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Brand comparison

  1. 1. BRAND COMPARISON STUDY OF VARIOUS DAILY Presented By : Karan Manocha
  2. 2. 1445 AD Johannes Gutenburg invented the printing press • 1641 The first English newspaper is printed 1702 The first successful daily newspaper in England is published • 1880 The New York Graphic is the first newspaper to print a photo 1958 Liquid paper is patented by Bette Nesmith Graham
  3. 3. In India The first Marathi fortnightly newspaper 'Darpan' was started by Balshastri Jambhekar on 6th January 1832. After 'Darpan' various newspapers like 'Mumbai Akhbhar' (1840), 'Prabhakar', 'Gyandarshan' were published. First Marathi daily 'Dyanprakash' was started on 12 Feb. 1849
  4. 4. Started in 1975 by the Anandabazar Patrika group • Bought by the Kotak Mahindra Bank in 1996 English-language edition comes from 12 regional centers • Business Standard sells 217,000 copies daily
  5. 5. 67.85% shares owned by Uday Kotak • 27.76% shares owned by The Great Eastern Shipping Corporation And 4.39% others
  6. 6. Digital Assets Business- standard.com smartinvestor.in E- Business Standard • For android • For internet phone • For Internet pad
  7. 7. Business Standard Magazines Banking Annual, the one spot information providers regarding everything related to banks. Banks are not only gives you security but many more things. The issues of BS 1000 mention those depressing times, providing data on the impact of the slowdown on corporate, the deterioration in their financials, how they coped with crisis. The fund manager seeks to rank mutual funds schemes and also rate the best fund manager of the year.
  8. 8. The first edition appears on 3 November 1838, known as The Bombay Times and Journal of Commerce as a semi-weekly edition • Filmfare launched in 1952 and started by J.C. Jain The Economic Times is launched in year 1961 • 1991: BBC features The Times of India among the world's six great newspapers. Radio Mirchi - Nationwide Private FM Broadcasting in 2001 • Launch of a Property services Portal Magic Bricks in 2006
  9. 9. TV Channels
  10. 10. Times Internet Limited
  11. 11. The Economic Times Supplements Brand Equity: A supplement that appears every Wednesday, which covers marketing, advertising, media and market research Corporate dossier is a supplement that appears every Friday, aimed at the CEO’s of corporate India, with a special focus on management and strategy. ET Reality: a real estate supplement. ET Wealth: a personal finance weekly newspaper
  12. 12. Founded by Ramnath Goenka in 1932 and is now run by his grandson, Viveck Goenka • Launched in 1961, India's oldest financial daily. "Journalism of Courage" and "Journalist of the Year“ awards were instituted on 12 April 2006 by the Prime Minister of India, Dr. Manmohan Singh • The company's newspapers are published from over a dozen cities daily
  13. 13. Publications The Indian Express - a national daily (English) The Sunday Express - a news weekly The Financial Express - a business daily Loksatta - Marathi daily Lokprabha - Marathi weekly Jansatta - Hindi daily for North India
  14. 14. The Financial Express Supplements
  15. 15. Kasturi and Sons Limited publishes The Hindu newspaper. Was founded in 1878 • Business Line started publishing in 1994 Published from 14 locations across india • Publishes as a broadsheet, it has a circulation of around 185000 copies
  16. 16. Supplements eWORLD( monday) Smartbuy( wednesda y) Brandline( thursday) Life(friday)
  17. 17. Publications  The Hindu National Daily Newspaper  The Hindu Business Line – Business Daily  Survey of Indian Industry – An annual review on Indian Industries  Survey of Indian Agriculture – An annual review on Indian Agriculture  Survey of the Environment – An annual review of the Environment  Indian Cricket – An annual record book on Cricket  The Hindu (Tamil) – Tamil language daily The Last 200 Days of Mahatma Gandhi
  18. 18. HT Media is an Indian mass media company formally inaugurated in 1924. • 19 printing facilities across India with an installed capacity of 1.5 million copies per hour. Launched mint in collaboration with The Wall Street Journal on 1 February 2007 • Fever 104 FM was launched, in technical collaboration with the Virgin Group. In the year 2006
  19. 19. Digital Businesses HT Mobile(digital marketing) Shine.com www.livemint .com Fever 104 FM
  20. 20. Mint Supplements Mint Lounge is a magazine-style supplement that focuses on the arts, food, culture, fashion, sport, music, and the like. Mint Money provides clear and credible coverage across investment products – Equities , Mutual Funds, Commodities, which helps readers become smart money managers. Mint Indulge focuses on the passions & indulgences of India's top business leaders and serve as a buying guide
  21. 21. RESEARCH METHODOLOGY Research methodology deals with the method of study I. e. how the study was carried out and what were the various techniques used for the collection and analysis of data.
  22. 22. Q1.Do you read any newspaper? 200 0 Number of respondents Yes No The above data clearly shows that most of the people still read newspaper. In spite of having various choices in news sources business and working people prefers reading newspaper on daily bases.
  23. 23. Q2.Which form of newspaper do you prefer? 0 20 40 60 80 100 120 140 160 Paper Form Electronic/online form 152 48 No. of Respondent No. of Respondent The number of online readers appears to be much less in comparison to the traditional paper- form readers, the no. of people reading dailies on internet is bound to increase with growing household incomes and increasing adaptation to mobile platform.
  24. 24. Q3.What is your age? 89 39 27 29 16 Number Of Respondents 20-30 31-40 41-50 51-60 61 and above The data shows that major number of readers was among age group 20-30 and after that of group 31-40 which is followed by 51 & above group and 41-50 group. Thus data clarify that main newspaper readers were middle aged group as 64% were among 20-40 age and only 26% were 41-50 and 50 & above.
  25. 25. Relation between age and preferred newspaper brand Economic Times MintBusiness Standard The Financial Express Business Line Others 0 10 20 30 40 50 20- 30 42 26 14 7 0 0 Economic Times Mint Business Standard The Financial Express Business Line Others From the above table, we find that out of the 89 readers belonging to the age group 20-30, ET has 42 readers and Mint has 26 readers whereas BS has 14 readers.
  26. 26. Economic Times Mint Business Standard The Financial Express Business Line Others 0 5 10 15 20 25 41 and above 18 6 21 12 11 4 Economic Times Mint Business Standard The Financial Express Business Line Others ET has good no. of readers in every age group owing to its strongest establishment. For my particular sample, Mint has readers concentrated within the range 20-40 and there are no readers in the range 51-60 and 61 above. But BS does have readers in the higher age groups and looks to be at par with ET.
  27. 27. Q4. Distinction 72 128 0 20 40 60 80 100 120 140 Female Male No. of Respondent No. of Respondent There were 72 female among 200 newspaper readers which means 36% to total newspaper readership were females and males dominating with 128 readers which is 64% of total readership of newspapers from 200 readers.
  28. 28. Q5. Which Business newspaper do you prefer reading the most? 0 10 20 30 40 50 60 70 80 Business Standard Economic Times Financial Express Business Line The Mint 78 80 22 8 12 No. of Respondent No. of Respondent “Economic Times” dominates the business daily market in Chandigarh tri-city with highest 40% of preference. “Business Standard” the biggest competitor follows with 39% of market preference, Financial express, Business Line & The mint lacking far behind with 11%, 4% and 6% of preference respectively.
  29. 29. Q6. What is your Occupation? 0 10 20 30 40 50 60 Corporate executive Business person Chartered accountant Investor Stock broker 30 60 50 40 20 No. of Respondent No. of Respondent Most of the newspaper readers were business persons with a total of 30% and chartered accountant with 25% of total which is followed by Investor, corporate executive & stock market brokers having 20%, 15% & 10% respectively from 200 respondents.
  30. 30. Q7. Which newspaper do you think gives the most information related to you? (Tick any one) 60 70 20 34 16 No. of Respondent Business Standard Economic Times Business Line Financial Express The Mint The most preferred daily was Economic Times with a total of 35% of respond and Business Standard which is second most preferred daily among readers with 30% respond from Chandigarh tri-city. Which provide exact information as needed.
  31. 31. Q8. Which daily provides you the best analysis on personal finance, stock market, derivatives mutual funds and commodity index? (Tick One) 64 46 26 24 40 No. of respondent Business Standard Economic Times Business Line Financial Express Mint According to 32% of the people prefer business standard in terms of Analysis of data and 23% prefers Economic Times.
  32. 32. Q9. On what basis you select your preferred economic daily? 0 10 20 30 40 50 60 70 80 Influence Reference Brand Image Other 40 60 80 20 No. of Respondent No. of Respondent Reference and Brand Image are the two factors which affect the buying behavior most with over 70% results. Personal influence also affects with 20% results and remaining other factors with 10% respectively.
  33. 33. Q10. Does price of the newspaper affect your brand preference with the newspaper daily? Respondents 0 20 40 60 80 100 90 50 20 40 Respondents Respondents Price of the newspaper effect the decision of most of the readers selecting their business daily with 45% says price affect their decision highly whereas 25% says price affect their decision moderately and other 10% says price merely affect their decision.
  34. 34. Q11. Does brand background of the particular daily affect your newspaper reading? 0 50 100 150 Yes No 136 64 No. of Respondent No. of Respondent Brand background and parent associate affect the readings of most of the readers
  35. 35. Q12. What are the factors which affect you most while buying a newspaper? No. of Respondent 0 10 20 30 40 50 60 30 60 40 50 20 No. of Respondent No. of Respondent Contents/Matters and price are the two factor which affect the buying behavior most with over 45% results. Presentation also affects with 25% results and remaining, Paper design and quality and others with 20%, & 10% respectively.
  36. 36. Q13. Where BS Scores High Which aspects of BS do you like the most? 12 22 16 10 18 0 5 10 15 20 25 Price Editorial Quality News Coverage Brand Visibility Supplements No. of Respondent No. of Respondent The business standards quality of content and analysis, editorial quality and its reliability are its major strengths. News coverage has also been rated by the readers as fairly sufficient .This high quality is also the reason why most of the serious business new readers prefer to read Business Standard before taking important decisions related to their investments or their
  37. 37. Where ET scores high 17 15 17 18 13 0 5 10 15 20 Price Editorial Quality News Coverage Brand Visibility Supplements No. of Respondent No. of Respondent ET has a very high brand visibility which is important for building mind share. One of the reasons for such high brand awareness is the monopoly ET has in the business daily market . As most no. of readers read ET, it is visible more than any other business daily.
  38. 38. Where Mint scores high 2 1 2 4 3 0 1 2 3 4 5 Price Editorial Quality News Coverage Brand Visibility Supplements No. of Respondent No. of Respondent Readers liked Mint for its writing style and layout & design. Mint is the first daily in India which comes in Berliner format. Also, it is related to wall street journal, so it has a new look and feel which is more appealing to the youth. Quality of content and analysis has been given a good rating which is a must for any business daily.
  39. 39. Where the Financial Express scores high 3 6 6 3 4 0 2 4 6 8 Price Editorial Quality News Coverage Brand Visibility Supplements No. of Respondent No. of Respondent Financial Express has good quality of content and analysis and high reliability. Readers appreciated the content on finance and banking in the financial express, tough some readers were dissatisfied with the content provided on weekends.
  40. 40. Where Business Line scores high 1 3 2 2 0 0 1 2 3 4 Price Editorial Quality News Coverage Brand Visibility Supplements No. of Respondent No. of Respondent Most of the readers of Business Line are satisfied with quality of content and analysis, editorial quality and its reliability. Readers appreciated the content, especially on economy but some readers criticized the content on weekends. But the writing style and layout & design have got low ratings.
  41. 41. Q14. Which is the major purpose of reading a Business Daily? 80 40 60 20 0 10 20 30 40 50 60 70 80 90 0 1 2 3 4 5 Number of respondents Number of respondents 40% respondent were reading a business daily for general awareness or information purpose and 30% of respondent chooses to read for professional requirements whereas 20% for investment purposes and the rest 10% had economic daily as their college’s course structure.
  42. 42. Findings  The survey data shows that the business standard is one of the best in terms of quality of content, analysis, insights, editorial quality and supplements.  Business Standard is the most emerging brand in the market with the second largest market share.  Business standards supplements are one of its main strengths as they cover a wide range of subjects.  The brand of the newspaper effect the choice of the majority of the readers as their decisions to select a particular daily is affected by the brand of that daily.  Business standard is lacking brand awareness and service in some areas as compared to The Economic Times, as most places like broking firms, hotels and offices use ET just because they heard it most as premier business daily.  Most of the Chartered Accountants and stock market investors/brokers consult business standard for its news on stock market and personal finance which it provides through its special edition - the Smart Investor.
  43. 43.  Business Standard is more popular among the high age group of readers. But its popularity among the youth is also increasing.  The Economic Times has the benefit of Times of India’s vast distribution channel because of which it is able to save more distribution expenses.  The Economic Times and The Financial Express enjoys a good brand name due to their parent groups i.e. Times Group and The Hindu Group  Business standards daily supplement the “Investors guide” influences most of individual investors and stock brokers to purchase it.  In spite of having a good satisfaction level almost one third of readers are willing to switch to another brand of the business newspaper.
  44. 44. Recommendations and suggestions  Brand promotion and advertising through various sources and various events can be employed to spread more brand awareness.  Hype from the editorial quality, authenticity and unbiased approach mixed with superior content can be used to increase brand equity.  More zonal level news coverage, starting a Sunday issue can also help to increase readership of newspaper in the Tricity area.  Coverage of more IT news gadgets etc. and marketing news can woo the majority IT professionals and marketing persons in the city to stick to the Business Standard.  Better delivery and enhanced distribution can make the readers of the Business Standard to remain stick to it and stay as local readers.
  45. 45.  Business standard should focus more on its variety of contents and quality of contents  As Business standard is facing huge competition with ET. So Business Standard should advertisement and promotes more of its product.  To face switching to another brand by customers the business standard should tries to bound customers with the brand by giving more participative and interesting items in the newspaper.
  46. 46. Conclusion After analyzing the market and conducting the survey, I came to know that Business Standard is a highly reputed reliable business newspaper which has the potential to become the leader in terms of market share. It is the choice of serious business news readers who admire it for high quality of content and in-depth analysis. It is also growing in popularity among the youth. Most of the readers rated Business Standard the best in terms of parameters like quality of content and analysis, reliability, supplements and editorial quality. But still changing a customer’s choice is a difficult job. Also BS doesn’t have an already established sister brand, unlike the case of ET (TOI) and Mint (HT), which have the advantage of a well built brand awareness. HTs Mint is the only newspaper in India which has adopted the Berliner Format. It provides its readers with in-depth analysis in an easy to read form. This is why it is becoming increasingly popular among the young readers. Quality of service is indispensible for retaining existing customers and attracting new ones. Here, Business Standard is found to be lacking behind its competitors. The Newspaper is asking the people to invest most precious commodity – their time. Therefore they have to create an image that there is something important inside the newspaper. Business Standard has built such an image through its unshakable quality but what is needed is to continuously listen to customer’s grievances and work towards building
  47. 47. Queries Invited…