Shiromani Akali Dalin Punjab Province. S Mangal Singh Gill
(Tesildar) and S. Chanchal Singh (Jandiala, Jalandhar) were made in charge of the
newspaper. Madan Mohan Malaviya and Tara Singh were among the members of the
Managing Committee. The Managing Chairman and Chief Patron was Master Sunder
Singh Lyallpuri.
K. M. Panikkar was its first editor; Devdas Gandhi (son of Mahatma Gandhi) on the editor's panel,
and later editor. The opening ceremony was performed by Mahatma Gandhi on 26 September 1924.
The first issue was published from Naya Bazar, Delhi (now Swami Sharda Nand Marg). It contained
writings and articles from C. F. Andrews, St. Nihal Singh, Maulana Mohammad Ali,Cattamanchi
Ramalinga Reddy, T. L. Vaswani, Ruchi Ram Sahni, Bernard Haton, Harinder Nath
Chattopadhyaya, Dr Saifuddin Kichlu and Rubi Waston etc.

K. M. Panikkar also known as Sadar Panikkar launched the Hindustan Times as a serious
nationalist newspaper. As an Oxonian, historian, and litterateur, Panikkar must have hoped to
make his paper eventually more than an Akali sheet. He became the editor and funds flowed
freely from activist Akali patrons. He exerted himself strenuously, but the paper made very little
headway. In two years Panikkar could not take the print order any higher than 3,000. By then
the Akali movement appeared to lose steam and funds dried up. The paper was saved from an
untimely demise when Pandit Madan Mohan Malaviya stepped in to realise his vision of a
newspaper in Delhi.

Malaviya raised 50,000 rupees to acquire the Hindustan Times along with the help of
nationalist leaders Lajpat Rai and M. R. Jayakar and industrialist G. D. Birla, who paid
most of the cash. Birla took full control of the paper in 1933. The paper continues to be
owned by the Birla family.
It has its roots in the Indian independence movement of the first half of the twentieth century and
even faced the noted "Hindustan TimesContempt Case (AugustNovember, 1941)" at Allahabad
High Court. It was edited at times by many important people in India, includingDevdas Gandhi, Sri
Mulgaonkar, B.G.Verghese and Khushwant Singh. Sanjoy

15
Narayan has been appointed the editor in chief of the paper and was due to take over in August
2008. Recently the editorial page has seen a major makeover and has been named "comment" to
bring in more flexibility and somewhat less seriousness to the page.

HT Mumbai edition
HT Mumbai has an eight-page daily lifestyle supplement (in broadsheet format) called
HT Cafe. It has its education supplement called "HT Education" on Wednesdays. The
paper also comes with a magazine on Sundays called Brunch. The Mumbai edition is
managed by Mohit Ahuja, an alumnus of NMIMS, Bombay. The resident editor in
Mumbai isSoumya Bhattacharya.

Ownership
The Delhi-based English daily Hindustan Times is part of the KK Birla group and managed by
Shobhana Bhartia, Rajya Sabha member of Congress party and daughter of the industrialist
Krishna Kumar Birla and granddaughter of Ghanshyam Das Birla. HT Media is a subsidiary
company of Hindustan Times. The KK Birla group owns a 69 percent stake in HT Media, currently
valued at 834 crore. When Shobhana Bhartia joined Hindustan Times in 1986, she was the first
woman chief executive of a national newspaper. Shobhana has been nominated as a Rajya Sabha MP
from Congress Party.

Along with Hindustan Times, HT Media owns Desimartini, Fever 104 FM, and Mint
newspaper.
The Company was incorporated on July 9, 1918 under the Indian Companies Act, 1913 as a public
limited company under the name 'The Behar Journals Limited' and received the certificate of
commencement of business on January 14, 1919. On November 17, 1987 the name of the Company
was changed to 'Searchlight Publishing House Limited' to reflect to make the name of the Company
more in consonance with its publication, 'Searchlight'. Subsequently, the name of Company was
changed to its present name 'Hindustan Media Ventures Ltd. ' to reflect the expanded business
activities intended to be undertaken by the Company and to be in consonance with the prevailing
industry trends and a fresh certificate of incorporation to this effect was issued on November 11,
2008.

16

Events of Hindustan Media Ventures Ltd.

Year

Event

1918 Incorporation of our Company as The Behar Journals Limited' by individuals

including Dr. Rajendra Prasad, Mr. Sachidannand Sinha and Mr. Syed Hassan Imam,
who were the founder Directors of our Company.
1919 Commencement
Commissioning

of
of

business
printing

of
press

our

Company.
at

Commencement of printing and publishing of English newspaper, Searchlight'.

1947 Commencement of printing and publication of Hindi daily Pradeep' at Patna.
1986 Commencement of printing of Hindi daily Hindustan' and the English daily
Hindustan Times' on behalf of The Hindustan Times Limited' at Patna.
Termination of printing and publication of the Hindi daily Pradeep' and the English
daily Searchlight'.
1987 Name of the Company changed to Searchlight Publishing House Limited', in order to
capitalize on the name earned by its publication Searchlight'.
2000 Commencement of printing of Hindi daily Hindustan' and English daily Hindustan
Times' from Ranchi location, in terms of a printing agreement with the holding
company and publisher of the said publications The Hindustan Times Limited'
2008 Name of the Company changed to Hindustan Media Ventures Ltd. ', so as to reflect
the expanded business activities of our Company.
2009 Acquisition of Hindi business from HT Media comprising of Hindi daily
newspaper, Hindustan' including Ravivasriya Hindustan'; magazines Nandan' and
Kadambini'; and internet portals of the said publications, including all assets,
liabilities and employees pertaining to the said Hindi business.
2010 The Company came out with an Initial Public Offering (IPO) of shares, aggregating
Rs. 270 Cr., and got listed on BSE & NSE on 21st July, 2010

Patna.

17

KEY HIGHLIGHTS
Came into being in 200 :- The entire Hindi business of HT Media, comprising Hindustan, a daily
newspaper and the magazines Nandan and Kadambini, as well as Internet portals of the respective
publications was transferred to HMVL with effect from December 1, 2009, at book value by way of a
"slump sale" and on a "going concern" basis.
Synergies with HT Media pay off for HMVL:- HT Media, the promoter of HMVL, is a leading media
company and publishes three leading newspapers Hindustan Times (English), Hindustan (Hindi) and
Mint (business daily). HT Media is also listed on the stock exchanges. The company has joint ventures
with Bennett, Coleman & Co to publish an English morning tabloid in Delhi and NCR. It has a joint
venture with Velti Plc, which provides mobile advertising solutions. The company also has joint ventures
with German media group Hubert Burda, to leverage HMLs expertise in printing and publishing and
capture opportunities in the booming high-end magazine and catalogue printing space in India and the
Asia-Pacific region. Synergies with HT Media, association in terms of content, supply chain, circulation
and ad sales helps HMVL increase its sales and expand its reach.

New printing press commissioned at Gorakhpur :- The company commissioned a new printing press
on December 15, 2010, at Gorakhpur. This is the companys eighth printing location in Uttar
Pradesh. HMVL has launched eight sub-editions covering Gorakhpur city, Basti, Deoria,
Kushinagar, Maharajganj, Siddharth Nagar, Sant Kabir Nagar and other surrounding areas of
Gorakhpur. The location would have a print run of 0.11 million copies, which would be distributed
in the city and the surrounding areas.

KEY RISKS
Competition risk due to new entrants in the market
Technological obsolence risk due to change in technology
Change in government policies towards print media may affect the business Increase
in use of Internet could lead to a decline in newspaper sales

18

CO
MPA
Background of Hindustan Media Ventures Ltd.
Hindustan media venture ltd. is a subsidiary of HT Media Ltd. It engages in printing and publishing
newspaper and magazines in India. HMVL was formed in 2009, when it acquired the Hindi business of
HT Media Ltd, comprising of the Hindi daily newspaper, Hindustan and the magazines Nandan
(childrens magazine) and Kadambini (monthly Hindi sociocultural literary magazine), as well as the
Internet portals of the said publications, including all assets, liabilities and employees pertaining to the
said Hindi business.
The company went public, with an IPO aggregating Rs 2.7 bn, in July 2010. Over past three years, the
company has made a significant investment in Uttar Pradesh and opened new printing locations at
Agra, Meerut, Allahabad, Kanpur and Agra. Hindustan has a strong regional presence, with a
readership of over 11 million readers. The company has a leadership position in Bihar and Jharkhand.
It has a dominant position in Bihar, with 74.3%

of readership

Board of Directors
Mrs. Shobhana Bhartia (Chairperson)

Mrs. Shobhana Bhartia, age 53 years, is the non-executive Chairperson of our Company. She is a
graduate from the Calcutta University. Mrs. Shobhana Bhartia has been associated with HT Media
Limited, our Promoter, since its inception. Mrs. Shobhana Bhartia is in charge of formulating and
directing the editorial policies of HT Media and has more than 25 years of experience in the newspaper
industry. Mrs. Shobhana Bhartia is a recipient of the Padma Shri Award by the Government of
India in 2005. Mrs. Shobhana Bhartia has received several other awards, including the Business Woman
of the Year 2007 by Economic Times, Outstanding Business Woman of the Year 2001 by PHD Chamber of
Commerce & Industry, Woman Entrepreneur of the Year 2005 by Ernst & Young and the Global Leader
for Tomorrow, 1996 by the World Economic Forum, Davos. She has been on the board of Indian Airlines
Limited and on the North Regional Board of the Reserve Bank of India.

Mr. Ajay Relan (Director)

Mr. Ajay Relan is one of the pioneers of the Indian private equity industry. Prior to founding CX
Partners, Ajay headed Citi's private equity business since its inception in 1995. Prior to this, Ajay worked
with several financial firms in multiple geographies, starting with Citibank

19
in 1976 and the last being the CEO of a Citi affiliated brokerage firm, Citicorp Securities &
Investments Ltd. Ajay has served on the boards of several portfolio companies such as HT Media,
Yes Bank, i-Flex and Progeon among others. He holds an MBA from Indian Institute of
Management, Ahmedabad (1976) and B.A. (Hons) Economics from St. Stephen's College, Delhi
University (1974) - top ranked in the University.

Mr. Ashwani Windlass (Non-executive Independent Director)

Mr. Ashwani Windlass, age 53 years, is a non-executive Independent Director of our Company. He holds a
degree in Bachelors of Commerce and is a graduate in Journalism from Punjab University, Chandigarh.
Further, he also holds a Masters in Business Administration from the Faculty of Management Studies,
University of Delhi with specialization in finance and marketing. Mr. Windlass has over 30 years of
experience in strategy, telecom and technology. He has established and managed various green field
ventures in the telecom and technology sectors, including setting up and managing joint ventures in India
with the Hutchison Group, Hong Kong; British Telecom UK, Comsat Corporation, USA, Avnet USA and
Royal Gist Brocades, Holland; Elf Atochem (Total Group), France, MGRM Technologies Inc., USA apart
from strategic relationships with AT&T, Motorola and Siemens. Mr. Windlass was the founder managing
director of Hutchison Max Telecom (now Vodafone Essar) and Vice Chairman and Managing Director of
Reliance Telecom Limited. He has been a member of the founding executive team of Max India Limited
and has been the Executive Chairman, heading the Asia-Pacific responsibility for the MGRM Group
including research based technology initiatives of MGRM Technologies Inc., USA. Mr. Windlass is a nonexecutive director on the board of directors of Max India Limited. He is also the non-executive Chairman,
SA & JVs, MGRM Technologies Inc., USA in an advisory role. He also contributes regularly in national
press.

Mr. Piyush G Mankad (Non-executive Independent Director)

Mr. Piyush Mankad is a retired civil servant with a distinguished career of over 40 years in the
prestigious Indian Administrative Service, which he joined in 1964, topping his batch. He was
educated at Delhi University, and later at Cambridge, U.K. where he obtained a Post Graduate
Diploma in Development Studies, with distincion. Some of the important positions that he has held
include Counselor (Economic) in the Indian Embassy, Tokyo; Controller of Capital Issues, Ministry
of Finance; Finance Secretary, Government of India; and Executive Director for India and four
other countries and Board

20

Member, Asian Development Bank, Manila, which was his last assignment till July 2004.
His areas of experience and expertise include, among others, public finance and policy;
capital market regulation and development; promotion of industry, F.D.I. and
infrastructure; and public administration.
Mr. Shardul S. Shroff (Non-executive Independent Director)
Mr. Shardul S. Shroff, aged 54, is a non-executive Independent Director on our Board. He holds a
bachelor's degree in commerce from Sydenham College, Mumbai and a L.L.B. from Government
Law College, Mumbai. Mr. Shroff is the Managing Partner of the law firm Amarchand & Mangaldas
& Suresh A. Shroff & Co. As a corporate attorney for 29 years, Mr. Shroff has extensive experience
in areas of infrastructure, projects & project finance, privatization and disinvestment, mergers and
acquisitions, joint ventures, banking and finance, capital markets and commercial contracts. Mr.
Shroff is also a leading authority on legal matters related to corporate governance, media law,
technology law and policy and regulatory practices. He has been a member of several committees
appointed by the Government of India, including the J.J. Irani Committee (2006) on corporate
governance. Mr. Shroff also serves on a number of committees of the Confederation of Indian
Industry (CII) and the Federation of Indian Chambers of Commerce and Industry (FICCI). He also
serves on the Board of various companies including Infrastructure Development Finance Company
Limited, NIIT Limited.

Dr. Mukesh Aghi (Director)

Dr. Mukesh Aghi is the President of the U.S.-India Business Council, a business advocacy organization,
comprised of more than 300 top-tier U.S. and Indian companies advancing U.S.-India commercial ties. He
holds an advanced Management Diploma from Harvard Business School, Ph.D. in International Relations
from Claremont Graduate University, California and an MBA in International Marketing from Andrews
University, Michigan. He was recognized as Esquire magazines Young Leader of Tomorrow and has
won many awards including the J. R. D. Tata Leadership award. In the past he has served as the
President of IBM India; CEO, Asia-Pacific and Global Executive Sales Director of Steria, Inc. India and
Chief Executive and Member of the Board at Larsen & Toubro Infotech Ltd.. Dr. Aghi has also served as
a senior fellow in the U.S. House of Representatives.

Mr. Priyavrat Bhartia (Whole-time Director)

21

Mr. Priyavrat Bhartia is the Director. He started as a financial analyst with Wasserstein
Perella & Co., New York, in 1998. With a Masters degree in Business Administration from
Stanford University (USA), Mr. Bhartia is also a director with a number of companies
including Birla Cotton Spinning and Weaving Mills Ltd, Jubilant Enpro Pvt. Ltd, HT
Burda Media Limited and Firefly e-Ventures Limited.

Mr. Shamit Bhartia (Non-executive Director)

Mr. Shamit Bhartia is a non-executive Director. He holds a degree in Economics from
Dartmouth College, USA. He has worked in the Corporate Finance and M&A Group,
Lazard Frere, New York, from July 2001 till August 2002.

Mr. Benoy Roychowdhury (Whole-time Director)

Mr. Benoy Roychowdhury, is the Whole-Time Director of our Company. He holds a bachelor's
degree in Economics from Presidency College, Calcutta University and has a Post Graduate Diploma
in Business Management from XLRI Jamshedpur. Mr. Roychowdhury has over 25 years of
experience in marketing, sales and general management. His last employment was with our
Promoter, HT Media, where he was Executive Director responsible for the revenue functions of
Media Marketing and Circulation. Additionally, he was accountable for the development of Hindi
business for the last three years. Prior to this, he has worked with Whirlpool as Vice President (Sales,
Trade Marketing and Logistics) in India, and as Regional Director (Market Development-Asia) in
Hong Kong. Earlier he was Divisional Manager (West) with Proctor & Gamble.

He is on the Executive Committee of the Indian Newspaper Society and on the board of
the Advertising Standards Council of India.

Team of Hindustan Media Ventures Ltd.

Mr. Vivek Khanna (Chief Executive Officer)
Vivek Joined HT Media in 2008 after working for more than 16 years, of which 11 were spent with
Hindustan Lever Limited (HLL). He led strategic and marketing initiatives - segmentation, positioning,
advertising & new product development at HLL. In his last assignment he was Director Marketing with
Aviva responsible for the Company's product & marketing strategy. At HT Media Mr. Vivek Khanna set
up the Ad for Equity (AFE) business. He ran the AFE business and Mint business for the last 5 years,
growing these from

22
small insignificant numbers to a strong & significant size. He is a Post Graduate in Management
from IIM - Ahmedabad and Economics Graduate from the University of Delhi.

Mr. Shashi Shekhar (Editor-in-Chief)

Mr. Shashi Shekhar, age 49 years, is the Editor-in-Chief of our Company. He holds a Bachelor's
degree in Arts from Agra University, a post graduate in Ancient History, Culture & Archeology
from Benaras Hindu University and a post graduate Diploma in Journalism from K.M. Munshi
Institute, Dr. B.R. Ambedkar University, Agra. He joined our Company as Editor-in-Chief,
Hindustan on January 1, 2010. He has over 29 years experience and has previously worked with
HT Media as Editor- in-Chief, Amar Ujala as the Group Editor, Amar Ujala Tak as Executive
Producer and Amar Ujala Daily as Resident Editor. He received the 'Uttar Pradesh Ratna' in
1995

Mr. Rakesh Singh Gautam (Head-Human Resources)

Mr. Rakesh Singh Gautam, age 49 years, is the Head of Human Resources of our Company. He
holds a post graduate degree in Human resource Management from SIBM, Pune. He joined our
Company as Head- HR on August 6,2012. He has 24 years of experience and has previously
worked with Bata India Limited as Sr. Vice President - HR and companies including Becton
Dickinson, Whirlpool and Hindustan Unilever.

Mr. Ajay Jain (Chief Financial Officer)

Mr Ajay Jain, is the Chief Financial Officer of our Company. He is MBA from FMS, Delhi and also
has degrees in Accounting and Law from Delhi University. He has worked in reputed companies
both in India and abroad and his areas of expertise include strategic planning, business control,
financial management and mergers & acquisitions.

Mr. Tridib Kumar Barat (Company Secretary)

Mr. Tridib Kumar Barat, age 42 years, is the Company Secretary of our Company. He holds
Bachelor's degree in Commerce from Lucknow University and is an Associate Member of the
Institute of Company Secretaries of India. He joined our Company as Company Secretary on
December 1, 2009. He has over 20 years experience and has previously worked with HT Media
Limited, GAIL (India) Limited and Aditya Birla Group.

Mr. Subhash Chand (Head Marketing)

23
Subhash Chand joined HT Media in 2014 and comes with 20 years' experience across product
categories in FMCG sector. Prior to HT, he was Marketing Director of SC Johnson in India. He has
been instrumental in developing from scratch two strategic trade marks for Hindustan - Hindustan
Masti Marg and Hindustan Shikhar Samagam. Masti Marg provides a mass engagement platform to
Hindustan readers and its advertisers, while Shikhar Samagam provides a thought leadership
Platform for the brand. He is a Post Graduate in Management from Indian Institute of
Management, Ahmedabad.

Mr. Vijay Singh (Head Sales)

Vijay Singh joined HT Media in 1986 and comes with over 35 years' experience in the Media
industry, of which 29 years with both the group companies HTML and HMVL. Prior to HT, he
worked for six years with Bharat ,Searchlight & Pradeep newspaper at Allahabad & Patna. He
has held several leadership positions and was instrumental in the launch of Hindustan
publications across Bihar, Jharkhand, U.P and Uttrakhand, and spearheaded the initiative to
develop distribution network across these locations. He is a Post Graduate in Management from
Madras University.

FINANCIAL PROFILE
Top line zooms, operating margin and PAT show strong growth HMVL top line rose 10-fold from FY08 to
FY10, on account of robust growth in advertising revenue and sale of newspaper and publication after
acquiring the Hindi business from HT Media Ltd in December 2009. Continuing readership growth in
Bihar and Jharkhand and addition of new printing press at Gorakhpur and various JVs by the company
also added to the top line.

EBITDA margin increased 1,370 basis points, due to increase in top line and decrease in
employee and administration cost as a percentage of sales.
The company reported a PAT of Rs 147.5 mn for FY09, against Rs 2 mn in FY09, a
growth of 7,424% on account of higher top-line and operating profits.

INDUSTRY PROFILE

24
Newspaper : The Indian newspaper industry is highly fragmented with more than 62,000
newspapers printed in the country. The content and circulation of English language newspapers are
primarily focused on large urban markets. Hindi and regional language newspapers have a local
appeal, catering mainly to readers in small towns and villages. Newspaper companies earn their
revenues from two primary sources, namely, from the sale of advertising space (advertising
revenues) and the sale of newspapers (circulation revenues). Newspaper circulation and readership
in India continues to grow on the back of increased literacy in the country. Between 2004 and 2009,
daily newspaper circulation and readership is estimated to have increased by 9 per cent and 7 per
cent annually to around 68.3 million and 230.9 million, respectively. In 2009, ad-spend growth in
newspaper segment slowed down to 4 per cent as against the 11 per cent in 2008, due to economic
downturn. The newspaper sector has been impacted by the global slowdown leading to smaller
players witnessing considerable pressure on profitability. During the year, to cope up the pressure on
advertisement revenue, most of the players increased their cover prices, thereby stabilising their
revenues.
Registered Address

BUDH MARG, P.S.KOTWALI, PATNA (Bihar)

INDIA
800001

25

REVIEW OF
LITERATURE

26

Hindustan
Hindustan was founded in 1924 by Sunder Singh Lyallpuri, founder-father of the Akali movement
and the Shiromani Akali Dalin Punjab Province. S Mangal Singh Gill (Tesildar) and S. Chanchal
Singh (Jandiala, Jalandhar) were made in charge of the newspaper. Madan Mohan Malaviya and
Tara Singh were among the members of the Managing Committee. The Managing Chairman and
Chief Patron was Master Sunder Singh Lyallpuri.

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 Hindustan is an iconic brand. More than 55.7
million people reach out for Hindustan making it the largest read daily of India.
Readership of Hindustan has grown by multiples over the years. Today Hindustan has a readership
of 55.7 mn as per the Indian Readership Survey, 2008 Round 2. Not only this, Hindustan 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.
Hindustans 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 Hindustan markets. 50% of Indias SEC A and 45% of Indias
Rs. 10,000+ per month group lives in Hindustan footprints. 47% of the Indias businessmen/industrialists/
self-employed professionals and 51% of all students in India are from Hindustan markets. Its markets
account for a huge share of most product categories almost every second

27

automobile, 37 million television sets, 13 million refrigerators and 12 million 2-wheeler

owners fall in Hindustan s footprint (Source IRS 2008 R2).
Rephrased, almost every third Hindi newspaper reader and every ninth any newspaper
reader in India reads Hindustan.

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.

Udaan -A weekly career magazine for youth every Wednesday.

Rupayan - Aapki Personal Friend: An all new weekly magazine for women every
Friday.
Zindagi Live - Bole to DIRECT Bollywood se: A completely new look film
magazine every Sunday.

About Compact

28

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, Agra & 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 & Agra 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 & Agra in its category.

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

29

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.

Target Audience
Proposition/Key Element
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

30
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

31
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.

32

OBJECTIVES

33

OBJECTIVES
Objective of this study is to find marketing strategies such as sales &
promotional tools applied by Hindustan & Amar Ujala. some of the
objective is given below To compare sales strategies of Hindustan & Amar Ujala and
find out best sales strategy of them.
To compare promotional tools applied by Hindustan & Amar
Ujala and find out best promotional tools.
To Know about customer perception towards newspaper and
content from customers of Hindustan and Amar Ujala.
To know about customers perception towards Amar Ujala &
Hindustan

34

RESEARCH
METHODOLOGY

35

RESEARCH METHODOLOGY
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 Hindustan and Amar Ujala.
The data will be collected from the respondents through the distribution of questionnaire.

Method of data collection & data type

Primary Data: Primary data is collected by interviewing staff members of Amar Ujala
& Hindustan 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: Agra
Sampling method: Convenience sampling

36

ANALYSIS AND
INTERPRETATION

37

ANALYSIS AND INTERPRETATION

1. Which newspaper you buy?

a) Amar Ujala

b) Hindustan

c) i-next

d) Compact

Customers preference for newspaper

Options

Responses

Percentage

Amar Ujala

24

40%

Hindustan

21

35%

i-next

15%

Compact

10%

Total

60

100%

Customers preference for newspaper

45%
40%

Preference

35%
30%

40%
35%

25%
20%
15%

15%

10%

10%

5%
0%

Amar Ujala

Dainik Jagran

I-next

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
Hindustan and 15% respondents (9 respondents) said that they were prefer to buy i-next and 10%
respondents prefer to buy compact.

38

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

b) Brand image

c) Price

Factors influencing to buy Amar Ujala newspaper

Options

Responses

Percentage

Quality of content

12

50%

Brand image

12

50%

Price

00%

Total

24

100%

Factors influencing to buy Amar Ujala newspaper

60%
50%
40%

50%

People

30%

50%

20%
10%
0%

Quality of content

Brand Image

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 Hindustan then which factor influence you to buy Hindustan?
a) Quality of content

b) Brand image

c) Price

39

Factors influencing to buy Hindustan newspaper

Options

Responses

Percentage

Quality of content

10

47.6%

Brand image

28.6%

Price

23.8%

Total

21

100%

Factors influencing to buy Hindustan newspaper

50%
45%

47.6%

40%
35%

People

30%

28.6%

25%
20%

23.8%

15%
10%
5%
0%

Quality of content

Brand Image

Price

Influencing Factors
Interpretation: From responses given by 21 respondents, 47.6% respondents (10 respondents) said
that they were influenced to buy Hindustan due to their content quality and 28.6% respondents (6
respondents) said that they were prefer to buy Hindustan 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

Perception about i-next

Options
News paper for youth

Responses
7

Percentage
78%

40

News paper for low income

22%

100%

people
Total
Perception about i-next
90%
80%
70%

78%

60%

People

50%
40%
30%
20%

22%

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

Perception about Compact

Options

Responses

Percentage

News paper for youth

00%

News paper for low income

100%

100%

people
Total

41

Perception about Compact

120%
100%

80%

100%

People

60%

40%

100%

20%
0%
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

Perception about ad and news content in Amar Ujala

Options

Responses

Percentage

More ad than content

10

41.7%

More content than ad

14

58.3%

Total

24

100%

42

Perception about ad and news content in Amar Ujala

70%

People

60%
50%

58.3%

40%
30%

41.7%

20%
10%
0%

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 Hindustan ?

a) More ad than content

c) More content than ad

Perception about ad and news content in Hindustan

Options

Responses

Percentage

More ad than content

12

57%

More content than ad

43%

Total

21

100%

43

Perception about ad and news content in Hindustan

People

60%
50%

40%

57%

30%

43%

20%
10%
0%

Newspaper

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

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

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

a) Amar Ujala or compact

b) Hindustan or i-next

Perception about availability of newspaper

Options

Responses

Percentage

Amar Ujala or compact

24

40%

Hindustan or i-next

36

60%

Total

60

100%

44

Perception about availability of newspaper

70%
60%
50%

60%

People

40%
30%

40%

20%
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 Hindustan is easily available to them.
On the basis of questionnaire I have analyzed the response of 100 organizations where the
questionnaire was filled up by them and had tried to put analysis in graphical form.

45

FINDINGS

46

FINDINGS
1. Hindustan 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 and Amar Ujala is using mass marketing techniques,
permanent distributor appointment, open melas, social welfare programs, hoardings,
banners, own website in marketing of newspaper.

2. Hindustan 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. 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.

3. Hindustan is using hoardings, banners, public meetings, price cut, gifts, FM

radio as a promotional tool to promote their newspaper in Agra. 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 Agra.
4. Hindustan is selling newspaper on less prices, giving gifts to distributor on sale to retain
their customers in Agra. 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 Agra.

5. Hindustan s main competitor is Amar Ujala, Hindustan daily newspaper in

Agra. Amar Ujalas main competitor is Hindustan in Agra.
6. Hindustan is providing cheapest priced newspaper with higher quality
newspaper in Agra. Amar Ujala is focusing on content and quality of news paper,
they are the oldest brand in Agra.
7.

Hindustan 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. 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

47

are doing some social activities like baddh helping camp, winning prize on
shopping carnivals.
8. Amar Ujala is a stabilized brand in Agra 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
Hindustan at introductory session to capture a large market share and after that they could
rise the price of their newspaper.

9. Hindustan is facing problem like high competition, stability in the market,

tracking adds in newspaper, cutting cost and higher margin to distributors. 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.

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 Hindustan so that it is beneficial for Hindustan .

48

CONCLUSION

49

CONCLUSION
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 Hindustan , 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.

Hindustan s sales strategy for newspaper depends on less prices, giving gifts to distributors on
higher sale to retain their customers in Agra. 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 Agra.

4.

Amar Ujala is considering Hindustan as their main competitor in Agra and Hindustan is
considering Amar Ujala, Hindustan daily newspaper as their competitor in Agra.

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. Hindustan 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 Agra 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 Hindustan so that it is beneficial for Hindustan .

50

SUGGESTIONS

51

SUGGESTIONS
Suggestion 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 Hindustan as their main competitor but
some other competitors are also there in Agra so that they have to
consider them.

Suggestion to Hindustan :
1. It is recommended to Hindustan that they have to do some social
activity like Amar Ujala Baadh rahat and campaign against polythin
to gain popularity in social concerns.
2. Hindustan 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. Hindustan should have deliver more content than ad in their news paper.
4. Hindustan s brand I-next has considered as a newspaper for youth so
that Hindustan should have to change this perception of customers
and focus it as a brand for low income people.

52

BIBLOGRAPHY

53

BIBLIOGRAPHY
Books:
Marketing Research G.C.Beri
Research Methodology
C.R.Kothari Marketing
Management Philip kotler

Websites:
www.google.com
www.search.yahoo.com
www.in.Hindustan .yahoo.com
www.amarujala.com
www.htmedia.in
www.inma.org/blogs/ideas/post.cfm/mint-grows-readership-bykeeping-business-news-simple
articles.economictimes.indiatimes.com/2011-1003/news/30238484_1_media-planners-advertisers-newspaper

54

APPENDIX

55

APPENDIX
NAME
OCCUPATION
AGE
CONTACT NO.
INCOME

(a) 0-10,000

[Rs. Per Month]

(b) 10,000-25,000
(c) Above 25,000

1. Which newspaper you buy?

a) Amar Ujala

b) Hindustan

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

If you buy Hindustan then which factor influence you to buy Hindustan ?
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

b) More content than ad

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

a) More ad than content

b) More content than ad

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

a)Amar Ujala or compact

b) Hindustan or i-next

Weekly Reporting Format: From : 03rd June, 2016 to : 13th June, 2016
Mukesh Maheshwari (8755157722):
Enroll: 20140126

Name: Surbhi Jain

Course: BBA

Major achievements:

1. Did 5 bookings out

of 19 calls .

2. Did 4 bookings out

of 13 calls .

Major Problems
encountered:

1. It takes time to
convince the clients.

2. Cash is not
accepted is a major
problem while
booking .

Company: Hindustan
Media Ventures
limited
3. Total Bookings in a
week = 18

3. customers is not
believe to get discount
coupons and surprise
gift by the Hindustan
company .

Note: First four days we were not sent into the field. We were under the
training session. The HR manager and the sales head taught us how to deal
with the customers and also taught us about the companys product and its
history.
Therefore, our working days are from 7th june to 13th june.
Thank You.

Weekly Reporting Format: From : 15 June, 2016 to : 22th June, 2016

Mukesh Maheshwari (8755157722):

Enroll: 20140126 Name: Surbhi

Jain

Course: BBA

Company:
Hindustan Media
Ventures limited

Major
achievements:

2. Did 3
bookings out of
7 calls .

3. Total
Bookings in a
week = 21

1. Did 4
bookings out of
18 calls .

Weekly Reporting Format: From : 23rd June, 2016 to : 30th June, 2016
Mukesh Maheshwari (8755157722):
Enroll: 20140126

Name: Surbhi Jain

Course: BBA

Major achievements:

1. Did 5 bookings out

of 19 calls .

2. Did 4 bookings out

of 13 calls .

Major Problems
encountered:

1. It takes time to
convince the clients.

2. Cash is not
accepted is a major
problem while
booking .

Company: Hindustan
Media Ventures
limited
3. Total Bookings in a
week = 18

3. customers is not
believe to get discount
coupons and surprise
gift by the Hindustan
company .

Weekly Reporting Format: From : 1 JULY, 2016 to : 8 JULY, 2016

Mukesh Maheshwari (8755157722):

Enroll: 20140126

Name: Surbhi
Jain

Course: BBA

Company:
Hindustan Media
Ventures limited

Major
achievements:

1. Did 5
bookings out of
19 calls .

2. Did 4
bookings out of
13 calls .

3. Total
Bookings in a
week = 18

Major Problems
encountered:

1. It takes time
to convince the
clients.

2. Cash is not
accepted is a
major problem
while booking .

3. customers is
not believe to get
discount
coupons and
surprise gift by
the Hindustan
company .

Weekly Reporting Format: From : 8 JULY, 2016 to : 15 JULY, 2016

Mukesh Maheshwari (8755157722):

Enroll: 20140126 Name: Surbhi

Jain

Course: BBA

Company:
Hindustan Media
Ventures limited

Major
achievements:

2. Did 3
bookings out of
7 calls .

3. Total
Bookings in a
week = 21

1. Did 4
bookings out of
18 calls .