Final Sip Report
Final Sip Report
Final Sip Report
Campus Address: -Diamond Harbour Road, Bishnupur, 7 KM from IIM Calcutta, 24 Pargana (S),
West Bengal – 743503
(Batch: - 2018-2020)
SUBMITTED BY
Sumit Saurav
PGDM 2018-20
DECLARATION
I, Sumit Saurav, hereby declare that the project work entitled “To Study the
Perception of readers with respect to Times of India newspaper and media house”
submitted towards partial fulfillment of requirements for the award of Post
Graduate Diploma in Management is my original work.
The information and data given in the report are true to the best of my knowledge.
I also acknowledge that I took help of secondary data collection through some
resources. The report is not copied from any project report submitted by anyone
else and is not submitted for the award of any other degree, diploma, fellowship or
any other similar title or prizes.
I would like to record my sincere gratitude to The Times Group, Kolkata for
giving me a wonderful opportunity to do a project on “To Study the Perception
of readers with respect to Times of India newspaper and media house”
for my Summer Internship Program.
I would like to express my gratitude to those who are concerned with the
processing of the project. I am thankful to my company guide Mr. Arvind
Choubey- Manager Head Sales, for their valuable guidance in this project for
Summer Internship Program.
I also express my sincere gratitude to my faculty guide Prof. Sanjana Mondal
(Faculty CBS-Kolkata) for guiding me all throughout the more than two months
of my Summer Internship.
I also thank the other staff members of The Times Group, Kolkata who helped me
whenever I needed guidance and help during my Summer internship Program.
PREFACE
This Project Report has been prepared in partial fulfillment of the requirement for the Summer
Internship Programme PGDM in Fourth Semester for the academic year 2018-2020.
For preparing the Project Report I got to work in The Times Group, Kolkata for the period of
two months around to avail the necessary information. The blend of learning and knowledge
acquired during our practical studies at the company is presented in this Project Report.
The secondary information presented in this Project Report is obtained from sources like
Company Personnel, Company Websites, other websites, Company Reports and other
Literature.
TABLE OF CONTENT
Serial No Content
1 LITERATURE REVIEW
2 OBJECTIVE OF THE RESEARCH
3 BACKGROUND OF THE STUDY
4 INTRODUCTION
5 COMPANY PROFILE
6 SUBSIDIARIES OF TIMES GROUP
7 ORIENTATION DAY
8 DEPO VISIT
9 PRESS VISIT
10 MY JOB ROLE
11 DISTRIBUTION STRUCTURE
12 COMPETITION TABLE
13 METHODOLOGY
14 DATA ANALYSIS & INTERPRETATION
15 SWOT ANALYSIS
16 FINDING
17 RECOMMENDATION
18 CONCLUSION
19 ANNEXURE
LITERATURE REVIEW
The newspaper industry in India has undergone through several changes since India got
independence. The current newspaper industry is still undergoing changes. Newspaper
industry is facing challenges from other mediums like television and Internet. Literature is
mainly studied to understand the transitions, trends in the newspaper industry, impact of
changes, the current state and issues that the newspaper industry has been facing. Various
experts have noted their findings and theories on the newspaper industry and put forward their
opinions.
Tara S. Nair in her article, “Growth and Structural Transformation of Newspaper Industry in
India: An Empirical Investigation” investigates the transition of the Indian newspaper industry
since 1960’s to 1990’s. Nair speaks about change of ownership of newspapers from ideology
oriented owners to business magnates and introduction of managing editors as two main
categories. Points out that this was the period when the objectives of running newspapers
started shifting towards power from the press and achieving other business objectives through
the media platform. Nair also mentions that too much commercialization of journalism leads
to popularization of messages. Another expert Bijapurkar in her article discusses about the
strategies of how brands need to adapt to the new markets. She discusses the concepts of a
global consumer and a global brand tends to just report news and not write against any issue.
(Economic & Political Weekly, 2003).
Although it still remains a point of debate whether this commercialization is hampering the
editorial sanctity of newspapers. .However i It is interesting to note how much the media
industry and technology has evolved in India just in about ten years. Today the usage of
internet from home is becoming quite common whereas in metros one can even observe a large
number of people surfing internet from their mobile phones.
Inspite of all these print media still remains one of the most important and cost effective
medium to transfer knowledge and information.
OBJECTIVES OF THE RESEARCH
1. To understand the sales and promotion of Times of India
2. To analyse the competition from other media houses.
3. To understand the perception of readers with respect to times of India.
4. To understand the distribution channel of Times of India.
BACKGROUND OF THE STUDY
This research paper is based on the study of consumer behaviour towards selection of
newspaper with special reference to Times of India Newspaper in Kolkata. The study of
consumer behaviour helps organizations to better devise the marketing strategies by trying to
understand the consumer’s psychology. The study also emphasizes on various factors that
influence the buying decision of consumer. This study also assist companies to understand the
consumer mind-set and their goals, desires, hence the companies can come up with customized
products as per needs of the customers. This will not only boost sales but lead to customer
satisfaction.
Introduction
Print Media is one of the most powerful and cost effective medium be to transfer
information and knowledge. The print media industry in India is more than a century
old. Also it is well established industry. This industry mainly comprises of publishing
newspapers and magazines. India is the second largest population and one of the fastest
growing economies in the world. Along with these the increasing level of income of
peoples and the robust competition in this industry help print media in its growth.
Producers are increasing day by day, new entrants from outside India is also factor of
tough competition. As we know in India several type of people belonging to different type
of language like in West Bengal many people read Bengali vernacular.
Digital media- In present many of people losing their patience for sit and read something
because they have very much less time. Now digital media almost take palace of print
media. Here we indicate all digital channel like TV, Application of news.
COMPANY PROFILE
(“ TO I”) is a lead ing Englis h-la ngua ge broadsheet daily newspaper in India. It
is owned and managed by Bennett, Coleman & Co. Ltd. Which is owned by the Sahu
jain family. The newspaper has the widest circulation among all English -language
broadsheets in the world. In 2008, the newspaper reported that (with a circulation of
over 3.14 million copies) it was certified by Audit Bureau of Ciculations, as the world's
largest selling English broadsheet newspaper and making them as the 8th largest
selling newspaper in any language in the world According to Ind ia n Rea d ers hip
Surve y (IRS) 200 8 -R 2 it has ga ine d reade rs hip b y 13. 3 millio n ranking them as
the Top English Newspaper in India by readership. SUBSIDIARIES OF TIMES GROUP
The Times Group (Also referred as Bennett, Coleman & Co. Ltd.) is the largest company in
media and entertainment industry in India and South Asia. It has completed 175 years of its
journey in media industry from 1838, established in Mumbai. Starting off with The Times of
India – which is now the largest English publication in the world, BCCL and its subsidiaries
(called The Times of India Group), are present in every existing media platform – Newspapers,
Magazines, Books, TV, Radio, Internet, Event Management, Outdoor Display, Music, Movies
and more. Having strength of more than 11,000 employees, its revenue is exceeding $1.5
Billion, it has the support of more than 25000 advertisers and a vast audience spanning across
the world.
Publishing
Television
Digital
Out of Home
Other Activities
Publishing:-
Television:-
Digital:-
Largest Indian network based on traffic and revenue (behind Google, Facebook,
Yahoo).
Operates 30+ digital businesses, most of which are Top 3 in their competitive segment.
Most popular B2C mobile short code in India, across SMS, voice, WAP, and USSD
Radio.
Largest radio network in India by revenue and listenership, with 32 stations.
Operates the largest rock radio station in the UK.
Out-of-home:-
Largest Out‐of‐home advertising business in India with presence in all major metros.
Owns advertising contracts in most major airports in India.
Other Activities:-
Music
Movies
Syndication
Education
Financial Services
Event Management
Specialised publications - including books and multimedia.
1861 Editor Robert Knight amalgamates The Bombay Times & Standard and Bombay
Telegraph & Courier to form The Times of India and gives it a national character.
1892 Thomas Jewell Bennett becomes the editor and enters into a partnership with F.
M. Coleman to form a Joint Stock Company- B.C.C.L.– Benett, Coleman & Co.
Ltd.,
1946 The Company comes under Indian ownership – Ram Kishan Dalmia.
1950 Delhi Edition is launched with K. Gopalswami as the first Indian editor.
Navbharat Times launched.
1952 Filmfare launched.
1959 Famina launched.
1961 Economic Times is launched.
1965 Femina Miss India Contest Started
1988 Times of India completes 150 years.
1997 BCCL enters into music, market with Times Music
1999 India times web portal launched. BCCL enters music retailing business with Planet
M. Also operates the first ever private FM broadcast through Times FM (later
becomes Radio Mirchi)
2006 Launches Television channel called Times Now
2008 Launches Pune Mirror and Times of India editions at Jaipur, Goa and Chennai
Acquisition of Virgin Radio (rebranded as Absolute Radio) in the UK.
2009 TOI Crest edition launched. Launch of ET Now.
2010 India’s first HD-only premium movie channel- Movies Now launched.
Subsidiaries of Times Group
TIML & ENIL
Times Innovative Media Limited (TIML) & Entertainment Network India Limited (ENIL) that
together control,
Times Internet Limited is one of the largest internet companies of India. It has interests in
online news, online business news, Hindi, Marathi, Kannada, and Bengali news, mobile,
e-Commerce, music, video, and communities. Some of the larger properties of TIL include:
India times shopping - one of the largest and earliest ecommerce portals in India
India
Times of India
Economic times.com
Navbharattimes.com
Maharashtra Times
Timescity.com
Gaana.com
BoxTV.com
Times Deal
Times of Money
Times of Money operates financial remittance services for Indians abroad to send money back
to India. Their product, remit2India, is a standalone product, while also powering the
remittance services of many banks globally.
World Wide Media - started off as a 50:50 magazine joint venture between BCCL and
BBC magazines. In August 2011, it was announced that Bennett, Coleman & Co. bought
out the remaining 50 per cent shares of Worldwide Media from BBC Worldwide thereby
making World Wide Media a fully owned subsidiary of BCCL.
Filmfare
Filmfare Awards
Femina
Femina Miss India A Beauty Pageant
Top Gear Magazine India
BBC Good Homes
Femina Hindi
Grazia
What to Wear
On 30 May 2008, SMG sold The British Virgin Radio to TIML Radio Limited for £53.2
million with £15 million set aside for rebranding. On 28 September 2008, The British Virgin
Radio Station rebranded as Absolute Radio, including the sister radio stations Absolute
extreme and Absolute Classic Rock.
Stations
Absolute Radio
Absolute Radio 60s
Absolute Radio 70s
Absolute 80s
Absolute Radio 90s
Absolute Radio 00s
Absolute Classic Rock
Absolute Radio Extra This Company is a direct subsidiary of BCCL (not through TIML
or ENIL).
The syndication division of The Times of India Group, grants reprint rights for text, and other
media from the group's publications.
Brand Capital
Brand Capital provides funding to growth oriented enterprises for their long term brand
building needs.
Online shopping
Satvik shop, an online shopping website dedicated to organic and ayurvedic products.
ORIENTATION DAY
DEPOT
IT IS A PLACE WHERE
LARGE QUANTITIES OF FOOD,
EQUIPMENTS AND OTHER
STUFFS ARE
STORED AND DISPATCHED!
Al
FACTS
• Very Few Newspaper Company Has Such a Modern and automated Printing Machine
• The Entire Demand of West Bengal Is Catered By This Single Press
• Situated In Salt Lake, Sector 3
• Vehicles Arrange To Take the Copies in the Delivery Bays and Dispatch
to Particular Depots
MY JOB ROLE
ACTIVITIES
• Door To Door Call To Do Sales of Times of India, Economic Times and
Ei- Shomoy Copies
Daily Record the Views of 20 Customers
• Enquiry about The Customer’s Preferred Brand of Print Media
• Collecting Remarks about Times of India Papers and competition Media Houses
• Solving Customer’s Issues Regarding New Booking and Renewal
• Fixing New Vendors
• Intimating Vendors for New Bookings Made
• Collecting Cheque with Appropriate Document and Depositing the Same to Group Head
• Ensure That Every Customer Receive Their Booked Copy of Newspaper
DISTRIBUTION STRUCTURE OF THE
TIMES OF INDIA
Printing Press
Depots Vendors
Vendors Vendors
Readers
COMPETITION TABLE
5. Interiors and BBC Good Homes and Ideal Home, Home & Gardenb plus,
Architectural Homes Trends Architecture + Design
6. Travel Lonely Planet Travel plus, Outlook Traveller,
National Geographic Traveller etc.
7. Science and Knowledge BBC Knowledge Popular Science India, Readers
Digest etc.
SCOPE OF STUDY
The study is being conducted to know about the consumer preference of Times of India
newspaper. The research focuses on the awareness, opinions, suggestion in the market,
which may help the company in further development of the newspaper. The research
provides a complete feedback on Times of India.
To predict and explore demands in terms of Price, quality and services magazines
published by World Wide Media (WWM).
To find out the reasons why the subscribers are not renewing or discontinuing their
subscriptions.
To collect data about newspapers preferences of people and their opinions about
Times of India daily newspaper.
To study the criteria used by consumers while choosing financial newspaper and their
impact on buying decision.
. To study and know readership habits of various different target groups of financial
newspaper.
To find out the reasons why the subscribers are not renewing or discontinuing their
subscriptions.
To collect data about newspapers preferences of people and their opinions about
Times of India-daily newspaper.
To offer suitable suggestions for enrich the consumer preference of Times of India
Newspaper.
.
STUDY FORMULATION
This exploratory research has been conducted through primary data. The data will be
qualitative as well as quantitative. The data has been collected through personnel interview,
campus visits, door to door and telephonic interview.
RESEARCH DESIGN
Geographical location
The geographical location taken for the purpose of data collection and the research was
Kolkata city.
TASK
As a part of the Summer Internship Program we have been assigned to book subscriptions
for the various magazines published by World Wide Media and sold and distributed by
Times of India and also to collect renewal from the expired subscribers. The methods opted
for collection of primary data was personal interaction of every person. Fieldwork was done
taking the sampling frame. The questionnaire results were then categorized and tabulate
the data and analyze.
DATA ANALYSIS AND INTERPRETATION
.
9% Telegraph
13%
The Hindu
Times of India
55%
20% Statesman
3% Indian Express
Interpretation
After collecting the feedback from the respondents it was observed that people preferred the
telegraph the most followed by Times of India, The Hindu, statesman, Indian express
respectively hence, it can be interpreted that telegraph is the number 1 newspaper in Kolkata.
9% Telegraph
10% The Hindu
49% Times of India
23%
Statesman
9% Indian Express
Interpretation
After collecting the feedback from the respondent it was observed that people preferred
purchasing the telegraph the most followed by Times of India, The Hindu, Statesman, India
express respectively hence, it can be interpreted that the telegraph is most purchased
newspaper in Kolkata.
Which of these newspaper brands
have you repeated?
8% Telegraph
12% The Hindu
37%
Times of India
30% Statesman
13% Indian Express
Interpretation
After collecting the feedback from respondent it was observed that people repeatedly
purchased the telegraph most followed by other newspaper.
4% Telegraph
12%
The Hindu
41%
Times of India
Statesman
39%
4% Indian Express
Interpretation
After collecting the feedback from respondent it was observed that most preferred brand of
newspaper is the telegraph followed by other newspaper.
What are the reasons for liking your
most preferred brand?
Good layout
4% 15% Good news coverage
12%
5% Economical subscription price
9% Availability
29%
Unbiased news
26% Good editorial
Other:
Interpretation
After collecting the feedback from respondent it was observed that respondent wanted the
maximum variety of news coverage whether it is sports, politics, films, and various other
dimensions. So, this was the first basis on which respondent bought the newspaper, apart
from this factor other factors like economical subscription price, good editorial, etc. also
played an important role.
Telegraph
9% 2%
The Hindu
15%
Times of India
46%
Statesman
23% Indian Express
5% Other
Interpretation
In Kolkata the least preferred newspaper is The Hindu.
What are the important reasons for disliking
your least preferred brand?
Bad layout
Font problem
1%
1%
4% 3%6%2% Bad news coverage
High subscription price
24%
Too much advertisement
Bad editorial
52% 7%
Unavailability
Biased news
Other
Interpretation
After collecting feedback from the respondent it was observed that Customer doesn’t want
too much advertisement in newspaper.
10%2%
Daily
Interpretation
After collecting feedback from the respondent most of the respondents preferred purchasing
the newspaper on a daily basis since they want to remain updated on the latest news content.
What do you do if your preferred newspaper
brand is not available?
Interpretation
After collecting the feedback from the respondent it was observed that if the preferred brand
is not in the market then they move to purchase different newspaper or use app to updated
with latest news.
SWOT ANALYSIS
Strengths
Being the largest of its kind it has the largest market share in India. it is a well- known
brand in India..
Having a tie up with BBC increases brand value.
It provides best quality contents including all magazines and newspapers in low prices.
Weakness
Tough competition in the industry raises the limited scope for increasing market share.
Opportunities
It can also penetrate in the online market by making its contents available online.
It can come up with attractive offers.
Threats
Local language publications can take over its market share.
Threat also comes from its competitors.
FINDINGS
Improvement in services: The first and the foremost recommendations that can be
suggested is improvement of services. There must not be any loopholes in the services
provided. Effective service will definitely be a factor for larger market.
Better distribution Channel; I would also recommend that by implementing better
distribution channel, TOI can increase market share.
Better Renewal Reminder System: A better renewal system can also be implemented.
Appointment of new staff: TOI can also improve their services by appointing new
staff and training them well so they are all equipped to respond to the queries and
problems of the customers.
CONCLUSION
After the completion of the summer internship programme at Time of India, it can be
concluded that it was a great learning experience for every intern who got the opportunity to
do their internship in Times of India. The work atmosphere is the organization is very
welcoming and the work allotted was very challenging since generating new subscriptions was
indeed very difficult and convincing a customer to purchase the subscription was strenuous .
We were allocated specific areas where we had to approach the potential consumer and
convince him/her to purchase/renew the subscription.
ANNEXURE
Questionnaire
1. Name of the Respondent :
3. Gender :
Telegraph
Hindu
Times of India
Statesman
Indian Express
8. What are the reasons for liking your most preferred brand?
Good layout
Good news coverage
Economical subscription price
Availability
Unbiased news
Good editorial
Other:
10. What are the important reasons for disliking your least preferred brand?
Bad layout
Font problem
Bad news coverage
High subscription price
Too much advertisement
Bad editorial
Unavailability
Biased news
Other
11. How often do you purchase your preferred brand of Newspaper?
Daily
Once a week
Twice a week
Once in two weeks