ICBM SCHOOL OF BUSINESS EXCELLENCE

(2008 2010)

Target Market, Market Segmentation and Penetration of Product or Service

DHEERAJ KUMAR MISHRA

ROLL NO. 101160045

Target Market, Market Segmentation and penetration of Product or Service

of

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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

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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.

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History of News paper

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

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

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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,
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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

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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.

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Market Share Standard

The Financial Express
5% 19%

of

Business

Market Share
The Economic Times

Business Standrad
44%

Business Line

32%

The Financial Express

Source Business Standard management, Hyderabad

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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

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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.

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SupplementsSmart 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
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METHODOLOGY

Data Source-

Primary Data Secondary Data Research Instrument Questionnaire

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DATA ANALYSIS

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

Newspapers Business standard Economic Time Business Line The Financial Express Total

No. of Respondents 27 40 15 8 100

Percentage of Response 27% 40% 15% 8% 100%

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Percentage of Response
40% 40%

35%
30% 25% 20% 15% 10% 5% 0% Business standard Economic Time Business Line The Financial Express 8% 15% 27%

Percentage of Response

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.

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

S. No. Content 1 Students 40 10 40% 10% No of Respondents Percentage of Response

2
Stock Brokers 3

Corporate Professionals
4 Chartered Accountants 5 IT Professionals

25
15 10

25%
15% 10%

Total

100

100%

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Percentage of Responses
40% 35% 30% 25% 20% 15% 10% 5% 0%

Axis Title

Percentage of Responses, 10%

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

S No. 1 2 3 4

Content 20 to 25 Years 26 to 30 Years 31 to 45 years Above 46 Years Total

No. of Respondents 30 40 20 10 100

Percentage of Response 18% 37% 30% 15% 100%

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Percentage of Response
40% 35% 30% Axis Title 25% 20% 15% 10% Percentage of Response, 15%

5%
0% 20 to 25 Years 26 to 30 Years 31 to 45 years Above 46 Years

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

S. No. 1 2 3 4

Content Less than 1Year 1 to 2 Years 2 to 3 years More than 3 years Total

No of Respondents Percentage of Response 25 30 30 15 100 25% 30% 30% 15% 100%

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Percentage of Response
30% 30% 30%

25% 25%
Axis Title 20% 15% 15% 10% 5% 0% Less than 1Year 1 to 2 Years 2 to 3 years More than 3 years Percentage of Response

Axis Title

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Table6 (Q.6) Data showing the percentage of response according the getting information from Business Standard. No. of Respondents 15 35 30 20 100

S. No. 1 2 3 4

Content Stock market Banking News Corporate News Global exposure Total

Percentage of Response 15% 35% 30% 20% 100%

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35% 35% 30% 30% 25% 20% 20% 15% 15% 10% 5% 0% Stock market Banking Corporate Global News News exposure Percentage of Response

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

S. No. 1 2

Contents Yes No Total

No. of Respondents 30 70 100

Percentage of Response 30% 70% 100%

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Percentage of Response

80%

70%

60%

50% Percentage of Response 40% 70%

30%

20%

30%

10%

0% Yes No

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

S. No. 1 2 3

Content Book Stalls Subscriptions Vendors

No. of Respondents 13 62 18

Percentage of response 13% 62% 18%

Any Others
Total

7
100

7%
100%

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Percentage of response
70% 60% 62%

50%
40% 30% 20% 10% 0% 18% Percentage of response 7%

13%

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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.

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SUGGESTIONS

Distribution channel Customers Problems solving department Issue on Sunday

Improve frequency of magazines

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LIMITIONS
As it was a study, it has some limitations also, likeThis 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.

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BIBLIYOGRAPHY
BOOKS Marketing - Concept & Cases. (13 edition) Author Michael .J. Etzel Bruce. J. Waller William. J. Stanton Ajay Pandit Philip Kotler Kelvin Lane Keller C.R. Kothari Naresh .k. Malhotra

Marketing Management- (12 edition)

Research Methodology -(2nd revised edition) Marketing Research- An applied orientation (5th edition)

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

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THANKING YOU

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