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Print media is one of the most powerful and cost effective medium to
transfer information and knowledge. Th...
customer loyalty & retaining readership can be a huge challenge for the
publishers. There are huge options available to ...
Mrs. Indu Jain (Chairperson)Mr. VineetJain (Managing Director)
Mr. Samir Jain (Vice chairperson)
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Indian newspaper industry
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  1. 1. 1 INTRODUCTION Print media is one of the most powerful and cost effective medium to transfer information and knowledge. The print media industry in India is more than a century old. Also it is a well-established industry. This industry mainly comprises of publishing newspapers and magazines. India has the second largest population and one of the fastest growing economies in the world. Along with these the increasing level of income of peoples and the robust competition in this industry help print media in its growth. Producers are increasing day by day, new entrants from outside India is also a factor of tough competition. Indian readers prefer Hindi magazines rather than English magazines. In the case of Times group also the readership of Hindi Famine is higher as compared to English magazines. Ernst & Young said in their survey report “Indian magazine segment: Navigating new growth avenues”, it has been said that out of the 20 most read magazines in India, only three magazines are in English, while the remaining are in Hindi and other regional languages. This survey also said that more than 300 million literate individuals do not read any publications. According to Arc Gate, the dramatic effects of internet and globalization in current scenario are playing high impact on media industry. Even people are now consuming news and information from internet through computers or mobiles, the popularity of print media is not decreasing. To avoid declining of market share in front of other media the producer must able to produce high quality printed content and magazines. They also need to make the contents available on mobile and web platforms to provide a choice to its subscribers to explore the contents anytime anywhere. Dr Shaukat Ali, in his paper “A Study of Consumer Behaviour& Loyalty in Print Media – Challenges & strategic prescriptions with Special reference to English, Hindi, Marathi News Paper readers-Mumbai”, says developing
  2. 2. 2 customer loyalty & retaining readership can be a huge challenge for the publishers. There are huge options available to readers now. Therefore publishers are busy to create something very special and innovative in contents or subscription schemes to impress upon the readers. They should address the needs and demand of consumer to strengthen their loyalty and readership. The revenue of magazines consists of subscription sales, trade sales and mainly from advertising. More than 70% of the total revenue comes from advertising. The Times of India Group, being the market leader in the industry is also stepping with the current growth and development of the demography. World Wide Media, a subsidiary of TOI Group is producing high quality magazines in India and worldwide. But still they are facing some problems. They are losing subscribers. By having an opportunity to be a part of the group, by acting as an summer intern, this research has been done with the objectives, To explore the customer demand in terms of price, Quality and Services. To find out the reasons for discontinuing subscriptions. What drives a customer to adopt a product? His demand and needs. The product must be able to fulfil the needs and wants of the customer. When a product has less demand in comparison with other products? Thus what a customer a wants? This study is mainly to explore the customers’ demand for the magazines of World Wide Media (WWM) in terms of price, quality and services. We can say, to explore what customer wants from the publisher and what publisher gives to the customer. It is also being taken to find out the lacks behind fulfilling the de
  3. 3. 3 ORGANISATIONS PROFILE Mrs. Indu Jain (Chairperson)Mr. VineetJain (Managing Director) Mr. Samir Jain (Vice chairperson)
  4. 4. 4 HISTORY The edition appears on November 3, 1838 knows as “The Bombay Times and journal of commerce”. Late to be known as “The Times of India”. The issue is published twice a week. DR. JE. Brennen the first editor also secretary of the chamber of commerce’s 30/-is annual subscription. 1846:- The newspaper experiences proprietary changes and Dr. George Brit appointed editor. 1850:- Shareholders decide to increase the share capital and the paper converted into a daily. 1855:- Telegraph Services opens up in India shortly afterwards, the paper signs an agreement with Reuters for raising news coverage and lowering subscription rates. That old tie was renewed in 2006 with the pact between TIMESNOW & Reuters 1881:- BCCL enters music retailing business with Planet M and radio broadcasting business with Radio Mir chi 1861:- Editor Robert Knight amalgamates The Bombay Times, Bombay Standard and Bombay Telegraph & Courier to form “The Times of India” and gave it a national character. 1890:- Editor Henry Curwen buys “TOI” in partnership with Charles Kane. 1892:- Following the death of Henry Curwen, T.J. Bennett becomes the editor and enters into a partnership with F.M. Coleman to form a joint stock company - Bennett, Coleman & Co. Ltd. (BCCL). 1929:-”The Times of India” Illustrated Weekly renamed “The Illustrated
  5. 5. 5 Weekly of India” 1948:- Sahu Jain Group becomes the owners of the company. Shanti Prasad Jain is the first Chairperson of the group. 1950:-Navbharat Times launched. The “TOI” Crest changed from the lions to elephants Dharmayug, Hindi weekly pictorial magazine launched. 1952:- Film fare- first film magazine in English launched. 1959:-Famine-first women’s magazine in English launched.
  6. 6. 6 2000:-TOI crosses the 2 million mark in circulation. 2001:-TOI goes all colour and storms Delhi by being “Number One" 2003:- Former President late APJ Abdul Kalam visits TOI to inaugurate Times Foundation. 2004:- Television business launched with the launch of a lifestyle and entertainment channel called ZOOM Paper launched Times the jobs portal Times Jobs http:/timesjobs.com 2005
  7. 7. 7  MT – Largest read Marathi Newspaper in Mumbai – IR Survey  TOI – Goes daily full colour  Mumbai Mirror launched  TimesMatri.com - Launched in August - re-launched as  SimplyMarry.com in December 2006. 2006 TIMES NOW – TV News Channel launched – first newspaper available on cell phone Mumbai Mirror – Afternoon edition launched Offers Mumbai Mirror or Maharashtra Times as complimentary copy with TOI at a price of Rs.4/- TOI – The only English language daily to feature among the top 10 with a readership of 131.4lakhs- IRS Survey by Hansa Research Times Group MD, Mr.Vineet Jain awarded the scroll of honours for being the new age media guru - Hero Honda Indian TV Academy Awards Times cape the Times Group Intranet portal re- launched - now powered by SAP Net weaver BCCL goes live on SAP systemMagicBricks.com – launched in October 2006 targets the Online Real Estate Space Smart Hire – launched April2006, is witnessing stupendous growth with its focus on providing organizations with end- to-end recruitment solutions. Ads2Book.com – The World’s Only Global Ad Booking Engine –Launched in August 2006With intensive R&D, the Net-2-Print classifieds booking systemAds2Book.com was created and imbued with AI (artificial intelligence) that assisted users through the entire process of Creating, Booking & Paying for their Print Classified Ads, all from the comfort of their desktop. 2007
  8. 8. 8 Launch of Bangalore Mirror, Ahmedabad Mirror, ET (Gujarati) and What’s Hot – a premier weekend entertainment supplement. The Times of India becomes largest English daily in the world with circulation breaching the 3 million mark and beating Sun (tabloid) of UK. 2008 Launch of ET (Hindi), Pune Mirror and The Times of India editions at Jaipur, Goa and Chennai. Acquisition of Virgin Radio (now rebranded as Absolute Radio) in the UK. 2009 TOI Crest edition launched. Launch of ET Now – premier business channel having integrated newsroom with ET print edition. 2010 Private Treaties re-branded as Brand Capital. The Speaking Tree newspaper launched. ET Wealth launched. Maharashtra Times launches Pune edition. Vijay Next (premier weekly newspaper from Vijay Karnataka) launched. India’s first HD-only premium movie channel – Movies Now (HD) launched. 2011 Sunday ET re-launched as a tabloid. Bodhivriksha (spiritual weekend newspaper in Kannada) launched. Launch of The Times of India, Coimbatore and Madurai/Trichy Editions. 2012 Launch of The Times of India, Kerala, Visakhapatnam and Raipur(Chhattisgarh) Edition 2013 Launch of the Times of India, Kolhapur Edition.
  9. 9. 9 Subsidiaries of Times Group TIML & ENIL Times Innovative Media Limited (TIML) & Entertainment Network India Limited (ENIL) that together control,  Radio Mir chi National network of Private FM stations  360 Degrees Events  Times Outdoors (TIM Delhi Airport Advertising Private Limited.  Mir chi Movies Limited Filmed Entertainment. Producers of BEING CYRUS, VELLITHIRAI, MANJADIKURU. Times Internet Limited Times Internet Limited is one of the largest internet companies of India. It has interests in online news, online business news, Hindi, Marathi, Kannada, and Bengali news, mobile, e-Commerce, music, video, and communities. Some of the larger properties of TIL include:  India times shopping - one of the largest and earliest ecommerce portals in India  India  Times of India  Economic times.com  Navbharattimes.com  Maharashtra Times  Timescity.com  Gaana.com  BoxTV.com  Times Deal
  10. 10. 10 Times of Money Times of Money operates financial remittance services for Indians abroad to send money back to India. Their product, remit2India, is a standalone product, while also powering the remittance services of many banks globally. Times Global BroadcastingLimited Television division. It is also called Times Television Network.  Times Now A general interest news Channel  Smart Hire A Consulting Division – Recruitments  ET Now A business news channel  Zoom A 24x7 Bollywood entertainment and gossip channel  Movies Now A 24x7 Hollywood Movies channel in High Definition (India's first) Times Business Solutions  TBSL, corporate website of TBSL.  Times Jobs, a jobs portal.  Tec gig, a professional networking site for Technology Peoples.  Simply Marry, a matrimonial portal.  Magic Bricks, a real estate portal.  Holist, free classifieds portal.  Ads2Book, online classifieds booking system for print publications.  Peer Power, a Senior-Level professional networking portal.
  11. 11. 11 WorldWideMedia World Wide Media - started off as a 50:50 magazine joint venture between BCCL and BBC magazines. In August 2011, it was announced that Bennett, Coleman & Co. bought out the remaining 50 per cent shares of Worldwide Media from BBC Worldwide thereby making World Wide Media a fully owned subsidiary of BCCL.  Film fare  Film fare Awards  Famina  Famina Miss India A Beauty Pageant  Top Gear Magazine India  BBC Good Homes  Famina Hindi  Grazia  What to Wear
  12. 12. 12 TIML Radio Limited On 30 May 2008, SMG sold The British Virgin Radio to TIML Radio Limited for £53.2 million with £15 million set aside for rebranding. On 28 September 2008, The British Virgin Radio Station rebranded as Absolute Radio, including the sister radio stations Absolute Extreme and Absolute Classic Rock. Stations  Absolute Radio  Absolute Radio 60s  Absolute Radio 70s  Absolute 80s  Absolute Radio 90s  Absolute Radio 00s  Absolute Classic Rock  Absolute Radio Extra This company is a direct subsidiary of BCCL (not through TIML or ENIL). Times SyndicationService The syndication division of The Times of India Group, grants reprint rights for text, and other media from the group's publications. Brand Capital Brand Capital provides funding to growth oriented enterprises for their long term brand building needs. Online shopping Satvik shop, an online shopping website dedicated to organic and Ayurveda products.
  13. 13. 13 Key Management Bennett, Coleman & Co. Ltd. PROMOTERS & DIRECTORS 1. Chairperson: Indu Jain 2. Vice-Chairman & MD: Samir Jain 3. Managing Director: Vineet Jain BOARD OF DIRECTORS 1. Executive Director: Trishla Jain 2. Executive Director & CEO: Ravindra Dhariwal 3. Executive Director & COO: Shrijeet Mishra 4. Executive Director & President: Arunabh Das Sharma 5. Non-Executive Director: A.P. Parigi 6. Non-Executive Director: Kalpana J. Morparia 7. Non-Executive Director: M. Damodaran 8. Non-Executive Director: Leo Puri Times Television Network (comprising TGBCL and ZEN) Group CEO (TV business): Sunil Lulla ZEN CEO: Avinash Kaul Times Internet Limited CEO: Satyan Gajwani Times of Money President: Avijit Nanda Times Business Solutions Ltd.
  14. 14. 14 CEO: Debashish Ghosh Times VPL CEO: Sunil Rajshekhar Worldwide Media. CEO: Tarun Rai Entertainment Network (India) Ltd. CEO: Prashant Panday Alternate Brand Solutions (I) Ltd. CEO: Prashant Pandya Times Innovative Media Ltd CEO: Sunder Hemrajani Absolute Radio CEO: Donnach O' Driscoll Times Foundation Head: Shailendra Nautiyal EDITORIAL HEADS The Times of India Editorial Director: Jaideep Bose Executive Editor: Arindam Sengupta Economic Times
  15. 15. 15 Editorial Director: Rahul Joshi Maharashtra Times Executive Editor: Ashok Panwalkar Navbharat Times Executive Editor: Ramkripal Singh Mumbai Mirror Editor: Meenal Baghel Speaking Tree Editor: Narayan Ganesh Vijay Karnataka Editor: E. Raghavan Times Now Editor: Arnab Go swami ET Now Editor: R. Sridhar an ZOOM Editor: Omar Qureshi
  16. 16. 16 WORLDWIDE MEDIA World Wide Media (WWM) is a joint venture between the BCCL and BBC World Wide. It is the India’s largest producer of lifestyle and special interest magazines. It was formed in 2004 and in 2011 it became a wholly owned subsidiary of Bennett, Coleman and Company Limited (BCCL). From just four magazines in 2008, WWM is currently producing 13 magazines in India and worldwide. The Times of India Group have the selling and distribution right of these magazines for India. The magazines are:-  Femina  Femina (Hindi)  Femina (Tamil)  Film Fare  Film fare (Hindi)  BBC Top Gear  Hello!  Grazia  BBC Good Homes  Lonely Planet  Home Trends  BBC Knowledge  BBC Good Food
  17. 17. 17 ABOUT THE MAGAZINES FEMINA(English, Hindi, Tamil) Launched in 1959, Femina is India’s first and to-date India’s largest English women’s magazine. Femina covers issues on women, fashion, relationships, home- making, food, beauty, health & fitness, careers, new products, etc. The fortnightly magazine, owes its success to a level-headed approach to feminism made rich by writers from all walks of life. Femina also gives its name to the annual Femina Miss India awards – a beauty pageant contest which confers the most beautiful Indian title to women in a nation-wide contest held each year. The awards are a property of Bennett Coleman with the finalists going on to represent India in the annual Miss World and Miss Universe beauty pageant. Femina Girl was launched in February 2002, forging a bond with the teen waiting in the wings to become a Femina Babe. Inspired by the success of Femina magazine, the group started Femina Miss India awards – a celebration of womanhood and beauty – which have acted as a catalyst in making a whole new generation of women rediscovering and redefining themselves.
  18. 18. 18 FILMFARE (English, Hindi) Nothing powers popular culture like the Hindi film and nothing more than Bollywood - the largest film industry in the world – which is captured in all its glory by Film fare – India’s leading film magazine launched in 1952. Film fare has a cult status amongst its readers resulting as evident from the periodicity of the magazine becoming from monthly to a fortnightly since 2007.Spurred by the popularity and insatiable demand for Bollywood films, Film fare Awards were instituted within a few years of launch of the magazine. Within a short period, the annual Film fare Awards became the gold standard for excellence in Hindi and other Bollywood mainstream films and came to be acknowledged as the Oscars of India, being the most prestigious and most sought after by every cine-industry professional BBC TOPGEAR BBC Top Gear is the world’s leading automobile magazine since 1993. In India, it has an image of straightest talking and most entertaining automobile magazine. It has now 17 international editions. It includes the in-depth buying information, with the review and buyers guide. It also includes a comprehensive listing of every single car and bike available in the market to give the readers a real experience.
  19. 19. 19 HELLO! Hello! Hello! Is a popular celebrity and lifestyle magazine. First it was launched in Italy in the year of 1930. It has now 13 international editions. In India it was launched in April 2007. It is published monthly covering A to Z of Indian and global celebrity lifestyle news. Now it becomes an easy step to enter into celebrity’s lives. It also includes celebrity’s views on various subjects and issues in the world. The interviews in the magazine help readers to feel that they have met and visited the celebrities. GRAZIA Over 70 years since its launch in Italy, Grazia is still successful in keeping the women’s taste season after season. It became the most qualified interpreter of style for millions of women across the globe today. GRAZIA India was launched in 2008 as the 10th edition of this hugely popular title. Grazia covers both designer and high-street fashion as well as health, beauty, fitness and lifestyle issues. BBC GoodHomes Good Homes is one of the most preferred and leading interior and decor magazine that inspires its readers with innovative ideas that fit every space and budget. It offers its readers an eclectic mix of decor suggestions and DIY tips.
  20. 20. 20 Lonely Planet Lonely Planet India magazine aims to inspire and enable travellers to connect with the world. It has been treated as the world’s most trusted source on travel. Inspiring you to sample different cultures first-hand, discover new people, and learn fascinating stories. Home TRENDS In 1984 TRENDS was launched in New Zealand. With an aim to fulfil the need of a source of reference on architecture and design. Now it has become the most loved and referred to magazine across 11 countries. Probably it is the most widely read architecture and design magazine in the world. In 2010, it was launched in India as Home TRENDS to meet the demand of architecture and design reference due to the real estate boom in India. BBC Knowledge It has been created as a premium product for young and inquisitive minds. BBC Knowledge is a bi-monthly magazine, aiming at those, who are looking for knowledge based on science, history and nature. The Indian edition of BBC Knowledge follows in the footsteps of the first edition Launched in the United States in August 2008, which was an instant success - being voted among the Top 10 newly-launched magazines of 2008 by Library Journal, USA. Besides Indian and USA, BBC
  21. 21. 21 Knowledge is also available internationally in the United Kingdom, Brazil, Singapore and Bulgaria. BBC GoodFood It is the India’s first international food magazine. It contains with food and recipe guides and live experiences from prominent chefs and food experts.
  22. 22. 22 Pricing at the Times of India The Times of India is the largest selling English daily in India. It is also a national newspaper covering interests of all sections of society. This achievement has been through effective pricing strategies adopted by the newspaper. These strategies for both the advertisers and the readers are given below. Pricing strategy for advertisers Over the years the Times of India has been one of the leading newspapers catering to readers from all walks of life. The demographic profile of TOI readers thus has been a very vital reason why TOI has been the number one preference of all advertisers. Though the rates charged by TOI have never been less than what competitors are offering but they have been more or less similar .The only advantage that TOI, has over its competitors viz. the Hindustan Times. The Indian Express, The Hindu, etc. is the superb presentation and coverage offered. But there have been moments when the TOI has had to take heat from its ambitions rivals. Even after such upsurges in which the rivals have reduced ad rates the TOI has been having Rs. 120crore share of the total Rs. 500 crore market of appointments, which are the biggest grosser for all newspapers. The scene of classified ads and matrimonial is even more extreme where the TOI is the largest grosser. Though, as explained before, till date the TOI has won ads on basis of not price but superb coverage but a recent development which involved a tie- up of the Hindustan Times, The Mid- Day and the Indian Express has made the newspaper think over its policy again. The tie up of the trio
  23. 23. 23 offers an advertiser 2/3rd more coverage than that of TOI at costs 50% less than the TOI. Keeping this in mind the TOI has immediately slashed its rates as well and is now – providing ad coverage in more than one edition at very less adds on cost. The newspaper has also introduced the appointment paper in Hyderabad and Pune editions. The strategy now has turned from being value driven previously to being market driven. (see annexure for the latest advertisement rates) (A) Pricing strategy for readers A newspaper if printed and sold without subsidizing would cost the customer somewhere around Rs.8. However the newspaper companies charge less as compared to the actual cost of production as this is a very high not be amount and would not be willingly paid by the customer. The deficit the Newspaper Company faces is neutralized by the advertising revenue generated through sale for space to advertisers. However the amount charged by Times of India from readers for a newspaper depends on various factors. These are – a) Price charged by competitors b) Market scenario or positioning of the newspaper in the market. c) The company also takes into consideration the perceived value of the newspapers. This means that the company takes into account the going rate, Value pricing and Perceived Value-pricing altogether to formulate the actual price. Besides these the total advertisement revenue generated is also taken into consideration while setting the price. The Price War
  24. 24. 24 The policy of charging fewer prices from the readers and offsetting the deficit through advertising revenue generation was started by the Times of India group in the year 1992. The first paper was Economic Times. Economic Times was chosen as the experimental newspapers because Times of India was a major league newspaper while Economic Times was restricted to financial and economic segment like educational institutions, professionals and companies. The Economic Times, before, invitation price (as the price reduction was known) was rated at Rs. 5 on all week – days and at Rs. 10 on Sundays. The invitation price was first introduced in Wednesday Economic Times. Whereby the newspaper was sold on that day for Rs.2. The invitation price was a run- away success and very shortly invitation price was introduced in Friday edition as well. However the invitation price was for Delhi only. The invitation price had desirable positive effect on readership. In the first six months of introduction the circulation figures of Economic Times in Delhi raised from 30,000 units 1, 20,000 units. After this Times of India group brought the invitation price in 1994 into its major up league newspaper the Times of India. In the early 20s the newspaper copy of TOI used to cost Rs. 2.50 and thereby it wasn’t able to attract attention of readers from the rivals, basically the Hindustan Times. The Hindustan Times was a much cheaper newspaper so people mostly favoured reading it. This was due to the price economy that India is where cheap things of high utility sell like hot cakes. On the 7th March 1994, The Times of India introduced the invitation price for its Delhi Edition. The rates were slashed from Rs. 2.50 per copy to Rs. 1.50 per copy. The move however was not cared about by the Hindustan Times for approximately 3 months, but by then the Times of India had got a strong foothold. The sale rose from 1.4 lakh copies per
  25. 25. 25 month in 1994 to lakh copies per month (Source: The Hindustan Times) in Delhi region. Since then the Hindustan Times has also followed suit and introduced the Invitation price. Even after this the invitation price had made Times of India the price leader white others have to follow suits.
  26. 26. 26 PRICE OF MAGAZINES Name of Magazines Price Per Issue Periodicity 1.Femina (English) Rs.60/- Fortnightly 2.Femina (Hindi) Rs.40/- Monthly 3.Filmfare (English) Rs.60/- Fortnightly 4.Hello Rs.120/- Monthly 5.Topgear Rs.150/- Monthly 6.Grazia Rs.120/- Monthly 7.BBC Good Homes 8.Lonely Planet Rs.100/- Rs.120/- Monthly Monthly 9.BBC Knowledge Rs.125/- Bi-monthly 10.BBC Good Food Rs.100/- Monthly 11.Home Trends Rs.250/- 10 issues per year 12.What’s Up Rs.50/- Weekly 13.The Economists Rs.220/- Monthly 14.Zig Wheels Rs.75/- Monthly
  27. 27. 27 COMPETITION TABLE CATEGORY TIMES MAGAZINE COMPETITORS 1.Fashion and celebrity Grazia, Hello! Verve, Vogue etc 2.Automobiles BBC Top Gear Overdrive, Auto Car etc. 3.Bollywood And Movies Masala Filmfare Stardust, Cineblitz, The Fil Street Journal etc. 4.Women lifestyle Femina (Hindi & English) Wedding affair, Harper’s Bazaar etc. 5.Interiors and Architectural BBC Good Homes and Homes Trends Ideal Home, Home & Garden plus, Architecture+Design 6.Travel Lonely Planet Travel plus, Outlook Traveller, National Geographic Traveller etc. 7.Science and Knowledge BBC Knowledge Popular science India, Readers Digest etc 8.Food and Catering BBC Good Food Khana Khazana etc
  28. 28. 28 Distribution Structure of TOI The distribution problem can be traced back to time immemorial. The Pharaohs were the first recorded example of conserving crops during bumper season, so that they could be distributed in lean year. Since then distribution has become an essential for progress and human life. Essential because all products cannot be created or produced everywhere and it is only through a proper distribution that they can be made available to everyone. Distribution thus may be defined as an operation, or a series of operations, which physically brings goods manufactured or produced into the hands of a final consumer or user. This is thus a very vital aspect of the market–mix. A proper distribution requires an extensive evaluation of the segmented market so as to adopt that marketing channel which reaches the segmented market most effectively and efficiently. A Marketing Channel in this means “A set of independent organizations which are involved in the process of making a product or Service available for use or consumption.” The distribution thus can be done mainly through four major types of marketing channels these are:  Direct Marketing – in this the company reaches directly to its customers.  One level marketing – In this the company reaches to its customers through one intermediary i.e. retailer.  Two level marketing – In this the company reaches to its customers through two intermediaries i.e. retailer and wholesaler.  Three level marketing – in this the company reaches to its customers through three intermediaries i.e. (C&F agents, whole sales
  29. 29. 29 and retailers) However there can be more than three levels of channels in marketing used for distribution of a product but as these are the most commonly used we have restricted ourselves to these only. While selecting a marketing channel, a company has to keep in mind that the decision of choosing a particular channel can affect other marketing decisions like pricing and / or promotional strategy. This is so because distribution involves transportation and warehousing also. Distribution of Newspapers The distribution of newspapers is a very funny business. Although all the rules stated previously are followed but still owing to its very shot life span it is very different from other physical products. A newspaper’s life span erodes within 24 hours. This is so because nobody likes stale news and once news becomes old, the utility of the newspaper is eroded. This typical character on one hand removes two very important functions of newspaper, namely warehousing and inventory management but on the other it compels the newspaper company to have a very efficient distribution set-up so as do enable the newspaper to reach its target audience as quickly as possible. The functions involved in distribution of a newspaper can be listed as:  Planning the distribution system  In plant warehousing  Transportation  Receiving  Handling  Secondary transportation  Secondary handling & sub distribution  Communication The newspaper in this scenario has to use a combination of one and two level marketing. The flow diagram of a newspaper’s physical
  30. 30. 30 distribution is given on the next page. The Times of India has one of the most advanced and well planned distribution networks. For effective coverage throughout India, the TOI is on date published fro m Delhi as the National Edition and from various other centers like Mumbai, Ahmedabad, Bangalore, Lucknow and Patna as regional edition. Furthermore each publishing center has various printing presses in its close proximity for effective coverage in the region. The Delhi edition is printed at the company press in New Delhi, at Sahibabad in Uttar Pradesh, and at Panchkula in Haryana. These printing centers see to it that the newspapers reach their proximity areas quickly. Major cities are connected to the Delhi press by air. The entire distribution is shown on the next page. Within City Ahmedabad Bangalore Hyderabad Mumbai Cochin Chennai Nepal RC - Regional Centers, from where three the distribution channels mentioned previously, the newspaper is delivered to the customers. Printed at N- Delhi Printed at Sahibabad U.P PrintedatCalcutta (W.B) PrintedatPanchkula Haryana RC 1 RC2 RC3 RC 1 RC2 RC3 RC 1 RC2 RC3
  31. 31. 31 PROFILE OF THE STUDY Working in a harmonious and congenial atmosphere really motivated me a lot to contribute my services to the corporation. It has been a wonderful experience working as a management trainee which has provided me with practical insight into the fields where we will be tomorrow. The training has helped me evolve both professionally as well as on personal level. My learning was just not hypothetical in nature but those people had really taught me how to fight with the tribulations that may arise in the day today environment. My erudition can be precisely stated as follows:  Be punctual to reach your workplace.  Communication in groups and in individuals.  Looking there past as well as current reports in order to rectify errors (if any), made me aware of their procedure and policies.  Observing the people around me gave me disclosure about their attitude in working environment. as a management trainee with the times of India (Bennett Coleman & co. ltd) in their finance department at Daryaganj for the period from 31st July 2012. The times of India group of publication (Bennett Coleman & company ltd) was established in 1838 as the Bombay times and journal of commerce. After the certain yrs. of change, evolution and growth in the newspaper industry and character, Bennett Coleman &co. ltd (the proprietors of times of India group) was established with the principal objective of publishing newspapers, journals and entertainment. Today the times of India group has emerges as multi edition, multi- product organization and a clear leader in the segment it operates. Some of the brands owned by the Bennett Coleman & co. ltd are the
  32. 32. 32 times of India, the economic times, navbharat times, Maharashtra times,Sandhyatimes, femina,filmfare, the times music, times entertainment ltd-radio mirchi 98.3 fm. During training in the RMD department of the times of India group for the period of two months carefully watching the working of the various sections of the RMD department and helping and assisting the individuals wherever possible. In this project report, a brief explanation of the functioning of the RMD department is including.
  33. 33. 33 Channel Member of TOI  It is a twenty to twenty-four page newspaper with additional supplement of Delhi Times (Daily), Education Times (Monday), East/West Delhi Plus & Financial Times (Tuesday), Ascent & Times Classifieds (Wednesday), West/East Delhi Plus & Business opportunities (Thursday), government Business (Friday) and West/East Delhi, Plus & Property Times (Saturday) Sunday Review and Times Classifieds / Matrimonial (Sunday).  It is divided into 8 different sections. The different sections are: 1. Lead News – These are the most important news that are carried in the first page of the newspaper. 2. City Section – This section contains the news about Delhi and the place surrounding it. This section is carried in the third page of the newspaper. 3. State Section – The news about the whole of Delhi is carried in this section. It is published in the fourth page of the newspaper. 4. National Section – This is a four page section which carries news from various parts of the country. 5. International Section – News from around the world is carried in this section. 6. Editorial Section – This 12th page of the newspaper is the editorial page. 7. Business Section – Contains the various business news of national and international importance while it carries the prices of the shares listed in the BSE, NSE and the DSE Stock Exchange. 8. Sports Section – The sports news is all about National and International Sports.
  34. 34. 34  The second page contains the classified advertisements and at times a little bit of city news while the last page contains the important news that could not be carried in any of the above mentioned sections.  On Wednesday Times classified advertisements pertaining to recruitment are carried on three-four pages of the newspaper.  At times a special supplement is made in the form of a pull-out but sometimes it is carried in the main newspaper. The Sunday Times of India  Four pages in the main newspaper contain columns from eminent personalities and it also contains the analysis of important issues generally pertaining to Delhi.  Eight pages Sunday Review, which includes editorials, articles, future discoveries etc.  Horoscope, cartoons etc. are covered in the last pages of the main newspaper.  The classified matrimonial advertisements are published in eighteen pages of the newspaper.  Apart from all this the newspaper also contains the lead news, city news, national news, international news and the sports news. Supplements throughout the Week If there is a USP behind the success of any product or service, then for Times of India it has to be the Supplements that come with the newspaper. On date TOI is the only newspaper in India having the target assortment of thirteen supplements catering to the needs of almost all reader profiles. The TOI often is associated with as the “First” in supplement. The strength of the supplements is that on one hand due to their target at each reader profile, they have instigated a brand loyalty of the readers in TOI
  35. 35. 35 and on the other hard they have even made core Hindustan Times readers selectively subscribe to the TOI on specific days like most HT readers who are executives subscribe to the Times of India on Wednesday for Ascent. The various supplements are mentioned herewith.  Delhi Times – Often referred to as exciting, innovative, titillating and glamorous, Delhi Times is a supplement for those who lure for glamour. This is a Monday to Saturday supplement covering Delhi updates, general exports, fitness & health, style & fashion, pets, comics, shopping, reviews, spirituality and the latest of Bollywood and Hollywood.  Education Times – This supplement is targeted at students in late teens to those pursuing Graduation or Post- Graduation. This supplement provides all details about various courses in the offering, review about any one field is shown and the prospects after the course completion are stated. Also contains, vocational guidance, segmented ads of various institutions, school admission / test details etc. As it is aimed at students, language is easy to read and understand. Education Times comes out every Monday.  East Delhi/West Delhi Plus – This is the TOI reader’s window to their surroundings. East Delhi plus is distributed to readers of East Delhi while West Delhi Plus comes to readers of North and West
  36. 36. 36 Delhi. These supplements cover problems faced by the residents of particular areas. Recent developments in those areas and also details of functions to be held in near future. Targeted at those who want to see local news, these supplements come out every Tuesday, Thursday and Saturday.  Financial Times – A supplement for an investor, this highlights the various developments in the financial sector. Articles on various new public issues and their ratings are given to provide the investor an insight into, which is the best place to invest. Columns by top-notch economists and financial advisers also make it easy for a layman to understand the technicalities involved in the financial sector. Financial Times comes out every Tuesday.  Ascent – A bumper for TOI, the Ascent is the best job supplement available. Ascent covers details of both national and international appointments and the companies advertising in Ascent are all top- notch. Even a large number of IT Companies advertise is Ascent for recruitment. Coming out every Wednesday, this supplement has the maximum pull for readership and even those who are not TOI subscriber’s purchase it on Wednesday just do go through Ascent.  Times Classifieds – This is not really a supplement but it acts like one. In times classifieds advertisements pertaining to sale, purchase, recruitment, travel,
  37. 37. 37 health etc are printed. Times classifieds has a recruitment issue on Wednesday printed in the main paper. The catch phrase for times Classifieds is “News you can use”.  Business opportunities – This is a window to newly emerging business opportunities from TOI. Aimed at people wanting to do new business, it comes out every Thursday.  Government Business – This supplement comes out every Friday. It provides an insight into the governments working. Various government features, laws etc are printed for readers to understand the functioning of the government better.  Property Times – Wanting to purchase a new property, thinking about interior designing, want to know more about property rates, then Property Times is the guide. This supplement has columns on interior decoration, rates of properties etc. Advertisements pertaining to sale and purchase of properties, properties on rent, interior designing, construction etc. are also found in this supplement. This supplement comes out every Saturday.  Sunday Review – This eight page supplement comes out every Sunday and contains film articles (limelight, newsmakers), objects of Desire (showing all latest inventions), Relationship based features, health and fitness, futuristic etc.  Times Matrimonial – The search for a perfect groom or a perfect bride ends here. Times Matrimonial has the largest collection of matches of both sexes. The matches are displayed as per their caste, religion and profession.
  38. 38. 38 TV CHANNELS: Times Now: Times Now is a leading 24-hour English News channel that provides the urbane viewers the complete picture of news that is relevant, and presented in a vivid and insightful manner, which enables them to widen their horizons & stay ahead. Zoom: Zoom is India's first non-fiction, Hindi entertainment channel that is the ultimate source for celebrities, Bollywood, spicy gossip, unabashed glamour and the high life. It's is a spy into the homes of the rich and famous, an invitation to the hippest parties, DJ’s, fortune tellers, party hoppers, voyeurs, fashion designers all rolled into one, and more RADIO MIRCHI: The original avatar of Radio Mir chi was Times FM, which began operation in 1993. Until 1993, All India Radio or AIR, a government undertaking, was the only radio broadcaster in India. The government then took the initiative to privatize the radio broadcasting sector. It sold airtime blocks on its FM channels in Hyderabad, Mumbai, Delhi, Kolkata and Goa to private operators, who developed their own program content. The Times Group operated its brand, Times FM, till June 1998. After that, the government decided not to renew contracts given to private operators. In 2000, the government announced the auction of 108 FM frequencies across India. ENIL won the largest number of frequencies, and thus started its operations under the brand name Radio Mirchi. In January 2006, Radio Mirchi bagged 25 frequencies in the second wave of licenses that were issued by the Government of India. This
  39. 39. 39 pushes the Radio Mirchi presence in 32 centers. In the first phase of launch,0020it launched in April in Bangalore and has been a spectacular hit among the folks, giving healthy competition to Radio City.
  40. 40. 40 PROMOTION SCHEMES:- TRADE SCHEMES  Offered to channel members  Incentive to increase sales  Challenge for channel member: Balance reader interest while trying to increase sales to avail benefits of the scheme  Discounts for purchase of larger volumes by vendor  Bonus of 50 poise for each new account generation by vendor DISCOUNTS  Mainly for institutional sales  Eg. Bulk sale at schools at discount rates READER SCHEMES  Directed at final consumer/reader. Mainly to draw in new customers  Varies depending on location & demography  Could include trials, discounts, freebies, combo offers etc SUBSCRIPTION SALES  Offer choice of publication for a certain amount of time at a lump sum discount price  Purpose- gaining new customers and making customer switch
  41. 41. 41 SWOT ANALYSIS OF TIMES OF INDIA Strengths: (i) Brand value: The Company has a well-established brand value in the Indian Market, which has existed from the eighteenth century. (ii) National Approach: The Times of India is a complete nationwide newspaper, which is published at various parts of India. Low Cost offering: Due to a large amount of advertisements, The Times of India gives Low cost offering to its customers. Effective distribution system: The Times of India has the most effective system to distribute newspaper to each and every nook and corner of the company. (iii) Large number of supplements: The Times of India has the largest number of supplements, which are provided free to the readers along with the main newspapers. Weaknesses: (i) Language: At times the language in the articles of TOI is very complex which is difficult for the masses to understand. (ii) Delhi Times: Quite often photographs of Hollywood movie stars, which are quite objectionable, are shown in Delhi Times. Vulgarity in
  42. 42. 42 Opportunity: (i) Large Market: There exists a large market for readers in India who if provided a good newspaper, can change loyalty easily. (ii) Increase in Literacy level: The literacy level is rising in India. This is making it more lucrative for the TOI to venture into and capture new markets. Threats: Increased Competition: The newspaper has a major threat from other English dailies like The Hindustan Times and The Indian Express. .
  43. 43. 43 RMD (RESULT AND MARKET DEVELOPMENT)DEPARTMENTOF MARKETING Figure No 1.4.4 showing various functions of RMD department THREE INTERESTING THINGS ABOUT “The Times of India”-
  44. 44. 44 ➢Sell less than cost of newspaper (10-15 Rs.). ➢Always not looking to increase no, of copies to sell. ➢Attached Profile of Reader. DISTRIBUTION CHANNEL OF “TOI”: There are three ways to sell the “TOI” 1. CASH SALES: Take newspaper from pan wala or any shop in cash 2. SUBSCRIPTION SALES: Pay money in advance and read “TOI”  L INE S ALES : Ma ximu m% o f sale co m es fro m t his met ho d . Mo n e y collection works in reverse order Chain of line sales. Daryagang branch, RMD Dept. uses both Pull and Push strategy for market development. ➢Pull strategy ➢Push Strategy Branding: An ongoing activity through which you can create an image in the mind of customer about your product. Now branding of “TOI” - ➢THROUGH CAMPAIGN  Lead India  Teach India  Clean India  Economic Times in college ➢OTHER LOCAL PROGRAMMES
  45. 45. 45 Pric ing of “ TOI”: Price of “TOI” vary according today called as zigzag pricing or differential pricing like- Table no. 1.4.2 Pricing of newspaper for a week Monday 4Rs Tuesday 4Rs Wednesday 4Rs Thursday 4Rs Friday 4Rs Saturday 5Rs Sunday 5Rs Price of newspaper also varies according to life cycle of newspaper like Till 12 pm- 2.5 Rs from 12 pm to 3 pm- 2 Rs from 2 pm to 6 pm- 1.Rs “TOI” Is Pioneer In Invitation Pricing: Price at which customer automatically attract towards products called as invitation price. To understand this we take one example hypothetically. Suppose the price of newspaper is 3 ru pees and circulation is 1 lac from Monday to Saturday. Now suppose on ‘Wednesday” they made 1 rupee of newspaper in which they had maximum no. of pages. As result of this, on Wednesday sales get tripled. Because those who could not purchase it, now they (non-”TOI” readers) got opportunity to purchase and redaction”. By passage of time (After 5-7 Wednesday) they became “TOI” reader. This is called as invitation prices. Then same things were done by competitors. After one year both company blooded with 1000 million rupees. After this “TOI” made 5 rupees per day on same day (called as reverse pricing). Due to high price, customer reduced from 3
  46. 46. 46 lakh to 2lakh but company still benefit because no. of customer is more than 1 lakh with 5rupees cost of newspaper. And people going to give 5 rupees because they become habituated with this newspaper. Competitors cannot go for reverse strategy. Because they do not have good branding when compare with TOI. By this way competitors will not survive. By these techniques, they develop their market. Now Market share of “TOI” is≈50% The second is the reader who due to news coverage or any other special interest buys the newspaper. Both these segments are related to each other in the sense that the more the readership of a newspaper, the more interested will be an advertiser to advertise in it and the more will he be willing to Marketing Strategy of the Times of India The Times of India, which for long had been dominating the South and the West eyed on North India only a decade or so ago. Here it witnessed one of the most competitive situations that it has encountered so far. The Hindustan Times was a clear-cut major in larger sections of English newspaper readers in this region. HT was followed closely by the Indian Express. The Times of India on its arrival eyed the market by posing itself as the second best alternative pushing aside the Indian Express. The strategy was to provide readers with more at the same price and also to match the quality of English in the newspaper with reader profile. Indian Express not having a strong foothold gave way and TOI emerged as the second largest newspapers in the region. After this came the bloodbath or the rivalry with the Hindustan Times. To counter the Hindustan Times, The Times of India, being a large
  47. 47. 47 group inaugurated its invitation price in which price of the newspaper was drastically cut. HT in the beginning kept sleeping over this developing but when TOI gained large parts of the market HT woke up and counter the TOI had established a strong foothold and it never looked back. The TOI designs its marketing strategy on date keeping in track its brand history of rivalry with Hindustan Times or the readership pattern which is given below. The TOI understand that only way to break into HT loyalty is through targeting the low age rung i.e. school students and those at very early stages in their career. Switching to TOI from other newspapers is regular, as other newspapers do not command loyalty as HT does. The main strategy of TOI is outlined as under – “To provide readers with a value for money and also to instigate readership by providing a little something for every reader profile.” The stress points are: -  Coverage of news both national and international.  Provide some specific supplements for each reader profile.  Provide a value for money to both readers and advertisers.  Establish an efficient and effective distribution system to make a paper available to the reader where he wants it.  Instigate brand loyalty by coming out with offers and schemes (incentives) for both readers and advertisers The marketing department in the times of India The marketing department of The Times of India is divided into two wings, the Research and Market Development (RMD) and the Response. The former looks into the activities related to the distribution and promotion of the newspaper to the subscribers while the later looks into
  48. 48. 48 the activities related to the selling of the space in the newspaper for advertisements. A brief idea about the two wings is given below. A. The Research & Market Development (RMD) The main activities of the RMD are:-  Look into distributional activities by proper supervision of the distributional channels.
  49. 49. 49  Settlement of accounts with the agents at the end of the month.  Look into the promotional activities of the newspaper. The Panchsheel of RMD:-  Timing– The delivery of the newspaper from the press to the agents should be such that the hawkers do not have to wait for the newspaper.  Ad Relevant Circulation– The consumers profile and the circulation figure should be known as it assists the response department in the generation of ad revenue.  Competitive Advantage – Deals in building upon the company’s strengths and also in keeping a track of the latest developments adopted by the competitors.  Cost Effectiveness – The newspaper should be distributed at the least possible expenditure.  Service – It deals with the promotional activities to present consumers, prospects, hawkers, dealers and sub-dealers. B. The Response Response is another wing of the marketing department of The Times of India. The basic function of this wing is to sell space in the newspaper for advertisements. The main activities of the Response are:  Selling of space for advertisements to the advertisers or advertising agencies.  Scheduling of the advertisements, i.e., look into printing of the advertisements on the schedule date and space.  Settlement of accounts with the clients after the ad is published. Types of advertisement dealt by the Response
  50. 50. 50 The Response deals with 5 different types of advertisements. They are:  Display– Those advertisements, which give information about the product or the services as, offered by the different organizations. Tender– Those advertisements, which tell about the different tender offers or notice that, are brought by the Public Sector Units.  Appointment – These advertisements tell about the vacancies that come out in the different organization from time to time.  Financial – The financial advertisements gives information about the public issues, financial statements, investment schemes, etc. of the different organizations.  Classified– Those advertisements whose space is sold at the subsidized rates, generally to be availed by the common man. Product Management A product is anything that can be offered to a market to satisfy a need or a want. Products that are marketed include physical goods, services, persons, places, organizations and ideas. FIVE LEVELS OF A PRODUCT In planning its market offering, the marketer needs to think through five levels of the product. These levels have been depicted below: - Each of these levels adds more customer value and the five constitute a customer value hierarchy. The most fundamental level is the “Core Benefit” i.e., the fundamental service or benefit that the customer is really buying. In case of a newspaper it is the current affairs and the editorial content at the core level that the customer is really buying. Therefore the core need is to be aware of the happenings the world over and also to know about new products, ideas etc.
  51. 51. 51 At the second level is the “Basic Product”. At this level the consumer converts the benefit required i.e. awareness to a tangible or basic product, which in this case is a newspaper. At the third level is the “Expected Product”. This is a set of attributes and conditions that buyers normally expect and agree to when they purchase the product. For example in our case the expected product includes current news, no exaggeration only truth, good quality paper and printing, easy language etc. Most newspaper is able to fulfill this minimum expectation. At the fourth level is the “Augmented Product”. This is a net of attributes that meet customers’ desires beyond their expectations. A newspaper company can provide excellent coverage and presentation, supplements to suit the needs of each of the target groups etc. In today’s era competition essentially takes place at the product augmentation level. Product – augmentation leads the marketer to look at the buyer’s total consumption system i.e. the way the purchaser of a product performs the total task of whatever it is that he or she is trying do accomplish when using the product. According to Levitt – “The new competition is not between what companies produce in their factories, but between what they do their factory output in the form of packaging, services, advertising, customer advice, financing, delivery arrangements, warehousing, and other things that people value”. However, there are some things that should be noted about the product augmentation strategy. Firstly, each augmentation costs the company money. The marketer has to think whether customers will pay enough to cover the extra cost. Secondly, augmented benefits soon become
  52. 52. 52 expected benefits, for example – A purchaser of a newspaper now expects various supplements to cater to his need, so the publishers have to think of other features to add to their newspapers. At the fifth level stands the “Potential Product”, which encompasses all the augmentations and transformations that the product might ultimately undergo in the future. While augmented product describes what is included in the product today, the potential points to its possible evolution, here companies search aggressively for new ways to satisfy customers and distinguish their offer. The newspaper companies are now striving to bring out new products like newspaper on the net etc. Product Line in Newspapers For many years all that a newspaper used to provide was news coverage, which was more of a local perspective than global editorial section catered to the letters to the editor only. Competition came and things began to change. Slowly international coverage was also brought into the scene and the editorial department besides the reply to letters also began to take up new developments from all walks of life. More neck breaking competition further stressed the newspapers to increase their product line by offering new supplements for various reader profiles. The current scenario sees newspapers bringing out innovative supplements and publications along with the regular subscription at a minimal or low add on rate. Product Management at Times of India The Times of India, Delhi is published 7 days a week and each day it has three editions. The three editions are:  City I  City  Late City
  53. 53. 53 The City I edition is for those places where it takes 12 hours to reach either by train or by bus. The mode of transportation for these far off places is generally by train or by taxi. In some cases the newspaper is also transported by buses that ply between these places and Delhi but it is rare. The City edition is for places where it takes some 6-7 hours to reach. The general mode of transportation of City edition newspapers is taxi but in some cases the newspapers is also transported through train.The Late City editions are for those areas which fall within the radius of 75- 80 kilometers from Delhi. Here again the mode of transportation is taxi. What Readers want from News Papers? A newspaper is referred to as the companion of the morning tea. The prime reason why a newspaper is bought is the current affairs or the news in it. The newspaper has been over the years the most effective interface of a common man with the word. The readers thus want that the news in the newspaper should be unbiased and fresh. Moreover the advertisements should be ethical and should not be inserted at the expense of news and editorials. Finally, the readers want the whole newspaper packaged RESEARCH METHODOLOGY Task
  54. 54. 54 As a part of the Summer Internship Program we have been assigned to book subscriptions for the various magazines published by Worldwide Media and sold and distributed by Times Of India and also to collect renewal from the expired subscribers. Research Methodology Objectives:  To predict and explore the customer demands in terms of Price, Quality and Services for magazines published by Worldwide Media (WWM).  To find out the reasons why subscribers are not renewing or discontinuing their subscription. Problem definition: What are the various aspects in which Worldwide Media is lacking behind in fulfilling the customers demand? Research methodology: This Exploratory research has been conducted through primary data. The data will be qualitative as well as quantitative. The data has been collected through personal interview, door to door visit and telephonic interview. Research design:  Geographical location: The geographical location taken for the purpose of data collection and the research in Lucknow city.  Sample size: The sample size for collecting primary data 150 respondents. The sampling will be done through Random Technique.
  55. 55. 55 Table:- Reader 100 Non-Reader 50  Data collection method: The data has been collected through personal interview, door to door visit and telephonic interview.  Target group: The respondents consist of existing subscribers, discontinued subscribers and non-readers. Limitations:  The field work for the purpose of research was limited to some part of the Lucknow city only. Therefore it may not represent the overall consumers as perceptions of the consumers may vary place to place due to demographic factors.  The sample size is 150. DATA ANALYSIS AND INTERPRETATION 1. Sample Size Distribution: Table:-
  56. 56. 56 Reader 100 Non-Reader 50 Readers include Existing subscribers (during the SIP) and Expired subscribers. The Expired subscribers are divided into two parts, 1) Discontinued subscriber, who doesn’t want to renew their subscription and 2) Continued subscriber, who have renewed their subscription. 2.Reason for not-reading: Among the Respondents covered under Non-reader criteria, 20% said that they are not able to afford a magazine, 24% do not read due to non- availability of time, 22% prefer to read online and the remaining 34% are not interested in reading magazines.
  57. 57. 57 3. Rating upon features: Respondents were asked to rate the features with number between 1 to 10 . A) Entertainment: It shows that only 16% subscribers are fully entertained by the magazines who gave 10 out of 10. The highest 44% subscribers gave 8 out of 10. They are less entertained than other 24% subscriber who gave 8 out of 10. Therefore it shows that maximum percentage of population want more entertainment in the magazines.
  58. 58. 58 B) Information: Survey indicates that all the respondents are well satisfied with the information delivered through the magazines. They are giving 8, 9 and 10 out of 10. C) Gossip: It shows that customers are demanding less gossip in the magazines. They rated this feature with 7,8,9 and 10. The personal interviews on this topic also shows their demand to avoid gossiping.
  59. 59. 59 D) Updates: The contents in the magazines are well updated as the diagram shows that 55% respondent gave 9 out of 10. Only a few percentage of respondent think that magazines are not well updated. E) Price: In case of price, survey shows that 27% are highly satisfied and another 45% are less satisfied than the first one. By seeing other responses we can say that subscribers are well satisfied with price of the magazines. But still their demand is to decrease the price due to human behaviour of expecting more than what they get.
  60. 60. 60 F) Services: Services is one of the main factor which helps in maintaining the customer loyalty and keeping the readership size constant. The survey shows that there are less percentage of people who are well satisfied with the services who give higher rating. Their demand is to improve the services including the distribution system and customer care system. G)Language: Customers are well satisfied with the language used in the magazines. Maximum percentages of the respondents give higher rating. H) Quality Vs Price Ratio: When the respondents were asked about the quality Vs price, good responses have received from them. There are maximum percentages of
  61. 61. 61 people who are highly satisfied with the quality of the magazines relating with price. 4. Renewal Call: During the internship period, 50 renewal calls has been done. Out of which 26% i.e. 13 renewals have been collected. The remaining 74% has denied renewing their subscription. The reasons for denying are discussed A) Reason for Discontinuation: Reasons derived from the survey, for the discontinuation of the subscriptions,  Decrease of interest and usability: 32% of the respondent said that they have stopped their subscriptions due to decrease in interest. Also the usability.  Shifting: There are two types of shifting observed, 1. To other TOI magazines. 2.To other publishers.  Due to contents: 5% subscriber thought that the full contents comes in an issue are not necessary for him/her. They need only a part or few pages of the magazine. For which they think that it is
  62. 62. 62 none other than wasting of money by buying the whole. Therefore they now prefer internet for their need.  Only subscribed for gift: Subscription scheme plays an important role in increasing readership. There is high demand of gifts in subscription scheme. There are 8% people who are not interested in continuing their subscription because there is no gift in current scheme. But if they will be provided with preferable gift scheme, they are ready to continue their subscription.  Cost: Only 3% people are not ready to continue their subscription because they thought that the current scheme of 50% discount on 1 year subscription is not so cost effective.  Service: The last but the main reason for which people are not ready to renew their subscriptions. As maximum percentage i.e. 39% of the respondents have stopped their subscription only because of services problem. There are three types of service problems derived. 1. Delivery: Customers were getting issues lately or never got some issues. In case of fortnightly magazines, they were getting two issues at a time. Also some were not getting issues in a proper condition i.e. damage of packaging, crashed papers etc. 2. No response in problems: When the subscribers faced the above mentioned problems, they were not responded well from the sales department. Their problems were not solved. That’s why this became a big reason for discontinuing subscription. o 3. Representative: Another problem in services is due to representatives. At the time of renewal no representative were came to collect. They were interested but due to available publishers they have shifted to others. Again in
  63. 63. 63 this case, they have got calls from sales department for renewal, appointments for collection were also fixed, but still they didn’t come to collect. Thus TOI have lost some subscriber. FINDINGS  Magazines are well entertained, updated and well informative.
  64. 64. 64  The price according to the quality of the magazines is satisfactory.  Subscribers have high demand in the improvement of services.  There is a tough competition among magazines in LUCKNOW.  Maximum people prefer Hindi rather than English.  Subscription schemes attract more customers.  Schemes with gift are playing a good role in increasing readership as there are a lot of customers who have subscribed only for gift.  There are a big number of boutiques and designers in Lucknow and most of them deals with Indian traditions. That’s why the contents should specific customer centric.  Peoples are highly interested in magazines but low awareness about the schemes. RECOMMENDATION
  65. 65. 65  Improvement of Services: The first and foremost recommendation that can be suggested from the findings of the research is the improvement in services. As there are high demand of the magazines of WWM. The customers now have huge options for selecting a magazine, as there are so many producers of magazines in different language and increased usage of internet. Therefore a small problem faced by a customer may lead to losing that one.  A better distribution channel: I would also like to recommend that by implementing a better distribution channel, TOI can increase its market share.  A better renewal reminder system: A better renewal reminder system can also be implemented. There is a system of reminder  but customers are complaining that they are not getting the reminder alarm.  Appointment of new staff: TOI can also improve their services by appointing new staff as ‘Customer care Executive’ by giving well training so that they will be able to respond the customers well who have problems. Because currently customers are not well responded.  A Hindi version of Femina: There is also a demand from the target group in Lucknow is a Hindi version of Femina. By doing this they can get readers from others magazines like Gruhsubha etc. CONCLUSION
  66. 66. 66 The summer internship project plays an important role in management education where students get a golden opportunity to apply his knowledge and learning gained from classroom lectures in practical business environment. The SIP program also helps in gaining knowledge and developing the confidence level to work. I have also learnt a lot by my Internship at Times of India Group, Lucknow. This research has been done to study sales and promotion of magazine in Lucknow towards Times Group’s magazines. The people in Lucknow still preferring printed contents despite of technology adaption. In posh areas like Hazratganj, Gomti nagar, Mahanagar etc. people prefer English magazines rather than Hindi or Gujarati. But maximum areas still prefer to read a Gujarati or Hindi magazine. There is high demand and high awareness about TOI newspaper in Lucknow. But less people are aware that TOI has magazines also. And there are some people who are aware about it but they are not aware about the subscription schemes. They are interested in subscribing. When they came to know about the schemes, they immediately bought subscriptions. But still there are some areas where awareness about these magazines is very low. Customer loyalty towards TOI magazines is very high. Survey shows that only 26% of the customers don’t renew their subscription. But this is only happening mainly because of service problems. TOI is not able to provide accurate service to all customers. There are some other reasons also, but if TOI works on improving services of delivery or customer relationship or improving the quality of responding towards the customers’ problems with better solutions, than obviously no reader will leave TOI. REFERENCES
  67. 67. 67 1. Ali S., . “A Study of Consumer Behaviour & Loyalty In Print Media – Challenges & strategic prescriptions with Special reference to English, Hindi, Marathi News Paper readers-Mumbai”. ABHINAV. 1 (4), pp.64- 70 2. Arc Gate. Indian Magazine Market Overview. [ONLINE] Available at: http://arcgate.com/blog/2010/09/29/indian-magazine-market- overview/. 3. WorldWide Media. About Grazia. [ONLINE] Available at: Available at: http://grazia.co.in/about-us. 4. WorldWide Media. BBC Good Homes. [ONLINE] https://www.facebook.com/goodhomesmagazineindia/info. 5. WorldWide Media (). About Lonely Planet. [ONLINE] Available at: https://www.facebook.com/LonelyPlanetMagazineIndia/info. 6. Times Group. About Home trends. [ONLINE] Available at: http://www.timesgroup.com/brands/publishing/magazines/home-trends- english.html . 7. Times Group. About BBC Knowledge. [ONLINE] Available at: http://www.timesgroup.com/brands/publishing/magazines/bbc- knowledgeenglish.html . 8. Ernest &Young . Indian magazine segment: Navigating new growth avenues. [ONLINE] Available at: http://www.ey.com/IN/en/Industries/Media--- Entertainment/Indian- magazine-segment. 9. Vital Business Media. Go East, young journalist: India publishing market is hot. [ONLINE] Available at:
  68. 68. 68 http://www.emediavitals.com/content/go-east-youngjournalist-india- publishing-market-hot. 10. Times Group. About us. [ONLINE] Available at: http://www.timesgroup.com/bccl/about-us.html. Questionnaire
  69. 69. 69 1. Do you read magazines? Yes / No 2. If No, then Why?  Non-availability of time  Online preference  Non-interest  Affordability 3. Which type of magazines you prefer to read?  Fashion and lifestyle  Interiors and design  Travel  Automobile  Bollywood and movie masala  Sports  Other 4. Name of the magazine you read/subscribed._____________________________ 5. How do you like this magazine? Please rate the features.  Entertainment 1--------10  Information 1--------10  Gossip 1--------10  Updates 1--------10  Price 1--------10  Services 1--------10  Languages 1--------10  Quality vs Price 1--------10
  70. 70. 70 6. What would you like to do to improve the quality and services of a magazine? __________________________________________________________ ______ __________________________________________________________ ______ 7. References  ___________________________  ___________________________ 8. Reason for discontinuation: __________________________________________________________ ______ Name:- Contact No:- Address:- THANKS FOR YOUR VALUABLE TIME AND COOPERATION
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