imashok project reports

8/7/2019 imashok project reports

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AN ORGANISATIONAL STUDY AT DAILY NEWS & ANALYSIS

(DNA)

MBA project reports collections -2011

By

Imashok !

DEPARTMENT OF MANAGEMENT STUDIES, NHCE imashok 9620619777Page 1


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DECLARATION

I hereby that the summer project submitted to the Visvesvaraya Technological University in

partial fulfilment of the requirement for the award of Master of Business Administration

(MBA) is a record of original work done by me under the guidance of Prof. Rajshri Paatnaik

(Internal Guide) faculty member, Department of Management Studies, New Horizon College

of Engineering and Mr. John (External Guide), Manager, DNA, Bangalore, During my

academic year 2009-2010, was a original work done by me, and the report has not been

submitted to any other University or Institute for the award of any degree or diploma or

similar title.

Place: Bangalore Signature of the candidate

Date:

(SARASWAT RAM GOPAL)

ACKNOWLEDGEMNET

I am indebted to Mr. John KohloffSr Manager Marketing, DNA, Bangalore, for giving me

opportunity to do my project and also Mr. Jaideep, for his tremendous pain in explaining all

my queries. In general multitudes of phrasal thanks cannot attribute our regard for the great

deal of support, encouragement and guidance, given by the staffs of DNA.

I express my profound gratitude to Dr. S.K.Gupta, Dean of Management Studies, for

providing me the opportunity to undergo the summer project. I express my sincere gratitude

to our Principal Dr. Basvaraj for permitting me to take up this project. I am really very

grateful to Prof M. Viswanathan, HOD of the Department of Management Studies, New



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Horizon College of Engineering, for his valuable suggestion and encouragement to complete

the project successfully.

I am very pleased to express my profound gratitude to my Internal Guide Prof. Rajshri

Patnaik, faculty member, Department of Management Studies, New Horizon College of

Engineering, for his constant motivation and excellent guidance which adds his worthy

advice at each stage of my project work. Her subtle wisdom has been the primary factors

influencing my study and has urged me to a greater precision and comprehension in my

project.

I pay obeisance to the almighty for giving me the confidence, courage and interest to

complete the project. Just the word Thanks will not do much justice to my parents for their

invaluable cooperation and financial support. I wish to thanks my parents, well wishers and

all my friends.

SARASWAT RAM GOPAL

EXECUTIVE SUMMARY

The study is conducted to relate the theoretical concept that has been taught in the classroom

about the organizational functioning. The main objective of the study is to provide an insight

to the student about the various aspect of a business establishment.

The report consists of details, how the company came into existence, and their area of

operation. The study has been conducted by collecting relevant data from the records of the

company.

The initial part of this report deals with introduction to the newspaper industry. This part of

the report deals with topics like company profile which includes background and inception of

the company, nature of the business carried, vision, mission, product/service profile, area of

operation etc.

The report also covers the practices of Mckinesys 7s model in the organization. This model

gives the information about organizational structure details like the hierarchy, different levels

of decision making, duties and responsibilities of manager. Next comes the strategies which

includes purpose, mission, objectives, goals and major section plans and policies related with



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the company, the shared values that of the company, the shared values that of the company to

achieve its objectives have also been included.

Next part includes SWOT analysis of the company. Strengths like comparative advantage in

the marketplace, Weaknesses like uneducated and rural market. Opportunities like huge

unexploited market and threats like competition in the industry.

Next part comes the research methodologies used for survey. As each and every customer has

their own view and attitude towards any object in this universe besides this, the most

important two aspects of the market are perception and satisfaction.

The research work conducted as a project work, depicts the consumer perception and

satisfaction about brand DNA, the research work has been conducted as the descriptive

research to understand the consumer perception and knowing DNAs position in compare to

its competitors.

This study was conducted on the sample of customers and it was based on the

convenience sampling of 150 sample size.

The customers are being the major set of people for the companys income, itsimportant to understand the perception of customers for the company, so as to make the

customer satisfied by giving them the proper service as it forms a important factor from the

customers point of view. So, wished to conduct the research on the consumer perception and

also to do comparative study for DNA, as a primary objective.

This research has been conducted in Bangalore city and respondents have been asked

to fill questionnaire and those responses have been interpreted in to a graph and then

analyzed on the pattern response and have been made suggestions on particular.

It is found in response that major respondents were aware of the Competitors of DNA

and they search information for various brands from their friends, family etc (i.e. word of

mouth) and also through internet & hoardings. Word of mouth has great impact on consumer

buying decision and also their perception for Price value for money.

It also contains the possible suggestions and recommendations for DNA to influence

the market by different tools of service marketing and to understand the perception of the

customer about the company and to improve the image for the future actions.



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NEWSPAPER INDUSTRY IN INDIA:

Official Country Name: Republic of India

Region (Map name): East & South Asia

Language(s): English, Bengali, Telugu, Marathi

Literacy rate: 52.0%

Area: 3,287,590 sq km

Number of Daily Newspapers: 398

Total Circulation: 30,772,000

Circulation per 1,000: 50

Number of Nondaily Newspapers: 98

Total Circulation: 7,774,000

Total Newspaper Ad Receipts: 35,624 (Rupees millions)

India is the world's largest democracy. Its mass media culture, a system that has evolved over

centuries, is comprised of a complex framework. Modernization has transformed this into a

communications network that sustains the pulse of a democracy of about 1.1 billion people.

India's newspaper evolution is nearly unmatched in world press history. India's newspaper

industry and its Westernizationor mondialisation as French would call itgo hand in hand.

India's press is a metaphor for its advancement in the globalized world.

The printing press preceded the advent of printed news in India by about 100 years. It was in

1674 that the first printing apparatus was established in Bombay followed by Madras in 1772.

India's first newspaper, Calcutta General Advertise , also known as the Hicky's Bengal

Gazette was established in January 1780, and the first Hindi daily, Samachar Sudha Varshan,

began in 1854. The evolution of the Indian media since has been fraught with developmental

difficulties; illiteracy, colonial constraints and repression, poverty, and apathy thwart interest

in news and media. Within this framework, it is instructive to examine India's press in two

broad analytical sections: pre-colonial times and the colonial, independent press (which may,

again be classified into two: preceding and following the Emergency rule imposed by Indira

Gandhi's government in 1975). The post-Emergency phase, which continues at the present,

may be the third independent phase of India's newspaper revolution (Jeffrey).



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While a majority of the poor working people in rural and urban areas still remain oppressed

and even illiterate, a significant proportion of peopleroughly about 52 percent of the

population over 15 years of age were recorded as being able to read and write. That breaks

down to 65.5 percent of males and an estimate of 37.7 percent of females. After the

liberalization of the economy, the growth of industry, and a rise in literacy, the post-

Emergency boom rekindled the world's largest middle class in news, politics, and

consumerism. Since private enterprise began to sustain and pay off, mass communications

picked up as a growth industry.

In 1976, the Registrar of Newspapers for India had recorded 875 papers; in 1995 there were

4,453. Robin Jeffrey comments:

"Newspapers did not expand simply because the technology was available to make Indian

scripts live as they had not been able to live before. Nor did newspaper grow simply because

more people knew how to read and write. They grew because entrepreneurs detected a

growing hunger for information among ever-widening sections of India's people, who were

potential consumers as well as newspaper readers. A race began to reach this audience

advertising avenues were the prizes and these would come largely to newspapers that could

convince advertisers that they had more readers than their rivals. Readers, meanwhile, were

saying implicitly: 'We will read newspapers that tell us about ourselves and reflect our

concerns."

"Newspaper history in India is inextricably tangled with political history," wrote A. E.

Charlton (Wolseley 3). James Augustus Hicky was the founder of India's first newspaper, the

Calcutta General Advertiser also known as Hicky's Bengal Gazette , in 1780. Soon other

newspapers came into existence in Calcutta and Madras: theCalcutta Gazette , the Bengal

Journal, the Oriental Magazine , the Madras Courier and the Indian Gazette . While the India

Gazette enjoyed governmental patronage including free postal circulation and

advertisements, Hicky's Bengal Gazette earned the rulers' wrath due to its criticism of the

government. In November 1780 its circulation was halted by government decree. Hicky

protested against this arbitrary harassment without avail, and was imprisoned. The Bengal

Gazette and the India Gazette were followed by the Calcutta Gazette which subsequently

became the government's "medium for making its general orders"

The Bombay Herald , The Statesmen in Calcutta and the Madras Mail and The Hindu , along

with many other rivals in Madras represented the metropolitan voice of India and its people.



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While Statesman voiced the English rulers' voice, The Hindu became the beacon of

patriotism in the South. The Hindu was founded in Madras as a counter to the Madras Mail .

Naresh Khanna summarizes the trends in circulatory growth and decline varied in regional

language papers during 1998-2000: In the three-year period from 1998-2000, circulation of

dailies in the country increased marginally from 58.37 to 59.13 million copies. This

represents a growth of 1.3 percent on the basis of data published by the Registrar of

Newspapers for India in its annual reports. In this time, two distinct groups of newspapers

emerge the first including five languages that have collectively grown in

NEWSPAPERS CIRCULATIONS

TIMES OF INDIA 1687000

MALAYALA MANORAMA 1162000

GUJARAT SAMACHAR 962000

MATRUBHUMI 773000

BHASKAR 768000

circulation by a healthy 5.65 percent and representing a combined circulation of 43.35

million copies. Amongst these newspapers, those in Malayalam and Bengali grew fastest at

12.9 percent and 12.8 percent respectively, while Hindi dailies grew by 5 percent and English

dailies by 4.7 percent over the three-year period. Although Marathi newspapers increased

circulation by 2.75 percent over the three years it would seem that they are in danger of

falling out of this group and perhaps entering the phase of stagnation and circulation decline

(Khanna 2002).

The Office of the Registrar

The Office of the Registrar of Newspapers for India, popularly known as RNI came into

being on July 1, 1956, on the recommendation of the First Press Commission in 1953 and by

amending the Press and Registration of Books Act (PRB Act) 1867. The functions of RNI

involve both statutory and non-statutory functions.

Statutory Functions The RNI compiles and maintains a register of newspapers containing

particulars about all the newspapers published in the country; it issues certificates of



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registration to the newspapers published under valid declaration. It scrutinizes and analyzes

annual statements sent by the publishers of newspapers every year under Section 19-D of the

Press and Registration of Books Act containing information on circulation, ownership, etc.

The RNI informs the District Magistrates about availability of titles to intending publishers

for filing declaration and ensures that newspapers are published in accordance with the

provisions of the Press and Registration of Books Acts. It verifies under Section 19-F of the

PRB Act of circulation claims, furnished by the publishers in their Annual Statements and

Preparation and submission to the Government on or before September 30 each year, a report

containing all available information and statistics about the press in India with particular

reference to the emerging trends in circulation and in the direction of common ownershipunits.

Non-Statutory Functions Non-statutory functions of the RNI include the formulation of a

Newsprint Allocation Policyguidelines and the ability to issue Eligibility Certificates to the

newspapers to enable them to import newsprint and to procure indigenous newsprint. The

RNI assesses and certifies the essential needs and requirements of newspaper establishments

to import printing and composing machinery and allied materials.

De-Blocking of Titles

For the first time in the history of RNI, a massive work of de-blocking 200,000 titles was

undertaken. As per the decision, all such titles of newspapers were certified till December 31,

1995, and those publications which had not registered with RNI have been de-blocked.

The work of entering registered titles has been completed and the lists have been dispatched

to state governments. Nearly 150,000 of unused titles have become available for allocation to

other newspapers from January 1, 1999.

Printing Machinery

The RNI is the sponsoring authority for the import of printing machinery and allied materials

at the concessional rate of custom duty available to the newspapers. During April 1998-

February 1999, applications of four newspaper establishments were recommended for import

of printing machinery and allied equipment.

Electronic News Media

Most Indian newspapers, magazines, and media outlets are easily accessible through the

Internet. Internet Public Library (IPL) is a concise Internet source for information on Indian



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newspapers. The Onlinenewspapers.com Web site lists about 120 online newspapers for India

with access to each of those papers for reading.

The official Web site for the Library of Congress in New Delhi is also accessible on the

Internet, where e-mail contact information is provided. This directory is published biennially.

The directory includes newspapers published in India, the name and language of the

newspapers, circulation, frequency of publication, and names and addresses for the publishers

of each paper. Paper status is also included.

Internet Public Library's list of India's contemporary newspapers exists to enable instant

access to existing information resources. Among them in 2002 were 62 Indian newspapers

that were available online.

Education & Training

The first diploma in Journalism was offered at Aligarh Muslim University in 1938 by the late

Sir shah Muhammad Sulaiman, a Judge in India (Wolseley 224). Later on, after partition,

universities in Punjab, Madras, Delhi, Calcutta, Mysore, Nagpur, and Osmania offered

courses at undergraduate levels. Professional education in India is largely a need-based

enterprise. Journalists and other mass communicators can perform without specialized

training and skills, and can succeed without advanced degrees.

COMPANY PROFILE

http://onlinenewspapers.com/http://onlinenewspapers.com/


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Diligent Media Corporation Ltd, which owns DNA (Daily News & Analysis), is a

joint venture between two industry majors the Dainik Bhaskar Group and Essel

Group (Zee Group).

Dainik Bhaskar Group and Essel Group (Zee Group) together have a reach of more

than 120 countries and access to more than 250 million viewers globally.

Mr. Ramesh Chandra Agarwal ( Chairman )of The Bhaskar Group, and

Mr. Subhash Chandra (Chairman) ofThe Essel Group (Zee TV) started a Joint venture

company named Diligent Media Corporation Ltd.

On July 30, 2005 DNA was launched in Mumbai.

On Dec 14, 2008 DNA was launched in Bangalore, It has strength of 250 employees.

Currently DNA has 6 editions :

1) Bangalore

2) Mumbai

3) Pune

4) Ahmadabad

5) Surat

6) Jaipur.

Daily News and Analysis (DNA), owned by the Diligent Media Corporation is a joint venturebetween two industry majors the Dainik Bhaskar Group and Zee Group.

Within a year of its launch, the daily has emerged as the second highest circulated English

newspaper in Mumbai, and enjoys a readership of 4,02,000 (Indian Readership Survey 2006).

Targeted at a young readership, DNA is positioned as the voice and soul of Mumbai.

Through news, views, analyses and interactivity, DNA provides readers with a composite

picture of Mumbai and the world. Its interactive platforms seek to bring the reader and surfer

at the centre of its news activity.



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The Dainik Bhaskar Group has soared to the top of the print media industry in India with its

flagship Hindi daily Dainik Bhaskar (India's number one daily Hindi newspaper) and its

Gujarati frontrunner Divya Bhaskar. While Dainik Bhaskar has a big presence in Madhya

Pradesh, Rajasthan, Punjab, Haryana, Himachal Pradesh, Chhatisgarh and Uttar Pradesh,

Divya Bhaskar is the largest circulated regional daily in Gujarat.

AboutCEO:

K U Rao brings with him 23 years of work experience from markets in India, the

Middle East, Asia-Pacific and Europe. He started his career as a Management Trainee at

Philips India in 1983 and went on to become the Area Manager.

He then moved to Onida, where he was the General Manager (Sales) from 1988-1994.

In 1994, he joined Royal Dutch/ Shell as a Regional Sales Manager (South) - Shell India, and

later spearheaded key assignments in various countries.

He was Vice President - Commercial at Bharat Shell Ltd and General Manager of

SASLUBCO (Saudi Arabian Markets and Shell Lubricants Co Ltd). His last posting was at

London as Head of Global Sales for Shell Car Care, till his present appointment with DNA.

ABOUT DAINIK BHASKAR

The Bhaskar Group has soared to the top of the print media industry in India with its

flagship Hindi daily, Dainik Bhaskar (Indias No. 1 Daily Hindi Newspaper), and the

Gujarati frontrunner, Divya Bhaskar.

While Dainik Bhaskar has a big presence in Madhya Pradesh, Rajasthan, Punjab,

Haryana, Himachal Pradesh, Chhattisgarh and Uttar Pradesh, Divya Bhaskar is the

largest circulated regional daily in Gujarat.

Its other interests include Textiles, Oil extraction, Salt, Entertainment Parks, etc

PRODUCTS OF BHASKAR:

Dainik Bhaskar.

Divya Bhaskar.

Divya Jyoti.

Bhaskar TV.

Bhaskar salt.

ABOUT ESSEL GROUPDEPARTMENT OF MANAGEMENT STUDIES, NHCE imashok 9620619777

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Essel Group has diverse National and Global business interests, encompassing media

programming, broadcast & distribution, specialty packaging, entertainment, telecom

and trading, having close synergies particularly with ventures active in the areas of

content, distribution / reach and infrastructure / logistics.

Essel Group is a transnational enterprise with Indian soul and global spirit.

BOARD OF DIRECTORS:

SubhashChandra

Chairman, Essel Group

Subhash Chandra, the Chairman of the Essel Group, is among the leading lights of the Indian

industry. A self-made man, Chandra has consistently demonstrated his ability to identify new

businesses and lead them on the path to success.

Laxmi Narain Goel

Laxmi Narain Goel, Managing Director, Zee News Limited, also holds the key position of

Vice Chairman of Essel Group. He is involved in the day-to-day developmental activities of

the Group.

Jawahar Goel

Jawahar Goel, Head of business, dishtv, has been instrumental in pioneering the direct-to-

home (DTH) services in India and establishing the company as a prominent brand with

India's most modern and advanced technological infrastructure.

Ashok Goel

Ashok Goel, Vice Chairman and Managing Director, Essel Propack has been instrumental in

establishing the company as a global player in laminated tubes. He was elected as the

President of Organisation of Plastic Processors of India in September 2004.

ABOUT ZEE NETWORKS:

Zee Network is India's largest vertically integrated media and entertainment company with

range of businesses encompassing the content-to-consumer value chain.

Zee Network is India's largest vertically integrated media and entertainment company with



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range of businesses encompassing the content-to-consumer value chain.

In India, Zee Network is a pioneer in every aspect of content aggregation and distribution

through satellite, cable and Internet. It is the first Indian bouquet of television channels to

debut on dishTV, India's first direct-to-home platform. Today, Zee Network is the largest

producer and aggregator of Hindi programming in the world. With more than 30,000 hours of

original programming in the library, it is one of the most popular entertainment brands in

India.

As India's largest overseas broadcaster, the Network has an estimated reach of 350 million

viewers in over 120 countries globally. It owns and operates channels in USA, Canada, the

Caribbean, UK, Europe, Africa, Australia/New Zealand, the Middle East and Asia Pacific.

The company has expanded rapidly in the last few years and currently broadcasts 23

television channels in eight languages in India and abroad.

Channels under the Zee Network banner include Zee TV, Zee Cinema, Zee News, Zee

Business, Zee Studio, Zee Caf, Zee Trendz, Zee Smile, Zee Sports, Zee Jagran, Zee Marathi,

Zee Bangla, Zee Gujarati, Zee Punjabi, Zee Telugu, Zee Kannada, Zee Muzic, Zee Premier,

Zee Classic, Zee Action, Zee Arabiya, ETC and ETC Punjabi.

AboutCEO

Punit Goenka, 33, Whole-time director and CEO of the Company, since 2005, is a young

professional with an entrepreneurial background. A Bombay University Graduate (1995

Batch), he began his career with the Essel Group which has diversified business interest in

the areas of media, entertainment and telecommunications. Mr. Punit Goenka, son of Mr.

Subhash Chandra, Chairman of Essel Group of Companies, has been contributing to several

Essel Group projects at the corporate decision making level and he has also held senior

positions in other Group Companies.

His career profile in brief:

From 1995 - 1997, Mr Punit Goenka headed a Music division of Zee Telefilms Ltd engaged

in Audio/Video Music Album Publication.

From 1997-2004, Mr. Goenka was involved in ASC Enterprises Ltd. which is a diversified



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multi venture corporate with interests in the field of Satellite Infrastructure & Services and

Public Mobile Radio Trunking. Here he was Vice President, Operations for initial three years

reporting to the CEO Mr. Jai Singh and then went on to take the position of President and

Chief Executive Officer.

From 2004 onwards Mr. Punit Goenka took charge of Zee TV the flagship hindi GEC

channel as it's business head from Abhijit Saxena. He was successful in improving the ratings

of the channel by 30% from where he took charge. In year 2005 he was promoted as

NETWORK OPERATING OFFICER having charge of all programming, operations,

administration and Human Resource development of all entertainment channels of ZEE

NETWORK. During this period most of the channels Zee TV, Bangla, Marathi have

enhanced their viewership from overall eyeballs of the network from 12.5% to the current

17% (of all TV viewing in India)

During this period, Mr. Punit Goenka has demonstrated his leadership skills in handling

difficult situation with clear focus and perseverance, providing timely directions and strategic

guidance toteam for higher and better performance. In 2005, he was inducted to the Board of

the company as whole time Director. In 2008, he is appointed as Chief Executive Officer of

the company.

Mr. Goenka has participated in various intensive Management Education Program viz.

Young Managers Program at INSEAD, France and a program on "Birthing of Giants" hosted

by Young Entrepreneurs' Organization and MIT Enterprise Forum, Inc., Boston, USA.

Apart from the Company, Mr. Punit Goenka holds directorship in several other Indian Public

Limited Companies viz. ETC Networks Ltd., Essel Infraprojects Ltd., Essel Ship Breaking

Ltd., Essel Telecom holdings Ltd., Rochen (India) Ltd., Zee Sports Ltd., Agrani Wireless

Services Ltd., Agrani Convergence Ltd., Agrani Satellite Services Ltd., ASC Mobile

Communication Ltd. and Diligent Media Corporation.

PRODUCTS OF ESSEL GROUP:

Zee TV.

Play Win.



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Water Kingdom.

Fun Republic.

Zee Cinema.

Siti Cable Network Limited.

Dish TV.

Kidzee.

Asian Sky Shop.

Essel World.

VISION STATEMENT OF DNA :

To be amongst the top 5 Media Organizations in India.

MISSION STATEMENT OF DNA:

To disseminate customized, credible, speedy information through multiple media to

empower, nurture & benefit community and stakeholders to achieve profitable growth.

COMPETITOR INFORMATION

DECCAN HERALD

The Deccan Herald is a popular English-language daily newspaper in the Indian state of

Karnataka. It is published by the Printers (Mysore) Private Limited and has a number of

editions in Bangalore, Hubli, Mysore, Mangalore and Gulbarga

http://en.wikipedia.org/wiki/English-languagehttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/States_and_territories_of_Indiahttp://en.wikipedia.org/wiki/Karnatakahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Hublihttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/Mangalorehttp://en.wikipedia.org/wiki/Gulbargahttp://en.wikipedia.org/wiki/English-languagehttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/States_and_territories_of_Indiahttp://en.wikipedia.org/wiki/Karnatakahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Hublihttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/Mangalorehttp://en.wikipedia.org/wiki/Gulbarga


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The Deccan Herald was started in 1948. Its sister publications are the Prajavani daily

newspaper, the weekly magazine Sudha, and the monthly magazine Mayura, all of which are

published in Kannada. The head office of the Deccan Herald is on MG Road, Bangalore.

According to the Indian Readership Survey (Round One) 2009, The Deccan Herald has a

readership of 860,000. The ABC certified figures for the first half of 2008 put the daily paid

circulation (number of bought copies as opposed to number of copies read) at 214,797 for

Karnataka. For the January-June 2008 period, The Deccan Herald had a circulation of

145,656 for the Bangalore city area.

Type Daily Newspaper

Format Broad sheet

Owner The Printers(Mysore) Private Limited

Founded 1948

Political Alignment Independent, Liberal

Headquarters Bangalore,India

Circulation 214,797 Daily (January-June 2009)

Official Website www.deccanherald.com

THE INDIAN EXPRESS

The Indian Express is an English-language Indian daily newspaper owned by Ramnath

Goenka started in 1931 by Chennai based P. Varadarajulu Naidu. After Ramnath Goenka's

death in 1991, the group was split in 1999 among his family members into two with the

southern editions taking the name The New Indian Express, while the old Indian Express

name was retained in the northern editions based in Mumbai with a prefix "The". It is

published in all major Indian cities. It is a major and respected Indian newspaper with a

worldwide circulation.

The Indian Express is owned by the Indian Express Group with Viveck Goenka as the

Chairman and Managing Director. The group also owns other newspapers in India such as the

Financial Express, a newspaper focused on the Indian economy, stock markets, and fiscal

policies. The group has other publications such as Screen weekly focused on entertainment

news,the Marathi-language daily Loksatta, and the Hindi daily Jansatta.

AWARDS OF INDIAN EXPRESS

http://en.wikipedia.org/wiki/Prajavanihttp://en.wikipedia.org/wiki/Sudha_(weekly_magazine)http://en.wikipedia.org/w/index.php?title=Mayura_(monthly_magazine)&action=edit&redlink=1http://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/w/index.php?title=The_Printers(Mysore)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Independent,_Liberal&action=edit&redlink=1http://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Dailyhttp://www.deccanherald.com/http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Republic_of_Indiahttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Ramnath_Goenkahttp://en.wikipedia.org/wiki/Ramnath_Goenkahttp://en.wikipedia.org/wiki/P._Varadarajulu_Naiduhttp://en.wikipedia.org/wiki/The_New_Indian_Expresshttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indian_Express_Grouphttp://en.wikipedia.org/wiki/Financial_Expresshttp://en.wikipedia.org/wiki/Economyhttp://en.wikipedia.org/wiki/Stock_marketshttp://en.wikipedia.org/wiki/Fiscal_policyhttp://en.wikipedia.org/wiki/Fiscal_policyhttp://en.wikipedia.org/wiki/Screen_(magazine)http://en.wikipedia.org/wiki/Marathihttp://en.wikipedia.org/wiki/Loksatta_(newspaper)http://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Jansattahttp://en.wikipedia.org/wiki/Prajavanihttp://en.wikipedia.org/wiki/Sudha_(weekly_magazine)http://en.wikipedia.org/w/index.php?title=Mayura_(monthly_magazine)&action=edit&redlink=1http://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/w/index.php?title=The_Printers(Mysore)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Independent,_Liberal&action=edit&redlink=1http://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Dailyhttp://www.deccanherald.com/http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Republic_of_Indiahttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Ramnath_Goenkahttp://en.wikipedia.org/wiki/Ramnath_Goenkahttp://en.wikipedia.org/wiki/P._Varadarajulu_Naiduhttp://en.wikipedia.org/wiki/The_New_Indian_Expresshttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indian_Express_Grouphttp://en.wikipedia.org/wiki/Financial_Expresshttp://en.wikipedia.org/wiki/Economyhttp://en.wikipedia.org/wiki/Stock_marketshttp://en.wikipedia.org/wiki/Fiscal_policyhttp://en.wikipedia.org/wiki/Fiscal_policyhttp://en.wikipedia.org/wiki/Screen_(magazine)http://en.wikipedia.org/wiki/Marathihttp://en.wikipedia.org/wiki/Loksatta_(newspaper)http://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Jansatta


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Ramnath Goenka Excellence in Journalism Awards

Ramnath Goenka India Press Photo Awards

Screen Awards

FE Women in Business Awards

Intelligent Enterprise Awards

Security Strategist Awards

Uptime Champion Awards

Express TravelWorld Awards

Pharma Excellence Awards

Healthcare Excellence Awards

DECCAN CHRONICLE

The Deccan Chronicle is a daily newspaper published through the Andhra Pradesh,

Karnataka, and Tamil Nadu states of India. It is published in English, and is the largest

circulation English-language newspaper in the south of India.[1][2] The newspaper's name

derives from the originating place Deccan regions of India. Other supplements by it are "TV

Guide", "Sunday Chronicle", "Chennai Chronicle", and "Bengaluru Chronicle". It also

supplies other weekly features like "School Chronicle" and "Teen Chronicle".

The company started its operations in AP as a partnership concern in 1938. Late Shri T

Chandrashekar Reddy took over the operations in 1976 after the earlier promoters declared

bankruptcy. Shri Reddy subsequently handed over the operations to his two sons Shri T

Venkatram Reddy (The current IPL franchisee Deccan Chargers owner) and Shri T Vinayak

Ravi Reddy, who have been managing its operations since late 1970s.

Type Daily Newspaper

Format Broadsheet

Owner Deccan Chronicle Holdings Ltd.

Editor A.T. Jayanti

Founded 1938

http://en.wikipedia.org/wiki/Star_Screen_Awardshttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Karnatakahttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Deccan_Plateauhttp://en.wikipedia.org/wiki/Star_Screen_Awardshttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Karnatakahttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Deccan_Plateau


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Language English

Headquarters Hyderabad, India

Circulation 1,349,959 Daily

Official Website www.deccanchronicle.com

TIMES OF INDIA

Times of India is a daily newspaper in Bangalore, India covering local news, sports, business,

jobs and community events. Times of India (TOI) is the most popular newspaperin India. It

is an English-language broadsheet newspaper published daily. The Times of India was

founded on November 3, 1838 as The Bombay Times and Journal of Commerce, and took its

present name in 1861. The newspaper was British-owned and controlled until Indian

independence. Today The Times of India is published by The Times Group, a division of

Indian media company Bennett, Coleman & Co. Ltd. The Times Group also publishes The

Economic Times, Mumbai Mirror, The Navbharat Times and The Maharashtra Times. The

Times of India describes itself as a liberal newspaper.

With daily circulation of 3,146,000, Times of India is one of the largest circulation

newspapers in the world. Learn more at Mondo Newspapers, the worldwide newspaper

directory. This newspaper is owned by Bennett, Coleman & Co. Ltd.

WORK FLOW MODEL

WORK FLOW MODEL FOR NEWS

DNA

EDITORIAL DEPARTMENT

http://d/Project%20DNA/Final%20Report/Times%20of%20India%20-%20daily%20newspaper%20in%20New%20Delhi,%20India%20with%20local%20news%20and%20community%20events.htmhttp://www.mondotimes.com/1/world/in/198/4587/11565http://www.mondonewspapers.com/circulation/worldtop100.htmlhttp://www.mondonewspapers.com/circulation/worldtop100.htmlhttp://www.mondonewspapers.com/http://www.mondonewspapers.com/http://d/Project%20DNA/Final%20Report/Times%20of%20India%20-%20daily%20newspaper%20in%20New%20Delhi,%20India%20with%20local%20news%20and%20community%20events.htmhttp://www.mondotimes.com/1/world/in/198/4587/11565http://www.mondonewspapers.com/circulation/worldtop100.htmlhttp://www.mondonewspapers.com/circulation/worldtop100.htmlhttp://www.mondonewspapers.com/http://www.mondonewspapers.com/


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REPORTER

SUB-EDIT

EDIT MEETINGS

PRE-PAPER

GOES FOR PRINTING

AREA WISE PACKAGING AND DISTRIBUTION

DELIVERY OF NEWSPAPER AT DIFFERENT VENDOR THROUGH DISTRIBUTOR

VENDOR DELIVER NEWSPAPER TO FINAL CUSTOMER

EXPLANATION OF THE WORK FLOW MODEL FOR NEWS:

There is an editorial department in the company where all the news are edited and

finalised.

The news is brought by various reporters of DNA which are located nationwide.

After the news is received, news is screened. This process of screening is called sub-

edit.

Edit meeting

After that pre-paper comes which is a rough copy of the news, it is done to see the

layout of the news on paper.

After finalising the news it goes for printing. Printing starts by 10:00 pm and it goes

till 12:30 am. The substitute pages are released by 7:00 pm and front page is printed at

last.



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After printing newspaper is packed and distribution is done area wise.

After that newspapers are delivered to different vendors through the distributors.

And finally vendors deliver it to the final customers. It is done from 4:30 am to 5:30

am.

WORK FLOW MODEL FOR ADVERTISMENT:

DNA

ADVERTISMENT THROUGH AD-SALES



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CONFIRM TO OPERATIONS

OPERATION SCHEDULE

AD CONFIRMATION THROUGH RELEASE ORDER

Ads ARE RELEASED AS SOON AS THE MATERIAL COMES

SCREENING OF Ads IS DONE TO CHECK THE PRINT QUALITY

FINALLY PRINTED

Mc KINSEY 7S FRAME WORK:



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Shared values of DNA :



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Are as follows:

People: By fostering team work, nurturing talent, enhancing leadership capability and

acting with pace, pride and passion.

Offer: By becoming the supplier of choice, delivering premium services, and

creating value with our customers.

Innovative approach: By developing leading edge solutions in technology,

processes and products.

Conduct: By providing a safe working place, respecting the environment, caring for

our communities and demonstrating high ethical standards.

OBJECTIVES AND TARGETS:

Sustainability issues are reflected through specific social and environmental

objectives and targets accepted by the top management as a part of Vision.

To achieve its sustainability goals, the organization has identified 12 key enterprise

processes critical to the growth and success of the organization. Mapping and

identifying stakeholder concerns through a structured engagement and feedback

process has been initiated. These stakeholder concerns are analyzed, prioritized and

are the prescribed goals for Corporate Sustainability Management. The senior

management of DNA tracks the performance of the targets against each strategic goal.

Sustainability at DNA has always been value-driven. The five core values

underpinning the way the DNA companies conduct business are:

Integrity: We must conduct our business fairly, with honesty and transparency. Everything

we do must stand the test of public scrutiny.

Understanding: We must be caring, show respect, compassion and humanity for our

colleagues and customers around the world, and always work for the benefit of the

communities we serve.Excellence: We must constantly strive to achieve the highest possible standards in our day-

to-day work and in the quality of the goods and services we provide.

Unity: We must work cohesively with our colleagues across the group and with our

customers and partners around the world, building strong relationships based on tolerance,

understanding and mutual cooperation.

Responsibility: We must continue to be responsible, sensitive to the countries, communities

and environments in which we work, always ensuring that what comes from the people goes

back to the people many times over.



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Staffing of DNA:

Staff means that the company has hired able people, trained them well and assigned them to

the right jobs- Employees are the functional unit of the organization. This selection, training,

placements, and induction everything is important for the organization. Staff deals with the

process by which employees are recruited deployed and develops their current position,

future up gradation etc. Selection, training, reward and recognition, retention, motivation and

assignment to appropriate work are all key issues.

DNA's recruitment policy is designed to attract the right talent at the right time, to enhance

the net worth of human capital and to obtain the best possible person-to-job, which will

contribute to company's effectiveness.

The Company's Recruitment Policy aims at:

Being fair and consistent;

Being non-discriminatory on the grounds of sex, race, age, religion or disability;

Human resources management:

DNA recognizes that its people are the primary source of its competitiveness and is

committed to equal employment opportunities for attracting the best available talent and

ensuring a cosmopolitan workforce. DNA aims to pursue management practices designed to

enrich the quality of life of its employees, develop their potential and maximize their

productivity. It also aims at ensuring transparency, fairness and equity in all its dealing with

its employees. DNA has been in pioneer in its HR Policy over the years with the basic

underlying principle of Sharing and Caring and a Sense of Belonging amongst all

employees who are considered to be a part of the DNA family.

Training and Development: E-learning facilities available on the Companys Intranet which was facilitated by

Computer Literacy training.

Computer Based Training packages and Multimedia training materials.

Safety training received special attention based on the DuPont Guidelines

identification of skill gaps; there is a plan in place to introduce a technical

competency assessment system.

Faculty support.



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Up-skilling employees through process based, on the job training and diploma

courses through premium engineering institutes.

Directed Learning - strengthening the leadership pipeline coupled with emerging

needs of growth projects across geographies.

Skills in DNA:

Managing the surplus manpower with a human touch has and always will be the cornerstone

of the HR Policy of DNA In times to come, certain modifications may have to be made in

view of economic considerations, but the underlying philosophy as envisaged by the Founder

has a stamp of permanence in DNA. The factors that helped the success of rightsizing at

DNA could be summarized as under:

Cultural Issues

Steps to understand employees needs/ expectations

Preparation of mind and attitudinal attuning

Creation of excitement and motivation through intense counselling and information

sharing

Leadership

Open and collaborative leadership

Identification of key leaders (drivers of change) and development of "soft skills" in

handling the delicate process of redundancy.

Empowerment of leaders at all levels to take quick decisions

Communication/Education

Develop climate of trust and openness

Making employees aware of business

Scenario and need for rightsizing

Share/communicate settlement earnings well in advance

Educate employees on investment plans/housing plans/post retirement life style plans

through expert interventions

Communicate policies, rules, procedures and modify or redefine the rules/procedures,

if needed.

Systems used for completion of work in DNA :



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The ESS system (ENTERPRISE SOFTWARE SOLUTION) has been designed keeping in

mind any organization in the service industry where the primary resource is manpower. This

system can be customized and implemented in any service organization. It gives a tool to

manage the human resource through efficient deployment and management of manpower.

The top management can use this system to manage the implementation of strategies by

checking that the human resources are deployed in a proper manner to achieve the business

goals.

Process

Simplified and easy processing of ESS application one window concept (high

customer focus)

Ensure timely payment of settlement dues and monthly pension

Evaluate/reposition the scheme based on feedback from the employees, line and

personnel executives

Deal with inaccurate information quickly

Develop survivors support plan

Care after Separation

Render help/assistance to separated employees through "Ex-employees Help Line

Desk"

Help employees to protect from environment threats like money lenders and other

unscrupulous agencies

Nomination form for the nominee given to employees in advance to avoid any hassle

of payment to family members in the event of death of separated employee before 60

years of age

Monthly pension remitted to any bank anywhere in the country within 10 days of the

month

Strategy used by DNA

Proposed strategy:

Strengthen Indian Operation.

Seek and Maintain control over Raw Material



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Focus on High Growth in Emerging Markets and Pricing Stability in Developed Markets

Increasing Focus on High Value Added Products and Services.

ORGANISATIONAL STRUCTURE


CEO


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Figure: DNA ORGANISATIONAL STRUCTURE

SWOT ANALYSIS

STRENGTHS:


RESIDENT EDITOR VP- BUSINESSHEAD

SENIOR

EDITOR-

CITY

SENIOR

EDITOR-

CITY

EDITOR-SPECIAL

PROJECT

EDITOR-NATION

EDITOR-

LIFE

STYLE

EDITOR-

LIFE

STYLE

EDITOR-

LIFE

STYLE

DGM- HR &

ADMINISTRAT

ION

CHIEF

MNG-

FIG &

CITYCIRCULATION

CITY HD

CHIEF

MNG-

FINANCE

/LEGAL

CHIEF MNG

PLANT

SR.MN

G HD

MRKTG

IT-SYSTEM &

N/W

ENGINEER

HEAD

AD-

SALES


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Favourable access to the distribution network.

Innovativeness in the work.

Committed sales force, with customer satisfaction as primary driving force.

Transparency in service.

WEAKNESS:

Brand awareness is less among customers.

Inefficient in understanding public demand.

Undifferentiated products or service (.i.e. in relation to your competitors).

OPPORTUNITIES:

Public is understanding the importance of newspapers, grab the chance.

Can go international.

Focus on specific segment as target.

THREATS:

Competitors.

Price war among competitors.

Shifts in consumers taste.

LEARNING EXPERIENCE:



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different situations, which would normally come across while on work in the office or factory

environment.



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GENERAL INTRODUCTION

MARKET

The term market refers to it is a centre around which marketing activities revolve. A

market in general may be described as a place where the goods and services are offered for

sale. Buyers and sellers meet and the title to goods is transferred

VARIOUS CONCEPTS

Market Share

It refers to the proportion of the total sales of a product during a stated period. In a specific

market that is captured by single firm.

Market research involves analysis of market potentials for existing products and estimating

demands for new products, sales forecasting, characteristics of product markets, analysis of

sales potentials, and studies of market trends. Broadly the functions of marketing research

involve description and explanation, prediction and evaluation. So market research is a

process of collecting information about who, what,

Where, when, why and how of the actual potential consumers in a particular market.

Marketing Strategy

It is the set of guidelines and policies used for effectively matching marketing programme

with target market opportunities in order to achieve organizational objectives.

Awareness

It is the first stage in consumer acceptance process in which a product stimulates,

penetrates the consumers filtration system and register in his mind.

Brand Preference

It is a selective preference consumer according to a particular brand of products in a

comparative evaluation with other brands.



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INTRODUCTION ABOUT CONSUMER PERCEPTION

While doing a study on the consumer perception, it is mandatory to talk aboutconsumer and consumer behavior. Consumer behavior is the behaviour that consumers

display in searching for purchasing, using, evaluating and disposing of products and services

which they expect will satisfy their needs. Consumer behaviour focuses on how individuals

make decisions to spend their available resources i.e. time, money and effort on consumption

related items.

The field of consumer behaviour is rooted in marketing concept, a business

orientation that evolved in the 1950s through several alternative approaches toward doingbusiness referred to, respectively, as the production concept, product concept and the selling

concept. But marketing management is the best business philosophy in the modern era. Since

1960s most of the business firms are progressing towards adopting marketing management.

The earlier concept of production philosophy had its genesis in the act that consumers

are mostly interested in product availability at low prices; its implicit marketing objectives

are cheap production and intensive distribution. So business firms will produce goods which

are scarce in the market and hence whatever they produce will be immediately consumed.The monopolistic pricing ruled the market.

Next was the product concept which assumes that consumer will buy the product that

offers them the highest quality, the best performance, and the most features. A product

orientation leads to company to strive constantly to improve the quality of its product and to

add new features that are technically feasible without finding out first whether or not the

consumers really want these features.

And then came the selling concept wherein the producers used to produce in mass and

use aggressive selling technique to sell those products. The assumption of this concept is that

consumers are unlikely to buy the product unless they are aggressively persuaded to do so.

All combined to evolve as a new concept called marketing. This philosophy suggested

that it is lot easier to produce only those products which had first confirmed, through

research, that consumers wanted. So to be successful a company must determine the needs

and wants of the specific target market and deliver the better satisfaction than the competitor.

A satisfied customer will stay with the company to buy from the company and also spread



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well about the company through word of mouth which helps the business firm to generate

more sales, have growth and develop. Consumers get satisfaction once their needs are

properly served. To understand the consumer need companies has to be engaged in lots of

intensive market research. Now first we have to understand what consumer needs are.

Need is defined as a state of felt deprivation, that is, it exist in the human

environment. And studies told that individual are highly complex in nature and they have a

variety of different psychological and social needs quite apart from their survival needs. Yet

needs are categorized in two ways: physiological and psychological. The physiological needs

are unmet needs, which exist in the physical form of human environment. Whereas

psychological needs are called acquired needs, which is mental phenomenon. The acquired

needs are developed with varying degree of needs considering the economic, cultural and

social environment of the consumers.

For a particular need there will be an innumerable acquired needs and these needs are

sometimes hierarchical in behaviour. Once a lower order need is satisfied a higher order need

emerges, however for that the economic, cultural and social environment should permit.

Hence it becomes challenging to every business firm to understand the acquired need in a

proper way so that they can have business success.

Now it is time for us to define what marketing management is by definition,

Marketing Management is nothing but all the technical and social activities of the business

firm in identifying the customers need, developing product or services to that need and see

that the customers are satisfied by offering their product and services in such a way that

consumer has received the quality, gets the sense of value and ultimately gets satisfied. To

achieve the success through marketing management the business firm should understand howto develop strategies. The fundamental variable through which marketing strategy revolve are

generally called as 4Ps that is product, price, promotion, and the place.

Product means any tangible goods or services needed by the customers for which they

are ready to pay. The price means the value of exchange, which is permissible under the

given economic conditions. Place means making the product available within the proximity

to the customer. Promotion means communicating the companys offering to the customer in

such a way to understand and be willing to make the purchase. Most of the consumerproducts are sold without the direct contact between the producers and consumers. In such



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case the organization will adopt a strategy called STP strategy, which is segmenting,

targeting, and positioning.

Segmenting means creating a homogeneous group of customers within the total

market for the companys offering. Targeting means evaluating the segmented customers in

terms of their physical and psychological needs, buying behaviors and environment, so a

proper strategy can be built.

Positioning means creating a unique image of the companys product, which is

identifiable with the personality of the buyer. The segmentation is done on the variable of

demographic, psychographic, behavioural and geographic. These are evaluated to create

proper marketing strategy and positioning.

Most of consumer goods are marketed through STP strategy where promotion plays a

vital role. Mainly because of the strong communication need customer will buy what he

understands better under the given environment. Hence understanding the customer needs,

from time to time is paramount important for every organization to survive in the market

place. The company can use strategy called push and pull strategy of hard and soft sell

strategies.

Push strategy means making use of the channel to sell the product to the end user. Pull

strategy means creating a brand pull in the media of the companys product.

Hard sell means convincing a customer about the utility benefit and its operation. Soft

sell means try to sell without much effort.

In reaching to the customer the companies have designed various promotional tools,

they are advertising, sales promotions, public relation, publicity, direct marketing and,network or web marketing.

With the development of white goods market in India and with increased purchasing

power the companies are thinking in terms of selling the high value goods through direct

marketing strategy. Some of the durables are sold in this mode.

In providing the product and the service, the entire environment has to be considered before

developing marketing strategies. The product and the service should be provided in such a



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way that it satisfies the customers and market share for the company. So, companies mainly

use line strategy.

INTRODUCTION ABOUT BRAND.

The origin of the word BRAND could be traced to the Norwegian word brandr

meaning to burn. Owners of livestock (cows and sheep) had the habit of putting some

identification mark on the body of the animals by using hot iron, to distinguish their

possession. Similarly, companies started restoring to branding to distinguish their marketing

offering (products and services) from similar product and services provided by their

competitors. Titan, Bajaj, Nokia, Times Of India and Lux are some examples of popularbrand names.

A Brand is a name, term, sign, symbol, or design, or a combination of these, which

identify the maker or seller of a product or service.

PHILIP KOTLER

Brand can be considered as the major enduring assets of a company. In the case of

many successful companies, the brand value will be more than the value of the land and thefactory they own. Brands are powerful assets that must be carefully developed and managed.

Brands are more than just names and symbols. They represent consumers perceptions and

feelings about a product or service.



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INTRODUCTION ABOUT COMPETITOR ANALYSIS

Competition

Competition is the combat between parties (individual or group) for a niche or allocation

of resources. It arises when two or more parties strive for a goal which cannot be shared.

Competition is a term that encompasses the notion of individuals and firms striving for a

greater share of a market to sell or buy goods and services.

Competitor Analysis

It is an assessment of the strengths and weakness of the current and potential competitors.

The analysis provides both and offensive and defensive strategic context through which to

identify opportunities and threats.

It has two primary activities, 1) obtaining information about competitors, and 2) using that

information to predict competitors behaviour. The goal of competitor analysis is to

understand:

with which competitor to compete,

competitors strategies and planned actions,

how competitor might react to a firms action,

how to influence the competitor behaviour to the firms own advantage,

how to increase the market share,

how to build the brand image,

how to establish the position of the product in the eyes of the customers etc.

Casual knowledge about competitors usually is insufficient in competitor analysis. Rather,

competitors should be analyzed systematically, using organized competitor intelligence-

gathering to compile a wide array of information so that well informed strategy decision

can be made.

Various Tools and Techniques of Competitor Analysis:

The various techniques used for competitor analysis are:

1) Competitive Intelligence System This is an important tool for competitive analysis. It

includes identifying competitive information and setting up the data, collecting, evaluating

and analyzing the data, disseminating information and responding, selecting competitors

using customer value analysis etc.



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2) Porters Five Forces Frame work : The five forces come from Michael porters famous

framework and are:

The idea is that change in the market is to come on the basis of one of these five areas. In

considering how these forces act on your market, we get a picture of issues such as channel

conflict, threats from vertical integration in a competitive market. We can also take the view

as to how we can affect the competitive situation for our own benefits, rather than statically

accepting the status quo.

Consequently, it becomes possible to play around with different future competitive scenarios

and to use these to test different propositions to try and guess how the market will change.Our strategy can then include contingencies and responses to changes that might affect us, or

changes that we might make to the market.

3) Competitor Array- One common and useful technique constructing a competitors array.

In this the industry, competitors, customers, the benefits expected by the customers, key

success factor in the industry etc are determined. Using the methodology, a 2-D matrix is

formed, which reflect the workings of a company using all the industry best practices.

4) Competitor Profiling - The strategic rationale of competitor profiling is powerfully

simple. Superior knowledge of rivals offers a legitimate source of competitive advantage. The



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raw material of competitive advantage consists of offering superior customer value in the

firms chosen market. Profiling facilitates this strategic objective in three important ways.

First, profiling can reveal strategic weaknesses in rivals that the firm may exploit. Second, the

proactive stance of competitor profiling will allow the firm to anticipate the strategic

response of their rivals to the firms planned strategies, the strategies of other competing

firms, and changes in the environment. Third, this proactive knowledge will give the firms

strategic agility. Offensive strategy can be implemented more quickly in order to exploit

opportunities and capitalize on strengths. Similarly, defensive strategy can be employed more

deftly in order to counter the threat of rival firms from exploiting the firms own weaknesses.

5) Media Scanning - Scanning competitor's ads can reveal much about what that competitor

believes about marketing and their target market. Changes in a competitor's advertising

message can reveal new product offerings, new production processes, a new branding

strategy, a new positioning strategy, a new segmentation strategy, line extensions and

contractions, problems with previous positions, or value migrations within the industry. It

might also indicate a new pricing strategy such as penetration, price discrimination, price

skimming, product bundling, joint product pricing, discounts, or loss leaders. It might also

indicate a new distribution strategy. Little of this intelligence is definitive: additional

information is needed before conclusions should be drawn. By knowing the competitor's

media buy, media selection, frequency, reach, continuity, schedules, and flights, the manager

can arrange his own media plan so that they do not coincide.

6) Subjective Assessment using questionnaire- Subjective assessment tells the evaluator

how the users feel about the product or the company. The usual method of assessment is to

use a standardised opinion questionnaire to avoid criticisms of subjectivity.

7) Usability test- The performance, accuracy, recall and emotional responses of the products

of the competitors are compared with companies own product.8) Interviews Interviews can be conducted to know the customer views and what they

expect from the companies. It makes the research more comprehensive as it can remove

closed and leading questions.

9) SWOT analysis It is used to find out the strength, weakness, opportunities and threats of

a company with respect to the competitor. It takes care of the internal factors such as strength

and weakness of the companies compared to its competitors and external factors such as

opportunities and threats that gives an edge over the competitor.



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10) PEST analysis In this type of analysis, we study the political, economic, socio-cultural

and technological factors that affect the competition.

BACKGROUND OF THE RESEARCH

The Systematic design, collection analysis and report of the data and finding relevance to a

specific marketing situation facing the company.

According to American Management Association (AMA), Marketing research can be

defined as The systematic gathering recording and analysis of data about problems

relating to the marketing of goods & services.

Actually the market is a set of actual & potential buyers of a product. This market is full of

risks & opportunities because the external environment is Dynamic & constantly changing.

Market research is a tool or a technique through which we try to find out existing risks &

opportunities. A Hastily started venture can turn to be a failure. Thus before launching any

product it is necessary to understand the market, target customers, their need & wants and not

find out actual potential of the market I.e. finding out whether the need of a potential product

is present or not. Thus marketing research is Indispensable for finding out the potential of the

market in these simple segments.

Research in common parlance refers to a search for knowledge. One can also define this as a

scientific and systematic search for pertinent information on a specific topic. The purpose of

research is to discover answers to questions through the application of scientific procedures.

The main aim of research is to find out the truth which is hidden and which has not

discovered as yet. As marketing research doesnt address itself to basic or fundamental

questions, it does not qualify as basic research. On the contrary, it tackles problems, which

seem to have immediate commercial potential. In view of this major consideration, marketing

research should be regarded as applied research. We may also say that marketing research is

of both types- problem solving and problem oriented. Marketing research is a systematic and

objective study of problems pertaining to the marketing of goods and services. It may be

emphasized that it is not restricted to any particular area of marketing, but is applicable to all

its phases and aspects.



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To define marketing research, it is the function which links the customer, customer

and public to the marketer through information- information used to identify and define

marketing opportunities and problems; generate, define, and evaluate marketing actions;

monitor marketing performance; and improve understanding of as a process. Recognizing

that high satisfaction leads to high customer loyalty, many companies today are aiming for

customer satisfaction. For such companies, customer satisfaction is both a goal and marketing

tool.

RESEARCH DESIGN

The research design constitutes the blueprint for the collection,

measurement and analysis of data. It aids the scientist in the allocation of his limited

resources by posing crucial choices. Research design is the plan and structure of

investigation so conceived as to obtain answers to research questions. The plan is the

overall scheme or program of the research. It includes an outline of what the

investigator will do from writing hypotheses and their operational implications to the

final analysis of data. A structure is the frame work research design expresses both the

structure of the research problem and the plan of investigation used to obtain

empirical evidence on relations of the problem.Research designs can be grouped in to three categories,

Exploratory Research

Descriptive research

Causal research

The research design selected for this research is descriptive research design.

STATEMENT OF THE PROBLEM

In marketing management, promotion is one of the major tools in formulating thestrategy. The positioning of the brand is through creating an excellent communication which

should be understood by the target audience. To communicate the companies should have

understanding of the perception of target audience so that they can develop a good

positioning message. Understanding consumer perception towards a particular brand is a

dynamic activity of a company to redesign the communication strategy. Companies are

giving competition to each other for a better market share. In redesigning the communication

strategies company is making efforts to understand perception of people towards their brand.

And also the other aspects of service expectation and product expectation can make the



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marketing tougher so as to understand the perception of the customer for various leading

brands of newspapers, decides the future market for the DNA.

OBJECTIVE OF RESEARCH

PRIMARY OBJECTIVE:

To do a comparative study of DNA and its competitors

To do a survey for DNA with focus on

i. Brand Value.

ii. Customer Perception.

This will help to know the new trends in NEWSPAPER segment.

SECONDARY OBJECTIV E

Recommendations for sales growth of the organisation.

The main benefits are to the company, the study mainly focuses on customer satisfaction and

the study covers prospects and existing customers.

All progress is born of enquiry, doubt is better than over confidence for it leads to

enquiry that leads to investigation, is the famous Hudson Maxim in context of which

the significance and scope of research can be well understood. Increased amount of

the research makes progress possible. The study hopes to enable the company to gain

an insight as to the areas where it has to make improvement, so as to increase its

customer satisfaction and customer acceptance. The result of the study carried out will

enable company to know the customer perception and customer satisfaction towards

DNA and also customers perception towards competitors of DNA. Finally the project

will serve as a foundation document based upon which fellow researchers can plan

their study.

SCOPE OF THE STUDY:



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The survey method used in the study could be further used by other

researchers to carry out the customer perception in other parts the country.

On the basis of information received from the customers, the company can

improve its marketing strategies accordingly.

The study gives a detailed view on the positive & negative points of the

product to the management.

Conclusion & recommendations have been given at the end of the study,

which can be used by the company to improve its performance & customer

service.

RESEARCH METHODOLOGY

Under this research work all the data has been collected through primary &

secondary sources of data collection method. It was decided, after

considerable deliberation that necessary information required for the study

could be obtained from the customers who are reading newspaper.



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SAMPLING METHOD AND TECHNIQUE USED

Sample Size:

Sample size defines how many people need to be surveyed for the particular study.

Large samples give more reliable results than small samples. However it is not

necessary to sample the entire target population or even a substantial portion to

achieve reliable results. The sample size taken for this study is 150 respondents

who are reading newspaper.

Sampling Technique

Random Sampling.

Convenience Sampling.

Sample Description

No research work can be undertaken without the co-operation of the respondents, who

are interviewed from which data was collected through questionnaire. Therefore,

respondents play an important role in these types of studies. The data collected were

through questionnaire.

Source of Data

Collection of facts and figures about a phenomenon is one of the most important

steps for any study whether it is related to business, management economic or

natural sciences. Collection of data refers to systematic recording of results either

by counting or by enumeration. The entire structure of statistical analysis for any

enquiry is based on systematic collection of data. Broadly speaking there are two

types of data.

Secondary Data Primary Data

Secondary data consist of information that already consists; some were having been collectedfor another product.



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PRIMARY DATA

A mix of questionnaire and direct interview method was used as a tool for

gathering primary data.

It is the data, which is collected for the time by investigation to serve a particular purpose.

Such a data is of original nature. The source from where the data can be collected is known as

primary source. Primary data can be collected by one of the following methods.

Direct personal interview

Indirect personal interview

Mailed questionnaire method

ADVANTAGES OF PRIMARY DATA

Provides highly accurate and reliable data.

It makes available to investigators supplementary information, which helps in the

interpretation of results.

Distinction between Primary Data and Secondary Data

Primary Data is original in nature whereas Secondary Data is form of compilation of

existing or already published data.

The collection of Primary Data involves huge resources in terms of money and time

whereas Secondary Data is relatively less cost.

Keeping in mind purpose for which it is collected where as Secondary Data May or

may not suit the purpose usually collects primary Data.

Primary Data may be used, as it is where as Secondary Data requires lot of care.

A proper choice of type of Data needed for any investigation basically depends on

consideration of various factors such as nature, objective etc. Primary Data for this study has

been collected from the customers with the help of questionnaire. Any interview can beimproved and its results made incomparably more valuable for the final report if the

questionnaire fulfils psychological requirements.

In this report the primary data has been collected by personal interview schedule

questions related to objectives of the study from the major portion of the interview

schedule. It consists of multiple choice questions so that the respondents can easily

mark one or more choice answer and few question based so that they give the answers

what they feel is right. Most marketing research consists of surveying samples of people either by personal interview, by mail, by telephone, or these days via



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computer.

Secondary Data

Secondary data refers to the data, which is originally collected and published by

authorities other than who require it. Such data is already available in some

government publications, research study, journals, newspapers and magazines. It is

observed that presently in large number of investigations secondary data are generally

used because of the availability of large amount of reliable published data from the

above said resources. You can save time and money by utilizing existing information,

research must be very careful in using secondary data; a careful scrutiny has to be

made. Secondary data has enabled the researcher to compare the previous data and the

present data. Secondary data was collected from company website and company.

METHOD ADOPTED FOR COMMUNICATION

Method adopted for communication was Direct Communication with the

respondents. The customers are surveyed with the Questionnaires designed for the

same.

RESEARCH INSTRUMENT

The instrument used for acquiring the information is questionnaire. The

questionnaire method was chosen keeping in mind its simplicity and reliability. For

collecting the necessary data one questionnaire was designed.

PLAN OF ANALYSIS

Plan of analysis consists of various activities, they are:

Idea generation.

Collecting the secondary data.

Forming the questionnaire.

Collecting the primary data.

Segregating the primary data according to demographic information.

Analyzing them graphically.

Drawing required conclusions.

Tools used for data analysis

Statistical Tools: Statistical tools such as tabulation, construction of charts, chi-



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square test, Percentage Method for analysis from the raw data are widely used.

Software Tools: The software used for the data analysis is Microsoft Excel and

Microsoft Word.

LIMITATIONS OF THE STUDY

There wasnt 100% response from the customers, who could not devote

time for answering questions. Time was also another limitation as most of the customers were from the

working class.

Study limited to opinions of a very small fraction of customers in

Bangalore city.

The major limitation to the study is the time factor for the study.



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DATA ANALYSIS & INTERPRETATION:

TABLE 1

RESPONDENTS WHO HAS READ NEWSPAPER ATLEAST ONCE:

NEWSPAPER NO. OF RESPONDENTS PERCENTAGE

TIMES OF INDIA 60 40%

DECCAN CHRONICLE 40 26.67%

DECCAN HERALD 20 13.33%

DNA 30 20%

TOTAL 150 100

ANALYSIS : From the above table it can be observed that 40% of the respondent was found

who have read TIMES OF INDIA at least once, followed by DECCAN CHRONICLE 27%

and DNA (DAILY NEWS AND ANALYSIS) 20%, while DECCAN HERALD was only

13%.

GRAPH 1: RESPONDENTS WHO HAS READ NEWSPAPER ATLEAST ONCE

INTERPRETATION: From the above graph it is witnessed that most respondent were

found reading times of India at least once and comparing it with other leading newspaper brand

it is high.

TABLE 2

NEWSPAPER READ BY RESPONDENTS NOW.

NEWSPAPER NO. OF RESPONDENTS PERCENTAGETIMES OF INDIA 60 40%



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DECCAN CHRONICLE 30 20%

DECCAN HERALD 30 20%

DNA 30 20%

TOTAL 150 100

ANALYSIS: From the above table it can be observed that 40% of the respondents were

reading TIMES OF INDIA, while other newspaper brands have equal percentage of 20%.

GRAPH 2:NEWSPAPER READ BY RESPONDENTS NOW.

INTERPRETATION: From the above graph it can be seen When asked to the respondents

which news paper they are reading now, it was observed that most of the respondents are

reading times of india, while other leading newspapers were almost equal (i.e. 20

TABLE 3

WHICH PART OF THE DAY RESPONDENTS READ NEWSPAPER.

PART OF THE DAY NO. OF RESPONDENTS PERCENTAGE

EARLY MORNING 30 20%

WORK PLACE 60 40%

AFTERNOON 20 13.33%

EVENING 40 26.67%

TOTAL 150 100

ANALYSIS: From the above table it can be seen that most of the respondent usually read

newspaper at their work place.

GRAPH 3: WHICH PART OF THE DAY RESPONDENTS READ NEWSPAPER.

INTERPRETATION: From the above graph it can be witnessed that most respondent read

newspaper at work place, some respondent read it in evening (i.e. 26.67%) and respondent



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reading newspaper early morning was 20% and 13.33% respondent read newspaper in

afternoon.

TABLE 4

RESPONDENTS TIME SPENT IN READING NEWSPAPER.

TIME SPEND NO. OF RESPONDENTS PERCENTAGE

5 MINS 40 26.67%

10 MINS 30 20%

15 MINS 50 33.33%MORE THAN 20 MINS 30 20%

TOTAL 150 100

ANALYSIS: It can be seen from the above table that 26.67% respondents spend 5 minutes of

their time, 33.33% respondents spend 15 minutes of their time, and 20% respondents spend

10 minutes & 20 minutes of their time.

GRAPH 4: RESPONDENTS TIME SPENT IN READING NEWSPAPER.

INTERPRETATION: It can be seen from the above graph that most of the respondents

spends minimum 5 minutes for reading newspaper and maximum 15 minutes.

TABLE 5

RESPONDENTS OPINION FOR MAJOR PLAYER IN NEWSPAPER.


TIMES OF INDIA 120 80%

DECCAN CHRONICLE 10 6.67%


DNA 5 3.33%

TOTAL 150 100



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ANALYSIS: It can be seen from the above table that 80% of the respondent told that TIMES

OF INDIA is the major player in newspaper, comparatively other leading brands are far

behind.

GRAPH 5 RESPONDENTS OPINION FOR MAJOR PLAYER IN NEWSPAPER.

INTERPRETATION: The above graph clearly specifies respondents perception that

TIMES OF INDIA (80%) is the major player in the market, while other leading brands are

very far from TIMES OF INDIA.

TABLE 6

RESPONDENTS VIEW FOR NEWSPAPER WITH RESPECT TO VALUE FOR MONEY.

TABLE 6.1: LOW VALUE FOR MONEY:


TIMES OF INDIA 10 6.67%

DECCAN CHRONICLE 60 40%


DNA 50 33.33

Documents

imashok project reports