Market Analysis And

Reading Criteria of Indian

Express Newspaper
By:
Vijay Bhatti
 What Are The Need For Market
Analysis ?
 Because of MA company can get the current position of its
product.

 With the help of MA they can know products Strengths &

weaknesses.

 MA helps to make a comparative study of substitute

products available in market.

 With the help of MA they can know Brand Image of the

product.
 Company Profile

 The Indian Express was established in Chennai in 1932

by Ramnath Goenka

 At that time the main objective was to support

Independent activities

 Now company have 12 publications, 30 editions, 6 major

languages, 6 million readers, over 5000 agents, 34
offices across the country & staff of over 600 ME’s
 The Indian Express-The Sunday Express, Loksatta,
Jansatta, The Financial Express, Lokprabha, Screen,
Express India, Technology, Express Pharma are the
various products of the Indian Express group

 It is published from Ahmedabad, Chandigarh, Delhi,

Jammu, Kolkata, Lucknow, Mumbai, New York (weekly),
Pune, and Vadodara.

 Name of the main persons at different position

Editor in Chief : Shekhar Gupta

branch Manager (a' bad) : Prashant Raman Nair
Production Head : Digamber Raika
Distribution Channel of IE

Production Department

Distributor

Center

Agent

Vendor Stalls

End Customer
 Research Methodology

Main Objectives

 Market analysis and to know the reading criteria for

Indian Express newspaper
 Checking awareness of Indian Express in the Rajkot
city

Sub Objectives

 To study general reading criteria

 To find out the awareness of newspaper
 Search market for the IE among Gujarati readers
 Launching of Sunday Express i.e. weekly newspaper
 Departments of Indian Express

 Circulation Department
 Space Department
 Editorial Department
 Paste Department
 System Department
 Production Department
 Research Design
 Research design is the master plan or model
for the conduct of formal investigation and
survey
 Prepared a questionnaire for the collection
of data
 Sample size: 100
 Area of survey: Rajkot city
 Objective: To find out reading preferences
of newspaper readers
 Time duration: 30 days
Readership Survey Table And Chart
Newspapers Readership No.
Indian Express 9
Financial Express 2
Times Of India 14
Economics Times 2
Business standard 4

Gujarat Samachar 32
Sandesh 23
Divya Bhaskar 14
Patrika 0
 Survey Chart

35 Indian Express
30 Financial Express
25 Times Of India
20 Economics Times
15 Business standard
10 Gujarat Samachar
5 Sandesh
Divya Bhaskar
0
Readership No. Patrika
Fragmentation of Market Share

10% 9%

15%
financial express
economic times
26%
business standard
business line
others

40%
 Questionnaire Analysis

Gender : Male/ Female

No. of respondents
Male
Male 76 Female
Female
24
 Do you read the newspaper regularly?
Yes/No

Yes 96
No 04
Yes
No
 On the basis of which parameters you select
the newspapers?

Reliability of News 25 corporate News 08

Availability 11 Price
15
Brand Name 04 Share Market
10
Sports News 08 Supplements 10
Entertainment 07 Case Studies 02
Reliability
Availability
Brand Name
Sports News
Entertainment
Corporate
Price
Share Market
Supplement
Case Studies
 Where do you prefer to read the
newspaper?

At Home 85
At Office 12
At library03

Yes
No
 In which media do you believe the
most?

Newspaper 55
News Channels
25
Both 20

Yes
No
 Limitations of the study

The respondents may not have given correct

answer due to personal bias.
Because of time constraint, the number of
respondents of survey was kept 100 which might
not be enough for the study
The research was limited to Rajkot city only so
there is limitation of area for an approximate
analysis
 Suggestions

1. Expand the sales by institutional selling in as schools

and colleges.
2. Increase the level of advertisement through
hoardings, T.V. advertisement.
3. Give the ‘Appointments and Requirements’ section in
Sunday Express.
4. They can do product enhancement by adding new
weekly supplements for Company news and for
political news only.
1. Social and political news can be main factors for
enhancing sales. So, promotional strategy should more
focus on Providing Local and political news.
2. Finding shows that 51% are satisfied with their current
newspaper, so there should be some increment in their
satisfaction level by providing some good news content.
3. Newspaper Company should organize events, increase
distribution points, put hoardings and banners to create
awareness because to win heart you have to go through
mind.
 SWOT analysis of Indian Express

Strengths Weaknesses

•Qualitative content. •Lack of proper awareness.

•Detailed analysis. •A narrow market segment
•An unmatched editorial •A third party publication,
team, seasoned professionals so lesser control over
& stimulating set of publication process.
columnist.
•Recognized and respected
by leaders and industry
leaders
 Opportunities Threats

• Very growing market of • Market increasing satellite

financial. penetration and growing
for dependence on
• Untapped market, so television news.
greater
• market opportunities. • Easy accessibility of news
through substitute like
T.V., Radio etc.

• Growing competition
through new entrants.