Term Paper OF Marketing Management Topic : Ajit Newspaper

Submitted To: Submitted By: Mr. Parveen Singh Kalsi Gagandeep Singh (Faculty dept. of management) R315-A23 MBA- 1st Sem. ACKNOWLEDGEMENT
I feel immense pleasure to give the credit of my term paper not only to one individual as this work is integrated effort of all those who concerned with it. I want to owe my thanks to all those individuals who guided me to move on the track. This report entitled NEWSPAPER MARKETING PLAN for ‘AJIT’

I sincerely express my gratitude and lot of thanks to Mr. Parveen Singh Kalsi for helping me in completing my Term paper and give me a ideas for doing my job and making it a great success. I would like to express my deep sense of gratitude to staff of LOVELY SCHOOL OF BUSINESS who introduced

. It is a part of professional courses. and gathered all the necessary information regarding it. I have attempted to live up these requisites while preparing this term paper. that is why research programs are there to give deep as well as through knowledge of the subjects.me to the subject and under whose guidance I am able to complete my project PREFACE As MBA degree require equal attention practical as well as theoretical aspect of the business. various problems are to be dealt with in these courses. During my project work I observed some the aspects of making a market plan. With the help of term paper we can able to understand the deep knowledge about the specific topics assign to us.

It is hoped that this report meets the given expectations and various requirements of the research AN INTRODUCTION TO ‘AJIT’ NEWSPAPER The most favourite newspaper of the punjabi’s ‘AJIT’ is the world’s largest newspaper that is printed in Punjabi language. The first chief editor of the AJIT newspaper was the MLA of that time S. in Urdu language in 1941. The newspaper is called as ‘PUNJAB DI AWAAZ’. Now I am going to discuss the brief history of the ‘AJIT’ newspaper. then it was only of 4 pages and was printed only weekly. Lal Singh Kamla Akali.Sadhu Singh Hamdard was its chief . It was started printed at Jalandhar and S. After the independence. Baldev Singh. It was first printed at Lahore. After that it started printed daily in 1942 and was conducted by the civil supply minister of that time S.

After the huge success in Punjabi newspaper the AJIT group comes in to action again with the launch of the Hindi newspaper called ‘AJIT SAMACHAR’ in 1996. They took their first step in the world of internet in July. So in this way they started giving competition to their competitors in the segment of Hindi newspaper.editor.1 selling Punjabi newspaper in the world. 2002 by launching their website of Punjabi news www.In 1955 it was started printed in Punjabi language as ‘AJIT PATRIKA’. This newspaper had a great success. After that it was again changed to Punjabi ‘AJIT’ in 1957. From this website the readers can read their news in Punjabi language very easily and effectively. Because of these efforts by the AJIT group the AJIT newspaper becomes the No.ajitjalandhar.com. . After that Most of the punjabi’s started reading this newspaper regularly.

They have a high level of variable costs. "Good planning is the route to accelerated growth." says this report. They benefit from shortterm initiatives. Newspapers are subject to major economic cycles. which offers a examination of the main techniques that newspaper companies use in their planning processes. "It is the means by which market difficulties and internal . The newspaper industry is highly competitive. the need for good planning in the newspaper business is essential. They are uniquely dependent on inter-related revenue streams provided by sales and advertising.An introduction to a Marketing Plan of a Newspaper More than in most other businesses. and threats are changing all the time. And newspaper companies are fast moving.

" Making an Effective Marketing Plan How well your advertisements and promotions draw customers will ultimately determine how effective your marketing strategy is. if you decide to market your invention yourself. Remember the aim of the advertising and promotional strategy is to create awareness of your product. It is also the best way to encourage teams of managers to work together. It becomes your responsibility to cultivate your designated market. One of the ways to do this is through advertising and promotions.blockages can be anticipated. to arouse customers' needs and expectations to the point of consumption and to create a loyal stream of satisfied customers who continue to patronize your business. It is the way to forecast resource requirements such as staffing technology and newsprint. .

2. Tactics – Used i. A marketing plan is not a unique document within an organisation. 4. Objectives – Setting yourself SMART objectives. Analysis – Of environment. the corporate objectives maybe to be global leader in the next five years. Human Resources a Human Resources plan and so on.e. 3.A marketing plan aims to help organise the strategy for a company. all good plans must support the overall corporate objectives of the organisation. . marketing mix . Planning is essential in all organisations and company plans should be documented. its products or services. A common method used to help plan a marketing plan is an acronym called AOSTC. It simply stands for 1. targeting and positioning. Production would have a Production Plan. all individual plans must support this. Strategies – For segmentation and growth. However.

but still more than 20 lakh readers daily read newspaper and ‘AJIT’. . – How you will monitor that you are achieving objectives. Altough ‘AJIT’ daily newspaper is having share in overall market share.1 selling Punjabi newspaper in the world. it is still a leader in punjabi newspaper in the market.5. of readers daily. And have the pruod of becoming the No. a newspaper from AJIT group is having a large no. Control. CURRENT MARKET :- As we all know in India a lot of newspaper are publishing in different languages. .

In this factor. and even every little and older member of an Indian family. both of the languages are the mostly used by the Indians as Hindi is our national language and Punjabi is also very popular language Occupation. Generation-The existing generation is having great interest in knowing what is happening in the state and country and how the markets are performing. so this demographic factor is influencing the marketing strategies of Ajit newspaper.MARKET DEMOGRAPHICS Market demographics means the demographic factors which influence the market of Ajit newspaper which are as follows: Age-The is Ajit newspaper having the readers of every age because it is printed in Punjabi as well as in Hindi language. we can talk about the occupation of the readers of Ajit newspaper which are professionals. . students.

Start a file on each identifying their .your marketing plan should include strategies typical of any marketing plan. Identifying Competition: By market research data • By demand for product • By your nearest direct and indirect competitors • By the strengths and weaknesses of competitors • By an assessment of how competitors businesses are doing • By a description of the unique features of your product • By the similarities and dissimilarities between your product and competitor's • By a pricing strategy for and comparison of yours and the competition's • Identify the five nearest direct competitors and the indirect competitors. The plan should especially include what marketers dub as the four P's of Marketing: • • • • PRODUCT PRICE PLACE PROMOTION Review your plan. Include a brief explanation for each strategy. Make certain it contains the strategies listed below and on the next page and then determine how these strategies will be applied by you.

competitors becomes successful in identifying their and become able to be no. and the cost for collecting research data and monitoring shifts in the marketplace. promotional and all other costs associated with marketing.weaknesses and strengths. so you will have to allocate funds from your operating budget to cover advertising. Ajit group competitors newspaper successful Samachar’. Develop a marketing budget based on the cost for the media you will use. Ajit group has make a good use of their marketing budget that is why they became successful in every new segment like ‘Ajit Samachar’. Review these files periodically determining when and how often they advertise.1 selling Punjabi in the world. And they also become in their Hindi language segment ‘Ajit They are giving hard competition to their like ‘Punjab kesari’ . ‘Ranjit Weekly’ . ‘Denik Bhaskar’ etc. . sponsor promotions and offer sales. Keep files on their advertising and promotional materials and their pricing strategies. Develop A Marketing Budget Operating an effective marketing plan requires money.

The Ajit newspaper is the no. For instance.1 selling Punjabi newspaper because of their lower prices in comparison with their competitors the price of the Ajit newspaper is only Rs. this strategy will usually succeed.COMPARATIVE PROFILE The most commonly a person always compare price of the newspaper to the other newspaper. While other newspapers like The Economic Times and The Financial Express price their Saturday and Sunday editions at Rs.3 only. Sometimes. when the products are basically the same. If your product is sold at the lowest price regarding all your competitors. . while the Sunday edition is of Rs.. you are practicing competitive pricing.10.2 in their regular weekdays. Other Business newspapers like Mint and Business Standard don't Publish on Sundays.7 to Rs. competitive pricing is essential.

.Like. you are practicing competitive pricing. For instance. STRATEGIC ADVANTAGES OF AJIT NEWSPAPER OVER OTHER NEWSPAPERS ‘AJIT DAILY NEWSPAPER’ which is used in daily routine by the customers is having following strategic advantages: -Competitive pricing strategy: If your product is sold at the lowest price regarding all your competitors. when the products are basically the same. So the Ajit group used the competitive pricing strategy to give hard competition to his competitor.1 selling Punjabi newspaper’.Like. ‘Ajit newspaper’ is having competition with the ‘Jag Bani’ which is an another Punjabi news paper who is giving competition to the Ajit newspaper. ‘Ajit newspaper’ is having competition with the ‘Jag Bani’ which is an another Punjabi news paper who is giving competition to the Ajit newspaper.. competitive pricing is essential. So the Ajit . They sell their newspaper to their customer at comparatively lowest price to increase their sales and they became very much successful in their strategy and become the ‘world’s No. this strategy will usually succeed. Sometimes.

So Ajit newspaper group make themselves able to cut their cost by achieving high volumes. The authority may have access to the costing data and should like to check if the profit added to the cost is not too high. It is also called cost-orientated strategy. -Remember that the success of competitive pricing strategy depends on achieving high volume and low costs.group used the competitive pricing strategy to give hard competition to his competitor. They sell their newspaper to their customer at comparatively lowest price to increase their sales and they became very much successful in their strategy and become the ‘world’s No. you are going straight to bankruptcy! To avoid such a mistake. If your prices are lower than your costs. That means the company should check that he profit added to the cost should not be very high. In this way they managed to make good use of ‘Competitive Pricing Strategy’ -Cost-plus-profit Strategy: It means that you add the profit you need to your cost. .1 selling Punjabi newspaper’. you have to take notice of the break even ratio that you will find below.

Ajit Weekly was conceptualized with a view to disseminate quality reporting to the Punjabis across the globe. information. Their success in bringing the Punjabis at home in the world has enabled them to publish the Ajit Weekly in the major metros of North America.1 in selling Punjabi newspaper all over the world. you can charge high prices to the customer. Ajit newspaper group uses this strategy very efficiently in their different segment called ‘Ajit Weekly’. After this they make themselves able to manage their cost in comparison to their competitors. so they used this strategy of Cost-Plus-Profit very well to make themselves the market leader in the industry of the Punjabi newspaper and became No. when a new technology has a very large success. It is easy when you are in the introductory phase of the product life cycle. They will always endeavor to provide the up to date news. Value Strategy: It means that you base your prices on the value you deliver to customers. views. They have started thier mission of providing quality reporting to Europe by bringing out “RANJIT WEEKLY (Euro Edition)” from thier base in the UK. Here is a glimpse of people behind the mission called . This practice is also called skimming. For example.-The ‘Ajit newspaper’ reduced their profit added to the cost and they managed their cost of production very well for this they read the cost reducing techniques used by the other competitors in the market like ‘Jaj Bani’ and ‘Punjab kesari’.

the identification of such market components is not a new step in market planning. focal point. Of course. CUTOMERS: The customers are those who pay the price for a product or service.Ajit Weekly: The World. They are therefore. So they launched a Punjabi news paper called ‘AJIT’ ‘AWAAZ PUNJAB DI’ for the Punjabi customers.e CUSTOMER. It is extremely short-sighted to select a strategy without first identifying those people whom the strategy supposed to affect. COMPETITORS AND COST THAT AFFECTS THE STRATEGIC ADVANTAGES: 1. They also launched a new segment for the . Ajit daily newspaper uses this strategy very well by targeting the customers of Punjab who usually read only Punjabi language. Bringing Punjabis At Home In So they used this strategy very well by launching a new segment for the Punjabi’s living all over the world and they charged little more for the service they have provided to their customer and increased their profit and also they set their brand image by doing this. 3 C’S i.

e abroad by launching ‘AJIT WEEKLY’ in north America.punjabi’s living out side the country i. makes it mandatory for the market planner to know exactly what competitors are charging. So they always take care of the Punjabi customers and launch all their products or services according to their preffrences. Though it is easier to get price lists of competitors. These customers find it useful to provide selected manufacturers with information about the prices quoted by the competitors. Most sellers establish excellent rapport with a few customers. It is not that easy to get such competitive pricing information as it is usually a closely guarded secret. This information involves the observation of prices actually charged by the competitors. It is also easy to get information by comparative shopping. COMPETITORS: The importance of pricing in relation to competition. ‘Ajit newspaper’ is having competition with the ‘Jag Bani’ which is an another Punjabi news paper who is giving . 2. So in this way they are taking care of every aspect of their customers.Then they also consider the Hindi language and launched a new segment for the Hindi readers ‘ Ajit Samachar’. the challenging task is that of actual pricing policy.

they do decline per unit as the sales expand.cost: The cost to be incurred may be fixed or variable.competition to the Ajit newspaper. They sell their newspaper to their customer at comparatively lowest price to increase their sales and they became very much successful in their strategy and become the ‘world’s No. They increase their sales by launching a newspaper in Hindi language ‘AJIT SAMACHAR’ . -Ajit group has expended their sales very much that they became able to manage their cost of production. In this way they increased their sales and reduced their cot per unit. So the Ajit group used the competitive pricing to give hard competition to his competitor. interest and other general and administrative expenses.1 selling Punjabi newspaper’ 3. MARKET STRATAGIES DEFINATION. Although these costs do not vary in total.It is a process of dividing the market according to similarities that exist among the various . rent. These are depreciations. Fixed cost are those that do not vary in the with the changes in the sale.they also increase their sales by launching a new segment in north America called ‘AJIT WEEKLY’.

or even neighborhood . it becomes essential to develop different marketing tactics based on the differences among potential users in order to effectively cover the entire market for a particular product. Market segmentation comes about as a result of the observation that all potential users of a product are not alike. country.subgroups within the market. state. The similarities may be common characteristics or common needs and desires. For knowing the market stratagies of business line we should know the STP profile of business line. Geographic Segmentation • Region: by continent. S-Segmentation T-Targeting P-Positioning Bases for Segmentation in Consumer MarketsConsumer markets can be segmented on the following customer characteristics. Therefore. and that the same general appeal will not interest all prospects.

Demographic Segmentation. suburban. So they always take care of the Punjabi customers and launch all their products or services according to their preffrences.• • • Size of metropolitan area: segmented according to size of population Population density: often classified as urban.Then they also consider the Hindi language and launched a new segment for the Hindi readers ‘ Ajit Samachar’. or rural Climate: according to weather patterns common to certain geographic regions Ajit daily newspaper uses this strategy very well by targeting the customers of Punjab who usually read only Punjabi language. They also launched a new segment for the punjabi’s living out side the country i. So in this way they are taking care of every geographical aspect of their customers. So they launched a Punjabi news paper called ‘AJIT’ ‘AWAAZ PUNJAB DI’ for the Punjabi customers.e abroad by launching ‘AJIT WEEKLY’ in north America.Some demographic segmentation variables include: Age: The is Ajit newspaper having the readers of every age because it is printed in Punjabi as well as in Hindi .

In this factor.language. Some psychographic variables include: • • • • • Activities Interests Opinions Attitudes Values Behavioralistic Segmentation- . Activities. interests. students. we can talk about the occupation of the readers of Ajit newspaper which are professionals. Generation-The existing generation is having great interest in knowing what is happening in the state and country and how the markets are performing. and opinions (AIO) surveys are one tool for measuring lifestyle. both of the languages are the mostly used by the Indians as Hindi is our national language and Punjabi is also very popular language Occupation. so this demographic factor is influencing the marketing strategies of Ajit newspaper. Psychographic SegmentationPsychographic segmentation groups customers according to their lifestyle. and even every little and older member of an Indian family.

Behavioral segmentation is based on actual customer behavior toward products. first-time. They have started thier mission of providing quality reporting to Europe by bringing out “RANJIT WEEKLY (Euro Edition)” from thier base in the UK. Their success in bringing the Punjabis at home in the world has enabled them to publish the Ajit Weekly in the major metros of North America. information & entertainment. . Ajit newspaper group uses this segmentation very efficiently in their different segment called ‘Ajit Weekly’. Some behavioralistic variables include: • • • • Benefits sought Usage rate Brand loyalty User status: potential. regular. They will always endeavor to provide the up to date news. views. etc. Ajit Weekly was conceptualized with a view to disseminate quality reporting to the Punjabis across the globe.

TARGET MARKETINGTarget Marketing is a process of breaking a market into segments and then concentrating your marketing efforts on one or a few key segments. So in this way they are taking care of every aspect of their customers.Then they also consider the Hindi language and launched a new segment for the Hindi readers ‘ Ajit Samachar’. A marketer may choose to target the entire market with the generalized product.e abroad by launching ‘AJIT WEEKLY’ in north America. So they always take care of the Punjabi customers and launch all their products or services according to their preffrences. Target marketing provides a focus to all of your marketing activities. Ajit daily newspaper uses this strategy very well by targeting the customers of Punjab who usually read only Punjabi language. They also launched a new segment for the punjabi’s living out side the country i. promotion. It involves group of persons for whom a firm creates and maintains a product mix that specifically fits the needs and preferences of that group. and pricing strategy meant to appeal to everyone. or may go after one segment of the market with a customized strategy or several segments of the market with more than one strategy. . So they launched a Punjabi news paper called ‘AJIT’ ‘AWAAZ PUNJAB DI’ for the Punjabi customers. distribution.

positioning involves the differentiation of the company's offering from the competition by making or implying a comparison in terms of specific attributes. So the Ajit group used the competitive pricing strategy to give hard competition to his competitor. More often. The ‘Ajit newspaper’ reduced their profit added to the cost and they managed their cost of production very well for this they read the cost reducing techniques used by the other competitors in the market like ‘Jaj Bani’ and . The ajit newspaper positioned themselves very well in the market ‘Ajit newspaper’ is having competition with the ‘Jag Bani’ which is an another Punjabi news paper who is giving competition to the Ajit newspaper.POSITIONING- Positioning refers to the customer's perceptions of the place a product or brand occupies in a market segment. a position is achieved by associating the benefits of a brand with the needs or life style of the segments.1 selling Punjabi newspaper’. They sell their newspaper to their customer at comparatively lowest price to increase their sales and they became very much successful in their strategy and become the ‘world’s No. In some markets.

so they become successful in positioning themselves in a better way in the market. Their success in bringing the Punjabis at home in the world has enabled them to publish the Ajit Weekly in the major metros of North America. Ajit newspaper group uses this strategy very efficiently in their different segment called ‘Ajit Weekly’.‘Punjab kesari’. BIBLIOGRAPHY . views. information. Ajit Weekly was conceptualized with a view to disseminate quality reporting to the Punjabis across the globe. After this they make themselves able to manage their cost in comparison to their competitors. They will always endeavor to provide the up to date news. They have started thier mission of providing quality reporting to Europe by bringing out “RANJIT WEEKLY (Euro Edition)” from thier base in the UK.

ajitjalandhar. 3.www. .N. 4.org 5.Sontakki.businessplans. Reference from the book marketing management by C.com 1.org 6. www.peerspectives. Reference from the book marketing management by Kotller.ideasformarketing. www.com 2. www.