Summer Internship Report - Pooja


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Summer Internship Report - Pooja

  1. 1. PROJECT REPORTONSUMMER INTERNSHIPATProject by:Pooja PengondaMET’s Institute of Management,Mumbai
  2. 2. DNA –Company Profile DNA stands for Daily News & Analysis A joint venture between ZEE Group & Dainik Bhaskar Launched amidst much fanfare on 30th July, 2005, in Mumbai An extensive research conducted prior to the launch, with the objectiveto create a newspaper for the people, by the people Its launch was also preceded by a massive outdoor advertisementcampaign It launched five editions in a span of five year – Mumbai Edition –June 2005 Ahmedabad and Surat editions – November 2007 Pune edition - January 2008 Jaipur edition – June 2008 Bangalore edition – December 2008DNA become the 2nd largest English daily in the respectivecities
  3. 3. Readership Figures for Markets where DNA is presentCITY Readership in ‘000Mumbai 610Pune 37Ahmedabad 24Jaipur 34FORMAT OF THE PAPER• DNA is a broadsheet, first newspaper in India to introduce an all color formatwith design innovation• Main Edition includes Speak up, Editorial, City, Nation, World and Sports• Supplements include DNA After Hours, DNA Property, DNA VIVA and businessedition, DNA Money• YA! Young Adults is a children’s pullout, at the cover price of Re.2.50• ME, DNA’s own woman oriented magazine, which releases on 1st Sunday of everymonth at the cover price of Rs.20
  5. 5. READER CONNECT PROJECT “Reader Connect” is a research being conducted by DNA to understand Consumerbehavior The Consumers in Question are the Readers of DNA Aim- To understand the readership habits of the readers, expectation andinclination towards News and DNA in particular The project provides insights into reader choice and readiness to accept changes inthe product, any addition or deletion Whatever is workable by the management in terms of reader suggestions and viewsis implementedEXECUTIVE SUMMARY
  6. 6. Qualitative ResearchQualitative marketing research is a set of research techniques, used in marketing and thesocial sciences, in which data is obtained from a relatively small group of respondentsand not analyzed with inferential statisticsMain Types of Qualitative Research are: Depth-Interviews Focus Groups Random Probability Sampling Projective Techniques
  7. 7. TOOLS CHOSEN –FOCUS GROUP DISCUSSIONS OR FGDS Tool Chosen for the Consumer Connect Programme, “Reader Connect Project”was FGDs, Focus Group Discussions Held once every week, mostly on Saturdays and on Fridays, in case of 2nd and 4thSaturday Help in bettering the understanding of the reader’s sources of information,newspaper pick-up and browsing habits, content preference A chance to put forth a few ideas to a group and check their reaction and feedback Focus groups, quick way to gather consumer opinions Offer a highly flexible way to gather information, not fixed as a survey Since the marketing team is listening in, they can make immediate interpretations ofthe data
  8. 8. What is a Focus Group?A focus group is a form of qualitative research in which a group of people are askedabout their perceptions, opinions, beliefs and attitudes towards a product, service,concept, advertisement, idea, or packaging Skilled moderator required An ideal number would be between six and eight participants Each group interview usually lasts approximately 1–2 hr
  9. 9. Why and When to use Focus Groups? One receives Insights not Rules Social not Individual discussion data Homogenous not Diverse Flexible and not Standardized Words not numbers Focus Groups are conducted when To understand how people feel about a product, service, program or an issue To understand what the consumer thinks and feels in a particular area To assess user needs and feelings before interface design and long after implementation To test an exploratory design as a preliminary studyTo help the marketing team get a first hand feel of how consumers are feeding on the product
  10. 10. How to Plan and Prepare for a focus group? Essential to understand the basic objective of the Focus Group Considering the Focus Group CompositionParticipants with similar backgrounds and demographic characteristics in relation tothe topic should be invited for groups
  11. 11. Preparation of Discussion Guide Preparing the discussion guide is a critical step in planning to conduct a focusgroup A discussion guide usually contains between nine and, at most, 12 questionsWhile preparing the Discussion Guide at DNA, the following points were taken intoconsideration. Introduction: To establish rapport with the consumer Transition: To obtain a snapshot of the participants’ overall perceptionsor views about the topic In-Depth Investigation: To generate detailed, substantive informationabout participants’ views toward the most important issues in thediscussion guide Closure: To verify the conclusions drawn across the discussion
  12. 12. Focus Groups ConductedCollege Students, May 17, 2010Objective: To understand the various college festivals in Mumbai, rationale for their popularity This was critical in terms of the media association that DNA wanted to take on withthe various college festivals for the year 2010Findings: Most popular college festivals in Mumbai(Musical event (rock concert), workshops, street dance, war of DJ, atmosphere, ambience,widespread advertising, press coverage, freebies and sponsors makes the college festivalspopular) The not so famous college festivals in Mumbai - Maharashtra Utsav – ElphinstoneCollege, Polaris – Wilson College (BMM), Kshitij - Mithibai College, Raves –Patkar-Varde College(Lack of support from college administration, poor marketing and low awareness, not so goodevents and workshops)
  13. 13. Housewives – May 29, 2010Objective: To understand the connect between the housewives and the newspaperFindings: Like to read movie ratings, DVD reviews, DNA Money, astrology, DNA Property,sports, DNA After Hours, health tips, Art and Galleries, snippets, reporter’s diary Wish to Education page, articles related to science, history, fashion, reality shows They like DNA ME Grievances: Viva is not delivered in areas like Dadar, Sion and SantaCruz (need tolook into the supply logistics), Funshala workshops are too expensive for all Suggestions: Reader contests on a regular basis, Loyalty program for regular readerswith a privilege card, a CSR program to collect old newspapers from the readers,introducetion of YA subscription from the office
  14. 14. Working Women – June 5, 2010Objective: To understand the popularity of DNA After Hours amongst working womenFindings: Like Puzzles, Eating out Right, Horoscope in After Hours Require Classifieds, Sales Advertisements, Retail Advertisements, Events in the city -awareness about events is lacking in DNA After Hours Like to read more Bollywood gossip, see more pictures, fashion, TV celebrities –their lives, health tips, recipes, events of Mumbai If it’s your birthday today – horoscope, relationship columns, sex columns – dividedopinion due to kids, articles on children
  15. 15. Working Men – June 11, 2010Objective: To understand the outlook of working towards the main edition and more so towardsthe business and property supplements of DNA The main focus was on DNA PropertyFindings: If the mutual funds listing are more robust in DNA Money, they would have no needto shift to an ET They would like to read rate fluctuations, futures and options rates, volumes DNA Property is start up point, need based Top 3 things to consider while deciding a house are BUDGET, Builder Record,Locality, Suggestions for DNA Property
  16. 16. DNA ME Readers, June 19, 2010Objective: To understand the reading habits of DNA Me readers Sathya Saran, the editor of DNA Me was present for this groupFindings: Like the personal articles, recipes, beauty tips, unusual success stories, entrepreneurstories, article on spas, the Word Price of Me should be increased, its high time, wont mind an increase of Rs. 10-15 Appreciate the idea of Me workshops on topics like cooking, nutrition and are ready topay to participate (Rs.100-150) Subscription drive in colleges Introduction of a subscription form in the magazine
  17. 17. Objective: To understand the reading habits of DNA Me readers Sathya Saran, the editor of DNA Me was present for this groupFindings: Like to read editor’s column, short stories, recipes, stuff that can be made at home,travel stories Price of Me should be increased, it’s high time, won’t mind an increase of Rs. 10-15 Appreciate the idea about workshops on pottery, designing, something vocational andare ready to pay – Rs. 300-700 and desire a decent venue Introduce a subscription leafletDNA ME Readers, June 19, 2010
  18. 18. DNA and Midday Readers (Women) – June 25, 2010Objective: To map the reading habits of DNA and Midday ReadersFindings: Sources of information include television, radio, internet and mobile feeds Read gossip first, attack lifestyle supplements first, read mini feeds on first page, citynews, sports page Like to read the last page, party page, lifestyle of the celebrities and page 3 crowd andbollywood gossip They expect the layout in the paper to be attractive, simple language, user-friendly,catchy headlines, covering career oriented topics, educational topics, health relatedtopics
  20. 20. Pre-Admission Events
  21. 21. Environment Day Newspaper Issues
  22. 22. Other EventsThe Times of India
  23. 23. Hindustan Times
  24. 24. Self AdvertisementsThe Times of India
  25. 25. Features
  26. 26. Hindustan Times
  28. 28. DNA YABrief summary of Ya! Circulation is now at 1.5 lacs and increasingin Mumbai. Also circulated in Pune,Bangalore, Jaipur It is connected directly to 150 schools allacross the city and expanding to moreschools It is an interactive paper, the only one of itskind, which reaches out directly to childrenbetween the ages of 6 to 15 It is also read by Parents and Teachers, whowant kids to be involved in activities that areeducational as well as fun Ya! has 4 major events, along with otherevents that we conduct through the course ofthe yearDNA Ya! Or Young Adults! is a12-page, full-color weekly forchildren that comes out everySunday
  29. 29. DNA YA Mela Station DNA Ya organized its 5th ground event for its young readers with thecentral theme being a Mela from 28-30 June, 2010 at NSE Grounds,Goregaon Set in a rustic environment, the Ya! Mela Station was presented by DNAYa! and Sunfeast The mela was recreated in meticulous detail with all the activities that bringthe fun and flavor of an authentic village fair Installation of the stalls started on June 26, 2010, two days prior to theevent Activites performed by me at the event Coordination and supervision Registration
  30. 30. DNA Ya! Young Artists – Semi Final Round DNA YA! organized the Art Hunt to discover young artists The hunt drew participation of more than 20,000 children from various schools.From these, 200 students were short-listed for the semi final round The preparations involved setting the banquet hall at Mayfair Banquets, Worli Activities performed by me at the event
  31. 31. Learnings Organizing events is a fun-filled experience It is challenging to put everything together within a deadline There are many last minutes glitches to fill and replacements to do I am glad to get such a first hand experience at looking and learning about theoperation activities of events The amount of planning and efforts in ensuring the desired outcome, in terms of thelayout of the exhibition venue is commendable Working towards making a children’s event comes with a lot of challenges in termsof creating a friendly caring ambience One has to be extra courteous and not lose temper around kids
  33. 33. Media Association with Events in Mumbai DNA with its widespread circulation wishes to associate with Events acrossexhibitions and college festivals The media association would generate huge revenue in terms of advertisements andeditorials pre, during and post the events It would also give DNA a chance to build rapport and increasing their clientele ofevents by providing branding them DNA plans to associate with events, provide them with print space in terms ofadvertisements and editorials, and branding in terms of internet exposure on website, radio space on 94.3 FM, outdoor hoardings
  34. 34. Events Identified
  35. 35. Learnings: It is easier said than done It is very critical to define the category of events one wants to associate with It is essential to have one’s agenda clear in terms of the offerings for the association It is important to be agreeing to negotiate and zero in on a tie-up which is beneficialto both the parties Such an activation task requires regular updating of follow-ups It is beneficial to be well versed with the event profile before going to a meeting
  37. 37. What is a Ad Rate Card?• A rate card is a document provided by a newspaper or other print publication featuringthe organizations rate for advertising• Help the retailer understand what types of ad sizes, discounts and other advertising thepublication has to offer• Circulation is the number of newspapers that are printed and distributed each day• Readership reflects the actual number of people who read those newspapersReadership is an important criterion before buying ad space• Skybus: Rectangular box advertisement, which usually appears below the logo of thenewspaper on the front page or at the bottom of the page too• A pointer in the newspaper is the box advertisement which usually appears in the lefthand column of snippetsAdvertisements are page-wise, Front Page, Back Page, Page 3 and any Page
  38. 38. Various Rate Cards• THE TIMES OF INDIA: The ToI Rate Card is called as the Maximizer. The maximizer has base rates on which premium loading applies page-wise It has rates according to the size of the advertisement as well as the number of inserts. It was last revised on June 27, 2010• HINDUSTAN TIMES: The Hindustan Times Rate Card is simpler and low priced as compared to the Times of India The number of editions of HT is also lesser than that of ToI The rates are according to the inserts The Hindustan Times was last revised on April 1, 2010• DECCAN HERALD: Deccan Herald has a strong base in Bangalore It just has page-wise base rates, without any premium loading Deccan Herald was last revised on May 15, 2010• DNA: DNA has a rate card which doesn’t have rates according to the number of inserts It lacks city combination packages