1.
SUMMER INTERNSHIP Presentation
BY
PRINCE KUMAR
BM18031

2.
 Executive summary
 Objectives of the internship
 About the company
 Job profile and job role
 Research and findings
-SWOT Analysis
-Brand funnel
 Major learning
 Recommendations

3.
 Project title : ‘A study on sales and promotion of Times of India
in OOH & analysis with competition media house’
 Project duration : 8 weeks
 Out-of-home(OOH) sales and promotion - outdoor advertising, also
known as out-of-home media or outdoor media
 Consumers outside their homes
 Focused on marketing to "on the go" consumers
 Sales takes place on bulk usually
 Cost effective – less channel members
 Deliver a relevant message with ease and efficiency
 Consistency as well as stability when it comes to delivering brand
awareness
 Advertising formats: Billboards, Street, Roads, Highways, Transit, etc

4.
 The sales and promotion
 Hard core sales
 Complexity of the distribution channel
 The co-ordination of the different channel members
 Dealing with the competitors
 The consumer behaviour
 The team work spirit

5.
Company Bennett Coleman Co & Ltd
Type Private
Industry Mass media
Founded 4 November 1838 (180 years ago)
Headquarters Mumbai, Maharastra, India
Key people Indu Jain(Chairperson)
Samir Jain(Vice-Chairman)
Vineet Jain(Managing Director)
Raj Jain(Chief Executive Officer)
Products Publishing
Broadcasting
Radio
Film
Entertainment
Web portal
MX Player
Revenue ₹9,976 crore(US$1.4 billion)(2016)
Net income ₹1,292
crore(US$190 million)(2016)
Company The Times of India
Publisher Bennett, Coleman & Co. Ltd.
Type Daily newspaper
Language English
First issue
date
1838
Headquarters Mumbai, Maharastra, India
Editor-in-
chief
Jaideep Bose
Sister
newspapers
The Economic Times
Navbharat Times
Maharashtra Times
Ei Samay
Mumbai Mirror
Circulation 3,198,449 daily(as of Jul–Dec
2017)
Major
Competitors
-Hindustan Times
-The Hindu
-The Indian Express

6.
Editor in chief
Creative directorExecutive directorManaging director
Art directorContributing editors
& columnists
Copy chief Senior editor
Art department
assistant
Associate art
director
Photo editor
Feature editor
Research chief
Copy editors
Fact checkers
News editor
Assistant editor
Associate editor
Staff writer
Associate photo
editor
39%
19%
11%
17%
5%
5%
4%
Market share
The Times of India
Hindustan Times
The Hindu
The Telegraph
Deccan Chronical
DNA
Mumbai Mirror

7.
 Mentor - Pranay Roy (Senior sales officer)
 Co – guidance - Debopriya Chakrabarty (Senior Manager)
 Job role
- hard core sales
- basically OOH sales
- sales and promotion methodology of the various channel members
 Achievements
- 49 subscriptions of The Times of India
- call sheet maintenance of around 600 existing and non-existing
customers

8.
A primary research :
 Analyse the newspaper reading habit of the readers
 Their perception towards the Times of India
Research objectives :
 Sensitivity towards Price, Quality and Services for newspapers
 Important factors affecting the readers
 Preference of digital form of news to the traditional medium of news
Limitations :
 Sample size
 Completely relying on the data from the questionnaire
 Limited geographical reach

9.
 Around 75% of the total respondents prefer digital news
to newspaper.
 The highest awareness is with The Times of India
newspaper which reflects the effectiveness of sales
and promotional strategy
 The readers have made The Times of India
their most preferred newspaper brand
 The readers prefer buying newspaper mostly
‘Through vendor subscription’

10.
S
-Widely available
-Parent company
media platform
-Easy brand recall
-Has got a city-
wise edition
publication
T
-Increased
competition from
other dailies
-Online news
medium means
reduced circulation
W
-Publish more
celebrity/entertain
ment news
-Tough
competition-limited
scope for
increasing market
share
O
-Huge opportunity
in Regional
Languages space
-Better usage and
interaction with
online and mobile
mediums
𝑅𝐸𝑃𝐸𝐴𝑇
𝑇𝑅𝐼𝐴𝐿
𝑀𝑂𝑈𝐵
𝑅𝐸𝑃𝐸𝐴𝑇
= 72%
= 100%
𝑇𝑅𝐼𝐴𝐿
𝐴𝑊𝐴𝑅𝐸𝑁𝐸𝑆𝑆
= 96%

11.
HOW DO TOI REACH THE
POTENTIAL READERS?
TRADE
 Door delivered copies.
 News stand copies.
 Wholesalers.
 Agents & dealers.
 Signal sales.
BULK
 Corporate sponsorships.
SUBSCRIPTION
 Acquisition through attractive offers/gifts.
 Effective courier deliveries.
WHAT DO TOI DO TO SERVICE AND
RETAIN THE READERS?
TRADE
 Incentives to our distribution partners.
 Visibility drive at selected outlets.
 A mechanism of feeder routes.
BULK
 Customized innovation.
 Handling the logistics and backend
works for clients.
SUBSCRIPTION
 Lucrative discounts.
 Attractive gifts.
 Special incentives on combo offers.
 Assured delivery at doorsteps.
On site learning
Barisha depot visit
Jadavpur University visit
Radio Mirchi visit
Press visit
IIM Calcutta visit

12.
 Take Advantage of the Space
 Offer Commissioned Articles
 Have a Daily Deal
 Offer Direct Transactions For Merchandise
 Run a Contest
 Review Local Artists