Summer+Internship+project+on+MINT+AUTO 05

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Centre For Management Studies, Dharmsinh Desai University
Summer Internship Project On
“To study the perception of consumer with reference to MINT
business daily newspaper”
By
Satyam.M.Dalwadi
Roll No – 05 ,Batch - 17
SUBMITTED TO:
H.T.MEDIA LTD [MINT]
JUlY, 2015
CENTER OF MANAGEMENT STUDIES
DHARMSINH DESAI UNIVERSITY
NADIAD

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COLLEGE CERTIFICATE
This is to certify that Mr. Satyam.M.Dalwadi has completed his
summer internship from 20st
May, 2015 to 30th
June, 2015 and
prepared a project report titled on “To study the perception of
consumer with reference to MINT business daily newspaper”
under my supervision and guidance.
Signature of Signature of
Head of Department Internal Guide
Date: Place:

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ACKNOWLEDGEMENT
This project has been a great learning experience for me & I would like to express my sincere
gratitude to all the people who guide me through the project and without the valuable guidance
and suggestions of these people this project would not have been completely successful.
I owe enormous intellectual debt towards my Industry Mentor Mr Hemang Gandhi, Dy
Manager, HT Media Lt., & Faculty Mentor Prof. Naresh shah, Asst. Professor. CMS (DDU),
Nadiad , for their continuous support & cooperation throughout my project without which the
present work would not have been possible.
I would also like to thank Mr Hardik Joshi for his valuable inputs and also other staff members of
Mint who have shown their co-operation.
I like to thank our Mr. NARESH PATEL (Head of Department) of DHARMSINH DESAI
UNIVERSITY for playing the role of mentor as well being source of inspiration.
At last but not the list I would like to express my gratitude to Professor MANSI RATHOD. She
is the summer internship coordinator as well guidance about the project.
I would like to thank all the respondents whom I interacted during my project & all the
customers and retailers for their cooperation without this I may not able to complete it
successfully.
Satyam Dalwadi
MBA (Batch - 17)
Roll No.05
CMS [DDU],Nadiad

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OBJECTIVES OF THE STUDY
1. To study brand awareness of MINT and its supplement and
acknowledge corporate customer about business news paper and
their benefits.
2. How to increase visibility of MINT in Key Market Area.
3. To know about perception of consumer towards business news
paper they subscribe to.

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Definition
Consumer perception applies the concept of sensory perception to marketing and advertising.
Just as sensory perception relates to how humans perceive and process sensory stimuli through
their five senses, consumer perception pertains to how individuals form opinions about
companies and the merchandise they offer through the purchases they make. Merchants apply
consumer perception theory to determine how their customers perceive them. They also use
consumer perception theory to develop marketing and advertising strategies intended to retain
current customers -- and attract new ones.
Self Perception
Self perception theory attempts to explain how individuals develop an understanding of the
motivations behind their own behavior. Self perception by customers relates to values and
motivations that drive buying behavior -- which is also an important aspect of consumer
perception theory. For instance, a study by researchers at the University of Massachusetts at
Amherst addressed how self perception shaped consumers' buying behavior. The study
considered the question of whether consumers believed their buying decisions had a real effect
on issues such as environmental impact. The researchers concluded that consumers' self
perception was a driving factor in whether or not they placed a priority on socially conscious
purchase and consumption practices. Consumers who viewed themselves as socially conscious
tended to place more weight on issues such as environmental impact when making buying
decisions than consumers who did not hold similar views of themselves.
Related Reading: Reactance Theory & Employee Performance
Price Perception
While mass merchandisers such as Wal-Mart emphasize low prices as an inherent virtue, upscale
merchants attempt to emphasize quality and value for money to appeal to potential customers.
Researchers at the School of Business Administration at LaSalle University and LeBow College
of Business at Drexel University considered several factors, including price perception --
whether consumers believed they were being charged fair prices -- in determining whether online
shoppers would make repeat purchases through the same website. The researchers concluded that
price perception strongly influenced whether customers were satisfied with their purchases and
whether they would make future purchases. Two factors that shaped price perception were the
perceived quality of the merchandise or service in question and price comparisons with
merchants offering similar merchandise or services.
Benefit Perception
"It's good, and it's good for you." Many consumers are familiar with this phrase frequently
associated with food advertising. Researchers from Marquette University, Louisiana State
University and the University of Arkansas surveyed customers to determine how nutrition claims
associated with food affected their perception of that food's nutritional value. The researchers
found that consumers tend to reject general, unsupported claims of enhanced nutrition, especially
concerning high nutritional value for foods that are traditionally viewed as unhealthy. The
researchers also theorized that consumers would demonstrate a trend toward applying more
scrutiny to nutrition claims and would demand more specific information about the foods they
purchase.

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Importance of customer perception
The theoretical outline of this thesis will be divided into three main parts, the theories behind
customer perceptions of service, store image and products. Before introducing and analyzing
the importance of customer perception within these different categories, a short definition of
perception and its elements will follow. The definition of perception can be said as the process
in which a person select, arrange and interpret stimuli, these stimuli are filtered and adjusted to
become ones own view of the world. Even though exposed to the same thing, in the same
environment, two persons will never experience the same. (See e.g. Schiffman and Kanuk). We
live in a world today where we daily are exposed to millions of different stimuli; different
smells, sounds, tastes, sights and textures. Our brain takes in and processes only a small
number of all these stimuli. (Solomon, Bamossy, Askegaard and Hogg, 2006, 36) The whole
perception process is made up by three stages, the exposure stage, the attention stage and the
interpretation stage. The brain takes in the stimuli in the attention stage and interprets the
stimuli, according to our previous experiences 14 and desires, in the interpretation stage.
Ultimately, these three stages form our perceptions. (Solomon, Bamossy, Askegaard and Hogg,
2006, 36) It is only when the customers’ perceptions of the business, the products and the
services are known, that you truly know whether or not the business is going in the right
direction. All interactions that occur between the customers and the business will ultimately
affect the customers’ view and image of the business. Excellent customer service is far from
enough, for example, if the store is located far from the customers and on a place where there
are no parking places outside these aspects will effect the perceptions. Selling top class
products is a prerequisite for many stores in order to keep customers, but if the staff is
unfriendly, the store will eventually start to lose its customers. All what customers see, hear
and experience is linked together and forms their overall perception of the business, this is why
it is essential for the case company, Sisustus CASA, as well as for all businesses to know the
customers perceptions. The meaning of customer perception is most often used in the content
of how customers perceive the quality of the service they are offered. More widely speaking
customer perception is also the customers’ overall picture of the company, including company
image, expectations, external influences, service quality etc.
https://en.wikipedia.org/wiki/Perception

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EXECUTIVE SUMMARY
In the most matured economies the print media faces stiff competition and a shrinking share of
advertising pie, in India it continued to dominate media budgets. Yet during the year in review the,
there was tremendous pressure on advertising budgeted and this impacted company’s revenues.
Mint is India's second largest business newspaper published by HT Media Ltd, the Delhi-based
media group which also publishes the Hindustan Times. It mostly targets readers who are business
executives and policy makers. It is India's first newspaper to be published in the Berliner format.
Mint exclusively carries "Wall Street Journal" branded editorial content in its pages by virtue of the
content sharing partnership between HT Media and Wall Street Journal.
My project title was to identify the customer perception of ‘Mint’ a business newspaper from HT
Media with special reference to Ahmadabad (different area) region. Objective of the project was to
identify the brand awareness & perception for Mint and also the availability for the Mint newspaper.
It also involves the work to find out some measures for enhancing the corporate reach of the
newspaper. There were other newspapers in the market like The Economic Times, Business Line,
The Financial Express and Business Standard which were different from Mint because all these were
hardcore financial newspapers but Mint gives casual business reading to the readers.
For the study I visited more than 300 companies in various location of Ahmadabad (different area),
vallabh vidhyanagar, Anand , Nadiad. I also sample the Mint during the period of visits to corporate
houses.
In training I was also assigned to generate the sales of mint. This was done through cold calling in
the corporate offices and to working professionals. For this purpose I did sales presentation, follow
ups, etc. At the end of the training I contributed with 11 mint newspaper subscription to the
company.
Without collecting data and its analysis any project is incomplete, thus I surveyed 150 people by
way of a structured questionnaire.
Research Objectives
To penetrate the market, or can say MARKET DEVELOPMENT.
If company wants to develop their product than which criteria should be considered So
PRODUCT DEVELOPEMENT.
To understand the consumer Behaviour, Research methodology states how the research study is
under taken. It includes specification of research design source of data, method of primary data
collection, sampling design and analysis procedure adopted. Research methodology states
what procedures were employed to carry out the research study.

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Table of Contents
Sr No. Content Page No.
1 Introduction of company 07
2 Journey 08
3 Vision and Mission 13
4 Product Analysis 14
5 Department Details-Mint 23
6 Hierarchy of Mint Gujarat 29
7 Distribution Channel 30
8 SWOT Analysis of Mint 31
9 Comparison with competitors 32
10 Research Methodology 34
11 Data Analysis and Interpretation 37
12 Findings and Recommendations 52
13 Limitations 55
14 Learning from the project 56
15 Learning of soft skills 57
16 Conclusion 58
17 Bibliography 59
18 Questionnaire 60

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INTRODUCTION

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HT MEDIA LIMITED
History-
Hindustan Times was inaugurated by Mahatma Gandhi in 1924. Since then, the newspaper
has established its presence as a newspaper with editorial excellence and integrity. One of
India's leading and most respected English dailies, HT have always prided itself in spotting
emerging trends and reflecting the same through its unmatched editorial prowess. Today,
Hindustan Times-Delhi edition has the unique distinction of being the largest selling single
edition English newspaper in India.
QUICK OVERVIEW OF HISTORY
The Hindustan Times was the brainchild of the Akalis who felt that a newspaper in English
would enable them to reach an audience other than the Punjabi-reading one. This was in
the year 1922. From the outset the newspaper was set up to oppose the British. The
Hindustan Times finally came into being on September 1924 and was inaugurated by
Mahatma Gandhi. The newspaper was to become a premier nationalist newspaper of the
capital in the turbulent years preceding independence. From a humble beginning in a three-
storey building, the company has expanded its operations from print to other media
channels like radio, internet, events and marketing, and strategic partnerships, as part of its
endeavour to establish itself as a giant media conglomerate in the present times.
September 26, 1924
This date marked the august beginnings of Hindustan Times with Mahatma Gandhi, the
Father of the Nation inaugurating the newspaper.
1927
Hindustan Times was reborn as Hindustan Times Ltd., a limited liability company.
1936
The Hindi daily Hindustan was launched, which remains the dominant newspaper in the
Core Hindi belt of northern India.
1937
Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the
managing editor till his death in 1957.

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1942
The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for
four and a half months as it refused to accept the British imposition of censorship on all
newspapers.
1947
The year India gained its freedom was also the year Hindustan Times attained the status of being
the dominant newspaper in Delhi.
1957
The newspaper circulation grew from 58,693 copies to 144,287 in 1970 after KK Birla took over
the mantle from GD Birla.
1960
The Hindi literary magazine Kadambini was launched.
1964
The group started actively targeting the youth of India and launched the Nandan magazine.
1991
At the start of liberalization of India, Hindustan Times moved to becoming an autonomous
power centre in a mature democracy.
1999
The Hindustan Times celebrated its platinum anniversary.
2001
With a focus on localization, five new editions for Calcutta, Bhopal, Ranchi, Chandigarh and
Jaipur were launched.
2003
The media business of was de-merged and incorporated under HT Media Ltd.
2004
HT Media Ltd was listed as a public company and attracted external funding.
2005
Hindustan Times successfully entered the Mumbai market with a refreshingly new product and
content mix.
2006
Fever 104 FM is launched, in technical collaboration with the Virgin Group. Hindustan was
relaunched re-establishing the company's prominent presence in the regional news space
2007
Mint, the business paper in partnership with The Wall Street Journal was launched in Delhi
and Mumbai. In the internet space, Hindustantimes.com was relaunched and Livemint.com was
introduced.

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2008
Firefly e-Ventures, an HT Media Company launched its first portal for job seekers, Shine.com
Details of the company
HT Media Limited found its beginning in 1924 when its flagship newspaper, Hindustan Times
was inaugurated by Mahatma Gandhi. HT Media (BSE, NSE) has today grown to become one of
India's largest media companies. Produced by an editorial team known for its quality, innovation
and integrity, Hindustan Times (English) and Hindustan (Hindi), have a combined daily
circulation of 2.25 million copies and a readership base of 12.4 million readers to their credit.
Both dailies enjoy strong brand recognition among readers as well as advertisers. To cater to the
large readership base, HT Media Limited operates 19 printing facilities across India with an
installed capacity of 1.5 million copies per hour.
In addition to Hindustan Times and Hindustan, HT Media Limited also publishes a national
business newspaper, Mint. Mint is a one-of-its-kind newspaper in the sense that the company has
an exclusive agreement with the Wall Street Journal to publish Journal-branded news and
information in India. Mint is today the second-largest business newspaper in India with presence
in the key markets of Delhi, Mumbai and Bangalore.
HT Media Limited, through its subsidiary HT Music and Entertainment Company Ltd., has made
its foray into electronic media. Diversifying its ambit of operations, the company in a consulting
partnership with Virgin Radio, has launched the FM radio channel - Fever 104. Currently
available in Delhi and Mumbai, Fever 104 has established a strong presence as being one of the
most vibrant channels on air. In a short span of two years, the channel's rise has been meteoric
considering its position in Delhi as the No. 2 station on the popularity charts.
Internet businesses of HT Media Limited, incorporated under Firefly e-ventures, operate leading
web portals Hindustantimes.com and livemint.com in the general and business news categories
respectively. The company has recently launched Shine.com, a job portal which has received
high appreciation from consumers and industry for its innovative design and usability

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HT Media Limited reported FY 2015 annual revenue of Rs. 23,630 million. FOR
the fiscal year ended March 31, 2014, the company reported a 12% increase in revenue to Rs.
5,859 million and a 22% increase EBITDA to 1,175 million from the year-ago quarter.
The Board of Directors and Management of HT Media Limited comprises
eminent persons from diverse professional fields, who bring with them vast
professional experience to the company.
A rich mix of veterans in media and top leaders from non-media sectors, from both India and
abroad, HT Media Limited Management team reflects the company's desire to be the best by
leveraging diverse strengths. The management team comprises people from varied verticals such
as media, FMCG, telecom, automobiles, each of whom add fresh perspective to the rich
experience of media industry stalwarts. This rich talent pool is ably assisted by our Global Think
Tank
Board of Directors:-
 Chairperson - Shobhna Bhartiya
 Chief Executive Officer - Rajiv Verma
 Directors - KN Memani, NK Singh, Ajay Relan, Mukesh Aghi
 Whole time Directors - Priyavrat Singh, Shamit Bhartiya

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CHAIRPERSON
SHOBHANA BHARTIA
Chairperson
1.(H.T.Media Ltd.)
Mrs. Shobhana Bhartia, who has been associated with the company since its inception, has
taken over as the Chairperson on September 18, 2008. She has spearheaded the company's
long-term vision and strategy. Mrs. Bhartia is in charge of formulating and directing the
editorial policies of the company and has more than 20 years of experience in the newspaper
industry
Mrs. Bhartia is a graduate from Calcutta University and is a recipient of the Padma Shri Award
by the Government of India in 2005. Mrs. Bhartia has received several other awards, including
the Outstanding Business Woman of the Year (2001) by PHD Chamber of Commerce & Industry,
the Global Leader for Tomorrow (1996) by the World Economic Forum, Davos and the National
Press India Award (1992). She has been on the board of Indian Airlines Limited and on the
North Regional Board of the Reserve Bank of India.

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VISION & MISSION
VISION
1. To stand at a respectful position in this competitive marathon and also to keep up
the pace of the changing needs of their value readers.
2. To win more and more readers to their cause.
MISSION
1. The mission is to create space for the market share of MINT by tapping uncovered
market and by taking bites from competitor’s bit from market share.
2. Getting the benefits of the paper to be known to the market.
3. They endeavor to improve the quality of people’s lives by empowering them through
information entertainment & education.
The values personified by HT Media are:
Courage
To encourage the ability that meets opposition with skill, competence and
fortitude.
Responsibility
Be accountable for results in line with the company’s objectives,
Strategies and values.
Empowerment
Support our people and give them the freedom to perform and to provide our
readers with information to influence their environment.
Continuous Self Renewal
Determination to constantly re-examine and re-invent ourselves for further
innovation and creativity.
People Centric
People are our greatest asset. We invest in them expect a lot and know that the rest will
follow.

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PRODUCT PROFILE
HT Media
Limited
Print Radio Internet

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PRINT
English
 Hindustan Times 

 Mint 

 Brunch 
Hindi
 Hindustan 

 Nandan 

 Kadambini 
RADIO
Fever 104 FM
INTERNET
With brands like HindustanTimes.com, Livemint, Desimartini and Shine.com, Firefly
spearheads Hindustan Media Ventures Limited foray into the Internet media space.
Firefly e-Ventures Ltd., a 100% Hindustan Media Ventures subsidiary, focuses on creating and
building brands and businesses in the Internet media space. Firefly aims to combine Hindustan
Media’s 84-year old legacy as one of India’s largest and most respected names in the media
industry, with the innovation and energy that characterize the Internet space.
Compelling product ideas, creative use of design and intuitive user interface, backed by a
knowledgeable sales force and customer service are the hallmarks of Firefly products. With
brands like Hindustantimes.com, Livemint.com, Desimartini.com and Shine.com in its portfolio,
Firefly promises to be an exciting addition to the Hindustan Media family.

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Some internet contact-
Livehindustan.com
Livehindustan.com is the online edition of the Hindi newspaper Hindustan. It offers browsers a
Multimedia news experience that brings news to life. It offers instant business updates, ball by
ball
cricket coverage, and special online-only features.
Livemint.com
Livemint.com is the online version of the business daily Mint. It offers
online global news, breaking
news, current news, along with financial, technological and economic news.
Shine.com
Shine.com is a job portal that helps the candidates to get the right job. It
enables job seekers and employers to reach out to each other in novel
ways. Shine.com now offers social media hiring through tie-up with
MyParichay.
With an ever increasing database of job seekers and employers, it is one of the leading job
portals of India.Shine Jobs, a weekly supplement in association with Shine.com, offers readers a
cross platform access to jobs on a recruitment platform that spans both the print and online
mediums. This offers job seekers and employers a combined platform to reach out to and engage
with each other.
Shine Jobs was re-launched with a brand new look and feel, with the promise of a variety of jobs
for its readers. It now carries top jobs from leading companies in the country, showcasing the
best jobs available on Shine.com across managerial levels, industries and cities. It offers the most
valuable content on overall career development, interview tips, HR trends, hot hiring sectors and
many more useful career related.

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DesiMartini.com
Desimartini.com is an online movie review platform that offers information, updates and reviews
about new as well as upcoming movies. It is India’s one of the most popular movies review &
rating site with its viewership growing from 3 Million page views a month to 7 Million page
views a month.
Its primary proposition and differentiation is “Public Reviews and Ratings”.
Hindustan Times
With multiple new initiatives to build business and editorial excellence, the Company’s flagship
Newspaper Hindustan Times (HT) achieved new milestones of success during the year. It
remained the leading English daily in Delhi for the 13th Indian Readership Survey (IRS) round
in a row, and was the second largest newspaper (broadsheet) by readership in Mumbai. With a
steadily growing reader base at the national level, the newspaper has a readership of 4.34
Million, as per the IRS results for 2013.Amongst one of the widely-read English dailies in the
country, Hindustan Times is published from Delhi, Gurgaon, Noida, Mumbai, Mohali, Jalandhar,
Lucknow, Kanpur, Allahabad, Varanasi, Bhopal, Indore, Patna, Ranchi, Jamshedpur and
Kolkata.HT continued to be ahead of competition in Delhi and NCR. It registered a daily
readership (Average Issue Readership or AIR) of 2.27 Million. In NCR alone, HT registered a
healthy 11 percent growth in readership over the year
HT Mumbai continued to be a strong growth centre in terms of readership. The
newspaper consolidated its No. 2 position in the city, with an AIR of 1.36 Million. It has
remained the No. 2 English broadsheet in the city for the last 10 IRS rounds.
Punjab also added the maximum number of readers among all English newspapers in the state. In
addition to growing its readership in Chandigarh, the newspaper has also made major inroads
into the top cities of Amritsar, Ludhiana and Jalandhar.
HT City & Brunch
Hindustan Times’ supplements, HT City and Brunch, continued to gain popularity among
readers during the year. Research shows that about 75 percent of all Hindustan Times readers
read HT City, which offers them the best in Entertainment, City & Campus, Art & Lifestyle. As
part of its special focus on City & Campus, a special series on Women Safety called ‘Safe in the
City’ was launched in the wake of the tragic December 16 incident. Other initiatives included
Campus Calling, Fresh on Campus and Youth Nexus, which focused on the new session of Delhi
University.
Brunch, HT’s weekly Sunday magazine, is the largest read English lifestyle magazine in India
with a weighted average per week circulation of 1.1 Million.

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Mint
Mint, the vibrant business daily of HT Media, continued on its exciting
journey of growth and expansion during the year. While retaining its
No.2 position in the niche business newspaper segment in the
country,it expanded globally with the launch of its Singapore edition.
Maintaining a steady position, it has emerged as the preferred choice
of the discerning reader.
Mint has maintained its dominant presence in metros with the best readership profile among
business dailies. It commands a combined readership share of 28 percent in key markets of
Delhi-NCR, Mumbai, Bengaluru, Kolkata, Chennai & Ahmadabad put together. It has a
readership (AIR) of 0.31 Million (IRS 2013), and an exclusive readership of 90 percent.
In a first for an Indian media company, Mint went global on April 5, 2013. With the launch of
its
Singapore edition, it took a major step forward in its goal of becoming a regional media brand.
MintAsia will be published every Friday in Singapore, presenting clear-minded weekly in-depth
analysis and sharp insights that will keep the global audience abreast of developments shaping
the Indian economy and markets.
Mint, which reaches the who’s who of corporate India, achieved a milestone in its journey of
excellence during the year by winning the glorious Media Tenor’s Best Business Media Award,
2012. The award holds great prestige globally and honors diverse, informative and balanced
business coverage. Mint has already won two SOPA (Society of Publishers in Asia) awards for
its journalistic initiatives on the changing role of people and on the status of women in India.
SUPPLEMENTS OF MINT
1. MINT LOUNGE
Lounge is the weekend edition of Mint. Every Saturday, Lounge presents a visually
engaging look at the "Business of Life". With articles on Travel, Gadgets, Fashion, Books,
Culture,Parenting and Food, the editors and columnists of Lounge bring the perfect work-life
balance to the week.

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2. MINT MONEY
Mint Money is a daily section on Markets & Personal Finance that comes inside Mint.
Through its researched and analyzed content, Mint Money helps its readers develop an
understanding of how various financial products and markets work. It provides clear and
credible coverage across the entire gamut of investment products – Equities, Mutual Funds,
Commodities, Real Estate and Insurance, which helps its readers, become smart money
managers.
Consumers are seeking to bridge the gap between information and understanding so that they
can take the right calls in today’s changing market scenario. With its clear and analyzed
content, Mint Money seeks to aid the consumer in bridging this gap
3. MINT INDULGE
Mint Indulge is the Luxury and Lifestyle quarterly publication.
A complimentary read for Mint’s readers across India, Mint Indulge focuses on the passions
& indulgences of India's top business leaders and serve as their best buying guide for the
season. Mint Indulge showcases the most inspirational international brands which look at
India as a promising market to drive the next growth wave for them.

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MINT as your Business paper:
The Berliner size, refreshing printing & easy language just adds to the pleasure of reading
financial news.
Get yourself updated with the Current Affairs in the Financial & Political arena of the country

MINT Leisure section can be used a perfect weekend planner

MINT Money – Provides deep insights on the Stock Market & other financial products, from its
News to its Performance.
Get updated with the World financial news with ‘The Wall Street Journal’ section

MINT Lounge – the weekend magazine, gives information about Entertainment/ Travel/ Health/
Lifestyle/ Technology
The strong MINT Editorial Team gives you a clear & unbiased view on the current happenings
of our Financial sector The investment expert gives you guidance on Money Management.

MINT Indulge (separately subscribed)– that comes monthly/bi-monthly, gives insights on the
various Luxury Brands/ Products across the globe
Hindustan
Maintaining pace with the growing Hindi readership, Hindustan retained its No. 2 position at
national level in the IRS (2013) results. With a Total Readership (TR) of 39.1 Million and an
AIR at 14.25 Million, the daily continued to consolidate its position during CY 2014.
Hindustan continues to reap the benefits of completing its expansion process in Uttar Pradesh
(U.P.) & Uttarakhand. The most impressive gains for the newspaper came in U.P. - 16 percent
over the last 2 years - to post 14.8 Million readers.
Hindustan has established a pan-U.P. presence, with 12 editions and 1.1 Million copies
distributed daily across the state. Hindustan now has 7.63 Million AIR in U.P. & Uttarakhand.
Hindustan continues to post robust growth in relative market share across all key cities of U.P. It
retains its No. 1 position in Bareilly while continuing gains from new launches in Aligarh &
Moradabad.
Hindustan continues to dominate Bihar and Jharkhand as the single largest daily. It has an AIR
of 4.27 Million readers and a readership share of 68 percent in Bihar. Similarly, it has a 1.40
Million AIR, with a reader share of 46 percent in Jharkhand.

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Partners
Partners of Hindustan Times Media Limited
 Burda 

 Redmatch 

 The Wall Street Journal 

 Velti 

 Virgin 
Burda
Burda has interests in publishing, radio, event management and the internet. Apart from staging
the largest premium annual digital conference in Europe, Burda also publishes and prints several
hundred magazines including local editions of Elle, Playboy and Focus, and catalogs. In June
2008, Dr Burda was conferred with the "Hall of Fame 2008" award in Germany by the Manager
magazine earlier this week for his outstanding contribution to the economic, social and political
development of Germany.
Redmatch
Redmatch is a world leader in online recruitment solutions. Using unique Real-Time Job
Matching technology, Redmatch enables recruiters to find and hire the best people, faster and
more cost effectively. Thousands of satisfied users are already using the Redmatch products.
Redmatch provides a variety of products including:- Job portals solutions, newspaper online
employment advertising solutions, corporate Applicant Tracking Systems, staffing companies
solutions and more.
The Wall Street Journal
The Wall Street Journal, the flagship publication of Dow Jones & Company (NYSE: DJ;
www.dowjones.com), is the world's leading business publication. Founded in 1889, The Wall
Street Journal has a print and online circulation of nearly 2.1 million, reaching the nation's top
business and political leaders, as well as investors across the country. Holding 31 Pulitzer Prizes
for outstanding journalism, the Journal seeks to help its readers succeed by providing essential
and relevant information, presented accurately and fairly, from an authoritative and trusted
source. The Wall Street Journal print franchise has more than 600 journalists world-wide, part of
the Dow Jones network of nearly 1,900 business and financial news staff. Other publications that
are part of The Wall Street Journal franchise, with total circulation of 2.7 million, include The
Wall Street Journal Asia, The Wall Street Journal Europe and The Wall Street Journal Online at
WSJ.com, the largest paid subscription news site on the Web. In 2006, the Journal was ranked
No. 1 in BtoB's Media Power 50 for the seventh consecutive year

P a g e | 24
Velti
Velti’s market-leading mobile marketing technology platform, coupled with its experience in the
mobile advertising industry, enables clients around the world to deliver an extensive range of
highly targeted marketing campaigns. With operations in 25 countries, and a mobile marketing
joint venture with the Interpublic group, a top global holding group of advertising agencies, Velti
has the ability to reach through its platform an estimated 1.4 billion consumers. Velti’s unique
Mobile Marketing and
Advertising Platform manages the full cycle of planning, execution and monitoring of multiple
campaigns across differing mobile formats and channels, offering customers more than 70
mobile marketing and advertising templates, which can be managed from one user interface.
Virgin
One of the most respected brands in Britain - is involved in a variety of businesses including
airlines, trains, finance, soft drinks, mobile phones, holidays, cars, wines, publishing, fashion and
of course Music. What tie all these businesses together are the values of the brand and the vision
and ambition of its founder Sir Richard Branson. Virgin Radio went on-air in London at
12.15pm on 30 April 1993 - promising to play classic album tracks and today's best music. It has
since been sold to Ginger Media (which was subsequently bought by SMG plc). Virgin also
currently broadcasts on DAB across England, Scotland and Wales, on digital TV and cable.
Print Works
Print Works a one stop shop for space selling in any of the publications in HT, has remarkably
maintained the tradition of ours as the first Indian media company to have organized this expo,
much to the chagrin of other media houses. Held for five days in April end-May, it fetched huge
ad revenues to the company. The novel concept, undoubtedly, set our company in the league of
top notch organizations which are always in the lookout of avenues to widen their clientele.
Moreover, it took place barely a few months after the media marketing departments of Hindustan
Times, Hindustan and Mint were integrated. It won’t be wrong to say that Print Works reaped the
harvest, seeds of which were sown during this integration. To woo the advertisers, a mega prize
of Volvo S80 will also be given after a lucky draw to be taken place in April 2009.HT Media
Limited is a mammoth player in the print media in India.
The extent of its presence is undisputed in that it is the top leader in the English newspaper
market in North India and occupies second place in the Hindi newspaper market in North India
and East India. The group now intends to further consolidate its already established position as a
vibrant and modern media powerhouse.

P a g e | 25
SALES AND DISTRIBUTION
A sale is a transaction, dealing, trade or what? Sale can have different meanings but what is the
most important thing in it, is to understand the importance of it. Without sale no revenue can be
generated but just earning revenue is not to sale, it is the right type selling to the right customer
with the right attitude. Customer relationship is most important, maintaining the brand image is
also important. Delivering on the brand promises becomes a moment of truth in any customer
relationship.
This moment of truth can be either positive or with negative impact on the customer’s perception
about your brand. There might be great marketing communication and a highly superior product,
but the buying experience always stands between the seller and the customer. If the customer has
a negative impact about the product then it is a direct deterioration of the brand equity. Hence,
sales and distribution is a vital activity. Sales hence comprises of the outcome of what all which
was done to manufacture that product. Success of selling department is the success of the
company.
MINT is the product where the maximum demand would be in the early morning. It is highly
perishable product. The product should reach the customer in due time otherwise the importance
is lost. Hence time management is something very vital for the sales and distribution people.
Hence I can mainly divide the supply of the newspaper in two main categories:
 PRE-PRESS ACTIVITY 
 POST-PRESS ACTIVITY 
PRE-PRESS ACTIVITY
It involves all the editorial departments work where they have to collect the news
and it has to be given to the production department in a prescribed limit. This time limit is said as
the cut off time or releasing time.
POST-PRESS ACTIVITY
It is the distribution. MINT has divided Gujarat in two main sections, i.e. Ahmadabad and
upcountry market. This upcountry market has about 7 centers.

P a g e | 26
MINT gets involved in many kinds of sale activity. They are:
Subscription Sale
A one year subscription by paying fixed amount is sale by subscription
Cash Sales
Customers when paying the amount to purchase a newspaper directly to the book stall in cash
then the sale is said to be a cash sales.
Line Sales
Line sale is the in which it is post paid billing. When the customer gets the MINT copy through
the vendor and pays in the end of month, it is line sale
Institutional Sales
Few corporate, hotels and colleges take copy in bulk, which is said to be as institutional sale.
MINT has the responsibility till the delivery at their doorstep and further distribution is on the
Company or the institution concerned
Corporate Sales
In corporate sales, executives have to do cold calling or they have to take appointment from the
concerned person and then after meet, executive must convince the client. If it is big corporate
and staff are such that, they read financial daily at their home, then for bulk subscription they
have to try

P a g e | 27
DEPARTMENT DETAILS
A brief department detail to give an idea of where the things are placed in MINT is as follows:
MARKET DEVELOPMENT DEPARTMENT / CIRCULATION DEPARTMENT
This department is responsible for the circulation of the newspaper in the whole region.
This department also looks after the daily back room operations which include giving print

P a g e | 28
orders for the regular supply of subscription, complementary copies and sponsored copies are
also being distributed by this department. They also check the dispatch and payment received for
the month. And also looks forward to expand the market of the newspaper by adding more
customers to its list. They are the people who not only think about selling the newspaper but also
how to promote it.
SPACE MARKETING DEPARTMENT
It is the major source of revenue generation for any media industry. Because the actual
cost of the newspaper goes up to 18/- to 20/- Rs. And sold at Rs. 3/-.So the advertisements are
the medium to compensate for the cost generated. I was taught about the marketing department
contact different corporate for advertisement and the channel through which the advertisement
comes and are prepared and how the space is allotted depending upon the space given by the
editorial department. There is an agent in between the client and the publisher, which helps in
making the arrangements of ads.
How this media get advertisement from clients?
Actually this media have their agents who collect contract from the clients and then these
agents decide what the expectation of client is; and on that bases agent selects any media.
Advertisement is generally designed by agent but only circulated by media. But sometimes
media also design some advertisement, but they get client from only agents.
EDITORIAL DEPARTMENT
Editorial department is considered as the backbone of the print media because without
any good matter to publish and which is not edited nicely it is just a crap for the readers. Readers
want to have the columns with good matter, so without having an effective and efficient editorial
team no newspaper can grow. This department collects the news mainly from the News Agencies
and they have their own network to publish the articles too. The news can be by telephone, fax or
through internet or other communication medium. This news is edited and then sent to Mumbai
and Delhi for the adjustment.
SCHEDULING DEPARTMENT
This department deals with the scheduling of the edited matter and the advertisements. It
is the work of this department to adjust and frame the edited matter with the advertisement, by
allotting the empty space to advertise, which matter and advertisement should be in which page
is the looked out by scheduling people.

P a g e | 29
SYSTEMS DEPARTMENT
The systems department is responsible for communication network as well as all the
technical related problems in the company. All the branches of MINT are linked with V_SAT
and with the dedicated leased line along with the Head Office.
The most important work of the system department is to connect all the telephone line with
EPBX system and connect all the branches to the head office with Hot Lines, which helps to
reduce STD cost of the company. The system department at Ahmedabad receives a facsimile
copy of newspaper every day and forwards its printout on the butter paper to the production
department.
PRODUCTION DEPARTMENT
After receiving the facsimile copy on the butter paper from the systems department, the
work of production department starts. This butter copy is framed on the aluminum plate. This
plate is then fixed in the printing machine and then as per the printing orders the printing starts.
Machine which is used for the production is known as Film Processor which costs
approximately Rs. 2.5 lakh . The machine is divided into four different units i.e. Developer Unit,
Fixed Unit, Wash Unit, and Dryer Unit.
Production Department is used mainly four colors for the hard copy, which are Black,
Yellow, Cyan and magenta, orange manly. Some colors are used at the time of the final printing
of the newspaper at press. Raw material for this department is paper and aluminum plate. Print
comes in the form of reel.
DISPATCH DEPARTMENT
Dispatch department is responsible for the regular dispatch of the total number of copies at
various destinations at the right time. It is also responsible for no. of copies to be delivered at
each centre.
There are about 46 upcountry and 6 in Ahmadabad. The distribution at these centers is very
important to be on time. Even the commission has to be taken off. The function of function
department is to generate rush mail and put it on the parcel. Rush mail shows the number of the
copies in the parcel and its destination address. With this a route control statement is also there
for each taxi driver, which shows the number of parcels for each and every destination, comes
under his route.There are also two other departments without which the company cannot run
smoothly. They are the Financial Department and Human Resource Department.

P a g e | 30
FINANCIAL DEPARTMENT
This department is responsible for all the financial matters. Matters are related to
employees’ salary, operational expenses and other sundry expenses. It is also responsible for the
reducing the cost of the publication.
HUMAN RESOURCE DEPARTMENT
This is the department responsible for the HR supply in the company. For MINT, this
department is not in Ahmadabad, but it is in New Delhi. It means that the MINT has a centrally
located HR department who takes care of the supply in any of the branch.
All these departments identify the need of the customer i.e. the quality and pricing demanded
by the customers. In this industry this strategy is very important as the selling price of the
newspaper is always less than its cost of production. The main reason for this type of pricing is
to create awareness and generate reading behavior amongst the audience of the newspaper.
Hence all these departments are interlinked and proper cooperation and coordination is a
must in newspaper industry. This helped me in getting a better understanding of teamwork, and
the importance of every second, because newspapers are published daily and a delay of single
second or a minute mistake can lead to a blunder.

P a g e | 31
HIERARCHY OF MINT, GUJARAT

P a g e | 32
DISTRIBUTION CHANNEL
Distribution is exactly for maintaining the brand equity in the market. The promises
which were made to the customers can be fulfilled by the proper channel and the right time
delivery of the newspaper.
How MINT reaches to you?

P a g e | 33
SWOT ANALYSIS OF MINT
STRANGTH
Beneficial to entrepreneurs.
Index is given to find specific news.
Experience management with focus on
diversification.
It is cheapest then other newspapers.
Covered news from all areas.
Pictorial & colourful presentations.
Wild reach across India with a strong readership.
WEAKNESSES
Continuous increasing advertising.
Compressed news more.
No supplements on weekdays.
Less news of economy and finance.
Less graphical presentations.
Weekly one paper have high price.
More number of pages.
OPPORTUNITY
Provide good content.
To cover whole India means more than 9 states.
Give good supplements to customers.
Can be provide more analytical 7 corporate
news.
Should cover more finance related news.
THREATS
Less branding.
Less number of editions.
Competitors are vary strongs.IE, ET, B.S,
BL.
Customer’s interest may be loss due to
less finance news.

P a g e | 34
COMPARISION WITH COMPETITORS
BUSINESS STANDARAD ECONOMIC TIMES
PRICE
MON-WED = 6RS
TUE,THU,FRI =5RS
SAT,SUN = 8RS,
WEEKLY=35RS,
MONTHLY=140RS
YEARLY=1820RS
MON,WED,FRI = 3.50RS
TUE,THU = 3RS
SUN=10RS,
WEEKLY=30,MONTHLY=120,
YEARLY=1560
SUPPLEMENT
The Smart Investor
The Strategies
Brand Equity
STOCK PAGE
6 Pages per week
(TUE,WED,THU)
5 Pages per week
(TUE,WED,THU,FRI,SAT)
GROUP
KOTAK MAHINDRA
BENNETT COLEMAN &
CO.LTD
AVERAGE PAGES 20 18
NO.OF EDITION 13 11
FEATURE
COMMAN:
Companies, politics, opinion,
issue & insight, finance &
market, economy, stock,
brand world,commodity,take
two, private equity.
UNCOMMAN:
RBI return, personal
technology, winner & losers
off, business law, accent
west, B.S weekend, digital
consume, personal
finance,primary market, new
accounting standards, money
strategist.
COMMAN:
Pure Politics, business of
brand,companies,market finance ,
economy, world view, sport.
UNCOMMAN:
Brand equity, special features,
career& business life, global
business, baking ideas, cutting edge
& companies,

P a g e | 35
MINT BUSINESS LINE FINANCIAL EXPRESS
PRICE
MON-FRI = 4RS
SAT = 10RS,
WEKKLY=34,
MONTHLY=136,
YEARLY=1664
TUE,WED,THUR,FRI =
6RS
MON, SAT = 8RS,
WEEKLY=40,
MONTHLY=160
YEARLY=1920
MON-FRI = 4RS, SAT=
6RS
SUN = 8RS,WEEKLY=32,
MONTHLY=128,
YEARLY=1664
SUPPLEMENT
(weekly)
Lounge Magazine
BLINK BRAND WAGONE
STOCK PAGE
10 Pages per week
(MON,TUE,WED,THU
)
10 Per week
(MON,TUE,WED,THU)
15 Per week
(TUE,WED,THU,FRI,SAT)
GROUP HUNDUSTAN TIMES KASTURI & SON LTD THE EXPRESS GROUP
AVERAGE PAGES 32 20 18
NO.OF EDITION 9 17 11
FEATURE
COMMAN:
Leading the
news,politics,corporate
news,policy,market &
finance,views,mint
global, mint Asia,the
last world, mint money,
life.
UNCOMMAN:
Leadership insight,
enterprise,innovation,
baking&
finance,charticle,mint
lounge(weekly),advertis
ing & management,
digital edge, business of
sport.
COMMAN:
News, banking,
commodities, IT & telecom,
think, world, politics, market
watch, stock, agri-business,
commodities, variety.
UNCOMMAN:
Ariety, technophile, cat-a-
lyst(Friday),auto focus,
pulse,
BL-ink, the big story, your
money, fund, people firm
calls, technicality, beyond
stock, real assets, net worth,
the global investor, take 500,
emerging, entrepreneurs
COMMAN:
Economy, corporate, reflect,
money & market,
commodities, finance,
international, corporate,
politics,
stock, nation.
UNCOMMAN:
Brand wagon, the big
picture, monetary policy,
PSU power,
FE gadget, small & medium
business, personal finance,
edge, news, business,
(Sunday- opinion, news, idea
exchange world worth, sport
light, leisure, FE lines, mind
& games, panorama

P a g e | 36
RESEARCH METHODOLOGY
1. Define the problem and the research objectives:
Clarity on the following helps define the problem appropriately:
What is to be researched (the content, the scope)?
Why it is to be researched (the decisions that are to be made)?
The objectives of the study are as follows:
To measure the brand awareness and perception of people of Ahmadabad, Nadiad, Anand,
v.v.Nagar towards ‘Mint Newspaper’.
To increase the market share of MINT by providing sales promotion schemes. 
To make aware about MINT to the new (potential) customers in the market. 

The purpose of research is to generate meaningful information, which will help in taking
objectives.
2. Develop the research plan:
The second stage of marketing requires developing the most efficient plan for gathering the
required information. This involves decisions on the data sources, research approaches, research
instruments, sampling plan, and contact methods.
(a) Data Sources:
Data were collected from primary as well as secondary sources. Investigation was
started by examining secondary data.
Primary Sources: Primary data are freshly gathered data for a specific purpose or for a
specific research project. Here the primary data were collected for a specific research project.
Response was taken from the respondents through personal survey.
Secondary Sources: Secondary data are that were collected for another purpose, and already
exist somewhere. The secondary data were obtained from information from the websites.
(b) Research approach:
Primary data can be collected in five ways: through observation, focus groups surveys,
behavioural data, and experiments. Here the primary data were collected by survey method.
Survey: Surveys are best suited for descriptive research. Survey approach was chosen to
learn about brand awareness and people’s perception towards MINT. Survey method required

P a g e | 37
development of a survey instrument, a questionnaire, which the respondents were asked to fill
up. Primary data were collected through survey.
(c) Research Instrument:
To collect primary data, instruments like questionnaires, qualitative measures, and
technological devices are used. Here questionnaires are as a means to collect primary data.
Questionnaires: - A questionnaire consists of questions presented to respondents.
Because of its flexibility, it is by far the most common instrument used to collect primary data.
The questionnaires were carefully developed, tested, and debugged before administering them on
a large scale. The form, wording, and sequence of the question can all influence the response.
The questionnaire included closed-end questions. Closed-end questions specify all the possible
answers and provide answers that are easier to interpret and tabulate. Here the main aim was to
measure how many people think a certain way. It contained 16 questions.
The language of the questions was very easy to understand. Sophisticated or uncommon
words were not used. Only words in common speech were used. Ambiguous words such as
“usually” or “frequently” were avoided as they have no specific meaning. Questions with
negative in them were avoided. The questions were made as simple as possible. To avoid
confusion no question included multiple ideas or two questions in one. Personal details like
name, age, gender, occupation, monthly income and education were asked.
(d) Sampling Plan:
After deciding on the research approach and instruments, the sampling plan was
designed. This called for three decisions:
Sampling Unit: Who should be surveyed? The sampling unit included (A) Service
persons (B) Investors and Stock brokers (C) Businessmen (D) Bankers (E) Management students
and professors (F) Chartered Accountants & other Professionals.
Sample Size: How many people should be surveyed? Large samples give more reliable
results, but it’s not necessary to sample the entire target population to achieve reliable results. So
150 people were targeted to be surveyed from the entire population.
Sampling Procedure: How should the respondents be chosen? Non probability samples
were selected. In that convenience sample was selected in which the most accessible
population members were selected for getting response.

P a g e | 38
Type of Research: Descriptive.
(e) Contact Method:
Now it was decided how to contact the subjects. There are mainly four contact methods.
But here in person contact method was chosen for getting responses.
Personal Interview: Personal interviewing is the most versatile method. More questions
could be asked and recording of additional observations about the respondent were recorded. In-
home survey was done to get response from friends, relatives and neighbours.
3. Collect the Information:
This stage included collecting questionnaires from the respondents. The data collection
phase of marketing research is generally the most prone to error as some respondents could give
answers which were biased or dishonest because of unknown reasons. Some respondents refused
to cooperate.
4. Analyse the information:
The next step in the process was to extract findings by tabulating the data and
“To Measure the brand awareness and perception of people of Ahmedabad towards Mint Newspaper”
developing frequency distributions. Statistical techniques like average, percentage were used to
analyse the information.
5. Present the findings:
The findings were presented in graphical manner with the outcomes by using graphs,
charts, tables, etc. Interpretation was done after presenting them in a graphical manner.
Conclusions were drawn on the basis of the findings. Research findings are presented in as
understandable and compelling a fashion as possible.
6. Recommendations and Suggestions:
Recommendations and Suggestions were given on the basis of the research
findings.

P a g e | 39
Data Analysis and Interpretation
1. Do you read Newspaper?
INTERPRETATION
The above pie chart shows about the status of readers of financial daily. and we can see that form the
question that 70% people are reading Financial Newspaper and 30% people are not reading financial
newspaper or not any kind of newspaper, so we can see readership from the above pie chart.
70%
30%
Readership
YES NO

P a g e | 40
2. Which financial newspaper do you read daily?
Interpretation
The preference of newsreaders is more towards Economic Times than others i.e., 57.67%
and respectively the acceptance of business standard is of 6.98%, after that comes Mint which is
having the share of 23.65 % of the total readers, then comes the Business Line with a total of
09% of the market capture, where Business line comprises of 9.67% of total readership base out
of the customers which we have surveyed.
According to the market survey we can get that in a state like Gujarat which is the business hub
of the nation consisting of a huge crowd of readers going for business related stuff. The place
shows a great potential for the acceptance of the business daily due to the business atmosphere
given to family from the very beginning.
0
10
20
30
40
50
60
70
Busniness standard Eeconmics Times Mint Business Line
Business standard 6.98%
Economics Times 57.67%
Mint 23.65
Business Line 9.67

P a g e | 41
3. Why do you read newspaper?
Interpretation
We can see that from above char that 30.22% people reading financial newspaper for
their knowledge, while 18.13% people reading newspaper for their Business and updating their
businesses, and 7.69% people reading financial newspapers for research and analysis, and
43.96% people reading newspaper for updating yourself .
30.22%
18.13%
7.69%
43.96%
for knowledge for business for research for updating your self

P a g e | 42
4. How often do you read newspaper?
Interpretation
We can see that from above char that 57.05% people reads financial newspaper on daily
bases, and 30.20% people reading financial newspaper sometimes, while 7.38% people reading
financial newspaper on weekly base and in the case 5.37% people reading newspaper rarely.
57.05%
30.20%
7.38%
5.37%
Daily Sometimes Weekly Rarely

P a g e | 43
5. Through which medium you read newspaper?
Interpretation
We can see that in above char 18.60% people reading newspaper through internet
or on online website of newspaper, and 62.79%people reading newspaper offline means
hard copy which is daily come at our home, while 18.02% people reading newspaper on
their smart phone through particular android application and very few people 0.58% have
physical disability of blindness so those people listing news through radio or television .
0 10 20 30 40 50 60 70
Online/internet
Offile
Android App
Radio (listen)
percentage

P a g e | 44
6. When do you read newspaper?
Interpretation
We can see that from above graph that mostly people preferred to read news paper
at office its 44.25% and 31.03% people reading newspaper at their home and 13.21%
people reading newspaper other way at the time of free or somewhere else , and 11.49%
people reads newspaper while they are travelling from home to office .
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
At home At office While
travelling
other
timing of redaing newspaper

P a g e | 45
7. Which kind of information is more trustable to you?
Interpretation
We can see in above chart that 50.98% people are more trustable on newspaper and
31.37% people are trustable on television and nowadays its very good in updated of any news or
information ,and 16.67% people are trust on internet source , and some of people having trust
on friends whatever information they give that’s true .
Television Newspaper internet souce Depending on
friends
31.37%
50.95
16.67
0.98

P a g e | 46
8. Are you looking for any offer in Newspaper?
Interpretation
We can see that in above chart that 64.43% people are expecting cash discount on
annually subscription, and 19.46% people are expecting Gift voucher at the time of
subscription, while 16.11% people are expecting monthly gift like given by other general
newspapers.
Monthly gift
Gift voucher
or Discount on
yeary
subscription
16.11% 19.46%
64.43%

P a g e | 47
9. Which kind of improvement you want in newspaper?
Interpretation
We can see that in above chart that 34.52% people want improvement in story analysis
information, and 22.62% people want improvement to increase daily different supplement,
and 13.10% people want improvement in change size because newspaper having broadsheet
size so sometimes it’s difficult to read through hand ,you have to adjust the paper, and
29.76% expecting weekly magazine.
0 5 10 15 20 25 30 35
supplement
Change in size
Story analysis information
Weekly magazine
22.62%
13.10%
34.52%
29.76%
Percentage

P a g e | 48
10. Which kind of subscription you preferred mostly?
Interpretation
We can see from above chart that 54.55% people like to subscribed newspaper for
annually, while 29.92% people are interested to subscribed newspaper for 6 month means.and
11.04% people are interested to subscribed newspaper on week base, and 6.49%people are
interested to subscribed newspaper 3 days or some days in week because the reader interested to
read more than 1newspaper in week.
0
10
20
30
40
50
60
Yearly Half yearly Weekly 3 days in Week
54.55%
27.92%
11.04%
6.49%
Percentage of liking subcsription

P a g e | 49
11. Which kind of articles do you like in newspaper?
Interpretation
We can see from above chart 52.58% people like current affairs in business and their
news, and 17.84% people interested in news of stocks and commodities market, and 15.49%
people are interested in sports news particular (cricket), and 14.08% people are interested in
political news.
Sport Business stock &
Commodities
Political
15.49%
52.58%
17.84%
14.08%
Article likes by People

P a g e | 50
12. How much amount are you ready to spend for a newspaper?
Interpretation
We can see from above pie char that mostly 49.34%people are spent 5.Rs per newspaper, and
22.37% people are spent 4.Rs per newspaper, and 16.45% people are spent 3.Rs per
newspaper, and rarely 11.84%people are spent 6.Rs per newspaper.
16.45%
22.37%
49.34%
12.37%
Amount reday for spent
3.Rs 4.Rs 5.Rs 6.Rs

P a g e | 51
13. Which grade would you like to give MINT?
Interpretation
We can see from above chart that 53.15% people give highest “B” grade to mint, and
21.68% people give second highest “c” grade to mint, and 20.28% people give “A” grade to
mint it is vary less rating, and 4.90% people give “D” grade to mint newspaper.
A
20.28%
B
53.15%
C
21.68%
D
4.90%
Grade for Mint

P a g e | 52
14. Which other financial newspaper do you find relatively quality newspaper compared to
MINT?
Interpretation
We can see from above chart that 44.59% people compared MINT with Economics
Times because its leading financial news in the market and it is having 1st
rank in the market
in financial newspaper, and 21.02% people compared mint newspaper with two different
newspaper it is business line and financial express both, while 13.38% people are compare
with business standard.
44.59%
13.38%
21.02%
21.02%
Economics Times
Business Standard
Business Line
Financial Express
Percentage of comparesion

P a g e | 53
15. Have you ever find any wrong information in newspaper?
Interpretation
We see from above pie chart that 36.76% people perception is they find sometimes find
wrong newspaper, 36.76% people not found any wrong information in newspaper, while
5.88% people are found wrong information in financial newspaper.
5.88%
57.35%
36.76%
YES NO SOMETIMES

P a g e | 54
FINDINGS AND RECOMMENDATIONS
 Economics times in India’s 1st
largest financial newspaper they have more than 8lacs
readers, while MINT is India’s 2nd
largest newspaper 3.4lacs readers across India
 I came to know about that most of people read general newspaper compared to financial
newspaper and they like to read newspaper in their mother tong.
 And 70% professional people like C.A[charter accountant] ,bank manager and
employees, financial intuitions, and college students are reads financial newspape
 Most of the readers agree that the language used in MINT is simple for them. 

 The supplements of MINT [indulge] are fairly popular amongst target audience which is
good for the brand.

 Cover all subjects; vary fewer rounds about technology for architectural practices,
software, trends etc.

 Upcoming trends and technology news include with all news.

 People want content not glossy paper and price doesn’t matter for readers.
 Some of people not ready to give the grade to MINT newspaper ,they can’t give any
justification.

 Tenders are not available in newspaper, so give tenders. 
 Require tender page separately not sheltered like combined is always in one page.
 Provide employment news like accent in TOI.
 (IT related people)Due to increase in the usage of Internet, people prefer to do surfing on
the net and thereby collect more information on the different aspects simultaneously.

P a g e | 55
 News channels and Internet media has affected the reading pattern of the readers up to a
considerable extent. 

 Lack of airline industry news as well as local news and also agriculture industry news
were not provided

 Service problem is the main problem with newspaper, because in our survey we met so
many people who did not get newspaper on daily basis in initial stages.

  Providesupplement like “mint money” it is very good for the people those who
are investing in stock market, and people happy for it.
 MINT provides information news and data after analyzed. so it is very good thing for
their readers. 

 MINT newspaper price and annual subscription is less than other financial newspapers.

 It was found during research that most of people subscribe newspaper through their Local
Vendors, to whom they can trust easily.
 During the research it was observed that News channels and Internet media had adversely
affected the reading pattern of the readers up to a considerable extent.

 After making sales it was found that company took lots of time to start subscription. It
will take almost 1 month to start a copy to the customer after booking date of subscription














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RECOMMENDATIONS
 Mint Business Daily Newspaper must promote its offering during Business functions,
National Conferences, Trade Fair, Business School Events, Induction Program, and MBA
coaching centers to achieve the target as early as possible in their life stage.
 Mint Business Daily Newspaper must start the Sunday Edition with a price slightly lower
than its competitors.
 A section regarding mutual funds must be introduced in The Smart Investor
Supplement for readers so that they must have an idea about the Mutual Funds.
 Give more job related advertisements 

 Build proper positioning in the minds of the readers

 Provide small vouchers package at the time of Diwali or any other festivals.

 Number of centers should be increased from where the newspaper is available because
availability of MINT on street shops is very less.

 Make some events with corporate to spread awareness of MINT.

 The customer support should be more effective to help the customers.
 Product promotion and branding should be done in effective advertisement modes to tell
about the product and its availability in the market.
 The distribution of the newspaper to the customer should be made more proper to maintain a
continuous supply.


P a g e | 57
LIMITATIONS
 The analysis is based on the survey of 150 respondents which is very less than its
target population. So it can’t give me the accurate information.
 As far as survey part is concerned, while collecting primary data through questionnaire
some respondents were not able to give right answer of some questions. While some have
given irrelevant answers.
 Survey is based on Ahmedabad, Nadiad, Anand, vallabh vidhyangar, region. So
different geographical areas were not covered in survey.
 The project was required complete within a certain time period and this was another
constraint for study.
 Interaction with the respondents was limited due to their busy work

P a g e | 58
LEARNINGS FROM THE PROJECT
My work at MINT was of hard core selling with a research on consumer behavior for the
one and half months. I personally went to many corporate offices and got subscriptions for the
company.
There were certain concepts which I had learnt during my academic year and were used
in the training period.
They were:
Relational Purchasing:
Due to the loyal customer base HT has, the new product got many advantages; like consumers
are already aware about brand and quality of HT and its services. The unbiased opinion and
judgments, the authors and analysts had put the benchmark in quality` standards and occupied
the mindshare of customer. This boosts the new product sale a lot.
And I have actually seen people buying the subscription due to their understanding of brand.
Attractive Pricing:
HT had offered huge discount up to 47% in the price of yearly subscription of product and
services and also lather wallet, aimed at increasing the market share. This special subscription
rates attracted a huge amount of potential customers.
Sales penetration:
This is a calculation indicating how much of a particular market for a product or service has
been gained by the active sales.
Customer Retention:
Retaining customer for a long term transaction and not for a mere one time interaction.

P a g e | 59
LEARNINGS OF SOFT SKILLS
While undergoing summer training at MINT, with the above mentioned learning, I had
learned certain soft skills. These soft skills are as follows:
Communicating with people:
Through telephone
Through face to face
Door to Door marketing in corporate places [banks,c.a offices ,gov offices etc]
Convincing them:
Convincing people to give an appointment and listen to the scheme
Convincing customers to buy the subscription
Language of Corporate World:
During my SIP, I had learnt the language of corporate world. How they are responding. How
they are behaving. How they are talking, performing their operations, their life style, and the
way they are working.
Handling clashes with the superiors and with customers:
During the fulfilment of my summer training I had faced certain clashes with my direct
superiors. This one and half month’s period taught me how to handle the situation. Also learnt
how to solve the complaints and clarify the doubts of the customers.
Handling pressures:
While I was working at MINT for subscription, there was a constant pressure of achieving
the targets and also there was a pressure of behaving well with the customers as I was
representatives of MINT there

P a g e | 60
CONCLUSION
As there are many strong competitors in the market like Economic times, Business
Standard, Financial Express, so to reduce the competition MINT must use aggressive selling
techniques. People are mostly satisfied with the product but they must give quality services to
those customers who are not satisfied and also do the sales promotion schemes to increase the
sales.
Service problem is the main problem with newspaper, because in my survey I personally
met so many people who were facing the problem of not getting newspaper regularly.
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 no. 2 in finance sector newspaper
because of its marketing techniques and better customer profiling. One can feel proud to do
internship in Mint. It is one best medium to improve our marketing skills of a person.
Large percentage of people was not ready to switch over to other business daily. As 80%
people thought that only their newspaper can give them a maximum satisfaction or they like the
content of the newspaper they currently subscribe to.
52.58% of the people are more focused on the information about business article and it is
analyzed as first attribute while selecting any business newspaper in comparison to price and
other attribute.
More then70% people prefer to read economic times than other business newspaper.
13.3% people like MINT because of its paper size and graphical presentation.

P a g e | 61
BIBILIOGRAPHY
REFERENCES:-
 Publish material of the firm & magazines.
 Company’s Presentation.
 Project reports.
WEB REFERENCES:-
www.livemint.com
http://www.htmedia.in/Section.aspx?Page=Page-HTMedia-AboutUs
www.tribuneindia.com
www.allindianewspaper.com
www.economictimes.com
http://www.mbaskool.com/brandguide/media-and-entertainment/2307-hindustan-
times.html
 http://www.htmedia.in/Vision.aspx?Page=Page-HTMedia-Vision
 http://www.htmedia.in/History.aspx?Page=Page-HTMedia-History
 Info@BestMediaInfo.com
 http://www.htmedia.in/investorrelations.aspx?Page=Page-HTMedia-Investor
Textbooks on:-
Business Research Methodology – 9th
Edition by Cooper Donald,
Marketing Management by Philip Kotler
Organizational Behavior, etc.

P a g e | 62
QUESTIONNAIRE
NAME: - _____________________________________________
1. Do you read newspaper?
Yes No
2. Which financial newspaper do you read daily?
Business standard Economic Times
Mint Business line
3. Why do you read newspaper?
For knowledge For business
For research For updating your self
4. How often do you read newspaper?
Daily Sometimes
Weekly Rarely
5. Through which medium you read newspaper?
Online/internet offline
Android app radio
6. When you read newspaper?
At home At office
While travelling other
7. Which kind of information is more trustable to you?
Television Newspaper
Internet source Depending on friends
8. Are you looking for any offer in newspaper?
Monthly gift Gift voucher
Or discount on yearly subscription

P a g e | 63
9. Which kind of improvement you want in newspapers?
Supplements Change in size
Story analysis information Weekly magazine
If other, state here:- ______________________________
10. Which kind of subscription you prefer mostly?
Yearly Half year
Weekly 3 days in week
11. Which kind of story do you like in newspaper?
Sport Business
Stocks &Commodities Political
If other, state here:-_____________________________
12. How much amount you are ready to spent for newspapers?
3Rs 4Rs
5 Rs 6Rs
13. Which grade you give to MINT?
A grade B grade
C grade D grade
14. Which other newspaper do you find relatively closest quality newspaper
compared to MINT?
Economic times Business standard
Business line financial express
15. Have you ever found wrong information in newspaper?
Yes No Sometimes
NOTE:- kindly put your any suggestion / review / comment for newspaper below.
__________________________________________________________
______________________________________________________

P a g e | 64
Personal detail:-
Age:-_________
Occupation:-________________________________________________________
Address:-___________________________________________________________
Contact No:-__________________
E-Mail ID:-______________________________________

Summer+Internship+project+on+MINT+AUTO 05

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