A SUMMER TRAINING PROJECT REPORT ON

MARKET PENETRATION OF DISH TV For

DISH TV
Submitted in Partial Fulfilment of

POST GRADUATE DIPLOMA IN MANAGEMENT

Of
ACCMAN INSTITUTE OF MANAGEMENT,GREATER NOIDA (U.P.)

UNDER GUIDANCE OF
Mr. Anil Jha Mr. Vishal Kainth

Submitted By
Anjana Thakur PGDM-3rd Trimest Roll No.60006

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CERTIFICATE
Certified that Ms. Anjana Thakur a student of PGDM 3rd Trimester has submitted his project report entitled “MARKET PENETRATION OF DISH TV LTD.” in partial fulfilment of the requirement for the award of “Post Graduate Diploma In Management” of the “Accman Institute Of Management Greater NOIDA (U.P.)”. The project has been carried out under our supervision during academic session 2010-2012. I wish him to be successful in all his efforts & achieve all that he hoped for.

Director Prof. D.S. NARVAN (Accman, Gr. Noida)

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DECLARATION

I, Anjana Thakur hereby declare that the research project entitled “MARKET PENETRATION OF DISH TV LTD. ” is based upon my research in DTH, is an original and authentic work done by me and is based upon the study conducted by me. This research report was undertaken as a part of the PGDM program. All information and facts and figures in the report are in my findings and are original in nature , which are collected from various locations . This information is true to the best of my knowledge.

Date -

ANJANA THAKUR

(ACCMAN INSTITUTE OF MANAGEMENT)

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Summer Training is an Integral part of PGDM Programme. It helps the student to understand the practical aspects of Marketing. As a part of my PGDM Programme ACCMAN INSTITUTE OF MANAGEMENT, I was supposed to work with an Organization for a period of 8 weeks. To understand the important aspects of Marketing, I chose BUSINESS STANDARD LTD. for my training, which is a hard-core marketing company for marketing of business newspaper. My project aims to “PENETRATE THE MARKET OF DISH TV LTD. AND TO INCREASE THE DEALER SHIP OF DISH TV LTD. and Sales Promotion of DISH TV LTD.They have provided me east Delhi Market Area under the Distributors JMD maya marketing. My work was to look after the whole East Delhi Market Area and increase the number of dealer ship. .

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ACKNOWLEDGEMENT
This project would have been difficult to complete without the invaluable contributions from some important persons. Let me take this opportunity to thank them. First of all, I would like to thank DISH TV LTD. for giving me such challenging projects to work upon. Special thanks to my faculty guide PROF. Subir Guha for guiding me through my internship. I am indebted to my project guide Mr. Anil JHA (Area Sales Manager) Mr. vishal kainth (Sales. Manager ) for the direction and purpose they gave to this project through their invaluable insights, which constantly inspired me to think beyond the obvious. Their encouragement and co-operation helped me instill a great degree of self-confidence to deliver a good work. I would like to thank again to Vishal sir for taking constructive interest in my project and providing us valuable support at many points of time. I am also thankful to all the employees of DISH TV LTD. who provided me with an environment conducive for learning during the last two months. A special thanks to Prof. S. C. Ghose for providing me this wonderful opportunity to work with Dish Tv India LTD. I hope I can build upon the experience and knowledge that I have gained here and make a valuable contribution towards this industry in the coming future.
ANJANA THAKUR ACCMAN INSTITUTE OF MANAGEMENT

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S.NO. CONTENTS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. Preface Acknowledgement Executive Summary Introduction Company Profile Process Flow Product Objective Of The Study Research Methodology SWOT Analysis Data Analysis Major Findings Conclusion Suggestion Bibliography Annexure

PAGE NO. 6 7 8 9 20 26 27 30 32 37 40 54 56 57 60 61

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EXECUTIVE SUMMARY
Dish TV India Limited is an Indian company engaged in the business of providing direct-tohome (DTH) satellite television service, which includes teleport service, customer support and transponder space leasing. Dishtv is a division of Zee Network Enterprise (Essel Group Venture). Dish TV India Limited is ranked no. 437 and no. 5 in the list of media companies in the Fortune India 500 roster of India’s largest corporations in 2011.It uses MPEG-2 digital compression technology, transmitting using NSS-6 Satellite at 95.0. Dish TV's Managing Director and Head Of Business is Jawahar Goel who is also the promoter of Essel Group and is also the President of Indian Broadcasting Foundation. Zee Network incorporated Dish TV to modernize television (TV) viewing. It provides features such as Electronic Programme Guide (EPG), parental lock, games, 330+ channels and services, interactive TV and movies on demand. Its primary competitors are cable television and other DTH service providers—Airtel digital TV, Reliance Big TV, DD Direct+, Tata Sky, Sun Direct, and Videocon D2H.

THIS PROJECT FOUCS ON FOLLOWINGS:  To find out the new outlet location of Dish TV in East Delhi. Finding better marketing tools that could be used for promotion of Dish TV. Finding the top DTH service providers in respective area.

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INTRODUCTION

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DTH-

The Direct-To-Home (DTH) service is a digital satellite service that provides television services direct to subscribers anywhere in the country. Since it makes use of wirelesstechnology, programs are sent to the subscriber's television direct from the satellite, eliminating the need for cables and any cable infrastructure. This is particularly valuable in remote and difficult to reach areas where cable and in many cases, terrestrial television services are poor or non existent. DTH services also provide the finest of picture and sound quality which is considered to be second to none worldwide. Now surround sound, home theaters, live concerts and daily television programming are all delivered to your home with the same quality as any modern movie theater. A wide variety of material has been published in newspapers, including editorial , opinions, criticism, persuasion and op-ads; obituaries entertainment features such as crossword , Sudoku& horoscopes ;weather news and forecasts; advice, food and other columns ; reviews of movies , plays and restaurants; classified ads; editorial cartoons & comic strips.

Dish TVDish TV India Limited (Dish TV), one of the group companies of the Essel group, is the pioneer of the DTH business in India, where our core business is distribution of multiple television channels and allied video/ audio services to subscribers on a monthly subscription basis. This transmission is enabled through satellite equipment installed at the end consumer premises wherein a subscriber can directly receive the programming from our satellite, through a mini dish which is then de-coded by a digital receiver called set-top-box or STB. This process does not require any intermediary or cable operator. Our business commenced operations in October 2003 (pursuant to a DTH license issued by the Ministry of Information & Broadcasting, Government of India in 2003) with 47 channels. Currently, we offer over 225 digital channels (including approx 20 voice channels) to approx. over 4.5 million subscribers, across India. We are listed on the NSE, BSE and CSE. To achieve its ultimate goal of maximizing shareholders value, Dish TV believes that good corporate practices enable the board to direct and control the affairs of the Company in an efficient manner and that the prime responsibility of good governance lies within an organization and not outside. Corporate Governance at Dish TV is intended to ensure value creation for all its stakeholders. Dish TV believes that the governance process must ensure adherence and enforcement of the principles of sound Corporate Governance with the objectives of
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fairness, transparency, professionalism, trusteeship and accountability, while facilitating effective management of the businesses and efficiency in operations. The Company is committed to achieve and maintain highest standards of Corporate Governance and with this view, endeavours to improve in all aspects of Corporate Governance on an ongoing basis. This ‘Corporate Governance Manual’ contains guidelines covering decision making authority levels, the policies and processes which provide an effective and flexible governance framework in the Company realizing the need to ensure an effective mechanism of checks and balances with transparency and accountability as the hall mark.

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HISTORY

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HISTORY
Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and global presence with business interests in media programming, broadcasting & distribution, speciality packaging and entertainment. Zee Network incorporated dishtv to modernize TV viewing. Dish TV is India’s first direct to home (DTH) entertainment service. By digitalizing Indian entertainment, this enterprise brought best television viewing technology to the living room. It not only transmits high quality programmes through satellite; but also gives a complete control of selecting channels and paying for them. Dish TV imparts DVD quality picture and stereophonic sound effects to the customers. It promises to change the experience of TV viewing with its uninterrupted transmission service. The endeavour enters next level of entertainment with futuristic features, such as EPG (Electronic Programme Guide), parental lock, games, 400 channels, interactive TV and movie on demand. Dish TV also brings exclusive national and international channels for the first time in India. DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee Entertainment Enterprises. Dish TV is on the same satellite where DD Direct+ was, DD Direct+ shifted to INSAT 4B which is adjacent to NSS-6. Dish TV was only DTH operator in India to carry the two Turner channels Turner Classic Movies and Boomerang. Both the channels were removed from the platform due to unknown reasons in March 2009. In October 2010 Dish TV added the long awaited Neo Sports and Neo Cricket on its platform

 CATEGORIES:-

DAILYWEEKLY-

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NATIONALINTERNATIONALONLINEMain article: Online Newspaper

CUSTOMIZED FORMAT-

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BASIC DATA:Official Country Name: Region (Map name): Population: Languages(S): Literacy Rate: Area: GDP: Number of Daily Newspaper: Total Circulation: Circulation per 1,000: Number of Non-Daily newspaper: Total Circulation: Circulation per 100: Total Newspaper Ad Receipts: As % of all Ad Expenditure: Republic of India East & South Asia 1,029, 991,145 English, Bengali, Telugu, Marathi 52.0% 3,287,590 sq km 456,990(US$ Millions) 398 30,772,000 50 98 7,774,000 13 35,624(Rupees Millions) 50.40

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COMPANY PROFILE

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COMPANY PROFILE
Introduction  Earlier started in Kolkata in 1975.  Daily sell is around 100000 copies.  Purely made for business.  Its only one kind Indian publication which has syndication with financial times London.  Punch line is “when you are sure”.  As newspapers became more reliable and began appearing more frequently, they began to play a major role in commerce, through their advertisements and by printing price listings and market reports. A German newspaper, published by Lucas Schulte, had begun appearing two times a week in 1625. The world's oldest surviving printed daily newspaper, Einkommende Zeitung, appeared in Leipzig in 1650. The first successful English daily was the Daily Courant, which first appeared in London in 1702. In the early eighteenth century, according to journalism historian Stanley Morison, the newspaper gained "a hold on London's commercial classes which it never lost." At that time, too, great essayists like Joseph Addison, Richard Steele, Daniel Defoe and Jonathan Swift began publishing newspapers filled with their social and political commentaries in London even though these papers were more similar in content to modern-day opinion magazines.

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Radio and television stations, cable networks, magazines and new computer information services also contribute to the range of information now available to citizens. Most major newspapers have also added opinion pages, which air views that differ from those of the newspaper and its publisher. Still, many press critics fear that the decline in the number of competing newspapers available in the world’s cities, the increasing corporate ownership of those newspapers that have survived and the standardization of their news coverage have limited the different voices and the different perspectives on the world available to the various people of the world.
VALUE AD TO READERS

Weekly tabloids 1. Smart Investor(Every Monday) 2. The Strategies (Every Tuesday) 3. ICE World(Alternative Wednesday) 4. BS Weekend(Every Saturday)

Monthly Magazines 1. Motoring 2. Open sky

Annual Magazines: 1. The Fund Manager 2. The Billionaire Club 3. Banking Annual 4. BS 1000 5. Spend

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Salient Features of BUSINESS STANDARD

 

The Editorial Page is widely recognized as having the most stimulating set of columnists, which provides the readers with their views on keys issues. BS-200: it is a one of a kind vertically laid out tablet shaped stock page, which is designed to give the serious business reader a unique edge. It evaluates the stocks of 200 of India’s best companies on the basis of 22 parameters and couples this with insightful coverage of companies and an extensive spread of all the markets.

 

It has an exclusive syndication with the world’s foremost business daily – The Financial Times of London Its contemporary design and two distinct sections allow easy navigation, and quicker access to information.

It has specific pages on stocks and commodity news. Thus it gives the reader information on all categories of stocks. Accent West: It is a supplement, which brings two pages on the regional business scenario: which include emerging players, local business events and industry specific news. The Real Estate and Business Education pages give a wide and comprehensive look into these rapidly growing areas. The political news gives an exclusive insight into how a political event can affect the economy; both in the long run and short run.  Case Study methodology is followed in Business Standard in its weekly supplement called “Smart Investor”. It provides in-depth analysis on economic issues. Thus it tries to provide the facts behind the figures.

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Structure & Hierarchy

Below flowchart gives an insight into the organization structure existing in Business Standard.

President

Vice President

General Managers

Deputy General Managers

Asst General Managers

Senior Mangers

Managers

Deputy Manager

Asst Manager

Senior Executives

Executives

Trainee Executives
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PRODUCT
About the News paper-

Sections:Company & Industry – This section provides the current news about companies and different industries. Commodities- This section provides news about various commodities like wheat, gold, edible oil etc. Economy and Policy- This section provides news about current condition of the market and new policies being formulated by government. Editorial- This section provides opinion and analysis by various expert . The columnists include T.N. Ninan as well. Stocks- This section provides information of about 2800 stocks listed on the stock market , which is greater than any other newspaper. Regional- This section provides regional news. Politics- This section provides news about the political scenario in the country mostly related to business in india.

 Supplementsi) ii) iii) iv) v) Monday : Smart Investor- Which advises people to make right decision. Tuesday- The Strategist- Which gives the strategies followed by various companies. Wednesday- Business Education- which gives information for various students. Thursday- SME World- Which gives information about small and medium enterprises. Saturday: weekend- Which includes various topic about life and leisure.

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MAGAZINES-

iiiivvvi-

BS Motoring- A motoring magazine. BS 1000- A magazine which give the top 1000 stocks. It is an yearly magazine.

iii- The Fund manager- A magazine which tells people about various mutual
funds. It also advises people on which mutual funds to invest in. Banking Annual- A magazine which gives ranking of various banking Indian Management- A monthly magazine on management. Others Magazines- Marquee- It provides information about LU. BS CONNECT- It is an employee magazine.

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OBJECTIVE OF THE STUDY

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OBJECTIVE:-

Primary ObjectiveDetermine the factors that influence a reader to subscribe to a business news paper.

Secondary Objective1- Awareness about business standard among reader in Delhi.
2- Business news paper having highest and second highest readership in Delhi.

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RESEARCH METHODOLOGY

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Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. The word research has been derived from French word Researcher means to search. FRANCIES RUMMER defined research :It is a careful inquiry or examination to discover new information or relationship and to expand or verify existing knowledge. Research is the solution of the problem, whether created or already generated. When research is done ,some new out come , so that the problem to be solved. RESEARCH DESIGN:- Research design is the conceptual structure in which research is conducted. It constitutes the blueprint for collection, measurement and analysis of data. The design used for carrying out this research is Descriptive.

SOURCES OF DATA:Source of data is the origin of information found. Following are the sources of data to be used to collect information required. For secondary Data:- Internet Websites For secondary Data:- Reader of News paper

Data collection method:Secondary data was collected by surfing internet websites, journals , magazines etc.

For primary Data:Questionnaire:Questionnaire enlists questions, which translate the research objective into specific question. The major issue on which questions may be concerned are facts, opinions ,attitudes, respondents and their level of acquaintance with a research problem.

INTERVIEW:An interview is a conversation between two or more people where questions are asked by the interviewer to obtain the information from the interviewee.

OBSERVATION:Observation is a basic method of obtaining information about a phenomenon under investigation.

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SAMPLE UNIVERSE:The aggregation of people that possess the information sought by the researcher and about which one wishes to generalize his/her research findings. All newspaper readers in Delhi and Noida.

SAMPLE FRAME:The listing of the accessible population from which you will draw your sample is called sample frame.

SAMPLE SIZE:- 250 UNITS SAMPLE UNIT:A unit of study is the object about which or from which the information is desired. Sampling unit is the respondents.

SAMPLING METHOD:The sampling method used to select samples from the population. The method of sampling used here is area probability sampling.

convenience Sampling:Sampling in which elements are selected in two or more stages, with the first stage being the random selection of area and the last stage being the random selection of elements within the area.

AREA SELECTED ARE:LAXMI NAGAR , NEW DELHI UTTAM NAGAR, NEW DELHI, PREET VIHAR , NEW DELHI NOIDA SEC- 15 NOIDA SEC- 18

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LIMITATIONS:Though the present study aimed to achieve the above mentioned objectives in full earnest and accuracy, it was hampered due to certain limitations. Some of the limitations of this study may be summarized as follows:a) The project was divided in zones , therefore I was limited to particular area and so the survey was quite difficult. b) Due to unavailability of proper conveyance facility , it was really hard to cover the market under a scorching sun. c) The time duration of the two months was short for the completion of the all activities. The selection of customers to cover the various strata of the society was tedious and time consuming. d) Getting accurate responses from the respondents due to their inherent problems was difficult . e) The survey was costly and tedious as most of the amount was spent in conveyance. f) Some customers refused to give any information for the survey because they thought it to be a waste of time. g) Some of the customers were rude thinking us to a fresher and inexperienced.

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SWOT ANALYSIS

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The overall evaluation of the company’s Strength,Weakness,Opportunity and Threats .

STRENGTH:i- Company Reputation
ii- Quality of analysis

iii- Honest and in-depth reporting
iv- Distribution effectiveness Company has advantage of being owned by Kotak Mahindra Group, a renowed company of the country .it has second highest readership after E.T. as far as business news paer is concerned . some other strength are providing in depth analysis & wide corporate and market coverage. Top 200 companies are evaluated across 22 key parameters.it is only paper to give detailed analysis on money market only paper to cover the global stock market , widest coverage across sectors and function.

WEAKNESS:1. 2. 3. 4. High price Less no of pages Less add on supplement No combopack

Since business standard out source printing to Dainik jagran so cost of paper become high . Less num of pages is also weakness of business standard. Company also don’t have combopack where as almost all the competitors have combopack.

OPPORTUNITY:iiiForeign tie up with financial times London There is untapped market in Delhi outskirts Foreign tie up with financial times London could be a opportunity of BSL. There is intense competition in Delhi at the same time there is huge potential in Delhi NCR and adjacent areas.

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THREATS:1. Market downfall 2. Internet Expansion 3. Competitors may further lower the price Market downfall like one year back is a big threat for the company . Internet expansion has led people to computer. Now all kind of news are available on internet. One can read number of newspaper available on net.there are intense competition in market and most of the competitors have already lower down their prices ,they may further lower their prices that is agreat threats for Business Standard.

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DATA ANALYSIS

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Q1)- Do you read business News Paper? a) Yes b) No

Number of respondents 250

30%

Yes 70% No

If yes, kindly tick from the following:a) Economics Times b) Business Standard b) Mint e) Financial Express c) Others …………………….. c) Business Line

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Number of respondents 76

9% 27% 23% Economics Times Business Standard Business Line Mint Financial express 12% 19%

Q2)- How did you come to know about your business News paper? a) Vendor b) Friends/Relatives b) Others………………………….. c) Media

Number of respondents 74

Vendor Friends/Relatives Media Others

This graph shows Media play an important role in spreading awareness about business news paper. Reader also came to know about news paper through their friends and relatives.

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Q3)- How long have you been reading this news paper?
a) Less than 6 months b) 1 to 3 year b) Between 6 months to 1 year d) More than 3 year

Number of respondents 74

10% 9% Less than 6 months 58% 23% Between 6 months to 1 year 1 to 3 year More than 3 year

c)

This graph shows most of the readers are long reader of their respective news paper .

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Q4: Which section of business news paper you like most? Section International Business Money and Currency Issue and in sight Stocks Opinions All Companies Commodities Total No of Reader 3 5 4 9 6 7 27 13 74 Percentage 4% 7% 6% 12% 8% 10% 36% 17% 100%

Section that mostly read by reader International
Commodities 17% Business 4% Money and Currency 7% Issues and in sight 6%

stocks 12% Companies 36% All 10% Opinions 8%

INTERPRETATION:After analyzing the data we come to know that 35 % of the sample read companies most and 12% read share market most.

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Q 5.1:- opinion about the page layout of newspaper? Parameter Very Important Important Some what important Not so important Unimportant TOTAL No of Readers 4 13 26 19 12 74 Percentage 6% 18% 36% 24% 16% 100%

Respond by the Reader about layout
6% 18% Very important 24% Important Some what Important 36% Not so Important Unimportant

16%

INTERPRETATION:From the survey conducted out of 74 who read the business newspaper 36% reader gives some what important to Layout and only 6% said it is vey important.

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Q 5.2 :-Opinion about the Depth of Reporting of Business Newspaper? Parameter Very Important Important Some what important Not so important Unimportant TOTAL No of Readers 19 31 19 3 2 74 Percentage 26% 42% 26% 4% 2% 100%

Depth of Business Newspaper
4% 2%

26% 26% very important important some what important Not so important Unimportant 42%

INTERPRETATION:Out of 74 business newspaper reader 42% said that Depth of Reporting is important and 2% of them said that depth of reporting is unimportant.

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Q 5.3 :-Opinion about the quality of analysis of Business Newspaper? Parameter Very Important Important Some what important Not so important Unimportant TOTAL No of Readers 40 22 6 1 5 74 Percentage 54% 30% 8% 2% 6% 100%

Quality of analysis of Business Newspaper
2% 8% 6% Very important 30% 54% important some what important Not so important Unimportant

INTERPRETATION:From the survey it is clear that 54% reader gives very important preference to the Quality of analysis . only 2% said it is Not so important.

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Q 5.4 :-Opinion about the wide coverage of Event of Business Newspaper? Very Important Important Parameter Some what important Not so important Unimportant TOTAL 27 28 No of Readers 14 3 2 74 36% 38% Percentage 20% 4% 2% 100%

Wide Coverage of Business Newspaper
4% 20% 2%

36%

Very important important Some what important Not so Important

38%

Unimportant

INTERPRETATION:In my survey 38% of the 74 respondents who read business newspaper said that wide coverage event is very important while 36% said that it is important.

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Q 5.5 :- Opinion about the innovative report of Business Newspaper? Parameter Very important Important Some what important Not so important Unimportant TOTAL No of Readers 5 9 34 22 4 74 Percentage 6% 12% 46% 30% 6% 100%

Innovative Report of business newspaper
6% 30% 6%

12% Very important Important Some what important 46% Not so Important Unimportant

INTERPRETATION:Out of 74 readers 46% said that innovative of report is some what important and 12% said it is important.

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Q 5.6 :- Opinion about the Reputation of Editorial Board of Business Newspaper? Parameter Very Important Important Some what important Not so important Unimportant TOTAL No of Readers 12 19 28 9 6 74 Percentage 16% 26% 38% 12% 8% 100%

Reputation of Editorial Board of Business Newspaper
Very important important some what important Not so important Unimportant

8% 12%

16%

26% 38%

INTERPRETATION:In our survey out of 74 reader 38% said that reputation of Editorial Board is some what important. Only 8% said it is unimportant.

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Q 5.7 :- Opinion about the coverage of issue of Business newspaper? Parameter Very important important Some what important Not so important Unimportant TOATAL No of Reader 15 31 24 4 0 250 Percentage 20% 42% 32% 6% 0% 100%

Coverage of issue of Business Newspaper
0% 6% 32% 20% Very important Important some what important 42% Not so important Unimportant

INTERPRETATION:42% of the readers gives importance to coverage of issue. Where as 6% said it is Not so important.

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Q 5.8 :- Opinion about the Price of Business newspaper? Parameter Very important Important Some what important Not so important Unimportant TOTAL No of Reader 11 13 6 25 19 74 Percentage 14% 18% 8% 34% 26% 100%

Price of Business Newspaper

26%

14% 18% Very Important Important Some what important 8%

34%

Not so important Unimportant

INTERPRETATION:After doing analysis of data we come to know that 34 % of the reader said that price is not so important for them at the time of purchasing the business newspaper.

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Q 5.9 :- Should International News column published in Business Newspaper? Parameter Essential Desirable Not Relevant TOTAL No of Reader 9 34 31 74 Percentage 12% 46% 42% 100%

Should International news Published
12% 42% Essential Desirable 46% Not Relevant

INTERPRETATION:Out of 74 reader said published 46% of desirable of International News and 12% said it is not relevant.

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Q 6:- Should Stock Column published in business newspaper? Parameter Essential Desirable Not Relevant TOTAL No of Reader 59 14 01 74 Percentage 80% 18% 2% 100%

Response regarding publication of stock market news in Business newspaper
2% 18%

Essential Desirable 80% Not Releavant

INTERPRETATION:Out of 250 reader 80% said that it is essential. While 18% said it is not relevant.

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Q 7:- Should Information technology column published in Business Newspaper? Parameter Essential Desirable Not relevant TOTAL No of Reader 7 21 46 74 Percentage 10% 28% 62% 100%

Should Information Technology Column published
10%

28% 62%

Essential Desirable Not Relevant

INTERPRETATION:Out of 250 readers 28% said it is desirable where as 10% said it is essential.

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Q 8:- Did you use to read any other business news paper before this?
a) Yes b) No

If yes, kindly specify the name and reason for discontinuing it-

………………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………………. .

Number of respondents 74

42% 58%

Yes No

This pictures shows that more than 50% of reader are loyal to their newspaper and some readers have shifted to an other news paper because of one or more than one reason mentioned below1. 2. 3. 4. Poor analysis of news Less coverage of news, Discontinuity in deliver of news paper Attractive coupons and price of other news papers

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Q 9- If you do not get your subscribed business news paper , which other business news paper would you like to read? a)Economics times c) Business line e) Finance express b) Business Standard d) Mint f) other………. g)Any

Total number of respondents 74

23% 12% 9% 15% 11% 16%

14%

Economics Times Business Standard Business Line Mint Financial Express Others Any

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Major Findings

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After analysing the data found through research we got following findings – 1) Economic Times covers largest market share 37% in sales in Noida & Delhi. 2) Friends / relatives and Media are the medium through which people come to know about a business newspaper. 3) Most of the reader of Economic Times believes that it is excellent in depth of reporting, quality of analysis, reliability& wide coverage of events. 4) Readers of Business Standard are pleased with language & supplement of the newspaper. 5) Brand name & wide coverage of events are 2 very important criteria on which people buy Business newspaper. 6) A reader switches to another Business newspaper because of following reasonsPoor analysis of news Less coverage of events Discontinuity in delivery of news paper Price of Business newspaper 7) Quality of analysis, depth of reporting, wide coverage of events, interesting language and gifts& coupons are some important features that are taken into consideration while subscribing a Business newspaper. 8) 70% of total readers of Business newspaper do not have ever heard about Business Standard newspaper. 9) People who occasionally read Business newspaper feel that paper is quite good except less coverage of events & high price.

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Conclusion:1) 70% of Business newspaper reader does not know about Business Standard. So Business Standard needs to work hard over branding & positioning. 2) Top three Business newspapers in terms of readership in Delhi & Noida are Economic Times, Mint and Business Standard. 3) Media & friends/ relatives are source of awareness about Business newspaper so Business Standard should focus on promotion through media at the same time existing customers must be satisfied only then “Word of Mouth” could be an effective tool for a company. 4) Most of the reader of Economic Times is very loyal to Economic Times so Business Standard’s first priority should be catching new reader and tapping untapped market instead of trying to pull loyal customer of Economic Times.

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Suggestions

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During our two months of summer project in Business Standard Ltd we come across no. of things on that basis I developed some understanding about marketing department as I was associated as a sales Executive at the same time while doing my research I noticed no. of areas of improvement in marketing of the product. The following tools can be regarded for better marketing of product-

BRANDING & POSITIONING:During our research Business Standard newspaper is unknown to people so company must focus on branding that can be done in following ways1) Ads should be given in Business Magazine like Business Today. 2) Company should put hording & pictures in front of financial institutes, coaching, colleges etc. 3) Company should conduct awareness programme like Jashmin shah through Jago Re campaign sponsored by Tata TEA. 4) By giving ads on TV like C.N.B.C., ZEE Business that is mostly seen by Investors, Businessmen, Student etc. They are the potential customers of Business newspaper. 5) Similarly BSL should give advertisement that is against injustice .These days “Honour killing” is a burning issue. BS must avail this opportunity this type of ads finally gives a long lasting image to the company. 6) Company should put hording on Metro stations because Metro stations are places crowded all the time.

CUSTOMER RETENTION:Customer Retention is of vital importance for all companies. Rate of retention for BS newspaper is very low only two out of ten existing customer of BS subscribe it again because of un-satisfaction, due to service & quality of newspaper. There should not be discontinuity in delivery of newspaper. For a new subscriber company should insure delivery of coupons to the customer on right time and paper must be stared to deliver from stipulated date.

TRAINED SALESMEN:Employees must be trained properly a sales executive is one who comes in direct contact to the customer. He bridges the gap between potential customer and marketer. So he must have good knowledge about company, product and competitor’s product. He must exhibit excellent communication skills, manner & adequate.

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OTHERS
1. Most of the people in Delhi& NCR lives in residential society so to cater these society companies should maintain a good relationship with secretary & President of society. 2. Newspaper should also cover some important news about sports & politics etc. 3. There is large no. of property dealer in Delhi, NCR. They find BS newspaper is little worth for them. They look for local news regarding their business. So management must give a thought to introducing a Magazine that gives information about real estate in NCR. 4. Business Standard should focus on getting new customers like management student and young people in the industry as they are just beginner of reading business newspaper and they could be loyal customer forever.

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BIBLIOGRAPHY
1) BOOKS:a) Marketing management by Philip kotler b) C.R. Kothari for market research

2) WEBSITES:www.google.com www.wikipedia.com www.business-standard.com

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ANNEXURE

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Dear Sir/Madam This questionnaire is a part of the survey conducted for data collection for research work relating to service sector. I would be thankful if you could spare a few minutes of your valuable time for providing me with the information. The data provided by will be kept confidential and would be used for academic purpose. Q.1) Do you read newspaper? a) yes b) No

If No, go to question no. 11 If yes, kindly tick from the following: a) Economic Times d) Mint b) Business Standard e) Financial Express c)Business Line f)Others…………

Q.2) How did you come to know about your Business Newspaper? a) Vendor d) Others………………….. Q.3 How long have you been reading this newspaper? a) Less than 6 months b) Between 6 months to 1 year b) Friends/Relatives c) Media

c) Between 1 to 3 year d) More than 3 year Q.4 On what criteria you buy a newspaper? a) Wide coverage of events c) Quality of analysis e) Habitual for a long time b) Reputation of editorial board d) Easy available f) Brand name

g) Other reason (kindly specify………………………………………………..)

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Q.5 Would you suggest any change in Business newspaper that you read? ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… ………………………………………………………

Q.6 Did you use to read any other Business newspaper before this? a) Yes b) No

If yes, kindly specify the name and reason for discontinuing it……………………………………………………………………………………………………………………………………………… …………………………………………………………………….. Q.7 How important are the following features while subscribing a new Business newspaper? Features Lay out Easy language Depth of reporting Quality of analysis Wide coverage of events Extra supplement Price Gifts& coupons Lucky Draw Very Important Important Average Less Important No Important

Q.8) If you do not get your subscribed Business newspaper which other Business newspaper you like to read? a) Economic Times d) Mint b) Business Standard e) Financial Express c)Business Line f) Others…………

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Q.9) If you are not a regular reader of Business standard, have you ever heard about it? a) Yes If yes, have you ever read it? a) Yes b) No b) No

If yes, how would you read following features of Business Standard? Features Layout Language Depth of reporting Quality of analysis Wide coverage of events Extra supplement Price Bad Fair Good Excellent Can’t say

Q.10) One or two Business pages are given in every newspaper still why do you subscribe to an extra business newspaper? ……………………………………………………………...................................................................................... .................................................................................................................................................... .................................................... Q.11) Why do you not read business news paper? ……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………… …………………………………..

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GENERAL INFORMATION

NameAge- 15-20, 21-25, 26-30, 31-50, Above 50 Contact no………………………………………………. Email Address………………………………………… Address…………………………………………………. …........................................................

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THANK YOU

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