Indian Express Market Anaalysis

Market Analysis And Reading Criteria of Indian Express Newspaper By:

Vijay Bhatti

What Are The Need For Market Analysis ? 

Because of MA company can get the current position of its product.

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With the help of MA they can know products Strengths & weaknesses.

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MA helps to make a comparative study of substitute products available in market.

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With the help of MA they can know Brand Image of the product.

Company Profile 

The Indian Express was established in Chennai in 1932 by Ramnath Goenka

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At that time the main objective was to support Independent activities

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Now company have 12 publications, 30 editions, 6 major languages, 6 million readers, over 5000 agents, 34 offices across the country & staff of over 600 ME’s

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The Indian Express-The Sunday Express, Loksatta, Jansatta, The Financial Express, Lokprabha, Screen, Express India, Technology, Express Pharma are the various products of the Indian Express group

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It is published from Ahmedabad, Chandigarh, Delhi, Jammu, Kolkata, Lucknow, Mumbai, New York (weekly), Pune, and Vadodara.

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Name of the main persons at different position Editor in Chief : branch Manager (a' bad) : Production Head :

Shekhar Gupta Prashant Raman Nair Digamber Raika

Distribution Channel of IE Production Department Distributor Center Agent Vendor

Stalls

End Customer

Research Methodology Main Objectives  

Market analysis and to know the reading criteria for Indian Express newspaper Checking awareness of Indian Express in the Rajkot city Sub Objectives

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To study general reading criteria To find out the awareness of newspaper Search market for the IE among Gujarati readers Launching of Sunday Express i.e. weekly newspaper

Departments of Indian Express      

Circulation Department Space Department Editorial Department Paste Department System Department Production Department

Research Design 

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Research design is the master plan or model for the conduct of formal investigation and survey Prepared a questionnaire for the collection of data Sample size: 100 Area of survey: Rajkot city Objective: To find out reading preferences of newspaper readers Time duration: 30 days

Readership Survey Table And Chart Newspapers

Readership No.

Indian Express

9

Financial Express

2

Times Of India

14

Economics Times

2

Business standard

4

Gujarat Samachar

32

Sandesh

23

Divya Bhaskar

14

Patrika

0

Survey Chart 35

Indian Express

30

Financial Express

25

Times Of India

20

Economics Times

15

Business standard

10

Gujarat Samachar Sandesh

5

Divya Bhaskar

0 Readership No.

Patrika

Fragmentation of Market Share 10%

9% 15%

26%

40%

financial express economic times business standard business line others

Questionnaire Analysis

Gender : Male/ Female No. of respondents Male Female

Male

76 24

Female

Do you read the newspaper regularly? Yes/No

Yes No

96 04

Yes No

On the basis of which parameters you select the newspapers?

Reliability of News

25

corporate News 08

Availability 15

11

Price

Brand Name 10

04

Share Market

Sports News

08

Supplements

10

Entertainment

07

Case Studies

02

Reliability Availability Brand Name Sports News Entertainment Corporate Price Share Market Supplement Case Studies

Where do you prefer to read the newspaper? At Home 85 At Office 12 At library03

Yes No

In which media do you believe the most?

Newspaper

55

News Channels 25 Both

20

Yes No

Limitations of the study The respondents may not have given correct answer due to personal bias. Because of time constraint, the number of respondents of survey was kept 100 which might not be enough for the study The research was limited to Rajkot city only so there is limitation of area for an approximate analysis

Suggestions 1. Expand the sales by institutional selling in as schools and colleges. 2. Increase the level of advertisement through hoardings, T.V. advertisement. 3. Give the ‘Appointments and Requirements’ section in Sunday Express. 4. They can do product enhancement by adding new weekly supplements for Company news and for political news only.

1. Social and political news can be main factors for enhancing sales. So, promotional strategy should more focus on Providing Local and political news. 2. Finding shows that 51% are satisfied with their current newspaper, so there should be some increment in their satisfaction level by providing some good news content. 3. Newspaper Company should organize events, increase distribution points, put hoardings and banners to create awareness because to win heart you have to go through mind.

SWOT

analysis of Indian Express

Strengths •Qualitative content. •Detailed analysis. •An unmatched editorial team, seasoned professionals & stimulating set of columnist. •Recognized and respected by leaders and industry leaders

Weaknesses •Lack of proper awareness. •A narrow market segment •A third party publication, so lesser control over publication process.

Opportunities • Very growing market of financial. • Untapped market, so greater • market opportunities.

Threats • Market increasing satellite penetration and growing for dependence on television news. • Easy accessibility of news through substitute like T.V., Radio etc. • Growing competition through new entrants.