PROJECT ON BUSINESS LINE

444 views

Published on

PROJECT ON BUSINESS LINE

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
444
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
50
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

PROJECT ON BUSINESS LINE

  1. 1. Customer Satisfaction and Brand Equity of Business Line
  2. 2. Title of the Presentation CUSTOMER SATISFACTION AND BRAND EQUITY OF IN KOLKATA Presented by Koushik Singha (2012-2014)
  3. 3. OBJECTIVE OF THE STUDY  To understand the consumer reading habits of Business papers.  To understand the competitive scenario in the business paper market.  Although it’s my last project work ,so whatever I have learned from beginners to till now I have applied in this research report .
  4. 4. Print media Industry overview  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world  Newspaper is primarily segmented into two categories in India based on language, English Newspaper and Regional Language Newspaper.  Financial newspaper is a part of English newspapers and meant for a selected market segment.  Print media in India is having a great threat because people are more savvy into internet, a phenomenon which started since IT boom.
  5. 5. Growth of Indian print media industry and marketing  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world
  6. 6. Role of newspaper in this modern life  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world  The Press or Media is often called as the fourth pillar of a modern country. Although Internet and TV Channels are posing a challenge to Newspapers, yet Newspapers still enjoy a very prominent place in our life. We cannot do without Newspapers. When we get up early in the morning, the first things that we want to have is a cup of tea and our daily newspaper. The newspaper is there, on our breakfast table, We are want to know what is going on in the country and outside it. The newspaper gives us all sorts of news of our own country as well as of other countries. It has been rightly remarked that the newspaper is something like a current history.  Newspapers play a very import role. Like today each nation is connected with the rest of the world by the ties of trade and politics. The whole earth has become like a global village.
  7. 7. CONT…….  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world  Newspapers promote commerce and trade. They have become a very powerful means of publicity and advertisement. A businessman can advertise his goods and services in a newspaper. He can increase his sale. He can also get information about goods he wants to purchase. In these days of keen competition newspapers are very helpful to the businessman.  Newspapers serve the cause of education and make us fit to move in a cultured society. The reading of newspapers will keep us in touch with the modern world and its affairs. In them there are articles on various subjects. There are special columns for science and arts. We find very useful for competitive examinations. The Sunday issue of the newspaper is very informative and important. In it we find good articles and interesting stories written by great writers.
  8. 8. Company overview  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world  The Hindu was founded in Madras on 20 September 1878.  T. T. Rangachariar, P. V. Rangachariar, D. Kesava Rao Pantulu and N. Subba Rao Pantulu were the founders.  The paper initially printed from Srinidhi Press but later moved on Scottish Press, then, The Hindu Press, Mylapore, and finally to the National Press on Mount Road.
  9. 9. ABOUT  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world  Business Line was introduced in market in 1994  Business line is a first white business news paper.  Business Line is published from 17 location  It Started publishing in Kolkata from 7’Th October, 2006
  10. 10. PRODUCT PROFILE  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate worldSunday Corporate/ Economy, Economy, Commodities, Personal Finance, Mutual Funds, Stock Insight, Top 500 Stocks, Market Watch, Variety. Feature: ”Investment World" Monday Corporate, Economy, Transport, Money/ Banking, Editorial, Opinion, Market Mood, States, Agri- Business, Emerging, Entrepreneurs, Variety. Feature: MENTOR: “Taxation, Accountancy”, Tuesday Companies, Corporate, Economy, Corporate/ Marketing, Money/ Banking, Corporate/ Information Technology, Editorial, Opinion, Market Watch, Stocks, Derivatives, Logistics, Commodities, Agri-Business, States, Variety. Wednesday Companies, Informational Technology, Economy, Editorial, Opinion, Money/ banking, Commodities, Agri-Business, States, Variety Magazine: “Smart Buy”
  11. 11. CONT….  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world Thursday Corporate, Economy, Corporate/ Informational Technology, Editorial, Opinion, Money/ Banking, Market Watch, Stocks, Stock/ Derivatives, Logistics, Commodities, Agri- Business, States, Variety. Feature: ”Fast Changing Scenario” Friday Companies, Corporate/Marketing, Economy, Information Technology, Editorial, Opinion, Money/ Banking, Market Watch, Stocks, Stocks/ Derivatives, Logistics, Commodities, Agri-Business, States, Variety. Supplement: Weekend Life. Saturday Corporate, Corporate/ Marketing, Economy, Corporate/ Informational Technology, Editorial, Opinion, Money/ Banking, Market watch, Stocks, Stocks/ Derivatives, Logistics, Commodities, Agri-Business, States, Variety.
  12. 12. BRAND EQUITY  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world
  13. 13. BRAND ASSET VALUATOR MODEL  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world
  14. 14. CONSTRAINTS OF BAV MODEL  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world
  15. 15.  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world Differentiation:  1st white business news paper.  It’s well researched and in-depth coverage of business news for every segment’s.  Every educated peoples can read this not only Business person / MBA students.  Paper printed Sunday also.  It’s has 17th edition. coverage of business news for every segment’s. • Easy to read. • Read not only business/ MBA person’s, Every one can read this. • Paper printed Sunday also. • It has 17th edition.
  16. 16. Relevance:  Easy languages.  Loyal readers of this daily are mostly professionals including those in the middle and upper management rung of industry and also young readers who are poised to take their place in future.  Effort able subscription. with re
  17. 17. Esteem:  It’s regard but not like Economic times.  It most like management students, some professionals.  Although it’s a white business news paper so it’s feel something difference from other’s. it’s feel like read general English news papers. So, more touchy.
  18. 18. Knowledge:  People are more aware this news paper.  People know as a 1st white business news paper.
  19. 19.  Healthy brand, while differentiation have grater than relevance. Healthy brand, while remaining relevant have greater differentiation than relevance. D > R 0 10 20 30 40 50 60 70 80 90 100 Differentiation Relevance
  20. 20.  Esteem more than knowledge means, “I’d like to get to know you better.” Healthy brand, while remaining relevant have greater differentiation than relevance. E > K 0 10 20 30 40 50 60 70 80 90 100 Esteem Knowledge
  21. 21. Competitors  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world
  22. 22. Perceptual Mapping  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world Represent consumer perceptions – in (usually) two dimensional space so that the manager can readily see where his own brand is positioned in the mind of his prospect in relation to other brands.
  23. 23. Perceptual Mapping CONTiNUed…..  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate world Brand Attributes and Benefits. Where we are – Where we should be
  24. 24. Perceptual Mapping CONTiNUed…… High Price (Daily) Low Price (Daily) Good Circulation Improper Circulation The Economic Times Financial Express Business Standard Business Line Mint
  25. 25. Perceptual Mapping CONTiNUed….. High price (Subscription) Low price (Subscription) News Content Good News Content Bad Business Line Mint The Economic Times Business Standard Financial Express
  26. 26. MiCHAeL PORTeR’S fiVe fORCeS MODEL ANALYSIS
  27. 27. THREAT OF SUBSTITUTE PRODUCTS  Mobile Apps: In today’s scenario, anyone and every one can have a smart phone. Those smart phone have many application amongst which there comes an application which facilities reading online news.  News channels: To read news paper is time consuming. A busy man can listen to news in television while he is a rush for office or after returning from office if he is interested to look for current stock market status, then he can see the channels like CNN IBN with relaxation.  Seminars: The product business line is also meant for management student to acquire knowledge that can help them in the interview. But if there takes place seminars and lectures to provide such knowledge then they hardly pay attention to an e-daily.  General News paper: The Times of India and The Telegraph are very famous news paper in kolkata rather than economic dailies.
  28. 28. THREAT OF NEW ENTRANS  New Publication house: As print media industry is booming, new publication house are coming out in plenty. So they are threats to these news paper house.  Television channels are entering into publication visa-versa. A perfect instance can be, Ananda bazzar patrika horizontally integrated themselves and went for the news channel ABP news. Which has already tap the market and the target audience.
  29. 29. BARGANNING POWER OF BUYERS  For a news paper firm there are two types of buyers. 1. Readers 2. Buyers who circulate the news paper. For a news paper company the higher the readership ratio, the higher actual buyer so these two are inter-related and inter-dependent.
  30. 30. BARGAINING POWER OF SUPPLIERS  North European countries (like Denmark, Norway, Sweden, etc) supply raw papers for the news paper industry in India and many countries of the world. If there occurs that suppliers decreases in the ratio of buyers then that can become the cause of threat from the suppliers for a news paper firm.
  31. 31. THREAT OF RIVALRY  As mentioned earlier, Business Line has its four rivalries, The Economic Times, Business Standards, Financial Express, and Mint. The Economic Times is the market leader. Business line comes next and Business Standard is just succeeding. Business Line has great Threat from The Economic Times and business Standard. Actually all the financial dailies are doing well. So, Business line has threat from all four other firms.
  32. 32. Integrated Management communication Analysis  To a have pseudo corporate exposure and to get acquainted with real scenario of corporate w  “Business line on campus” Which is meant for management students only was inaugurated on 3rd of December 2013, was promoted in all management institutions of Kolkata by given a free copy of the newspaper amongst the students. Mr. Bhaskar Ganguly came to our college (UWSB) to demonstrate about the newspaper, as well as another colleges also like IEM, ISBM, BIBS, etc.
  33. 33. Service blue print of business line Physical Evidence Newspaper Office Website Mobile Apps Customer Action Buying News Paper Reading News Paper Visiting Web site Operating Mobile apps Line of Interaction Onstage employee Contact Person Asking for subscription Responding Customer Making customer involvement News paper delivering Line of Visibility Backstage employ- -ee contact person News collector Refreshing website regularly Innovating mobile Reach medium Line of internal Interaction Support processing Making newspaper & Editing Making of the con- -tent & Marketing Making content & finally edit for Mobile apps
  34. 34. Research Methodology Data collection is the heart of market research. It is an elaborate process through which the researcher makes a planned search for all relevant data required for the assignment. Data Primary Data Observation Method Survey Method Personal Interview Questionnaire Secondary Data Magazines Internet Websites
  35. 35. Method Adapted To a have corporate exposure and to get acquainted with real scenario of corporate world Data - Primary and Secondary Data Collection tool – Sampling. Sample size - 100 Sampling Method – Convenient Sampling Target Market Segments Corporate executives Investors and stock brokers Entrepreneurs Bankers Management students and professors Chattered accountants and other professionals Students
  36. 36. Data Analysis and Data Interpretation Do you read News Paper? Yes No 67% 33%
  37. 37. Which type of Newspaper do you read? Financial Newspaper General Newspaper Both65% 13% 22%
  38. 38. Which of the following do you read? 0 5 10 15 20 25 30 35 40 The Economic Times Business Standard Business Line Financial Express Mint 37% 17% 24% 13% 9%
  39. 39. The Financial paper that you follow, where you prefer reading it? 0 10 20 30 40 In Office At Home Through Internet Other 13% 37% 11% 40%
  40. 40. Have you read Business line at least once? 0 10 20 30 40 50 60 Yes No 41% 59%
  41. 41. Have you subscribed to this paper? Yes No 68% 32%
  42. 42. Why do you prefer this paper over others? Because of news Because of brand equity Because of brand loyalty 17% 44% 39%
  43. 43. Why you will subscribe to this paper? 0 5 10 15 20 25 30 35 40 45 Good discount on price Good gifts Better Content 22% 36% 44%
  44. 44. Where did you read Business Line? 55% 30% 15% In office Through internet other's
  45. 45. Limitations My geographical area of working was limited. I was asked to work only in Kolkata and my home town canning town.(south 24pgs,). Time was limited. If I would have got some more time I could have got few more information.
  46. 46. Findings People are less interested to news papers as because they don’t have time and they wish to have more entertainment within small span of time which newspaper does not provide. A vast number of readers prefer general news more than financial news. The Economic Times is the leading financial daily in the Country. As people have very less time, so maximum number of people read newspaper at either office or through internet. Readers of Business Line prefer the news paper, as they like the news content and also “The Hindu” is a renowned brand.
  47. 47. Recommendations To maintain the goodwill and the heritage of The Hindu, the firm should focus over the promotional activity of the product Business Line. The questionnaire survey suggests that readers prefer other news papers in spite of higher prices. That means news content should be improved much more. Circulation of the news paper should be taken care of because sometimes negative feedback from the customers has been received regarding the same. The company should take an initiative to take a feedback of the product of those readers who are already subscribed.
  48. 48.  As consumers are very much gift savvy, so company should offer gift vouchers in festivals to attract customers. Should do proper positioning of the product.
  49. 49. conclusion • I had my dissertation report for a month regarding business line newspaper. My topic was “customer Satisfaction and Brand Equity of Business line Newspaper”. I was collect many information of business line newspaper. I was collect information from customer, some student’s some professional’s etc about business line as a brand, I also found out that there were people who follow general newspapers and don’t even know about financial dailies. Thus The Hindu should be make a strong marketing strategy. They should promote Business Line in such a way that it reach out to a wide range of customers. Once the customer know about the benefits offered by Business Line, they will surely subscribed it and Business line would become a power brand in the field of financial dailies. Now it is a aspiring brand, because so many people like it.
  50. 50. http://www.unitedworld.edu.in/ Campus Ahmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata. Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.

×