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A PROJECT REPORT ON

BRAND COMPARISONS STUDY FOR VARIOUS ECONOMIC DAILIES

by

RATNESH R. WAGHMARE
(Enrolment No.) A Project Report submitted in partial fulfillment of The requirements of THE MMS PROGRAM (Class of 2012) INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES

TABLE OF CONTENTS
DECLARATION............................................................................................................... CERTIFICATE................................................................................................................... CERTIFICATE FROM THE ORGANISATION........................................................... ACKNOWLEDGEMENT................................................................................................. EXECUTIVE SUMMARY................................................................................................ I INTRODUCTION 1.11.21.3Background of Study .. Background of Topic .. Company profile of Business Standard 09 12 17 20 22 24 25 26 27 28 29 30 32 32 32 32 04 05 06 07 08

1.3.1- Services and product line of Business Standard 1.3.2- BS products....... 1.3.3- Target group of Business Standard 1.3.4- Area of Operations 1.3.5- Advertising 1.3.6- Market development. 1.3.7- Market Share of Business Standard. 1.3.8- Promotional Strategy of Business Standard 1.3.9- SWOT Analysis of Business Standard 1.41.51.61.7Statement of Problem............................................................................................. Need of Study........................................................................................................ Scope of study....................................................................................................... Objective of Study...............................................................................................

II- RESEARCH METHODOLOGY 2.12.22.32.42.52.62.7Primary Data....................................................................................................... Secondary Data.................................................................................................... Sample design...................................................................................................... Method of data collection..................................................................................... Field Work............................................................................................................. Data analysis techniques........................................................................................ Limitations............................................................................................................ 33 33 33 34 34 35 35

III- DATA PROCESSING AND ANALYSIS 3.13.2Comparison of various financial dailies.............................................................. Data Analysis....................................................................................................... 36 48 60 61 62 63 64

IV- FINDINGS............................................................................................................... V- CONCLUSIONS...................................................................................................... VI- RECOMMENDATIONS....................................................................................... BIBLIOGRAPHY......................................................................................................... ANNEXURE.................................................................................................................

DECLARATION
I, Ratnesh R. Waghmare hereby declare that this project report is the record of authentic work carried out by me during the period from 2nd May To 30th June 2012and has not been submitted to any other University or Institute for the award of any degree / diploma etc.

Signature Name of the student; Ratnesh R. Waghmare

CERTIFICATE FROM THE GUIDE


This is to certify that Mr. Ratnesh R. Waghmare of Institude of Management And Computer Study has successfully completed the project work titled BRAND COMPARISON OF VARIOUS FINANCIAL DAILIES in partial fulfillment of requirement for the completion MMS as prescribed by the University of Mumbai. This project report is the record of authentic work carried out by him during the period from 2 May to 30th June 2012.
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He has worked under my guidance.

Signature Name : Madhuri Chaudhri Project Guide (Internal) Date: Counter signed by Signature Name Director: Date:

CERTIFICATE FROM THE COMPANY/ORGANISATION

ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for Business Standard. It has been an enriching experience for me to undergo my summer training at Business Standard, which would not have possible without the goodwill and support of the people around. As a student of MGMINSTITUTE OF MANAGEMENT STUDIES AND RESEARCH, I would like to express my sincere thanks to all those who helped me during my summer internship program. I express my gratitude toward Mr. Madhav Motghare(manager), and Mr. Rohit Bandekar(Senior Officer) for having given me the opportunity to do my project work in the organization I would also like to thank Mr. Vaibhav Kunwar(Asst. Manager) Mr. Jitendra Yadav and Mr. Harshal Phadnis(Senior Officer),Business Standard Mumbai who guided us throughout this 2 months of internship and helped us in our problems. My sincere and deepest thanks to Ms. Madhuri Chaudhri , faculty Member, INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES having spared his valuable time with me and for all the guidance given in executing the project as per requirements. However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.

Executive Summary
In todays competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market, about the industry, history of a particular industry, present scenario and the future of the industry. The information regarding the activities of competitors existing in the market, so that we can plan our each activity according to that. It is also necessary to retain the existing customers apart from attracting the new customers. As the project deals with a sector (Print Media) of E&M industry it is also necessary to have some knowledge about the other sectors of the industry. The project is concerned with the Brand comparison of various financial dailies available in the market with respect to Business Standard . The project is done as a part of MMS program from 2nd May to 30th June 2012.

BRAND COMPARISON STUDY FOR VARIOUS ECONOMIC DAILIES The project dealt with the comparison of various economic dailies. The parameters on which the comparison was done included price, news, content, supplements provide etc. The primary objective was to sell the subscriptions of Business Standard and to increase the awareness of Business Standard among the consumers and to strengthen the position of Business Standard in Mulund, Thane Kalyan and neighboring areas. The secondary objective was to analyze and compare the other Financial dailies available in market with Business Standard and to know the perception of the consumer with respect to business standard.

INTRODUCTION
1.1. BACKGROUND OF STUDY
The project deals with the brand comparison; Brand is a mark or the name which is set into the minds of the consumers by the companies. In todays competitive scenario there are many brands existing in the market and each organization/company is looking forward to increase brand reputation in the market through brand building and other marketing activities. Brand comparison deals with the comparison and analysis of product of one company with the other product falling in same category of industries the comparison could be done on various parameters such price, availability/distribution of the product, USP of the products and so on. Thus brand comparison is important as it helps in analyzing the strengths and weakness of our products with that of the competitors present in the market and enables the management to take the decision regarding improvement of their product, to increase the awareness of the product if the product has low visibility and etc. As the project falls under newspaper segment which is a part of print media industry, which is a sector of media industry, it is also important to have little knowledge about the sectors of media and the media industry. About Media industry in INDIA The Media and Entertainment (M&E) industry is one of the fastest growing sectors in India. Changing consumption patterns, rising aspiration levels and increase in the number of middle- and upper-income households has led to growth in non-discretionary sectors like retail, telecom, and hotels among other sectors. Media sector is no exception to this trend.

India is one of the largest media consuming markets with 3.7 billion film tickets sold annually. It is also one of the largest content creating market with 1,000 movies and 10,000 sound tracks released annually. Though Indian Entertainment and Media (IEM) is one of the fastest growing sectors in the economy, it is just 0.7% of the global US$ 1.4 trillion media industry. The IEM sector grew at a CAGR of 20% over the last 2 years. The industry involves the creation, aggregation and distribution of content, products and services, news and information, advertising and entertainment through various channels and platforms such as Television, Print, Radio, and Films each of them having key players in each segment of media industry respectively. The industry is poised to grow at a compounded rate of 14 per cent to touch US$ 28 billion by 2015, the sector registered a growth of 11 per cent in 2010 over 2009 garnering US$ 14.54 billion in revenue, according to a report released by KPMG and a leading industry body in March 2011. The report also estimates the industry to achieve 13 per cent growth rate in 2011. While television and print sector continued to dominate the Indian M&E industry, sectors such as gaming, digital advertising, and animation VFX grew at a faster rate and have a tremendous potential in the coming years. The growth in IEM is being fueled by a number of factors like strong economic growth, rising income and literacy levels, higher aspiration levels, widening base of the middle class income group, corporatization of the film industry and technological changes amongst others. Television Increasing number of channels and rich content have set Indian television industry into an attractive growth phase. The country is the third largest TV market in the world. The television industry is expected to grow by 12.9 per cent cumulatively over 2009-14, according to PricewaterhouseCoopers (PwC). The industry grew by 15.6 per cent in 2010 and is slated to register a growth rate of 13 per cent in 2012. TV will remain the highest grosser of revenues and is expected to corner 45.7 per cent of the total ad pie this year, a further rise from 44.5 per cent in 2010. Growing popularity of the direct-to-home (DTH) services is an interesting development in the Indian television industry. India had 23.1 million active subscribers by the end of 2010 Music The music industry in India has always been dominated by film music. The industry is expected to grow at a CAGR of 25 cent over 2010-14, reaching US$ 567.6 million in 2014, reports PWC. With the advent of new technologies such as 2G and 3G, and increasing mobile penetration Indias music industry is scaling on a high note. Handset major Nokia launched its

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music store in India; Hungama announced the launch of two portals - Hungama.com and Artistaloud and Saregama too launched its music portal. Radio The size of the Indian radio industry was at US$ 171.38 million with 250 stations in the year 2009 and is expected to reach a size of US$ 360.32 million with over 700 stations by 2014, says an industry report. With regard to FM radio, 248 Channels were operational in the year 2010 and revenues to the government were to the tune of US$ 11.23 million dollars. In 2014, the radio industry is expected to clock revenues of US$ 342.7 million, as per the Pitch Madison Media Advertising Outlook 2011.

Animation and social media: Animation is another area in the entertainment sphere where India has already made a visible impact. Boosted by higher demand, the fast-growing Indian animation and gaming industry is expected to be worth US$ 2.5 billion by 2013, clocking a CAGR of around 35 per cent, according to global consultancy Deloitte. Moreover, India is becoming a major hub to which quality animation work is being outsourced. Production for films including the Lord of the Rings, the Harry Potter series, The Chronicles of Narnia, and Spiderman 3 have taken place in the country during the last few years. In 2010 social media gained significant popularity as a marketing and gaming platform.

Cinema and Digitization : The film industry is monitored by the Indian Motion Picture Producers' Association rIMPPA), Film Television Producers' Guild of India, The Association of Motion Pictures and Television Programme Producers (AMPTPP) and The Film Writers Association (FWA). The growth of Digitization continues to be a key propeller the Indian M&E industry and this trend was even more pronounced in 2010. Film studios saw greater adoption of digital prints over physical and it was the first time in India that digital music sales surpassed that of physical unit sales, according to the report by KPMG and a leading industry body. Film producers and distributors preferred to release their films on digital platforms. In 2010, nearly 60 per cent of the print run was on digital and 40 per cent were physical prints.

Internet : India is the third biggest internet market, with over 100 million internet user base and the amount of time spent on the Internet for an average user in the country is 16 hours a week.
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According to Google estimates, 40 million users access Internet through mobile phones and download 30 million applications. Entertainment is driving the adoption of internet in rural areas with entertainment, communication and instant messaging being the main purposes for access, according to an Internet and Mobile Association of India (IAMAI) report. 41 per cent of the claimed internet users had used the internet for watching, downloading and listening to music or uploading or downloading pictures. However, 32 per cent also used the internet for email, chat.

1.2. BACKGROUND OF TOPIC


Global Scenario of Print Media Industry Worldwide newspaper circulation grew 2.1 percent, the number of daily titles was up two percent and advertising revenue rose 5.3 percent, its biggest jump in four years. China, India and Japan were the world's biggest newspaper markets in 2007 and after that China overtook Japan as the country with the highest number of publications in the world. Newspapers are clearly undergoing a renaissance through new products, new formats, new titles, new editorial approaches, better distribution and better marketing. The Indian Newspaper industry can be primarily segmented across two categories viz English Newspapers and Regional / Vernacular Newspapers. The English medium dominates the industry in terms of advertisement revenues, though vernacular newspapers outperform the English newspapers in circulation. Print media today is complete with advertising and a mixture of political, economic, and social news and commentary. Print media Industry in India Print Industry encompasses almost every field in a country's economy. The industry generates an assortment of objects like Newspapers, Magazines, Books, Business Order Forms, Post Cards to Memo Pads, etc. that comes in use in our day to day life.

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Being one of the most well established media forms in our country, Indian Print Industry comprises mainly of newspaper and magazine publishing. Newspaper Advertising Overview

As print media comprises of newspapers and magazines, lets cover each of the segments.

Newspaper Advertising Overview Paid-circulation newspapers have been a popular advertising medium for many years.Most local businesses use newspapers to advertise their goods and services, so do the big industrial giants. That is why almost every community is known to have its own newspaper. Most ads are cheap and low cost. Magazine Advertising Overview There are about 160,000 magazines published in the world. The large numbers of these magazines are somewhat misleading as it does not bring that many revenues. However, there is still a great deal of respect and demand for this traditional form of media advertising. Current Market Status of Print Media Industry India offers a promising market for the print media industry. The expected CAGR of 12per cent up to 2010 is a result of the increasing rate of literacy and thus the increase in the number of people reading newspapers and magazines. Also, the demand for the latest events in the country and the world is driving the newspaper industry growth. In 2010, the print media is expected to reach Rs 19,000 crore from its present value of Rs 17,500 crore Current size: Rs 17,500 crore Projected size by 2010: Rs 19,000 crore CAGR: 8% the bright future and the immense scope of the Indian print media have also aroused the interest of foreign investors and recently the government has opened up the sector to foreign investment. Foreign media has also shown interest in investing in Indian publications. The revenues for India's newspaper market are generated from advertising and circulation. Indias growth rate in this segment is poised to be higher than the average rate of growth in the Asia-Pacific region over the next four years. Digital printing, new ways of promotion and
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distribution are the latest trends and content being the focus of the print media industry. A few leaders in India in this segment are: Times of India Group, Dainik Jagran, Lok satta, The Hindustan Times and The Hindu.

Future of the Industry The factors such as increasing literacy, entering global brands in the country, increasing consumerism and sector's opening to foreign investors would lead to further growth in print media. Also, widening newspaper companies and their spreading across newer segments would have a positive impact on its growth. History of Print media in India 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 Bengali. The next reason being localization of news. Indian regional papers have several editions for a particular State for complete localization 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 localized 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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Newspapers in India are measured on two parameters, circulation and readership. Circulation is certified by the Audit Bureau of Circulations which is an industry body. It audits the paid-for circulation of the member newspaper companies. Readership is estimated by two different surveys, The Indian Readership Survey (IRS) and the National Readership Survey (NRS). This is a list of the top 10 newspapers in India by daily circulation. These figures are mainly compiled by the Indian Readership Survey (IRS). The data given represents readership in lakhs (hundreds of thousands) and NOT circulation figures.

No. 1

Newapaper Dainik Jagaran

Language Hindi

city Various cities and states Various cities and states Various cities and states Various cities in Kerala and other citues Various cities and states Maharashtra Mumbai and other cities Chennai Rajsthan Chennai and other cities

IRS 2010[lacks] 159.50

owner Jagaran Prakashan Limited

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Dainik Bhaskar Hindustan Dainik

Hindi Hindi

134.88 108.39

Malayala Manorama

Malayalam

99.27

Amar Ujala

Hindi

85.83

6 7

Lokmat Times Of India

Marathi English

78.09 72.54

8 9 10

Dinda Thanthi Rajsthan Patrika The Hindu

Tamil Hindi English

72.45 72.17 21.05

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Business Newspapers in India Publication of Business newspapers started in India by the launch of Economic Times on5th march 1961. It has traditionally been the essential reference document on Indian business, polity, economy and finance. Its focus on the managerial component and evolving business in India and abroad makes it the favorite amongst intellectuals, managers as well as students and researchers, having recorded a staggering growth of 150% over the past few years. The Economic Times has emerged as the most widely circulated economic and business daily in the country and among the top three English financial dailies in the world. The large readership for these business newspapers transcends from the rapidly growing corporate sector, it also illustrates the growing interest that the general public now evinces in economic matters which reflect the growing importance of business and economy in our national discourse. There was a huge growth in the sales of the business newspapers for the past few years. According to the recent study by Federation of Indian Chambers of Commerce and Industry (FICCI), this growth would outperform the general economy each year till 2011. List of Business Newspapers in India
The Economic Times, Financial Express, Business Line Business Standard HT Mint DNA Money Financial Chronicle

Among these The Economic Times is clear leader by huge margin. Under such circumstance for Business news paper like Business Standard, with no strong background unlike ET, it is very difficult to compete. Still BS stands at second position as far as circulation is concerned.
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Business Standard was started in 1975 by the Ananda Bazaar group in what was then Calcutta, the paper was hived off as a separate company in 1996, and then bought by Mumbaibased financial investors, after which it began a phase of rapid expansion with the launch of new editions. The Financial Times of London took an equity stake in BSL in 2004. Business Line or The Hindu Business Line is an Indian business newspaper published by Kasturi and Sons, publishers of the The Hindu newspaper, Business Line started publishing in 1994. It is India's youngest business newspaper and also the country's second largest selling, with a circulation of one lakh copies, next to the Economic Times. Financial Times entered into the market after Business Line, so did the HindustanTimes Mint and Financial chronicle making it youngest of the lot.

1.3. COMPANY PROFILE OF BUSINESS STANDARD


History 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. 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.

Personnel 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 Sanjaya Baru. Approximately 200 people are employed in the editorial team, including well-known Indian journalists AK Bhattacharya, Sunil Jain and Shyamal Majumdar.

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In establishing a pedigree of strong financial journalism, Business Standard also publishes articles by Bimal Jalan Shankar Acharya Deepak Lal Suman Bery Abheek Barua, Nitin Desai Surjit Bhalla Arvind Subramanian M. Govinda Rao AV Rajwade, Arvind Singhal former governor of the Reserve Bank of India; former chief economic advisor to the Government of India professor of economics, UCLA; director-general, National Council of Applied Economic Research; chief economist of HDFC Bank; former chief economic advisor and former under-secretary general at the United Nations; chairman of OXUS; professor at the Peterson Institute for International Economics; director of National Institute of Public Finance and Policy; foreign exchange consultant; and chairman, Technopak Advisors.

Distribution and format Business Standard sells 144,000 copies daily in English, mostly to the business and policy-making lite. 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 centers. 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.

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Business standard had various department such as :


System department Scheduling department Production department Space marketing Administrative department editorials

Electronic The newspaper's website, business-standard.com, allows visitors to access the Business Standard e-paper, with a choice of editions. The Business Standard website receives 1.5 million unique users per month, the highest for any "stand alone" newspaper website in India.[1] In January 2010, it launched smart investor. in, an information-cum-trading website for those interested in the stock market. Serious Facts about Business Standard

It is second largest business daily in India. Growing rapidly at 49%. Circulated in more than 1000 cities across India. Circulation of over 1.7 lakh copies Only paper to cover the Global stock market.

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1.3.1 Services and Product line of Business Standard


Business Standard is the country's most respected business daily, being the first choice of serious business readers. The newspaper believes in free, fair and independent journalism and strives to inculcate these values in its editorial staff. The journalism practiced by Business Standard lays equal stress on quality, credibility and accuracy.

1. First page consist of the headlines, news of the last day. On the top of the page, there is a

line, which indicates the volume number, publishing centers from where this newspaper is being printed. 2. On left side of the whole page there are certain columns like In Brief, Market watch and opinion poll.
3. On the bottom right corner of the page there is a sole ad generally. Second and third

pages consist of the news related to the Economy 4. There is a separate page for International news and State news.
5. Tenth and Eleventh page generally consist of Issues & Insights and Opinion respectively. 6. A separate section called Money and Markets comes which contains all the news related

to currency, daily stock market fluctuation and also about the commodity market. This section is completely made for money and markets only, to give the detailed news of each and every factor.
7. Apart from the daily newspaper, some supplement comes along with the newspaper,

Supplements like Smart Investor (from Tuesday to Friday), The Strategist (Monday)

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8. Thus the content covered in Business Standard throughout the whole week can be given

in tabulated form.

CONTENT International news Lifestyle and gizmos Company law, tax, laws etc Marketing, customer activation advertising Management education and training avenues SME world Automobile and ancillary Segment Brand strategies Trading calls, stocks and sector analysis Fresh look at news and people News on the digital world

EDITORIAL PROPERTY International business technology Business law The strategist

FREQUENCY Daily Tuesday to Friday Every Monday Every Monday

Business education SME world BS Motoring

Every Thursday Every Tuesday Every Saturday

Brand world Smart investor

Mon, wed, and Fri. Tuesday-Friday

Take two Digital consumer

Tuesday-Friday Every Monday

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1.3.2 BS PRODUCTS
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. It is published Monday to Saturday in all locations. on Sundays, the paper is published from Mumbai , Delhi, Kolkata & Bangalore. Extensive converge of the markets has been BSs forte and eagerly consumed by investors-big and small. To cater to need of retail investors, special focus has been provided in the form of extensive coverage on personal finance

WEEKLY SUPPLEMENTS
The strategist [Monday] :A sought after weekly supplement, the strategist appears every Monday. It covers issues on management . analyses critical issues through case studies. It is rich in content ,the strategist relies heavily on researched articles so that the reader gets a complete understanding of the subject. The Smart Investor [Tuesday to Friday] : The smart investor an entire section with extensive market news , views and analysis, with a new emphasis on personal finance. And it gives the most comprehensive advice in the market. Weekend [Saturday] :

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BS WEEKEND covers the topics of lifestyle ,art ,,travel, portraits of wealthy people, real estate, golf, book reviews among the others. It is the perfect way to start the weekend knowing the leisures of life.

Magazines
The fund manager : Covers the high points and performances of mutual funds. An annual guide for smart investment in mutual funds. Includes profiles of top managers. Banking annual : It covers the performances of the banking sector. Annual ranking of the banks , exploring the mantras adopted by the top rated banks to succeed. BS 1000 a guide to Indias top 1000 companies . an annual reference book on corporate performances. Analyses and rates top 1000 companies.

Indian management Indias most contemporary and authentic monthly magazine on management. Experts contribute regularly on the latest in the world of management. Well researcher articles provides the needed depth to get a grasp on the sector. Reader starts early in college-most Indian Bschools recommend Indian management as a must read. Habit continues among practicing managers ,senior and mid-level executives. A journal by AIMA , Indian management has been published by BS for close to 10 years and giving it its current look. The success led to the Asian management review to be published by BS behalf of Asian management association. BS motoring BSM is among the Indias most regarded motoring magazines, led by a team which is passionate about automobiles which refers in the loyal readership that it commands. Circulation in excess of 25000 copies from new stands .also abridged version circulated top readers of business standard that makes it the largest auto circulated magazines in the country.

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Reaching out the crme de la crme. Among many firsts, the BS motoring awards is the oldest and most respected.

Lifestyle product MARQUEE the tabloid theme is devoted to luxury and lifestyle as a general principle; luxuriant lifestyles premium real estate and holidays, luxury cruises and watches , fashion, cars . hotels, and spas ,jewellery , golf ,accessories, imported furniture , exotic cuisines , quality spirits , office equipment, home interior and home entertainment systems. The magazine targets the super rich and the affluent who make a style statement with the luxury buys us circulated quarterly with business standard in Mumbai, Delhi, Bengaluru.

1.3.3. THE TARGET GROUP OF BUSINESS STANDARD


Marketing professionals
As it helps them to know how the economy is moving and its impact on his or her

business Whats happening in their own business , competition. What new brands advertising campaigns have been launched. Finance professionals
Economy swings ,and their analysis Help in fund management , investment, mergers and acquisition Corporate laws, tax structure , changes and its impact on the industry Consulting professionals Excellent and reliable sources for various data , that can form the base of their analysis

and reports for their clients


Helps understand public opinion

Stock market professionals


An incomparable tool in form of BS 200 and BS 1000 an annual magazine 24

Sector wise and company wise analysis helps in deciding stocks foe investments. Legal professionals
Corporate law and its analysis with its impact.

HR professionals
Identify

Identify success story and people to identify leaders Law related to the Corporate Taxation analysis and its impact on the employees

1.3.4 AREA OF OPERATIONS


Business Standard has its 12 editions published in Mumbai, Ahmedabad, Banglore, Bhubaneshwar, Chandigarh, Chennai, Hyderabad, Kochi, Kolkata, Lucknow,New Delhi and Pune. The company has its main HR department in New Delhi, which looks after recruitment, giving offer letters, payroll of employees and etc. Business Standard has its Mumbai edition office in Worli at Paragon Centre near Century Mills. In Mumbai, Business Standard circulates its copies right from Churchgate to Goregaon in Western line, and from C.S.T to Kalyan in the central line And in Vashi, kharghar, airoli panvel in the Navi Mumbai region. The Circulation team is led by Mr. Madhav Mothghare(Manager) assisted by Mr. Vaibhav Kunwar( asst. manager) under whom there are various senior officers working who have the responsibility of increasing the no. of subscription of Business Standard in their respective areas. The institutional sales i.e. sales in B-schools is handled by Mr. Rohit Bandekar

Method of Operation.

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Once a subscription is sold to the customer the form is taken to the office wherein it is entered in the system the entire details of the customer is entered including cheque no., bank name, their vendor name and etc. Once the cheque is cleared the company issues 12 coupons for the entire year in the name of the person which is delivered to the residential address of that customer by post/ courier. The newspaper is delivered within 2 weeks of time to the customers address by the local vendor of that area.

1.3.5. ADVERTISING
The sales of advertising space in daily papers is overseen by the advertising department, which is divided into national, classified, retail and creative services.

Types/Categories of advertisements

Display Finance Tenders DAVP(Directorate of Audio Visual Publicity) Notices Special reports, project feature

Different position and Space for the Advertisement


Front page left corner small ad Pointer Ad. Right Corner/ Half Front Page- Front Source Top of the front page below title- Mast Head

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Middle of the page surrounding by news Island portion Gatefold Jacket Below Masthead Centre head

1.3.6 MARKET DEVELOPMENT


The Market development department of business standard is headed by Mr. Madhav Mothghare assisted by Mr. Vaibhav Kunwar. Market Development Department generally known as circulation department and responsible for the circulation of the newspaper in the whole region, which comes under the preview of that addition of the newspaper. Circulation department also sell and promote the newspaper. Market Development Department handles various functions like Print Order generations, regularity of dispatch and to receive the payment against the bill generated by it for the month.

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1.3.7 .MARKET SHARE OF BUSINESS STANDARD

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Thane Dombivli Kalyan Kurla Ghatkopar Vikhroli Mulund Dadar Sion

1.3.8. PROMOTIONAL STRATEGY OF BUSINESS STANDARD


In order to survive in the market and to withstand the existing competition from the competitors companies do use some sort of promotional strategies.
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Business Standard had come up with a subscription offer in which a travel trolley bag was given as a free gift. The company gives a subscription offer for one and two years on both of their editions

The subscription offer of Business Standard is given in the tabulated form

Special Offer Mumbai City only Edition English Term Cover Price Offer price You save 1 year Rs. 1082 Rs. 710 Rs. 372 2 year Rs. 2184 Rs. 1340 Rs. 844 Free Magazine: 12 monthly BS Motoring magazines 3 Annual magazines 1000, Banking Annual, Fund manager

Special Offer Mumbai City Only Edition Hindi Term 1 year 2 year Cover Price Rs. 936 Rs. 1872 Offer Price Rs. 655 Rs. 1270 You save Rs. 281 Rs. 602

The company also gave a free gift with the subscription, a travel trolley bag was given with the subscription of English edition and a raincoat was given on the subscription of Hindi edition.

1.3.9 .SWOT analysis of Business Standard


SWOT is good tool for a sales man, like a thermometer and stethoscope is for a doctor . the needs and objective mind a good genuine friend/ colleague that can help you to do SWOT analysis quarterly, and we know that the key to success is in knowing yourself.

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Building Strengths: Enable you to put your best foot forward The newspaper is second largest financial newspaper after the Economic Times. The analysis provided by the newspaper is the most detailed than any other newspaper i.e. it provides 8 stock pages which no other newspaper provides. The guidelines provided by the newspaper for the stock news is more detailed and can be easily understood by a layman The newspaper provides with BS 200 which compares the top 200 traded share in NSE and BSE along with 22 parameters. The newspaper detailed analysis on quarterly result of the companies and holds the top position in providing the best quarterly result It dominates its presence on its reader through the loyalty it has built among the English leaders. The supplements of the newspaper like, The Strategist and weekend which has captivating power to adhere its readers

Overcoming Weakness Who does not have them? Only when you recognize them you can do something to correct them The high price of Saturday edition i.e. Rs.3.50 Does not have a Sunday edition in the subscription offer Less product visibility as compared to Economic Times The news like stock and declaring of bonus and companies annual report information are not printed, where newspaper like Economic Times gives

Exploring Opportunities:
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We can entice young readers who can adapt to Business Standard early. The newspaper can come up with an edition on Sunday also in the subscription offer The newspaper can plan for Gujarati newspaper also

Minimizing Threats: They are like ticking time bombs: defuse them by anticipating and taking preventive actions. BS is facing threat from business magazines The increasing number of other media like television, internet etc. The media is facing indirect competition from the supplements of other vernaculars newspaper.

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1.4. STATEMENT OF THE PROBLEM.


This research in an attempt to find out the awareness of Business Standard among the consumers and to compare and analyze the other financial dailies available in market with respect to Business Standard.

1.5. NEED OF STUDY.


Managers are always curious about the position of their companys products in the market which largely depend upon the companys goodwill, and the position of their brand. In order to maximize the sale and profit, company must deliver outstanding satisfaction to the customers.

1.6. SCOPE OF STUDY


The study is carried out on Mulund, Thane, and Kalyan and neighboring areas hence the results are restricted to these geographic areas only.

1.7. OBJECTIVE OF STUDY


To find out the Brand positioning of business standard in Mulund, Thane, Kalyan and neighbouring areas. The foremost objective of this topic was to compare and analyze various business dailies with business standard on following parameters content, news coverage, price, their circulation and readership and etc. The second objective was to find the short comings in Business Standard with respect to other financial dailies. And last but not the least was to know the perception of the readers about their brand.

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II. RESEARCH METHODOLOGY


According to the study the research carried out was a exploratory research Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist. Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies

2.1. PRIMARY DATA


The primary data consisted of the information collected from the consumers.

2.2. SECONDARY DATA


The secondary data is obtained from financial dailies available in market, information published in the webites like economictimes.com, scribd.com, Wikipedia.com and etc. were useful.

2.3. SAMPLE DESIGN


The time taken to carry out the research was 2 months. The research was carried in Mulund, Thane and Kalyan region. The Sample design used was non probalistic convenience sampling The sampling techniques used was

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Convenience sampling This is a volunteer sampling . The sample is readily available , large amount of information was gathered quickly . Sample Unit Stock Brokers, Chartered Accountants, Management Institutes. Sample Size The sample size taken was 150

2.4. METHOD OF DATA COLLECTION


By Personal Interviews: The data was collected by visiting at the offices of various share brokers, chartered accountants and by management students. The objective was to find out their perception and the need of financial daily, and to find out their awareness level regarding Business Standard. By mailing questionnaire Secondary data was collected by websites, newspapers

2.5. FIELD WORK


Field work was done in Mulund, Thane and Kalyan region. The field work comprised of sales and research work Sales included selling the subscription of Business Standard, by going at the various corporate offices, going to banks, offices of investors, chartered accountants. While doing the sales activity personal introduction was given which paper is the consumer reading currently was asked and since when is he / she reading it. Presentation of the product was given, the USP of the product were told and what makes Business Standard different from other financial newspapers was explained and the subscription offer was told to the consumer.
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The research part was concerned with the analysis of the Financial dailies wherein several questions were asked to the consumer and accordingly the data has been analysed

2.6. DATA ANALYSIS AND TECHNIQUES


The method used to analysis the information obtained was Graphical Method

2.7 LIMITATIONS
The research was carried out for 2 months which proved to the insufficient to tap the accuracy of the study. The survey was conducted in Mulund , Kalyan and Thane as a result the information obtained cannot be generalized for the whole market. The sample size taken was 150 hence the information generated may not be true for the overall market size. The project was time consuming and tedious.

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III .DATA PROCESSING AND ANALYSIS


The various financial dailies available in market are Economic Times, Business Standard, Business line, Financial Express, HT Mint, Financial Chronicle, all these are leading newspapers which cater to a group of serious business readers, providing in depth news of personal finance, international news, political news, news related to Countrys economy and etc. The competition amongst these newspapers is fierce and intense as each one trying to oust each other, to be at the top position in the market. Having said all these the analysis of all the financial dailies available in market is given below

3.1 COMPARISON OF THE FINANCIAL DAILIES


The Economic Times
The Economic Times is an English-language Indian daily newspaper published by the Bennett, Coleman & Co. Ltd. The Economic Times was started in 1961. It is the most popular and widely read financial daily in India, read by more than 8 lakh people. The Economic Times is published simultaneously from 11 cities - Mumbai, Bangalore, Delhi, Chennai, Kolkata, Lucknow, Hyderabad, Ahmadabad, Nagpur, Chandigarh & Pune. The Economic Times has its offices in Mumbai at THE TIMES OF INDIA building, Dr. D. N. Road. Its main content is based on the Indian economy, International finance, share prices, prices of commodities as well as other matters related to finance. The founder- editor of the paper when it was launched in 1961 was P.S. Hariharan. The current Executive Editor of The Economic Times is Rahul Joshi.

The Economic Times is characterised by its salmon-pink paper. It is sold in all major cities in India, circulating about 630000 newspapers daily. In June 2009, it also launched a television channel called ET Now . The channel is also headed by Rahul Joshi.

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Editors The Economics Times had various editors from time to time, who have taken the newspaper to supreme position by their work and insights. The list of the editors who have been associated with The Economic Times is given below 1960s and 1970s: PS Hariharan (1961-1964), DK Rangnekar (1964-1979) 1980s: Hannan Ezekiel, Manu Shroff (1985-1990) 1990s: T. N. Ninan, Swaminathan Anklesaria Aiyar 2004: Rajrishi Singhal and Rahul Joshi As of 24 April 2004: Rahul Joshi

CONTENT The newspaper comprises of 24 pages on weekdays and on weekends its comprises of 18 pages approx. The newspaper provides an excellent detailed analysis and wide coverage of news in International finance, share price, personal finance and news related to corporate sector, political scenario, markets and finance, and news related to bollywood on weekends The front page of the newspaper covers the the major news of previous day Page 2&3 consists of political news, pages4&5 deals with corporate news then there are news related to economy, markets and finance, news dealing with share market which the information about the ups and downs in the market which helps the investors in decision making regarding shares and to compare the stocks of different companies The paper also has an The Edit page which contains special articles, a separate page called as Policy, the newspaper also gives news on career and education on weekdays and certain special articles.

The newspaper is priced at Rs.2.50 and it also come along with Times of India in combo offer.

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Supplements The news paper offer various supplements along with the main paper Brand Equity (Weekly) - a weekly colour supplement that appears every Wednesday, which covers marketing, advertising, media and market research. Corporate Dossier is a supplement that appears every Friday along with The Economic Times, aimed at the CEOs of corporate India, with a special focus on management and strategy. ET Travel is a weekly all- colour supplement which covers travel and tourism aimed at the burgeoning band of Indians who want to see and know about their country and the rest of the world, through Indian eyes. Zig Wheels is a weekly all-colour supplement covering all aspects from the auto industry from new launches and trends to ancillaries and personalities. ET Realty - a Real Estate supplement ET Wealth - a personal finances supplement Investor's Guide - analysis of equities, funds, ULIPs, Sectors etc.

E-paper The online section of The Economic Times is an up-to-date source for news on economy, business, finance, stocks and money markets. Besides offering the daily newspaper in the e-paper format free, the site also has extensive sections on stocks and company information. The site is constantly updated for the latest news on economy and business.

The Financial Express The Financial Express is an Indian business and financial daily newspaper published by the Indian Express group since 1961. Launched in 1961, Indias oldest financial daily, The Financial Express, is today one of the leading newspapers in the country. Part of the Indian Express Group, the newspaper publishes eleven editions in English from leading cities Ahmadabad, Bangalore, Chandigarh, Chennai, Delhi, Hyderabad, Kochi, Kolkata, Lucknow, Mumbai and Pune. It also has an edition in Gujarati, published from Ahmadabad. The newspaper has offices across the country and is headquartered in Delhi.

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The paper is priced at Rs.4 on weekdays and Rs.6 on weekends Editor Financial Express has had several prominent people who have been its editors and key persons including , Prem Shankar Jha, N S Jagannathan, Prabhu Chawla, A M Khusro, Satish Jha, Sanjay Baru, Mythili Bhusnurmath and has had a host of columnists including H P Ranina, Ashok Desai, Prakash Tandon, Bibek Debroy, Meghnad Desai among others . Columnist A number of Indian and global economic experts pen their columns for The Financial Express. These include Ajay Shah, Bibek Debroy, Lord Meghnad Desai, Avinash Persaud, Vijay Mahajan, Manish Sabharwal, Rajesh Chakrabarti, Amitendu Palit, Ila Patnaik, Mahesh Vyas, Paul Kattuman, Michael Walton and Raj Majumder.

CONTENT The Financial Express has supported the eventual breakdown of the arbitrary controlbased system that characterized the Indian economy to its emergence as a free market enterprise with accent on merit. The paper espouses the same position in its coverage of international developments. The position is based on a careful observation of the way economies have evolved in the past few decades. This is also known as a championing of the free market position. The FE columns and editorials articulate this opinion succinctly. The FE edit page columns are therefore the most widely read pieces among all business publications in India. Besides, the newspaper has an exclusive tie-up with The Financial Times and The Economist of London to carry its articles all days of the week on an exclusive co-branded page and the op-ed page, except on Saturday and Sunday.

News FEs news coverage is known for comprehensive sweep of economic policy making, corporate developments and market trends. For Indias fast expanding middle class of over 300 million, as per latest NSS data, plus the CEOs and government officials, the insights into the Indian growth story are particularly edifying. On weekdays there are a number of special pages titled FE Insight and FE Special, which carry reports and analyses on crucial areas of the economy -- automobiles, infrastructure, entertainment, capital markets, workspace, small and medium enterprises, infrastructure, real estate, green businesses and BRIC Plus. The Financial Express on Sunday focuses on the weekend reading for corporate executives

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Supplements The newspaper has weekly supplements eFE, a four-page pullout on Mondays that tracks the latest in the knowledge economy; Brand wagon, a four-page supplement every ,Tuesday on advertising and marketing, India Inc, a four-page section every Thursday on corporate strategy. FE Investor, on investment and personal finance, is published on Sundays. The online section of The Financial Express is an up-to-date source for news on economy, business, finance, stocks and money markets. Besides offering the daily newspaper in the e-paper format free, the site also has extensive sections on stocks and company information. The site is constantly updated for the latest news on economy and business. Archives for the print edition are available online since 2000. The site is part of the group portal, www.expressindia.com

Annual surveys The Financial Express also brings out two annual listings. While FE 500 lists top 500 companies of India, FE Best Banks has emerged as the blue riband of banking excellence in the country that culminates with an awards night for 13 categories. Events The Financial Express has instituted two annual awards. The FE Women Leadership Awards recognize women achievers in business, management and knowledge economy. The FE Best Bank Awards are based on the Best Bank Survey. Besides, The Financial Express has also initiated a series of FE Round Table Conferences (RTC) that bring together policymakers and major players to discuss key issues pertaining to different sectors.

HT MINT
ABOUT THE PRODUCT Mint is a business newspaper from HT Media Ltd, launched in collaboration with The Wall Street Journal on 1 February 2007. It is a premium business news publication aimed at decision makers and policy makers of the country and it is the first newspaper in India to be published in the Berliner format.[citation needed] The current Editor of the newspaper is R. Sukumar.
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Mint is now India's 2nd most widely read national business daily. It has a readership of over 1.75 lakhs in Delhi and Mumbai [Source: IRS 2009, R1 ], with the average reader belonging to the age group of 35 to 44. It also has editions in Ahmedabad, Chennai, Bangalore, Kolkata, Chandigarh and Pune. The design of the Mint newspaper is geared towards presenting business and financial information in a compact format. The format itself was designed by Mario R. Garcia, who has also been associated with the re-design of the Wall Street Journal. The newspaper comes in a tabloid format like the Mumbai Mirror which makes it easier for the working people to read while they are commuting by trains or buses. NEWS The newspaper comprises of 24 pages in which 4 pages are dedicated to market related news which deal with news related to markets and finance. The front page deals with the news which makes headlines previous day. On the second page theres a small column which tells about the news in the newspaper and about the news to read in the online section. Apart from this the newspaper covers news related to the political theatre, corporate world and news related to finance and etc. The newspaper has a special section called Business of life wherein special articles related to body and mind, technology and etc are published everyday. Mint Money is a separate 4 page section which deals with stock market related news, news related to markets and finance. As the newspaper has the collaboration with the Wall Street Journal it also has a separate section which covers the news form the wall street journal The weekend edition of the publication is called "Lounge" and it features columns on travel, fashion, arts, personal technology, parenting, and health. The newspaper is not available on Sundays.

E-paper Along with the print edition, Mint also has specialized online and mobile editions which can be accessed at "www.livemint.com". Livemint.com is among the fastest growing news websites in India and it attracts more than 1.5 million readers every month, majority of who are decision makers in leading business organizations across the world. It is widely considered to be the most comprehensive and technically evolved news portal in the country that has introduced many multimedia enabled engagement platforms which give its readers the opportunity to express their point of view and interact with Mint's editors and columnists.
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Other publications of HT Media Along with Mint, HT Media also owns some of India's largest daily newspapers - Hindustan Times and Hindustan. While the Hindustan Times is the largest read English newspaper in Delhi, Hindustan is the most widely read Hindi newspaper in Bihar and Jharkhand. HT Media also owns the radio channel Fever 104 FM, the 2nd most popular radio station in Delhi and Mumbai.

BUSINESS LINE

About the product Business Line or The Hindu Business Line is an Indian business newspaper published by Kasturi & Sons, the publishers of the newspaper The Hindu. Business Line started publishing in 1994. Published as a broadsheet, it has a circulation of around 185,000 copies. Circulation of Business Line on Sunday is higher than other days. Business Line is published from 14 locations: Bangalore, Chennai, Coimbatore, Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Mumbai, Thiruvananthapuram, Tiruchirapalli, Vijayawada and Visakhapatnam. Its Editor-in-Chief is Mr. N. Ram and the Joint Editor is Mr. K. Venugopal. Mohan Padmanabhan writes many of the articles. Its staff consists of reporters and researchers. It is the only paper having a research bureau. News On Mondays, Business Line's main section has 16 pages. Page headings include Market Mood, Economy, Information technology, Agribusiness, Transport, Commodities Investment, The New Manager-Keep your date with leaders from the world of business, Mentor-A comprehensive resource on taxation, financial systems and books, Money & Banking, Editorial & Opinion, states and Variety. Business Line's main section has 20 to 24 page from, Tuesday to Saturday,. Page headings include Corporate, Information Technology, Marketing, Editorial & Opinion (2 pages), Commodities & Agribusiness, Economy, International Business, Stock Market news, Stocks and Mutual Fund quotes (5 pages), States Variety, Logistics and Market Watch. On Sundays, Business Line's main section has 18 pages. Page headings include Economy, Commodities, Corporate, International, Variety, Young Investor and Investment World-from page 8 to page 17, Incisive advice on stocks, mutual funds and deposits.

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SUPPLEMENTS The Business Line publishes 4 supplements along with the main newspaper they eWORLD Smartbuy BrandLine And Life On monday On Wednesday On Thursday On Friday

E-Paper BUSINESSLINE Online has been on the World Wide Web since June 1995. It attracts 14 million page views per month across the globe. The Sensex quotes in the front page entices a huge traffic.

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Financial Chronicle Financial Chronicle, launched on April 16, 2008, is an English business newspaper published simultaneously from four Indian metros Financial Chronicle was simultaneously launched from Hyderabad and Chennai on April 16, 2008. The Bangalore edition was launched on May 25, and the Mumbai edition on June 20. With the launch of the New Delhi edition on April 14, 2009, Financial Chronicle completed its launch objective of five-city simultaneous publication within the first year itself. Financial Chronicle has had the shortest run-up to a newspaper launch in the history of Indian print journalism. It also has the record of reaching the maximum number of publication centres in the shortest span of time. Financial Chronicle boasts India's youngest team of media professionals. Financial Chronicle is a business broadsheet printed in white newsprint in 24 pages format on Mondays, Tuesdays, Thursdays and Fridays and 20 pages format on Wednesdays.

Editor Financial Chronicle edited by Shubhrangshu Roy is the is Chief Operating Officer and Editor-in-chief of Financial Chronicle. The Editorial advisory board includes legendary agricultural scientist Dr M S Swaminathan, former telecom regulator Mr Nripendra Mishra, MindTree Consulting founder Mr Subroto Bagchi, Lok Sabha MP Mr Sachin Pilot and DCHL managing director Mr P K Iyer. Mr T Venkattram Reddy is Chairman of the company. FC was the first Indian business daily to have appointed an Ombudsman. Former Sebi chairman Mr M Damodaran was appointed as the first Ombudsman of the paper. Mr Shubhrangshu Roy is Chief Operating Officer and Editor-in-chief of Financial Chronicle. Mr. Varun Dutt (Carnegie Mellon University), is the Knowledge Editor of Financial Chronicle with more than 100 articles on public policy, technology, environmental issues, and business, in the newspaper. FC has a tie up with International Herald Tribune which publishes the IHT World Business with Reuters as a four-page daily ad-on, incorporating comprehensive international news, views, analyses and features FC also features four weekly all colour supplements: FC Invest, FC Know, FC Build and FC Roar focusing on stock market analysis and advisories, knowledge economy, real estate news and analysis, and the business of high life, respectively.

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DNA Money
DNA money is a 2 page supplement which comes with the DNA newspaper Daily News and Analysis (DNA) is an Indian daily English newspaper published from Mumbai, Ahmedabad, Pune, Jaipur, Indore and Bangalore in India. It was launched in July 2005, targeted at a young readership. DNA is owned by Diligent Media Corporation, a joint venture between the D B Corp Ltd. (Dainik Bhaskar) and Essel Group. It covers the nes related to personal finance and corporate news the newspaper gives the details of stocks, global indices, Money and Forex, and coomodities on the top left and right hand side corner of the newspaper.

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PRESENT MARKET SHARE OF THE NEWSPAPERS

Thane Dombivli Kalyan Kurla Ghatkopar Vikhroli Mulund Dadar Sion

PRICE CHECKLIST OF NEWSPAPERS 47

Mon to Fri NAME OF COVER PUBLICATION PRICE ECONOMIC TIMES MINT BUSSINESS LINE FINANCIAL EXPRESS FINANCIAL CRONICLE COMM

Sat COVER PRICE COMM

Sunday COVER PRICE

COMM 4

2.5 2 4 4 2

0.75 0.75 1 1 1

2.5 2 4 6 NA

0.75 0.75 1 1.5 NA

5 8 NA

1.25 2 NA

3.2 DATA ANALYSIS


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Data analysis is an important segment of a project report, through data analysis actual information is obtained regarding the topic as it contains the data obtained from consumers. After doing the data analysis the person working on a project can give his/her findings in the project, suggestions and conclusion which helps in decision making for the higher management There are various tools for data analysis. The data analysis of this project topic is done bye graphical representation

1. Which Financial newspaper do you read?

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ET

BS

FE

Mint

DNA Money 0% 5% 0%

Fin. Chronicle

BL

6% 6%

25%

58%

58% of the people said that they read ET, 25% of the people used to read Business standard while Financial Express and Mint had 6% of the readers respectively, 5% of people read DNA money.

2. What is your perception regarding your business daily?


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Average

Good

Can be better

Best

0% 24% 12%

64%

64% of the people rated their newspaper as good, 24% of the people seemed to be unsatisfied and said that their newspaper can be better, whereas 12% of people thought that their newspaper is average.

3. Reason for selecting the newspaper


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Out of the 150 people surveyed, 29% of the people said that the reason in selecting the newspaper was the simplicity of language, people who selected the newspaper due to brand name and due content were 18% respectively. 11% of the people selected the newspaper because it was economic. There were also certain set of people who selected the newspaper due more than one reason such as brand name & subscription, content &subscription the percent share of such people were 6% respectively.

4. Which is the best aspect of your newspaper?


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detailed news analysis wide coverage of news good financial tips credible business news 6% 6% 6% 8% 13% 6% 6% 7% 12% 6% easy to assimilate wide coverage&easy to assimilate detailed news analysis&provide good financial tips detailed news analysis, wide coverage, good editorials wide coverage, good financial tips,easy to assimilate detailed news analysis, fact based news, easy to assimilate publishes job oppurtunities good editorials fact based news

6% 12% 6%

According to the 150 people surveyed 12% of people were of the opinion that fact based news is the best aspect of their newspaper, 13% of the people said that their newspaper provides good financial tips and that is the best aspect, people who find good editorials, easy to assimilate, publishes job opportunities ranged between 6-7%, people who had combination of opinions such as detailed news analysis & provides good financial tips wide coverage and good financial tips and etc regarding the best aspect of their newspaper came up to be 6% respectively.

5. Things you dont like in your current newspaper?


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Out of the people surveyed, 18% of people had issues with the absence of charts and graphs in their newspaper, 17% of the people were of the opinion that their newspaper gave them uncredible business news,13% of the people found the language of their newspaper to be complicated, the people who had issues with absence of job opportunities, distribution/availability, price, ranged between 6-10%, some people had disliked more than one things in their newspaper and these ranged between 6-8%.

6. Have you read business standard before?

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29%

71%

no

yes

Out of the 150 people surveyed 71% of the people have not read Business Standard before, the percentage of people who have read business standard before was 29%

7. What was the reason for not reading?


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Non BS readers

Out of the people who didnt read Business Standard when the reason for not reading the newspaper was asked, 50% of the people were unaware of the brand, 26% said that they are satisfied with the current business paper which they are reading, 16% of the people thought that price is high, and 8% of the people said that the paper they are not happy with the distribution/availability.

8. Are you satisfied with Business Standard? ( those who read)

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Only BS readers

Out of the people who do read Business Standard when asked that are they satisfied with the business standard all 100% of the people were satisfied with the newspaper.

9. What makes you read Business Standard?


57

5% 6% 13%

11%

18%

credible business news supplements provided 18% fact based news good financial tips easy to assimilate wide coverage good editorials simplicity of language

13%

16%

In the above question, 18% of the people said that the newspaper gives credible business news, again 18% of the said that they like the supplements which is provided by business standard, 16% people said the news published is fact based there is no misinformation, 13% of the people were fo the opinion that the newspaper gives good financial tips, 13% of people said that the nes is eas to assimilate, 6% of people said there is wide coverage of news, 5% of people said tha the editorials published makes them read Business Standard, and 11% of people said they read the newspaper because of the simplicity of the language.

10. Things you dont like in business standard?


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uncredible business news 5% 29% less coverage of news 16% 13% 5% 0% absence of content from renowed editors distribution/ availabilty importance to other news apart from business doesn't provide detailed news analysis price

32%

5% of people had the opinion that the news provide by Business Standard is uncredible, 16% said that there is less coverage of news, 13% felt that there is absence of content from renowed editors, 32% were unhappy with the distribution/availability, 5% of people were of the opinion that the newspaper doesnt provide detailed news analysis, and 29% people were unhappy with the price

11. Perception regarding Business Standard?

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79% of the people said according to them the newspaper is good and they are happy with news provided by the newspaper, whereas there were a certain set of people i.e. 21% of them said that the newspaper can be better.

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IV.FINDINGS
During the research project it was found that Economic Times enjoys the leadership position by a huge margin with respect to other financial dailies available in market. Economic Times has good strong support of the Bennett Coleman group. Economic Times is the fierce competitor of Business Standard as compared to other financial dailies available in market. Almost all the Economic dailies covered all aspects which are needed in an economic daily, but in Economic Times had the best coverage of news and content followed by Business Standard Majority of the people bought the financial daily due to simplicity in language, some of them purchased it due to the brand name as in the case of Economic Times. Purchasing or subscription decision of the customer depends on content more than anything else, which is the USP of Business Standard. The customers are somewhat dissatisfied with the delivery of the newspaper. Also the newspaper is not available everywhere when compared to its competitors in some cases. Business Standard has low brand awareness level as compared to Economic Times in the market In some places there were distribution/availability issues of Business Standard. Amongst the people who read Business Standard, majority of them seem to be satisfied with the news and the supplements provided by Business Standard, according to some people the newspaper provides excellent financial tips, and like the presentation Business Standard is the only financial newspaper which has a Hindi edition.

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V. CONCLUSION
Marketing is a continuous learning process. One has to be in touch with the market to keep own selves updated. Marketing is full game of Branding .if branding of a product is done then the following things has to be taken into consideration like availability of product,continuous change in the product as required by consumers and third is price of the product according to satisfaction level of the people and last but not the least is the visibility of product and a promotional strategy to hit, peoples mind. Promotional scheme given to the customers helped in increasing the circulation of Business Standard. Business Standard is the 2nd best financial daily available in market after Economic Times. This project was a greater importance to me, I have learnt a lot in this project . This project shows me the way to work in the market. How to approach your target clients How to present yourself in corporate world. How to communicate with different type of people. How to convince them. It was the mixture of the experience and innovative ideas which helped us in achieving out targets. The company did employed some different strategies and innovative concepts to come up with some substantial outcomes in their association with the summer interns. The methodology varied from customer to customer as this was real life personalized marketing projects. We planned different methods like mass distribution, tie ups, subscription offer etc. according to the target market and most important follow up is the most important thing not just in marketing but in the any field of the world, if you are keen on following up your life will become smoother.
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VI. RECOMMENDATIONS
Management can design a vendor Relationship Management programme and should come up with some motivational offers and scheme for the vendors, so that they are self motivated and hence will push Business Standard from their side and would help in increasing the trade sales Business Standard should start its Sunday copy in all the editions with some better strategies than its competitors who are charging more for the Sunday edition. Company should work on the distribution network. Company should work on the product visibility and must do aggressive marketing in the area where the visibility is low. Strategist supplement should be issued atleast twice a week

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BIBLIOGRAPHY
1. www.business-standard.com 2. www.economictimes.com 3. www.wikipedia.com 4. www.scribd.com 5. http://www.ibef.org

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ANNEXURE
1.Which financial newspaper do you read? ET DNA Money Business line HT Mint Financial Express Business standard Financial Chronicle 2. What was the reason in selecting the newspaper? Because of the brand name Because of the information provided Because of subscription offer Because it was economic Because of simplicity of language. 3. How do you get your copy of financial newspaper By vendor
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By subscription offers From stalls Others 4. Are you satisfied with the paper you are reading? Yes No 5. Which is the best aspect of your newspaper? Detailed news analysis wide coverage provides good financial tips credible business news publises job oppurtunities good editorials fact based news easy to assimilate 6.Things which u don't like in your newspaper? Language is complicated Non-Credible Business News Unethicial content less coverage of news Charts and Graphs are not available for illustration Absence of Job Opportunities distribution/availabilty

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price 7. What is your perception regarding your economic daily? Good Average Best Can be better 8. Have you read business standard before? Yes No 9. How did you come to know about Business Standard? Seen in a newspaper stall Because of some promotional offers Road shows Others( by friends, relatives, comes in office, etc Not Applicable 10. If not read what was the reason? Not aware of the brand Because of price Satisfied with the current business paper Distribution/availability 11. Are you satisfied with business standard? yes no not applicable
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12. What makes you read Business Standard? simplicity of language provides good financial tips credible business news good editorial publishes job opportunities because of supplements provided fact based news easy to assimilate wide coverage additional supplements provided(strategist, smart investor) not applicable 13. Things you don't like in business standard? uncredible business news less coverage of news absence of content from renowned editors distribution/availability lot of importance to other sectors apart from business doesn't provide detailed news and analysis price not applicable 14. Your perception regarding the quality of business standard? Average

68

Good Can be more better best not applicable Name: Profession: E-mail ID Contact no.

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