Summer Internship Project on Business Line (The Hindu)

SUMMER INTERNSHIP PROJECT REPORT ON
“A STUDY DIRECTED AT UNDERSTANDING THE CONSUMER
PREFERENCE & THE PRESENT POSITION OF Business Line IN
KOLKATA MARKET”
Carried out at
LMJ Chambers, 1st Floor,
15C, Hemanta Basu Sarani, A C Market,
Kolkata – 700 001
PROJECT SUBMITTED BY
ARKA DAS
PGDM 05
030105050
UNDERTHE GUIDANCE OF UNDERTHE SUPERVISIONOF
Prof. MalayBhattacharjee Mr. C.V Suresh
PROFESSOROF MARKETING ASST. REGIONALMANAGER CIRCULATION
GLOBSYNBUSINESS SCHOOL THE HINDU BUSINESS LINE
IN PARTIAL FULFILLMENT OF THE RQUIREMENT FOR THE ACHIEVEMENT
OF POST GRADUATE DIPLOMA IN MANAGEMENT
IN
DEPARTMENT OF MANAGEMENT STUDIES
NATIONAL CAMPUS
(2015-2017)
MOUZACHANDI,PS-BISHNUPUR,AMTALA
J.L. NO-101,DISTRICT-24 PARGANAS(SOUTH),D.H.ROAD,
PIN-743 503,WEST BENGAL,INDIA

Project Title: A study directed at understanding the consumer preference
& the present position of BUSINESS LINE in Kolkata market
1 | P a g e SUBMITTED BY Arka Das
ACKNOWLEDGEMENT
Through this acknowledgement, I express my sincere gratitude towards all those people
who have helped me and support me in the preparation of this project, which has been
learning experience for me.
I appreciate the co-operation by the management and staff of ‘BUSINESS LINE’ for
giving me the opportunity to get trained in their office.
I would like tothank the Faculty Guide: - Prof.Malay Bhattacharya and theother Faculty
members, the Librarian and the administrative staff of Globsyn Business School, Amtala
Campus, for their support.
I also thank Mr. Rony Guptawho guided me throughout the project and gaveme valuable
suggestion and encouragement.
Finally I also thank Dr. Subir Sen, Dean of Globsyn Business School and Mr. Biswajit
Chakraborty, Registrar of Globsyn Business School for providing us the opportunity to
embark on this project.
Last but not the least I would like to thank the almighty God and our Parents who gave
me the immense power to complete the project. I will strive to implement the skills and
knowledge acquired during the above mentioned project period to the best of our ability
and I will continue to improve myself in order to attain desired career objectives.
Thank you all once again

DECLARATION
I, Arka Das, Post Graduate Diploma in Management (PGDM) student of Globsyn
Business School, Kolkata, hereby declare that the project entitled “A STUDY
DIRECTED AT UNDERSTANDING THE CONSUMER PREFERENCE & THE
PRESENT POSITION OF Business Line IN KOLKATA MARKET, submitted by me is
exclusively prepared for the fulfillment of PGDM degree in Globsyn Business School,
Kolkata.
I am also declaring that I am submitting this report after training at The Hindu Business
Line on the various activities into the market and studying the consumer behavior,
acceptability of Business Line in Kolkata and converting non-readers to readers into
Business Line.
I further declare that this project and the data and facts given by me is absolutely authentic
and has not been submitted to any other institution or not been published for the award of
any degree or diploma or other similar titles or prizes.
Date:
.…………………………...
Place: Kolkata ( Signature of the Declarant )

CERTIFICATE
From Institute Guide
This is to certify that the project report titled “A STUDY DIRECTED AT
UNDERSTANDING THE CONSUMER PREFERENCE & THE PRESENT POSITION OF
Business Line IN KOLKATA MARKET”is based on the original project done by Mr. Arka
Das, student of Globsyn Business School, Kolkata as a part of Summer Internship
Program under my guidance.
This finds less scope for duplication and was not submitted for the award of any degree
or diploma from any other university or institution.
Date: ……………………………….
Place: ( Prof. Malay Bhattacharya )
Designation: Professor of Marketing,

Globsyn Business School
Chapter Scheme Page No.
 Chapter 01. Introduction 9
 Chapter 02. Objective of the Study 14
 Chapter 03. Company Profile 16
 Chapter 04. Product Profile 27
 Chapter 05. Production Chain (Kolkata) 31
 Chapter 06. Research Methodology 32
 Chapter 07. Data Analysis & Interpretation 37
 Chapter 08. Opportunities & Threats 53
 Chapter 09. Limitation 55
 Chapter 10. SWOT Analysis 56
 Chapter 11. Suggestions/ Recommendations 58
 Chapter 12. Conclusion 59
 Chapter 13. Bibliography 60

List of Tables Page No.
1. Showing number of Respondents and Non
Respondent
37
2. Showing the readers of Newspaper 38
3. What is your occupation 39
4. Which type of newspaper are you reading? 40
5. Which mode do you use for reading newspaper? 41
6. How do you get your Newspaper? 42
7. Showing the readers of Business Newspaper 43
8. Which financial newspaper do you prefer? 44
9. How long have you been reading this financial paper? 45
10. Which factors influences the most while choosing this
financial newspaper?
46
11. Rank your financial newspaper according to your
perception
47
12. Does the information in this newspaper helps you in
decision making?
48
13. With what you relate Business Line? 49
14. Which section do you read the most in Business Line? 50
15. Would you suggest Business Line to your colleague/
friends?
51
16. Why don't you read Business Line? 52

List of Graph Page No.
1. Showing number of Respondents and Non
Respondent
37
2. Showing the readers of Newspaper 38
3. What is your occupation 39
4. Which type of newspaper are you reading? 40
5. Which mode do you use for reading newspaper? 41
6. How do you get your Newspaper? 42
7. Showing the readers of Business Newspaper 43
8. Which financial newspaper do you prefer? 44
9. How long have you been reading this financial paper? 45
10. Which factors influences the most while choosing this
financial newspaper?
46
11. Rank your financial newspaper according to your
perception
47
12. Does the information in this newspaper helps you in
decision making?
48
13. With what you relate Business Line? 49
14. Which section do you read the most in Business Line? 50
15. Would you suggest Business Line to your colleague/
friends?
51
16. Why don't you read Business Line? 52

Executive Summary
This project has been a great learning experience for me; at the same time this
project gave 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 project
titled as “A STUDY DIRECTED AT UNDERSTANDING THE CONSUMER
PREFERENCE & THE PRESENT POSITION OF Business Line IN KOLKATA
MARKET” in A CLASS Region using high impact direct communication program.
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 over India”
by a survey conducted by BBC Reuters. Business Line currently has 56.3 crore readers
in India across 11 states 200+ districts.
In order to complete our project and to understand the perception in the minds of
LOCALITY of Kolkata we went to the A Class areas of Kolkata like IIM Kolkata,
Esplanade and Salt Lake. We went their door to door in order to get the data as well as to
promote the subscription of Newspaper. This Promotion was very good it attracted many
customers many new customers were created by me who were taking different
Newspaper.
Even the customers were very happy as they were getting right Quality at Right
Price. This project gave me a lot of practical
exposure related to event management and
Consumer Behavior. With this practical exposure I
will definitely be much more confident in our coming
career.

Introduction
A marketer can rarely satisfy everyone in the market .Therefore, marketers start by
dividing the market into segments .They identify and profile a distinct group of buyers
who might require or prefer varying product and service mixes by examining
demographic ,psychographic and behavioral difference among buyers.
After identifying market segments the marketer then decides which present the
greatest opportunity- which are its target markets .For each a firm develops a marketing
offering that it positions in the mind of the target buyers as delivering some central
benefits. Companies perform best when they choose their target market carefully and
prepare tailor marketing programs.
2.1 Segmentation:
Market segmentation is a marketing strategy that involves dividing a broad target market
into subsets of consumers who have common needs and applications for the relevant
goods and services. Depending on the specific characteristics of the product, these subsets
may be divided by criteria such as age and gender, or other distinctions, like location or
income. Marketing campaigns can then be designed and implemented to target these
specific customer segments.
2.1.1 Criteria for Segmenting
An ideal market segment meets all of the following criteria:
It is possible to measure.
It has to be large enough to earn profit.
It has to be stable enough that it does not vanish after some time.
Chapter 1

It is possible to reach potential customer via organization's promotion and
distribution channel.
It is internally homogeneous (potential customers in the same segment prefer the
same product qualities).
It is externally heterogeneous, that is, potential customers from different
segments have different quality preferences.
It responds similarly to a market stimulus.
It can be reached by market intervention in a cost-effective manner.
useful in deciding on marketing mix
2.1.2 Basis for segmenting consumer markets
Geographic segmentation
The market is segmented according to geographic criteria—nations, states, regions,
countries, cities, neighborhoods, or zip codes. Geo-cluster approach combines
demographic data with geographic data to create a more accurate profile of specific. With
respect to region, in rainy regions you can sell things like raincoats, umbrellas and
gumboots. In hot regions you can sell summer wear. In cold regions you can sell warm
clothes.
Demographic Segmentation
Demographic segmentation consists of dividing the market into groups based on variables
such as age, gender, family size, income, occupation, education, religion, race and
nationality. As one might expect, demographic segmentation variables are amongst the
most popular bases for segmenting customer groups. This is partly because customer
wants are closely linked to variables such as income and age. Also, for practical reasons,
there is often much more data available to help with the demographic segmentation
process.
Psychographic Segmentation

Psychographics is the science of using psychology and demographics to better
understand consumers. Psychographic segmentation: consumer are divided according to
their lifestyle, personality, values. Aliens within the same demographic group can exhibit
very different psychographic profiles
Behavioral Segmentation
In behavioral segmentation, consumers are divided into groups according to their
knowledge of, attitude towards, use of or response to a product. It is actually based on the
behavior of the consumer.
2.2 Targeting:
2.2.1Market Targeting Strategies
Once the firm has identified its market-segment opportunities, it is ready to initiate
market targeting. Here, marketers evaluate each segment to determine how many and
which ones to target and enter.
2.2.2 Evaluating Market Segments
In evaluating different market segments, the firm must look at two factors:
(1) The segment’s overall attractiveness, and
(2) The company’s objectives and resources. First, the firm must ask whether a potential
segment has the characteristics that make it generally attractive, such as size, growth,
profitability, scale economies, and low risk.
Second, the firm must consider whether investing in the segment makes sense given the
firm’s objectives and resources. Some attractive segments could be dismissed because
they do not mesh with the company’s long-run objectives; some should be dismissed if
the company lacks one or more of the competences needed to offer superior value.
2.2.3 Selecting and Entering Market Segments
Having evaluated different segments, the company can consider five patterns of target
market selection.
2.2.3.1Single-Segment Concentration
Many companies concentrate on a single segment: Volkswagen, for example, concentrates
on the small-car market, while Porsche concentrates on the sports car market.

Through concentrated marketing, the firm gains a thorough understanding of the
segment’s needs and achieves a strong market presence.
.
2.2.3.2Selective Specialization
Here the firm selects a number of segments, each objectively attractive and appropriate.
There may be little or no synergy among the segments, but each segment promises to
be a moneymaker. This multi segment coverage strategy has the advantage of
diversifying the firm’s risk.
TABLE NO 1 Five Patterns of Target Market Selection
Identifying market segment and selecting target markets
2.2.3.3 Product Specialization
Another approach is to specialize in making a certain product for several segments. An
example would be a microscope manufacturer that sells microscopes to university
laboratories, government laboratories, and commercial laboratories
2.2.3.4 Market Specialization
With market specialization, the firm concentrates on serving many needs of a particular
customer group. An example would be a firm that sells an assortment of products only to
university laboratories, including microscopes, oscilloscopes, and chemical flasks.
2.2.3.5 Full Market Coverage

Here a firm attempts to serve all customer groups with all of the products they might
need. Only very large firms can undertake a full market coverage strategy. Examples
include IBM (computer market), General Motors (vehicle market), and Coca-Cola
(Drink market). Large firms can cover a whole market in two broad ways: through
undifferentiated marketing or differentiated marketing.
In undifferentiated marketing, the firm ignores market-segment differences and
goes after the whole market with one market offer.
In differentiated marketing, the firm operates in several market segments and
Designs different programs for each segment. General Motors does this with its various
vehicle brands and models; Intel does this with chips and programs for consumer,
business, small business, networking, digital imaging, and video markets.
Business Line uses the Product Specialization strategy i.e. it offers the single
product to different market segment. BSL sells the same newspaper to Metro, Tier-1,
Tier-2, Tier-3 cities across India.
2.3 Positioning:
Positioning is the act of designing the company’s offering and image to occupy a distinct
place in the minds of the target market. The goal is to locate the brand in the minds of
the consumers to maximize the potential benefit of the firm.
The result of positioning is the successful creation customer focused value proposition
a cogent reason why customer should buy the product.

OBJECTIVE OF THE STUDY
The objective of the project undertaken was to “Study segmentation, targeting and
analyze positioning of Business Line in comparison to other financial newspapers”
1.1.1Primaryobjectives:
1) To analyze the segmentation, targeting and positioning of Business Line
2) A study of the factors affecting the purchasing decision of readers in
buying a business daily.
3) To do the comparative analysis of various financial newspapers.
4) To study the Brand preference among Financial newspaper
1.1.2Secondaryobjective:
1) To form a brand equity of business line in the market
2) To study company profile of The Hindu Business Line.
3) To study the customer satisfaction for business line
4) To create awareness among corporate world for the financial
newspaper.
5) To develop the market of Business Line in Kolkata region.
 Need
 To compare the qualitative service of Business Line and Economic Times
 To compare the promotion strategies of the both
Chapter 2

 To compare both newspaper on different aspect.
1.1.3 TASK ASSIGNED:
The Summer Internship project commenced on 18th April 2016 and concluded on 30th
July 2016. During the project a research was conducted to study the STP strategy of
Business Line. Additional task of developing the market of Business Line in Kolkata
region was allotted.
 The targets that I had been assigned by the company were:
1. To study STP strategy of Business Line in comparison to other financial
newspapers
2. As a promoter to create awareness of Business Line.
3. To search, plan and make sales call to prospect.
4. To convert at least 21 prospects into clients in a month for business line
newspaper i.e., a total of 42 subscribers during my project work.
5. Distribution of free samples at IIMC as part of brand promotion of Business
Line.
6. Also sale books along with subscriptions of our publishing company.

15C, LMJ Chambers, 1st Floor, Hemanta Basu Sarani, A C Market, Kolkata
+ (91)-9830069994 | 44023333 | 44023324
+ (91)-(33)-22485219, 22485219
Chapter
3

Logo and its Significance
Logo and its Significance
 The Kamadhenu (a divine bovine-goddess described in Hindu mythology as the
mother of all cows) suggests auspiciousness (marked by success).
 The sun is the source of knowledge and vitality, a living force.
 India the mother country.
 The elephant represents strength and power.
 The ‘shankh’ represents the voice of people.
 The lotus stands for purity and independence.
 The ‘Blades of Grass’ stand for multiplicity & fertility (the growing popularity
of the paper).

Ownership type: Private
Private equity investors: No
Stock market:
Reuters Code: N/A
Bloomberg Code: N/A
Last full year revenues: INR 0.000 millions
Year end: Select Financial Year 0
Key activities:
Newspapers
Books
Consumer magazines
Contact details
Address:
Kasturi Buildings, 859 & 860
Annasalai
Chennai
Tamil Nadu
India - 600002
Tel: 91 44 28576300
Website:www.hinduonline.com
Contact Name: The Hindu Group
Contact Title: Advertisements Queries
Email Address
TYPE Daily
FORMAT Broadsheet
OWNER Kasturi And Sons Limited(KSL)
PUBLISHER The Hindu Group
EDITOR Siddharth Varadarajan
FOUNDED 20th September 1878
POLITICAL ALLIGNMENT Left learning, Independent
LANGUAGE English, Tamil

HEADQUARTER Kasturi Buildings, 859 & 860,anna
Salai, Chennai, Tamil Nadu 600002
CIRCULATION 15,58,379
OFFICIAL WEBSITE www.thehindu.com
The Hindu, started in 1878 as a weekly, became a daily in 1889 and from then on has
been steadily growing to the circulation of 15,58,379 copies (ABC: July-December 2015)
and a readership of about 22.58 lakhs.
The Hindu uses modern facilities for news gathering, page composition and printing. It is
printed in seventeen centres including the Main Edition at Chennai (Madras) where the
Corporate Office is based. The printing centres at Coimbatore, Bangalore, Hyderabad,
Madurai, Noida, Visakhapatnam, Thiruvananthapuram, Kochi, Vijayawada, Mangalore,
Tiruchirapalli, Kolkata, Hubli, Mohali, Allahabad and Kozhikode are connected with
high speed data lines for news transmission across the country.

• Started as a weekly newspaper, the
paper became a tri-weekly in 1883 and
an evening daily in 1889.
• Soon after its founding, most of the
Triplicane Six parted ways to practice
as lawyers. Chief-editor Subramania
Iyer and Managing Director
Veeraraghavachariar were the only
ones who remained.
• Subramania Iyer took a bold stand
and questioned the British masters as
well as the Hindu orthodoxy.
Veeraraghavachariar, on the contrary,
was a moderate and opposed Subramania Iyer's militant views.
• The difference in ideologies caused a rift between the two. This rift was further
compounded more as time passed.
• In 1898, G. Subramania Iyer left The Hindu and took over the management of
the Swadesamitran (was a Tamil language newspaper that was published from the
then Madras city from 1882 to 1985).
• Left alone, Veeraraghavachariar employed C. Karunakara Menon as the Chief-
Editor and tried to convert the newspaper into a joint-stock (A joint-stock company is a
Business entity which is owned by shareholders. Each shareholder owns the portion of
the company in proportion to his or her ownership of the company's shares) company in
1901.
• The Hindu was one of the many newspapers of the period established to protest
against the discriminatory policies of the British government in India.
 Modern History of the Hindu

• N. Ram was appointed on 27 June 2003 as its editor-in-chief with a mandate to
"improve the structures and other mechanisms of the newspaper.”
• On April 2, 2013 The Hindu
started "The Hindu in School" with
S.Shivakumar as its editor.
• The Hindu in school an all-
new edition for young readers
which will be distributed through
schools as part of The Hindu's
Newspaper in Education
programme.
• The eight-page broadsheet
will have a good mix of the day's
important news developments,
features, sports, and regional
news,The Hindu school edition will
strength students to improve their
knowledge in various fields,
including sports and world affairs,
science and technology.
• Subscription and
advertisement are major sources of income. TheHindu became, in 1995, the first
Indian newspaper to offer an online edition.
 Subramania Iyer became the first editor and Veeraraghavachariar, the
first managing director of the newspaper.
• On 16 september, 2013 The Hindu group launches its Tamil edition with K.
Ashokan as its editior. The daily engaged readers of all age groups with extensive
regional, national and international news coverage in tamil language.
• The newspaper has also established foreign bureaus in eleven
locations – Islamabad, Colombo, Dhaka, Kathmandu, Beijing, Moscow, Paris, D
ubai, Washington D.C., London and most recently Addis Ababa.

• The Hindu was published weekly when it was launched in 1878, and started
publishing daily in 1889.
• The Hindu was the first newspaper in India to have a website, launched in 1995.
• According to the Indian Readership Survey in 2012, it was the third most widely
read English newspaper in India (after the Times of India and Hindustan Times),
with a readership of 2.2 million people.
• It is printed at 20 locations across eight states Chennai,
Coimbatore, Bangalore, Hyderabad, Madurai, Noida, Visakhapatnam, Thiruvanant
hapuram, Kochi, Vijayawada, Mangaluru, Tiruchirapalli,Kolkata,Hubli, Mohali, Allaha
bad, Kozhikode, Lucknow, Anantpur and Nellore.
• According to the Audit
Bureau of Circulations (it is
a non-profit circulation-auditing
organization, which certifies and
audits the circulations of major
publications, including
newspapers and magazines
in India) The Hindu had a
circulation of 1.51 million
copies as of December 2015.
According to the Indian
Readership Survey in 2014, it was the third most widely read English newspaper in India
(after the Times of India and Hindustan Times). The enterprise employed over 1,600
workers and annual turnover reached almost $200 million in 2010.
Management
The Hindu is family-run. It was headed by G. Kasturi from 1965 to 1991, N. Ravi from
1991 to 2003, and by his brother, N. Ram, from 27 June 2003 to 18 January 2012. Other
family members, including Nirmala Lakshman, Malini Parthasarathy, Nalini Krishnan, N
Murali, K Balaji, K Venugopal and Ramesh Rangarajan are directors of The Hindu and

its parent company, Kasturi and Sons. S Rangarajan, former managing director and
chairman since April 2006, died on 8 February 2007. Ananth Krishnan, who is the first
member of the youngest generation of the family to join the business worked as a special
correspondent in Chennai and Mumbai from 2007, and foreign correspondent
in Beijing from 2009. It now conducts very popular "The Hindu Young World Quiz',
hosted by noted quizmaster V.V. Ramanan, that has now completed 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)
Editors :
 G. Subramania Iyer (1878–1898)
 C. Karunakara Menon (1898–1905)
 Kasturi Ranga Iyengar (1905–1923)
 S. Rangaswami Iyengar (1923–1926)
 A. Rangaswami Iyengar (1928–1934)
 S. Parthasarathy (1959–1965)
 G. Kasturi (1965–1991)
 N. Ravi (1991–2003)
 N. Ram (2003–2012)

 Siddharth Varadarajan (2012–present)
Boardof Directors
The Hindu Group is managed by the descendants of Kasturi Ranga Iyengar. As of 2010,
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 Nalini Krishnan
(daughters of S. Parthasarathy); Ramesh Rangarajan, Vijaya Arun and Akila Iyengar
(children of S. Rangarajan); K. Balaji, K. Venugopal and Lakshmi Srinath (children of
G. Kasturi).
Achievements
The Hindu has many firsts in India to its credit which include the following
 1940: First to introduce color
 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 Internet.
Key Milestones:
 Sept 20, 1878 : Six young men start The Hindu as a weekly edition.
 April 1, 1889 : The Hindu becomes an evening daily.
 Nov 11, 1940 : The Hindu becomes a morning daily.
 July 15, 1978 : KSL starts The Sportstar a weekly magazine for Sports.

 Dec 1, 1984 : KSL starts Frontline a fortnightly magazine on current affairs.
 Jan 28, 1994 : KSL starts The Hindu Business Line, a business daily.
 April 18, 1996 : The Hindu Internet Edition launched.
 Sept 13, 2003: The Hindu celebrates 125 years.
 Sept 20, 2012 : KSL launches The Hindu Centre for Politics and Public Policy.
Supplements
The Hindu is the only newspaper that comes up with supplements on every day of the
week.
On Mondays
 Metro Plus
 Business Review
 Education Plus
On Tuesdays
 Metro Plus
 Education
 Book Review
On Wednesdays
 Metro Plus
On Thursdays
 Metro Plus
 Science, Engineering, Technology & Agriculture
On Fridays

 Friday Features covering cinema, arts, music and
entertainment
 Young World, an exclusive children's supplement.
 Quest, a supplement by children for children, appears once a
month.
On Saturdays
 Metro Plus
On Sundays
 Weekly Magazine covering social issues, art, literature,
gardening, travel, health, cuisine, hobbies etc.
 Other Publications
 THE HINDU
 BUSINESS LINE
 SPORT STAR
 FRONTLINE
 OrganizationStructure :

 Mission
To educate Indians that citizenship of this republic is the only valid identity in the public
sphere. We believe this set of fundamental values should be strengthened for a liberal
society to really take root here.
 Vision
Our endeavor is to promote a vision of nationhood firmly anchored to the rights of all
Indian citizens. The Centre’s explorations will include the manner in which certain
concepts like secularism and social justice have become such contentious items of
political discourse. As a public policy resource, our goal is to enlighten the Indian public
and to increase their awareness of their political and social choices.
Chapter
4

Product Profile
TAG LINE – Even in Business, white has the advantage.
 Business Line or the Hindu Business Line has emerged its name among the most
reputed financial dailies of the
country. Business Line started
publishing in 1994 and is published
by Kasturi and sons, the publishers
of the newspaper The Hindu.
Currently it has a circulation of
around 185,000 copies daily.
 The Business Line is the 2nd
largest selling financial newspaper
in India of The Hindu group
publication. The current readership
of the Hindu edition Business Line
is 124000. It covers all corporate
news specially banking news,
stocks, logistics, commodities,
derivatives, IT, HR, Finance,
marketing, economy and more. It
has the followings supplement-
eWorld which publish every Monday, Smart buy it comes on Wednesday, Brand line on
Thursday and Life which comes on every Friday.
 Business Line is published from 14 locations – Bangalore, Chennai, Coimbatore,
Tiruchirapalli, Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Mumbai,
Thiruvananthapuram, and Visakhapatnam
 Its Editor-in-chief is Mr. N. Ram. It is only paper having a research bureau.

Sections:-
 On Monday Business Line gives special Portfolio column where timely alerts and
detailed analyses on stock, bonds, gifts, bullion, fixed deposits, insurance products and
mutual funds- both debt and equity information are given. All together Portfolio is
tailor made for those looking for new opportunities in alternative investment.
 On Tuesday it provides Emerging Entrepreneur where in depth articles on startups,
with special focus on contemporary issues that relate to a young entrepreneurial
generation.
 On Wednesday company insights and advice on strategy and execution from
practicing managers. The New Manager offers you exactly the information you need
to improve your professional skills.
 On Thursday Company provides news and updates from the world of technology
which is evolving every day at an incredible space and Technophile helps you stay on
top of it.
 On Friday if you want to know Great ideas and stories from the world of advertising
and marketing, Cat.a.lyst is your one stop shop for everything you need.
 On Saturday Business Line’s main sections has 30 pages and along with supplement
named BLink which provides the perfect end to a working week. It offering an
interesting mix of opinion, reportage and profiles, this 24 page feature is the perfect
break from business on Saturdays and gives you the happenings from the world of
politics, culture, economics, art and literature.
 On Sunday no issue.
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 every day. No price discrimination is
entertained in this marketing strategy. The price is set low compared to other regular
financial dailies. But it varies when the discount is offered. Regular price is given
here.
Day Mon Tue Wed Thurs Fri Sat
Price ₹ 8.00 6.00 6.00 6.00 6.00 8.00
 Business Line offers a special 6 month and 1 year subscription price for customers
 Place– our place will be something different for our kind of paper. Places will be:
 1. Corporate office
 2. Company
 3. Stock exchange
 4. Institution (B-school) Publication and circulation – Business Line has a
circulation of over 1,15,753 copies. It is published from 13 locations.
 Promotion– Business line follows process of stall promotion activity. Here the
owner of stall has a direct link with company agent. The newspapers which are unsold
are again returned to the agent with some return tax. In this activity we have to know the
sale and promotion of business line, business standard, economic times, financial express
and mint in a stall. Then we have to put the idea in the survey form. It was also told that
from where the vendors buy and where stall is located.
SUBSCRIPTION
TERM
ORGINAL PRICE OFFER PRICE SAVINGS
6 Month 1024 600 424
1 Year 2082 1200 882

Distribution channel:

 PROCESSOF PRODUCTION






Chapter 5

Research Methodology
Research methodology is a scientific way of getting the specific information. It is an art
of investigation for collecting information. It compromises defining problem, formulating
hypothesis, collecting organizing and evaluating data, making deduction and coming to
conclusion.
Research methodology states how the research study is under taken. It includes
specification of research design, source of data and method of primary data collection,
sampling design and analysis procedure adopted. Research methodology states what
procedures were employed to carry out the research study.
During the Internship period I had to do sales for the organization and along with that I
had to do a research on various economic dailies for the project. With the help of this
survey and findings of this survey, it will be helpful in penetrating and developing the
market for The Business Line.
Following order of steps to be taken provide useful guidelines regarding the research
process.
Research Design
Sampling
Data Collection
 ResearchDesign
 Formulation of objectives and sub objectives of the study,
 Designing the suitable methods for the data collection,
 Select the sample size,
Chapter
6

 Collecting the data,
 Processing and analysis of data,
 Reporting the findings.
Research designs are of following types:
1. DESCRIPTIVE 2. DIAGNOSTIC
3. CAUSAL 4. EXPERIMENTAL
5 .EXPLORATORY 6. APPLIED
In this project, Applied type of research design has been used. This method was used
so that finding of research can be used for improving STP strategies. In this project the
objective was to gather information regarding Positioning of Business Line.
 ResearchObjective
The Objective of the present study was accomplished by conducting a systematic market
research to know the promotional strategies and services of Business Line. Market
research consists of the systematic collection, recording, analysis, interpretation and
reporting of information about various facts of phenomenon under study. It plays a truly
analytical approach to decision that will be take.
 ResearchApproach:
Qualitative as well as Quantitative approach has been used for this research. But the stress
was basically on the quantitative approach.
6.4.2 Quantitative approach:
Quantitative data involves the generation of data in a quantitative form which can be
subjected to analysis in a formal and rigid fashion.
.

6.4.2 Qualitative approach:
It is concerned with subjective assessment of opinions and behavior.
 ResearchTool
A structured questionnaire was used as an instrument in gathering the required
information from the Regular customer. It is a systematic compilation of questions. The
questions were well defined and mostly were Closed ended question because of which
respondent don’t have to stress their mind. The reason why the questionnaire was
preferred is due to following reasons:
a. Low cost b. Anonymity.
c. Total coverage. d. Avoid bias.
 Sampling Method
It refers where each and every item in the population has an equal chance of inclusion in
the sample and each one of the possible samples, in case of finite universe, has the same
probability of being selected. There are two types of sampling methods
1. PROBABILITY METHOD. 2. NON PROBABILITY METHOD
In this research the non-probability sampling technique is used and in non-probability
sampling Judgmental sampling was used.
Judgmental sampling or Purposive sampling - The researcher chooses the sample
based on who they think would be appropriate for the study. This is used primarily when
there is a limited number of people that have expertise in the area being researched.
Sample Unit
The Sample unit are Management student and Professors, corporate professionals,
CA, Bank Managers, and Stock Brokers whose were interviewed in regard to the
current research study.

Sample Size
The Sample size for the survey is 110 chosen from the large population. The
survey is conducted among 110 respondents.
Sample Frame
The entire list that contains the sample unit is known as sample frame: in this case
my sample frame was entire Kolkata (subscribers of newspaper) region. The area
covered were from extreme south Baruipur to north Belgachia, where I covered
each and every Offices, Banks and Colleges including IIM Calcutta in 2 and half
months.
 Sources ofData
The research has been carried out using a combination of primary and secondary data.
 Primary Data: It was selected from the sample by a self-administrated
questionnaire in presence of the interviewer, through which the research was able
to get the opinion and preference of people towards the Business line.
Primary Data are collecting through
(a) Google Doc Questionnaires and
(b) Personal interviews through structured questionnaire
For this project I had personally interviewed and collected data through Structured
Closed Ended Questioner to collect data among 150 people.
 Secondary Data: It is the data which is collected and analyzed by someone
previously or we can also say that the available data which is available to us before
the commencement of the research is called Secondary data.
It include both quantitative and qualitative data and they are used principally in
both descriptive and explanatory research. When a researcher utilizes the data, he
also has a look out for the different sources of data and their degree of authenticity.
It has been collected through Articles, Reports, Journals, Magazines, Newspapers
and Internet.

I think applicability of Primary Data collection is the best way of analysis of perception
in the minds of customer about Business Line with respect to other newspapers in the
Locality of Kolkata.
 Survey Process:
For the research, customers visited were Company, Institutes, and C.A. were asked
questions which are short and specific and easily understandable. Data was also collected
data from official sites, Published articles, research works.
6.3.1 Steps Undertaken:
1. Information about the customers was collected from the company database, from
yellow pages and from the local vendors.
2. Before approaching the customers call was made to them to seek the permission.
3. If the customer is not free that time; some other date was asked and in the meantime
asked for the mail id and was send the Business line subscription package and was
informed the customer to go through it.
4. At the time of meeting respondents were first asked about the readership habits of
the towards business dailies and if it’s there, then ask for the particular newspaper.
5. After that question pertaining to project were asked, as to the content of the news,
preference of the newspaper any specific problems pertaining to the availability,
satisfaction level and such I requested them to fill up the questionnaire.
6. All the responses along with any recommendations given by the customer was
properly taken into consideration. The customers were helped in giving a rational
response then analyzed the questionnaires and provided the results through pie charts
and bar graphs.
7. In case of the corporate and the educational institutions I went for Google forms
instead of getting questionnaires filled up.

DATA ANALYSIS & INTERPRETATION
Table 01: Table Showing the result of Respondents & Non respondents
FACTORS FREQUENCY PERCENTAGE
(In %)
CUMULATIVE
FREQUENCY
Respondents 154 86 154
Non Respondents 26 14 180
TOTAL 180 100
INTERPRETATION
During this project period of my SIP, I approached 180 people for making sales and in
during that I also did work for my project. There were 156 people who responded to my
questions and 26 people simply didn’t bother to answer any of my question.
86%
14%
Showing total no. of Respondents and Non-
respondents
No. of Respondents
Non-respondents
Chapter
7

Table 02: Table Showing the readers of news paper
(In %)
CUMULATIVE
FREQUENCY
YES 80 54 80
NO 24 13 104
SOMETIMES 50 33 154
TOTAL 154 100
INTERPRETATION
This Graph clearly shows that approximately 54% of the people read newspaper daily.
So during this survey I understood that the number of readers is very less in Kolkata.
0
10
20
30
40
50
60
70
80
YES NO SOMETIMES
YES, 80
NO, 24
SOMETIMES,50
Showing the readers of newspaper

Table 03: Table Showing the readers occupation
(In %)
CUMULATIVE
FREQUENCY
Serviceman 42 54 42
Businessman 38 13 80
Student 50 33 130
TOTAL 130 100
INTERPRETATION
During this project I survey among 180 people, an out of 180, 130 respondent read
newspaper and within this 32% people are Serviceman, 29% are Business people and
39% are professional students. Perceptions are given below
Serviceman
32%
Businessman
29%
Student
39%
Showing the readers occupation
Serviceman Businessman Student

Table04: Showing the result of readers choice
Frequency Percentage (in %) Cumulative
frequency
General 80 62% 80
Financial 15 11% 85
Both 35 27% 125
TOTAL 130 100
INTERPRETATION
Here the graph clearly shows that the percentage of financial paper readers are very less
than general newspaper readers. So in Kolkata market, it is quite difficult to find financial
paper readers and convert them into business line.
General
Financial
Both
0 10 20 30 40 50 60 70 80
General, 80
Financial, 15
Both, 35
Showing the result of readers choice

Table 05: Table showing mode ofreading newspaper
Factors Frequency Percentage (in
%)
Cumulative
Frequency
Only Physical 74 57 74
Only Online 13 10 87
Only Mobile App 18 14 105
More than One
mode
25 19 130
TOTAL 130 100
INTERPRETATION
It is evident from the graph that physical mode of reading newspaper is the most
preferred mode. While doing the survey I found out that people who are always on the
move, prefer reading news on their laptop and mobile because of convenience of the
electronic format. Mobile apps for reading news are quite very popular among the
students of B-schools and professionals, as it is free and very convenient.
So it is evident that with the advent of new technology people are adopting different
modes for reading the news and are a threat to the physical or the hard copy version.
0
10
20
30
40
50
60
70
80
Only Physical, 74
Only Online, 13
Only Mobile App, 18
More than One
mode, 25
Diagram showing modeof readingnewspaper

Table 06: Showing mode of getting newspaper
%)
Cumulative
Frequency
Monthly payment basis 82 63 82
Subscription Basis 48 37 130
TOTAL 130 100
INTERPRETATION
We can understand that out of 150 responders, there are 48 responders who are taking
their newspaper on subscription basis and 82 responders are taking on monthly payment
basis. Because there are so many responders who are saying that they don’t trust the
subscription facility, due to unavailability of the paper for those specific subscription
period.
Monthly Payment
basis, 82, 63%
Subscription Basis,
48,37%
DIAGRAM SHOWING MODE OF GETTING
NEWSPAPER
Monthly Payment basis Subscription Basis

Table 07: Showing the readersof Business newspaper
(In %)
CUMULATIVE
FREQUENCY
YES 29 22 29
NO 43 33 72
SOMETIMES 58 45 130
TOTAL 130 100
INTERPRETATION
This Graph clearly shows that approximately 22% of the people read Business
newspaper. In daily basis and 45% people read sometimes. This is the actual scenario of
readers of business newspaper.
Yes
22%
No
33%
Sometimes
45%
SHOWING THE READERS OF BUSINESS NEWS PAPER
Yes
No
Sometimes

Table 08: showing readershipof different financial newspaper
INTERPRETATION
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.
Business Line , 19
Economics Times,
45
Mint, 15
Business Standard,
24
Financial Express,
27
0
5
10
15
20
25
30
35
40
45
50
Business Line Economics Times Mint Business Standard FinancialExpress
Diagram showingreadership of different
newspaper
factors Frequency Percentage (in
%)
Cumulative
frequency
Business Line 19 15 19
Economics Times 45 35 64
Mint 15 11 79
Business
Standard
24 18 103
Financial Express 27 21 130
TOTAL 130 100

Table 09: Table showing duration of reading newspaper
Frequency Percentage (in
%)
Cumulative
Frequency
less than 6
month
31 24 31
6 month – 1 year 54 42 85
1 – 3 years 16 12 101
More than 3
years
29 22 130
TOTAL 130 100
INTERPRETATION
During this survey I observe that out of 130 responders most of them (54) are read
newspaper from 6 month to 1 year. Then 31 people are read less than 6 month. It means
majority are new customers. It’s the best time to grab new customers by promotional
activity or attractive package.
0
10
20
30
40
50
60
less than 6
month 6 month – 1 year
1 – 3 years
More than 3
years
31
54
16
29
Bar chart showing duration readingnewspaper

Table 10 : Table Showing factor influencing while choosing
newspaper
%)
Content 65 54
Availability 51 15
Brand 39 11
Price 36 11
Moderate
language
22 6
Service 54 16
Positive word of
mouth
16 5
Up to date market
info
53 16
Others 3 1
INTERPRETATION
65
51
39
36
22
54
16
53
3
Content
Availability
Brand
Price
Moderate language
Service
Positive word of mouth
Up to date market info
Others
0 10 20 30 40 50 60 70
Diagram showingfactor influencing while
choosing newspaper

During this survey, most of the people like Content and up to date market information,
also service. Here Business Line Content wise and market news wise good, but I faced
more complaints in Service.
Table 11 : Table Showing ranking of newspaper according
customer perception
%)
Cumulative
Frequency
Poor 0 0 80
Moderate 6 5 130
Good 49 38 140
Very good 60 46 148
Excellent 15 11 150
TOTAL 130 100
INTERPRETATION
While doing this survey, people generally happy or satisfied with their newspaper. Most
of them are ranked good and very good. I noticed generally people don’t compare their
newspaper with another, either it gives inadequate or irrelevant content. Every newspaper
Poor
0%
Moderate
5%
Good
38%
Very good
46%
Excellent
11%
Diagram showingranking of newspaper
according customers perception
Poor Moderate Good Very good Excellent

provide their best to satisfy their customers. So it is very difficult to grab another
newspapers market, if it already have a big fan following.
Table 12 : Table Showing customers decisionmaking
Factors Frequency Percentage
(in %)
Cumulative
Frequency
Always 6 4 6
Most of the times 27 21 33
Sometimes 36 28 69
Not at all 61 47 130
TOTAL 130 100
INTERPRETATION
According to my survey, readers somehow not satisfied by their newspaper, approx. 61%
people (36+27) showed their interest to switch. So if Business Line understand and fill
up this area by Content and Service, then I think Business Line easily grab Kolkata’s
market.
0
10
20
30
40
50
60
70
Always
Most of the times
Sometimes
Not at all
Always, 6
Most of the times,
27
Sometimes, 36
Not at all, 61
Bar Diagram showing customersdecision making

Table 13 : Table Showing most preferable content area according
to customer
%)
Career related 29 56.9
Advertisement
strategy
13 25.5
Business with
general news
29 56.9
World Economy 40 78.4
Banking 29 39.2
Editorial 19 37.3
Up to date market
info
23 45.1
Others 0 0
INTERPRETATION
C A R E E R R E LATE D
A D V E R TISE ME NT ST RATE GY
B U SI NE SS W ITH G E NE RAL NE W S
W O R L D EC O NOM Y
B A NK I NG
E D I T O RIAL
U P T O D A T E M A RKE T I NFO
O T H E RS
29
13
29
40
29
19
23
0
DIAGRAM SH OWING M OST PREFERABLE CONTENT
AREA ACCORDING TO CUSTOMER

Most of the people wanted World Economy news, also preferred Banking and career
related news. Here Business Line comes with a step ahead from another newspaper.
Table 14 : Table Showing most preferable section in Business Line
Frequency Percentage (in
%)
Cumulative
frequency
Portfolio 38 46.3 38
Emerging
Entrepreneur
36 43.9 74
The New Manager 26 31.7 100
Technophile 12 14.6 112
Autofocus 14 17.1 126
Other 4 4.9 130
TOTAL 130 100
INTERPRETATION
During this survey I observed that businessman want up to date market information,
stock bond share report. Besides Professional students, professors, employees, bank
managers prefers Emerging Entrepreneur and the new manager column. Some of them
prefers both column. Others who are engineers, car and gadget lovers prefers another
0
5
10
15
20
25
30
35
40
Portfolio Emerging
Entrepreneur
The New
Manager
Technophile Autofocus Other
Portfolio , 38
Emerging
Entrepreneur,36
The New Manager,
26
Technophile, 12
Autofocus , 14
Other,4
SHOWING M OST PREFERABLE SECTION IN
BUSINESS LINE

two columns. So here Business Line have done a fabulous job, where every category
people could find their preferable ones.
Table 15 : Table Showing Customers reference towards
Business Line
(in %)
Cumulative
Frequency
Definitely 34 26 34
Probably Suggest 52 40 86
Probably not
suggest
19 15 105
Definitely not
suggest
4 3 109
Not sure 21 16 130
TOTAL 130 100
INTERPRETATION
26%
40%
15%
3%
16%
Showing Customers reference towards
Business Line
Definitely
Probably Suggest
Probably not suggest
Definitely not suggest
Not sure

Here I observed, most of the people could suggest Business Line. As per diagram 66%
people might or definitely suggest Business Line to their relatives and friends. The good
news is negative response was very less as per content wise.
Table 16 : Table Showing reasonof not using Business Line
(in %)
Cumulative
Frequency
Do not want to
switch
78 26 78
Inadequate
Content
4 40 82
Non availability 28 15 110
Never heard of it 4 3 104
Costly 16 16 130
TOTAL 130 100
INTERPRETATION
After completion of my survey I understood that if people are satisfied with their thing,
they generally don’t want to switch. Same reason is applicable in newspaper also.
78
4
28
4
16
0
10
20
30
40
50
60
70
80
90
Do not want to
switch
Inadequate Content Non availability Never heard of it Costly
Showing reason of not using Business Line

Another big giant companies already grab the market. So many of the people already
use subscription. So it is very difficult to switch a person to another newspaper at first
sight.
Opportunities
As the people of India are bending towards the stock market operation. This may cause
increase the market size. So there are huge opportunities to capture the readers.
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 Business
Line Many opportunities.
Chapter 8

 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.

Limitations of the Study
Although we have tried to do our survey error free but still there were certain limitations
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.
 There is a possibility of biased answer from the respondents, hence the
information collected might not be an accurate one.
 Price of Subscription is comparatively higher than another financial dailies.
 Most of the offices and banks do not prefer to talk in Office hours also some of
them rejected us, thinking as a salesman.
 The findings are regional and do not represent the state or country.
Chapter 9

 Selling of subscription was limited in Kolkata circle,
 Most of the customers were not heard of or read Business Line. So in that case,
selling of subscription to them was quite difficult in first glance.
SWOT ANALYSIS OF BUSINESS LINE
A SWOT analysis is a strategic planning tool used to evaluate the strength, weaknesses,
opportunities, and threats in a business venture or in any other situation requiring a
decision. In SWOT, strength and weaknesses are internal factors whereas opportunities
and threats are external to the organization.
Now we will do the SWOT analysis of Business Line which will help marketers to focus
on key issue. These are as follows.
 Strengths:
The Business Line is a power full Brand because it is link with the Hindu which is the
oldest newspaper company of India and most trusted brand of India. The editorial as well
as marketing personals are very strong and efficient of the Hindu the Business 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.
Chapter
10

 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.

Recommendations
 Business Line should focus on retention of customers because getting a new
customer is more costly in today’s market.
 Increase the number of centers from where the newspaper is available
 Business Line should start its edition with some better strategies than its
competitors whose are come up with Sunday edition.
 Distribution channel needs more development because there are so many people
who are not receiving their copy after completing subscription process.
 Business Line should extend its availability towards the sub urban area also.
 New attractive incentive scheme for vendors.
 Collaboration with Offices, B schools to provide copy of Business Line to their
employees and students.
 Sales department should think other ways for better promotion of their business
 Make events with corporate to spread awareness of Business Line.
 Again if Business Line organize various types of competitions, Business ideas at
state and national level in the business colleges to attract students then again it can
be a process of better promotion of Business Line.
 The company should improve quality of service and the marketing strategies in
terms of advertising, so that the awareness of brand level can be increased in
market.
 After completing subscription process, company have to send a digital format
coupons to the customers after 2 or 3 days. Because there had been so many cases
where customers could not get the coupons after 1 month.
Chapter
11

Company have to increase their circulation compare to another financial dailies
CONCLUSION
To conclude I would express deep regards to my college for giving me the opportunity to
have a real life feel as to how demanding the profession might be. The 24 X 7 work of
mine has really helped me a lot to change my attitude which I feel has brought about a
considerable change in me as an individual. In the process I have learnt how different the
work environment can be from that of the cushioned life of the college. I've understood
what "responsibility" happens to be and how to manage it. I've also understood that in
the times of stress the most convenient way to handle it is to believe that 'my target" (Sales
Target) is actually a responsibility of mine and the organization is expecting. Thereby, to
fulfil the expectations the motivational surge comes from within and makes the work easy
to accept.
Take away's from the project:
To understand "responsibility" is so hard and it took me this time to really
understand the word in its real sense.
Working in an organization would be fun when one knows the art of fulfilling the
expectations of the organization (boss).
I feel more confident in matters like meeting a prospective client.
Chapter
12

It really has been a lesson for me to understand the limitations of the organization
that I've served in this short stint. In the process I have also seen and felt
what competition is all about (though I did hear about competition time and
again in my classes).
My Methodology(Unbiassed)
Business Line surely has a good reputation among its readers as it comes from a very
reputed publishing brand of The Hindu, which is working very well in the market.
But there is a hearsay popular in our society “Judge your look first, then judge your
Quality.” The dynamically changing business environment the competition is getting
very high. The other brands are not letting any opportunity of promotion go off their hand.
If company management should not come in favor of any promotional activity, others
take the opportunity. That’s why Business Standard, Mint these newspaper’s circulation
is more than Business Line.
Also if I talk about its service, local newspapers are far better than Business Line. In
Kolkata metropolitan network also, there are many places where Business Line paper is
not come. Customers have more complaints in its service.
So in my opinion, still now if company should not focus on these areas, today in digital
world news spread rapidly, the day is not far, where customers might stop to take Business
Line or its reputation will go in vain. So now there is a big question mark in its service
and promotion. Because Promotion is the important part of 4 P’s.

Bibliography
Information has been collected from the product training, market survey and study
material available at the various press media web sites, discussing with the company
personals, faculty guide and respondents surveyed access to management for guidelines
for the project.
Chapter 13

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/project
 Questioner
https://docs.google.com/forms/d/e/1FAIpQLScGst0sIEDjpQZI83MC5jOnqjVkj0vR
A2RFlH-JR4d4T53nSQ/formResponse
QUESTIONER throughGoogle Form

Summer Internship Project on Business Line (The Hindu)

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Summer Internship Project on Business Line (The Hindu)