bs report rishi khemka

7/31/2019 Bs Report Rishi Khemka

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Pre-Paid Subscription as an efficient tool for increasing readers of Business Standard, in Bhubaneswar.

SECTION - I

Institute of Management and Information Science

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INTRODUCTION

Print media is generally associated with news and views and analysis. Its territory of

information and coverage is wide so as to reach out to the people. It serves as a link between

the actual world and the readers world.

At the current scenario business newspaper industry is very competitive. Every

companies are expending there business in all major cities of the country. The topic

Comparative Study between Business Standard and Economic Times with special reference to

Business Standard is chosen to know the readers perception about both the newspaper. The

main purpose of this project is to explain in depth awareness of brand Business Standard to the

various segments of the readers and the success of its various marketing strategies like

discounted prepaid subscription plan. The study is carried out with intension to find out the

readers view about Business Standard and Economic Times and do the comparison between

both newspapers. In this Study 30 people have taken for survey from population.


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SCOPE OF THE STUDY

The scope of this study extends into all the different area as of marketing

i.e. the 4Ps of marketing:-

Product

Price

Promotion

Place

So the scope includes:-

1. PRODUCT AWARENESS2. PRICE OF THE PRODUCT3. ADVERTISING EFFECTIVENESS.4. STUDY OF MARKET (Current & Upcoming)5. ADVANTAGES & DISVANTAGES OF RESPONSE FEATURES.


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Limitation

The study have been completed in 45 days, this is not sufficient time to do a survey in the

twin city Bhubaneswar and Cuttack.

The sample size chosen is limited to 50 respondents; the study may not be applicable to the

total market. Hence the data collected may not be a representation of the entire population.

There is a possibility of biased answer from the respondents; hence the information

collected might not be an accurate one.

The study has been done in certain areas in twin cities in Bhubaneswar and Cuttack. The

findings are regional and do not represent the state or country.

As the market being very huge it was not possible to cover each and every area. The

Bhubaneswar Business Standard edition is not having Sunday edition but other business dailies

like Economic Times and Financial Express are having Sunday edition it is also effecting on the

Business Standards sales.


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Research Methodology

The objective of the present study could have accomplished by conducting a systematic

market research to know the promotional strategies and services of Business Standard Ltd.

Market research consist of the systematic collection, recording, analysis, Interpretation and

reporting of information about various facts of a phenomenon under study. It plays a truly

analytical approach to decision that will be take.

Source of Data

There are two types of data which have used in this study:

Primary Data Annexure 1.

Secondary Data

Sampling Method:

Simple random sampling: It refers where each and every item in the population has an equal

chance of inclusion in the sample and each one of the possible samples, in case of finite

universe, has the same probability of being selected.

Sample Unit:

The sample unit is corporate professionals, Chartered Accountant, Investors (Stock brokers),

Agents (AMCs, Insurance companies etc.)

Sample Size:

The sample size for the survey is 30 chosen from the large population of 50.

Methods of data collection:

Observations

Interview based on a pre-planned set of questions.


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SECTION - II


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ABOUT THE NEWSPAPER INDUSTRY

In todays jet age, the electronic media is giving the print media a heck of competition. While

the growth was about 40% in (1994-96), in the year 1998 it has climbed down to some 8%.This

decreasing growth line indicates towards the recession period now going on in the print media

industry.

Day-by-day electronic media is capturing and conquering even newer market segments and

their present share is going up positively and very sharply. With arrival of internet on line and

fresh news with all visuals and audio effects is available to the urban folks with just a touch of a

buttons. So people are already loosing interest to sit down and give time to read a newspaper.

And even with the news print cost growing higher than earlier, publishers and facing a tough

time printing their papers. And thus has begun this mad retrace to gain more readers by defining

all possible logic and ethics of the industry. Because they all know the more their readers, they

can hike up their ad rates generate revenue even more their readers, they can hike up their ad

rates and generate revenue even more. Every industry has got their own norms and guidelines

to follow. And form this regulatory aspect, this newspaper industries not an exception.


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Corporate India s Media Perception

1 63% believe what media writes has direct impact on their reputation.2 28% think that media has improved marginally in its understanding ofbusinesses and accuracy of reporting.

3 9% feel that media coverage has no impact on their business.4 Ranking of Indias top 10 Business Media Organizations.

1 Business Standard

2 The Economic Times

3 The Financial Express

4 Business India

5 CNBC

6

The Hindu

Businessline

7 Business Today

8 Business World

9 NDTV Profit

10 Zee Business

Source: Media-Business Interface Survey

Conducted in February 2006 by Orion PR among 150 corporate spokesmenin Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad.


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About Company

Business Standard is a financial daily from Business Standard Ltd (BSL). It is published in

two languages (English and Hindi) from 14 centers in India. The main English edition comes

out from 12 centers - Mumbai, New Delhi, Kolkata, Bangalore, Chennai, Ahmedabad,Hyderabad, Chandigarh, Pune, Lucknow, Bhubaneswar, and Kochi - and reaches readers

in over 1,000 towns and cities across the country.

Started in 1975 by the Ananda Bazar group in what was then Calcutta, the paper was hived off

as a separate company in 1996, and then bought by Mumbai-based financial investors led by

the Kotak Mahindra Bank, after which it began a phase of rapid expansion with the launch of

new editions.

T.N. Ninan was the editor from 1993 to 2009, after he moved over from the editorship of The

Economic Times. In January 2010, he was succeeded as the editor by Sanjaya Baru. Ninanbecame the chairman and editorial director of the company.

Business Standard sells 144,000 copies daily in English, mostly to the business and policy-

making elite. Its Hindi edition sells 53,000 copies. AC Nielsen's survey of the upper middle and

rich market in India places Business Standard next to The Economic Times in total readership.

The paper has a reputation for reliable reporting and responsible journalism, as well as for its

stimulating page of analysis and editorial comment. It has pioneered the ranking of the

wealthiest Indians in the Billionaire Club, and offers along with the paper a free monthly

magazine on motoring, BS Motoring. In 2006, the paper started its Sunday edition, which isnow published from three centers Mumbai, Delhi, Kolkata.

The Hindi paper was first launched in February 2008, it comes out from seven centers

Mumbai, Delhi, Chandigarh, Lucknow, Bhopal, Patna and Kolkata.

The newspaper's website is www.business-standard.com, through which visitors can also

access the Business Standard e-paper, with a choice of editions. BSL also publishes periodicals,

including BS Motoring, Indian Management and the Asian Management Review.

In January 2010, it launched smartinvestor.in, an information-cum-trading

website for those interested in the stock market.

There is a sun that glitters in the sky, but another sun rose in east, on 22nd January 2007, vowing

not to set forever.


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http://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Kochi_(India)http://en.wikipedia.org/w/index.php?title=T.N._Ninan&action=edit&redlink=1http://www.smartinvestor.in/http://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Kochi_(India)http://en.wikipedia.org/w/index.php?title=T.N._Ninan&action=edit&redlink=1http://www.smartinvestor.in/


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On 22nd January, Business Standard Ltd established its centre in the

temple city, Bhubaneswar to fill the darkness at ignorance in agriculture dominated state like

Orissa, with intense radiations of knowledge, information and guidance.

Business Standard is positioned as a Serious, Respected, top-notch, Non-Frivolous, business

daily which is founded on the editorial principles of integrity.

1 A Paper that does not compromise on editorial values.

2 That conducts its business within an ethical framework.

3 That stands for excellence, fairness, impartiality and authority on the subject.

4 That represents India reaching out to the world: the first paper to be associated with a

global publishing brand.

5 Business Standard is positioned as a premium financial daily.

6 Reinforced by the higher cover price compared to the market leader.

7 That represents growth and opportunity A 32 % growth in circulation in Jul-Dec 06

over Jul-Dec 05.

Business Standard believes in

Providing information that creates wealth & enriches lives

Our shareholders:

1 Kotak Mahindra 53.00%2 Great Eastern Shipping Corporation 27.76%

3 Financial Times 14.85 %

4 Others 4.39%


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Business Standard providing best pan India coverage

Business standard has a circulation of over an 180,000 copies and is published from top 12

locations reaching more than 800 locations in the country.

Mumbai

New Delhi

Kolkata

Chennai

Bangalore

Ahmedabad

Hyderabad

Pune

Lucknow

Chandigarh

Kochi

Bhubaneswar


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Business Standard: First Business Newspaper

in Hindi

Business Standard Hindi has 7 editions:

1 Mumbai2 Delhi3 Kolkata4 Patna5 Bhopal6 Lucknow

7 Chandigarh


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Editorial Overview

BS is published Monday to Saturday in all locations.

On Sundays, the paper is published from Mumbai, Delhi and Kolkata.

Additionally, BS offers its readers dedicated, topical magazines, inserted into thenewspaper

CONTENT EDITORIAL PROPERTY FREQUENCY

International News Financial Times Page Daily

Lifestyle, Luxury & Gizmos Business Life Daily

Corporate news Companies Daily

Policy & Analysis Issues & Insights Daily

Regional news Accent Daily

Corporate Social Responsibility Social Enterprises Every Monday

Transportation Business & Logistics Logistics Every Monday

Management Education & Training AvenuesInitiatives By Business Schools

Business Education Every Mon & Thurs

IT, Telecom & Entertainment ICE World Every Tuesday

SME Business SME World Every Wed

Human resources Power Zone Every Wed

Real Estate - Market Scenario & Opportunities Real Estate Every Friday

Automobile & Ancillary Segment BS Motoring Every Saturday

1 Money market

Providing in-depth analysis & wide corporate and market coverage.


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2 The Compass

Unique feature to Business Standard.

BS experts exclusive take on more than 12 markets and corporate

developments every week.

Most important financial news.

Widest coverage across sectors and functions.

3 Commodities

Most exhaustive coverage on the commodities space.

Regarded as a key strength of BSs coverage.

4 Money & currency

5 Stock Analysis

Expert view on stocks performance.

In-depth analysis on all performance metrics.

6 dedicated pages on stock market.

Only paper to cover the Global stock market.

6 BS 200

Unique feature to Business Standard. Top 200 companies are evaluated across

22 key parameters.An in-depth analysis & tools for tracking the top performing

200 listed stocks that contributes to 90-95% of volume and value of total trade

in the Stock Market


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Only with Business Standard

Value add-ons for readers

Daily Supplements

Smart Investor - serves as a comprehensive investment guide.

Money Market - Providing in-depth analysis & wide corporate and market

coverage.

Weekly supplements

Strategist (Monday) covers issues around management & marketing.

Weekend (Saturday) A weekend read covers Art, leisure, lifestyle.

Annual Supplements

The Fund Manger (December) Covers the high points and performances of

Mutual Funds.

The Billionaire Club (December) Listing of Indias richest business men and

executives.

Banking Annual (February) Performance of banking sectors.

BS 1000 (February) A guide to Indias top 1000 companies.


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Business Standard Editorial Quality

BS has some of the countrys best economic journalists and columnists working for it.

The Editor and Publisher of BS is Mr. Sanjaya Baru, Indias best-known and most

respected business journalist.

Mr.A.K.Bhattacharya, Group Managing Editor is a former editor of The Pioneer and

associate editor of Economic Times.

Regular columnists include many reputed names such as:

A V Rajwade - FOREX expert

T Thomas - Ex Chairman, HLL

G.N Bajpai - Ex Chairman SEBI

Shankar Acharya - Former chief economic Advisor, GOI

Suman Berry - Director General,NCAER

Deepak Lal - Prof. of Economics, UCLA

M Govinda Rao - Director, National Inst of Public Fin.

Ravi Mohan - Managing Director, CRISIL

Surjit Bhalla- Managing Director, Oxus Research

Arvind Singhal - Managing Director, Technopak

Arun Balakrishnan- Managing Director, Rediff.com

A G Krishnamurthy - Ex Managing Director, Mudra


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Competitors

Economic Times

The Economic Times is an English-language Indian daily newspaper published by

the Bennett, Coleman & Co. Ltd., (This company along with its other group companies is

more popularly known as The Times Group).The Economic Times, started in 1961, is

India's largest and among the world's top 3 English Business dailies with a daily

circulation of over 620,000 copies. The Economic Times is published simultaneously

from 10 Metropoliton Cities-Mumbai, Delhi, Bangalore, Chennai, Kolkata, Lucknow

Hyderabad, Ahemedabad, and Chandigarh & Pune. The Economic Times has its

offices in Mumbai outside Chatrapati Shivaji Terminus railway station. Its main content

is based on the Indian economy, share prices, prices of commodities as well as other

matters related to finance. The Founder / Editor of the paper when it was launched in

1961 was P.S. Hariharan. The current Executive Editor of The Economic Times is RahulJoshi.

The Economic Times is characterised by its salmon-pink paper, which it copied from the

better-known Financial Times. It is sold in all major cities in India. In June 2009, it also

launched a television channel called ET Now . The channel is also headed by Rahul

Joshi.

Supplements with Economic Times :-

Brand Equity (Weekly) - this is a weekly color supplement that appears everyWednesday, which covers marketing, advertising, media and market research.

Corporate Dossier is a supplement that appears every Friday, along with The

Economic Times aimed at the CEOs of corporate India, with a special focus on

management and strategy.

ET Travelis a weekly all-color supplement which covers travel and tourism aimed at

the burgeoning band of Indians who want to see and know about their country and the

rest of the world -- through Indian eyes.

ZigWheels is a weekly all-color supplement covering all aspects from the auto

industry from new launches and trends to ancillaries and personalities.

"ET Realty"


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http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bennett,_Coleman_%26_Co._Ltd.http://en.wikipedia.org/wiki/The_Times_Grouphttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Chatrapati_Shivaji_Terminushttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/ET_Nowhttp://en.wikipedia.org/wiki/Corporate_Dossierhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bennett,_Coleman_%26_Co._Ltd.http://en.wikipedia.org/wiki/The_Times_Grouphttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Chatrapati_Shivaji_Terminushttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/ET_Nowhttp://en.wikipedia.org/wiki/Corporate_Dossier


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Business Line

Business Line started publishing in 1994. Published as a broadsheet, it has a circulation

of around 130,000 copies. Circulation of Business Line on Sunday is higher than other

days. Business Line is published from 14 locations: Bangalore, Chennai, Coimbatore,

Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Mumbai,

Thiruvananthapuram, Tiruchirapalli, Vijayawada and Visakhapatnam. Its Editor-

in-Chief is Mr. N. Ram and the Joint Editor is Mr. K. Venugopal. Mohan

Padmanabhan writes many of the articles. Its staff consists of reporters and researchers. It

is the only paper having a research bureau. From Tuesday to Saturday, Business Line's

main section has 20 to 24 pages. Page headings include Corporate, Information

Technology, Marketing, Editorial & Opinion (2 pages), Commodities & Agribusiness,

Economy, International Business, Stock Market news, Stocks and Mutual Fund quotes (5

pages), States Variety, Logistics and Market Watch. On Sundays, Business Line's mainsection has 18 pages. Page headings include Economy, Commodities, Corporate,

International, Variety, Young Investor and Investment World-from page 8 to page 17,

Incisive advice on stocks, mutual funds and deposits. On Mondays, Business Line's main

section has 16 pages. Page headings include Market Mood, economy, and Information

technology, Agribusiness, Transport, Commodities and Investment. BUSINESSLINE

Online has been on the World Wide Web since June 1995.It is priced at Indian Rupees 4

on weekdays and Saturdays and Indian Rupees 3 on Sundays. While other newspapers

like The Economic Times and The Financial Express price their Saturday and Sunday

editions at Rs.7 to Rs.10, Business Line has traditionally priced the paper same

throughout the week. Other Business newspapers like Mint and Business Standard don't

publish on Sundays.

Supplements with Business Line:

eWORLD on Monday

Smart buy on Wednesday

Brand Line on Thursday

Life on Friday


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http://en.wikipedia.org/wiki/Narasimhan_Ramhttp://en.wikipedia.org/wiki/Mohan_Padmanabhanhttp://en.wikipedia.org/wiki/Mohan_Padmanabhanhttp://en.wikipedia.org/wiki/Narasimhan_Ramhttp://en.wikipedia.org/wiki/Mohan_Padmanabhanhttp://en.wikipedia.org/wiki/Mohan_Padmanabhan


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The Financial Express

The Financial Express is a daily newspaper published by the Indian Express group

since 1961.Launched in 1961, Indias oldest financial daily, The Financial Express, is

today one of the leading newspapers in the country. Part of The Indian Express

Group, the newspaper publishes eleven editions in English from leading cities --

Ahmedabad, Bangalore, Chandigarh, Chennai, Delhi, Hyderabad, Kochi

Kolkata, Lucknow, Mumbai and Pune. It also has an edition in Gujarati, published

from Ahmedabad. The newspaper has offices across the country and is headquartered

in Delhi. he Financial Express has supported the eventual breakdown of the arbitrary

control-based system that characterised the Indian economy to its emergence as a free

market enterprise with accent on merit. The paper espouses the same position in its

coverage of international developments. The position is based on a careful

observation of the way economies have evolved in the past few decades. This is also

known as a championing of the free market position. The FE columns and editorialsarticulate this opinion succinctly. The FE edit page columns are therefore the most

widely read pieces among all business publications in India. Besides, the newspaper

has an exclusive tie-up with The Economist of London to carry its articles all days of

the week on the op-ed page, except on Saturday and Sunday. A number of Indian and

global economic experts pen their columns for The Financial Express. These

include Ajay Shah, Bibek Debroy, Lord Meghnad Desai, Avinash Persaud, Vijay

Mahajan, Manish Sabharwal, Rajesh Chakrabarti, Amitendu Palit, Ila

Patnaik, Mahesh Vyas, Paul Kattuman, Michael Walton and Raj Majumder. FEs

news coverage is known for comprehensive sweep of economic policy making,

corporate developments and market trends. For Indias fast expanding middle class of

over 300 million, as per latest NSS data, plus the CEOs and government officials, the

insights into the Indian growth story are particularly edifying. On weekdays there are

a number of special pages titled FE Insight and FE Special, which carry reports and

analyses on crucial areas of the economy -- automobiles, infrastructure, entertainment,

capital markets, workspace, small and medium enterprises, infrastructure, real estate,

green businesses and BRIC Plus. The Financial Express on Sunday focuses on the

weekend reading for corporate executives. The newspaper has weekly supplements --eFE, a four-page pullout on Mondays that tracks the latest in the knowledge

economy; Brandwagon, a four-page supplement every Tuesday on advertising and

marketing, and India Inc, a four-page section every Thursday on corporate strategy.


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http://en.wikipedia.org/wiki/Indian_Expresshttp://www.mayin.org/ajayshahhttp://www.basixindia.com/http://www.basixindia.com/http://openlib.org/home/ilahttp://openlib.org/home/ilahttp://www.cmie.com/http://en.wikipedia.org/wiki/Indian_Expresshttp://www.mayin.org/ajayshahhttp://www.basixindia.com/http://www.basixindia.com/http://openlib.org/home/ilahttp://openlib.org/home/ilahttp://www.cmie.com/


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Besides, a four-page pullout, FE Investor, on investment

and personal finance, is published on Sundays.


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Business Standard: what the readers say

1. I have been a loyal reader of Business Standard for the last 3 decades a. Shri Man Mohan Singh, Prime Minister of India

2. I do not have a choice but to read Business Standard first, every morninga. Mr. P.Chidambaram, Finance Minister

3. It exemplifies exacting standards in enterprise and economic reportinga. Mr. Mukesh Ambani, CMD Reliance Industries

4. The FT identifies with and sees Business Standard as its natural growth partner...a. Sir David Bell, Chairman, FT group

5. Rated the No 1 professional business media to deal witha. Orion PR06


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The ORGANISATIONAL STRUCTURE OF

BUSINESS STANDARD

With respect to Business Standard Bhubaneswar Branch.


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BUSINESS STANDARD

Bhubaneswar Branch

Mr.Dilip Kumar

Satpathy

Bureau Chief

Mr. MrutyunjayaTripathy

Manager Market

Development

Mr. Pramod Das

Asst manger Advt

Mr. Dilip Paricha

Production In

charge

Mr. Debdatta Pati

In charge

Admin/Acct/HR

Mr. Jayajit Das

Sr. Correspondent

Mr. Anant Rajesh

Patanik

Officer

Mr. Manoj Kr

Mahapatra

Officer

Mr. SambhurajPanda

Officer

Ms. Sangeeta

Pattanaik

Officer


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EDITORIAL

The editorial department of a news paper has two important jobs to do, firstly the collection of

report and then the editing of report. And this is no different in Business Standard.

The Bhubaneswar branch of business standard does only one out of the two jobs, i.e., the

collection of information from various sources. These sources include reporters, press releases

from a company, a NGO etc., press conferences, general people, etc.

Sometimes competitors become the source of information for the doings and non doings of a

firm. Student unions and employee unions take help of newspaper to fight their wars, which in

turn serves as information for the newspaper.

After collection of information from the various sources mentioned above, the stories are

written by the reporters and submitted to the editorial team. This team then analyses the storyfor typographical errors, language errors, factual errors, loose points of the story etc.

This edited news is then sent to Kolkata office for setting of layout of the news in the limited

available space in the paper. This needs to be taken care keeping many things in mind, like

number of stories available, number of advertisements for that edition, importance of the story

to be published, readers preference etc.

After the layout design is over, the master print is then sent to the production and printing

department where the further process takes place.

ADVERTISING

Advertising department is one of the main departments of a news paper industry. The

main function of the department is to look after the publishing of the advertisements of the

newspaper. This department is the main revenue earning department of a newspaper company.

As we all know the cost of printing a single copy of newspaper is around Rs. 10 but they are

sold for only at around Rs. 3 Rs. 4. So basically printing and selling of newspaper is a loss

making business for a newspaper company. Now the revenue they earn through publishing the

advertisements of the various companies is the main source of revenue for the companies.

There are basically two types of advertisements, DISPLAY & FINANCE and TENDERS.


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Now with context to Business Standard the advertisement department

works by acquiring various advertisements from various customers through the different

advertisement agencies. Then the Bhubaneswar office arranges the various advertisements

according to their importance, space booked for and according to the date and edition when it

has to be published. Then the Bhubaneswar office forward it to the scheduling department in

Kolkata where they are then arranged according to the requirements and the various terms andconditions that were fixed with the advertiser and then they are sent to the printing department

for printing.

The advertisement department has various terms and conditions and various parameters on

which various charges are applicable for publishing of any advertisement, tenders and notices

etc. The various rates are given in the Rate card (Annexure 2).

MARKETING

It is another most important department of a newspaper company. The main function of

this department is to look after the sales and circulation of the newspaper. This department is

responsible for regulating sales of the newspaper and also increasing the sales and circulation. It

is the job of this department to ensure proper and hassle free distribution of newspaper to the

customers. They also take care and resolve any kind of dispute in the delivery of the newspaper

The marketing department always has an important function of increasing the circulation and

readership of the newspaper. The marketing department carries out various types of activities

like sponsoring various shows, road shows, organizing canopies etc for increasing the sales of

Business Standard. This department also chalks out various business plans to increase the sales

of the newspaper. Like in Business Standard one of the main policies undertaken by the

marketing department for the purpose of increasing the sales is PRE-PAID subscription offer,

where the news paper is sold to the customers on pre-paid basis. This scheme is done for

several time periods of 3 months to 24 months. Customers availing this scheme are also given

huge discount on the cover price. The details of the schemes are given in Annexure-3. The

main reason for doing such kind of activities is to increase the circulation as the quantity of

advertisement which the news-paper will get to publish is directly related to the readership and

circulation of the newspaper.


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PRINTING/PRODUCTION:

After the editorial team does its job by selecting the news, and finalizing the layout, the master

print comes for printing. The job of printing department is to print the various pages to be

included in the news-paper as a whole, then arrange it, fold the paper, and cut the paper as it isprinted in a continuous roll of paper. There after the printed papers are bundled as per the

number of copies to be sent to various distributors at different places. These bundles have a

leaflet attached to it, which contains the address and name of the distributor and also the

number of copies the bundle has. This leaflet is called RUSHMAIL, in Business Standard.


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SECTION III


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PROJECT DEFINITION

Pre-Paid Subscription as an efficient tool for increasing readers of

Business Standard, in Bhubaneswar.

Importance of Study

This project will help the Business Standard Ltd. to know about one of its very effective

strategies, which is helping them to increase their market share in comparison with its other

competitors.

The study is showing the success of Pre-Paid Subscription as an effective marketing tool for

Business Standard. The main competitor of Business Standard is Economic Times therefore this

study will help to Business Standard Ltd. to know its superiority over Economic Times and its

other competitors.

Need of Study

The need for conducting the research arrived because of:

To compare the promotional strategies of Business Standard and other competitors.

To compare all newspaper on different aspects like, reader profile etc.

Objectives

The main objective of the study is:

To find out the time duration of using particular business daily.

To find out the attributes which influence the consumer to purchase business daily.


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SECTION - IV


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FINDINGS AND ANALYSIS

Business Standards cost advantage ;

Some Facts

ET, with over 33% of its copies circulated with TOI as part of a combo offer

results in wastage.

Essentially you pay twice to reach the same audience.

Effective CPT for ET will be 8.7 compared to BSs 4.2

Stretch your advertising budget and get 30% more for the same value.


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Business Standard (English) readers profile

Designation of the reader

Business Standard is read by the decision makers & policy makers.

A premium product read by the Crme de la crme of corporate India. The reader is upscale, influential and mobile

Personal Income:

Business Standard 80% with over 10 lacs pa


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VP/GM, 59%

Chairman/CEO/MD,

14%

President, Executive

Director, Other

Directors, 8%

CFO, CIO, CMO, CTO

etc. 20%

Chairman/CEO /MD President, Executive Director, Other Directors

CFO,CIO,CMO,CTO etc. VP/GM

Upto Rs.5 lakhs Rs. 5 - 10 lakhs Rs. 11 - 20 lakhs

Rs. 21 - 30 lakhs Rs. 31 - 40 lakhs Rs. 41 - 50 lakhs

Rs. 51 - 75 lakhs Rs.76 - 1 cr. Above Rs. 1 cr.


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Business Standard (Hindi) readers profile

Profession:

Business Standard Hindi is read by small scale industry owners, traders.

56% of the readers are businessmen running small and medium enterprises. Add another

10% of readers who are self-employed, and we have a medium that cannot be ignored bybusinesses that target the SME segment.

The employed class constitutes 30% of the readers.

Type of Business

While 58% of Business Standard Hindi readers are into trading, there is a fair number of

readers who run businesses in the manufacturing & service industry.


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Employed Service

30%

Business

56%

Student

3%

Others

1%

Self employed

professional

10%

Business Employed Service Others Self employed professional Student


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Business Standard for them is the window that provides them

with all info that will help them grow their business.


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Services

22%

Trading

58%

Manufac turing & Trading

5%

Agriculture or Dairy

2%Manufacturing

13%

Agriculture or Da iry Manufacturing Services Trading Manufacturing & Trading


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Age :

58% of the audience is between 19 -35 yrs old.

81% of the audience is between 26-50 yrs old

Reinforcement of our belief that Young India is hungry for quality information thatis authentic.

For an advertiser, the medium offers a ready platform to reach out to an audience

that is widely regarded as the consuming class.


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19 - 25 years

13%

Less than 18 years

0%

51 - 65 years

6%

66 years and above

0%

36 - 50 years

35%

26 - 35 years

46%

Less than 18 years 19 - 25 years 26 - 35 years

36 - 50 years 51 - 65 years 66 years and above


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Education :

30% of the audience is a post graduate while another 51% is a graduate.

Business Standard Hindi is read by an educated class.


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Post Graduation

15%

Post Graduation

Professional

15%

Under Graduate

18%

Graduate

51%

Technical

1%

Graduate Technical

Post Graduation Post Graduation Professional

Under Graduate


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Industry Break up :

Business Standard has a very versatile reader base which includes almost

all types of financial institutes along with readers from different sectors.

INDUSTRYTYPESUBSCRIPTIONBREAK-UP

23%

3%

47%

3%7%

17%

ASSETMANAGEMENT

FIRM

GENERAL INSURANCE

BANK

ASSETMANAGEMENT

FIRM/ SHARE BROKING

LIFE INSURANCE

FMRADIO

Interest Area :

Business Standard readers prefers the newspaper as a whole.

Then the most preferred part of Business Standard is its Market analysis, i.e. the

money market and stocks. SEBI rated Business Standard 9.9 for its Marketanalysis where as Economic Times was rated 6.7.

INTEREST AREA OF SUBCRIBERS

54%

3%3%

40% MARKET ANALYSIS

MONEY MARKET

ADVERTISEMENTS

NOTHING SPECIFIC


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Previous subscription scenario:

Earlier the market was dominated by Economic Times, and we also

find many people who are not reading any kind of newspaper.

PREVIOUS SUBSCRIPTION

ECONOMIC

TIMES

57%BUSINESS

STANDARD

13%

TOI & IE

3%

NONE

27%

ECONOMICTIMES

BUSINESS STANDARD

TOI & IE

NONE

Current Subscription Scenario:

The current subscription scenario shows that Business Standard is

leading the market, but still there are some people who do not prefer

to read news paper.


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CURRENT SUBSCRIPTION

ECONOMIC TIMES

20%

BUSINESS

STANDARD

70%

NONE

10%

ECONOMIC TIMES

BUSINESS STANDARD

NONE

Subscription type:

We can see that maximum readers are going for a prepaid

subscription, as it is cheap and reduces the tension of paying every

month end.

TYPEOFSUBSCRIPTION

53%

27%

17%

3%

PREPAID

POSTPAID

NONE

POSTPAID/PREPAID


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Findings:

In my survey I came to know that most of the business daily readers are reading

Economic Times because of the bundle offer with Times of India (Rs5.50 daily for both

newspapers). Investors are the majority users of Business Standard among all the respondents,

47 % of Investors would like to read Business Standard because Business Standard is an only

business daily which provides 200 companies share market (Sensex, Nifty) knowledge of

previous business day which is BS 200.

Economic Times is providing good sales promotion offers compare to Business Standard

to its consumer. Economic Times is also having the benefit of Times of Indias distribution

channel because of this distribution channel Economic Times is able to save more distribution

expenses. Most of the business daily readers are reading it from more than 1 year.

The distribution channel of Business Standard is also not very much efficient due to

which there is a delivery problem in the circulation. For this some of the customers are not


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receiving their newspaper on a regular basis like IndusInd Bank, 78

Janpath, Kharavela Nagar, Bhubaneswar.

Readers of financial daily, do not compromise on quality. And as the market analysis of

Business Standard is rated higher than its biggest competitor Economic Times, readers look

forward for availing the discount. As they get quality at a lesser price.


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Suggestions :

At the current time Business Standard is not having Sunday edition Orissa but another

business dailies like Economic Times and Financial Express are having Sunday edition

and the customers of the Business Standard are unhappy with this policy of the

organization so that Business Standard should start its edition on Sunday with somebetter strategies than its competitors who is charging more on Sunday edition.

Business Standard provides only 4 annual magazines to its subscribers which are Fund

Manger, BS 1000, Billionaire Club and Annual Banking but Financial Express provides

13 magazines in a year so Business Standard should think about increasing the magazines

or they should provide these 4 magazines more frequently.

Business Standard must try to tie up with some daily newspaper like The Telegraph to

attract customers with better offers and thus increase its sales.


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SWOT ANALYSIS:

STRENGTH:

1. 9.9 rating in market analysis by SEBI.

2. Local publication from Bhubaneswar.

3. Inclusion of accent east.

WEAKNESS:

1. Business Standard is not having any general category newspaper in its group.

OPPORTUNITIES:

1. Can go for a combo offer with Telegraph.

2. Orissa has large number of industries, tie-ups with these corporate houses.

THREATS:

1. Its biggest competitor has a combo pack of Economic Times with Times of India.

2. Almost all of its competitors are having Sunday edition, which Business Standard is nothaving.


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APPENDICES:

Annexure 1:

SL

NO. NAME INDUSTRY TYPEPREVIOUSLY

SUBSCRIBED

CURRENTLY

SUBSCRIBING

TYPE OF

SUBSCRIPTION INTEREST AREA

1

JITENDRA

NARAYAN DAS

ASSET

MANAGEMENT

FIRM ET BS POST PAID MARKET ANALYSIS

2 SANDEEP ROY

GENERAL

INSURANCE NONE BS NONE

NOTHING

SPECIFIC

3 BIKASH SAHOO

ASSET

MANAGEMENT

FIRM ET ET POST PAID MARKET ANALYSIS

4 S. K. PANDA BANK BS BS PRE PAID

NOTHING

SPECIFIC

5 NIRANJAN PATRA BANK NONE NONE NONE

NOTHING

SPECIFIC

6 SUJIT KR. NEGI BANK BS BS PRE PAID

NOTHING

SPECIFIC

7

TANMAY KR.

BISWAL

ASSET

MANAGEMENT

FIRM/

SHARE

BROKING NONE BS NONE

NOTHING

SPECIFIC

8 ABHISEK MITRA

ASSET

MANAGEMENT

FIRM/

SHARE

BROKING ET ET POST PAID MARKET ANALYSIS

9

RAJENDRA

NARAYAN JENA BANK NONE BS PRE PAID MONEY MARKET

10

DURGA MADHAB

DASH

ASSET

MANAGEMENT

FIRM/SHARE

BROKING BS BS POST PAID MARKET ANALYSIS

11

ASHOK

MAHAPATRA

LIFE

INSURANCE ET ET POST PAID

NOTHING

SPECIFIC

12 V. A. NARASIMHAM BANK BS BS PRE PAID NOTHING


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SPECIFIC

13 DEEPA KASHYAP BANK ET ET POST PAID

NOTHING

SPECIFIC

14

CHITTARANJAN

NAYAK

ASSET

MANAGEMENT

FIRM NONE NONE NONE

NOTHING

SPECIFIC

15 SWAGATIKA DASH

ASSET

MANAGEMENT

FIRM NONE BS PRE PAID MARKET ANALYSIS

16

RAVIKANT

VIJAYWARGIYA BANK ET ET POST PAID

NOTHING

SPECIFIC

17

RASBIHARI

PATTANAYAK

LIFE

INSURANCE NONE NONE NONE

NOTHING

SPECIFIC

18

MANAS RANJAN

BEHERA

ASSET

MANAGEMENT

FIRM/

SHARE

BROKING ET ET POST PAID

NOTHING

SPECIFIC

19

BIKASH

SRIVASTAVA

ASSET

MANAGEMENT

FIRM/

SHARE

BROKING NONE BS PRE PAID MARKET ANALYSIS

20

RELIANCE MEDIA

LTD. FM RADIO TOI & IE BS

POST

PAID/PRE

PAID ADVERTISEMENTS

21

SASHI BHUSHAN

DASH

ASSET

MANAGEMENT

FIRM ET BS PRE PAID MARKET ANALYSIS

22 SUBHAM CAPITAL

ASSET

MANAGEMENT


23

BISWAJIT

MOHANTY

ASSET

MANAGEMENT


24 PR FINANCE

ASSET

MANAGEMENT


25 SERVICES 1 UP ASSET

MANAGEMENTET BS PRE PAID MARKET ANALYSIS


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FIRM

26

MOHAMMED

ERFAN

ASSET

MANAGEMENT


27 SUCHISMITA JENA

ASSET

MANAGEMENT


28

PRASANTA KUMAR

PATRA

ASSET

MANAGEMENT


29

SANTOSH KUMAR

MALLA

ASSET

MANAGEMENT


30 SUREKA & CO.

ASSET

MANAGEMENT



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Annexure 2.

Business StandardA D V E R T I S I N G R A T E S

Effective April 2, 2010

(Rates in Rupees per square centimeter)

DISPLAY & FINANCE-SINGLE EDITION RATES

NORTH EAST

B&W Color B&W Color

Delhi + Lucknow 255 388 Kolkata 115 175

Chandigarh 65 99 Bhubaneswar 60 91

WEST SOUTH

Mumbai + Pune 240 366

Chennai +

Kochi 73 111

Ahmadabad 80 122 Bangalore 85 129

Hyderabad 67 102

DISPLAY & FINANCE-PACKAGE RATES

B & W Color

Regions

Any

One

Any

Tw

o

Any

Three

All

Editions

Any

One

Any

Two

Any

Three

All

Editions

NORTH 296 280 240 451 426 366

EAST 162 153 131 247 233 200

WEST 296 280 240 451 426 366

SOUTH 208 197 169 317 300 257

ALL

EDITIONS 650 990


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TENDERS-SINGLE EDITION RATES

NORTH EAST

B&W Color B&W Color

Delhi + Lucknow 321 488 Kolkata 165 252

Chandigarh 65 99 Bhubaneswar 83 126

WEST SOUTH

Mumbai + Pune 302 460

Chennai +

Kochi 92 140

Ahmadabad 101 153 Bangalore 107 163

Hyderabad 84 128

TENDERS-PACKAGE RATES

B & W Color

Regions

Any

One

Any

Tw

o

Any

Three

All

Editions

Any

One

Any

Two

Any

Three

All

Editions

NORTH 372 352 302 567 536 460

EAST 229 217 186 349 330 283

WEST 372 352 302 567 536 460

SOUTH 262 248 212 399 377 323

ALL

EDITIONS 835 1270

Other categories of advertising

Appointment advertising : Only 50% of the applicable display rates will be charged.

Company audited and unaudited financialresults

: Only 75% of the applicable finance rateswill be charged. Page 3 of Section I : 35%

Position Premiums

Front page souls of Section I : 100%

Back page of Section I : 35%

Section II - front page (min 100cc) : 25%

Guaranteed Page : 25%

Guaranteed Position : 25%

Notes:1. For a combination of a single edition and a regional package, the applicable rate will be the regional

package rate

+ The single edition rate. For example, B&W display ad in North, West & Chennai will be Rs. 633 psc

(280+280+73)2.Regions Defined: North: Delhi+Chandigarh+Lucknow;

East: Kolkata+Bhubaneswar;West: Mumbai+Pune+Ahmedabad;


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South: Bangalore+Chennai+Kochi+Hyderabad.


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ANNXEURE 3 :

Subscription proposal letter:

Business Standard Limited10th Floor, IDCO Tower, Janapath, Bhubaneswar 751007

Visit us at www.business-standard.com

Tel-0674-2545801, Fax-0674-2545804

To, Date:

Sub:- Prepaid Subscription offer.

Dear Sir,

Business Standard is being published Monday to Saturday and offers its readers dedicated, topical magazines. It

positioned as a serious, respected, top-notch, non-frivolous business daily. It believes in providing informationthat creates wealth and enriches lives.

Business Standard is having special Editorial property on management education and training avenuesinitiatives by Business Schools. It also comes with international news, lifestyle, luxury- gizmos, corporate news

policy & analysis, corporate social responsibility, transport business & logistics, IT telecoms and entertainmentSME Business, human resources, real-estate market scenario and opportunities, automobile & ancillary segment.

Supplementing the above, it also providing information about:

Money market: Covers commodities, stock analysis.

Smart investor: A comprehensive investment guide.

Strategist: Covers issues around management & marketing.

Weekend: Cover art, leisure & life style.

In this occasion we are pleased to introduce our self in your esteem organization and offering a lucrative schemefor subscription of Business Standard likewise:-

Prepaid Subscription

PERIOD @COVER PRICE @ OFFER PRICE @DISCOUNT

06 Months Rs 540.00 Rs325.00 39.81%

12 Months Rs 1080.00 Rs 625.00 42.13%

24 Months Rs 2160.00 Rs1200.00 44.44%

Terms & Conditions

Copies will be delivered at your desired place by our own net work. Payment must be made by way of DD/Pay order /Cheque, favoring Business Standard Limited, payable

at Bhubaneswar.

With regards

Sambhuraj Panda


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http://www.business-standard.com/http://www.business-standard.com/


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Officer-market Development

For more Information Please Contact: Mr.AbhishekBag M-9778203067/ Mr.Rishi Khemka

M-9040320517

E-Mail- [email protected] /[email protected]


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mailto:E-Mail-%[email protected]%20/mailto:[email protected]:[email protected]:E-Mail-%[email protected]%20/mailto:[email protected]


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ANNEXURE 4.

QUESTIONNAIRE

1. Name :-

2. Occupation:-

3. Are you currently reading any financial newspaper?

a. Yes b. No

4. What is your area of interest in the paper?

5. What financial newspaper are you currently subscribing?

a. Business Standard

b. Business Line

c. Economic Times

d. Financial Express

6. Are you aware of Business Standard?

a. Yes b. No

7. Have you read Business Standard?

a. Yes b. No

8. Did you like Business Standard?

a. Yes b. No

If you have answered a for question 5 then please answer the following questions below.

9. Are you satisfied with Business Standard?

a. Yes b. No


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10. What do you like most about Business Standard?

11. Any changes you want to see in the newspaper?

12. Any suggestions or complains?

13. How are you currently subscribing Business Standard?

a. Prepaid b. Postpaid

14.Are you aware of the Prepaid scheme?

a. Yes b. No

15.Do you like the scheme?

a. Yes b. No

16.Would you like to subscribe Business Standard on prepaid scheme?

a. Yes b. No

17.For what tenure would you like to subscribe?

a. 6 Months

b. 12Months

c. 24Months


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BIBILOGRAPHY

TITLE OF THE BOOK AUTHORS

PRINCIPLE OF THE MARKETING MANAGEMENT Philip Kotler

RESEARCH METHODOLOGY Cooper and Schilnder

BUSINESS TODAY

BUSINESS STANDARD LTD

NAME OF THE WEBSITES

1. www.google.com2. www.business-standard.com3. www.wikipedia.com
http://www.google.com/http://www.business-standard.com/http://www.wikipedia.com/http://www.google.com/http://www.business-standard.com/http://www.wikipedia.com/

bs report rishi khemka

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