1

A Project Report On

“To study the segmentation, targeting and analyze the positioning of

Business Standard newspaper in comparison to other financial

newspapers” carried out at

Business Standard Ltd.

Submitted By

Akshay Sonone

Roll no. 11346

MBA++

(Marketing)

Under the Guidance of

Dr. Surbhi Jain Mr.Swapnil Chavare

Associate Professor Market Development Officer

PUMBA Business Standard Ltd.

In Partial fulfillment of the requirement for the award of the degree of

Master of Business Administration (MBA++)

Department of Management Sciences

University of Pune

(PUMBA)

2011-2012

2

Department of Management Sciences

University of Pune

(PUMBA)

CERTIFICATE

This is to certify that the Summer Project report titled “TO STUDY SEGMENTATION, TARGETING AND ANALYZE THE POSITIONING OF BUSINESS STANDARD IN COMPARISON TO

OTHER FINANCIAL DAILIES” carried out at BUSINESS

STANDARD LIMITED, PUNE has been submitted by Mr.Akshay

Sunil Sonone, 2nd

year MBA Marketing student of The Department

of Management Sciences (PUMBA), University of Pune, towards the

partial fulfillment of the requirement for the award of the Masters in

Business Administration (MBA++) and the same has been

satisfactorily carried out under the guidance of Dr. Surbhi Jain

during the academic year 2011 - 2013.

Dr. Surbhi Jain External Dr. C.M. Chitale

Associate Professor Examiner Head of Department

PUMBA PUMBA

3

Preface

It is said that practice makes a man perfect. So professional study is incomplete without its

practical knowledge. In the field of business, theory provides the fundamental stone for the

guidance of practice but practice examines the element of truth lying in the theory therefore

stand coordination between theories and practice is very essential to make MBA perfect.

Each & every activity is started for the accomplishment of goals & for this purpose

management is required. As being student of MBA, a management stream, we have to go in

different industrial units for practical knowledge & practical training.

A project is a systematic and scientific study of market problem with application of

management skill and concepts. The present era is an era “brand marketing”. The business of

brand marketing may be compare to the game of chess it is too hard to service in the market

because market is full of competition of on it environment both internal and external .Every

company has to recognize its strength and weakness, opportunities and threat.

I was assigned a study of the application of “To study segmentation,targeting and analyse the

positioning of Business Standard newspaper in comparison with other financial newspaper”

at BUSINESS STANDARD LIMITED, PUNE .

This report has been complied primary fulfillment of the requirement for MBA course.

Secondary is to share the practical knowledge and real experience in the industry .The details

mention in this report is based on real situation and research.

I hope the report will be special interest to the marketing students who are on look for such

real life situation beyond their class room study.

4

Acknowledgement

It is matter of great privilege for me to be attached with “BUSINESS STANDARD

LIMITED” and do project which enhanced my practical knowledge .I do acknowledge that

this project report is outcome of constructive support and corporation of many individual.

First of all I would like to express my deep scene of gratitude to Mr. SWAPNIL CHAVARE

,Market Development Officer, BUSINESS STANDARD LIMITED due to his guidance I was

able to do my project work in this organization.

Secondly, I am thankful to my internal guide Dr. SURBHI JAIN, Associate Professor,

PUMBA for her generous cooperation & guidance, which have made it possible to complete

my work.

Thirdly, I thank Honorable Dr. (Capt.) C.M.CHITALE (Head of Department) for playing the

ideal mentor and being a constant source of inspiration throughout at PUMBA.

At last but not the least I would like to express my gratitude to Mr. SUMEDH GUPTE

(Business Head) BUSINESS STANDARD LTD. For taking me his guidance and helping me

during entire project work despite of his schedule in the company.

And warm thanks to our parents, close friends and respondents for their humble co-operation

during project completion.

Akshay Sonone

PUMBA

5

Table of Contents

Sr. No. CONTENT PAGE NO.

1. EXECUTIVE SUMMARY 6-7

2. INTRODUCTION OF THE PROJECT 8-12

3. INDUSTRY PROFILE 13-23

4. COMPANY PROFILE 25-30

5. PRODUCT PROFILE 31-37

6. RESEARCH METHODOLOGY 38-42

7.. SURVEY AND DATA INTERPRETATION 43-58

8.. FINDINGS 59-60

9. LIMITATIONS 60

10. RECOMMENDATIONS 61

11. REFERENCES 61

12. ANNEXURE 63-64

6

CHAPTER 1

1.0 Executive Summary

The project deals with analyzing the STP strategies of Business Standard .The survey was

conducted through structured question-naire among the customers of Business Standard in

Pune to study their reading habits, preference among the financial newspaper , factors

influencing buying newspaper, section read the most, customer satisfaction and to find the

profile of the Business standard newspaper customers.

After analyzing the data conclusions were drawn related to various facets of Positioning

Strategy and hope that it will be helpful to Business Standard for further improving its

Positioning and customer services. In this project I have tried my best to apply the theoretical

knowledge to the practical world so that we can understand the market in most effective way.

The details regarding the finding, recommendations ,limitations can be found in firther

sections of the report.

1.1OBJECTIVES:

The objective of the project undertaken was to “Study segmentation, targeting and analyze

positioning of Business Standard in comparison to other financial newspapers”

1.1.1Primary objectives:

1) To analyze the segmentation, targeting and positioning of Business Standard

2) A study of the factors affecting the purchasing decision of readers in buying a

business daily.

3) To do the comparative analysis of various financial newspapers.

4) To study the Brand preference among Financial newspaper

1.1.2Secondary objective:

1) To form a brand equity of business standard in the market

2) To study company profile of Business Standard.

3) To study the customer satisfaction for business standard

4) To create awareness among corporate world for the financial newspaper.

5) To develop the market of Business Standard in PUNE region

7

1.1.3 TASK ASSIGNED:

The Summer Internship project commenced on 1st June 2012 and concluded on 31

st July

2012. During the project a research was conducted to study the STP strategy of Business

Standard. Additional task of developing the market of Business Standard in Pune region was

allotted.

The targets that I had been assigned by the company were:

1.To study STP strategy of Business Standard in comparison to other financial newspapers

2. As a promoter to create awareness of Business Standard.

3.To search, plan and make sales call to prospect.

4.To convert at least 20 prospects into clients in a month for business standard news

paper i.e., a total of 40 subscribers during my project work.

5.Distribution of free samples as part of brand promotion of Business Standard

8

CHAPTER 2

2.0 Introduction to the project

A marketer can rarely satisfy everyone in the market .Therefore, marketers start by

dividing the market into segments .They identify and profile a distinct group of buyers who

might require or prefer varying product and service mixes by examining demographic

,psychographic and behavioral difference among buyers.

After identifying market segments the marketer then decides which present the greatest

opportunity- which are its target markets .For each a firm develops a marketing offering that

it positions in the mind of the target buyers as delivering some central benefits. Companies

perform best when they choose their target market carefully and prepare tailor marketing

programs.

2.1 Segmentation:

Market segmentation is a marketing strategy that involves dividing a broad target market into

subsets of consumers who have common needs and applications for the relevant goods and

services. Depending on the specific characteristics of the product, these subsets may be

divided by criteria such as age and gender, or other distinctions, like location or income.

Marketing campaigns can then be designed and implemented to target these specific customer

segments.

2.1.1 Criteria for Segmenting

An ideal market segment meets all of the following criteria:

It is possible to measure.

It has to be large enough to earn profit.

It has to be stable enough that it does not vanish after some time.

It is possible to reach potential customer via organization's promotion and distribution

channel.

It is internally homogeneous (potential customers in the same segment prefer the same

product qualities).

9

It is externally heterogeneous, that is, potential customers from different segments

have different quality preferences.

It responds similarly to a market stimulus.

It can be reached by market intervention in a cost-effective manner.

useful in deciding on marketing mix

2.1.2 Basis for segmenting consumer markets

Geographic segmentation

The market is segmented according to geographic criteria—nations, states, regions,

countries, cities, neighborhoods, or zip codes. Geo-cluster approach combines

demographic data with geographic data to create a more accurate profile of specific. With

respect to region, in rainy regions you can sell things like raincoats, umbrellas and

gumboots. In hot regions you can sell summer wear. In cold regions you can sell warm

clothes.

Demographic Segmentation

Demographic segmentation consists of dividing the market into groups based on variables

such as age, gender, family size, income, occupation, education, religion, race and

nationality. As one might expect, demographic segmentation variables are amongst the

most popular bases for segmenting customer groups. This is partly because customer

wants are closely linked to variables such as income and age. Also, for practical reasons,

there is often much more data available to help with the demographic segmentation

process.

Psychographic Segmentation

Psychographics is the science of using psychology and demographics to better understand

consumers. Psychographic segmentation: consumer are divided according to their

lifestyle, personality, values. Aliens within the same demographic group can exhibit very

different psychographic profiles

10

Behavioral Segmentation

In behavioral segmentation, consumers are divided into groups according to their knowledge

of, attitude towards, use of or response to a product. It is actually based on the behavior of the

consumer.

2.2 Targeting:

2.2.1Market Targeting Strategies

Once the firm has identified its market-segment opportunities, it is ready to initiate

market targeting. Here, marketers evaluate each segment to determine how many and

which ones to target and enter.

2.2.2 Evaluating Market Segments

In evaluating different market segments, the firm must look at two factors: (1) the segment’s

overall attractiveness, and (2) the company’s objectives and resources. First, the

firm must ask whether a potential segment has the characteristics that make it generally

attractive, such as size, growth, profitability, scale economies, and low risk.

Second, the firm must consider whether investing in the segment makes sense

given the firm’s objectives and resources. Some attractive segments could be dismissed

because they do not mesh with the company’s long-run objectives; some should be dismissed

if the company lacks one or more of the competences needed to offer superior

value.

2.2.3 Selecting and Entering Market Segments

Having evaluated different segments, the company can consider five patterns of target

market selection.

2.2.3.1Single-Segment Concentration

Many companies concentrate on a single segment: Volkswagen, for example, concentrates

on the small-car market, while Porsche concentrates on the sports car market.

11

Through concentrated marketing, the firm gains a thorough understanding of the

segment’s needs and achieves a strong market presence

.

2.2.3.2Selective Specialization

Here the firm selects a number of segments, each objectively attractive and appropriate.

There may be little or no synergy among the segments, but each segment promises to be a

moneymaker. This multisegment coverage strategy has the advantage

of diversifying the firm’s risk.

TABLE NO 1 Five Patterns of Target Market Selection

Identifying market segment and selecting target markets

2.2.3.3 Product Specialization

Another approach is to specialize in making a certain product for several segments.

An example would be a microscope manufacturer that sells microscopes to university

laboratories, government laboratories, and commercial laboratories

.

2.2.3.4 Market Specialization

With market specialization, the firm concentrates on serving many needs of a particular

customer group. An example would be a firm that sells an assortment of products

only to university laboratories, including microscopes, oscilloscopes, and chemical

flasks.

.

2.2.3.5 Full Market Coverage

Here a firm attempts to serve all customer groups with all of the products they might

need. Only very large firms can undertake a full market coverage strategy. Examples

12

include IBM (computer market), General Motors (vehicle market), and Coca-Cola

(drink market). Large firms can cover a whole market in two broad ways: through

undifferentiated marketing or differentiated marketing.

In undifferentiated marketing, the firm ignores market-segment differences and

goes after the whole market with one market offer.

.

In differentiated marketing, the firm operates in several market segments and

designs different programs for each segment. General Motors does this with its various

vehicle brands and models; Intel does this with chips and programs for consumer,

business, small business, networking, digital imaging, and video markets.

Business Standard uses the Product Specialization strategy i.e. it offers the single product to

different market segment.BSL sells the same newspaper to Metro, Tier-1, Tier-2, Tier-3 cities

across India.

2.3 Positioning:

Positioning is the act of designing the company’s offering and image to occupy a distinct

place in the minds of the target market. The goal is to locate the brand in the minds of the

consumers to mazimize the potential benefit of the firm.

The result of positioning is the successful creation customer focussed value proposition , a

cogent reason why customer should buy the product .

13

CHAPTER 3

Industry Profile

3.1 An overview of Indian Media & Entertainment Industry:

The Indian media and entertainment (M&E) industry recorded revenues of $16.3 billion (Rs

81,500 crore) in 2010, and is expected to be in excess of $25 billion (Rs 1,25,000 crore ) in

the next four years, states the latest report from Ernst & Young (E&Y).

TABLE NO.2 Growth: Literacy and Media Consumption

Category 2011 Q3 2011 Q4 2012 Q1 % CAGR

(2011 Q3-2012

Q1

Literacy 634883 639705 643321 2.7

Any Media 630514 636307 640396 3.2

Press 349889 350347 352115 1.3

TV 539868 549864 554651 5.6

C&S 448243 462343 475176 12.4

Radio 158284 156692 154941 -4.2

Cinema 76832 75768 75195 -4.2

Internet 30888 34409 37483 47.3

Source: Hansa Research, IRS 2012 Q1

3.1.1Broadcasting and cable television

The broadcasting and cable TV industry revenue for 2010 was estimated at $7.2 billion (Rs

36,000 crore), up 13.3 per cent from the previous year, mainly driven by a 19 per cent growth

in advertising revenue. The industry is projected to grow at a CAGR of 12 per cent to reach

$11.4 billion (Rs 57,000 crore) by 2014. The continued digitisation of distribution

infrastructure, the demand for regional and niche content, and the possibility of growth in TV

penetration will drive growth in this segment.

14

3.1.2 Television distribution

India is the second-largest pay-TV market in the world, with 108 million subscribers and 48

per cent reach to Indian households. The TV distribution industry is dominated by analog

cable, which is highly fragmented and includes about 60,000 LCOs, and 1,000 multi-system

operators (MSOs). However, fierce competition among DTH operators, as well as a recent

government policy mandating digitisation of cable TV, has driven the growth of digital TV.

3.1.3 Publishing

The Indian publishing industry revenue for 2010 was estimated at $4.7 billion (Rs 23,500

crore), and is projected to grow at a CAGR of 11 per cent to reach $7.1 billion (Rs 35,500

crore) by 2014. A low-readership penetration of 30 per cent compared with a literacy rate of

74 per cent underscores the potential for further growth for publishing in India.

3.1.4 Newspapers

While in a number of international markets, the newspaper industry is faced with a declining

readership because of digital media, the print industry in India continues to grow, driven by

an increase in advertising spends, a rise in literacy rates, and the growth of regional-language

and specialty newspapers. The Indian newspaper industry is one of the largest in the world,

with more than 74,000 newspapers in 22 languages, and a readership of 325 million. Fifty

four newspapers are very popular with advertisers in India, accounting for 42 per cent of all

advertising spends, the most for any medium.

3.1.5Magazines

Magazines comprise around 19 per cent of the total publishing industry in India. They are

viewed as a luxury product, and rely heavily on newsstand sales rather than subscription

sales.

3.1.6 Films

The Indian film industry is the largest in the world, with more than 1,000 films produced

every year, in more than 20 languages. With 3.3 billion tickets sold annually, India also has

the highest number of theatre admissions. The Indian film market derives almost 90 per cent

of its revenue from non-English language movies, largely dominated by Hindi films,

followed by South Indian films and other regional films. The Indian film industry is projected

15

to grow from $3.2 billion (Rs 16,000 crore) in 2010 to $5 billion (Rs 25,000 crore) by 2014 at

a CAGR of 14.1 per cent.

Growth is expected from the expansion of multiplexes in smaller cities, investments by

foreign studios in domestic and regional productions, the growing popularity of niche movies,

and the emergence of digital and ancillary revenue streams.

3.1.7 Radio and music

The radio and music industries contribute just 2.4 per cent of the total Indian M&E industry

revenues. Both segments, however, provide highly popular forms of entertainment; FM radio

reaches out to 30 per cent Indians, while the Indian youth are the second largest audience for

paid digital music globally. The radio and music industries together generate around $445

million in 2010, and are projected to grow at a CAGR of 17.3 per cent to reach $844 million

(Rs 4220 crore) by 2014.The third phase of radio license auctions, which is expected soon,

will see radio networks expanding their reach to add around 700 radio stations across the

country.

3.1.8 Sports

Cricket is the most popular spectator sport in India, and follows movies as the second-biggest

form of entertainment. The Indian Premier League (IPL) is already one of the most valuable

sporting brands in the world, currently valued at $3.7 billion(Rs 18,500 crore).

TABLE NO 3

16

TABLE NO 4 Numbers of Newspaper registered in India is given in the table

below

TABLE NO5 Breakup of Total newspaper in India in different segments/categories

Source: Adex India, FICCI PwC , Angel Research

TABLE NO 6 Top 10 Publications

Publication Langauge Periodicity 2011 Q4 2012 Q1

Dainik Jagran Hindi Daily 16410 16412

Dainik Bhaskar Hindi Daily 14602 14553

Hindustan Hindi Daily 12045 12157

Malayala

Manorama

Malyalam Daily 9937 9875

Amar Ujala Hindi Daily 8842 8693

The Times Of

India

English Daily 7616 7562

25%

47%

25%

7%

Break up of Total Newspaper in India

Vernacular Dailies

English Dailies

Hindi Dailies

Business dailies

17

Lokmat Marathi Daily 7562 7485

Daily Thanthi Tamil Daily 7503 7477

Rajasthan Patrika Hindi Daily 6847 6807

Matrubhumi Malyalam Daily 6666 6600

Source: IRS 2012 Q1, Hansa Research,AIR Figures; All Figures in ‘000

TABLE NO 7 Top 10 English dailies

Publication 2011 Q4 2012 Q4

The Times of India 7616 7652

Hindustan Times 3791 3805

The Hindu 2240 2233

The Telegraph 1273 1292

Deccan Chronicle 1034 1027

DNA 897 909

The Economic Times 790 792

Mumbai Mirror 803 777

The New Indian Express 637 678

The Tribune 585 624

Source: IRS 2012 Q1, Hansa Research,AIR Figures; All Figures in ‘000

According to IRS Q1 2012, there is only one change in the pecking order while seven out of

the top dailies have registered growth.

India’s largest English daily, The Times of India, has registered marginal growth in the first

quarter of IRS 2012. By adding 36,000 readers in the quarter, TOI has taken its AIR to 76.52

lakh compared with 76.16 lakh in the previous quarter. TOI had added 1.49 lakh readers in

IRS Q4 2011 while it had lost 4,000 readers in IRS Q3 2011. The daily had added 29,000

readers in the second quarter and 18,000 readers in the first quarter of IRS 2011.

18

The No. 2 English daily, Hindustan Times, has also added 14,000 readers this quarter and

recorded an AIR of 38.05 lakh in IRS Q1 2012. It had registered 1.55 per cent of growth in

the previous quarter with AIR of 37.91 lakh. HT had lost 4,000 readers in IRS Q3 2011 but

added 45,000 readers in Q2 2011 and 1 lakh readers in the first quarter of IRS 2011.

The No. 3 English daily, The Hindu, has seen a marginal decline and lost 7,000 readers in

IRS Q1 2012. Its current AIR stands at 22.33 lakh compared with 22.40 lakh in the previous

quarter. The daily had added 71,000 readers and registered more than 3 per cent of growth in

IRS Q4 2011. The paper had added 92,000 readers in IRS Q3 2011. It had lost 18,000 readers

in Q2 2011 and 20,000 readers in the first quarter of IRS 2011.

The Telegraph, from ABP Group, has recorded a marginal growth in its AIR over the last

quarter. It has added 19,000 readers to take its AIR to 12.92 lakh in IRS Q1 2011 against

12.73 lakh in the previous quarter and 12.66 lakh in IRS Q3 2011 and 12.09 lakh in IRS Q2

2011. The daily had added 57,000 readers in Q3 2011 and 6,000 readers in IRS Q2 2011

while it lost 35,000 readers in the first quarter.

At No. 5 is Deccan Chronicle which has lost again but the loss is marginal in comparison

with the loss in the previous quarter when the daily had lost 5.5 per cent readers. By losing

7,000 readers in IRS Q1 2012, Deccan Chronicle has registered an AIR of 10.27 lakh

compared with 10.34 in the previous quarter and 10.94 lakh in IRS Q3 2011. The daily had

added 6,000 readers in the third quarter and 53,000 readers in IRS Q2 2011 while it had lost

38,000 readers in Q1 2011.

DNA has also registered marginal growth by adding 12,000 readers in IRS Q1 2012 to take

its AIR at 9.09 lakh compared with 8.97 lakh in the previous quarter. The daily had registered

a growth of 4 per cent in the previous quarter. DNA had 8.63 lakh readers in IRS Q3 2011

and 8.24 lakh readers in IRS Q2 2011. It had added 34,000 readers in IRS Q4 2011 and

39,000 readers in IRS Q3 2011.

The Economic Times has made a comeback at No. 7 position by adding 2,000 readers in IRS

Q1 2012. ET had lost 22,000 readers in IRS Q4 2011 and slipped to No. 8. Its current AIR

stands at 7.92 lakh against 7.9 lakh in the previous quarter, 8.12 lakh in IRS Q3 2011, 7.85

lakh in IRS Q2 2011 and 7.69 lakh in IRS Q1 2011.

19

By losing 3.23 per cent readers in the first quarter of IRS Q1 2012, Mumbai Mirror has

slipped to No. 8. Its current AIR stands at 7.77 lakh compared with 8.03 lakh in the previous

quarter. The daily had added 43,000 readers and registered 5.65 per cent growth in IRS Q4

2011 and 2,000 readers in IRS Q3 2011 but lost 22,000 readers in IRS q2 2011. Mumbai

Mirror had added 69,000 readers in IRS Q1 2011.

The New Indian Express continues to be the fastest growing English daily with 6.43 per

cent growth in the first quarter of IRS 2012. It had grown by 7.41 per cent in Q4 of IRS 2011.

The daily has registered an AIR of 6.78 lakh in IRS Q1 2012 compared with 6.37 lakh in the

previous quarter. TNIE had 5.93 lakh readers in IRS Q3 2011 and 5.59 lakh in IRS Q2 2011.

After losing 14,000 readers in IRS Q4 2011, The Tribune has bounced back and added

39,000 readers in IRS Q1 2012. Its current AIR stands at 6.24 lakh compared with 5.85 lakh

in the previous quarter. The Tribune had 5.99 lakh readers in IRS Q3 2011 and 5.67 lakh in

IRS Q2 2011.

Average Issue Readership (AIR) of a publication is defined as the number of readers of that

publication who have claimed to have last read it within its periodicity, i.e., last read a daily

yesterday, a weekly within the last week, a monthly within the last month, etc.

This measure is considered to be a more relevant measure of ‘real’ or ‘regular’ readership,

especially for newspapers, most of which have been read/consumed as a matter of daily habit.

Conventionally, media planners even calculate and compare cost-benefits of dailies based on

the AIR figure. Hence, it is perhaps the most relevant to study readership trends as well in

terms of AIR.

3.2 CLASSIFICATION OF NEWSPAPERS

Newspapers can be classified into three types-frequencies of publication

(daily, weekly, and so on), size, and circulation.

20

3.2.1. Frequency of Publication: Newspapers are published either daily or

weekly. Daily newspapers are usually found in cities and larger towns. Dailies have morning

editions, evening editions, or all-day editions. Daily papers printed in the morning deliver a

more complete record of the previous day’s events, including detailed reports on local and

national news, on business and financial

Categories:-

While most newspapers are aimed at a broad spectrum of readers, usually geographically

defined, some focus on groups of readers defined more by their interests than their location:

for example, there are daily and weekly business newspapers and sports newspapers. More

specialist still are some weekly newspapers, usually free and distributed within limited areas;

these may serve communities as specific as certain immigrant populations, or the local gay

community.

3.2.1.1 Daily-

h

A daily newspaper is issued every day, sometimes with the exception of Sundays and

some national holidays. Saturday and, where they exist, Sunday editions of daily

newspapers tend to be larger, include more specialized sections and advertising inserts,

and cost more. Typically, the majority of these newspapers’ staff work Monday to Friday,

so the Sunday and Monday editions largely depend on content done in advance or content

that is syndicated. Most daily newspapers are published in the morning. Afternoon or

evening papers are aimed more at commuters and office workers.

21

3.2.1.2Weekly:-

Weekly newspapers are common and tend to be smaller than daily papers. In some cases,

there also are newspapers that are published twice or three times a week. In the United

States, such newspapers are generally still classified as weeklies.

3.2.1.3National:-

Most nations have at least one newspaper that circulates throughout the whole country:

a national newspaper, as contrasted with a local newspaper serving a city or region..

In India, newspapers like the Times of India, The Hindu, and the Hindustan Times are

extremely popular and have large reader bases. Large metropolitan newspapers have also

expanded distribution networks and with effort can be found outside their normal area.

3.2.1.4International:-

There is also a small group of newspapers which may be characterized as international

newspapers. Some, such as The International Herald Tribune, have always had that focus,

while others are repackaged national newspapers or "international editions" of national-

scale or large metropolitan newspapers. Often these international editions are scaled down

to remove articles that might not interest the wider range of readers.

As English became the international language of business and technology, many

newspapers formerly published only in non-English languages have also developed

English-language editions. In places as varied as Jerusalem and Mumbai, newspapers are

printed to a local and international English-speaking public. The advent of

the Internet has also allowed the non-English newspapers to put out a scaled-down

English version to give their newspaper a global outreach.

3.2.1.5Online:-

Main article: Online newspaper

22

Diario de Pernambuco, founded in 1825 is the first newspaper in all South

America.Virtually all printed newspapers have online editions, which depending on the

country may be regulated by journalism organizations such as the Press Complaints

Commission in the UK.But as some publishers find their print-based models increasingly

unsustainable, Web-based "newspapers" have also started to appear, such as

the Southport Reporter in the UK and the Seattle Post-Intelligencer, which stopped

publishing in print after 149 years in March 2009 and went online only

3.2.1.6Customized:-

A new trend in newspaper publishing is the introduction of individualization through on-

demand printing technologies. Customized newspapers allow the reader to create their

individual newspaper through the selection of individual pages from multiple publications.

This "Best of" approach allows to revive the print-based model and opens up a new

distribution channel to increase coverage beneath the usual boundaries of distribution.

3.2.2 Size:

Format:-

Most modern newspapers are in one of three sizes:-

3.2.2.1Broadsheets: 600 mm by 380 mm (23½ by 15 inches), generally associated with

more intellectual newspapers, although a trend towards "compact" newspapers is changing

this.

3.2.2.2

Tabloids: half the size of broadsheets at 380 mm by 300 mm (15 by 11¾ inches), and often

perceived as sensationalist in contrast to broadsheets. Examples: The Sun, The National

Enquirer, The Star Magazine, New York Post, the Chicago Sun-Times, The Globe

23

"Microdaily" is infrequently used to refer to a tabloid-sized free daily newspaper that offers

lower ad rates than its broadsheet competitors. The content of a microdaily can range from

intense local news coverage to a combination of local and national stories.

3.2.2.3 Berliner or Midi: 470 mm by 315 mm (18½ by 12¼ inches) used by European papers

such as Le Monde in France, La Stampa in Italy, El Pais in Spain and, since 12 September

2005, The Guardian in the United Kingdom.Newspapers are usually printed on cheap, off-

white paper known as newsprint. Since the 1980s, the newspaper industry has largely moved

away from lower-quality letterpress printing to higher-quality, four-color process, offset

printing. In addition, desktop computers, word processing software, graphics software, digital

cameras and digital prepress and typesetting technologies have revolutionized the newspaper.

3.2.3: Circulation and readership:-

For the most part, newspapers are a mass medium, attempting to reach either a regional or

national audience. The word circulation refers to the number of newspaper sold. A few

newspapers have a national circulation. A far greater number have only regional circulating.

Some newspapers try to reach certain target audiences in other ways. As is the case with

mainstream newspapers, most advertisers are local retailers, especially ethnic restaurants,

travel agents, banks, and stores. Special newspapers also exist for special interest groups,

religious denominations, political affiliations, and labor unions, professional and fraternal

organizations. For example, Stars & Stripes is the newspaper read by millions of military

personnel.

The number of copies distributed, either on an average day or on particular days (typically

Sunday), is called the newspaper’s circulation and is one of the principal factors used to set

advertising rates. Circulation is not necessarily the same as copies sold, since some copies or

newspapers are distributed without cost. Readership figures may be higher than circulation

figures because many copies are read by more than one person, although this is offset by the

number of copies distributed but not read (especially for those distributed free).

24

In India, The Times of India is the largest-circulation English newspaper, with 3.14 million

copies daily. According to the 2009 Indian Readership Survey, the Dainik Jagran is the most-

read, local-language (Hindi) newspaper, with 55.7 million readers.

In the U.S., the Wall Street Journal has a daily circulation of approximately 2.01 million,

making it the most widely distributed paper in the country.

Circulation is certified by the Audit Bureau of Circulations which is an industry body. It

audits the paid-for circulation of the member newspaper companies it is also related to

readerships

Readership is estimated by two different surveys, The Indian Readership Survey (IRS) and

the National readership Survey (NRS).

3.2.4 NEWSPAPER READERS

Newspapers readers encompass all income brackets, educational level, age

groups and ethnic backgrounds. They live in cities, suburbs, towns, resorts and rural areas.

By all demographic standards the newspaper is a solid mass-market medium, representing a

major percent of adults. Historically, newspaper reading tends to be lowest among people in

their late teens and early 20s.

Measuring the Newspaper Audience

Newspapers need to measure their audience, to assess their performance and spot growing

opportunities. They also use the measurements, to attract advertisers. Newspapers obtain this

objective by measuring of newspaper readership through the ABC, an auditing company.

The Auditing Bureau of Circulations (ABC): The ABC is an independent auditing group that

represents advertisers, agencies, and publishers. This group verifies statements about

newspaper circulation statistics and provides a detailed analysis of the newspaper by state,

town, and country. ABC members include only paid-circulation newspapers and magazines.

25

Note that the ABC’s activities have nothing to do with setting the rates of a newspaper

charges its advertisers. Newspapers to register themselves with an auditing organization such

as the ABC must provide prospective advertisers either a publisher’s statement or Post Office

Statement. The former is a sworn affidavit and the latter is an annual statement the publisher

files.

CHAPTER 4

Company Profile

Know More .No Less.

26

27

4.1 History:

Started in 1975 by the Ananda Bazar group in Calcutta, Business Standard hived off as a

separate company in 1996. Business Standard is the second largest read among Business

Dailies, a position which has been reconfirmed by the DMS4 and 5 studies .According to the

syndicated study conducted by AC Neilson –ORG-MARG Business Standard has emerged as

the second most preferred amongst Business Dailies.

In a media survey by ORION PR, 2006, Business Standard was ranked No.1 among

business media for professionalism in dealing with corporate .Supported by over 30 years at

the forefront of business reportage, with one of India’s strongest editorial teams and an

exclusive tie-up with the world’s business paper Financial Times of London.

This rapid expansion phase of Business Standard started after it was bought by a Mumbai-

based financial investor who launched a new edition .The Financial Times of London took

13.85% equity stake in Business Standard limited in the year2004 but sold it back to Kotak

group in 2008.

T. N. Ninan was editor from 1993 to 2009. In January 2010, Ninan became chairman and

editorial director of BSL and was succeeded as editor of Business Standard by Dr Sanjaya

Baru.The Editorial Director and Chairman of BS is Mr. T.N.Ninan, India’s best-known and

most respected business journalist, who was earlier editor of The Economic Times. He is with

BS since 1993. Mr. A K Bhattacharya, Group Managing Editor is a former editor of The

Pioneer and associate editor of Economic Times.

The paper sells over 2,50,000 copies daily, and has a reputation for responsible journalism

and for its stimulating editorial page. It has pioneered the ranking of the wealthiest Indians (in

the Billionaire Club), and offers along with the paper free monthly magazines on motoring

and aviation. Business Standard Newspaper follows a niche Strategies.

4.2 Background:

Business-standard.com is the online property of Business Standard Ltd (BSL), publishers of

India’s leading business daily, Business Standard. Business Standard is one of the premium

financial dailies of the country, has always been committed to the goals of upholding and

28

strengthening quality and objective journalism in respect of news and continually achieving

higher standards of journalistic performance in an increasingly competitive milieu. The Head

Office of Business-standard is located in Delhi. In Pune, the company started its operation in

the year 2005 and its office is located at ShivagiNagar (ModiBaug). This is an established

company in the media sector which excels itself in providing information and news in

financial sector.

Business Standard is the most preferred choice in vital decision making process. It helps the

readers in –“keeping ahead of the market.” Business papers are an important tool of decision

making and the most preferred choice in this vital decision making process is BUSINESS

STANDARD. It ensures a better perspective on every day investment, keeping you ahead of

the markets.

It is probably the only daily publication where more than 80% of the readers are decision

makers. With the business acumen of its Managers and proficiency of its Editors, the

Business Standard is quickly moving towards the center stage of Indian Journalism.

Business Standard Limited is also into outsourcing business which comprises of printing

magazines and placing ads for companies like Reliance-“Life First”, Tata AIG-

“Foresight”, HDFC Mutual Fund-“In –Touch Mutually”, Nokia-

“connecting people”.

The chain of services provided by BSL doesn’t end here but there are other syndication

services like that of booking air tickets and hotel room which are available on the BSL

website. (www.business-standard.com)

29

4.3 National Presence

Business Standard English and Hindi has a circulation of over 217000* copies and a

print order of over 240000 copies and is published from top 12 locations in the country.

Mumbai

New Delhi

Kolkata

Chennai

Bangalore

Hyderabad

Ahmadabad

Chandigarh

Cochin

Pune

Lucknow

It is probably the only daily publication where more than 80% of the readers are decision

makers.

Business Standard is the only business newspaper to have a foreign partner & Financial

Times had came to this decision after evaluating all the other business dailies in the country

on grounds of most credible and unbiased business journalism

The regular panel of columnist consists of

B Debroy, A V Rajwade - Forex expert

T Thomas - Ex Chairman HLL

G.N Bajpai - Ex Chairman SEBI)

Suman Bery – Director General, NCAER

Shankar Acharya – Former chief economic adviser, Govt of

India

Deepak Lal – Prof. of Economics, UCLA

M Govinda Rao – Director, National Inst of Public Finance

30

Ravi Mohan – Managing Director, CRISIL

Surjit Bhalla – Managing Director, Oxus Research

Arvind Subramanian

4.4 What the Opinion leaders say about BS…

Manmohan Singh – Prime Minister (part of his speech, as chief guest of Business

Standard Awards 2005)

I can confess to a certain element of personal interest in this function today, as I have been

loyal reader for nearly 3 decades. When I started reading Business Standard, it used to be an

afternoon newspaper in New Delhi, and it is to Mr. Ninan’s credit that he succeeded not only

in making it a morning news paper in our capital city, but also for starting new editions across

the country. I therefore compliment the management and editorial team of Business Standard

for their professionalism, integrity and leadership in an important segment of our national

media today.

Mukesh Ambani - (part of his Speech, at Business Standard Awards 2005)

I have followed the growth of business Standard with great admiration. It exemplifies

exacting standards in economic & enterprise reporting. It is admired for both quality and

integrity.

Sir David Bell – Chairman (Financial Times)

Our investment in Business Standard Ltd. will help us bring the FT into the daily lives of

every business person in India, much like it is in the rest of the world. “Business Standard's

dedication to the highest standards of journalism has long made them a close partner of ouWe

are delighted to make an investment in their future, and in the future of Indian publishing.”

31

CHAPTER 5 Product Profile

5.1 Business Standard as a Product TABLE NO 8

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.

Monday

1) Business

Education

2) Brand World

3) Digital Consumer

4) Business Law

1) The Strategist Analyzing issues in

Management

Daily Sections

are

1) Economy

& Policy

2) Companies

3) Issues &

Insights

4) Internation

al Business

5) Opinion

(Editorial)

6) Money &

Market

Contain detail news on Stocks, Mutual fund rates, Money & Currency. One of the main feature is BS 200

Tuesday

1) SME World

(Small & Medium

Enterprises)

2)The Smart

Investor: Comprehensive

investment guide

Wednesday

1) Business Life

2)The Smart

Investor: Comprehensive

investment guide

Thursday

1) ICE World

(IT, Telecom,

Entertainment World)

2)The Smart

Investor: Comprehensive

investment guide

Friday

1) Business Life

2)The Smart

Investor: Comprehensive

investment guide

Saturday

1) Weekend Information about life

style, art, travel,

portraits of wealthy

people, real estate, golf,

Book review etc.

BS Motoring Information about

automobile sector

32

5.2 Monthly magazines

5.2.1 Business Standard Motoring (BSM)

BSM is among India’s most regarded motoring magazines

Led by a team which is passionate about automobiles – which reflects in the loyal

readership that it commands.

A abridged version of the news stand copy is circulated to readers of Business

Standard

Among many firsts, the BS Motoring award is the oldest and most respected.

5.2.2. Indian Management:

A comprehensive monthly magazine on the happening in Indian Business Scenario

Experts contribute regularly on the latest in the world of management

Well researched articles provide the needed depth to get a grasp of the sector

Most B-schools recommend Indian Management as a must read

33

5.2.3 Annual’s Magazines

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.

The Billionaire Club – Listing of India’s richest businessmen and executives. The only

annual listing featuring India’s growing super rich community.

Banking Annual – Performances of the banking sector. Annual ranking of banks, exploring

the mantras adopted by top-rated banks to succeed.

BS 1000 – A guide to India’s top 1000 companies. An annual reference book on corporate

performance. Analyses and rates top 1000 listed companies.

5.2.4 Business Standard Books

Satyam Saga

Political Profile

India 2008 , India 2009 ,India 2010, India 2011, India 2012

Tax Shashtra

34

5.2.5 Business Standard Hindi edition

Business Standard (Hindi) is published from 7 centers since 16 Feb. 2008 and is targeted

toward Hindi speaking middle and small businessman. The Economic Times launched its

Hindi edition a few days later. BS is trying to reach out to the SEC A1, B1 and B2 categories

in the Hindi speaking belt. Targeted largely at 25+ men, the newspaper considers everyone in

the business – from the smallest traders and manufacturers to investors, brokers, grain

merchants, commodity traders, and dealers in gold and silver. In terms of demographics, the

paper is looking at a presence Maharashtra upwards, and it is present in almost every state,

except Rajasthan.

5.2.6 BS Saturday-weekend

The weekend edition also comes up with a supplement “Weekend” which covers news

related to what’s latest in making the living better, the lifestyle of rich and famous ,holiday

spots ,where to spend your money and luxuries.

The pages are named as

Living

Spend

Entertainment

Skyline

Motoring

5.2.7 Supplements of Business Standard

The Strategist (Monday)-covers issues of marketing

and management.

Weekend (Saturday)-personalities, living and

35

Lifestyle.

5.2.8 PIONEERS AND CONTRIBUTERS

Among the other senior journalists in the team are:

A.K.Bhattacharya, former editor of The Pioneer and associate

Editor of the Economic Times,

Shyamal Majumdar, former resident editor of The Financial Express.

Business Standard’s stable of specialist contributors includes some of the sharpest minds in

economics and business.

Shankar Acharya, former Chief Economic Advisor, government of India,

Subir Gokarn, Chief Economist,

Crisil, Deepak Lal, Professor of Economics, UCLA,

Bibek Debroy, Director, Rajiv Gandhi Institute for Contemporary Studies,

Suman Bery, Director-General, National Council of Applied Economic Research,

Alexander Nicoll, Assistant Director, International Institute for Strategic Studies,

Arvind Singhal, Chairman, KSA Technopak.

TABLE NO 9 Pricing Chart of Business Standard with other financial

newspaper:

(In Pune Region)

Weekdays

Name of

newspaper

Mon Tue Wed Thur Fri Sat Sun

Business

Standard 3.5Rs 3.5Rs 3.5Rs 3.5Rs 3.5Rs 6Rs -

Economic

Times

3Rs

3Rs 3Rs

3Rs

3Rs

3Rs

Rs. 10

Financial

Express 4Rs 4Rs 4Rs 4Rs 4Rs 6Rs 10Rs

Business Line 4Rs 4rs 4Rs 4Rs 4Rs 4Rs 3Rs

Mint 3Rs 3Rs 3Rs 3Rs 3Rs 3Rs -

36

The annual cover Price of Business Standard is Rs. 1208. It provide subscription scheme at

Rs 775 for 12 months and Special 9 month Subscription scheme is available for educational

institutions at Rs. 280 only.

Economic times market share in Pune is around 55% of total sale of financial newspaper in

Pune. The price of economic times is not constant throughout week. They are doing price

manipulation daily. That might be the success of Economic Times in the market because this

is also one type of pricing policy of the product. Even customer is paying more than reality

but he is not actually feeling while paying for the product because of price fluctuation.

5.2.9 Business Standard Tagline

“Know More. No Less.” .

5.2.10 Advertising

Advertising is a paid form of non personal presentation of goods or services. By an identified

sponsors. It can be done using any form of media like T.V. Radio, Print media ,Hoardings

etc

Businesses need to advertise for the following four main reasons:

To raise customer awareness.

To remind customers about existing facilities.

To persuade customers to switch from rival businesses.

To improve and maintain the image of the business.

5.3 PRODUCT RANGE AND VARIETY

5.3.1 BUSINESS STANDARD AND IT’S OFFERS

Business Standard was launched in Pune on 2006 and has received an overwhelming

response from its esteemed readers in Pune. In last 6 years Business Standard has emerged as

a strong player in the print Media industry. Business Standard’s English & Hindi edition has

37

a combined average readership of 2,17,000 throughtout India making it a strong No: 2 brand

in Financial Daily.

Business Standard has the best of journalistic talents in the country that put together their

creative abilities, resulting in excellent of coverage of news, events and entertainment across

the world. The paper brings a refreshing change to financial newspaper scenario. It is offered

in an international format with separate sections for International Business, Economy &

policy, Companies, Market, Smart Investors and BS 200 etc.

1) The price of Business Standard is Rs.3.50/- from Monday to Friday and Rs.6.00/- on

Saturday.

2) TABLE NO 10 One/ Two year subscription offer for anyone

SUBSCRIPTION

TERM

VENDOR PRICE SPECIAL OFFER

PRICE (RS.)

YOU SAVE (RS.)

1 YEAR 1208 775 433

2YEAR 2416 1500 916

3) Offer for Hotels, Offices, Institutions

Ordering 5 subscription of Business Standard newspaper for rs.105 at one place will give

the ordering hotel, offices, institutes 5 subscription free i.e Buy 5 get 5 free

4)Special offer for educational institutions, colleges:

9 months subscription of Business Standard for just rs.280* ( If more than 25 students from

the same institute are ready to subscribe for 9 months)

38

CHAPTER 6

Research Methodology

Research methodology is the process of the systematic gathering, recording

and analysis of data collected by various techniques to access the response and

accordingly prepare a report based on which reader opinion toward products can be

analyzed.

Following order of steps to be taken provide useful guidelines regarding the

research process.

Research Design

Sampling

Data Collection

6.1 Sampling:-

Sampling is one of the most fundamental concepts underlying any research work.

Most research studies attempt to make generalization or draw inference regarding the

population. Based on their study of a part of the population that is the sample. The sample

data enables the researchers to correctly estimate the population parameters. While doing

sampling I considered Pune region.

6.2 Methods of Data collection:-

There are two methods of data collection

6.2.1) Primary data

6.2.2) Secondary data

Primary data:-

Primary data are those which are collected fresh and for the first time, thus

happen to be original character.

39

Both questionnaire and scheduled method are used for Primary data collection from

Model Colony, S.B. Road, Kothrud, Shukrawar Peth, Sangamwadi, Viman nagar,

Aundh, Deccan, Sadashiv Peth in Pune.

Secondary data:-

Secondary data are those which have already been collected by somebody

else and which have already been passed through statistical process

For the research have taken secondary data for comparative study of business standard

with other financial daily. The literature survey and the references are taken from the

official website business standard.

6.3 Survey Process:

For the research, customers visited were Company, Institutes, C.A. and were asked

questions which are short and specific and easily understandable. Data was also collected

data from official sites, Published articles , research works.

6.3.1 Steps Undertaken:

1. Information about the customers was collected from the company database, from

yellow pages and from the local vendors.

2. Before approaching the customers call was made to them to seek the permission.

3. If the customer is not free that time ; some other date was asked and in the mean time

asked for the mail id and was send the Business standard subscription package and

was informed the customer to go through it.

4. At the time of meeting respondents were first asked about the readership habits of the

towards business dailies and if it’s there, then ask for the particular newspaper.

40

5. After that question pertaining to project were asked , as to the content of the news,

preference of the newspaper any specific problems pertaining to the availability

,satisfaction level and such I requested them to fill up the questionnaire.

6. All the responses along with any recommendations given by the customer was

properly taken into consideration The customers were properly guided in answering

the questionnaires and were helped in giving a rational response then analyzed the

questionnaires and provided the results through pie charts and bar graphs.

7. In case of the corporate and the educational institutions I went for personal interviews

instead of getting questionnaires filled up.

8.The natures of the interviews were generally one to one and the types of questions

asked generally matched the one given in the questionnaire.

6.4 Research Approach:

Qualitative as well as Quantitative approach has been used for this research. But the stress

was basically on the quantitative approach.

6.4.2 Quantitative approach:

Quantitative data involves the generation of data in a quantitative form which can be

subjected to analysis in a formal and rigid fashion.

6.4.2 Qualitative approach:

It is concerned with subjective assessment of opinions and behavior.

6.5. Research Design:

This calls for developing the most efficient plan for gathering the necessary information,

design a research plan, decision on the data sources, research approaches, research

instruments, sampling plan and contact methods. A research design is the specification of the

method and procedure for acquiring the information needed. According to my research

design I have performed the following Steps in the project.

41

Deciding objective and sub-objective of the research.

To determine the most suitable method of research.

Research designs are of following types:

1. DESCRIPTIVE 2. DIAGNOSTIC

3. CAUSAL 4. EXPERIMENTAL

5.EXPLORATORY 6. APPLIED

In this project, Applied type of research design has been used. This method was used so

that finding of research can be used for improving STP strategies. In this project the objective

was to gather information regarding Positioning of Business Standard.

6.6 Research Tool

A structured questionnaire was used as an instrument in gathering the required information

from the Regular customer. It is a systematic compilation of questions. The questions were

well defined and mostly were closed ended question because of which respondent don’t have

to stress their mind. The reason why the questionnaire was preferred is due to following

reasons:

a. Low cost b. Anonymity.

c. Total coverage. d. Avoid bias.

6.7 SAMPLING:

Sampling is one of the most fundamental concepts underlying any research work. Most

research studies attempt to make generalization or draw inference regarding the population.

Based on their study of a part of the population that is the sample. The sample data enables

the researchers to correctly estimate the population parameters.

42

While doing sampling I considered Pune region area and then have taken help of judgemental

sampling.

6.8 Sampling Method & Technique

There are two types of sampling methods

1. PROBABILITY METHOD.

2. NON PROBABILITY METHOD.

In this research the non-probability sampling technique is used and in non-probability

sampling Judgemental sampling was used.

Judgmental sampling or Purposive sampling - The researcher chooses the sample based

on who they think would be appropriate for the study. This is used primarily when there is a

limited number of people that have expertise in the area being researched.

6.9 Sampling Population

All the existing clients like, Stock Brokers, working profesionals, Hotels, Students etc.

6.10 Sample Frame

The entire list that contains the sample unit is known as sample frame: in this case my sample

frame was Pune (subscribers of newspaper) region.

43

CHAPTER 7

Survey and Data interpretation

Figure 1: Newspaper readership (general)

Among the users of Business Standard newspaper Times of India Newspaper is the most

preffered newspaper followed by Sakaal. Lokmat and Loksatta both occupies the third

position .

Figure 2: Financial dailies ranking according to preference / perception

0

10

20

30

40

50

60

70

Sakaal Times of India Lokmat Loksatta

Newspaper read

Newspaper read

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Preference pattern

Business Line

Mint

Financial express

Economic Times

Business Standard

44

The respondents were asked to rank the Financial newspaper according to perception /

preference on the Scale of 1 to 5 ( 1 indicates higher rank and 5 the lower) . Economic Times

was rated as no.1 ,74 times; Business Standard was ranked no.2 , 63 times; Financial Express

was ranked no.3 , 48 times ; Mint ranked no.4 , 40 times and Business Line was ranked no.5 ,

48 times. Thus from the above finding it can be concluded that Economic Times occupies the

no.1 position,Business Standard no.2, Financial Express no.3, Mint no.4,Business Line no.5.

From this analysis it can be said that Economic Times is at the top of the top of the mind of

consumers whereas Business Standard is positioned at second position.

Figure 3: Factor influencing buying newspaper

This chart indicates that 72% of the respondents say that Content of the newspaper

influences the most in buying newspaper.10% are influenced by Brand Name; 9% by

Availability; 6% by cost; 3% by Service offered. So the usres of the Business

Standard are least bothered about the cost of newspaper and are less price sensitive.

Business standard customers focus more on the contents of newspaper rather than any

other above mentioned factors.

72

9

6

3

10

Factor influencing buying decision

Content of Newspaper

Availability

Cost

Services offered

Brand name

45

Figure 4: Ranking of newspaper on below mentioned criteria

In order to find the positioning of Business Standard in comparison with other

financial daily the respondents were asked to rank Financial dailies on functional

parameters.

Sub-Figure 1 : Reliability of information

On the Reliability of information parameter Economic Times was ranked no.1 ,60 times ;

Business Standard was ranked no.2 , 44 times ; Financial Express no.3 ,28 times , Financial

Express was ranked no.4, 44 times, Business Line ranked no. 5, 44 times. Thus on the

reliability of information parameter Business Standard is positioned no.2 in the mind of

people.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

RANK 1 RANK 2 RANK 3 RANK 4 RANK 5

Business Line

Mint

Financial Express

Economic Times

Business Standard

46

Sub Figure 2: Relevance to your Studies / Business

On the Relevance to Studies/ Business, Business Standard was ranked no.2 , 44 times ;

Economic Times was ranked no.1 , 60 times ; Financial Express was ranked no.4, 44 times;

Mint was ranked no.3 , 28 times, Business Line was ranked no. 5 , 44 times .

Thus Business Standard is positioned no. 2 on above mentioned criteria.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Business Line

Mint

Financial Express

Economic Times

Business Standard

47

Sub Figure 4 :Organisation of different section in newspaper

On the basis on the Organisation of different sections in Newspaper Business Standard is

ranked no.2, 50 times Economic Times ranked no. 1 , 64 times, Financial Express ranked no3

, 28 ; Mint ranked no. 4, 48 times ; Business Line ranked no.5 , 72 times. Thus Business

Standard is positioned as no.2 on this parameter.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Business Line

Mint

Financial Express

Economic Times

Business Standard

48

Sub Figure 4: Language and Style

On the basis of Language and Style Business Standard is ranked no.2, 39 times, Economic

Times is ranked no.1 , 42 times, Financial Express no.3, 32 times, Mint no. 4 , 48 times,

Business Line no.5 , 66 times. Thus on the Language and Style attribute Business Standard is

ranked no.2

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Business Line

Mint

Financial Express

Economic Times

Business Standard

49

Sub Figure 5 :Usage of Figures and Tables

On the basis of Usage of Figures and Tables, Business Standard is ranked no.3, 30 times,

Economic Times is ranked no.1 , 46 times, Financial Express no.2, 43 times, Mint no. 4 , 64

times, Business Line no.5 , 64 times. Thus on the Usage of Figures and Tables attribute

Business Standard is positioned at no.3 in the minds of the people.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Business Line

Mint

Financial Express

Economic Times

Business Standard

50

Sub Figure 6: Depth of the Topic

On the basis of Depth of the topic, Business Standard is ranked no.2, 56 times, Economic

Times is ranked no.1 , 64 times, Financial Express no.4, 52 times, Mint no. 3 , 31 times,

Business Line no.5 , 56 times. Thus on the Depth of the topic attribute Business Standard is

positioned at no.2 in the minds of the people

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Business Line

Mint

Financial Express

Economic Times

Business Standard

51

Sub Figure 7 : Editorial content

On the basis of Editorial Content, Business Standard is ranked no.2, 48 times, Economic

Times is ranked no.1 , 68 times, Financial Express no.3, 36 times, Mint no. 4 , 40 times,

Business Line no.5 , 52 times. Thus on the Editorial Content attribute Business Standard is

positioned at no.2 in the minds of the people

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Business Line

Mint

Financial Express

Economic Times

Business standard

52

Sub Figure 8: Appearance and Format

On the basis of Appearance and Format, Business Standard is ranked no.3, 40 times,

Economic Times is ranked no.1 , 48 times, Financial Express no.4, 36 times, Mint no. 2 , 30

times, Business Line no.5 , 64 times. Thus on the Appearance and Format attribute Business

Standard is positioned at no.3 in the minds of the people

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Business Line

Mint

Financial Express

Economic Times

Business Standard

53

Figure 5: Newspaper assistance in Decision making

The users of Business Standard are mostly share brokers, policy makers ,business heads,

students they need to take decision concerning business , whether it may be strategic or

tactical. Of the 100 respondents evaluated 67% were of the opinion that Business Standard

helps them making decisions Most of the Times, 29% said Sometimes and 4% said always it

is interesting t note nobody has given the response as Not at all . Thus it can be interpreted

that Business Standard acts as an aide, guide and is very close to the decision makers.

Newspaper assistance in decision making

Always 100%

Most of the times 21-99.99%

Sometimes 0.01-20%

Not at all 0%

54

Figure 6: Section read in business standard & other financial dailies

Of the various sections in the Financial dailies Economic & Policy is the most read section

followed by a close competition from Corporate & Finance. Stock markets is 3 most read,

Banking and Insurance , Editorial are are at 4 & 5 position respectively. Since the readers of

the Business Standard are business heads , policy makers they have to keep them abreast with

happening in Corporate & Industry , Economic and policy related news so those are the 2

most sought out sections of Financial dailies.

0

5

10

15

20

25

30

35

Corporate & Industry

Economic and policy

Editorial Banking and Insurance

Stock Markets

Section read

Section read

55

Figure 7: People relate Business Standard with

Business Standard positions itself as a newspaper which goes Straight to the point. In the

survey it has been found that Business Standard Walks the Talk , consumers has clearly given

the verdict that one quality that they can associate Business Standard is To the Point content

it offers to the consumers. Thus Business Standard is positioned as a paper which is serious

,respected ,top-notch, non-frivolous, which is found on the editorial principles of integrity

accuracy and trust.

0

10

20

30

40

50

60

70

Reliability Sophistication To the point Elegant

Quality

Quality

56

Figure 8: Would you suggest Business Standard to your friend?

If a consumer is happy with the kind of service offered by a company ,the consumers pass on

the good word of mouth publicity to other reference group members. In my survey it has been

found that 53 respondents will probably suggest the Business Standard newspaper to other.33

respondents are so much fascinated by the offering of Business Standard that they will

Definitely suggest it to their friends. 9 respondents were Not Sure, they will suggest it to

other only on the future services offered to them. 3 and 2 said that they will Probably not

suggest and Definitely not suggest which indicates that they were not satisfied.Thus Business

Standard in a near future will experience an increase in the market share, which will help

Business Standard to position as a premier newspaper in the minds of the people.

0

10

20

30

40

50

60

Definitely Probably suggest

Not Sure Probably not suggest

Definitely not suggest

Suggestion

Series 1

57

Figure 9: Opinion regarding the supplement of Business Standard

There are three supplements that are offered by Business Standard which are published on

Monday- The Strategist, Tuesday to Friday – The Smart Investor, Saturday –

Weekend.Respondents were asked to rate the supplements,

1. The Smart Investor: 11 rated it as Excellent,29 Very Good, 60 Good, Fair 0,Poor 0

Thus this supplement is rated Good by majority of the respondents. This implies that there is

a scope for improvement .

2. The Strategist: 16 rated it as Excellent, 42 Very Good, 40 Good, 2 Fair, 0 Poor. Thus this

supplement is rated as Very Good by majority of respondents.Some additional areas need to

be covered in this supplement.

3.The Weekend: 4 rated it as Excellent, 28 Very Good, 48 Good, 20 Fair, 0 Poor. Thus

supplement is rated Good by majority of respondents. Certain areas need to,be addressed to

make this supplement more interesting.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

The Smart Investor The Strategist

The Weekend

Poor

Fair

Good

Very good

Excellent

58

Figure10. Are you satisfied with the service of business Standard?

Satisfaction is a person’s feeling of pleasure or disappointment that result from comparing

product’s / service perceived performance (or outcomes) to their expectations . If the

performance falls short of expectations, the customer is Disssatisfied. If performance matches

the expectations the customer is Satisfied, if performance exceeds expectations the customer

is Delighted. Of the 100 respondents 7 customers are Delighted, 79 customers are Satisfied,

14 customers are Not satisfied. Thus 86 customer’s Expectations of the services are met. So

Business Standard is able to create a distinct place in the minds of people.

The satisfaction level of customers can be improved through proper vendor tracking and

maintaining good relation with them. Otherwise it can become lethal to BS and hence will be

very difficult to retain the reader base.

0

10

20

30

40

50

60

70

80

90

Delighted Satisfied Not Satisfied

Satisfaction level

Satisfaction level

59

CHAPTER 8

Findings

1. Business Standard Segment the market on geographic criteria. The geographical area

is divided on the basis of Tier-1 , Tier-2, Tier-3 cities.

2. The target market of Business Standard is as follows:

Chartered Accountants I.T. Companies.

Hotels Share Brokers

Travel & Tourism Company. Real Estate.

Banking & Financial Institutions. Health & Beauty Clinics .

Educational Institutions Entrepreneurs

3. Positioning: Business Standard is positioned as a premium product (Financial

Newspaper) read by the Crème de la crème of corporate India .It is perceived as no. 2

Financial daily by the customers.

4. Among the users of Business Standard ; Times of India is the most read newspaper in

the general newspaper category

5. According to the perception / preference of customers Business Standard is

positioned as no.2 financial newspaper

6. Content of the newspaper is the most influential factor in buying of the newspaper.

7. Business Standard is perceived as no.2 on the following attribute ;Reliability of

Information, Relevance to your studies/Business, Organisation of different sections in

newspaper, Language and style, Depth of Topic, Editorial content; whereas it is

positioned as no.3 on Usage of Figures and Tables and Appearance and Format.

60

8. Information in the Business Standard newspaper helps customers in Decision

making Most of the times .

9. Economy and Policy is the most most section in newspaper followed by Corporate

and Industry.

10.The one quality that the customers of Business Standard relate the newspaper with is

‘To the Point’

11. 33% respondents would Definitely Suggest Business Standard to their reference

groups whereas 53% said that they would Probably suggest.

12. The Smart Investor and The Weekend supplements were rated as Good , whereas

The Strategist was rated as Very Good by the customers.

13.Expectations of 86 % customers are either matched or exceeded .

14.Individual Investors and stock brokers are the majority users of Business Standard .

CHAPTER 9

Limitations

1. As Business Standard Limited has huge customer base spread throughout the PUNE

and country, so it was not possible to survey each customer hence there was limitation

on sample size.

2. The project was required complete within a certain time period and this was another

constraint for study.

3. Some customer was hesitant to share information, which they felt was confidential.

In their peak hours of work respondent may have given some wrong information or

incomplete information

61

CHAPTER 10

Recommendations

1. A supplement must be started giving insights into the real estate business

2. A section regarding mutual funds must be introduced in The Smart Investor

Supplement

3. Business Standard must approach the headquarters of Institutions, Offices, Colleges

so as to develop the market

4. The gap between the ordering of Subscription by the customer and issuance of

subscription should be reduced . As of now a customer has to wait maximum for 18

days , this should be reduced down to maximum of 10 days.

5. Supply chain needs to be strengthened. 86% of the BS Readers were satisfied with

BS services and 14% of BS Readers were not satisfied at all .

6. Business Standard must start the Sunday Edition with a price slightly lower than

competitors.

7. Business Standard must focus on retaining the existing customer base , acquiring new

customer is costlier.

8. Business Standard must promote its offering during Business functions , National

Conferences, Trade Fair, Business School Events, Induction Program, MBA

coaching centers to catch the target as early as possible in their lifestage.

9. Business Standard must aggressively reinforce its proposition of being “Straight to

the point

62

REFERENCES

Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha ,” MARKETING

MANAGEMENT, A South Asian Perspective”,13th

Edition,2009,Published by Dorling

Kindersley India Pvt.Ltd. Licensee of Pearson Publication in South Asia, New Delhi

C.R. Kothari, “RESEARCH METHODOLOGY, Methods and Techniques”, New Revised

Edition,2004, New Age International Publishers, New Delhi 110002

Indian Readership Survey 2012 by Hansa Research

Ernst & Young Research

WEB

www.business-standard.com

www.tribuneindia.com

www.allindianewspaper.com

www.economictimes.com

www.Thehindubusinessline.com

www.thefinancialexpress.com

www.livemint.com

Info@BestMediaInfo.com

63

Annexure

Question-naire

Name:……………………………………….. Occupation: …………………........................

Address: ………………………… Contact no..…………………………………

Q 1> Which newspaper do you read ( general) ? a) Times of India b) Lokmat c) Sakaal

d) Loksatta e) Other Specify ……………..................

Q 2> Rank financial dailies according to your preference/ perception ? (rank from 1 to 5,

1 indicates higher rank 5 indicate lower rank )

Business Standard Economic Times Financial Express

Business Line Mint

Q 3) Which factor influences the most while buying newspaper ?

Content of newspaper b) Availability c) Cost d) Services offered

e) Brand name e) Other specify……………………

Q 4) Rank the Newspapers with respect to one another on the following criteria

( 1 –Higher rank , 5- indicate lower rank ) Business

Standard

Economic

Times

Mint Financial

Express

Busines Line

Reliability of

Information

Relevance to

your

studies/Business

Organistaion of

different

sections

Language and

Style

Usage of

Figures and

Tables

Depth of Topic

covered

Editorial

content

Appearance and

Format

Q 5> Does the information in the newspaper helps you in decision making ?

a) Always b) Most of the times c) Sometimes d) Not at all

64

Q 6> Which section do you read the most in Business Standard / Other financial dailies ?

a) Corporate & Industry b) Economic and policy c) Stock Markets

d) Editorial e) Banking & Insurance e) Other Specify………………………..

Q 7> With what you relate Business standard ?

a) Reliability b) Sophistication c) To the point

d) Elegant e) Other specify……………………………………………

Q 8> Would you suggest Business Standard to your colleague/ friends ?

a) Definitely b) Probably suggest c) Not Sure

d) Probably not suggest e) Definitely not suggest

Q 9> Give your opinion regarding the supplement ( Tick the appropriate box)

a) The Smart Investor: Excellent Very good Good Fair Poor

b) The Strategist :

Excellent Very good Good Fair Poor

c) The Weekend:

Excellent Very good Good Fair Poor

Q 10> Are you satisfied with the the Service of Business Standard?

a) Delighted b) Satisfied c) Not satisfied

Q 11> Any Suggestion to improve Business Standard services

…………………………………………………………………………………………………

…………………………………………………………………………………………………

…………………………………………………………………………………………………

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

Thank You