Readership Drive at HT Mint

Prepared By: Krunal Parate
“READERSHIP DRIVE AT HT MINT”
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

MASTER OF MANAGEMENT STUDIES
2016-2018
SUBMITTED BY
KRUNAL FULCHAND PARATE
ROLL NO. – B 14
SUBMITTED TO:
DR. V. N. BEDEKAR INSTITUTE OF MANAGEMENT STUDIES,
THANE
Readership Drive at HT Mint 1

“Readership Drive at HT Mint”
INDEX
Sr. Title Page No.
No.
1 Introduction 1-12
• Media
• Newspaper
• Hindustan Times
• Journey of HT
• Vision, Mission, Business Ethics
• HT Products
2 Literature Review 13-14
3 Details about Mint 15-36

• Birth
• Highlights
• 7’S Structure
• Porter’s 5 Force Model
• Product Portfolio, Supplements
• SWOT Analysis
• Departments
4 Research Methodology 37-42
• Define the problem
• Research Objective
• Research Plan
• Research Design
• Sources of Data
• Data Collection Tools
• Sampling
5 Data Analysis and Interpretation 43-71
6 Findings & Recommendation 72-73
7 Limitation & Hypothesis of Study 74
8 Learning from the project 75-76
9 Strategies Learnt from the Firm 77-78
10 Conclusion 79
11 Bibliography 80
12 Questionnaire 81- 85

ACKNOWLEDGEMENT
Inspiration & Motivation have always played a key role in the success of any venture. In present world
of competition and success, training is like a bridge between theoretical and practical working; I have
willingly prepared this particular Project for my better understanding of the Market. First of all I would
like to thank the supreme power, the almighty god, who is the one who has always guided me to work on
the right path of my life. I would like to thank the placement team of my college and Mr. Nitin Joshi
(Director) for granting me permission to undertake the training in the esteemed organization like HT
Media.
I also thanks Mr. Yogesh Joshi (Manager) of Hindustan Times for his time-to-time guidance and
support in completing the project. I also thank the other staff of Hindustan Times, Mumbai who devoted
their valuable time by helping me to complete my project.
I express my sincere thanks to Mrs. Kala Mahadevan (Faculty Guide) for the valuable suggestion
and making this project a real successful.
Last but not least, my sincere thanks to My Parents and Friends who directly or indirectly helped me
to bring this project into the final shape.

DECLARATION BY THE CANDIDATE
This is to certify project report entitled “Readership Drive at HT Mint” which is submitted by me in
partial fulfillment of the requirement for the award of Master of Management Studies, University of
Mumbai at Dr. V.N. Bedekar Institute of Management Studies, comprises of my original work and due
acknowledgment has been made in the text to all other material used.
Wherever references have been made to intellectual properties of any individual / Institution /
Government / Private / Public Bodies / Universities, research paper, text books, reference books, research
monographs, archives of newspapers, corporate, individuals, business / Government and any other source
of intellectual properties viz., speeches, quotations, conference proceedings, extracts from the website,
working paper, seminal work et al, they have been clearly indicated, duly acknowledged and included
in the Bibliography.
_______________________________
Krunal Fulchand Parate
15th July 2017

CERTIFICATE BY THE GUIDE
This is to certify that project report entitled “Readership Drive at HT Mint” which is submitted by
Krunal Fulchand Parate in partial fulfillment of the requirement for the award of Master of Mangement
Studies, (University of Mumbai) at Dr. V.N. Bedekar Institute of Management Studies, is a record of the
candidate's own work carried out by him under my guidance. The matter embodied in this report is
original and due acknowledgment has been made in the text to all other material used.
Guide's Name: Mrs. Kala Mahadevan
Guide's Signature:
Date:

CHAPTER 1 - INTRODUCTION
INTRODUCTION TO MEDIA
History of media and written language follows the progress of civilization that, in turn, moves in
response to ever-changing cultural technologies. The transfer of complicated info, ideas and ideas from
one individual to a different, or to a bunch, underwent extreme evolution since prehistoric times. it's been
thirty,000 years later since the primary recorded proof of written language and it's still dramatically ever-
changing. Technical breakthroughs alter the means we tend to understand the universe and manner during
which we tend to communicate with each other.
As in the past as twenty five,000-30,000 years B.C. initial humans’ painted descriptive photos on cave
walls. The narrative compositions left on the walls of cave delineate their own means of communication
with the unseen and another. The healthy drawing pictured their deep spiritual beliefs, fears, and way of
life. The pictorial kind found in caves of Southern France and European nation is that the starting of
written language for the human kind.
In early nineteenth century the economic revolution brought major innovations in printing technology.
In 1810, Friedrich Koenig applied steam power to press. Rotary steam presses replaced hand operated
machines, doing an equivalent job during a tiny fraction of the time.
The age of commercial revolution created transfer and interchange of written info between cities
likewise as continents without delay out there. In 1831 Henry fictitious the primary electrical telegraph,
four years later in 1835 artificer developed Morse code, then in 1843 he additionally created the primary
long distance electrical wire. In 1867 Thomas Alva Edison proprietary his mimeograph, that was the
primary office-copying machine, which could inspire Chester Carlson, nearly a century later; to create the
copier machine.
Now a day, the print trade goes through a dry spell. Printing becomes more and {more} more
expansive. To combat with this drawback the trade inflated use of digital printers which will expeditiously
turn out top quality paper books on demand. CAP Ventures foretold that at intervals 5 years, eightieth of
all print are ordered via computer network. This created new model of publishing- therefore referred to as
e-publishing (on demand).

The written book is presently vulnerable by e-book. gift e-books are hand-held devices during which
books is downloaded during a file kind and skim on a backlit screen victimisation buttons to maneuver
through text. There are additionally experiments with on-line book distribution by Stephan King, David
Saperstein, Virgin Mary Higgins et al. authors.
The key reasons behind the expansion are technological advances, positive government initiatives in
terms of policy and foreign investment, and energized initiatives by non-public media corporations not to
mention rising financial gain levels and India’s strong economic growth-led consumerism.
The Television trade is projected to grow twenty second CAGR from Rs 19,100 large integer to Rs
51,900 large integer by 2011. The move towards CAS/DTH is taken into account the key driver for this
growth with subscription revenues set to require the section to the projected heights. “The buoyancy of the
Indian economy can drive the homes, each in rural and concrete (second receiving system homes) areas to
shop for televisions and subscribe for the pay services,” the report aforesaid.
The major reason for this high rate is that the trade is more and {more} obtaining more corporative,
highlighted by public problems with many film production, distribution and exhibition corporations, long
run contracts between film production corporations and directors/ actors and therefore the undeniable fact
that quite 1/2 2006’s releases were by company instead of individual banners.
Print media is additionally the favorite section for international investors with most foreign investment
during this section. The medium trade has abundant potential as thirty six large integer literate folks in
Asian nation are still not broached by any publication”

NEWS PAPERS: A BRIEF HISTORY
The newspaper as we know it today is a product borne of necessity, invention, the middle class,
democracy, free enterprise, and professional standards. Pre-history "newspapers" were one-to-one in
nature. The earliest variation on a newspaper was a daily sheet published in 59 BC in Rome called Acta
Diurna (Daily Events), which Julius Caesar ordered posted throughout the city. The earliest known printed
newspaper was in Beijing in 748.
In 1451, Johannes Gütenberg uses a press to print an old German poem, and two years later prints a 42-
line Bible - the significance being the mass production of print products, ushering in an era of newspapers,
magazines, and books. By 1500, the genesis of a postal system can be seen in France, while book
publishing becomes popular throughout Europe and the first paper mill can be found (England).
The 1700s was a century in which market elements were created that encouraged the development of
daily newspapers: rising literacy, the formation of nation-states, a developing postal system, and the
proliferation of urban centers, a rising literary and philosophical tradition emphasizing democratic
involvement in government, and technologies that supported newspaper production. In short, it was a
great news century.
The first daily newspaper was The Daily Courant in London, 1702. In 1754, The Daily Advertiser in
London uses the first four-column format. France's first daily newspaper appears in 1777, Journal de Paris,
while the first United States daily was the Pennsylvania Packet in 1784.
The rise of the middle class transformed newspapers in the 1800s. A penny (US$0.01) buys a New
York newspaper in 1833, opening up the first mass market for newspapers. In 1847, the telegraph is used
as a business tool, transforming far-away stories. In 1873, an illustrated daily newspaper can be seen in
New York. In 1878 the first full-page newspaper advertisements appear, and in 1880 the first photographs
are seen in newspapers, using halftones.
With the basic technical groundwork for the modern newspaper in place by the late 19th century, the
story of newspapers in the 20th century was about professional development and adaptation to changing
consumer and media markets.

By 2000, newspapers were juggling priorities: fragmentation of news consumption, fragmentation of

advertising investments, the advantages and disadvantages of being a mass medium, balancing the wants
of the marketplace with the company's duty to provide the needs of the marketplace, a journalistic
backlash against industry changes, the sheer physicality of ink-on-paper production and distribution
versus digital distribution, increasing profit pressure surrounding the core print product, and extension of
the company's core brand into other profit centers.

HISTORY OF HINDUSTAN TIMES
Hindustan Times
Head Office
Hindustan Times House
18 - 20, K G Marge
New Delhi - 110001, India
Tel : +91 11 23361234
Fax : +91 11 23704600
• HT Media found its beginning in 1924 when its flagship newspaper.

• Hindustan Times was inaugurated by Mahatma Gandhi.

HT Media (BSE, NSE) has today grown to become one of India's largest media companies. Produced
by an editorial team known for its quality, innovation and integrity, Hindustan Times (English newspaper)
and Hindustan (Hindi newspaper through a subsidiary Hindustan Media Ventures Limited), have a
combined daily readership base of 12.7 million (based on round 2 of Indian Readership Survey 2009) to
their credit. HT Media operates 19 printing facilities across India with an installed capacity of 1.5 million
copies per hour.
HT Media has also made its foray into electronic media. Diversifying its ambit of operations, the
company in a consulting partnership with Virgin Radio, has launched the FM radio channel - Fever 104.
Currently available in Delhi, Mumbai, Bangalore and Kolkata, Mumbai and Bangalore at No. 1 and in
Delhi as the No. 2 station on the popularity charts.
Hindustan Times, Delhi, is India’s largest single-edition daily. Riding on the phenomenal success of
the newspaper in Delhi, Hindustan Times made a successful entry into the commercial capital of India –
Mumbai, in July 2005.
The group's news portal HindustanTimes.com, with over 2 million unique visitors and 100 million
page views per month, is one of the largest news portals in the country. It has consistently been ranked
amongst the top 10 news sites in the world by Forbes and offers in-depth coverage and analysis to its
users.
The business news website, www.Livemint.com, covers business and related news in India as well as
across the world. Livemint.com is the integrated offering with Mint. Livemint.com combines the editorial
strength of Mint with a best-in-class web interface and a selection of online tools that aid the users to stay
on top of the developments in the business world as well as help them with investments.
The group has recently started new business - "Strategic Partnerships" - dedicated to cater to the
advertising needs of growth companies by providing them a cashless form of advertising and building up
their brands thereby enhancing the value of the business. This division identifies growth companies and
enters into strategic partnerships with them.

The overall objective is to create a strategic platform, wherein different companies can come together
and benefit with the synergies of partnering with each other. The group has also been highly active in
programs with school children through PACE (Partnerships for Action in Education) HT-PACE- a trusted
partner of schools, continuously endeavors to add value to education and a new dimension to classroom
teaching. A front-runner of all NIE initiatives of the country, PACE has made the newspaper an integral
part of a child’s curriculum, bringing about significant value addition in and around the editorial product.
The events and marketing solutions have been working with new innovative thought ideas to help
businesses reach their target users. This has been done successfully using several events and seminars like
Mint Luxury Summit, Delhi Shopping Festival, and Miss Worldwide India etc.

JOURNEY- HINDUSTAN TIMES
September 26, 1924

This date marked the august beginnings of Hindustan Times with Mahatma Gandhi, the Father of the
Nation inaugurating the newspaper.
1927
Hindustan Times was reborn as Hindustan Times Ltd., a limited liability company.
1936
The Hindi daily Hindustan was launched, which remains the dominant newspaper in the core Hindi belt of
northern India.
1937
Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the managing editor
till his death in 1957.
1942
The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for four and a
half months as it refused to accept the British imposition of censorship on all newspapers.
1947
The year India gained its freedom was also the year Hindustan Times attained the status of being the
dominant newspaper in Delhi.
1957
The newspaper circulation grew from 58,693 copies to 144,287 in 1970 after KK Birla took over the
mantle from GD Birla.
1960
The Hindi literary magazine Kadambini was launched.
1964
The group started actively targeting the youth of India and launched the Nandan magazine.
1991
At the start of liberalization of India, Hindustan Times moved to becoming an autonomous power center
in a mature democracy.

1999
The Hindustan Times celebrated its platinum anniversary.
2000
With a focus on localization, five new editions for Calcutta, Bhopal, Ranchi, Chandigarh and Jaipur were
launched.
2003
The media business of was de-merged and incorporated under HT Media Ltd.
2004
HT Media Ltd was listed as a public company and attracted external funding.
2007
HT Media Ltd has launched one financial newspaper called MINT in 8 major cities of country.

VISION
➢ To stand at a respectful position in this competitive marathon and also to keep up the pace of the
changing needs of their value readers.
➢ To win more and more readers to their cause.

Courage
To encourage the ability that meets opposition with skill, competence and fortitude.
Responsibility
Be accountable for results in line with the company’s objectives, strategies and values.
Empowerment
Support our people and give them the freedom to perform and to provide our readers with information to
influence their environment.
Continuous Self Renewal
Determination to constantly re-examine and re-invent ourselves for further innovation and creativity.

People Centric
People are our greatest asset. We invest in them expect a lot and know that the rest will follow
Values
HT Media – A rich heritage to live up to! Organizational values are the foundation stone son which the
organization’s image is built. These help the company realize its organizational goals and in turn
transform lives. These values are intended to infuse an infectious energy, professionalism and a sense of
true empowerment to the workplace.
MISSION
➢ The mission is to create space for the market share of MINT by tapping the uncovered market and
by taking bites from competitor’s market share.
➢ Getting the benefits of the paper to be known to the market.
BUSINESS ETHICS
➢ MINT is neutral and one of the most credible financial newspapers.

➢ MINT is disciplined in terms of collecting, analyzing, verifying, and presenting information
regarding current events, trends, issues and people.

PRODUCTS OF HINDUSTAN TIMES

PROJECT PROPOSAL
The goal of this section is to present the reason for doing this project as well as stating all the project
objectives
• Goals of Project
My Goal for making this project was to attract the customer to HT Mint and make them a loyal
customer to the brand HT.
• Significance
The Significance of the project will be for the company as they will know why the customer prefer
other financial newspaper and why they are not keeping long time attachment with HT Mint.
• Project Plan
Firstly, I learnt how the media work the customer plays an important role in maintaining the brand.
Then I Learnt about the corporate language of working and attracting the customer, to plan and analyze
the need of the customer and working towards it by making strategies. Then I designed a proper
questionnaire and then I made sur that the customer gives the proper responses of the questions. Then I
am planning to make the graphs and give interpretation of each and every graph with proper conclusion.
• Resources
Customer is the main resource in carrying out the project. Even the Employees of the HT.
Preparation of Project
• Project Background
My Project background was B2B Sales to the corporates we got to know how the print media works and
its operations it was a mesmerizing experience. As the team was allotted to us, we coordinated with each
other, and set up new strategies to pitch in customers. It was an best experience of sales.

PURPOSE OF THE STUDY
The main purpose of this study is to retain old customer and make new loyal customer for the product
by telling them various strategies and also by making new marketing plans, this will also help making a
brand of the product by positive mouth publicity by the customer. the main purpose of the study are as
follows:-
• To know what various newspaper are provided by the customer.

• To study the satisfaction level of customers about reading business newspaper.
• To study the problems faced by customers in term of language, news etc.
• To learn about various aspect of prices news, color, demanded by the customer.
SCOPE OF STUDY
The Young Generation do not have keen Interest in reading newspaper and therefore to inculcate the
habit in them we have started selling the subscription. In various ways, I tried out that every customer
takes HT and HT Mint both the paper’s subscription but if the customer is not convinced to take both the
paper then I always tried that they take any one of the paper.

OBJECTIVE OF THE STUDY
Each and every journey has its own destination. Without destination, there is no means of journey.
Similarly, every research has some prefixed objectives. Every step taken by the researcher during research
period is always directly or indirectly towards the objectives.
Objective work is like a pivot around which every step of the research is moving. So, any research
study must clearly state the issues being investigated. Therefore, as far as my topic “Readership Drive at
HT Mint” concern the major research objective can be cited as follows:
Primary objectives:
1) To analyze the segmentation, targeting and positioning of Mint Business Daily Newspaper
2) A study of the factors affecting the purchasing decision of readers in buying a
business daily.
3) To do the comparative analysis of various financial newspapers.
4) To study the Brand preference among Financial newspaper
Secondary objective:
1) To form a brand equity of Mint Business Daily Newspaper in the market

2) To study company profile of Business Standard.
3) To study the customer satisfaction for Mint Business Daily Newspaper
4) To create awareness among corporate world for the financial newspaper.
5) To develop the market of Mint Business Daily Newspaper in MUMBAI region
CHAPTER 2 - LITERATURE REVIEW

“Advertiser Perceptions: Cross Media Builds Purchase Intent” BY: research firm advertising
Perceptions (2010). The study found consumers expressed a stronger intent to buy a particular product
after they had been exposed to ads for it on more than one medium. That finding could lend strong support
to media buyers looking to justify cross-media ad spend, especially since "intent to buy" is considered an
important way to measure a campaign's success.
The public’s perception of advertising in today’s Society by Sally Ford-Hutchinson and Annie Roth
well” The Thinking Shop 9 Kenneth Crescent London NW2 4PS (2009). The main findings of this
study is that -Advertising is everything with a name on it, Life without advertising would be dull,
Advertising is an indicator of business health ‗Clever‘ advertising is good advertising is all -embracing
:The all embracing concept of advertising was a widely held one although the older respondents (age 25+)
Moose pile (2008), Print media is certainly entering a new phase, but the death knell hasn't sounded yet,
and this is an old topic. The "print" side of it, i.e. putting their wares onto a physical medium, is changing,
but it doesn't affect the core of what print media is. Don't forget that "print media" is words, Images, etc
put onto a paper medium - but the medium is merely the vehicle. It's the Print media that is moving to the
"display media", but nothing else is changing. The Words and images that print media produces come via
another medium now, but it's the same. You can't call print media dead or dying because people don't
want to read on Paper anymore - the content doesn't need paper as a medium to be relevant

“Selling Newspaper Advertising on the web: A Case Study of the Newspaper Advertising” (2006)
Website in A Chinese Press Group by Qiping Hu,M.A Master Student School of Journalism. The finding
of this study is the original idea of developing a newspaper advertising website is to provide access to the
latest, most relevant multimedia sales presentation and additionally, interactivity based on the website
between the sellers and buyers is also projected. Despite differences between the business models between
China and America, the two studies have found some common values of the NAW.
“Advertisers' Media Selection in Small Newspaper Markets” By Ken Smith (2004) Newspaper
Research Journal, Vol. 19, 1998 Journal Article Excerpt. When a salesperson comes to understand the
factors that influence the advertiser, "the skills of that person are enhanced." The same could be said about
the relationship between advertising representatives at smaller newspapers and their clients.

CHAPTER 3 - DETAILS ABOUT MINT
BIRTH OF MINT
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.
The current Editor of the newspaper is R. Sukumar.
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.
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 2.16 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.
The weekend edition of the publication is called "Lounge" and it features columns on travel, fashion,
arts, personal technology, parenting, and health.

➢ Readership of MINT:
MINT is India’s second largest and fastest growing newspaper having very fast growth in past 3 years. It
has a readership over a quarter million. Its readership profile encompasses the brightest and the best from
India’s business and finance communities, Readers come from varied occupations in the field of business,
finance, government, policy makers and academics, stock brokers, decision makers, researchers and
students and observers of the Indian Economy.
➢ Departments:
The main departments of the MINT are Market Development Department an also known as Circulation
Department, Scheduling Department, Space Marketing Department, Editorial Department, Systems
Department, Production Department and the Dispatch Department.
➢ Attraction:
Rich and lovely supplements with vibrant sections on personal finance, banking, careers and technology,
travel, books and review of arts and cultures are the major attractive sections. It is the most reliable and
affordable business newspaper available in Gujarat at Rs. 3/- on weekdays and Rs. 5/- for the weekend
edition.
➢ Economies of publication house:
A newspaper cost is Rs. 18-20 to the publication house at MINT. The cost is covered from the
advertisements that they receive, which is the work of space marketing department i.e. collecting
advertisements and fill the dailies. Companies give ads in only those newspapers in which their audience
rests and it also depends on the circulation of readership figure. Therefore to attract cash rich advertisers,
publication house has to first create that class of audience, then only, they are in position to attract
advertisers, which is the main source of the revenue for MINT.
➢ Positioning Statement of MINT – “Refreshing clarity in Business”
To succeed in a futurist environment, one requires a strategy. This is true for an organization profit and
non-profit as much as it is for an individual. The art of action planning to achieve a specific goal is called
strategizing and the action plan is called strategy.
To manage the distribution channel properly, the market development department has to perform well.
The department has to take care of the necessary steps required to tap the opportunities prevailing in the
market.

HIGHLIGHTS
• 2nd business daily nationally

– 2.51 million readers daily
– 15.2% growth every quarter making it fastest growing business daily
• Dominant share in key markets

– 27% readership share in key markets of Delhi, Mumbai, Bangalore, Calcutta, Chennai,
Ahmedabad and Hyderabad
• Best in class reader profile

– 75 % of readers belong to SEC A. Higher than all other business papers
– Business Standard and Hindu Business Line are way behind @ 30% and 31% respectively
• Large Unduplicated Reach

– 84% of Mint readers do not read another Business Daily

THE 7s STRUCTURE of HINDUSTAN TIMES
McKinsey and Company have developed a model know as, "the seven elements of strategic fit,” or
the "7-S's." The model provides a useful framework for analyzing the strategic attributes of an
organization. The underlying concept of the model is that all seven of these variables must "fit" with one
another in order for strategy to be successfully implemented. However, shared values are the central core
of the framework because they are the heart-and soul themes around which an organization rallies.

1. STRATEGY
Hindustan Times, one of India’s most respected and leading English dailies, is driven by the
commitment to provide news and information that helps readers enhance and enjoy life. Hindustan Times
has in its portfolio relevant special-interest supplements that cater to a variety of subjects.
HT strives to be a visionary organization and not an organization with a vision. In their endeavor to
have a shared understanding, alignment and commitment, they have derived their company’s vision that
sets the course and empowers people to take action.
By 2020 HT aims to become the no. 1 Indian Media & Entertainment Company along with staying
True to their Values. They aim to measure their success through market capitalization.
They endeavor to improve the quality of peoples’ lives by empowering them through information,
entertainment & education.
2. STYLE
HT is a local business everywhere & they operate be it the country’s geography or across borders.
HT’s people and readers are community leaders, neighbors, friends, partners and family members who
speak local languages; know customs follow issues of social, cultural, political, national, international
governance, reform and partnership. They understand reality, aspiration and preference. They are the best
at what they do and each one makes news bytes. HT is an organization of people who want to make a
difference, inspire others, drive innovation, deliver stretch and live by our values. This could be across
content creation, breaking news stories, space selling, designing and creating events and marketing
solutions, brand building, managing people, profit centre management, taking IT solutions to the next
level, printing & running plants, procurement etc.
HT is committed to demonstrating the highest standards of journalistic excellence, respect and passion
as we cultivate genuine, trusting relationships and turn them into partnerships.
Given HT’s national footprint, varied channels and diverse backgrounds of people those are the
common elements you’ll find our culture resonating across the company. The unique mix of youth and
experience creates many opportunities for learning and development. Pride, passion and drive to excel put
together makes an HT Media professional.

Some great practices that HT pride in them include:
• A Strong Performance Culture

Each employee is responsible for setting SMART objectives and working with his/her leader for
his/her own achievements & development. Mid-year and year-end assessments ensure continuous
focus on performance and improvement.
• Reward for Performance
HT Star Awards is their premier quarterly Reward Recognition Program that encourages a high-
performance culture. They celebrate achievements for exceptional value demonstration as well as
extraordinary milestones. The awards ceremony is no less than the Oscars. People all across the
company hook in person or online into the fanfare and extravaganza making it one of the most
watched for events in the Quarter.
• Capability Building
HT’s vision is to create a world class learning organization, focused on building people and
careers, through unmatched opportunities for continuous personal and professional
development for employees.
• Celebration
Success and challenges all are reasons to come together. From employee days to festivals to
anniversary parties to launches and promos to break out groups and more informal get - togethers
you find it all. You could find people on a treadmill discussing circulation numbers and in one of
the informal cafeterias or coffee lounges the next BIG idea for a client could be taking birth.
All of these make us uniquely Hindustan Times

3.STRUCTURE
Hindustan Times Media Limited
Chairman
Managing Director
Group heads
Non-Executive directors
Independent directors
Senior Managers
Managers
Assistant Managers
Senior Officers
Officers
Trainees

4.SKILLS
HT thrives for the employees who are talented, dynamic & self driven. people from varied verticals
such as media, FMCG, telecom, automobiles, each of whom add fresh perspective to the rich experience
of media industry stalwarts. Media is the sunrise sector and is poised for growth. The brand HT Media is
a force to reckon with. With a growth rate of 30 per cent, HT Media is the place to avail opportunities and
add new dimensions to one's career spectrum. The company believes in a passion for excellence and a
commitment to work as a team. From print to mobile; from radio to internet; and from events to strategic
partnerships. The talent pool at HT is unmatched, offering immense opportunities to learn and develop
new skills.
5 SYSTEM
The diverse culture at HT empowers people to dream, dream big and see those dreams come true.
Working with the company is not just about possessing a job but moving up the pyramid of one's goals
and ambitions. The company is committed to enhancing the core skills and competencies of its people
while also aiding their personal growth and development.
People with diverse backgrounds and work experiences flourish at HT because they are all united by
something unique - and that is the company's strong value system. HT's values define and represent its
identity. The workplace is filled with enthusiastic people with cutting edge skills. What makes them
special is a never-say-die attitude and a keenness to excel. Over the years, HT has shaped some famous
careers. There are several more who can have their skills honed and careers sharpened because the
company is booming with opportunities across various channels of print, radio and internet for people who
are motivated, self-driven and have the ambition to excel at work and beyond.
6 STAFF
A rich mix of veterans in media and top leaders from non-media sectors, from both India and abroad,
HT’s Management team reflects the company's desire to be the best by leveraging diverse strengths. The
management team comprises people from varied verticals such as media, FMCG, telecom, automobiles,
each of whom add fresh perspective to the rich experience of media industry stalwarts. This rich talent
pool is ably assisted by HT’s Global Think Tank.

The company firmly believes that its employees are its greatest asset. The talent pool at HT is
unmatched, offering immense opportunities to learn and develop new skills. People with diverse
backgrounds and work experiences flourish at HT. Raising one’s own bar and outperforming one’s own
potential is recognized and rewarded in HT. Star Awards is one such initiative to recognize exceptional
performance and reward those who strive for excellence in work.
7. SHARED VALUES
Organizational values are the foundation stones on which the organization’s image is built. These help
the company realize its organizational goals and in turn transform lives. These values are intended to
infuse an infectious energy, professionalism and a sense of true empowerment to the workplace. The
values personified by HT are:
1. Courage
To encourage the ability that meets opposition with skill, competence and fortitude.
2. Responsibility
Be accountable for results in line with the company’s objectives, strategies and values.
3. Empowerment
Support their people and give them the freedom to perform and to provide their readers with information
to influence their environment.
4. Continuous Self Renewal
Determination to constantly re-examine and re-invent ourselves for further innovation and creativity.
5. People Centric
People are our greatest asset. We invest in them expect a lot and know that the rest will follow

PORTERs’ 5-FORCE MODEL
The model of the Five Competitive Forces was developed by Michael E. Porter in his book
“Competitive Strategy: Techniques for Analyzing Industries and Competitors” in 1980.
The Porter's 5 Forces tool is a simple but powerful tool for understanding where power lies in a
business situation. This is useful, because it helps to understand both - the strength of an organization’s
current competitive position, and the strength of a position the organization is looking to move into.
The model includes three forces from 'horizontal' competition: threat of substitute products, the threat
of established rivals, and the threat of new entrants; and two forces from 'vertical' competition: the
bargaining power of suppliers, bargaining power of customers. These forces, together, help us to analyze
everything right from the intensity of competition to the profitability and attractiveness of an industry.

1. BARGAINING POWER OF BUYERS

a) Importance of Buyers and Size of Each Order:
For, Newspaper Company Vendor is a FIRST customer & Readers are the SECOND customer.
Vendors have fix commission with company so they do not have bargaining power of buyer in their hand.
Readers also do not have a bargaining power. But big organization has bargaining power in their hand.
Such big organization negotiates on the prices and no. of copies when the media people go for tie-ups with
these big organizations.
b) Switching Cost and Price Sensitivity:
The individuals’ does not have bargaining power in their hand but an organization does have, Vendors
also play a major role. If they get good commission from other newspapers then they are going to deliver
those newspapers. Thus the customers are highly price sensitive as their switching cost is very low.
c) Differentiations of Product:
Every newspaper companies are different from each others, like if we compare Hindustan Times (HT)
& Times of India (TOI) then Hindustan Times is a paper that combines the sophistication of design with
topicality of content. It has an impressive editorial board & good articles of National Interest whereas
Times of India enjoys a widespread appeal more so among the young generation for its uninhibited & bold
approach towards news.
2 .COMPETATIVE RIVALRY AMONG FIRMS

a) Switching Cost:
Switching cost of one English newspaper to another newspaper is very low so people can easily switch
over from one company to another. Eg:- Price of The Hindu and Business Standard newspapers are
around Rs. 3 to 4 whereas the cost of newspapers like “Hindustan Times” & “The Times of India” is
around Rs. 2. Thus the switching cost is very low & consumers can easily switch over from any
newspaper to “Hindustan Times” or for that matter “The Times of India.”
b) Exit Barrier:
There is a free exit in this industry.

3. THREAT OF SUBSTITUTES
Newspaper are feeling competitive force of the general public turning to cable news channel for late-
breaking news and using internet source to get information about sports results, stock quotes & job
opportunities.
a) Substitutes Performances:
Substitutes of the newspaper industry are magazines, local area newspapers, T.V., radio as well as
internet because of improvement in technology. People like to give advertisements on internet, T.V., radio
etc as all “new media” or “electronic media” formats deliver the news faster than printed newspapers. So
they are the main threats of newspaper industry.
b) Price Performance Alternatives:
News from internet, T.V. radio etc can be obtained at free of cost or low cost.
c) Buyers Psyche Toward The Product:
Buyers may think like- I do not have time to read newspapers, I am getting same news at internet,
Newspaper just like a waste to me.
4. BARGAINING POWER OF SUPPLIER

a) Size of Supplier:
Main supplier of this industry is paper manufacture companies. Most of the newspaper companies of
India are customers of USA paper companies. There are limited companies that make paper for
Newspaper Company, so the rates are not competitive.
b) Importance of Buyer to Supplier:
Every supplier company wants to make close relationship with buyers who are regular customers of
their product. If Newspaper Company is giving large order regularly they will make good relationship
with them and will do less bargaining. Like in case of “Hindustan Times” and The Economic Times, same
paper manufacturing company will do less bargaining with Hindustan Times” than The Economic Times
newspaper because “HT” have more circulation than The Economic Times newspaper.

c) Extension Of substitute Of Product:
As technology increases day by day it becomes a main threat for newspaper industry. Internet and
mobile are “Consumers Preference Towards newspapers. They are giving tough competition to
newspaper industry by giving information to reader at no cost.
5. THREATS OF NEW ENTRY
If any new firm wants to enter in this market then they need high investment or more capital and
maximum support from advertisers. To achieve economies of scale they need maximum no. of readers.
Domestic player cannot achieve scale of economies very easily because there is not only tough
competition among companies but also a lot of substitutes available in market like radio, T.V etc.

PRODUCT PORTFOLIO
• About MINT Newspaper

➢ A newspaper which is published from MONDAY to SATURDAY.
➢ Price at the weekdays is Rs. 4/- and on Saturday is Rs. 10/-
➢ Supplements with newspaper:
✓ Monday - Friday : MINT MONEY
✓ Saturday : LOUNGE
✓ Six full pages on stock details both in Graphical and alphabetical method
• 4 pages on Stock Market listing
✓ Formulae specifications.
✓ Mutual Fund details on full page coverage
✓ Insurance schemes on half page
➢ Collaboration with the international newspaper “THE WALL STREET JOURNAL”

the U.S.
➢ Provides magazines free weeklly.
LOUNGE
➢ Provides magazine free monthly

MINT MONEY GUIDE

• Editions from Monday to Friday have a main edition of about page with colored pages in front and
the rest are in black and white. The following areas are focused:
✓ National and International news
✓ Economy and Policy news
✓ Infrastructure news
✓ Companies news
✓ Editorial pages
✓ Crossword
✓ Education News
✓ Business law
✓ Govt. policies & Regulations
• Section II is the MONEY AND MARKETS
✓ Stock market news

✓ Money and currencies
✓ Metal and intermediates news
✓ Commodity news
✓ Share prices in alphabetical order
✓ Mutual fund and Insurance

ABOUT THE SUPPLIMENTS
• TUESDAY - SATURDAY: MINT MONEY

✓ Past week’s analysis of stock markets
✓ Primary markets
✓ Secondary markets
✓ Future tip for trading in shares
✓ Issues related to stock market
✓ Theories and practices of business management.
✓ Brand related news
• SATURDAY : LOUNGE
✓ Life and fashion
✓ Living
✓ Entertainment
✓ Motoring
✓ Sports
LOUNGE

SWOT ANALYIS OF MINT
STRENGTH WEAKNESS OPPORTUNITY THREAT
Systematic approach Lack of brand Can give an extra page New market entrants.
covering all sectors. awareness. on Mumbai, Thane
related news.
Nominal price We cover only large Can introduce a new Low Pricing Strategy
and mid-cap entities segment on Sunday (Eg.
Career Opportunity in
various fields)
Separate Money & No own printing press Potential Market Toughest Competition
Market section with 4 in the city Availability From The Economic
pages Times
Exclusive partnership Lack of staff Can have tie-ups with
with The Wall Street renowned brands for ads.
Journal
Tie-up with CNBC
TV 18
Over view of the
whole week is given
in weekend
Provide general
awareness in terms of
investment.

DEPARTMENT DETAILS
A brief department detail to give an idea of where the things are placed in MINT is as follows:

DIFFERENT DEPARTMENTS
➢ MARKET DEVELOPMENT / CIRCULATION DEPARTMENT

This department is responsible for the circulation of the newspaper in the whole region. This
department also looks after the daily back room operations which include giving print orders for the
regular supply of subscription, complementary copies and sponsored copies are also being distributed by
this department. They also check the dispatch and payment received for the month. And also looks
forward to expand the market of the newspaper by adding more customers to its list. They are the people
who not only think about selling the newspaper but also how to promote it.
➢ SPACE MARKETING DEPARTMENT

It is the major source of revenue generation for any media industry. Because the actual cost of the
newspaper goes up to 18/- to 20/- Rs. And sold at Rs. 4/-.So the advertisements are the medium to
compensate for the cost generated. I was taught about the marketing department contact different
corporate for advertisement and the channel through which the advertisement comes and are prepared and
how the space is allotted depending upon the space given by the editorial department. There is an agent in
between the client and the publisher, which helps in making the arrangements of ads.
✓ How this media get advertisement from clients?
Actually, this media has their agents who collect contract from the clients and then these agents decide
what the expectation of client is; and on that bases agent selects any media. Advertisement is generally
designed by agent but only circulated by media. But sometimes media also design some advertisement,
but they get client from only agents.
➢ EDITORIAL DEPARTMENT
Editorial department is considered as the backbone of the print media because without any good matter
to publish and which is not edited nicely it is just a crap for the readers. Readers want to have the columns
with good matter, so without having an effective and efficient editorial team no newspaper can grow.

This department collects the news mainly from the News Agencies and they have their own network to
publish the articles too. The news can be by telephone, fax or through internet or other communication
medium. This news is edited and then sends to Mumbai and Delhi for the adjustment.
➢ SCHEDULING DEPARTMENT
This department deals with the scheduling of the edited matter and the advertisements. It is the work
of this department to adjust and frame the edited matter with the advertisement, by allotting the empty
space to advertise, which matter and advertisement should be in which page is the looked out by
scheduling people.
➢ PRODUCTION DEPARTMENT
After receiving the facsimile copy on the butter paper from the systems department, the work of
production department starts. This butter copy is framed on the aluminum plate. This plate is then fixed in
the printing machine and then as per the printing orders the printing starts.
Machine which is used for the production is known as Film Processor which costs approximately Rs.
2.5 lakh. The machine is divided into four different units i.e. Developer Unit, Fixed Unit, Wash Unit, and
Dryer Unit. Production Department is used mainly four colors for the hard copy, which are Black, Yellow,
Cyan and magenta, orange manly. Some colors are used at the time of the final printing of the newspaper
at press. Raw material for this department is paper and aluminum plate. Print comes in the form of reel.
➢ FINANCIAL DEPARTMENT
This department is responsible for all the financial matters. Matters are related to employees’ salary,
operational expenses and other sundry expenses. It is also responsible for the reducing the cost of the
publication.
➢ HUMAN RESOURCE DEPARTMENT

This is the department responsible for the HR supply in the company. For MINT, this department is not
in Ahmedabad, but it is in New Delhi. It means that the MINT has a centrally located HR department who
takes care of the supply in any of the branch.

All these departments identify the need of the customer i.e. the quality and pricing demanded by the
customers. In this industry this strategy is very important as the selling price of the newspaper is always
less than its cost of production. The main reason for this type of pricing is to create awareness and
generate reading behavior amongst the audience of the newspaper.
➢ SALES DEPARTMENT
A sale is a transaction, dealing, trade or what? Sale can have different meanings but what is the most
important thing in it, is to understand the importance of it. Without sale no revenue can be generated but
just earning revenue is not to sale, it is the right type selling to the right customer with the right attitude.
Customer relationship is most important, maintaining the brand image is also important. Delivering on the
brand promises becomes a moment of truth in any customer relationship.
This moment of truth can be either positive or with negative impact on the customer’s perception about
your brand. There might be great marketing communication and a highly superior product, but the buying
experience always stands between the seller and the customer. If the customer has a negative impact about
the product then it is a direct deterioration of the brand equity.
MINT is the product where the maximum demand would be in the early morning. It is highly
perishable product. The product should reach the customer in due time otherwise the importance is lost.
Hence time management is something very vital for the sales and distribution people.
MINT gets involved in many kinds of sale activity. They are:

➢ Subscription Sales:
Monthly or annually by subscription by paying fixed amount is sale by subscription
➢ Cash Sales:
Customers when paying the amount to purchase a newspaper directly to the book stall in cash then the sale
is said to be a cash sales.

➢ DISTRIBUTION DEPARTMENT
Distribution is exactly for maintaining the brand equity in the market. The promises which were made
to the customers can be fulfilled by the proper channel and the right time delivery of the newspaper

CHAPTER 4 - RESEARCH METHODOLOGY
DEFINE THE PROBLEM

The research objective state that what information is needed to solve the problem. Here the objective
of the research is customer preference towards choosing a newspaper as a medium of advertising and
scope of hyper-local newspaper in print media.
Clarity on the following helps define the problem appropriately:
o What is to be researched (the content, the scope)?
o Why is it to be researched (the decisions that are to be made)?
RESEARCH OBJECTIVE
The objectives of the study are as follows:
• To measure the brand awareness and perception of people of Mumbai towards ‘Mint Newspaper’
• To increase the market share of MINT by providing sales promotion schemes
• To make aware about MINT to the new (potential) customers in the market
The purpose of research is to generate meaningful information, which will help in taking objectives.
RESEARCH PLAN
The second stage of marketing requires developing the most efficient plan for gathering the required
information. This involves decisions on the data sources, research approaches, research instruments,
sampling plan, and contact methods.

RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing research project. It
specifies the details of the procedures necessary for obtaining the information needed to structure and/or
solve marketing research problem.
On the basis of fundamental objectives of the research we can classify research design into two general
types:
1) EXPLORATORY RESEARCH
Exploratory research is one type of research design, which has its primary objective the
provision of insights into, and comprehension of, the problem situation confronting the researcher.
2) CONCLUSIVE RESEARCH
Conclusive research is designed to assist the decision maker in determining evaluating and
selecting the best course of action to take in a given situation.
Conclusive research can be further divided into two types: -

• Descriptive
• Experimental

SOURCES OF DATA
(a) Data Sources:

Data were collected from primary as well as secondary sources. Investigation was started by examining
secondary data.
Primary Sources: Primary data are freshly gathered data for a specific purpose or for a specific
research project. Here the primary data were collected for a specific research project. Response was taken
from the respondents through personal survey.
Secondary Sources: Secondary data are that were collected for another purpose, and already exist
somewhere. The secondary data were obtained from:
(i) Information from the websites
(ii) Textbooks on: Business Research Method,
Marketing Journal, Magazines
Marketing Management by Philip Kotler, etc.
(b) Research approach:

Primary data can be collected in five ways: through observation, focus groups surveys, behavioral data,
and experiments. Here the primary data were collected by survey method.
Survey: Surveys are best suited for descriptive research. Survey approach was chosen to learn
about brand awareness and people’s perception towards MINT. Survey method required development of a
survey instrument, a questionnaire, which the respondents were asked to fill up. Primary data were
collected through survey.
(c) Research Instrument:

To collect primary data, instruments like questionnaires, qualitative measures, and technological devices
are used. Here questionnaires are as a means to collect primary data.

DATA COLLECTION TOOLS

The collection of data required through
(a). Questionnaire (b). Personal Interview (c) Observation
Questionnaire
It is a piece of paper with a set ofmquestions related to the purpose to research, which is presented to the
respondent. The questionnaire used in my project had close-ended and likert scale questions.
(a) Close- ended
(b) Open- ended
Personal Interview
It is a process of communications or interaction in which generally two persons are involved and it was a
face to face interaction. In my survey the questionnaire was presented before the respondent and response
was thus collected and it was face to face interaction.
Observation Method
When we look at the phenomenon with some objective it is called observation. It is the important
technique of data collection. This method was also accompanying survey, to
Know the exact position of responses of the respondents.
Time Span of the field Work

The field work carried out in a span of 4 weeks.

SAMPLING
1. Sampling Plan:
After deciding on the research approach and instruments, the sampling plan was designed. This called for
three decisions:
Sampling Unit: Who should be surveyed? The sampling unit included (A) Service persons (B)
Investors and Stock brokers (C) Businessmen (D) Bankers (E) Management students and professors (F)
Chartered Accountants & other Professionals.
Sample Size: How many people should be surveyed? Large samples give more reliable results, but
it’s not necessary to sample the entire target population to achieve reliable results. So 100 people in
random were targeted to be surveyed from the entire population.
Sampling Procedure: How should the respondents be chosen? Nonprobability samples were
selected. In that Convenience sample was selected in which the most accessible population members were
selected for getting response.
Type of Research: Descriptive.
2. Collect the Information:

This stage included collecting questionnaires from the respondents. The data collection phase of
marketing research is generally the most prone to error as some respondents could give answers which
were biased or dishonest because of unknown reasons. Some respondents refused to cooperate.
3. Analyse the information:

The next step in the process was to extract findings by tabulating the data and developing
frequency distributions. Statistical techniques like average, percentage were used to analyse the
information.

4. Present the findings:

The findings were presented in graphical manner with the outcomes by using graphs, charts,
tables, etc. Interpretation was done after presenting them in a graphical manner. Conclusions were drawn
on the basis of the findings. Research findings are presented in as understandable and compelling a
fashion as possible.
5. Recommendations and Suggestions:

Recommendations and Suggestions were given on the basis of the research findings.

CHAPTER 5 - DATA ANALYSIS AND INTERPRETATION
Interpretation
The age group between 38-47 is the highest reading newspaper group with 48% followed by 28-37
with 27% and then 18-27 with 11% and 48-57 with 10% the least is 58 and above with 04%.

Interpretation
There are more post graduate people who read newspaper as compared to graduate and undergraduate.
The highest percentage is 56% which is of Post Graduate followed by 32% of Graduate and 12% of
undergraduate.

Interpretation
There is no gender biasedness as there are equal no. of male and female respondent who are reading
newspaper

Interpretation
The monthly income level also has an impact on reading the newspaper as the person who earns more
than 30,000 a month are the more amount of respondent who reads newspaper, followed by 10,000 to
15,000 and 15,000 to 20,000 which is 23% then it is till 10,000 which is 15% and the least is 20,000 –
30.000.

Interpretation
Occupation plays an important role in deciding on which age group reads more newspaper, the above
data suggest that the service industry reads more newspaper so the percentage is 64% followed by
Business mam which is 21% then Students which is 12% then Retired Person which is 02% and teaching
is 01%

Interpretation
50% of respondent said that they read newspaper and 50% of respondent said that they do not read
newspaper.

Interpretation
The respondents who didn’t read mint were 51 out ow which 52.9% read Economics Times 33.3% read
Business Standard. 7.8% read Business Line and 06% read Financial Express

Interpretation
After asking the respondent why they started reading the paper 58.8% said that the Content and the
coverage of news was proper 33.3% said that the Analysis of paper was good 04.90 said due to the
language and 03% said due to the price of paper.

Interpretation
After asking the respondent about the satisfaction level of the paper they read 52% of respondent were
highly satisfied 44% of respondent were satisfied and 04% or respondent were netural.

Interpretation
The reason were mainly of paper quality, the news provided, coverage of information, Language of the
paper, Price etc

Interpretation
The respondents had mainly problem with the price of HT Mint as the price is high but the graph state
that 42.9% said due to analysis 31.6% said due to the content and the coverage 16.3% said that the
language is not good and 8.2% said about the price 01% said due to other reason.

Interpretation
The respondent who were reading the mint is extremely satisfied with the Mint and rate it as 45.5%,
34.5% was satisfied with the mint, 18.2% said that they are neutral with the brand and 1.8% said that they
are dissatisfied with mint

Interpretation
The Reason for selecting the Mint was the Content of paper, Paper Coverage, Quality of paper, the
price justifies the quality, General News and Financial News has equal coverage etc.

Interpretation
95.9% said Yes 04.1% said No

Interpretation
98% said Yes and 02% said No

Interpretation
32 % of respondent said that they read HT Mint Once in a week, 30% of respondent said that they read
HT Mint on Weekend 22% of respondent said that they read HT Mint Occasionally, 14% of people said
that they read HT Mint Daily and 02% said that they never read the paper.

Interpretation

Interpretation
42% of respondent said that the Employment News is good of HT Mint, 36% said the Portfolio
Management is good, 16% of respondent focused on Educational News 04% said that the industrial news
is better and 02% said due to other reasons.

Interpretation
Only 02% said No and the reason was that they haven’t read the paper so the reason could not have
been predicted.

Interpretation

Interpretation
The HT Mint which is between 8 to 10 Rupees is costly as compared to Economic Times or any other
paper, so the 50% of respondents suggested that the price should be Rs. 02, 43.8% respondent suggested
that the price should be Rs. 03 and 06.2 % respondent suggested that the price should be Rs. 05

Interpretation
62% said that they expect Gift at the time of subscription, 20% said that they need Lucky Draw coupon
and 18% said that they need discount

Interpretation

CHAPTER 6 - FINDINGS AND RECOMMENDATIONS
FINDINGS
➢ I came to know about the preference of the customers after doing the activity of market tapping.
➢ People have different needs and wants, so one should be able to understand their needs and wants
in order to sell the product.
➢ Most of the readers agree that the language used in MINT is simple for them.
➢ The supplements of MINT are fairly popular amongst target audience which is good for the brand.
➢ News covered by the newspaper i.e. the coverage plays an important role. Readers feel that the
lack of news coverage may lead them to change the newspaper they read. Some of vernacular
readers have switched to English daily only because of their need to improve their English but the
percentage is negligible.
➢ News channels and Internet media has affected the reading pattern of the readers up to a
considerable extent.
➢ Due to increase in the usage of Internet, people prefer to do surfing on the net and thereby collect
more information on the different aspects simultaneously.
➢ Lack of airline, agricultural industry news as well as local NEWS also.
➢ Service problem is the main problem with NEWSPAPER, because in our survey I met so many
people who did not get newspaper on daily basis in initial stages.
➢ There is also one finding that font size of stock market related news is very small so that they are
not happy with it.
➢ Some clients said that whatever hidden news shown by ET, other NEWS papers that news are not
covered by MINT.

RECOMMENDATIONS
From the study carried out and the analysis of the result obtain from the survey, the following
suggestion and recommendation can help the firm to improve upon the product.
➢ Add the news on IT and Information in much more detail
➢ Increase the number of centers from where the newspaper is available
➢ Add listing for Small script
➢ Give more job-related advertisements
➢ Come up with new creative advertisements
➢ Build proper positioning in the minds of the readers
➢ Give certain small vouchers package at the time of Diwali or any other festivals.
➢ Service check calls at regular intervals.
➢ Make some events with corporate to spread awareness of MINT.
➢ Collaborate with B-schools to provide copy of MINT daily at their home.
➢ MINT should increase number of supplements.
➢ MINT should allow only snippets to read free of cost and not the full articles.

CHAPTER 7 – LIMITATION & HYPOTHESIS OF STUDY
LIMITATION
Though this study was taken up with sincere effort to accomplish the objectives, there were certain factors
that held back the satisfactory completion of the same.
• The research was dependent on the information provided by the respondents. It may be biased
• The study was confined to Mumbai City only
• Interaction with the respondents was limited due to their busy work
• There were chances that respondents will make assumptions while filling the questionnaire
• 100 people cannot give the picture of entire population living in Mumbai City
HYPOTHESIS
Hypothesis: - On the basis of objective of the study we can formulate the following
hypothesis-
Ho- Advertisement in hyper local is beneficial for advertisers in local city like Mumbai.
Ha- Advertisement in hyper local is not beneficial for advertisers in local city like Mumbai.
H1o – Advertisers are aware about HT Mint and they want to give their advertisement
In this HT weekly supplement in Mumbai.
H2a – Advertisers are not aware about HT Mint live and they do not want to give their
advertisement in ―HT Mint live.

CHAPTER 8 - LEARNING FROM THE PROJECT
My work at MINT was of hard core selling with a research on consumer behavior for the two months. I
personally went to many corporate offices and got subscriptions for the company.
There were certain concepts which I had learnt during my academic year and were used in the training
period. They were:
❖ Relational purchasing:
➢ Due to the loyal customer base HT has, the new product got many advantages; like- Consumers
are already aware about brand and quality of HT and its services. The unbiased opinion and
judgments the authors and analysts had put the benchmark in quality standards and occupied the
mindshare of customer. This boosts the new product sale a lot.
❖ Attractive Pricing:
➢ HT had offered huge discount up to 60 % in the price of yearly subscription of product and
services, aimed at increasing the market share.
➢ This special subscription rates attracted a huge number of potential customers.
❖ Sales penetration:
➢ This is a calculation indicating how much of a particular market for a product or service has been
gained by the active sales.
❖ Network marketing:
➢ The marketing of MINT through a network of agent of agent, is it household or corporate
networking.
During the full project, my learnings were many. This was the first very experience for me in a newspaper
company. According to me working in the newspaper industry as a first experience has opened many
future lines for me. I have learnt the basics of the management of a newspaper, distribution, sales, space
selling and marketing for sure.

CHAPTER 9 - STRATEGIES LEARNT AT THE FIRM
During this tenure of two months I had practically applied a lot of concepts learnt during academic year
for the marketing and promotion of MINT. Here are few concepts listed below:
➢ Customer retention
It is the retaining customer for a long-term transaction and not for a mere one-time interaction. I
learnt how important this customer retention is for any company as the cost of making new customers is
very high as compared to retaining old ones.
➢ Viral marketing
The marketing of MINT through a network of agent, is it household or corporate networking.
➢ Referral marketing
✓ Contacting references for the business enhancement
✓ Referrals are very cost-effective
➢ Guerrilla marketing
It is an unconventional way of performing promotional activities on a very low budget. Such
promotions are sometimes designed so that the target audience is left unaware they have been marketed to
and may therefore be a form of undercover marketing. It is an unconventional marketing intended to get
maximum results from minimal resources.

LEARNING OF FEW SOFT SKILLS
While undergoing summer training at MINT, with the above-mentioned learning, I had learned certain
soft skills. These soft skills are as follows:
➢ Communicating with people:

✓ Through telephone
✓ Through face to face
✓ Cold Calling
➢ Convincing them:
✓ Convincing people to give an appointment and listen to the scheme
✓ Convincing customers to buy the subscription
➢ Language of Corporate World:

During my SIP, I had learnt the language of corporate world. How they are responding. How they
are behaving. How they are talking, performing their operations, their life style, and the way they are
working.
➢ Handling clashes with the superiors and with customers:

During the fulfillment of my summer training I had faced certain clashes with my direct superior.
This two-month’s period taught me how to handle the situation. How to solve the complaints and clarify
the doubts of the customers
➢ Handling pressures:
While I was working at MINT for subscription there was a constant pressure of achieving the
targets and also there was a pressure of behaving well with the customers as we were representatives of
MINT there.

CHAPTER 10 - CONCLUSION
The market survey resulted into following conclusion
As there are many strong competitors in the market like Economic times, Business Standard,
Financial Express. So to reduce the competition MINT must use aggressive selling techniques. People are
mostly satisfied with the product but they must give quality services to those customers who are not
satisfied and also do the sales promotion schemes to increase the sales.
Mint is growing in the media market tremendously. The finance news provided by Mint is convenient
and easy to understand in language. It is now no. 2 in finance sector newspaper because of its marketing
techniques and better customer profiling. One can feel proud to do internship in Mint. It is one best
medium to improve our marketing skills of a person.

CHAPTER 11 - BIBLIOGRAPHY
Web References:
www.google.com
www.wikipedia.com
www.livemint.com
www.htmedialtd.com
www.indiannewspaper.com
Textbooks on: Marketing Research,

Marketing Management by Philip Kotler
Journals and Research Magazines on Marketing, etc.

CHAPTER 12 – QUESTIONNAIRE
Respected Sir/ Mam

As part of my MMS curriculum, I Krunal Parate Student of Dr. V N Bedekar Institute of Management
Studies are having a Market Research Project on “HT Media” and my topic is “Mint Corporate
Readership Drive”. Please give your response to the following questions. It may require only 10 minutes
of your time. The data collected will be used for academic purpose only. Kindly do the needful. Thank
You.
Part A : PERSONAL INFORMATION
1. Name: __________________________________________________________
2. Age: (1) 18-27

(2) 28-37
(3) 38-47
(4) 48-57
(5) 58 or above
3. Gender: (1) Male

(2) Female
4. Education: (1) Under graduate

(2) Graduate
(3) Post Graduate

5. Occupation: (1) Service

(2) Businessmen
(3) Stock Brokers
(4) Students
(5) Others
6. Monthly Income:
(1) Nil-10000
(2) 10000-15000
(3) 15001-20000
(4) 20001-30000
(5) Above 30000
QUESTIONNAIRE (Tick the Following Options)
1. Which Financial Newspaper do you read?

• Financial Express
• Economic Times
• Business Standard
• Business Line
• MINT
2. Which Thing do you look into while purchasing Financial Newspaper?

• Price
• Content
• Paper Quality
• Language

3. What kind of Supplement you want from Business daily?

• Educational
• Employment News
• Portfolio Management
• Industrial
• Sports
• Social
4. Are you satisfied with the stock market and mutual fund portfolio provided by our financial daily?
• Satisfied
• Moderate
• Not Satisfied
5. Do you find MINT more convenient than other Newspapers in reading?

• Yes
• No
6. When do you read MINT newspaper?

• Daily
• Once in a week
• Weekend
• Occasionally
• Never
7. Are you satisfied with the language of MINT?

• Yes
• No

8. Do you find content of MINT more preferable than other newspapers?

• Yes
• No
9. Do you find price of our newspaper convenient?

• Yes
• No
10. If No, Then what price do you expect?

• 2
• 2.5
• Above 3
11. What do you expect at the time of subscription?

• Discount
• Gift
• Lucky Draw Coupon
12. By what level you are satisfied with MINT newspaper reading?
• Very much satisfied
• Satisfied
• Dissatisfied
• Very much dissatisfied
• Can’t Say

13. How much time do you spend to read the MINT newspaper?
• Up to 15 minutes
• 16 to 30 minutes
• 31 to 45 minutes
• More than 45 minutes
14. If the price of the MINT newspaper is going to increase than what you will do?
• Stop subscription
• Continue with the same newspaper
• Skip to the substitute
15. What reason you consider while subscribing to MINT?

• Brand value
• Information
• Price
• Supplements
• Gifts & Discount Coupons
16. What is the overall impression do you feel for MINT?

• Good
• Medium
• Bad
Thank You!
____________________________________________________________________________________

Readership Drive at HT Mint

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Readership Drive at HT Mint

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Prepared By: Krunal Parate

“READERSHIP DRIVE AT HT MINT”

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

Readership Drive at HT Mint 1

“Readership Drive at HT Mint”

3 Details about Mint 15-36

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CERTIFICATE BY THE GUIDE

Guide's Name: Mrs. Kala Mahadevan

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NEWS PAPERS: A BRIEF HISTORY

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By 2000, newspapers were juggling priorities: fragmentation of news consumption, fragmentation of

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HISTORY OF HINDUSTAN TIMES

• HT Media found its beginning in 1924 when its flagship newspaper.

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JOURNEY- HINDUSTAN TIMES

September 26, 1924

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➢ To win more and more readers to their cause.

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➢ MINT is neutral and one of the most credible financial newspapers.

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PRODUCTS OF HINDUSTAN TIMES

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PURPOSE OF THE STUDY

• To know what various newspaper are provided by the customer.

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OBJECTIVE OF THE STUDY

1) To form a brand equity of Mint Business Daily Newspaper in the market

CHAPTER 2 - LITERATURE REVIEW

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• 2nd business daily nationally

• Dominant share in key markets

• Best in class reader profile

• Large Unduplicated Reach

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THE 7s STRUCTURE of HINDUSTAN TIMES

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• A Strong Performance Culture

All of these make us uniquely Hindustan Times

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PORTERs’ 5-FORCE MODEL

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1. BARGAINING POWER OF BUYERS

2 .COMPETATIVE RIVALRY AMONG FIRMS

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