mint business newspaperv02

8/8/2019 Mint Business NewspaperV02

http://slidepdf.com/reader/full/mint-business-newspaperv02 1/20

Group 2Manikandan N P (0911032)Senthil Kumar V (0911050)

Emmanuel Joseph (0911233)

Gedam Santosh Vishwanath (0911237)Ketan Ray (0911243)

Mint Business Newspaper- A New Path Ahead



AgendaObjective of the projectBackground research

Research methodology

Research design

Analyses

Recommendations



Objective of the study

Management Decision Problem“what needs to be done to increase the

customer base of Mint by 20 %”

Management Research ProblemAnalyse the USP of Mint Newspaper

Identify the circulation of Mint and

penetrationIdentify the criterions relevant for

becoming the leading newspaper



Management ResearchProblemsAnalyse the USP of Mint Newspaper

Identify profile of the customersIdentify the key attributes valued by

customersIdentify the Most Read Sections

Identify the circulation of Mint andpenetration

Measuring the efficacy of currentbranding efforts

Identifying the awareness level of Mint newspaper

Leveraging Online edition



Background - Mint Business newspaper Industry

is expected to growth at13% in India

Source of information across

different sectors

Mint launched in 2007 inaffiliation with Wall Street Journal

2nd largest business daily inIndia

Published and circulated inDelhi, Bangalore, Kolkata,Chandigarh, Pune and

AIR 2009 2008 Economics

Times760000 767000

Mint 158000 159000

BusinessStandard

131000 148000

The Hindu Business Line

124000 124000

The FinancialExpress

NA 124796



Business Dailies - Readership



Research MethodologyExtensive secondary research from various

sources including officially published data andresearch reports.

Prepare a questionnaire to gauge the awareness

about business newspapers, Mint in particular.

Form a representative sample containing peoplewho are interested and not-interested in thetopic and take contrasting views to reach

conclusions and do possible analyses.

Evaluate perceptions towards and expectationsfrom business papers, in different segmentsfrom the sample and secondary research.



Research DesignExploratory Research

In-depth interviewsFocus group discussion

Descriptive ResearchFactor AnalysisCluster Analysis

MDS



Exploratory Research (1/2)Depth Interview - Objectives

To find a regular reader’s expectation from abusiness daily

To find why Mint was preferred over anotherbusiness daily

To find out what triggered the choice of Mintover others

To explore what is required in the packaging of Mint to become the No. 1 business newspaperin India

Depth Interview - Key FindingsPromotional Offer was an important factor in

deciding the choice of subscription of thebusiness daily

People are focused on contents of the business

newspaperLa out la ed a ma or role in selectin Mint



Exploratory Research (2/2)Focus Group Discussions - Objective

To find out the readers’ perceptions andsatisfaction level about Mint newspaper,and what do they really expect from thebusiness newspaper

Focus Group Discussions - Key findingsAll were aware about the business dailiesIf a person knew about business dailies for

long time, his choice don’t change

If a person is relatively new to businessdailies, many factors affected theirchoices.

Mint seems to be an attractive option toyoung people because of its aesthetics,

non- business contents etc.



Factor AnalysisDescriptive ResearchObjective

To identify key underlying factors whichsignificantly influence the choice of

business daily readersMethodology

14 variables were selected based onexploratory research. Respondents in

survey were asked to indicate their level of agreement on how each of these 14variables influences their behaviour.



Factor AnalysisVarious Factors Identified

PricePromotional OfferWritingAds in the dailyBrandLayoutEase of ReadingPaper SizeRelevanceAccuracy

Availability Type of PaperDepth of AnalysesReferrals



ConclusionIdentify the key attributes valued by businessreaders

AestheticsAds in the daily

LayoutEase of reading

Content qualityWritingRelevanceAccuracyDepth of analysis

Economical PricePromotional offers



Descriptive ResearchCluster AnalysisObjective

To identify major segments in market based onthe customers current business daily attributes

Different Attributes Identified:

Business NewsStock MarketsPersonal FinanceOpinions / Analyst ReportsDomestic News

International NewsLeisure / LifestyleCasual content (Crossword)



Multi dimensionalscaling

Economical

C o n

t e n

t

Q u a

l i

t y



Key Findings - MDSBased on Regression Vector Analysis, the

horizontal axis represents variables whichcan be clubbed into “Economical”perception factor, & the vertical axis into

“Content Quality” and aesthetics.Mint is perceived to be Economical

compared to others, except Economic Times

Mint is perceived to be low on aesthetics ascompare to financial express.

There is no immediate competitor for Mintwith the kind of positioning it has in the

market.



ConclusionsMint should leverage its niche positioning by

strengthening its content quality.

Increased Profitability. Economies of scalemay result lower cost & thus, higher

margins.



THANK YOU

mint business newspaperv02

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