SUMMER INTERNSHIP PROJECT ON

STUDY OF MARKETING IN COMPANY

Undertaken at
DIVYA BHASKAR COOPERATE LIMITED

Submitted in partial fulfilment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
2021-2023

Submitted by , MR SUDHIR AGARWAL

Managing Director,
AMDANIMATH PRITHVI DIVYA BHASKAR
Marketing
MBA Semester III
Enrolment No:210617200396

Under the Guidance of

Prof. SATYAJITSINH GOHIL

PARUL UNIVERSITY
FACULTY OF MANAGEMENT STUDIES
1
 Declaration

I Amdanimath prithvi, Enrolment No. 210617200396 an MBA student from Faculty of Management
Studies (Parul Institute of management and research ) Semester III of the Parul University , Vadodara
hereby declare that the Summer Internship Report entitled Study of e-recruitment in companies is an
original work and the same has not been submitted to any other Institute for the award of any other degree.

Date: Amdanimath prithvi

MBA Semester III

2
 INTRODUCTION TO DIVYA BHASKAR

In 2003, the Bhopal-based Bhaskar Group identified Ahmedabad, Gujarat as the city with highest potential
for the fourth launch of Dainik Bhaskar outside Madhya Pradesh (MP). It surveyed 12,00,000 households,
[clarification needed] with a team of 1050 surveyors, 64 supervisors, 16 zonal managers and 4 divisional
managers.[1] The surveyors were gathered largely through posters at colleges and word-of-mouth
publicity, instead of expensive print and TV advertisements. Nearly 40-50% of the surveyors were later
absorbed in Dainik Bhaskar or Divya Bhaskar, while the rest were given a certificate of appreciation. The
team was trained to reach out to 8 lakh (800,000) households in Ahmedabad and 4 lakh (400,000)
households in adjoining districts, in a time span of 40 days. The newspaper was launched in Ahmedabad on
23 June 2003, under the name Divya Bhaskar, as No. 1 with 452,000 copies (a world record). Within 15
months, it entered two more cities of Gujarat: Surat and Vadodara. To counter the Bhaskar's group's threat,
the leading Gujarati newspapers came up with color pages, price reductions and several high-value
customer offers. However, by 2009, Divya Bhaskar became the largest circulated Gujarati daily with 11.5
lakh (1,150,000) copies.

The group's pre-launch door-to-door twin-contact launch program has been recognised as an Orbit shifting
innovation. It has won Business Process Innovation award by Marico Foundation, and is a case study in
several B-schools including Indian Institute of Management, Ahmedabad and SPJIMR. The case study
reveals, Divya Bhaskar become most popular among all other Gujarati news papers because of its erotic
news and relationship related column.

Divya Bhaskar is the largest circulated daily of Gujarat as per ABC- Audit Bureau of Circulations (India)
and has the most editions by any newspaper in Gujarat. It is published from Ahmedabad, Vadodara, Surat,
Rajkot, Jamnagar, Mehsana, Bhuj, Bhavnagar (as Saurashtra Samachar) and Junagadh

3
CHAPTER -1
INDUSTRY STUDY
White papers and guides are among the most time-intensive content marketing projects. But investing in these
marketing powerhouses can pay off by helping you engage buyers and build a persuasive business case for your
solutions.

B2B buyers—especially technology buyers—rely on the in-depth information in white papers to make informed
purchasing decisions. In fact, 71% of B2B technology buyers have read a white paper within the past year.

But creating your white paper is only half the battle. Many B2B marketers put lots of time and resources into
producing a white paper and then bury it deep within their website where no one will ever find it.

The key to avoiding content black holes is to create a promotion plan while your white paper is still in development.
A promotion plan will help you get your white paper in front of a wider audience, attract leads, and raise brand
awareness.

* Here are five marketing tips for paper industry

1. Make a great pitch

Workers have to have an elevator pitch prepared as though they are about to describe the benefits of paper to an
individual. Employees must be able to grab a person's attention and reel them in to convince anyone through other
advertising means, according to Business 2 Community. Companies should take the time to develop a pitch of their
own so they can convince a person on the street if they have to.

This is crucial for the paper industry as it needs to be able to convince the public that paper grants more
advantages than digital. An elevator pitch will guide employees in ways to advertise to potential customers quickly
and honestly.

2. Personalization
Forbes highlighted how marketing content should match a particular audience to direct advertisements toward a
particular demographic. It's most successful when advertisements are personalized, as they are more likely to hook
clients and create interest.

Paper distributors should use personalization on paper items and display how hard-copy documents are more
personalized and professional than digital ones. When someone receives a memo in paper form, it seems astute
and planned, while an email appears almost too easy to create.

3. Coupons, rewards and incentives

Business 2 Community suggested businesses offer coupons to recruit new customers. When they receive a reward
for doing business, they are encouraged to come back. And when there are more rewards in their future, it
becomes easier to retain current customers.

4
For the paper industry, creating coupons and rewards from paper opens up the opportunity to be creative.
Distributors that make eye-catching designs may also tout the benefits of paper coupons being more memorable
than their digital counterparts.

4. Strong relationships
Organizations have to focus on retaining current consumers in the market rather than creating new ones. It's much
less difficult to do so, and establishing guidelines for communications between customers and staff makes it easier
to create strong connections, according to Forbes.

Long-lasting relationships in the paper industry are what has kept it going. The public still prefers hardcover and
softcover books to ereaders due to their ability to immerse readers within the medium. It is also easier to
comprehend what's on the page.

5. Offer the right amount of content

Forbes recommended providing just the right amount of content to customers and mixing up different kinds,
including photos, writing content and rewards. Consistency within these within these advertisements is necessary.

As marketing develops, so will the brand, and customers will soon be able to recognize the company easily.
Marketing for the paper industry may seem complicated, but as long as distributors focus on retaining their current
audience and keeping informative and innovative, paper can overcome

5
1.1 INTRODUCTION

In 2003, the Bhopal-based Bhaskar Group identified Ahmedabad, Gujarat as the city with highest potential
for the fourth launch of Dainik Bhaskar outside Madhya Pradesh (MP). It surveyed 12,00,000 households,
[clarification needed] with a team of 1050 surveyors, 64 supervisors, 16 zonal managers and 4 divisional
managers.[1] The surveyors were gathered largely through posters at colleges and word-of-mouth
publicity, instead of expensive print and TV advertisements. Nearly 40-50% of the surveyors were later
absorbed in Dainik Bhaskar or Divya Bhaskar, while the rest were given a certificate of appreciation. The
team was trained to reach out to 8 lakh (800,000) households in Ahmedabad and 4 lakh (400,000)
households in adjoining districts, in a time span of 40 days. The newspaper was launched in Ahmedabad on
23 June 2003, under the name Divya Bhaskar, as No. 1 with 452,000 copies (a world record). Within 15
months, it entered two more cities of Gujarat: Surat and Vadodara. To counter the Bhaskar's group's threat,
the leading Gujarati newspapers came up with color pages, price reductions and several high-value
customer offers. However, by 2009, Divya Bhaskar became the largest circulated Gujarati daily with 11.5
lakh (1,150,000) copies.

The group's pre-launch door-to-door twin-contact launch program has been recognised as an Orbit shifting
innovation. It has won Business Process Innovation award by Marico Foundation, and is a case study in
several B-schools including Indian Institute of Management, Ahmedabad and SPJIMR. The case study
reveals, Divya Bhaskar become most popular among all other Gujarati news papers because of its erotic
news and relationship related column.

Divya Bhaskar is the largest circulated daily of Gujarat as per ABC- Audit Bureau of Circulations (India)
and has the most editions by any newspaper in Gujarat. It is published from Ahmedabad, Vadodara, Surat,
Rajkot, Jamnagar, Mehsana, Bhuj, Bhavnagar (as Saurashtra Samachar) and Junagadh

6
 1.2 GROWTH AND EVOLUTION OF INDUSTRY IN INDIA

Newspaper in India is the self-righteous tradition of the general public. Without news about the country people
cannot stay or survive, it has turned out to be an evitable medium of existence. Its major role is to act as the watch-
dog of the nation and its surroundings, besides this basic function it is also an important means to education, and
entertainment. In other words it can be said that it is the printed means passing on current information.

News paper in India was first published on 29th January, 1780 by James Augustus Hicky under the British Raj and
its name was “the Bengal Gazette” or Calcutta General Advertiser or commonly known as the “Hicky’s Gazette”. The
period was characterised by strict government control and censorship. The British Government imposed strict
surveillance on the print media.

The year 1857 is known as the emergence year of journalism in India. This year is marked by the division of Indian
press and British press and as a result of it Vernacular Press Act in 1876. In the year 1861 the first edition of “The
Times of India” was published by Robert Knight. Again in the year 1868 “Amrit Bazar Patrika” was started, this
newspaper mainly focused upon the social reformers and political leaders and started contributing in the field of
journalism.

During the British rule Indian newspaper immensely participated in the freedom struggle of India. After
Independence the role of newspaper changed and it have become industrialised and started employing large
number of people. Presently missionary phase of India has been replaced with a professional approach.

Modern India is updated by the information by a number of agencies. Presently India has four major news agencies
– Press Trust of India, United News of India, Samachar Bharati and Hindusthan Samachar. Role of newspaper is to
be interpreted very cautiously as it is the lifeline of our nation as well as the society.

7
1.3INDUSTRY ANALYSIS: MICHAEL PORTAL FIVE FORCE MODEL

Porter Five Forces model is heavily borrowed from the traditional field of micro economics. The five forces that
determine the industry structure of organization in casename case study are -

1. Bargaining power of suppliers of Newspaper Newspapers - If suppliers have strong bargaining power then they
will extract higher price from the Newspaper Newspapers.

2. Rivalry among existing players – If competition is intense then it becomes difficult for existing players such as
Newspaper Newspapers to earn sustainable profits.

3. Bargaining power of buyers of Newspaper Newspapers – If the buyers have strong bargaining power then they
usually tend to drive price down thus limiting the potential of the Newspaper Newspapers to earn sustainable
profits.

4. Threat of new entrants - if there is strong threat of new entrants then current players will be willing to earn less
profits to reduce the threats.

5. Threat of substitute products and services if the threat of substitutes is high then newpaper has to either
continuously invest into R and D or it risk losing out to disruptors in the industry.

8
Chapter 2: company study
2.1.1 vision

2.1.2 mission
The group's pre-launch door-to-door twin-contact launch program has been recognised as an Orbit shifting
innovation. It has won Business Process Innovation award by Marico Foundation, and is a case study in several B-
schools including Indian Institute of Management, Ahmedabad and SPJIMR. The case study reveals, Divya Bhaskar
become most popular among all other Gujarati news papers because of its erotic news and relationship related
column.

Divya Bhaskar is the largest circulated daily of Gujarat as per ABC- Audit Bureau of Circulations (India) and has the
most editions by any newspaper in Gujarat. It is published from Ahmedabad, Vadodara, Surat, Rajkot, Jamnagar,
Mehsana, Bhuj, Bhavnagar (as Saurashtra Samachar) and Junagadh (as Sorath Bhaskar)

To be the largest and most admired language media brand enabling socio-economic change.

Brand Values:

Trendsetter: We strive to differentiate in terms of format, content and policies that proactively incentivise risk-
taking abilities and push the boundaries of our journalistic passion.

9
Result-oriented: We have a clear focus on goals. We are metrics driven in our reader connect, business operations
and in our measurement of stakeholders satisfaction. This result orientation is an important part of our everyday
work ethos.

Analytical: The Group follows a logical and data-driven approach in all its endeavours.

Connected: We strive to establish a strong ground connect with latest national and international developments
across sectors to capture the latest trends. Our finger is always on the pulse of our readers, customers, channel
partners and employees. Establishing a culture of respect and recognition with internal and external stakeholders is
of critical importance to us.

2.1.3 GOALS
At the Dainik Bhaskar Group, our core values are reflected in our work culture, every single day. We drive our
values within the organization, creating an environment that enables our employees to imbibe the Group vision.

Our key focus is employee satisfaction and to achieve this we conduct Gallup survey. In fact, the Dainik Bhaskar
Group is the only brand in the Indian media industry to partner with Gallup Research for employee engagement.

We extend medical support to not just our employees, but their in-laws as well. This sets us apart since we go
beyond industry norms to offer our employees wholesome benefits.

We organise various activities to keep the fun quotient alive at work but we also have stringent policies, which
protect an individual's emotional and physical well-being from any sort of harassment.

Gender inequality remains a major concern in our society. For us, socio-economic change starts from our
organisation itself and hence the Group has adopted a range of unique policies that curbs this bias. Contribution
from the organisation to an employee when a girl child is born and financial assistance for their daughters'
weddings are to name a few of such initiatives.

We have adopted a work culture that seamlessly combines the ethics of professionalism with an attention to
individual detail and satisfaction. This appeals to the better nature of all our employees, encouraging them to live
up to their truest potential.

Through our recognition and rewards program, we make sure our employees feel valuable and recognised at an
individual as well as collective level.

10
2.1.4 OBJECTIVE
Sometimes there is an overlap of objectives. For example, seeking to increase market share, may lead to lower
profits in the short-term, but enable profit maximisation in the long run.

Profit maximisation

Usually, in economics, we assume firms are concerned with maximising profit. Higher profit means:

Higher dividends for shareholders.

More profit can be used to finance research and development.

Higher profit makes the firm less vulnerable to takeover.

Higher profit enables higher salaries for workers

See more on: Profit maximisation

Alternative aims of firms

However, in the real world, firms may pursue other objectives apart from profit maximisation.

1. Profit Satisficing
In many firms, there is a separation of ownership and control. Those who own the company (shareholders)
often do not get involved in the day to day running of the company.
This is a problem because although the owners may want to maximise profits, the managers have much
less incentive to maximise profits because they do not get the same rewards, (share dividends)
Therefore managers may create a minimum level of profit to keep the shareholders happy, but then
maximise other objectives, such as enjoying work, getting on with other workers. (e.g. not sacking them)
This is the problem of separation between owners and managers.
performance related pay although in some industries it is difficult to measure performance.
More on profit-satisficing.
2. Sales maximisation
Firms often seek to increase their market share – even if it means less profit. This could occur for various
reasons:

Increased market share increases monopoly power and may enable the firm to put up prices and make
more profit in the long run.
Managers prefer to work for bigger companies as it leads to greater prestige and higher salaries.
Increasing market share may force rivals out of business. E.g. the growth of supermarkets have lead to the
demise of many local shops. Some firms may actually engage in predatory pricing which involves making a
loss to force a rival out of business.
3. Growth maximisation
This is similar to sales maximisation and may involve mergers and takeovers. With this objective, the firm
may be willing to make lower levels of profit in order to increase in size and gain more market share. More
market share increases its monopoly power and ability to be a price setter.

11
 4. Long run profit maximisation
In some cases, firms may sacrifice profits in the short term to increase profits in the long run. For example,
by investing heavily in new capacity, firms may make a loss in the short run but enable higher profits in the
future.

5. Social/environmental concerns
A firm may incur extra expense to choose products which don’t harm the environment or products not
tested on animals. Alternatively, firms may be concerned about local community / charitable concerns.

Some firms may adopt social/environmental concerns as part of their branding. This can ultimately help
profitability as the brand becomes more attractive to consumers.
Some firms may adopt social/environmental concerns on principal alone – even if it does little to improve
sales/brand image.
6. Co-operatives
Co-operatives may have completely different objectives to a typical PLC. A co-operative is run to maximise
the welfare of all stakeholders – especially workers. Any profit the co-operative makes will be shared
amongst all members

2.2 organizational structure

An organizational structure helps you determine your company's leadership hierarchy and flow of information.

An organizational structure is the group of rules, roles, relationships and responsibilities that outline how your
company’s activities are directed to meet its goals.

There are eight types of organizational structures, each of which is either centralized or decentralized in terms of
who has the power.

Each structure has advantages and disadvantages that you should consider when choosing one for your company.

This article is for business owners who have employees and are looking to decide the right organizational structure
for their company.

Running a business means successfully delegating tasks among your employees. It also means having the final say
on all projects – or, if your company is on the larger side, hiring people whom you trust enough to give full approval
powers. An organizational structure for your business can help you make sense of where and with whom your
company’s responsibilities lie, and you have plenty of types from which to choose.

What is an organizational structure?

An organizational structure is a set of rules, roles, relationships and responsibilities that determine how a
company’s activities should be directed to achieve its goals. It also governs the flow of information through levels of
the company and outlines the reporting relationship among midlevel staff, senior management, executives and
owners. It is effectively a hierarchy for a company, though some organizational structures emphasize a near-total
lack of hierarchy.

Key takeaway: An organizational structure determines how information, responsibilities and approval will flow
within your company.

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How many types of organizational structures are there?

In your research, you may at first read that there are two types of organizational structures: centralized and
decentralized. However, using just these two classifications for every possible team structure may paint with too
broad a brush. That’s why experts have come up with eight types of organizational structures, each of which is
either centralized or decentralized:

Hierarchical structure (also known as line structure)

Functional structure

Divisional structure (also known as multidivisional structure)

Flatarchy structure (also known as horizontal or flat structure)

Matrix structure

Team structure

Network structure

Projectized structure

All of these are centralized except for the flat, team-based and network structures. In a centralized structure,
power flows up the chain of command to the executives and owners, whereas decentralized organization
structures give far more power to non-executives and non-owners.

2.2.1 BOARDS OF DIRECTORS

Mr. Sudhir Agarwal Managing Director

Sudhir Agarwal

Mr. Sudhir Agarwal has close to 30 years of experience in the publishing and newspaper business and has been a
part of the organisation for the same number of years. He is responsible for its long-term vision, business planning
and performance monitoring. His dynamic leadership and vision led the Company to encompass multiple states,
three languages and a pan-India presence. Under his supervision, the Company’s door-to-door contact launch
process has helped its newspapers become No.1 from day one. His aggressive management qualities have led
analysts and investors to consider the Company as one of the fastest growing Media Group of India.

Mr. Girish Agarwal Non-Executive Director

Girish Agarwal

Mr. Girish Agarwal has been on the Board since October 1995 and has approximately 26 years of experience. He
heads the marketing and related operations of the Group. He is also an active member of the INS and holds the
distinction of being its youngest Chairman in Madhya Pradesh. He has been awarded ‘Entrepreneur of the Year’ by
Ernst & Young in 2006 and ‘Outstanding Entrepreneur’ at the Asia Pacific Entrepreneurship Awards (APEA) in 2016.
Under his leadership, Divya Bhaskar, the Group’s Gujarati daily has won the ‘Best in Print’ (Bronze) award at the
IFRA Asia Pacific Awards. Divya Bhaskar is the only Indian Language newspaper in India to have won this award.

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Mr. Pawan Agarwal Dy. Managing Director

Pawan Agarwal

Mr. Pawan Agarwal has been on the Board since December 2005. He holds a B.A. degree in Industrial Engineering
from Purdue University, USA and has also attended a programme on Leadership’s Best Practices at Harvard
University. He heads production and the information technology department along with the radio and DB Digital
Business within the Group. He has been awarded by the Prime Minister of India for his contribution to Indian
language journalism and also by Enterprise Asia as one of the outstanding entrepreneurs of Asia Pacific, 2010.

2.3 KEY EXECUTIVE TEAM

Mr. Santosh Desai is the MD and CEO of Future Brands Ltd., a brand and consumer consultancy company.
Previously, he was the President of McCann-Erickson, one of India’s premier advertising agencies. A post graduate
from IIMA, Mr. Desai’s principal area of interest is examining the evolving nature of consumer culture in India. He is
currently on the boards of Future Consumer Products Limited.

D. B. Corp. Ltd. and Breakthrough. He is also a member of the Governing Councils of Mudra Institute of
Communication, Ahmedabad & Praxis Business School, Kolkata. He has his own weekly column in the Times of India
and is the author of the bestseller ‘Mother Pious Lady: Making Sense of Everyday India’; a book that examines how
the everyday life of middle class India has evolved.

2.4 PRODUCT / SERVICE OFFERED

Newspapers are print media and/or the newsgathering organizations that produce them. Most conventional
newspapers are published on a daily or weekly basis, and are meant to inform the general public about recent
events, especially public affairs. Besides local, national or international news, papers often carry sports and
entertainment features, opinion columns and advertising.

Newspapers may address a general audience, focus on a geographical area, or cover a specialized subject, such as
newspapers for a specific profession, industry or interest. Newspapers traditionally are supported by selling
advertising space as well as subscription or single-copy sales of the newspapers themselves. Through history,
newspapers have sometimes been subsidized by organizations or interest groups, including political parties. Mass-
circulation newspapers, such as those evolving in 19th century New York, attempt to appeal to a wider audience
(and wider advertising market) than overtly partisan papers.

As the Internet's World Wide Web spread in the 1990s, newspaper companies established Web editions carrying
stories from the print edition and, increasing in the next decade, original material. By 2009 this had blurred the
distinction between the printed newspaper and the online newspaper. By 2009, some newspapers were shifting
from daily print production to daily Web production with weekly printed editions. Some new Web-only publications
adopted reporting and writing styles commonly associated with printed newspapers.

Newspaper advertising categories include:

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"display ads" -- rectangular advertisements, often including images, usually for commercial products and services,
or for delivery of issue-oriented or political messages.

"classified ads" -- (brief advertisements, often text-only, presented in column form by topic: items for sale, help
wanted, personal messages, etc.

coupons -- small promotional ads that may be cut or torn out to be redeemed for a discount on a product.

Newspapers are the largest employers of print media.

About 40% of ad revenue for a newspaper comes from classifieds.

2.5 KEY FINANCIAL FOR THREE YEAR

2.6 MILESTONE ACHIEVED

VADODARA UNIT HAS ACHIVED REWARD AND RECOGNITION IN PAN INDIA WITH THE GOLD AWARD AS A NUMBER
ONE UNIT OF INDIA . THIS MILESTONE WAS ACHIVED BY VADODARA UNIT

2.6.1 AWARD RECEIVED

iNIFD Gurukul Ahmedabad won Divya Bhaskar Eminence Awards 2019 for the best institute in Fashion Design and
Interior Design in Ahmedabad. This is the second consecutive year that iNIFD Gurukul Ahmedabad won this award.
This prestigious award was presented by none other than the Hon. Chief Minister of Gujarat Shri Vijaybhai Rupani.
The award for Best Fashion Design Institute in Ahmedabad as well as Best Interior Design Institute in Ahmedabad
was received by Mr. S. Bhansali and Mrs. Preeti Bhansali, the Director Duo of iNIFD Ahmedabad.

eminance-award-2019

The award ceremony was held on December 13, Friday at Ahmedabad City Center and was organized by Divya
Bhaskar Group. These awards are given to the institutes and organizations who have significant contribution to
Business and Society in their respective categories.

15
eminence awards 2019

iNIFD Gurukul Ahmedabad, for the past 20 years under the leadership of Mr S Bhansali and Mrs. Preeti Bhansali are
contributing to education especially in Fashion Designing and Interior Designing. iNIFD Ahmedabad also known as
iNIFD Gurukul Ahmedabad is one of the best Fashion Design institutes in India as well as one of the best Interior
Design institutes in India. Out of so many other similar institutes, the jury selected iNIFD Gurukul Ahmedabad for
this prestigious award of Best Institute for Fashion & Interior Design in Ahmedabad for the second successive year.
The Divya Bhaskar Eminence Award for best Institute in Fashion and Interior Design affirms iNIFD Gurukul
Ahmedabad’s objective to offer the superior quality education to the aspiring students in Fashion Design and
Interior Design.

16