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Internship Report on
MARKETING STRATEGY OF NEWSPAPER INDUSTRY
(A Study on Daily Prothom Alo)
Submitted to:...
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LETTER OF TRANSMITTAL
Date: August 2014
To,
The Chairman
Dept. of Business Administration
University of Dh...
- 3 - | P a g e
This is to certify that the internship report on “Marketing strategy of newspaper industry in
BD - A study...
- 4 - | P a g e
I do hereby declare that this dissertation on “Marketing strategy of newspaper industry in
BD - A study on...
- 5 - | P a g e
It's our immense pleasure to complete this study in due time by the grace of almighty Allah. I
am grateful...
- 6 - | P a g e
Chapter Title Page
LETTER OF TRANSMITTAL 1
CERTIFICATE 2
DECLARATION 3
ACKNOWLEDGEMENT 4
TABLE OF CONTENT ...
- 7 - | P a g e
A newspaper is one of the most important reading materials in the life of a literate people. In
the modern...
- 8 - | P a g e
1.2 Background of the study
In Bangladesh, Bengali is widely used in every class of families. People read ...
- 9 - | P a g e
advantage among other Bengali newspapers in Bangladesh.
 To accomplish the internship program for attaini...
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dailies like "The Daily Ittefaq", "The Daliy Nayadiganto", "The Daily Star" etc.
1.5 Literature Review
Ev...
- 11 - | P a g e
Freil: Owriz Equal. (2000) observe that the placement of products in many media
alternatives available to...
- 12 - | P a g e
Waldfogel and George (2003) argue that when consumers share similar preferences,
additional consumers wil...
- 13 - | P a g e
Through effective planning among competitive marketing strategies, the organization needs
to have knowled...
- 14 - | P a g e
Source: On the basis of publication of three dailies other special materials are published on
different o...
- 15 - | P a g e
3.1.1 Analysis of some Readers Psychology
Readers arc the main focus of the newspaper industry in the tod...
- 16 - | P a g e
52 to 62 percent. However, following are the common comments of the students about "The
Daily Prothom Alo...
- 17 - | P a g e
4.1. Major Promotional programs of The Daily Prothom Alo
All the target customers are not similar in thei...
- 18 - | P a g e
"The Daily Prothom Alo "provides Grameen Phone with daily news. They can also
accommodate other mobile ph...
- 19 - | P a g e
5. Strength, weakness, Opportunity and Threat (SWOT) analysis of "The
Daily Prothom Alo"
As a market lead...
- 20 - | P a g e
6.1. Recommendations
6.1.1 Students of Public and Private Universities
"The Daily Prothom Alo" can introd...
- 21 - | P a g e
To attract bankers, more news on financial system of the country and also global trend of
change in finan...
- 22 - | P a g e
"The Daily Prothom Alo” can promote its different types of new pages and also special
features by giving ...
- 23 - | P a g e
Quality improvement is a never-ending process. Currently "The Daily Prothom Alo" is
enjoying a competitiv...
- 24 - | P a g e
1. AgarwaI,M.L.(2002): "Custumcr Relationship Managentent(CR)VU and Corporate
Renaissance", South .-1sian...
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MARKETING STRATEGY OF NEWSPAPER INDUSTRY (A Study on Daily Prothom Alo) Submitted to: Dr. A.K. Fazlul Haque Shah Professor Department of Marketing University of Dhaka

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MARKETING STRATEGY OF NEWSPAPER INDUSTRY
(A Study on Daily Prothom Alo)




Submitted to:

Dr. A.K. Fazlul Haque Shah
Professor
Department of Marketing
University of Dhaka

Published in: Education
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MARKETING STRATEGY OF NEWSPAPER INDUSTRY (A Study on Daily Prothom Alo) Submitted to: Dr. A.K. Fazlul Haque Shah Professor Department of Marketing University of Dhaka

  1. 1. - 1 - | P a g e Internship Report on MARKETING STRATEGY OF NEWSPAPER INDUSTRY (A Study on Daily Prothom Alo) Submitted to: Dr. A.K. Fazlul Haque Shah Professor Department of Marketing University of Dhaka Submitted by: Md Abu Nasim ID# 41222070 EMBA 22th Batch Department of Marketing University of Dhaka Date of submission: August, 2014
  2. 2. - 2 - | P a g e LETTER OF TRANSMITTAL Date: August 2014 To, The Chairman Dept. of Business Administration University of Dhaka Dear Sir, Here is my Internship report on, “Marketing strategy of newspaper industry in BD - A study on The Daily Prothom Alo” which has been prepared as per requirement of Masters of Business Administration (MBA) offered by the University of Dhaka For this report I have studied books, reports and the related websites, face to face interaction with the readers of prothom alo to gather information, which I observed as relevant to the topic of the report. The information provided by you in your class lectures was also helpful to me. Any short comings or mistakes are absolutely of ours and i would always be available at any time to interpret any issue regarding this report. Thanking you for your valuable advice and cooperation. Sincerely yours Md. Abu Nasim ID No: 41222070 Batch 22nd Marketing Department University of Dhaka CERTIFICATE
  3. 3. - 3 - | P a g e This is to certify that the internship report on “Marketing strategy of newspaper industry in BD - A study on The Daily Prothom Alo” submitted in partial fulfillment of the requirement for the degree of Masters of Business Administration (MBA) of University of Dhaka Md. Abu Nasim, ID No # 41222070 Has worked under my Supervision and no part of this report has been submitted for the award of my other Degree, Diploma, Fellowship or other similar titles or prizes and that the work has not been publishes in any journal or magazine. Certified by Dr. A.K. Fazlul Haque Shah Professor Department of Marketing University of Dhaka DECLARATION
  4. 4. - 4 - | P a g e I do hereby declare that this dissertation on “Marketing strategy of newspaper industry in BD - A study on The Daily Prothom Alo” submitted by me to University of Dhaka in partial fulfillment of the requirement for the degree of Masters of Business Administration (MBA) is an original work. It has not been submitted earlier, either partly or wholly to any other University or Institution for the award of any other Degree, Diploma, Fellowship or other similar titles or prizes and that the work has not been publishes in any journal or magazine. MD. ABU NASIM ID No # 41222070 Batch-22nd Department-Marketing University of Dhaka ACKNOWLEDGEMENT
  5. 5. - 5 - | P a g e It's our immense pleasure to complete this study in due time by the grace of almighty Allah. I am grateful to those people who helped us a lot during the preparation of this report. I wish to express our profound sense of gratitude to our honorable teacher Dr. A.K. Fazlul Haque Shah, Professor, University of Dhaka, for his inspiration, guidelines, valuable suggestions, sympathetic advices and enthusiastic encouragement makes our inexperienced study work as true. Moreover, i like to avail the opportunity to express our deep gratitude and regards to all who are giving us their valuable time to talk with us and give all the necessary information about their respective organization. Finally, i would like to thank all of our friends, whenever i am not getting any information they are really help us to give their valuable suggestions, so that i can get information. TABLE OF CONTENT
  6. 6. - 6 - | P a g e Chapter Title Page LETTER OF TRANSMITTAL 1 CERTIFICATE 2 DECLARATION 3 ACKNOWLEDGEMENT 4 TABLE OF CONTENT 5 Executive Summary 6 Chapter: 01 1.1 Background of the study 7 1.2 Objectives of the study 7-8 1.3 Methodology of the study 8 1.4 Limitations of the study 8 1.5 Literature Review 9-11 Chapter: 02 2.1 Marketing Highlights: The competitors 12 2.2 Product Overview of Three Dailies: 12-13 Chapter: 03 3.1.1 Analysis of some Readers Psychology 14 3.1.2 Response from students 14-15 Chapter: 04 4.1. Major Promotional programs of The Daily Prothom Alo 16 4.1.1 Maril Prothom Alo Taroka Proshuskar: 16 4.1.2 Debate Competition 16 4.1.3 Award Presentation program GPA 5 obtained SSC and HSC students 16 4.1.4 Prothom Alo-HSBC Language Competition. 16 4.1.5 Round table discussion 16 4.1.6 News in Grameen Phone 17 Chapter: 05 5. Strength, weakness, Opportunity and Threat (SWOT) analysis of "The Daily Prothom Alo" 18 Chapter: 06 6.1. Recommendations 19 6.1.1 Students of Public and Private Universities 19 6.1.2 Doctors, Nurses, Patients of Reputed Hospitals/Clinics Strategy 19 6.1.3 Lawyers Strategy 19 6.1.4 Housewives 19 6.1.5 Bankers 20 6.1.6 Other Programs 21 6.1.7 Promotional Campaign through TV Channel Strategy 21 6.1.8 Promotional campaign through Print Media Strategy 21 Concluding Remarks 22 References 23 Executive Summary
  7. 7. - 7 - | P a g e A newspaper is one of the most important reading materials in the life of a literate people. In the modern age, without a newspaper a person cannot think of his/her daily routine life. The need for a proper marketing of the newspaper marketing has arisen because of the rapid change in the communication process. An effective marketing strategy is required to retain the current customers as ill as to attract potential ones. A newspaper as a product can satisfy the need for getting the information that helps in decision-making process of the social and family life. Currently, the largest circulated Bengali daily newspaper in the country is "The Daily Prothom-Alo" with having an average circulation of 400,000 copies per day. Marketing information system can help formulation of the marketing strategy of a newspaper. This study aims to overview how "The Daily Prothom Alo" authority can improve their marketing strategy and fulfill the need of the readers when not only print media but also electronic media is contesting very aggressively to attract current as ill as potential customers. Market segmentation can provide information about the characteristics shared by the readers of the daily. Long-term vision is required to sustain the upcoming challenging environment with the rapid changes in the world. Competition is a never-ending process. Before the publication of "The Daily Prothom Alo", "The Daily Jugantor" was the highest circulated Bengali daily. Hoiver, it could not retain the position of the highest circulated Bengali daily. "The Daily Prothom Alo” authority may use constant marketing intelligence force to remain number one Bengali daily in Bangladesh. In chapter one I described the background of the study, the method I have used for this report. In chapter two, I have highlighted newspaper industry in Bangladesh and the way of competition running in the market. Chapter three is focused on analysis of reader’s psychology. In chapter four I have focused on how the daily prothom alo maintaining its position as leading newspaper in Bangladesh by doing several promotional activities. Chapter five refers to the SWOT analysis of prothom alo. And at the end I have given some recommendation that can be helpful for prothom alo for further actions. Chapter: 01
  8. 8. - 8 - | P a g e 1.2 Background of the study In Bangladesh, Bengali is widely used in every class of families. People read Bengali newspapers to obtain information about national and international affairs. As people of Bangladesh are getting conscious about the need information, the number of readers of the national dailies is rising. At present, many national and international organizations are operating their offices in Bangladesh. Foreigners working in these organizations also read both Bengali and English newspapers by using the help of interpreters. The number of readers of Bengali newspapers is increasing day by day. Currently, the largest circulated Bengali daily newspaper in the country is "The Daily Prothom-Alo" with having an average circulation of 400,000 copies per day. Marketing information system can help formulation of the marketing strategy of a newspaper. This study aims to overview how "The Daily Prothom Alo" authority can improve their marketing strategy and fulfill the need of the readers when not only print media but also electronic media is contesting very aggressively to attract current as ill as potential customers. Market segmentation can provide information about the characteristics shared by the readers of the daily. Long-term vision is required to sustain the upcoming challenging environment with the rapid changes in the world. Competition is a never-ending process. Before the publication of "The Daily Prothom Alo", "The Daily Jugantor" was the highest circulated Bengali daily. Hoiver, it could not retain the position of the highest circulated Bengali daily. "The Daily Prothom Alo” authority may use constant marketing intelligence force to remain number one Bengali daily in Bangladesh. This inspires me to work on this report. 1.2 Objectives of the study The main objective of the study is to make an overview of the marketing strategies of "The Daily Prothom Alo". However the specific objectives are as follows:  To conceptualize 'what marketing strategy means' through a literature survey.  To define effective marketing strategy for motivating potential readers of "The Daily Prothom Alo".  To ascertain the fulfillment of the readers' need through reading only one Bengali Daily.  To provide recommendations for increasing circulation of the paper.  To suggest how "The Daily Prothom Alo" can remain in a position of competitive
  9. 9. - 9 - | P a g e advantage among other Bengali newspapers in Bangladesh.  To accomplish the internship program for attaining the Masters of Business Administration (MBA) degree.  To get an overview of the marketing strategy of the entire media industry of Bangladesh. 1.3 Methodology of the study The study is based on primary data. For the purpose of collecting primary data, an unstructured questionnaire is used. Under the preview of the interviewed- the officials of Daily Prothom Alo, students, doctors, lawyers and housewives, are covered to analyze the competitiveness of "The Daily Prothom Alo "and then provide recommendations for designing effective marketing strategy. The study used random sampling in designing the sample. Total number of respondents I got was 30. Out of them maximum respondents are students of different universities. Other respondents are 20 from the daily prothom alo, I also have got 10 respondent who are employee of prothom alo to provide inner view of prothom alo. The study determines average psychology of the readers of "The Daily Prothom Alo". The study tried to collect the opinion of the readers as ill as target customers regarding their expectation from the daily. The study also interviewed circulation manager of Hawkers Union of Dhaka city to know the present circulation of different Bengali newspapers in Barisal The study also analyzes strength, weakness, opportunity and threat. Time period of the study is May 2014 to August 2014. 1.4 Limitations of the study Some of the Limitations of the study can be mentioned below:  The study was done only in the Dhaka city.  The study did not include the govt. officials.  The study did not consider the different groups of people such as politicians, teachers, police, member of armed forces, social workers etc.  As competitors of "The Daily Prothom Alo" the survey considered only "The Daily Jugantor" and "The Daily Shamokal". It did not consider other English and Bengali
  10. 10. - 10 - | P a g e dailies like "The Daily Ittefaq", "The Daliy Nayadiganto", "The Daily Star" etc. 1.5 Literature Review Evans and Berman (1982) comment that a strategy outlines the manners in which marketing is used to accomplish a firm's objectives. They argue that often a firm selects a strategy from among two or more possible alternatives. Neill (1986) describes that busy potential clients are often unable to attend seminars, as many financial planners have found it rather hard ways. Teaching them and making the newspaper available and the newspaper firm is reachable through if their publication can ensure, then they are most likely to read-the local newspaper. Dertouzos and Trautman (1990) by specifying and estimating a five-equation model of newspaper operations, provide evidence useful for addressing several issues concerning media concentration. On the cost side, the results indicate that there exist significant scale economies in the production of circulation and space. On the other hand, the evidence suggests that chain newspapers cannot produce output more efficiently than independent ones. On the demand side, rival newspapers located in contiguous geographic markets appear to have an important competitive effect on the demand for circulation. Dillon et al. (1993) observe that marketing research helps marketing obtained the data. Schultz (1993) describes a strategic approach which is one of the must pressing issues of our business. He describes a method for making decisions to ensure the long-term health all profitability of newspapers of all sizes. Trivets (1996) observed that the segmenting of business markets is a process of refining the business markets into usable components. He further commented that the marketing personnel should know the sales and profitability of the broad product markets of the target: markets, and of the individual businesses. Imam and Ali (2000) comment that database marketing involves the creation of updating, maintenance of a database and telemarketing operation, filed sales support system, customer services and credit collection.
  11. 11. - 11 - | P a g e Freil: Owriz Equal. (2000) observe that the placement of products in many media alternatives available today is becoming an important part of marketing and profanation. Applications of the technique demonstrate the importance of creating m communicating with potential customers. In addition, to ensure delivery of a consistent message through product placement and for all sort of promotional activities, an integrated marketing communication system is necessary. Gross (2000) argues that competition in the organizational marketplace is generally keen, whether the rivalry is across the streets or across the oceans. Judging the nature of competition by looking at structure conduct, and performance is a useful initial step Hoiver, marketing managers must go further and consider the intensity of rivalry among existing firm’s possible entry into the market by new firms, substitutes and forward or backward integration. Scott (2000) observes that building positive and constructive day-to-day working relationships with the people can impact the last theft. of the marketing process. Too often, customer service managers and employees who are responsible for creating and maintaining customer relationships are isolated from advertisement, sales, circulations. Without knowledge of the day-to-day challenges and opportunities, marketers are handicapped in their ability to create the plans and budgets required to achieve business goals. Walker et al. (2000) argue that the development of marketing information system raises legal and ethical questions because offbeat potential to harm individual. Agarwal (2002) describes that the guiding philosophy that all firms especially those wit high customer turnover must get a Customer Relationship Management (CRM) project. There is n r doubt that customer information is the lifeblood of any business and hence, CRM initiatives. 1-luiver, CRM needs a better implementation if it is to contribute to the corporate renaissance. Hill (2002) argues that a critical element of a firm's marketing mix is its distribution strategy, the means it chooses for delivering the product to the consumer. The way the product is delivered is determined by the firm's entry strategy.
  12. 12. - 12 - | P a g e Waldfogel and George (2003) argue that when consumers share similar preferences, additional consumers will bring forth products that confer positive "preference externalities" on others. Hoiver, if distinct groups of consumers have substantially different preferences, the groups bring forth products with more appeal to themselves and less appeal to others. According to SFN Home Published Reports (2003) the newspaper industry is highly competitive, and threats are changing all the time. They are uniquely dependent on inter- related revenue steams provided by sales and advertising. Chapter: 02 2.1 Marketing Highlights: The competitors
  13. 13. - 13 - | P a g e Through effective planning among competitive marketing strategies, the organization needs to have knowledge about the products of their competitors. At first, it has to identify its actual and potential competitors. Presently, "The Daily Prothom Alo" is the highest circulated Bengali newspaper of Bangladesh. But in order to maintain its leading position in thee market, it has to focus on the competitors. Competitors of "The Daily Prothom Alo "are "The Daily Jugantor" and "The Daily Shamokal".”The Daily Prothom Alo" is now at the leading position, "The Daily Jugantor "is at the second place, while "The Daily Shamokal" is at the third position. 2.2 Product Overview of Three Dailies: Regular Pages (Published in The Daily Prothom Alo) Sara Desh, Bishal Bangla, Babsha O Banijo, International, Sports, Share Market, Porasuna, Editorial and Sub-Editorial, Computer Protidin, and Cultural etc. Regular Pages (Published in The Daily Jugantor): Khobor, Banglar Mukh, Khela. Dosh Diganto, Editorial and Sub-Editorial, IT Bisha and Cultural news etc. Regular Pages (Published in The Daily Shamokal) : National News, Local News, Editorial and Sub-Editorial, Entertainment, Business, and Sports etc. Now a comparative study among three dailies is given below: Day Contents of The Daily Prothom Alo Contents of The Daily Jugantor Contents of The Daily Shamokal Sunday Shopno niye Shikhagon, Business Special Grehoner kal, Bighan o projkti Monday Rosh+Alo Bsichu Kaler kehya Tuesday Nokhsha - - Wednesday Adhuna Sojon Somabesh Surid Shomabesh Thursday Anando (shonoskriti) Shonskriti - Friday Anno Alo - Projokti Protidin Saturday Chutir Dinae Ajker Computer -
  14. 14. - 14 - | P a g e Source: On the basis of publication of three dailies other special materials are published on different occasions by each daily. Comparative Pricing The marketing strategy, price is one of the important factors. I have shown below the comparative position of price of three newspapers: Days Daily Prothom Alo Daily Jugantor Daily Shamokal Saturday-Thursday Tk. 10 Tk. 10 Tk. 10 Friday Tk. 10 Tk. 10 Tk. 10 Source: Compiled on the basis of the collected data Comparative Sales Current sale of newspaper in Dhaka City among three dailies Current sales in Dhaka (August, 2014) Newspaper Sales (daily) Daily Prothom Alo 5,32,000 Daily Jugantor 280,000 Daily Shamokal 200,000 Source: Compiled on the basis of the collected of data From the aforesaid table, the study observes that" The Daily Prothom Alo" has the highest circulation among the Bengali newspapers in Dhaka city. Chapter: 03
  15. 15. - 15 - | P a g e 3.1.1 Analysis of some Readers Psychology Readers arc the main focus of the newspaper industry in the today's competitive market. Sound marketing requires careful analysis of the readers. In case of "The Daily Prothom Alo", i have known from the Hawkers Union that about 60% of the total Bengali newspaper readers in Barisal City read "The Daily Prothom Alo". Before developing appropriate marketing strategies for a newspaper, the management of the paper has to know the percentage of the actual readers as ill as prospective readers. To sustain in the competitive advantage position the management of the newspaper has to research and develop strategic marketing on the basis of the both categories of the readers' opinion. 3.1.2 Response from students Besides public Universities, there are several private Universities in Bangladesh. The ill known private Universities are as follows: North South University, East Ist University, Independent University of Bangladesh, American International University of Bangladesh, The People's University of Bangladesh, and Asian University of Bangladesh, Stamford University, BRAC University, Southeast University, Ahsanullah University of Science and Technology. Students of Private Universities are target readers of English newspapers. The study conducted survey among students of three reputed Private Universities. Findings are presented in below table, Survey among the students of Different Private Universities S1. No. Name of the University Number of the Students Interviewed Percentage of Bengali Newspaper Reader Percentage of English Newspaper Reader Reader of The Daily Prothom Alo Reader of Daily Jugantor Reader of the Daily Shamokal 1 DU 20 70% 24% 55.56% 34.72% 9.72% 2 EWU 20 60% 40% 62% 28% 10% 3 SF.U 20 50% 50% 52% 39% 9% Source: Compiled on the basis of the collected of data The study has found that most of the students are readers of Bengali dailies. Out of them, the majority read of "The Daily Prothom Alo" .Readers of "The Daily Prothom Alo" range from
  16. 16. - 16 - | P a g e 52 to 62 percent. However, following are the common comments of the students about "The Daily Prothom Alo":  Cultural activities of the students should be published.  Information about higher education should be provided in this newspaper.  Information about job vacancies should be published for potential graduates. Chapter: 04
  17. 17. - 17 - | P a g e 4.1. Major Promotional programs of The Daily Prothom Alo All the target customers are not similar in their preferences. Consumers have different types of needs and to satisfy these various types of promotional activities have to be planned and implemented properly. Promotional tools include advertising, sales promotion (such as sampling, discount coupons, contests and others), and public relation activities (such as: organizing programs, news conferences, donating money and others). Some of the promotional activities are discussed below: 4.1.1 Maril Prothom Alo Taroka Proshuskar: Since 2001, "The Daily Prothom Alo" has been sponsoring this program for awarding the best Stars and Models is the showbiz of Bangladesh for their outstanding performance. Meril organizes this program on behalf of "The Daily Prothom Alo". This program is held betien March and April. 4.1.2 Debate Competition "The Daily Prothom Alo "has been sponsoring Inter College and University English Debate Competition since 2001. The Debating Committee of Viqarunnisa Noon College organizes this competition on behalf of "The Daily Prothom Alo". 4.1.3 Award Presentation program GPA 5 obtained SSC and HSC students Since 2003, "The Daily Prothom Alo" has been awarding the outstanding students of SSC and HSC level examinations. "The Daily Prothom Alo" Award Presentation Program ire held 64 districts in Bangladesh jointly with Grameen Phone, Robi and also Banglalink. 4.1.4 Prothom Alo-HSBC Language Competition. "The Daily Prothom Alo" in every year arranges a Language competition for the school and college going students with the Honkong Sanghai Banking Corporation (HSBC). 4.1.5 Round table discussion "The Daily Prothom Alo" organizes different types of round-table discussions. For example, in 2003, it organized round table discussion with Center for Policy Dialogue (CPD). 4.1.6 News in Grameen Phone
  18. 18. - 18 - | P a g e "The Daily Prothom Alo "provides Grameen Phone with daily news. They can also accommodate other mobile phone companies. Other programs arc also organized on different occasions. Chapter: 05
  19. 19. - 19 - | P a g e 5. Strength, weakness, Opportunity and Threat (SWOT) analysis of "The Daily Prothom Alo" As a market leader Prothom Alo also have some weakness and threats. Besides that the strength level is high also having several opportunities. On the SWOT analysis i try to find out the strength, weakness, Opportunity and threats of Daily Prothom Alo. Strengths Weaknesses • Highly talented Editor • Promotional campaigns are not • A dedicated team of employees Attractive • Authenticated published news • Silence to attack poor people who don't have • Advertisement is relatively high • purchasing power Buying clientele is a particular section of the society• Cater to the demand of the widest • Lack of attraction among housewives and doctors • spectrum of readers Different sorts of marketing campaigns As advertisement is high, space for news and other features arc gradually decreasing including provision for awards • Numbers of readers of Bengali Newspapers of the • Absence of real competition country are generally very low • Literature page is not attractive • Distribution channel for overseas readers is not very effective Opportunities Threats • Diversification in the other areas of • Effective campaigning of other dailies the media • Absence of strong promotional campaign • Possibility of creating new • Future possibility of competition with the dimension among the current and electronic media prospective readers • Chance of losing competitive advantage • Still number one among all the and position of number one among the Bengali dailies of the country Bengali dailies in the country Chapter: 06
  20. 20. - 20 - | P a g e 6.1. Recommendations 6.1.1 Students of Public and Private Universities "The Daily Prothom Alo" can introduce a new page for students of Universities in Lifestyle tabloid, which is published every Tuesday. This page may include the following. To increase circulation of the newspaper among the students of public and private Universities. 6.1.2 Doctors, Nurses, Patients of Reputed Hospitals/Clinics Strategy The Marketing Executives of "The Daily Prothom Alo" can visit doctors of the following hospitals with complimentary copies of The Daily Prothom Alo " on every Sunday to promote Health-page. Some selected hospitals/clinics are given below: 1. IPGMR, 2. Dhaka Medical College Hospital, 3. Gana Shasthya Hospital, 4. Suhrawardy Hospital, 5. Shishu Hospital, 6. CMH, 7. Bangladesh Medical College & Hospital, 8. Central Hospital, 9. Ibna Sina Clinic, 10. Lab Aid Ltd., 11. Medinova Medical Services Ltd.,12. Modern Diagnostic Center, 13. Popular Diagnostic Center- Ltd., 14. Compath Clinic, 15. Holy Family Hospital, 16. Islamic Eye Hospital, 17. Al-Razi Hospital, 18. Comfort Nursing Home Ltd., 19. Rashmono Hospital, 20. ICDDRB, 21. Salinnillah Medical College Hospital, 22. Monowara Hospital, 23. Paugu Hospital 4. Utrara Medical Hospital, 6.1.3 Lawyers Strategy "The Daily Prothom Alo" can organize an open discussion about Human Rights on World Human Rights Day in association with Supreme Court Bar Association in the auditorium of Supreme Court in Dhaka. The Editor of "The Daily Prothom Alo "can participate in this open discussion with lawyers. 6.1.4 Housewives To attract housewives, a quiz competition may be arranged. Moreover, effective campaign among the housewives for reading "The Daily Prothom Alo "can be done. 6.1.5 Bankers
  21. 21. - 21 - | P a g e To attract bankers, more news on financial system of the country and also global trend of change in financial system may be published. Besides, publishing the news on exchange rate and share market regulates, more importance should be given on providing latest news on global and domestic financial markets so that bankers can gather up-to-date knowledge. As such business page should be redesigned, and made attractive in accordance with the bankers need. 6.1.6 Other Programs Special programs can be launched by "The Daily Prothom Alo" observing various International days. Proposal for Organizing Programs Date Special Occasion Proposal 3rd May World Press Freedom Day Organizing round table conference at Press club with the Journalists 26th June International Day Against Drug Abuse and anti Trafficking Organizing seminars in association with Center for Rehabilitation of Drug Addiction Distributing Stickers, Organizing rallies 20th November Universal Children's Day Organizing Cultural Program in association with Bangladesh Shishu Academy 21st November World Television Day Organizing dinner-party for different T.V. performers in association with different TV Channels 25th November International Day for the Elimination of Violence Against Women Organizing Seminars in association with Bangladesh Mohila Parishad 1st December World AIDS Day Organizing Round Table Discussion on AIDS/51'D Program 6.1.7 Promotional Campaign through TV Channel Strategy "The Daily Prothom Alo" can organize Talk Shows in TV Channels. The daily can associate its name with a part of news. 6.1.8 Promotional campaign through Print Media Strategy
  22. 22. - 22 - | P a g e "The Daily Prothom Alo” can promote its different types of new pages and also special features by giving advertisement in Daily Star, Bangladesh Observer. The advertisement can be given in starting of a month. Concluding Remarks
  23. 23. - 23 - | P a g e Quality improvement is a never-ending process. Currently "The Daily Prothom Alo" is enjoying a competitive advantage. However, in case of a newspaper, a good marketing strategy is required. And this is necessary for a Bengali newspaper in Bangladesh to make a good headway business in Bangladesh. In the competitive world of the Journalism, a daily that can only adjust with the changing demand of the newspaper readers and can attain comparative advantage will be able to thrive. For successful marketing strategy is not alone sufficient. It would be in effective unless market plan can be properly implemented. Market research can create benchmarks and helps to ascertain increase of circulation of the daily. This can also help to evaluate the success / failure of the newspaper. It is important on the part of "The Daily Prothom Alo" authority to evaluate the materials for the readers with a view to attract them and to adopt the marketing strategy for better circulation. References
  24. 24. - 24 - | P a g e 1. AgarwaI,M.L.(2002): "Custumcr Relationship Managentent(CR)VU and Corporate Renaissance", South .-1sian Journal ofMcuucgcnxrnt,VoL9,No.2 2. Berkowitz,Eric N. et al.(2000):Markeling, Irwin-Mcgraw-Hill, NewYork, 5th edition. 3. Dertouzos, James N. and Trautman, William B. (1990):Economic Ef/eels of Media Concentration: Estimates front a Model of the Newspaper Firm. 4. Dillon,William A. et aL(1993):Essenticrls ojMur/ceding Research, Irwin-Mcgraw-I-fill, NewYork. Gross,Andrew 5. C. et aL(2000):Bct,rines•s Marketing, A.I.T.B.S. Publishers & Distributors(Regd.),Delhi, India. Hill, Charles W. (2002) : Globulizallar Business Tndar, Mcgraw-Hill Itwin, Newyork, 2nd edition. Evans, Joel R. and Berman, Barry (1952):fl4ar•keting, Macmillan Publishing Co-Inc., NewYork. 6. Imam, Mahmood Osman and Ali, Muhammad Mahboob (2000): " Database Management System for Retail Bank marketing: A conceptual framework", D. U.Journcrl 01 N/crr/ceting, Vol. No. 3 7. M. Faria, Ali, “Newspaper Marketing Strategy in Bangladesh: The case of Daily Star”, People’s University Journal (PUB), Volume -11, PP- 211-220, July 2005. 8. Waldfogel, Joel and George,Lisa (2003):"Who AJJects Whom in Daily Newspaper Markers. 9. Walker,Orville C. et al.(2000):Markeling Strategies-Planning and Implementation, Tata Mcgraw Hill Publishing Company Ltd., New Delhi, 3rd edition. 10. Schultz, Don (1993): Strategic Newspaper Marketing, INMA 11. Scott, Stines (2000)- The Last 3 Feet, IDEASMagazine, October, SFN Home Published Reports (2003): The Newspaper Marketing Plan. 12. Trivets, Jonathan : One stop Marketing, John Wiley & Sons, Inc., Singapore

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