Identification of potential customer, brand

building and market penetration for

Faculty Guide : Dr. Naresh Patel

Company Guide : Mr. Kunal Panchal

Prepared by:-
Vidhi.M.Amrutiya
1202
Project Roadmap
Project Details
Project Summary
Project Details
Project 1 : In house training
Stage
Summary
 Print Media process training
Stage 1 : In
 Research/Survey
house training
Stage 2 : Field work
Print Media
process
 Brand building and market penetration
training
Challenges
Research/Survey
Stage 2 : Field
Achievements
work
Sales
Recommendations
Work planned
Conclusion
for last 3 weeks
Bibliography
Project Details
Name of the Company Business Standard Ltd.

Location Ahmedabad and Rajkot

Faculty Guide Dr. Naresh Patel
Company Guide Mr. Kunal Panchal (Officer – Market
Development)
Title Training in print media process,
brand building and market
penetration.
Duration 1st May 2010 – 30th June 2010
Project Summary
Understand the product (i.e. Business Standard financial
daily)
Understand the competitors
Market survey in Ahmedabad
Field work in Rajkot which includes Sales (Increasing the
no. of subscriptions)
 Stage 1 1st May 2010 – 8th May 2010

In house training
Understanding the print media process
Market research/survey (Ahmedabad)
To find the potential customers in Ahmedabad city

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
 For Initial 2 days we were made to do the analysis of four
financial dailies.
1. Business Standard
2. Economic Times
3. Financial Express
4. Business Line

 Then performed SWOT Analysis of all the four

financial newspapers.

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Print Media process training
Our Guide gave a brief explanation of every department
of Business Standard Ltd.

Also gave many details about the company and how it

works.

Then the personnels from their respective departments

explained us the whole working of their department.

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Space Marketing (Advertisement)
Department
Mr. Jay Saraiya (Gujarat Head)
Types/Categories of advertisements
Display
Finance
Tenders
DAVP(Directorate of Audio Visual Publicity)
Notices
Special reports, project feature

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Different position and space for advertisement.
Front page left corner small ad – Pointer ad
Right corner/Half front page – Front page source
Top of the front page, below title – Masthead
Middle of the page surrounding by news – Island position
Gatefold
Jacket
Below Masthead
Center Spread

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Learnings
The sales of advertising space in daily papers is overseen
by the advertising department, which is divided into
national, classified, retail and creative services.
Editorial Department
Mr. Vinay Umeri
National coverage
Maintained conventionalism
Language – Doesn’t beat about the bush
Information – Authentic
More sectionized
Each BS reporter covers different beats

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Learnings
The editorial department, headed by the executive editor,
is comprised of editors, reporters, photographers, copy
editors and graphic artists who provide local, national and
international news, sports and features.
Scheduling Department
Mr. Sameer Trivedi
Responsible for the layout of the newspaper.
Uses Quark Express Software for designing the space
according to the advertisements which have to be
published.
The data must be in either of the two formats, PDF
(Portable Disk Format) or EPS (Ended Post Script).
These are checked for errors by softwares like Pit Shop
(for PDF files) and Fight Check (for EPS files).

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Production Department
Mr. Vikas Purohit
Sambhav press
Paper from Mysore papre mill
546 mm height and 700 mm width
Use four films – Cyan, Magenta, Yellow, Black
One machine – 20 pages together but if coloured then
only 6 pages.

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Learnings
Systems Department
Mr. Jayesh Shah
System department is responsible for the communication
network as well as all the technical related problems in
the company.
The system department at Ahmedabad receives a
facsimile copy of newspaper everyday and forwards its
printout on the butter paper to the production department.

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Learnings
The many responsibilities of the systems department
include overseeing the entire newspaper’s computer
network, maintaining security for all department
databases, purchasing and installing software and
hardware, providing computer training and monitoring
new technology for all newspaper departments.
Market Development (Circulation)
Department
Mr. Kunal Panchal (Officer – Market Development)
Mr. Hardik (Gujarat Head)
Market Development Department generally known as
circulation department and responsible for the circulation
of the newspaper in the whole region, which comes under
the preview of that addition of the newspaper.
Circulation department also sell and promote the
newspaper.

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Market development strategies and pricing strategies.
Market Development Department handles various
functions like Print Order generations, regularity of
dispatch and to receive the payment against the bill
generated by it for the month.

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Learnings
 Market Research/Survey
Ahmedabad

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Research Details
 Title :-
Identification of the potential customers of Business
Standard in Ahmedabad city.

 Objectives :-
1. To find out who are the potential customers of Business
Standard in Ahmedabad city.
2. To find out the attributes which are considered important
by the customers while purchasing a business newspaper?

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Sample Size :-
100 people

Sampling Unit :-
Stock brokers, Chartered Accountants, Corporate
professionals, Bank employees and B-school students and
professors.

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Sampling Method :-
Simple random sampling

Source of Data :-
Primary Data
Secondary Data

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
Data Interpretation
Which newspaper do you read ?
Since how long have u been reading this newspaper ?
Which of the following financial newspaper are you
aware of?
What attributes are preferred by you in a financial
newspaper?
What would u give preference while subscribing a
newspaper ?
Are you an investor ?
Do you think that financial newspaper helps
you in taking your decision on investments?
Would you switch your newspaper if any special offer
is provided to u?
Findings
Compared to Economic Times, brand awareness of
Business Standard is less.
More no. of people prefer gujarati newspaper.
Ahmedabad mirror is most preferred daily in english
newspapers.
Stock market news is the most preferred attribute in
financial newspapers.
News coverage is given more importance while choosing
a newspaper.
Suggestions
The company should do more brand building activities to
increase brand awareness.
The Stock Market analysis in Business Standard is
excellent and considered to be the best among all the
papers. So must use this strength in marketing.
The company should focus on retention of customers
because getting a new customer is more costly.
Limitations
The sample size chosen is limited to 100 respondents; the
study may not be applicable to the total market.
There is a possibility of the respondents being biased;
hence the information collected might not be an accurate
one.
The questionnaire may not be perfect to draw any strong
conclusion as the primary object is to find the people who
can be considered as potential customer.
 Stage 2 10th May 2010 – 30th June 2010

Field Work (Rajkot)

Brand building and market penetration

1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week 8th Week
 Brand Building
Enhancing a brand's equity directly through
advertising campaigns and indirectly through
promotions is called Brand building.

Branding is more than just a business buzzword. It

has become the crux of selling in the new
economy.
If the old marketing mantra was," Nothing
happens until somebody sells something," the new
philosophy could be" Nothing happens until
somebody brands something.“

A brand represents many more intangible aspects

of a product or service: a collection of feelings and
perceptions about quality, image, lifestyle and
status.
It creates in the mind of customers and prospects
the perception that there is no product or service
on the market that is quite like yours. In short, a
brand offers the customer a guarantee and then
delivers on it.

Therefore, successful branding programs begin

with superior products and services, backed by
excellent customer service that permeates an entire
organization.
Market Penetration
Increasing market share of an existing product, or
promoting a new product, through strategies such
as bundling, extensive advertising, lower prices, or
volume discounts is called Market penetration.

You might infer, then, that if you build a powerful

brand, you will in turn be able to create a powerful
marketing program.
However, if you can't convince customers that
your product is worthy of purchasing, no amount
of advertising dollars, fancy packaging or public
relations will help you achieve your sales goals.
Work Done
1) Brand Awareness Programme
2) Volume Discounts
3) Advertising through promotional offer
4) Direct Selling and Mass marketing
5) Reactivation of Brand
6) Corporate Scheme
 1) Brand Awareness Programme

“Brand Awareness is the extend to which a brand is

recognized by potential customers and is correctly
associated with a particular product.”
●
At Ahmedabad
●
Through Questionnaire

Survey
 Name of the No. of Students Result
College
Bhalodiya 100 Successful
Mahila College

Kansagara College 50 Fairly successful

Dhamsania College 150 Successful

Christ College 150 Successful

H.N.Shukla 200 Successful

College
To convince the administration staff and the
principal to allow marketing of another brand in
their college was really a tough job.

Students were highly co-operative and even some

of the teachers showed their enthusiasm.

Bhalodiya college experience.

2) Volume Discounts
We provided volume discounts to the students in
colleges under bulk subscription (one spot
delivery)

To get this discount the colleges had to subscribe

atleast 25 newspapers, as only then the company
can incur the delivery cost at such lower price.
Duration
Cover Price Offer Rate You Save
(Mon to Sat)
6 Month Rs. 546.00 Rs. 175.00 68 %

9 Month Rs. 819.00 Rs. 250.00 69 %

3) Advertising and promotional
offers
We offered 40% discount on yearly subscription of
the Business Standard newspaper and alongwith
with it also provided four annual magazines free.

Cover Price Offer Price

You save
(yearly) (yearly)

Rs 1092 Rs 650 40%

Banking Annual – Performances of the banking
sector. Annual ranking of banks, exploring the
mantras adopted by top rated banks to succeed.

The Fund Manager – Covers the high points and

performances of mutual funds. An annual guide to
smartly invest in mutual funds. Includes profiles of
top fund managers.
BS 1000 – A guide to India’s top 1000 companies.
An annual reference book on corporate
performance analysis and rates top 1000 listed
companies.

The Billionaire Club – Listing of India’s richest

businessmen and executives. The only annual
listing featuring India’s growing super rich
community.
3) Direct Selling and Mass
Marketing
Direct selling
No door-to-door selling.

Reaching our target customers. Management

CA’s/lawyers
Corporates
Students
People who have reasonably good knowledge of
English.
Government Employees (sp. Bank employees)
Hotels
Mass Marketing
Distributed free/complimentary copies of Business
Standard with an attached promotional brochure to
various places like:

 IOCL Quarters
 Bank Of India Quarters
5) Re- activation of brand
Other than offering discount to new customers, we
also provided the same offer to those customer who
enrolled in the offer of yearly subscription previous
year.

This made the customers more satisfied and this can

increase the customer loyalty for Business Standard
newspaper.

Thus we collected around 90 renewals as a team.

6) Corporate Scheme
Under this scheme the corporate company was
given 40% discount for its employees and
alongwith it any of the one benefits:

Laptop Bag OR Advertisement

For eg. Zydus Cadila gave business of Rs 10000
through its employess’ subscriptions, so Business
Standard offers advertisements worth Rs 5000 in
Business Standard newspaper free to Zydus Cadila.
Challenges
One of the truths of modern business is that there
is almost nothing that your competitors can't
duplicate in a matter of weeks or months. If you
have a great idea, you can be certain that
somebody will copy it before long. And not only
will they follow your lead, but they may also be
able to do a better job or sell the product or
service at a lower price.
The question then becomes, "What competitive
edge do I have to offer that cannot be copied by
anyone else?"
Arrival of Mint

- fancy
- white paper
- half the size
- collaboration with The Wall Street Journal
- offer price Rs 399
Bulk subscription offer of Financial Express

Providing at Rs 150 for 6 months, while we increased

our price to Rs 175.
Poor English knowledge of people in Rajkot

People preferred the local/regional newspaper more

than the English newspaper.
Increased awareness of internet media
 
Getting enough knowledge and latest updates from
internet and not like newspaper in which they to wait
for one day for the latest happenings and changes in
the market.
 To save the bread and butter of the company

To stay away from the existing customers paying

monthly.

It was a big hurdle in planning marketing

activities.
Achievements
To work as a project leader.

311 copies of bulk subscription.

Successful Brand awareness programme and

presentations.
 
Implementation of mass marketing idea.

Successful renewals and solving their problems

and issues which the company was not aware of.

Appreciation from Gujarat Head for gathering

information of our competitor MINT.

 
 
Highest – 32 subscriptions, as a team 93
subscriptions. 

Stipend to be given (nearly Rs 7000) for the

internship period. Still pending.

Asked to continue with the company as a team

leader and also for a different profile.
Recommendations
Can increase the number of centers from where the
news paper is available and improve the
distribution system. 

The company can also start a Customer Care

department.
Management can design a vendor Relationship
Management programme and should come up with
some motivational offers and scheme for the
vendors, so that they are self motivated and hence
will push Business Standard from their side and
would help in increasing the trade sales.
Business Standard should start its Sunday copy in
all the editions with some better strategies than its
competitors who are charging more for the Sunday
edition.
Conclusion
The distribution channel plays a very important
role in newspaper industry. In some cities the
distribution system of Business Standard is not
proper.

Promotional scheme offered to the customers

helped increasing the circulation of Business
Standard.
 
Looking at over all publication process, we came
to know the whole process of printing till the final
delivery of the newspaper. Understanding the
theoretical aspect makes it look much easier but
practically the publication process is very difficult
and requires integrated efforts from all the
departments.
Finally looking at the acceptance of promotional
scheme of Business standard, I conclude that the
scheme offered was mostly liked by the readers
and ultimately most of them were subscribing to it.
Bibliography
 http://www.business-standard.com/
 http://www.wan-press.org/
 http://www.historicpages.com/nprhist.html
 http://www.newspaper-industry.org/history.html
 http://www.media.herald-
dispatch.com/nie/newspaperproces.html
 http://drypen.in/branding/brand-awareness-a-brand-
building-concept.html