“TO EVALUATE POSITIVE IMPACT OF PROMOTIONAL ACTIVITIES ON SALES OF BUSINESS STANDARD IN DELHI- NCR AREA” PRESENTED BY: ABHAY SINGH ROLL NO.:PGD11001 PGDM BATCH: 2011-2013
OBJECTIVE OF THE STUDY:- To analyze the impact of sales promotion tools. To increase the sales of business Standard newspaper with respect to its competitors. To compare fulfillment of needs of different target segments. To compare the promotional strategies of BS and other news paper.
LEARNING OBJECTIVE:-1. Various aspect of organization Working system of Business standard ltd. How to present good image of the organization?2. How should one behave in an organization Learned about the corporate manners. how to communicate with customer very patiently.3. Learning relative to the project Strategy followed by managers to capture the potential market. Understanding the given product.
INDUSTRY OVERVIEW:- Indian Newspaper primarily segmented across 2 categories:• English Newspapers• Regional Newspapers The print media of the India is currently ranked number one today. A newspaper shows 360 view of the country total condition in various segment. The growth aspect of business newspaper today in India has wider scope as only 0.1 % newspaper in this segment is available.
COMPANY PROFILE :- Business Standard started in 1975 by the Ananda Bazar group in Kolkata. The paper was hived off as a separate company in 1996, and then bought by Mumbai-based financial investors. Mr. A. K. Bhattacharya (At Present) Editor in chief of Business Standard. It is published in colour from 12 centers in India-Mumbai, New Delhi, Kolkata, Bangalore, Chennai, Ahmedabad, Hyderabad, Chandigarh, Lucknow, Pune, Kochi and Bhubaneswar. Business Standard is being sold by 210000 copies every day across the country. It circulated in more than 1000 towns across the country. Kotak Mahindra-67.79% , Great Eastern ShippingCorporation-27.76% & Other- 4.39%. Share holder in BS.
INTRODUCTION OF THE TOPIC:- To evaluate the impact of promotional activities on sale of Business standard. To understand the preference of the readers of business newspaper in respect of their need into it. To find out where they rank business standard in terms of the content and quality amongst the other business newspaper. To find out the flaws which are creating hurdles for business standard to grow into the newspaper market.
RESEARCH METHODOLOGY:-Research design- Descriptive researchData source- Primary dataExtent- DELHI-NCRTime frame- 7th May 2012 to 6th July 2012Sampling technique- 1) probability sampling 2) non-probability samplingSampling frame- The details were collected from these sources:-• Data Provided by business standard manager• Some data From different-different news papers• Data from internet• Some references from friends and relatives Sample size-100
DATA ANALYSIS:-Which Business Newspaper does you read daily? Economic Times 45% Business Standard 31% Business Line 19% Financial Express 5% 50% 45% 45% 40% 35% 31% 30% 25% 19% Series1 20% 15% 10% 5% 5% 0% Business Standard Economic Times Business line financial Express
How do you get your business newspaper?a) E-paperb) Delivered at officec) Bought at news standd) Librarye) Delivered at home Ways to get preffered newspaper 4 15 80-100 60-80 11 40-60 1 20-40 33 0-20 37 0 5 10 15 20 25 30 35 40
Are you ready to compromise with quality in case a good promotion scheme?a) Yesb) No Compromise with quality in case of promotion scheme 100% 90% 45 80% 70% 50-100 60% 0-50 50% 40% 55 30% 20% 10% 0% 1
CONCLUSION:- Business standard is lacking brand awareness in some area and lacking in service in some areas. Majority of the respondents use Economic Times because of bundle offer with Times of India which is Rs. 450 for 12 months for both news papers. Economic Times has the benefit of TOI distribution channel. No page for IT profession. Business Standards daily supplements ‘Money and Market’ influence most to Individual investors/ Stock Brokers to purchase it.
RECOMMENDATIONS:- Business Standard Ltd. should conduct a series of programs like business quiz etc. among management student and Institution of DELHI-NCR. More emphasis on quality and marketing of the brand should be given. Business Standard improve their distribution network. They should also start targeting for selling there news paper in to smaller town with proper marketing . Free subscription must be given to the libraries or public places like delhi metro station in order to generate more awareness for the news paper.