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AA

PROJECT REPORT ON PROJECT REPORT ON

Consumer Attitude & Awareness Toward Newspaper

IN PARTICAL FULFILLMENT FOR THE DEGREE OF BACHELOR OF

MANAGEMENT STUDIES

: : SUBMITTEDSUBMITTED BY : BY :

Bansi A. Moradiya

BMS 2 (sem-3)

Roll No: 15

:GUIDED BY:

Mrs. Shilpa Bhatt

(Heads of the BMS department)

Smt N. C. Gandhi Mahila Arts and Commerce College

Affiliated with S.N.D.T. Women’s University, Bombay

Bhavnagar.

: : SUBMISSIONSUBMISSION DATE : DATE :

15/9/201215/9/2012

: BATCH :: BATCH :

(2011 - 2014)

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DECLARATIONDECLARATION

I undersigned Bansi A. Moradiya a student of BMS 3 r d semester

declare that I have prepared this project report on “Consumer

attitude & awareness to where newspaper” at “Divya Bhaskar.” I

am guided by Mrs. Shilpa Bhatt of Smt N. C. Gandhi & B. V. Gandhi

Mahila arts & Commerce College.

Bhavnagar.

Place :- (Signature)

Date :- Student’s name: - Bansi Moradiya

Roll No. : - 15

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Certificate of originality

Certified that the project report submitted here in

“Consumer attitude & awareness to where

newspaper” is original in nature and has not been submitted

by any of us to Smt. N.C. & B.V.Gandhi Mahila College,

Bhavnagar.

_________________ _________________

Signature of Student Signature of Guide

Date: -------------------- Date: --------------------

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PREFACEPREFACE

Practical training is tool to develop conceptual & analytical

abil i ty in student. According to B.M.S schedule, students are required

to undergo project which use to be research based, as a part of

practical study to understand the company, global market, newer

industrial developing era, and to achieve basic skil ls and abil i ty which

is helpful in B.M.S. My report includes a “ Consumer attitude &

awareness towrad newspaper” IN “Divya Bhaskar.”

B.M.S. a professional course which helps the students

develop their knowledge in the field of industrial business by means of

management of company.

To become sharp in the field of management one needs

both pratical as well as theoretical knowledge. We get a clear idea

about management and other approach by reading l i terature on

business environment.

Any organization can stay in the market for long time only if

consumers and customers are well satisfied by the product and

services provided by the firm. My report includes a research report on

Consumer att i tude & awareness toward newspaper in the form known

by me.

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ACKNOWLEDGEMENTACKNOWLEDGEMENT

Through this acknowledgement, I express my sincere gratitude

towards all those who have helped me directly or indirectly in the preparation of this

project report, which has been a learning experience.

No work can be accomplished alone. It needs the shades of

various people to give it a f inal stage. I would l ike to take this

opportunity to extend our warm thoughts to those who helped me to

make this project a wonderful experience.

First of all, I would like to give my sincere thanks to my co ordinate

Mrs. Shilpa mam who guided me, for encouraging us to take training. I also thankful

to Mrs. Shri Devi Mem supporting me in my training for my project. I am thankful to

the college library staff, as they have been of great help to me in preparation of this

report.

I am thankful to all the respondents who spared their valuable time for

filling my questionnaire a base of my project. Last but not the least I would like to

thank God. My parents, my faculties, & my friends who have helped me a lot.

I am also grateful to Bombay University as it would not have been

possible without their idea of including this paper of industrial visit in the curriculum

of B.M.S.

Place :- ------------------------

Date :- Bansi Moradiya

Roll No. -15

B.M.S. 2 {SEM 3}

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EXECUTIVE SUMMARY

The project work was undertaken in Bhavnagar district area to evaluate

brand management strategies, consumer awareness and attitudes towards NEWS

PAPER.

The main objective to do research project is to find out whether consumer

are aware about present group of divya bhaskar and brand management of it and

strategy towards Gujarat samachar, sandesh and other. Which media or source

affects to create awareness.

How consumers are reading newspaper, how much time they spent for

reading Newspaper, which types of newspaper contents they prefer. Which type of

quality, layout, and writing of newspaper consumers are expecting?

Analysis of data shown by column, charts for easy understanding and

interpretation of result. Currently, number of newspapers consumer are increasing

day by day, because better service.

For selecting news paper, consumers see quality of paper, authenticity of

news, news contents, and circulation services.

Most of consumers satisfied with Divya bhaskar service but to be market

leader bhaskar group will have to put more emphasis on quality of newspaper.

In Bhavnagar district many consumer are reading newspaper most of them

are preferring divyabhaskar.

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INDEX

No. Detail Page No.

1

1.11.21.31.41.5

INDUSTRY OVERVIEW

HISTORY IN BRIEF INDUSTRY PROFILE

PRODUCT PROFILE

LATEST AT THE COMPANY

RMD Department

8 9 12 13 18

2

2.12.22.32.42.52.62.72.8

COMPANY OVERVIEW

INTRODUCTION:DIVYABHASKAR

COST CONVENIENCE

COMMUNICATION

COMPETITION

CUSTOMER SATISFATION

MILESTONE OF DIVYA BHASKAR

DISTRIBUTION AND MARKETING

1925252626262633

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3.13.23.33.4

RESEARCH METHODOLOGY

Research Objectives Research Design Research Instrument Limitation of the Study

34353636

4 DATA ANALYSIS AND INTERPRETATION 39

5 Swot analysis 55

6 SUGGESTIONS 56

7 CONCLUSIONS & RECOMMENDATIONS 57

8 BIBLIOGRAPHY 59

9 QUESTIONNAIRE 60

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1.1 HISHISTORY IN BRIEF

In the year 2005 Bhaskar group was declared by NRS having 2.26crore

readership started before 50 years from Madhyapradesh by late Mr.

Dhwarkaprasad Agrawal family. In 1983 A.D after launching indore edition

Bhaskar Group started newspaper in different states. Let’s have a look Bhaskar

Group development main steps.

1983:- A new thinking started. Launch of indore edition, followed by RAIPUR,

GWALIOR, JABALPUR, BILASPUR and SATANA edition.

1992:- Achieved no1 status in MADHYAPRADESH.

1995:- Leadership across MADHYAPRADESH.

1996:- Entered RAJASTAHN by launching JAIPUR edition in December, 1996.

Soon established its leadership in the state with launch of AJMER,

JODHPUR, BIKANER, UDAIPUR, KOTA, GANGANAGAR, ALWAR,SIKAR,

BHILWARA.

2000:- May 2000 launch of CHANDIGARH, edition covering CHANDIGARH,

PANCHKULA, MOHALI and HIMACHAL. Launch of PANIPAT and HISSAR

edition.

2001:- Launch of FARIDABAD edition.

2003:- Bhaskar group enters Gujarat with launch of its first gujarati daily divya

bhaskar AHMEDABAD In June.

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2004:- Divya bhaskar SURAT Edition launched in MARCH.

Divya bhaskar international edition launched from NEWYORK in MAY.

Bhaskar group’s new hindi magazine , AHA! ZINDAGI , first of its kind on

life style and positive thinking was launched in September & Divya bhaskar

BARODA edition also launched in the same month.

“Saurastra Samachar” , the leading gujarati news paper of BHAVNAGAR,

taken over in the month of October.

2005:- DB aktivation – the BTL (below the line) division started in January.

Bhaskar group in association with ZEE enters MUMBAI market with its first

English daily DNA in July.

2006:- Launch of AHA! ZINDAGI – gujarati in AHMEDABAD.

Launch of MY FM IN JAIPUR.

Launch of DNA MONEY in INDORE, BHOPAL, AHMEDABAD & MUMBAI.

Launch of DAINIAK BHASKAR in PUNJAB with two edition, AMRITSAR &

JALANDHAR.

Launch of Divya bhaskar RAJKOT & JAMNAGAR editions.

Launch of sanakar valley school.

Acquired majority stake in PRABHAT KIRAN leading daily eveninger from

INDORE.

1.2 INDUSTRY PROFILE

The National Readership Survey (NRS) 2009 had raised its share of hue

and cry and the Indian Readership Survey (IRS) 2008 Round 2 didn’t bring much

good news either, with all publications showing a decline. Industry leaders have

mixed views on the trends that these surveys are throwing. However, one point

that everyone makes is that it is about time readership surveys in India were

advanced and adapted to the changing media and consumers.

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The National Readership Study 2009 (NRS 2009) in India is the largest

survey of its kind in the world, with a sample size of 2,84,373 house-to-house

interviews to measure the media exposure and consumer product penetration in

both urban and rural India – and of course the estimated readership of

publications. The study covers 535 publications of which 230 are dailies and 305

are magazines

Bhaskar Group is a 1700 crore business conglomerate with strong

presence in Newspapers. Television, Entertainment, Printing, Textiles, Fast

Moving Consumer Goods, Oils, Solvents and Internet Services.

The group has rocketed to the top of the print media industry in India with

its flagship Hindi daily newspaper, Dainik Bhaskar, and the Gujarati newspaper,

Divya Bhaskar. Brand 'Bhaskar' is today synonymous with success, quality,

dynamism and ethics in millions of households across India and the corporate

world alike .

The family flagship newspaper Dainik Bhaskar achieved leadership position

in the state of Madhya Pradesh in 1992. In 1996, Rajasthan became the focus of

the group and Jaipur edition was launched in December 1996 followed by six other

editions in the State of Rajasthan and established No.1 position in the state. The

Jaipur launch of Dainik Bhaskar has become a "case study" in the leading

business schools of India.

After achieving leadership position in Rajasthan, the group decided to enter

the Chandigarh market and launched its edition in June 2000. The challenge in

Chandigarh was unique. It was the only city in India where English had more

readership than vernacular dailies. The challenge was that Hindi was just not

being read.

Dainik Bhaskar changed this pattern and is now the largest read newspaper

in Chandigarh. After the success in Chandigarh, the group launched its edition in

the state of Haryana to empower the north and now people of Haryana have their

"own newspaper" Dainik Bhaskar, which is the No. 1 in all the state of its presence

with a circulation of 23 lakhs per day.

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The Bhaskar Group Launched its Gujarati newspaper "Divya Bhaskar" in

June 2003 from Ahmedabad. In just three years of its time Divya Bhaskar covers

the entire state of Gujarat with 55 Lac of readers ( NRS 09). Divya Bhaskar is also

acclaimed as No. 1 newspaper in Gujarat (NRS 09).

Daink Bhaskar is published from following centers

Madhya Pradesh Bhopal, Indore , Gwalior, Jabalpur, Satna

Chattisgarh Raipur, Bilaspur

Rajasthan Jaipur, Jodhput, Udaipur, Ajmer, Bikaner, Kota, Shriganganagar

Haryana Panipat, Hisar, Faridabad, gurgaon

Chandigarh Chandigarh and Himachal Pradesh

Gujarat ( Divya Bhaskar )

Ahmedabad , Baroda , Surat , Bhavnagar , Rajkot, Mumbai

Uttar Pradesh Jhansi

Maharashtra Nagpur

More than 35, 00,000 copies are circulated from the above mentioned

editions every day whereas in 1992, 2,28,000 copies were circulated in Madhya

Pradesh and Uttar Pradesh.

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According to the recent NRS Survey 2008, Bhaskar Group of Newspapers

has been described as the Number One newspaper (all languages) in the country.

It is the largest read news paper group with 2.65 crore readers.

1.3 PRODUCT PROFILE

A broadly diversified, multifunctional unit, bhaskar group takes charge of a range

of product lines towards its audience. These products described are included in

the following aspects:

1) Print Media

Newspapers

Magazines

Journals

2) Television Media & Others

The group has taken one of the noticeable moves in to television media that

BHASKAR TV has been reached in the jaipur, indore, Bhopal, ajmare, Jabalpur

with the help of optical fiber cable.

Bhaskar TV

Bhaskar broadband

3) Radio Channel

Radio Mirchi, MY FM 94.3 the most hip and happening radio channel waves

through cities like JAIPUR, followed by Chandigarh and Bhopal.

4) Textile

5) Oil extraction and refining

6) Bhaskar salt

7) Family entertainment centre

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8) Fine arts center

9) The Sanskar Valley School

10)I media corp. ltd

11)Bhaskar mall

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1.4 LATEST AT THE COMPANY

The company made the latest foray into the television media through

the launch of “bhaskar TV” targeting the urban youth in JAIPUR, AJMARE, and

JALANDHAR. Besides this the company is assessing the options of launching

other new channels too. Also that, Zoom has being able to garnish the number

one slot amongst all the entertainment and life-style channels within just

months of its launch.

The company has also garnished the top slot amongst the private

radio stations through its successful venture “Radio Mirchi 94.3 in jaipur”

It seems, as if the company is becoming omnipresent in all the fields

of media with market leadership in majorly all categories.

Provide ‘Just-in-time’ information to any body, any time, any where

on a medium that is always on and handy. And to create a connect between the

man and the media.

DNA money

Divya Bhaskar USA

My FM

Wireless

Aahazindagi

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1.5 RMD Department

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The department, which works to create the audience, is known as

RMD (Result and Market Development Department), as its main aim is to increase

the customer base for its various product offerings. The company has a separate

department, which is involved in space selling, known as the response

department. So here as against to the general approach of many companies to

assign the task of marketing, advertising and branding to just one single

department, Bhaskar Group has separated this important tasks between two

departments. No doubt that both this department are expected to work in co-

ordination, but for the RMD department the focus remains to sell the product to the

customers and create audience, while the response department has to sell the

products to the advertisers, which is known as space selling. They have to sell the

space available in the newspaper to the advertisers. The rate of space selling is

decided on the customer base of the company hence, both the departments are

interrelated.

Objectives of the RMD department

Marketing of various print offerings of Bhaskar Group

Ensure co-ordination for smooth functioning of the distribution channel

Ensure a dominant market share position through aggressive sales campaign

Organize events and seminars for promoting of the product offerings

Increase the circulations which should benefit the advertisers

Ensure an appreciating service to its readers through timely deliveries, easy

product availability in market, etc

Functions of the RMD department

Sales and market development

Dispatch

Billing and accounts

RMD international sales

Promotion and publicity

MIS

Subscription

2. COMPANY OVERVIEW

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2.1 INTRODUCTION: DIVYABHASKAR

Company Offering

The Divyabhaskar Gujarati daily from the Dainik Bhaskar group of

publications was launched in 22 June 2003 in Ahmedabad with the mission to

become the number one newspaper in the Gujarat. Divya Bhaskar emerges the

No.1 publication in Ahmedabad on Day 1 of publication! The paper will not wait to

notch up market-share numbers gradually! Instead, it becomes the market-leader

from Day 1! For all this years DB has been able to maintain a consistent business

growth, which could be largely attributed to its shared values given below,

- To stick to the media

- To ensure that news is separate from views

- Factual and timely reporting

- Not to abuse the information available or gathered

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The Bhaskar Group launched its Gujarati newspaper 'Divya Bhaskar'

in June 2003 from Ahmedabad. In just three years of its time Divya Bhaskar

covers the entire state of Gujarat with 55 Lac of readers (NRS 08). Divya Bhaskar

is also acclaimed as No. 1 newspaper in Gujarat (NRS 08).

Divyabhaskar has also constructed its own 1 lacks square feet

building within 189 days near Y.M.C.A club on SARKHEJ GHANDHINAGAR

Highway. In to this building 50,000 square feet space is for office purpose. 30,000

square feet space is for printing press, 5 cold set web offset printing machine

printing 1, 80,000 copy per hrs, and A.C system with 250 tones.

Table - 1

In Gujarat leading newspapers are showing following figure of copies:

News Paper Figures Of CopiesDivya bhaskar 9, 87,000 copies

Gujarat samachar 9, 82,000 copies

Sandesh 6, 87,000 copies

Divya bhaskar is having different district wise local pullout.

Table - 2In the ahmedabad city edition itself newspaper copies figure is as under:

News Paper Figures Of CopiesDivyavhaskar 4, 65,000

Gujarat samachar 1, 82,000

Sandesh 2, 65,000

Table - 3

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National readership survey 2009

Newspaper Ahmedabad Baroda Surat

Divyabhaskar 12,92,000 5,46,000 7,57,000

Gujarat samachar 10,90,000 3,46,000 5,44,000

Sandesh 6,36,000 3,28,000 3,36,000

Divya Bhaskar launches its Jamnagar edition today

Divya Bhaskar launched its Jamnagar edition today making it Jamnagar's

first ever Gujarati morninger.The daily had also launched its Rajkot edition a

month back

Divya Bhaskar also launched its international edition in May 2004.

Table - 4

Divyabhaskar office section and name of head of section are as under:

Office section Name of head

General Manager (state head) Ashvini Agraval

Editorial section Ajay umat

Marketing section Dharmesh mishra

Circulation section Pradip jha

Human resource and Admi. section Ravi kaul

Account section R.k.Gupta

Production section Rakesh Singh

Currently supplements’ editors are as under: (change is possible)

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Table - 5

Name of the News paper Suppliers

Dharmdarshan Gaurang pandya

Madhurima Bela Thakar, Sefali pandya, Bhushita Khinchi, Devel mistry

Kalash Vrunda Manjit, Gauraing Vaidh

Navrang jayant pandya

BAL bhaskar Mira Trivedi

Rasrang Dipak patel

Mahefil Dipak patel

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Rewards system for the Bhaskar staff members

Rewards / Incentives for staff from wage board category are governed by

wage board rules. Executives and journalists on contract are rewarded on their

performance-based ratings assigned by the department head. In addition to the

existing rewards performance system, the staff is periodically motivated by the

executive editor, by his positive comments on the days' paper and he also shows

his appreciation in the weekly staff meetings held on Fridays. Top rated journalists,

are also given opportunities to go abroad on certain 'junkets' with a view to bring

back growth-oriented experiences to share with others and which in turn not only

benefit the individual but also the organization.

High fliers are granted special study leave to go on sabbaticals like the

British Chevening scholarships and others. The company authorises senior staff,

eligible to air-travel in j class, to travel by y class and motivate the others in the

department by offering him/her the differential amount as incentive.

Freedom to act & training & development our HRD section is fully equipped

to undertake training and development needs of the staff for the specific area of

knowledge.

Expected behavior from the Divyabhaskar Journalists

The Divyabhaskar journalists are advised to maintain a balanced view while

reporting. They are expected of timely, relevant and unbiased reporting and not to

abuse the information available with them. They are not to indulge in activities that

May be beneficial to them on a personal level with the information that is

officially garnered by them. In fact, in a long and detailed note "(ethical) way

highlights each and every area where a journalist may succumb. Useful tips on

discipline are also given from time to time.

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Promotion

As aggressive in its marketing strategies as any of the players in its front

page, Divyabhaskar dared to price the product at a price that challenged even its

big brother. - Dainikbhaskar, and created the market for a business paper in the

bargain. Competition copied the "invitation pricing" strategy but none could

emulate the success.

The advertising for Divyabhaskar is as much known for winning creative

awards as it is for influencing a prospect.

Brand values

The reader is central to everything divyabhaskar embodies. ET aims to

project a style that is cool, hip and with loads of attitude. It portrays the feel good

factor of a growing economy and the aspirations of a young country in all its

myriad shapes and colours. The divyabhaskar aims to be ahead of the times,

every time. It strives to give a delightful start to everyday.

2.2 Cost

The cost structure of Divyabhskar has two important aspects. Whatever

price that has been charged to the actual readers doesn’t supplement the actual

cost of the newspaper. The company helps supplement the cost by the way of

advertising revenues generated. The benefit of this is partially being passed on to

the readers while the remaining remains the company profit.

2.3 Conveniency

The Divyabhaskar Ahmadabad Edition witnesses its highest sales by

copies which are the newspaper copies delivered throughout the month by the

readers newspaper vendor.

The copies are delivered at the door-steps of the educational institutes from

where these students would be collecting their copies.

The company has a definite distribution network in this respect.

Newspapers are being routed through “distributors” appointed by the company in

each important geographical location.

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2.4 Communication

Brands need not be advertised always. Divyabhaskar is undoubtedly the

most widely recognizable brand of the company. For over these years, the

newspaper has developed extremely loyal readers and the readers too feel a

strong brand association with divyabhaskar.

2.5 Competition

Competitors

Gujarat samachar

One of the nearest competitors of divyabhaskar, it is being backed

by strong group of Mr. Sudhir Mehta investors with one of one of the leading

Gujarati newspaper across the Gujarat. The newspaper has been able to garnish

a respectable market share and has won readers for its language simplicity and

proper contents.

Sandesh

Another competitor of Divyabhaskar is sandesh which is many years

old gujarati newspaper. It is having some advance feature in terms of specialty of

news.

2.6 Customer Satisfaction

Divya bhaskar has always held its reader’s head high. The

divyabhaskar has been considered the most reliable Guajarati newspaper. . Also

that the customer satisfaction for divya bhaskar can be reflected by the huge

market share it enjoys across India, which is much-much ahead of its nearest

competitor.

2.7 Milestone of Divya bhaskar:

If asked “What are the milestones and achievements of The

Divyabhaskar over the past few years?” than what could be the most probable

reply from the company. To quote a few of the likely replies are, “Divyabhaskar”

has grown at an exponential rate to become leader in Gujarati News paper.

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When it comes to the print media, Gujarat defies the national pattern.

For years Gujarat Samachar and Sandesh had carved up the State, functioning in

a manner that only they understood. Understandably, eyebrows were raised when

an "outsider," the Dainik Bhaskar group, declared its intention to venture where

angels feared to tread.

Well, looks like fortune is on the side of the big guns. The Bhaskar

group threw a big bash at the Taj Land's End last week to celebrate the success of

its Divya Bhaskar in Gujarat, and a very interesting mix of people turned up. Top

guns from the advertising and media industry were seen along with politicians and

bureaucrats. Jaywantiben Mehta, minister in the NDA government which

relinquished power recently, looked predictably at home, sampling the very Gujju

undhio. Even an unseasonal shower could not spoil the celebrations. Piyush

Pandey was heard exhorting a friendly agency head to come to Cannes for the

advertising festival. "It's my year yaar," he said. True, this will really be his year.

Attendance at Cannes should touch an all-time high.

Divya bhaskar leadership in Gujarat

The war for Gujarat is really hotting up. Quoting a new survey done

by AC Nielsen ORG Marg in Ahmadabad, Divya Bhaskar has claimed leadership

in the region with a readership base of 12.1 lakh. The same survey places Gujarat

Samachar at the No 2 position with 10.0 lakh readers.

A prepared note from Bhaskar states, "AC Nielsen ORG Marg

conducted a readership survey in Ahmedabad in the month of August 2003 with a

sample size and methodology, which is almost similar to that of IRS and NRS. The

report reveals that the Gujarati newspaper reading market in Ahmedabad has

expanded by almost 32 per cent if the figures are Compared with NRS 2002.”

Dainik Bhaskar Group launched Divya Bhaskar on June 22, 2003

and according to the group, it became the highest circulated paper from the day of

its launch.

Divya Bhaskar did things differently. It preferred a huge market

research exercise to a smaller survey. The efforts paid off, with the newspaper

becoming the market leader on day one of coming into existence.

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According to a release, the Bhaskar group's Gujarati venture, Divya

Bhaskar has seen a spurt in retail advertising following a declaration by research

agency Nielsen ORG that the paper is the leader in Ahmedabad with over 12 lakh

readers.

Bhaskar notched 9894 column centimetre of advertising space to

Gujarat Samachar's 6925 cc and Sandesh's 5949 cc in the festive week of

October 17 to 25, 2003, claims the release.

The group recently installed a printing unit at Mehsana in Gujarat

and has initiated to expand to Surat, Baroda and Rajkot in the near future.

Divya bhaskar success formula

Success calls for ambition and drive." Thus Danik Bhaskar director

Girish Agarwal kickstarted his session on the famous Divya Bhaskar's penetration

into Gujrat within 18 months of its inception.

Products usually are launched and then are tested in the market in

terms of acceptance and product capability. That was what Divya Bhaskar (DB)

did differently. Pre-launch strategies this publication used was essentially involving

their TG in the product planning process.

With 48 focus groups and a survey of a sample size of 12 lakhs ( 8 -

Ahmedamad, 4 - other districts) and a time frame of 40 days, DB analysed the

outcome of this extensive research. Phase two was meeting the same people

again and sharing the finding of their survey. Then came along the product which

was need based and desired in the Agarwal articulated," Marketing cannot be

done in isolation and the CEO, the planning team, the sales team and the

marketing team need to work in tandem with one another.

DB initial pre launch target was 4.0 lakhs copies daily, although

when launched DB hit a subscription of 4.52 lakhs copies daily.

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Divya bhashkar with North American edition

About Divyabhaskar

Divya Bhaskar has taken Gujarat by storm, becoming the most read

newspaper of Ahmedabad in a short time (AC Nielsen ORG Certified readership of

1.21 million), thus making it a leading brand in news media.

Divya Bhaskar North American Edition, a fast growing Gujarati newspaper

published from NewYork since May 2004, is a joint venture with Dainik Bhaskar

Group, India's #1 print publication group (National Readership Survey, January,

2004) and Cinèmaya Media Group, a NewYork based a Public Company.

The Divya Bhaskar North American Edition Offers:

Strong brand name, value and sentimental attachment with readers.

More color than any other Gujarati newspaper in North America.

Reader-friendly ad: edit page ratios.

Credible, investigative, award winning news from Gujarat.

"Chandarvo" section: stories and articles by Kanti Bhatt, Suresh Dalal and

Gunvant Shah.

Humor Column by Tarak Mehta.

Astrology column by Bejan Daruwala.

Business News.

Sports.

Immigration News.

Quiz and Crossword.

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2.8 Distribution and Marketing Divya Bhaskar is nationally distributed through:

Mail to subscribers.

Newsstands and grocery stores through regional distributors.

Direct vendors.

Associations.

Events (AAHOA, AAPI, Chamber of Commerce, India Day Parade, Concerts,

Plays, Religious Congregrations)

Divya Bhaskar is nationally marketed through:

Innovative Marketing Tie-ups.

Exclusive Hakoba Saree offer for subscribers.

Shadi.com - Matrimonial classifieds.

Combo Pack – The Indian Express and Divya Bhaskar.

Lifetime subscription offers.

Senior citizen offers.

Subscription gift offers from India for friends/relatives in America

Advertising Options

Divya Bhaskar leads the competition in consistent

advertising through targeted placement, easy-to-read layout and great

positioning.

We offer category specific pages to add impact to your Ad

Wrap Around.

Page 1 – Inkjet labels, Post-it Notes, Strip Ads, Box ads.

Travel.

Shaadi Bhaskar – Matrimonial.

Immigration page.

Small business services.

Supplements

3. RESEARCH METHODOLOGY

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News Paper

METHODOLOGY

Market research is very systematic and object oriented approach for the

development and implementation of market strategy. Because of its importance, it

is necessary that the methodology of this research should be proper and

appropriate. Research methodology includes why and how this research carried

out. Methodology of our project is under.

3.1 RESEARCH OBJECTIVES

The main purpose of any research is to evaluate the behavior of consumer

towards News Paper by asking questions. And also to find out the truth which is

yet to discover and each research has its own specific objective and purposes.

The main objective of our study is to know the behavior of consumer why

they buy News Paper.

We have undertaken the research taking into account following other

objective.

1. To assess the customer satisfaction.

2. To know which company’s newspaper is buying more.

3. To know the quality of content, paper layout, and authenticity of news,

newspaper circulation services.

4. To determine the gift scheme impact on newspaper

5. To assess the customer satisfaction.

6. The most commonly used news paper in the market.

7. To identify the customer needs.

8. To identify consumer buying habit.

9. To measure the brand loyalty.

10.To assess the effectiveness of media in Bhavnagar city.

3.2 RESEARCH DESIGN

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News Paper

In theoretical context,

The study can be termed as descriptive as the major emphasize would be

to study the behavioral variable of the people without getting into

establishing the association of the data.

The survey type is experimental design with field-testing procedures.

Communication approaches would be questioning with structured and well-

formatted clear questions.

Medium of interaction would remain personal i.e. face-to-face interview and

the questionnaire would contain self-administered response, i.e. question

form is simply handed to respondents.

Sample size would be 50, and the basis of selection for samples would be

convenience sampling i.e. the researcher’s select the most accessible

population from whom to obtain the information for the survey. The sample

testing area is BHAVNAGAR DISTRICT. There would be no criteria’s for

segmentation of the samples into specific categories, demographic

segmentation.

The questionnaire satisfies the following criteria’s of good measurement of

survey as per “Marketing Research”

Data source

The task of collecting information begins after objective s has been defined.

It consists of following sources.

Primary data source

Primary data can be collected in many ways such as

Observation method

Interview method

Surveys through questionnaires

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News Paper

I have used survey through questionnaires which is the best suited for the

descriptive research. It is beneficial to learn about the knowledge, beliefs,

preferences, and attitudes of people in the general population.

Secondary data sources: -

All the secondary data are found from different magazines, executive diary and with the help of Internet.

Sample size

I have selected the sample size of 50 respondents which are from

Bhavnagar city itself and taluka like Vallabhipur. As the size is concern it should

not be too big so that it can’t give the better outcomes and it should not be too

small to get the idea about our objectives.

Table - 6

AreaNumber of respondents

Bhavnagar City 20

Vallbhipur 10

3.3 Research instrument

A formal structure of a questionnaires containing variety of open-ended

question was designed and operated on respondents to collect require data. A

questionnaire consists of asset of questions presented to respondent for their

answer. In preparing questionnaire I have carefully chosen and their form, wording

and flow of the question.

3.4 Limitation of research

The time provided for the research is bit short and cannot cover the entire area

for research.

Research was carried out only in Bhavnagar city & Vallbhipur which can not be

proper research result.

The research is under the inexperienced researcher.

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News Paper

In practical context

Problem

Find the actual reader’s brand perception for divyabhaskar , and co-relate them to

the company’s branding objective, and that how successful it had been.

Research Objectives

Gain insights into brand management of a Guajarati newspaper

Designing the questionnaire

The questionnaire contained all kind of following question type,

Lead-in question

Qualifying question

Warm-up question

Specific question

Demographics

Also worth to be mentioned is that we conducted a pilot study for the designed

questionnaire with the target size of 5% of the actual sample size, i.e. 12 samples.

Based on the feedback received during this period and the problems we faced

while filling up this questionnaire’s we made the adequate changes in the final

draft.

Market research and survey

Data analysis and interpretation

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News Paper

Data collection methods

The data was collected in two different phases, namely,

Unstructured interview

This part of the data collection method can be termed as “qualitative

survey” and the questions were asked in context ‘how did respondents perceive

divya bhaskar as a brand based of questions framed on the 4 C’s of marketing.

As it was difficult to get a concrete analysis on the data collected for the

unstructured questions, the study analysis was confined to only making a

descriptive analysis and making the recommendations based on this data to

improve and strengthen divya bhaskar brand.

Questionnaire survey

This part of the data collection method can be termed as

“quantitative survey” and the questions were very specific. The data has been

analyzed based on the statistical factors and been described through a graphical

analysis in the further pages.

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News Paper

6. DATA ANALYSIS

1) Respondent Age Information

No.

Age Group

No. of Respondent

Percentage

1 9 to18 5 16.67

2 19 to28 15 50

3 29 to 38 4 13.33

4 39 to 49 3 10

5 50 to 59 2 6.67

6 60 Above 1 3.33

Total 30 100

1 2 3 4 5 6 Total

0

20

40

60

80

100

120

Age GroupNo. of RespondentPercentage

This graph and table shows that 50 % of our sample size was highest readers

belonging to 19 to 28 age group, 5 % comes from 9 to 18 age group,

4% comes from 29 to 38 age group, 3 % comes from 39 to 49 age group,

2 % comes from 50 to 59 age group,

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News Paper

1 % comes from 60 above

2) Sex

Sex No. Of Reader Percentage0

20

40

60

80

100

120

12Total

This above graph shows that 90 % male is the reader of our sample

size and remaining 10 % is female.

40

No. Sex

No. Of Reader

Percentage

1 Male 27 90

2Female 3 10

Total 30 100

News Paper

3) Respondent Study Information

No. Education No. Of ReaderPercentage

1 S.S.C 10 3.33

2 H.S.C 4 13.33

3 Diploma 3 10

4 Graduate 8 26.67

5 Master 4 13.33

6 P.H.D 1 3.33

Total 30 100

1 2 3 4 5 6 Total

0

20

40

60

80

100

120

EducationNo. Of ReaderPercentage

This graph and table shows based on the study information of

respondent that 3.33 % S.S.C student of our sample size is highest readers.

26.67% GRADUTE, 13.33% H.S.C, 13.33% MASTER, 10% DIPLOMA,

3.33 % P.H.D.

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News Paper

4) Profession

1 2 3

0

10

20

30

40

50

60

News-paperNo. Of ReadersPercentage

This graph and table shows based on the the profession information of

respondent that

33.33% respondent is doing service, 53.33 % are students,

6.67% are businessman, 6.67% are doing other activity.

42

No. Profession

No. Of Reader

Percentage

1 Service 10 33.33

2 Buisness 2 6.67

3 Student 16 53.33

4 Other 2 6.67

Total 30 100

News Paper

5) How often you read it?

No. Of Respondent

YesNoTotal

This graph and table shows based on the the regularity of reading newspaper

of respondent that 93.33% are regular reader of newspaper. Only 6.67% is not

reading newspaper regularly.

43

No. Of Respondent Percentage

Yes 28 93.33

No 2 6.67

Total 30 100

News Paper

6) Which language you prefer to read news paper ?

No. Language No. of readers Percentage

1 English 8 26.67

2 Hindi 3 10

3 Gujarati 18 60

4 Other 1 3.33

Total 30 100

English Hindi Gujarati Other Total1 2 3 4

0

20

40

60

80

100

120

No. of readersPercentage

This graph and table shows based on the newspaper reading of respondents

that 60% reader are from gujarati news paper which is showing highest readership

among sample size conducted, which shows market leadership in the Guajarati

newspaper, while 26.67% reads English news paper 10% reads Hindi news paper

and 3.33% reads other news paper.

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News Paper

7) Which News-Paper Mostly Do You Read?

No. News-paperNo. Of Readers Percentage

1 Divya Bhaskar 17 56.67

2Gujarat Samachar 10 33.33

3 Sandesh 3 10

TOTAL 30 100

1 2 3 4

0

20

40

60

80

100

120

No.News-paperNo. Of ReadersPercentage

This graph and table shows based on the newspaper reading of respondents

that 56.67% reader are from Divyabhaskar, which is showing highest readership

among sample size conducted, which shows market leadership in the gujarati

newspaper,

While Gujarat samachar 33.33 % readers, Sandesh 10% readers.

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News Paper

8) What Do You Read

Mainly In Newspapers?

46

No. News ContentNo.Of Readers Pecentage

1 News Headline 6 202 Whole News 3 103 Horoscope 4 13.334 Appointment 3 105 Buisness News 2 6.676 Advertise 2 6.677 Sports 3 108 Materimonial 3 109 Shrandhanjali 1 3.3310 Besnu 2 6.6711 Court Notice 1 3.33

12 Film Cinema 30 100

News Paper

New

s Hea

dlin

e

Who

le N

ews

Horo

scop

e

Appo

intm

ent

Buisn

ess N

ews

Adve

rtise

Spor

ts

Mat

erim

onia

l

Shra

ndha

njal

i

Besn

u

Cour

t Noti

ce

Film

Cin

ema

1 2 3 4 5 6 7 8 9 10 11 12

0

20

40

60

80

100

120

No.Of ReadersPecentage

This graph and table shows based on the newspaper contents in

which readers are mostly interested that shows 20% are reading news headline,

10% are reading whole news,10% are reading sports news,59.6% are reading film

cinema,13.33% are reading horoscope, 6.67% are reading businessnews,6.67% are

reading advertisement, 10% are reading appointment,10% are reading matrimonial,

6.67% are reading besnu,3.33% are reading court notice,3.33% are reading

shradhanjali, We can say that readers are mostly interested in news headline, whole

news, sports, and film cinema. They are less interested in shradhanjali , court notice.

9) From Which Type Of published News Do You Read?

No. Type Of News No. Of Readers Percentage

1 Local 18 60

2 National 7 23.33

3 International 5 16.67

Total 30 100

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News Paper

No. Of Readers

1 Divya Bhaskar2 Gujarat Samachar3 Sandesh TOTAL

This graph and table shows based on the newspaper publication that readers

are more interested in local news figure shows 60% then national news figure shows

23.33%,and international news figure shows 16.67%. Those prefer to read news

from hometown that is local some is interested in the news from national and

international.

10) Which Kind Of News Are You Interested?

No. News ContentNo.Of Readers Pecentage

1 Art & Culture 3 102 Politics 2 6.67

3Science & Technology 1 3.33

4Health & Guideline 4 13.33

5 Crime 3 106 Celebrities 1 3.337 Coulumist 2 6.67

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News Paper

Coulum8 Election Result 3 10

9Buisness & Economic 3 10

10Social Development 7 23.33

11 Sports 1 3.33Total 30 100

Art &

Cul

ture

Politi

cs

Scie

nce

& T

echn

olog

y

Heal

th &

Gui

delin

e

Crim

e

Cele

briti

es

Coul

umist

Cou

lum

Elec

tion

Resu

lt

Buisn

ess &

Eco

nom

ic

Socia

l Dev

elop

men

t

Spor

ts

Tota

l

1 2 3 4 5 6 7 8 9 10 11

0

20

40

60

80

100

120

No.Of ReadersPecentage

This graph and table shows based on the newspaper contents in which readers are

mostly interested that shows 23.33% are interested in the news about social development,

13.33% are interested in news about health and guideline,3.33% are interested in news

about sports,10% are interested in news about art and culture,6.67% are interested in news

about politics,3.33% are interested in news about science and technology,10% are

interested in news about business and economic,3.33% are interested in news about

celebrities ,10% are interested in news about crime ,10% are interested in news about

election result. We can say that readers are more interested in social development, health

guideline, sports and art& culture.

11) Why Do You Prefer to Read News-paper in Early Morning?

No. Reason No. Of reader Percentage1 For new news 18 602 For Knowledge 9 303 Time Pass 2 6.674 For besna

information1 3.33

Total 30 100

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News Paper

For n

ew n

ews

For K

now

ledg

e

Tim

e Pa

ss

For b

esna

info

rmati

on

Tota

l

1 2 3 4

0

20

40

60

80

100

120

No. Of reader Percentage

This graph and table shows based on the readers newspaper reading

preference in the early morning that mostly readers prefer to read news paper for

knowing new news that is 60%,

30% for knowledge purpose .

6.67% for time pass,

3.33% for besna information.

12) How Much Time Do You Spent For Reading News-paper?

No. Time Spent No.Of Readers Pecentage

1Less Than 10 Minutes 3 10

2 10 to 15 Minutes 15 50

50

News Paper

3 15 to 30 Minutes 8 26.67

430 Minutes to 1 Hour 3 10

5 More than 1 Hour 1 3.33

Total 30 100

Less

Tha

n 10

Min

utes

10 to

15

Min

utes

15 to

30

Min

utes

30 M

inut

es to

1 H

our

Mor

e th

an 1

Hou

r

Tota

l

1 2 3 4 5

0

20

40

60

80

100

120

No.Of Readers Pecentage

This graph and table shows based on the readers newspaper spending time

that 10% are spending 10 to 15 minute which is highest readership time most of

readers are spending.

26.67% are spending for 15 to 30 minute,

10% are spending for 30 minute to 1 hrs .

3.33% are spending for more than 1 hrs.

So we can say that generally reader are spending 10 to 15 minute.

13) Do you send any suggestion of News paper to related office?

No. Sender habit No of sender Percentage

1 Never 12 40

2 Seldom 9 30

3 Sometimes 5 16.67

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News Paper

4 Often 3 10

5 Regularly 1 3.33

Total 30 100

Neve

r

Seld

om

Som

etim

es

Ofte

n

Regu

larly

Tota

l 1 2 3 4 5

0

20

40

60

80

100

120

No of sender Percentage

This graph and table shows based on the readers sending suggestion,

comments related to newspaper to related office. Among conducted sample size

40% are never sending suggestion,

30% are sending seldom,

16.67% are sending sometimes,

10% are sending often,

3.33% is sending regularly.

So that we can say that readers don’t like to send suggestion and comments

regularly.

14 ) Which Newspaper’s writings and layout do you like most?

No. News-paper No. Of Readers Percentage

1 Divya bhaskar 18 60

2Gujarat samachar 9 30

52

News Paper

3 Sandesh 3 10

Total 30 100

Divya bhaskar Gujarat samachar

Sandesh Total

1 2 3

0

20

40

60

80

100

120

No. Of Readers Percentage

This graph and table shows based on the readers preference towards layout

of newspaper that

Divyavhaskar is no1 newspaper in terms of lay-out which shows in figure as 60%

which is highest preference in the Gujarati newspaper Then Gujarat samachar that

shows 30% and sandesh shows 10 % lay-out preferences.

15) Are you satisfied with gift given by newspaper industry?

No. Satisfaction No. Of respondent Percentage

1 YES 29 96.67

2 NO 1 3.33

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News Paper

Total 30 100

No. Of respondent

1 YES2 NO2 Total

This graph and table shows based on the readers’ level of satisfaction

after getting gift from news Paper Company. Above chart shows that96.67% are

satisfied with gift given in newspaper. 3.33% are not satisfied with the gift scheme of

newspaper.

16) How much satisfaction do you derive after reading newspaper?

No. Satisfaction No .of reader Percentage

1 Very low 4 13.33

2 Low 6 20

3 High 18 60

4 Very high 2 6.67

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Total 30 100

Very low Low High Very high Total

1 2 3 4

0

10

20

30

40

50

60

No .of reader Percentage

This graph and table shows based on the readers’ level of satisfaction after

reading newspaper that 60% are getting high level of satisfaction ,20% are getting

low level of satisfaction, 6.67% are getting very high level of satisfaction, 13.33%

are getting very low level of satisfaction.So based on above analysis we can say that

reader are generally getting high level of satisfaction after reading newspaper.

5. SWOT ANALYSIS

STRENGTH

Divyabhaskar has got strong brand image and position in the market,

Divyabhaskar is the part of giant bhaskar group which is economically and

politically very sound. So company can encase it for magazine segment

aha! Zindagi and its supplements..

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News Paper

Divyabhaskar Quality of news in terms of writings, lay-out and authenticity

of news is better than any other newspaper, which is proved by

comparative analysis and view of readers.

Divyabhaskar is having advance technological printing press of

newspaper and publishing from 7 Guajarati centers.

Bhaskar group has diversified in other business like textile, job printing, tv

media, information technology, FMCG, education etc.

WEAKNESS

Very less Advertisement, which is affecting in readership?

Readers do not get free gift.

Divyabhaskar is having big circulation problem in the some part of Gujarat

especially in rural area.

Sometimes Divyabhaskar fevers the government of Gujarat so people are

alleging bhaskar as newspaper of BJP.

OPPORTUNITY

Currently company is giving promotional scheme like gift offer to regular

readers, which helps the company to expand the market.

There is huge population having knowledge of English so company can

convert non-readers to readers by advertising or promotional activity.

Divyabhaskar has started DNAMONEY to cover the market share but

direct marketing and promotional activity is needed.

THREAT

In the news paper industry numbers of competitors are increasing like

Gujaratsamachar and sandesh and their attractive marketing strategy.

High competition from Gujarat samachar and sandesh which is affected to

readership of divyabhaskar.

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6. SUGGESTIONS

1. Divyabhaskar should Increase the level of advertisement by hoardings, T.V.

advertisement, direct marketing

2. In the era of competition to be the market leader divyabhaskar is required to

go for interval marketing research so that what reader are expecting from

newspaper can know.

3. Divyabhaskar should put more emphasis on writings, lay-out, authenticity of

news, distribution service of newspaper regularly to readers’ home on a

continuous basis.

4. Divyabhaskar should give bhaskar appointment and requirement as a

separate supplement on the Sunday so that reader can have fulltime to read

appointment news.

5. Company should improve its news favourism towards leading government so

reader trust can be maintained.

7. CONCLUSIONS & RECOMMNENDATIONS

It can be concluded that divyabhaskar has high brand preference of

62% amongst the total sample surveyed.

Our survey concluded that respondents brand perception to any

Gujarati newspaper was in line to divyabhaskar’s brand perception. It

proves that divyabhaskar has been successful at its brand management

strategies.

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Divyabhaskar as a brand closely resembles Mr. Rameshchandra

Agrawal personality attributes and factors like talent, balanced character,

sincere, devoted and reliable.

The paper writing and lay-out with color photo of divyabhaskar

helps identify the brand more easily.

For the sections of preference for divyabhaskar, the respondents

could conclude that 20% are reading news headline,10% are reading

whole news,10% are reading sports news,3.33% are reading film

cinema,13.33% are reading horoscope,6.67% are reading

businessnews,6.67% are reading advertisement,10% are reading

appointment,10% are reading matrimonial,6.67% are reading besnu,4.4%

are reading court notice,3.33% are reading shradhanjali,

We can say that readers are mostly interested in news headline,

whole news, sports, and film cinema. They are less interested in

shradhanjali, court notice.

We can say that readers are mostly interested in news headline,

whole news, sports, and film cinema. They are less interested in

shradhanjali, court notice.

So hence forth divyabhaskar must aim to position itself as a paper of any

of these preferred segments.

23.33% are interested in the news about social development,

13.33% are interested in news about health and guideline,

3.33% are interested in news about sports,

10% are interested in news about art and culture,

6.67% are interested in news about politics

3.33% are interested in news about science and technology

10% are interested in news about business and economic,

3.33% are interested in news about celebrities

10% are interested in news about crime

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News Paper

10% are interested in news about election result.

We can say that readers are more interested in social development, health

guideline, sports and art& culture.

It could be concluded that readers are finding problem of circulation

of paper in the rural area in to that divyabhaskar must work towards more

simplification of its circulation and distribution in to rural area so

newspaper can reach in the early morning.

The survey proves that most of the respondents are not sending

any suggestion, comments and offeringto newspaper office it means

never.

Brand equity has been rated as a n excellent supplementary. This

would help divyabhaskar for further sub-brand extensions of which brand

equity As DNAMONEY already exists.

Far as cost is concerned, respondents are generally getting high

level of satisfaction after spending money on divyabhaskar newspaper.

Most of the respondents prefer reading divyabhaskar in morning for

knowing new news then for knowledge and less for time pass. This could

help us define a more effective marketing and media strategy.

Based on competitive rankings, divyabhaskar stands at a strong

threat from Guajarati newspapers, gujaratsamachar and sandesh. But

actually this was quite contradictory when the actual sales and market

share were compared, as divyabhaskar had lead in the market share as

compared to its nearest competitor and was an unchallenged market

leader too.

The respondents are looking towards spending 10 to 15 minute as

enough time for reading newspaper some are spending 15 to 30 minutes.

Most The respondents are satisfied with gift given in newspaper some are

less satisfied with the gift coming in newspaper.

A media campaign for the marketing and promotion of

divyabhaskar seems that none of the specific media segments emerges

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out to be a clear winner and therefore the company must seriously think

about promotion mix.

Divyabhaskar has launched DNAMONEY North American edition

on the net so reader can accessed the e-copy or digital newspaper.

8. BIBLIOGRAPHY1. Television

a. www.news paper.com

2. Ececutive diary of Divyabhaskar

3. Divyabhaskar office literature

4. Research methodology by C.R.kothari

5. Internet

6. www. Googal. Com. 7. Management ideas in action8. Pramod batra9. Deepak mahendru

10. Research methodology

- C. R. Kothari11.Philip, Kotler.

- “marketing management”,

12.Rajendra Nargundkar,

- “Market research text and cases”

QUESTIONNAIRE

1.Full Name: ________________________________

2. Gender: Male Female

3. Education: S.S.C H.S.C Graduate

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News Paper

P.H.D Diploma Master

4. Occupation: Service Business

Student Other

5. Do you read newspaper regularly?

Yes No

6.Which language you prefer to read news paper?

English Hindi

Gujarati Other

7. Which Gujarati newspaper mostly do you read?

Divyabhaskar Gujarat samachar Sandesh

10. What do you read mainly in newspaper?

News headline Business news Shradhanjali

Whole News Advertisement Besnu

Horoscope Sports Court notice

Appointment Matrimonial Film cinema

11. In which news do you have interest?

Local National International

12. In which kind of news do you have interest?

Art & culture Crime Business & Economic

Politics Celebrities Social development

Science & technology Columnist column Sports

Health guideline Election result

13. Why do you prefer to read newspaper in the early morning?

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For new news For Time passes

For knowledge For Besna information

14. How much time do you spent for reading news paper?

Less then 10 minute 15 to 30 minutes More Than 1 hr

10 to 15 minutes 30 minutes to 1 hr

15. Do you send any suggestion and any comments of newspaper to related

office?

Never Sometimes Regularly

Seldom Often

16. Which news paper writings and lay-out do you like most?

Divyabhaskar Gujarat samachar Sandesh

17. How much satisfaction do you derive after reading newspaper?

Very less High

Less Very high

18. Are satisfied with Gift and Gift scheme given by Newspaper Company?

Yes No

19. How much satisfaction do you get on the Money spent by you on newspaper?

Very less High

Less Very high

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