Project Report of Business Standard

ICBM – SCHOOL OF BUSINESS EXCELLENCE
(2008 –
2010)
Target Market, Market Segmentation and Penetration of Product or Service

OF
BUSINESS STANDARD
Presented By:-
SITESH KUMAR SONI
(Registration No.08/116)
Target Market, Market Segmentation and
penetration of Product or Service
o
f
08/24/09 ICBM-SBE Sitesh Kumar Soni 2

CONTENTS
 OBJECTIVES OF THE STUDY
 INTRODUCTIO
 HISTORY OF THE NEWSPAPERS
 ORANIZATION PROFILE
 PRODUCT PROFILE
 TARGET MARKET,MARKET SEGMENTATION….
 RESEARCH METHODOLOGY
 DATA ANALYSIS AND INTERPRETATION
 FINDING
 CONCLUSION AND SUGGESTION
 LIMITATION
 BIBLIOGRAPHY
 ANNEXURE

OBJECTIVE OF THE STUDY
•To the target market of Business standard.
•To identify the segment of Business Standard.
•To study the market penetration strategy of Business standard in various areas like Secunderabad,
Banjara Hills, Paradise, koti, Kairtabad, Somajiguda, Mehadipatnam & IBS college Hyderabad.

History of News paper
 The first printed forerunners of news paper
appeared in Germany in late 1400’s in the
form of news pamphlets or broadsides,
 The first printed forerunners of news paper

appeared in Germany in late 1400’s in the
form of news pamphlets or broadsides,

ORGANIZATION PROFILE
 Business Standard started in 1975 by

the Anand Bazar group in Kolkata
previously Calcutta.
 The paper was hived off as a separate
company in 1996, and then bought
by Mumbai-based financial
investors,

Continued ..
 James Augustus Hickey is considered as the

"father of Indian press" as he started the first
Indian newspaper from Kolkata by the name of
Kolkata gazette in January 1780.
 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

Continued….
 In the present time business standard has
almost started his publication in 12 different
cities in India.
 Business Standard sells around 210,000

copies daily, making it the second largest out
of five financial dailies in India.

Market Share of Business
Standard

Chief Editor
T. N. Ninan has been the editor since 1993,

after he moved over from the editorship of
The Economic Times making it the second
largest out of five financial dailies in India.
T.N. Ninan
Chief editor

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 .
 Business standard news paper consists of
different supplement on different day in
week.

Supplements-
 Smart investor (Monday)
 Strategist (Tuesday)
 Weekend (Saturday)
 Business Standard provide a series of

magazines. These magazines are-
 Motoring, Open sky, The Fund Manager,

The Billionaire Club, Banking Annual,
BS 1000, Spend

METHODOLOGY
 Data Source-
 Primary Data
 Secondary Data
 Research Instrument
 Questionnaire

DATA ANALYSIS

Table 2.(Q.2). Data showing Percentage of Responses which
Newspaper do prefer.

Interpretation: According to the above graph, we will find that more people are
interested to read the Economics Times. The people who read the Business
Standard are less than ET While Financial Express is having very less number of
readers.

Table3. (Q.3). Data showing Percentage of Responses according to
designation of people.

Table4(Q.4).Data showing Percentage of readers according to age.

Table5(Q.5.) Data showing Percentage of Response to reading period of
Business News.

Table6 (Q.6) Data showing the percentage of response according the getting
information from Business Standard.

Table8(Q.8). Data showing Percentage of response according satisfied with
the distribution of the Business Standard.

Table10. (Q.10) Data showing the percentage of response to according where you
buying the business newspaper.

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 lacing brand

awareness in some area and lacing
in service in some area.

SUGGESTIONS
 Distribution channel
 Customers Problems solving department
 Issue on Sunday
 Improve frequency of magazines

LIMITIONS
As it was a study, it has some limitations also, like-
•This study is done in twin cities so it may not be applicable in whole country and state.
•Time is a major constraint as I have done 45 days project.
•Confidential information such as margin is exactly identified because the respondent
biased information.
•Lack of co-operation from the respondents as they are busy with their rational work.
•While filling the questionnaire the reader could not provide 100% accurate
information because of their personal limitations.
•As the data is collected from various customers there are chances for biased
information also.

BIBLIYOGRAPHY

BOOKS Author
Marketing - Concept & Cases. (13 edition) Michael .J. Etzel
Bruce. J. Waller
William. J. Stanton
Ajay Pandit
Marketing Management- (12 edition) Philip Kotler
Kelvin Lane
Keller
Research Methodology -(2nd revised edition) C.R. Kothari
Marketing Research- An applied orientation (5thedition) Naresh .k.
Malhotra

 Web Sites
 http://www.wan-press.org/
 http://www.historicpages.com/nprhist.htm
 http://www.newspaper-industry.org/history.html

THANKING YOU

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ICBM – SCHOOL OF BUSINESS EXCELLENCE

Target Market, Market Segmentation and Penetration of Product or Service

08/24/09 ICBM-SBE Sitesh Kumar Soni 2

08/24/09 ICBM-SBE Sitesh Kumar Soni 3

•To the target market of Business standard.

•To identify the segment of Business Standard.

08/24/09 ICBM-SBE Sitesh Kumar Soni 4

 The first printed forerunners of news paper

08/24/09 ICBM-SBE Sitesh Kumar Soni 5

 Business Standard started in 1975 by

08/24/09 ICBM-SBE Sitesh Kumar Soni 6

 James Augustus Hickey is considered as the

 The first newspaper in an Indian language was

08/24/09 ICBM-SBE Sitesh Kumar Soni 7

 Business Standard sells around 210,000

08/24/09 ICBM-SBE Sitesh Kumar Soni 8

08/24/09 ICBM-SBE Sitesh Kumar Soni 9

T. N. Ninan has been the editor since 1993,

08/24/09 ICBM-SBE Sitesh Kumar Soni 10

 Business Standard consist of Business News,

08/24/09 ICBM-SBE Sitesh Kumar Soni 11

 Business Standard provide a series of

 Motoring, Open sky, The Fund Manager,

08/24/09 ICBM-SBE Sitesh Kumar Soni 12

08/24/09 ICBM-SBE Sitesh Kumar Soni 13

08/24/09 ICBM-SBE Sitesh Kumar Soni 14

08/24/09 ICBM-SBE Sitesh Kumar Soni 15

08/24/09 ICBM-SBE Sitesh Kumar Soni 16

08/24/09 ICBM-SBE Sitesh Kumar Soni 17

08/24/09 ICBM-SBE Sitesh Kumar Soni 19

08/24/09 ICBM-SBE Sitesh Kumar Soni 21

08/24/09 ICBM-SBE Sitesh Kumar Soni 23

08/24/09 ICBM-SBE Sitesh Kumar Soni 25

08/24/09 ICBM-SBE Sitesh Kumar Soni 27

 Business standard is lacing brand

08/24/09 ICBM-SBE Sitesh Kumar Soni 29

 Customers Problems solving department

 Improve frequency of magazines

08/24/09 ICBM-SBE Sitesh Kumar Soni 30

08/24/09 ICBM-SBE Sitesh Kumar Soni 31

08/24/09 ICBM-SBE Sitesh Kumar Soni 32

08/24/09 ICBM-SBE Sitesh Kumar Soni 33

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