Beruflich Dokumente
Kultur Dokumente
Mumbai Market
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DECLARATION
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ABSTRACT
Project Title
A study on education sector in print media (broadsheet)
Project Description
This project is a combination of research and analysis of various data which were being
gathered by meeting and telephonic conversation with education clients in order to fulfill
the objective of the project. The meetings were scheduled by taking prior appointment
with Directors or Concern Person handling Media planning and advertisement for the
Institutes/ Organization. The various figures depicted in the project have been taken for
Adex and IRS survey Round 1, 2009.
This project analyses the various proceeding and role of Education category in
advertising with print media (broadsheet) in Mumbai market and how they are involved
in decision making for their plans related to their target group. The education category
which include combination of various clients like Management Institutes,
School/Universities, World Schools, Coaching Centers, Vocational Institutes etc. It’s an
attempt to analyze DNA client base of Education segment of Mumbai Market into two
categories of 80 percent and 20 percent by applying Pareto Distribution Module
This project fulfills the objective and portrays an image of the impact of clients in
education category in Mumbai market in regard to print media advertising. It help us to
understand the behavioral aspect of clients in relation to Mumbai Market.
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Acknowledgement
I wish to express my deep sense of gratitude to Ms. Nupur Sahay, Territory Sales
Manager, DNA whose step-by-step direction helps me to go into the depth of industry.
Her calm behavior encouraged me to do my work sincerely.
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Table of content
Project Page 1
Declaration 2
Abstract 3
Acknowledgement 4
List of Abbreviation 6
Objective 7
Methodology 23
Conclusion 33
Achievement 34
Bibliography 35
Enclosures
5
List of abbreviation
3 HT Hindustan Times
4 MUM Mumbai
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Objective
1) Understand the reasons for low volume base of 20% clients in Education
Category.
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Mumbai Print Market
Market scenario
Overall Ad spends of Mumbai market in print has been growing. It explains the
expansion plans of various publication groups into the city. The Mumbai market is
critical as it contributes 16 per cent of the total newspaper ad revenue of Rs. 48 billion,
implying that it makes complete business sense to have a full fledged edition in the city.
Delhi is marginally higher at about 26per cent in terms of total print spends, which
explains why for a paper such as The Times of India, the two big revenue centers are
Mumbai and Delhi .
Rate per sqcm in Mumbai edition of The Times of India is Rs 4300/-. The Hindustan
Times, on the other hand, stands at Rs and Mid-Day rates are Rs.800
Respectively. Sometimes numbers tell a comprehensive story.
The year 2005 was the landmark year in the history of newspaper, specially the Mumbai
market .During this year the city of Mumbai turned into battlefield .Three major
newspaper were launched in the city .For long the Hindustan Times was eyeing this
market to enter and they launched their Mumbai edition of HT on 14th July 2005.Another
group, which came into existence this year, was a product of Zee and Bhaskar by the
name of DNA (Daily News & Analysis) which was launched on 30th July 2005. The
historic grounds of The Times of India were set to witness a change in scenario .This
made 160 years old group to launch a new newspaper to counter the new entrants, as an
old strategy of The Times of India. On 30th May 2005 Mumbai Mirror was launched. No
logic or study went behind the launch of Mumbai Mirror. The paper was launched in
tabloid size, which was not what new entrants were coming with. The strategy of TOI
bombed. The Hindustan Times was launched on 14th July ’05 .The edition was more or
less on the same lines of its Delhi edition ( as expected by the trade ).The major blow
came with the launch of the DNA (30th July’05)as it was heavily guarded prior to its
launch .Market was unaware about its detail . TOI had thought it to be tabloid form
(reason for the launch of Mumbai Mirror) but DNA was launched in broadsheet format
with many sections to cater to different readers.
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Competition
1) Broadsheet
2) Tabloid
Broadsheet is the largest of the various newspaper formats and is characterized by long
vertical pages (typically 22 inches or more). The term derives from types of popular
prints usually just of a single sheet, sold on the streets and containing various types of
matter, from ballads to political satire. English Newspapers present in the market are
namely The Times of India, Hindustan Times, Daily News & Analysis (DNA), The
New Indian Express etc.
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Industry Standard / Governing Bodies
Print Industry is mainly governed by the figures of Indian Readership Survey (IRS)
and Audit Bureau of Circulation (ABC). IRS and ABC conduct several researches and
survey which is circulates the prevailing atmosphere inside the industry.
An Advertiser would like to know the facts and figures before investing his money in
advertising. An Advertiser ought to know how many people buy a publication and in
which area. The ABC gives all these vital facts every six months. The ABC figures are
not the outcome of opinions, claims or guesswork, but they are the result of rigid, in-
depth and impartial audits of paid circulations of member publications by independent
and leading firms of Chartered Accountants working in accordance with the rules /
procedures prescribed by the Bureau.
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Overview of Print media
Top 10 sectors
contributed for 58%
share of overall Print ad
volumes during Q1
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Contribution of top categories in print advertising during Q1 ‘09
Share of Top 10
categories aggregates to
47% of overall Print ad
volumes during the 1st
quarter of 2009. Top 3
categories in Print were
'Social Advertisements',
'Educational
Institutions' and
'Cars/Jeeps'.2 of the
Top 10 categories were
from ‘Auto’ sector.
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by ‘Milk Powder/Condensed Milk’ and ‘Breath Fresheners’ during Q1 '09 compared to
Q1 '08
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Company Profile
Diligent Media Corporation Ltd., which owns DNA (Daily News & Analysis), is a joint
venture between two industry majors – The Dainik Bhaskar Group and The Zee Group.
With a reach of more than 120 countries and access to more than 250 million viewers
globally, Zee TV has created strong brand equity and is the largest media franchise
serving the South Asian Diasporas with presence in major global markets, including
Asia-Pacific, the Middle East, the UK, the US, Canada, the Caribbean and Africa. The
Group has transformed itself into an integrated media conglomerate with operations
spanning the entire media spectrum.
The Dainik Bhaskar Group has soared to the top of the print media industry in India with
its flagship Hindi daily, Dainik Bhaskar (India’s No. 1 Daily Hindi Newspaper), and the
Gujarati frontrunner, Divya Bhaskar. While Dainik Bhaskar has a big presence in
Madhya Pradesh, Rajasthan, Punjab, Haryana, Himachal Pradesh, Chhattisgarh and Uttar
Pradesh, Divya Bhaskar is the largest circulated regional daily in Gujarat.
Targeted at young readers, DNA is the voice and soul of Mumbai. Through news, views,
analysis and interactivity, DNA provides readers with a composite picture of Mumbai
and the world. Its interactive platforms seek to bring the reader and surfer at the centre of
its news activity.
Board of director: the board has equal representation from Bhaskar and Zee Group
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Design & Format
DNA is a morning broadsheet daily. It’s the first daily newspaper in India to introduce an
all-color page format.
The paper is sect ionized on the basis of coverage. The main section includes interactive
Speak Up page, City, Nation, World news pages and technology page (I Know).
The other sections include Money, Sports and After Hours. DNA Money is a section on
Business & Economy. After Hours is a 10 page section with news from Hollywood, Art
& Fashion, and other such topics
In Mumbai edition there are three zone-targeted supplements for Thane, West Coast and
Navi Mumbai
Two magazines - a women's magazine called Me, and a children's magazine called YA!
Young Adults completes the repertoire
DNA is now a 5-edition paper, with its presence in Mumbai, Bangalore, Pune,
Ahmedabad and Jaipur with total circulation of 9.52 Lacs & a reader base of 18.5 Lacs.
The youngest in DNA bouquet is its Bangalore edition launched on 14th December’08
(Launch circulation: 1.75 Lacs).
Product Mix
Other Supplements
West Coast, Thane, Navi Mumbai
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Sections of DNA
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Education Segment (Advertising Perspective)
Highlights:
• ‘Educational Institutions'
garnered a high share of
67% in Print during Jan -
May '08.
• Tamil Nadu leads in advertising of Education sector in Print during Jan - May '08.
• ‘Planman Consultant India Pvt Ltd' was the number one advertiser of Education sector
in Print during Jan - May '08.
During Jan - May '08, advertising of Education sector saw a growth of 14% in Print
compared to Jan - May '07.
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Share of Sub Categories of Education sector in Print during Jan-May’08
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Top advertiser of Education sector in Print
‘Planman Consultant
India Pvt Ltd', 'Vellore
Institute of Technology'
and 'SRM University'
were the top 3 key
advertisers of Education
sector in Print during
Jan - May'08.
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Education sector advertising in Newspapers (Metro, Non Metro and Mini Metro
Cities)
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Major Clients in Education category for DNA
The major clients are those who contribute 80 Percent of market share in Advertising
with DNA in Education sector.
They are as follows:-
These are the major contributor of advertisement in the Mumbai Market like IIPM, NIIT
Ltd, FIIT JEE Pvt Ltd are doing business of 17602,4821,12769 sqcm respectively.
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Methodology
2) Education category in Mumbai print market was distributed on the basis of 80%-20%
market share.
4) The clients taken were based on the market volume sharing among 5 major English
newspapers in Mumbai. Namely: DNA, TOI, HT, Mid Day and Mumbai Mirror.
5) Telephonic and across the table mode of communication was the route to target these
potential client.
6) Potential client were exposed to brand DNA on its strength and presence.
7) Connect and establishing relevance to advertise in DNA was the focus of meeting.
8) Prospective client / Agency were met repeatedly for the closure of sale.
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Research is based on Pareto Distribution module
Pareto analysis is based on the principle that 80% of problems find their roots in 20% of
causes. That principle was established by Vilfredo Pareto, a 19th century Italian
economist who discovered that 80% of the land in Italy was owned by only 20% of the
population. Later empirical evidence showed that the 20/80 ratio was determined to have
a universal application.
When applied to management, the Pareto rule becomes an invaluable tool. In the case of
a problem solving for instance, the objective should be to find and eliminate the
circumstances that make the 20% "vital few" possible so that 80% of the problems are
eliminated. It is worthy to note that Pareto Analysis is a better tool to detects and
eliminate sources of problems when the those sources are independent variables.
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Analysis
As per our project we have worked on the 20% market base client in education sector
which comprises of institutes / organization who have advertised in DNA in the past or
are non advertiser with DNA
To be specific we worked on the 20% market base client of education sector on 2008-
2009 financial years. Our objective of the project was
Numbers of %
Reason Clients Share
Mumbai is not their Priority market 152 57%
Budget Constrain 32 12%
Leading newspaper advertiser 39 15%
Response issue 3 1%
Participating with DNA 39 15%
New Clients 0 0%
Total 265
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Overview of responses on the basis Market Volume of 20% client
The various clients under this category A, B, C, D, E and F have been segregated on the
basis of Market Volume .The total market volume 2008-2009 is 94636 sq. cms. Out of
this client falling in A category has the maximum Volume contribution i.e. 46392 sq. cms
and the client falling in category D is the lowest i.e.3099 sq. scm.
This is the segregation on the basis of Market Volume of the following client who falls
into the various reason categories.
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Explanation for reason of the low volume of 20% client
100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Mumbai is not their Total
Priority market (A)
“A” grade is highest among the client as their market volume is 46392 sq. cms out of
total market volume i.e. 94636 and 49% is market share.
Example:
1. Hierank Business School
2. Heritage Inst. of Hotel & Tourism.
3. Inst of Finance Banking & Insurance
4. RNIS college of Management
More of North & East centric institute presence, as a result more known in the areas
adjoining Delhi, U.P. & Bihar
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2. Presence of only One Branch:
This category entails clients / Institutes who have only one educational centre.
Example:
1. Fairfeild Inst of Management & Technology.
2. EPOS School of Health
As we know if an organization, having branches all over India than it may able to create a
market for itself from each and every part of India. Like AMITY, IGNOU, IIPM, ICFAI.
These institutes have market all over the country, as students can apply to the nearest
branch / centre of the institution.
Example:
1. Princeton Review (Manya Group)-this client preparing entrance exam for study abroad
GMAT, it is of one or one and half year courses.
2. Inst of Computer & Finance Executive – this institute provide courses on financial
Planning, Financial product, Insurance & Risk Management
As we know these courses are shot term and part time. Coming from Mumbai for a short
term course does not make sense for students.
B- Budget Constrains
100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Budget Constrain Total
(B)
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In this category market volume is 7649 sq. cms and their market share is 8%.
Under this category there are many clients who have small budget and they do not have
enough money to spend in print advertisement rather they prefer Direct Marketing or
advertise in a low cost medium.
Example
1. Certified Financial Planner
2. Jewellery Design & Technology Institute
2. Economic Pressure –
Due to slowdown in economy, education sector was also affected .Which in term leads to
shortfall in their budget for this year.
Example
1. F-Tec Computer Education
2. Footwear Design & Development Institute
100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Leading newspaper Total
advertiser ©
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Under this category the volume of client is 22904 and their market share 24%this
2nd highest among the client list.
1. Perception
We met with many clients and came across the views and perception of clients. In this
category, those client who have a good position in education sector market like to prefer
leading newspaper as they believe that only leading newspaper can give good coverage &
response as compare to the other .They are following these leading newspapers from last
6-7 years and they don’t want to change their mind set or like to do experiment with
another newspaper.
Example
1. Hughes Net
2. Bioinformatics Institute of India
3. Ansal Institute of Technology
2. Exclusive Advertisement
Example
1) IACM- This client is a regular TOI advertiser and do not consider any other
Newspaper for any Market. They get very lucrative additional discount in the
package for this exclusivity.
2) Indian Institute of Human Rights- This client is also TOI exclusive advertiser
because of heavy rate benefits.
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D-Not Satisfied with DNA (Response Issue)
100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Response issue (D) Total
Response Issue is one of the factors for the clients to judge the newspaper. The total
volume lies in this is category 3099 sq. cms and belong to 3% of total volume base
i.e. 94636 sq. cms
2. Positioning of advertisement.
One of the reasons for getting low response is the existing educational institutes. As
Mumbai market is flooded with lots of management schools, engineering and medical
collages which retains the in student their in the Mumbai market.
3 Number of insertions – Some time one insertion is not feasible to attract target
group.e.g.- Maximus, Pearl School of Business
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E -New Clients/ Not met earlier
As per the completion of our project report we met with all the prospective clients.
So the percentage of this category is showing 0% out of total market volume.
Volume
of These
Reason Clients % Share
New Clients (E) 0 0
Total 94636
100000
90000
80000
70000
60000
50000 Volume of These Clients
40000
30000
20000
10000
0
Participating with Total
DNA (F)
These are the clients who are already participating with DNA and there volume is
14567 sq. cms with 16% of total volume base i.e.94636 sq. cms.
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Conclusion & Recommendation
The study throws light on education sector advertising. The findings & recommendations
are as under
• North centric
As per the 20% client base, 57% clients are north centric and for them Mumbai market
does not make business sense. Their target market is states like Delhi NCR, UP, Bihar,
Jharkhand etc.
Recommendation- We need to check the requirement as we can not convince them for
advertisement however we can work on seminars, event or if any expansion plan they
have.
• Budget Constraints
8% of clients falls in this category, as they are small in size so they participate only in
local newspaper and outdoor activities. These clients are very conservative .So they can
not try any other activities apart from local ventures.
Recommendation – These clients are considered as dead client for participating outside
Delhi.
• Leading Newspaper
24% clients participate only with leading newspaper for there advertisement as they get
very good package for all edition.
Recommendation- These clients have potential to advertise in Mumbai Market .We need
to provide them special promotional packages & schemes with new ideas and innovation.
• Response Issue
3% of client tasted DNA and they have concern regarding response because of that they
are not participating with DNA now.
Recommendation –we need to build up confidence among the client with new
innovation techniques and ideas.
As we all know route to success starts from enrichment of ideas into creativity.
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Achievements
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Bibliography
1. www.dnaindia.com
2 www.exchange4media.com
3 Adex, TAM
4 IRS round1’2009
5 www.google.com
6 www.wikipedia.com
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I, Anamika Bhandari Daughter of Shri.S.Bhandari
here by declare that the project entitled “A Study on Education Sector in
Print Media (broadsheet)” which is being submitted in partial fulfillment of
the requirements for the awards of degree of PGDM from the Jagan
Institute of Management Studies is an own record carried out by me under
the supervision of Ms. Nupur Sahay, Project Head and Territory Sales
Manager, (DNA, New Delhi). The matter embodied in this project has not
been submitted so far for the award of any degree or diploma.
Anamika Bhandari
Course: PGDM
College: Jagan Institute of Management Studies
New Delhi
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Acknowledgement
I wish to express my deep sense of gratitude to Ms. Nupur Sahay, Territory Sales
Manager, DNA whose step-by-step direction helps me to go into the depth of industry.
Her calm behavior encouraged me to do my work sincerely.
37