Project_hindustan Times (1).docx

A Project report On “UNDERSTANDING THE READING HABIT OF CONSUMERS”

In partial fulfillment of the requirements for

MASTER OF MANAGEMENT STUDIES Of MUMBAI UNIVERSI Submitted by YADAV JAYSHANKAR ROLL NO - 57 Specialization: Marketing

For Academic Year 2015-17 Project Guide: Rafana kazi

DECLARATION BY THE CANDIDATE This is to certify project report entitled “(Understanding the reading habit of consumer)”which is submitted by me in partial fulfillment of the requirement for the award of Master of Management Studies, (Mumbai University) Allana institute of management Institute Studies, comprises of my original work and due acknowledgment has been made in the text to all other material used.

Wherever references have been made to intellectual properties of any individual / Institution / Government / Private / Public Bodies / Universities, research paper, text books, reference books, research monographs, archives of newspapers, corporate, individuals,

business /

Government and any other source of intellectual properties viz., speeches, quotations, conference proceedings, extracts from the website, working paper, seminal work all they have been clearly indicated, duly acknowledged and included in the Bibliography.

_______________________________ Date & Signature of Candidate

CERTIFICATE BY THE GUIDE

This is to certify that project report entitled “(understanding the reading habit of consumer)” which is submitted by (Yadav JayShankar) in partial fulfillment of the requirement for the award of Master of Management Studies, (Mumbai University) Allana Institute of Management Studies, is a record of the candidate's own work carried out by him under my guidance. The matter embodied in this report is original and due acknowledgment has been made in the text to all other material used.

Guide's Name: Lavina Panjnani Date:

CERTIFICATE BY THE ORGANIZATION

ACKNOWLEDGEMENT

At the start of this report, I would like to use this opportunity to extend my sincere and heartfelt gratitude to God, all the personnel and the organization, who has helped me in successfully completing my project. Without their active guidance and encouragement, I would not have made headway in the project. I am ineffably indebted to Lavina panjnani, for assigning me this project and also for the conscientious guidance and encouragement to accomplish the assignments. I would like to express my gratitude to (HT MEDIA) LTD. for giving me this opportunity and supporting me during the entire two months of internship. Also would like to thank all the Retail Executive for sharing their experience and knowledge and also being ever ready to solve any query that came by. I am extremely thankful and pay my gratitude to my faculty, Lavina panjnani for his valuable guidance and support for the completion of this project. I extend my gratitude to Allana Institute of Management Studies for giving me this opportunity. I also acknowledge with a deep sense of reverence, my gratitude towards my parents, who always supported me at all times. At last but not the least my gratitude goes to all my friends who directly or indirectly helped me to complete this project.

Index 1.

Executive Summary

1

2.

Objective

2

3.

Literature Review

3

4.

Introduction

7



Details of the Company



Vision & Mission



Supplements of Mint



Mint as your business paper

5.

Printing of Mint

10

6.

Sales & Distribution

13

7.

Pricing of Mint with other Financial newspaper

16

8.

SWOT Analysis

17

9.

Research Proposal

20

10.

Data Interpretation and Analysis

21

11.

FindingsRecommendations and Limitations

23

12.

Bibliography

25

EXECUTIVE SUMMARY

In the most matured economies the print media faces stiff competition and a shrinking share of advertising pie, in India it continued to dominate media budgets. Yet during the year in review the, there was tremendous pressure on advertising budgeted and this impacted company’s revenues. Mint is India's second largest business newspaper published by HT Media Ltd, the Delhi-based media group which also publishes the Hindustan Times. It mostly targets readers who are business executives and policy makers. It is India's first newspaper to be published in the Berliner format. Mint exclusively carries "Wall Street Journal" branded editorial content in its pages by virtue of the content sharing partnership between HT Media and Wall Street Journal. My project title was to identify the customer perception of ‘Mint’ a business newspaper from HT Media with special reference to Mumbai. Objective of the project was to identify the brand awareness & perception for Mint and also the availability for the Mint newspaper. It also involves the work to find out some measures for enhancing the corporate reach of the newspaper. There were other newspapers in the market like The Economic Times, Business Line, The Financial Express and Business Standard which were different from Mint because all these were hardcore financial newspapers but Mint gives casual business reading to the readers. For the study I visited 150 companies in various location of Mumbai. I also gave sample of the Mint newspaper during my visits to corporate houses. In training I was also assigned to generate the sales of mint. This was done through cold calling in the corporate offices and to working professionals. For this purpose I did sales presentation, follow ups, etc. At the end of the training I contributed with 21mint newspaper subscription to the company. Without collecting data and its analysis any project is incomplete, thus I surveyed 25 people by way of a structured questionnaire. Analysis part has been done through putting this data into statistical software i.e. SPSS 20.

OBJECTIVES OF THE STUDY



To trace the major trends in the reading habits of people



To analyze the influence and impact of other mass media on the reading habits of people



To understand people’s newspaper reading with the emerge of new media such as internet news in order to interpret the future development of newspaper industry.

INTRODUCTION HT MEDIA LIMITED HistoryHindustan Times was inaugurated by Mahatma Gandhi in 1924. Since then, the newspaper has established its presence as a newspaper with editorial excellence and integrity. One of India's leading and most respected English dailies, HT have always prided itself in spotting emerging trends and reflecting the same through its unmatched editorial prowess. Today, Hindustan Times-Delhi edition has the unique distinction of being the largest selling single edition English newspaper in India.

QUICK OVERVIEW OF HISTORY The Hindustan Times was the brainchild of the Akalis who felt that a newspaper in English would enable them to reach an audience other than the Punjabi-reading one. This was in the year 1922. From the outset the newspaper was set up to oppose the British. The Hindustan Times finally came into being on September 1924 and was inaugurated by Mahatma Gandhi. The newspaper was to become a premier nationalist newspaper of the capital in the turbulent years preceding independence. From a humble beginning in a three-story building, the company has expanded its operations from print to other media channels like radio, internet, events and marketing, and strategic partnerships, as part of its endeavor to establish itself as a giant media conglomerate in the present times. September 26, 1924 This date marked the august beginnings of Hindustan Times with Mahatma Gandhi, the Father of the Nation inaugurating the newspaper. 1927 Hindustan Times was reborn as Hindustan Times Ltd., a limited liability company. 1936

The Hindi daily Hindustan was launched, which remains the dominant newspaper in the Core Hindi belt of northern India. 1937 Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the managing editor till his death in 1957. 1942 The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for four and a half months as it refused to accept the British imposition of censorship on all newspapers. 1947 The year India gained its freedom was also the year Hindustan Times attained the status of being the dominant newspaper in Delhi. 1957 The newspaper circulation grew from 58,693 copies to 144,287 in 1970 after KK Birla took over the mantle from GD Birla. 1960 The Hindi literary magazine Kadambini was launched. 1964 The group started actively targeting the youth of India and launched the Nandan magazine. 1991 At the start of liberalization of India, Hindustan Times moved to becoming an autonomous power center in a mature democracy. 1999

The Hindustan Times celebrated its platinum anniversary. 2001 With a focus on localization, five new editions for Calcutta, Bhopal, Ranchi, Chandigarh and Jaipur were launched. 2003 The media business of was de-merged and incorporated under HT Media Ltd. 2004 HT Media Ltd was listed as a public company and attracted external funding. 2005 Hindustan Times successfully entered the Mumbai market with a refreshingly new product and content mix. 2006 Fever 104 FM is launched, in technical collaboration with the Virgin Group. Hindustan was relaunched re-establishing the company's prominent presence in the regional news space. 2007 Mint, the business paper in partnership with The Wall Street Journal was launched in Delhi and Mumbai. In the internet space, Hindustantimes.com was relaunched and Livemint.com was introduced. 2008 Firefly e-Ventures, an HT Media Company launched its first portal for job seekers, Shine.com

DETAILS OF THE COMPANY

HT Media Limited found its beginning in 1924 when its flagship newspaper, Hindustan Times was inaugurated by Mahatma Gandhi. HT Media (BSE, NSE) has today grown to become one of India's largest media companies. Produced by an editorial team known for its quality, innovation and integrity, Hindustan Times (English) and Hindustan (Hindi), have a combined daily circulation of 2.25 million copies and a readership base of 12.4 million readers to their credit. Both dailies enjoy strong brand recognition among readers as well as advertisers. To cater to the large readership base, HT Media Limited operates 19 printing facilities across India with an installed capacity of 1.5 million copies per hour. In addition to Hindustan Times and Hindustan, HT Media Limited also publishes a national business newspaper, Mint. Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive agreement with the Wall Street Journal to publish Journal-branded news and information in India. Mint is today the second-largest business newspaper in India with presence in the key markets of Delhi, Mumbai and Bangalore. HT Media Limited, through its subsidiary HT Music and Entertainment Company Ltd., has made its foray into electronic media. Diversifying its ambit of operations, the company in a consulting partnership with Virgin Radio, has launched the FM radio channel - Fever 104. Currently available in Delhi and Mumbai, Fever 104 has established a strong presence as being one of the most vibrant channels on air. In a short span of two years, the channel's rise has been meteoric considering its position in Delhi as the No. 2 station on the popularity charts. Internet businesses of HT Media Limited, incorporated under Firefly e-ventures, operate leading web portals Hindustantimes.com and livemint.com in the general and business news categories respectively. The company has recently launchedShine.com, a job portal which has received high appreciation from consumers and industry for its innovative design and usability.

HT Media Limited reported FY 2014 annual revenue of Rs. 23,630 million. FOR the fiscal year ended March 31, 2014, the company reported a 12% increase in revenue to Rs. 5,859 million and a 22% increase EBITDA to 1,175 million from the year-ago quarter. The Board of Directors and Management of HT Media Limited comprises eminent persons from diverse professional fields, who bring with them vast professional experience to the company. A rich mix of veterans in media and top leaders from non-media sectors, from both India and abroad, HT Media Limited Management team reflects the company's desire to be the best by leveraging diverse strengths. The management team comprises people from varied verticals such as media, FMCG, telecom, automobiles, each of whom add fresh perspective to the rich experience of media industry stalwarts. This rich talent pool is ably assisted by our Global Think Tank.

Format

Berliner

Owner(s)

Shobhana Bhartia

Founder(s)

Raju Narisetti

Publisher

Vivek Khanna

Editor

Sukumar Ranganathan

Managing Editors

Niranjan Rajadhyaksha, Anil Padmanabhan, Tamal Bandyopadhya

News Editor

Anil Penna

CHAIRPERSONSHOBHANA BHARTIA

(HT Media Ltd.) Mrs. Shobhana Bhartia, who has been associated with the company since its inception, has taken over as the Chairperson on September 18, 2008. She has spearheaded the company's long-term vision and strategy. Mrs. Bhartia is in charge of formulating and directing the editorial policies of the company and has more than 20 years of experience in the newspaper industry Mrs. Bhartia is a graduate from Calcutta University and is a recipient of the Padma Shri Award by the Government of India in 2005. Mrs. Bhartia has received several other awards, including the Outstanding Business Woman of the Year (2001) by PHD Chamber of Commerce & Industry, the Global Leader for Tomorrow (1996) by the World Economic Forum, Davos and the National Press India Award (1992). She has been on the board of Indian Airlines Limited and on the North Regional Board of the Reserve Bank of India.

VISION AND MISSION

VISION 1. To stand at a respectful position in this competitive marathon and also to keep up the pace of the changing needs of their value readers. 2. To win more and more readers to their cause.

MISSION 1. The mission is to create space for the market share of MINT by tapping uncovered market and by taking bites from competitor’s bit from market share. 2. Getting the benefits of the paper to be known to the market. 3. They endeavor to improve the quality of people’s lives by empowering them through information entertainment & education.

The values personified by HT Media are: •

Courage

To encourage the ability that meets opposition with skill, competence and fortitude. •

Responsibility

Be accountable for results in line with the company’s objectives, Strategies and values. •

Empowerment

Support our people and give them the freedom to perform and to provide our readers with information to influence their environment. •

Continuous Self Renewal

Determination to constantly re-examine and re-invent ourselves for further innovation and creativity. •

People Centric

People are our greatest asset. We invest in them expect a lot and know that the rest will follow

Background

Mint is an Indian daily business newspaper published by HT Media Ltd, a Delhi-based media group which also publishes Hindustan Times.[1] It mostly targets readers who are business executives and policy makers. It is India's first newspaper to be published in theBerliner format. Mint exclusively carries "WSJ" branded editorial content in its pages by virtue of the content sharing partnership between HT Media and Newscorp, which owns the Journal. The current Editor of the newspaper is SukumarRanganathan. Mint a business newspaper from Hindustan Times in association with Wall street journal, was launched in 2007 with the premise of bringing “Clarity in business news”, a need strongly articulated by business news reader in the country. The Journal's former deputy managing editor, RajuNarisetti as its founding editor. Around eight months before the first edition was published, Narisetti went about hiring and assembling staffers for Mint. Several trial runs of the newspaper, with varying formats and names on its masthead were reportedly tried out before settling with the current ones. The launch team comprised some of India's leading business journalists as well as a handful of staffers from the Journal, whom RajuNarisetti had brought on board with the intention of bringing some Wall Street Journal style and flavor to Indian journalism. Informed observers saw it as a well calculated attack on the near monopoly ofThe Economic Times, published by The Times Group, HT Media's rival media conglomerate. Within two years of its launch, Mint was second only to The Economic Times and established itself as "India's fastest growing business daily. The number bear testimony to the acceptability and strong bond that Mint has with its reader. According to Indian Readership Survey (IRS Q1, 2011), 222,000 readers make Mint a strong no. 2 player. Mint has 27% readership share in the key markets Delhi, Mumbai, Bangalore and Kolkata. With the edition in Chennai, Hyderabad, Ahmedabad, Chandigarh and Pune as well, Mint reaches the who’s who of corporate India nationally. Its journey of excellence during the year by winning the glorious Media Tenor’s Best Business Media Award, 2012. The award holds great prestige globally and honors diverse, informative and balanced business coverage.

Mint has already won two SOPA (Society of Publisher in Asia) award for its journalistic initiatives on the changing role of people and on the status of women in India. In first for an Indian media company Mint went global on April 5, 2013. With the launch of its Singapore edition, it took a major step forward in its goal of becoming a regional media brand. Mint Asia will be published every Friday in Singapore, presenting clear minded weekly in-depth analysis and sharp insights that will keep the global audience abreast of developments shaping the Indian economy and markets.

SUPPLEMENTS OF MINT:

1.

Mint lounge: Lounge is the weekend edition of Mint. Every Saturday, Lounge

presents a visually engaging look at the “Business of Life”. With article of travels, Gadgets, Fashion, Books, Culture, Parenting and Food, the editors and columnists of Lounge bring the perfect work life balance to the week.

2.

Mint Money: Mint money is daily section on Market & Personal Finance that comes

insides Mint. Through its researched and analyzed content, Mint Money helps its readers develop an understanding of how various financial and markets works. It provides clear and credible coverage across the entire gamut of investments products – Equities, Mutual funds, Commodities, Real Estate and Insurance, which helps its readers, becomes smart money managers. Consumers are seeking to bridge the gap between information and understanding so that they can take the right calls in today’s changing market scenario. With its clear and analyzed content. Mint Money seeks to aid the consumer in bridging this gap.

3.

Mint Indulge: Mint Indulge is the Luxury and Lifestyle quarterly publication. A

complimentary read for Mint’s readers across India, Mint Indulge focuses on the passions & indulgences of India's top business leaders and serve as their best buying guide for the season. Mint Indulge showcases the most inspirational international brands which look at India as a promising market to drive the next growth wave for them

Key concept

Newspapers Newspapers belong to the oldest methods of getting information to the public and keeping people well-informed on important events. They can cover more news in greater details than other media and reporters have more time to get the facts straight. Producing a newspaper requires speed and good organization. Reporters, editors and photographers always face deadlines. Many other workers are also involved in making a paper: advertising salespeople, artists, printing press operators and truck drivers.

E-newspaper E-newspapers are newspapers which are published electronically. They can take the form of normal print publications published on internet; additional or complementary content to print publications published online; or original publications published exclusively on the World Wide Web. Many news organizations require subscription to e-paper, just like regular print newspapers. E-newspapers run the gauntlet of newspapers, from serious hard news, to features, to arts and entertainment, to sports, and everything in between. As a product and form of media, e- newspapers first emerged in the mid-1990 with the popularization of internet. As more household gain access to internet, people began to use the Web as a news source. With a demand for news media online, many organizations use this opportunity for additional subscriptions, an expanded readership, and more advertising revenue. E-newspapers, like most websites, utilize all of the tools of the internet. With web address similar to the name of the paper, hypertext and hyperlinks to additional stories or sections, uploaded photographs, and links to classifieds, e-newspapers, follow the format of most print newspapers. Many large and small publications around the country, from national to local papers, compliment their paper products with an online version. These e-newspapers usually feature all of the stories

featured in the paper, plus additional content that can be updated by the minute for breaking stories. This capability of e-newspaper allows the slow process of print to catch up to the speed of televisionand internet news broadcasts. Many e-newspapers for large publication require a subscription price to view inside of the paper, usually only a small fee, though some are still free of charge.

Newspaper reading habits of today After the initial peak hours from 8 to 10, the number of openings on mobile and desktop gradually decrease throughout the day. However, the evolution in tablet openings is different from the other devices. The number of openings grows from around the afternoon until midnight, which indicates the reader’s preference for reading publications on their tablet in the evening. Additionally, the tablet is the preferred device to read the publication.

Traditional newspaper publishing Traditionally, newspapers have been distributed on the same morning as the publication is published. When the publication product became both a physical and a digital product, the possibilities regarding release times were affected. Now, media houses have the opportunity to consider an early digital release. The publication product is usually finished during the evening and then sent to the press. This is the point where the publication is distributed to the digital solutions as well. By intercepting it at this point in the distribution chain, the digital product is able to be sent to the readers immediately after the publication is finished, creating a whole new perspective in the media industry. Several media houses have embraced the broadened possibilities and launched their publication in the evening on their digital platforms. Even though the majority of media houses still refrain from using this strategy, it has been around long enough to assess whether the reading patterns of the average reader has been influenced.

Newspaper Reading choice by college student For more than 35 years, the news about the newspaper and young readers has been mostly bad for the newspaper industry. Long before any completion from cable television or Nintendo, American newspaper publishers were worrying about declining readership among the young. As early as 1960, at least 20 years prior to music television (MTV) or the internet, media research scholarsbegan to focus their studies on young adult readers decreasing interest in newspapers content. The concern over a declining youth marker preceded and perhaps foreshadowed today’s fretting over market penetration. Even where circulation has grown or stayed stable, there is risingconcern over penetration, define as the percentage of occupied households in a geographic market that are served by anewspaper.(2)Simply put, population growth is occurring more rapidly than newspaper readership in most communities.

Factors influencing the Reading behavior The nature of the modern publication has changed dramatically over a span of very few years. This change has not only been limited to the publication. Consumer and reader behavior change at an equally high pace, which emphasizes the need for quick reactions and general responsiveness in the industry. One of the more interesting changes concerning modern publications has been the advent of the evening publication. It can be concluded from the survey that editorial contents is the most influencing factors for the readership behavior in all the age groups. Thus for thepaper to be a hit in the Indian marker it should have the vest editorial content and the success of mint over the years becoming the fastest growing newspaper in India lies in this factor. Mint is known for its editorial quality and the way it presents the article. The brand name is the second most important factor and the position of the economic times in the market has its roots in this factor. Economic Times over the year has established a brand name for itself in the market.

Areas on interest in newspaper: From the result of the survey it can be concluded that Age group 18-24 Business news seems to be the most important area of interest for this age group one of the reason for this might be the respondent from this age group were students from CA and MBA background were access to the business news becomes important part of the curriculum. This was followed by local news and sports, games & puzzles also was area of interest for most of the respondent.

Age group 25-34: As most of the respondents in this group were from finance professions like CA,Brokers and bankers the area interest for most of them was finance market, business news and international news.

Age group 35-44: Business news, finance market and international news seems to be the area of interest of this age group once again the interest can be dedicated to the profession of the individuals.

Age group 45 & above: Politics was one of the areas of interest for many of the respondent of this age group which was not found in any other age groups. The other areas of interest remain more or less with the other age groups It was found that games and puzzles as the area of interest decrease with the increase in the age group.

SWOT ANALYSIS STRENGTH • Wide coverage especially in Northern India. •

Part of a huge media conglomerate means excellent reach.

•

Has a good pool of supplements covering education, entertainment, Sunday lifestyle magazine.

•

Separate Money & Market section with 4 pages.

•

Exclusive partnership with The Wall Street Journal.

•

Over view of the whole week is given in weekend.

•

Provide general awareness in terms of investment.

WEAKNESS •

Lack of brand awareness.

•

Cover only large and mid-cap entities.

•

Limited pan-India presence and penetration as compared to market leaders.

•

Tough competition means market share is not growing.

OPPORTUNITY • Being part of a large conglomerate means they have resources to expand in other parts of the country. •

Can use its strong network of supplements to build on its readership base. Maximize involvement of people through online interaction and tie-ups with institutions and companies. •

Can give an extra page on DELHI related news

•

Can introduce a new segment on Sunday

•

Potential Market Availability

•

Can have tie-ups with renowned brands for ads.

THREAT •

On line news medium means reduced circulation.

•

Increased competition from other business dailies.

•

Toughest competition from The Economic Times.

RESEARCH METHODOLOGY The basic types of research are as follows; A.

Descriptive v/s Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds. In analytical research, the researcher has to use facts or information already available, and analyze that to make a critical evaluation of the material. B.

Applied v/s Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an industrial/business organization. While, fundamental research is mainly concerned with generalizations and with the formulation of a theory. C.

Quantitative v/s Qualitative

Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity. On the other hand, Qualitative research is concerned with qualitative phenomenon relating to or involving quality or kind. D.

Conceptual vs. Empirical

Conceptual research is that related to some abstract ideas or theory. It is generally used by philosophers and thinkers to develop new concepts or to reinterpret existing ones. Empirical research relies on experience or observation alone, often without due regard for system and theory. Research design is only the frame work. It is like a blue print that of a house designed by an architect out of all the above research design. In research “Descriptive Research” is considered as, it only includes survey of people & by such research we know about the feedback and response of the customers. This method of research will help to know about the perception of customers of MINT with reference to their newspaper. As it is a print media so its customers dealing and customer’s satisfaction can be well understood by this research.

SAMPLING DESIGN It is impossible to do the research with the whole universe. As we know that it is not feasible to go for population survey because of the numerous customers and their scattered location (H.T.MEDIA is widely spread in different parts of India) so for this purpose sample size has to be determined well in advance and selection of sample also must be scientific so that it represents the whole universe. •

Target the population: - Target population for my research is corporate customers of business newspaper.

•

Sampling Frame: - 150 companies in various parts of Mumbai are visited. For the research the list of companies can obtained from internet and areas were given by my Industrial Mentor Vaibhav Kunwar

•

Sampling Techniques: -A structured questionnaire was design for executing the sampling process.

•

Sample Size: -For this research the sample size was 20 because it is tough to take response from corporate customers during office hour.

•

Executing of sampling process: - For this process the response was taken by respondent on a structured questionnaire.

•

Validate the sample: -For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION PRIMARY DATA It has been collected by a structured questionnaire by visiting the corporate offices of MUMBAI. SECONDARY DATA It was collected through different websites, company brochures and manual of the company. RESEARCH INSTRUMENT A structured questionnaire has been prepared for conducting research. It has been kept in a proper framework to make it clear to the questionnaires. The questionnaires comprises of both open ended and close ended questions. A simple questionnaire has been attached in the report RESEARCH TOOL Many statistical tools 

Kmo & Bartlett’s test



Median



Mode



Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive conclusion.

RESEARCH PLAN



To visit the Corporate offices at the areas allotted



Ask them “are they aware of mint newspaper” and if they are aware then whether they purchase it or not.



Next is to find out whether customer would want to get involved in reading business newspaper in future if they are not aware yet.



Then explain them about the product and make them aware about the brand and its products.



And finally convince them to get into a contract with Ht mint for reading purpose or purchased it.

Data analysis 1. Which gender prefers business newspaper?

Gender bifurcation

30% Male Female 70%

2. Which age group prefers more reading business newspaper?

Age Group likely to read Newspaper 9% 10%

12 - 20 Grp 21 - 30 Grp

23%

58%

31 - 45 Grp 45 & above

3. Which customers are likely to business news?

Occupation based customers 5%

5% Business 35%

Working Students

30%

Housewife Senior citizen 25%

4. When do you prefer to read newspaper?

Time of reading 8% Morning

32%

Evening 60%

Before sleep

5. How likely are customers to read print newspaper than e-paper on mobile or tablets?

12%

Paper E-paper Both

34%

6. Availability of MINT paper.

54%

7. Is the colour of Mint different from other business newspaper?

Colour of Mint different 4% 23%

10%

strongly disagree disagree neither agree nor disagree agree

24%

39%

strongly agree

INTERPRETATION Only 47% thought that the colour of mint is different from other business newspaper but 39% people are neither agree nor disagree that the colour of mint is different from other business newspapers. The colour of MINT is totally different from other business daily. The people who don’t have idea about colour of mint they don’t even seen mint newspaper.

8. Did you like the content of Mint?

Satisfaction level strongly disagree

6% 20%

disagree 25% neither agree nor disagree 22%

agree 27%

strongly agree

INTERPRETATION In the above graph the data shows on the topic of liking the content of MINT 27.5% says that they are neither agree nor disagree. It might be because these are the customers who don’t ever read MINT. 25.5% people says that they doesn’t like the content of mint. According to 21.5% people they are agree on the liking of content of MINT. It means that lots of customer doesn’t have the idea about the content in MINT.

8. Do you read newspaper to know about stock market?

To know about Stock Market 2%

4% strongly disagree

16%

29%

disagree neither agree nor disagree agree

49%

strongly agree

INTERPRETATION According to 49% people they read business newspaper because they want to know about the stock market. Another 29% are strongly agree that they read business newspaper because of stock market. A huge no of reader read business newspaper because of stock market news and to get an idea about stock market

9. For which news does customer prefer newspaper the most?

Customer preference 10% Business news

37%

18%

Financial news Lifestyle All sectors 35%

10. Do you like to read about international business news?

To know about International Business News 2% 6% 10%

strongly disagree disagree

43%

neither agree nor disagree 39%

agree strongly agree

INTERPRETATION 39% are agreeing that they like to read about international business news. Another 43% are strongly agreed that they like international business news. It means behind the success of Mint theinternational business news by THE WALL STREET JOURNAL plays a vital role. More & more people like to read international news.

QUESTIONNAIRE AGE: GENDER: EDUCATION: Q1). Which price range satisfies you while purchasing a business newspaper?    

0-3 3-7 7-10 Any price for the newspaper

Q2). I’m okay with the advertisement in the business newspaper?     

Strongly agree Agree Neutral Disagree Strongly disagree

Q3). When do you prefer to read your newspaper?   

Morning Afternoon Evening

Q4). How much do you enjoy reading? 

Very much



Enjoyable



Just okay



Not at all



Only when it is my choice

Q4). I’m satisfied with the information in the business newspaper?     

Strongly agree Agree Neutral Disagree Strongly disagree

Q5). My newspaper provides all the information I need?     

Strongly agree Agree Neutral Disagree Strongly disagree

Q6). How would you rank the following, while deciding the business newspaper?    

Price Information Design Effective circulation

Q7). I prefer the market trends provided by my business newspaper?     

Strongly agree Agree Neutral Disagree Strongly disagree

Q8). I prefer insider news provided by my business newspaper?     

Strongly agree Agree Neutral Disagree Strongly disagree

Q9). I prefer business newspaper all 7 days of the week?  Yes all 7 days  Only weekdays If YES then, do you buy newspaper?  

Daily Annually

If NO then, I would prefer a subscription on a week day basis?   

Agree Neutral Disagree

FINDINGS 

70.6% people prefer to read economic times than other business newspaper.



56.86% of the people are satisfied with the current newspaper they read.



35.3% people like MINT because of its paper size.



The supplements of MINT are fairly popular amongst the target audience which is good for the brand.



47.1% of the people are more focused on the information about business article and it is analyzed as first attribute while selecting any business newspaper in comparison to price and other attribute.



During the research it was observed that News channels and Internet media had adversely affected the reading pattern of the readers up to a considerable extent.



75.5% of the people want sports and political news from the business daily.



During the research it was found that most of the people want to change the traditional yellow colour pages of business daily as 47% people agrees that the colour of Mint is different from other newspaper.



It was found during research that most of people subscribe newspaper through their Local Vendors, to whom they can trust easily.



Large percentage of people were not ready to switch over to other business daily. As 80% people thought that only their newspaper can give them a maximum satisfaction or they like the content of the newspaper they currently subscribe to.



Service problem is the main problem with newspaper, because in my survey I personally met so many people who were facing the problem of not getting newspaper regularly.



The font size of stock market related news is very small which creates a negative perception for the readers of MINT.



During research, most of the people complained that mint provides improper list of companies from BSE OR NSE.



After making sales it was found that company took lots of time to start subscription. It will take almost 1 month to start a copy to the customer after booking date of subscription.



People also prefer Economic Times and other business newspapers because the price of Mint is higher than others. 41.2% people have query related to price of MINT.



The partnership with The Wall Street Journal for international business is the strongest part of MINT

RECOMMENDATIONS

1. The price of MINT is higher than other business daily. So reduce some price or offer some gifts for the customers, because the research shows that 47.1% people have query about price as they thought that price of MINT is high as compared to the market leader ‘economic times’. 2. During the period of research it was found that MINT positioned itself as a casual business newspaper and trying to sale that newspaper in corporate houses whereas most of the corporate prefer reading hardcore business newspaper. So, MINT should try to sell the newspaper to the casual readers like students, management graduates and other professionals who would not prefer to read hardcore business news. 3. Focus more on the content and articles rather than on the paper & print quality of MINT because many customers have complained about the content of newspaper. Even some vendors also told us to improve the content of MINT. 4. Number of centers should be increased from where the newspaper is available because availability of MINT on street shops is very less. 5. The corporate awareness and brand promotion is very low about the MINT because 76.4% people have never subscribed to MINT. So, company should have to focus on it. 6. Company should grab some creative advertisement for its newspaper so that the customer could easily connect with the brand identity, as 45.1% people have never read MINT. 7. MINT should clear its perception and USP towards its readers so that the proper positioning of the business newspaper can be done. 8. Provide small vouchers package at the time of Diwali or any other festivals. 9. Service check calls at regular intervals. 10. In order to develop the touch points with its readers and create a brand association, MINT should participate & sponsor corporate events. 11. Made collaboration with the B-schools and provide daily copies to the students at their door steps.

12. MINT should increase number of supplements on upcoming brands and corporate strategies. 13. Mint Business Daily Newspaper must promote its offering during Business functions, National Conferences, Trade Fair, Business School Events, Induction Program, and MBA coaching centers to achieve the target as early as possible in their life stage. 14. A section regarding mutual funds must be introduced in The Smart Investor Supplement for readers so that they must have an idea about the Mutual Funds. 15. Mint Business Daily Newspaper must start the Sunday Edition with a price slightly lower than its competitors

LIMITATIONS • The analysis is based on the survey of 51 respondents which is very less than its target population. So it can’t give me the accurate information. • As far as survey part is concerned, while collecting primary data through questionnaire some respondents were not able to give right answer of some questions. While some have given irrelevant answers. • Survey is based on MUMBAI region. So different geographical areas were not covered in survey. • The project was required complete within a certain time period and this was another constraint for study.

BIBLOGRAPHY REFERENCES: Publish material of the firm & magazines.  Company’s Presentation  Project reports

WEB REFERENCES: www.livemint.com  http://www.htmedia.in/Section.aspx?Page=Page-HTMedia-About Us  www.tribuneindia.com  www.allindianewspaper.com  www.economictimes.com  http://www.htmedia.in/History.aspx?Page=Page-HTMedia-History  http://www.htmedia.in/Vision.aspx?Page=Page-HTMedia-Vision.