Mil Bs Sip

B.K.
SCHOOL OF MANAGEMENT 2011
Summer Internship Report
ON
Criteria Use by the customer in Selecting the brand of the Newspaper Submitted by Milan Roziwala Under the Guidance of
Dr. Pratik Kanchan B.K. School of Management
Kunal Panchal Business Standard
B.K.School of Management Gujarat University, Ahmedabad May-July 2011

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B.K.SCHOOL OF MANAGEMENT 2011
1.ACKNOWLEDGEMENT
First of all I would like to thank the Management at Business Standard for giving me the opportunity to do my two-month project training in their esteemed organization. I am highly obliged to Mr. Kunal Panchal [Sr.Officer(Market Development)] for granting me to undertake my training at Ahmedabad branch.
Finally, I deeply acknowledge the interest and enthusiasm shown by all the respondents and the people of Ahmedabad while filling up the questionnaire.
I express my thanks to all Sales Managers under whose able guidance and direction, I was able to give shape to my training. Their constant review and excellent suggestions throughout the project are highly commendable.
My heartfelt thanks go to all the executives who helped me gain knowledge about the actual working and the processes involved in various departments.
Milan Roziwala
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2.DECLARATION
I Milan Roziwala intern student of B.K. School of Business Management, Ahmedabad hereby declare that this project report titled Criteria Use by the customer in selecting the brand of the Newspaper undertaken at Business Standard Ahmedabad is a record of an original and independent work carried out by me under the guidance of Kunal Panchal.
I further declare that this project has not formed the basis for the award of any other degree of any other university /Institution.
Date:Place:- Ahmedabad
Signature Name:Milan Roziwala
Roll No.:- 11035
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INDEX
1. Acknowledgement..1 2. Declaration2 3. Executive summary4
PART 1
4. Company Profile7 5. Organizational Hierarchy...10 6. Product Portfolio..11 7. Operations Departments Of BS ..15 8. 7S Framework23 9. ABC Audit Bureau Circulation25 10. Porters 5 Forces Models .28
PART 2
11. Introduction..32 12. Methodology.33 13. Findings & Interpretation...34 14. Formulation Of The Hypothesis.43 15. Summarizing Findings48 16. Recommendations49 17. Learning from Internship...50 18. Application of concepts learned in academic year50 19. Conclusion51 20. Bibliography.52 ANNEXURE ..53 ANNEXURE .55 ANNEXURE ...60
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3.Executive Summary
Newspaper is a product which is required by all. Delay in the distribution can cause many problems to the readership figures. It is a product which loses its value as day goes on. It is a product without which a day cannot be start.
BUSINESS STANDARD is a financial daily published from Monday to Saturday. It covers most of the sector and industry news in 14 to 16 pages. It also provides some very important news and tips regarding stock markets which are very much helpful to the investors and stock brokers. BUSINESS STANDARD is ABC Certified and the readership figures given by them give a proof for the surety of the figures stated.
I have also visited some departments. All these departments identify the need of the customer i.e. the quality and pricing demanded by the customers. Hence all these departments are interlinked and proper cooperation and coordination is a must in the newspaper industry. This helped me in getting a better understanding of teamwork, and the importance of every second, because newspapers are published daily and a delay of single second or a minute mistake can lead to a blunder.
Editorial: - Editorial is considered as the backbone of the print media because without any good matter to publish and which is not edited nicely it is just a crap for the readers.
Scheduling: - This department deals with the scheduling of the edited matter and the advertisements. It is the work of this department to adjust and frame the edited matter with the advertisement, by allotting the empty space to the advertise.
Technical support: - Imagine if we have data and advertisement that is to be published all over India but we dont have technical persons and technology to communicate it with different locations in India. So for this purpose this department is very important.
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Advertising: - It is the major source of revenue generation for any media industry, I was taught about the marketing department contact different corporate for advertisement and the channel through which the advertisement comes and are prepared and how the space is allotted depending upon the space given by the editorial department. There is an agent in between the client and the publisher which helps in making the arrangements of ads.
Production: - If we have good matter, many advertisements, efficient technical persons but, we dont have an effective production team then the paper would not be receiving at the delivery point at the desired time, the result of this will be that no one will be getting the newspaper that day. Hence having an effective and efficient production team is also a must in the print media. The machine used for printing is known as film processor.
Circulation: - This department is responsible for the circulation of the newspaper in the whole region. This department also looks after the daily back room operations which include giving print orders for the regular supply of subscription, complementary copies and sponsored copies are also being distributed by this department
The report analysis Consumer Behavior and Brand Awareness of the Business Standard English the survey used the method of questionnaire to gauge the consumer response. Overall my 8 weeks at BUSINESS STANDARD were a perfect training experience where I have learnt many things like to convince the people, handling the customer, to handle the pressures, follow up the customer, many marketing strategies and many more.
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PART 1
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4.Company Profile
Business Standard is the country's most respected business daily, being the first choice of serious business readers. It is published in colour from seven centers in India - Mumbai, New Delhi, Kolkata, Bangalore, Chennai, Ahmedabad and Hyderabad. The newspaper believes in free, fair and independent journalism and strives to inculcate these values in its editorial staff. The journalism practiced by Business Standard lays equal stress on quality, credibility and accuracy. The Financial Times of London has taken an equity stake in BSL. Business Standard has the country's best economic journalists and columnists working for it. Mr. T.N. Ninan, perhaps Indias best-known business journalist, who had earlier undertaken a complete and highly successful revamp of The Economic Times and was responsible for its phenomenal growth, edits it. Among the other senior journalists in the team are A. K.Bhattacharya, former editor of The Pioneer and acting editor of The Economic Times, and R. Jagannathan, former editor of The Financial Express and Business World, and former executive editor of Business Today. Business Standards stable of specialist contributors includes some of the sharpest minds in economics and business. Among them: Shankar Acharya, former chief economic advisor, government of India, Subir Gokarn, chief economist, Crisil, Deepak Lal, professor of economics, UCLA, Kirit Parikh, member, Prime Minister's Economic Advisory Council, Suman Berry, director-general, National Council of Applied Economic Research, Alexander Nicoll, assistant director, International Institute for Strategic Studies, and Arvind Singhal, chairman, KSA Technopak. The newspapers columnists include Sudhir Mulji, Surjit Bhalla, TCA SrinivasaRaghavan, Sunil Jain and AV Rajwade. Apart from a business newspaper, BSL publishes several periodicals, including BS Motoring, Indian Management, BS 1000, The Strategist, How to Spend It, Billionaire Club and Routes: the Gateway Magazine (a lifestyle magazine). The company sees content creation, content processing and content management as its core competence. It offers complete outsourcing solutions for organizations, which want to bring out in-house or private publications but lack the people and/or resources to do it cost-effectively. The web properties of BSL, including the online edition of Business Standard, include businessBUSINESS STANDARD Page 7

standard.com and bsmotoring.com. At business-standard.com, you have access to one of the best repositories of Indian and global business news. Apart from the flagship publication, the website also features content from The Smart Investor (weekly), The Strategist (Weekly), Weekend(Weekly), BS1000 (Annual), Fund Manager (Annual), Banking Annual (Annual), Indian Management (Monthly), BS Motoring (monthly).
Vision
To stand at a respectful position in this marathon and keep up with the pace of the changing needs of our valuable readers.
y y
To win more and more readers. In addition of being backed up by a strong product, company needs to deliver.
Mission
The mission is to expand the market share of Business Standard amongst the potential market present in the Indian Economy and also to ensure make the publication the Best in the Country.
Business Ethics y y Business Standard is neutral and most credible financial newspaper. Business Standard is a discipline of collecting, analyzing, verifying, and presenting information regarding current events, trends, issues and people.
History Business Standard: A standard paper for the business class. When youre sure is what we always believe in at Business Standard. Print media has bought considerable changes in the life of people around the globe. Business Standard Ltd. was incorporated on 15th December, 1975 under the name of Desh Publication Pvt. Ltd. This was changed to Business Standard Limited on 23rd November, 1995. The head office of the company is located at Delhi. The

company is managed, under the leadership and guidance of the board of directors. The company has completed its 30 years in the year 2005. The company believes in ethical conduct through professional management and has a forward looking outlook.
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5.Organizational Hierarchy
T. N. Ninan (Chief Managing Editor/Director Sanjay Baru (Chief Editor) Sachin Paniskar (V. P. Space Marketing) Vijay Kadu (V. P. Marketing) Akila Urankar (CEO) A. K. Bhattacharya (Group M.D.)
Alok Aggrawal (COO)
Bandana Roy (Systems)
South
East
North
West
H. L. Gupta (Production)
Pune
Ahmedabad
Mumbai
D. Basu (Admin/HR) Kamaldeep Singh (Finance Head)
Vivek Acharya (Manager)
Kunal Panchal (Senior Office)
Summer Trainee
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6.Product Portfolio
About Business Standard Newspaper (Ahmedabad Publication) A newspaper which is published from MON to SAT (Sunday edition published only at Delhi and Bombay) Price at the weekdays is Rs. 3.5/- and on Saturday is Rs. 6/The size of the newspaper is 50, or 51 or 52 cm. in length and 32.9 cm. Width. Supplements with newspaper: Monday : The Strategist The Smart Investor Weekend
Tuesday-Friday : Saturday :
8 pages on Stock Market as Money and Market. Six full pages on stock details both in Graphical and alphabetical form. BS 200 which consists of the top 200 companies stock details,calculated on 22 parameters. Formulae specifications. Mutual Fund details on full page coverage with Insurance schemes on half pages & Guidelines on how to read stock pages and the abbreviations. The Accent West section for covering all the news of Gujarat. Specific Industry based coverage of news on dedicated pages. Collaboration with the international newspaper Reuters London
Publishes 3 magazines annually. The Banking Annual BS 1000 Fund Manager
Editions from Monday to Friday have a main edition of about 12 pages with colored pages in the front and the rest are black and white. The following areas are focused: y y y National and International news Economy and Policy news Infrastructure news
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y y y y y Companies news Editorial pages Crossword, Sudoku Education News Business law
Section II: MONEY AND MARKETS
Stock market news Money and currencies Metal an intermediates news Commodity news BS 200 Share prices in a alphabetical order Mutual fund and insurance About Supplements The Strategist (Monday): y y y y Theory and practices of business management Brand related news Notes by management thinkers Quiz column
Smart Investor (Tuesday to Friday): y y y y Complete investing information Suggestions by top analysts Coverage of all sectors be it stocks, commodities, mutual funds and insurance Contains BS-200
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Weekend (Saturday): y y y y Life and fashion Living Entertainment Motoring
About Magazines The Banking Annual: Banking Annual is the complete information provider regarding everything related to banks. It features:
y y y y
Banks valuation Banker of the year Innovative ideas and future plans Data related to banks
BS 1000: BS 1000 is a detailed guide to India`s top 100 companies. The issues of BS 1000 mention the success stories of many companies as well as how they coped with tough times. It also peeks into the future, where which industry is booming, with what pace, with what strategies, etc. is discussed. The main features of BS 1000 are:
y y y y
BS awards 1000 best companies Ranking and performance of the leaders of the country 1000 companys growth, gross profit, net profit etc
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BS Motoring: Motoring is a monthly magazine. It gives all the information related to cars and bikes. It gives information about upcoming models, features and specialties of them. It also contains expert interviews related to the automobile industry. Other Products As the official news and data website of India's second largest business daily, businessstandard.com is open to proposals for partnerships in the following areas: Business Standard syndicates online content for use in websites and print publications. They are also open to content swap arrangements where complementarities exist.
Business-standard.com welcomes proposals for cross-promotions on websites through appropriate use of banners and links.
They are open to two-way tie-ups in appropriate areas for co-branding pages relevant to both partners.Business-standard.com is willing to partner with online auctioneers and sellers through mutually beneficial commercial arrangements. The items to be sold could vary from books to CDs, business gifts, investment advisor y services, online business courses or products or services appropriate to the focus of the business-standard.com website.
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7.Operations Departmens Of BS
Systems
Admin.
Scheduling
Departments Space Marketing Editorial
Market Development
Production
EDITORIAL DEPARTMENT:As it is a unique feature of Business standard that it is an editorial driven paper. So this department is most important for the company because all the major decisions to publish the various news are taken by the editorial department. Editorial department collects the news form the various sources and then edits the contents and then send it to Mumbai or Delhi for the adjustment in the page. The department writes different stories on IT, Banking, Insurance, Oil & Gas, Telecom and other special articles from the various
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sources. After allocating space for the advertisement the department adjusts the remaining space for the articles. The Group Managing Editor of Business Standard is Mr. A.K.Bhattacharya. The company has very good editorial structure.
SCHEDULING DEPARTMENT:Scheduling department is responsible for the layout of the newspaper. The main function of this department is to adjust the advertisement and editorials in the page that means this department makes the schedule of the page. Before printing any news or advertisement in the newspaper the department will take Tentative Ad Dummy i.e. a layout of the actual paper on A4 size paper for the each page every day. And then this schedule is forwarded to the production department to work out the page accordingly. For this function the department is used two types of software namely Quark Express and Flight Check Software, the data are taken in the form of PDF file & EPS format. If any format goes out of its range than the software will alert it & show the error. Scheduling department has to leave 0.5 cm above and below in the newspaper, the above line is known as Date line and below line is known as Print line.
SYSTEM DEPARTMENT: -
System department is responsible for the communication network as well as all the technical related problems in the company. All the seven branches of Business Standard are linked with VSAT and with the dedicated leased line along with the Head Office. The cost of V-SAT is approximately Rs.1 lakhs p.a. The most important work of the system department is to connect all the telephone lines with EPBX system and connect all the branches to the Head Office with Hot line, which helps to reduce STD cost for the company. The system department at Ahmedabad receives a facsimile copy of newspaper everyday and forwards its printout on the butter paper to the production department.
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PRODUCTION DEPARTMENT: -
After receiving the facsimile copy on the butter paper from the System Department. This butter copy is framed on the aluminum plate. This plate is then fixed in the printing machine and then as per the printing orders the printing starts. Machine, which is used, for the production is known as Film Processor, which costs approximately Rs.2.5 lakh. The machine is divided in the four different units i.e.
y y y y
Developer Unit Fixed Unit Wash Unit Dryer Unit
Production department is used mainly four colours for the hard copy, which are Black, Yellow, Cyan and Magenta. Same colours are used at the time of final printing of the newspaper at press. Raw Material for this department is paper and aluminum plate. Print is come in the form of reel. The cost of the reel is Rs.10000.
DISPATCH DEPARTMENT:-
Dispatch department is responsible for the regular dispatch of total number of copies at various destinations at the right time. It is also responsible for how many copies should be reach at each center i.e. local or up country. There are 30 up country centers of Business Standard all over Gujarat and 6 centers are in Ahmedabad at Khanpur, Panjrapole, Income-tax, Paldi, Maninagar and Kalupur. There are more than 70 distributors and 8000 vendors of Business Standard across the Gujarat. The distributors will get 5% commission and vendors will get 28% commission. The function of Dispatch Department is to generate rush mail and put it on the parcel. Rush mail shows the number of copies in the parcel and its destination address. With this a route

control statement is also there for each taxi driver, which shows the number of parcels for each and every destination, comes under his route. Business standard has done annually contract with the taxi driver to deliver the parcels at up country.
Appointment of an Agent: The circulation sales executive appoints a new agent. Various factors are considered before appointing a new agent:
y y
There is a potential demand in the area where the new agent is to be appointed. The existing agent is not delivering up to expectations/payment discipline of existing agent is not up to the mark and therefore it is decided to appoint a new agent.
A new route has been started and the agents drop point is on the way. Earlier the agent used to pick up the copies from some other agent/depot.
Dispatch at Night: Based on the print order the instructions are given to the press and accordingly the copies are printed. Since the upcountry edition is printed first the dispatch executive arranges the set of labels according to the order of the dispatch. Based on the timing on each of the challan the dispatch supervisor prepares a report called the Night Report and mentions the timing against each route. He also makes a mention of any special happenings like if there is any delay, the reason for the delay, any printing breaks, and any short or extra copies and how the same have been accounted for, shortages in supplements etc. Unsold Copies: Unsold are the copies supplied to the agent but not sold and returned by the agent. Different publications follow different guidelines on unsold including acceptance and passing of credits. The practice BS follows is:
y y
For a new agent at a new center for the initial first month all the unsold are accepted. After that period when the supply is accordingly rationalized the unsold percentage is fixed at 5-20% depending on the market.
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y And in the third month it is brought down to 7-8% of the supply, which is basically to cover the stall returns.
SPACE MARKETING DEPARTMENT It plays a very important role to run a publication. It is the part and heart of the publication because it is the only revenue generating department, so all expenses like salaries, production expenses are paid from this department. For the company, the overall cost of one copy of BS newspaper is around Rs. 15, but they charge to the customers only Rs. 2 for the weekdays and Rs. 6 for the weekend and from this they give 28% to the vendors and 5% to the distributor as the commission. In Business Standard newspaper, the pages are predefined for the various types of advertisements. There are advertisement agencies which provide the service of advertising in any newspaper. The Space Marketing Department is connected with these agencies. The client who puts ads in any newspapers generally contact the agencies and hardly they meet any publication directly. There are such 125 ad agencies in Ahmedabad city only. For these ads the commission paid to the agencies is 10 to 15%. The advertisement rates here are negotiable depending upon the clients. Advertisements can be classified into two main parts. Response oriented ads: Display It consists of launching of new products and services, it is a product or service display ad. It consists of B2B, B2C and classifieds. Tender It is the offer made by the government, private companies and public sector companies. Feature It is a special and well focused category, for example, in summer we come across feature ad in main line, vernacular and business dailies of air conditioners, icecreams, refrigerators, etc. to catch the market. Industry specific feature is also well known like Open Sky. Appointment Vacancies for various posts in the company are being filled by the ads in the newspaper.
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Compulsion ads:
Financial ads The advertisements which include any financial information about the company, as for example, Balance Sheet or Profit or Loss Account, etc.
FINANCIAL DEPARTMENT This department is responsible for overall financial management in all the branch and also for book keeping of various accounts like salary, operational expenses and other expenses etc. Financial department is also responsible to cut down the various costs of the publication.
ECONOMICS OF PUBLICATION HOUSE: Producing the newspaper costs Rs.15 per newspaper to the publication house at Business Standard. The cost is covered from the advertisement that they receive, which is the work of the space marketing department i.e. collecting advertisement for the dailies. Companies will give ads, in only those newspapers in which their audience lies. Therefore to attract cash rich advertisers, publication house has to first create that class of audience, than only, they will be able to attract advertisers, which is the main source of the revenue for Business Standard.
As far as balance sheet & P&L A/C of the co. concerned, the company has not provided detailed information on their finance department.
HUMAN RESOURCE DEPARTMENT This department is responsible for the HR supply in the company in any organizations. As far as Business Standard is concerned The HR Department of the company is located at the Mumbai branch of the company. There are three persons in the HR department of BS who take the interviews for the HR department. This indicates that HR department of the BS is centrally located at Mumbai branch and final decisions for this department takes the HR supply in any of
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the branch of BS.
SALES AND DISTRIBUTION

Delivering on the brand promise becomes a moment of truth in any customer relationship. This moment of truth can have a positive or negative impact on the customers perception of your brand. You may have great marketing communications and a superior product, but the buying experience stands always between you and the customer. If the customer has a negative buying experience due to poor fulfillment you have diluted the equity in your brand. Therefore sales and distribution is the vital activity for the mind power product, as it is a highly perishable product; it has to reach the customer before the day begins. But it is very complicated and different for the media industry where day-to-day production has been changed. Mainly there are two activities involved in the supply of Business Standard and for any other media company.
PRE-PRESS ACTIVITY: Editorial department collects the news mainly from the various sources like from some News agency and they have their own network to publish the articles. The news can be covered by the telephone, fax, through Internet or through any other communication medium. Editorial department has cut off time or releasing time. Cut off or releasing time means the time before which all the news has been covered for the printing. After this period the department releases the material and transferred it to the production department.
POST-PRESS ACTIVITY: Business Standard has divided the market mainly in the two parts i.e. Ahmedabad and the up country market. The up country market includes 46 centers across the Gujarat like Baroda, Rajkot, Jamnagar, Visnagar, Kadi, Mehsana etc. So the releasing time for the different edition varies as per the locations. Since the time taken to send the copies to the Rajkot takes longer times than the Baroda or Kadi, so the releasing time for the Rajkot center is earlier than of the Baroda.
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Ahmedabad market contains six distribution centers: -
y y y y y y
Khanpur Maninagar Paldi Kalupur Panjrapole Income-tax
DISTRIBUTION CHANNEL: One promise that is expected of every brand is delivering the right product, to the right place, at the right time. The channel of distribution can make or break the ability to fulfill that promise. As a result distribution channel can powerfully impact the brand equity. Positively or Negatively. Brand with substantial equity favorably influence purchasing behavior, command a price premium, and have referral generating customers. The above distribution channel starts from the distributors. Dispatch department supplies copies to the distributors. Business Standard has done annually contract with taxi drivers to distribute the copies from the production center to the different distribution center. After that distributor supplies it to the vendors, than through vendors it will go to the paper stalls or the ward boys and then it reaches to the customers.
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8.7S Framework
STRUCTURE Structure of Business Standard is very simple and straight forward. The people to be reported are not many and so it is very simple to be part.
SYSTEM A group of interacting, interrelated or interdependent elements forming a complex whole is a system. System of interaction is very free in Business Standard. People love to eat together at lunch time, stay there with each other in all times be it good or bad. Legally they follow a hierarchy. The system is well defined and well managed.
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STRATEGY The science and art of using all the forces of a nation to execute approved plans as effectively as possible during peace or war is strategy. Strategies vary from time to time but what remains are the truthfulness and the attitude. For the Business Standard what matters is its firm value and so all the strategies are planned accordingly.
STYLE The way in which the work is to be done or expressed is Style. Business Standard is trying to do everything openly but with a blast; a blast to make the others move from their chairs. They believe in slow but steady reach to top so that readership is strong.
STAFF Staff comprises of the people working in the Business Standard. People working together specialized in their own areas of concern. But one thing is made sure that everyones work at Business Standard is challenging. Everyone is appreciated for their work and they all work as a group.
SHARED VALUE Shared Values are what engender trust and link in an organization. Shared values are also the identity by which an organization is known throughout its business areas. These values must be stated as both corporate objective and individual values. And at Business Standard people have joined the individual and corporate goals; if necessary people are also ready to devote hours even after their service hour.
SKILLS Proficiency, facility or dexterity is acquires or developed through training or experience is skills. Skills are at times found inbuilt and most of the times is expected to learn on job. This helps them to understand the stupid mistakes that they might do in a recent job oriented.
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9.ABC Audit Bureau Circulation
What is ABC? The ABC is one of several organizations of the same name operating in different parts of the world. The ABC is a non-profit, self-disciplining, voluntary organization consisting of Publishers, Advertisers and Advertising Agencies. It has done pioneering work in developing systems to verify the circulation data published by those newspapers and periodicals, which have earned the right to display its emblem. The Audit Bureau of Circulations (ABC) was founded in 1948, as a not for profit association consisting of publishers, advertisers and advertising agencies. ABC as it is called and understood by all is a founder member of the International Federation of Audit Bureau of Circulations. The main function of ABC is to evolve, lay down a standard and uniform procedure by which a member publisher shall compute its net paid circulation figure. A firm of Chartered Accountants approved by the Bureau checks the circulation figures so arrived at. The Bureau issues ABC certificates every six months to those publishers whose circulation figures confirm to the rules and regulations set out by the Bureau and duly certified by a Chartered Accountant who is from the approved panel of the Bureau. From a modest beginning it has grown to remarkable proportions. ABCs membership today includes 380 publishers of national and regional importance, 189 advertising agencies, 74 Advertisers & 19 New Agencies and Associations connected with print media and advertising. It covers more than 50 major towns in India. Facts and figures, which are checked and certified by an independent body, are very important in advertising business. It increases confidence and sets high standards. An advertiser would like to know the facts and figures before investing his money in advertising. And before investing the money, the advertiser ought to know how many people buy which publication in which area. The ABC gives all these vital facts every six months. The ABC

figures are not the outcome of opinions, claims or guesswork, but they are the result of rigid, indepth and impartial audits of paid circulations of member publications by independent and leading firms of Chartered Accountants working in accordance with the rules/procedures set by the Bureau. An advertising agency would want to make valid and rational recommendations for the proper distribution of his clients advertising budget. A publisher gets a Certificate of Circulation, which is a proof to the advertiser of the coverage he is offering. The working of ABC: The Policy formation body of the Bureau is the Council of Management consisting of elected representatives from publishers (8), advertisers(4) and advertising agency(4) members of the Bureau. To assist the Council of Management an Executive Committee is appointed by the Council, to guide and over see the day-to-day working of the Bureau. The Executive Committee consists of Publishers, Advertisers and Advertising Agency Members of the Council. The Council of Management and the Executive Committee meets regularly as often as required. The Council of Management elects the Chairman annually. The Bureau certifies audited NET PAID circulation figures of publications enrolled with it for a continuous and definite six-monthly audit periods and supplies copies of the ABC Certificates issued for such publications to each member. Free distribution and bulk sales are also shown on the certificates provided the relevant records are adequately maintained. Records are checked and rechecked at every level for authenticity. Impartial Auditors scrutinize facts and figures, and only then is the CERTIFICATE OF NET PAID CIRCULATION issued. The day to day working of the bureau is handled by its secretariat, which is headed by the Secretary General.
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ABC Audits: The ABC has been providing both advertising agencies and advertisers with an invaluable service. The ABC Auditors check everything newsprint stocks, agents orders, print room returns, dispatches and payments for printed copies delivered. The Bureaus Auditors also inspect publishers newsprint import licenses and other ancillary records. In 1961, a system of Surprise Checks was introduced. A service Unit helps and advises publisher members on the proper maintenance of essential records. In India, ABC certifies Net Paid Circulation of publications, which include only such copies, which have been sold directly and have been paid for by the readers at normal news-stand price or at full subscription rate. If these are sold through distributors, the commission offered to them must not exceed 40% of the published price. Figures of net paid circulation are arrived at after excluding from total distribution, free and complimentary copies used for propaganda, for circulation promotion, copies sold to distributors at discounts exceeding 40% and copies reported as unsold. Bureau certifies audited Net Paid Circulation of publications enrolled with it for continuous and definite six-monthly audit periods and supplies copies of the ABC Certificate to each publisher member. Free distribution of copies is also shown on the Certificate, provided relevant records are adequately maintained. Records are checked and rechecked at every level for authenticity and then the Bureau issues a Certificate of Net Paid Circulation.
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10.Porters 5 Forces Models
Bargaining Power of Suppliers
Threat of Substitute Products
Competitive Rivalry within an industry
Threat of New Entrants
Bargaining Power of Customers
Competitive Rivalry within an Industry Business Standard face strongest competition from Economic times in its same product category. Other competitors in the same product line are Financial Express, Business Line and Financial Chronicle. Products have more or less same contents in regards to topics but the way the content is published is quite different in terms of amount, quality and analysis etc. Both Economic Times and Financial Express hold strong brand image because of their long years of experience. Business Line which comes under Kasturi & Sons who also have Hindu brand newspaper holds strong image in South. Rivalry is intense even though Economic Times would be clear market leader. Business Standard is second in newspaper readership. The
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switching cost in terms of money is quite low for the readers. However the switching cost in terms of comfort and years long habit of reading a particular newspaper is really high thus resulting in huge resistance to change a particular newspaper.
Threat of New Entrant Mint has emerged as new entrant in this product line. It has aggressively used price strategy to emerge in this market. Currently Mint has the lowest cost product in financial daily section. It has also tried to appeal people with its new style of newspaper which coms in tabloid style page and new presentation style as compared to other newspaper. Threat of Substitute Products The important concern for Business standard newspaper is to address is the threat of substitutes which are majorly sources like television and internet. The major reason is as these sources provide information 24x7 to the user and which is updated on time to time basis unlike newspaper which provides news of yesterday in morning or in some cases in evening telling about the news in the morning. Though newspaper holds more detailed and analyzed information regarding a particular issue, it falls short in terms of the amount of information the internet and television. Bargaining power of suppliers The supplier for a newspaper company is a printing press as well as the other distribution agency. Both are willing to work for the firm at the industrial prices. The net cost to firm depends on the daily newspaper product size, design, and quality. As suppliers are more in number and there is general agreement between the firm and the suppliers there is complete power balance. Thus there is no switching cost involved however to both suppliers and newspapers firms prefer to grow their business thus encourage new entrants. However the readership tends to increase with the assistance of the suppliers. For example because of the strong distribution network of Bennett Coleman alongwith higher brand power, they tend to follow push strategy for the Economic Times under the Times of India
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banner resulting in high readership. Bargaining power of consumers Newspaper firm has two consumers: the readers and the companies who like to promote by advertisements. Mostly readers are brand loyal and are not price sensitive readers. However until unless they are dissatisfied with the newspaper service or they want additional opinion or features they dont currently have with their newspaper they choose another newspaper. On the other hand bargaining power for advertisements depends upon the number of readership, size, quality, frequency, day of the week, etc. which is always under negotiated between Business Standard and companies.
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PART 2
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11.Introduction
Project Title: - Criteria Use by Customer in Selection of Brand of Newspaper.
Objective:- The objective behind this research based project is to understand the aspects of newspaper that consumers use the criteria and other aspect in selection of financial daily which might be important and useful in the light of their own business in the Ahmedabad city. The purpose of the research as part of Market Development project to understand regarding a financial daily with respect to consumer interest under given parameters: y y y Age Expectation from Newspaper Reason for changing Newspaper
Utility: The utility of this research is to utilize this information as part of the corporate selling of subscription as part of internship as well as of assistance to the office. This includes understanding the consumer based on profession, presenting the new customer all the features they would be interested, retaining old customers, etc.
Limitation: y The major limitation of the project was the analysis has been made based on a restricted sample of 100 respondents in corporate houses in Ahmedabad. Thus interpretation is focused towards Ahmedabad consumers and it can be extended to some other region in Gujarat. y A small sample size consisting of Ahmedabad consumers only it might happen that introducing new strategy for BS cannot be completely applicable throughout the country. y y Area of the project is limited to Ahmedabad city only so the conclusion may be biased. The collection of primary data is comparatively difficult and sometimes the question of non-response arises because the people may not like to disclose the information. y Respondents to whom we questioned about the product did not take the survey seriously and answered the questions just for the sake of answering.
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12.Methodology
Approach: The approach is quantitative. The purpose is to understand, describe and predict the importance of a business newspaper. The sample design is based on probability. The sample is totally focused towards corporate houses in Ahmedabad.
Source, Method of data collection: Source of data is primary in nature. The data was collected by help of questionnaire (Annexure I) based personal survey which consisted of multiple choices, open ended, ranking preferences, etc. Sample size is 100 respondents who read business newspaper. These were done by the help of stratified random sampling targeting these people: y y y y y y y Corporate executives Investors and Stock brokers Businessmen Bankers Management students and professors Chartered Accountants & other Professionals Students
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13.Findings & Interpretation:Q3:- Age of reader
Frequency less than 20 21-30 31-40 41-50 51-60 more than 60 Total 6 15 36 24 14 5 100
Percent 6.0 15.0 36.0 24.0 14.0 5.0 100.0
Cumulative Percent 6.0 21.0 57.0 81.0 95.0 100.0
40 35
120 100
30 80 25 20 15 40 10 20 5 0 less than 20 21-30 31-40 41-50 51-60 more than 60 0 60 Series1 Series2
Purpose: This to find out what age group of audience the newspaper is being addressed in the business houses. Procedure: Respondents were asked to fill question from multiple choice question. Inference: The average age of the reader is around 35 yrs and as we can see from the graphs the 60% of readers in the corporate offices in Ahmedabad are in the age group of 21-40 in both
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cases. This shows that the reader is of high work experience in the business.
Q4:- Which financial newspaper do you read daily?
Frequency Business Standard Economic Times Mint Business Line Financial Express None Total 19 39 22 3 5 12 100
Percent 19.0 39.0 22.0 3.0 5.0 12.0 100.0
Cumulative Percent 19.0 58.0 80.0 83.0 88.0 100.0
45 40
120 100 100
35 88 30 25 20 15 10 19 5 0 Business Standard Economic Times Mint Business Line Financial Express None 0 20 58 60 readership 40 cummulative 80 83 80
Purpose: The reason to insert this question was to understand which newspaper has highest readership so as to understand competition along with the importance of business newspaper.
Procedure: Respondents were asked to select from multiple choice question.
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Inference: As we can see from the graph in both section Economic Times has highest readership followed by Business Standard & Mint . The strength of this brand can be estimated from the quote most people gave One should have a local newspaper, and Economic Times (synonymous to a business newspaper) in the office. Business Standard is 2nd and it is way far away from reaching the current market leader. However it is appreciated among the people who invest because of the supplement it provides on investment which comes in higher number. Mint with its low pricing and unique style of newspaper have emerged as strong entrant moving ahead of Financial Express and Business Line. The reason behind low readership of Business Line is it is does not have its city based edition and it takes time to reach the newspaper from Mumbai to Ahmedabad. Thus it reaches to reader if in office around afternoon or at house around evening which is not perceived well by the reader. Q5:- What is your expectation from your current financial daily? Frequency Business News Strong Analysis Fact in particular issue Article Technology Expert Opinion Total 31 25 13 14 8 9 100 Percent 31.0 25.0 13.0 14.0 8.0 9.0 100.0 Cumulative Percent 31.0 56.0 69.0 83.0 91.0 100.0
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Purpose: The purpose was to find out what exactly customer wish to see in a business newspaper. Five major aspects of a business newspaper which were selected under the observation and an option of others were also given to the readers if the feel like adding some additional features that is not added. Procedure: Respondents were asked to select from the given below options the customer usually wishes to see. These were found from initial responses from customer :
y y y y y y
Business News Strong Analysis Facts in a particular issue Article Technologies Expert Opinions
Inference: On analysis we found out that mostly the people subscribe to a newspaper for Business News only for both cases. However we see significant rise in interest of the people for strong analysis and different kind of articles like the article in take two and in the weekend. However new technologies, innovations, practices etc and Facts, figure, elements etc. are of least preference to people as they believe on internet for these parts but are popular among investing group. People also suggested banking reports, logistics etc they desire to read in newspaper.
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Q7:- What kind of news you generally look for in the business newspaper? Frequency Stock Values Business News Supplement Notice, Tender, Advertisement Expert Opinion Market Intelligence Future Prediction Total 21 24 9 13 11 16 6 100 Percent 21.0 24.0 9.0 13.0 11.0 16.0 6.0 100.0 Cumulative Percent 21.0 45.0 54.0 67.0 78.0 94.0 100.0
Purpose: In these question we try to find out what a customer desires & feels more important from a business newspaper . Procedure: Respondents were asked to select from the given below options the customer usually wishes to see. These were found from initial responses from customer :
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y y y y y y y
Stock Values Business News Supplement Notice, Tender, Advertisement Expert Opinion Market Intelligence Future Prediction
Inference: The most preferred feature is business news or new happenings in business world & stock values. Second preference is market intelligence whose importance to investing group is high as they rely on this analysis to take business decision . Third and fourth preference for investing group is Notice, Tender, Advertisement & expert. Reason are mostly that expert opinions are backed more by the market analysis which is uniform throughout nation however for net group current trend is more important as this would result in changing their actions depending on trend and local scenario. Stock values though important something mid-preference as both groups can find it on internet which is more convenient. However it holds more importance to investing group by a great margin. Articles and Content understanding as in business terminologies and aid are of low importance to reader. Least important to reader are future prediction . Q8:- Which financial daily do you prefer?(Rank them) Frequency Business Standard Economic Times Business Line Financial Express Mint 423 44 91 200 77 Percent 4.23 .44 .91 2 .77
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Purpose: To know the respondent preference and try to find reason behind their selection. Procedure: The respondents were asked to give the ranks according to their perception to following popular brands in Ahmedabad. Rank 1 was given score of 5, rank 2 was given score of 4, and so on till rank 5 was given score of 1. If some option were unranked they were given score of 0. (Refer I. Q.5)
Inference: As we can view from above graph and the table, Economic Times is a clear winner in customers preference. When queried regarding this, it was mostly because of the fact they started with this newspaper quite early in their life or because they were referred to this newspaper by many others along with the strong brand name. Other reason is that Economic Times has a vernacular edition of its newspaper. Business Standard is 2nd in customer preference. Even though average score for Economic Times is high in both cases, we can see a significant rise in average score for investing group in case of investing group because of the supplement Business Standard provides. However rest of the newspapers are in low popularity in selective segments. Mint is popular because of the low cost and Financial Express is popular because of its academic style of presentation as per the responses.
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Q10:- What is the reason for changing the newspaper? Frequency Quality of content Easiness of Language Reference News Authenticity Additional Features Price/Discount Total 21 12 17 23 7 20 100 Percent 21.0 12.0 17.0 23.0 7.0 20.0 100.0 Cumulative Percent 21.0 33.0 50.0 73.0 80.0 100.0
Purpose: This is to understand what would force a person to choose another newspaper. We have seen earlier most people are resistive to change newspaper. Thus to understand what will decrease the value of newspaper to reader and what are those parameters separate question was asked to reader. Procedure: The people were asked to give their opinion on aspects that were suggested in initial questioning. This is a multiple choice question.
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Inference: The reason to change varies a lot and there is no conclusive reason behind change of newspaper. However people were least interested in price/Additional feature & Easiness of language to change a newspaper . People would change newspaper mostly because other newspaper had more news authenticity & good quality of content & moreover they offer more price discount.
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14.Formulation Of The Hypothesis
Hypothesis-1: HO = Age of Customers using financial dailies has no effect on the different feature of newspaper. H1 = Age of Customers using financial dailies does effect on the different feature of newspaper. Hypothesis-2: HO = Changing of Financial dailies has no effect on the different offers provided to the customer. H1 = Changing of Financial dailies does effect on the different offers provided to the customer
Linear Regression
Linear Regression estimates the coefficients of the linear equation, involving one or more independent variables, that best predict the value of the dependent variable. For example, you can try to predict a salesperson's total yearly sales (the dependent variable) from independent variables such as age, education, and years of experience. Coefficients In simple or multiple linear regression, the size of the coefficient for each independent variable gives you the size of the effect that variable is having on your dependent variable, and the sign on the coefficient (positive or negative) gives you the direction of the effect. In regression with a single independent variable, the coefficient tells you how much the dependent variable is expected to increase (if the coefficient is positive) or decrease (if the coefficient is negative) when that independent variable increases by one. In regression with multiple independent variables, the coefficient tells you how much the dependent variable is expected to increase when that independent variable increases by one, holding all the other independent variables constant. Remember to keep in mind the units which your variables are measured in. Note: in forms of regression other than linear regression, such as logistic or probit, the coefficients do not have this straightforward interpretation. Explaining how to deal with these is beyond the scope of an introductory guide.
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R-Squared and overall significance of the regression The R-squared of the regression is the fraction of the variation in your dependent variable that is accounted for (or predicted by) your independent variables. (In regression with a single independent variable, it is the same as the square of the correlation between your dependent and independent variable.) The R-squared is generally of secondary importance, unless your main concern is using the regression equation to make accurate predictions. The P value tells you how confident you can be that each individual variable has some correlation with the dependent variable, which is the important thing. Another number to be aware of is the P value for the regression as a whole. Because your independent variables may be correlated, a condition known as multicollinearity, the coefficients on individual variables may be insignificant when the regression as a whole is significant. Intuitively, this is because highly correlated independent variables are explaining the same part of the variation in the dependent variable, so their explanatory power and the significance of their coefficients is "divided up" between them. R Shows the correlation ship between the two variables. Value of R Lies Between -1 to 1 The Higher the absolute value of r the higher its correlation If r is nearer to 1 than it is said that yes it is perfectly correlated
The F Statistic in the regression mean square divided by the residual mean square. If the Significance value of F Less than 0.05 then independent Variable do good job explaining the variation in the dependent variable. If significance value of f greater than 0.05 then the independent variable do not explain variation in the dependent variable.
Hypothesis-1: HO = Age of Customers using financial dailies has no effect on the different feature of newspaper. H1 = Age of Customers using financial dailies does effect on the different feature of newspaper.
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Model Summary Model 1 R 0.5936022 R Square 0.3523636 Adjusted R Square 0.3457551 Std. Error of the Estimate 0.9889707
a. Predictors: (Constant), Q5 ANOVAb Model 1 Sum of Squares df 1 98 99 Mean Square 52.149813 0.9780631 F 53.319475 Sig. 7.6E-11
Regression 52.149813 Residual 95.850187 Total 148 a. Predictors: (Constant), Q5 b. Dependent Variable: Q3
Coefficientsa Unstandardized Coefficients B 1 (Constant) Q5 4.5932584 -0.4419476 Std. Error 0.1910106 0.060524 Standardized Coefficients Beta 0.5936022 24.047138 6.8E-43 7.6E-11 7.3020185
Model
Sig.
a. Dependent Variable: Q3
Interpretation: y From the above table we can say that here R is 0.59 is which is very close to the 0.6 so time duration has certain positive effect on customer satisfaction.
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y If the Significance value of F Less than 0.05 then independent Variable do good job explaining the variation in the dependent variable. If significance value of f greater than 0.05 then the independent variable do not explain variation in the dependent variable here it is less than 0.05 so Null hypothesis are rejected So time duration has effect on customers satisfaction. And coefficients is 0.59 which is very higher and close to the 1 so it is correlated Hypothesis-2: HO = Changing of Financial dailies has no effect on the different offers provided to the customer. H1 = Changing of Financial dailies does effect on the different offers provided to the customer Model Summary R Square Adjusted R Square 0.37260609 ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), Q9 b. Dependent Variable: Q8 Coefficientsa Unstandardized Coefficients Model (Constant) 1 a. Dependent Variable: Q8 Q9 Std. Error 0.32469055 0.29012618 0.99283388 0.13013938 Standardized Coefficients Beta 1.11913567 0.26581782 0.61041469 7.62900443 1.5561E-11 t Sig. Sum of Squares 75.6539414 127.386059 203.04 df 1 98 99 Mean Square 75.6539414 1.29985774 F Sig. 0.36620412
Model
0.61041469 1 a. Predictors: (Constant), Q9
Std. Error of the Estimate 1.14011304
58.2017085 1.5561E-11
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Interpretation: y From the above table we can say that here R is 0.61 is which is very close to the 1 so time duration has certain positive effect on customer satisfaction. y If the Significance value of F Less than 0.05 then independent Variable do good job explaining the variation in the dependent variable. If significance value of f greater than 0.05 then the independent variable do not explain variation in the dependent variable here it is less than 0.05 so Null hypothesis are rejected So time duration has effect on customers satisfaction. y And coefficients is 0.61 which is very higher and close to the 1 so it is correlated.
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15.Summarizing Findings
With respect to above survey and the interactions with different readers while conducting survey and while working as an intern, these are some of the things that were found:
Business newspaper is price-insensitive product.
Business newspaper has high switching cost in terms of mental habit.
Business newspaper is mostly used for having knowledge regarding current happenings around in the corporate world. Rest interest in features and content interest varies in accordance to the profession of the person.
In relation to Gujarat state, if a newspaper has a vernacular language edition, it will have greater penetration in this market.
As part of survey, the question, reader was asked to suggest an age when one should stop the business newspaper. None of the reader out of 100 respondents believed there is an ending age to reading a business newspaper.
Business newspaper should be targeted to age group of 17-24 years when person is learning or are in student life for long term relationship with newspaper.
The interest regarding a region specific news is only and only when your business is associated with that specific area. Otherwise mostly people are interested in reading national news only.
Investing group is more interested in reading expert opinions and articles that will help in better trading. Though important to their work the scripts and stock values are not that essential to their day-to-day work as they use their own sources for the values. However they do value the analysis present in the newspaper regarding those scripts so as to cross check their decision.
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16.Recommendations
With respect to above findings, certain suggestions and recommendations that will help a Business Standard to increase its readership:
Catch them Young: Most people start their newspaper at their college or early working age. Once an affiliation with a newspaper is established it is really difficult for convincing a customer to switch to a different newspaper even if one suggests a huge discount or better offer. Thus targeting areas where there are students who are most likely to start a business newspaper are the biggest ground for the long term customer relationship like CA institutes, MBA and commerce colleges, etc.
1 in 10 chances: As we have seen from above survey, most readers are resistive to buy a business newspaper. Fewer than 10% chances are there, where one will find the customer ready to take a different newspaper. Thus such customers should be given high priority as well as full customer service for long term relationship with business newspaper.
Rest Quarter: We also found 25% of group under consideration to change their business newspaper. Thus briefly understanding the profession of person and anticipating the different works that person might be able to use the business newspaper and therefore presenting in accordance will surely make the person a customer to the firm.
Handling Investing Group: To promote Business Standard in investing crowd presenting its supplement The Smart Investor is essential. One should note to show analysis, suggestions and expert opinions present in newspaper to make the person interested in the newspaper. BS 200 that is stock values though important should be shown in accordance to readers interest in reading a script values from newspaper as in comparison from other source like internet or television.
Creating Brand Awareness: One of the issues with Business Standard is brand awareness. Even after being in the market for more than 10 years, the brand is not
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popular and often gets mixed up with names like Standard Chartered. Thus it becomes really tough for group to sell this business newspaper against Economic Times who holds its position as product identity in consumers mindset. Therefore it is suggested to increase the newspapers visibility and should organize marketing events or campaign to increase its readership
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17.Learning from Internship:
The basic work in the organization was corporate sales along with research on the consumer behavior for two months. One had to visit several corporate offices in Ahmedabad and get yearly subscriptions for the company. I managed to over-achieve target for both the month and my net contribution was 44 subscriptions after visiting almost 18-20 offices per day for 2 two months and along with several other contact leads for bulk orders. Occasionally I also used to bring contacts of the clients who were interested in publishing advertisements on the newspaper thus being assistance to space marketing department. Further I was also involved in mapping work for the firm.
18.Application of concepts learned in academic year:

Relational purchasing: Brand loyal customers who recently moved into city were one of the customers who were easily persuaded because of their habit and brand understanding.
Price cutting: Though price insensitive product but to a customer who is eager to change a newspaper offering price/discount is also one of the useful tactic.
Relationship and Referral Marketing: One of the important methods extensively used were relationship and referral marketing. Many customers gave references of other potential customers which were then later contacted for subscription offers. Stronger the customer relationships stronger are the new references.
Customer Retention: Retention of previous years reader with renewal offers alongwith presentation of the new features that has been added over the year so to aid customer.
Alongwith marketing concepts above mentioned some other concepts were practiced like telemarketing, strategic alliances, experimental marketing. I also got opportunity to communicate with different people, convincing and negotiating with them at corporate level.
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19.Conclusion:
The project was a rich learning experience for me and it has been a privilege to work in a highly credible newspaper company. The proper training under the guidance of Mr. Kunal Panchal was of great assistance especially in exploring various products in the same category and the marketing strategies of different other newspaper firm. With proper product analysis and experience sharing with the employees at Business Standard built proper foundation to work in market and negotiate. The base for work was further strengthened after conducting the research based project related to consumer behavior. The report highlighted several aspects related to readers interest in business newspaper which included what they believed was a business newspaper, what features attract them most, how negotiating in terms of money holds least importance while selling the subscription, presenting the right detail to the right person at the time convenient to the person etc. Understanding consumer behavior in regard to business newspaper and their industrial affiliation has been of great use to me for all the field work I did for the firm. It also gave me opportunity to have an exposure to the fact that a product needs to be seen from various different prospects to fit in market of high competition. Negotiation, convincing skills etc were highly utilized and refined additionally. The exposure was not only focused towards to the circulation department of the newspaper agency. Other operational details in regard to various other departments was also discussed which involved internal management of newspaper, distribution, space marketing. In current scenario, Business Standard should follow its current tactic of price discount (40% of yearly pricing) and additional gift to maintain its readership as well as to gain new customers. Moreover, they should focus on Advertisement & Its related strategy to create awareness of this brand on as many consumer as possible. This is required to counter high brand image of Economic Times and extreme price discount strategy of Mint (70% of yearly pricing) who are the major competitors in the same product category.
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20. Bibliography:
Following books were used for the purpose of research: Book: Business Research Methods ,Author: D.R. Cooper, Book: Marketing Management, Author: Kotler Philip, Keller Kevin Lane, Koshy Abraham, Zha Mithileshwar Edition: 12th Following URLs were visited for the purpose of report: URL: www.business-standard.com URL: www.auditbureau.org
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ANNEXURE
QUESTIONNAIRE 1. Name:2. Occupation:3. Age Group:less than 20 41-50 21- 30 51-60 31-40 more than 60
4. Which financial newspaper do you read daily? Business Standard Economic Times Mint Business Line Financial Express None
5. What is your expectation from your current financial daily? Business News Strong Analysis Facts in particular issue Article Technology Expert Opinion
6. From what source you got the information about the newspaper? Business School Organization Advertisement Reference
7. What kind of news you generally look for in the business newspaper? (Give them rating based on priority) Stock Values Business News Supplement Notice, Tender, Advertisement Expert Opinion Market Intelligence Future Prediction
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8. Which financial daily do you prefer? Business Standard Economic Times Business Line Financial Express Mint
9. Would your preference for a particular newspaper change if a group offers additional free magazine, discounts, gifts, etc? Of course not, I rely on my newspaper I will think about it Of course
10. What is the reason for changing the newspaper? Quality of content Easiness of Language Reference News Authenticity Additional Features Price/Discount
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ANNEXURE
COMPETITORS COMPARISON
Topics/Ne wspaper
Business Standar d
Economics Times
10(Sun),3.5(MonWed because of supplements),3(T hu-Sat
Mint
Financia l Express
4(MonFri),6(Sat) ,8(Sun)
Business Line
4(Mon-Sat), 5(Sun)
Price (in Rs.) 3.5(MonDaily

Fri),6(Sat & Sun combined issue)
3(MonFri),5(Sat)
Weekly Annualy No.of Pages Supplemen ts
23.5 1222 26 3 Strategist (Mon),Sma rt Investor(T ueFri),Weeke nd(Sat) 12(English )+7 (Hindi)
29.5 1534 23 3 Investor Guide(Mon), Technoholic(Tue), Brand Equity(Wed)
20 1040 25 2 Mint Money(MonFri), Lounge(Sat)
34 1768 22 1 Brand Wagon(Tu e)
29 1508 24 2 Brand Line(Thu), Life(Fri
Editions
10
6 (Ahmedabad edition is basically Mumbai Edition Copy) Hindustan Times
11
15 (None from Ahmedabad)
Group
Kotak Mahindra
Bennett, Coleman & Co
Indian Express
Kasturi & Sons
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USP
BS200( contains informatio n regarding top 85% share trading companies which are 200 in number on 21 parameters ) 2nd Brand Equity(contains information regarding marketing and branding information with case studies) Wall Street Journal( contains famous articles from world's most famous financial daily) Economist , Expert Opinions (plethora of expert opinions and extensive analysis done and used by them) Agri Business, Logistics (news regarding agriculture to the extent they provide meteorologica l data and logistic information
Rank in Market Share Content
1st
3rd
5th
4th
Strictly Business Oriented as a tool for decision making, emphasis on processing informatio n
Oriented towards providing high information content, lacks in assisting potential decision making aid
General summary and result of analysis, but the analysis itself is missing and the data from which it was done
Stocks & Market Pages
6-8 pages of values and graphs, analysis Procedure description , reasoning, talks from the experts and brokers
5-6 pages only values, information, discussion with experts,
4 pages of values only
Highly Analyzed and technical in nature, one needs of have prior knowledge to make use of it, potential decision making tool 3-pages of values and graphs, however talks about how to invest in other 3 pages
Brief analysis with the required information from which conclusion is derived
4-5 pages of values and graphs only
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Common: Companies , Economy, Market, Opinion, Issues & Insights, Commodit y, Stocks, World, Accent West ,Uncomm on: Brand World, Digital Consumer, Business Education, Technolog y, Business Law, Politics, Campus Talk, Suppleme nt: Personal Finance, SME Report Common:Gujarat Reloaded, Technology, Political Theatre, Market Finance, Economy, The Edit Page, Commodities, Stocks, Market Intelligence, CorporateUncom mon:Perfect Pitch, Viewpoint, PolicySupplemen t:Portfolio, Financial Planner, Overview Common: Economy, Corporate, Common:Lea Reflect, Globe, ding the Markets, News, Stocks, Corporate Commodit News, Need ies, to Know, Money & Views, The Last word, In Banking, Focus Detail, Wall Street Journal, Fest, Uncommon:F Powerplay amilies in , Business, Uncommo Economy,Sup n: From the fields, plement: Mark to eFE, Market, Personal Finance, Markets & Finance, Show Business of Business, Focus Life: Region, Workplace, leisure, sports, Gadgets, technology, Auto Pilot, Body & Mind; Panorama, Venture Relax, Capital Wordswor th, Wellness, Focus. Common: Corporate, Economy, Money/Banki ng, Marketing, Opinion, Editorial, Market Watch, Stocks, Commodities, Logistics, AgriBusiness, States, Variety Uncommon: Market Mood, Transport, Mentor, New Managere, eWorld, Real estate, Taxation
Features:
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Strengths
Highly Trading and business oriented, Focus on analysis and decision making factors, procedure explanatio n, no useless or repetition of informatio n, less influenced and factual news, strong editorial board, unique features like campus talk, SME, BS200, RBI Bulletin not covered by any other newspaper. High on information collection, 50 years of experience, strong distribution chain, Covers general news also Simple language, a quick overview, aggressive price marketing strategy(gives around 70% of discount on cover price), promoting itself for beginners Highly analysed and technical in nature, preferred tool for financial analysis and decision making in group with prior technical knowledge Strong Brand Image in South, Simple language, AgriBusiness and Logistics which are not covered in other newspapers
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Weakness
Lacking in appeal, requires a bit of prior knowledge regarding business for effective usage, less branding, more section on IT and Technolog y required as it is part of current business scenario More marketing and branding, collaborati ng with electronic media for promotion Lacking in processing of information, news linkages to business missing, repetition of news from TOI, easily influenced and partial in providing information, less focus on small industries Lacking in data driven analysis as well description, not preferred in corporate houses because of gaps in information, doesnt contain information regarding west/Gujarat Branding, Highly subjective content, requires strong base in prior knowledge to use it affectively Circulation from Mumbai takes time; reaches around afternoon, evening or next day depending on user, content mostly southern oriented
Opportuni ty
Information focusing on small corporate houses as well as personal finance for larger customer base, more impartiality as well as processing information
Providing content of corporate level with proper description and analysis and local news also
Using certain sections with simpler language or helping new customer to understand business
Moving circulation in Ahmedabad or Gujarat as such
Threat
ET coming with better content as well as magazines like BS, ETs large reserves
Brand loyalty can switch due to dissatisfaction in content to BS or FE
Interest may be lost due to less financial news and analysis to other financial dailies
Switching to BS because of weak brand image as well as complex content
Delay in reaching customer can lead to switching to any newspaper, preference to southern news can be taken negatively
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ANNEXURE
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B.K.

SCHOOL OF MANAGEMENT 2011

Summer Internship Report

Dr. Pratik Kanchan B.K. School of Management

Kunal Panchal Business Standard

B.K.School of Management Gujarat University, Ahmedabad May-July 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

Signature Name:Milan Roziwala

Roll No.:- 11035

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

Alok Aggrawal (COO)

Bandana Roy (Systems)

D. Basu (Admin/HR) Kamaldeep Singh (Finance Head)

Vivek Acharya (Manager)

Kunal Panchal (Senior Office)

B.K.SCHOOL OF MANAGEMENT 2011

Publishes 3 magazines annually. The Banking Annual BS 1000 Fund Manager

B.K.SCHOOL OF MANAGEMENT 2011

Section II: MONEY AND MARKETS

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

Departments Space Marketing Editorial

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

Developer Unit Fixed Unit Wash Unit Dryer Unit

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

SALES AND DISTRIBUTION

B.K.SCHOOL OF MANAGEMENT 2011

Ahmedabad market contains six distribution centers: -

Khanpur Maninagar Paldi Kalupur Panjrapole Income-tax

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

Bargaining Power of Suppliers

Threat of Substitute Products

Competitive Rivalry within an industry

Threat of New Entrants

Bargaining Power of Customers

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

B.K.SCHOOL OF MANAGEMENT 2011

13.Findings & Interpretation:Q3:- Age of reader

Percent 6.0 15.0 36.0 24.0 14.0 5.0 100.0

Cumulative Percent 6.0 21.0 57.0 81.0 95.0 100.0