Summer Internship Project Report

Topic- develop strategies to bring visibility of in key market areas BY-VAIBHAV

SAHU

M.B.A. (Marketing)

Department Of Business Administration

Lucknow University

Business Standard Company Profile 2nd ranked among financial news

papers.

Most preferable choice of investors in decision making.

It is the only financial news paper which has foreign partner i.e. Financial Times.

It is published from 12 top most locations in the country.

Company Profile continued….

Mumbai, New Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Ahemdabad, Chandigarh, Cochin and Pune .

Business Standard has a print run of over an110,000 copies.

About Business Standard

Earlier started in Kolkata in 1975.

Daily sell is around 100,000 copies.

Purely made for financial news.

Only one kind Indian publication which has syndication with “Financial Times London”.

Its punch line “know more no less”.

Product profile of Business Standard

The news paper can be divided into two sections . The first section consist of…..

- Front page headlines - Economy and policies - Politics - Companies - Editorial - International news

Product Profile continued….

Section two consists of Money and Market which covers…

-Stocks, commodities listing, mutual funds sensex analysis etc.

Value add to customers •Weekly tabloids 1. Smart Investor (Every Monday) 2. The Strategies (Every Tuesday) 3. ICE World (Alternative Wednesday) 4. BS Weekend (Every Saturday)

Product Profile continued….

Monthly Magazines 1 MOTORING

2 INDIAN MANAGEMENT

Annual Magazines 1 The Fund Manager  2 Banking Annual 3 BS 1000 

OBJECTIVES OF THE STUDY

Primary objectives 1) To study consumer behavior for financial

daily newspaper.

2) To find out readers of financial newspaper.

3) To find out expectation of particular segment for financial daily newspaper

4) To develop strategies to bring visibility of business standard in key market areas.

 

OBJECTIVES OF THE STUDY

Secondary objective

1) To find market competition in LUCKNOW city for the financial news paper.

2) To get data of potential corporate

offices randomly. 

Research Methodology

Research Topic

TO DEVELOP STRATEGIES TO BRING VISIBILITY OF BUSINESS STANDARD

IN KEY MARKET AREAS

RESEARCH METHODOLOGY

TYPE OF RESEARCH- Descriptive research

TYPE OF DATA COLLECTED- Primary data

DATA COLLECTION METHOD – Field survey

DATA COLLECTION TECHNIQUE- Questionnaire

RESEARCH METHODOLOGY

SAMPLE UNIT- Lucknow

SAMPLE TECHNIQUE- Random

SAMPLE SIZE- 70

ANALYTICAL TOOL- Percentage, column graph

 

DATA ANALYSIS AND INTERPRETATION

Q 1. Do you read newspaper?     

YES NO0

20

40

60

80

100

120

100

0

Column1

Column1

Q2. Are you aware about the newspaper completely dedicated to business news?Chart Title

YESNOYESNOColumn1

Q3.Do you read financial daily newspaper?

YES NO0

10

20

30

40

50

60

70

80

90

80

20

Column1

Column1

Q4. Do you know about business standard?

YES NO0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

78%

22%

Column1

Column1

Q 5. Which business paper do you read?

ECONOMICS TIME BUSINESS STANDARD

BUSINESS LINE OTHERS0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

45%

36%

10% 9%

Column1

Column1

Q 6. In business newspaper which section do you like to read?

STOCKS

AND MUTU

AL FUNDS

EDIT

ORIAL

HEADLIN

ES

WHOLE

NEW

SPAPE

R0%

10%20%30%40%50%60%70%80%90%

78%

12%6% 4%

Sales

Sales

Q7.How frequently do you read a business newspaper?

daily 3 times a week 2 times a week once a week0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

90%

6%3% 1%

sales

sales

Q 8.How much time do you spend reading a newspaper?

0-30 minutes 30-60 minutes 60-90 minutes more than 90 minutes0%

10%

20%

30%

40%

50%

60%

70%

80%

70%

15%10%

5%

Column1

Column1

Q9. How do you get your business newspaper?

DELIVERED AT OFFICE DELIVERED AT HOME BOUGHT AT NEWS STAND

E- PAPER0%

10%

20%

30%

40%

50%

60%

70%

80%

75%

20%

3% 2%

Column1

Column1

Q10.Are you satisfied with the delivery services?

HIGHLY SATISFIED SATISFIED NOT VERY SATISFIED0%

10%

20%

30%

40%

50%

60%

70%

10%

60%

30%

Column1

Column1

Q11.Do you think supplement is required with newspaper?

YES NO0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

80%

20%

Sales

Sales

Q12. What type of supplement do you want?

MAGZINES

Extra

pag

esCONTA

ING O

THER

NEW

S0%

20%

40%

60%

80%75%

25%

Sales

Sales

FINDINGS

There is less awareness of Business Standard newspaper.

There are still many people who don’t read BUSINESS newspaper.

  Also there were lots of people who

don’t read financial daily they prefer Times of India or Hindustan Times.

FINDINGS

ET is the market leader.

  People who were the loyal readers of ET

don’t want to switch to BUSINESS STANDARD even though we offered the schemes.

RECOMMENDATIONS

BS must maintain and enhance its distribution network.

More focus on advertisement .

Revisit their structure and content of supplement .

Business standard should look into the promotional skills .

STRATEGIES

-BS should more focus on students. -The company needs to shake hands

with corporate giants -Should come out with joggers’ park

activity. -The company should organize some

Quiz programme for management students.

STRATEGIES

-The company should increase the number of pages of Hindi edition.

-The company should come out with

some Hindi monthly business magazine

  

CONCLUSION

The newspaper readership can be changed but it is difficult to sustain the change in your favor due to certain factor.

The newspaper is asking people to invest most precious commodity – their time. Therefore they have to create an image that there is something important inside the newspaper.

 

CONCLUSION

product has to be rightly designed, properly positioned and efficiently marketed, and then only the newspaper readership can be changed to move beyond that.

of the time it has been observed that the price matters in the customer’s perception.

LIMITATIONS

The perception level of the respondents.

Availability of documents as sources of secondary information.

Reliability of information collected from various public information sources such as magazines and website.

Respondents are not willing to fill the questionnaire.

LIMITATIONS

Sometimes the respondents are not available at their place.

Time limit.

Limited area.