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DESHABAMANI PRESS
A PROJECT REPORT
Submitted by
Hani Mohammed
KANNUR UNIVERSITY
KANNUR UNIVERSITY
BONAFIDE CERTIFICATE
Suresh babu
I Hani Mohammed Hearby declare the project work entitled The study
on marketing department of desabhimani press has been prepared by me
submitted to Kannur university in partial fulfilment of award of degree in
bachelor of business administration is record of original work done by me
under the supervision of
I also declare this project has not been submitted by me for an award of
any degree, diploma or title of recognition.
Place:kannur
Date: 28/02/2016
SN14bba001
ACKNOWLEDGEMENT
This project work is the result of lots of efforts to find out the functional
aspects of Deshabhimani Daily. My foremost thanks go to
U.P.Joseph(manager) for having permitted to do the project in
Deshabhimani. I would like to express my special thanks to the
management of Deshabhimani.
I would like to express my deep sense of appreciation and gratitude to Mr
Suresh Babu Green institute of management studies, Bangalore
University, for his valuable guidance and timely advice on every occasion
of the project.
I also remember and convey my affection and thanks to my beloved
parents, my sister and to my sincere friends for all sort of support to
complete this work.
A deep felt gratitude is expressed to the Almighty God for his blessings
for the completion of the project.
Hani mohammed
CONTENTS
CHAPTER NO TITLE
I. INTRODUCTION
II. BRIEF HISTORY OF THE ORGANIZATION
III. DEPARTMENTS
IV. MICKINSEY7s FRAME WORK
V. SWOT ANALYSIS
VI. FINDINGS AND SUGGESTIONS
INTRODUCTION
A newspaper shall mean any printed periodical work containing public news
or comments on public news. It is the most common non- personal communication
channel. It is a type of print media which has a great influence on both rich and pore
people. The main advantage of newspaper is their flexibility and timeliness. It is a
media having good local news coverage it is broadly accepted and provides high
believability Moreover it needs only low cost.
A news paper dies every morning & a new day comes with a fresh daily. It is a
unique feature of newspaper industry compared to other industries. News paper
reading have turned out as a habit of the people. It has an industrial part of mans day
today life.
Compared with many other developing countries, the Indian press has
flourished since independence and exercise a large degree of independence. British
colonialism allowed for the development of tradition of freedom of the press, and
many of Indias great English language newspaper and some of the its Indian
language press was begun during the nineteenth century. As India became
independent, ownership of Indias leading English-language newspapers was
transferred from British to Indian business groups, and the fact that most English
language newspapers have the backing of large business houses has contributed their
independence from the government. IN 1950 there were 214 daily newspapers, with
forty- four in English and the result in Indian languages. By 1990 the number of daily
newspapers had grown to 2,856 with 209 in English and 2,647 in indigenous
languages. The expanision of literacy and the spread of consumerism during the
1980s fueled the rapid growth of news weeklies and other periodicals. By 1993 India
had 35,595 newspapers of which 3,805 were dailies and other periodicals. Although
the majority of publications are in indigenous languages, the English language
press, which has widespread appeal to the expanding middle class, has a wide multi-
city circulation throughout India.
There are four major publishing groups in India, each of which controls
national and regional English language and vernacular publications. They are The
Times of India Group, The Indian Express Group, The Hindustan Times Group, and
The Anandabazar Patrika Group . The Times of India is Indias largest English
language daily, with a circulation of 656,000 published in six cities. The Indian
Express, with a daily circulation of 519,000 is published in seventeen cities. There
also are seven other daily newspapers with circulations of between 134,000 and
477,000, all in English and all competitive with one another. Indian language
newspapers also enjoy large circulations but usually on a statewide or citywide basis.
For example, the Malayalam language daily Malayala Manorama circulates
673,000 copied in Kerala, the Hindi language Dainik Jagran circulates widely in
Uttar Pradesh and New Delhi, with 580,000 copies per day, Punjab Kesari, also
published in Hindi and available throughout Punjab and New Delhi, has a daily
circulation of 562,000, and the Anandabazar Patrika, published in Culcutta in
Bengali, has a daily circulation of 435,000. There are also numerous smaller
publications throughout the nation. The combined circulation of Indias newspapers
and periodicals is in the order of 60 million, published daily in more than ninety
languages.
India has more than forty domestic news agencies. The Express News Service,
the Press Trust of India, and the United News of India are among the major news
agencies. They are headquartered in Delhi, Bombay, and New Delhi, respectively and
employ foreign correspondents. Although freedom of the press in India is the legal
norm-it is constitutionally guaranteed the scope of this freedom has often been
contested by the government. Rigid press censorship was imposed during the
Emergency starting in 1975 but quickly retracted in 1977. The government has
continued, however, to exercise more indirect controls. Government advertising
accounts for as much as 50 percent of all advertisements in Indian newspapers,
providing a monetary incentive to limit harsh criticism of the administration. Until
1992, when, when government regulation of access to newsprint was liberated,
controls on the distribution of newsprint could also be used to reward favored
publications and threaten those that fell in to disfavour. In 1998, at a time when the
Indian press was publishing investigative reports about corruption and abuse of power
in government , Parliament passed a tough defamation bill that mandated prison
sentences for offending journalists. Vociferous protests from journalists and
opposition party leaders ultimately forced the government to withdraw the bill since
the late 1980s, the independence of Indias press has been bolstered by the
liberalization of government economic policy and the increase of private-sector
advertising provided by the growth of Indias private sector and the spread of
consumerism. The first edition of Deshabhimani started on 4th January 1989 from
Thiruvanathapuram. Deshabhimani started its multi-colour edition at Kochi in 1993.
The forth edition started from Kannur in 1994. The fifth edition started from
Kottayam in 1997. And the sixth editions of the Deshabhimani started from Thrissur
in 2000. The internet edition started on 1st January 1998.
OBJECTIVES OF STUDY
CIRCULATION
The recent month-long circulation campaign of Deshabhimani, the official organ of
the Communist Party of India (Marxist) in Kerala , has shaken the media world in the
state. Before the launch of this compaign, Deshabhimani, was the third largest
circulated daily in Kerala with a circulation of over 1.70 lakh copies according to the
September 2002 report of the Audit Bureau of Circulation (ABC). The latest
circulation drive has seen the total circulation of Deshabhimani campaigns in the past,
this one was distinctly marked by a massive participation of the people.
The hoardings and arches that come up on the route from Parassala in the
south to Manjeswaram in the north of the state testify to the grandeur of this
compaign and the massive peoples participation that it drew. This compaign has had
no parallel in any part of Indian and should have captured the hearts of any traveler
through Kerala with its color and enthusiasm. In a manner of speaking, Kerala has
been waking up during the last few weeks seeing the colorful compaign hoardings and
banners of Deshabhimani .The circulation compaign this time was in several ways
reminiscent of the massive effort mounted some one-and-a-half decade ago to make
Kerala fully literate.
These newspaper giants have never agreed to an open debate on the latest trends in
the media scene, clearly because of the fear that their masks would peel off in the
process. They wield the arbitrary power to pass judgment on anything and every thing
under the sun, but they see dark foreboding in any suggestions for such an open
debate on what a newspaper is and should be.
Deshabhimani, which is branded as a party paper has shown the courage to
frequently organize meaningful discussion on a variety of topics. Such open
discussions have helped in giving the people deep insight in to the current trends in
the media world and the way media impacts society. This has helped in the evolution
of a parallel democratic media experience in Kerala. Even while keeping the tag of
being a political paper Deshabhimani, has never been afraid of Deshabhimani, is as
the compaign slogan goes, always With the Truth and With the People.
Deshabhimani, has shown in the courage to self critically evaluate itself and other
newspapers in Malayalam full public view only because it has adopted the search of
hidden truths as its guiding motto. One outstanding feature of the circulation
compaign this time was the success with which Deshabhimani, could generate open
debates on a variety of issues and ensure participation of people cutting across
political barriers. Wrll-known thinkers, first rung writers, religious heads, academic
intellectuals and even people occupying the opposing political space, associated with
the circulation compaign of Deshabhimani, this time in one way or another.
The bourgeois media always poses to be well wishers of its readers and the people in
general. Their language and get up are meant to cleverly hide their reactionary
agenda. Welfare of the masses does not figure in their real agenda. Their only
objective is the protection of the rich. Malayala Manorama, which gloats about its
claimed one crore plus Readership, makes only cursory attempts to address the
burning problems of the people. One would hardly find any account of the wretched
life of ordinary people eking out a living in such traditional industries as coir,
handloom, cashew, beedi and toddy tapping in these papers. The media barons allot
apace for news depending o the man hon. Member n their impact on the papers profit-
and-loss accounts. To the newspaper owners, only people with purchasing power
mater.
The massive response to Deshabhimani, circulation compaign is not accidental. This
paper has worked in Keralas socip-economic, political and cultural spheres during the
last 60 years preserving its unique individuality. Deshabhimani was the only paper
subjected to ensuring during the darks days of Emergency. It could not publish even
A.K.Gopalans speech in Parliame line are nt during those dark days. Deshabhimani
had also played a stellar role in bringing to light the brutal murder of rajan, an
engineering college student, during Emergency and in mobilizing public opinion
against the ghastly act. When a naxalite, Varghses, was tied up and shot by the police,
the bourgeois medias attempt was to dub it as an encounter killing.
Deshabhimani has never approved naxalite politics, but there was only one paper to
tell the worls that Varghese was tied up and shot dead Deshabhimani Much later, the
other papers also had to accept this.
When fundamental changes took place in Keralas agricultutral and educational
sectors, Deshabhimani documentsed it well and told the people what was actually
happening. When communal and caste force ignited the fire of divisive politics, the
only paper that registered the onslaught was Deshabhimani.
When Deshabhimani was opposing the new economic policies that threaten to tear
asunder every segment of national polity and economy, other bourgeois dailies were
all praise for them. But the bitter experience of the last few years have opened their
eyes. Deshabhimani was the only paper that cautioned the people years ago against
the threats that secularism, the cornerstone of our Constitution, faced from religious
fundamentalist forces. People at large are now realizing that the fears expressed by
Deshabhimani about the consequence of communalism and new economic policies
were indeed real.
People now accept as a reality the social commitment and honesty that Deshabhimani
has always cherished even while being and integral part of the well preserved and
battle-ready organizational structure of the Communist Party of India (Marxist). The
massive response that the circulation compaign receive is a sign of this. But we
cannot rest on laurels . We know well that there is a tremendous scope for
improvement . At every stage in Deshabhimani growth, our readers and the general
masses have take care to point out our mistakes and shortcomings. We are hopeful
that we would be able to improve Deshabhimani further by taking such suggestion
and criticism in all its seriousness, keeping constant vigil and by putting up a united
effort.
The circulation compaign has proved that the progressive and democratic sections of
the Kerala population wish to take Deshabhimani from its current position as the third
largest circulated newspaper in Malayalam to higher levels. Lakhs of Malayalees
realize that there is no other paper, which is uncompromising in its commitment to
take their struggles forward. But, at the same, Deshabhimani must improve as a paper
of the masses. There is an urgent need to mount an intense effort to improve its
content and get-up. Our experience of the last sixty years and the intimate links that
we have forged with the people should help as achieve this.
Kerala is a model for the rest of India in literacy levels of the people. Kerala achieved
this great honor through the constant endeavour of progressive and democratic
sections of its society and radical minds. Deshabhimani has the same source of
strength. Our effort is to be harness this rich source of energy and take Deshabhimani
to the top position among Malayalam newspapers, just as Kerala was made the most
literate state in the country.
HISTORY OF DESHABHIMANI
OTHER PUBLICATIONS
1 Deshabhimani Weekly
2 Peoples Democracy (Weekly)
3 Chintha Variga (Weekly)
2 Sthree Shabdham (Womens Magazine)
3 Thathamma (Childrens Magazine)
ORGANIZATION CHART
Secretary CPI (M), State Committee
Printer & publisher Chief Editor
General Manager Resident Editor
Unit Managers
Desk Bureau
Business
Promotion
Manager News Editor Bureau Chief
Circulation
Manager Chief Sub Editor Sub Reporters
Personnel &
Administration Sub Editor Reporters
Manager
Accounts
Manager
Advertising
Manager
Marketing
Manager
Section Heads
Assistant Marketing
Manager Senior Clerks
Executives
DIFFERENT DEPARTMENTS
6. b
DEPARTMENTAL HEADS
EDITORIAL DEPARTMENT
Chief Editor : V.V. Dakshinamurthy
Resident Editor : P. Rajiv
Printed and published by E.P. Jayarajan on behalf and for Pinarai Vijayan Secretary
CPI (M) Kerala State Committee.
CIRCULATION DEPARTMENT
Circulation Manager
Asst.Circulation Manager
Section head
Senior Clerks
Clerks
These departments collect the market feed back and take remedial steps to boost the
circulation. This department monitors the work of the agents and find out the area
where the circulations is weak or less and take corrective steps to improve circulation
by giving needful support to the agents. It should ensure that the required number of
daily and publications are supplied to the agent at the right time and right place. It
also makes the follow up of the collection from the agents and ensures that the agent
makes their payment promptly. It also has the duty to redress the grievances from the
customers and agents regarding the circulation of the daily and publications. It also
makes market research prepares statistical reports to monitor the current position of
their circulations. It also undertakes promotional activities.
Section Head
Senior Clerk
Clerks
Personnel and administration department plays a major role in every
organization. The successful running of an organization mainly depends upon the
efficiency and effectiveness of the department to provide and delegate quality
manpower. Personnel and Administration department performs a lot of functions.
In the modern era of liberalization the employees of an organization plays a vital role
in the organizations existences. Now the new management expert consider Human
Resource is the most critical resource which leads the company to success.
Unit Manager
1 The organization always makes sure that employees enjoy their work.
2 Co operativeness between colleagues
3 Equipment provided in the organization are sufficient to more
productive
4 Job station facilities employees development
5 Communication between co-workers
6 Team spint in high order
7 Senior manages helping mentality
8 Shift based work
9 Present working conditions
9. Carrier Planning and development
It involves planning the carrier of employees and implementing carrier plans so as to
fulfill the career aspiration of people. In deshabhimani regular neading class
conducted by experb offers carrer planning for future.
10. Compensation function
It refers to providing equitable and fair remuneration to employees for their
contribution to the attainment of organizational objectives. In deshabhimani they
provides various compensation like, bonus, wage and salary administration, job
station , gratuity, incentives etc.
MARKETING DEPARTMENT
Marketing Manager
Marketing Executives
News paper Marketing (Structure )
Circulation Manager
Senior Clerks
Organizer
In Deshabhimani the marketing as in two aspects. They Are space selling &
Newspaper marketing (Circulation) space marketing as done through accredited &
non accredited advertisement two different marketing aspects are shown above, Space
marketing as done marketing under marketing managers. But news paper marketing
as under circulation manager takes all the initiatives to get maximum advertisements.
Through all the sources with the help of business promotion department (Circulation
department) Circulation manager identifies defects and cleans the complaint of
agents Assistant circulation manager, senior clerks and organizers help him in these
functions.
Asst. Advertising
Manager
Senior Clerks
Exicutives
The word advertising means turns to turn the people towards it. It means
advertisements turn the valuable attention of the consumers towards the product.
Advertising is a communicative method of informing mass or selective audiences
about the product or service.
The activities of the advertising department include the placing and scheduling of the
advertisements. The advertising manager decides the place where a particular
advertisement should come and he also decides when to come.
On Festival seasons (Onam, Vishu, Christmas etc.) the advertisement rates will be
different.
Pricing in Deshabimani
Sizes / Measurements
Print area : 50 33cm
Column height : 50cm
Column width
1 col : 3.9 cm
2 col : 8.0 cm
3 col : 12.1 cm
4 col : 16.3 cm
5 col : 20.5 cm
6 col : 24.6 cm
7 col : 28.8 cm
8 col : 33.0 cm
No of columns to a page : Eight
Reproduction materials
Black and white ads : CDs (pdf)
Colour ads : CDs (pdf)
BUSINESS PROMOTION DEPARTMENT
Section Heads
Senior Executives
Executives
Accounts Manager
Section Head
Senior Clerks
Clerks
ACCOUNTS DEPARTMENT
The successful running of an organization is mainly depending on the efficient and
proper functioning of accounts department. The effective management of accounts
department is very important because it is this department that decides when to spend
and what to spend.
This department is vested with the responsibility of preparing the annual budgets,
payments of salaries to the office and management staff, payments for all the material
purchases, preparing the balance sheet and the profit and loss account, to conduct
internal auditing etc. The department also should take care of Government procedures
like payments of taxes, filling of returns. The departments also should maintain the P.
F. accounts, ESI, Gratuity, and Pension of employees.
The departments are under the control of the accounts officer. The departments look
after the collection from the advertisement, daily & publication. It also makes the
cover time wages, provides traveling allowances, payments to part time
correspondents etc.
The unit maintains two types of booked, Trade Customer Ledger Control Account
delays with the payments and receipt of advertisement and commission & Agents
Ledger Control Accounts deals with the accounts of agents.
PRODUCTION DEPARTMENT
DTP
Layout
Plate Marketing
Printing
Distribution
Pre-press
Printing
Bundling, dispatching & distribution
EDITORIAL DEPARTMENT
Industrial relation is the collective relationship between union and employee which
grows out of employment. The subject of industrial relation include.
1. Individual relation and joint consultation between employers and
workers at work place.
2. Collective relation between employers and their organizations and the
trade unions
3. The part played by the state in regularly the relations.
In Deshabhimani, industrial relation is an outcome of employment relationship in an
industrial enterprise is professional and realistic. The rule-making by employer-
employees trade unions of Deshabhimani is within the statutory frame work so that
uninterrupted production take place. The method of adjustment and co-operation is
perfect within the work place.
There are two trade unions in Deshabhimani. They are Deshabhimani journalist union
and Deshabhimani non journalist union controlled by CITU. Trade unions are eager
about employees welfare. Rules and regulations are under working journalist act,
factory act and industries establishment act. Strict time schedule, uniform for workers
are important. Total strength of Deshabhimani Thrissur edition is 135. 10 of them are
female. All are experienced personalities.
The organization always makes sure that employees enjoy their work. The
management provides good incentive system. Team spirit is high in Deshabhimani.
The employer-employee relationship is very effective in Deshabhimani. The
communication between co-workers is very effective and efficient. The employees are
justified with the recreational facility. Absenteeism is less in Deshabhimani because
the employees are satisfied with the leave procedures.
MCKINSEYS 7s FRAME WORK
Structure
Strategy System
Shared value
Skills Style
One of the early and widely accepted frameworks that identify the key factors that
best explains superior performance is the McKinsey 7-S frame work. this frame work
provides a useful visualization of the components that managers must consider in
making sure a strategy permeates the day to day life of the firm.this frame work
suggest that once the strategy has been designed, the managers focus on six
components to ensure effective execution-structure, system, shared values(culture),
skills, style and staff.if there is a change in any one of the element, it will affect all
the other elements in the frame work.
STRUCTURE
a. Journalist staff
b. Non Journalist staff
c. Mechanical staffs
General manager
Departmental Manager
Assistant department Manager
Sectional heads
Senior clerks
Jr.clerk
Editor
Executive Editor
Resident editor
SKILL:
STYLE:
STRATEGY
SYSTEM
STAFF
SHARED VALUE
SWOT ANALYSIS
Business firms undertake Swot which includes strength, weakness, opportunities and
threats. It is also known as NOTS-UP analysis. Through this analysis the strength and
weakness existing within an organization can be matched with the opportunities and
threats operating in the environment so that an effective strategy can be formulated.
An effective organizational strategy therefore is one that capitalizes on the
opportunities through the use of strength and neutralizes the threats by minimizing the
impact of weakness.
STRENGTH,
WEAKNESS,
OPPORTUNITY,
THREATS
1. Strength
The strength of Deshabhimani is a well efficient management. It has different
range of products such as Deshabhimani weekly, womens monthly, childrens
fortnightly etc. there is a good relationship, mutual understanding and co-operation
among different departments. The communication system is direct approach,
telephone, e-mail, fax etc. in Deshabhimani there is no share and bouel. Machineries,
building are the assets of Deshabhimani. There is no dividend policies, payment and
collection is done through cash, cheque, D.D. etc. all assets are insured.
2. Weakness
The quality of newspaper is very poor. This paper has no ISO certification. The
main weakness that is in Deshabhimani the decisions are taken only by the party. Role
of decision making of employees is very poor.
3. Opportunity
The main opportunities there is Execution trail-men. The industries opportunity
spread all over Kerala. They have to adopt new methods of production and standards
according to quality needed. The parties deciding by management give training to the
candidate.
4. Threats
The main threats facing by Deshabhimani is the competition from its rival
companies. Manorama always write newses opposing Deshabhimani. They consider
Deshabhimani as their opponent. Other political parties always talk against
Deshabhimani.
FINDINGS
Findings
The basic and primary objective of this study is to understand about the Marketing
Department and Functions. All the dates mentioned of several department and about
the news paper company Deshabhimani was collected from respective departments
with the guidance and help of Business promotion manager of Deshabhimani Thrissur
Mr. Vinayakan. This study enabled me to get in-depth knowledge of various activities
of Deshabhimani.
BIBLIOGRAPHY