Project Report Presentation1

Target Market, Market Segmentation and Penetration of Product or Service

OFBUSINESS STANDARD

Presented By:-

SITESH KUMAR SONI(Registration No.08/116)

ICBM – SCHOOL OF BUSINESS EXCELLENCE

(2008 – 2010)

April 9, 2023 ICBM-SBE Sitesh Kumar Soni 2

Target Market, Market Segmentation and penetration of Product or Service

of

CONTENTS OBJECTIVES OF THE STUDY INTRODUCTIO HISTORY OF THE NEWSPAPERS ORANIZATION PROFILE PRODUCT PROFILE TARGET MARKET,MARKET SEGMENTATION…. RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION FINDING CONCLUSION AND SUGGESTION LIMITATION BIBLIOGRAPHY ANNEXURE



•To the target market of Business standard.

•To identify the segment of Business Standard.

•To study the market penetration strategy of Business standard in various areas like Secunderabad, Banjara Hills, Paradise, koti, Kairtabad, Somajiguda, Mehadipatnam & IBS college Hyderabad.

OBJECTIVE OF THE STUDY

History of News paper

The first printed forerunners of news paper appeared in Germany in late 1400’s in the form of news pamphlets or broadsides,

The first printed forerunners of news paper appeared in Germany in late 1400’s in the form of news pamphlets or broadsides,


ORGANIZATION PROFILE

Business Standard started in 1975 by the Anand Bazar group in Kolkata previously Calcutta.

The paper was hived off as a separate company in 1996, and then bought by Mumbai-based financial investors,


Continued ..

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

The first newspaper in an Indian language was

the Samachar Darpan in Bengali. The first issue of this daily was published from the Serampore Mission Press on May 23, 1818


Continued….

In the present time business standard has almost started his publication in 12 different cities in India.

Business Standard sells around 210,000 copies daily, making it the second largest out of five financial dailies in India.


Market Share of Business Standard


44%

32%

19% 5%

Market Share

The Economic Times

Business Standrad

Business Line

The Financial Express

Source Business Standard man-agement, Hyderabad

The Financial Express

Chief Editor


T.N. NinanChief editor

T. N. Ninan has been the editor since 1993, after he moved over from the editorship of The Economic Times making it the second largest out of five financial dailies in India.

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

PRODUCT PROFILE

Business Standard consist of Business News, Finance News , World Business, India Stock News, Indian stock market, India investments, Indian industry, Sensex, Nifty,

BSE, NSE, India Business, India Economy, India, share market, Corporate Result, Finance News .

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


Supplements-

Smart investor (Monday) Strategist (Tuesday) Weekend (Saturday)

Business Standard provide a series of magazines. These magazines are-

Motoring, Open sky, The Fund Manager, The Billionaire Club, Banking Annual, BS 1000, Spend

April 9, 2023ICBM-SBE Sitesh Kumar Soni

12

METHODOLOGY

Data Source- Primary Data Secondary Data Research Instrument Questionnaire



DATA ANALYSIS


Newspapers No. of Respondents Percentage of Response

Business standard 27 27%

Economic Time 40 40%

Business Line 15 15%

The Financial Express 8 8%

Total 100 100%

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


Business standard

Economic Time Business Line The Financial Express

0%

5%

10%

15%

20%

25%

30%

35%

40%

27%

40%

15%

8%

Percentage of Response


Interpretation: According to the above graph, we will find that more people are interested to read the Economics Times. The people who read the Business Standard are less than ET While Financial Express is having very less number of readers.

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

S. No.Content No of Respondents Percentage of Response

1

Students 40 40%2

Stock Brokers 10 10%3

Corporate Professionals 25 25%4

Chartered Accountants 15 15%5

IT Professionals 10 10%

Total 100 100%

April 9, 2023 17ICBM-SBE Sitesh Kumar Soni

Stude

nts

Stock

Bro

kers

Corpo

rate

Pro

fess

ionals

Charte

red

Accou

ntan

ts

IT P

rofe

ssion

als0%

10%

20%

30%

40%

Percentage of Responses 10%

Percentage of Responses

Axis Title


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

S No. Content No. of Respondents Percentage of Response

1 20 to 25 Years 30 18%

2 26 to 30 Years 40 37%

3 31 to 45 years 20 30%

4 Above 46 Years 10 15%

Total 100 100%


20 to 25 Years

26 to 30 Years

31 to 45 years

Above 46 Years

0%

5%

10%

15%

20%

25%

30%

35%

40%

Percentage of Response 15%


Axis Title


S. No. ContentNo of

Respondents Percentage of Response

1 Less than 1Year 25 25%

2 1 to 2 Years 30 30%

3 2 to 3 years 30 30%

4 More than 3 years 15 15%

Total 100 100%

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


Less than

1Year

1 to 2 Years

2 to 3 years

More than 3 years

0%

5%

10%

15%

20%

25%

30%25%

30% 30%

15%



Axis Title

Axis Title


Table6 (Q.6) Data showing the percentage of response according the getting information from Business Standard.

S. No. ContentNo. of

Respondents Percentage of Response

1 Stock market 15 15%

2 Banking News 35 35%

3 Corporate News 30 30%

4 Global exposure 20 20%

Total 100 100%


Stock market

Banking News

Corporate News

Global exposure

0%

5%

10%

15%

20%

25%

30%

35%

15%

35%

30%

20%



Table8(Q.8). Data showing Percentage of response according satisfied with the distribution of the Business Standard.

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

1 Yes 30 30%

2 No 70 70%

Total 100 100%


Yes No0%

10%

20%

30%

40%

50%

60%

70%

30%

70%




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

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

1 Book Stalls 13 13%

2 Subscriptions 62 62%

3 Vendors 18 18%

4 Any Others 7 7%

Total 100 100%


Book

Stalls

Subsc

riptio

ns

Vendo

rs

Any O

ther

s0%

10%

20%

30%

40%

50%

60%

70%

13%

62%

18%

7%

Percentage of response

Percentage of response


Findings

During the survey the data shows that business standard is having excellent quality and content as compare to any other news paper.

Business standard is lacing brand awareness in some area and lacing in service in some area.


SUGGESTIONS

Distribution channel

Customers Problems solving department

Issue on Sunday

Improve frequency of magazines


LIMITIONS

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

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

•Confidential information such as margin is exactly identified because the respondent biased information.•Lack of co-operation from the respondents as they are busy with their rational work.•While filling the questionnaire the reader could not provide 100% accurate information because of their personal limitations.•As the data is collected from various customers there are chances for biased information also.


BIBLIYOGRAPHY

BOOKS Author

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

Bruce. J. Waller

William. J. Stanton

Ajay Pandit

Marketing Management- (12 edition) Philip Kotler

Kelvin Lane

Keller

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

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

Web Sites http://www.wan-press.org/ http://www.historicpages.com/nprhist.htm http://www.newspaper-industry.org/history.html


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

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

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

THANKING YOU


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