A STUDY ON THE EFFECTIVENESS OF MARKETING

STRATEGIES RELATED WITH SUBSCRIPTION AND

ATTRACTIVE ADVERTISERS WITH SPECIAL REFERENCE
TO RASHTRA DEEPIKA, KOTTAYAM
A report submitted in partial fulfillment of the requirements
For the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
Of the
MAHATMA GANDHI UNIVERSITY

Submitted by
SABIN VARGHESE VARKEY
Regn No: 60304

Under the guidance of

Prof. Meenakshi Verma

July 2015
DC School of Management and Technology
1

Pullikanam, Vagamon, Idukki 685503

Tel: 04869 248322, 248323

DECLARATION
I hereby declare that the Project work entitled A study on the effectiveness of marketing
strategies related with subscription and attractive advertisers with special reference to
Rashtradeepika, Kottayam submitted to Mahatma Gandhi University is a record of the original
work done by me and no part of it has been submitted earlier for any Degree, Post Graduation or
similar of any other university or institution.

Place: Pullikanam

Name:

Date:

Signature:

CERTIFICATE
This is to certify that the project work titled A study on the effectiveness of marketing
strategies related with subscription and attractive advertisers with special reference to
Rashtradeepika, Kottayam is a bonafide record of the work done by

Mr. Sabin Varghese Varkey , 4th semester MBA Student of DC School of Management
and Technology, submitted in partial fulfillment of the requirements for the award of the
Masters Degree in Business Administration of Mahatma Gandhi University, Kottayam,
Kerala.

Faculty Guide

Principal

Date:
Place: Pullikanam

________________________________________________________________________

Examiner I

Examiner II

Signature

Signature

Name

Name
3

Date

Date

ACKNOWLEDGEMENT

I express my sincere gratitude to the GOD almighty for allowing me to complete the project with
a great success.
I would like to express my sincere and heart filled acknowledgement and debt of gratitude to
Mr. Pramod Kumar (batch Co-coordinator of MBA14-16 DCSMAT, Vagamon) for facilitating
the successful completion of the project.
I place special thanks to Mr. Korah Joseph (Senior HR Manager of Rashtra Deepika Ltd.) and
Chithra Shankar (HR Manager) for giving me the permission to undertake this study in their
organization and for providing proper guidance for the successful completion of my project.
I honestly express my gratitude to my project guide Prof. Meenakshi Verma for his valuable
guidance and all the faculty members of DCSMAT, who gave the suggestion to enable me to
carry out the project with great confidence and enthusiasm.
I also record my sincere thanks to all my family members and friends for their encouragement
and co-operation during the course of my project.

PLACE: PULLIKANAM

DATE:

TABLE OF CONTENT

CHAPTER
1
1.1
1.2

TITLE
INTRODUCTION
INTRODUCTION
OBJECTIVE AND SCOPE OF THE

1.3
1.4
1.5
1.6

STUDY
STATEMENT OF THE PROBLEM
RESEARCH METHODOLOGY
LIMITATIONS
REVIEW OF LITERATURE

1.7

CHAPTERISATION

2
2.1
2.2
3
3.1
3.2
3.3
4

INDUSTRY PROFILE
WORLD SCENERIO
STATE SCENERIO
COMPANY PROFILE
MANAGEMENT
PRODUCT PROFILE
ORGANISATIONAL STRUCTURE
DATA ANALYSIS,RESULT AND

5
5.1
5.2
5.3
APPENDIX

PAGE NO.
9
10
11
12-14
15
16-18
19
21
22-23
25-28
29-34
35

INTERPRETATION
FINDINGS,SUGGESTION AND
CONCLUSION
FINDINGS
SUGGESTIONS
CONCLUSION
QUESTIONNAIRE
BIBLIOGRAPHY

LIST OF TABLES
5

55
56
57
58-59
60

SI No.

Title

Page no.

4.1

Table showing availability of newspapers

38

4.2

Table showing 100% respondents are Deepika readers

39

4.3

Table showing factors attracting the customers of

40

4.4

Deepika
Table showing opinion about pricing

41

4.5

Table showing satisfaction in the distribution system

42

4.6

Table showing watching of Ad

43

4.7

Table showing medias used advertisement

44

4.8

Table showing satisfaction in the Ad

45

4.9

Table showing offers and discounts from Deepika

46

4.10

Table showing satisfaction in the offers of Deepika

47

4.11

Table showing credibility and availability of Deepika

48

4.12

Table showing rating of Deepika

49

4.13

Table showing attractiveness in reading

50

4.14

Table showing brand image of Deepika compared to its

51

4.15

competitors
Table showing usefulness of newspaper for budding

52

4.16

generation
Suggestions from respondents

53

LIST OF CHARTS
6

SI No.

Title

Page no.

4.1

Chart showing availability of newspapers

38

4.2

Chart showing 100% respondents are Deepika readers

39

4.3

Chart showing factors attracting the customers of

40

4.4

Deepika
Chart showing opinion about pricing

41

4.5

Chart showing satisfaction in the distribution system

42

4.6

Chart showing watching of Ad

43

4.7

Chart showing medias used advertisement

44

4.8

Chart showing satisfaction in the Ad

45

4.9

Chart showing offers and discounts from Deepika

46

4.10

Chart showing satisfaction in the offers of Deepika

47

4.11

Chart showing credibility and availability of Deepika

48

4.12

Chart showing rating of Deepika

49

4.13

Chart showing attractiveness in reading

50

4.14

Chart showing brand image of Deepika compared to its

51

4.15

competitors
Chart showing usefulness of newspaper for budding

52

4.16

generation
Suggestions from respondents

53

EXECUTIVE SUMMARY

This report is based on the market research conducted on the topic A study on the effectiveness
of marketing strategies related with subscription and attractive advertisers with special
reference to Rashtradeepika, Kottayam
The study attempts to analyze and determine A study on the effectiveness of marketing
strategies related with subscription and attractive advertisers with special reference to
Rashtradeepika, Kottayam and also find out the effectiveness of marketing strategies towards
the quality, service, and Price of the Rashtra Deepika Products. The research was purely based on
the survey conducted in Kottayam. The sampling technique used was simple random sampling of
customers. The data was collected through personal interview and structured questionnaire. The
research instrument used was a questionnaire which helped to know the effectiveness of
marketing strategies and attractive advertisers. So it is essential to know how to implement
marketing strategies effectiveness. So the study explore the needs and requirement of customers
so by the study that too by the survey one can get the clear picture about the marketing strategies
related with subscription and attractive advertisers with special reference to Rashtra Deepika and
one can know what are the additional things to be added so that customer will be delighted.

CHAPTER 1

1.1 INTRODUCTION
Marketing strategy as a process that can allow an organization to concentrate its
resources on the optional opportunities with the goals of increasing sales and achieving a
sustainable. Marketing strategies are dynamic and interactive. They are partly planned and
10

partly unplanned marketing strategy involves careful and precise scanning of internal and
external environments. Internal factors like marketing mix and modeling plans, performance
analysis and strategic external factors like customer analysis that is, competitor analysis,
target market analysis as well as evaluation of any elements of the technological, economic,
cultural, political and environmental key.
Rashtra Deepika ltd is an undertaking of government of Kerala apart from its activities
for

the development of human dignity. Also marketing products manufactured by

Deepika daily units in the state under our marketing scheme.

Marketing division of Rashtra Deepika ltd provides assistance to small scale units in
many places. It collects important news, photos, events and political news. It is very popular
and widespread. If some are interested in the news some others are more interested in
political news. There are lots and lots of students and scholars who find pleasure in spending
hours to read educational news and publications.
It has become a must in modern mans daily life. Rashtra Deepika ltd mainly focused on
direct marketing as a means of communication. It brings to us latest news with pictures of
actual incidents and persons. The main subscribers of Rashtra Deepika are the people.

1.2 OBJECTIVES OF THE STUDY

To study the marketing strategies adopted by Deepika.

To determine the satisfaction level of customers with offers, discounts, other promotion

techniques used by the Deepika.

To analyze pricing, promotion and distribution strategies in the light of marketing

strategies.
To analyze the effectiveness of advertising strategies and its effect on brand value.
11

To make suggestions for improving the effectiveness of marketing strategies.

SCOPE OF THE STUDY

This project helps the company to know more about marketing strategies and
also helps the company to study the scope of marketing strategies in organization. This will
helps to know how to make effective marketing strategies and also how to implement
marketing strategies effectiveness. The study also provides feedback from subscribers
towards Deepika. The questionnaire helps the company to study the feedback of subscribers
and can make necessary changes. The suggestions from subscribers help the company to
improve the product.

1.3 STATEMENT OF THE PROBLEM

Knowledge is power In todays world there is an increasing demand
of knowledge. Publications are one effective media which produces relevant information.
Publications now a day has become one of the most important sources of information for the
users to know things in depth.

Other media

vehicles live television, radio and

other sources provided information but they crack inner course of action.
The print media is becoming very competitive throughout the country. The need of the study
is to know the effectiveness of marketing strategies related with subscription and attractive
advertisers towards the products of Rashtra Deepika.

1.4 RESEARCH METHODOLOGY

MEANING OF RESEARCH
Research is an art of scientific investigation. According to Redmen and Mary
defines research as a "systematic effort to gain knowledge".
Research methodology is way to systematically solve the research problem. It is a plan of
action for a research project and explains in detail how data are collected and analyzed. This
research study is a descriptive research study.
12

RESEARCH METHODOLOGY
Research methodology is the sum total of the ways and means of planning, conducting
and reporting the outcomes of a research study. It starts with the approaches to identify a
research problem, define the same, plan and research design, execute the same and concludes
with the review of reported findings. According to Abraham Kaplan research methodology can
be defined as the description, explanation and justification of various methods of conducting
research. It includes the following:

1.4.1 RESEARCH DESIGN

A research design is a plant that specifies the objectives of the study, method to be
adopted in the data collection, tools in data analysis and hypothesis to be framed.
"A research design is an arrangement of condition for collection and analysis of data in a
manner that aims to combine relevance to research purpose with economy in procedure".

1.4.2 SAMPLING PLAN

1. UNIVERSE (OR POPULATION)
A universe is the aggregate of all the units under study in any field of enquiry. It
is a collection of individuals or of their values which can be numerically specified.
Here, the group of individuals or respondents of RASHTRA DEEPIKA LTD,
KOTTAYAM has been taken as the population.
2. SIZE OF THE SAMPLE

13

The number of sampling units selected from the universe to form a sample is
called Sample size. Here the sample size is 100 from the subscribers of RASHTRA
DEEPIKA LTD, KOTTAYAM.
1.4.3 SAMPLING PROCEDURE
The sampling technique or procedure used here for the selection of employees and
staff is Simple Random Sampling. A simple random sampling is a sample selected from a
population in such a way that every member of the population has an equal chance of being
selected of any individual does not influence the selection of any other. The selection purely
depends upon chance.

1.4.4 SOURCES OF DATA COLLECTION

Data collection is the most necessary part in research process. After establishing the
objectives, determining the research technique, the next step is that to collect appropriate data
through various sources. Data can be collected mainly through two ways:
(1) PRIMARY DATA
Primary data refers to the firsthand information that an investigator himself collects
from the respondents. It is direct and original in nature. It refers to the data collected
fresh for the first time.

(2) SECONDARY DATA

Secondary data is the information collected from those data which have already
been obtained by some other researcher/author. It is second hand information. The data
which are collected from magazines, books, internet, newspaper etc. are some of the
secondary data sources.

1.4.5 TOOLS USED FOR DATA COLLECTION

(1) QUESTIONNAIRE

14

The questionnaire is the medium for obtaining information by a list of

well framed questions expected to be answered by the respondents. Questionnaire is a set
of written or verbal questions for which the respondent provides answers. A well
designed questionnaire motivates the respondent to provide complete and accurate
information.

(2)RECORD RESEARCH
For performing complex tasks information from record research is used
and it is found to be an important source for collecting data. Decision maker shall be
supplied with relevant information to tackle the situations effectively. Record Research is
one of the suitable methods for collecting data because it provides sufficient daya for the
researcher.

1.4.6 STATISTICAL TOOLS USED IN DATA ANALYSIS AND INTERPRETATION

PERCENTAGE ANALYSIS
Percentage Analysis is used for the analysis of primary data
collected. Percentages are special kind of ratios that expresses the relationship of one
variable in comparison to another. Percentage Analysis [formula]:
Percentage = (number of respondents/total respondents) *100

1.4.7 PRESENTATION TOOLS USED FOR DATA PRESENTATION TABLES

TABLES
A table is a systematic and orderly arrangement of statistical data in rows
and columns. Rows are horizontal arrangement, whereas columns are the vertical
arrangements.
GRAPHS AND DIAGRAMS
One of the most convincing and applying way in which the data can be
presented is through charts. A chart can be in the shape of either diagram or a graph.
SOFTWARES USED FOR PROJECT PRESENTATION
15

The software tools that are used for the project are Microsoft Office Word
and Microsoft Office Excel.

1.5 LIMITATION OF THE STUDY

Most of the employees were busy with their job so much interaction was not possible.
The time constraint is also a limitation of this study.
Collection of primary data was time consuming.

1.6 REVIEW OF LITERATURE

According to David Aasker Marketing Strategy is a written plan that includes
marketing topics like product development, promotion, distribution and pricing approach
identifies companies marketing goals and explain how will achieve those goals.
According to David Aasker Marketing Strategy is as a process that can allow an
organization to counter ate its resources on the optional opportunities with the goal of
increasing.
According to Hausman and Association Marketing Strategy is a intimately tied
with strategic planning the process of creating a firms strategy. Marketing strategy should be
linked with the firms mission and values.
According to Hausman and Association Marketing strategy is a long term
course of action designed to optimize allocation of the scare resources at the disposal of a

16

firm in delivering superior customer experiences and promote the interests of the other
stakeholders.
According to American Marketing Association Marketing strategy is the
activity, set of institutions, and process for creating, communicating, delivering, and
exchanging offerings that have value for customers, client, partners and society at large.
According to American Marketing Association Marketing strategy is the
process by which a firm profitable translates customer needs into revenue.
According to David Aasker Marketing Strategy is making connections
between customers with your products, brands, and business such that they are likely to buy
from you.

According to Drucker Strategic marketing as seen as a process consisting of

analyzing environmental, market competitive and business factors affecting the corporation
and its business units, identifying market opportunities and threats and forecasting future
trends in business areas of interest for the enterprise, and participating in setting objectives
and formulating corporate and business unit strategies. Selecting market strategies for the
product-markets in each business unit, establishing marketing objectives as well as
developing, implementing and managing the marketing program positioning strategies in
order to meet market target needs.
According to Hart & Stapleton a statement in very general terms of how
the marketing objective is to be achieved, e.g. acquiring a competitive company, by price
reductions, by product improvement, or by intensive advertising. The strategy becomes the
basis of the marketing plan.
According to Lambin the role of strategic marketing is to lead the firm
towards attractive economic opportunities that are adapted to its resources and know-how
and offer a potential for growth and profitability.

17

According to Baker the establishment of the goal or purpose of a

strategic business unit and the means by which it is to be achieved through management of
the marketing function.
According to Cravens understanding the strategic situation confronting
an organization is an essential starting point in developing a marketing strategy.
According to Hamper & Baugh although definitions for the term vary, we
define marketing strategy as a consistent, appropriate and feasible set of principles through
which a particular company hopes to achieve its long-run customer and profit objectives in a
particular competitive environment.
According to Jain marketing strategy is mainly indicated by the marketing
objectives, customer and competitive perspectives and product/market momentum, form the
basis of marketing strategy. Marketing strategy is developed at the business unit level.
Within a given environment, marketing strategy deals with the interplay of three forces
known as the strategic 3 Cs: the customer, the competition and the corporation. A good
marketing strategy should be characterized by a) clear market definition, b) a good match
between corporate strengths and the needs of the market and c) superior performance,
relative to the competition, in the key success factors of the business. Marketing strategy, in
terms of these key constituents, must be defined as an endeavour by a corporate strength to
better satisfy customer needs in a given environmental setting.

18

1.7 CHAPTERISATION
Chapter 1: Introduction
This chapter includes the importance, objectives, scope, limitation, methodology
of the study, statement of the problem and review of literature.
Chapter 2: Industry Profile
This chapter includes Industry history, present structure of the industry and
includes Indian scenario and global scenario.
Chapter 3: Company Profile
This chapter includes management, history of the company, nature of the
business, vision and mission, various products of the company and board of directors.
Chapter 4: Data Analysis, results and interpretation.
This chapter includes the statistical tables obtained based on data processing and
used for analysis.
Chapter 5: Findings, Suggestions and conclusion
This chapter includes all the findings made during the study, the suggestions to
correct the findings, conclusion about the study.

19

CHAPTER 2

INDUSTRY PROFILE
Mans urge to communicate with ones neighbors led to the development of languages
as well as newspapers. In the past new stories were revealed by word of mouth than through the
written materials.
An American Dramatist Arthur Miller says, "A good newspaper is a nation talking to itself.
20

Newspaper and newspaper advertising have been the most important tools in shaping
growth and development of the modern society. More than anything, they have been very
instrumental in bridging communication gap between people and contribute to the air of
awareness in a society. One of the most crucial tasks of the newspaper industry is to contribute
towards the economic and industrial development of a country through the assimilation of
peoples thoughts and opinion.
NEWSPAPER INDUSTRY IN INDIA
The newspaper revolution in India started in the late 18 th century, the first major
newspaper in India- the Bengal Gazette-was started in 1780. Other newspapers such as The India
Gazette, The Calcutta Gazette, The Madras Courier (1785), The Bombay Herald (1789) etc. soon
followed. These newspapers carried news of the areas under the British rule. The Times of India
was founded in 1838 as The Bombay Times and Journal of Commerce by Bennett Coleman and
Company, a colonial enterprise now owned by an Indian conglomerate. India, consuming over
100 million newspaper copies in 2008 is the second largest market in the world for newspaper,
after China.
LEADING NEWSPAPERS OF INDIA AND KERALA
The main national newspapers of India include the Times of India, The Indian
Express, The Hindu, The Hindustan Times, and The Ananda Bazaar Patrika etc. In Kerala,
Deepika was started as the first Malayalam Daily in 1887 followed by the Malayala Manorama
in 1888. Other prominent Malayalam newspapers include Mathrubhumi, Kerala Kaumudi,
Deshabhimani and Mangalam.

2.1 WORLD SCENERIO

The first newspaper in the world of which there is a record was 'Pecking
Gazette' published between AD 600's and 900's China. It was printed by wood block, the kind of
printing invented by the Chinese in the year 594. Less than*
100 years after Johannes Guttenberg developed printing press in year in 1447, there
appeared pamphlets and single sheet notices announcing particular events.
21

The first English newspaper was 'Oxford Gazette' brought out in 1665 in England. That
publication gave rise to the word NEWSPAPER in 1670.

2.2 INDIAN SCENERIO

The colonial power of British introduced newspaper in India. The first
newspaper in India was 'Bengal Gazette' published in English by an English man J.A Hickey in
1780. In 1819, Gangadharan Bhattacharya and Harichandra Roy launched a paper in Calcutta by
name 'Bengal Gazette' in Bengali. It was the first newspaper launched in an Indian language.
The Indian Newspaper industry has passed through various stages of evolution to reach
the stage that it enjoys today that of a leading press arena in the world. There are hundreds of
newspapers that reach out to the people of this vast country in enormous numbers every morning.
A typical Indian daily newspaper is almost like a staple diet, which brings to him news from
around the globe.
Indian newspapers have played a very significant role in shaping the country's
economical development. In fact, the newspaper industry of any country for that matter spreads
the knowledge and awareness amongst the people by propagating itself as a medium for a wide
area of topics such as politics, sports, social issues, medicine, entertainment, advertising,
marketing and so on. The popularity of newspaper has lived through ages.

We know that newspaper and newspaper advertising have been very instrumental in
branding the communication gap between people that contributes to the air of awareness in the
society. Newspaper is an important media for spreading both national and international news. It
plays a crucial role in the society.
In recent years, India's steamroller economy has diversified well beyond tech and
outsourcing, including a big boom in the news media. Circulation has been steadily growing at
Indian newspapers, and new dailies and magazines are popping up on a monthly basis. India is a
22

fascinating country where history is being made in many respects so it is a great place for good
journalism.

23

CHAPTER 3

3.1 COMPANY PROFILE

As we all know the newspaper revolution in India was started in the late 18 th
century. In Kerala, Deepika was started was started as the first Malayalam Daily in 1887 under
the leadership of Fr. Emmanuel Nidhiry, a major milestone in the evolution and advancement of
literacy in Kerala. This newspaper was initially named as Nazrani Deepika and later changed its
name to Deepika to give a secular outlook. Until Deepika was converted into a Limited
Company with public participation name Rashtra Deepika Ltd in 1989, it was ran and managed
by Carmelites of Mary Immaculate (CMI) congregation. On January 3, 1927 Deepika was
converted into a daily. While doing so the founders had certain goals in their minds, they are;

24

To represent the needs of the common man to the rulers.

To protect and safeguard the inalienable rights of the people.

To

fight

for

Truth,

Justice

and

Freedom

and

to

unite

the

separated

brethren of Kerala.
Deepika Daily bringing out editions from Kottayam, Kochi, Thrissur, Kannur and Trivandrum
units. Kottayam unit covers Kottayam, Idukki, Alappuzha and Pathanamthitta districts.
Trivandrum unit covers Trivandrum and Kollam units. Thrissur unit covers Thrissur and
Palakkad. Kozhikode unit covers Kozhikode, Malappuram and Wayanad. Kannur unit covers
Kannur, Kasargode, Bangalore and Mangalore.

PRINTING UNITS
RDL are having its own presses at Kottayam, Thrissur and Kannur. Printing works of other
editions are outsourced. Similarly RDL also do printing job works to other newspaper
establishments like Indian Express, Chandrika, Suprabhatham etc. at different printing units of
the company.

BOARD OF DIRECTORS
The Board of Directors of Deepika comprises of persons with high quality and
knowledge which enable Deepika to cop up with emerging challenges Msgr. Mathew M Chalil
(Chairman and MD) of the company, Rev.Fr. Cherian Thazhamon(Director and CEO), other
board of directors includes,
Rev. Dr. James Aerthayil CMI, Msgr. Joseph Kuzhinjalil, Rev. Fr. Alexander Paikada CMI,
Mr. C P Paul Chungath, Mr. George Jacob Mannamplackal, Mr.Devis Edakulathur, Dr. Francis

25

Cleetus, Mr. P P Sunny, Mr. Jacob Joseph Kunju, Mr. V C Sebastian, Msgr. Joseph Mundakathil,
Msgr. George Oliapuram.

Deepika s Vision,Mission and Future Plans

DEEPIKAS VISION
The newspapers founding fathers envisaged the evolution and advancement of
literacy in Kerala through the rich and educative columns of the newspaper. The management,
122 years later, today remains committed to the noble goals had put forward at the inception of
the newspaper, namely:

To represent the needs of the common man to the rulers.

To protect and safeguard the inalienable rights of the people.

To

fight

for

Truth,

Justice

and

Freedom

and

to

unite

the

separated

brethren of Kerala.
Deepika also pledges to remain standing out as a voice of the voiceless; perpetuating truth,
justice, freedom and equality. It always aims at being a credible, authentic, secular and dignified
newspaper, committed to genuine social, cultural and ethical values. It further serves as a
mouthpiece of the oppressed, a source of inspiration for many and has carved out a distinctive
personality for itself in the world of newspapers; leading by example from the front.

DEEPIKAS MISSION

Our reader comes first. We commit ourselves to their service and will ensure their
satisfaction in every service we offer.

26

We will stand by the people for social justice and security by providing accurate and
objective information on time. We will also strive to influence public opinion for positive
social change.

Our reader comes first. We commit ourselves to their service and will ensure their
satisfaction in every service we offer.

We will stand by the people for social justice and security by providing accurate and
objective information on time. We will also strive to influence public opinion for positive
social change.

Our employees are our assets. We will ensure transparent and professional work
environment and constantly assist our people to grow along with the Company.

We cherish the contribution of our business associates in the value addition of our
products and services. We will treat them as partners in our continuous effort for quality
improvement.

We recognize the plurality of our society and our role in it. We will promote and
undertake social and cultural activities that will educate, enrich, and synergize the society
we leave in and bring people closer.

We appreciate the confidence our shareholders have in us. We commit ourselves to

protect their interests in the Company and will strive to increase shareholder value in both
monetary and prestige terms.

We will ensure, as a team, quality and consistency in every task we undertake. Also we
will always conduct ourselves in a manner that befits the dignity and image of our
organization.

DEEPIKA MOTTO

Excellence in performance.
27

Best Service to all our readers and customers.

Respect

for

ourselves,

our

colleagues,

our

company,

our

products

and

our customers.

3.2 HISTORY OF THE FIRM

Deepika is the oldest malayalam language newspaper in circulation and is also
counted amongst the most popular Newspapers in Malayalam. The word "Deepika" in
Malayalam mean 'lamp' and the Newspaper was first published on 15th April, 1887. The
principal objective of Deepika during its inception was to represent the needs of the common
people to the rulers and to protect and safeguard the prime rights of the people.
Deepika was first published by a Syrian Christian Priest, Nidhirikkal Manikkathanar,
under the main head "Nazarani Deepika". As its first name denotes, Deepika began as a paper
of Syro Malabar Nasranis or Catholics of Kerala's Syrian tradition. For many years it was run by
Carmelites of Mary Immaculate (CMI), a religious order of the Roman Catholic Church. In 1989
it was transferred to a Public Limited Company, "Rashtra Deepika".
Deepika has a long tradition of going for bold innovations. It introduced many changes in
Malayalam journalism. The following is but a sample of its impressive achievements:

First newspaper in Malayalam to be published on a daily basis.

First among Malayalam newspaper to go online. It is still the largest Indian vernacular

online newspaper.
First Malayalam newspaper to devote a full page for sports and agriculture news.
Rashtra Deepika, its sister evenginger, is the largest circulated of its kind in India
Online edition deepika.com, deepika global, deepika global radio is also popular among
malayalees the world over.

3.3 PRODUCT PROFILE

PUBLICATIONS OF DEEPIKA
The affluent strata, middle and higher-educated class of the Kerala society form the bulk
of the Deepika readership. Many of its readers have distinguished and established themselves at
28

the summit of virtually all fields of economic, social and political activities. Top educationalists,
bankers, jewelers and global merchants, planters, share brokers, industrialists, etc. of the state are
its regular readers.
3.3.1 DEEPIKA-Daily
This is the companys flagship publication and has been a trendsetter among newspapers
of the state, pioneering innovation and new technology. It has ever stood out for equality, truth,
justice and human rights in society as well as persistently fought for obtaining fair prices for
agricultural commodities- the backbone of our economy as well as encouraged the use of highyielding crop varieties and scientific fertilizers.
Deepika has always supported the poor, the downtrodden and the oppressed, both through
its columns and in diverse other ways. The establishment of Deepika Educational and Charitable
Trust and the helping the helpless scheme are examples of recent projects in this regard, which
has enabled countless readers to reach out and directly or indirectly support thousands of
deserving people through the newspaper.
Pope John Paul II inaugurated Deepikas year-long centenary celebrations in 1986 during
his maiden visit to India. In 1987, late Indian Prime Minister, Rajiv Gandhi was the chief guest at
the centenary concluding ceremony.
Deepika, now into its 127 th year of publication, persistently strives to achieve its primary
noble goals, overcoming hurdles in a fast- moving and challenging world. Its talented editors
continue to win laurels and awards, both National and International, outstanding features
published, year after year. Perhaps no other newspaper in India has won so many awards for
creative writing and other related subjects over the years, in recent times.

RASHTRA DEEPIKA- Eveninger

Rashtra Deepika Eveninger was launched in April 1992 as Keralas first organized and
professionally edited Eveninger in the state and that too, coming from an established and reputed

29

daily newspaper group. It is todays largest selling newspaper of its king in Southern India with 9
editions and a readership of over a million, every afternoon.
It provides the latest and the best of news in an attractive and handy format.
Businessmen, traders and travelling public alike, throughout the state, eagerly read and
appreciate its variety contents. On exclusive occasions, when circumstances call for, additional
editions are printed to keep the public informed of the most up-to-date information on
exceptional issues. More editions are offing in the days ahead.
RD eveninger is printed from Kottayam, Kochi, Thrissur, Palakkad, Mallapuram,
Kozhikode, Kannur, Kollam and Trivandrum.

BUSINESS DEEPIKA- Economic and Financial Fortnightly

Business Deepika is a prominent economic, financial and commercial Malayalam
magazine, published since November 1992 and launched by Indias then President, Dr. Shankar
Dayal Sharma. Now converted into a fortnightly, it provides informative and qualitative news of
corporate Kerala and India, covering a wide range of related issues.
Bankers, financial experts, stock brokers, investors, traders, businessmen, management
experts and students; all form part of the newspapers readership group.

KARSHAKAN- Agricultural Monthly

Karshakan, the popular agricultural monthly was launched in March 1993. Catering to
the needs of agricultural Kerala, it appeals effectively to agriculturists, both big and small, from
30

big time plantation owners to the down-to-earth farmer. The magazine provides informative
guidelines on choices of crops, farming methods, fertilizer application, pesticides, etc
It is in many ways a seasonal handbook for farmers, enabling them to apply correct
farming methods and reap higher yields. It also proves to be an ideal magazine for strategists
who wish to reach out effectively to the environs of both rural and urban Kerala, where farming
is a way of life.

STHREE DHANAM- Womens Monthly

Sthree Dhanam was launched in July 1994 as womens and family magazine. Over the
years, it has evolved into a periodical of stature and popularity in Kerala. Its myriad contents are
widely appreciated and alluring to readers, particularly women, young and old, traditional and
modern.
The magazine encompasses their tastes, fancies and preferences in an elegant and
appealing manner.

RASHTRA DEEPIKA CINEMA- film magazine

Rashtra Deepika Cinema, launched in September 1995, has been a success from day
one. Attractive, appealing and aesthetically designed, it is an appealing and popular film
fortnightly. It provides the latest and the best of the glitter and glamour of Keralas cinema world
as well as gives due importance to Bollywood and Hollywood.
Avoiding cheap gossip, its articles are appreciated for their authenticity by even the
bigwigs of the industry and its opinions have been known to influence the success of many films.

KUTTIKALUDE DEEPIKA- childrens fortnightly

Kuttikalude Deepika was launched as the first Malayalam monthly for children in
1952 with a view to publishing a worthy magazine for the new generation. It is now a popular
31

fortnightly. Children all over eagerly read it and enjoy its assorted contents, which include
stories, puzzles and features of all kinds.

CHILDRENS DIGEST- Childrens English Monthly

Childrens Digest, English monthly for the young and the young at heart, was
launched in January 1997. It has been a winner from its very first issue and its todays second to
none in quality and content.
Highly popular and cherished all over India and Abroad, the digest has an array of
interesting, amusing, educative and mind-testing features that make it the largest selling
magazine in its class.
Youngsters and elders alike enjoy the magazine and enthusiastically look forward to
reading it, month after month.

DEEPIKA.COM- Online
www.deepika.com made history in October 1997 by becoming the first Malayalam
daily on the World Wide Web. Receiving over three million hits per day and combined with its
unique features including easy accessibility, personalized websites. Our internet edition is today
the largest read online Malayalam daily reaching 125 countries.
www.deepikaglobal.com , the English edition is one of the premier internet English
editions in South India. Helping the Helpless the online charity fund promoted by
Deepika.com, continues to receive tremendous response and to-date, under its auspices, over five
million rupees has been given to the needy and deserving in society, on behalf of well-wishers
and philanthropists from all over the world.

Special Publications
The company has in recent years brought out several special publications in the
better interest of readers including Business Directories, Health Directories, and Annual
32

Agricultural Directories, the Indian Christian Directory 2000 & 2006 editions, Jeevitha
Vijayam, a book on inspirational thoughts for better living, and more recently- Kerala Vignjana
Deepika a compendium on Kerala on the 50 th anniversary of its formation, Exotic Eastern
Paradise- a book on tourism in Kerala, Bon Voyage- a handbook for overseas employment
seekers and several other value added publications.
The special volume on St. Alphonsa brought out in 2008 in connection with her
canonization, is a marvelous contribution from the Deepika group. All these have all been well
received in the market.

Deepika Childrens League

The Deepika Childrens League was set up in 1952 as an extension of Deepikas
Commitment to society. The aim has been primarily to train school children, irrespective of caste
or creed and imbibe in them noble virtues and principles to enable them to become responsible
citizens and confidentially face the emerging challenges of the developing world.
DCL has since its inception enrolled and trained over 6 lakhs youth, of whom
many are today successfully placed in various walks of life. DCL organizes diverse, training and
leadership camps, competitions and workshops, wherein children are provided opportunities
designed to help them to achieve a positive sense of self, sense of community, and stronger
success skills. It also publishes better living books and conducts scholarship examination.

Printing Units
Deepika Daily is printed from our Kottayam, Kochi, Thrissur, Kozhikode, Kannur
and Trivandrum units. We have our own presses and premises at Kottayam, Thrissur and Kannur
33

whereas we use rented presses for printing at other units. Kottayam unit covers Kottayam,
Idukki, Alappuzha and Pathanamthitta districts. Trivandrum unit covers Trivandrum and Kollam
units. Thrissur unit covers Thrissur and Palakkad. Kozhikode unit covers Kozhikode,
Malappuram and Wayanad. Kannur unit covers Kannur, Kasargode, Bangalore and Mangalore.

3.4 ORGANISATIONAL STRUCTURE

34

35

CHAPTER 4

4. DATA ANALYSIS AND INTERPRETATION

36

The data, after collection has to be processed and analyzed in accordance

with the outline laid down for the purpose at the time of developing the research plan. This is
essential for a scientific study and for ensuring that we have all relevant data for making
contemplated comparisons and analysis. Technically speaking, processing and analysis implies
editing, coding, classification and tabulation of collected data so that they are amenable to
analysis. The term analysis refers to the computation of certain measures along with searching
for patterns of relationship that exit among data groups. Thus, in the process of analysis,
relationship or differences supporting or conflicting with originals or new hypothesis should be
subjected to statistical tests of significance to determine with what validity data can be used to
indicate any conclusions.

PERCENTAGE ANALYSIS METHOD

In percentage analysis method, classification and tabulation of the
result from the questionnaire is done first. Then the percentage of respondents responds for each
question in the questionnaire is found. Then these results are shown by the use of diagram. The
diagrams mainly include pie charts. After the analysis the results are interpreted.

Simple percentage method= No. of Respondents/ Sample Size * 100

4.1 Availability of the newspaper

Newspaper
Malayala Manorama
Mathrubhumi
Deepika

No. of respondents
100
86
100
37

%
100
86
100

Deshabhimani
Mangalam

80
86
Table no: 4.1

86

80
86

100

80
86

Malayala Manorama
Mathrubhumi
Deepika
Deshabhimani
Mangalam

100

Chart no: 4.1

Interpretation
From the above table and chart we can infer that regarding the availability of
newspapers malayala manorama and Deepika is in the 1st position. Mangalam and
mathrubhumi in the second position and dheshabhimani is in the last position.

4.2 100% respondents are Deepika readers

Opinion
Deepika
Others
Total

No. of respondents
100
0
100

Table no: 4.2

38

%
100
0
100

deepika
others

100

Chart no: 4.2

Interpretation
From the above table and chart we can infer that all the respondents are the
subscribers of Deepika newspaper.

4.3 Factors attracting the customers of Deepika

Opinion
Price
Advertisement
Credibility
Quality of the paper
Total

No. of respondents
15
10
40
35
100

Table no: 4.3

39

%
15
10
40
35
100

15
35

10

Price
Advertisement
Credibility
Quality of the paper

40

Chart no: 4.3

Interpretation
From the above table and chart it is clear that 40% of respondents are attracted
by the credibility of the newspaper and 35% of the respondents are attracted by the quality.

4.4 Opinion about pricing

Opinion
Very high
High
Moderate
Low
Very low
Total

No. of respondents
10
25
60
5
0
100

Table no: 4.4

40

%
10
25
60
5
0
100

10

25

60

Very high
High
Moderate
Low

Chart no: 4.4

Interpretation
From the above chart it is clear that 60% of the respondents have the opinion
that the price of the newspaper is moderate. 25% of the respondents have the opinion that the
price of newspaper is high and 10% of the respondents have the respondents have the
opinion that the price of the newspaper is very high.

4.5 Satisfaction in the distribution system

Opinion
Yes
No
Total

No. of respondents
85
15
100

Table no: 4.5

41

%
85
15
100

15

Yes

No

85

Chart no: 4.5

Interpretation
In the inferred that 85% of the respondents are satisfied with distribution
system of Deepika but 15% of the respondents are not satisfied with the distribution system.

4.6 Watching of Ad

Opinion
Yes
No
Total

No. of respondents
90
10
100

Table no: 4.6

42

%
90
10
100

10

Yes
No

90

Chart no: 4.6

Interpretation
90% of the respondents are watching the advertisements of Deepika. 10% of
the respondents are not watching the advertisements.

4.7 Medias used advertisement

Opinion
Newspaper
Magazines
Others
Total

No. of respondents
47
38
15
100

Table no: 4.7

43

%
47
38
15
100

15

47

Newspaper
Magazines
Others

38

Chart no: 4.7

Interpretation
47% of the respondents are watching the advertisements of Deepika through
newspaper. 38% of the respondents are watching the advertisements through the way of
magazines and 15% of the respondents are watching the advertisements through other
Medias.

4.8 Satisfaction in the Ads

Opinion
Highly satisfied
Satisfied
Not satisfied
Total

No. of respondents
42
58
0
100

Table no: 4.8

44

%
42
58
0
100

42
58

Highly satisfied
Satisfied
Not satisfied

Chart no: 4.8

Interpretation
From the above chart and table it is clear that 42% of the respondents are
highly satisfied with the advertisements of Deepika and 58% respondents are satisfied.

4.9 Offers and Discounts from Deepika

Opinion
Yes
No
Total

No. of respondents
96
4
100

Table no: 4.9

45

%
96
4
100

Yes
No

96

Chart no: 4.9

Interpretation
From the above chart out of 100, 96% of the respondents agree that Deepika
provides offers and discounts to the subscribers.

4.10 Satisfaction in offers of Deepika

Opinion
Yes
No
Total

No. of respondents
98
2
100

Table no: 4.10

46

%
98
2
100

Yes
No

98

Chart no: 4.10

Interpretation
From the above table and chart 98% of respondents are satisfied in offers
provided by Deepika. But 2% are not satisfied.

4.11 Credibility and Availability of Deepika

Opinion

Credibility
No. of

Very good
Good
Average
Bad
Total

respondents
4
83
12
1
100

Availability
%

No. of

4
83
12
1
100

respondents
37
52
11
0
100

37
52
11
0
100

Table no: 4.11

47

90

83

80
70
60

52

50

Credibility
Availability

37

40
30
20
10

12 11

0
Very good

Good

Average

Bad0

Chart no: 4.11

Interpretation
From the above table and graph we can infer that 4% of the respondents have
the opinion that credibility of Deepika is very good and 83% said that credibility is good.
12% said that credibility is average. While, 37% of respondents said that availability of
Deepika is very good and 52% commented that availability of Deepika is good. 11%
commented that it is average.

4.12 Rating of Deepika

Opinion
Very good
Good
Average
Bad
Total

No. of respondents
30
60
10
0
100

Table no: 4.12

48

%
30
60
10
0
100

10
30

Very good
Good
Average
Bad

60

Chart no: 4.12

Interpretation
From the above table and graph it is clear that 30% of the respondents rates
the Deepika are very good. Compared to competitors, 60% rates it is good and 10% are
average.

4.13 Attractiveness in reading

Opinion
Yes
No
Total

No. of respondents
76
24
100

Table no: 4.13

49

%
76
24
100

24
Yes
No
76

Chart no: 4.13

Interpretation
76% of the respondents have the opinion that Deepika is attractive to read.

4.14 Brand image of Deepika compared to its competitors

Opinion
Excellent
Good
Average
Bad
Total

No. of respondents
10
70
20
0
100

Table no: 4.14

50

%
10
70
20
0
100

20

10
Excellent
Good
Average
Bad
70

Chart no: 4.14

Interpretation
From the above table and chart 10% of the respondents are commented brand
image of Deepika is excellent in compared to its competitors and 70% of the respondents are
commented it is good.

4.15 Usefulness of newspaper for the budding generation

Opinion
Very useful
Useful
Neutral
Total

No. of respondents
14
68
18
100

Table no: 4.15

51

%
14
68
18
100

14

18

Very useful
Useful
Neutral

68

Chart no: 4.15

Interpretation
14% of respondents have agreed that Deepika newspaper is very useful to our
budding generation and 68% of respondents have agreed Deepika newspaper is useful and
18% have commented it is neutral.

4.16 Suggestion for improvement

52

II mn c p lr
ure o ad v s e e
mqe u o a r l
ein t uy
nom fa b t i
teo h rn e a
pol fa p
epn rae gw
se s

I n I c n r I c e m l a u p s d r e e o v n m e u o m q r u e b a e n l r i a t o y t i f o o p n f a a t g lh e n e s e p w a s p e r

53

CHAPTER 5

5.1 FINDINGS
The main findings of the study obtained from the respondents with the help of interview, analysis
and researches observation are as follows:

From the study, it is clear that Deepika newspaper has 100% availability when compared

to other newspapers.
From the study, it is clear that most of the customers are mainly reading Deepika
newspaper because of the credibility. 40% of the total sample agreed that the credibility
of newspaper is good. 35% opinioned that the paper quality is good.

54

The price fixed for Deepika newspaper is Ok. 60% opinioned that the price of the

newspaper is satisfactory.
From the study, it is clear that the distribution system is very satisfactory. 85% of the
customers agreed that the distribution system is good. While 15% opinioned that the

distribution system is bad.

The study revealed that the media used for advertising is mainly through newspaper. 45%
customers are watching advertisements through newspaper while 35% watch ads through

different magazines and 15% uses other Medias.

The study revealed that most number of customers are satisfied with the advertisement

provided by the company.

96% of customers opinioned that they are satisfied with the discounts and offers from

Deepika while 4% are not satisfied with the offers and discounts.
60% of the total sample rated Deepika as good while 30% rated as very good and only

10% rated Deepika is average.

76% opinioned that reading of Deepika is more attractive.
From the study, it is clear that Deepika is good newspaper when it is compared to other

newspaper companies. 70% commented that Deepika is comparatively good.

From the collected data, it is clear that Deepika is a very good newspaper for budding
generation.

5.2 SUGGESTIONS

The advertising media used for promotion of Deepika should be improved.

More national and international news should be added instead of local news.
Improve the distribution system.
Give more discounts and offers to subscribers.
Make the newspaper more available to customers.

55

5.3 CONCLUSION
Data collection was done using questionnaires which were distributed to about
100 subscribers in Deepika office. Percentage analysis was done for interpreting results.
Interpretations indicate that the marketing strategy in Rashtra Deepika ltd is effective as it is
having any influence among the subscribers. Marketing strategy is not only advertised in TVs
and most of the advertising is also done through peoples. Moreover, the companys only way of
marketing is direct marketing.
Even though majority of the customers have the opinion that the marketing
strategy in Rashtra Deepika ltd are influential and so it can be concluded from these results. That
the companys marketing strategy is effective.

56

Marketing strategies serve as the fundamental underpinning of marketing plans

designed to fill market needs and reach marketing objectives. Plans and objectives are generally
tested for measurable results. Commonly, marketing strategies are developed as multi-year plans,
with a tactical plan detailing specific actions to be accomplished in the current year. Time
horizons covered by the marketing plans vary by company, by industry, by a nation. However,
time horizons are becoming shorter as the speed of changing environment increases. Marketing
strategies are dynamic and interactive. They are partially planed and partially unplanned.
Marketing strategy needs to take a long term view, and tools such as subscriber life time value
models can be very powerful in helping to stimulate the effects of strategy on acquisition,
revenue per subscriber.

QUESTIONNAIRE
PERSONAL DETAILS

NAME:
OCCUPATION:
AGE: 20-30

31-40

41-50

Above 51

57

GENDER: Female

Male

EDUCATIONAL QUALIFICATION:

Plus two

Degree

PG

Others

1. Which are main newspapers available in your locality?

Malayala Manorama
Mathrubhumi
Deepika
Deshabhimani
Mangalam
2. Which newspaper you used to read?
________________________________________________________
3. What are the factors that attract you to read Deepika?
Price
Advertisements
Credibility
Quality of the paper
4. What is your opinion about its pricing?
Very high
High
Moderate
Low
Very low
5. Are you satisfied with the distribution system of Deepika?
Yes
No
6. Did you watch any advertisements related to Deepika? If Yes through which media
Yes
No
Newspaper
Magazines
Other
7. Are you satisfied with the advertisements?
Highly satisfied
Satisfied
Not satisfied
8. Whether Deepika provides offers and discounts for customers?
Yes
No
9. Are you satisfied with these offers?
Yes
No
10. What you think about the credibility, availability of Deepika?
Very good

Good

Average

Bad

Credibility
Availability
11. How do you rate Deepika?
Very good
Good
Average
Bad
12. Is it attractive to read?
Yes
No
13. How will you rate its brand image with respect of their competitors?
Excellent
Good
Average
Bad
14. Do you think the newspaper is useful for our budding generation?
Very useful
Useful
Neutral
15. Give your suggestions for the improvements of Deepika?
______________________________________________________________________
______________________________________________________________________
58

______________________________________________________________________
______________________________________________________________________

BIBLIOGRAPHY

C.N SONTAKKI, MARKETING MANAGEMENT, KALYANI PUBLICATIONS

www.deepika.com
www.deepikaonline.com

59