Mint Business Newspaper

- A New Path Ahead

Group 2
Manikandan N P (0911032)
Senthil Kumar V (0911050)
Emmanuel Joseph (0911233)
Gedam Santosh Vishwanath (0911237)
Ketan Ray (0911243)
Agenda
Objective of the project
Background research
Research methodology
Research design
Analyses
Recommendations
Objective of the study
Management Decision Problem
“what needs to be done to increase the
customer base of Mint by 20 %”


Management Research Problem

Analyse the USP of Mint Newspaper
Identify the circulation of Mint and
penetration
Identify the criterions relevant for
becoming the leading newspaper



Management Research
Problems
Analyse the USP of Mint Newspaper
Identify profile of the customers
Identify the key attributes valued by
customers
Identify the Most Read Sections
Identify the circulation of Mint and
penetration
Measuring the efficacy of current
branding efforts
Identifying the awareness level of
Mint newspaper
Leveraging Online edition
 Background - Mint
 Business newspaper Industry AIR 2009 2008
is expected to growth at Economics 760000 767000
13% in India Times

Mint 158000 159000
 Source of information across
different sectors Business 131000 148000
Standard

 Mint launched in 2007 in The Hindu 124000 124000
affiliation with Wall Street Business Line
Journal

 2nd largest business daily in The Financial NA 124796
India Express

 Published and circulated in
Delhi, Bangalore, Kolkata,
Chandigarh, Pune and
Business Dailies - Readership


Research Methodology
 Extensive secondary research from various
sources including officially published data and
research reports.

 Prepare a questionnaire to gauge the awareness
about business newspapers, Mint in particular.


 Form a representative sample containing people

who are interested and not-interested in the
topic and take contrasting views to reach
conclusions and do possible analyses.

 Evaluate perceptions towards and expectations
from business papers, in different segments
from the sample and secondary research.
Sampling Design & Scaling
Target Population
Students and Working Professionals
Sampling Unit: Individual
Sampling Frame
Subscriber base of business dailies in IIMB
Sampling Technique
Simple Random Sampling
Scaling Technique
Likert Scale

Research Design
Exploratory Research
In-depth interviews
Focus group discussion
Descriptive Research
Factor Analysis
Cluster Analysis
MDS
Exploratory Research (1/2)
 Depth Interview - Objectives
To find a regular reader’s expectation from a
business daily
To find why Mint was preferred over another
business daily
To find out what triggered the choice of Mint
over others
To explore what is required in the packaging of
Mint to become the No. 1 business newspaper
in India
 Depth Interview - Key Findings
Promotional Offer was an important factor in
deciding the choice of subscription of the
business daily
People are focused on contents of the business
newspaper
Layout played a major role in selecting Mint
Exploratory Research (2/2)
Focus Group Discussions - Objective
To find out the readers’ perceptions and
satisfaction level about Mint newspaper,
and what do they really expect from the
business newspaper
Focus Group Discussions - Key findings
All were aware about the business dailies
If a person knew about business dailies for
long time, his choice don’t change
If a person is relatively new to business
dailies, many factors affected their
choices.
Mint seems to be an attractive option to
young people because of its aesthetics,
non- business contents etc.
Factor Analysis
Descriptive Research


Objective
To identify key underlying factors which
significantly influence the choice of
business daily readers
Methodology
14 variables were selected based on
exploratory research. Respondents in
survey were asked to indicate their level of
agreement on how each of these 14
variables influences their behaviour.



Factor Analysis
 Various Factors Identified
 Price
 Promotional Offer
 Writing
 Ads in the daily
 Brand
 Layout
 Ease of Reading
 Paper Size
 Relevance
 Accuracy
 Availability
 Type of Paper
 Depth of Analyses
 Referrals

Conclusion
Identify the key attributes valued by business


readers


 Aesthetics
 Ads in the daily
 Layout
 Ease of reading
 Content quality
 Writing
 Relevance
 Accuracy
 Depth of analysis
 Economical
 Price
 Promotional offers



Descriptive Research
Cluster Analysis


 Objective
To identify major segments in market based on
the customers current business daily attributes
 Different Attributes Identified:
Business News
Stock Markets
Personal Finance
Opinions / Analyst Reports
Domestic News
International News
Leisure / Lifestyle
Casual content (Crossword)

 Cluster Analysis
K e y F in d in g s :
Three clusters were identified
Business Enthusiasts
Concerned Readers
Casual Readers

Clusters Business Stock Personal Opinions / Domestic International Leisure / Casual

News Markets Finance Analyst News News Lifestyle content
Reports (Crossword,
Sudoku)

1 3.92 3.50 2.83 3.42 2.67 3.00 1.50 1.17

2 3.00 3.00 3.00 3.00 2.55 2.50 2.60 2.75

3 1.17 1.75 1.83 2.17 2.08 2.25 2.92 2.92

Multi dimensional
scaling

Economical

Content
Quality
Key Findings - MDS
Based on Regression Vector Analysis, the
horizontal axis represents variables which
can be clubbed into “Economical”
perception factor, & the vertical axis into
“Content Quality” and aesthetics.
Mint is perceived to be Economical
compared to others, except Economic
Times
Mint is perceived to be low on aesthetics as
compare to financial express.
There is no immediate competitor for Mint
with the kind of positioning it has in the
market.
Conclusions
Mint should leverage its niche positioning by
strengthening its content quality.
Increased Profitability. Economies of scale
may result lower cost & thus, higher
margins.
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THANK YOU