Comparative Analysis of MINT v/s The Economic Times

1. Submitted By:-
Vikrant Modi
Enrollment NO:- 147110592135
PARUL INSTITUTES OF MAG. & RESEARCH
Guidance:
Prof. Jayprakash Lamoria
Comparative Analysis of The
Economic Times v/s MINT

3. Company Profile
MINT (Hindustan Times)
• Mint, a business paper from Hindustan Times in association with The Wall
Street Journal, was launched in 2007 with the premise of bringing “Clarity in
Business News”, a need strongly articulated by business news readers in the
country.
• The numbers bear testimony to the high acceptability and strong bond that Mint
has with its readers. According to the Indian Readership Survey (IRS Q1, 2011),
222,000 readers make Mint a strong No. 2 player. Mint has a 27% readership
share in the key markets of Delhi, Mumbai, Bangalore and Kolkata. With
editions in Chennai, Hyderabad, Ahmedabad, Chandigarh and Pune as well,
Mint reaches the who’s who of corporate India nationally.

4. The Economic Times:-
 The Economic Times is an English-language, Indian daily newspaper
published by the Bennett, Coleman & Co. Ltd. first published in 1961. It is the
world's second-most widely read English-language business newspaper, after
the Wall Street Journal, The Economic Times is published simultaneously from
12 cities—
Mumbai, Bangalore, Delhi, Chennai, Kolkata, Lucknow, Hyderabad, Jaipur, A
hmedabad, Nagpur, Chandigarh, and Pune.
 The Economic Times is headquartered in Mumbai at The Times of
India building. Its main content is based on the Indian economy, International
finance, share prices, prices of commodities as well as other matters related to
finance. The founder- editor of the paper when it was launched in 1961 was
P.S. Hariharan. The current Editorial Director of The Economic Times and ET
Now is Rahul Joshi.

5. History
Particular Mint (HT) The Economic Times
Type Daily Newspaper Daily Newspaper
Format Berliner Broadsheet
Owner’s
Shobana Bhartia Bennett, Coleman & Co.
Ltd.
Founder
Raju Narisetti Bennett, Coleman & Co.
Ltd.
Founded 2007 1961
Readership 3,10,000 4,10,000
Headquarter New Delhi Maharashtra

6. SWOTAnalysis
Particular Mint (HT) The Economic Times
S-Strength
Increase in MINT
Readership garnering
market share in Metro and
Tier-1 towns
Experience Management
with focus on
diversification .
Strong brand name as it
has brands like Hindustan
Times, Fever 104 Radio etc
Wide reach across India
with a strong readership
Wide coverage and
hugely popular top-of-the-
mind brand.
Part of Largest Media
House in India and hence
excellent reach of over
4,10,000 per day.
Has a good Brand Recall
and is synonymous with
financial and business
news and coverage.

7. Particular Mint (HT) The Economic Times
W- Weakness
Increasing
penetration of digital
media could affect
newspaper readership
in the in the long term
 Through
competition from other
financial
newspapers mean
limited market shares.

8. Particular Mint (HT) The Economic Times
O-opportunities
Higher Margins from e-
paper needs subscriptions.
Increasing advertising
yield and penetration.
Can leverage existing
Supplements like Brand
Equity and others to
differentiate itself from
competition.
Tie ups with WSJ and
other Marque Brands to
get even more
readership base
Promotion, tie-ups
with financial
institutions, colleges etc

9. Particular Mint (HT) The Economic Times
T-Threat
 Raw Material cost
increasing, putting
pressure on margins
 Weakness in
Macroeconomic
environment.
 Intense regional
competition with
few competitors
taking national route
Online news medium
means reduced circulation.
Increased competition
from other newspaper

10. Research Methodology
Objective
 To analysis consumer interest toward the MINT and The Economic Times.
 To compare the MINT and The Economic Times regarding
content, edition, way to express the news.
 To compare the MINT and The Economic Times attraction toward the
customer by promotional activates.
 To compare the proportion of the news cover by the newspaper in MINT and
The Economic Times.

11. Research Design
Descriptive Research
 Used to describe market characteristics or functions.
 It assumes that the researcher has much prior knowledge about the problem
situation.
 Descriptive research is characterized by the prior formulation of specific
hypothesis
 Thus information needed is clearly defined, hence it is pre-planned &
structured.
 Descriptive research is marked by a clear statement of the problem, specific
hypothesis & detailed information needs.
 A Descriptive research requires a clear specification of the 6 W’s:
Who, What, When, Where, Why & Way.

12. Source of Data
Primary Data
 Methods to use collect the data:- Interviews
 Instrument to use collect data:- Questionnaires
 However, for a small-scale study, the most commonly used methods are
interviews, survey questionnaires and observations.
 The primary data will be collected form the existing and new customer of
MINT HINDUSTAN TIMES LTD. Through a direct structured questionnaire.
Secondary Data
 Data collected, Compiled or written by other researchers eg.
Books, journals, and newspapers any reference must be acknowledge.
 Company profile, company registers, website and articles were used widely as
a support to primary data.

13. Sampling Unit
 Sample unit: - The respondents are those who are reading The Economic
Times/MINT.
 Sampling method: - Non probability method,
 Sample Size: - 100 respondents
Data Collection Method
 Data source: - Primary data (field survey).
 Method to use collect data:- Interview
 Instrument to use collect data:- Questionnaire
 Area of research: - Vadodara city.

14. DATAANALYSIS & INTERPERRTATION
Q1. Which financial newspaper you are reading?
Particular Respondent %
The Economic Times 50 50%
Mint 30 30%
Other 20 20%
Total 100 100%
50%
30%
20%
The Economic Times Mint Other

15. Q4
Particular
The Economic
Times
% Particular Mint %
News 10 20% News 5 17%
Corporate &
Company
News 8 16%
Corporate &
Company
News 7 23%
Market &
Economic
News 7 14%
Market &
Economic
News 4 13%
Financial News 10 20% Financial News 5 17%
Stock Related
News 15 30%
Stock Related
News 9 30%
Total 50 100% Total 30 100%
Q4.Which section/edition of Mint or The Economic Times news you like?

16.  Interpretation
According to the respondent of The Economic Times & MINT, 30% are
reading the Section of Stock Related News in The Economic Times & 30%
are reading the Section of Stock Related News in MINT.
20%
16%
14%20%
30%
The EconomicTimes
News Corporate & Company News
Market & Economic News Financial News
Stock Related News
17%
23%
13%
17%
30%
Mint
News Corporate & Company News
Market & Economic News Financial News
Stock Related News

17. Q6 Price
Particular
The Economic
Time
% Particular Mint %
Highly
Satisfied
15 30%
Highly
Satisfied
7 23%
Somewhat
Satisfied
10 20%
Somewhat
Satisfied
10 33%
Neutral 10 20% Neutral 8 27%
Somewhat
Dissatisfied
12 24%
Somewhat
Dissatisfied
3 10%
Highly
Dissatisfied
3 6%
Highly
Dissatisfied
2 7%
Total 50 100% Total 30 100%

18.  Interpretation
According to the respondent of The Economic Times & MINT, 30% are
Highly Satisfied with the price of The Economic Times & 23% are Highly
Satisfied with the price of the MINT, where as 20% are Somewhat Satisfied
with the price of The Economic Times & 33% are Somewhat Satisfied with the
MINT.
30%
20%20%
24%
6%
The EconomicTime
Highly Satisfied Somewhat Satisfied
Neutral Somewhat Dissatisfied
Highly Dissatisfied
23%
33%
27%
10% 7%
Mint
Highly Satisfied Somewhat Satisfied
Neutral Somewhat Dissatisfied
Highly Dissatisfied

19. Q6. Supplement
Particular
The Economic
Time
% Particular Mint %
Highly
Satisfied
9 18%
Highly
Satisfied
6 20%
Somewhat
Satisfied
15 30%
Somewhat
Satisfied
10 34%
Neutral 20 40% Neutral 10 33%
Somewhat
Dissatisfied
4 8%
Somewhat
Dissatisfied
3 10%
Highly
Dissatisfied
2 4%
Highly
Dissatisfied
1 3%
Total 50 100% Total 30 100%

20.  Interpretation
According to the respondent of The Economic Times & MINT, 30% are
Somewhat Satisfied with the Supplement of The Economic Times & 34% are
Somewhat Satisfied with the Supplement of the MINT, where as 40% are Neutral with
the Supplement of The Economic Times & 33% are Neutral with the Supplement of the
MINT.
18%
30%40%
8%
4%
The EconomicTime
Highly Satisfied Somewhat Satisfied
Neutral Somewhat Dissatisfied
Highly Dissatisfied
20%
34%
33%
10%
3%
Mint
Highly Satisfied Somewhat Satisfied
Neutral Somewhat Dissatisfied
Highly Dissatisfied

21. FINDING
 During the research I found that the there is some people are who is reading
the MINT then the other financial newspaper. Because the people are not
aware of the MINT paper in the market as they are aware of other newspaper.
 During the research the customer are asking what type of the section you will
give us, because they are only interested in particular section or edition only.
So these are one type of needs & want of the customer, which company has to
fulfil their needs.
 We find that the price of the particular paper which they are reading is
comfortable to them, but the some customer are also telling the price of the
particular newspaper for the Saturday and Sunday was high then other day.
 The supplement of MINT which the customer needs and the company is giving
is good then other newspaper.

22. Limitations
Though this study was taken up with sincere effort to accomplish the
objectives, there were certain factors that held back the satisfactory
completion of the same.
 The research was dependent on the information provided by the respondents.
It may be biased.
 The study was confined to Vadodara City only.
 Interaction with the respondents was limited due to their busy work.
 There were chances that respondents will make assumptions while filling the
questionnaire.
 100 people cannot give the picture of entire population living in Vadodara
City.

23. Conclusion
 According to the respondent there are 50% are reading The Economic Times &
30% are reading the MINT
 The edition most liked by the respondent is 30% stock related news in The
Economic Times & MINT, 23% are liking Corporate & Company News in
MINT & 16% in The Economic Times.
 The MINT is attracting the customer by giving different types of gift and the
good subscription to the customer, rather than other financial newspaper.
 People are mostly satisfied with the product MINT, but the company must give
quality services to the customers who are not satisfied and also do the sales
promotion schemes to increase the sales.
 MINT is growing in the media market tremendously. The finance news provided
by MINT is convenient and easy to understand in language.
 It is now “No2” in finance sector newspaper because of its marketing
techniques and better customer profiling.

24. Suggestion
From the study carried out and the analysis of the result obtained from
the survey, the following suggestions and recommendations can help the firm
to improve upon the product.
 Give more job related advertisements.
 Come up with new creative advertisements.
 Build proper positioning in the minds of the readers.
 Give certain small vouchers package at the time of Diwali or any other
festivals, to attract the customer for longer period.
 Service check calls at regular intervals.
 Make some events with corporate & the customer of the MINT. To spread
awareness of MINT.
 The company has to increase the awareness regarding the MINT newspaper
in Vadodara cities.

25. Learning & Achievement
 Hindustan Times had offered discount up to 30% in the price of yearly
subscription of product and services, aimed at increasing the market share. This
special subscription rates attracted a huge amount of potential customer.
 If I talk about my achievement, then there is pure selling of the MINT
newspaper. During my SIP I have done 13 subscription.
 The customer don’t known the MINT newspaper but they are aware of the
Hindustan Times & on that basics the customer are purchasing the newspaper.
 Here MINT have given the good offered to the customer, so they are attracted
toward the product. Here MINT has given 30% discount in his annually
subscription.

26. Bibliography
 https://en.wikipedia.org/wiki/Hindustan_Times
 https://en.wikipedia.org/wiki/Mint_(newspaper)
 http://www.htmedia.in/brandPage_hindustan.aspx?Page=Page-HTMedia-Mint
 http://www.htmedia.in/Vision.aspx?Page=Page-HTMedia-Vision
 https://en.wikipedia.org/wiki/The_Times_of_India
 Book Reference
Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, Marketing
Management, 13th Edition, Pearson Publication House, Published on 2012.