1. A STUDY OF RELEVANCE OF
PRINT MEDIA IN THE
MARKETING MIX OF TODAY`S
MARKETER
PRESENTED BY:-
ROHITRANJAN
ROLL NO- 94
PGDM-B
2. CONTENT
S.NO PARTICULAR PAGE NO.
1. Introduction 1
2. Objective of the study 3
3. Research methodology 4
4. Findings 5
5. Recommendation 7
6. Limitation 8
7. Bibliography 9
3. 1. INTRODUCTION
History of Print Media
1. The history newspaper in India began in 1780, with the publication of the
Bengal Gazette from Calcutta.
2. James Augustus is considered the "father of Indian press" as he started
the first Indian newspaper from Calcutta, the `Bengal Gazette` or
`Calcutta General Advertise` in January, 1780 which was a weekly
publication.
3. In 1789, the first newspaper from Bombay (now Mumbai), the `Bombay
Herald` appeared, followed by the `Bombay Courier` in the following
year. Later, this newspaper merged with the Times of India in 1861.
4. The first newspaper published in an Indian language was the Samachar
Darpan in Bengali on May 23, 1818.
3
4. CURRENT SCENARIO
Indian print industry is slated to grow manifold, with growth rate
circling around 6%.
Now more than 5000 newspapers are published daily in nearly
hundred languages in India, nearly 150 of them are major
publications. Newspapers and magazines in India are nearly
independent and privately owned.
Contrary to expectations, the popularity of internet and television
has not maligned the importance of print media in India.
It is still one of the most trusted and respected source of information
for the public and continue to play a vital role in generating and
shaping public opinion in the country.
5. 2. OBJECTIVES OF THE STUDY
To study the relevance of print media of marketing mix and how it
effect to the market.
To study the marketer behavior towards first preference of print
media over the other promotional tools.
How does marketing result would achieved though better
customer satisfaction
To evaluate the effectiveness of the print media for promoting the
brands.
6. 3. RESEARCH METHODOLOGY
Descriptive research is adopted for the study:-
1. Primary data:- In which I have prepared a questioner in such away
that it is able to collect all relevant information regarding the project.
The main characteristic of this project is, it is original data, first hand
and for the specific purpose of the research project.
2. Secondary Data:- It was collected to add the value to the primary
data.
Data regarding IMRB, International (Indian Marketing Research
Bureau) history, its profile and other necessary records and
information was collected by referring to
website,
magazines,
annual reports,
reference books,
daily newspapers, etc.
7. 4. FINDINGS
Most of the respondents i.e. (15 out off 20) feel that for them
media means exchange of information and information
entertainment.
According to marketer the media which influence them most
is print media and digital media.
96% Marketer also feel that the digital media in future take
over the print media, but still they prefer print media to market
the brand.
The problem Print Media has facing to competing with Digital
on the biases of “reaching late news” follow with “fast
individual life”.
The basic factor which influence the digital media to reach the
highest level, people suggested that increasing educational
level and changing working environment also, over the print
media.
8. FINDINGS…(CONT)
32% of the marketer believe that future of the Digital Media is
very bright and 52% of the people suggested that Digital
media still take some time to penetrate more in to the
masses and gradually it coming because of the less
computer and internet distribution is not common in Indian
scenario. So the print media is still is the prominent factor for
the them.
And the most of the respondent are of (9)executive manager
in the company follow with (5)senior management and
(4)middle management.
And majority marketer are working in an organisation
duration of 3-5 years follow with 3-6 months. For this data
give more relevant information about the study.
9. 5. RECOMMENDATION
Don’t switch completely towards digital media.
Use the recycle paper, card board etc to advertise the product.
To maintain CSR of the company.
Use most Green Logistics.
Use of graphic papers.
Use of printing inks in the sheetfed and web offset printing
process.
10. 6. LIMITATION
The first and most difficulties are face is to collect the
information from the marketer.
Time is the most prominent factor because the print media is
of vast sector and the existing is very huge so, in order to
complete the research on schedule time management was
very important.
The time taken to conduct the paper including preparation,
research, analyzing findings and drawing conclusions was
very excessive.
The understanding of the area is not much broad just because
of less link to the marketer.
The result of the study are subject to bias and prejudices of
the respondents.
11. 7. BIBLIOGRAPHY
Article :-
1. Print media utilization pattern among the homemakers article by
Dr. Shamsul hasan.
2. K.G.Joglekar, Former Registrar of Newspapers for India. Article:
print media since the republic.
3. Newspaper futures: India and world by N. Ram-Editor-in-chief of
the Hindu and Group Publications.
4. Newspaper trends in India: a case study of Marathi dailies in
Maharashtra by Dr. Kiran Thakur Retired Professor and Head
Department of Communication and Journalism University of Pune,
Maharashtra, India.
Website:-
5. The newspaper: the process behind the presentation and the
newspaper history from http://library.thinkquest.org
6. The Top 10 Newspapers in India by Circulation‘
byhttp://www.nandamurifans.com
7. Audit Bureau of Circulations
8. WWW.Wikkipedia.com
