Project Repport

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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%


Economics Times

Business Standard

Business Line

Mint

Financial express


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%


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?


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?



Important 22 30%


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?


Important 28 38%



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?


Very important 5 6%

Important 9 12%


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?



Important 19 26%


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%


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?


Very important 11 14%

Important 13 18%


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?


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?


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?


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%


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

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