Research Project Report

On

“A study on marketing strategies & consumer behavior about newspaper

with reference to Dainik Jagran ”
At

DAINIK JAGRAN,ALIGARH

Submitted in Partial Fulfillment of

Master of Business Administration [MBA]
Programme: 2017 -19

SUBMITTED BY

SHUBHAM PATHAK

17 MBA (B)-48

UNDER THE SUPERVISION OF

Mr.RANJEET SINGH(

DEPARTMENT OF BUSINESS ADMISNTRATION

FACULTY OF MANAGEMENT AND RESEARCH STUDIES

ALIGARH MUSLIM UNIVERSITY,ALIGARH

 DECLARATION
I Shubham Pathak a bonafide student of MBA program at faculty of Management and
Research,Aligarh Muslim University,hereby declare that I have undergone the summer training
at Dainik Jagran,Aligarh Under the supervision of Mr. Ranjeet

The matte embodied in this project report has not been submitted to any other University or
Institution for the award of degree.This project is my original work and it has been presented
earlier in this manner.Thihs is information is purely of academic interest.

Date SHUBHAM PATHAK

17MBA(B)-48

FMSR,AMU
 ACKNOWLEDGEMENT
The present work is an effort to throw some light on on marketing strategies & customer
perception with reference to Dainik Jagran,Aligarh

Behind every study there stands myriad of people whose help and contribution make it
successful.

It has been a remarkable experience of satisfaction and pleasure for me to work out my project
under the supervision..of..the..................................................................... I am really thankful to
him for his valuable guidance and co-operation during the project work.

I had also benefited from discussions and would also take the opportunity to thank the persons of
the company for their valuable support and assistance whenever and wherever needed. A cordial
and encouraging environment made it very easier for me to complete the project.

So this acknowledgement is a humble attempt to earnestly thank him and all those who were
directly or indirectly involved in preparation of this project.

SHUBHAM PATHAK
 Preface

The main purpose of the study is to know the over all marketing strategies of Dainik Jagran to

find best strategy. Study also includes customers perception towards Dainik jagran. The

economic condition and technologies keep on changing from time to time, it is very difficult for

an organization to survive in the long run. The report will help to suggest sales techniques,

promotional techniques, opportunities and marketing strategies that will improve desired market

growth. This project report will help in knowing customer’s perception about content in

newspaper. This report will give information about customer’s attitude and their preference in

buying their newspaper. This report will help in development and improvement of marketing

strategies for both newspapers.

This report will be beneficial for ‘Dainik Jagran’ to know about their problems faced by them in

marketing of their newspaper. It will provide some solution for problems related to customer’s

perception. This report will give a light on various duties & responsibilities of the company

towards consumer. It will provide some specific information about competitors’ and consumer

preferences about newspaper.

 EXECUTIVE SUMMARY

Consumer behavior can be said to be the study of how individual make decisions. Consumer
behavior research provides information which will not only be useful in taking various marketing
decision but also help to reduce the risk in decision making.

This project deals with behavior of those consumers who are reading different daily newspapers.
We have personally surveyed the samples and gathered information through the questionnaires to
study their behavior. We have used different questions in order to analysis the consumer
behavior. More over we have also tried to cover the objective through questionnaire.

We have taken a sample size of 200 in order to analysis the consumer behavior and we have used
Aligarh, as our sample location. This project will give you information on the following things
like the satisfaction level of the consumer who are reading newspaper, why the consumer prefer
a particular daily newspaper, the benefits and most important information obtain by the
consumer while reading paper, consumer perception regarding the contents of newspaper,
consumer behavior on the discount given by the daily newspaper & many more things.
 CONTENTS
CHAPTER 1

INDUSTRY OVERVIEW

 History of Print Media

 Newspaper: A brief History
 Company Profile

CHAPTER 2

DEPARTMENT DETAILS & SWOT analysis

 Circulation Department
 Space Marketing Department
 Editorial department
 Scheduling Department
 System Department
 Production Department
 Dispatch Department
 Financial Department
 Human Resource Department
 SWOT analysis

CHAPTER 3

 Sales & Distribution

CHAPTER 4

RESEARCH METHODOLOGY
 CHAPTER 1
Industry Overview
HISTORY OF PRINT MEDIA

History of print media and written communication follows the progress of civilization
which, in turn, moves in response to changing cultural technologies. The transfer of complex
information, ideas and concepts from one individual to another, or to a group, underwent
extreme evolution since prehistoric times. It has been 30,000 years later since the first recorded
evidence of written communication and it is still dramatically changing. Nowadays perhaps
faster than ever before due to amazing advances in technology in recent years. Technical
breakthroughs alter the way we perceive the universe and manner in which we communicate
with one another.

As long ago as 25,000-30,000 years B.C. first humans’ painted descriptive pictures on cave
walls. The narrative compositions left on the walls of Lascaux represented their own way of
communicating with the spiritual world and another. The well-preserved drawing depicted their
deep religious beliefs, fears, and everyday life. The pictorial type found in caves of Southern
France and Spain is the beginning of written communication for the human kind.

In early 19th century the industrial revolution brought major innovations in printing technology.
In 1810, Friedrich Koenig applied steam power to printing press. Rotary steam presses replaced
hand operated machines, doing the same job in a small fraction of the time. Typesetting was
transformed by the introduction of line-casting machines; first Ottmar Mergenthaler’s Linotype
(1889), and then the Monotype machine. Line casting allowed type be chosen, used, and then re
circulated back into the machine automatically.

The age of industrial revolution made transfer and interchange of written information between
cities as well as continents readily available. In 1831 Joseph Henry invented the first electric
telegraph, four years later in 1835 Samuel Morse
Formulated Morse code, and then in 1843 he also produced the first long distance electric
telegraph line. At the same time, Alexander Bain patented the first fax machine. In 1867 Thomas
Edison patented

his mimeograph, which was the first office-copying machine, which might inspire Chester
Carlson, almost a century later; to invent the photocopier machine.

Business life was irreversibly changed with in the introduction to the market of Remington
typewriter (1874). Journalism also became more accessible when in 1914 Howard Krum
introduced Teletype. Knowledge of Morse code was no longer needed to distribute information.

Nowadays, the print industry goes through a dry spell. Printing becomes increasingly more
expansive. To combat with this problem the industry increased use of digital printers that can
efficiently produce high quality paper books on demand. CAP Ventures predicted that within
five years, 80% of all print will be ordered via www. This created new model of publishing- so
called e-publishing (on demand). The printed book is currently under attack by e-book. Present
e-books are handheld devices in which books can be downloaded in a file form and read on a
backlit screen using buttons to maneuver through text. There have been also experiments with
on-line book distribution by Stephan King, David Saperstein, Mary Higgins and others authors.

The Indian entertainment and media industry is expected to grow at 18% compound annual
growth rate (CAGR) and reach a projected size of Rs 1,00,000 crore by 2011 from its present
size of Rs 43,700 crore (for CY06), according to the 2007 edition of FICCI Price water house
Cooper’s (PWC) annual report on the Indian entertainment and media Industry.

The report states that the industry grew at 20% over the 2005 figure which was Rs 36,400 crore.
For 2004, the figure was Rs 31,100 crore.

The key reasons behind the growth are technological advances, positive government initiatives in
terms of policy and foreign investment, and energized initiatives by private media companies
coupled with rising income levels and India’s robust economic growth-led consumerism.

Information and broadcasting Minister PR Dasmunshi will release the report at the opening of
the FICCI-FRAMES event on March 26 in Mumbai.

Sectorally, the Internet advertising industry is set to post the highest CAGR of 43%, rising from
its current size of Rs 160 crores to Rs 950 crores in 2010.
The Television industry is projected to grow 22% CAGR from Rs 19,100 crore to Rs 51,900
crore by 2011. The move towards CAS/DTH is considered the major driver for this growth with
subscription revenues set to take the segment to the projected heights. “The buoyancy of the
Indian economy will drive the homes, both in rural and urban (second TV set homes) areas to
buy televisions and subscribe for the pay services,” the report said.

The film and entertainment sector is expected to grow by 16% CAGR from Rs 8,500 crore to Rs
17,500 crore. The major reason for this high growth rate is that the industry is increasingly
getting more corporative, highlighted by public issues of several film production, distribution
and exhibition companies, long term contracts between film production companies and directors/
actors and the fact that more than half of 2006’s releases were by corporate rather than individual
banners.

The print media is expected to grow by 13% CAGR from Rs 12,800 crore to Rs 23,200 crore by
2011. “Current estimates reveal that print media’s reach in India has increased to 22 crore
people. Print media is also the favorite segment for global investors with maximum foreign
investment in this segment. The print media industry has much potential as 36.9 crore literate
people in India are still not tapped by any publication,” the report said.
NEWSPAPERS: A BRIEF HISTORY

A newspaper is a regularly scheduled publication containing news of current events, informative

articles, diverse features and advertising. It usually is printed on relatively inexpensive, low-
grade paper such as newsprint. There were 6580 daily newspapers in the world selling 395
million copies a day approx.. General-interest newspapers typically publish stories on local and
national political events and personalities, crime, business, entertainment, society and sports.
Most traditional papers also feature an editorial page containing editorials written by an editor
and columns that express the personal opinions of writers. The newspaper is typically funded by
paid subscriptions and advertising.

A wide variety of material has been published in newspapers, including editorial opinions,
criticism, persuasion and obituaries; entertainment features such as crosswords, sudoku and
horoscopes; weather news and forecasts; advice, food and other columns; reviews of movies,
plays and restaurants; classified ads; display ads, television listings, inserts from local merchants,
editorial cartoons and comic strips.

Types of news paper

While most newspapers are aimed at a broad spectrum of readers, usually geographically
defined, some focus on groups of readers defined more by their interests than their location: for
example, there are daily and weekly business newspapers and sports newspapers. More specialist
still are some weekly newspapers, usually free and distributed within limited areas; these may
serve communities as specific as certain immigrant populations, or the local gay community.

Daily

A daily newspaper is issued every day, sometimes with the exception of Sundays and some
national holidays. Saturday and, where they exist, Sunday editions of daily newspapers tend to
be larger, include more specialized sections and advertising inserts, and cost more. Typically, the
majority of these newspapers’ staff work Monday to Friday, so the Sunday and Monday editions
largely depend on content done in advance or content that is syndicated. Most daily newspapers
are published in the morning. Afternoon or evening papers are aimed more at commuters and
office workers.

Weekly

Weekly newspapers are common and tend to be smaller than daily papers. In some cases, there
also are newspapers that are published twice or three times a week. In the United States, such
newspapers are generally still classified as weeklies.

National & International

Most nations have at least one newspaper that circulates throughout the whole country: a national
newspaper, as contrasted with a local newspaper serving a city or region. In the United Kingdom,
there are numerous national newspapers, including The Independent, The Times, The Daily
Telegraph, The Guardian, The Observer, The Daily Mail, The Sun, The Daily Express and The
Daily Mirror. In the United States and Canada, there are few national newspapers. Almost every
market has one or two newspapers that dominate the area. Certain newspapers, notably The New
York Times, The Wall Street Journal and USA Today in the US, and The Globe and Mail and
The National Post in Canada are available throughout the country. In India, newspapers like the
Times of India, The Hindu, and the Hindustan Times are extremely popular and have large
reader bases. Large metropolitan newspapers have also expanded distribution networks and with
effort can be found outside their normal area.
COMPANY PROFILE

Jagran Prakashan Ltd (JPL) is India’s leading media and communications group, with its main
interests across Newspapers, Outdoor, Internet, Magazines, Below the Line marketing solutions,
and Mobile Value Added Services.

Dainik Jagran is the flagship brand of the company. In today’s dynamic media world , where
consumers have an unprecedented array of choices, Dainik Jagran stands out as a brand that is
the choice of millions of Indians as they start their day. With a readership of 5.59 cr, it has been
the largest read daily of India for the last consecutive 21 rounds of the Indian Readership Survey
(IRS). With 38 editions, Dainik Jagran covers 13 states of India. It has also been declared by the
World Association of Newspapers (WAN) as the Largest read daily in the world. Not just the
largest read, Dainik Jagran has also been voted as the Most Credible Source of News in a BBC-
Reuters survey.

The genesis for Dainik Jagran was in the year 1942. The year when the freedom struggle of India
reached its crescendo and found expression in the “Quit India movement”. Dainik Jagran was
launched during this time with the vision of our founder Shri Puran Chandra Gupta, to “Create a
newspaper that would reflect the free voice of the people” . This vision was as much a reflection
of the time when it was propounded as much as it is relevant to us today. Even as on today, when
Dainik Jagran markets control the political destiny of the largest democracy in the world, the
vision continues to guide us.

i-next, India’s fastest growing compact daily in bilingual format, has caught on to the pulse of
the Young at Heart. In a very short span of time, it has captured the imagination of people who
look out for newer opportunities and seek deeper probes into the more relevant issues of
changing India of today. It now covers 12 prominent cities in 4 states of India through its various
editions and infrastructure. The readership of I Next is an impressive 22 Lakhs as per Latest IRS.
It distinctly stands apart from its competitors due to its beautiful packaging of news, attractive
layout design and the versatility of news and features. These accomplishments have made I next
the pulse of today’s Youthful India wherever it’s present.

City Plus is the Weekly English Tabloid from the group. It is an English News-Information-
Entertainment paper with 31 editions from Delhi, NCR, Bangalore, Pune, Mumbai and
Hyderabad ,targeting premium geographic localities. An aesthetically designed all colour
newspaper editorially cover a variety of topics from Food, Fashion, Lifestyle, etc. Apart from
this, it also has reader interactivity through Contests, Coupons, Puzzles, Quiz, Crossword,
Games, Polls, Suggestions.

MiD-DAY Gujarati is the Gujarati Tabloid from Jagran Prakashan Ltd. With its unique content
and engaging activities, it caters to the affluent Gujarati Community of Mumbai. It is positioned
as a complete family newspaper with content for everyone. Apart from the other areas, the
newspaper also has a dedicated business segment focusing on share market as majority of the
community trade in these markets.

Inquilab is India’s No.1 Urdu Newspaper with a readership of 7 L.

Inquilab has 12 editions covering Maharashtra, Delhi & UP and is further expanding.
Inquilab made its appearance in 1938. An underground newspaper during the freedom struggle
Mr. Abdul Hamid Ansari, a freedom fighter, wanted to use the medium of Urdu to educate the
Muslims and fight against British rule
In the post-independence scenario, Inquilab shifted focus, concentrating on social reforms,
education and employment as well as addressing the problems faced by the Muslim community.
Renowned columnists like Kuldip Nayyar, Bharat Jhunjhunwala, Shamim Tarique & Zafer Agha
contributing to Inquilab. As the lodestone of a publishing house Inquilab stands tall in modern
India. We continue to live in revolutionary times and Inquilab – ‘Revolution’ continues to be in
the vanguard.
Nai Dunia is a leading Hindi daily being published from Madhya Pradesh and Chhattisgarh. The
newspaper was launched in 1947 and has, over the years, attained a pre-eminent status as a Hindi
daily in the print media in Madhya Pradesh and Chhattisgarh. Naidunia has multiple editions
published from Indore, Gwalior, Jabalpur and Bhopal in Madhya Pradesh and Raipur and
Bilaspur in Chhattisgarh. Placed amongst the Top 10 Hindi newspapers in India, and has been
one of the fastest growing newspapers in the market.

Sakhi is a premium women’s magazine targeted at upwardly mobile & outgoing women in the
upper segment of the socio-economic class. The Sakhi reader retains her cultural values but is
contemporary and modern in her outlook. The magazine also highlights the role of women in
modern times & helps them in coping with the outside world.

Jagran Engage is the OOH division of JPL which specializes in Out of Home media solutions
across India. Jagran Engage covers 900 + towns spread across 370 districts in 27 states. Engage
offers comprehensive Out-Of-Home (OOH) solutions to prospects & customers through its
bouquet of offerings of Hoardings &Billboards, Unique Street Furniture, Transit & Mobile
Media besides innovative & ambient to suit specific client requirements.

Jagran Solutions is the division that leads work in the Below the Line Marketing Solutions or
Experiential Marketing area . Jagran Solutions has been at the forefront of transformation;
transforming imagination into realities & ideas into beliefs. Awarded with numerous awards at
various national and international platform like PMAA & AIPA, Jagran Solutions specializes in
providing versatile, complete and measurable solutions in ensuring an immersive, interactive and
experiential integrated marketing plan applicable to activations, corporate events, conventions,
product launches, meetings, conferences, exhibitions and contests.

As a responsible corporate citizen, JPL supports a specifically dedicated organization, Pehel to

discharge its social responsibilities and provide social services such as organizing
workshops/seminars to voice different social issues, health camps/roadshows for creating
awareness on the social concerns and helping underprivileged masses. Pehel is working with
various national and international organizations such as World Bank on various projects to
effectively discharge the responsibilities entrusted by the company. The company has also been
assisting trusts and societies dedicated to the cause of promoting education, culture, healthcare,
etc.

Jagran International is the international division of JPL responsible for marketing JPL products
outside of India. Amongst other things, develops country reports for India, and works with our
international associates to develop India Reports in markets like Ireland, UK, South Africa,
Australia and New Zealand.

The group foray into the internet space has been through “jagran.com” which is the largest Hindi
portal its category. We have entered into a strategic alliance with Yahoo India to launch a co-
branded site. This we believe will reshape the online Hindi news and current affairs landscape --
in terms of compelling customer experience and user engagement. Jagran.com is the largest
language site in India with over 60 mn page views/month with 37 pages per visitor and a unique
user base of 1.6 mn per month
Under the banner of Jagran Foundation there are a series of initiatives that would help towards
the larger cause of nation building. The first in the series of such initiatives is Jagran Forum –
our first step towards “Thought Leadership”. The 1st Jagran Forum was on Democracy,
Development and Social Inclusion. The 2nd Forum was on “Democracy and Conflict Resolution
in Asia”. The 3rd Forum was on “Democracy : Challenges of Consensus Building”. All were
attended by dignitaries from across India and the World including the Prime Minster and Vice
President of India.

Jagran Research Centre (JRC) was established in May, 1996 as independent and premier
multidisciplinary research & consulting organization. JRC is also involved in publishing
reference books and magazines. These books include Jagran Yearbooks, Country and Statewise
statistical databank, Jagran Josh monthly magazine and others.

Punjabi Jagran, the Punjabi language daily of Jagran.

The Punjabi language is very widely used in Punjab - and this runs across all the Pop Strata of
Punjab. The language has great acceptance in the region, and it therefore makes an automatic
choice for us to complete our bouquet for Punjab. With the launch of Punjabi Jagran, we hope to
add newer readers, newer markets and strengthen the Jagran presence in complete Punjab.

JPL has grown consistently over the last 15 years though expansion and launch of newspaper
brands across various states and languages and at the same time also made successful forays into
other media like Magazines, Outdoor, Below the Line Marketing Solutions, Internet and Mobile
Value Added Services. Apart from having the scale and size across every media platform, JPL
has the objective of being the most professional communications solutions provider across every
platform.
Dainik Jagran:

The genesis for Dainik Jagran was in the year 1942. The year when the freedom struggle of India
reached its crescendo and found expression in the “Quit India movement”. Dainik Jagran was
launched during this time with the vision of our founder, the revolutionary freedom fighter, Late
Shri Puran Chandra Gupta “Create a newspaper that would reflect the free voice of the people”.
This vision was as much a reflection of the time when it was propounded as much as it is
relevant to us today. Even as on today, when Dainik Jagran markets control the political destiny
of the largest democracy in the world, the vision continues to guide us.
The tradition of truth that Shri Puran Chandra Gupta heralded was carried forward by literary
stalwarts like Shri Narendra Mohan. Apart from strengthening Jagran’s editorial stance, he
embarked on a drive towards modernization and building interaction between the paper and its
readers.

the first edition of Dainik Jagran was launched from Jhansi.

the 2nd edition was launched from Kanpur.

Rewa & Bhopal Editions followed in 1953 and 1956 respectively.

And thereafter began a trail of expansion :

Gorakhpur

Varanasi, Allahabad, & Lucknow

Meerut

Agra

Bareilly

Delhi
 Dehradun

Jalandhar

Hissar & Patna

Moradabad

Aligarh

Ranchi, Jamshedpur, Dhanbad, Bhagalpur, Panipat

Haldwani, Ludhiana

Muzaffarpur, Jammu, Dharamshala

Indore, Siliguri, Amritsar

Patiala

Bhatinda, Mathura, Haridwar, Rae Bareilly, Faizabad

MISSION STATMENT

“Create a newspaper that would reflect the free voice of the people.”
 CORPORATE PROFILE

Jagran Prakashan Ltd (JPL)is India’s leading media and communications group, with its main
interests across Newspapers, Outdoor, Internet, Magazines, Below the Line marketing solutions,
and Mobile Value Added Services.

Market

A nation’s economic and political wealth is often measured by its readership. The Indian print
media boasts several thousand newspapers and magazines is very uniquely placed given the
heterogeneity of our country. There are a vast number of publication mastheads across scores of
languages and pockets of distribution.

Rising income and literacy levels along with recent liberalization of media have given the Indian
media industry increasing momentum.

In this new, dynamic world of Indian media Dainik Jagran is an iconic brand. More than 55.7
million people reach out for Dainik Jagran making it the largest read daily of India.

Readership of Dainik Jagran has grown by multiples over the years. Today Dainik Jagran has a
readership of 7 million as per the Indian Readership Survey, 2012 Round 2. Not only this, Dainik
Jagran has been the largest read daily of India for the last consecutive 11 rounds of the Indian
Readership Survey. This is a unique record in the history of Indian media.

Achievements

Established With such outstanding credentials it is easy to see that Dainik Jagran would have
several achievements. In May 2006, Dainik Jagran was voted as the most credible source of
news within the print media by a BBC-Reuters study.

The readership and circulation numbers have grown exponentially over the last 6-7 years and
Dainik Jagran has marked India’s presence on the international media map by becoming the
largest read daily in the world.

In a fine show of marketing acumen Dainik Jagran has pulled even further ahead of its nearest
competitor. The gap now stands at a resounding 22 million (Source: IRS 2008 R2).

If statistics make a newspaper’s world go around then Dainik Jagran has other significant
achievements, as well: its readership is greater than all the 25 English dailies reported in IRS put
together. Interestingly, apart from being the largest read daily in the country, Dainik Jagran is
also the No,1 read daily amongst people who can read English.
Important figures

Readership of dainik jagran:

Dainik Jagran is India’s first largest and fastest growing newspaper. It has approx 7 million
readers in present (IRS-2012)

Department: The main departments of the Deink jagran are Market Development Department
an also known as Circulation Department, Scheduling Department, Space Marketing
Department, Editorial Department, System Department, Production Department an Dispatch
Department.

Economics of publication house:

A newspaper cost is Rs. 18-20 to the publication house at Deink Jagran. The cost is covered from
the advertisements that they receive, which is the work of the space marketing department i.e.
collecting advertisements for the dailies. Companies will give ads, in only those newspapers in
which their audience lies and it also depends on the circulation a readership figure. Therefore to
attract cash rich advertisers, publication house has to first create that class of audience, then only,
they will be able to attract advertisers, which is the main source of the revenue for Deink Jagran.

SUBSIDIARIES:
Dainik Jagran has not restricted itself to newspapers alone but has diversified in mutitudnous
fields, as it forages ahead to evolve into a Media House.The Jagran Group has other business
interests also, namely a 3000 TCD Sugar Mill at Saharanpur,

Jagmini Micro knits (P) Ltd. manufacturing knitwear socks as 100% EOU.

EDUCATION – A STEP TO SHAPE THE FUTURE GENERATIONS

They are also involved in educational activities at Kanpur as well as in Noida. The group is
running a C.B.S.E. School in Kanpur – Puranchand Vidya Niketan that is located in south
Kanpur. The group has also setup a public school in Noida “JPS”.
Jagran Institute of Communication and Management (JICM) seeks to empower students with
knowledge and skills required for managing an array of communication businesses has also been
set up by Dainik Jagran. Its mandate is to produce communication decision makers who will
occupy commanding positions in areas of communication policy, strategy and action. More
specifically, it would guide the young students in pursuit of knowledge along with a sense of
professional accomplishment in terms of employability in the corporate world.

E - PAPER

• Jagran now also has an e-paper, to facilitate the readers online if they so desire.

JAGRAN ONLINE

• The underlying objective will be to expand its presence across a range a media platforms and
evolve traditional media business, develop newer media businesses, and leverage synergies for
overall growth.

• As leaders, JPL’s biggest challenge in the future will be to preempt change, and ensure that as a
group we are present across every consumer touchpoint

As of October 2018, "Dainik Jagran" has 32 editions and the only daily to print over 200 sub-
editions, each one customized in content to the needs of the readers in different geographical
areas.
 MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. A marketing strategy should be centered on the key concept that customer satisfaction
is the main goal.

Marketing strategy is a method of focusing an organization's energies and resources on a course

of action which can lead to increased sales and dominance of a targeted market niche. A
marketing strategy combines product development, promotion, distribution, pricing, relationship
management and other elements; identifies the firm's marketing goals, and explains how they
will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of
target market segments, positioning, marketing mix, and allocation of resources. It is most
effective when it is an integral component of overall firm strategy, defining how the organization
will successfully engage customers, prospects, and competitors in the market arena. Corporate
strategies, corporate missions, and corporate goals. As the customer constitutes the source of a
company's revenue, marketing strategy is closely linked with sales. A key component of
marketing strategy is often to keep marketing in line with a company's overarching mission
statement.

1. Target Audience
2. Proposition/Key Element
3. Implementation

A marketing strategy often integrates an organization's marketing goals, policies, and action
sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy, which
might include advertising, channel marketing, internet marketing, promotion and public
relations, can be orchestrated. Many companies cascade a strategy throughout an organization,
by creating strategy tactics that then become strategy goals for the next level or group. Each
group is expected to take that strategy goal and develop a set of tactics to achieve that goal.

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large. It generates the strategy that underlies sales techniques, business communication, and
business developments. It is an integrated process through which companies build strong
customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the
customer as the focus of its activities, it can be concluded that marketing management is one of
the major components of business management. The adoption of marketing strategies requires
businesses to shift their focus from production to the perceived needs and wants of their
customers as the means of staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the
needs and wants of target markets and delivering the desired satisfactions. It proposes that in
order to satisfy its organizational objectives, an organization should anticipate the needs and
wants of consumers and satisfy these more effectively than competitors.

Sales

A sale is the act of selling of products or services in return for money or other compensation. It is
an act of completion of a commercial activity.

The seller – the provider of the newspaper – completes a sale in response to an acquisition or to
an appropriation or to a request. There follows the passing of title (property or ownership) in the
item, and the application and due settlement of a price, the obligation for which arises due to the
seller's requirement to pass ownership. Ideally, a seller agrees upon a price at which he willingly
parts with ownership of or any claim upon the item. The purchaser, though a party to the sale,
does not execute the sale, only the seller does that. To be precise the sale completes prior to the
payment and gives rise to the obligation of payment. If the seller completes the first two above
stages (consent and passing ownership) of the sale prior to settlement of the price, the sale
remains valid and gives rise to an obligation to pay.
Promotion

Promotion is one of the four elements of marketing mix (product, price, promotion and place). It
is the communication link between sellers and buyers for the purpose of influencing, informing,
or persuading a potential buyer's purchasing decision.

The following are two types of promotion:

1. Above the line promotion: Promotion in mass media (e.g. TV, radio, newspapers, internet,
mobile phones, and, historically, illustrated songs) in which the advertiser pays an advertising
agency to place the advertisement

2. Below the line promotion: All other promotion. Much of this is intended to be subtle enough
for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product
placement, testimonials, sales promotion, merchandising, direct mail, personal selling, public
relations, trade shows

The specification of five elements creates a promotional mix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A
promotional mix specifies how much attention to pay to each of the five subcategories, and how
much money to budget for each. A promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of a corporate image. Fundamentally, however there are
three basic objectives of promotion. These are:

1. To present information to consumers as well as others

2. To increase demand

3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet
advertisement, special events, endorsements, and newspapers to advertise their product. Many
times with the purchase of a product there is an incentive like discounts, free items, or a contest.
This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company,
but not normally to the public or the market - phrases like "special offer" are more common.
Mass marketing

Mass marketing is a market coverage strategy in which a firm decides to ignore market segment
differences and go after the whole market with one offer. It is type of marketing (or attempting to
sell through persuasion) of a product to a wide audience. The idea is to broadcast a message that
will reach the largest number of people possible. Traditionally mass marketing has focused on
radio, television and newspapers as the medium used to reach this broad audience. By reaching
the largest audience possible exposure to the product is maximized. In theory this would directly
correlate with a larger number of sales or buy in to the product.

The opposite to Niche marketing as it focuses on high sales and low prices. It aims to provide
products and services that will appeal to the whole market.
 Chapter 2
Functional Areas of the company

A brief department detail to give an idea of where the things are placed in DAINIK JAGRAN
is as follows:
  CIRCULATION DEPARTMENT/PSM DEPTT.
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.
To expand the market of the newspaper by adding more customers to its list.

 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. 3/-.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 have their agents who collect contract from the clients and then this agent
decide that, what is the expectation of client. So on that bases agent selects any media.
Advertisement is generally designed by agent but only circulated by media. So sometime media
also design some advertisement, but they get client from only agents.
  EDITORIAL DEPARTMENT
Editorial 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.

 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 the advertise, which matter and advertisement should be in which page is the
looked out by scheduling people. For this scheduling the department forms a dummy A-4 size,
adjusting the editorials and the ads in that paper to know the place of the same in the original size
paper.

 SYSTEM DEPARTMENT
System department is responsible for the communication network as well as all the technical
related problems in the company. All the branches of Dainik Jagran are linked with cytrix and J-
connect with the Head Office.

.
  PRODUCTION DEPARTMENT
After receiving the facsimile copy on the butter paper from the system 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 crore approx, They call it TOWER. 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. 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.They import the reel for jacket (i.e. cover page for newspaper) from Russia.

 DISPATCH DEPARTMENT
Dispatch department is responsible for the regular dispatch of the total number of copies at
various destinations at the right time. It is also responsible for how many copies should be reach
at each center i.e. local or upcountry. There are about 155 upcountry and 8 in Aligarh. The
distribution at these centers is very important to be on time. Even the commission has to be taken
off. The function of function department is to generate rush mail and put it on the parcel. Rush
mail shows the number of the copies in the parcel and its destination address. With this a route
control statement is also there for each taxi driver, which shows the number of parcels for each
and every destination, comes under his route.

There are also two other department without the company cannot be run. Those department
without which any firm is incomplete.

 FINANCIAL DEPARTMENT
This department is responsible for all the financial matters. Matters are related to salary,
operational expenses and other expenses. It is also responsible for the cutting the cost of the
publication.
  HUMAN RESOURCE DEPARTMENT
This is the department responsible for the HR supply in the company. Dainik jagran has this
department is in Aligarh also, but they have their head office at Kanpur and Noida.

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.

Hence all these departments are interlinked and proper cooperation and coordination is a must in
the newspaper industry. This helped me in getting a better understanding of teamwork, and the
importance of every second, because newspapers are published daily and a delay of single
second or a minute mistake can lead to a blunder.
 SWOT ANALYSIS

SWOT Analysis of Dainik Jagran with USP, Competition, STP (Segmentation, Targeting, Positioning) -
Marketing Analysis

Dainik Jag ran

Parent Company Jagran Prakashan Limited

Category Hindi-language daily newspaper

Sector Media & Entertainment

Tagline/ Slogan Many rays, One raising sun

USP One of the most popular newspaper dailies in India consistently

Dainik Jagran STP

Segment Hindi reading population

Target Group Professionals ,students and home-makers

Positioning Caters to the needs of Indians in multiple ways

Dainik Jagran SWOT Analysis

1. Average Issue readership of 16+ million

2. The publishing company is listed on National Stock Exchange and Bombay Stock
Exchange
3. 36 editions currently published across eleven states in India
4. MMI Online is the digital media wing of Jagran testing new ideas
Strengths 5. Strong brand presence and substantial market share

1. Competition from english dailies is reducing share in urban areas

Weaknesses 2. Limited online popularity compared to english newspapers

1.Adequate usage of online epaper to generate more revenue by promoting ads and other
commercials
2.Well-utilization of existing resources can increase the readership further
Opportunities 3.Big opportunity exits in South India to be exploited

1.Cut-throat competition from other players in the industry

2.Acquisitions not the only choice left for expansion as it may lead to not-so-synergetic firm
Threats 3.Immediate need to retain the No.1 position may lead to increase in expenses
 Dainik Jagran Competition

1.Dainik Bhaskar
2.Hinduatan
Competitors 3.Amar Ujala
 CHAPTER 3
SALES AND DISTRIBUTION

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. Hence, sales and distribution is a vital activity. Sales hence comprises of the
outcome of what all which was done to manufacture that product. Success of selling department
is the success of the company.

Dainik Jagran 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. Hence I can mainly divide the supply of the newspaper in two main categories:

 Pre press activity

 Post press activity

Pre press activity involves all the editorial departments work where they have to collect the news
and it has to be given to the production department in a prescribed limit. This time limit is said as
the cut off time or releasing time.

Post press activity is the distribution. Deink jagran has divided ALIGARH in two main section,
i.e. ALIGARH and upcountry market. This upcountry market has about 153centers.

 8 local centres or agencies.

 46 agencies inHathras (upcountry).
  109 agencies in Aligarh dehat(up country)

Dainik Jagran gets involved in many kinds of sale activity. They are:

o Subscription Sale :
A one year or two year by subscription by paying fixed amount is sale by subscription
o 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.
o Line Sales:
Line sale is the in which it is post paid billing. When the customer gets the Business
Standard copy through the vendor and pays in the end of month, it is line sale.
o Institutional Sales
Few corporate, hotels and colleges take copy in bulk, which is said to be as institutional
sale. Business Standard has the responsibility till the delivery at their doorstep and further
distribution is on the company or the institution concerned
o Corporate Sales
In corporate sales, executives have to do cold calling or they have to take appointment
from the concerned person and then after meet, executive must convince the client. If it is
big corporate and staff are such that, they read financial daily at their home, then for bulk
subscription they have to try.

DISTRIBUTION

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.

How Dainik jagran reaches to you?

 RAW MATERIAL

PRINTING PRESS
(ALIGARH)

AGENTS IN THE
CITY

STALLS(BUS
HAWKERS STATION &
RAILWAY STATION

READERS
 CHAPTER 4

RESEARCH METHODOLOGY