19041302 Project Report of Business Standard

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Target Market, Market Segmentation and Penetration of Product or Service

DHEERAJ KUMAR MISHRA

ROLL NO. 101160045

ICBMSCHOOL OF BUSINESS EXCELLENCE

(2008 2010)


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29 March 2012 ICBM-SBE Sitesh Kumar Soni 2

Target Market, Market Segmentation and

penetration of Product or Service

of


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CONTENTS

OBJECTIVES OF THE STUDY INTRODUCTIO

HISTORY OF THE NEWSPAPERS

ORANIZATION PROFILE

PRODUCT PROFILE

TARGET MARKET,MARKET SEGMENTATION. RESEARCH METHODOLOGY

DATA ANALYSIS AND INTERPRETATION

FINDING

CONCLUSION AND SUGGESTION

LIMITATION BIBLIOGRAPHY

ANNEXURE



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To the target market of Business standard.

To identify the segment of Business Standard.

To study the market penetration strategy of Business standard in various areas like Secunderabad,

Banjara Hills, Paradise, koti, Kairtabad, Somajiguda, Mehadipatnam & IBS college Hyderabad.

OBJECTIVE OF THE STUDY


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History of News paper

The first printed forerunners of news paper

appeared in Germany in late 1400s in the

form of news pamphlets or broadsides,

The first printed forerunners of news paper

appeared in Germany in late 1400s in the

form of news pamphlets or broadsides,



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ORGANIZATION PROFILE

Business Standard started in 1975 by

the Anand Bazar group in Kolkata

previously Calcutta.The paper was hived off as a separate

company in 1996, and then bought

by Mumbai-based financialinvestors,



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Continued ..

James Augustus Hickey is considered as the"father of Indian press" as he started the firstIndian newspaper from Kolkata by the name ofKolkata gazette in January 1780.

The first newspaper in an Indian language wasthe Samachar Darpan in Bengali. The first issue

of this daily was published from the SeramporeMission Press on May 23, 1818



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Continued.

In the present time business standard has

almost started his publication in 12 different

cities in India.

Business Standard sells around 210,000

copies daily, making it the second largest out

of five financial dailies in India.



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Market Share of BusinessStandard


44%

32%

19%

5%

Market Share

The Economic Times

Business Standrad

Business Line

The Financial Express

Source Business Standard

management, Hyderabad

The FinancialExpress


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Chief Editor


T.N. NinanChief editor

T. N. Ninan has been the editor since 1993,after he moved over from the editorship of TheEconomic Times making it the second largest out of

five financial dailies in India.
http://en.wikipedia.org/w/index.php?title=T.N._Ninan&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=T.N._Ninan&action=edit&redlink=1


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PRODUCT PROFILE

Business Standard consist of Business News,

Finance News , World Business, India Stock News,

Indian stock market, India investments, Indian

industry, Sensex, Nifty,BSE, NSE, India Business, India Economy, India,

share market, Corporate Result, Finance News .

Business standard news paper consists ofdifferent supplement on different day in week.



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Supplements-

Smart investor (Monday)

Strategist (Tuesday)

Weekend (Saturday)

Business Standard provide a series of

magazines. These magazines are-

Motoring, Open sky, The Fund Manager,

The Billionaire Club, Banking Annual,BS 1000, Spend

29 March 2012ICBM-SBE Sitesh Kumar Soni

12


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METHODOLOGY

Data Source-

Primary Data

Secondary Data Research Instrument

Questionnaire



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DATA ANALYSIS



Newspapers No. of Respondents Percentage of Response

Business standard 27 27%

Economic Time 40 40%

Business Line 15 15%

The Financial Express 8 8%

Total 100 100%

Table 2.(Q.2). Data showing Percentage of Responses which Newspaper do

prefer.



0%

5%

10%

15%

20%

25%

30%

35%40%

Businessstandard

Economic Time Business Line The FinancialExpress

27%

40%

15%

8%

Percentage of Response


Interpretation: According to the above graph, we will find that more people are interested to read

the Economics Times. The people who read the Business Standard are less than ET WhileFinancial Express is having very less number of readers.


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Table3. (Q.3). Data showing Percentage of Responses according to

designation of people.

S. No.Content No of Respondents Percentage of Response

1

Students 40 40%

2

Stock Brokers 10 10%

3Corporate Professionals 25 25%

4Chartered Accountants 15 15%

5IT Professionals 10 10%

Total 100 100%

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0%5%10%

15%20%25%30%35%40%

Percentage ofResponses,

10%AxisTitle

Percentage of Responses



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Table4(Q.4).Data showing Percentage of readers according to age.

S No. Content No. of Respondents Percentage of Response

1 20 to 25 Years 30 18%

2 26 to 30 Years 40 37%

3 31 to 45 years 20 30%

4 Above 46 Years 10 15%

Total 100 100%



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0%

5%

10%

15%

20%

25%

30%

35%

40%

20 to25 Years

26 to 30Years

31 to 45years

Above 46Years

Percentage of

Response,15%

AxisTitle




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S. No. Content No of Respondents Percentage of Response

1 Less than 1Year 25 25%

2 1 to 2 Years 30 30%

3 2 to 3 years 30 30%

4 More than 3 years 15 15%

Total 100 100%

Table5(Q.5.) Data showing Percentage of Response to reading period of

Business News.



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0%

5%

10%

15%

20%

25%

30%

Lessthan

1Year

1 to 2Years

2 to 3years

Morethan 3years

25%

30% 30%

15%

AxisTitle

Axis Title


Percentage ofResponse



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Table6 (Q.6) Data showing the percentage of response according the getting

information from Business Standard.

S. No. Content

No. of

Respondents Percentage of Response

1 Stock market 15 15%

2 Banking News 35 35%

3 Corporate News 30 30%

4 Global exposure 20 20%

Total 100 100%



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0%

5%

10%

15%

20%

25%

30%

35%

Stockmarket

BankingNews

CorporateNews

Globalexposure

15%

35%

30%

20%

Percentage of

Response



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Table8(Q.8). Data showing Percentage of response according satisfied with

the distribution of the Business Standard.

S. No. Contents No. of Respondents Percentage of Response

1 Yes 30 30%

2 No 70 70%

Total 100 100%



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0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No

30%

70%





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Table10. (Q.10) Data showing the percentage of response to according where you

buying the business newspaper.

S. No. Content No. of Respondents Percentage of response

1 Book Stalls 13 13%

2 Subscriptions 62 62%

3 Vendors 18 18%

4 Any Others 7 7%

Total 100 100%



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0%

10%

20%

30%

40%

50%

60%70%

13%

62%

18%

7%

Percentage of response

Percentage ofresponse



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Findings

During the survey the data shows thatbusiness standard is having excellentquality and content as compare to any

other news paper.

Business standard is lacing brand

awareness in some area and lacing inservice in some area.



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SUGGESTIONS

Distribution channel

Customers Problems solving department

Issue on Sunday

Improve frequency of magazines



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LIMITIONS

As it was a study, it has some limitations also, like-

This study is done in twin cities so it may not be applicable in whole country and state.Time is a major constraint as I have done 45 days project.

Confidential information such as margin is exactly identified because the respondent

biased information.Lack of co-operation from the respondents as they are busy with their rational work.While filling the questionnaire the reader could not provide 100% accurate

information because of their personal limitations.

As the data is collected from various customers there are chances for biased

information also.



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BIBLIYOGRAPHY

BOOKS Author

Marketing - Concept & Cases. (13 edition) Michael .J. Etzel

Bruce. J. Waller

William. J. Stanton

Ajay Pandit

Marketing Management- (12 edition) Philip KotlerKelvin Lane

Keller

Research Methodology -(2nd revised edition) C.R. Kothari

Marketing Research- An applied orientation (5th edition) Naresh .k. Malhotra

Web Sites http://www.wan-press.org/

http://www.historicpages.com/nprhist.htm

http://www.newspaper-industry.org/history.html

http://www.wan-press.org/http://www.historicpages.com/nprhist.htmhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.newspaper-industry.org/history.htmlhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.historicpages.com/nprhist.htmhttp://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/http://www.wan-press.org/


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THANKING YOU

ICBM SBE Sit h K S i

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19041302 Project Report of Business Standard