~1~

A
Project Report

On
A COMPARATIVE ANALYSIS OF MARKET SHARE OF BUSINESS STANDARD V /S ECONOMIC T IMES

Submitted to:-

University of Pune, Pune

In partial fulfillment of the requirement for the award of
Degree in Master of Marketing Management

Submitted by:
KUSHAL RASTOGI
Specialization: MMM
Roll no- 71

Under the guidance of:

Pallavi Patil

Submitted Through:-
Sinhgad Technical Education Society
Sinhgad Institute of Management
Vadgaon (BK), Pune

2009-2011

~1~
 ~2~

DEDICATION

Dedicated to

My Beloved Family and Friends

Who has been the foundation of inspiration to me.

~2~
 ~3~

DECLARATION

I, the undersigned, hereby declare that the project report entitled “A comparative
analysis of market share of Business Standard v/s Economic” written and
submitted by me to the University of Pune, in partial fulfillment of the requirement for the
award of degree of master of marketing management under the guidance of Prof.
Pallavi Patil, is my original work and the conclusions drawn therein are based on the
material collected by myself.

The source of material and data used in this study have been acknowledged.

I further declare that the information presented in this project is true and original
to the best of my knowledge.

Place: Pune Kushal Rastogi

Date: Roll no- 71, Sem IIIrd

Course: MMM

~3~
 ~4~

INDEX

TOPIC PAGE
S.R. NO. NO.

1. Acknowledgement 5

2. Executive Summary 6

3. Introduction 7

4. Company Profile 16

5. Research Methodology 38

6. Data Analysis And Interpretation 43

7. Findings And Suggestions 55

8. Conclusion 60

9. Annexure 63

~4~
 ~5~

ACKNOWLEDGEMENT

I take this oppurtunity to express my deep sense of gratitude to Prof. M.N.Navale

founder president, Dr. (Mrs.) S.M.Navale, secretary, the Sinhgad
Technical Education Society, Pune, Dr. Daniel Parker, Director and Dr.
Shivaji V. Gawade, Head Research, The Sinhgad Institute of Management,
Pune. For their continuous encouragement, invaluable guidance and help for
completing the present project work. They have been a source of inspiration to me and I
m indebted to them for initiating me in the field of marketing.

I am completely indebted to Prof. Pallavi Patil, my research guide, the Sinhgad

Institute of Management, Pune without her help completion of the project was
highly impossible.

I take this Opportunity as privilege to articulate my deep sense of gratefulness to sir

saurendra kumar Chief Manager – Market development of Business
Standard for his help and positive encouragement.

I wish to express a special thanks to all teaching and non-teaching staff members, the
Sinhgad Institute of Management, Pune for their forever support, encouragement,
valuable guidance are gratefully acknowledged. I would like to acknowledge my Family
members and friends for their support, love, help and encouragement.

Place: Pune

Date: Kushal Rastogi

~5~
 ~6~

EXECUTIVE SUMMARY

A comparative study of two newspaper brands Business Standard and Economic Times
was done. For that purpose a survey on brand preference, paper quality, schemes and
facilities availability in lucknow city was conducted.

The different parameters were:-

 Brand preference
 Paper Quality
 Schemes and facilities available
 Circulation Quantity
 Methodology

After taking parameters into account, it was important to make an exploratory study of
project and for that an enthusiastic survey of Readers, Hawkers and Vendors was done.

~6~
 ~7~

INTRODUCTION

~7~
 ~8~

NEWSPAPER

A newspaper is a regularly scheduled publication containing news, information, and advertising.

By 2007 there were 6580 daily newspapers in the world selling 395 million copies a day. The
worldwide recession of 2008, combined with the rapid growth of web-based alternatives, caused
a serious decline in advertising and circulation, as many papers closed or sharply retrenched
operations.

General-interest newspapers typically publish stories on local and national political events and
personalities, crime, business, entertainment, society and sports. Most traditional papers also
feature an editorial page containing editorials written by an editor and columns that express the
personal opinions of writers. Other features include display and classified advertising, comics,
and inserts from local merchants.

The newspaper is typically funded by paid subscriptions and advertising.

A wide variety of material has been published in newspapers, including editorial opinions,
criticism, persuasion and op-ads; obituaries; entertainment features such as crosswords, Sudoku
and horoscopes; weather news and forecasts; advice, food and other columns; reviews of movies,
plays and restaurants; classified ads; display ads, editorial cartoons etc.

Categories

While most newspapers are aimed at a broad spectrum of readers, usually geographically
defined, some focus on groups of readers defined more by their interests than their location: for
example, there are daily and weekly business newspapers and sports newspapers. More
specialists still are some weekly newspapers, usually free and distributed within limited areas;
these may serve communities as specific as certain immigrant populations, or the local gay
community.

~8~
 ~9~

DAILY

A daily newspaper is issued every day, sometimes with the exception of Sundays and some
national holidays. Saturday and, where they exist, Sunday editions of daily newspapers tend to
be larger, include more specialized sections and advertising inserts, and cost more. Typically, the
majority of these newspapers’ staff work Monday to Friday, so the Sunday and Monday editions
largely depend on content done in advance or content that is syndicated. Most daily newspapers
are published in the morning. Afternoon or evening papers are aimed more at commuters and
office workers.

WEEKLY

Weekly newspapers are common and tend to be smaller than daily papers. In some cases, there
also are newspapers that are published twice or three times a week. In the United States, such
newspapers are generally still classified as weeklies.

NATIONAL

Most nations have at least one newspaper that circulates throughout the whole country: a national
newspaper, as contrasted with a local newspaper serving a city or region. In the United Kingdom,
there are numerous national newspapers, including The Independent, The Times, The Daily
Telegraph, The Guardian, The Observer, The Daily Mail, The Sun, The Daily Express and The
Daily Mirror. In the United States and Canada, there are few national newspapers. Almost every
market has one or two newspapers that dominate the area. Certain newspapers, notably The New
York Times, The Wall Street Journal and USA Today in the US, and The Globe and Mail and
The National Post in Canada are available throughout the country. In India, newspapers like the
Times of India, The Hindu, and the Hindustan Times are extremely popular and have large
reader bases. Large metropolitan newspapers have also expanded distribution networks and with
effort can be found outside their normal area.

~9~
 ~ 10 ~

INTERNATIONAL

There is also a small group of newspapers which may be characterized as international

newspapers. Some, such as The International Herald Tribune, have always had that focus, while
others are repackaged national newspapers or "international editions" of national-scale or large
metropolitan newspapers. Often these international editions are scaled down to remove articles
that might not interest the wider range of readers.

As English became the international language of business and technology, many newspapers
formerly published only in non-English languages have also developed English-language
editions. In places as varied as Jerusalem and Mumbai, newspapers are printed to a local and
international English-speaking public. The advent of the Internet has also allowed the non-
English newspapers to put out a scaled-down English version to give their newspaper a global
outreach.

Some of the National Newspapers Of India:-

English Dailies

The Times of India · Hindustan Times · The Hindu · The Deccan Chronicle · The Telegraph ·
The Statesman · Daily News and Analysis · The Pioneer · The Economic Times · The Tribune
· The Indian Express · Deccan Herald · The New Indian Express · Asian Age.

Hindi Dailies

Dainik Jagran · Dainik Bhaskar · Hindustan · Amar Ujala · Rajasthan Patrika · Punjab Kesari
· Navbharat Times · Nava Bharat (Madhya Pradesh and Chhattisgarh) · Prabhat Khabar

~ 10 ~
 ~ 11 ~

PRINT MEDIA

Indian print media is at a massive business in the media world and its newspapers are said to
offer majority of national and international news. The history of newspaper in India began in
1780, with the publication of the Bengal Gazette from Calcutta.

James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian
newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780.
In 1789, the first newspaper from Bombay, the Bombay Herald appeared, followed by the
Bombay Courier next year (this newspaper was later amalgamated with the Times of India in
1861).

The first newspaper in an Indian language was the Samachar Darpan in Bengali. The first issue
of this daily was published from the Serampore Mission Press on May 23, 1818.

The first Hindi newspaper, the Oodunt Marthand began in 1826. Since then, the prominent
Indian languages in which papers have grown over the years are Hindi, Marathi, Malayalam,
Kannada, Tamil, Telugu, Urdu and Bengali.

The Indian language papers have taken over the English press as per the latest NRS survey of
newspapers. The main reasons being the marketing strategy followed by the regional papers,
beginning with Eenadu, a Telugu daily started by Ramoji Rao. The second reason being the
growing literacy rate. Increase in the literacy rate has direct positive effect on the rise of
circulation of the regional papers. The people are first educated in their mother tongue as per
their state in which they live for e.g. students in Maharashtra are compulsory taught Marathi
language and hence they are educated in their state language and the first thing a literate person
does is read papers and gain knowledge and hence higher the literacy rate in a state the sales of
the dominating regional paper in that state rises.

~ 11 ~
 ~ 12 ~

Eventually, the advertisers also realized the huge potential of the regional paper market, partly
due to their own research and more owing to the efforts of the regional papers to make the
advertisers aware of the huge market. These advertisers paid revenues to the newspaper house
and in return publicized their products throughout the locality. Thus, newspapers in India not
only acted as news providers but also promoters of certain market products.

Some of the prominent newspapers in India in the recent times are The Times of India, The
Statesman, The Telegraph, The Economic Times, and Indian Express and so on. The Economic
Times is one of the India`s leading business newspapers; carrying news about the Economy,
Companies, Infrastructure, Trends in the Economy, Finance, Stocks, Forex and Commodities,
news from around the world and from the world of politics besides editorial and various other
features. The Malayalam Manorama releases daily, weekly, monthly and annual publications
from Kerala. Started in 1988 in Tamil and Telegu languages, it is now published in other
regional languages like Hindi, Bengali, as well as in English. Among the various publications,
the Malayalam Manorama Daily has the largest circulation, selling about 11 lakhs 50 thousand
copies daily. The Times of India was founded in 1838 as The Bombay Times and Journal of
Commerce by Bennett, Coleman and Company, a colonial enterprise now owned by an Indian
conglomerate. The Times Group publishes The Economic Times (launched in 1961), Navbharat
Times (Hindi language), and the Maharashtra Times (Marathi language).

Newspapers in India are measured on two parameters, circulation and readership.

~ 12 ~
 ~ 13 ~

Circulation

Circulation is certified by the Audit Bureau of Circulations which is an industry body. It audits
the paid-for circulation of the member newspaper companies

Readership

Readership is estimated by two different surveys, The Indian Readership Survey (IRS) and the
National Readership Survey (NRS).

About 5,000 newspapers, 150 of them major publications, are published daily in nearly 100
languages. Over 40,000 periodicals are also published in India. The periodicals specialize in
various subjects but the majority of them deal with subjects of general interest. During the 1950s,
214 daily newspapers were published in the country. Out of these, 44 were English language
dailies while the rest were published in various regional languages. This number rose to 2,856
dailies in 1990 with 209 English dailies. The total number of newspapers published in the
country reached 35,595 newspapers by 1993 (3,805 dailies). Newspaper sale in the country
increased by 11.22% in 2007. By 2007, 62 of the world`s best selling newspaper dailies were
published in countries like China, Japan, and India. India consumed 99 million newspaper copies
as of 2007, making it the second largest market in the world for newspapers.

Newspapers in India have almost created a huge industry in the nation. It publishes the largest
number of `paid-for titles` in the world. In 1997, the total number of newspapers and periodicals
published in India was around 41705, which include 4720 dailies and 14743 weeklies. However,
in the last one decade the news media in India has changed rapidly. All the major news media
outlets have an accompanying news website. A new class of newspapers in India is entirely
Internet based, known as e-paper.

~ 13 ~
 ~ 14 ~

OBJECTIVE OF THE STUDY

 To find out the brand preference among the business newspaper.

 To find out the attributes which influence the consumer to purchase business daily.

 To identify the segment and find the target market of Business Standard.

 To study the market penetration strategy of Business standard in various areas.

NEED OF THE STUDY

 To compare the qualitative service of Business Standard and Economic Times.

 To compare the promotional strategies of Business Standard and Economic Times.

 To compare both newspaper on different aspect.

~ 14 ~
 ~ 15 ~

IMPORTANCE OF STUDY

This project will help the Business Standard Ltd. to implement necessary steps to
improve the market share especially in Hyderabad and Secundrabad. It will also help to
Organization to find out weak points compare to Economic Times.

The study is about Comparative Analysis between Business Standard and Economic
Times. The main competitor of Business Standard is Economic Times therefore this study will
help to Business Standard Ltd. to know the readers view about both the newspapers and what
Consumer wants from business standard newspaper.

SCOPE OF THE OBECTIVE

This project will help us in understanding the areas from where the Business Standard is
influenced by its biggest competitor Economic Times in Lucknow.

It will also help us to understand the consumer behavior and perception towards the Business
Standard & Economic Times among the target segment. The project also helps us in dealing and
acknowledging the possible areas where these two newspaper are leading and require
improvement. This research will also help us in gaining the information which will influence the
sales of the Business Standard. This research will also serve as a reference material for those
researchers who are going to conduct studies in the related field.

~ 15 ~
 ~ 16 ~

Company profile

~ 16 ~
 ~ 17 ~

BUSINESS STANDARD

Business Standard is an Indian financial daily newspaper published by Business Standard Ltd
(BSL) in two languages, English and Hindi. Started in 1975 in Kolkata by the Ananda Publishers
group, Business Standard was hived off as a separate company in 1996.

It was then bought by Mumbai-based financial investors led by the Kotak Mahindra Bank, after
which began a phase of rapid expansion with the launch of new editions.

It is published from 12 centres - Mumbai, New Delhi, Kolkata, Bangalore, Chennai,

Ahmedabad, Hyderabad, Chandigarh, Lucknow, Pune, Kochi and Bhubaneswar.

~ 17 ~
 ~ 18 ~

A Hindi Business Standard is published from seven centres across northern India: Mumbai,
Delhi, Kolkata, Patna, Lucknow, Bhopal and Chandigarh.

In addition to two newspapers, BSL publishes two monthly magazines (Indian Management and
Business Standard Motoring), as well as a quarterly (Asian Management Review). The company
also has a books division, which publishes books under the BS Books imprint.

The daily newspaper Business Standard (also available as an e-paper) is the preferred choice of
serious business readers.

Business Standard (BS) is a serious, respected, top-notch, non-frivolous, business daily, which is
founded on the editorial principles of integrity, accuracy and trust.

Growing rapidly & consistently, BS is circulated in more than 1000 cities across the country
reaffirming the widespread appeal of the paper.

At the current scenario business newspaper industry is very competitive. Every

companies are expending there business in all major cities of the country.

The topic
“Comparative Study between Business Standard and Economic Times with special reference to
Business Standard” is chosen to know the readers perception about both the newspaper.
The main purpose of this project is to explain in depth awareness of brand Business
Standard to the various segments of the readers with comparison to E.T.

The study is carried out with intension to find out the readers view about Business
Standard and Economic Times and do the comparison between both newspapers.
.

~ 18 ~
 ~ 19 ~

Vision

"Providing information that creates

wealth and enriches lives."

Mission

“To deliver superior value to our

customers, shareholders, employees
and society at large. “

~ 19 ~
 ~ 20 ~

CONTENT

Comprehensive and in-depth analysis of business news.

BS 200- Covering the most traded stocks with evaluation across 22 parameters.

4 full pages focusing totally on stocks and mutual funds.

4 pages everyday of finance and commodity news, providing insights you can act on for half the
BS 200 companies.

2 pages of investment advice and articles to manage personal finance every weekday.

Thought provoking editorial opinion that is highly regarded for its unbiased viewpoint and
refreshing originality.

BS is published Monday to Saturday in all locations.

On Sundays, the paper is published from Mumbai, Delhi, Kolkata & Bangalore.

Extensive coverage of the markets has been BS’s forte and is eagerly consumed by investors –
big and small. To cater to needs of the retail investor, special focus has been provided in the form
of extensive coverage on Personal Finance and a dedicated page on investing (The Smart
Investor).

~ 20 ~
 ~ 21 ~

Content Overview:
Content Editorial Property Frequency

International News Financial Times Page Daily

Lifestyle, Luxury & Business Life Daily
Gizmos

Corporate News Companies Daily

Policy & Analysis Issues & Insights Daily

Regional News Accent Daily

Corporate Social Social enterprises Every Monday

Responsibility

Transportation Logistics Every Monday

Business & Logistics

Management Business Education Every Monday &

Education & Training Thursday
Avenues Initiative By
Business Schools

It, Telecom & ICE World Every Tuesday

Entertainment

SME Business SME World Every Wednesday

Human Relation Power Zone Every Wednesday

Real Estate-Market Real Estate Every Friday

Scenario &
Opportunities

Automobiles & BS Motoring Every Saturday

Ancillary Segment

~ 21 ~
 ~ 22 ~

Editorial Quality

BS boasts of some of the best economic journalists and counts contributions from
internationally acclaimed columnists.

Mr.T.N.Ninan, India’s best known economic journalist is the Chairman and Editorial Director

The Editorial team is lead by Dr. Sanjaya Baru, former media advisor to the prime minister.
Mr.A.K.Bhattacharya, Group Managing Editor is a former editor of The Pioneer and associate
editor of Economic Times.

Regular columnists include many reputed names such as:

Pranab Bardhan Professor of economics at university of California

Surjit Bhalla Chairman, Oxus Investments Economics, Politics & Cricket
Bimal jalan Ex- Gov RBI.
Nitin Desai Ex UN under secretary General
Gurucharan Das Author
IndiraRajaraman Member of Finance Commission
Ajit Ranade Aditya Birla group chief economist

~ 22 ~
 ~ 23 ~

PRODUCT PROFILE

Business Standard consist of Business News, Finance News , World Business, India Stock News,
Indian stock market, India investments, Indian industry, Sensex, Nifty, BSE, NSE, India
Business, India Economy, India, share market, Corporate Result, Finance News .

Supplements of Business Standard:

Supplements

 Smart Investor(Every
Monday)
 The Strategist(Every Tuesday)
 Weekend(Every Saturday)

Business Standard

Magazine

 The Fund Manager

 The Billionaire Club
 Banking Annual
 BS 1000.

~ 23 ~
 ~ 24 ~

Weekly supplements

the strategist

 A sought after weekly supplement, the strategist appears every Monday.

 Covers issues on management & marketing. Analyses critical issues through case studies.

 Rich in content, the strategist relies heavily on highly researched articles so that the
reader gets a complete understanding of the subject.

Weekend

 “BS Weekend” Covers the topics of lifestyle, Art, Travel, Portraits of wealthy people,
Real Estate, Golf, Book reviews among others.

 A perfect way to start your weekend knowing the leisure's of life.

~ 24 ~
 ~ 25 ~

Only with Business Standard

AnnuAl’s

 The Fund Manager - Covers the high points and performances of Mutual
Funds. An annual guide to smartly invest in mutual funds. Includes
profiles of top fund managers.

 Banking Annual – Performances of the banking sector. Annual ranking

of banks, exploring the mantras adopted by top-rated banks to succeed.

 BS 1000 – A guide to India’s top 1000 companies. An annual reference

book on corporate performance. Analyses and rates top 1000 listed
companies.

~ 25 ~
 ~ 26 ~

MARQUEE :- A LIFESTYLE PRODUCT

• The tabloid theme is devoted to luxury and lifestyle as a general principle; Luxuriant
lifestyles, Premium real estate and holidays, Luxury cruises and Watches, Fashion, Cars,
Hotels and Spas, Jewellery, golf, accessories, imported furniture, exotic cuisines, quality
spirits, office equipment, Home Interiors & home entertainment systems.

• The magazine targets the super rich & the affluent who make a style statement with the
luxury buys is circulated quarterly with Business Standard in Mumbai, Delhi & Banglore.

~ 26 ~
 ~ 27 ~

Reader Profile

Business Standard is read by the decision makers & policy makers.

A premium product read by the Crème de la crème of corporate India.

The reader is upscale, influential and mobile.

Chairman/CEO/M
D, 14%

President,
Executive
Director, Other
Directors, 8%

VP/GM, 59% CFO, CIO, CMO,

CTO etc. 20%

Chairman/CEO /MD

President, Executive Director, Other

Directors
CFO,CIO,CMO,CTO etc.

~ 27 ~
 ~ 28 ~

Share Holder In Business Standard

Kotak Mahindra 67.85%

Great Eastern Shipping Corporation 27.76%

Others 4.39%

4.39%

27.76%

67.85%

Kotak Mahindra Great Eastern Shipping Corporation Others

~ 28 ~
 ~ 29 ~

Market Share of Business Standard

Market Share
The Economic Times 44%
Business Standard 32%
Business Line 19%
The Financial Express 5%

5%

19%
The Economic Times
44%
Business Standard
Business Line
The Financial Express

32%

~ 29 ~
 ~ 30 ~

B-SCHOOLS STUDENTS ON BUSINESS STANDARD

More than 20000 students are subscribers of Business Standard.

Business Standard publication is available in 200* B-Schools across India.

These institutes are the top colleges of India like IMM, XLRI, MDI, XIMB etc.

To engage the B School students with Business Standard we have various activities like-
Best B School project contest. The students are also offered a special discount on
subscriptions.

~ 30 ~
 ~ 31 ~

reAder’s sAY

 I have been a loyal reader of Business Standard for the last 3 decades…”
- Shri Manmohan Singh, Present Prime Minister of India (ex Finance Minister)

 “I do not have a choice but to read Business Standard first, every morning…”
- Mr. P.Chidambaram, Home Minister

 “It exemplifies exacting standards in enterprise and economic reporting…”

- Mr. Mukesh Ambani, CMD Reliance Industries

 “The FT identifies with and sees Business Standard as its natural growth partner…”
- Sir David Bell, Chairman,FT group

 “Rated the No. 1 professional business media to deal with…”

- Orion PR’06

~ 31 ~
 ~ 32 ~

Circulation Chain (LUCKNOW)

Vice-President (Sales)

Branch Head

Territory Incharge

Customer Executives

Salesman

Vendors

Reader

~ 32 ~
 ~ 33 ~

Production Chain (LUCKNOW)

Raw Material

Printing

Packaging

Despacth Through Taxi

Different Cities

All centers In Cities

Selling

Vendor

Reader

~ 33 ~
 ~ 34 ~

The Economic Times

The Economic Times launched in 1961.The founder /editor of the paper when it was launched in
1961 was P.S.Hariharan.The current executive editor of the paper is Rahul Joshi.It is the largest
financial daily and the world’s second largest financial daily after The World Street Journal.

It is published by India’s largest media group, Bennett Coleman & Co Ltd,(this company along
with its other group companies is more popularly known as The Times Group),which also
publishes The Times of India, The Navbharat Times, The Maharashtra Times, Femina and
Filmfare.

The Economic Times has its offices in Mumbai outside Chatrapati Shivaji Terminus Railway
station.Its main content is based on the Indian economy, share prices, process of commodities as
well as other matters related to finance.

The Economic times is characterized by its Salmon-pink paper, all of which is recycled. It is also
the favorite newspaper among the city’s business houses. It is sold in all major cities in India.

Edition:

Ahmadabad Edition Delhi Edition

Hyderabad Edition Pune Edition
Chennai Edition Bangalore Edition
Kolkata Edition Bombay Edition
Lucknow Edition Chandigarh Edition

~ 34 ~
 ~ 35 ~

Format Broadsheet

Owner Bennett,coleman & Co Ltd

Publisher Bennett,coleman & Co Ltd

Editor Rahul Joshi

Founded 1961

Headquarters Mumbai

Website The Economic Times

~ 35 ~
 ~ 36 ~

Supplements:

Brand Equity (Weekly)-This is a weekly colored supplement that appears

every Wednesday, which covers marketing, advertising, media and market
research.

Corporate Dossier is a supplement that appears every Friday, along with

The Economic Times aimed at the CEOs of corporate India, with a special
focus on management and strategy.

~ 36 ~
 ~ 37 ~

ET Travel is a weekly all-color supplement which covers travel and tourism

aimed at the burgeoning band of Indians who wants to see and know about
their country and the rest of the world-through Indian eyes.

ET Auto Mania is a weekly all-color supplement covering all aspects from

the auto industry from new launches and trends to ancillaries and
personalities.

Events:
The Brand Equity Quiz is an advertizing and marketing quiz
which attracts corporate entities all over the Indian
subcontinent.

Economic Times in the Classroom quiz is a business quiz of

UG and PG students all over India.

~ 37 ~
 ~ 38 ~

RESEARCH METHODOLOGY

~ 38 ~
 ~ 39 ~

RESEARCH METHODOLOGY

A Research Methodology defines the purpose of the research, how it proceeds, how to measure
progress and what constitute success with respect to the objectives determined for carrying out
the research study. Research methodology is a way to systematically solve the research problem.
It may be understood as a science of studying how research is done scientifically. In it we study
the various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to know not only the research
methods/techniques but also the methodology. Researchers not only need to know how to
develop certain indices or tests, how to calculate the mean, the mode, the median or the standard
deviation or chi-square, how to apply particular research techniques, but they also need to know
which of these methods these methods or techniques, are relevant and which are not, and what
would they mean and indicate and why.

RESEARCH DESIGN

 Formulation of objectives of the study.

 Designing methods for the data collection

 Select the sample size

 Collecting the data

 Processing and analysis of data

 Reporting the finding.

~ 39 ~
 ~ 40 ~

Source of Data

The research has been carried out using a combination of primary and secondary data.

Secondary Data: When first considering how to answer their research questions or meet
their objectives few researchers consider initially the possibility of reanalyzing data that have
already been collected for some other purpose. Such data are known as secondary data.
Secondary data include both quantitative and qualitative data, and they are used principally in
both descriptive and explanatory research. Secondary data has been collected through Articles,
Reports, Journals, Magazines, Newspapers and Internet

Primary data: What is the need for collecting the Primary data after collecting the secondary
data? If, after seeking all reasonable secondary data sources, research questions are still not
adequately answered, the researcher may question the target respondents to get appropriate
information”.

Primary data was selected from the sample by a self-administrated questionnaire in presence of
the interviewer.

Sampling Method

Simple random sampling:

It refers where each and every item in the population has an equal chance of inclusion in the
sample and each one of the possible samples, in case of finite universe, has the same probability
of being selected.

Sample Unit:

The sample unit is Management Student & Professors, Corporate professionals,

Chartered Accountant and Investors (Stock brokers).

~ 40 ~
 ~ 41 ~

Sample Size:

The sample size for the survey is 100 chosen from the large population. Out of 100 it was
Divided in 40-30-15-15 respectively in above categories of sample unit.
Research.

The survey is conducted among 100 respondents

Sample Area: Lucknow (Uttar Pradesh, India).The area covered were mainly Faizabad road
Gomti Nagar, Indira Nagar, Nishatganj, Kapoorthala, mahanagar, Jopling road, Hazratganj, etc

Sample unit: Individuals, students and Corporate in Lucknow were interviewed in regard to the
current research study.

Sampling Technique: Random sampling technique is generally employed to extract the fruitful
results. This includes the overall design, the sampling procedure, the data collection methods, the
field methods and the analysis procedures

Sampling procedure actually employed: The process employed to select the sample was
simple random sampling. Simple random sampling refers to that sampling technique in which
each and every unit of the population has an equal and same opportunity of being on the sample.
In simple random sampling, which item gets selected is just a matter of chance.

~ 41 ~
 ~ 42 ~

RESEARCH OBJECTIVE

The objective of the present study was accomplished by conducting a systematic market research
to know the promotional strategies and services of Business Standard Ltd. And to do the
comparative analysis between Business Standard and Economic Times. Market research consists
of the systematic collection, recording, analysis, Interpretation and reporting of information
about various facts of a phenomenon under study. It plays a truly analytical approach to decision
that will be take.

Limitation:

 The study have been completed in 45 days, this is not sufficient time to do a survey in
big cities like Lucknow.

 The sample size chosen is limited to 100 respondents; the study may not be applicable to
the total market.

 Hence the data collected may not be a representation of the entire population.

 There is a possibility of biased answer from the respondents; hence the information
collected might not be an accurate one.

 The study has been done in certain areas in city Lucknow.

 The findings are regional and do not represent the state or country.

 As the market being very huge it was not possible to cover each and every area.

~ 42 ~
 ~ 43 ~

DATA ANALYSIS
AND INTERPRETATION

~ 43 ~
 ~ 44 ~

DATA ANALYSIS AND INTERPRETATION

Data interpretation can be defined as

applying statistical procedures to analyze
specific facts from a study or body of
research. Data interpretation questions
are a part of many standardized tests.
Data interpretation is sometimes also
called data analysis.

~ 44 ~
 ~ 45 ~

Business Daily Preferences

Business Economic Business Financial

Standard Times Line Express
Management Student & 30% 40% 20% 10%
Professor
Corporate Professionals 33% 40% 20% 7%
CA's 27% 40% 20% 13%
Investors (stock Broker) 47% 20% 13% 20%

50%
47%

45%
40% 40% 40%
40%

35% 33%
30%
30%
27%

25%
20% 20% 20% 20% 20%
20%

15% 13% 13%

10%
10%
7%

5%

0%
Mangement Student & Corporate Professionals CA's Investors (stock Brocker)
Professer

Business Standard Economic Times Business Line Financial Express

INTERPRETATION:- From the above data collected, we came to know that ECONOMIC TIMES
is the most preferred newspaper by Management Students, Professors & Corporate Professionals.
CA's, Investors (Stock Broker) prefers BUSINESS STANDARD.

~ 45 ~
 ~ 46 ~

FACTORS INFLUENCING SALES

No. of
Consumers
Contents 65%
Availabilty 15%
Cost 10%
Services 7%
Others 3%

70%
65%

60%

50%

40%

30%

20%
15%

10%
10% 7%
3%

0%
Contents Availabilty Cost Services Others

No. of Consumers

INTERPRETATION:- From the above study, we came to know that sale of newspaper is
influenced by content by 65%, availability by 15%,cost by 10%, services by 7%, and others
by 3%.

~ 46 ~
 ~ 47 ~

SOURCE OF ACCESSING THE BUSINESS NEWSPAPER

No Of Respondents

Book Stalls 10%

Subscriptions 85%

Vendors 5%

5% 10%

85%

Book Stalls Subscription Others

INTERPRETATION:- From the above data, we came to know that 10% of people buy
newspaper from book stalls, 85% of people get Subscriptions and rest of the 5% buy
newspaper by other means.

~ 47 ~
 ~ 48 ~

BUSINESS NEWSPAPER PREFERRED SINCE

Business Economic
Standard Times

Less Than 6 Months 9% 6%

More Than 6 Months But Less Than 18% 10%

1 Year

More Than 1 Year 73% 84%

84%
90%

80% 73%

70%

60%

50%

40%

30%
18%
20% 9% 10%
6%
10%

0%
Less Than 6 Months MoreThan 6 Months But More Than 1 Year
Less Than 1 Year

Business Standard Economic Times

INTERPRETATION:- From the above data collected, we came to know that since past one
year BUSINESS STANDARD is preferred more than ECONOMIC TIMES.

~ 48 ~
 ~ 49 ~

COMPARISON BETWEEN
BUSINESS STANDARD AND ECONOMIC TIMES

Business Standard Economic Times

Very Good 40% 30%

Good 30% 35%

Average 30% 35%

45%
40%
40%
35% 35%
35%
30% 30% 30%
30%

25%

20%

15%

10%

5%

0%
Very Good Good Average

Business Standard Economic Times

INTERPRETATION :- From the above comparison, we came to know that BUSINESS

STANDARD has upper hand in the market as compared to ECONOMIC TIMES.

~ 49 ~
 ~ 50 ~

Stock & commodity market news

Business Economics
Standard Times
Very 50% 45%
Good
Good 30% 30%
Average 20% 25%

60%

50%
50%
45%

40%

30% 30%
30%
25%

20%
20%

10%

0%
Very Good Good Average

Business Standard Economics Times

INTERPRETATION:- From the above data collected, we came to know that Business
Standard has the upper hand in Stock & Commodity market news , as compared to
Economics Times.

~ 50 ~
 ~ 51 ~

International Trade News ratings

Business Standard Economic Times

Very 20% 35%

Good
Good 36% 30%

Average 44% 35%

50%
44%
45%

40%
35% 36% 35%
35%
30%
30%

25%
20%
20%

15%

10%

5%

0%
Very Good Good Average

Business Standard Economic Times

INTERPRETATION:- From the above study, we came to know that the International
Trade News is better in ECONOMIC TIMES than BUSINESS STANDARD.

~ 51 ~
 ~ 52 ~

Editorial Section ratings

Business Standard Economic Times

Very 38% 31%

Good

Good 36% 26%

Average 26% 43%

50%

45% 43%

40% 38%
36%
35%
31%
30%
26% 26%
25%

20%

15%

10%

5%

0%
Very Good Good Average

Business Standard Economic Times

INTERPRETATION:- From the above study, we came to know that the Editorial Section in
BUSINESS STANDARD is better as compared to ECONOMIC TIMES.

~ 52 ~
 ~ 53 ~

Supplements ratings

Business Standard Economic Times

Very Good 29% 36%

Good 34% 25%

Average 37% 39%

45%
39%
40% 37%
36%
34%
35%
29%
30%
25%
25%

20%

15%

10%

5%

0%
Very Good Good Average

Business Standard Economic Times

INTERPRETATION:- From the above data collected, we came to know that Supplements
are better for ECONOMIC TIMES.

~ 53 ~
 ~ 54 ~

Sales Promotion offers

For 6 Months(Rs.) For 1 Year (Rs.)

Combo Pack Economics Times With Times Of 450 880

India

Economic Times 670 1300

Business standard 370 700

1400
1300

1200

1000
880

800
700
670

600
450
400 370

200

0
Combo Pack Economics Times Economic Times Business standard
With Times Of India

For 6 Months(Rs.) For 1 Year (Rs.)

INTERPRETATION:- From the above study, we came to know that the promotional offers
of BUSINESS STANDARD are more cheaper and profitable for the reader.

~ 54 ~
 ~ 55 ~

FINDINGS AND
Suggestions

~ 55 ~
 ~ 56 ~

FINDINGS

 During the survey the data shows that Business Standard is having excellent quality
and content as compare to any other news paper.

 Business standard is lacking brand awareness in some area and lacking in service in
some areas.

 Individual Investors and stock brokers are the majority users of Business Standard
among all the respondents.

 Majority of the respondents use Economic Times because of bundle offer with
Times of India which is Rs. 450 for 6 months for both news papers.

 Economic Times has the benefit of Times of India’s distribution channel because of
which it is able to save more distribution expenses.

 Most of the business daily readers are reading it from more than 1 year.

 It is found that Business Standard’s editorial part is better than any other business
daily.

 Business Standard’s daily supplements “Money and Market” influence most to

Individual investors/ Stock Brokers to purchase it.

 Most of the readers are also want Business Standard on Sunday because they like to
read newspaper on Sunday and this is only business daily which is not having
Sunday subscription in Lucknow.

~ 56 ~
 ~ 57 ~

SUGGESTIONS

 Business Standard Ltd. should conduct a series of programs like business quiz etc.
among management student and Institution of twin cities.

 The company should focus on retention of customers because getting a new

customer is more costly.

 Business Standard should start its Sunday edition with some better strategies than
its competitors who is charging more on the Sunday edition.

 The company should improve quality of service and the marketing strategies in
terms of advertising, so that the awareness of brand level can be increased in
market.

 Business Standard uses Eenadu’s distribution channel for distributing news paper
to its customers but there are so many people who are not receiving there copy after
completing subscription process.

 Business Standard Ltd. should conduct a series of programs like business quiz,
B-School Promotion etc. among management student and Institution of lucknow
City.

 The company should focus on retention of customers because getting a new

customer is more costly.

~ 57 ~
 ~ 58 ~

SWOT ANALYSIS

This analysis is done to understand the strength, weaknesses, opportunities and threat of
BUSINESS STANDARD. This analysis gives an opportunity to the company to understand there
market rating and adopt strategies accordingly. It also involves identifying the internal and
external factors that are favorable and unfavorable to achieve the desired objectives.

Strengths: Attributes of the person or company those are helpful to achieving the
objectives.

Weaknesses: Attributes of the person or company those are harmful in achieving the
objectives.

Opportunities: External conditions those are helpful to achieving the objectives.

Threats: External conditions which could do damage to the objectives.

Identification of SWOT is essential because subsequent steps in the planning for

achievement of the selected objectives may be derived from the SWOTs.

~ 58 ~
 ~ 59 ~

SWOT ANALYSIS OF BUSINESS STANDARD LIMITED

STRENGTH WEAKNESS

 Business Standatd is the  Low customers’ retention

Leading Brand.  Information System of the
 Good Customers’ Faith. Company Needs
 Provides attractive Improvement.
Advertisement.  Distribution Channel should
 Vareity in Offers and Plans be improved.
 Wide coverage area.  Low visibility in market.

 Lack of co-ordination
between Customer care and
customers
OPPORTUNITIES THREATS

 Changing customer preference  Increasing competition

 Concentration on promotional  Changing customer taste
activity.
 Economic Times is a big rival
 Price Regulation and be the price of Business Standard.
leader.

 It may also encourage more ads for

the paper.

SWOT analysis can be used to examine the behaviour of the market and to understand the
different aspects of the company and then change the strategy according to the needs of the
market.

~ 59 ~
~ 60 ~

CONCLUSION

~ 60 ~
 ~ 61 ~

CONCLUSION

After analysing the market of Lucknow I came to know that Business newspapers has become
the need of every person to grow.In comparison with Economic Times, Business Standard is
better in many ways like magazines, weekly issues, etc published by Business Standard. I also
got to know that from past one year Business Standard has been preffered than Economic
Times.

During my training we visited printing press of Indian express where business standard is also
get printed almost 30,000 daily copies of BS in hindi/english r getting printed in lko and r
circulated in different regions of uttar pradesh...it was an experience in itself by visiting that
printing press.

In most of the b-schools the demand of Business Standard is high because of its content and
articles on Marketing, HR, Finance etc.Not only in d field of education but also for business
purposes its been preffered by the people of Lucknow more.

Quality of service is very important in this industry to get success. In this, Business Standard is
lacking behind when compared to other business dailies.

The market value of Business Standard has been arise in last one year Because of some of its
new features and content taken up by the team for making it a better newspaper.

Business Standard’s content, quality and supplements are very good and was liked by business
daily customers. The company should follow the saying…..“If you are not updated, than you are
outdated”

~ 61 ~
 ~ 62 ~

BIBLIOGRAPHY

www.google.com

www.business-standard.com

www.economictimes.com

www.wikipedia.com

www.scribd.com

Philip Kotler: Marketing Management

Research Methodology: C.R Kothari

Business Today
Business Standard Office (Lucknow)

~ 62 ~
~ 63 ~

ANNEXURE

~ 63 ~
 ~ 64 ~

QUESTIONNAIRE

PERSONAL INFORMATION

Name: _______________________

Gender:  Male  Female

Address: ______________________

________________________

Contact No.__________________

1. What is your profession:

Management Student & Professor

Corporate Professionals

CA’s

Investors(Stock Broker)

2. Which financial news paper you are reading daily:

Business Standard

Economic Times

Business Line

Financial Express

~ 64 ~
 ~ 65 ~

3. \Which of these factors influence the sale of newspaper ?

Contents

Availability

Cost

Services

Others

4. How do get the newspaper?

Book Stalls

Subscriptions

Vendors

5. For how long you are reading this paper?

Less than 6 months

6 to 12 months

Above 12 months

~ 65 ~
 ~ 66 ~

6. According to you which newspaper is better?

Business Standard Economic Times

Very Good Very Good

Good Good

Average Average

7. How do you rate BS and ET over Stock & commodity market

Business Standard Economic Times

Very Good Very Good

Good Good

Average Average

8.How do you rate BS and ET over International Trade News?

Business Standard Economic Times

Very Good Very Good

Good Good

Average Average

~ 66 ~
 ~ 67 ~

9. How do you rate BS and ET over Editorial Section?

Business Standard Economic Times

Very Good Very Good

Good Good

Average Average

10. How do you rate BS v/s ET over Supplements?

Business Standard Economic Times

Very Good Very Good

Good Good

Average Average

11. According, to you who provide better promotional offers

Business Standard

Economics Times

~ 67 ~
~ 68 ~

~ 68 ~
~ 69 ~

~ 69 ~