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A study on education sector

In Print Media (broadsheet)

Mumbai Market

DAILY NEWS & ANALYSIS

Submitted by: Submitted to :

Neeraj kumar priyadarshi

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DECLARATION

I, Neeraj Kumar Priyadarshi Son of Shri.S.Pandey


here by declare that the project entitled “A Study on Education Sector in
Print Media (broadsheet)” which is being submitted in partial fulfillment of
the requirements for the awards of degree of PGDM from the Accurate
Institute Of Management & Technology is an own record carried out by
me under the supervision of Ms. Nupur Sahay, Project Head and Territory
Sales Manager, (DNA, New Delhi). The matter embodied in this project
has not been submitted so far for the award of any degree or diploma.

Neeraj Kumar Priyadarshi


Course: PGDM
College: Accurate Institute of Management & Technology
Greater Noida (U.P)

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ABSTRACT

Project Title
A study on education sector in print media (broadsheet)

Project Description
This project is a combination of research and analysis of various data which were being
gathered by meeting and telephonic conversation with education clients in order to fulfill
the objective of the project. The meetings were scheduled by taking prior appointment
with Directors or Concern Person handling Media planning and advertisement for the
Institutes/ Organization. The various figures depicted in the project have been taken for
Adex and IRS survey Round 1, 2009.

This project analyses the various proceeding and role of Education category in
advertising with print media (broadsheet) in Mumbai market and how they are involved
in decision making for their plans related to their target group. The education category
which include combination of various clients like Management Institutes,
School/Universities, World Schools, Coaching Centers, Vocational Institutes etc. It’s an
attempt to analyze DNA client base of Education segment of Mumbai Market into two
categories of 80 percent and 20 percent by applying Pareto Distribution Module

This project fulfills the objective and portrays an image of the impact of clients in
education category in Mumbai market in regard to print media advertising. It help us to
understand the behavioral aspect of clients in relation to Mumbai Market.

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Acknowledgement

I wish to express my heartiest thanks to Accurate Institute of Management &


Technology Greater Noida (U.P.) AIMT for providing me such an opportunity to get
training in this esteemed organization. I would like to express deep sense of gratitude to
all those who help me through out the duration of project. In particulars, AIMT is the
main source of inspirations for me.

I would like to offer my heartiest thanks to Ms. Shakshi Gupta, Department of


Admission, AIMT whose valuable efforts gave me this opportunity. I express my sincere
thanks towards Mr. Vinay Jha, Internal Project Guide, and AIMT for providing me all
sort of help as and when required.

I wish to express my deep sense of gratitude to Ms. Nupur Sahay, Territory Sales
Manager, DNA whose step-by-step direction helps me to go into the depth of industry.
Her calm behavior encouraged me to do my work sincerely.

Words are inadequate in offering my thanks to Mr. Anurag Bhatnagar, Senior


Manager, DNA for his valuable support whenever it was needed. My heartfelt thank to
Mr. Nishant Rastogi, Executive DNA, Mrs. Sunita Sinha, Marketing Manager for their
expert guidance during testing stages.

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Table of content

Project Page 1

Declaration 2

Abstract 3

Acknowledgement 4

List of Abbreviation 6

Objective 7

Mumbai Print Media 8-13

Company Profile 14-17

Education Segment 18-22

Methodology 23

Pareto Distribution Module 24

Analysis and Findings 25-32

Conclusion 33

Achievement 34

Bibliography 35

Enclosures

5
List of abbreviation

Sl. no ABBREVIATION FULL NAME


1 DNA Daily News & Analysis

2 TOI The Times of India

3 HT Hindustan Times

4 MUM Mumbai

5 IRS Indian Readership Survey

6 CAGR Compound Annual Growth Rate

7 MRUC Media Research User’s Council

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Objective

1) Understand the reasons for low volume base of 20% clients in Education
Category.

2) Exposure of Brand DNA in 20% market base.

3) Establish Client’s connect with brand DNA.

4) Conversion of non-advertiser in DNA.

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Mumbai Print Market

Market scenario

Overall Ad spends of Mumbai market in print has been growing. It explains the
expansion plans of various publication groups into the city. The Mumbai market is
critical as it contributes 16 per cent of the total newspaper ad revenue of Rs. 48 billion,
implying that it makes complete business sense to have a full fledged edition in the city.
Delhi is marginally higher at about 26per cent in terms of total print spends, which
explains why for a paper such as The Times of India, the two big revenue centers are
Mumbai and Delhi .

Rate per sqcm in Mumbai edition of The Times of India is Rs 4300/-. The Hindustan
Times, on the other hand, stands at Rs and Mid-Day rates are Rs.800
Respectively. Sometimes numbers tell a comprehensive story.

The year 2005 was the landmark year in the history of newspaper, specially the Mumbai
market .During this year the city of Mumbai turned into battlefield .Three major
newspaper were launched in the city .For long the Hindustan Times was eyeing this
market to enter and they launched their Mumbai edition of HT on 14th July 2005.Another
group, which came into existence this year, was a product of Zee and Bhaskar by the
name of DNA (Daily News & Analysis) which was launched on 30th July 2005. The
historic grounds of The Times of India were set to witness a change in scenario .This
made 160 years old group to launch a new newspaper to counter the new entrants, as an
old strategy of The Times of India. On 30th May 2005 Mumbai Mirror was launched. No
logic or study went behind the launch of Mumbai Mirror. The paper was launched in
tabloid size, which was not what new entrants were coming with. The strategy of TOI
bombed. The Hindustan Times was launched on 14th July ’05 .The edition was more or
less on the same lines of its Delhi edition ( as expected by the trade ).The major blow
came with the launch of the DNA (30th July’05)as it was heavily guarded prior to its
launch .Market was unaware about its detail . TOI had thought it to be tabloid form
(reason for the launch of Mumbai Mirror) but DNA was launched in broadsheet format
with many sections to cater to different readers.

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Competition

Mumbai market is divided mainly into two types of newspaper i.e.

1) Broadsheet
2) Tabloid

Broadsheet is the largest of the various newspaper formats and is characterized by long
vertical pages (typically 22 inches or more). The term derives from types of popular
prints usually just of a single sheet, sold on the streets and containing various types of
matter, from ballads to political satire. English Newspapers present in the market are
namely The Times of India, Hindustan Times, Daily News & Analysis (DNA), The
New Indian Express etc.

A Tabloid is an industry term which refers to a compact newspaper format and is


characterized by per page dimensions of 17 by 11 inches (430 mm × 280 mm), it’s a form
of newspaper that focuses on local-interest stories and entertainment, often distributed
through stand sales or traffic signal sale. As the term "tabloid" has become synonymous
with convenient form of newspapers but the higher standard of journalism refer to
themselves as "compact" newspapers instead.E.g. - Mumbai Mirror, Mid Day etc.

Some of the major players in English Newspaper are as follows:-

Rank Newspaper IRS 2008 ROUND 1 IRS 2009 ROUND 1


1 The Times of India 136.41 133.32
2 Hindustan Times 63.46 63.47
3 The Hindu 55.51 52.76
4 The Telegraph 30.38 29.70
5 Deccan Chronicle 30.28 28.23
6 The Economic Times 20.11 20.06
7 Mid-Day 17.64 15.83
8 The New Indian Express 19.77 15.66
9 Mumbai Mirror 15.91 15.57
10 Daily News & Analysis 13.11 14.89
(All figures are in lakhs)

(Source –IRS-2009 R1)

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Industry Standard / Governing Bodies

Print Industry is mainly governed by the figures of Indian Readership Survey (IRS)
and Audit Bureau of Circulation (ABC). IRS and ABC conduct several researches and
survey which is circulates the prevailing atmosphere inside the industry.

Audit Bureau of Circulations (ABC)


Audit Bureau of Circulations (ABC) is one of the several organizations operating in
different parts of the world.

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 sales. The circulation figure so arrived at is checked and certified by a firm of
Chartered Accountants which are approved by the Bureau. The Bureau issues ABC
certificates every six months to those publishers whose circulation figures confirm to the
rules and regulations as set out by the Bureau.

An Advertiser would like to know the facts and figures before investing his money in
advertising. An Advertiser ought to know how many people buy a publication and 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, in-
depth and impartial audits of paid circulations of member publications by independent
and leading firms of Chartered Accountants working in accordance with the rules /
procedures prescribed by the Bureau.

Indian Readership Survey (IRS)


Indian Readership Survey or IRS is one of the largest readership survey conducted in
India. Conducted by Hansa Research for Media Research User's Council (MRUC), IRS
covers readership for newspapers, internet usage, and television veiwership.
Established in 1995 IRS data is widely used by media planners for finalizing the media
strategy. Besides giving the readership habits, IRS also provides valuable insights into the
consumption habits of the Indian consumer.

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Overview of Print media

Volume growth of print advertising during Quater1 ‘09

During the 1st quarter of


2009, the Print advertising
has seen a drop of 3%,
compared to the same
period in 2008.

Share of sectors in print media advertising during Jan-Mar’09

Top 10 sectors
contributed for 58%
share of overall Print ad
volumes during Q1

'09.'Education','Services' and 'Banking/Finance/Investment' occupied the top 3 ranks in


the Top 10 Sectors list of Print.

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Contribution of top categories in print advertising during Q1 ‘09

Share of Top 10
categories aggregates to
47% of overall Print ad
volumes during the 1st
quarter of 2009. Top 3
categories in Print were
'Social Advertisements',
'Educational
Institutions' and
'Cars/Jeeps'.2 of the
Top 10 categories were
from ‘Auto’ sector.

Growing categories in print During Q1’09 compared to Q1’09

Among all the categories


advertised in Print,
‘Sanitary Napkins’ had
recorded maximum growth
in its ad volumes, followed

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by ‘Milk Powder/Condensed Milk’ and ‘Breath Fresheners’ during Q1 '09 compared to
Q1 '08

Key Advertisers in print during Q1’09 and its Ranking in Q1’08

Top 10 Advertisers list


in Print was a mix of 3
advertisers each of
'Auto' sector and
'Government'
departments in Q1
'09.Compared to Q1
’08, 2 of the Top 10
advertisers had positive
shift in its rank, to be
among the Top 10
advertisers list of Q1
'09 viz. ‘Government of
India’ and ‘Ministry of
Health & Family Welfare”.

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Company Profile

Diligent Media Corporation (DNA)

Diligent Media Corporation Ltd., which owns DNA (Daily News & Analysis), is a joint
venture between two industry majors – The Dainik Bhaskar Group and The Zee Group.
With a reach of more than 120 countries and access to more than 250 million viewers
globally, Zee TV has created strong brand equity and is the largest media franchise
serving the South Asian Diasporas with presence in major global markets, including
Asia-Pacific, the Middle East, the UK, the US, Canada, the Caribbean and Africa. The
Group has transformed itself into an integrated media conglomerate with operations
spanning the entire media spectrum.

The Dainik Bhaskar Group has soared to the top of the print media industry in India with
its flagship Hindi daily, Dainik Bhaskar (India’s No. 1 Daily Hindi Newspaper), and the
Gujarati frontrunner, Divya Bhaskar. While Dainik Bhaskar has a big presence in
Madhya Pradesh, Rajasthan, Punjab, Haryana, Himachal Pradesh, Chhattisgarh and Uttar
Pradesh, Divya Bhaskar is the largest circulated regional daily in Gujarat.

Targeted at young readers, DNA is the voice and soul of Mumbai. Through news, views,
analysis and interactivity, DNA provides readers with a composite picture of Mumbai
and the world. Its interactive platforms seek to bring the reader and surfer at the centre of
its news activity.

Board of director: the board has equal representation from Bhaskar and Zee Group

Board of director from Bhaskar Group


Shri.Ramesh Chandra Agarwal (Chairman) Shri.Sudhir Agarwal (Managing Director)
Shri.Girish Agarwal (Director) Shri.Pawan Agarwal (Director)
Shri. Niten Malhan (Director) Shri. Ajay Piramal(Director)
Shri. Piyush Pandey (Director) Shri K.C. Chowdhary (Director)
Shri. Ashwani Kumar B. Singhal (Director) Shri. Harish Bijoor (Director)

Board of director from Zee group


Shri.Himanshu Mody Shri.Subhash Chandra
Shri. B.K Syngal Shri. N C Jain
Shri. Punit Goenka Shri Ashok Kurien
Shri. R. Vaidyanathan

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Design & Format

DNA is a morning broadsheet daily. It’s the first daily newspaper in India to introduce an
all-color page format.

The paper is sect ionized on the basis of coverage. The main section includes interactive
Speak Up page, City, Nation, World news pages and technology page (I Know).

The other sections include Money, Sports and After Hours. DNA Money is a section on
Business & Economy. After Hours is a 10 page section with news from Hollywood, Art
& Fashion, and other such topics

In Mumbai edition there are three zone-targeted supplements for Thane, West Coast and
Navi Mumbai

Two magazines - a women's magazine called Me, and a children's magazine called YA!
Young Adults completes the repertoire

Market Presence & Circulation Numbers

DNA is now a 5-edition paper, with its presence in Mumbai, Bangalore, Pune,
Ahmedabad and Jaipur with total circulation of 9.52 Lacs & a reader base of 18.5 Lacs.
The youngest in DNA bouquet is its Bangalore edition launched on 14th December’08
(Launch circulation: 1.75 Lacs).

Edition Circulation Position


Mumbai 429621 No.2
Bangalore 185000 No.2
Gujarat 170000 No.1
Pune 112000 No.2
Jaipur 68000 No.1
Source: Internal MIS

Product Mix

Main : 18 pages general news


Money : 8 pager pink paper on business (except Sunday)
After Hrs : 8 pages of entertainment

Other Supplements
West Coast, Thane, Navi Mumbai

Standalone Brands from DNA


Me: Women’s Magazine (monthly)
Ya!: Weekly on Young Adults

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Sections of DNA

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Education Segment (Advertising Perspective)

Highlights:

• 14% rise in Print


advertising of Education
sector during Jan - May
'08 compared to same
period in 2007.

• ‘Educational Institutions'
garnered a high share of
67% in Print during Jan -
May '08.
• Tamil Nadu leads in advertising of Education sector in Print during Jan - May '08.
• ‘Planman Consultant India Pvt Ltd' was the number one advertiser of Education sector
in Print during Jan - May '08.

Volume Growth of Education


sector in Print during Jan-May'08

During Jan - May '08, advertising of Education sector saw a growth of 14% in Print
compared to Jan - May '07.

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Share of Sub Categories of Education sector in Print during Jan-May’08

‘Educational Institutions' had


max. share (i.e. 67%) of overall
Education sector ad pie in Print
followed by 'Coaching
Centre/Competitive Exam' and
'Computer Education' with
15% and 10% share
respectively.

Volume Growth of Sub Categories of Education sector in Print

Among the Sub Categories


of Education sector, max.
advertising growth of 46%
was registered under
'Computer Education' in
Print followed by
'BPO/Call Centre' and
'Vocational Training
Institute' with 40% and
32% share respectively
during Jan - May '08
compared to Jan - May '07.

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Top advertiser of Education sector in Print

‘Planman Consultant
India Pvt Ltd', 'Vellore
Institute of Technology'
and 'SRM University'
were the top 3 key
advertisers of Education
sector in Print during
Jan - May'08.

Top States in advertising of Education sector in Print during Jan-May'08

• During Jan - May


'08, Tamil Nadu,
Andhra Pradesh and
Uttar Pradesh were
the Top 3 states in
advertising of
Education sector in
Print.
• Top 5 states
accounted for 57% of
overall Education
sector advertising in
Print during Jan -
May '08.

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Education sector advertising in Newspapers (Metro, Non Metro and Mini Metro
Cities)

During Jan - May '08,


Non Metro Newspapers
had the highest share of
• Print advertising of
Education sector i.e.
63% followed by
'Metro' and 'Mini Metro'
Newspapers with 24%
and 13% share
respectively.

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Major Clients in Education category for DNA

The major clients are those who contribute 80 Percent of market share in Advertising
with DNA in Education sector.
They are as follows:-

S No. CLIENT NAME


1 IIPM - INDIAN INST. OF PLANNING & MGMT.
2 NIIT LTD.
3 FIITJEE PVT. LTD.
4 AAKASH INSTITUTE
5 WIGAN & LEIGH COLLEGE (I) LTD.
6 AMITY UNIVERSITY
7 INDIRA GANDHI NATIONAL OPEN UNIVERSITY
8 TCA AVIATION ACADEMY
9 AMITY GROUP
10 FRAME WORK LTD.

These are the major contributor of advertisement in the Mumbai Market like IIPM, NIIT
Ltd, FIIT JEE Pvt Ltd are doing business of 17602,4821,12769 sqcm respectively.

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Methodology

1) The project was conducted on Pareto Distribution Model.

2) Education category in Mumbai print market was distributed on the basis of 80%-20%
market share.

3) Project is focused on 20% Market share client base.

4) The clients taken were based on the market volume sharing among 5 major English
newspapers in Mumbai. Namely: DNA, TOI, HT, Mid Day and Mumbai Mirror.

5) Telephonic and across the table mode of communication was the route to target these
potential client.

6) Potential client were exposed to brand DNA on its strength and presence.

7) Connect and establishing relevance to advertise in DNA was the focus of meeting.

8) Prospective client / Agency were met repeatedly for the closure of sale.

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Research is based on Pareto Distribution module

What does Pareto Analysis mean?

Pareto analysis is based on the principle that 80% of problems find their roots in 20% of
causes. That principle was established by Vilfredo Pareto, a 19th century Italian
economist who discovered that 80% of the land in Italy was owned by only 20% of the
population. Later empirical evidence showed that the 20/80 ratio was determined to have
a universal application.

80% of the wealth is in the hands of 20% of the people


20% of customers account for 80% of a business

When applied to management, the Pareto rule becomes an invaluable tool. In the case of
a problem solving for instance, the objective should be to find and eliminate the
circumstances that make the 20% "vital few" possible so that 80% of the problems are
eliminated. It is worthy to note that Pareto Analysis is a better tool to detects and
eliminate sources of problems when the those sources are independent variables.

When to Use a Pareto Chart


When analyzing data about the frequency of problems or causes in a process.
When there are many problems or causes and you want to focus on the most significant.
When analyzing broad causes by looking at their specific components.
When communicating with others about your data.

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Analysis
As per our project we have worked on the 20% market base client in education sector
which comprises of institutes / organization who have advertised in DNA in the past or
are non advertiser with DNA

To be specific we worked on the 20% market base client of education sector on 2008-
2009 financial years. Our objective of the project was

1) Exposure of Brand DNA in 20% market base.


2) Establish client’s connect with brand DNA.
3) Conversion of non advertiser into advertiser

The response is divided into following category:-

Numbers of %
Reason Clients Share
Mumbai is not their Priority market 152 57%
Budget Constrain 32 12%
Leading newspaper advertiser 39 15%
Response issue 3 1%
Participating with DNA 39 15%
New Clients 0 0%
Total 265

The pie chart reflects the


E ducation B ase - 20% , T otal N umber of C lients - 265 reasons of the client
regarding the brand DNA.
This shows the responses
given by clients at the time
of meeting and telephonic
conversation.
As we can see that the total
number of clients in 20 %
market base is 265 and out
of that the major reason for
not advertising with DNA
M umbai is not their P riority Bmarket
udget C onstrain lies in category i.e. Mumbai
L eading newspaper advertiser
R esponse issue is not there priority market
P articipating with D N A N ew C lients which implies total of 152
and the comprises 57% .
Rests of all are divided into
the various categories
simultaneously.

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Overview of responses on the basis Market Volume of 20% client

The various clients under this category A, B, C, D, E and F have been segregated on the
basis of Market Volume .The total market volume 2008-2009 is 94636 sq. cms. Out of
this client falling in A category has the maximum Volume contribution i.e. 46392 sq. cms
and the client falling in category D is the lowest i.e.3099 sq. scm.

On the basis of Market volume of the 20% Clients

Reason Volume of These Clients % Share


Mumbai is not their Priority market (A) 46392 49%
Budget Constrain (B) 7674 8%
Leading newspaper advertiser (C) 22904 24%
Response issue (D) 3099 3%
New Clients (E) 0 0
Participating with DNA (F) 14567 16%
Total 94636
Volume in sq. cms

Volume of These Clients


Mumbai is not their
Priority market (A)
Budget Constrain (B)

46392 Leading newspaper


advertiser ©
Response issue (D)
94636 7674
New Clients (E)
22904
3099 Participating with DNA
(F)
0
Total
14567

Volume in sq. cms

This is the segregation on the basis of Market Volume of the following client who falls
into the various reason categories.

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Explanation for reason of the low volume of 20% client

A-Mumbai is not their priority market

Volume of These Clients

100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Mumbai is not their Total
Priority market (A)

“A” grade is highest among the client as their market volume is 46392 sq. cms out of
total market volume i.e. 94636 and 49% is market share.

Following are the reason for this highest contribution:

1. Reputation & Positioning


These clients / Institutes does not have All India Institutional stature, hence popularity
among students in very low.
Their reputation or positioning falls under the category of B++, B+, C among the
education institute as a result they do not attract the target group.

Example:
1. Hierank Business School
2. Heritage Inst. of Hotel & Tourism.
3. Inst of Finance Banking & Insurance
4. RNIS college of Management

More of North & East centric institute presence, as a result more known in the areas
adjoining Delhi, U.P. & Bihar

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2. Presence of only One Branch:

This category entails clients / Institutes who have only one educational centre.

Example:
1. Fairfeild Inst of Management & Technology.
2. EPOS School of Health

As we know if an organization, having branches all over India than it may able to create a
market for itself from each and every part of India. Like AMITY, IGNOU, IIPM, ICFAI.
These institutes have market all over the country, as students can apply to the nearest
branch / centre of the institution.

3. Short Term Courses (Technical Courses)

Many clients in this category provide short term courses.

Example:
1. Princeton Review (Manya Group)-this client preparing entrance exam for study abroad
GMAT, it is of one or one and half year courses.
2. Inst of Computer & Finance Executive – this institute provide courses on financial
Planning, Financial product, Insurance & Risk Management

As we know these courses are shot term and part time. Coming from Mumbai for a short
term course does not make sense for students.

B- Budget Constrains

Volume of These Clients

100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Budget Constrain Total
(B)

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In this category market volume is 7649 sq. cms and their market share is 8%.

Reason for falling under this category.

1. Small Scale Client-

Under this category there are many clients who have small budget and they do not have
enough money to spend in print advertisement rather they prefer Direct Marketing or
advertise in a low cost medium.

Example
1. Certified Financial Planner
2. Jewellery Design & Technology Institute

2. Economic Pressure –

Due to slowdown in economy, education sector was also affected .Which in term leads to
shortfall in their budget for this year.

Example
1. F-Tec Computer Education
2. Footwear Design & Development Institute

C- Want to advertise only in the leading newspaper

Volume of These Clients

100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Leading newspaper Total
advertiser ©

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Under this category the volume of client is 22904 and their market share 24%this
2nd highest among the client list.

Reason for falling under this category

1. Perception

We met with many clients and came across the views and perception of clients. In this
category, those client who have a good position in education sector market like to prefer
leading newspaper as they believe that only leading newspaper can give good coverage &
response as compare to the other .They are following these leading newspapers from last
6-7 years and they don’t want to change their mind set or like to do experiment with
another newspaper.

Example
1. Hughes Net
2. Bioinformatics Institute of India
3. Ansal Institute of Technology

2. Exclusive Advertisement

In print media market we observe that if client wants to go with exclusive


advertisement then he might get good percentage of discount as compared to go with
various newspapers.

Example

1) IACM- This client is a regular TOI advertiser and do not consider any other
Newspaper for any Market. They get very lucrative additional discount in the
package for this exclusivity.
2) Indian Institute of Human Rights- This client is also TOI exclusive advertiser
because of heavy rate benefits.

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D-Not Satisfied with DNA (Response Issue)

Volume of These Clients

100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Response issue (D) Total

Response Issue is one of the factors for the clients to judge the newspaper. The total
volume lies in this is category 3099 sq. cms and belong to 3% of total volume base
i.e. 94636 sq. cms

Response can be measured in Print Advertisement through under mentioned methods:

1. Number of telephonic calls


2. Number of email for enquiry.
3. Number of Walk- ins.
4. Filling Feedback Form asking about source of information.

Reasons for getting low response.

1. Not meeting the Target Group-


May be due to incumbency of timing they were not able to inculcate right message to
their target group. The dimensions of advertisement could be the possible reason.

2. Positioning of advertisement.
One of the reasons for getting low response is the existing educational institutes. As
Mumbai market is flooded with lots of management schools, engineering and medical
collages which retains the in student their in the Mumbai market.

3 Number of insertions – Some time one insertion is not feasible to attract target
group.e.g.- Maximus, Pearl School of Business

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E -New Clients/ Not met earlier

As per the completion of our project report we met with all the prospective clients.
So the percentage of this category is showing 0% out of total market volume.

Volume
of These
Reason Clients % Share
New Clients (E) 0 0

Total 94636

F- Participating with DNA

Volume of These Clients

100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Participating with Total
DNA (F)

These are the clients who are already participating with DNA and there volume is
14567 sq. cms with 16% of total volume base i.e.94636 sq. cms.

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Conclusion & Recommendation

The study throws light on education sector advertising. The findings & recommendations
are as under

• North centric
As per the 20% client base, 57% clients are north centric and for them Mumbai market
does not make business sense. Their target market is states like Delhi NCR, UP, Bihar,
Jharkhand etc.

Recommendation- We need to check the requirement as we can not convince them for
advertisement however we can work on seminars, event or if any expansion plan they
have.

• Budget Constraints
8% of clients falls in this category, as they are small in size so they participate only in
local newspaper and outdoor activities. These clients are very conservative .So they can
not try any other activities apart from local ventures.

Recommendation – These clients are considered as dead client for participating outside
Delhi.

• Leading Newspaper
24% clients participate only with leading newspaper for there advertisement as they get
very good package for all edition.

Recommendation- These clients have potential to advertise in Mumbai Market .We need
to provide them special promotional packages & schemes with new ideas and innovation.

• Response Issue
3% of client tasted DNA and they have concern regarding response because of that they
are not participating with DNA now.

Recommendation –we need to build up confidence among the client with new
innovation techniques and ideas.

• Innovation is the route


DNA with new innovation and new ideas retaining 16% of client in 20% client base with
various creative works like Jackets, Half Jacket, Flap, Sky bus, Text Wrap, Boundary
Ads, and our customized solutions as per the clients specified needs.

As we all know route to success starts from enrichment of ideas into creativity.

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Achievements

New Clients on board (First time advertisers with DNA)

1) Accurate Institute of Management & Technology


2) The Chopra’s

Prospective Clients for DNA

1) Cathedral Vidya Bhawan


2) South Delhi Polytechnic for Women
3) ISBM

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Bibliography

1. www.dnaindia.com

2 www.exchange4media.com

3 Adex, TAM

4 IRS round1’2009

5 www.google.com

6 www.wikipedia.com

7 Internal MIS (DNA)

35
I, Anamika Bhandari Daughter of Shri.S.Bhandari
here by declare that the project entitled “A Study on Education Sector in
Print Media (broadsheet)” which is being submitted in partial fulfillment of
the requirements for the awards of degree of PGDM from the Jagan
Institute of Management Studies is an own record carried out by me under
the supervision of Ms. Nupur Sahay, Project Head and Territory Sales
Manager, (DNA, New Delhi). The matter embodied in this project has not
been submitted so far for the award of any degree or diploma.

Anamika Bhandari
Course: PGDM
College: Jagan Institute of Management Studies
New Delhi

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Acknowledgement

I wish to express my heartiest thanks to Jagan Institute of Management Studies JIMS


for providing me such an opportunity to get training in this esteemed organization. I
would like to express deep sense of gratitude to all those who help me through out the
duration of project. In particulars, JIMS is the main source of inspirations for me.

I would like to offer my heartiest thanks to Ms. Priyanka Arora, Department of


Corporate Relation, JIMS whose valuable efforts gave me this opportunity. I express my
sincere thanks towards Mr. Pratima Daipuria, Internal Project Guide, and JIMS for
providing me all sort of help as and when required.

I wish to express my deep sense of gratitude to Ms. Nupur Sahay, Territory Sales
Manager, DNA whose step-by-step direction helps me to go into the depth of industry.
Her calm behavior encouraged me to do my work sincerely.

Words are inadequate in offering my thanks to Mr. Anurag Bhatnagar, Senior


Manager, DNA for his valuable support whenever it was needed. My heartfelt thank to
Mr. Nishant Rastogi, Executive DNA, Mrs. Sunita Sinha, Marketing Manager for their
expert guidance during testing stages.

37