120498123 Marketing Strategies Adopted by Danik Jagran and Amar Ujala

8/17/2019 120498123 Marketing Strategies Adopted by Danik Jagran and Amar Ujala

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Research Project Report

(MBA-043)

On

“A comparative study of marketing strategies & customer perception wit reference to !ainik "agran & Amar #$a%a

'u mitted in artia% *u%fi%%ment of Master of Business Administration [MBA]

rogramme+ ,00 -..Of

Gautam Buddh Technical University, uc!no"

Under the #upervision of #u$mitted ByMr/ a$eev 1upta B agwat 'ingMBA !epartment o%% 2o+ 0 0.4 00.'/ /M/'/5/6/7/8 Barei%%y

%aculty of Mana&ement #cience' ri am Murti 'marak 5o%%ege of 6ngineering & 7ec no%ogy8

Barei%%y8 #['olle&e 'ode( )*+]

1 | P a g e


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#hri Ram Murti #mara! 'olle&e of n&ineerin& - Technolo&y,Bareilly .U/P/0

%aculty of Mana&ement #cience

'ertificate

7 is is to certify t at Mr/ Bha&"at #in&h 8 a student of MBA 12 'emester as

comp%eted is esearc ro$ect eport tit%ed 3A comparative study of mar!etin&

strate&ies "ith reference to 4a&ran - Amar Ujala5 assigned y MBA !epartment and

under my supervision/

9t is furt er certified t at :e as persona%%y prepared t is report t at is t e resu%t of is

persona% survey;o servation/ 9t is of t e standard e


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9eclaration

1 am B7AG:AT #1;G7 student of MBA 4 t semester of #hri Ram Murti

#mara! 'olle&e of n&ineerin& - Technolo&y, Bareilly/

:ere y 9 dec%are t at t is pro$ect report tit%ed 3A comparative study of

mar!etin& strate&ies "ith reference to 4a&ran - Amar Ujala5 assigned y MBA

!epartment is prepared and su mitted y me under t e under supervision of

Mr/ Rajeev Gupta /

7 e entire ana%ysis and conc%usion of t is report are ased on t e information

w ic is co%%ected y me during t e researc /

B:A1=A7 '921:

MBA-4 t 'emester

' M'5678 Barei%%y

3 | P a g e


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Ac!no"led&ement

9 want to e:?!@

MBA-dept/ ' ri am Murti 'marak 5o%%ege of 6n gineering & Technology

Bareilly # 8 for providing me an opportunity to do a researc pro$ect in my 4 t

semester and for is va%ua %e guidance in my researc /

9 want to e


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Preface

7 e main purpose of t e study is to know t e over a%% marketing strategies of Amar #$a%a

& !ainik "agran and compare t em to find est strategy out of t em/ 'tudy a%so inc%udes

customers perception towards ot newspapers/ 7 e economic condition and

tec no%ogies keep on c anging from time to time8 it is very difficu%t for an organi ation to

survive in t e %ong run/ 7 e report wi%% e%p to suggest sa%es tec ni ues8 promotiona%

tec ni ues8 opportunities and marketing strategies t at wi%% improve desired market

growt / 7 is pro$ect report wi%% e%p in knowing customer@s perception a out content in

newspaper/ 7 is report wi%% give information a out customer@s attitude and t eir

preference in uying t eir newspaper/ 7 is report wi%% e%p in deve%opment and

improvement of marketing strategies for ot newspapers/

7 is report wi%% e eneficia% for >Amar #$a%a@ & >!ainik "agran@ ot to know a out

t eir pro %ems faced y t em in marketing of t eir newspaper/ 9t wi%% provide some

so%ution for pro %ems re%ated to customer@s perception/ 7 is report wi%% give a %ig t on

various duties & responsi i%ities of t e company towards consumer/ 9t wi%% provide some

specific information a out competitors@ and consumer preferences a out newspaper/

* | P a g e


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'ontents

Topic Pa&e ;o/

'hapter8*( 1ntroduction of the topic


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/./ GuestionnaireCCCCCCCCCCCCCCCCCCCCCCCCCCC/ 4

ist of Ta$les

7a %e/.-5ustomer@s preference for newspaperCCCCCCCCCCCCCCC///30

7a %e/,- *actors inf%uencing to uy Amar #$a%a newspaperCCCCCCCCCC//3,

7a %e/3- *actors inf%uencing to uy !ainik "agran newspaperCCCCCCCCC///34

7a %e/4- erception a out i-ne


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- | P a g e


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'hapter8*

*/*( 1ntroduction

;e"spaper

A newspaper is a regu%ar%y sc edu%ed pu %ication containing news of current events8

informative artic%es8 diverse features and advertising/ 9t usua%%y is printed on re%ative%y

ine


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Types of ne"s paper

= i%e most newspapers are aimed at a road spectrum of readers8 usua%%y geograp ica%%y

defined8 some focus on groups of readers defined more y t eir interests t an t eir

%ocation+ for e


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:ee!ly

=eek%y newspapers are common and tend to e sma%%er t an dai%y papers/ 9n some cases8

t ere a%so are newspapers t at are pu %is ed twice or t ree times a week/ 9n t e #nited

'tates8 suc newspapers are genera%%y sti%% c%assified as week%ies/

;ational - 1nternational

Most nations ave at %east one newspaper t at circu%ates t roug out t e w o%e country+ a

nationa% newspaper8 as contrasted wit a %oca% newspaper serving a city or region/ 9n t e

#nited Iingdom8 t ere are numerous nationa% newspapers8 inc%uding 7 e 9ndependent8

7 e 7imes8 7 e !ai%y 7e%egrap 8 7 e 1uardian8 7 e ? server8 7 e !ai%y Mai%8 7 e 'un8

7 e !ai%y 6


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9aini! 4a&ran(

!ainik "agran was founded y uranc andra 1upta in " ansi in . 4,/ 9n . 4 !ainik

"agran s ifted its ead uarters to Ianpur8 w ere it %aunc ed its second edition on ,.

'eptem er . 4 / 7 e ewa and B opa% editions were added in . 3 and . F/ 9n . 8

pu %ication of 1orak pur edition started8 fo%%owed y Karanasi8 A%%a a ad and Eucknow

in . / 9n . D48 Meerut edition was %aunc ed8 fo%%owed y Agra in . DF8 Barei%%y in

. D and !e% i in . 0/ Between . and ,00F8 eig teen new editions were added8 and

t roug ,00 -0D8 si< new editions were %aunc ed/

More t an / mi%%ion peop%e read !ainik "agran making it t e %argest read dai%y in

9ndia/ 5urrent%y8 !ainik "agran@s 3 editions are pu %is ed across e%even states of 9ndia/

9ts editions are pu %is ed from t e fo%%owing p%aces+

• Mad ya rades + B opa%8 9ndore8 1wa%ior8 "a a%pur8 at%am8 'atna8 'augor

• #ttar rades + Ianpur 8 " ansi8 Karanasi8 Agra8 A%%a a ad8 A%igar 8 Barei%%y8

1orak pur

• " ark and + anc i 8 ! an ad 8"ams edpur

• #ttarak and +!e radun

• un$a +Amritsar 8 Eud iana 8"a%and ar

• :aryana + anipat 8:issar

http://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Jhansihttp://en.wikipedia.org/wiki/Jhansihttp://en.wikipedia.org/wiki/Jharkhandhttp://en.wikipedia.org/wiki/Ranchihttp://en.wikipedia.org/wiki/Dhanbadhttp://en.wikipedia.org/wiki/Dhanbadhttp://en.wikipedia.org/wiki/Jamshedpurhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Dehradunhttp://en.wikipedia.org/wiki/Punjab_(India)http://en.wikipedia.org/wiki/Amritsarhttp://en.wikipedia.org/wiki/Amritsarhttp://en.wikipedia.org/wiki/Ludhianahttp://en.wikipedia.org/wiki/Jalandharhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Panipathttp://en.wikipedia.org/wiki/Jhansihttp://en.wikipedia.org/wiki/Jharkhandhttp://en.wikipedia.org/wiki/Ranchihttp://en.wikipedia.org/wiki/Dhanbadhttp://en.wikipedia.org/wiki/Jamshedpurhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Dehradunhttp://en.wikipedia.org/wiki/Punjab_(India)http://en.wikipedia.org/wiki/Amritsarhttp://en.wikipedia.org/wiki/Ludhianahttp://en.wikipedia.org/wiki/Jalandharhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Panipathttp://en.wikipedia.org/wiki/Kanpur


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• Bi ar + atna 8B aga%pur

• :imac a% rades +! arams a%a

• !e% i

• =est Benga% + 'i%iguri

• "ammu & Ias mir +"ammu

Mar!et

A nation@s economic and po%itica% wea%t is often measured y its readers ip/ 7 e 9ndian

print media oasts severa% t ousand newspapers and maga ines is very uni ue%y p%aced

given t e eterogeneity of our country/ 7 ere are a vast num er of pu %ication mast eads

across scores of %anguages and pockets of distri ution/

ising income and %iteracy %eve%s a%ong wit recent %i era%i ation of media ave given t e

9ndian media industry increasing momentum/

9n t is new8 dynamic wor%d of 9ndian media !ainik "agran is an iconic rand/ More t an

/ mi%%ion peop%e reac out for !ainik "agran making it t e %argest read dai%y of 9ndia/

http://en.wikipedia.org/wiki/Biharhttp://en.wikipedia.org/wiki/Patnahttp://en.wikipedia.org/wiki/Bhagalpurhttp://en.wikipedia.org/wiki/Himachal_Pradeshhttp://en.wikipedia.org/wiki/Dharamshalahttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/West_Bengalhttp://en.wikipedia.org/wiki/Siligurihttp://en.wikipedia.org/wiki/Siligurihttp://en.wikipedia.org/wiki/Jammu_%26_Kashmirhttp://en.wikipedia.org/wiki/Jammuhttp://en.wikipedia.org/wiki/Biharhttp://en.wikipedia.org/wiki/Patnahttp://en.wikipedia.org/wiki/Bhagalpurhttp://en.wikipedia.org/wiki/Himachal_Pradeshhttp://en.wikipedia.org/wiki/Dharamshalahttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/West_Bengalhttp://en.wikipedia.org/wiki/Siligurihttp://en.wikipedia.org/wiki/Jammu_%26_Kashmirhttp://en.wikipedia.org/wiki/Jammu


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eaders ip of !ainik "agran as grown y mu%tip%es over t e years/ 7oday !ainik "agran

as a readers ip of / mn as per t e 9ndian eaders ip 'urvey8 ,00D ound ,/ 2ot on%y

t is8 !ainik "agran as een t e %argest read dai%y of 9ndia for t e %ast consecutive ..

rounds of t e 9ndian eaders ip 'urvey/ 7 is is a uni ue record in t e istory of 9ndian

media/

!ainik "agran@s 3 editions carve a uge swat across e%even states L #ttar rades 8

#ttarak and8 un$a 8 :aryana8 Bi ar8 " ark and8 :imac a% rades 8 Mad ya rades 8

!e% i8 =est Benga% and "ammu & Ias mir/ 9ts footprint revea%s tru%y awesome num ers+

.0. mi%%ion ouse o%ds comprising 00 mi%%ion peop%e ('ource+ 9 ' ,00D , and

5ensus)/ ?f t ese8 more t an 44 of a%% . mi%%ion p%us cities and 4, of a%% .008000 p%us

towns in 9ndia fa%% wit in "agran markets/ 0 of 9ndia@s '65 A and 4 of 9ndia@s s/

.08000N per mont group %ives in "agran footprints/ 4 of t e 9ndia@s

usinessmen;industria%ists; se%f-emp%oyed professiona%s and . of a%% students in 9ndia

are from "agran markets/ 9ts markets account for a uge s are of most product categories

L a%most every second automo i%e8 3 mi%%ion te%evision sets8 .3 mi%%ion refrigerators and

., mi%%ion ,-w ee%er owners fa%% in "agran@s footprint ('ource L 9 ' ,00D ,)/

ep rased8 a%most every t ird :indi newspaper reader and every nint any newspaper

reader in 9ndia reads !ainik "agran/


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AB UT 1 C; DT

O 9-2e


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O = ereas growt in revenues from !ainik "agran continues as e


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Amar Ujala(

Amar #$a%a was %aunc ed on t e .Dt of Apri% . 4D from Agra8 as a 4 page newspaper

wit a circu%ation of , F copies wit an o $ective of promoting socia% awakening and

introducing a fee%ing of responsi i%ity among t e citi ens of a recent%y independent 9ndia/

9n keeping wit t ese o $ectives t at t e pu %is ers ad set for t emse%ves8 t e kind of

news pu %is ed was asica%%y revo%ving around po%itica% and socia% issues and crime/

'tarting from t at modest eginning8 ,0 years %ater Amar #$a%a ac ieved a circu%ation of

,08000 copies and was servicing over .4 districts in =estern #ttar rades / 1rowing

s%ow%y8 ut steadi%y8 t e turn of t e century saw Amar #$a%a as one of t e top 3 dai%ies of

9ndia/ 2ot on%y as t e newspaper s ed t e arriers of =estern #ttar rades and spread

itse%f across t e entire state8 ut as a%so ventured into ot er neig ouring states as we%%/

7oday8 Amar #$a%a as a staggering circu%ation of over .8 008000 copies and a readers ip

of over ,/D crore in 9ndia/ Additiona%%y Amar #$a%a is now a%so a %eading newspaper in

5 andigar 8 un$a 8 :aryana8 :imac a% rades 8 "ammu & Ias mir8 #ttar rades 8

#ttarak and and !e% i/ 5urrent%y8 Amar #$a%a pu %is es a .D page dai%y issue wit more


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co%our pages in every edition/ 9n addition to t is8 Amar #$a%a a%so as in offering for

readers four co%our maga ines8 name%y/

a) Udaan -A week%y career maga ine for yout every =ednesday/ ) Rupayan - Aapki ersona% *riend+ An a%% new week%y maga ine for women every

*riday/c) Einda&i ive - Bo%e to !9 657 Bo%%ywood se+ A comp%ete%y new %ook fi%m

maga ine every 'unday/

A$out 'ompact

Amar #$a%a 5ompact is a ta %oid si ed compact version wit trendy internationa% design/

9t comprises of 2ationa%8 internationa%8 state8 %oca% news & a%so to accomodates news of

ad$oining areas8 sports & o%%ywood/ 9t as a specia% section ca%%ed “J?#219'7A2

w ic caters to yout /

Apart from t e aforementioned sections it as a segment “I u%a anna w ic contains a

p%et ora of topics from re%igion8 reservations8 editoria% etc/ 9n t is segment entries

(poems8 s ayari8 editoria% etc) received from readers are a%so pu %is ed/

9t is a ,0 pager wit presence in D cities of #ttar rades name%y Ianpur8 Agra8

A%%a a ad8 Karanasi8 !e radun8 1orak pur8 Barei%%y & Meerut/ After its inception in

Ianpur L ?cto erQ ,00 fo%%owed y Agra L !ecem erQ,00 t ere was no %ooking ack/

,00D witnessed 7win Eaunc of A%%a a ad & Karanasi in "anuaryQ ,00D & anot er twin


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%aunc in t e same mont for !e radun & Meerut/ 1orak pur & Barei%%y witnessed

compact %aunc in Apri% & May respective%y/

7a %oid si ed 5ompact is very we%% accepted y a%% t e cities/ 9t is 2o/. newspaper of

Ianpur8 A%%a a ad8 1orak pur & Barei%%y in its category/

*/=(Mar!etin& strate&y

Marketing strategy is a process t at can a%%ow an organi ation to concentrate its %imited

resources on t e greatest opportunities to increase sa%es and ac ieve a sustaina %e

competitive advantage/ A marketing strategy s ou%d e centered on t e key concept t at

customer satisfaction is t e main goa%/

Marketing strategy is a met od of focusing an organi ationQs energies and resources on a

course of action w ic can %ead to increased sa%es and dominance of a targeted marketnic e/ A marketing strategy com ines product deve%opment8 promotion8 distri ution8

pricing8 re%ations ip management and ot er e%ementsH identifies t e firmQs marketing

goa%s8 and e


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companyQs revenue8 marketing strategy is c%ose%y %inked wit sa%es/ A key component of

marketing strategy is often to keep marketing in %ine wit a companyQs overarc ing

mission statement/

./ 7arget Audience

,/ roposition;Iey 6%ement

3/ 9mp%ementation

A marketing strategy often integrates an organi ationQs marketing goa%s8 po%icies8 and

action se uences (tactics) into a co esive w o%e/ 'imi%ar%y8 t e various strands of t e

strategy8 w ic mig t inc%ude advertising8 c anne% marketing8 internet marketing8

promotion and pu %ic re%ations8 can e orc estrated/ Many companies cascade a strategy

t roug out an organi ation8 y creating strategy tactics t at t en ecome strategy goa%s

for t e ne


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Marketing is used to identify t e customer8 satisfy t e customer8 and keep t e customer/

=it t e customer as t e focus of its activities8 it can e conc%uded t at marketing

management is one of t e ma$or components of usiness management/ Marketing

evo%ved to meet t e stasis in deve%oping new markets caused y mature markets and

overcapacities in t e %ast ,-3 centuries/ 7 e adoption of marketing strategies re uires

usinesses to s ift t eir focus from production to t e perceived needs and wants of t eir

customers as t e means of staying profita %e/

7 e term marketing concept o%ds t at ac ieving organi ationa% goa%s depends on

knowing t e needs and wants of target markets and de%ivering t e desired satisfactions/ 9t

proposes t at in order to satisfy its organi ationa% o $ectives8 an organi ation s ou%d

anticipate t e needs and wants of consumers and satisfy t ese more effective%y t an

competitors/

Sales

A sa%e is t e act of se%%ing of products or services in return for money or ot er

compensation/ 9t is an act of comp%etion of a commercia% activity/

7 e se%%er L t e provider of t e newspaper L comp%etes a sa%e in response to an

ac uisition or to an appropriation or to a re uest/ 7 ere fo%%ows t e passing of tit%e

(property or owners ip) in t e item8 and t e app%ication and due sett%ement of a price8 t e

o %igation for w ic arises due to t e se%%erQs re uirement to pass owners ip/ 9dea%%y8 a


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se%%er agrees upon a price at w ic e wi%%ing%y parts wit owners ip of or any c%aim

upon t e item/ 7 e purc aser8 t oug a party to t e sa%e8 does not e


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product p%acement8 testimonia%s8 sa%es promotion8 merc andising8 direct mai%8 persona%

se%%ing8 pu %ic re%ations8 trade s ows

7 e specification of five e%ements creates a promotiona% mi< or promotiona% p%an/ 7 ese

e%ements are persona% se%%ing8 advertising8 sa%es promotion8 direct marketing8 and

pu %icity/ A promotiona% mi< specifies ow muc attention to pay to eac of t e five

su categories8 and ow muc money to udget for eac / A promotiona% p%an can ave a

wide range of o $ectives8 inc%uding+ sa%es increases8 new product acceptance8 creation of

rand e uity8 positioning8 competitive reta%iations8 or creation of a corporate image/

*undamenta%%y8 owever t ere are t ree asic o $ectives of promotion/ 7 ese are+

./ 7o present information to consumers as we%% as ot ers

,/ 7o increase demand

3/ 7o differentiate a product/

7 ere are different ways to promote a product in different areas of media/ romoters use

internet advertisement8 specia% events8 endorsements8 and newspapers to advertise t eir

product/ Many times wit t e purc ase of a product t ere is an incentive %ike discounts8

free items8 or a contest/ 7 is is to increase t e sa%es of a given product/

7 e term PpromotionP is usua%%y an PinP e


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Mass mar!etin&

Mass marketing is a market coverage strategy in w ic a firm decides to ignore market

segment differences and go after t e w o%e market wit one offer/ 9t is type of marketing

(or attempting to se%% t roug persuasion) of a product to a wide audience/ 7 e idea is to

roadcast a message t at wi%% reac t e %argest num er of peop%e possi %e/ 7raditiona%%y

mass marketing as focused on radio8 te%evision and newspapers as t e medium used to

reac t is road audience/ By reac ing t e %argest audience possi %e e


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7 e opposite to 2ic e marketing as it focuses on ig sa%es and %ow prices/ 9t aims to

provide products and services t at wi%% appea% to t e w o%e market/

*/?( $jective - #cope

$jective( ? $ective of t is study is to find marketing strategies suc as sa%es & promotiona% too%s app%ied y !ainik "agran & Amar #$a%a/ some of t e o $ective is given

e%ow-

.) 7o compare sa%es strategies of $agran & Amar #$a%a and find out est sa%es

strategy of t em/

,) 7o compare promotiona% too%s app%ied y $agran & Amar #$a%a and find out est

promotiona% too%s/3) 7o Inow a out customer perception towards newspaper and content from

customers of !ainik $agran and Amar #$a%a/


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#cope( 7 ere is various scope of t is study some of t em are given e%ow-

.) 7 is study wi%% give est sa%es strategy for dai%y news w ic may e e%pfu% for

ot er sma%% si e news dai%y/,) 7 is study wi%% give est promotiona% strategy for dai%y news w ic may e

e%pfu% for ot er sma%% si e news dai%y and even to $agran and Amar #$a%a a%so/3) 7 is study wi%% provide information a out customer@s perception towards Amar

#$a%a & !ainik "agran

'hapter8=

iterature Revie"

=/*(9aini! ja&ran

9n . 4,8 t e first edition of !ainik "agran was %aunc ed from " ansi/ 9n . 4 8 t e second

edition was %aunc ed from Ianpur/ 9n a succession of %aunc es and p%anned e


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9ndore and 'i%iguri/ !uring ,00 -0D si< new editions were %aunc ed L atia%a8 B atinda8

Mat ura8 ae Barei%%y8 Ayod ya and :aridwar/

9n "une ,00 8 !ainik "agran entered into a strategic a%%iance and partners ip wit

9ndependent 2ews and Media %c/ ' ort%y after8 t e company went pu %ic in ,00F/

"agran rakas an Etd (" E)is 9ndia@s %eading media and communications group8 wit its

main interests across 2ewspapers8 ?utdoor8 9nternet8 Maga ines8 Be%ow t e Eine

marketing so%utions8 and Mo i%e Ka%ue Added 'ervices/

6sta %is ed =it suc outstanding credentia%s it is easy to see t at !ainik "agran wou%d

ave severa% ac ievements/ 9n May ,00F8 !ainik "agran was voted as t e most credi %e

source of news wit in t e print media y a BB5- euters study/

7 e readers ip and circu%ation num ers ave grown e


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=/=(Amar Ujala

?ver t e years8 a %ot as c anged in Amar #$a%a/ #sing t e %atest state of t e art

tec no%ogy and e uipment8 Amar #$a%a is now eing printed from .D editions/ A%so in

keeping wit todayQs fast paced %ife8 a%% printing centres are connected y %atest

tec no%ogy to en ance speed of news dissemination/ 7o ensure ua%ity of materia% and

content8 Amar #$a%a as a regu%ar mem ers ip wit A* and A /

Amar #$a%a as grown dramatica%%y and as evo%ved wit t e c anging times/ 7 e

newspaper is known for some ground reaking $ourna%ism and even in todayQs cut t roat

competitionH Amar #$a%a is sti%% se%%ing Aut enticity8 :onesty and 7rust/

Amar #$a%a en$oys t e num er four position in terms of readers ip wit a tota% readers ip

of ,/ crores/ Besides8 t e group as a%so decided to foray in t e maga ine vertica%/ 7 e

initiative wi%% e on t e %ines of its ot er competitors name%y !ainik B askar and


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:industan/ Amar #$a%a wi%% %aunc t ree :indi maga ines y ne


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'ollection of data(

!ata wi%% e co%%ected t roug primary and secondary sources from t e dainik

$agran and Amar #$a%a/

7 e data wi%% e co%%ected from t e respondents t roug t e distri ution of uestionnaire/

?/=( Method of data collection - data type( 8

Primary 9ata(8

rimary data is co%%ected y interviewing staff mem ers of Amar #$a%a & !ainik $agran

y a we%% designed uestionnaire for t eir marketing strategy and customer is a%so

interviewed y me wit a %ist of uestionnaire on t e asis of customer perception/

Guestionnaire is one of t e most important too%s of knowing t e organi ationa% &

customer view/

#econdary data(8

2ewspaper 8 maga ines 8 internet 8 organi ationa% records/

Area of the study( 8 Barei%%y


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#amplin& method( 8 5onvenience samp%ing

'hapter8+(9ata Analysis - 1nterpretation

+/*(9ata Analysis

!ata is co%%ected and recorded t roug interview of organi ationa% staff at !ainik $agran

& Amar #$a%a y some open ended uestions and ana%y ed to get some conc%usion on

t is pro$ect/ 9 meet Mr/ Amit 'ing of marketing & advertisement department at Amar

#$a%a Barei%%y and Mr/ 2itin Agarwa% of marketing & advertisement department at !ainik

$agran Barei%%y/

Fuestion( */ cou%d you provide me some information a out marketing strategies app%ied

y your organi ationR

9escription( 7 is uestion as een designed to know a out various marketing strategies

app%ied y your Amar #$a%a & !ainik $agran/

Result(


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Amar Ujala8 Mr/ Amit 'ing said t at Amar #$a%a is using mass marketing tec ni ues8

permanent distri utor appointment8 open me%as8 socia% we%fare programs8 oardings8

anners8 own we site in marketing of newspaper/

9aini! 4a&ran8 Mr/ 2itin Agarwa% said t at !ainik $agran is using marketing tec ni ues

%ike se%%ing y appointing distri utor8 ig er margin to t e distri utor8 %ow priced news

paper to penetrate t e market8 pu %ic meetings8 oardings8 anners8 internet/

Fuestion( =/ w at are t e sa%es tec ni ues app%ied y your organi ationR

9escription( 7 is uestion is designed to know a out sa%es tec ni ues app%ied y dainik

$agran & Amar #$a%a/

Result(

Amar Ujala 8 Marketing ead of Amar #$a%a said t at t ey are using a distri ution

c anne% to se%% t eir news paper/ 7 ere are distri utors8 se%%ers and so many

de%ivery oys to ensure avai%a i%ity of news paper to t e reader in t at distri ution

c anne%/

9aini! 4a&ran8 Marketing ead of !ainik $agran said t at t ey are using same

distri utors of ot er news paper as we%% as t ey ave appointed t eir own

distri utors in t e market in t eir distri ution c anne%/ 7 eir ierarc y of

distri ution c anne% is same as ot er news paper in t e market/


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Fuestion( ?/ w ic promotiona% too%s are used y your organi ation to promote your

dai%y news paperR

9escription( 7 is uestion is designed to know a out promotiona% too%s app%ied y

dainik $agran & Amar #$a%a/

Result(

Amar Ujala 8 Marketing ead of Amar #$a%a said t at t ey are using 40- 0

oarding8 anners8 s opping carniva%8 open me%as8 socia% activities and a campaign

against po%yt in %ike po%y t in ke ina sunder duniya8 gifts as promotiona% too% in

Barei%%y/

9aini! 4a&ran8 Marketing ead of !ainik $agran said t at t ey are using oardings8

anners8 pu %ic meetings8 price cut8 gifts8 *M radio as a promotiona% too% to

promote t eir newspaper in Barei%%y/

Fuestion(+/ = at is done y your organi ation to retain your customers to a %ong timeR

9escription( 7 is uestion is designed to know a out customer retaining tec ni ue used

y dainik $agran & Amar #$a%a/

Result(


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Amar Ujala 8 Marketing ead of Amar #$a%a said t at t ey are focusing on good

ua%ity of content to attract t eir customers as we%% as t ay are a%so app%ying

s opping carniva%8 open me%as8 socia% activities8 gifts to retain t eir customers in

Barei%%y/

9aini! 4a&ran8 Marketing ead of !ainik $agran said t at t ey are se%%ing

newspaper on %ess price8 giving gifts to distri utor on sa%e to retain t eir customers

in Barei%%y/

Fuestion( @/ = o are t e main competitorsR

9escription( 7 is uestion is designed to know a out competitors of ot dainik $agran

& Amar #$a%a/

Result(

Amar Ujala 8 Marketing ead of Amar #$a%a said t at t eir main competitor is

!ainik "agran in Barei%%y/

9aini! 4a&ran8 Marketing ead of !ainik $agran said t at t eir main competitors

are t e Amar #$a%a8 :industan dai%y newspaper in Barei%%y/


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Fuestion( / :ow8 you are differentiating your newspaper from your competitorsR

9escription( 7 is uestion is designed to know a out ow ot news paper is

differentiating t emse%ves from eac ot er/

Result(

Amar Ujala 8 Marketing ead of Amar #$a%a said t at t ey are focusing on content

and ua%ity of news paper8 t ey are t e o%dest rand in Barei%%y/

9aini! 4a&ran8 Marketing ead of !ainik $agran said t at t ey are providing

c eapest priced newspaper wit ig er ua%ity newspaper in Barei%%y/

Fuestion( H/ w at are t e p%ans to enefit your customersR

9escription( 7 is uestion is designed to know a out ow ot news papers is enifiting

t eir customers/

Result(

Amar Ujala 8 Marketing ead of Amar #$a%a said t at t ey are pu %is ing re%evant

news in t eir news paper8 t ey are covering a%% t e news re%ated need of customers

%ike regiona% news8 nationa% news8 genera% awareness8 providing information a out


36/64

$o and career8 genera% know%edge8 important advertisements8 t ey are doing some

socia% activities %ike add e%ping camp8 winning pri e on s opping carniva%s/

9aini! 4a&ran8 Marketing ead of !ainik $agran said t at t ey are providing fast

news de%ivery t roug good distri ution c anne%8 newspaper wit ig er ua%ity

c eapest in price8 providing genera% know%edge to t e students in newspaper8

providing $o and career re%ated information/

Fuestion( >/ 9s it rig t t at %ess price is good for sa%e or notR

9escription( 7 is uestion is designed to know a out ow ot news papers is

enefiting t em se%f troug cutting t eir price or deciding to not to reduce t eir price/

Result(

Amar Ujala 8 Marketing ead of Amar #$a%a said t at t ey are sta i%i ed rand in

Barei%%y so t at we are not re uired to cut price of t e news paper/ 7 eir customers

are %oya% to t em and t ey are not reducing t eir price of newspaper or not for

advertisement/

9aini! 4a&ran8 Marketing ead of !ainik $agran said t at t ey t ink t at price cut

is very muc eneficia% for introductory session to capture a %arge market s are and

after t at t ey cou%d rise t e price of t eir newspaper/

Fuestion( I/ Are you facing any pro %em in marketing of dai%y newsR


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9escription( 7 is uestion is designed to know a out w ic type of pro %em ot t e

news paper is facing in marketing of t eir newspaper/

Result(

Amar Ujala 8 Marketing ead of Amar #$a%a said t at t ey are facing pro %em %ike

fast distri ution c anne%8 reac a i%ity in rura% market8 competition in t e market8

%ess se%% in summer season8 ig er margin given y competitors to distri utors/

9aini! 4a&ran8 Marketing ead of !ainik $agran said t at t ey are facing pro %em

%ike ig competition8 sta i%ity in t e market8 tracking adds in newspaper8 cutting

cost and ig er margin to distri utors/

Fuestion( *)/ 9s compact (9 ne


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9aini! 4a&ran8 e said t at i-ne


39/64

aini 4agran 21 3*i5next 6 1*!ompact + 1

Total 60 100#Grap$ !or %uestion.1Customer s pre!erence !or ne"spaper

/mar 0jala aini 4agran 75next !ompact

*11*22*33*))*

) 8 3*8

1*81 8

&i'ure(1

)e"spaper

*re!erence

1nterpretation( *rom responses given y F0 respondents8 40 respondents (,4

respondents) said t at t ey were prefer to uy Amar #$a%a and 3 respondents (,.

respondents) said t at t ey were prefer to uy !ainik "agran and . respondents (


40/64

respondents) said t at t ey were prefer to uy i-ne


41/64

Grap$ !or %uestion.+

&actors in-uencin' to bu /mar jala ne"spaper

9uality o: content Brand 7mage Price

12

3

)

*

+

* 8 * 8

&i'ure(+

n-uencin' &actors

*eople

1nterpretation( *rom responses given y ,4 respondents8 0 respondents (.,

respondents) said t at t ey were inf%uenced to uy Amar #$a%a due to t eir content

ua%ity and 0 respondents (., respondents) said t at t ey were prefer to uy Amar

u$a%a due to t eir rand image and no one inf%uenced y price/

3/ 9f you uy !ainik "agran t en w ic factor inf%uence you to uy !ainik "agranR

a)Gua%ity of content )Brand image c) rice


42/64

Description: 7 is uestion ad een made to know factors t at inf%uence

customers to uy !ainik "agran/

Sample size=+1Table.2

&actors in-uencin' to bu Daini3 4a'ran ne"spaper

.ption Re pon e Percentage9uality o:content

1 ),8+

Brand image + 2-8+Price * 238-Total +1 100#


43/64

Grap$ !or %uestion.2

&actors in-uencin' to bu Daini3 ja'ran ne"spaper

9uality o: content Brand 7mage Price

*11*22*

33*))**

),8+

2-8+238-

&i'ure(2

n-uencin' &actors

*eople

1nterpretation( *rom responses given y ,. respondents8 4 /F respondents (.0

respondents) said t at t ey were inf%uenced to uy !ainik "agran due to t eir content

ua%ity and ,D/F respondents (F respondents) said t at t ey were prefer to uy !ainik

"agran due to t eir rand image and ,3/D ( respondents)said t at t ey were inf%uenced

y price/

4/ = at is your perception a out i-ne


44/64

a) 2ewspaper for yout ) 2ewspaper for %ow income peop%e

Description: 7 is uestion ad een made to know perception of peop%e a out i-

ne


45/64

Grap$ !or %uestion.,

*erception about i(ne t

;e' paper :or youth ;e' paper :or lo' income people

1

23

)*

+,

-

6

,,8-

228

&i'ure(,

*erception

*eople

1nterpretation( *rom responses given y respondents8 D respondents (

respondents) said t at i-ne


46/64

Sample size=7

Table.7

*erception about Compact

.ption Re pon e Percentage;e' paper :oryouth;e' paper :orlo' income

people

+ 1

Total 6 100#


*erception about Compact

;e' paper :or youth ;e' paper :or lo' income people

2

)

+

-

1

12

8

1 8

&i'ure(7

*erception

*eople


47/64

1nterpretation( *rom responses given y F respondents8 .00 respondents (F

respondents) said t at compact newspaper is made for %ow income peop%e and no one said

t at it is for yout /

F/ = at is your view on ad and content in Amar #$a%aR

a)More ad t an content c)More content t an ad

Description: 7 is uestion ad een made to know perception of peop%e a out

Amar #$a%a t at Amar #$a%a providing good content or more advertisement in t eir

newspaper/

Sample size=+,

Table.6

*erception about a8 an8 ne"s content in /mar jala

.ption Re pon e PercentageMore a8 t$an

content

1 )18,

ore contentthan ad

1) *-83

Total +, 100#


48/64


*erception about a8 an8 ne"s content in /mar jala

ore ad than content ore content than ad

1

2

3

)

*

+

,

)18,

*-83

&i'ure(6

)e"spaper

*eople

1nterpretation( *rom responses given y ,4 respondents8 4./ respondents (.0

respondents) said t at t ere is more ad t an content in Amar #$a%a ut D/3 respondents

said t at t ere is more content t an ad in Amar #$a%a/

/ = at is your view on ad and content in !ainik "agranR



49/64

Description: 7 is uestion ad een made to know perception of peop%e a out

!ainik "agran t at !ainik "agran is providing good content or more advertisement in

t eir newspaper/

Sample size=+1

Table.9

*erception about a8 an8 ne"s content in Daini3 ja'ran

.ption Re pon e Percentageore ad than

content12 *,

ore contentthan ad

6 )3

Total +1 100#


50/64


*erception about a8 an8 ne"s content in Daini3 ja'ran

ore ad than content ore content than ad

1

2

3

)

*

+

*,8

)38

&i'ure(6

)e"spaper

*eople

1nterpretation( *rom responses given y ,. respondents8 respondents (.,

respondents) said t at t ere is more ad t an content in !ainik $agran ut 43

respondents( ) said t at t ere is more content t an ad in !ainik $agran/


51/64

D/ = ic newspaper you find t at easi%y avai%a %e to youR

a)Amar #$a%a or compact )!ainik "agran or i-ne


52/64

Grap$ !or %uestion.

*erception about availabilit o! ne"spaper

/mar 0jala aini 4agran

1

2

3

)

*

+

,

) 8

+ 8

&i'ure(

)e"spaper

*eople

1nterpretation( *rom responses given y F0 respondents8 40 respondents (,4

respondents) said t at Amar #$a%a is easi%y avai%a %e to t em ut F0 respondents (3F)

said t at !ainik $agran is easi%y avai%a %e to t em/


53/64

+/=(%indin&s

18 Amar #$a%a is using mass marketing tec ni ues8 permanent distri utor

appointment8 open me%as8 socia% we%fare programs8 oardings8 anners8 own

we site in marketing of newspaper and !ainik $agran is using marketing

tec ni ues %ike se%%ing y appointing distri utor8 ig er margin to t e distri utor8

%ow priced news paper to penetrate t e market8 pu %ic meetings8 oardings8

anners8 internet/,/ Amar #$a%a is using distri ution c anne% to se%% t eir news paper/ 7 ere are

distri utors8 se%%ers and so many de%ivery oys to ensure avai%a i%ity of news paper

to t e reader in t at distri ution c anne%/ !ainik $agran is using same distri utors

of ot er news paper as we%% as t ey ave appointed t eir own distri utors in t e

market in t eir distri ution c anne%/ 7 eir ierarc y of distri ution c anne% is

same as ot er news paper in t e market/3/ Amar #$a%a is using 40- 0 oarding8 anners8 s opping carniva%8 open me%as8

socia% activities and a campaign against po%yt in %ike po%y t in ke ina sunder

duniya8 gifts as promotiona% too% in Barei%%y/ !ainik $agran is using oardings8

anners8 pu %ic meetings8 price cut8 gifts8 *M radio as a promotiona% too% to

promote t eir newspaper in Barei%%y/4/ Amar #$a%a is focusing on good ua%ity of content to attract t eir customers as

we%% as t ay are a%so app%ying s opping carniva%8 open me%as8 socia% activities8


54/64

gifts to retain t eir customers in Barei%%y/ !ainik $agran is se%%ing newspaper on

%ess prices8 giving gifts to distri utor on sa%e to retain t eir customers in Barei%%y// Amar #$a%a@s main competitor is !ainik "agran in Barei%%y/ !ainik $agran@s main

competitor is Amar #$a%a8 :industan dai%y newspaper in Barei%%y/F/ Amar #$a%a is focusing on content and ua%ity of news paper8 t ey are t e o%dest

rand in Barei%%y/ !ainik $agran is providing c eapest priced newspaper wit

ig er ua%ity newspaper in Barei%%y/H/ Amar #$a%a is pu %is ing re%evant news in t eir news paper8 t ey are covering a%%

t e news re%ated need of customers %ike regiona% news8 nationa% news8 genera%

awareness8 providing information a out $o and career8 genera% know%edge8

important advertisements8 t ey are doing some socia% activities %ike add e%ping

camp8 winning pri e on s opping carniva%s/ !ainik $agran is providing fast

newspaper de%ivery t roug good distri ution c anne%8 newspaper wit ig er

ua%ity c eapest in price8 providing genera% know%edge to t e students in

newspaper8 providing $o and career re%ated information/>/ Amar #$a%a is a sta i%i ed rand in Barei%%y so t at t ey ave not re uired to cut

t eir price of t e news paper/ 7 eir customers are %oya% to t em and t ey are not

reducing t eir price of newspaper or not for advertisements in Amar u$a%a/ rice

cut is very muc eneficia% for !ainik $agran at introductory session to capture a

%arge market s are and after t at t ey cou%d rise t e price of t eir newspaper/I/ Amar #$a%a is facing pro %em %ike fast distri ution c anne%8 reac a i%ity in rura%

market8 competition in t e market8 %ess se%% in summer season8 ig er margin given

y competitors to distri utors/ !ainik $agran is facing pro %em %ike ig


55/64

competition8 sta i%ity in t e market8 tracking adds in newspaper8 cutting cost and

ig er margin to distri utors/

*)/ compact is eneficia% for t em and it is targeted for %ow income fami%y/ i-

ne


56/64

4/ ?n a uestion to customer@s of i-ne


57/64

As data &athered throu&h intervie"in& representatives of Amar Ujala and 9aini!

4a&ran to !no" a$out their mar!etin& strate&ies/ There are follo"in& conclusions

&iven $elo" comes into e istence from data analysis and findin&s/

18 As per marketing strategies concern for Amar #$a%a8 t ere are using mass

marketing tec ni ues8 permanent distri utor appointment8 open me%as8 socia%

we%fare programs8 oardings8 anners8 own we site for sa%es and promotion of

Amar u$a%a newspaper28 As per marketing strategies concern for !ainik $agran8 t ey are using marketing

tec ni ues %ike se%%ing y appointing distri utor8 ig er margin to t e distri utor8

%ow priced news paper to penetrate t e market8 pu %ic meetings8 oardings8

anners8 internet/3/ Amar #$a%a@s main focus on good ua%ity of content to attract t eir customers as

we%% as t ay are a%so app%ying s opping carniva%8 open me%as8 socia% activities8

gifts to retain t eir customers in Barei%%y/ !ainik $agran@s sa%es strategy for

newspaper depends on %ess prices8 giving gifts to distri utors on ig er sa%e to

retain t eir customers in Barei%%y/4/ Amar #$a%a is considering !ainik $agran as t eir main competitor in Barei%%y and

!ainik $agran is considering Amar #$a%a8 :industan dai%y newspaper as t eir

competitor in Barei%%y/@/ 7o attract t eir customer Amar #$a%a is offering differentiated newspaper8 t ey are

covering a%% t e news re%ated need of customers %ike regiona% news8 nationa% news8

genera% awareness8 providing information a out $o and career8 genera%

know%edge8 important advertisements8 t ey are doing some socia% activities %ike


58/64

add e%ping camp8 winning pri e on s opping carniva%s/ !ainik $agran is

attracting t eir customers y newspaper wit c eapest in price8 providing genera%

know%edge to t e students in newspaper8 providing $o and career re%ated

information/ Amar #$a%a is a sta i%i ed rand in Barei%%y so t at t ey ave not

re uired cutting t eir price of t e news paper/ 7 eir customers are %oya% to t em

and t ey are not reducing t eir price of newspaper or not for advertisements in

Amar u$a%a// 5ompact is eneficia% for Amar #$a%a and it is targeted for %ow income fami%y/

9-ne


59/64

Barei%%y/ 9-ne


60/64

./ 9t is recommended to !ainik "agran t at t ey ave to do some socia% activity %ike

Amar #$a%a@ Baad ra at and campaign against po%yt in to gain popu%arity in

socia% concerns/,/ !ainik "agran s ou%d ave to increase t eir prices to make a good attitude in

consumer@s mind ecause %ow price affect t e rand image in t e market/3/ !ainik $agran s ou%d ave de%iver more content t an ad in t eir news paper/4/ !ainik "agran@s rand 9-ne


61/64

+/ ( Bi$lio&raphy

Boo!s(

. Marketing esearc L 1/5/Beri, esearc Met odo%ogy L 5/ /Iot ari3 Marketing Management L i%ip kot%er

:e$sites(

. www/goog%e/com, www/searc /ya oo/com3 '''8in8jagran8yahoo8com4 '''8amarujala8com

http://www.google.com/http://www.search.yahoo.com/http://www.in.jagran.yahoo.com/http://www.amarujala.com/http://www.google.com/http://www.search.yahoo.com/http://www.in.jagran.yahoo.com/http://www.amarujala.com/


62/64

'hapter/@( Anne ure

@/*( Fuestionnaire

7 ese uestions ad een asked to t e marketing manager of Amar #$a%a & !ainik

"agran-

*8 'ould you provide me some information a$out mar!etin& strate&ies applied

$y your or&aniJationK=8 :hat are the sales techniLues applied $y your or&aniJationK?8 :hich promotional tools are used $y your or&aniJation to promote your daily

ne"s paperK+8 :hat is done $y your or&aniJation to retain your customers to a lon& timeK@8 :ho are the main competitorsK

8 7o", you are differentiatin& your ne"spaper from your competitorsKH8 :hat are the plans to $enefit your customersK>8 1s it ri&ht that less price is &ood for sale or notKI8 Are you facin& any pro$lem in mar!etin& of daily ne"sK.0- 1s compact .1 ne t0 $ecomes a hurdle for Amar Ujala .9aini! ja&ran0sale or it

is $eneficial for Amar Ujala .9aini! 4ar&ran0K

7 ese uestions ad een asked to customers of Amar #$a%a & !ainik "agran to know

t eir perception towards t eir newspapers/


63/64


64/64

@/ :hat is your perception a$out compactK

a) 2ews paper for yout ) 2ews paper for %ow income peop%e

/ :hat is your vie" on ad and content in Amar UjalaK


H/ :hat is your vie" on ad and content in 9aini! 4a&ranK


>/ :hich ne"spaper you find that easily availa$le to youK

a)Amar #$a%a or compact )!ainik "agran or i-ne

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120498123 Marketing Strategies Adopted by Danik Jagran and Amar Ujala

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