Rishabh

A SUMMER INTERNSHIP REPORT ON Sales Promotion AT THE INDIAN EXPRESS LTD Submitted to L.J.
Institute of Management studies
In requirement of partial fulfillment of Master s of Business Administration(MBA) 2 years full time Program of Gujarat Technological University
Submitted on: 18th July 2011
Submitted by:
Vrushabh bhadiyadra 107290592110 Batch 2010-2012
Summer internship project L.J.M.B.A
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PREFACE
Master of business administration is a unique course, which aims at developing human recourse assuming responsibility as manager and executives at senior levels of management in business under-takings.
Final project at this year curriculum is a step to bridge up the gap between the practical applications. A person aspiring to enter in management profession must have practical knowledge of the speclized subject.
It is rightly said by Swami Vivekananda pound of theory
One once of the practice is growth of the thousand
With a view to fulfill this objective, a general report is to be prepared by first year student.
I have selected to under go training in the area of Marketing Management, for 4 weeks and to enjoy a better exposure I have preferred a city like AHMEDABAD.
Theoretical knowledge together with a blend of practical knowledge is provided to us in M.B.A. I am glad to present my report on practical training. At the same time I have also express that, PROJECT TRANING with understanding is a great opportunity which has provided me great satisfaction when I had a chance to do something to the practical, is view to fundamental aspects of theory. All these could not have been achieved without sound practical approach.
In following pages, I am presenting a report on that I saw, learn, experienced in conducting a final project study at THE INDIAN EXPRESS LIMITED.
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ACKNOWLEDGEMENT
Training is part of our study, which gives practical knowledge to us. From training students will learn different function carried out in organization and they will become familiar with the problems, which they will face in near future.
I would like to thank
Mr. MUKUND SHUKLA (Branch Head).
The Indian Express
Newspaper, Ahmedabad that they have given me an opportunity to work with the well-known organization.
I would like to thank Mr. RONAK SIR
Mr. RAKESH TOMAR
(assistant Circulation Manager, Ahmedabad) and
(Ahmedabad) for their guidance and co-operation.
I express my sincere thanks to guidance regarding the project.
Prof. MANISHA JALLA DHAR ,
for her valuable advice and
I would like to thank all employees of The Indian Express because of their co-operation and support in spite of work rush. Without their support and guidance this project was not possible.
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C e rt if ic a t e
It is hereby certified that the work incorporated in the thesis submitted entitled Sales Promotion submitted by Vrushabh bhadiyadra comprises the result of independent and
original investigation carried out me. The material which obtained (and used) from other sources has been duly acknowledged in the thesis.
Date: Place: Signature of the student
(Vrushabh Bhadiyadra)
It is certified that the work mentioned above is carried out under my guidance.
Date: Place: Signature of the faculty guide
(Manisha Jalla dhar)
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CONTENT
Chapter PARTICULAR P.NO 7 9 12 2.1 Organizational structure MISSION & VISION 2.2 Advertisement 2.3 Product Profile 16 2.4 Overview of Different Departments 23 2.5 Distribution Channel 41 2.6 Achievements 2.7 Awards 3 Research Methodology 3.1 Objective of the study 45 3.2 Research design 46 3.3 Data collection 46 3.4 Data collection Instrument 47 3.5 Sampling plan 4 Interpretation & Findings 5 Limitations 6 Suggestion 7 Conclusion 8 Bibliography 9 Annexure 47 48 61 62 63 64 65 42 44 45 15
1 Introduction about the Industry 2 About company
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EXECUTIVE SUMMARY
The Media industry is primarily involved in the production, dissemination and consumption of information and content. The Media industry consists of all different sizes of businesses. Media is a fairly general term and can include such industries as Television, Radio, Magazine and Newspaper publications, online publishing and websites. The Media industry plays a very prominent role in our society and economy. The Indian Express Group is a flag-bearer for the Indian publishing industry. It brings out over 12 publications, in 6 major languages, from 20 publishing centers across the country. It has over 6 million readers across the country. Covering the length and breadth of the country from Jammu to Kochi it is the largest publishing house in India.
It is being Marketed through a network of over 5000 agents, 34 offices spread across the country, and a staff of over 600 marketing personnel. The Indian Express group publications include the Loksatta and the highly respected Bollywood weekly Indian Express , The Financial Express,
Screen among others.
Today, the Indian Express Group boasts an extensive newsgathering and marketing infrastructure as well as a state-of-the-art communications network within the Indian publishing industry. The Group is constantly evolving to keep in touch with tomorrow. Technology is being constantly updated. Innovative ways of doing business are explored.
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CHAPTER -1
INTRODUCTION ABOUT INDUSTRY

Compared to many other developing countries, the Indian press has flourished since
:-
independence and exercises a large degree of independence. Many of India's great Englishlanguage newspapers and some of its Indian-language press were begun during the nineteenth century.
The Indian press has experienced impressive growth since independence. In 1950 there were 214 daily newspapers, with forty-four in English and the rest in Indian languages. By 1990, the number of daily newspapers had grown to 2,856, with 209 in English and 2,647 in indigenous languages. The expansion of literacy and the spread of consumerism during the 1980s fuelled the rapid growth of news weeklies and other periodicals. By 1993 India had 35,595 newspapers--of which 3,805 were dailies--and other periodicals. Although the majority of publications are in indigenous languages, the English-language press, which has widespread appeal to the expanding middle class, has a wide multicity circulation throughout India. There are four major publishing groups in India, each of which controls national and regional English-language and vernacular publications. They are the Times of India Group, the Indian . The
Express Group, the Hindustan Times Group, and the Anandabazar Patrika Group Times of India is India's largest English-language daily, with a circulation of 17,00,000, published in six cities. The Indian Express, with a daily circulation of 15,19,000, is published in seventeen cities. There also are seven other daily newspapers with circulations of between 134,000 and 477,000, all in English and all competitive with one another.
Indian newspaper industry has become the largest in the world surpassing the US and China with 2,700 dailies. There is a 44 per cent increase in the number of newspapers in India since 2005. A study titled World Press trends 2010 published by the World Association of Newspapers (WAN-IFRA) says that India also has the world's highest paid-for daily circulation, having surpassed China for the first time in 2008. Summer internship project L.J.M.B.A Page 7
The US has got 1,397 paid-for daily newspaper titles and China 1,000. The English dailies have been reaching out to the information hungry middle class homes as one of the largest English daily The Times of India has got the circulation of around four million. The non-English press is also picking up as the circulation of Hindi newspapers have risen from less than eight million in the early 1990s to more than 25 million in 2009. The study states that the circulation will not give an exact figure as more people tend to read newspapers than buying them. When it comes to the readership, the non-English newspapers top the chart. Dainik Jagaran with 55 million readership tops the list. The Times of India gets 11th position with 13.3 million readers. The study further states that India is the country where the newspapers are very cheap. The newspaper organizations make revenue out of advertisements than the sales. The growth of newspaper industry has been attributed to the increasing rate of literacy in the country. According to the government estimates, the literacy rate in the country has gone up from 35 per cent in 1976 to 82 per cent in 2009.
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CHAPTER-2
ABOUT COMPANY:The Indian Express started in 1932 as the unifying voice of India s struggle for independence. Whether it be the independence of the country or the rights of individuals, the group has been fiercely unequivocal in its support of human liberty. Its current avatar by Ramnath Goenka when the struggle for Indian independence was at its peak. Goenka, a follower of Mahatma Gandhi, heeded his call for an independent voice of India's millions and took over the newspaper from S. Sadanand for Rs. 300,000 - all the money he had at the time. Often taking on the British regime, Goenka infused the legendary anti-establishment spirit in its content that remains its hallmark. The newspaper that's been accused of being "maker and destroyer" of governments Its legendary founder, Ram Nath Goenka, used it as a weapon to call to account the errant establishment. The Express carries on the tradition. Even after independence and in the years since then, the Indian Express Group has remained a crusader. Reflects the many concerns of citizens, and mirror the development taking place all around.The company believes in ethical conduct through professional management and has a forward-looking outlook 12 Publications. 30 Editions. 6 major languages. 6 million readers. Covering the length and breadth of the country from Jammu to Kochi.Marketed through a network of over 5000 agents. 34 offices spread across the country, and a staff of over 600 marketing personnel. The Indian Express is the newspaper that makes national impact everyday. It gets published from Ahmedabad, Chandigarh, Delhi, Jammu, Kolkata, Lucknow, Mumbai, Nagpur, New York (Weekly), Pune and Vadodara. It has 20 pages daily, packed with news, information, analysis, business, edit, sports & entertainment. Priced at Rs. 2.50 from Monday to Saturday and Rs. 5.00 on Sunday
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The Indian Express group publications include the Loksatta and the highly respected Bollywood weekly -
Indian Express
, The Financial Express,
Screen among others.
Today, the Indian Express Group boasts an extensive newsgathering and marketing infrastructure as well as a state-of-the-art communications network within the Indian publishing industry. The Group is constantly evolving to keep in touch with tomorrow. Technology is being constantly updated. Innovative ways of doing business are explored.
SWOT ANALYSIS
STRENGTH
Indian Express and Financial Express both have got strong brand image, so company can encase this for other segments also.
The investigative stories of the Indian Express differentiate itself from its competitors.
Direct marketing used by the circulation department can cover potential market.
WEAKNESS
The promotional schemes are not planned and implemented well.
In case of Financial Express- high price as compared to the competitors.
No free gifts given to the readers.
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There are very less supplements with the main news paper.
No information about education in paper.
Newsprint quality.
OPPORTUNITIES:
Currently company is giving 50% off on Financial Express, which helps the company to expand the market.
There were around 80% Gujarati medium schools and only 20% English medium schools in 1990, but these figures have changed to 80% English medium and 20% Gujarati medium schools.
THREATS:
High competition from Times Of India, which affects the readership of Indian Express group.
In the state of Gujarat there are only 8 to 10% of English readers.
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2.1) Organizational structure AND Mission & Vision:-
A. Organizational structure:-
Organizational structure
BRANCH MANAGER
SPACE MKTG HEAD
CIRCULATION HEAD
PRODUCTION HEAD
REPORTING HRAD
ASSIST. SPACE MKTG MANAGER
CIRCULATION MANAGER
PRODUCTION MANAGER
EDITOR
SENIOR EXECUTIVE
ASIST. CIRCULATION MANAGER
ASIST. PRODUCTION MANAGER
SUB EDITOR
EXECUTIVE
SENIOR EXECUTIVE
REPORTER
TRAINEE
EXECUTIVE
SUB REPORTER
TRAINEE
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CONTINUE ..CONTINUE ..
ACCOUNTS
CHIEF ACCOUNTANT
ACCOUNT MANAGER
ASSIST. A/.C MANAGER
CASHIER
CIRCULATION ACCOUNTANT
ADVERTISEMENT ACCOUNTANT
GENERAL ACCOUNTANT
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B. Mission and vision

MISSION :-
:-
The mission is to expand the market share of Indian Express by creating a new market and by taking bites from competitors market share and to stand at a respectful position in this marathon and also keep up with the pace of the changing needs of our valued readers. VISION :-
Journalism Of Courage: - The Editorial Vision

"Our philosophy is to cover all the news that the other newspapers would either not be able to access, or would not be able to publish, for whatever reason. However, our philosophy also is to publish all such news in a balanced and fair manner."
"We always have sharp opinions and we always take a stand on issues. The Indian Express has never had a missionary position on anything. It's either one way or the other. This is by and large our philosophy"
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2.2) Advertisement
:In Indian
The rates of the advertisement are decided on the basis of per square centimeter. Express, rate for Per Square Centimeter is Rs. 45. Rates are generally higher for odd number of pages. There is premium system for the advertisement rates. If client wants to give black & white advertisement on the front page 100 % premium is taken. If client wants to give colour advertisement on the first page 200 % premium is taken, 3
rd
The rate differs from page to page.
page carries 25 % premium
(Rates as per business standard newspaper). In Gujarat Samachar, The Times of India page no. 3, 5, 7 carries premium. In the field of publication, the leader never does bargaining with the rates of advertisement. If client wants to give advertisement in no. 1 newspaper he contacts the space marketing person of that publication. If market follower wants to take advertisement in their newspaper they have to do bargaining with the clients for the rates of advertisement. The readership of the newspaper plays an important role for the space-marketing department. It is because on the basis of the readership of the newspaper the number of advertisement in the newspaper is decided.
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2.3) Product Profile
:-
Today, the Indian Express Group boasts an extensive newsgathering and marketing infrastructure as well as a state-of-the-art communications network within the Indian publishing industry. From a single edition to 35 national editions, 14 publication centers and 7 language dailies that reach over 19 million people across the country.
The Indian Express was born in 1932 as the voice of India s struggle for independence, with a single edition from Madras. Till today, The Indian Express delivers on its promise of fearless, empowering journalism.
It enjoys the distinction of having more reporters in the field than any other Indian newspaper. The Indian Express was also the first Indian newspaper to launch a separate metro section that focused on local issues. Going a step further, in 2003, it launched citizens initiatives such as the release of support to disabled soldiers, and the announcement to create a war memorial in Pune and Chandigarh. Little wonder that in 2003, the Express won the first International Press Award for courageous journalism in India.
In four years, since it was launched in 2002, The Sunday Express has redefined Sunday reading in India. Without sacrificing on the news, the weekly edition delivers the perfect combination of people and personalities, events and entertainment, business and books. With a host of news-making personalities, star writers and columnists
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such as Soli Sorabjee, Taveleen Singh and Sudheendra Kulkarni speaking their minds through exclusive columns. "The Sunday Story" is an exclusive on the burning issues of the week, complete with interviews, analysis and photos, whereas Black and White is a unique two-page, photoheavy spread that brings together facts, opinions and prognostications on a burning story of the day.
Loksatta was uniquely successful from its inception 58 years ago, as it was one of the first Marathi dailies in the format of an English newspaper. It went from strength to strength because of the quality of its news and editorial content. Today, it has editions from Mumbai, Pune, Nagpur, and Ahmednagar and is the only Marathi daily with a wide variety of weekly and weekend supplements.
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Established in 1961, the Financial Express is one of the most in-depth and incisive national business dailies. It offers comprehensive coverage of economic policy, business developments and market trends. In doing so, it encourages readers to make informed, empowered financial decisions. With editions in Delhi, Chandigarh, Mumbai, Kolkata, Kochi, Bangalore, Chennai, Hyderabad and Ahmedabad, The Financial Express is also the only pink vernacular business daily published in Gujarat out of Ahmedabad.
Lokprabha, a weekly Marathi magazine, came into being 32 years ago. It carries extensive and in-depth coverage of topics, ranging from social to political, cultural to educational and many more. Lokprabha is seen as the only magazine that symbolises Maharashtra in its true form. Indepth scrutiny is at the heart of of Lokprabha. As loyal readers know, it s only here that you get an actual analysis of any situation.
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Jansatta is a leading Hindi daily belonging to The Indian Express Group, published out of Delhi and Kolkata and known for its strong readership base in the Hindispeaking belt of Northern India.
Screen was launched in 1951 in response to an acute need of the film industry the need for authentic and engaging reportage on happenings in tinsel town. In
the next decade, the paper established itself as the only cinema bulletin covering every aspect of filmmaking. It has remained indispensable for both the film fraternity as well as for film buffs. Soon, Screen became the paper both the government and film bodies looked to for guidance and endorsement. The only paper that film distributors all over the country relied on to purchase rights of under-production films. Till today, the film fraternity feels that launches and premieres are incomplete without a prior mention in Screen. In 1994, the Screen Awards were launched. Structured on the lines of the Oscars, they are the film industry s only and complete jury awards and are one of the Group s strongest properties today. The Awards have since grown to being the biggest and one of the most looked forward to events of Bollywood. Further, the telecast of the event records the highest 10 point TRPs in the events category.
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ExpressIndia.com is the portal for the Indian Express Group of Publications and hosts IndianExpress.com, FinancialExpress.com, ScreenIndia.com, Loksatta.com and Lokprabha.com, besides running news feature sites like ExpressCricket.com, and KashmirLive.com. Expressindia.com is one of the best Indian news websites and has earned the distinction of always being the first to break the news. Expressindia.com, that is especially popular among the NRI community for its reliable, unbiased and the latest news content, has to its credit several international awards such as The Outstanding Site Award from Web Crawler Inc., USA, Abby Award (Advertising Award) and the Chip Award.
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The Business Publications Division empowers business sectors.by publishing some of the finest B2B journals in the country. The division also owns some of the top print media brands across four vertical segments: Technology, Healthcare, Travel & Hospitality and Textiles. Express Computer - With a circulation of more than 61,000 copies, Expess Computer is one of the leading IT publications in the country. It counts among its readers Chief Technology Officers, Software Professionals and Senior Management and has successfully met the information needs of diverse vertical IT communities.
Technology
Network Magazine -
A specialised publication for the
Technology sector, Network Magazine enables the deployment, evaluation & management of enterprise IT infrastructure. This monthly magazine has a circulation of 31,500 and is a source of knowledge for a number of Networking Professionals, MIS & Technology Management Consultants
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Express Pharma -
Often considered the final word in the healthcare
industry, this weekly magazine is a leading source of information for professionals in the pharmaceutical and allied industries. Express Healthcare Management This fortnightly is an excellent
source of quality business information for healthcare professionals
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2.4) Overview of Different Departments
:-
There are total 6 departments in the organization. And they are responsible for different works. Although all the departments have to do different activities but at the end they have to work together and one department is dependent on other. Thus they are following system approach in the work.
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EDITORIAL DEPARTEMENT
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The structure of the Editorial Department
Resident Editor
Assistant Editor
Editorial Chief Sub Editorial Sr. Sub Editorial
Chief Reporter Principal Corresponding
Sr. Reporter Sub Editorial
The Editorial collects news from reporters and from various news agencies. Edits the contents. Fills the remaining/allocated space by the advertisement department with articles and reports. There are two parts in editorial department:
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(1) Desk department
The main activity of the desk department is to correct the grammar mistake and tune them in proper manner. Another imp. Activity is that it decides the importance of the news, so according to that the news is print.
(2)
Reporting department
In this section they gets stories and news from the reporters and paste it in the computer. It decides the size of the photograph as per the space available. Collects adds from space department and allot space for news. There are various news agencies, which provide news to the editorial department. e.g. PTI, UNI, AFP , REUTERS, AP.
TYPES OF REPORTERS
(1) Municipal crime reporter (2) Sports reporter (3) Health reporter (4) Crime reporter (5) Business reporter (6) Bollywood news reporter (7) Political news reporter.
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THE EDITORIAL PROCESS

The process of producing a daily edition of a large city newspaper begins with a meeting of the paper's editors in Mumbai, who determine the amount of editorial copy in an issue based on the advertising space that has already been sold. A specific number of pages are agreed upon, and the editorial assignments are made to the various departments. The section of national and international news, generally the first part of the paper, is compiled from correspondents who send in their stories electronically, usually via computer. There, the editor checks the stories, sometimes rewriting them or increasing or decreasing their length. Additional stories of importance are compiled from wire services such as Reuters. These are organizations that employ reporters in various cities of the globe to compile stories and items quickly for dissemination over telephone wires. These layouts are sent to Ahmedabad through Varied Area Network, from where they are sent to Baroda. At the Baroda center rectifications like date-line and other corrections, if any, are made.
For a typical, news breaking story of local (Baroda) origin, the process begins with a correspondent submitting a report, to the "rewrite" desk person. The rewrite journalist fine-tunes the wording of the story and makes sure it answers the six important questions: who, what, where, when, why, and how. He or she then sends it over to the computer at the city desk. The city desk editor, who is responsible for the paper's local content, looks over the story, makes additional changes if necessary, and sends it over to the news desk. The news editor at Ahmedabad, who makes the final call about which stories to run in the upcoming edition based on their relevance, may make further changes before submitting the piece to the copydesk.
From this point, the story is set to be inserted on a certain page that has already been roughly laid out by both the news editor and a makeup editor. After the news editor has determinedthe placement of the story on the particular page the story is sent on to a composing room.
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PRODUCTION DEPARTEMENT
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THE MANUFACTURING PROCESS
Typesetting
The composing room receives the story in an electronic format, with the computer text file already translated with typeset codes. In a typeset file, the characters are of the same "type" style, size, and width as they appear on the pages of the newspaper. Here the photographs are Updated, so that it appears clear. Every photograph is made up of four major colures:
C Cyan M Magenta Y Yellow K Black
The final print out is taken for coloured pages on the LPF (Laser Printer Film) and for the B/W pages on the butter paper, which is cheaper than the LPF. For each colour i.e. for C,M,Y,K different print outs are made. These are than overlapped in such a way that registration mark on each of the paper should match. If the marks do not match then the picture would not be clear.
Image transference
The pages those are set to printed together are then taped down onto a device called a "stripper," and an editor checks them over once more for errors. The strippers are then put into frames on light-sensitive film, and the image of each page is burned onto the film. The film of each page is inserted into a laser reader, a large facsimile machine that scans the page and digitally transfers the images to the printing center of the newspaper. Summer internship project L.J.M.B.A Page 29
At the printing center, typically a large plant separate from the newspaper's editorial offices and centrally located to facilitate citywide distribution, the pages arrive at the laser room and are put through a laser writer, another scanning device that makes a negative image of them.
Plate making
From these negatives, the forms from which the paper will be printed are composed in a plate making room. The film of the page, usually done two pages at a time, is then placed on a lighted box. Next, an aluminum plate containing a light-sensitive coating is placed on top of the image of the pages. The light box is then switched on, and ultraviolet light develops the image of the pages onto the aluminum plate. The aluminum plate is then bent at the edges so that it will fit into a press, and is fitted onto plate cylinders.
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Printing
A newspaper is printed on thin paper made from a combination of recycled matter and wood
pulp. It is an A3 size paper, having height 53 cm and breadth 35 cm. The production plant which is separate from the editorial and advertising headquarters, print the editions, and a network of delivery trucks bring them to the newsstands and geographical distribution centers for subscribers
The aluminum plates of each page next move on to the actual printing press, an enormous machine often two stories high. When the press is running, the noise in the building is deafening and employees must wear earplugs. The most common method of printing newspapers is called web offset. The "web" refers to the large sheets of blank newsprint that are inserted in rolls, sometimes weighing over a ton, into the actual printing press. The reels of newsprint are loaded in at the bottom floor of the press. The rolls are inserted onto a reel stand. The plate cylinders then press the image of the page onto a blanket cylinder, leaving a version of the page's image on the cylinder's soft material. When the paper runs through the press, the blanket cylinder presses the image onto it.
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The chemical reaction of the ink, which contains oil, and the squirting of jets of water into the process results in the actual newspaper page of black or colored images on a white background. Since oil and water do not mix, the areas where ink should adhere to the page are black or colored, and water washes away the parts where ink is not needed. Next, the large sheets of printed newsprint move on to another large piece of machinery called a folder. There, the pages are cut individually and folded in order. This entire printing process can move as fast as 60,000 copies per hour. Quality control technicians and supervisors take random copies and scan them for printing malfunctions in color, order, and readability. Next, a conveyer belt moves the papers into a mailroom section of the plant, where they are stacked into quires, or bundles of 24. The quires then move to another section where a machine wraps them in plastic. The bundles are now ready to be loaded onto delivery trucks for distribution.
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MARKETING DEPARTEMENT
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The newspaper costs around 14 to 15 rupees, and as we had discussed earlier that its selling price is around 2.5 rupees. So to get profit from this there should be a source of revenue. This revenue is generated from two sources:
1) Circulation.
2) Advertisements.
Thus there are two departments in marketing:
1) Circulation department, which takes care of sales of the newspaper, and 2) Space marketing, which allocates the space for the advertisements.
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A) CIRCULATION DEPARTMENT:
Circulation department is responsible for the circulation of the newspaper in the whole region, which comes under the preview of the respective editions.
Activities of the circulation department
Following are the activities of the circulation department:
1 Recruit agency 2 Dispatch news papers 3 Collection of payments 4 Promotional and branding activities. A. Events B. Customer contact program C. Trade activities.
This is a very important department for the newspaper as this is only the one, which is responsible to create brand awareness in the customers mind, and also the one who is responsible to maintain a direct relationship with the suppliers, newspaper agencies and the customers.
These people also carry out all the promotional activities. The Indian Express uses sources like hoardings, television and magazine ads, organizing events, etc. for its promotion. NDTV India, a news channel, is used for the promotion of the Group. On the occasion of the Environment Day a event was organized at Vadodara in cooperation with the ONGC. During the launch of Financial Express (Ahemdabad edition) hoardings were used.
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DISPATCH DEPARTMENT:
DISPATCH DEPARTMENT
UP COUNTRY CHANNEL (VADODARA DISTRICT)
CITY SUPPLY
C I R C U L A T I O N
AGENTS (UP COUNTRY)
Kalupur
Paldi Nehrunagar
Maninagar Incomtax
Khanpur
SUBAGENTS (REMOTE AREAS) HAWKERS
READERS READERS
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HAWKERS:
You may not even know the name of your vendor but remember, he makes sure you know something about the world. He is the unsung hero of the world of news and letters.
They sneak in the world through your door. They make sure the world comes calling at your doorstep with a pinpoint accuracy. In the wee hours when the world sleeps they venture out, taking their rickety cycles out, honking their way through the streets. To the nearest depot, actually a collection center for most local newspapers.
Then the process of sorting the newspaper begins, colony-wise, block-wise, row-wise and so on. Within this classification comes the intricate task of putting newspapers in order. Some want the paper that people trust; others vouch for the one that claims truth must prevail.
The hawkers get around 33% commissions.
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B) SPACE MARKETING DEPARTMENT:
We know that the elder son is more responsible than the parents in the home to earn. In the same way, Space Marketing Department is the department that earns the revenue and is responsible for it, while the Editorial department is important for the organization by the readers point of view. The editorial section is written by reporters and other journalists at the direction of editors and may also be compiled from wire service reports.
ACTIVITIES OF SPACE MARKETING DEPARTMENT
Marketing/Sale space of various publications of Indian Express Group and its other products, collect advertisements and in turn generate revenues.
Collect the advertisement by fieldwork. Media and Scheduling the ads like
1. When to publish 2. How to Publish 3. What space require for that advertisement. 4. On which Page it should be print 5. According to place and space the rate of that advertisement is decided. 6. Make DUMMY 7. Collection of payments of advertisement from the customers.
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A mock-up of the page, essentially a blank form showing where the stories will run and where pictures and advertising will be inserted, is called the "dummy." The makeup editor has already met with the space-marketing department to determine how such pages will be laid out with ad space. The dummy has rough notes for headlines, story insertions, and graphic elements such as photos and tables of statistics. It also shows the date of the edition as well as a page and section number. After the news editor has determined the placement of the story on the page in question as well as the other items set to run there the dummy is sent on to a composing room.
DIFFERENT CATEGORIES OF ADVERTISEMENTS

The advertising content of a newspaper can be divided into two parts,
(1) Classifieds (2) Display. Classified ads are small, text-only items obtained via telephone and set into the format by the classified advertising representative. Sales representatives employed by the newspaper who actively solicit local businesses for this larger, more visually oriented ad space obtain display ads.
In addition to these other categories are tenders, financials, appointments, etc. Display, financial and tenders have higher rates, while classifieds and appointments have lower rates. The vernacular newspapers have the display category revenue higher than the others. The front page, the last page and the 3 page are the main pages where the advertisements are
rd
printed. These pages are also more costly as compare to other. The charge for printing an advertisement varies from day to day. It also varies for different newspaper. The maximum advertisement height is 49 cm. without date line and the maximum breadth is 33.2 cm. The minimum height is (3*4) cm. 60 col. cm. (20*3, 30*2); 100 col. cm.; strip (12*8). Any advertisement on the front page can be taken in the below mentioned size only.
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2.5) Distribution Channel :Distribution Channel of Ahmedabad city
Production Department
Distributor Center Agent
Vendor
Stalls
End Customer
As above shown, distribution channel starts from the distribution. Production department supplies copies to the distributors. There are vans with the company to distribute the copies from the production center to the different distribution points. After that distributor supplies it to the Agent then through vendors, Cash stall then ultimately it goes to the customer.
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2.6) Achievements:The Indian Express was started in 1932; its first edition was published in Chennai. Today it publishes its publications in 7 different languages, which are English, Marathi, Gujarati, Hindi Tamil, Kannada and Telugu. Such a high coverage in different language does not provide anybody except The Indian Express..
The Indian Express group has launched North American edition in June 2000 to give NRI readers a flavours of relevant and credible news of the latest happenings back home. It has fast become a popular and credible weekly among the NRI Community. It is also associated with TIME magazine through a Combination subscription package. One of the biggest achievement of Indian Express group we can call is that what people in the chair have on their tables, means Narayana murthy , the chairman of Infosys trust on The Financial Express, the best in business make it their business to read it.
(1) The International Press Institute (IPI) Award (2004)
The Indian Express received the first International Press Institute (IPI) India Award for Outstanding Work in Journalism, for its fearless and comprehensive reporting of the Gujarat riots and their aftermath, Vice-President Bhairon Singh Shekhawat presented the award - a trophy worth Rs 2 lakh, with a citation - to The Indian Express at an awards ceremony on February 23, 2004, in New Delhi. (2) The International Federation of Journalists (IFJ)
Sweta Ramanujan
(India) won the prestigious International Federation for Journalists
(tolerance) award for "Mill On The Loss", which appeared in The Indian Express on November 30, 2003. Mill on the Loss is an incisive report on the economic basis of communal hatred. This piece explores the socio-economic roots of communal tension in certain areas of Maharashtra.
Page 41
(3) Sanskriti Award from Pratishtan Foundation:
Muzamil Jaleel
has been noted for his discerning stories on the psychological cost of violence in Jammu
and Kashmir, impact of violence on the children and on the state s literature, visual arts and the society in general. (4)
7th Polestar Award presented by Polestar Foundation: Stavan Desai was given The 7th Polestar Award for Breaking News
The Indian Express reporter in 2004.
(5) Chameli Devi Award
The Indian Express special correspondent
Sonu Jain , whose coverage of environment and
agriculture in this newspaper - from illegal mining to CNG, Bt Cotton to melting glaciers touched off judicial intervention and policy debates, has been awarded The Media Foundation s 2003-04 Chameli Devi Jain Award for an Outstanding Woman Mediaperson
(6) Prem Bhatia Award for Excellent in reporting on Enviornmental issue: .
The award for environmental reporting went to The Indian Express senior assistant editor Mazoomdar for his series on missing tigers in India s national parks, beginning with Sariska. Mazoomdar s stories forced the government to form a Tiger Task Force headed by Prime Minister Manmohan Singh.
Jay
(7) Prem Bhatia
Award for Excellence in Political Reporting & Analysis:
The Indian Express Principal Correspondent
Varghese K George
received the Rs 1 lake Prem
Bhatia award for excellence in political journalism for his exposes on how government officials siphoned-off crores of rupees meant for flood relief in Bihar
Page 42
2.7) Awards:-
As a social responsibility Indian Express has raised different Relief funds for Latur earthquake, kargil war, Morvi dam disaster, village school in chitrakoot etc. All these endeavors have created a special niche for the group in the journalistic history of India. These efforts have also won the Pioneer Awards for the Best Social Campaign of the year. In 1995 & 1996, The Indian Express campaigns on Old Age won the A & M campaign of the year awards, the Advertising Agencies Association of India and Bombay Club Awards for the Best Social Campaign.
Apart from such social awards The Indian Express has also won awards in corporate world also. Web s Crawler Inc, USA rated the site www.expressindia.com as an outstanding site , which
was developed as per International Internet Access Standards. The site won GOLD Abby Awards (Advertising awards) for the best website created for kingfisherworld.com. Another feather in expressindia.com cap is the Chip Awards for the in-house section design of drumbeat.
The Indian Express an English daily holds no.1 position in chandigath & pune and it is rated no. 2 in India. Loksatta . Marathi daily is no.1 in Maharashtra.
Page 43
CHAPTER-3
Research Methodology
3.1) RESEARCH OBJECTIVE:

The purpose of this research is to know the consumer buying behavior while subscribing to any of the English daily. This in turn will help us to answer the following question of our:
Which criteria people consider while selecting Newspaper? What are the reading habits of the people? Which sections readers read most?
IMPORTANCE OF THE RESEARCH:
Consumer behavior involves the use of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption
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3.2) RESEARCH DESIGN:

The nature of the study is DESCRIPTIVE. Descriptive researches are those, which are concerned with describing the characteristics of a particular individual, or of a group. The study concerned with the specific prediction, with narration of facts and characteristics concerning individual or group. The researcher must be able to define clearly, what he wants to measure and must find adequate methods for measuring it along with clear cut definition of population he want to study.
3.3 ) DATA COLLECTION:-
There are two types of data:
1) PRIMARY DATA 2) SECONDARY DATA
Primary data: Primary data are those, which are collected for the first time and thus happen to be original in character. The data, which is required for the project, is most of primary in nature and was collected from the respondent in Ahmedabad city. The respondents are given with the questionnaire consisting of 13 questions.
Secondary data
: Secondary data are those, which are already been collected by someone else in
past. Secondary data was collected from the website magazines and different reports.
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3.4) DATA COLLECTING INSTRUMENT
: Questionnaire (appendix- I)
The data has been collected by, answering to a set of pre-conceived questionnaire by the respondents from the Ahmedabad city. There are 13 questions included in the questionnaire, all the questions are close-ended. The close-ended questions are selected, as they are easier to analyze. A comment/suggestions question is also included at the end of the questionnaire.
3.5) SAMPLING PLAN:
Sampling size:
The sample consisted of 150 customers who provided us the information regarding what they are looking for in their daily newspaper.
Target population:
The population for this research study is Ahmedabad city. The respondents belong to the four major areas of the Ahmedabad city. These areas are: 1) Satellite, 2) Khanpur, 3) S.G.Highway, 4) C.G.Road.
Sampling unit:
In this research sampling unit is any one who reads English newspapers.
Sampling method:
Samples are selected by using convenient sampling.
Page 46
CHAPTER-4
Interpretation & Findings

1) Which English newspaper do you read?
NEW SPAPE R RE ADE RS HIP
106
INDIAN EX PRES S TOI THE HINDUS OTHERS 42 2 TOI INDIAN EX PRES S 1 0 OTHERS THE HINDUS
In this graph if we consider respondents as 100% we can see that The Times Of India is market leader with around 70% market share and the Indian express is the only challenger of The Times Of India in Gujarat with nearby 30% market share.
Page 47
2) From where do you come to know about the newspaper you are using now?
TELEVISION , 5% MAG AZINS, 3%
WORD OF MOUTH, 49 % H OARD IG S, 43%
From this graph we can see that The Indian Express group is using the hoardings as their main source of promotion. The hoardings are kept at those locations, which catch the attention of the person easily. There is also good promotion through word of mouth.
They can make more effective promotion if they can use the other source of promotion more efficiently and effectively.
Page 48
3) When we compare the newspapers, news channels and magazines, which media do you prefer?
OT HERS , 7%
MA GA ZIN ES , 10%
NEWS CHAN N ELS, 46%

N EW SPA PER, 37%
In this technologically upgrade and competitive world people are using news channels as the main source of getting news, as they are much faster then the newspaper. Also due to high competition in this media they had got greater options.
But still we can say that the newspaper is also a important source of information as they are more handy then the newspaper and are much more cheaper then the other media.
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4) How much time (in minutes) do you spend to read the newspaper?
16 to 30 m in, 68
up t o 15 m in, up to 15 min 16 to 30 min 31 to 45 above 45 m in 31 to 45, 20 above 45 min, 15 47
We can see that there are around 45% people who spent about 30 min in reading a newspaper, and around 31% people who spent their 15 min in reading newspaper. Thus we can say that there are very less number of person who like to read the newspaper thoroughly. Most of the people just go through the paper and read only some of the articles, which they feel are important. The presentation of the newspaper can be made such that these people who are not reading the newspaper thoroughly can go through most of the news in the paper without spending much time.
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5) What criteria do you consider while selecting a newspaper?
RANK
5 4 3 2 1 0 INFORMATION BRAND VALUE SUPPLEMENT GIFTS & DISCOUNT LANGUAGE RANK 1 2 3 4 5
As was expected most people give importance to the information part of the newspaper. To get good information is not a major problem for the newspaper as most of the information comes from the agency like Reuters and PTI. The other important aspect is the Brand value, which is also good as there are only two major newspapers in Gujarat.
Thus they can work on the third important criteria, which is the supplement.
Page 51
6) What price do you expect from your daily newspaper?
RS. 3, 0, 0% RS. 2, 54.36% RS. 2.5, 96.64%
As seen from the graph most of the people are happy giving Rs. 2.5 for their newspaper, which is the regular price of The Indian Express. There are only 36% people who want a change in the price of the newspaper.
Thus there are only 36% price sensitive customers who can switch on to other papers if they are giving the paper at a lower price then Rs. 2.5.
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7) If the price of the newspaper, which you are reading, were going to increase, then would you continue with the same newspaper?
60. 00% 50. 00% 40. 00% 59.33% 30. 00% 40.37% 20. 00% 10. 00% 0. 00% cont inue discontinue Series1
59.33% of the respondent will continue reading same newspaper even if the price of that newspaper increases and price of other newspaper remains same. On the other hand 40.37% are price sensitive and they will discontinue if the price of the newspaper, which they read, increases.
Page 53
8) At what level you are satisfied with the service provided by your vendor?
U N SATISFIED ,
6%
AVERAGE, 42%
SATISFIED, 52%
Most people are satisfied with the level of service provided by their vendor. There are very few, which are not satisfied by the vendor service, as they are unable to give them, paper on time, or there are problems during the payments.
Page 54
9) Which section do you find the most interesting in your newspaper?
This shows that different people have different wants. And thus a newspaper cannot concentrate on one need, but had to include important news related to the world. But still they can compare the newspaper with their competitor and then can prepare a layout in that manner, so that they can meet the customer needs in the most competitive manner.
Page 55
10) What kind of supplement you want in your daily newspaper?
TOURISM 9%
ENTERTAINME NT 22%
EDUCATIONAL 39%
CAPITAL MARKET, 30%
About 39% people wanted an Educational supplement and about 30% wanted a Capital market supplement.
At present there are no Educational supplements with the newspaper. There are also very less content in the newspaper when it comes to Education. Thus this can be the most significant area where the Indian Express can differentiate itself from its current image.
According to the survey 22% people are looking for an Entertainment supplement also, which is also absent.
Page 56
11) Rate the following attributes you find important for a newspaper on a scale of 1-5.
RANK
5 4 3 2 1 0 Newspa p er quality RANK 3 5 1 2 4 Number of page s Articl es Layout Advertise
As seen from the graph the most important attribute for any newspaper is articles, which are printed in the newspaper. As the Indian Express is known for its investigative journalism, this is only the criteria which is fully satisfied from the above five criteria.
They had to work very hard when it comes to newspaper quality and layouts when we compare it with the TOI. This is also the important one because most of the readers are not the through readers. And people only see these attributes while subscribing or buying to the newspaper.
Thus these become essential.
Page 57
12) What do you look for at the time of subscription?
LUCKY DRAW COUPNS, 5%
DISCOUNTS, 43% GIFTS, 52%
Above 50% look for Gifts while subscribing to a newspaper, and 43% looks for discounts.
During the promotion of the Indian Express and Financial Express the group had given the 56% and 68% discount offer for the respective paper.
Page 58
13) If we meet your requirements are you ready to switchover to other newspaper?
Yes 23%
Can't say 13%
No 64%
This is an important informational graph as this is showing the number of customers that can be taped down by the Indian Express. But most of the respondents don t want to change their newspaper because satisfaction level is higher than the dissatisfaction level. Out of these 23% who wanted to change the newspaper, there were 54% of the respondent who were already subscribing The Indian Express.
Page 59
Chapter 5
LIMITATIONS:
1) The research was limited to Ahmedabad city and it may differ in other cities.
2) Number of respondent was 100, which is very less of Ahmedabad based English newspaper readers.
3) Respondents may be bias in some question while filling the questionnaire.
4) The researcher was doing a consumer behavior research for the first time and thus had no experience.
Page 60
CHAPTER-6
SUGGESTIONS
Indian Express should target upcoming rural district where education is growing, to increase their circulation. It can also target the undergraduate student who are preparing for entrance exams and wants to improve their language proficiency.
Target small firm for the sponsored copy, which help to create awareness about newspaper.
They should start individual subscription offers with some schemes like free gifts.
They should go for heavy campaign for advertisement in rural and urban areas.
They can organize some events like seminars to create the awareness about newspaper.
Page 61
CHAPTER-7
CONCLUSION
The Times Of India is market leader and The Indian Express is the only challenger in Gujarat.
Most of the readers don t read the newspaper thoroughly, and are the ones who just go through the newspaper.
The price and the articles of The Indian Express are satisfactory to respondents but layout and the newspaper quality of I.E. are not satisfactory.
There are no Educational or Entertainment supplements with the main newspaper.
Most of the readers are very much satisfied from their newspaper vendors.
The scheme of reduction in price on yearly subscription in The Sunday Express and 6month subscription in Financial Express is not very attractive when it is compared to the scheme promoted by the Business Standard.
Page 62
CHAPTER-8
Bibliography
BOOKS:
Research Methodology - Cooper Production and Operations Management
- K. Ashwathappa
WEBSITE:
www.expressindia.com www.financialexpress.com www.expressbusinesspublications.com
Page 63
Annexure
Questionnaire
(1) Which English newspaper do you read? () The Indian Express () The Times Of India () The Hindus () Other______________
(2) From where do you come to know about the newspaper you are using now? () Television () Magazines () Hoardings () Word of mouth
(3) When we compare the newspapers, news channels and magazines, which media do you prefer? () Newspaper () Magazines () News channel () Other_________
Page 64
(4) How much time (in minutes) do you spend to read the newspaper?
() 15 min () 31-45 min
() 16 to 30 min () Above 45 min
(5) What criteria do you consider while selecting a newspaper? () Information () Brand value () Language () Gifts and discount () Supplement
(6 ) What price do you expect from your daily newspaper? () Rs. 2 () Rs. 2.5 () Rs. 3
(7) If the price of the newspaper, which you are reading, were going to increase, then would you continue with the same newspaper? () Yes () No. (8) At what level you are satisfied with the service provided by your vendor?
() Satisfied
() Average
() Unsatisfied
(9) Which section do you find the most interesting in your newspaper? () International News () National news () Local News () Sports () Business
Page 65
(10) What kind of supplement you want in your daily newspaper? () Educational () Capital () Entertainment () Tourism
(11) Rate the following attributes you find important for a newspaper on a scale of 1-5. () Newspaper quality () Number of pages () Articles () Lay-out () Advertisement
(12) What do you look for at the time of subscription? () Gifts () Discount offer () Lucky draw coupon
(13) If we meet your requirements are you ready to switch over other newspaper? ()Yes () No
Page 66
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A SUMMER INTERNSHIP REPORT ON Sales Promotion AT THE INDIAN EXPRESS LTD Submitted to L.J.

Institute of Management studies

Submitted on: 18th July 2011

Vrushabh bhadiyadra 107290592110 Batch 2010-2012

Summer internship project L.J.M.B.A

It is rightly said by Swami Vivekananda pound of theory

One once of the practice is growth of the thousand

Summer internship project L.J.M.B.A

I would like to thank

Mr. MUKUND SHUKLA (Branch Head).

The Indian Express

I would like to thank Mr. RONAK SIR

Mr. RAKESH TOMAR

(assistant Circulation Manager, Ahmedabad) and

(Ahmedabad) for their guidance and co-operation.

I express my sincere thanks to guidance regarding the project.

Prof. MANISHA JALLA DHAR ,

for her valuable advice and

Summer internship project L.J.M.B.A

Date: Place: Signature of the student

Date: Place: Signature of the faculty guide

(Manisha Jalla dhar)

Summer internship project L.J.M.B.A

1 Introduction about the Industry 2 About company

Summer internship project L.J.M.B.A

Screen among others.

Summer internship project L.J.M.B.A

INTRODUCTION ABOUT INDUSTRY

Summer internship project L.J.M.B.A

Summer internship project L.J.M.B.A

, The Financial Express,

Screen among others.

The promotional schemes are not planned and implemented well.

In case of Financial Express- high price as compared to the competitors.

No free gifts given to the readers.

Summer internship project L.J.M.B.A

No information about education in paper.

In the state of Gujarat there are only 8 to 10% of English readers.

Summer internship project L.J.M.B.A

2.1) Organizational structure AND Mission & Vision:-

SPACE MKTG HEAD

ASSIST. SPACE MKTG MANAGER

ASIST. CIRCULATION MANAGER

ASIST. PRODUCTION MANAGER

Summer internship project L.J.M.B.A

ASSIST. A/.C MANAGER

Summer internship project L.J.M.B.A

B. Mission and vision

Journalism Of Courage: - The Editorial Vision

Summer internship project L.J.M.B.A

The rate differs from page to page.

page carries 25 % premium

Summer internship project L.J.M.B.A

2.3) Product Profile

Summer internship project L.J.M.B.A

Summer internship project L.J.M.B.A

Summer internship project L.J.M.B.A

Summer internship project L.J.M.B.A

Summer internship project L.J.M.B.A

A specialised publication for the

Summer internship project L.J.M.B.A

Often considered the final word in the healthcare

source of quality business information for healthcare professionals