Sip Project Nick2

SUMMER TRAINING PROJECT REPORT ON
“MARKETING STRATEGIES FOR MAGAZINE

PROMOTION AND SUBSCRIPTION”
(A Summer Training Project Report Submitted In Partial
Fulfillment for the Award of the Degree Of
POST GRADUATE IN MANAGEMENT)
UNDER THE GUIDANCE OF
Prof. DILIP PAWAR
SUBMITTED BY
NIKHLESH ASHOK SHAH
ASM's IBMR (INSTITUTE OF BUSINESS

MANAGEMENT AND RESEARCH)
(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 1

ACKNOWLEDGEMENT
I take this opportunity to extend my sincere thanks to
ASM's IBMR INSTITUTE OF BUSINESS
MANAGEMENT AND RESEARCHand The Week Group
for offering a unique platform to earn exposure and garner
knowledge in the field of Sales and Marketing. First of all, I
extend my heartfelt gratitude to my project guide Prof. DILIP
PAWAR , Results and Market Development at The
week,Mumbai for having made my summer training a great
learning experience by giving me her guidance, insights and
encouragement which acted as a continuous source of
support for me during this entire period. I would also like to
thank Shushil sir of the week, mumbai for his help and
guidance in sales and all my colleagues for their sincere
cooperation. Without which the success of this project
wouldn’t had been possible.
Place:- NIKHLESH SHAH

Date:- . MBA, 2018 - 2020

DECLARATION
I hereby declare that project Titled “Marketing
Strategies For Magazine Promotion And
Subscription” is an original piece of research work
carried out by me under the guidance and supervision
of Mr. Sushil sir, Reporting manager Results and Market
Development at The week and Prof. DILIP PAWAR and
it was not submitted to any other organization,
university or institutions or published any time before.
The information has been collected from genuine &
authentic sources. The work has been submitted in
partial fulfillment of the requirement of MBA to our
college.

SR. NO. CONTENTS PAGE NO.
1. Executive Summary 05
2. Introduction 07
3 Company Profile
3. Objective of study 08
8. Research Methodology 27
Problem and limitations
9. Data Analysis and Interpretation 32
10. Learning form project 47
SWOT Analysis
11. Suggestion & recommendations 48
14. Conclusion 51
15. Reference 52
16. Appendix 53

EXECUTIVE SUMMARY
Theory and practice are the two eyes of the management

education. Management education without practical training
at an organization remains incomplete. The training
prescribed by the ASM's, IBMR (INSTITUTE OF BUSINESS
MANAGEMENT AND RESEARCH student have various
objectives like helping the student to acquire knowledge,
give an opportunity to know the difference between theory
and practice, enable the student to interact with experienced
and knowledgeable persons of business world .
As a student of MBA, I got an opportunity to undergo on a
training. The training title is “MARKETING STRATEGIES
FOR MAGAZINE PROMOTION AND SUBSCRIPTION”.
I successfully completed my training report within the
specified time. It was really a thrilling experience for me
with senior officials of Industry and to interact with different
members, employees of the organization. It was an
experience of enjoyment through hard work and dedication.
Through this finding of this report, I hope that the Industry
in India as well as outside the country will benefit.

INTRODUCTION

INTRODUCTION
Print media is one of the most powerful and cost effective medium to
transfer information and knowledge. The print media industry in India
is more than a century old. Also it is a well Established industry. This
industry mainly comprises of publishing newspapers and magazines.
India has a second largest population and one the fastest growing
economies in the world. Alone with these the increasing level of income
of peoples and the robust competition in this industry help print media
in growth. Producers are increasing day by day, new entrants from
outside India is also a factor of tough competition. Indian readers prefer
HINDI FEMINA is higher as compared to ENGLISH magazines. Ernst &
young said in their survey report “Indian magazines in India. Only three
magazines are in English, while the remaining are in Hindi and other
regional languages. This survey also said that more than 300 million
literate individuals do not read any publications. According to Arc Gate,
the dramatic effects of internet and globalization in current scenario
are playing high impact on media industry. Even people are now
consuming news and information from internet though computers or
mobiles, the popularity of print media is not decreasing. To avoid
declining of market share in front of other media the producer must
able to produce high quality printed content and magazines. They also
need to make the contents available on mobile and web platforms
provide a choice to its subscribers to explore the content anytime
anywhere. Dr. Ali, in his paper “A study of consumer Behavior & Loyalty
In print media challenges & strategic prescription with special reference
to English, Hindi, Marathi News Paper readers. Mumbai”, says
developing customer loyalty & remaining readership can be a huge
challenge for the publishers. There are huge options available to
readers now.

Therefore publishers are busy to create something very special and
innovative in contents or subscription schemes to impress upon the
readers. They should address the needs and demand of consumer to
strengthen their loyalty and readership.
The revenue of magazines consists of subscription sales, trade sales and
mainly from advertising.one than 70% of the total revenue comes from
advertising. MALAYALA MANORAMAgroup, being the market leader in
the industry is also stepping with the current growth and development
of the demography. World Wide Media, a subsidiary of MM group is
producing high quality magazines in India and worldwide. But still they
are facing some problems. They are losing subscribers. By having an
opportunity to be a partof the group, by acting an summer intern, this
research has been done with the objectives, to explore the customer
demand in terms of price, Quality and Services. To find out the
reasons for discontinuing subscriptions. What drives a customer to
adopt a product? His demand and needs. The product has less demand
in comparison with other products? Thus what a customer a wants?
This study is mainly to explore the customer’s demand for the
magazines of World Wide (WWM) in terms of price, quality and
services. We can say, to explore what customer wants from the
publisher and what publisher gives to the customer. It is also being
taken to find out the lacks behind fulfilling the demand.
“Marketing is a social and managerial by which individuals and groups

obtain what they need and wants, through creating, offering and
exchanging products of value with others”.
- Philip Kotler

Marketing includes all those activities having to do with effecting
changes in the ownership and possession of goods and services. It is
that part of economics which deals with the creation of time, place and
possession utilities and that phase of business activity through which
human wants are satisfied, by the exchange of goods and services for
some valuable consideration.
- American Marketing Association
Marketing is the process of discovering and translating consumer wants

into product and services specifications and then in turn helping to
make it possible for more and more of consumers to enjoy more and
more of these products and services.
Marketing consists of analyzing marketing opportunities, researching
and selecting target markets, designing marketing strategies, planning
marketing programs and organizing, implementing and controlling
market effort.
Companies have to identify long and short term marketing
opportunities and research the selected market by measuring and
forecasting attractiveness of the given market. Having selected the
market, the companies need to develop a differentiating and
positioning strategy for the target market. The marketing strategy must
be transformed into marketing programs by deciding on marketing
expenditures and the marketing mix. The final step is organizing the
marketing resources and implementing and controlling the marketing
plan.

Marketing Mix
Marketing mix is the set of marketing tools that a firm uses to pursue
its marketing objectives in the target market.
McCarthy has popularized a four factor classification of marketing tools
known as the 4P’s of the marketing mix. They are:
 Product
 Price
 Place
 Promotion
Product:
Product stands for the firm’s offer to the market, including the
product quality, design, features, branding and packaging. It deals
with new product development product life cycle, product mix,
product lines, branding and associated services to a product. From
the customer’s point of view, it helps in satisfying the customer’s
need and wants.
Price:
Price is the monetary value of the product. Price deals with
selecting the pricing objectives, setting the price, discounts,
allowances, payment policies and credit terms. It is very
important to the customers as it decides the cost customer has to
pay to gain the product value.

Place:
This marketing tools stand for the various activities the company
undertake to make the product accessible and available to the
customer. It involve market size, channel selection and
management, storage and physical distribution with the ultimate
purpose of efficiently supplying the company’s offer to target
market. To the customer, this marketing tool refers to
convenience.
Promotion:
Promotion stand for various activities the company undertakes to
communicate and promote its products to the target market. It involves
communication programs i.e. direct marketing, advertising, sales
promotions, public relations and motivation of sales force. To the
customer this tool provides knowledge and information.
The promotion mix of a company includes the following tools;
Advertising:
It is any paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor.
Direct Marketing:
It refers to the use of mail, telephone and other non-personal contact
tools to communicate with or solicit a response from specific customers
and prospects.

Personal Selling:
Face to face interaction with one or more prospective purchasers for
the purpose of making a sale refers to personal selling.
Public Relations and Publicity:

It refers to the variety of programs designed to promote and or protect
a company’s image or its individual products.
Sales promotion:
The short term incentive to encourage trial of purchase of a product or
service refers to sales promotion. Whereas advertising offers a reason
to buy; sales promotion offers an incentive to buy. Since sales
promotion directly push up the sales, increasing number of companies
are undertaking sales promotion activities.
Objective of Sales Promotion:

The specific objectives set for sales promotion will vary with type of the
target market, for consumer promotions. Objectives include
encouraging purchasing of larger sized, units, building trail among non-
users and attracting switchers away from the competitor’s brands. For
trade promotions, objectives may include; including retailers to carry
new items and higher level of inventory, encouraging off-seasonal
buying, of setting competitive promotions, building brand loyalty of
retailers and gaining entry into new retail outlets. The sales force
promotions help in encouraging support of a new product or model,
encouraging more prospecting and stimulating off-seasonal sales.

But most importantly, sales promotion should be focused on consumer
relationship building.
Sales promotion Tools:

Many tools can be used to accomplish sales promotion objectives.
Description of the main promotional tools are as follows;
Consumer Promotion Tools:

The main consumer promotion tools are as follows;
 Samples:
They are offers of a trial amount of a product. It consists of inviting
prospective purchasers to try product without cost or at a lower cost in
the hope that they will buy the product. Samples may be free or
discounted.
 Coupons:
Coupons are certificates that give buyers a saving when they
purchase a specified product. Coupons can be mailed placed in
advertisement or included with other products.
 Rebates:
Rebate is also known as cash refund offers. Rebates are offers to
refund part of the purchase price of a product to its customers who
send a proof of purchase to the manufacturer. These are like coupons
expect that the price reduction occurs after the purchase and not at the
point of sale.

 Premiums:
These are the goods offered either free or at a low cost as an
incentive to buy a product. Premiums may be in-pack or on-pack
(outside the pack).
 Prizes:
They are offers of chance to win something such as cash, tripes or
goods –by luck or though extra efforts. Contests of talent and
sweepstakes or draws the most popular prizes offering
promotions.
 Tie-in Promotions:
Tie-in promotions involve two or more brands or companies that
team up on coupons, refunds or contests to increase their pulling
powers.
 Cross Promotions:
Cross promotions involve using one brand to advertise non-
competing brand.
 POP Promotions:
Point of purchase (pop) includes display and demonstrations that
take place at the point of purchase or sale.

Trade Promotion tools
More money is spent by companies on trade promotion (58%)
than on consumer promotions (42%). The major trade promotion
tools are as follows;
 Discounts:
It is also known as price-off or off-invoice or of-list. Discounts
price cut off the list price on a particular quantity during a started time.
 Allowances:
They are the amount offered in return for an agreement by the
retailer to feature the manufacture’s products in some way; displays,
advertising or otherwise.
 Free Goods:
Free goods are the extra merchandise offered to middlemen
who buy a specific amount of a product.
Companies also offer push money and specialty advertising
items to the middlemen.
Business Promotion Tools

Companies spend huge amount on promotions focused on
industrial consumers. The major business promotion tools are as
follows;
 Trade Shows and Conventions.
 Sales Contests.

Clearly, sales promotion play an important role in the total promotion
mix. To use it well, the marketer must define the sales promotion
objectives, select the best tools, design the sales promotion program,
pretest and implement the program and evaluate its results.
The importance of consumer sales promotion in the marketing mix of

the soft drink category throughout the world has increased. Spend
considerable time in planning such activities. However, in order to
enhance the effectiveness of these activities, manufactures should
understand consumer and retailer interpretation of their promotional
activities. This is because promotions provide utilitarian benefits such
as monetary savings, added value, increased quality and convenience
as well as hedonic benefits such as entertainment, exploration and self-
expression.
Broadly speaking most of the companies using Marketing Mix which
includes.
Price
Place (Channel of distribution)
Product
Promotion
This are the four basic pillar of marketing mix. Most of the marketing
strategies are built on the basis of these criteria.
Promotion is one of the important elements of marketing mix. There
are so many elements of promotion such as.

Advertising
Direct Marketing
Public Relations
Sales promotion
Traditionally, sales promotions have been used by marketer to increase
sales in the short term. However, in the last few decades this
communication tool has evolved and now is considered from a strategic
point of view. For this reason, it is necessary to realize new studies in
this area and study how consumers evaluate sales promotions.
Sales promotion have grown in both importance and frequency over
the past few decades. Although an accurate estimate for total sales
promotions expenditures does not exist, we can be sure that the trend
is up.
Sales promotion serves three essential roles; It informs, persuades and
reminds prospective customers about a company and its products. Even
the most useful product or brand will be a failure if no one knows that
it is available. As we know, channels of distribution take more time in
creating awareness because a product has to pass through many hands
between a producer and consumers.
From these elements sales promotion is the element which is in the
focus of this project. Further sales promotion is quite broad term it
includes.
 Consumer Oriented Sales Promotion
 Trade Oriented Sales Promotion

Sales Promotion from the Consumers Point of View
Long-Term Impact:
In order to understand ability of the promotions to increase long-term
sales, respondents were asked about continuity of purchase of a brand
after the withdrawal of promotion.
Preference of Schemes:
Price off was the most preferred type of scheme. Maximum customers’
ranked price-offs as number one or two.
Perceived Quality:
Majority of respondents had a perception that the quality of the
promoted brands remained the same during promotion, while some of
them felt that it was inferior to before. It can be inferred that
promotions were not leading to negative brand quality perceptions. It is
found that some customer strongly preferred to buy their regular brand
and said that sales promotion would not weaken their loyalty towards
the brand.
Sales Promotion from the Retailer’s Point of View:

Perceptions on Scheme Preference:
It was found that retailer perceived price offs as a better form of sales
promotion activity. Price offs in their opinion had relatively a greater
impact compared to any other form of sales promotion activity like
bonus packs, premium, contests etc. Retailers preferred price offs the
most, then bonus pack, premium, contest, in order of importance.

Perceptions about Buying Roles:
Retailers viewed that the person who came to the shop (who may be
maid, son, daughter, daughter-in-law and child) was the decide of a
toilet soap brand and not the income provider (e.g. head of the family).
It could be inferred that visibility of information about the sales
promotion activity at the point of purchase could result into the
purchase of a promoted brand.
Perceptions about their Role in Decision-Making:
Retailer had relatively very low influence in affecting choice. It could be
inferred that visibility and awareness about the scheme were the
critical success factors so that pull could be created.
Dealer-Retailer Dynamics:
At the time of sales promotion activities, dealer had tendency to push
unwanted stocks onto the smaller retailers. In fact these retailers
preferred to stock variety of brands and wanted payment for shelf and
window display to increase traffic into their store. However,
supermarkets and big retailers were pampered and given special
services and given better margins and better allowances.
Margins:
It was found in sales promotion schemes margins varied from 6 to 15%
depending of the size of the retail outlet, bargaining power of retailer,
quantity ordered by him etc. Mostly margins were linked to size of the
volumes that were ordered.

Serving During Duration of Scheme:
In stock-out situation during the running of the sales promotion
schemes, smaller retailers had to wait for replenishment of stocks till
the next scheduled weekly visit by the dealer salesman but big retailers
were serviced on telephonic request for replenishment of stocks. This
clearly indicated the disparity in treatment.
Gifts for Retailer Motivation:
Companies at time were rewarding retailers by giving free gift like
thermos flasks or clocks if they sold more than certain quantity in a
given period. Companies were making a half-hearted effort to motivate
retailers.
Why do sales promotion schemes affect sales?
There are three mechanisms behind these facts. It is purchase quantity,
Brand switching and category expansion.
First,Consumer can increase the quantity they buy just because the
product is on sale.
Second,Consumers are including to purchase another brand different
from the one they would have purchased when there is no promotional
incentive.
Finally,Consumer’s total consumption of the product category is
increased by the promotion. However, in the long term this positive
effect may be diluted because a promotional campaign has no
permanent effect in the sales of the firm.
Sales Promotion Strategy:
Sales are the life blood of a business, without sales there would be no
business in the first place; therefor it is very important that if a business

wants to succeed, it should have a sales promotion strategy in mind.
The primary objective of a sales promotion is no improve a company’s
sales by predicting and modifying your target customers purchasing
behavior and patterns.
A sale promotion strategy is an activity that is designed to help boost
that sales of a product or service. This can be done through an
advertising campaign, public relation activities, a free sampling
campaign, a free gift campaign, a trading stamp campaign, through
demonstrations and exhibitions, through prize giving competitions,
through temporary price cuts and though door-to-door sales,
telemarketing, personal sales letters and emails.
There are three types of sales promotion strategies:
 A push strategy
 A pull strategy
 A combination of the two
A push strategy:
A ‘push’ sales promotion strategy involves ‘pushing’ distributors and
retailers to sell your product and services to the consumer by offering
various kinds of promotions and personal selling efforts. What happens
here is that a company promotes their product/services to a reseller
who in turn promotes it to another reseller or to the consumer. The
basic objective of this strategy is to persuade retailers, wholesalers and
distributors to carry your brand, give it shelf space, promote it by
advertising, and ultimately ‘push’ it forward to the consumer.
A pull strategy:
A ‘pull’ sales promotion strategy focuses more on the consumer instead
of the reseller or distributor. This strategy involves getting the
consumer to ‘pull’ or purchase the product/services directly from the

company itself. This strategy targets its marketing efforts directly on
the consumers with the hope that it will stimulate interest and demand
for the product.
A Combination of Two Strategies:
A ‘combination’ sales promotion strategy is just that; it is a combination
of a push and pull strategy. It focuses both on the distributor as well as
the consumers, targeting both parties directly. It offers consumer
incentive side by side with dealer discounts.
The short term Impact of Promotions:

Let’s have look at the impact of promotion on purchase behavior during
the promotional period i.e. the week or the month when the promotion
was being run. The majority of the empirical studies have focused on
the impact of promotion in the short term. The key findings across the
studies are discussed below.
Temporary price reductions (price off) substantially increase sales:
There is ample evidence to show that promotions lead to dramatic
increase in sales of promoted brand in the short term. Studies have
consistently reported high sales effects and high price elasticity of
brands which are on promotion. The economic rationale for the
promotional response is clear – temporary price cuts increase the value
of the product to the consumer and it leads to immediate action.
Sales promotion leads to brand substitution with the product
category:
The sales ‘bump’ during the promotional period into sales due to brand
switching, purchase time acceleration and stockpiling. Studies on brand
switching have shown that brand switching effects within a category

are asymmetric such that promotions on higher quality brands impacts
weaker brand disproportionately. One explanation advanced for this
finding by researchers is that large share brands have higher brand
equity and attract switchers more than low share brands.
Sales promotions affect sales in complementary and competitive
categories:
From this project it is found that promotion not only increase sales of
main product but it also lead to increase in sales of complementary
categories. Found strong cross relationships between products of the
promoted product category indicating brand substitution behavior.
They stated that retail price promotions works as a form of implicit
price bundling where by the consumer surplus is transferred from the
promoted item to non-promoted items.
The long term Impact of Promotions:

Strategies are builds to reap the benefits for longer period of time;
same is true in sales promotion strategies. Let us see impact of
promotions effort and study the impact over a longer time period e.g.
46- months or even a few years after a sales promotion campaign. The
result showed that consumer promotions for leading brands of
established packaged products had no after-effects on the brands sales
or repeat buying loyalty. The extra sales of a brand while promoted
came virtually all from the brand’s existing long-term customer base for
which the experience of buying the promoted brand was nothing new.
Current issue in sales promotion:
The issue of sales promotion has been receiving increasing attention
from both advertising and marketing and academicians. This increase of
attention can be explained by two major interrelated factors; first the

nature of sales promotions –it brings certain measurable (as opposed to
advertising) impact on sales, which attracts many marketing managers;
it also has been proven by time to be the effective collection of
techniques to increase sales. However, the phenomenon of sales
promotion is not studied very widely.
Uncertain Definitions of Sales Promotions:

Systematization of knowledge on sales promotion I believe should start
from systematizing the definitions of concept. There is lack of
conformity in methodology and hence in the definition of what can be
considered sales promotion. (Kotler 1983, Levy 1971,Shimp 1993). The
word “promotion” comes from a Latin word meaning “to move
forward”. So, in this case any tools , methods , techniques , that
stimulates the growth of the sales can be considered a part of sales
promotion. However this is not that simple.

COMPANY
PROFILE

COMPANY PROFILE
The most read newspaper in Malayalam.

Type Daily Newspaper
Format Broadsheet
Owner’sMalayalaManorama Company Limited
Founder’s Kandathil Varghese Mappillai
Publisher Jacob Mathew
Editor-in-chiefMammen Mathew
Managing editors Philip Mathew
Founded 14th March 1888
Language Malayalam

Ceased publication 1938
Relaunched 1947
HeadquartersKottayam (Kerala)
Circulation 2,372,256 (as of Jan-June 2016)
MalayalaManorama is a morning newspaper, in Malayalam language,

published from Kottayam, Kerala, India by MalayalaManorama
Company Limited, Headed by Mammen Mathew.It was first published
as a weekly on 22 March 1890, and currently has a readership of over
20 million (with a circulation base of over 2.1 million copies). It is also
the second oldest Malayalam newspaper in Kerala in circulation, after
Deepika, which is also published from Kottayam.
Beginnings:
The MalayalaManorama Company is a private LLC corporation owned
by the Kandathil family of Kottayam. MalayalaManorama Company was
incorporated by Kandathil Varghese Mappillai at Kottayam on 14 March
1888. The company started with one hundred shares of Rs 100 each.
The investors paid in four equal instalments. With the first instalment,
the company brought a Hopkinson and Cope press, made in London. A
local craftsman, KonthiAchari, was hired to make Malayalam types for
the imported press. (In KERALA)
Mappillai had worked for a year as editor of Kerala Mitram, a
Malayalam newspaper run by Gujarati businessman DevjiBhimji, in
Cochin. The maharajah of Travancore MoolamThirunal approved the
logo of the newspaper which was a slight modification of the

Travancore Coat of Arms, which is now used by the Government of
Kerala with slight modifications.
First issue of MalayalaManorama published on 22 March 1890 from

M.D Seminary Kottayam, while Kottayam was hosting a popular cattle
fair. It was a four-page weekly newspaper, published on Saturdays. The
weekly newspaper became a bi-weekly in 1901, a tri-weekly on 2 July
1918 and daily on 2 July 1928. In 1938, Travancore state proscribed
MalayalaManorama daily. Later editor K. C. MammenMappillai was
convicted and imprisoned on charges of publishing news against the
Diwan. MalayalaManorama re-commenced regular publication in 1947.
On K.C. MammenMappilla's death, his eldest son K.M. Cheriyan took
over as the Editor-in-Chief in 1954. MalayalaManorama was produced
in a single edition in the central Kerala town of Kottayam with a
circulation of 28,666 copies.
By the late 1950s, Manorama steadily increased circulation and
overtook Mathrubhumi in circulation, the dominant Malayalam daily at
the time.
MalayalaManorama in the 21th century:
According to World Association of Newspapers, as of 2016, it was the
fourteenth most circulated newspaper in the world. According to the
Audit Bureau of Circulations (ABC) 2013 figures, it is the third largest
circulating newspapers in India (behind The Times of India and
DainikJagran) and largest circulating newspaper in Kerala.
MalayalaManorama Magazines and Subscription Offers:

The Week (Weekly news)
Subscription Offers
10months 44 copies issue @ 2200/-
Tell Me Why or Magic pot 10 copies. (FREE)
Specially Internship Offers

Tell Me Why or Magic pot 10 copies. (FREE)
The Week (Health)
Subscription Offers


The Week (Wallet)
Subscription Offers
10months 44 copies issue @2200/-

Magic Pot( kids6 to 10 years)
Subscription Offers


Tell Me WHY( kids10 to 15 years)
Subscription Offers
12months 12copies issue @ 500/-
Internship Offers
12 months 12 copies issue @300/-
Vanita Hindi (ladies)
Subscription Offers
Internship Offers
Subscription Form & Receipt:

Achievements:
The struggle between MalayalaManorama (Kottayam)
and Mathrubhumi (Calicut) demonstrated the forces that would drive
the expansion of Indian regional newspapers. The contest also
illustrated the difficulties if expansion had to rely on Gutenberg-style
printing as with the case of Manorama.
Comparison of
circulation MalayalaManorama and Mathrubhumi (from India's
Newspaper Revolution (2000) by Robin Jeffrey, Western Influence on
Malayalam Language and Literature (1972) by K. M. George and Audit
Bureau of Circulations (ABC) 2013).

THE STORY OF MALAYALA MANORAMA
The first edition appears on 14th march 1888 known as “The Malayalam
Manorama and journal of commerce“ later to be known as “Malayalam
Manorama”.
1890
First issue of MalayalaManorama published on 22 March 1890
from M.D Seminary Kottayam, while Kottayam was hosting a popular
cattle fair. It was a four-page weekly newspaper, published on
Saturdays.
1901
The weekly newspaper became a bi-weekly in 1901.

1918-1928
A tri-weekly on 2 July 1918 and daily on 2 July 1928. In 1938,
Travancore state proscribed MalayalaManorama daily. Later editor K.
C. MammenMappillai.
1938
In 1938, Travancore state proscribed MalayalaManorama daily. Later
editor K. C. MammenMappillai was convicted and imprisoned on
charges of publishing news against the Diwan.
1947
MalayalaManorama re-commenced regular publication in 1947.
1950
By the late 1950s, Manorama steadily increased circulation and
overtook Mathrubhumi in circulation, the dominant Malayalam daily at
the time.
1960
The struggle between MalayalaManorama (Kottayam)
and Mathrubhumi (Calicut) demonstrated the forces that would drive
the expansion of Indian regional newspapers. The contest also
illustrated the difficulties if expansion had to rely on Gutenberg-style
printing as with the case of Manorama.
1962
In 1962, Mathrubhumi launched its second edition in Kochi.

1987
A new printing centre was launched at Cochin and in 1987,
the Trivandrum edition was also launched.
2000s
In mid-2000s, the daily started units in the Middle East, focusing on the
large Malayali population in the region.
2007
By 2007, Manorama become the only non-English and non-Hindi daily
newspaper in India to cross 1.5 million copies in circulation.
2010
K. M. Mathew was succeeded by his son Mammen Mathew in 2010.
2013
According to the Audit Bureau of Circulations's (ABC) January–June
2013 figures, MalayalaManorama holds a circulation of 2.1 million
readers.
2014
Closing ceremony of 125th anniversary celebration inaugurated by
honorable prime minister. Dr. Manmohansingh at new Delhi on march
14.

Objectives of the Study

Objectives of the study
The present study on “impact of performance appraisal system” was
undertaken with the following objectives:
 To find whether the existing appraisal system in the
organization exactly measures the employee’s performance.
 To find whether the feedback from the appraisal system assists
in the employee’s performance appraisal.
 To determine the gap in the existing system.
 To determine what type of appraisal did the employees really
looking for.
 To find is there is any opportunities provided for the
employees to improve their performance.
The main objective of this research is to study and compare the
performance appraisal Technique and measure the satisfaction level
of employees with the performance appraisal Technique.
 To know the present system of performance appraisal.
 To know the extent of effectiveness of the appraisal system.
 To identify and know the area for improvement system.

Research
Methodology

Research Methodology
As a part of the summer Internship Program we have been assigned to
book subscriptions for the various magazines published by World Wide
Media and sold and distributed by MalayalaManorama and also to
collect renewal from the expired subscribers.
Research Methodology
Objectives:
 To predict and explore the customer demands in terms of price,
Quality and Services for magazines published by World Wide
Media (WWM).
 To find out the reasons why subscribers are not renewing of
discontinuing their subscription.
Problem Definition:
What are the various aspects in which World Wide Media is lacking
behind in fulfilling the customers demand?
Research Methodology:
This Exploratory research has been conducted through primary
data. The data will be qualitative as well as quantitative. The data
has been collected through personal interview, door to door visit
and telephonic interview.
Research Design:
 Geographical location:

The geographical location taken for the purpose of data collection
and the research in Mumbai city.
 Sample Size: The sample for collecting primary data 150
respondents. The sampling will be done through Random
Technique.
Table:-
Reader 100
Non-Reader 50
 Data Collection method:

The data has been collected through personal interview, door to
door visit telephonic interview.
 Target Group:
The respondents consist of existing subscribers, discontinued
subscribers and non-readers.

Problems and Limitations

Problems and Limitation
There are several risks involved in the running of a newspaper.
Currently in India, there is restricted private capital and bank loans thus
making it hard for newspaper organization to raise capital. It is also
hard to acquire a plant since it also requires the erection of a building,
the import of machinery, its transportation and installation. The
newspaper organization also need to deal with import duties, credit
restriction & importing license.
Problems:
Financial Problems:
Since small get few government advertisement and they are forced
to rely on private ads. Subscription in newspaper generate a very
meager revenue and is insufficient to run newspaper efficiently. The
lack of ads thus makes it hard for small and medium newspaper to
run for a very long time.
Lack of Advertisements:
The broom in Electronic media has affected the number of a
newspaper gets. Since ads generate a major amount of the
organization’s revenue, the dearth of the ads greatly affect a small
newspaper’s finance.
Printing Costs:
Newspaper with their restricted finances, cannot afford to print on
high quality newsprints. They also use low cost printing which is of

much lower quality, giving the newspaper a very cheap look. The
paper use rotary print.
Newsprint:
The availability of newsprint is very less to suite the current
demand. The cost are also very high. Newspaper cannot afford to
use the best news print available in the market and are then force to
use newsprint o lower cost which makes the paper look of very low
quality.
Network:
Small newspapers has a very limited network because they employ
very few reporters. Due to time constraints, these few reporters are
often forced to worked of their offices. They do not have time go
Tout and widen their networks.
Competition:
Due to the technological advancement in the field of print media
there is a very hectic competition among the big newspaper which
are engaged in price wars. Small newspaper with their limited
circulation figures cannot afford to participate in this price wars.
Limitations:
Low Younger-Market Readership:

Younger consumers often receive news, entertainment information
and shopping opportunities via computers and portable devices.
These highly mobile media meet younger adults’ needs effectively,
meaning that these consumers rarely have a need or desire to
browse a paper version of a newspaper. Research has shown that

young adults ages 18 to 35 are interested in news, but they are
bombarded by it from their favorite social media platforms.
Short Shelf Life:
Newspaper advertisements’ short shelf life considerably limits each
advertiser’s ability to reach its target audience. Daily newspapers
are especially affected, as readers may toss only a cursory glance at
each day’s paper before running out the door to work. If the reader
does not read the paper by the end of that day, ads that feature daily
specials will be obsolete. Some advertisers may lack funds to
advertise frequently, which makes it even less likely the business
will reach its potential customers.
Relentless Ad Clutter:
Newspaper pages often mix ads with editorial content, although
some pages are devoted solely to advertising. A reader can easily
focus on a full-page ad since no other ads compete for his attention.
In contrast, a page’s multiple ads create visual clutter and competing
messages.
Internet Ad Competition:
Newspaper ads have never been cheap, but the internet has proven
to be an effective lure in this domain, too. Typically, newspaper ads
are priced by four factors: the paper's circulation; the size of the ad;
the number of times the ad runs; and when and in what section the
ad appears. But no matter what a paper's circulation, it's nearly
impossible to tell exactly who actually sees, much less reads, a
newspaper ad. People have always read newspapers in very
different ways, with some focusing on news content while others
scan only for bargains found in ads.

Data Analysis

Data Analysis
We are survey how many people are reading magazines of malayala
manorama company in Mumbai.
Gender:
55.6% males are reading and 44.4% females are reading magazines of
malayala manorama.
Do you read magazines?

62.5% of people read and 37.5% of people are not read magazines of
malayala manorama.

How much are you willing to spend on a monthly magazines?
50% of people Rs 100 per month, 30% of people Rs 200 per month,
10% of people Rs 300 per month and 10% of people RS 300 and above
per month spend money on magazines.
How often do you buy a magazine?

11.1% of people are buy magazines on daily bases, 22.2% of people are
buy magazines on weekly bases, 33.3% of people are buy on monthly
bases and 33.3% of people are buy on yearly bases.

What is your favorite magazine genre?
30% of people like sport, 30% of people like politics, and 30% of people
like fashion, 10% of people like Filmfare magazines.
What magazine style do you prefer?

10% of people prefer complicated, 50% of people prefer simplistic, 30%
of people stylish and 10% of people prefer other magazines.

Where do you read magazines?
30% of people read magazines at home, 40% of people read magazine
when on the go (buses, cars, trains), 20% of people read at cafes, pubs
and 10% of people read at other.
Why do you read magazines?

20% of people read magazine for relax, 30% of people read magazine
for educate, 30% of people read magazine for entertain and 30% of
people read magazine for other.

Do you enjoy magazines that focus on a wide range of music?
50% of people Yes, I like wide range of music, 10% of people No, I
prefer a specific music, 20 % of people I like other and 20% of people
others.
Where do you usually purchase magazines?

20% of people purchase at supermarket, 30% of people purchase corner
shop and 30% of people purchase newspaper store, 20% of people other.

Learning form project

Learning form project
 The use of social media for news has started to fall in a number
of key markets — after years of continuous growth. Usage is
down six percentage points in the United States, and is also
down in the UK and France.1 Almost all of this is due to a
specific decline in the discovery, posting, and sharing of news
in Facebook.
 At the same time, we continue to see a rise in the use of

messaging apps for news as consumers look for more private
(and less confrontational) spaces to communicate. WhatsApp
is now used for news by around half of our sample of online
users in Malaysia (54%) and Brazil (48%) and by around third
in Spain (36%) and Turkey (30%).
 Across all countries, the average level of trust in the news in
general remains relatively stable at 44%, with just over half
(51%) agreeing that they trust the news media they
themselves use most of the time. By contrast, 34% of
respondents say they trust news they find via search and fewer
than a quarter (23%) say they trust the news they find in social
media.
 There is some public appetite for government intervention to

stop fake news, especially in Europe (60%) and Asia (63%). By
contrast, only four in ten Americans (41%) thought that
government should do more.

 News apps, email newsletters, and mobile notifications
continue to gain in importance. But in some countries users are
starting to complain they are being bombarded with too many
messages. This appears to be partly because of the growth of
alerts from aggregators such as Apple News.
 Podcasts are becoming popular across the world due to better
content and easier distribution. They are almost twice as
popular in the United States (33%) as they are in the UK
(18%). Young people are far more likely to use podcasts than
listen to speech radio.
 Voice-activated digital assistants like the Amazon Echo and
Google Home continue to grow rapidly, opening new
opportunities for news audio. Usage has more than doubled in
the United States, Germany, and the UK with around half of
those who have such devices using them for news and
information.

SWOT Analysis

SWOT Analysis:
As plenty of media operations both large and small have found out
in recent years, the media landscape changes constantly with
significant effects on those who don't adapt. By conducting a SWOT
on the media industry and analyzing its strengths, weaknesses,
opportunities and threats, you're better equipped for the latest
transition, whether your goal is to start your own media entity or
simply to decide where to focus your marketing strategy.The
MalayalaManorama is one of the leading brands in the media &
entertainment sector. The table below also lists the top The Times of
India competitors and elaborates The Times of India segmentation,
targeting, positioning & USP.
Strengths:
When media industries tout their strengths, they often mean

their customers rather than the journalism awards sitting on
the trophy shelf. They might note their total volume of
customers, or their market dominance in demographics that
your business covets. Consider larger trends as well as
specific. If you’re looking to invest or advertise, broadcast
television rules if you want the broadest audience, but
doesn’t have the influence it once did, for example. Brand
names can also be a strength. Both customers and
advertisers may want to be associated with media outlets
considered elite news and entertainment sources.

Weaknesses:
Every media outlet engages in a fierce competition for a

larger share of audience. At any given time, ratings or
circulation figures are a weakness for some industry sectors.
Cost structure is a weakness in some traditional media
industries, where a change in audience media preferences
has left a solid brand, but a bloated workforce and
narrowing customer base. New media can have a similar
problem, with founders and investors pouring cash into
their vision of the future that results in an unsustainable
amount of red ink.
Opportunities:
Traditional media industries are looking to monetize their

offerings on the Internet, or turn their free social media
outlets into effective sales pitches for their pay offerings.
There’s also the time-honored opportunities presented by
the expansion of markets. Combine them both, and media
outlets may find it profitable to specialize in niche content
that’s more popular outside of their traditional geographic
footprint, and sell targeted Web advertisements to bring in
the necessary revenue. The shifting consumer preferences,
while often viewed as a negative, also provides opportunities
for media organizations to benefit.

Threats:
Disruptive technologies are a threat to media industries that

haven’t been proactive in using them for their benefit. User-
generated content, whether it’s a popular series of YouTube
videos or the hottest social media site that everyone’s
obsessing over, also takes eyeballs away from established
media industries. Fragmentation is a further threat for those
who depend on a high volume of customers, as broadcast TV
networks, radio and newspapers in particular have found
out. If you're a business looking to get the most
comprehensive coverage possible in your advertising, doing
it through the leading local radio station has less appeal if
the ratings are far from what they once were.

Recommendation

Recommendation
 A further elucidation of each of these detections shows that

technological innovations have led to the development of new
products and services that might cover similar needs as
newspapers do. When people have a couple of minutesof spare
time and want to be entertained or updated, they do not
necessary choose newspapers to satisfy that need.
 In addition, enterprises can today reach consumers through

other channels than the traditional media channels. Products
and services steaming from technological innovations that can
satisfy similar needs as newspapers should thus be regarded as
substitutes for newspapers.
 Technological innovations have in addition had the

consequence that companies like Facebook, Google and Netflix
have become strong competitors to newspapers. These
companies compete for the same advertising revenue, which
might contribute to increased rivalry for advertising revenue
in the newspaper industry.
 Still, these companies operate in other industries and could be

regarded as substitutes as well. The findings show that the
interviewees have different opinions on the impact of other
newspapers in the industry. The group levels do not regard
these as important competitors, while some of the managers in
the newspapers say they still pay attention to what these
competitors do.

Discussion & Conclusion

Discussion:
 The analysis shows that the three aspects presented in a

framework in figure 2 seem to have influenced the selection of
digital business model in the examined newspapers, both for
smaller adjustments and for more significant changes like the
introduction of user payment. These three aspects are group
affiliation, external forces, and experimentation and
innovation.
 The findings and analysis show that group affiliation can be

advantageous when newspapers select or adjust their business
models, where a high degree of autonomy and emphasis of
knowledge sharing within the group is of particular
importance.
 Different external forces, in particular the two forces

technological innovation and changing customer behavior, are
influencing both experimentation processes and other
processes concerning selection and composition of business
models. In addition, experimentation processes, in which
business models are considered, are taking place in all of the
examined newspapers.
 In the newspaper industry, about all digital content was

available for free until a couple of years ago, and an increasing
number of newspapers are now introducing digital user
payment.

The aspects influencing how the examined newspapers select and
compose their business models and the connections between the
different aspects are illustrated in this model:
Figure 3: Aspects influencing how newspapers select and compose business models.
Conclusion:
 The purpose of this thesis is to explore what aspects and

driving forces that influences selection, design and innovation
of digital business models in the newspaper industry, and the
role of experimentation and external factors when these
choices are made.

 This is explored through a case study of two Norwegian media
groups and a selection of their newspapers. The thesis explores
the importance of group affiliation, external forces and
experimentation, and finds these three aspects to both
influence processes in which business models are being
selected or changed, and also to be connected with each other.
 The majority of the examined newspapers have in recent years

introduced digital user payment, and this introduction process
can be characterized as a business model selection process.
The findings of this thesis show that experimentation has
played a central role in business model selection and design
processes in the examined newspapers. This is visible both in
the processes where digital user payment were introduced,
and in other experimentation processes currently taking place
in both media groups.
 In addition, the findings show that technological innovation

and changing customer behavior are the two external forces
that have influenced business model selection and design in
the examined newspapers the most, and this has happen both
directly and indirectly through group affiliation and
experimentation. Group affiliation is exercised in a manner
where the newspapers have a great deal of autonomy, and as a
consequence of this, the specific newspapers have had a great
influence in business model selection and design processes.
The media groups` overall composition of digital business
models is thus partly determined by their specific newspapers.

Bibliography& References

Bibliography& References:
Amit, R. &Zott, C. (2001), Value creation in E-business. Strategic

Management Journal, 22 (6-7): 493-520.
Baden-Fuller, C. &Haefliger, S. (2013). Business Models and

Technological Innovation.
Long Range Planning, 46 (6): 419-426.
Bisgaard, A.B. (2014). Slikfår FT fleredigitalkunder. Kampanje,

January 22, 2014 [Internet] Accessible from: <
http://www.kampanje.com/medier/article7118962.ece>
[Visited February 17, 2014].
Cea-Esteruelas, M-N. (2013). Cybermedia economics: revenue

model and sources of financing. El profesional de la informacio, 22
(4): 353-361.
Chen, Y., Hsieh, T. &Yeh, R. (2010). Business group characteristics

and affiliated firm innovation: The case of Taiwan. Industrial
Marketing Management, 39: 560-570.
Chesbrough, H. &Rosenbloom, R.S. (2002). The role of the business

model in capturing value from innovation: evidence from Xerox
Corporation’s technology spin-off companies.

Industrial and Corporate Change, 11 (3): 529-555.
Chesbrough, H. & Schwartz, K. (2007). Innovating business model
with co-development partnerships. Research Technology
Management, 50 (1): 55-59.
Chesbrough, H. (2010). Business Model Innovation: Opportunities

and Barriers. Long Range Planning, 43: 354-363.
Clemons, E. (2009). Business Models for Monetizing Internet

Applications and Web Sites:
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Business Model Renewal. Long Range Planning, 43: 370-382.


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SUMMER TRAINING PROJECT REPORT ON

“MARKETING STRATEGIES FOR MAGAZINE

UNDER THE GUIDANCE OF

Prof. DILIP PAWAR

NIKHLESH ASHOK SHAH

ASM's IBMR (INSTITUTE OF BUSINESS

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 1

Place:- NIKHLESH SHAH

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 2

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 3

Problem and limitations

9. Data Analysis and Interpretation 32

10. Learning form project 47

11. Suggestion & recommendations 48

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 4

Theory and practice are the two eyes of the management

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 5

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 6

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 7

“Marketing is a social and managerial by which individuals and groups

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 8

- American Marketing Association

Marketing is the process of discovering and translating consumer wants

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 9

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 10

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 11

Public Relations and Publicity:

Objective of Sales Promotion:

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 12

Sales promotion Tools:

Consumer Promotion Tools:

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 13

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 14

Business Promotion Tools

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 15

The importance of consumer sales promotion in the marketing mix of

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 16

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 17

Sales Promotion from the Retailer’s Point of View:

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 18

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 19

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 20

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 21

The short term Impact of Promotions:

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 22

The long term Impact of Promotions:

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 23

Uncertain Definitions of Sales Promotions:

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 24

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 25

The most read newspaper in Malayalam.

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 26

MalayalaManorama is a morning newspaper, in Malayalam language,

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 27

First issue of MalayalaManorama published on 22 March 1890 from

MalayalaManorama Magazines and Subscription Offers:

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 28

Specially Internship Offers

The Week (Health)

Specially Internship Offers

(ASM’s IBMR, PUNE ) MBA DEPARTMENT [Date] 29

Specially Internship Offers

Magic Pot( kids6 to 10 years)

Specially Internship Offers