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Internship Report on

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

Submitted to:

Dr. A.K. Fazlul Haque Shah

Professor

Department of Marketing

University of Dhaka

Submitted by:

Md Abu Nasim

ID# 41222070

EMBA 22th

Batch

Department of Marketing

University of Dhaka

Date of submission: August, 2014

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LETTER OF TRANSMITTAL

Date: August 2014

To,

The Chairman

Dept. of Business Administration

University of Dhaka

Dear Sir,

Here is my Internship report on, “Marketing strategy of newspaper industry in BD - A study

on The Daily Prothom Alo” which has been prepared as per requirement of Masters of

Business Administration (MBA) offered by the University of Dhaka

For this report I have studied books, reports and the related websites, face to face interaction

with the readers of prothom alo to gather information, which I observed as relevant to the

topic of the report. The information provided by you in your class lectures was also helpful to

me.

Any short comings or mistakes are absolutely of ours and i would always be available at any

time to interpret any issue regarding this report.

Thanking you for your valuable advice and cooperation.

Sincerely yours

Md. Abu Nasim

ID No: 41222070

Batch 22nd

Marketing Department

University of Dhaka

CERTIFICATE

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This is to certify that the internship report on “Marketing strategy of newspaper industry in

BD - A study on The Daily Prothom Alo” submitted in partial fulfillment of the requirement

for the degree of Masters of Business Administration (MBA) of University of Dhaka

Md. Abu Nasim, ID No # 41222070

Has worked under my Supervision and no part of this report has been submitted for the

award of my other Degree, Diploma, Fellowship or other similar titles or prizes and that the

work has not been publishes in any journal or magazine.

Certified by

Dr. A.K. Fazlul Haque Shah

Professor

Department of Marketing

University of Dhaka

DECLARATION

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I do hereby declare that this dissertation on “Marketing strategy of newspaper industry in

BD - A study on The Daily Prothom Alo” submitted by me to University of Dhaka in partial

fulfillment of the requirement for the degree of Masters of Business Administration (MBA)

is an original work.

It has not been submitted earlier, either partly or wholly to any other University or Institution

for the award of any other Degree, Diploma, Fellowship or other similar titles or prizes and

that the work has not been publishes in any journal or magazine.

MD. ABU NASIM

ID No # 41222070

Batch-22nd

Department-Marketing

University of Dhaka

ACKNOWLEDGEMENT

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It's our immense pleasure to complete this study in due time by the grace of almighty Allah. I

am grateful to those people who helped us a lot during the preparation of this report. I wish to

express our profound sense of gratitude to our honorable teacher Dr. A.K. Fazlul Haque

Shah, Professor, University of Dhaka, for his inspiration, guidelines, valuable suggestions,

sympathetic advices and enthusiastic encouragement makes our inexperienced study work as

true.

Moreover, i like to avail the opportunity to express our deep gratitude and regards to all who

are giving us their valuable time to talk with us and give all the necessary information about

their respective organization.

Finally, i would like to thank all of our friends, whenever i am not getting any information

they are really help us to give their valuable suggestions, so that i can get information.

TABLE OF CONTENT

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Chapter Title Page

LETTER OF TRANSMITTAL 1

CERTIFICATE 2

DECLARATION 3

ACKNOWLEDGEMENT 4

TABLE OF CONTENT 5

Executive Summary 6

Chapter: 01 1.1 Background of the study 7

1.2 Objectives of the study 7-8

1.3 Methodology of the study 8

1.4 Limitations of the study 8

1.5 Literature Review 9-11

Chapter: 02 2.1 Marketing Highlights: The competitors 12

2.2 Product Overview of Three Dailies: 12-13

Chapter: 03 3.1.1 Analysis of some Readers Psychology 14

3.1.2 Response from students 14-15

Chapter: 04 4.1. Major Promotional programs of The Daily Prothom Alo 16

4.1.1 Maril Prothom Alo Taroka Proshuskar: 16

4.1.2 Debate Competition 16

4.1.3 Award Presentation program GPA 5 obtained SSC and HSC students 16

4.1.4 Prothom Alo-HSBC Language Competition. 16

4.1.5 Round table discussion 16

4.1.6 News in Grameen Phone 17

Chapter: 05 5. Strength, weakness, Opportunity and Threat (SWOT) analysis of "The Daily

Prothom Alo"

18

Chapter: 06 6.1. Recommendations 19

6.1.1 Students of Public and Private Universities 19

6.1.2 Doctors, Nurses, Patients of Reputed Hospitals/Clinics Strategy 19

6.1.3 Lawyers Strategy 19

6.1.4 Housewives 19

6.1.5 Bankers 20

6.1.6 Other Programs 21

6.1.7 Promotional Campaign through TV Channel Strategy 21

6.1.8 Promotional campaign through Print Media Strategy 21

Concluding Remarks 22

References 23

Executive Summary

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A newspaper is one of the most important reading materials in the life of a literate people. In

the modern age, without a newspaper a person cannot think of his/her daily routine life. The

need for a proper marketing of the newspaper marketing has arisen because of the rapid

change in the communication process. An effective marketing strategy is required to retain

the current customers as ill as to attract potential ones. A newspaper as a product can satisfy

the need for getting the information that helps in decision-making process of the social and

family life.

Currently, the largest circulated Bengali daily newspaper in the country is "The Daily

Prothom-Alo" with having an average circulation of 400,000 copies per day.

Marketing information system can help formulation of the marketing strategy of a newspaper.

This study aims to overview how "The Daily Prothom Alo" authority can improve their

marketing strategy and fulfill the need of the readers when not only print media but also

electronic media is contesting very aggressively to attract current as ill as potential customers.

Market segmentation can provide information about the characteristics shared by the readers

of the daily. Long-term vision is required to sustain the upcoming challenging environment

with the rapid changes in the world. Competition is a never-ending process. Before the

publication of "The Daily Prothom Alo", "The Daily Jugantor" was the highest circulated

Bengali daily. Hoiver, it could not retain the position of the highest circulated Bengali daily.

"The Daily Prothom Alo” authority may use constant marketing intelligence force to remain

number one Bengali daily in Bangladesh.

In chapter one I described the background of the study, the method I have used for this report.

In chapter two, I have highlighted newspaper industry in Bangladesh and the way of

competition running in the market. Chapter three is focused on analysis of reader’s

psychology. In chapter four I have focused on how the daily prothom alo maintaining its

position as leading newspaper in Bangladesh by doing several promotional activities. Chapter

five refers to the SWOT analysis of prothom alo. And at the end I have given some

recommendation that can be helpful for prothom alo for further actions.

Chapter: 01

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1.2 Background of the study

In Bangladesh, Bengali is widely used in every class of families. People read Bengali

newspapers to obtain information about national and international affairs. As people of

Bangladesh are getting conscious about the need information, the number of readers of the

national dailies is rising. At present, many national and international organizations are

operating their offices in Bangladesh. Foreigners working in these organizations also read

both Bengali and English newspapers by using the help of interpreters. The number of

readers of Bengali newspapers is increasing day by day. Currently, the largest circulated

Bengali daily newspaper in the country is "The Daily Prothom-Alo" with having an average

circulation of 400,000 copies per day.

Marketing information system can help formulation of the marketing strategy of a newspaper.

This study aims to overview how "The Daily Prothom Alo" authority can improve their

marketing strategy and fulfill the need of the readers when not only print media but also

electronic media is contesting very aggressively to attract current as ill as potential customers.

Market segmentation can provide information about the characteristics shared by the readers

of the daily. Long-term vision is required to sustain the upcoming challenging environment

with the rapid changes in the world. Competition is a never-ending process. Before the

publication of "The Daily Prothom Alo", "The Daily Jugantor" was the highest circulated

Bengali daily. Hoiver, it could not retain the position of the highest circulated Bengali daily.

"The Daily Prothom Alo” authority may use constant marketing intelligence force to remain

number one Bengali daily in Bangladesh. This inspires me to work on this report.

1.2 Objectives of the study

The main objective of the study is to make an overview of the marketing strategies of "The

Daily Prothom Alo". However the specific objectives are as follows:

To conceptualize 'what marketing strategy means' through a literature survey.

To define effective marketing strategy for motivating potential readers of "The Daily

Prothom Alo".

To ascertain the fulfillment of the readers' need through reading only one Bengali Daily.

To provide recommendations for increasing circulation of the paper.

To suggest how "The Daily Prothom Alo" can remain in a position of competitive

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advantage among other Bengali newspapers in Bangladesh.

To accomplish the internship program for attaining the Masters of Business

Administration (MBA) degree.

To get an overview of the marketing strategy of the entire media industry of Bangladesh.

1.3 Methodology of the study

The study is based on primary data. For the purpose of collecting primary data, an

unstructured questionnaire is used. Under the preview of the interviewed- the officials of

Daily Prothom Alo, students, doctors, lawyers and housewives, are covered to analyze the

competitiveness of "The Daily Prothom Alo "and then provide recommendations for

designing effective marketing strategy. The study used random sampling in designing the

sample.

Total number of respondents I got was 30. Out of them maximum respondents are students of

different universities. Other respondents are 20 from the daily prothom alo, I also have got

10 respondent who are employee of prothom alo to provide inner view of prothom alo. The

study determines average psychology of the readers of "The Daily Prothom Alo". The

study tried to collect the opinion of the readers as ill as target customers regarding their

expectation from the daily.

The study also interviewed circulation manager of Hawkers Union of Dhaka city to know

the present circulation of different Bengali newspapers in Barisal The study also analyzes

strength, weakness, opportunity and threat. Time period of the study is May 2014 to August

2014.

1.4 Limitations of the study

Some of the Limitations of the study can be mentioned below:

The study was done only in the Dhaka city.

The study did not include the govt. officials.

The study did not consider the different groups of people such as politicians, teachers,

police, member of armed forces, social workers etc.

As competitors of "The Daily Prothom Alo" the survey considered only "The Daily

Jugantor" and "The Daily Shamokal". It did not consider other English and Bengali

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dailies like "The Daily Ittefaq", "The Daliy Nayadiganto", "The Daily Star" etc.

1.5 Literature Review

Evans and Berman (1982) comment that a strategy outlines the manners in which

marketing is used to accomplish a firm's objectives. They argue that often a firm selects a

strategy from among two or more possible alternatives.

Neill (1986) describes that busy potential clients are often unable to attend seminars, as many

financial planners have found it rather hard ways. Teaching them and making the newspaper

available and the newspaper firm is reachable through if their publication can ensure, then

they are most likely to read-the local newspaper.

Dertouzos and Trautman (1990) by specifying and estimating a five-equation model of

newspaper operations, provide evidence useful for addressing several issues concerning

media concentration. On the cost side, the results indicate that there exist significant scale

economies in the production of circulation and space. On the other hand, the evidence

suggests that chain newspapers cannot produce output more efficiently than independent

ones. On the demand side, rival newspapers located in contiguous geographic markets appear

to have an important competitive effect on the demand for circulation. Dillon et al. (1993)

observe that marketing research helps marketing obtained the data.

Schultz (1993) describes a strategic approach which is one of the must pressing issues of our

business. He describes a method for making decisions to ensure the long-term health all

profitability of newspapers of all sizes.

Trivets (1996) observed that the segmenting of business markets is a process of refining the

business markets into usable components. He further commented that the marketing

personnel should know the sales and profitability of the broad product markets of the target:

markets, and of the individual businesses.

Imam and Ali (2000) comment that database marketing involves the creation of updating,

maintenance of a database and telemarketing operation, filed sales support system, customer

services and credit collection.

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Freil: Owriz Equal. (2000) observe that the placement of products in many media

alternatives available today is becoming an important part of marketing and profanation.

Applications of the technique demonstrate the importance of creating m communicating with

potential customers. In addition, to ensure delivery of a consistent message through product

placement and for all sort of promotional activities, an integrated marketing communication

system is necessary.

Gross (2000) argues that competition in the organizational marketplace is generally keen,

whether the rivalry is across the streets or across the oceans. Judging the nature of

competition by looking at structure conduct, and performance is a useful initial step Hoiver,

marketing managers must go further and consider the intensity of rivalry among existing

firm’s possible entry into the market by new firms, substitutes and forward or backward

integration.

Scott (2000) observes that building positive and constructive day-to-day working

relationships with the people can impact the last theft. of the marketing process. Too often,

customer service managers and employees who are responsible for creating and maintaining

customer relationships are isolated from advertisement, sales, circulations. Without

knowledge of the day-to-day challenges and opportunities, marketers are handicapped in

their ability to create the plans and budgets required to achieve business goals.

Walker et al. (2000) argue that the development of marketing information system raises

legal and ethical questions because offbeat potential to harm individual.

Agarwal (2002) describes that the guiding philosophy that all firms especially those wit high

customer turnover must get a Customer Relationship Management (CRM) project. There is n

r doubt that customer information is the lifeblood of any business and hence, CRM initiatives.

1-luiver, CRM needs a better implementation if it is to contribute to the corporate renaissance.

Hill (2002) argues that a critical element of a firm's marketing mix is its distribution strategy,

the means it chooses for delivering the product to the consumer. The way the product is

delivered is determined by the firm's entry strategy.

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Waldfogel and George (2003) argue that when consumers share similar preferences,

additional consumers will bring forth products that confer positive "preference externalities"

on others. Hoiver, if distinct groups of consumers have substantially different preferences,

the groups bring forth products with more appeal to themselves and less appeal to others.

According to SFN Home Published Reports (2003) the newspaper industry is highly

competitive, and threats are changing all the time. They are uniquely dependent on inter-

related revenue steams provided by sales and advertising.

Chapter: 02

2.1 Marketing Highlights: The competitors

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Through effective planning among competitive marketing strategies, the organization needs

to have knowledge about the products of their competitors. At first, it has to identify its

actual and potential competitors. Presently, "The Daily Prothom Alo" is the highest

circulated Bengali newspaper of Bangladesh. But in order to maintain its leading position in

thee market, it has to focus on the competitors. Competitors of "The Daily Prothom Alo "are

"The Daily Jugantor" and "The Daily Shamokal".”The Daily Prothom Alo" is now at the

leading position, "The Daily Jugantor "is at the second place, while "The Daily Shamokal" is

at the third position.

2.2 Product Overview of Three Dailies:

Regular Pages (Published in The Daily Prothom Alo) Sara Desh, Bishal Bangla, Babsha O

Banijo, International, Sports, Share Market, Porasuna, Editorial and Sub-Editorial, Computer

Protidin, and Cultural etc.

Regular Pages (Published in The Daily Jugantor): Khobor, Banglar Mukh, Khela. Dosh

Diganto, Editorial and Sub-Editorial, IT Bisha and Cultural news etc.

Regular Pages (Published in The Daily Shamokal) : National News, Local News, Editorial

and Sub-Editorial, Entertainment, Business, and Sports etc.

Now a comparative study among three dailies is given below:

Day Contents of The Daily Prothom

Alo

Contents of The Daily

Jugantor

Contents of The

Daily Shamokal

Sunday Shopno niye Shikhagon, Business

Special

Grehoner kal,

Bighan o projkti

Monday Rosh+Alo Bsichu Kaler kehya

Tuesday Nokhsha - -

Wednesday Adhuna Sojon Somabesh Surid Shomabesh

Thursday Anando (shonoskriti) Shonskriti -

Friday Anno Alo - Projokti Protidin

Saturday Chutir Dinae Ajker Computer -

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Source: On the basis of publication of three dailies other special materials are published on

different occasions by each daily.

Comparative Pricing

The marketing strategy, price is one of the important factors. I have shown below the

comparative position of price of three newspapers:

Days Daily Prothom Alo Daily Jugantor Daily Shamokal

Saturday-Thursday Tk. 10 Tk. 10 Tk. 10

Friday Tk. 10 Tk. 10 Tk. 10

Source: Compiled on the basis of the collected data

Comparative Sales

Current sale of newspaper in Dhaka City among three dailies

Current sales in Dhaka (August, 2014)

Newspaper Sales (daily)

Daily Prothom Alo 5,32,000

Daily Jugantor 280,000

Daily Shamokal 200,000

Source: Compiled on the basis of the collected of data

From the aforesaid table, the study observes that" The Daily Prothom Alo" has the highest

circulation among the Bengali newspapers in Dhaka city.

Chapter: 03

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3.1.1 Analysis of some Readers Psychology

Readers arc the main focus of the newspaper industry in the today's competitive

market. Sound marketing requires careful analysis of the readers. In case of "The

Daily Prothom Alo", i have known from the Hawkers Union that about 60% of the

total Bengali newspaper readers in Barisal City read "The Daily Prothom Alo". Before

developing appropriate marketing strategies for a newspaper, the management of the

paper has to know the percentage of the actual readers as ill as prospective readers. To

sustain in the competitive advantage position the management of the newspaper has to

research and develop strategic marketing on the basis of the both categories of the

readers' opinion.

3.1.2 Response from students

Besides public Universities, there are several private Universities in Bangladesh. The

ill known private Universities are as follows: North South University, East Ist

University, Independent University of Bangladesh, American International University

of Bangladesh, The People's University of Bangladesh, and Asian University of

Bangladesh, Stamford University, BRAC University, Southeast University,

Ahsanullah University of Science and Technology. Students of Private Universities

are target readers of English newspapers. The study conducted survey among students

of three reputed Private Universities. Findings are presented in below table,

Survey among the students of Different Private Universities

S1.

No.

Name of the

University

Number of the

Students

Interviewed

Percentage

of Bengali

Newspaper

Reader

Percentage

of

English

Newspaper

Reader

Reader of

The Daily

Prothom

Alo

Reader

of

Daily

Jugantor

Reader

of the

Daily

Shamokal

1 DU

20

70% 24% 55.56% 34.72% 9.72%

2 EWU 20 60% 40% 62% 28% 10%

3 SF.U 20 50% 50% 52% 39% 9% Source: Compiled on the basis of the collected of data

The study has found that most of the students are readers of Bengali dailies. Out of them, the

majority read of "The Daily Prothom Alo" .Readers of "The Daily Prothom Alo" range from

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52 to 62 percent. However, following are the common comments of the students about "The

Daily Prothom Alo":

Cultural activities of the students should be published.

Information about higher education should be provided in this

newspaper.

Information about job vacancies should be published for potential

graduates.

Chapter: 04

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4.1. Major Promotional programs of The Daily Prothom Alo

All the target customers are not similar in their preferences. Consumers have different types

of needs and to satisfy these various types of promotional activities have to be planned and

implemented properly. Promotional tools include advertising, sales promotion (such as

sampling, discount coupons, contests and others), and public relation activities (such as:

organizing programs, news conferences, donating money and others). Some of the

promotional activities are discussed below:

4.1.1 Maril Prothom Alo Taroka Proshuskar:

Since 2001, "The Daily Prothom Alo" has been sponsoring this program for awarding the

best Stars and Models is the showbiz of Bangladesh for their outstanding performance. Meril

organizes this program on behalf of "The Daily Prothom Alo". This program is held betien

March and April.

4.1.2 Debate Competition

"The Daily Prothom Alo "has been sponsoring Inter College and University English Debate

Competition since 2001. The Debating Committee of Viqarunnisa Noon College organizes

this competition on behalf of "The Daily Prothom Alo".

4.1.3 Award Presentation program GPA 5 obtained SSC and HSC students

Since 2003, "The Daily Prothom Alo" has been awarding the outstanding students of SSC

and HSC level examinations. "The Daily Prothom Alo" Award Presentation Program ire held

64 districts in Bangladesh jointly with Grameen Phone, Robi and also Banglalink.

4.1.4 Prothom Alo-HSBC Language Competition.

"The Daily Prothom Alo" in every year arranges a Language competition for the school and

college going students with the Honkong Sanghai Banking Corporation (HSBC).

4.1.5 Round table discussion

"The Daily Prothom Alo" organizes different types of round-table discussions. For example,

in 2003, it organized round table discussion with Center for Policy Dialogue (CPD).

4.1.6 News in Grameen Phone

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"The Daily Prothom Alo "provides Grameen Phone with daily news. They can also

accommodate other mobile phone companies. Other programs arc also organized on different

occasions.

Chapter: 05

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5. Strength, weakness, Opportunity and Threat (SWOT) analysis of "The

Daily Prothom Alo"

As a market leader Prothom Alo also have some weakness and threats. Besides that

the strength level is high also having several opportunities. On the SWOT analysis i

try to find out the strength, weakness, Opportunity and threats of Daily Prothom Alo.

Strengths Weaknesses

• Highly talented Editor • Promotional campaigns are not

• A dedicated team of employees Attractive

• Authenticated published news • Silence to attack poor people who don't have

• Advertisement is relatively high •

purchasing power

Buying clientele is a particular section of the

society • Cater to the demand of the widest • Lack of attraction among housewives and doctors

•

spectrum of readers

Different sorts of marketing

campaigns

As advertisement is high, space for news and

other

features arc gradually decreasing including provision for awards • Numbers of readers of Bengali Newspapers of the

• Absence of real competition country are generally very low

• Literature page is not attractive

• Distribution channel for overseas readers is not

very effective

Opportunities Threats

• Diversification in the other areas of • Effective campaigning of other dailies

the media • Absence of strong promotional campaign

• Possibility of creating new • Future possibility of competition with the

dimension among the current and electronic media

prospective readers • Chance of losing competitive advantage

• Still number one among all the and position of number one among the

Bengali dailies of the country Bengali dailies in the country

Chapter: 06

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6.1. Recommendations

6.1.1 Students of Public and Private Universities

"The Daily Prothom Alo" can introduce a new page for students of Universities in Lifestyle

tabloid, which is published every Tuesday. This page may include the following. To increase

circulation of the newspaper among the students of public and private Universities.

6.1.2 Doctors, Nurses, Patients of Reputed Hospitals/Clinics Strategy

The Marketing Executives of "The Daily Prothom Alo" can visit doctors of the following

hospitals with complimentary copies of The Daily Prothom Alo " on every Sunday to

promote Health-page. Some selected hospitals/clinics are given below: 1. IPGMR, 2. Dhaka

Medical College Hospital, 3. Gana Shasthya Hospital, 4. Suhrawardy Hospital, 5. Shishu

Hospital, 6. CMH, 7. Bangladesh Medical College & Hospital, 8. Central Hospital, 9. Ibna

Sina Clinic, 10. Lab Aid Ltd., 11. Medinova Medical Services Ltd.,12. Modern Diagnostic

Center, 13. Popular Diagnostic Center- Ltd., 14. Compath Clinic, 15. Holy Family Hospital,

16. Islamic Eye Hospital, 17. Al-Razi Hospital, 18. Comfort Nursing Home Ltd., 19.

Rashmono Hospital, 20. ICDDRB, 21. Salinnillah Medical College Hospital, 22. Monowara

Hospital, 23. Paugu Hospital 4. Utrara Medical Hospital,

6.1.3 Lawyers Strategy

"The Daily Prothom Alo" can organize an open discussion about Human Rights on World

Human Rights Day in association with Supreme Court Bar Association in the auditorium of

Supreme Court in Dhaka. The Editor of "The Daily Prothom Alo "can participate in this open

discussion with lawyers.

6.1.4 Housewives

To attract housewives, a quiz competition may be arranged. Moreover, effective campaign

among the housewives for reading "The Daily Prothom Alo "can be done.

6.1.5 Bankers

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To attract bankers, more news on financial system of the country and also global trend of

change in financial system may be published. Besides, publishing the news on exchange rate

and share market regulates, more importance should be given on providing latest news on

global and domestic financial markets so that bankers can gather up-to-date knowledge. As

such business page should be redesigned, and made attractive in accordance with the bankers

need.

6.1.6 Other Programs

Special programs can be launched by "The Daily Prothom Alo" observing various

International days.

Proposal for Organizing Programs

Date Special Occasion Proposal

3rd May World Press Freedom Day Organizing round table conference at Press

club with the Journalists

26th June International Day Against

Drug Abuse and anti

Trafficking

Organizing seminars in association with

Center for Rehabilitation of Drug Addiction

Distributing Stickers, Organizing rallies

20th November Universal Children's Day Organizing Cultural Program in association

with Bangladesh Shishu Academy

21st November World Television Day Organizing dinner-party for different T.V.

performers in association with different TV

Channels

25th November International Day for the

Elimination of Violence

Against Women

Organizing Seminars in association with

Bangladesh Mohila Parishad

1st December World AIDS Day Organizing Round Table Discussion on

AIDS/51'D Program

6.1.7 Promotional Campaign through TV Channel Strategy

"The Daily Prothom Alo" can organize Talk Shows in TV Channels. The daily can associate

its name with a part of news.

6.1.8 Promotional campaign through Print Media Strategy

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"The Daily Prothom Alo” can promote its different types of new pages and also special

features by giving advertisement in Daily Star, Bangladesh Observer. The advertisement can

be given in starting of a month.

Concluding Remarks

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Quality improvement is a never-ending process. Currently "The Daily Prothom Alo" is

enjoying a competitive advantage. However, in case of a newspaper, a good marketing

strategy is required. And this is necessary for a Bengali newspaper in Bangladesh to make a

good headway business in Bangladesh. In the competitive world of the Journalism, a daily

that can only adjust with the changing demand of the newspaper readers and can attain

comparative advantage will be able to thrive. For successful marketing strategy is not alone

sufficient. It would be in effective unless market plan can be properly implemented. Market

research can create benchmarks and helps to ascertain increase of circulation of the daily.

This can also help to evaluate the success / failure of the newspaper. It is important on the

part of "The Daily Prothom Alo" authority to evaluate the materials for the readers with a

view to attract them and to adopt the marketing strategy for better circulation.

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