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Business line project by raushan singh Business line project by raushan singh Document Transcript

  • NETAJI SUBHAS INSTİTUTE OF BUSINESS MANAGEMENT , POKHARI, JAMSHEDPUR APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA AFFILIATED TO KOLHAN UNIVERSITY, CHAIBASA SUMMER TRAINING PROJECT REPORT ON “TO RECOGNIZE THE READER’S VIEWPOINT REGARDING BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA” THE HINDU (BUSINESS LINE) PROPRIETORS: KASTURI & SONS LTD, KOLKATA-700001 FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER IN BUSINESS ADMINISTRATION UNDER THE GUIDANCE OF: UNDER THE SUPERVISION OF: Prof. S.M. Maitra Mr. Manojit Kar (Sr. Sales officer) SUBMITTED BY RAUSHAN KUMAR UNIVERSITY ROLL NO:-11M BA210043223 UNIVERSITY REGISTRATION NO:-M BA54219/2011By: RAUSHAN KUMAR MBA 2011-2013 1
  • Contents  Declaration from the student  Certificate from Company  Certificate from Guide  Acknowledgement  Chapter Scheme  List of Tables  List of Graphs  List of Charts  List of Abbreviations, if any  Executive Summary  CHAPTER 01 Introduction  CHAPTER 02 Research Methodology  CHAPTER 03 Data Analyses  CHAPTER 04 Results & Interpretation (findings)  CHAPTER 05 Limitations of the study  CHAPTER 06 Conclusions  CHAPTER 07 Suggestions/Recommendations  CHAPTER 08 Bibliography  CHAPTER 09 AnnexureBy: RAUSHAN KUMAR 2
  • DeclarationI, Raushan Kumar, hereby declare that this project titled “TORECOGNIZE THE READER’S VIEWPOINT REGARDING BUSINESS LINENEWSPAPER IN LOCALITY OF KOLKATA” submitted by me isexclusively prepared for the fulfillment of Master of BusinessAdministration degree in Netaji Subhas Institute of BusinessManagement, Kolkata. I also declare that this report has not beensubmitted to any other institution or published any where before. Itake the full responsibility for the authenticity and truthfulness ofthe report.Date:Place: RAUSHAN KUMARBy: RAUSHAN KUMAR 3
  • Company certificate To whom it may concernThis to certify that Raushan Kumar student of Netaji Subhas Institute ofBusiness Management successfully completed his 8 weeks summer internshipprogramme at Business Line. Dated “ 15th May, 2012” to “15th July, 2012” on theTopic “TO RECOGNIZE THE READER’S VIEWPOINT REGARDINGBUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA”.We are with him all success in further endeavor.Thank you,ForBy: RAUSHAN KUMAR 4
  • Certificate from the GuideThis is to certify that the project report titled “TO RECOGNIZETHE READER’S VIEWPOINT REGARDING BUSINESS LINE NEWSPAPERIN LOCALITY OF KOLKATA” is based on the original project doneby Mr. Raushan Kumar student of Netaji Subhas Institute ofBusiness Management, Kolkata as a part of summer internshipprogramme under my guidance. This finds less scope forduplication and was not submitted for the award of any degreeor diploma from any other university or institutionDate:Place: Prof. S.M. Maitra (Asst. Professor (Mkt) N.S.I.B.M.)By: RAUSHAN KUMAR 5
  • AcknowledgementThrough this acknowledgement, I express my sinceregratitude towards all those people who have helped me inthe preparation of this project, which has been learningexperience.I appreciate the co-operation by the management and staffof ‘BUSINESS LINE’ for giving me the opportunity to gettrained in their office.I would like to thank the Faculty Guide: - Prof. SoumyaMoitra and the other Faculty members, the Librarian andthe administrative staff of NSIBM, KOLKATA, for theirsupport.Finally, I express my sincere thanks to Mr.Gautam Moitra,Mr.Rony Gupta, Mr.Manojit kar who guided me through outthe project and gave me Valuable suggestion andencouragement.Last but not the least I would like to thank the almighty Godwho gave me immense power to complete this ProjectDate:Place: (RAUSHAN KUMAR)By: RAUSHAN KUMAR 6
  • Chapter Scheme Page no CHAPTER 01 11-21 Introductiono Company Profile 11-20o Objectives of the study 21 CHAPTER 02 22-25 Research Methodology CHAPTER 03 26-45 Data Analyses & Interpretation CHAPTER 04 46-49 Findings & Impliactions CHAPTER 05 50-51 Limitations of the study CHAPTER 06 52-55 Conclusion CHAPTER 07 56-58 Suggestions/Recommendations CHAPTER 08 59 Bibliography CHAPTER 09 60-65 AnnexureBy: RAUSHAN KUMAR 7
  • List of Graphs Page No1. Showing the readers of Business Newspaper 272. Showing readership of different Business newspaper 283. Showing the readers of the Business newspaper in a house 294. Showing the liking of the readers in a Business newspaper 305. Showing attributes of business line first comes in your Mind 316. Showing Whether the Font type easy to read 327. Showing whether the Front size is attractive 338. Showing whether the relevant picture color 349. Showing Whether the front page is attractive 3510. Showing the satisfaction level of Business Line 3611. Showing the importance of Advertisement for the customers 3712. Showing whether the news items carry relevant pictures & photos 3813. Showing whether the readers connect programs and contest 3914. Showing the satisfaction level of business newspaper regarding supplementbusiness news 4015. Showing the satisfaction level regarding Stock Market 4116. Showing the satisfaction level regarding Mutual fund 4217. Showing the satisfaction level regarding Agricultural news 4318. Showing the satisfaction level regarding Banking news 4419. Showing the satisfaction level regarding corporate news 45By: RAUSHAN KUMAR 8
  • List of Tables Page No15. Showing the readers of Business Newspaper 2716. Showing readership of different Business newspaper 2817. Showing the readers of the Business newspaper in a house 2918. Showing the liking of the readers in a Business newspaper 3019. Showing attributes of business line first comes in your Mind 3120. Showing Whether the Font type easy to read 3221. Showing whether the Front size is attractive 3322. Showing whether the relevant picture color 3423. Showing Whether the front page is attractive 3524. Showing the satisfaction level of Business Line 3625. Showing the importance of Advertisement for the customers 3726. Showing whether the news items carry relevant pictures & photos 3827. Showing whether the readers connect programs and contest 3928. Showing the satisfaction level of business newspaper regarding supplementbusiness news 4015. Showing the satisfaction level regarding Stock Market 4116. Showing the satisfaction level regarding Mutual fund 4217. Showing the satisfaction level regarding Agricultural news 4318. Showing the satisfaction level regarding Banking news 4419. Showing the satisfaction level regarding corporate news 45By: RAUSHAN KUMAR 9
  • Executive SummaryThis project has been a great learning experience for me; at the same time this projectgave me the enough scope to implement my classroom learning’s.I joined Business Line for summer training and I have assigned to work on the projecttitled as “TO RECOGNIZE THE READER’S VIEWPOINT REGARDINGBUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA” in A CLASSRegion using high impact direct communication programme.Business Line is a flagship brand of THE HINDU which is the English newspaper.Business Line is the India’s third largest read daily which is certified by the IRS(Indian Readership Survey) consecutively 22 times.Business Line has also been awarded as the “Most credible source of news all overIndia” by a survey conducted by BBC Reuters. Business Line currently has 56.3 crorereaders in India across 11 states 200+ districts.In order to complete our project and to understand the perception in the minds ofLOCALITY of Kolkata we went to the A Class areas of Kolkata like IIM Kolkata,Esplanade and Salt Lage . We went their door to door in order to get the data as wellas to promote the subscription of Newspaper. This Promotion was very good itattracted many customers many new customers were created by me who were takingdifferent Newspaper.Even the customers were very happy as they were getting right Quality at Right PriceThe project gave me a lot of practical exposure related to event management andConsumer Behavior. With this practical exposure I will definitely be much moreconfident in our coming career,By: RAUSHAN KUMAR 10
  • CHAPTER-01 INTRODUCTIONBy: RAUSHAN KUMAR 11
  • 15 C, Lmj Chambers, 1st Floor, Hemanta BasuSarani, A C Market, Kolkata+ (91)-9830069994 | 44023333 | 44023324+ (91)-(33)-22485219, 22485219By: RAUSHAN KUMAR 12
  • ---------------------------------------------------------------------------- IntroductionThis Chapter describes the brief information about THE HINDU Group andpurpose of the project, means “Objective of the study.” COMPANY PROFILEThe Hindu is an English-language Indian daily newspaper founded and continuouslypublished from Chennai since 1878. According to the Indian Readership Survey in2012 it is the third most widely read English newspaper in India (after the Times ofIndia and Hindustan Times) with a readership of 2.2 million people. The Hindu has itslargest base of circulation in southern India, especially in the states of TamilNadu and Kerala and it is also the most widely read English daily in Tamil Nadu andKerala. Headquartered at Chennai (formerly called Madras), The Hindu was publishedweekly when it was launched in 1878, and started publishing daily in 1889.According to the Audit Bureau of Circulations, it has a circulation of 1.46 millioncopies as of December 2009.The enterprise employed over 1,600 workers and annualturnover reached almost $200 million in 2010. Subscription and advertisement aremajor sources of income. The Hindu became, in 1995, the first Indian newspaper tooffer an online edition. It is printed at 17 locationsChennai, Coimbatore, Bangalore, Hyderabad, Madurai,Noida,Visakhapatnam, Thiruvananthapuram, Kochi, Vijayawada,Mangaluru, Tiruchirapalli, Kolkata, Hubli, Mohali,Allahabad, and Kozhikode.The Hindu was founded in Madras on 20 September 1878 as a weekly by four lawstudents (T. T. Rangachariar, P. V. Rangachariar, D. Kesava Rao Pantulu and N. SubbaRao Pantulu) led by G. Subramania Iyer, a school teacher from Tanjore district and M.Veeraraghavachariar, a lecturer at Pachaiyappas College. The Hindu was started tosupport the campaign ofSir T. Muthuswamy Iyer for a judgeship at the Madras High Court and tocounterbalance the propaganda against him carried out by the Anglo-Indian press. The Hindu was one of the many newspapers of the period establishedto protest against the discriminatory policies of the British government in India.About 80 copies of the inaugural issue were printed at Srinidhi Press, Georgetown onone rupee and twelves annas of borrowed money. Subramania Iyer became the firsteditor and Veeraraghavachariar, the first Managing Director of the newspaper.The paper was initially liberal in its outlook and supported the continuation of Britishrule in India. The paper initially printed from Srinidhi Press but later moved onBy: RAUSHAN KUMAR 13
  • Scottish Press, then, The Hindu Press, Mylapore, and finally to the National Presson Mount Road. Started as a weekly newspaper, the paper became a tri-weekly in1883 and an evening daily in 1889. A single copy of the newspaper was priced at fourannas.Modern HistoryIn the late 1980s when its ownership passed into the hands of the familys youngermembers, a change in political leaning was observed. Worldpress.org lists TheHindu as a left-leaning independent newspaper. Joint Managing Director N. Muralisaid in July 2003, "It is true that our readers have been complaining that some of ourreports are partial and lack objectivity. But it also depends on reader beliefs." N. Ramwas appointed on 27 June 2003 as its editor-in-chief with a mandate to "improve thestructures and other mechanisms to uphold and strengthen quality and objectivity innews reports and opinion pieces", authorized to "restructure the editorial frameworkand functions in line with the competitive environment". On 3 and 23 September2003, the readers letters column carried responses from readers saying the editorialwas biased. An editorial in August 2003 observed that the newspaper was affectedby the editorializing as news reporting virus, and expressed a determination to buckthe trend, restore the professionally sound lines of demarcation, andstrengthen objectivity and factuality in its coverage.In 1991, Deputy Editor N. Ravi, Rams younger brother replaced G. Kasturi as Editor.Nirmala Lakshman, Kasturi Srinivasans granddaughter, became Joint Editor of TheHindu and her sister, Malini Parthasarathy, Executive Editor.The newspaper has also established foreign bureaus in eleven locations - Islamabad, Colombo, Dhaka, Kathmandu, Beijing, Moscow, Paris, Dubai, Washington, D.C., London, and most recently Addis.The newspaper enjoys a cult following among students competing in variouscompetitive exams like the Civil Services Examination, primarily owing to itscomprehensive coverage. ManagementThe Hindu is family-run. It was headed by G. Kasturi from 1965 to 1991, N. Ravi from1991 to 2003, and by his brother, N. Ram, from 27 June 2003 to 18 January 2012.Other family members, including Nirmala Lakshman, Malini Parthasarathy, NaliniKrishnan, N Murali, K Balaji, K Venugopal and Ramesh Rangarajan are directorsBy: RAUSHAN KUMAR 14
  • of The Hindu and its parent company, Kasturi and Sons. S Rangarajan, formermanaging director and chairman since April 2006, died on 8 February 2007. AnanthKrishnan, who is the first member of the youngest generation of the family to jointhe business worked as a special correspondent in Chennai and Mumbai from 2007,and foreign correspondent in Beijing from 2009. It now conducts very popular "TheHindu Young World Quiz, hosted by noted quizmaster V.V. Ramanan, that has nowcompleted 12 years and is arguably the largest live, middle-school quiz competition.Managing Director’s M. Veeraraghavachariar (1878–1904) S. Kasturi Ranga Iyengar (1904–1923) K. Srinivasan (1923–1959) G. Narasimhan (1959–1977) N. Ram (1977–2011) K. Balaji (2011 – present)Editiors G. Subramania Iyer (1878–1898) C. Karunakara Menon (1898–1905) Kasturi Ranga Iyengar (1905–1923) S. Rangaswami Iyengar (1923–1926) K. Srinivasan (1926–1928) A. Rangaswami Iyengar (1928–1934) K. Srinivasan (1934–1959) S. Parthasarathy (1959–1965) G. Kasturi (1965–1991) N. Ravi (1991–2003) N. Ram (2003–2012) Siddharth Varadarajan (2012–present) Board of DirectorsBy: RAUSHAN KUMAR 15
  • The Hindu Group is managed by the descendants of Kasturi Ranga Iyengar. As of2010, there are 12 directors in the board of Kasturi & Sons—N. Ram, N. Ravi and N.Murali (sons of G. Narasimhan); Malini Parthasarathy, Nirmala Lakshman and NaliniKrishnan (daughters of S. Parthasarathy); Ramesh Rangarajan, Vijaya Arun and AkilaIyengar (children of S. Rangarajan); K. Balaji, K. Venugopal and Lakshmi Srinath(children of G. Kasturi). AchievementsThe Hindu has many firsts in India to its credit which include the following 1940: First to introduce colour 1963: First to own fleet of aircraft for distribution 1969: First to adopt facsimile system of page transmission 1980: First to use computer aided photo composing 1986: First to use satellite for facsimile transmission 1994: First to adopt wholly computerized integration of text and Graphics in page make-up and remote imaging 1995: First newspaper to go on InternetSupplementsThe Hindu is the only newspaper that comes up with supplements on every day ofthe week.On Mondays  Metro Plus  Business Review  Education PlusOn Tuesdays  Metro Plus  Education  Book ReviewOn Wednesdays  Metro PlusBy: RAUSHAN KUMAR 16
  • On Thursdays  Metro Plus  Science, Engineering, Technology & AgricultureOn Fridays  Friday Features covering cinema, arts, music and entertainment  Young World, an exclusive childrens supplement.  Quest, a supplement by children for children, appears once a month.On Saturdays  Metro PlusOn Sundays  Weekly Magazine covering social issues, art, literature, gardening, travel, health, cuisine, hobbies etc.Other Publications  THE HINDU  BUSINESS LINE  SPORT STAR  FRONTLINE BUSINESS LINETAG LINE – Even in Business, white has the advantage.Business Line or the Hindu Business Line has emerged its name among the mostreputed financial dailies of the country. Business Line started publishing in 1994 andis published by kasturi and sons, the publishers of the newspaper The Hindu.Currently it has a circulation of around 185,000 copies daily.Business Line is published from 14 locations – Bangalore, Chennai, Coimbatore,Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Mumbai,Thiruvananthapuram, Tiruchirapalli, Vijayawada and Visakhapatnam.By: RAUSHAN KUMAR 17
  • The Business Line is the 2nd largest selling financial newspaper in India of The Hindugroup publication. The current readership of the Hindu edition Business Line is124000. It covers all corporate news specially banking news, stocks, logistics,commodities, derivatives, IT, HR, Finance, marketing, economy and more. It has thefollowings supplement- eWorld which publish every Monday, Smart buy it comes onWednesday, Brand line on Thursday and Life which comes on every Friday.It’s Editor-in-chief is Mr. N. Ram. It is only paper having a research bureau.Sections:-From Tuesday to Saturday, Business Line’s main sections has 20 to 24 pages whichinclude Corporate, Information Technology, Marketing, Editorial & Opinion (2pages), commodities & Agribusiness, Economy, International Business, Stock Marketnews, stock and Mutual fund quotes (5 pages), states Variety, Logistics and MarketWatch.On Sundays Business Line’s main section has 18 pages. Apart from regular contentson Sundays, It also provides key information about stocks, mutual funds and depositswhich makes the circulation of Business Line on Sunday higher than the rest of thedays.On Mondays Business Line’s main sections has 18 pages and along with regularcontents it also provides two special sections.1. The New Manager – to introduce the leaders from the world of business.2. Mentor-A comprehensive resource on taxation, financial systems and books,Money & Banking, Editorial & opinion, States and variety.Contents - Frequency – Contents – Frequency Corporate – daily - commodities – daily Money & banking – daily – stocks & derivatives – daily Economy – daily – mutual funds – daily Market watch – daily – logistics – daily Marketing – daily – accountancy – daily International news – daily – Tourism – daily Agri-Business – daily – Taxation – daily Information Technology – daily – Editorial & opinion – daily.Price - The price of the newspaper is fixed for everyday. No price discriminationis entertained in this marketing strategy. The price is set low compared to otherregular financial dailies. But it varies when the discount is offered. Regular priceis given here. Day Sun Mon Tue Wed Thurs Fri Sat Price Rs. 5.00 4.00 4.00 4.00 4.00 4.00 5.00By: RAUSHAN KUMAR 18
  • Place– our place will be something different for our kind of paper. Places will be:1. Corporate office2. Company3. Stock exchange4. Institution (B-school) Publication and circulation – Business Line has acirculation of over 5400 copies. It is published from 13 locations.Distribution channel:Promotion– Business line follows process of stall promotion activity. Here theowner of stallhas a direct link with company agent. The newspapers which are unsoldare again returnedto the agent with some return tax. In this activity we have to knowthe sale and promotionof business line, business standard, economic times, financialexpress and mint in a stall.Then we have to put the idea in the survey form. It was alsotold that from where thevendors buy and where stall is located. Stall promotion ofbusiness line given below -PRODUCT SALES AND MARKETING:-This department deals with the the sales and marketing of The Hindu group.This Section is responsible for increasing the sales of the newspaper as well ascollaborates with the Branding department to do the ground work for the eventsthat are launched.By: RAUSHAN KUMAR 19
  • PROCESS OF PRODUCTIONBy: RAUSHAN KUMAR 20
  • Objectives of the Study PRIMARY OBJECTIVE:-  TO RECOGNIZE THE READER’S VIEWPOINT REGARDING BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA SECONDARY OBJECTIVE:-  To find out the attributes which are considered important by the customers while purchasing a business newspaper?By: RAUSHAN KUMAR 21
  • CHAPTER 02RESEARCH METHODOLOGYBy: RAUSHAN KUMAR 22
  • -------------------------------------------------------------------------- Research MethodologyThis chapter describes the research methodology which is applied during thiswhole project work. Here we describe what we believe and apply method forcollecting data and analyzing for this project. We will examine the following concepts:  Sources of data  Sample Size, if any  Methods of data collection  Instrument used  Techniques of analysesOur priority is to find out the perception of Business Line in the minds ofLOCALITY of Kolkata. So, to fulfill the objectives of this project, Descriptive research is most suitablebecause into the descriptive research, it is easy to describe things, such as themarket potential for product/services or the demographics and attitudes ofconsumers who buy the product/services.Source of dataHere in this project taking Primary sources of data Primary Data: Collecting by through (a) Questionnaires and (b) Personal interviewsApplicability of Primary Data is analysis of perception in the minds of customerabout Business Line with respect to other newspapers in the Locality of Kolkata.By: RAUSHAN KUMAR 23
  • 2.2 SAMPLE SIZENote: Sample Size for the project is as follows:-Population Size: 380 A class Houses.Sample Size: In order to calculate sample size I used the formula:- (ZS/E) 2For 95% confidence values are:Z= 1.96S=1/6*populationE=0.5So calculating we get,Sample size=150. Sampling TechniqueConvenience sampling has been used in order to draw the sample from that partof population which is close to hand. The reason behind convenience sampling isthat it is readily available and convenient for selecting the sample population. Data CollectionThe research consists of the application of both primary and secondary dataa) Primary Data: The Primary data was collected through a questionnairespecially designed for Corporates and Education Hub.b) Secondary data: The secondary data was collected through websites and fromvarious journals and magazines.By: RAUSHAN KUMAR 24
  • Method for Data Collectiona) Data collection has been done through BTL(Below the line ) activity in whichdifferent activities have been performed i.e, D2D (door to door ) in differentlocations of Kolkata.b) Field work in terms of going to customers and making them fill up thequestionnaires, then explaining them about “THE HINDU” group and itsproducts like business line and taking their feedbacks on the prospects of thebusiness. People were also made to fill up the questionnaires to evaluate theirresponse for this service in the locality assigned to me by the company i.e. areasof Kolkata especially Esplanade and Salt Lake Area Instruments for Data CollectionThe data was collected through:Forms designed specifically for the customers. The questionnaire is designed withthe view of knowing the level of willingness in the people to really use newspaperand to know the views of them about this group and acknowledge their valuablesuggestions to make this group more successful.By: RAUSHAN KUMAR 25
  • CHAPTER-03DATA ANALYSIS ANDINTERPRETATIONBy: RAUSHAN KUMAR 26
  • -------------------------------------------------------------------------- Data Analysis PUBLIC OPINION1. Q.1. Do you read Business Newspapers? Table 01: Showing the readers of Business news paper FREQUENCY PERCENTAGE CUMULATIVE (In %) FREQUENCYYES 80 54 80NO 20 33 100SOMETIMES 50 13 150TOTAL 150 100INTERPRETATION This Graph clearly shows that approximately 54% of the people read Businessnewspaper.By: RAUSHAN KUMAR 27
  • Q.2. Which Newspaper do you read?Table 02: Table showing readership of different newspaper Frequency Percentage (in %) Cumulative FrequencyBusiness Line 18 12 18Economics Times 65 43 83Mint 40 27 123Business Standard 25 17 148Financial Express 2 1 150 TOTAL 150 100INTERPRETATIONThis graph clearly shows that Economics Times is read the most in theLOCALITY of Kolkata. This clearly convince that the readership of EconomicsTimes is highest in Kolkata and Economics Times, Mint and Business Standardis a very close competitor of Business LineBy: RAUSHAN KUMAR 28
  • Q.3. Who in your family refers Newspaper?Table03: Showing the readers of the newspaper in a house. Frequency Percentage(in %) Cumulative frequencyParents 80 53% 80Children below 14 5 3% 85Children above 14 40 27% 125Aged person 25 17% 150TOTAL 150 100INTERPRETATION:This Graph clearly shows that parents wish to read newspapers.They are more attracted towards newspaper as they have leisure time which theycan invest in reading Newspaper. This clearly shows that the prime target readeris in the parents.By: RAUSHAN KUMAR 29
  • Q.4. Which column do you like to read in a Businessnewspaper? Table 04 : Table showing the liking of the readers in a newspaper Frequency Percentage (in %) Cumulative frequencyCompanies 10 7Corporate(M&A) 35 23International 10 7Economy/Policy 8 5Corporate Marketing 13 9National 5 3Money/Banking 13 9Corporate (I.T) 6 4Editorial 4 3Market Share 15 10Stocks 8 5Derivatives 3 2Logistics 6 5Commodities 1 1Agriculture Business 11 7States News 2 1TOTAL 150 100INTERPRETATION: This Graph clearly shows that most people like toread news related to corporate (M&A) i.e. 23% while most of the others prefer toread national news and news covering economic aspect. i.e., 16% respectively.By: RAUSHAN KUMAR 30
  • Q.5. What attributes of Business Line comes first in your mind?Table 05: Table Showing recall power Business Line Frequency Percentage(in %) Cumulative FrequencyWorld’s largest 55 37 55read DailyMost trusted 75 50 130source ofBusiness newsin IndiaNo. 1 in India 15 10 145Superbrand 5 3 150TOTAL 150 100INTERPRETATION:-This Graph clearly shows that the brand image of Business Line in the minds ofcustomer is that it is No 3 in India. Many other people think it as most trustedsource of business news in India.By: RAUSHAN KUMAR 31
  • Q.6. what attributes do you expect from a Business Newspaper:- 1. What about font type of business newspaper?Table 01 : Table Showing importance of font type for a business Newspaper Frequency Percentage (in %) Cumulative FrequencyVery Important 50 33 50Important 45 30 95Average 30 20 125Less Priority 15 10 140Can Be Neglected 10 7 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that most customers believe that Business Line is usingthe font type which is easy to read 33% very important from the fact and 30%Important. On the other hand only 20% people think that they are not usingright font type and size which is easy to read and 10% of them less priority thatthe font type and size is easy to read.By: RAUSHAN KUMAR 32
  • 2. What about font size of business newspaper?Table 02 : Table Showing importance of font Size for a business Newspaper Frequency Percentage (in %) Cumulative FrequencyVery Important 30 20 30Important 45 30 75Average 50 33 125Less Priority 10 7 135Can Be Neglected 15 10 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that most customers believe that Business Line is usingthe font size which is easy to read .By: RAUSHAN KUMAR 33
  • 3. what about relevant picture color of business newspaper?Table 03 : Table Showing importance of Colour for a business Newspaper Frequency Percentage (in %) Cumulative FrequencyVery Important 45 30 45Important 50 33 95Average 30 20 125Less Priority 15 10 140Can Be Neglected 10 7 150 TOTAL 150 100INTERPRETATION:This Graph clearly shows that majority of the readers don’t like color of newspaper.Only 30% readers like it.By: RAUSHAN KUMAR 34
  • 4. What do you think about the front page of Business Line is attractive?Table 04 : Table Showing importance of Front Page for a business Newspaper Frequency Percentage (in %) Cumulative FrequencyVery Important 40 27 40Important 35 23 75Average 50 33 125Less Priority 15 10 135Can Be Neglected 10 7 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that most customers believe that Business Line is usingthe best news of front page which is relevant/need of the customers.By: RAUSHAN KUMAR 35
  • 5. Are you satisfied with the price of the newspaper?Table 05 : Table Showing importance of Price for a business Newspaper Frequency Percentage (in %) Cumulative FrequencyFully satisfied 60 40 60Satisfied 45 30 105Average 30 20 135Not Satisfied 10 7 145Disappointed 5 3 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that most customers believe that Business Line is usingthe best news of front page which is relevant/need of the customers.By: RAUSHAN KUMAR 36
  • 6. Do you think that the advertisements add information toyou?Table 06 :Table Showing the importance of Advertisement for the Customers Frequency Percentage (in %) Cumulative FrequencyVery Good 80 53 80Good 50 33 130Average 10 7 140Bad 7 5 147Very Bad 3 2 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that 53% people believe business linenewspaper gives creditable source of news as far as advertisement isconcern.By: RAUSHAN KUMAR 37
  • 7. What do you think about news items that carry relevant pictures &Photos?Table 07 Table showing whether the news items carry relevant pictures & photos Frequency Percentage (in %) Cumulative FrequencyVery Good 85 57 85Good 40 27 125Average 20 13 145Bad 3 2 148Very Bad 2 1 150 TOTAL 150 100INTERPRETATION:This Graph clearly shows that people strongly believe that Business Line doesprovide relevant pictures and photos with the news items.By: RAUSHAN KUMAR 38
  • 8. What about the readers’ connect programmes & contests?Table 08 : Table Showing whether Business Line runs a lot of readers’ connectProgrammes & Contests Frequency Percentage (in %) Cumulative FrequencyVery Good 70 47 70Good 50 33 120Average 22 15 142Bad 5 3 147Very Bad 3 2 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that 47% people believe that Business Linelaunch several programmes to connect with its readers.By: RAUSHAN KUMAR 39
  • 9. What do you think about supplement of business newspaper?Table 09 : Table Showing importance of Supplements for a business Newspaper Frequency Percentage (in %) Cumulative FrequencyVery Good 60 40 60Good 40 27 100Average 30 20 130Bad 15 10 145Very Bad 5 3 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that average 40 % peoples are satisfied withthe Supplement news related information published in Business Lines.By: RAUSHAN KUMAR 40
  • 10. Do you get appropriate news regarding Stock Market?Table 10 : Table Showing importance of Stock market for a business Newspaper Frequency Percentage (in %) Cumulative FrequencyVery Important 80 54 80Important 50 33 130Average 10 7 140Unnecessary 8 5 148Minor 2 1 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that average 54 % peoples are satisfied withthe Stock Market related information published in Business Lines.By: RAUSHAN KUMAR 41
  • 11. What do you think about mutual fund in Business Newspaper?Table 11 : Table Showing importance of Mutual Fund for a business Newspaper Frequency Percentage (in %) Cumulative FrequencyVery Important 65 44 65Important 60 40 125Average 18 12 143Unnecessary 5 3 148Minor 2 1 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that average 44 % peoples are satisfied withthe Mutual Fund related information published in Businessnewspaper.By: RAUSHAN KUMAR 42
  • 12. Availability of Agricultural news in Business newspaper?Table 12 : Table Showing importance of Agricultural Business news for a businessNewspaper Frequency Percentage (in %) Cumulative FrequencyVery Important 60 40 60Important 45 30 105Average 30 20 135Unnecessary 10 7 145Minor 5 3 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that average 40 % peoples are satisfied withthe Agriculture news related information published in Business Lines.By: RAUSHAN KUMAR 43
  • 13. Are you satisfied with the banking news regarding availability inbusiness newspaper?Table 13 : Table Showing importance of Banking news for a business Newspaper Frequency Percentage (in %) Cumulative FrequencyVery Important 80 53 80Important 30 20 110Average 20 13 130Unnecessary 13 9 143Minor 7 5 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that average 53 % peoples are satisfied withthe Banking news related information published in Business .By: RAUSHAN KUMAR 44
  • 14. Do you get Corporate Business related information from Business Newspaper?Table 14 : Table Showing importance of Corporate Up-to-date for a businessNewspaper Frequency Percentage (in %) Cumulative FrequencyVery Important 75 50 75Important 40 27 115Average 21 14 136Unnecessary 10 7 146Minor 4 2 150 TOTAL 150 100INTERPRETATION:This graph clearly shows that average 50 % peoples are satisfied withthe news related to the corporate Business related informationpublished in Business Lines.By: RAUSHAN KUMAR 45
  • CHAPTER-04 FINDINGS AND ImplicationsBy: RAUSHAN KUMAR 46
  • ---------------------------------------------------------------------------- Results & Interpretation (Findings)On the basis of survey undertaken, it has been concluded that:The prime readers of Business Line are corporate houses/Banking Sector inLOCALITY of Kolkata. This clearly shows that the Target Audience of BusinessLine i.e. Business Class and youngest people are correctly targeted. Business Lineis good in its Targeting Section.Based on our Objective set at very beginning:-According to PRIMARY OBJECTIVE:-  Now, As per as Analysis part is concern we found From Graph No: - 1,2,3,4,5 prove the primary objectives.  This Graph clearly shows that approximately 54% of the people read Business newspaper.  This graph clearly shows that Economics Times is read the most in the LOCALITY of Kolkata. This clearly convince that the readership of Economics Times is highest in Kolkata and Economics Times, Mint and Business Standard is a very close competitor of Business Line  This Graph clearly shows that parents wish to read newspapers. They are more attracted towards newspaper as they have leisure time which they can invest in reading Newspaper. This clearly shows that the prime target reader is in the parents.  This Graph clearly shows that most people like to read news related to corporate (M&A) i.e. 23% while most of the others prefer to read national news and news covering economic aspect. i.e., 16% respectively.By: RAUSHAN KUMAR 47
  •  This Graph clearly shows that the brand image of Business Line in the minds of customer is that it is No 3 in India. Many other people think it as most trusted source of business news in India.According to SOCENDARY OBJECTIVE:-  Now, As per as Analysis part is concern we found From Graph No 6:-(1),(2),(3),(4),(5),(6),(7),(8),(9),(10),(11),(12),(13),(14) prove the primary objectives.  This graph clearly shows that most customers believe that Business Line is using the font type which is easy to read 33% very important from the fact and 30% Important. On the other hand only 20% people think that they are not using right font type and size which is easy to read and 10% of them less priority that the font type and size is easy to read.  This graph clearly shows that most customers believe that Business Line is using the font size which is easy to read.  This Graph clearly shows that majority of the readers don’t like color of newspaper. Only 30% readers like it.  This graph clearly shows that most customers believe that Business Line is using the best news of front page which is relevant/need of the customers.  This graph clearly shows that most customers believe that Business Line is using the best news of front page which is relevant/need of the customers.  This graph clearly shows that 53% people believe business line newspaper gives creditable source of news as far as advertisement is concern.By: RAUSHAN KUMAR 48
  •  This Graph clearly shows that people strongly believe that Business Line does provide relevant pictures and photos with the news items.  This graph clearly shows that 47% people believe that Business Line launch several programmes to connect with its readers.  This graph clearly shows that average 40 % peoples are satisfied with the Supplement news related information published in Business Lines.  This graph clearly shows that average 54 % peoples are satisfied with the Stock Market related information published in Business Lines.  This graph clearly shows that average 40 % peoples are satisfied with the Agriculture news related information published in Business Lines.  This graph clearly shows that average 53 % peoples are satisfied with the Banking news related information published in Business.  This graph clearly shows that average 50 % peoples are satisfied with the news related to the corporate Business related information published in Business Lines.By: RAUSHAN KUMAR 49
  • CHAPTER-05 LIMITATIONS OF THE STUDY----------------------------------------------------------------------------By: RAUSHAN KUMAR 50
  • Limitations of the StudyAlthough we have tried to do our survey error free but still there were certainlimitations of the Study:-  Most of the big corporate houses were not interested in devoting time in such kind of study.  Time Constraints, completing a project within two month of time duration was really a challenge.  The target segment for the financial dailies is generally not high .It is very tough to make general newspaper readers interested towards financial dailies.  Since the market segment for financial dailies is already saturated by the economic times and business standard, it is very difficult to convince people to subscribe for business line as they want to stick to ET or BS only.By: RAUSHAN KUMAR 51
  • CHAPTER-06 conclusionBy: RAUSHAN KUMAR 52
  • ---------------------------------------------------------------------------- ConclusionsThis project is on “TO RECOGNIZE THE READER’S VIEWPOINTREGARDIG BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA”.We have attempted to study some popular Brands of financial newspaper companyand reader perception about them and trying to measure the blend of selectedattributes which should be there in the product that will attract the readers in theselected market segment.The project recommends some guidelines to analyze the factors that influence thechoice of the readers in choosing newspaper and its various ranges of attributes.The study involves a sample survey of 600 respondents in Kolkata using questionnaireon the basis of weighted sum model as the research instrument augmented with formalas well as informal interviews with the customers and also make through use ofinformation available on the internet and the database of some brokerage & charteredfirms.Further the project includes the comparative study of the current market trend and thepossible reasoning of that on this basis of the global economic condition slowdown.A part of the project also dealt with understanding the behavioral aspect of readers offinancial newspaper.As we found in the market that the awareness of the Business Line, the financialnewspaper is not at par what it should be. So it needs awareness campaigns to achievethe aims of the Hindu Business Line.I am overwhelmed with the generosity and cooperation that I have got from BusinessLine. If given a chance I will like to see myself as an employee in Business Line and itwill be dreams come true for me.In a nutshell, it was a learning experience for me which will help me in immensely inshaping up my career graph.By: RAUSHAN KUMAR 53
  • SWOT ANALYSIS OF BUSINESS LINEA SWOT analysis is a strategic planning tool used to evaluate the strength,weaknesses, opportunities, and threats in a business venture or in any other situationrequiring a decision. In SWOT, strength and weaknesses are internal factors where asopportunities and threats are external to the organization.Now we will do the SWOT analysis of Business Line which will help marketers tofocus on key issue. These are as follows.Strengths: The Business Line is a power full Brand because it is link with the Hinduwhich is the oldest newspaper company of India and most trusted brand of India. Theeditorial as well as marketing personals are very strong and efficient of the Hindu theBusiness Line. Business Line is the third leading financial newspaper in India. Other than English, the newspaper is published in other regional languages too. Growing rapidly in last few years. Excellent performance of the consumer need. Subscription offers, at regular intervals are a lucrative offer to the reader. Affordable in price. Good quality paper. Easily carried and it’s getting much consumer demand and publicity. Different kind of news is published. Business Line has good distribution channel.Weaknesses: The weaknesses of the Business Line are as follows: Print outsourcing which increase the cost. They are very new in Kolkata as compared to their competitors The stock analysis part is inferior as compared to its competitors. Lack of advertisement and promotional activity. The newspaper I read by few selected readers. Low brand awareness. The market of Business Line is totally city based. Selective and few readers Different type of reader’s requirement.Opportunities: As the people of India are bending towards the stock marketoperation. This may cause increase the market size. So there are huge opportunities tocapture the readers.By: RAUSHAN KUMAR 54
  • B-school students are a big opportunity to increase the circulation of Business Line, because reading a financial daily for a management student is very essential in order to know the latest updates of the Business world. The present growth of population at large, is in itself a big opportunity for the newspaper to spread itself across the length and breadth of the country. Market is growing. Population is large so scope is greater. Perception of customer is changing.There is also huge market opens to be taped. Product development will offer BusinessLine Many opportunities.Threats: The threats for the Business Line are as follows: Electronic media is the main threats for it. Electronic media is now challenging the existence every newspaper, so it is also posing threat to Business Line also. Competitors have superior base of readership. The brand image of Economic Times and Business standard is over shadowing Business Line. Business Line is facing off competition from financial dailies in the market as well. Some new upcoming company has emerged. There are very close substitutes in the market. Buyers today have the last word. So close substitute of Business Line like, financial express and Mint are a big threat to the newspaper.By: RAUSHAN KUMAR 55
  • CHAPTER-07SUGGESTION/RECOMMENDATIONBy: RAUSHAN KUMAR 56
  • --------------------------------------------------------------------------------Suggestions/RecommendationsIt’s time for Business Line to do something new.  The marketing team of Business Line should look for promotional activities. Advertising is the most effective and quickest way to reach the masses. The innovative way could be through hoardings, TV channels, and corporate conferences and in B-school fest.  Business Line should go for price regulation. It is the vital part of marketing. Price sensitiveness influences the consumer buying behavior.  The brand image is pretty low which leads to low circulation. Research reveals that it has been confined to certain areas only. So, it should concentrate on brand image as brand image adds huge advantage in the marketing of any product. It is related with the sensitivity that customers expects from a particular product.  Business Line should focus on the visuality of the newspaper. Although it offers excellent contents, there is certainly a scope for the improvement of the visibility. To get par with the competitors, the presentation style should be mesmerizing and eye catching. It should also easily communicable to the readers.  Business Line should concentrate more on B-schools as it constitutes a huge portion of the target readers. It would be helpful for the students as well as for the newspaper if it devotes at least one page to the B-school containing case studies and other relevant managerial analysis.  Business Line should do some promotional activities in the B-schools because B- schools are like a pool of readers of financial newspaper and they are thus the potential readers of business Line.  It should look to tie up with some stock broking company so as to deliver a fixed number of copy everyday.By: RAUSHAN KUMAR 57
  •  Business Line should come up with some weekly magazines. This will attract more readers. And it should also offer in the corporate houses at a discounted rate.  Business Line to look forward to tie up and deliver newspaper in the coffee shops. Because many a times we have witnessed people coming and sitting in a coffee shop to spend some time and relax. Many corporate people do visit coffee shop and while having a sip over a cup of coffee they prefer to have a glance at the newspaper and often financial newspaper. Business Line should look to deliver newspaper in the coffee shops so that these people get a chance of reading Business Line free of cost. If they like then surely they will start reading Business Line. This is a tricky strategy adopted by a newspaper, Mint to get familiar in Kolkata city.  Business Line should take the initiative to distribute newspaper at a discounted rate in the railway platform. Large number of local people does buy newspaper from the platform. Once they become accustomed to Business Line and they read the newspaper then only they will understand the difference of business line from others. As readers do not change their reading habits too often so it would be helpful for business line to form a large market share by this strategy.By: RAUSHAN KUMAR 58
  • ---------------------------------------------------------------------------- BibliographyInformation has been collected from the product training, market survey and studymaterial available at the various press media web sites, discussing with the companypersonals, faculty guide and respondents surveyed access to management forguidelines for the project.The following books and internet sites will also be referred:Books: O Marketing: Philip Kotlar, Marketing Management O Marketing Research: Malhotra Naresh Kumar, Marketing Research& Applied Orientation. O Business Research: Cooper Donald R. and Schindler Ramila S., Business Research Method.Internet: information available at the website of the Hindu and others sites as follows.  www.the Hindu.com  http://www.businessline.com/  http://www.economictimes.com/  http://www.businessstandard.com/  http://www.mint.com/  http://www.financialexpress.com/  www.ibef.org/industry/media.aspx  www.lums.lancs.ac.uk/postgraduate/mba/content/projectBy: RAUSHAN KUMAR 59
  • ---------------------------------------------------------------------------- Annexure I n this Chapter, 9 we find quite important thing of this project on which the whole study could be possible that is base of survey feedback this is questionnaires around which whole project work moving from start to end. And some other things are as fellows;By: RAUSHAN KUMAR 60
  • Questionnaire QUESTIONAAIRE FOR PROJECTNAME OF THE PERSOn__________________________________________________________ADDRESS:- _____________________________________________________________________________________________________________________________________________________________________________________________________________________________CONTACT NO.:_________________________________________________________________EMAIL ID:- ___________________________________________________________________Age Group:-_________________________________________________________________Q.1. Do you read Business Newspapers?Ans: YES NOQ.2. Which Business Newspaper do you read?Ans: Business Line Economics Times Business Standard Mint Financial ExpressBy: RAUSHAN KUMAR 61
  • Q.3. Who in your family refers Newspaper?Ans : __________________________________________________Q.4. which columns do you like to read in a newspaper?Ans:Q.5. What attributes of Business Line comes First in your mind?Ans: World’s Largest read daily Most trusted source of news in India No. 1 in India Superbrand Q.6. What about Font type of Business Line Newspaper? Ans: 1. very important 2.Important 3. Average 4. Less priority 5. Can be neglectedQ.7. What about Font Size of Business Line Newspaper?Ans: 1. very important 2.Important 3. Average 4. Less priority 5. Can be neglectedQ.8. What about color quality of Business Line Newspaper? Ans: 1. very important 2.Important 3. Average 4. Less priority 5. Can be neglectedQ.9.What do you think about Front page of Business Line Newspaper isattractive?Ans: 1. very important 2.Important 3. Average 4. Less priority 5. Can be neglectedQ.10.Are you satisfied with the price of the Newspaper?By: RAUSHAN KUMAR 62
  • Ans: 1. Fully satisfied 2. Satisfied 3. Average 4. Not Satisfied 5. DisappointedQ.11. Do you think about that the advertisements add information to you?Ans: 1. very good 2.Good 3. Average 4. Bad 5. Very BadQ.12. What about you think about news items that carry relevant picturesand photos?Ans: 1. Very good 2. Good 3. Average 4. Bad 5. Very BadQ.13. What about reader’s connect programmes and contests?Ans: 1. very Good 2. Good 3. Average 4. Bad 5. Very BadQ.14. What about supplements of Business Newspaper?Ans: 1.very important 2.Important 3. Average 4. Unnecessary 5. MinorQ.15. what do you get appropriate news regarding stock market?Ans: 1.very important 2.Important 3. Average 4. Unnecessary 5. MinorQ.16. what do you think about mutual fund in business newspaper?Ans: 1. very important 2.Important 3. Average 4. Unnecessary 5. MinorBy: RAUSHAN KUMAR 63
  • Q.17. Availability of agricultural news in business newspaper?Ans: 1.very important 2.Important 3. Average 4. Unnecessary 5. MinorQ.18. What do you think about banking news of Business Newspaper?Ans: 1. very important 2.Important 3. Average 4. Unnecessary 5. MinorQ.19. What about corporate up-to-date news of Business Newspaper?Ans: 1.very important 2.Important 3. Average 4. Unnecessary 5. MinorQ.20. What about logistics of Business Line Newspaper?Ans: 1. Very important 2.Important 3. Average 4. Unnecessary 5. MinorQ.21 Please Give some suggestions for the newspaper.Ans: ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________Rank and give a tick (√) on the suitable option of the following Brand on a 5 pointscale: (1 as very poor and 5 as excellent)NameAddressEducationOccupationBy: RAUSHAN KUMAR 64
  • Gender Economic TimeAttributes Excellent Fair Good Poor Very PoorPriceLooksAvailabilityContentsBrand ImageAwareness Business LineAttributes Excellent Fair Good Poor Very PoorPriceLooksAvailabilityContentsBrand ImageAwareness Financial ExpressAttributes Excellent Fair Good Poor Very PoorPriceLooksAvailabilityContentsBrand ImageAwareness Business StandardAttributes Excellent Fair Good Poor Very PoorPriceLooksAvailabilityContentsBrand ImageAwareness MintAttributes Excellent Fair Good Poor Very PoorPriceLooksAvailabilityContentsBrand ImageAwarenessBy: RAUSHAN KUMAR 65