INDEX

Sr. No. Particulars Pg. No.

SECTION - 1
1. Marketing Today
2. Objective of the Study

SECTION 2
1. Introduction to Industry
- Industry Analysis
- Brief history of Newspaper Industry
- Introduction to Evening Newspaper Industry
2. Problem of the Industry
SECTION 3
1. About Desh Pardeshni Aajkaal
- Company Information
- The Success Story
- The Management Team
- Organization Chart
- About the Product

SECTION 4
1. Marketing in Competitive Environment
2. Marketing in Aajkaal Group
3. Major Competitors
- Local Competitors
- Other Competitors

SECTION 5
1. Strategic Approach of the Aajkaal Group
- Competitive Product
- Pricing Strategy
- Promotion and Communication Mix Strategy
- Distribution Strategy

SECTION 6
1. Introduction
- Market Share as Main Goal
- Concept of Optimal Market Share
2. Marketing Share Analysis

SECTION 7
1. Details About Survey

SECTION 8
1. Future Plans
2. SWOT Analysis
3. Recommendations
4. Conclusion
5. Bibliography
 MARKETING TODAY

Companies can not survive today by simply doing a

job. They must do an excellent job if they are to succeed in
markets characterized by fierce competition at home and
abroad. In the era of globalization and liberalization
consumers look for excellence in quality, value or cost while
choosing their suppliers. Recent studies have demonstrated
that the key to profitable company performance is knowing
and satisfying target customers with competitively superior
efforts and marketing is the managerial function charged with
defining customer targets and the best way to satisfy their
needs and wants competitively and profitability.

Interest in marketing is intensifying as more

organizations in the business sector, the non profit sector,
and the international sector recognize how marketing
contributes to improved performance in market place.

INNOVATIVE OR PERSIH is the theme of todays

marketing. Today marketing is used to tune the whole system
of management. Today marketing has become a crucial tool
in the hands of management for becoming the market leader.
Marketing along with other tool like advertising market
research, sales promotion, after sales service, contribution to
creating brand image in mind map of consumers.
 Marketing has become an indispensable part of any
business today. So at last, marketing is of prime importance
to survive in that very market.
 OBJECTIVE OF THE STUDY

It is inherent in human life to have some aim behind

any activity. Even every life has got its own goal. To study the
Aajkaal Group or to get training at Aajkaal Group was not
only the requirements of the academic study. There was a
curiosity to understand the newspaper industry.

Almost every Indian and why only Indian? All human

beings, irrespective of any country have become habituated
to read a newspaper. Newspapers have become a part of
our life. And talking about the habit of evening newspaper
especially found in people of Saurastra, they got to know
what has happened in their surroundings. People of
Saurastra, have a habit of go for rest during 2:00 to 4:00 pm
noon, and then have a tea along with that the evening
newspaper.

A day without a newspaper creates the feeling of

vacuum in our day to day life.

I was curious to understand:

The marketing management of such low priced item

Nature of competiton
 Aim with which newspaper industry is working

Different strategies to increase market share

Competition between two newspapers as well as with

T.V. channels
 INTRODUCTION TO INDUSTRY

A: INDUSTRY ANALYSIS

1. Introduction: -

What is a newspaper?

A newspaper is a regularly published print product

containing information vital to the function of the market it
serves.

What newspaper companies are learning is that the

value of what they produce is not the ink on paper, but the
content, depth, segmentation choices, credibility and
emotional attributes that are delivered in any distribution
channel they choose.

Newspaper industry is mainly a service-oriented

industry. The newspaper companies it is their prime social
responsibility to provide timely, latest and authentic news
only. However now a days newspapers scope is not limited
to news. But it includes in its preview all those information
which may be useful to readers, be it about health, astrology,
science, films and so on. Thus newspapers can be better
named today as complete information provides.
 On the other hand for the reader also the importance of
newspaper in their daily routine has become much more
vital. For millions of people newspaper has today become an
addiction.

Some major national plays of the newspaper industry

are:

THE HINDU Kashmir Times

THE STATESMAN Satyam Times
The Tribune THE TIMES OF INDIA
Economic Times DECCAN Chronicle
Hindustan Times Asian Age
Business Standard The Telegraph
Mid-day Express India
Daily Excelsior Afternoon
Central Chronicle newindpress.com
News Times Financial Express
India Daily The Pioneer
Assam Tribune Gomantak Times
News Today The Senitel
Star of Mysore Novhind Times
Kashmir observer
O Herald
2. Brief History of The Newspaper Industry: -

At the beginning of the 90s, the boom in electronic

media, including the Internet, first triggered fear and
apprehension that increasingly became a reluctance to
invest.

But after the initial shock the challenge was taken up,
more and more newspapers boasted four colors, the
overall design and layout were revamped and
modernized.

Add to that new products entering the market, such as

magazine, like supplements, or inserts in headset
quality, all to enhance product appearance. The service
sections of newspapers are expanded.

Print and electronic media begin to converge but dont

substitute for each other: enhancement potential and
synergies are sought after and developed.

The status today: The newspaper is firmly anchored in

the market alongside all other media.

3. Introduction to Evening Newspaper industry: -

 The time is 1 pm in Saurastra. All shops are shut down.
Everyone goes home, have lunch and have an afternoon
nap. They wake up and they wish to read a fresh newspaper
as if a new day has just started. Its almost as if there are 2
mornings everyday in the Saurastra region. And thats where
a wide scope for evening daily newspapers in Gujarat lies.

Evening newspapers have their own advantages and

limitations as compared to morning editions. While on one
hand evenings can have the advantage of being able to
include the latest news that have happened in previous as
well as those of the same day, the morning dailies, can
represent only previous days news.

However evenings have a smaller life than morning

newspapers as they become stale as soon as next morning
arrives, while morning newspapers stay alive for the whole
day.
B: PROBLEM OF THE INDUSTRY

Some of the problems of the newspaper industry can

be summed up as follows: -

Advertising revenues a major source of sustenance,

have been far from buoyant in recent times because of
sluggishness in the economy, liquidity in the market
and diversion to the ever-expanding electronic media.

The erosion in the value of rupee vis--vis the dollar

had further affected the price of imported newsprint
and increased the burden on the newspaper.

Enormous increase in salaries and allowances have

made it difficult for many newspapers to run viably. But
to boost the creativity and performance of the editorial
staff the companies have to give in to the rising
salaries.

The newspaper industry, like other media sectors have

been severely affected during the past year by an
overall fall in advertising expenditure. The native
newspaper sector has been more severely affected
than by local and regional newspaper group.
 The need to make economies of scale has also led to
title swapping between companies clustering titles
within the same geographical area which some
commentators feel will be even more important in the
future.

A high proportion of respondents remain loyal to the

same newspaper that they were readily a year ago,
and very few say that they would consider switching
because of a small increase in cover price.

The print media is facing two types of challenges, one

from within and the other from the multimedia
television and internet. In recent years, competition
from the other news sources including the internet,
and cable and satellite television has put pressure on
circulations.

Newsprint is the major component of costs in

publishing a newspaper and its price, availability and
quality has remained a matter of concern for the
industry. There was a phenomenal increase in the price
of newsprint in the last two decades. The free
expression of views had been challenged by the
business running a newspaper. There was pressure
from the commercial sector on the newspaper. The
 economies of newspaper will be a matter of concern in
the years to come.

The urge of readers for more and more instant news is

also having its toll on the industry. The equation can
almost be written as follows: Instant news raw news =
lack of analysis = need for more from the public = more
instant news = more raw news = more lack of analysis
and so on.

The newspaper industry has spent billions on the

internet to create online editions that are read by fewer
people, less frequently and less fully than print editions.
These online editions havent helped newspapers
attract younger readers, and most of them are financial
drain on the newspaper that support them.

The problem specifically for the evening newspapers is

the limited market scope. Evening newspapers can
work well only in few places where people have in their
daily routines to read newspaper in evening. In most of
the large markets like metropolitan cities, people are
too busy to read news twice a day and hence evenings
lose their face there.
 FUTURE SCENARIO OF
THE INDUSTRY

The Poynter Institutes columnist Dr. Ink had said once

that anyone who tries seriously to predict the future of
newspaper will one day look foolish, especially if he or she is
lucky enough to live beyond the prediction.

Only prophets know what the future holds. We can only

speculate or try to predict it. But the presence provides
signals, some weak, some revealing. Reading these signals,
it is clear that: theyve reached a point at which change or
reorientation are a question of survival.

Less than twenty years ago the print media were king.
The leading papers in the western world could boast that
whatever they had not published had not happened. The
print word was the only guarantee of seriousness, depth,
scope and truthfulness. Not any more. Today the dailies all
over the western world are struggling to make its voice heard
amidst a pandemonium of sounds, bites, audiovisuals, and
all manner of internet related messages. Most of us are still
sound and reliable, but dead slow in delivering the goods;
the record is one instantly and with a lot more of time and
room dedicated to it by the electronic media; and the world
wide news television gets there earlier and with much more
dramatic effect than any paper can hope to convey.

In recent years competition from other news sources

including the internet, and cable and satellite television has
put pressure on circulations.

In recent years competition from other news sources

including internet and cable and satellite television has put
pressure on circulations.

Newspaper industry in India has continued to thrive

because of its inherent strengths although the growth of
electronic media and internet in recent years has been
remarkable.

A study had shown that 75% internet users had given

up viewing television, whereas only 12% had given up
reading newspapers. What these figures prove is that how
much ever other medium grow and expand newspapers will
still have its own charm. They have become an important
part of the routines of many. Its become an addiction just like
the morning tea for millions of people. However this doesnt
excuse the newspaper companies from improving their
product and services. Its an era of changes. Only those
survive who indulge in constant improvements and
innovations, be it news presentation style, layout, look and
feel of the appear, articles, miscellaneous columns, contests,
subscription schemes and so on. Convergence will be the
watchword for the future with newspapers continuing to play
a major role in the scenario that unfolds.

Convergence, multi-channel, and mobility: are the

catchwords today.

The latest flavor for the newspaper industry is: digital

editions. So the question is: Is it a must to publish a digital
edition? Not yet. But its another relatively low-cost tool for
increasing circulation, expanding distribution and serving
readers and advertisers.

Unlike newspapers, websites, these look and feel just

like the newspaper except on screen instead on paper
and they provide the advantage of audited circulation.

Benefits of Digital Edition:

There are many benefits to digital editions, thats why

more and more newspapers are opting for it and further more
will in near future.
 Regardless of distributor strikes, blizzards, hurricanes
or distance, these electronic editions are always
distributed.

Digital editions include every ad that your print edition

does, and they can provide advertising extras such as
video and audio files, front-page belly band and
stick-on ads that disappear when the issue is opened,
response cards, traceable hyperlinks and other
enhanced tools.

They can build circulation among readers who want the

paper in a timely fashion, whether theyre local or
halfway around the world. They reduce paper, ink and
distribution costs.

Theyre fully searchable, so readers can look for what

they want immediately, whether its editorial or
advertising content. Theyre achievable, so you can
increase back-copy sales and text archive sales.

Some predictions about the future of the industry..

In spite of new technologies, we will be drowning in a

sea of paper.
Newspapers will prosper, but will be smaller in size and
weight, easier to use, and not require the destruction of
so many trees.
 In spite of new technology used to assemble and
communicate the news, the news gathering process
will remain the same: reporters will still follow leads,
consult sources, interview and research to develop
strong and accurate news stories. The narrative story
was with us long after.

The paper of tomorrow, differently, will have to cater for

individual needs to its readers; will have to be each one
unlike the others; will have to entertain, inform and help to
live a better life to its readers, but all of them with a unique
personality that will appeal particularly to a given segment of
the market.
 ABOUT DESH VIDESHNI AAJKAAL

A. Company Information: -

Name of the company

Dhanraj News & Media Pvt. Ltd.
Form of Organization
9th floor, Dhanrajni Complex,
Dr. Yagnik Road,
Rajkot 360 001.
Ph: 0281 2481556/571/58

E-mail: aajkaal_dg@rediffmail.com
Branch Offices

Jamnagar Office: - 405-6, Jyot Tower,

Opp. Town Hall,
Jamnagar.

Ahmedabad Office: - 4th floor, Ansion Building,

Near State Bank of Saurastra,
 S.P. Stadium Six Roads,
Navrangpura,
Ahmedabad 380 009.

Bhavnagar Office: - Popat Building,

Khar Gate Chowk,
Bhavnagar 364 001.
Porbandar Office: - Om Building,
VCO Bank Road,
Near Vinesh School,
Off. M.G. Road,
Porbandar.

B. Brief History: The Success Story: -

1996: Aajkaal was launched in city of Rajkot to

establish its credentials among other existing evening
newspapers. It was promoted by the previous
management team headed by Mr. Rajubhai Shah. In
short span of time it gained acceptance amongst
readers of Rajkot.

1998: There was a big void for an evening publication

in the commercial capital of Gujarat Ahmedabad.
Aajkaal grabbed the opportunity to be the 1 st successful
evening newspaper and proved its worth with again in
very short period with a great surprise to the tycoons of
media industry.
 1999: One more landmark one more center of
publication one more achievement start-up of the
Jamnagar Edition. People of Jamnagar were waiting
for a quality newspaper and within no time AAJKAAL
ranked as No. 1 evenings in the city of Jamanagar.

2000: A turn around came in the history of AAJKAAL. It

was taken over by the Dhanraj Group of Companies,
which is a known name in the constructions industry.
The take over was formalized on 22 nd June 2000 and
ever since AAJKAAL has never had to look back.

2001: Later creating history with one more center

Bhavnagar, AAJKAAL became the only evening
newspaper of the country published simultaneously
from four major centers of Gujarat covering 80%
geographical area with largest circulations, AAJKAAL
achieved leadership status in the state of Gujarat.

2004: AAJKAAL added one more feather in its cap by

commencing its fifth edition from the city of Porbandar
on the 2nd April 2004. hence now it has become even
stronger as it is published from 5 cities simultaneously
and the future will witness yet more editions of Aajkaal.
 THE MANAGEMENT TEAM THE
PEOPLE AT HELM

DHANRAJ NEWS & MEDIA PVT. LTD. is the driving

force behind the countrys largest circulating evening
newspaper AAJKAAL.

CHAIRMAN AND MANAGING EDITOR

Mr. Dhanraj Jethani
MANAGING DIRECTOR
Mr. Chandresh Jethani
DIRECTOR
Mr. Anil Jethani
DIRECTOR
Mrs. Rajni Dhanraj Jethani
EDITOR
Mr. Deepak Rajni
E. About the Product: -

Manufacturing Process:

1. Collection of News: The collection of news is one

activity which is done on a 24 hour basis. The reporters
are on a continuous vigilance and collect all important
news from the areas that are allocated to them.

2. Composing of news: After collection, composing

is done in following steps.

(i) Typing: This involves punching all the news into the
computers.
(ii) Page Editing: This involves formatting the news.
Placement of headlines, sub headlines,
photographs, advertisements, etc. is decided and
the newspaper is ready n the computer screen.
(iii) Page Setting: This refers to the activity of taking the
print out of the edited page of news on the butter
 paper. The prints are taken on 2 butter papers, they
are set together and glued with the help of cello
tapes to form the size of a newspaper. So by now a
prototype of the newspaper is ready.

3. Plate Exposing: Once the editor does the proof-

reading of the butter print paper, it is sent to the
machine room (press). There it is out into the plate
exposing unit through which the entire print on the
butter paper is imposed on the aluminum plates.

4. Printing: This plate is then fit on the roll of the off-

set machine. The paper rolls are also fit into this
machine. By the coincidence of paper, plate and ink the
newspaper is actually printed.

5. Counting: The off-set machine has an in-built

folder so the paper is automatically folded 2 help count
these folded newspapers and malice bundles of
appropriate size.

6. Distributing: The bundles are then ready for

dispatch. The newspaper of the up country [Dak]
edition are sent to their S.T. Bus station while the city
edition is sent to the city depots for distribution.

Raw-Materials:
 The main raw-materials required for printing a
newspaper are:
a. Newsprint: it forms approximately 70% of the total
production cost.
b. Plate: these are aluminum plates on which the news
are imposed from the butter paper. From these plates
the writings are embossed on the newspaper.
c. Ink: Ink and plates together cost 15 paise per copy.

Besides these other direct material required are: -

1. Chemicals
2. Butter paper
3. Toner

The circulation agents commission forms 60 paise per

copy and other expenses like electricity etc. cost
approximately 15 paise per copy.

Installed and Utilized Capacity:

The offset printer that is used by AAJKAAL has the

installed capacity of 16000 copies per hour. However as per
the demand the utilized capacity is only about 22000 copies
per day.

Initial and Current Investment:

 Initially when Dhanraj Group took over AAJKAAL, they
paid approximately Rs. 1.5 crore. After that there were
further fixed investments like news machinery of Rs. 18 lakh,
sales promotion took up about Rs. 25 lakh and Rs. 10 lakh
was spent on developing the Ahmedabad office. In all the
initial investment reached about Rs. 2 crores.

Currently the investments have reached upto Rs. 2.5

crores, on account of further sales promotional expenses,
new machines and 5th edition from Porbandar.
Mechanical Data:

Print Area: 51 cms x 37.5 cms

Column width = 4.5 cms [8 columns]
Periodicity: 6 daily evening except Sunday and
Government Holidays.
Edition & Pages: Rajkot edition 12 pages,
Ahmedabad, Bhavnagar, Jamnagar and Porbandar: 8
pages.
 MARKETING IN THE
NEWSPAPER INDUSTRY

A. Marketing in Competitive Environment:

Today newspaper has become a part of everybodys

life. Day starts with the newspaper. In this era of different
satellite channels also, newspaper has not lost its
importance. However the job of newspaper has changed.
Now it does not give new news to the people; it reports the
news T.V. channels, now, make people aware of the news,
newspaper reports the news in details.

Thus, today newspaper industry does not only

complete with other newspaper companies but also with
other channels. Various publications in dailies and
magazines fight for higher market share, for higher
readership.

To obtain this higher circulation and to understand

consumer needs and wants so that value added publication
can be provided, marketing has become essential for any
newspaper industry. Better features in newspaper and
magazines, easy availability and at quite affordable price is
the main effort of all leading groups in India.

Marketing in the Aajkaal Group:

Marketing is the performance of business activities

that direct the flow of goods and services from producers to
consumers or users.

This is how America Marketing Association has defined

marketing in yester years.

But today the scenario is very much different. Today

the approach towards marketing is customer-oriented.
Attaining, satisfying and maintaining customers is the
essence of marketing today. At AAJKAAL marketing is given
prime importance. Thats the reason why it is under direct
supervision of the Chairman Mr. Dhanraj Jethani and the
Managing Director Mr. Chandresh Jethani. They are the
ones who decide on each and every competitive strategy.
 AAJKAAL Group is supposed to give the due attention
to the marketing field as it is surrounded by a very tough
competition. In AAJKAAL marketing function has dual
functions. On one side it includes in its scope the
management of the advertising department and on the other
is the efforts done to promote sales of AAJKAAL itself
through various sales promotional tools. It is the most
responsive department collecting the revenue for the
enterprise.

Marketing department can be subdivided in the

following ways:

Marketing Department

Circulation Space Marketing

Let us see the functioning of each section in detail.

SPACE MARKETING:

It is very well known that newspaper and magazine

serve as print media for the other business units. Print media
has got its own distinctive advantages for the businessmen.
Therefore almost all the business units get their
advertisements published in leading newspapers and
magazines.

From the viewpoint of newspaper industry it is the task

of space selling to the businessmen for their ads. Newspaper
industry collects maximum revenue for the unit through
space selling only.

SIGNIFICANCE:

Space marketing becomes important task for the group

because: -

Newspaper is such a low priced item hardly Rs. 1 to

Rs. 2 whereas cost of manufacturing or publishing that
newspaper is much more than this price. So it is must for the
industry to compensate this cost as well as to earn desired or
reasonable profit which is required for growth and for this
purpose some other source of revenue other than circulation
is to be found out. Space marketing brings here the other
flow of revenue.

Thus, space marketing becomes a crucial task for the

Aajkaal Group as it generates a larger flow of revenue as
compared to revenue coming from the circulation.

The rates chargeable for publishing ads of different

business houses and agencies are fixed as per the utilization
of columns and centimeters. As everyone knows, the whole
page is divided into 8 columns and rates are charged
accordingly. The charges are different for publishing ads on
front page, middle page or last page.

The Aajkaal Group, has got a separate department

performing the function of space marketing as shown earlier
in the organization. The staff members of this department
directly approaches to the advertisement agencies and also
to the business houses for getting ads in their publications
strategic approach is adopted in order to obtain maximum
advertisement.

For attracting more and more ads AAJKAAL has

various canvassers or marketing executives whose main
duty is to attract more and more ads to be published in
AAJKAAL. These canvassers go through the advertisements
that appear in the competitors newspaper and check if it has
appeared in AAJKAAL also. If it has not then they either
contact the advertiser or his ad agency, and convince them
to give ads in AAJKAAL by explaining them the benefits and
the economies. These are 4 categories of ads based on the
source from which they get it.

a) Direct ads [from the advertiser without any ad agency].

b) Ads through local ad agency
c) Ads through outside agencies [out of Gujarat]
d) Government ads [State and Central Government]
 Good relations with business houses and agencies as
well as favorable rates and terms and conditions are the key
of space marketing. Let us see the rate details of AAJKAAL
publications in this rate card.

CIRCULATION:

Circulation sector is basically concerned with the marketing

of publications of the Aajkaal Group. It aims at maximum
promotion of the newspaper. Circulation department attends
all the functioning related to providing newspapers in the
hands of the readers with better services competitively and
economically.
PROMOTION:

There is a separate section which functions under the

circulation department especially carrying out the promotion
of newspaper. However, various promotional activities which
will be discussed later are carried under direct supervision
and guidance of CHAIRMAN and M.D.

PRODUCT:

The product over here is concerned with news quality,

the quality of paper and ink which are quiet much more
superior than those of the competitors. The worthiness of
news is high, as news re printed only after verification.
 DISTRIBUTION:

This section watches the timely dispatch of newspaper

everyday. It aims at arranging for physical distribution as well
as channels of distribution. It tries to make newspapers
available to the readers at their convenient places.

PRICE:

Prices are different for city publication and Dak publication.

The price of city publication is Rs. 2 and price of Dak
publications is Rs. 2. But the prices are determined by the
head office at Rajkot.

Thus both the sections of marketing department

space marketing and circulation are of great importance.

C. MAJOR COMPETITORS:

1. IN RAJKOT: -
The major competitor of Aajkaal in Rajkot are:
a) Akila
b) Sanj Samachar

a) Akila

This media company is sound and puts straight forward

challenge for Aajkaal. Since company is publishing
newspaper from 25 years, it has set an image in minds of
Rajkot people and it enjoys certain market share since long.
Akila also has been successful in grasping and maintaining
the interest and prejudice for itself, through its spicy news
and more experience in this field, than any other newspaper
in this industry.

It can be also said in favor of Akila that it was the 1 st

evening newspaper of Rajkot city and it was the one to set a
trend or habit amongst the Rajkot people to habituate
themselves for reading local evening newspaper.

Thus for people of Rajkot district and other cities, there

is an emotional feeling attached to it.

Now let us discuss the features of Akila, which has

helped it to maintain its Market Share:

o A evening daily
o On every Saturday, class fields are published on
separate paper along with evening daily the price of
which is included in evening daily.

One of the advantages that Akila enjoys is that the

circulation goes high by 5-10% on every Saturdays due to its
additional feature of class fields.

Akila is also facing competition from Aajkaal and in

order to stand in competition, Akila made a positive step of
increasing number of papers from 12 pages to 16 pages in
city edition and from 10 pages to 12 pages in Dak edition like
Aajkaal. The maximum retail price of Akila for both city and
Dak edition was initially Rs. 1.50 but is increased to Rs. 2.00
after increase in paper. So one positive move taken by Akila
after tough competition from Aajkaal is to first increase
newspaper pages and then to increase maximum retail price.

Akila is compared to Aajkaal is one step ahead in area

of circulation of Dak edition merely due to major circulation of
taxis owned by itself and not hired ones and usage of 6-7
routes covering various villages, talukas, and other rural and
industrial areas. The approximate sales figures of circulation
figures of Akila is whole Saurashtra is copies/day and in
Rajkot is copies/day.
But one of the limiting factor of Akila is that, after so
many years of establishment it has been able to make its
brand image, but Aajkaal only since 4 years of inception has
gained a good market share and a well set image in minds of
reader.

b) Sanj-Samachar

One another competitor of Aajkaal is Sanj Samachar.

Sanj Samachar has been publishing evening newspaper
since 17 years.

But like Akila, Sanj Samachar is also having only one

edition, while Aajkaal is having its full-fledged 5 editions in
Ahmedabad, Rajkot, Porbandar, Bhavnagar and Jamnagar.
 Sanj Samachar is competitor for Aajkaal only in case of
market grabbed by it, otherwise there is no tough competition
between them. Sanj Samachar is evening newspaper
published by Jai Hind Publication publisher of morning
newspaper. Sanj Samachar does not have additional
features of classfields and other columns like Aajkaal but
only plus point is its years of experience in this media field.
The per day circulation or sales figure of Sanj Samachar
would be approximately copies/day for Saurashtra and
approximately copies/day for Rajkot city.

Aajkaal is equally doing well in case of availability time

of newspaper. Both newspaper might be reaching at similar
timing to different residential and business places in
Saurashtra, in different rural and urban areas. The prices of
each newspaper of city edition is Rs. And of Dak edition
is Rs. .

Sanj Samachar in order to stand in this competitive

world has undertaken various marketing efforts at trade fairs,
annual subscription offer, commission to distributors channel.
Sanj Samachar is also one of the leader by its print quality
and paper quality.

Thus Sanj Samachar is a cold competitor, but never to

under estimate any competitor.

2. JAMNAGAR:
 Dhanraj News and Media Pvt. Ltd. started its new
edition in Jamnagar in the year 1999. The total potential
readers of Jamnagar district are 1,52,598. there is only one
competitor of Aajkaal in Jamnagar and that is NOBAT.

Nobat is the only leading evening newspaper of

Jamnagar. Nobat publishes both Dak edition and City edition
and coves rural area around the city along with the city itself.

The only positive feature carried on by Nobat is its long

experience of 45 years. So it has created a separate place in
the hearts and minds of readers of Jamnagar. The additional
feature contributing to the success of Nobat are good quality
of paper and printing quality. The retail price of both Dak and
city edition are Rs. 2.00 only. According ABC book the per
day circulation of Nobat is approximately about 24,400
copies.

But unlikely Aajkaal, the number of pages of Nobat are

8 both for Dak and city edition. But in case Aajkaal for
Jamnagar city, the number of pages for city edition are 10
pages and that for Dak edition are 8 pages.

There are no additional features like class fields or

columns additionally published along with regular newsprint
or included in the newspaper itself by Nobat which provides
a competition to Aajkaal in Dak and city edition for its
columns and various other features.
 Aajkaal in comparison to its competitor has been very
speedily gaining its space in Jamnagar because of its active
teams and latest news. Aajkaal has successfully gained a
readership of about 17,357.

So to have competitive advantage, Aajkaal reduced its

prices to Re. 1 and reduced to 6 pages from 8 pages. And
because of this measure, the sales of Aajkaal increased by
20%.

3. AHMEDABAD

Ahmedabad is the commercial capital of Gujarat, and

looking to its powerful feature even Aajkaal did not miss the
chance and launched one of its edition in Ahmedabad in the
year 1998. In the Ahmedabad district there are 92468
potential evening newspaper readers.

As such in case of competition, there is no such harsh

competition faced by Aajkaal amongst evenings. But as
discussed above, there is no thing left, where there is no
competition, so Western Times is the competitor of Aajkaal.

As such there is no competition from national evening

newspaper. But indirect competition from morning
newspaper Divya Bhaskar, because all the latest news are
published by them. Divya Bhaskar has been launched since
June 2003 and certain % of decline in sales figure of Aajkaal
has been experienced during recent days.

Aajkaal is constantly striving hard to maintain its

market share in Ahmedabad district.

4. BHAVNAGAR

In the year 2001, one more leap towards success, one

more step towards maximizing reading of Gujarat,
Bhavnagar edition was launched.

In Bhavnagar district there are 1,09,758 potential

readers of evening newspapers.

There is no hardcore standing competition for Aajkaal

in Bhavnagar. But recently before 1 or 2 months in
November 2004, a new eveninger called, Saurashtra
Aaspas has been started.

5. PORBANDAR

In the year 2004, following Gandhis principle, truth

through authentic news in his birth place Porbandar
Aajkaal started its 5th edition in Porbandar.
 In Porbandar district there are 59136 potential leaders.
In Porbandar, by Aajkaal on city edition is published and on
Dat edition, but soon will enter into that area also.

In Porbandar there are no rivals for Aajkaal, Aajkaal is

the only leading evenings newspaper in Porbandar.

OTHER COMPETITORS

Apart from the local competition from the above district,

there is also competition from national evening and morning
newspaper and local morning newspaper. There is
considerable less competition from the side of national
newspaper because they are broadly based on news related
to whole nation and no direct competition with local news
publishers.

The area covered by national newspaper is mass and

area covered by local newspaper is micro. But yes, the
marketing information system of national newspaper is very
strong enough, to publish all the breaking and latest news.
There is a feeling in minds of people that there are more
authentic news in national newspaper, while local newspaper
are carrying spicy masala with them.

But one advantage for evening newspaper is that it can

launch special edition due to breaking news, natural
calamities, etc. Aajkaal was able to take an advantage of this
opportunity very successfully when the disastrous
earthquake destroyed Kutch and other different cities of
Gujarat. The special edition published during everyday has
increased the goodwill of Aajkaal. Aajkaal at that time was
able to beat Akila, the local leading evening newspaper
because of its latest news and hardworking team.

Now, we shall discuss the impact of morning

newspaper on the sales of evening newspaper. Morning
newspapers are in indirect competition for evenings, and
even the reverse is applicable. If there are any breaking
news in mid of the day, then evenings can publish the news
first, and morning newspapers have to republish the news
next morning.

But on the other hand the life space of evening

newspaper is very short as next morning the ones with
morning newspaper will publish the news with some extra
knowledge and depth in that particular happening.

Thus both evening and morning newspaper whether

local or national has some or the other, more or less effect
on working, image of each other.
 INTRODUCTION

A. INTRODUCTION

Aajkaal group is a well established group in localized

newspaper industry. The group is professionally organized
group and very aware about its strategic orientation.
Marketing strategies refers to companys policies decided
after due considerations given to environment as well as
competitors policy strategy formulation is always a difficult
task for the unit, again when there is such a tough
competition it has become an essential task to formulate any
strategy very successfully.
 Aajkaal group has adopted crucial strategies to survive
in this competitive world. In case of Aajkaal, its all the four
marketing tools are very sound. It is successfully in meeting
readers demand.

The impact of different Marketing Mix variable on Market

Share

All the four pillars of marketing, i.e. products, price,

promotion and distribution have greater impact on the
companys market share. Sometimes the mix of these
variables may bring higher market share but may not
generate the desired profits. Therefore to have desired
market share, a proper attention should be given to these
marketing mix variables and their impact on the market
share.

Some light on the impact of different marketing mix

variables on market share as shed by Bazzell and Wiersema
drawing on the PIMS [Profit Impact on Marketing Strategies]
database. They found that in companies showing market
share gains typically outperformed their competitor in three
area new product activity, relative product quality and
marketing expenditures specifically.

Share gaining companies typically developed and

added more new products to their lines.
 Companies that increased their product quality relative
to competition enjoyed greater share gains than those whose
quality rating remained constant or declined.

Companies that increased their marketing expenditure

faster than the rate of market growth typically achieved share
gains.

Increase in sales force expenditures were effective in

producing share gains for both industrial and consumer
markets increased advertising expenditures produced share
gains mainly for consumer goods companies. Increased
sales promotion expenditures were effective in producing
share gains for all types of companies.
Companies that cut their price, more deeply than
competitors did not achieve significant market share gains,
contrary to expectations. Presumably enough rivals met the
price cuts partly and others offered values to the buyers so
that they did not switch as much to the price cutter.

The reported study did not investigate whether the

market share gains were worth the cost of achieving them.
Evidently companies are able to buy higher market share,
but the real issue is whether it will lead to higher profits
sooner or later.

Let us now examine the strategies of the Indian

Express Group in terms of product, price, promotion and
distribution to increase the market share.
B. STRATEGIC APPROACH OF THE AAJKAAL GROUP

We hereby mainly examine the strategies of group

particularly adopted for Aajkaal.

The Aajkaal group performs the role of market

challenger so it is supposed to choose the attack strategies.
Let us discuss the strategies in terms of product, price,
promotion and distribution.

Competitive Product

Product is the base point for any company. It is the

main theme or idea that any company has to offer to its
customers. Customers want that product, which can give
them expected value against the valued price given for it.

Product, is the competitive tool for differentiation and

positioning in the mind map of consumer. Company can win
the market with the help of product quality. In this competitive
era, product has gained highest attention. Customers are
ready to pay for the quality.

Product after capital is the life line of any company.

Because it is ultimately the product which brings failure or
success to the business. Those products are successful
which give functional and esthetic value to the product.

Features:

Features are the characteristics that supplement the

products basic functioning. Most products can be offered
with varying features. Features are a competitive tool for
differentiating companys product from competitors product.
The more innovative approach is adopted, higher the market
share can be achieved.

Let us see the features of Aajkaal

AAJKAAL was the 1st and the only evening newspaper

which started different columns like:

o Lifestyles
o Wah kya scene hai
o Sakhad-dakhad
o Askha mandal
o Kutuhal

In addition to this, on every Wednesday and Saturday

class fields are published and sales increases by certain %
on these days.
 Even there is a special benefit to yearly subscribers as
they can participate in regular quiz and contests which are
introduced by Aajkaal, and special gifts are given to the
winners of the quiz and contests.

This has made a remarkable contribution in

strengthening the product image of Aajkaal.

Thus the features of Aajkaal have a complete family

package. It has got everything from films to firm, from sports
to horoscope, etc.

Presentation:

Aajkaal group has adopted a specific format for

presenting news, and ads. It differs from all its competitors.

It helps the readers to understand the news format and

one can directly switch over to the news of his own interest.
The unique presentation also gives fancy and sophisticated
look to the newspaper.

Improvement, Changes, Modification

 Aajkaal group keeps a constant eye on competitors
modification or price improvement of any newspaper
immediately results in increase or decrease readership ratio.
Any firm that does not provide value addition to their
customers soon gets isolated and out of date.

The Aajkaal group has tried to understand the

requirements of their readers and accordingly they have
presented modifications in presentations as well as features
of the newspaper.

Product Quality

Product quality in todays world has gained utmost

importance. Quality has become precondition for any
business unit. Specific standards of quality are fixed for each
and every product but when we think of quality in newspaper
industry, question arises in terms of what?

Here, the product quality means the level and trust

worthiness of the news, the truth of news generating positive
behavior, making the readers more mature may be called
Qualitative news.
 Newspaper industry has got the highest responsibility.
The publicity that they give to a person, a public trend to
think him as the image given by the newspaper. Newspaper
is the mirror of the society, it reflects what is happening in the
society on day to day basis. It writes history of events. It
reveals the true facts of the event.

News:

News means actual facts of what happens without

adding or suppressing facts. News should not be everyday
routine things for e.g. not old usual Dog bites man is news,
but Man bites Dog is news. News can be political, sports,
business, national, international regional or of human
interest.

Previews:

It is not reporting of facts but prediction of things to

happen or take shape in the future. It can be political,
economical or any thing.

Review:

It is detailed analysis of major things/events which

have happened, why it happened what will be its effect?
Good or bad? Its diagnosis. It goes beyond the actual facts
to find reasons or logic of happening.
 In todays era there is allegation on the newspaper
industries that they are giving unnecessary importance to the
politicians and terrorists. They give them so much publicity
that they give them the image of celebrity.

As far as the news of Aajkaal is concerned, they are

authentic news having high level of support of truth. As they
have got courageous and investigative journalists spread all
over Saurashtra, so news are published only after
verification. They confirm the sources and trust worthiness of
the news and then publish it.

The Aajkaal group also considers the ethics and does

not encourage anti-social ads or speculative activities.

PRICING STRATEGY

Through most of the history, price has operated as the

major determinant of buyers choice. Price is the only
element that produces revenue. It is the most important
element determining companys market share and
profitability.

Further more pricing and price competition was rated

as the number one problem faced by marketing executives
and it should be given due importance.
 Price is the value of the product in terms of the money.
It is the rate given to avail the benefits of the product. Price
must be fixed considering the value of the product. Pricing
strategy is of crucial importance for the management. Proper
pricing can win the market and improper pricing may result in
to a great defeat. Pricing has very high impact on the
revenue, profit and the market share. Through this tool
company can differentiate itself from the competitors and can
gained the competitive advantage.

Price and Revenue:

Higher price does not necessarily result in higher sales

revenue; it depends upon the demand of the product. If there
is very high price and no demand it cannot generate the
revenue for the business.

Price and Profits:

With increase in price rate, profits also increases but

only up to some extent and then due to increased price,
demand will decrease and ultimate profit will decline.

Price and Market Share:

Price and market share has inverse relationship. To

attain the highest market share, it is necessary to fix up the
lowest price.
Pricing in the newspaper industry:

Pricing in the newspaper industry differs from the

pricing of the other goods. In price setting of any of goods,
the cost factor is considered and price is set up adding the
profit margin in the cost of the product. But newspaper is
very low priced item. Its value or price generally stands at
Rs. 2 or Rs. 4. But the cost of production i.e. publishing the
newspaper is not generally so much low. So it is very
necessary for any group to fix up the newspaper price
considering so many different factors.

PRICING OBJECTIVES:

Pricing objectives are the benchmarks against which

management attempts to fix the prices and formulate policies
and strategies. The following are the main objectives of the
pricing:

Profit Maximization: Under this objective, management

attempts to maximize profits through the instrument of
price. Here company believes in long run profit
maximization and sets relatively low price.
 Targeted Rate of Return: Here company aims at getting
a desired rate of return on the investment and
accordingly fixes the prices.

Price Stabilization: This objective aims at avoiding the

frequent fluctuations in the prices and preventing the
price wars thereby. It also throws a positive impact on
the consumer psychology.

Market Share: A company may aim to secure a

targeted market share by employing price as an input.
Target market share means that share of industry sets
which company aspires to attain. Here price is set
keeping in mind the penetration strategy.

Meet or prevent competition: Price is also an

instrument in the hands of a company to meet or
prevent competition. In order to prevent competition,
company sets a very low price or to meet competition it
follows the competitors pricing policy.

PRICE DETERMINATION

There are different methods of price determination like:

1. Cost plus pricing

2. Marginal cost pricing
 3. Follow up pricing
4. Perceived value of pricing

For determining the prices the Indian Express Group

considers mainly the following factors.

Factors affecting price determination:

1. Cost Factor
2. Competition
3. Pricing Objective
4. Market Behavior or Psychology

There is no as such pricing strategy adopted by Aajkaal. The

price of its newspapers for city edition and Dak edition in different
cities are as follows:

City Dak
Rajkot 2 Rs. 2 Rs.
Ahmedabad 2 Rs. 2 Rs.
Jamnagar 2 Rs. 2 Rs.
Bhavnagar 2 Rs. 2 Rs.
Porbandar 2 Rs. 2 Rs.
 PROMOTION AND COMMUNICATION
MIX STRATEGY

Modern marketing calls for more, than developing other

product, pricing it attractively and making it accessible to target
customer. Companies must also communicate with their present
and potential customers. Every company is inevitably cast in the
role of communicator and promoter.

What is communicated however there should not be any

chance left for enhancing communication effectively, companies
hire advertising agencies to develop effective ad; sales-promotion
specialists design sales incentive programme and public relation
firms to develop the corporate image, they train their sales people
to be friendly and knowledgeable for most companies ask not
whether to communicate but rather what to say, to whom and how
often.

The marketing communication mix consists of four major

tools.
 1. Advertising: Any paid form of non-personal presentation and
promotion sponsor of ideas, goods and services to be
identified.

2. Sales Promotion: Short form incentive to encourage

purchase or sale of a product or service.

3. Personal Selling: Oral presentation in a conversation with

one or more prospective purchaser for the purpose of making
sale.

4. Public Relations: A variety of program designed to improve,

maintain or protect a company or product image.

Communication goes beyond these specific communication,

promotion tools. The product styling, its price, the packaging,
shape, color and sales person manner and address all communicate
something to the buyers. The whole marketing mix, not just the
promotional mix, must be orchestrated for maximum
communication impact.
 PROMOTIONAL STRATEGIES
ADOPTED BY AAJKAAL

1. As said earlier marketing is considered very important in

AAJKAAL. The chairman Mr. Dhanraj Jethani believes in
the philosophy that money spent on marketing is not
expenditure but is an investment which will give good
returns in long run. He especially never thinks twice before
spending money like water to increase the circulation of the
paper. Higher circulation will ensure wider coverage and
hence more ad revenues.

2. When he had taken over AAJKAAL, the circulation was

around 40,000 and within a span of 3 years he raised it to
80,000 copies. He could achieve this with the help of
following marketing activities:

a. Subscription Schemes and Draws: earlier in the

evening newspaper industry subscription schemes
were not famous. The new management came up with
very attractive subscription schemes offering gifts
 worth almost the same price as the subscription
amount. These schemes succeeded a lot and have had
a major role in increasing the circulation of
AAJKAAL dramatically. Along with the schemes they
also have been arranging regular lucky draws which
result in distribution of big expensive prizes like
home, car, two wheeler, gold items, etc.

b. Contests: Besides the above schemes, they provide

interesting contests and quizzes from time to time, like
Dhanpati Dhamaka offer, model contest, jokes contest
and so on. They also make them play games like
Tambola through the newspaper with the incentive of
large, attractive prices.

c. Campaigning on Elephants, auto rickshaws, etc: When

Dhanraj Group had taken over AAJKAAL, they had
put a lot of stress on communicating this and also the
introductory subscription offers through the use of
Elephants as they attract attention. Till date many
schemes are announced throughout the city by
rickshaws as they are a cheap medium to reach the
local masses.

d. Putting stalls on crowded places: many times stalls are

arranged in very crowded and busy commercial and
shopping areas so as to lure customers to subscribe to
AAJKAAL easily. This again is an inexpensive way to
get a good exposure and attention.
e. Free copies to public places: a free copy of AAJKAAL
is sent to all those places where there are chances of
people being interested in reading, whether for
knowledge or just to spend time while waiting for
doctor. Such places are clinics, hospitals, libraries,
airport, etc.

f. Giving advertisements on cable and hoardings: Apart

from announcing all the schemes in their newspaper,
AAJKAAL uses these two main sources for
advertising. Ads are designed and produced and
released on the local cable network as that is where
the main target audience is available. Hoardings are
the 2nd main medium used for advertising various
schemes, contests or new attractions of AAJKAAL.

g. Arranging events: AAJKAAL has strengthened its

social existence by arranging various events like
sponsoring cake on Krishna Janmotsav or arranging
the Best of the Best contest for all prince and
princesses of Saurashtra during Navratri.

h. Pricing: the newspaper price and even the rates for the
ads are fixed after considering the market conditions
and the rates of the competitors. Hence the method of
pricing generally used is competitive party method
[refer rate card on next page]
 i. Social responsibility: AAJKAAL fulfills its social
obligation mainly by giving authentic news. In earlier
researches done by the company it was found that
majority of the readers feel that AAJKAAL is not
politically biased and that it flashes news without
modifying it or sugar-coating it. This in itself is a
major service to the society. Besides this they also
invite the problems of public be it with any govt.
dept., officials, or their housing society problems etc.,
and then publish them in the newspaper. Hence they
are the representative of the public in the true sense.

Besides these there are many more efforts that AAJKAAL

has made to communicate and strengthen its strong position in the
evening newspaper market.
 DISTRIBUTION STRATEGY

A distribution system is a key external resource. Normally it

takes years to build and it is not easily changed. It ranks in
importance with key internal resources such as manufacturing,
research, engineering and field sales personnel. It represents a
significant corporate commitment to large no. of independent
companies whose business is distribution and to the particular
market they serve. It represents, as well, a commitment to set of
policies and practices that constitute the basic fabric on which is
woven an extensive set of long term relationships.
COREY

Thus there is a powerful inertial tendency in channel

arrangements. Therefore management must choose channels with
an eye on tomorrows likely selling environment as well as todays.

By holding intermediates in the channel, producer delegates

some of the selling job to intermediates. The delegation here means
relinquishing some control over how and to whom the products are
sold. The producer appears to be placing the firms destiny in the
hands of intermediates.
 According to Stern & Elatnsary, intermediaries smoothen
the flow of goods and services This procedure is necessary in
order to bridge the discrepancy between the assortment of goods
and services generated by the producer and the assortment
demanded by the consumer.

DISTRIBUTION IN THE NEWSPAPER INDUSTRY:

Distribution system in newspaper industry is of great

importance as newspaper need to be made available at the nearby
places of the people. In morning it should reach in time and as well
as it should be available at the places which are convenient.

The newspaper sent outside the Rajkot, in nearby villages

and cities of Saurashtra, are generally dispatched in early morning
through taxi vehicles, so as to reaching time to its destiny. Local
i.e. in Rajkot regular readers get their newspaper with the help of
line boys and hawkers and for other people, all the shop keepers
keep it with them. Thus, the Indian Express Group is indulged in
functions of selection of dealers, timely availability to the dealers.
Physical distribution and also deciding the commission as well as
incentives payable to the dealers.

DISTRIBUTION STRATEGY ADOPTEDBY AAJKAAL:

As Aajkaal is simultaneously published from 5 different

cities of Saurashtra, it has to maintain a good distribution network
to reach on time before competitors newspaper arrives in hands of
the readers.

Aajkaal is the 1st to reach at places of different hawkers or

distributors agonists Akila and Sanj Samachar in Rajkot District.
For Dak edition for its circulation, Aajkaal hires taxis, State
Transport Buses, Pvt. Buses/Travels or Auto Rickshaws for wide
spread distribution of newspaper. In 2 cities fixed upto distribution
is done, so we can say that they are sole selling agents no other
distributor are appointed.

After the printing of newspaper gets over, separate piles for

different areas are prepared, they are counted and each lot is sent to
parcel contractor for distribution in interior places.

Dealers selection and management:

Some aspects that are involved in channel management are

selection of appropriate dealers, commission rate payable to them
and incentive allowed to them.

The Aajkaal group is very particular in all these aspects. The

different incentive given to the dealers are:

1. City agents are given 325 commission, Town agents-cum-

reporters are given 30% commission and village agents-
cum-reporters are given 25% commission.

2. Targets of sale is given for attaining the desired sales.

 3. Reporters are selected on basis of experience in this field and
sources of information.

FUTURE PLANS

In future AAJKAAL wishes to accomplish even greater

heights of success. In particular they shall attempt to achieve at
least following in the near future.

1. They aim to achieve INS[Indian Newspaper Society]

membership.
2. They wish to strengthen their hold in Gujarat and outside, by
increasing the number of editions being published. In future
they are planning to start three more editions:
a. Mumbai Business capital of India
b. Surat Diamond city of Gujarat
c. Bhuj Border city of Gujarat
3. In future to come Aajkaal wants to go beyond the tradition,
and wants to come up with a new concept of English version
of local news in short period of time.
 RECOMMENDATIONS

1. Improve paper quality: I emphasize with the management as

the newsprints prices keep fluctuating and it forms more
than 70% of cost of production. The high prices of newsprint
may render the decision of improving paper quality as
economically weak. However the management could at least
use better newsprint for the first and last page to create a
good first impression. Better paper quality also gives an
image of a premium brand and hence may in the long run
contribute towards attracting new readers besides satisfying
the existing ones.

2. Improve print quality: Although most of the readers are

satisfied however the management should not ignore the
dissatisfied ones. Adding color to at least the front and last
page would help a lot.

3. The Desh Pardesh Ni written above AAJKAAL on

the header, should be in a somewhat bigger font so as to be
recognized and retained in readers memory.
4. As the editor and managing editor seem to be very popular
amongst the readers the company could take advantage of it.
From time to time they should further emphasize and publish
the achievements and activities of these people so as to build
the image of the brand on the basis of quality service-
providers.

5. The name of columns should be emphasized more so as to

get selective attention and retention. The columns name
generally becomes the part of identity of the newspaper and
also basis for differentiation. Such an important aspect
should not be ignored.
 SWOT ANALYSIS

STRENGTH:

1. Multiple editions from major cities give wider coverage.

2. So better and faster distribution
3. Greater local news focus
4. Latest and authentic news
5. Aggressive marketing through strong promotional tools
6. Good paper and print quality
7. Strong enthusiasm to progress even further

WEAKNESS:

1. Negative image created by previous management team

2. Difficulty in convincing the advertisers about economies of
advertising in multi-editions
3. Unlike other single edition newspapers, those ads given in 1
edition only dont reach to surrounding areas
4. Lack of INS membership
5. Management is much more complex due to multiple editions

OPPORTUNITIES:
 1. Getting membership of INS will attract deep pocket
advertisers
2. Attaining information depts and DAVPs approval for
getting state and central govt. ads for Bhavnagar, Jamnagar,
and Porbandar editions.
3. Govt.s recent decision of allowing foreign investment in
this industry will lead to progress for the whole industry.

THREATS:

1. Increase in prices of Newsprints

2. Due to liberalization in foreign investment big giants are
coming in Gujarat with better quality and lower prices hence
posing threats for small newspapers
3. Competitors strategies like price-cutting, giving better
subscription schemes, etc.
 CONCLUSION

After going through the whole report i.e. after analyzing the
market share of the group as well as after reviewing all the
strategies of the group, we can conclude that Indian Express Group
is enjoying its growth rate.

It has got quite satisfactory progress rate and the future

potentialities exists in the market. The Aajkaal Group can capture
higher and higher market share with providing varied product
features different from its competitors.

In summary we can say that Aajkaal Group is discharging its

responsibility towards the society very well. It is fulfilling the
business ethics. Thus wishing a good luck from bottom of my heart
for the future of Desh Pardeshni Aajkaal
 BIBLIOGRAPHY

1. ABC BOOK

2. MARKETING MANAGEMENT PHILIP KOTLER

3. Company broachers

4. Various Websites like: newspaper-industry.org,

expressindia.com