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A
SUMMER TRAINING PROJECT REPORT
ON
MARKET PENETRATION OF DISH TV
For
DISH TV
Submitted in Partial Fulfilment of
POST GRADUATE DIPLOMA IN MANAGEMENT
Of
ACCMAN INSTITUTE OF MANAGEMENT,GREATER NOIDA (U.P.)
UNDER GUIDANCE OF Submitted By
Mr. Anil Jha Anjana Thakur
Mr. Vishal Kainth PGDM-3rd
Trimest
Roll No.60006
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CERTIFICATE
Certified that Ms. Anjana Thakur a student ofPGDM 3rd
Trimester has submitted his project
report entitled MARKET PENETRATION OF DISH TV LTD. in partial fulfilment of the
requirement for the award of Post Graduate Diploma In Management of the Accman
Institute Of Management Greater NOIDA (U.P.). The project has been carried out under
our supervision during academic session 2010-2012.
I wish him to be successful in all his efforts & achieve all that he hoped for.
Director
Prof. D.S. NARVAN
(Accman, Gr. Noida)
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DECLARATION
I, Anjana Thakur hereby declare that the research project entitled MARKET PENETRATION
OF DISH TV LTD. is based upon my research in DTH, is an original and authentic work done
by me and is based upon the study conducted by me.
This research report was undertaken as a part of the PGDM program.
All information and facts and figures in the report are in my findings and are original in
nature , which are collected from various locations . This information is true to the best of
my knowledge.
Date - ANJANA THAKUR
(ACCMAN INSTITUTE OF MANAGEMENT)
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Summer Training is an Integral part of PGDM Programme. It helps the student to
understand the practical aspects of Marketing. As a part of my PGDM ProgrammeACCMAN
INSTITUTE OF MANAGEMENT, I was supposed to work with an Organization for a period of
8 weeks.
To understand the important aspects of Marketing, I chose BUSINESS STANDARD
LTD. for my training, which is a hard-core marketing company for marketing of business
newspaper.
My project aims to PENETRATE THE MARKET OF DISH TV LTD. AND TO INCREASE
THE DEALER SHIP OF DISH TV LTD. and Sales Promotion ofDISH TV LTD.They have
provided me east Delhi Market Area under the Distributors JMD maya marketing.
My work was to look after the whole East Delhi Market Area and increase the
number of dealer ship.
.
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ACKNOWLEDGEMENT
This project would have been difficult to complete without the invaluable
contributions from some important persons. Let me take this opportunity to
thank them.
First of all, I would like to thank DISH TV LTD. for giving me such challenging
projects to work upon.
Special thanks to my faculty guide PROF. Subir Guha for guiding me through
my internship.
I am indebted to my project guide Mr. Anil JHA (Area Sales Manager) Mr.
vishal kainth (Sales. Manager ) for the direction and purpose they gave to this
project through their invaluable insights, which constantly inspired me to thinkbeyond the obvious. Their encouragement and co-operation helped me instill a
great degree of self-confidence to deliver a good work. I would like to thank
again to Vishal sir for taking constructive interest in my project and providing
us valuable support at many points of time.
I am also thankful to all the employees of DISH TV LTD. who provided me with
an environment conducive for learning during the last two months.
A special thanks to Prof. S. C. Ghose for providing me this wonderful
opportunity to work with Dish Tv India LTD.
I hope I can build upon the experience and knowledge that I have gained here
and make a valuable contribution towards this industry in the coming future.
ANJANA THAKUR
ACCMAN INSTITUTE OF MANAGEMENT
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S.NO. CONTENTS PAGE NO.
1. Preface 6
2. Acknowledgement 7
3. Executive Summary 8
4. Introduction 9
5. Company Profile 20
6. Process Flow 26
7. Product 27
8. Objective Of The Study 30
9. Research Methodology 32
10. SWOT Analysis 37
11. Data Analysis 40
12. Major Findings 54
13. Conclusion 56
14. Suggestion 57
15. Bibliography 60
16. Annexure 61
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EXECUTIVE SUMMARY
Dish TV India Limited is an Indian company engaged in the business of providing direct-to-
home (DTH) satellite television service, which includes teleport service, customer support
and transponder space leasing.
Dishtv is a division of Zee Network Enterprise (Essel Group Venture). Dish TV India Limited is
ranked no. 437 and no. 5 in the list of media companies in the Fortune India 500 roster of
Indias largest corporations in 2011.It uses MPEG-2 digital compression technology,
transmitting using NSS-6 Satellite at 95.0.
Dish TV's Managing Director and Head Of Business is Jawahar Goel who is also the promoterof Essel Group and is also the President of Indian Broadcasting Foundation.
Zee Network incorporated Dish TV to modernize television (TV) viewing. It provides features
such as Electronic Programme Guide (EPG), parental lock, games, 330+ channels and
services, interactive TV and movies on demand. Its primary competitors are cable
television and other DTH service providersAirtel digital TV, Reliance Big TV, DD
Direct+, Tata Sky, Sun Direct, and Videocon D2H.
THIS PROJECT FOUCS ON FOLLOWINGS:-
To find out the new outlet location of Dish TV in East Delhi. Finding better marketing tools that could be used for promotion of Dish TV. Finding the top DTH service providers in respective area.
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INTRODUCTION
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DTH-The Direct-To-Home (DTH) service is a digital satellite service that provides television
services direct to subscribers anywhere in the country. Since it makes use ofwirelesstechnology, programs are sent to the subscriber's television direct from the
satellite, eliminating the need for cables and any cable infrastructure. This is particularly
valuable in remote and difficult to reach areas where cable and in many cases, terrestrial
television services are poor or non existent.
DTH services also provide the finest of picture and sound quality which is considered to be
second to none worldwide. Now surround sound, home theaters, live concerts and daily
television programming are all delivered to your home with the same quality as any modern
movie theater.
A wide variety of material has been published in newspapers, including editorial , opinions,criticism, persuasion and op-ads; obituaries entertainment features such as crossword ,
Sudoku& horoscopes ;weather news and forecasts; advice, food and other columns ;
reviews of movies , plays and restaurants; classified ads; editorial cartoons & comic strips.
Dish TV-
Dish TV India Limited (Dish TV), one of the group companies of the Essel group, is the
pioneer of the DTH business in India, where our core business is distribution of multiple
television channels and allied video/ audio services to subscribers on a monthly
subscription basis. This transmission is enabled through satellite equipment installed at
the end consumer premises wherein a subscriber can directly receive the programming
from our satellite, through a mini dish which is then de-coded by a digital receiver called
set-top-box or STB. This process does not require any intermediary or cable operator.
Our business commenced operations in October 2003 (pursuant to a DTH license issued
by the Ministry of Information & Broadcasting, Government of India in 2003) with 47
channels. Currently, we offer over 225 digital channels (including approx 20 voice
channels) to approx. over 4.5 million subscribers, across India. We are listed on the NSE,
BSE and CSE.
To achieve its ultimate goal of maximizing shareholders value, Dish TV believes that
good corporate practices enable the board to direct and control the affairs of the Company
in an efficient manner and that the prime responsibility of good governance lies within
an organization and not outside.
Corporate Governance at Dish TV is intended to ensure value creation for all its
stakeholders. Dish TV believes that the governance process must ensure adherence andenforcement of the principles of sound Corporate Governance with the objectives of
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fairness, transparency, professionalism, trusteeship and accountability, while facilitating
effective management of the businesses and efficiency in operations. The Company is
committed to achieve and maintain highest standards of Corporate Governance and with
this view, endeavours to improve in all aspects of Corporate Governance on an ongoing
basis. This Corporate Governance Manual contains guidelines covering decisionmaking authority levels, the policies and processes which provide an effective and
flexible governance framework in the Company realizing the need to ensure an effective
mechanism of checks and balances with transparency and accountability as the hall mark.
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HISTORY
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HISTORY
Dish TV is a division of Zee Network Enterprise (Essel Group Venture). EGV has national and
global presence with business interests in media programming, broadcasting & distribution,speciality packaging and entertainment. Zee Network incorporated dishtv to modernize TV
viewing. Dish TV is Indias first direct to home (DTH) entertainment service. By digitalizing
Indian entertainment, this enterprise brought best television viewing technology to the
living room. It not only transmits high quality programmes through satellite; but also gives a
complete control of selecting channels and paying for them.
Dish TV imparts DVD quality picture and stereophonic sound effects to the customers. It
promises to change the experience of TV viewing with its uninterrupted transmission
service. The endeavour enters next level of entertainment with futuristic features, such as
EPG (Electronic Programme Guide), parental lock, games, 400 channels, interactive TV andmovie on demand. Dish TV also brings exclusive national and international channels for the
first time in India.
DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee
Entertainment Enterprises. Dish TV is on the same satellite where DD Direct+ was, DD
Direct+ shifted to INSAT 4B which is adjacent to NSS-6.
Dish TV was only DTH operator in India to carry the two Turner channels Turner Classic
Movies and Boomerang. Both the channels were removed from the platform due to
unknown reasons in March 2009. In October 2010 Dish TV added the long awaited Neo
Sports and Neo Cricket on its platform
CATEGORIES:-
DAILY-
WEEKLY-
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NATIONAL-
INTERNATIONAL-
ONLINE-
Main article: Online Newspaper
CUSTOMIZED-
FORMAT-
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BASIC DATA:-Official Country Name: Republic of India
Region (Map name): East & South Asia
Population: 1,029, 991,145
Languages(S): English, Bengali, Telugu, Marathi
Literacy Rate: 52.0%
Area: 3,287,590 sq km
GDP: 456,990(US$ Millions)
Number of Daily Newspaper: 398
Total Circulation: 30,772,000
Circulation per 1,000: 50
Number of Non-Daily newspaper: 98
Total Circulation: 7,774,000
Circulation per 100: 13
Total Newspaper Ad Receipts: 35,624(Rupees Millions)
As % of all Ad Expenditure: 50.40
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COMPANY
PROFILE
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COMPANY PROFILE
Introduction
Earlier started in Kolkata in 1975. Daily sell is around 100000 copies. Purely made for business. Its only one kind Indian publication which has syndication with financial times
London.
Punch line is when you are sure. As newspapers became more reliable and began appearing more frequently, they
began to play a major role in commerce, through their advertisements and by
printing price listings and market reports. A German newspaper, published by Lucas
Schulte, had begun appearing two times a week in 1625. The world's oldest surviving
printed daily newspaper, Einkommende Zeitung, appeared in Leipzig in 1650. The
first successful English daily was the Daily Courant, which first appeared in London in
1702. In the early eighteenth century, according to journalism historian Stanley
Morison, the newspaper gained "a hold on London's commercial classes which it
never lost." At that time, too, great essayists like Joseph Addison, Richard Steele,
Daniel Defoe and Jonathan Swift began publishing newspapers filled with their social
and political commentaries in London even though these papers were more similar in
content to modern-day opinion magazines.
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Radio and television stations, cable networks, magazines and new computer
information services also contribute to the range of information now available to
citizens. Most major newspapers have also added opinion pages, which air views that
differ from those of the newspaper and its publisher. Still, many press critics fear that
the decline in the number of competing newspapers available in the worlds cities, the
increasing corporate ownership of those newspapers that have survived and the
standardization of their news coverage have limited the different voices and the
different perspectives on the world available to the various people of the world.
VALUE AD TO READERS
Weekly tabloids1. Smart Investor(Every Monday)2. The Strategies (Every Tuesday)3. ICE World(Alternative Wednesday)4. BS Weekend(Every Saturday)
Monthly Magazines1. Motoring2. Open sky
Annual Magazines:1. The Fund Manager2. The Billionaire Club3. Banking Annual4. BS 10005. Spend
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Salient Features of BUSINESS STANDARD
The Editorial Page is widely recognized as having the most stimulating set ofcolumnists, which provides the readers with their views on keys issues.
BS-200: it is a one of a kind vertically laid out tablet shaped stock page, which isdesigned to give the serious business reader a unique edge. It evaluates the stocks of
200 of Indias best companies on the basis of 22 parameters and couples this with
insightful coverage of companies and an extensive spread of all the markets.
It has an exclusive syndication with the worlds foremost business daily TheFinancial Times of London
Its contemporary design and two distinct sections allow easy navigation, and quickeraccess to information.
It has specific pages on stocks and commodity news. Thus it gives the reader information
on all categories of stocks.
Accent West: It is a supplement, which brings two pages on the regional business scenario:
which include emerging players, local business events and industry specific news.
The Real Estate and Business Education pages give a wide and comprehensive look into
these rapidly growing areas.
The political news gives an exclusive insight into how a political event can affect the
economy; both in the long run and short run.
Case Study methodology is followed in Business Standard in its weekly supplementcalled Smart Investor. It provides in-depth analysis on economic issues. Thus it
tries to provide the facts behind the figures.
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Structure & Hierarchy
Below flowchart gives an insight into the organization structure existing in Business Standard.
President
Vice President
General Managers
Deputy General Managers
Asst General Managers
Senior Mangers
Managers
Deputy Manager
Asst Manager
Senior Executives
Executives
Trainee Executives
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PRODUCT
About the News paper-
Sections:-Company & Industry This section provides the current news about companies and
different industries.
Commodities- This section provides news about various commodities like wheat, gold,
edible oil etc.
Economy and Policy- This section provides news about current condition of the market and
new policies being formulated by government.
Editorial- This section provides opinion and analysis by various expert . The columnists
include T.N. Ninan as well.
Stocks- This section provides information of about 2800 stocks listed on the stock market ,
which is greater than any other newspaper.
Regional- This section provides regional news.
Politics- This section provides news about the political scenario in the country mostly
related to business in india.
Supplements-i) Monday : Smart Investor- Which advises people to make right decision.ii) Tuesday- The Strategist- Which gives the strategies followed by various
companies.iii) Wednesday- Business Education- which gives information for various
students.
iv) Thursday- SME World- Which gives information about small and mediumenterprises.
v) Saturday: weekend- Which includes various topic about life and leisure.
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MAGAZINES-i- BS Motoring- A motoring magazine.ii- BS 1000- A magazine which give the top 1000 stocks. It is an yearly
magazine.
iii-The Fund manager- A magazine which tells people about various mutualfunds. It also advises people on which mutual funds to invest in.
iv-Banking Annual- A magazine which gives ranking of various bankingv- Indian Management- A monthly magazine on management.vi-Others Magazines- Marquee- It provides information about LU.
BS CONNECT- It is an employee magazine.
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OBJECTIVE OF
THE STUDY
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OBJECTIVE:-
Primary Objective-
Determine the factors that influence a reader to subscribe to a business news paper.
Secondary Objective-
1- Awareness about business standard among reader in Delhi.
2- Business news paper having highest and second highest readership in Delhi.
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RESEARCH METHODOLOGY
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Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific topic.
The word research has been derived from French word Researcher means to
search. FRANCIES RUMMER defined research :It is a careful inquiry or examination to
discover new information or relationship and to expand or verify existing knowledge.
Research is the solution of the problem, whether created or already generated. When
research is done ,some new out come , so that the problem to be solved.
RESEARCH DESIGN:- Research design is the conceptual structure in which research is
conducted. It constitutes the blueprint for collection, measurement and analysis of data.
The design used for carrying out this research is Descriptive.
SOURCES OF DATA:-
Source of data is the origin of information found. Following are the sources of data to be
used to collect information required.
For secondary Data:- Internet Websites
For secondary Data:- Reader of News paper
Data collection method:-
Secondary data was collected by surfing internet websites, journals , magazines etc.
For primary Data:-
Questionnaire:-
Questionnaire enlists questions, which translate the research objective into specific
question. The major issue on which questions may be concerned are facts, opinions
,attitudes, respondents and their level of acquaintance with a research problem.
INTERVIEW:-
An interview is a conversation between two or more people where questions are asked by
the interviewer to obtain the information from the interviewee.
OBSERVATION:-
Observation is a basic method of obtaining information about a phenomenon under
investigation.
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SAMPLE UNIVERSE:-
The aggregation of people that possess the information sought by the researcher and about
which one wishes to generalize his/her research findings. All newspaper readers in Delhi and
Noida.
SAMPLE FRAME:-
The listing of the accessible population from which you will draw your sample is called
sample frame.
SAMPLE SIZE:- 250 UNITS
SAMPLE UNIT:-
A unit of study is the object about which or from which the information is desired. Sampling
unit is the respondents.
SAMPLING METHOD:-
The sampling method used to select samples from the population. The method of sampling
used here is area probability sampling.
convenience Sampling:-
Sampling in which elements are selected in two or more stages, with the first stage being
the random selection of area and the last stage being the random selection of elements
within the area.
AREA SELECTED ARE:-
LAXMI NAGAR , NEW DELHI
UTTAM NAGAR, NEW DELHI,
PREET VIHAR , NEW DELHI
NOIDA SEC- 15
NOIDA SEC- 18
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LIMITATIONS:-
Though the present study aimed to achieve the above mentioned objectives in full earnest
and accuracy, it was hampered due to certain limitations. Some of the limitations of this
study may be summarized as follows:-
a) The project was divided in zones , therefore I was limited to particular area and so the
survey was quite difficult.
b) Due to unavailability of proper conveyance facility , it was really hard to cover the market
under a scorching sun.
c) The time duration of the two months was short for the completion of the all activities.
The selection of customers to cover the various strata of the society was tedious and time
consuming.
d) Getting accurate responses from the respondents due to their inherent problems was
difficult .
e) The survey was costly and tedious as most of the amount was spent in conveyance.
f) Some customers refused to give any information for the survey because they thought it to
be a waste of time.
g) Some of the customers were rude thinking us to a fresher and inexperienced.
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SWOT ANALYSIS
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The overall evaluation of the companys Strength,Weakness,Opportunity and Threats.
STRENGTH:-
i- Company Reputation
ii- Quality of analysis
iii- Honest and in-depth reporting
iv- Distribution effectiveness
Company has advantage of being owned by Kotak Mahindra Group, a renowed company of
the country .it has second highest readership after E.T. as far as business news paer is
concerned . some other strength are providing in depth analysis & wide corporate and
market coverage. Top 200 companies are evaluated across 22 key parameters.it is only
paper to give detailed analysis on money market only paper to cover the global stock
market , widest coverage across sectors and function.
WEAKNESS:-
1. High price2. Less no of pages3. Less add on supplement4. No combopack
Since business standard out source printing to Dainik jagran so cost of paper become high .
Less num of pages is also weakness of business standard. Company also dont have
combopack where as almost all the competitors have combopack.
OPPORTUNITY:-
i- Foreign tie up with financial times Londonii- There is untapped market in Delhi outskirts
Foreign tie up with financial times London could be a opportunity of BSL.
There is intense competition in Delhi at the same time there is huge
potential in Delhi NCR and adjacent areas.
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THREATS:-
1.
Market downfall2. Internet Expansion3. Competitors may further lower the price
Market downfall like one year back is a big threat for the company . Internet
expansion has led people to computer. Now all kind of news are available on
internet. One can read number of newspaper available on net.there are intense
competition in market and most of the competitors have already lower down
their prices ,they may further lower their prices that is agreat threats for
Business Standard.
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DATA ANALYSIS
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Q1)- Do you read business News Paper?
a) Yes b) No
If yes, kindly tick from the following:-
a) Economics Times b) Business Standard c) Business Lineb) Mint e) Financial Expressc) Others ..
30%
70%
Number of respondents 250
Yes
No
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Q2)- How did you come to know about your business News paper?
a) Vendor b) Friends/Relatives c) Mediab) Others..
This graph shows Media play an important role in spreading awareness about business
news paper. Reader also came to know about news paper through their friends and
relatives.
27%
19%12%
23%
9%
Number of respondents 76
Economics Times
Business Standard
Business Line
Mint
Financial express
Number of respondents 74
Vendor
Friends/Relatives
Media
Others
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Q3)- How long have you been reading this news paper?
a) Less than 6 months b) Between 6 months to 1 yearb) 1 to 3 year d) More than 3 year
c)
This graph shows most of the readers are long reader of their respective news paper .
10%9%
23%58%
Number of respondents 74
Less than 6 months
Between 6 months to 1 year
1 to 3 year
More than 3 year
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Q4: Which section of business news paper you like most?
Section No of Reader Percentage
International Business 3 4%Money and Currency 5 7%
Issue and in sight 4 6%
Stocks 9 12%
Opinions 6 8%
All 7 10%
Companies 27 36%
Commodities 13 17%
Total 74 100%
INTERPRETATION:-
After analyzing the data we come to know that 35 % of the sample read companies most
and 12% read share market most.
International
Business
4%Money and
Currency
7% Issues and in sight
6%
stocks
12%
Opinions
8%
All
10%
Companies
36%
Commodities
17%
Section that mostly read by reader
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Q 5.1:- opinion about the page layout of newspaper?
Parameter No of Readers Percentage
Very Important 4 6%
Important 13 18%
Some what important 26 36%Not so important 19 24%
Unimportant 12 16%
TOTAL 74 100%
INTERPRETATION:-
From the survey conducted out of 74 who read the business newspaper 36% reader gives
some what important to Layout and only 6% said it is vey important.
6%
18%
36%
24%
16%
Respond by the Reader about layout
Very important
Important
Some what Important
Not so Important
Unimportant
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Q 5.2 :-Opinion about the Depth of Reporting of Business Newspaper?
Parameter No of Readers Percentage
Very Important 19 26%
Important 31 42%Some what important 19 26%
Not so important 3 4%
Unimportant 2 2%
TOTAL 74 100%
INTERPRETATION:-
Out of 74 business newspaper reader 42% said that Depth of Reporting is important and 2%
of them said that depth of reporting is unimportant.
26%
42%
26%
4% 2%
Depth of Business Newspaper
very important
important
some what important
Not so important
Unimportant
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Q 5.3 :-Opinion about the quality of analysis of Business Newspaper?
Parameter No of Readers Percentage
Very Important 40 54%
Important 22 30%
Some what important 6 8%Not so important 1 2%
Unimportant 5 6%
TOTAL 74 100%
INTERPRETATION:-
From the survey it is clear that 54% reader gives very important preference to the Quality of
analysis . only 2% said it is Not so important.
54%30%
8%
2%6%
Quality of analysis of Business Newspaper
Very important
important
some what important
Not so important
Unimportant
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Q 5.4 :-Opinion about the wide coverage of Event of Business Newspaper?
Very Important 27 36%
Important 28 38%
Parameter No of Readers Percentage
Some what important 14 20%Not so important 3 4%
Unimportant 2 2%
TOTAL 74 100%
INTERPRETATION:-
In my survey 38% of the 74 respondents who read business newspaper said that wide
coverage event is very important while 36% said that it is important.
36%
38%
20%
4% 2%
Wide Coverage of Business Newspaper
Very important
important
Some what important
Not so Important
Unimportant
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Q 5.5 :- Opinion about the innovative report of Business Newspaper?
Parameter No of Readers Percentage
Very important 5 6%
Important 9 12%
Some what important 34 46%Not so important 22 30%
Unimportant 4 6%
TOTAL 74 100%
INTERPRETATION:-
Out of 74 readers 46% said that innovative of report is some what important and 12% said it
is important.
6%12%
46%
30%
6%
Innovative Report of business newspaper
Very important
Important
Some what important
Not so Important
Unimportant
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Q 5.6 :- Opinion about the Reputation of Editorial Board of Business Newspaper?
Parameter No of Readers Percentage
Very Important 12 16%
Important 19 26%
Some what important 28 38%Not so important 9 12%
Unimportant 6 8%
TOTAL 74 100%
INTERPRETATION:-
In our survey out of 74 reader 38% said that reputation of Editorial Board is some what
important. Only 8% said it is unimportant.
16%
26%
38%
12%8%
Reputation of Editorial Board of Business
Newspaper
Very important important some what important Not so important Unimportant
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Q 5.7 :- Opinion about the coverage of issue of Business newspaper?
Parameter No of Reader Percentage
Very important 15 20%
important 31 42%
Some what important 24 32%Not so important 4 6%
Unimportant 0 0%
TOATAL 250 100%
INTERPRETATION:-
42% of the readers gives importance to coverage of issue. Where as 6% said it is Not so
important.
20%
42%
32%
6%0%
Coverage of issue of Business Newspaper
Very important
Important
some what important
Not so important
Unimportant
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Q 5.8 :- Opinion about the Price of Business newspaper?
Parameter No of Reader Percentage
Very important 11 14%
Important 13 18%
Some what important 6 8%Not so important 25 34%
Unimportant 19 26%
TOTAL 74 100%
INTERPRETATION:-
After doing analysis of data we come to know that 34 % of the reader said that price is not
so important for them at the time of purchasing the business newspaper.
14%
18%
8%
34%
26%
Price of Business Newspaper
Very Important
Important
Some what important
Not so important
Unimportant
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Q 5.9 :- Should International News column published in Business Newspaper?
Parameter No of Reader Percentage
Essential 9 12%
Desirable 34 46%
Not Relevant 31 42%TOTAL 74 100%
INTERPRETATION:-
Out of 74 reader said published 46% of desirable of International News and 12% said it is
not relevant.
12%
46%
42%
Should International news Published
Essential
Desirable
Not Relevant
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Q 6:- Should Stock Column published in business newspaper?
Parameter No of Reader Percentage
Essential 59 80%
Desirable 14 18%
Not Relevant 01 2%TOTAL 74 100%
INTERPRETATION:-
Out of 250 reader 80% said that it is essential. While 18% said it is not relevant.
80%
18%
2%
Response regarding publication of stock
market news in Business newspaper
Essential
Desirable
Not Releavant
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Q 7:- Should Information technology column published in Business Newspaper?
Parameter No of Reader Percentage
Essential 7 10%
Desirable 21 28%
Not relevant 46 62%TOTAL 74 100%
INTERPRETATION:-
Out of 250 readers 28% said it is desirable where as 10% said it is essential.
10%
28%
62%
Should Information Technology Column
published
Essential
Desirable
Not Relevant
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Q 8:- Did you use to read any other business news paper before this?
a) Yes b) NoIf yes, kindly specify the name and reason for discontinuing it-
.
.
This pictures shows that more than 50% of reader are loyal to their newspaper and some
readers have shifted to an other news paper because of one or more than one reason
mentioned below-
1. Poor analysis of news2. Less coverage of news,3. Discontinuity in deliver of news paper4. Attractive coupons and price of other news papers
42%
58%
Number of respondents 74
Yes
No
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Q 9- If you do not get your subscribed business news paper , which other business news
paper would you like to read?
a)Economics times b) Business Standard
c) Business line d) Mint
e) Finance express f) other. g)Any
14%
12%
15%
16%
11%
9%
23%
Total number of respondents 74
Economics Times
Business Standard
Business Line
Mint
Financial Express
Others
Any
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Major
Findings
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After analysing the data found through research we got following findings
1) Economic Times covers largest market share 37% in sales in Noida & Delhi.2) Friends / relatives and Media are the medium through which people come to know
about a business newspaper.
3) Most of the reader of Economic Times believes that it is excellent in depth ofreporting, quality of analysis, reliability& wide coverage of events.
4) Readers of Business Standard are pleased with language & supplement of thenewspaper.
5) Brand name & wide coverage of events are 2 very important criteria on whichpeople buy Business newspaper.
6) A reader switches to another Business newspaper because of following reasons-
Poor analysis of newsLess coverage of events
Discontinuity in delivery of news paper
Price of Business newspaper
7) Quality of analysis, depth of reporting, wide coverage of events, interesting languageand gifts& coupons are some important features that are taken into consideration
while subscribing a Business newspaper.
8) 70% of total readers of Business newspaper do not have ever heard about BusinessStandard newspaper.
9) People who occasionally read Business newspaper feel that paper is quite goodexcept less coverage of events & high price.
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Conclusion:-1) 70% of Business newspaper reader does not know about Business Standard. So
Business Standard needs to work hard over branding & positioning.
2) Top three Business newspapers in terms of readership in Delhi & Noida areEconomic Times, Mint and Business Standard.
3) Media & friends/ relatives are source of awareness about Business newspaper soBusiness Standard should focus on promotion through media at the same time
existing customers must be satisfied only then Word of Mouth could be an
effective tool for a company.
4)
Most of the reader of Economic Times is very loyal to Economic Times so BusinessStandards first priority should be catching new reader and tapping untapped market
instead of trying to pull loyal customer of Economic Times.
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Suggestions
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During our two months of summer project in Business Standard Ltd we come across no. of
things on that basis I developed some understanding about marketing department as I was
associated as a sales Executive at the same time while doing my research I noticed no. of
areas of improvement in marketing of the product. The following tools can be regarded for
better marketing of product-
BRANDING & POSITIONING:-
During our research Business Standard newspaper is unknown to people so company must
focus on branding that can be done in following ways-
1) Ads should be given in Business Magazine like Business Today.2) Company should put hording & pictures in front of financial institutes, coaching,
colleges etc.3) Company should conduct awareness programme like Jashmin shah through Jago Re
campaign sponsored by Tata TEA.
4) By giving ads on TV like C.N.B.C., ZEE Business that is mostly seen by Investors,Businessmen, Student etc. They are the potential customers of Business newspaper.
5) Similarly BSL should give advertisement that is against injustice .These days Honourkilling is a burning issue. BS must avail this opportunity this type of ads finally gives
a long lasting image to the company.
6) Company should put hording on Metro stations because Metro stations are placescrowded all the time.
CUSTOMER RETENTION:-
Customer Retention is of vital importance for all companies. Rate of retention for BS
newspaper is very low only two out of ten existing customer of BS subscribe it again because
of un-satisfaction, due to service & quality of newspaper. There should not be discontinuity
in delivery of newspaper. For a new subscriber company should insure delivery of coupons
to the customer on right time and paper must be stared to deliver from stipulated date.
TRAINED SALESMEN:-
Employees must be trained properly a sales executive is one who comes in direct contact to
the customer. He bridges the gap between potential customer and marketer. So he must
have good knowledge about company, product and competitors product. He must exhibit
excellent communication skills, manner & adequate.
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OTHERS
1. Most of the people in Delhi& NCR lives in residential society so to cater these societycompanies should maintain a good relationship with secretary & President of
society.
2. Newspaper should also cover some important news about sports & politics etc.3. There is large no. of property dealer in Delhi, NCR. They find BS newspaper is little
worth for them. They look for local news regarding their business. So management
must give a thought to introducing a Magazine that gives information about real
estate in NCR.
4. Business Standard should focus on getting new customers like management studentand young people in the industry as they are just beginner of reading business
newspaper and they could be loyal customer forever.
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BIBLIOGRAPHY
1) BOOKS:-a) Marketing management by Philip kotlerb) C.R. Kothari for market research
2) WEBSITES:-www.google.com
www.wikipedia.com
www.business-standard.com
http://www.google.com/http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.business-standard.com/http://www.business-standard.com/http://www.business-standard.com/http://www.wikipedia.com/http://www.google.com/ -
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ANNEXURE
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Dear Sir/Madam
This questionnaire is a part of the survey conducted for data collection for research work
relating to service sector. I would be thankful if you could spare a few minutes of your
valuable time for providing me with the information. The data provided by will be kept
confidential and would be used for academic purpose.
Q.1) Do you read newspaper?
a) yes b) No
If No, go to question no. 11
If yes, kindly tick from the following:
a) Economic Times b) Business Standard c)Business Lined) Mint e) Financial Express f)Others
Q.2) How did you come to know about your Business Newspaper?
a) Vendor b) Friends/Relatives c) Media
d) Others..
Q.3 How long have you been reading this newspaper?
a) Less than 6 months b) Between 6 months to 1 year
c) Between 1 to 3 year d) More than 3 year
Q.4 On what criteria you buy a newspaper?
a) Wide coverage of events b) Reputation of editorial board
c) Quality of analysis d) Easy available
e) Habitual for a long time f) Brand name
g) Other reason (kindly specify..)
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Q.5 Would you suggest any change in Business newspaper that you read?
Q.6 Did you use to read any other Business newspaper before this?
a) Yes b) No
If yes, kindly specify the name and reason for discontinuing it-
..
Q.7 How important are the following features while subscribing a new Business newspaper?
Features Very
Important
Important Average Less
Important
No
Important
Lay out
Easy language
Depth of
reportingQuality of
analysis
Wide
coverage of
events
Extra
supplement
Price
Gifts&
couponsLucky Draw
Q.8) If you do not get your subscribed Business newspaper which other Business newspaper
you like to read?
a) Economic Times b) Business Standard c)Business Lined) Mint e) Financial Express f) Others
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Q.9) If you are not a regular reader of Business standard, have you ever heard about it?
a) Yes b) No
If yes, have you ever read it?
a) Yes b) No
If yes, how would you read following features of Business Standard?
Features Bad Fair Good Excellent Cant say
Layout
Language
Depth of
reporting
Quality of
analysis
Wide coverage
of events
Extra
supplement
Price
Q.10) One or two Business pages are given in every newspaper still why do you subscribe to
an extra business newspaper?
......................................................................................
....................................................................................................................................................
....................................................
Q.11) Why do you not read business news paper?
..
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GENERAL INFORMATION
Name-
Age- 15-20, 21-25, 26-30, 31-50, Above 50
Contact no.
Email Address
Address.
........................................................
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THANK YOU