Research Project Report

On

“A comparative study of marketing strategies & customer perception with reference to Dainik
Jagran ”

Submitted in Partial Fulfillment of

Master of Business Administration [MBA]
Programme: 2017 -19

Of
Aligarh Muslim University, Aligarh

Submitted By
Shubham Pathak
Roll No: 17MBA-B/48

1|Page
 Preface

The main purpose of the study is to know the over all marketing strategies of Dainik Jagran to

find best strategy. Study also includes customers perception towards Dainik Jagran. The

economic condition and technologies keep on changing from time to time, it is very difficult for

an organization to survive in the long run. The report will help to suggest sales techniques,

promotional techniques, opportunities and marketing strategies that will improve desired market

growth. This project report will help in knowing customer’s perception about content in

newspaper. This report will give information about customer’s attitude and their preference in

buying their newspaper. This report will help in development and improvement of marketing

strategies for both newspapers.

This report will be beneficial for ‘Dainik Jagran’ to know about their problems faced by them in

marketing of their newspaper. It will provide some solution for problems related to customer’s

perception. This report will give a light on various duties & responsibilities of the company

towards consumer. It will provide some specific information about competitors’ and consumer

preferences about newspaper.

2|Page
 Contents

Topic Page No.

Chapter-1: Introduction of the topic…………………………………………………...1

1.1. Introduction of the newspaper…………………………………………………...1

1.2. Introduction of Marketing Strategy………………………………………………09
1.3. Research objective & scope………………………………………………………15

Chapter-2: Company profile…………………………………………………………18

2.1. Dainik Jagran……………………………………………………………………..18

Chapter-3: Research Design…………………………………………………………...20

3.1. Research Design type……………………………………………………………….20

3.2. Type of data & sampling technique………………………………………………...21

Chapter-4: Data Analysis & Interpretation………………………………………….22

4.1. Data Analysis……………………………………………………………………….22

4.2. Findings……………………………………………………………………………..40

4.3. Conclusion…………………………………………………………………………..43

4.4. Recommendations…………………………………………………………………..45

4.5. Limitation……………………………………………………………………….…..46

4.6. Bibliography………………………………………………………………………...47

Chapter-5: Annexure…………………………………………………………………..48

5.1. Questionnaire……………………………………………………………………….48

3|Page
List of Tables

Table.1-Customer’s preference for newspaper………………………………………...30

Table.2- Factors influencing to buy Dainik Jagran newspaper………………………...34

Table.3- Perception about i-next………………………………………………………..35

Table.4- Perception about ad and news content in Dainik jagran……………………....40

Table.5- Perception about availability of newspaper…………………………………...42

List of Figures

Figure.1-Customer’s preference for newspaper…………………………………………31

Figure.2- Factors influencing to buy Dainik jagran newspaper…………………………34

Figure.3- Perception about i-next………………………………………………………..36

Figure.4- Perception about ad and news content in Dainik jagran………………………41

Figure.5- Perception about availability of newspaper…………………………………...43

4|Page
 Chapter-1
1.1: Introduction

Newspaper

A newspaper is a regularly scheduled publication containing news of current events, informative

articles, diverse features and advertising. It usually is printed on relatively inexpensive, low-

grade paper such as newsprint. There were 6580 daily newspapers in the world selling 395

million copies a day. The worldwide recession of 2008, combined with the rapid growth of web-

based alternatives, caused a serious decline in advertising and circulation, as many papers closed

or sharply retrenched operations.

General-interest newspapers typically publish stories on local and national political events and

personalities, crime, business, entertainment, society and sports. Most traditional papers also

feature an editorial page containing editorials written by an editor and columns that express the

personal opinions of writers. The newspaper is typically funded by paid subscriptions and

advertising.

A wide variety of material has been published in newspapers, including editorial opinions,

criticism, persuasion and obituaries; entertainment features such as crosswords, sudoku and

horoscopes; weather news and forecasts; advice, food and other columns; reviews of movies,

plays and restaurants; classified ads; display ads, television listings, inserts from local merchants,

editorial cartoons and comic strips.

Types of news paper

1|Page
While most newspapers are aimed at a broad spectrum of readers, usually geographically

defined, some focus on groups of readers defined more by their interests than their location: for

example, there are daily and weekly business newspapers and sports newspapers. More specialist

still are some weekly newspapers, usually free and distributed within limited areas; these may

serve communities as specific as certain immigrant populations, or the local gay community.

Daily

A daily newspaper is issued every day, sometimes with the exception of Sundays and some

national holidays. Saturday and, where they exist, Sunday editions of daily newspapers tend to

be larger, include more specialized sections and advertising inserts, and cost more. Typically, the

majority of these newspapers’ staff work Monday to Friday, so the Sunday and Monday editions

largely depend on content done in advance or content that is syndicated. Most daily newspapers

are published in the morning. Afternoon or evening papers are aimed more at commuters and

office workers.

Weekly

Weekly newspapers are common and tend to be smaller than daily papers. In some cases, there

also are newspapers that are published twice or three times a week. In the United States, such

newspapers are generally still classified as weeklies.

National & International

Most nations have at least one newspaper that circulates throughout the whole country: a national

newspaper, as contrasted with a local newspaper serving a city or region. In the United Kingdom,

there are numerous national newspapers, including The Independent, The Times, The Daily

2|Page
Telegraph, The Guardian, The Observer, The Daily Mail, The Sun, The Daily Express and The

Daily Mirror. In the United States and Canada, there are few national newspapers. Almost every

market has one or two newspapers that dominate the area. Certain newspapers, notably The New

York Times, The Wall Street Journal and USA Today in the US, and The Globe and Mail and

The National Post in Canada are available throughout the country. In India, newspapers like the

Times of India, The Hindu, and the Hindustan Times are extremely popular and have large

reader bases. Large metropolitan newspapers have also expanded distribution networks and with

effort can be found outside their normal area.

1.2:Marketing strategy

Marketing strategy is a process that can allow an organization to concentrate its limited resources

on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A

marketing strategy should be centered on the key concept that customer satisfaction is the main

goal.

Marketing strategy is a method of focusing an organization's energies and resources on a course

of action which can lead to increased sales and dominance of a targeted market niche. A

marketing strategy combines product development, promotion, distribution, pricing, relationship

management and other elements; identifies the firm's marketing goals, and explains how they

will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of

target market segments, positioning, marketing mix, and allocation of resources. It is most

effective when it is an integral component of overall firm strategy, defining how the organization

will successfully engage customers, prospects, and competitors in the market arena. Corporate

strategies, corporate missions, and corporate goals. As the customer constitutes the source of a

3|Page
company's revenue, marketing strategy is closely linked with sales. A key component of

marketing strategy is often to keep marketing in line with a company's overarching mission

statement.

1. Target Audience
2. Proposition/Key Element
3. Implementation

A marketing strategy often integrates an organization's marketing goals, policies, and action

sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy, which

might include advertising, channel marketing, internet marketing, promotion and public

relations, can be orchestrated. Many companies cascade a strategy throughout an organization,

by creating strategy tactics that then become strategy goals for the next level or group. Each

group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This

is why it is important to make each strategy goal measurable.

Marketing is the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients, partners, and society

at large. It generates the strategy that underlies sales techniques, business communication, and

business developments. It is an integrated process through which companies build strong

customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the

customer as the focus of its activities, it can be concluded that marketing management is one of

the major components of business management. Marketing evolved to meet the stasis in

developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.

4|Page
The adoption of marketing strategies requires businesses to shift their focus from production to

the perceived needs and wants of their customers as the means of staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the

needs and wants of target markets and delivering the desired satisfactions. It proposes that in

order to satisfy its organizational objectives, an organization should anticipate the needs and

wants of consumers and satisfy these more effectively than competitors.

Sales

A sale is the act of selling of products or services in return for money or other compensation. It is

an act of completion of a commercial activity.

The seller – the provider of the newspaper – completes a sale in response to an acquisition or to

an appropriation or to a request. There follows the passing of title (property or ownership) in the

item, and the application and due settlement of a price, the obligation for which arises due to the

seller's requirement to pass ownership. Ideally, a seller agrees upon a price at which he willingly

parts with ownership of or any claim upon the item. The purchaser, though a party to the sale,

does not execute the sale, only the seller does that. To be precise the sale completes prior to the

payment and gives rise to the obligation of payment. If the seller completes the first two above

stages (consent and passing ownership) of the sale prior to settlement of the price, the sale

remains valid and gives rise to an obligation to pay.

Promotion

5|Page
Promotion is one of the four elements of marketing mix (product, price, promotion and place). It

is the communication link between sellers and buyers for the purpose of influencing, informing,

or persuading a potential buyer's purchasing decision.

The following are two types of promotion:

1. Above the line promotion: Promotion in mass media (e.g. TV, radio, newspapers, internet,

mobile phones, and, historically, illustrated songs) in which the advertiser pays an advertising

agency to place the advertisement

2. Below the line promotion: All other promotion. Much of this is intended to be subtle enough

for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product

placement, testimonials, sales promotion, merchandising, direct mail, personal selling, public

relations, trade shows

The specification of five elements creates a promotional mix or promotional plan. These

elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A

promotional mix specifies how much attention to pay to each of the five subcategories, and how

much money to budget for each. A promotional plan can have a wide range of objectives,

including: sales increases, new product acceptance, creation of brand equity, positioning,

competitive retaliations, or creation of a corporate image. Fundamentally, however there are

three basic objectives of promotion. These are:

1. To present information to consumers as well as others

2. To increase demand

6|Page
3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet

advertisement, special events, endorsements, and newspapers to advertise their product. Many

times with the purchase of a product there is an incentive like discounts, free items, or a contest.

This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company,

but not normally to the public or the market - phrases like "special offer" are more common.

Mass marketing

Mass marketing is a market coverage strategy in which a firm decides to ignore market segment

differences and go after the whole market with one offer. It is type of marketing (or attempting to

sell through persuasion) of a product to a wide audience. The idea is to broadcast a message that

will reach the largest number of people possible. Traditionally mass marketing has focused on

radio, television and newspapers as the medium used to reach this broad audience. By reaching

the largest audience possible exposure to the product is maximized. In theory this would directly

correlate with a larger number of sales or buy in to the product.

The opposite to Niche marketing as it focuses on high sales and low prices. It aims to provide

products and services that will appeal to the whole market.

7|Page
 1.3:Objective & Scope

Objective: Objective of this study is to find marketing strategies such as sales & promotional

tools applied by Dainik Jagran. Some of the objective is given below-

1) Sales strategies of jagran and find out best sales strategy .

2) Promotional tools applied by jagran and find out best promotional tools.

3) To Know about customer perception towards newspaper and content from customers of

Dainik jagran

Scope: There is various scope of this study some of them are given below-

1) This study will give best sales strategy for daily news which may be helpful for other

small size news daily.

2) This study will give best promotional strategy for daily news which may be helpful for

other small size news daily and even to jagran.

3) This study will provide information about customer’s perception towards Dainik Jagran

8|Page
 Chapter-2

Company profile

Dainik jagran was founded by Puranchandra Gupta in Jhansi in 1942. In 1947 Dainik Jagran

shifted its headquarters to Kanpur, where it launched its second edition on 21 September 1947.

The Rewa and Bhopal editions were added in 1953 and 1956. In 1975, publication of Gorakhpur

edition started, followed by Varanasi, Allahabad and Lucknow in 1979. In 1984, Meerut edition

was launched, followed by Agra in 1986, Bareilly in 1989 and Delhi in 1990. Between 1997 and

2006, eighteen new editions were added, and through 2007-08, six new editions were launched.

More than 55.7 million people read Dainik Jagran making it the largest read daily in India.

Currently, Dainik Jagran’s 38 editions are published across thirteen states of India. Its editions

are published from the following places:

 Madhya Pradesh: Bhopal, Indore, Gwalior, Jabalpur, Ratlam, Satna, Saugor

 Uttar Pradesh: Kanpur, Jhansi, Varanasi, Agra, Allahabad, Aligarh, Bareilly, Gorakhpur

 Jharkhand: Ranchi, Dhanbad, Jamshedpur

 Uttarakhand: Dehradun

 Punjab: Amritsar, Ludhiana, Jalandhar

 Haryana: Panipat,Hissar

 Bihar: Patna, Bhagalpur

 Himachal Pradesh: Dharamshala

 Delhi

 West Bengal: Siliguri

 Jammu & Kashmir: Jammu

9|Page
There are 13verticles of Dainik Jagran.

 I-NEXT- India’s fastest growing compact daily in bilingual format,has caught on

the pulse of the young at heart.It now covers 12 permanent cities in 4 states of

india through it’s various edition and infrastructure.

 The Inquilab- Inquilab is India’s No.1 Urdu Newspaper with a readers of 7

lac.Inquilab has 12 editions covering Maharashtra,Delhi&U.P. and is further

expanding

 Nayi Duniya-Nai Duniya is a leading Hindi dsily being published from Madhya

Pradesh and Chhatisgarh.

 J9-J9 is the value added service which is currently working in the fields of mobile

value added services & home shopping in an active manner.

 Sakhi-Sakhi is a premium women’s magazine targeted at upwardly mobile and

outgoing women in the upper segment of socio economic class.

 Jagran Engage-Jagran Engage is the OOH division of JPL which specialized in

Out Of Home media solution across Inida,Engage offers comprehensive Out Of

Home solutions to prospect and customer through it’s bouquet of offerings of

hoarding and Billboards.In Aligarh Jagran Engage has all the contract for

hordings.

10 | P a g e
SWOT Analysis

SWOT Analysis of Dainik Jagran with USP, Competition, STP (Segmentation, Targeting,
Positioning) - Marketing Analysis
Dainik Jagran

Parent Company Jagran Prakashan Limited

Category Hindi-language daily newspaper

Sector Media & Entertainment

Tagline/ Slogan Many rays, One raising sun

USP One of the most popular newspaper dailies in India consistently

Dainik Jagran STP

Segment Hindi reading population

Target Group Professionals ,students and home-makers

Positioning Caters to the needs of Indians in multiple ways

Dainik Jagran SWOT Analysis

1. Average Issue readership of 16+ million

2. The publishing company is listed on National Stock Exchange and Bom
Exchange
3. 36 editions currently published across eleven states in India
4. MMI Online is the digital media wing of Jagran testing new ideas
Strengths 5. Strong brand presence and substantial market share

1. Competition from english dailies is reducing share in urban areas

Weakness 2. Limited online popularity compared to english newspapers

1.Adequate usage of online epaper to generate more revenue by promoting

other commercials
Opporunities 2.Well-utilization of existing resources can increase the readership further

11 | P a g e
 3.Big opportunity exits in South India to be exploited

1.Cut-throat competition from other players in the industry

2.Acquisitions not the only choice left for expansion as it may lead to not-
firm
Threats 3.Immediate need to retain the No.1 position may lead to increase in expen

Dainik Jagran Competition

1.Dainik Bhaskar
2.Hinduatan
3
Competitors .Amar Ujala

Chapter-3

Research Design

3.1: Research Design type

Descriptive research design:

Descriptive research is also called Statistical Research. The main goal of this type of research is

to describe the data and characteristics about what is being studied. It is mainly based on primary

data and secondary data of organization.

12 | P a g e
Nature of data:

In this study primary data collected from survey method through the questionnaire and secondary

data is also taken by various sources.

Collection of data:

Data will be collected through primary and secondary sources from the dainik jagran.

The data will be collected from the respondents through the distribution of questionnaire.

3.2: Method of data collection & data type: -

Primary Data:-

Primary data is collected by interviewing staff members of Amar Ujala & Dainik jagran by a

well designed questionnaire for their marketing strategy and customer is also interviewed by me

with a list of questionnaire on the basis of customer perception.

Questionnaire is one of the most important tools of knowing the organizational & customer view.

Secondary data:-

Newspaper , magazines , internet , organizational records.

Area of the study: Aligarh

Sampling method: - Convenience sampling

13 | P a g e
 Chapter-4:Data Analysis & Interpretation

4.1:Data Analysis

Data is collected and recorded through interview of organizational staff at Dainik jagran by some

open ended questions and analyzed to get some conclusion on this project. I meet Mr. Nihal

Ahmad of marketing & advertisement department at Dainik jagran Aligarh

Question: 1. could you provide me some information about marketing strategies applied by your

organization?

Description: This question has been designed to know about various marketing strategies

applied by Dainik jagran.

Result:

Mr. Nihal Ahmad said that Dainik jagran is using marketing techniques like selling by

appointing distributor, higher margin to the distributor, low priced news paper to penetrate the

market, public meetings, hoardings, banners, internet.

Question: 2. what are the sales techniques applied by your organization?

Description: This question is designed to know about sales techniques applied by dainik jagran.

Result:

14 | P a g e
Marketing head of Dainik jagran said that they are using same distributors of other news paper

as well as they have appointed their own distributors in the market in their distribution channel.

Their hierarchy of distribution channel is same as other news paper in the market.

Question: 3. which promotional tools are used by your organization to promote your daily news

paper?

Description: This question is designed to know about promotional tools applied by dainik

jagran.

Result:

Marketing head of Dainik jagran said that they are using hoardings, banners, public meetings,
price cut, gifts, FM radio as a promotional tool to promote their newspaper inAligarh.

Question:4. What is done by your organization to retain your customers to a long time?

Description: This question is designed to know about customer retaining technique used by

dainik jagran.

Result:Marketing head of Dainik jagran said that they are selling newspaper on less price, giving

gifts to distributor on sale to retain their customers in Aligarh.

Question: 5. Who are the main competitors?

Description: This question is designed to know about competitors of both dainik jagran.

Result:

15 | P a g e
Marketing head of Dainik jagran said that their main competitors are the Amar Ujala, Hindustan

daily newspaper in Aligarh.

Question: 6. How, you are differentiating your newspaper from your competitors?

Description: This question is designed to know about how both news paper is differentiating

themselves from each other.

Result:

Marketing head of Dainik jagran said that they are providing cheapest priced newspaper with

higher quality newspaper in Bareilly.

Question: 7. what are the plans to benefit your customers?

Description: This question is designed to know about how both news papers is benifiting their

customers.

Result:

Marketing head of Dainik jagran said that they are providing fast news delivery through good

distribution channel, newspaper with higher quality cheapest in price, providing general

knowledge to the students in newspaper, providing job and career related information.

Question: 8.Is it right that less price is good for sale or not?

Description: This question is designed to know about how both news papers is benefiting them

self trough cutting their price or deciding to not to reduce their price.

Result:

16 | P a g e
Marketing head of Dainik jagran said that they think that price cut is very much beneficial for

introductory session to capture a large market share and after that they could rise the price of

their newspaper.

Question: 9.Are you facing any problem in marketing of daily news?

Description: This question is designed to know about which type of problem you are facing in

marketing of your newspaper.

Result:

Marketing head of Dainik jagran said that they are facing problem like high competition,

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

Question: 10.Is compact (I next) becomes a hurdle for Amar Ujala (Dainik jagran)sale or it is

beneficial for Amar Ujala (Dainik Jargran)?

Description: This question is designed to know about compact and i-next benefits to their main

brand.

Result:

He said that i-next is for young people who wants low price news paper so that segment of i-next

is different than Dainik Jagran so that it is beneficial for Dainik Jagran.

Questions asked to consumers.

1. Which newspaper you buy?

17 | P a g e
a)Amar Ujala b)Dainik Jagran c)i-next d)Compact

Description: This question had been made to know respondent’s preference about newspaper

they buy.

Sample size=60

Table.1
Customer’s preference for newspaper

Options Responses Percentage

Amar Ujala 24 40%
Dainik Jagran 21 35%
i-next 9 15%
Compact 6 10%
Total 60 100%
Graph for Question.1
Customer’s preference for newspaper

Figure-1
45%
Preference

40%
35% 40%
30%
35%
25%
20%
15%
10% 15%
5% 10%
0%
Amar Ujala Dainik Jagran I-next Compact

Newspaper

18 | P a g e
Interpretation: From responses given by 60 respondents, 40% respondents (24 respondents)

said that they were prefer to buy Amar Ujala and 35% respondents (21 respondents) said that

they were prefer to buy Dainik Jagran and 15% respondents (9 respondents) said that they were

prefer to buy i-next and 10% respondents prefer to buy compact.

2. If you buy Amar Ujala then which factor influences you to buy Amar Ujala?

a)Quality of content b)Brand image c)Price

Description: This question had been made to know factors that influence customers tobuy Amar

ujala.

Sample size=24

Table.2
Factors influencing to buy Amar Ujala newspaper

Options Responses Percentage

Quality of content 12 50%
Brand image 12 50%
Price 0 00%
Total 24 100%

19 | P a g e
Graph for Question.2
Factors influencing to buy Amar Ujala newspaper

Figure-2
60%
People

50%
50%
40% 50%
30%

20%

10%

0%
Quality of content Brand Image Price

Influencing Factors

Interpretation: From responses given by 24 respondents, 50% respondents (12 respondents)

said that they were influenced to buy Amar Ujala due to their content quality and 50%

respondents (12 respondents) said that they were prefer to buy Amar ujala due to their brand

image and no one influenced by price.

3. If you buy Dainik Jagran then which factor influence you to buy Dainik Jagran?

a)Quality of content b)Brand image c)Price

Description: This question had been made to know factors that influence customers to buy

Dainik Jagran.

20 | P a g e
Sample size=21
Table.3
Factors influencing to buy Dainik Jagran newspaper

Options Responses Percentage

Quality of content 10 47.6%
Brand image 6 28.6%
Price 5 23.8%
Total 21 100%

Graph for Question.3

Factors influencing to buy Dainik jagran newspaper

Figure-3
50%
People

45%
40% 47.6%
35%
30%
25% 28.6%
20%
15% 23.8%
10%
5%
0%
Quality of content Brand Image Price

Influencing Factors

Interpretation: From responses given by 21 respondents, 47.6% respondents (10 respondents)

said that they were influenced to buy Dainik Jagran due to their content quality and 28.6%

respondents (6 respondents) said that they were prefer to buy Dainik Jagran due to their brand

image and 23.8% (5 respondents)said that they were influenced by price.

21 | P a g e
4. What is your perception about i-next?

a) Newspaper for youth b) Newspaper for low income people

Description: This question had been made to know perception of people about i-next.

Sample size=9

Table.4
Perception about i-next

Options Responses Percentage

News paper for youth 7 78%
News paper for low income 2 22%
people
Total 9 100%
Graph for Question.4
Perception about i-next

Figure-4
90%
People

80%
70% 78%
60%
50%
40%
30%
20%
10%
22%
0%
Newspaper for youth Newspaper for low
income people

Perception

22 | P a g e
Interpretation: From responses given by 9 respondents, 78% respondents (7 respondents) said

that i-next news paper is made for youth and 22% respondents said that it is for low income

people.

5. What is your perception about compact?

a) News paper for youth b) News paper for low income people

Description: This question had been made to know perception of people about compact.

Sample size=5

Table.5
Perception about Compact

Options Responses Percentage

News paper for youth 0 00%
News paper for low income 6 100%
people
Total 6 100%

23 | P a g e
Graph for Question.5
Perception about Compact

Figure-5
120%
People

100%

80% 100%
60%

40% 100%
20%

0%
Newspaper for youth Newspaper for low
income people

Perception

Interpretation: From responses given by 6 respondents, 100% respondents (6 respondents) said

that compact newspaper is made for low income people and no one said that it is for youth.

6. What is your view on ad and content in Amar Ujala?

a)More ad than content c)More content than ad

Description: This question had been made to know perception of people about Amar Ujala that

Amar Ujala providing good content or more advertisement in their newspaper.

24 | P a g e
Sample size=24
Table.6
Perception about ad and news content in Amar Ujala

Options Responses Percentage

More ad than content 10 41.7%
More content than ad 14 58.3%
Total 24 100%
Graph for Question.6
Perception about ad and news content in Amar Ujala

Figure-6
70%
People

60%

50%
58.3%
40%

30%
41.7%

20%

10%

0%
More ad than contentMore content than ad

Newspaper

Interpretation: From responses given by 24 respondents, 41.7% respondents (10 respondents)

said that there is more ad than content in Amar Ujala but 58.3% respondents said that there is

more content than ad in Amar Ujala.

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

25 | P a g e
a)More ad than content c)More content than ad

Description: This question had been made to know perception of people about Dainik Jagran

that Dainik Jagran is providing good content or more advertisement in their newspaper.

Sample size=21

Table.7
Perception about ad and news content in Dainik jagran

Options Responses Percentage

More ad than content 12 57%
More content than ad 9 43%
Total 21 100%
Graph for Question.7
Perception about ad and news content in Dainik jagran

Figure-6
60%
People

50%

40% 57%
43%
30%

20%

10%

0%
More ad than contentMore content than ad

Newspaper

26 | P a g e
Interpretation: From responses given by 21 respondents, 57% respondents (12 respondents)

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

more content than ad in Dainik jagran.

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

a)Amar Ujala or compact b)Dainik Jagran or i-next

Description: This question had been made to know perception of people that which newspaper

is easily available to them.

Sample size=60

Table.8
Perception about availability of newspaper

Options Responses Percentage

Amar Ujala or compact 24 40%
Dainik Jagran or i-next 36 60%
Total 60 100%

27 | P a g e
Graph for Question.8
Perception about availability of newspaper

Figure-8
70%
People

60%

50%
60%
40%

30% 40%
20%

10%

0%
Amar Ujala Dainik Jagran

Newspaper

Interpretation: From responses given by 60 respondents, 40% respondents (24 respondents)

said that Amar Ujala is easily available to them but 60% respondents (36) said that Dainik jagran

is easily available to them.

4.2:Findings

28 | P a g e
 1. Dainik jagran is using marketing techniques like selling by appointing distributor, higher

margin to the distributor, low priced news paper to penetrate the market, public meetings,

hoardings, banners, internet.

2. Dainik jagran is using same distributors of other news paper as well as they have

appointed their own distributors in the market in their distribution channel. Their

hierarchy of distribution channel is same as other news paper in the market.

3. Dainik jagran is using hoardings, banners, public meetings, price cut, gifts, FM radio as a

promotional tool to promote their newspaper in Aligarh.

4. Dainik jagran is selling newspaper on less prices, giving gifts to distributor on sale to

retain their customers in Aligarh.

5. Dainik jagran’s main competitor is Amar Ujala, Hindustan daily newspaper in Aligarh.

6. . Dainik jagran is providing cheapest priced newspaper with higher quality newspaper in

Aligarh.

7. Dainik jagran is providing fast newspaper delivery through good distribution channel,

newspaper with higher quality cheapest in price, providing general knowledge to the

students in newspaper, providing job and career related information.

8. Dainik jagran is facing problem like high competition, stability in the market, tracking

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

9. i-next is for young people who wants low price news paper so that segment of i-next is

different than Dainik Jagran so that it is beneficial for Dainik Jagran.

Findings on Customer Perception:

29 | P a g e
1. On the preference of customer that which paper they buy 40% respondents said that they

were prefer to buy Amar Ujala and 35% respondents said that they were prefer to buy

Dainik Jagran and 15% respondents said that they were prefer to buy i-next and 10%

respondents prefer to buy compact.

2. On a question to customer’s of Amar ujala that what influenced them to buy this

newspaper, customer’s Reponses comes that 50% respondents were influenced to buy

Amar Ujala due to their content quality and 50% respondents said that they were prefer to

buy Amar ujala due to their brand image and no one influenced by price.

3. On a question to customer’s of Dainik jagran that what influenced them to buy this

newspaper, customer’s Reponses comes that 47.6% respondents said that they were

influenced to buy Dainik Jagran due to their content quality and 28.6% respondents said

that they were prefer to buy Dainik Jagran due to their brand image and 23.8% said that

they were influenced by price.

4. On a question to customer’s of i-next 78% respondents said that i-next news paper is

made for youth and 22% respondents said that it is for low income people.

5. On a question to customer’s of compact 100% respondents said that compact newspaper

is made for low income people and no one said that it is for youth.

6. On a question to customer’s of Amar ujala 41.7% respondents said that there is more ad

than content in Amar Ujala but 58.3% respondents said that there is more content than ad

in Amar Ujala.

7. On a question to customer’s of Dainik jagran 57% respondents said that there is more ad

than content in Dainik jagran but 43% respondents said that there is more content than ad

in Dainik jagran.

30 | P a g e
 10. On a question to customers of both newspaper 40% respondents said that Amar Ujala is

easily available to them but 60% respondents said that Dainik jagran is easily available to

them.

4.3:Conclusion

As data gathered through interviewing representatives of Dainik Jagran to know about

their marketing strategies. There are following conclusions given below comes into

existence from data analysis and findings.

1. As per marketing strategies concern for Dainik jagran, they are using marketing

techniques like selling by appointing distributor, higher margin to the distributor, low

priced news paper to penetrate the market, public meetings, hoardings, banners, internet.

2. Dainik jagran’s sales strategy for newspaper depends on less prices, giving gifts to

distributors on higher sale to retain their customers in Aligarh

31 | P a g e
 3. Dainik jagran is considering Amar Ujala, Hindustan daily newspaper as their competitor

in Aligarh.

4. Dainik jagran is attracting their customers by newspaper with cheapest in price, providing

general knowledge to the students in newspaper, providing job and career related

information.I-next is targeted for young people who wants low price news paper so that

segment of i-next is different than Dainik Jagran so that it is beneficial for Dainik Jagran.

As data gathered through interviewing customers of Amar Ujala and Dainik Jagran to

know about their perception towards both newspaper. There are following conclusions

comes into existence from data analysis and findings.

1. As per findings customers have positive perception towards Amar ujala, and they highly

prefer to buy Amar Ujala and i-next is highly preferred in comparison to Compact.

2. Customers of Dainik Jagran perceive that content in Dainik jagran is good and some of

them perceive that its brand image is good and available in less price in Bareilly. I-next

readers perceive that I-next is a brand for youth. Customers of compact perceive that

compact newspaper is made for low income people.

3. Result comes that Amar Ujala’ customers perceive good contents in Amar ujala than

Dainik jagran’s customer’s perception about content.

4. Amar Ujala’s distribution channel is less effective than Dainik jagran because Dainik

jagran’s customers are highly satisfied with Dainik Jagran by its reach to them.

32 | P a g e
 4.4:Recommendations

Recommendations to Dainik Jagran:

1. It is recommended to Dainik Jagran that they have to do some social activity like Amar

Ujala’ Baadh rahat and campaign against polythin to gain popularity in social concerns.

2. Dainik Jagran should have to increase their prices to make a good attitude in consumer’s

mind because low price affect the brand image in the market.

3. Dainik jagran should have deliver more content than ad in their news paper.

4. Dainik Jagran’s brand I-next has considered as a newspaper for youth so that Dainik

jagran should have to change this perception of customers and focus it as a brand for low

income people.

4.5: Limitation

33 | P a g e
 There could be limitations in my study due to various reasons are given below.

1. It may be happen that their may be some baisedness done by customer in replying on

their perception towards newspaper.

2. It may be happen that their may be some wrong information provided by staff members

on some questions.

3. It may be happen that their may be some mistake done by me during interpratation of

data in my research.

4. It may be happen that there is confusion among customer’ mind and in mind of staff

members about my question then it may result in confusive responses.

5. There may be some writing mistake or mistake in calculation.

4.6: Bibliography

Books:

1. Marketing Research – G.C.Beri

2. Research Methodology – C.R.Kothari

34 | P a g e
 3. Marketing Management –Philip kotler

Websites:

1. www.google.com

2. www.search.yahoo.com

3. www.in.jagran.yahoo.com

Chapter.5: Annexure

5.1: Questionnaire

These questions had been asked to the marketing manager of Dainik Jagran-

1- Could you provide me some information about marketing strategies applied by your

organization?

2- What are the sales techniques applied by your organization?

3- Which promotional tools are used by your organization to promote your daily news

paper?

35 | P a g e
 4- What is done by your organization to retain your customers to a long time?

5- Who are the main competitors?

6- How, you are differentiating your newspaper from your competitors?

7- What are the plans to benefit your customers?

8- Is it right that less price is good for sale or not?

9- Are you facing any problem in marketing of daily news?

10- Is I next becomes a hurdle for Amar Ujala.

These questions had been asked to customers of Dainik Jagran to know their perception

towards their newspapers.

Your name:

Address:

Contact number:

1. Which newspaper you buy?

a)Amar Ujala b)Dainik Jagran c)i-next d)Compact

2. If you buy Amar Ujala then which factor influences you to buy Amar Ujala?

a)Quality of content b)Brand image c)Price

36 | P a g e
3. If you buy Dainik Jagran then which factor influence you to buy Dainik Jagran?

a)Quality of content b)Brand image c)Price

4. What is your perception about i-next?

a) Newspaper for youth b) Newspaper for low income people

5. What is your perception about compact?

a) News paper for youth b) News paper for low income people

6. What is your view on ad and content in Amar Ujala?

a)More ad than content c)More content than ad

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

a)More ad than content c)More content than ad

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

a)Amar Ujala or compact b)Dainik Jagran or i-next

Signature of Respondents

37 | P a g e