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Marketing Research Project: Sharath Ghosh Diya Mazumder Pratik Agarwal Subhodeep Dey Arunabha Bagchi

This document summarizes a marketing research project on The Statesman newspaper. The researchers conducted surveys to understand reader demographics, subscription rates, and ratings of important newspaper attributes. They found that The Statesman has low readership among professionals and students. It was rated lower than competitors in visual appeal and supplements. The researchers recommend that The Statesman improve visuals, include more supplements, better communicate its logo, and increase awareness through advertisements and promotions to attract new readers.

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Sharath Ghosh
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44 views26 pages

Marketing Research Project: Sharath Ghosh Diya Mazumder Pratik Agarwal Subhodeep Dey Arunabha Bagchi

This document summarizes a marketing research project on The Statesman newspaper. The researchers conducted surveys to understand reader demographics, subscription rates, and ratings of important newspaper attributes. They found that The Statesman has low readership among professionals and students. It was rated lower than competitors in visual appeal and supplements. The researchers recommend that The Statesman improve visuals, include more supplements, better communicate its logo, and increase awareness through advertisements and promotions to attract new readers.

Uploaded by

Sharath Ghosh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Marketing

Research
Project Sharath Ghosh
Diya Mazumder
Pratik Agarwal
Subhodeep Dey
Arunabha
Bagchi
Agenda
Overview
MDP
MRP
Research
Phases
Design
Questionnaire
Results & Inference
Recommendation
A look into the reality
Overview

Figures in lacs
Overview

Daily Circulation (East India)


Figures in lacs

Years
MDP
MRP
of
h e es
T as
ph e c h
h a r
t se
re
Desi
gn
Questionna
ire
Occupation
Salary Band

Subscription
Status

Rate the
Attributes
Questionnaire

E xp lo ra to ry
R e se a rch
9 fa cto rs
Questionnaire
Results - Age wise
Results – Occupation &
Salary Basis

readers non readers


st 21.7 78.2
pro 11.7 88.2
Rate the attributes for The
Statesman
The Statesman is rated low in VA and Supplements
Rate the attributes for any
newspaper
Content Language and Supplements are the 3 most important factors in an
Rate the attributes for
TG,TOI,TS

The Statesman is rated very low in Supplements and VA comparatively


The Statesman needs to
change

14 readers said yes


3 readers said no
Ie., readers will accept the change
Where it needs to change
T Test analysis b/w
statesman and other
newspaper
Where it needs to change
In V A sp e cifica lly C o lo r a n d Picto ria lV ie
Qualitative

What does the logo signify

Old is News is knowledge status rich Out of Boring complex


Gold serious stuff beyond news symbol quality trend/style and dull &
verbose
Qualitative
Recommendation
Need to include supplements
Need to improve VA (Color & Pictorial)
Need to express the logo
A look into the reality

BUT
Awareness
Aware 93 % Not A
A look into the reality

Therefore ↑ Awareness
Via
Advertisements and
1 month free subscription
Thank
You

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