ion of the Brand HARDIK CHANDARANA

BRAND COMPARISON STUDY FOR VARIOUS BUSINESS DAILY

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Business standard

BrandComparison study of various business daily

HARDIK CHANDARANA


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“brand comparison study for the various business daily”

By

HARDIK CHANDARANA

Roll no: 4 sec. A

, MBA SEM II,

Marwadi Education Foundation’s Group of Institutions, Rajkot.

AY: 2011-12

Conducted at

BUSINESS STANDARAD

AHMEDABAD

Under the guidance of

Prof, KUMARGAURAV GHELA,

Asst. Professor,

Faculty of Management,

Marwadi Education Foundation’s Group of Institutions Rajkot.


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DECLARATION

I, the under signed Mr. HARDIK CHANDARANA, hereby declare that the research work

presented in this summer internship project is my own contribution and has been carried out

under the supervision of Professor. KUMARGAURAV GHELA Faculty of Management,

Marwadi Education Foundation’s Group of Institutions, Rajkot.

This is an original contribution in every respect and has not been previously submitted to any

university for any degree.

Date:

Place: Rajkot HARDIK CHANDARANA


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COMPANY CERTIFICATE


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COLLEGE CERTIFICATE


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GUID ‘S CERTIFICATE


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preface

"Experience is the best teacher." This sa ying plays a guiding role in

our lives and also in project reports that are an integral part o f the

M.B.A. programmed in Gujarat techno logica l universit y.

Today's age is an age of management. Management is the backbone o f

any organization or any act ivit y done. The real success o f management

lies in app lying the p ro fessiona l management techniques in a ll

manager ial ac t ivit ies. As we move into an era of intense competit ion

and high performance expectat ions, it is important that we develop the

winning edge.

Pract ical study is eminent, and plays vita l role for the students o f

management, because classroom coaching and theoretical study a lone

are not enough. To survive in this highly competit ive world,

practica lit y outweighs theoret ic. Students are supposed to learn the

various princip les of business administrat ion co nceptually but accuracy

and effic ienc y in the ir implementat ion is possib le only through

exposure to practical environment.

Hence, to attain this object ive and to have the ou tlook o f all intr icacies

of co rporate world I have undertaken the Summer Training at Business

Standard Limited. It 's a ll about "How Publicat ion Works." I have tr ied

my best and have app lied all my efforts, knowledge and sources

availab le. In this summer training project report.


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Acknowledgement

The successfu l and t imely complet ion o f this tr aining would no t have been

possible without the kind co operation and support of the var ious Department

heads of the BUSINESS STANDARD LTD as well as the facult y members of

MEFGI and respondents who co-operatively p rovided the honest informat ion

through questionnaires.

Let me begin m y acknowledgement by thanking the who le BUSINESS

STANDARD staff at AHMEDABAD OFFICE fo r the co -operation and the

support during our summer training.

I a lso take the opportunit y to thank Mr. Kunal Panc hal (Our project guide)

and Mr.Ashwin Sutareliya (our sales head ) , without whom this project could

no t have been possible. I whole-hearted ly thank them for being my guide and

direct ing me towards right path in the marketing world .

I am ver y grateful to all the facu lties o f the MEFGI .The y have a lwa ys been a

source of insp iration and I would like to thank them for all the ir support and

care in the ir e ffo rts towards the summer training and the project.

Thanking you

Hardik chandarana


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INDEX

Serial no Particulars Page No I Student declaration 3

II Comapany Certificate 4

III College certificate 5 IV guide Declaration 6 V Preface 7

VI Acknowledgement 8

VII Summary 11 VIII Chapter 1 Introduction

History of print media 13

Introduction of business standard 15

History of BSL 16

Operations departments in BSL 18

Contents and products 30

Distribution and format 34

Information of competitors and S.W.O.T. 35

Audit bureau of circulation 44

IX Chapter 2 Research Methodology

Introduction 48

Research objective 49

Sampling method and size 49

Target audience 50

Sampling procedure 51

Sample size 51

Data collection 51

Form of questionnaire 51

X Chapter 3 Data Analysis


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Reader of business daily 53

Reader of BS 54

Awareness about of other business daily 55

Content most liked by customers 56

Price affection 57

Brand name affection 58

Attribute liked by the customers 59

Loyalty of the customers 60

Hypothesis test 61

Limitations of the survey 62

XI Chapter 4 Summary

Suggestions 64

Conclusion 65

bibliography 66

Questionnaire 67


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EXECUTIVE SUMMARY This project is a joint efforts of my mentor prof. kumargaurav sir and me. My heartfelt thanks

to all who have given time and insight into making this project possible.

We are also thankful to the entire staff of BUSINESS STANDARD, Ahmadabad branch

for guiding us and giving us a patient listening every time we encountered problem We are

thankful to Mr. Kunal Panchal, Market Development Executive and our project head.

The report inside mainly consist of three parts :

1 introduction to print media and business standard

2 information of competitors and S.W.O.T. analysis

3 research analysis and suggestions.


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HISTORY OF THE PRINT MEDIA :

James Augustus Hickey is considered as the "father of Indian press" as he started the first

Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in

January, 1780.

In 1789, the first newspaper from Bombay, the Bombay Herald appeared, followed by the

Bombay Courier next year (this newspaper was later amalgamated with the Times of India in

1861).

The first newspaper in an Indian language was the Samachar Darpan in Bengali. The first

issue of this daily was published from the Serampore Mission Press on May 23, 1818.

In the same year, Ganga Kishore Bhattacharya started publishing another newspaper in

Bengali, the Bengal Gazetti. On July 1, 1822 the first Gujarati newspaper the Bombay

Samachar was published from Bombay, which is still existent.

The first Hindi newspaper, the Oodunt Marthand began in 1826. Since then, the prominent

Indian languages in which papers have grown over the years are Hindi, Marathi, Malayalam,

Kannada, Tamil, Telugu, Oriya, Assamese, Urdu and BengaliThe Indian language papers

have taken over the English press as per the latest NRS survey of newspapers.

The main reasons being the marketing strategy followed by the regional papers, beginning

with Eenadu, a telugu daily started by Ramoji Rao who fraudulently pumped in soo much

money into his media empire which he got for supporting the 2 CM's of Andhra ,ntr &

chandrababu. The second reason being the growing literacy rate. Increase in the literacy rate

has direct positive effect on the rise of circulation of the regional papers.


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The people are first educated in their mother tongue as per their state in which they live for

e.g. students in Maharashtra are compulsory taught Marathi language and hence they are

educated in their state language and the first thing a literate person does is read papers and

gain knowledge and hence higher the literacy rate in a state the sales of the dominating

regional paper in that state rises.

The next reason being localisation of news. Indian regional papers have several editions for a

particular State for complete localisation of news for the reader to connect with the paper.

Malayalam Manorama has about 10 editions in Kerala itself and five outside Kerala and two

abroad (Bahrain and Dubai).

Thus regional papers aim at providing localised news for their readers.

Even Advertisers saw the huge potential of the regional paper market, partly due to their own

research and more due to the efforts of the regional papers to make the advertisers aware of

the huge market.


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INTRODUCTION OF BUSINESS STANDARD

Type Daily : newspaper

Format : Broadsheet

Owner : Kotak Mahindra Bank

Founder : Ananda Publishers

Publisher : Business Standard Ltd

Editor : Sanjaya Baru Founded 1975

Language : EnglishHindi

Headquarters : Nehru House, 4, Bahadur Shah Zafar Marg, New Delhi – 110002

Circulation : 144,000 (English)

53,000 (Hindi)

Official website: Business-standard.com (English)

hindi.business-standard.com (Hindi)


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Business Standard is an Indian English-language daily newspaper published by Business

Standard Ltd (BSL) in two languages, English and Hindi. The Newspaper primarily covers

India and international business, and financial news and issues.

The main English-language edition comes from 12 regional centres - Mumbai, New Delhi,

Kolkata, Bangalore, Chennai, Ahmedabad, Hyderabad, Chandigarh, Pune, Lucknow,

Bhubaneswar, and Kochi - and reaches readers in over 1,000 towns and cities across India.

HISTORY OF BSL :

Started in 1975 in Kolkata by the Ananda Publishers group, Business Standard was hived off

as a separate company in 1996.

It was then bought by Mumbai-based financial investors led by the Kotak Mahindra Bank,

after which began a phase of rapid expansion with the launch of new editions.

T. N. Ninan was editor from 1993 to 2009, when he took up the editorship of The Economic

Times. In January 2010, Ninan became chairman and editorial director of BSL and was

succeeded as editor of Business Standard by Dr Sanjaya Baru.

He was the media advisor of Prime Minister Manmohan Sing. The paper which is India's

second largest business daily employs around 200 business journalists,

including A K Bhattacharya and Shyamal Majumdar. In establishing a pedigree of strong

financial journalism,

Business Standard also publishes articles by Bimal Jalan, former governor of the Reserve

Bank of India;

Shankar Acharya, former chief economic advisor to the Government of India;


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Deepak Lal, professor of economics, UCLA; Suman Bery, director-general, National Council

of Applied Economic Research;

Abheek Barua, chief economist of HDFC Bank;

Nitin Desai, former chief economic advisor and former under-secretary general at the United

Nations;

Surjit Bhalla, chairman of OXUS; Arvind Subramanian, professor at the Peterson Institute for

International Economics;

M. Govinda Rao, director of National Institute of Public Finance and Policy;

AV Rajwade, foreign exchange consultant; and Arvind Singhal, chairman, Technopak

Advisors.


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OPERATIONS DEPARTMENTS IN BUSINESS STANDARD :

Editorial department

Scheduling department

System department

production department

Dispatch department

Space marketing department


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1 .EDITORIAL DEPARTMENT:-

As it is a unique feature of Business standard that it is an editorial driven paper. So this

department is most important for the company because all the major decisions to publish the

various news are taken by the editorial department.

Editorial department collects the news form the various sources and then edits the contents

and then send it to Mumbai or Delhi for the adjustment in the page. The department writes

different stories on IT, Banking, Insurance, Oil & Gas, Telecom and other special articles

from the various sources.

After allocating space for the advertisement the department adjusts the remaining space for

the articles. The Group Managing Editor of Business Standard is Mr. A.K.Bhattacharya. The

company has very good editorial structure.

Hierarchy of Editorial Department

Chief Editor

Senior Reporter

Principle Correspondence

Special Correspondence


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2 SCHEDULING DEPARTMENT:-

Scheduling department is responsible for the layout of the newspaper. The main function

of this department is to adjust the advertisement and editorials in the page that means this

department makes the schedule of the page.

Before printing any news or advertisement in the newspaper the department will take

Tentative Ad Dummy

i.e. a layout of the actual paper on A4 size paper for the each page every day. And then

this schedule is forwarded to the production department to workout the page accordingly.

For this function the department is used two types of software namely Quark Express and

Flight Check Software, the data are taken in the form of PDF file & EPS format. If any

format goes out of its range than the software will alert it & show the error.

Scheduling department has to leave 0.5 cm above and below in the newspaper, the above

line is known as Date line and below line is known as Print line.


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3 SYSTEM DEPARTMENT: -

System department is responsible for the communication network as well as all the

technical related problems in the company.

All the seven branches of Business Standard are linked with V-SAT and with the

dedicated leased line along with the Head Office. The cost of V-SAT is approximately

Rs.1 lack p.a.

The most important work of the system department is to connect all the telephone lines

with EPBX system and connect all the branches to the Head Office with Hot line, which

helps to reduce STD cost for 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.


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4 PRODUCTION DEPARTMENT: -

After receiving the facsimile copy on the butter paper from the System Department. This

butter copy is framed on the aluminum plate. This plate is then fixed in the printing

machine and then as per the printing orders the printing starts.

Machine, which is used, for the production is known as Film Processor, which costs

approximately Rs.2.5 lakhs. The machine is divided in the four different units i.e.

Developer Unit

Fixed Unit]

Wash Unit

Dryer Unit

Production department is used mainly four colours for the hard copy, which are Black,

Yellow, Cyan and Megenda. Same colours are used at the time of final printing of the

newspaper at press. Row Material for this department is paper and aluminum plate. Print

is come in the form of reel. The cost of the reel is Rs.10000.


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5 DISPATCH DEPARTMENT:-

Dispatch department is responsible for the regular dispatch of total number of copies at

various destinations at the right time. It is also responsible for how many copies should be

reach at each center i.e. local or up country.

There are 30 up country centers of Business Standard all over Gujarat and 6 centers are in

Ahmedabad at Khanpur, Panjra pole, Income-tax, Paldi, Maninagar and Kalupur. There

are more than 70 distributors and 8000 vendors of Business Standard across the Gujarat.

The distributors will get 5% commission and vendors will get 28% commission.

The function of Dispatch Department is to generate rush mail and put it on the parcel.

Rush mail shows the number of copies in the parcel and its destination address. With this

a route control statement is also there for each taxi driver, which shows the number of

parcels for each and every destination, comes under his route. Business standard has done

annually contract with the taxi driver to deliver the parcels at up country.

Appointment of an Agent: -

The circulation sales executive appoints a new agent. Various factors are considered

before appointing a new agent:


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There is a potential demand in the area where the new agent is to be appointed.

The existing agent is not delivering up to expectations/payment discipline of

existing agent is not up to the mark and therefore it is decided to appoint a new

agent.

A new route has been started and the agent’s drop point is on the way. Earlier the

agent used to pick up the copies from some other agent/depot.

After agreeing to the concept of being appointed as the agent for Business Standard the

following are required to confirm the arrangement: -

Agreement form

Indent

Advance Deposit

Trade Terms

Unsold

Payment Terms

Allowances

Mode of delivery

Rush Mails: -

Rush mail is a label, which is stuck on the newspaper packets for identification of the

destination of the packet. It serves the same purpose that the postal address which is

mentioned on a letter.


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Route Control: -

Route Control is a summary of the Dispatch control statement and it presents the total

dispatch scene

Route Control statements provide the following information: -

It provides the route wise totals with the name of the route and its further

bifurcation into indent (Paid copies)

Complimentary (free copies), Adhoc and the total copies on that route

There is a grand total with a bifurcation on the same basis as mentioned

The route control statement total is in effect the print order for the next day.

Dispatch at Night: -

Based on the print order the instructions are given to the press and accordingly the copies

are printed. Since the upcountry edition is printed first the dispatch executive arranges the

set of labels according to the order of the dispatch. Based on the timing on each of the

challan the dispatch supervisor prepares a report called the Night Report and mentions the

timing against each route. He also makes a mention of any special happenings like if there

is any delay, the reason for the delay, any

printing breaks, and any short or extra copies and how the same have been accounted for,

shortages in supplements etc.


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Unsold Copies: -

Unsold are the copies supplied to the agent but not sold and returned by the agent.

Different publications follow different guidelines on unsold including acceptance and

passing of credits. The practice BS follows is:

For a new agent at a new center for the initial first month all the unsold are

accepted.

After that period when the supply is accordingly rationalized the unsold

percentage is fixed at 5-20% depending on the market.

And in the third month it is brought down to 7-8% of the supply, which is

basically to cover the stall returns.


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Raw

Material

Ahmedabad Nadiad Anand Vadodara Bharuch

Vendors Bookstalls

Hawkers Hawkers

Printing

Press

End Users

Agent in

Each City


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6. SPACE MARKETING DEPARTMENT :

It plays a very important role to run a publication. It is the part and heart of the publication

because it is the only revenue generating department, so all expenses like salaries, production

expenses are paid from this department.

For the company, the overall cost of one copy of BS newspaper is around Rs. 15, but they

charge to the customers only Rs. 2 for the weekdays and Rs. 6

for the weekend and from this they give 28% to the vendors and 5% to the distributor as the

commission.

In Business Standard newspaper, the pages are predefined for the various types of

advertisements. There are advertisement agencies which provide the service of advertising in

any newspaper. The Space Marketing Department is connected with these agencies. The

client who puts ads in any newspapers generally contact the agencies and hardly they meet

any publication directly. There are such 125 ad agencies in Ahmedabad city only. For these

ads the commission paid to the agencies is 10 to 15%. The advertisement rates here are

negotiable depending upon the clients.


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Advertisements can be classified into two main parts.

1. Response oriented ads :

Display – It consists of launching of new products and services, it is a product or

service display ad. It consists of B2B, B2C and classifieds.

Tender – It is the offer made by the government, private companies and public sector

companies.

Feature – It is a special and well focused category, for example, in summer we come

across feature ad in main line, vernacular and business dailies of air conditioners, ice-creams,

refrigerators, etc. to catch the market. Industry specific feature is also well known like Open

Sky…………….

Appointment – Vacancies for various posts in the company are being filled by the ads in the

newspaper.

2. Compulsion ads :

Financial ads – The advertisements which include any financial information

about the company, as for example, Balance Sheet or Profit or Loss Account, etc.


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CONTENT AND OTHER PRODUCTS :

CONTENT EDITORIAL PROPERTY FREQUENCY

International news International business Daily

Lifestyle & gizmos Technology Tuesday – Friday

Companylaws,tax,laws etc. Business law Monday

Marketing,customer

activation,advertising

The strategiest Monday

Mgmt. education & training

avenues

Business education Thursday

SME business SME world Tuesday

Automobile & ancillary

segment

BS motoring Saturday

Brand strategies Brand world Monday,Wednesday &

Friday

Trading calls,stock,&sector

analysis

Smart investor Tuesday-Friday

Fresh look at news and

people

Take two Tuesday-Friday

News on the digital world Digital consumer Monday


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SUPPLIMENTORIES

THE SMART INVESTOR :

The smart investor an entire section packed with extensive market news, viwes and analysis,

with a new emphasis on personal finance.

The BS 200 , a detailed look at the day’s market activity and today’s picks trading tips on

select stocks.

The smart investor – the most comprehensive investment advice in the market.

THE STRATEGIST:

A sought after weekly supplyment , the strtegist appears every Monday.

Cover issues on management and marketing . analyses critical issues through case studies.

Rich in content , the strategist relies heavily on highly researched articles so that the reader

gets a complete understanding of the subject

“BS WEEKEND” covers the topics of lifestyle , art , travel, portraits of the wealthy people ,

real estate ,golf , book reviews among others.

A perfect way to start your weekend knowing the leisure’s of life.


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ANNUAL’S

THE FUND MANAGER:

Covers the high performances of mutual funds.an annual guide to smartly invest in mutual

funds. Includes profiles of top fund managers.

BANKING ANNUAL:

Performances of the banking sector. Annual ranking of banks,exploring the mantras adopted

by top rated banks to succeed.

BS 1000:

A guied to india’s top 1000 companies . an annual refrence book on corporate performances.

Analyses and rates top 1000 listed companies.

LIFE STYLE PRODUCT :

“MARQUEE” magazine which targets the super rich people and the affluent who make a

style statement with the luxury buys is circulated quarterly with business standard in Mumbai

, Delhi & Bengluru.


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MAGAZINES :

INDIAN MANAGEMENT:

Most contemporary and authoritative monthly magazine on Indian management.

Regular experts contribution on the latest in the world of management.

Most B-school recommend the “Indian management” as a must read management magazine.

A journal by AIMA, Indian management has been published by BS for 10 years and giving it

its current look.

Asian management reviews are also published by BS on behalf of the Asian management

association.

BS MOTORING:

India’s most regarded motoring magazine.

Circulation in excess of 25000 copies from newsstands.

BS motoring us also awards the oldest and most respected.


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DISTRIBUTION AND FORMATE :

Business Standard sells 144,000 copies daily in English, mostly to the business and policy-

making élite. The Hindi edition sells 53,000 copies daily.

ACNielsen's survey of the upper middle and rich market in India places Business Standard

next to The Economic Times in total readership.

The paper has a reputation for reliable reporting and responsible journalism, as well as for its

stimulating page of analysis and editorial comment.

It has pioneered the ranking of the wealthiest Indians (the Billionaire Club) and provides an

automobile magazine as a free monthly supplement.

In 2006, BSL began to produce a Sunday edition that is now published in four centres.

The Hindi edition was launched in February 2008 from seven centres stretching from

Mumbai in the west, running across the Hindi Belt, and to Kolkata in the east.

BSL also publishes various periodicals, including BS Motoring, Indian Management and the

Asian Management Review.


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INFORMATION OF COMPETITORS AND S.W.O.T. ANALYSES

INFORMATION OF THE COMPETITORS

1 ECONOMIC TIMES:

economic times is the main competitor of the business standard and which ranks 1st in the

business daily newspapers.

It is owned by the Bennett,coeman & co. It stands at first position in the business daily

newspapers.

Its price is very complicated to understand (Monday/Wednesday/Saturday) 3.5rs ,

(Tuesday/Thursday/Friday)3rs and on Sunday price is 10rs.

Supplements in the economics times are

Investor guide (Monday)

Technoholic (Tuesday)

Brand equity (Wednesday)

They are issuing 10 editions in India.

Their unique selling point is “BRAND EQUITY” , which contains information regarding

marketing and branding information with case studies.


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2 MINT:

Mint is ranked 3rd in the business daily newspapers.

Which is owned by Hindustan times.

Their unique selling point is wall street journal which contains the famous articles from

world’s famous financial daily.

Their supplements are :

Mint money (Monday - friday)

Lounge (Saturday)

They are issuing 8 editions .

Its price is 3rs (Monday to Friday ) and 5rs for Saturday .


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3 FINANCIAL EXPRESS : .

Financial express is ranked 5th in the financial daily newspaper.

They are issuing 11 editions.

It is owned by the Indian express group.

They have only one supplement “brand wagon”.

Their unique selling point is their expert opinions and extensive analysis done and used by

them.

Their prices are also some where complicated (Monday – Friday) 4rs , Saturday 6rs ,and

Sunday 8 rs.


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4 BUSINESS LINE :

Business line is ranked 4th in the business daily newspapers.

It is owned by the kasturi & sons.

Their supplements are :

Brand line ( Thursday )

Life ( Friday )

E world

They are issuing 15 editions.

Their unique selling point is agri business news and logistic news.

\


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S.W.O.T. ANALYSIS

BUSINESS STANDARD :

STRENGTHS:

1 BS 200 , RBI bulletin which is not covered by any other business daily news

papers.

2 Highly business oriented news and focus on the analysis on the analysis and the

decision making factors.

3 Strong editorial board.

WEAKNESS:

1 Less advertisement and branding.

2 More focus on the IT and technology news.

OPPORTUNITIES:

1 More marketing and branding.

2 They should make collaboration with electronic media.

THREATS:

1 Economic times is the only threat for the business standard.


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ECONOMIC TIMES:

STREANGTHS :

1 50 years of experience.

2 Strong distribution chain.

3 Brand name and value.

WEAKNESS:

1 less business news.

2 Repetition of the news from “times of india”

3 Less focus on the small scale industries.

OPPORTUNITIES:

1 they should focus on small corporate houses related news.

2 They can work on their pricing which is one of the weakness of ET

3 More impartial as well as processing information.

THEREATS:

1 “Business standard”

2 “Financial express”


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MINT:

STRENGTHS:

1 simple language

2 aggressive price

3 promoting itself for beginners

4 attractive look and quick overview

WEAKNESS:

1 less analysis and description regarding the news.

2 Less preferred in corporate houses because of gap in the business news.

3 Does not contains the news regarding GUJRAT

OPPORTUNITIES :

1 providing content with the corporate level news.

2 Focus on local news also.

THREATS:

1 Interest may be lost because of less news regarding the finance and business.


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FINANCIAL EXPRESS :

STRENGTHS:

1 highly analyse and technical in nature.

2 Preferred tool for the decision making and the financial analysis.

WEAKNESS :

1 requires strong base in prior knowledge to use it affectively.

2 Highly subjective content.

OPPORTUNITIES :

1 use easy language in the newspaper which will generate new and more

customers.

THREATS :

1 “business standard” is the main threat for them .


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BUSINESS LINE :

STRENGHTS:

1 strong brand image in south .

2 agribusiness and logistic related news is the unique selling point for them.

WEAKNESS :

1 it contains mostly southern news.

2 For GUJRAT they are doing circulation from MUMBAI which is taking more

time and reaches late which affects their business.

OPPORTUNITIES :

1 circulation in GUJRAT.

THREATS :

1 delay in reaching to the customer can make them switching to another news

paper.


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AUDIT BUREUE OF CIRCULATION:

The ABC founded in 1948 is a not for profit, voluntary organization consisting of Publishers,

Advertisers and Advertising Agencies.

It has done pioneering work in developing audit procedures to verify the circulation data

published by those newspapers and periodicals which have earned the right to display its

emblem.

ABC as it is called and understood by all is a founder member of the International Federation

of Audit Bureau of Circulations.

The main function of ABC is to evolve, lay down a standard and uniform procedure by

which a member publisher shall compute its net paid sales.

The circulation figure so arrived at is checked and certified by a firm of Chartered

Accountants which are approved by the Bureau.

The Bureau issues ABC certificates every six months to those publishers whose circulation

figures confirm to the rules and regulations as set out by the Bureau.


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From a modest beginning it has grown to remarkable proportions. ABC's membership today

includes 411 Publishers of national and regional importance, 151 Advertising Agencies, 51

Advertisers & 20 New Agencies and Associations connected with print media and

advertising. It covers most of the major towns in India.

Facts and figures which are checked and certified by an independent body is a very important

tool in the hands of the advertising business community. The details of ABC certified

circulation figures are available online to all Members of the Bureau

http://www.auditbureau.org at no extra cost.

An Advertiser would like to know the facts and figures before investing his money in

advertising. An Advertiser ought to know how many people buy a publication and in which

area.

The ABC gives all these vital facts every six months. The ABC figures are not the outcome

of opinions, claims or guesswork, but they are the result of rigid, in depth and impartial audits

of paid circulations of member publications by independent and leading firms of Chartered

Accountants working in accordance with the rules / procedures prescribed by the Bureau.


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THE WORKING OF AUDIT BUREAU OF CIRCULATION :

The Policy formation body of the Bureau is the Council of Management consisting of elected

representatives from publishers (8), advertisers (4) and advertising agency(4) members of the

Bureau.

To assist the Council of Management an Executive Committee is appointed by the Council,

to guide and oversee the day-to-day working of the Bureau.

The Executive Committee consists of Publishers, Advertisers and Advertising Agency

Members of the Council. The Council of Management and the Executive Committee meets

regularly as often as required . The Chairman is elected annually by the Council of

Management.

The Bureau certifies audited NET PAID circulation figures of publications enrolled with it

for a continuous and definite six-monthly audit periods and supplies copies of the ABC

Certificates issued for such publications to each member.

Free distribution and bulk sales are also shown on the certificates provided the relevant

records are adequately maintained.

Records are checked and rechecked at every level for authenticity. Facts and figures are

scrutinized by impartial Auditors, and only then is the CERTIFICATE OF NET PAID

CIRCULATION issued. The day to day working of the bureau is handled by its secretariat

which is headed by the Secretary General.


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INTRODUCTION:

Marketing research is the tool in the hands of the marketer either to find out the solution of

any managerial or market related problem or to find the new opportunities and threats that are

prevailing in the market. Marketing research is the systematic gathering, model building and

fact finding process to solve the problem relating to marketing of goods and services.

Marketing research can be of three types;

1. Descriptive research

2. Exploratory research

3. Causal research

As part of our summer training, we first wanted to have an overlook at the present market

conditions. So we first decided to do a pilot survey and based on that to make some strategy

to enhance the awareness of Business Standard brand and to penetrate the BS relative to

competitors.

So we first took the sample of 100 respondents as a base and did the survey with the help of

a questionnaire, which is displayed in the annexure. The results of the survey are discussed

later in this section.


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RESEARCH OBJECTIVES: -

To know which business newspaper consumer reads.

To know which is their preferred business newspaper.

To analyze different sections of the newspaper like, stock market news, corporate

news and supplements of newspaper on the basis of their reading habit.

In short, the overall objective of my research was to identify consumer’s perception towards

business newspaper & to know the preferred section of newspaper.

SAMPLING METHOD AND SIZE

Research methodology states how the research study is under taken. It includes specification

of research design source of data, method of primary data collection, sampling design and

analysis procedure adopted.

Research methodology states what procedures were employed to carry out the

research study.


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RESEARCH DESIGN :

Here in the market research of readers of business newspaper have done, exploratory research

design is used. It will help to understand the reader’s behavior. Research done on media

habits and viewing habits of target market is done under exploratory research.

Survey one of the research approaches is best suited for exploratory research. Survey research

is the most widely used method for primary data collection. It is used to obtain many

different kinds of information in different situations.

TARGET AUDIENCE :

The financial newspapers generally cater to the following target audience:

Corporate executives

Stock brokers

Businessmen

Bankers

Management students and professors

Investors

Chartered Accountants & other Professionals


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SAMPLING PROCEDURE ;

There was a little scope for change cons duration in this study. So non-probability sampling

was preferred accordingly, convenient sampling method was used.

SAMPLE SIZE :

The numbers of readers of business newspaper were decided on the basis of different types of

Age group and income. Sample size of 200 was taken for the research.

DATA COLLECTION :

Since, data collection signifies a very crucial place in a pilot survey, we have collected

primary data by personal interview through structured questionnaires.

FORM OF QUESTIONAIR :

The questionnaire for the purpose of this study was carefully drafted and very well

developed. Proper care has been taken in asking the questions, in wording them and in

maintaining the sequence of the question. The questions asked were in close-ended form

which consist of multiple-choice questions.

Pre-testing of the questionnaire was done on a sample of 10 respondents and based on the

difficulties encountered by them in answering the question. The initial format was modified

suitably.


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ANALYSIS ANS INTERPRETATION :

Q. readers of business daily newspapers ?

YES 32

NO 68

INTERPRITATION :

As I have worked and analyze the saurastra region , I have found that most of professionals in this region prefers gujarati and local newspapers . some of them even using gujrati and hindi business daily And some of them likes to get information from net only.

YES, 32

NO, 68

Sales


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Q readers of business standard

Economic times 45 %

Business standard 32 %

Mint 12 %

Financial express 06 %

Business line 04 %

INTERPRITATION:

During the time of my selling i found that most of the reader of business daily are preferring “economic times ” because of its brand name and its contents. Business standard is at second place and mint , financial express and business line are after that.

0 5 10 15 20 25 30 35 40 45

economic times

business standard

mint

financial express

business line


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Q awareness about business standard as a brand.

Yes 80 %

No 20 %

INTERPRITATION :

As we have seen here that most of the customers are well known about other brand also , still they are preferring to buy their regular paper only.

0

10

20

30

40

50

60

70

80

90

yes no


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Q content most liked by the customers

Stock news 26

Taxation 15

Economy 33

F & O 10

General news 16

INTERPRETATION :

As we know that saurastra people are mostly engaged with the sharemarket and investment so they are preferring more STOCK NEWS and ECONOMIC news more but they also wants other general news also .

stock news

taxation

economy

F & O

general nes


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Q Is price affection to the choice

Yes 57 %

No 43 %

INTERPRETATION :

In my working i have found that as the price of the any news paper is very less but still in saurastra people are more conscious about the price because they want qualitative news at reasonable rate.

0

10

20

30

40

50

60

YES NO


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Q brand name affection to the choice

Yes 54 %

No 46 %

INTERPRETATION :

In saurastra , there are brand conscious people but not all they also thinks about the content and the quality of the news they are getting , so only brand name will not work here any company wants to increase their market share , they have to emphasis on quality of the news.

yes

no


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Q attribute that affects most to choose any business daily

Price 17 %

Language 07 %

News 74 %

Advertisement 10 %

INTERPRETATION :

As the news paper is mainly use for the information and latest news but still there are some professionals like marketing executives and others who are related with the same industries emphasis on advertisement and students emphasis on the language.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

attributes

advertisment

news

language

price


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Q customer will switch over if they get qualitative news at cheaper rate ?

Yes 69 %

No 31 %

INTERPRITATION :

Most of the customers are loyal to their business daily but if question arise for rate there are many customers who wants to switch over to the another brand which is giving qualitative news and BS has that opportunity to cover more market as their price is less and news are qualitative.

loyalty

yes

no


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HYPOTHESIS TEST

Ho : people are equally aware about business standard as a brand.

H1 : people are more aware about business standard as a brand.

Yes 80 %

No 20 %

Z - TEST

p = 0.8

q = 0.2

P = 0.5

n = 100

calculated value = 7.5

table value < calculated value

null hypothesis (H0) ; rejected

according to Z TEST readers are more aware about the business standard as a brand.


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THERE ARE SOME LIMITATIONS OF THE SURVEY WHICH ARE AS UNDER:

1 As we want to compare the brand image of the business dailies , we have just took 100 samples of the population.

2 As we have to work in the saurashtra region only , we have took sample from Rajkot public only so it may happened that it’s not representing the views of real readers of the business daily.

3 In Rajkot most of the public preferring Guajarati and local newspaper only , so it was very challenging for us to find real readers and find out the information.

4 Time constraint is the main problem of this survey , as we have got only one week to make survey. It may happened that this make hasty study .


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SUGGESTIONS

during the summer internship and working in the market for the business standard i have learnt that no one is perfect in this world but we have to try to make it perfect. Same here i have found some loopholes in the distribution and some other administrative work.

1 distribution channel on paper is best and as same as newspaper industry have , but still there are some chances to improve it. We are starting copies to the customer only from two days either from 1st or from 15th which makes customer irritation as they are paying earlier but cannot get copy from the next day.

In saurastra region we have introduced coupon system for the security of the customers but in saurastra no one is bother about that they just want their copies without any delay or problem. So it is not successful in the saurastr and should be closed.

2 vendor relationship should be improved , because i have learnt from my selling that many of the vendors does not know about the business standard , it affects a lot to the company.

/


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CONCLUSION

During my work experience in business standard and in the market for selling purpose I have learnt that business standard is the growing brand , we can say that it is in the growth stage in the product life cycle model

Customers are now preferring to choose BS for their daily use and decision making.

As per the IRS study

The Indian Readership Survey data, by and large, denotes a growth in business publications, coming in, by and large, from business dailies.

As per the IRS findings, Business Standard records the highest percentage increase in terms of readership. From a 1,05,000 in 2002, it has grown to 1,61,000 in 2003-2004, indicating a 53.33 per cent growth.

So from my research point of view I conclude that business standard is most preferable business daily than other business daily’s.


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BIBLIOGRAPHY

1 business standard brochure

2 www.auditbureo.com

3 www.businessstandard.com

4 IRS website.


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QUESTIONAIRE

1 personal detail : Name: Education: Occupation:

2 Do you read any business daily ? Yes no

3 Which business daily do you read?

Business standard Economic times Mint Financial express Business line

4 Are you aware about any other business daily?

Yes no

5 What content would you like most in your business daily?

Stock news Economy Taxation Mutual Fund Future & option General news

6 Is price affecting your choice of the business daily?

Yes no 7 Are you giving priority to the brand name for choosing the business daily?

Yes no 8 which business daily you find more easy to understand and helpful for

Decision making? give rank business standard economics times mint financial express business line


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9 which is the most important attribute that affect you in choosing business daily ? price news language advertisement

10 would you like , if any other daily provide more qualitative news at cheaper rate ? yes no


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ion of the Brand HARDIK CHANDARANA

Documents

Transcript of ion of the Brand HARDIK CHANDARANA