1

1.0 INTRODUCTION TO THE TOPIC

WHAT IS A NEWSPAPER?
A newspaper is a written publication containing news, information and advertising, usually printed on low-cost paper called newspaper. General-interest newspapers often feature articles on political events, crime, business, art/entertainment, society and sports. . Supplementary sections may contain advertising, comics, coupons, and other printed media. Newspapers are most often published on a daily or weekly basis, and they usually focus on one particular geographic area where most of their readers live.

WHAT IS NEWS PAPER CIRCULATION Newspaper's circulation is the number of copies distributes on an average day. . Circulation is one of the principal factors used to set advertising rates., .Readership figures are usually higher than circulation figures because of the assumption that a typical copy of the newspaper is read by more than one person

CIRCULATION STRATEGY OF HINDUSTAN MEDIA VENTURES LTD.

Without good strategy, any organization can not stand in the market. Strategy is determination of the basic long-term purpose and objectives of in enterprise and the adoption of course of action of resources necessary for carrying out these goals.

STRATEGY OF HINDUSTAN MEDIA VENTURES LTD.

To achieve and retain leadership, HINDUSTAN MEDIA shall aim for complete customer satisfaction, by combining its human and technological resources, to provide superior quality in your services. In the process, HINDUSTAN MEDIA will strive to exceed Customers expectations.

Market positioning strategy

Market positioning statements of HINDUSTAN MEDIA VENTURES LTD. are At HINDUSTAN MEDIA VENTURES LTD. we give you single window service and We also ensure your comfort.

Distribution channel System

Printing of news paper agent Hawker Customer

Newspaper Circulation Management

Dennisoft, Inc. creates and supports Windows based newspaper that circulation help small

management publishers,

systems

independent

newspaper

distributors and carriers manage every aspect of their business from the initial sale, to servicing the account and collecting the subscription fees. We have been providing software systems and support to help manage these businesses for over 15 years. That experience is reflected in all our systems, placing them among the most comprehensive and functional systems that you'll find anywhere.

We

currently

offer

three

subscription

management software systems, all of which can be downloaded and evaluated prior to licensing...

Extra!32, is multiple newspaper subscription management software package that handles both newspaper and magazine circulation. This newspaper circulation system is designed for small publishers and both small and large home delivery and retail outlet distribution operations; and will give you the kind of control you want and need when you are responsible for the management and delivery of many different kinds of newspaper and magazine publications. Even if you are only a sole proprietor who manages only one publication, Extra!32 works for you as well; at a price you can afford.

TossEm!, is a multiple publication software package that is designed exclusively for the service only distributor that is not responsible for billing any of the subscribers to whom s(he) delivers. Its greatest strengths are found in its serve list and carrier management capabilities. TossEm! produces stunningly detailed and attractive serve lists unlike anything you'll find in any other system. In addition, if you have a large distributor force, TossEm! makes paying those carriers a snap by tracking everything needed so that all you need to do is write the checks.. Finally, Hawker is a single publication newspaper circulation management system designed for those distributors who deliver their newspaper and magazine products to retail outlets and street corner sales racks. You will be hard pressed to find low cost subscription management software systems as powerful, comprehensive and easy to use as these.

No one system has everything that you could ever want or need, but it can always be added! If you like one of our systems, but it lacks a feature that you need, just let us know. It can be added quickly and at a reasonable price.

2.0 SCOPE OF THE STUDY

My project will help the organization in making certain changes in their working scenario. And also will help them in measuring the awareness of their brand in the market and how they can analysis their Strengths, Weakness, Opportunity, and Threats which will help them in turning their weakness into their strengths. By which they will be able to differentiate themselves from their competitors.

1. This study will help the organization in making certain changes in their working scenario.

2. This study will help them in measuring the awareness of their brand in the market

3. By this study they can analysis their Strengths, Weakness, Opportunity, and Threats which will help them in turning their weakness into their strengths.

4. By this study they will be able to differentiate themselves from their competitors

3.0 USEFULNESS AND IMPORTANCE OF STUDY

The importance and usefulness of the study is discussed as under: -

1. Helpful in knowing Preference of students or customers towards newspapers. 2. Study the factors affecting apt customers to read Hindustan. 3. To understand media habits to consumer. 4. Helpful in knowing Attitude towards Hindustan. 5. Create a market development strategy for Hindustan

10

11

INDIAN MEDIA INDUSTRY

The media and entertainment industry of India is comprised primarily of television, print, film, radio, music, animation, outdoor advertising and gaming. In recent times, the Indian M&E industry has been one of fastest growing sectors of the economy. This has been possible on account of a buoyant economy and favourable demographics. Companies in the M&E industry have scaled up their operations by embracing multiple platforms, expanding into new geographies, exploiting the potential of under penetrated geographies. The annual revenues for Indian M&E industry were Rs. 58700 crs in the year 2009. Indian M&E industry went through a tough phase in last two years due to the economic slowdown, which impacted businesses in the country, and the consequent slowdown in the advertisement revenues. However, with revised growth estimates for GDP at 6.8 percent in 2009 by IMF, which is higher than the world average and the expected recovery from the slow down, the M&E industry is expected to grow steadily over the next five-year period. The industry is looking at reaching newer target segments, geographies and mediums, while tapping the potential of the existing ones. Media spend in India, as a percent of GDP is 0.41 percent. This ratio is almost half of the worlds average of 0.80 percent and is much lower compared to developed countries like US and Japan. This indicates the potential for growth in spends as the industry in India matures. Moving towards a more brand-conscious society, this is likely to get reflected in the future growth rates. If compared the contribution of India to the world in terms of population, it is second only to China at 22 percent. Chinas

12

media spend ratio at 0.75 percent is much in line with the world average, whereas India lags behind. This is largely due to some of the media platforms being in a relatively nascent stage. As penetration increases and more audiences come in the fold of M&E industry, it is expected to see higher growth going forward. The current media spend per capita for India is very low at USD 4 compared to the other countries. Even though it is challenging to reach the levels of countries like US, Japan and UK, due to a very large population base and lower spending power per capita, there is scope to follow China and enhance this ratio. Indian media industry witnessed another testing year in FY 10. With single digit growth in advertising revenue, the industry required to focus on cost optimization and product innovation in order to stay afloat in the testing times. Newer content formats and audience engagement initiatives translated in more choices for the customers and helped the industry as a whole to evolve. The intensity of impact varied from one format to another. Films, Radio and Outdoor registered a negative growth. Print showed a flat trend, Music grew moderately, Television recorded good growth and next-gen mediums like Internet, Gaming and Animation gave reasons to cheer for the industry. Industry showed consistent signs of recovery in the second half of the 2010. Amidst the uncertain economic environment and prevalent low sentiments, the Indian advertising industry managed to sustain its media spends level. Indian advertising industry degrew by 0.4% to reach Rs.22,030 crore in 2009 from Rs. 22,120 crore in 2008. While the effective advertising rates were on the decline, the advertisers count expanded with print and television adding 7%and 11% new advertisers. Regional

13

media gained a larger share of advertising volumes. Media spend in India is considerably low. At 0.41% of the GDP, this ratio is almost half of the world's average of 0.80% and is much lower compared to developed countries like USand Japan. This indicates the potential for growth in spends going forward as the industry and in particular new media like online, radio, gaming, multiplex advertising mature. Aswe move towards a more brand-conscious society, this is likely to get reflected in the future growth rates. TV and Print are the largest sectors of the industry contributing to more than 70% of the revenues. Their dominance is expected to continue going forward. Sectors like Gaming and Internet have shown the highest growth rates, courtesy their small base and the trend is expected to continue.

Print media industry

With a readership base of over 35 crs, India is the second largest print market in the world. However, this market is still under penetrated in comparison to its population and is highly fragmented with over 62,000 newspapers, of which, approximately 92% consists of Hindi and other vernacular languages. With a 42% reach in the urban markets and a low 21% reach in rural markets, a major growth opportunity lies in the vernacular markets. The structure of the Indian newspaper industry continues to be fragmented and has a flavor of regional dominance. Of the total print publications in the country, around 92% consists of Hindi and other vernacular languages. Large print media players like HT Media, Jargon

14

Prakashan, Dainik Bhaskar, Eenadu or Deccan Chronicle have region specific reach. The Indian print media sector is currently passing through a dynamic phase where most players are expanding their footprints beyond their traditional strongholds into other regions, foreign investments are being made in the industry and multiple print media models are being experimented by the players. Year 2009 was generally a year of caution with no major big banglaunches and most players deferring their expansion plans. However, some geographical expansions were noted, primarily by regional players, such as Rajasthan Patrika (MP expansion) Lokmat (Goa) and Hindustan (Allahabad and Bareilly). Among English newspapers, HT Medias Mint was launched in Kolkata and Chennai, the Financial Chronicle was launched in Delhi, while the Times of India launched its weekend newspaper The Crest. There were also some niche magazine launches such as Yuva, Sports Illustrated, Fortune and the Lonely Planet amongst others. The Indian print media segment is estimated to have grown by 2% in 2009 to Rs. 17500 crs from Rs. 17200 crs in 2008. As a consequence of the continued impact of the economic slowdown from the latter half of 2008 onwards, print advertising revenues declined by 5% in 2009 with decline in advertising revenues of English newspapers being partially offset by growth in regional print. Circulation revenues grew by 13% as companies attempted to protect their margins through increased cover prices across segments. This is unlikely to continue and cover prices would rationalize to earlier levels over time especially with increasing competition and potential expansion by various

15

players into new markets. In 2010, the overall print market size is estimated to grow at 8% to Rs. 19000 crs on the back of advertisement led recovery supported by partial economic recovery and release of pent up demand and advertisement budgets. Over the next five years, the overall print market is expected to grow at a 9% CAGR. Advertising is expected to constitute around 70% of the revenues of the print media industry thereby being the dominant source of revenue for this industry. Print media industry contributed 46.75% to the total advertisement revenues in India for the year 2009 which is the highest among all the sectors in the M&E industry and this trend is expected to continue till year 2013 also. While advertising revenue is related to the economic growth in the country, the circulation revenue is expected to grow due to structural growth drivers like rising penetration levels, higher literacy levels and improving affordability of the medium. The emergence of Indias young middle class with greater earning power and higher disposable income signifies potential for increased marketing and advertising spends in the country. India has a lower ratio of advertisement industry in India compared to the GDP, on account of lower spending power per capita as compared to other nations. However, the per capita income of the country has been rising steadily over the past few years. Advertisement expenditure as a percentage of GDP has grown from 0.35% in the year 2000 to 0.47% in the year 2008. With the increase in GDP rate of the country along with increase in per capita income, there has been a multiplier effect on the percentage increase in advertisement expenditure to GDP, which has started showing a growth trend in the past few years. Due to the above fact, Indian

16

advertising industry, which was, estimated at Rs. 22160 crs in the year 2008 is projected to grow at a CAGR of 12.4% to Rs. 39680 crs in the year 2013. Despite sluggish advertising sentiments, the Indian print media managed a marginal growth in 2009 on the count of improved circulation revenues. Leading the advertising revenues were resilient sectors of education, social & political messaging, personal accessories, healthcare and telecom. Advertising from services, real estate, tourism, BFSIand retail saw a dip. Though advertising spend in automobile sector remained flat, it gained visible momentum in the second half of 2009. Overall, the radio industry registered a revenue contraction of around 7% in 2009, however, industry improved during the course of the year and returned to modest growth in the last quarter of 2009. With the impact of slow down easing fast, radio industry is expected to post robust growth at a CAGR of around 16% over next five years.

17

COMPANY PROFILE
The Company was incorporated on July 9, 1918 under the Indian Companies Act, 1913 as a public limited company under the name 'The Behar Journals Limited' and received the certificate of commencement of business on January 14, 1919. On November 17, 1987 the name of the Company was changed to 'Searchlight Publishing House Limited' to reflect to make the name of the Company more in consonance with its publication, 'Searchlight'. Subsequently, the name of Company was changed to its present name 'Hindustan Media Ventures Ltd.' to reflect the expanded business activities intended to be undertaken by the Company and to be in consonance with the prevailing industry trends and a fresh certificate of incorporation to this effect was issued on November 11, 2008.

Year Event 18

Incorporation of our Company as The Behar Journals Limited' by individuals 1918 including Dr. Rajendra Prasad, Mr. Sachidannand Sinha and Mr. Syed Hassan Imam, who were the founder Directors of our Company. Commencement of business of our Company. Commissioning 1919 Commencement of printing and publishing of English newspaper, Searchlight'. 1947 Commencement of printing and publication of Hindi daily Pradeep' at Patna. Commencement of printing of Hindi daily Hindustan' and the English daily Hindustan Times' on behalf of The Hindustan Times Limited' at Patna. 1986 Termination of printing and publication of the Hindi daily Pradeep' and the English daily Searchlight'. Name of the Company changed to Searchlight Publishing House Limited', in 1987 order to capitalize on the name earned by its publication Searchlight'. Commencement of printing of Hindi daily Hindustan' and English daily Hindustan Times' from Ranchi location, in terms of a printing agreement with 2000 the holding company and publisher of the said publications The Hindustan Times Limited' Name of the Company changed to Hindustan Media Ventures Ltd.', so as to 2008 reflect the expanded business activities of our Company. Acquisition of Hindi business from HT Media comprising of Hindi daily newspaper, Hindustan' including Ravivasriya Hindustan'; magazines Nandan' 2009 and Kadambini'; and internet portals of the said publications, including all assets, liabilities and employees pertaining to the said Hindi business. The Company came out with an Initial Public Offering (IPO) of shares, 2010 aggregating Rs. 270 Cr., and got listed on BSE & NSE on 21st July, 2010 of printing press at Patna.

19

Brand of The Company

Hindustan Visit: http://epaper.livehindustan.com/ 'Hindustan', covers news across the entire spectrum of international, national and local news relating to politics, business, entertainment, sports and other general interests. The first edition of 'Hindustan' was published on April 12, 1936 from Delhi and the reach of our newspaper now extends to six regions, namely, Uttar Pradesh, Uttarakhand, Bihar, Jharkhand, Mohali and Delhi NCR. 'Hindustan' is the third largest brand in terms of readership of Hindi daily newspapers. (Source: IRS, R2 2009). Hindustan dominates in Bihar with an undisputed readership of over 4 million (as per the IRS 2009, Round 2). Hindustan has been the No. 1 newspaper of Jharkhand, ever since IRS survey started reporting readership for Jharkhand as a separate state (Source: IRS rounds). In Delhi + NCR, Hindustan is an undisputed No. 2 (Source: IRS 2009 R2). Over the past three years, we have made significant investments in Uttar Pradesh and have opened five new printing locations in Agra, Meerut, Allahabad, Kanpur and Bareilly to add to our existing printing facilities at Varanasi (on a franchisee basis) and Lucknow.

20

Hindustan has made an entry into Uttarakhand with a printing location in Dehradun, in May 2008. This print location will cover key cities in Uttarakhand.

21

LiveHindustan.com

22

Visit: http://www.livehindustan.com/ LiveHindustan.com is the recently launched Hindi News website, which promises far more than what Language sites are typically credited for. Its

comprehensiveness and exclusive online content by the online editorial team adds to the huge print repository of stories carried in the parent brand Hindustan, and is updated round the clock with the latest in breaking news action. The legacy values of the Hindi print flagship brand - Hindustan - can be seen upheld in the online avatar bringing to the table its credibility; authenticity and unbiased content, to provide its dedicated reader base a Best in Class Hindi News & Content site. On the Content front, apart from News, LiveHindustan.com extends the Brand Promise of Empowerment - 'Tayyari' and has interactive elements to increase the interaction with the brand at more direct levels. Comprehensive Multimedia Content across sections, ball by ball Cricket Coverage, minute by minute Business updates and analysis, and Special in-depth exclusive Features on content across sections, are some of the other features which distinguish this site from other run-of-the-mill Hindi News sites.

Nandan
Nandan, a children's magazine is over 45 years old. It is extremely popular among children and their families in India and abroad. The magazine was started in November 1964 in the memory of Pandit Jawahar

23

Lal Nehru, with its first issue being dedicated to the late Prime Minister. Nandan distinguishes itself from other magazines because its stories are a combination of the best in both our traditional and modern cultural ethos. Nandan believes in shaping the mind and behaviour of our children in a positive way, and to challenge their minds by exposing them to new ideas for the world of science and technology. From its very inception, Nandan has been privileged to publish the stories, memoirs, excerpts, biographies and poems of many great people in the fields of literature and politics.

Kadambini
Kadambini is a monthly Hindi magazine with a long and celebrated history of over 40 years. It is a one-of-its-own-kind socio-cultural-literary magazine, which has survived the demise of many other Hindi magazines in the genre. Its first editor was Late Shri Balkrishna Rao, a prominent Hindi writer. Late Shri Ramanand Doshi, who was also a well-known literary figure, and during whose tenure Kadambini touched new heights, followed him. Its third editor Shri Rajendra Awasthy was also a known literary figure. It is the only Hindi magazine, which covers a wide range of subjects including literature, science, history, sociology, films and health with sincerity and popular appeal.

24

HINDUSTAN MEDIA VENTURES LTD is a part of HT MEDIA LTD. Which deals in HINDUSTAN Hindi news paper

A BRIEF INTRODUCTION OF HT MEDIA LTD

Founded in 1924 when its flagship newspaper Hindustan Times was inaugurated by Mahatma Gandhi, HT Media (BSE, NSE) has today become one of India's largest media companies. With a combined daily circulation of 2.25 million copies and a readership base of 14.49 million readers, Hindustan Times (English) and Hindustan (Hindi) enjoy strong brand recognition among readers and advertisers, and are produced by an editorial team known for its quality, innovation and integrity.

OBJECTIVE OF THE ORGANIZATION

Leadership through Quality and Innovation is the hallmark of the Hindustan Times Limited. The organization has been a major force for over eight decades in the print media. For its millions of readers, Hindustan Times has been the newspaper that has been wakening them up for decades.

Before independence, the primary objective of the organization was to oppose British rule in all respects and to enlighten people to achieve political as well as

25

social independence. The deep-rooted objective has always been to provide maximum access to true and impartial news.

Presently HT also provides a massive platform to the advertisers. Boasting of a glorious past and outstanding performance in the print media, HT has captured the reign in the field of advertising with its multitudinal editions giving a plethora of choice and accessibility to the advertisers as well as the readers.

The company has carved a niche for itself in the print media, standing firm on its principle of never to compromise Quality for Quantity. However, it faces strong competition.

Background & Operations Of Hindustan media ventures ltd

Hindustan Media Ventures Ltd (HMVL) is one of the leading print media companies in India in terms of Readership. It publish and prints Hindustan, the third largest daily newspaper in India in terms of Readership with a Readership of 9.9 million Uttarakhand. It was also one of the fastest growing Hindi daily newspapers in India with a growth in Readership of 15.9% in the period between July 2006 and

December 2009.Hindustan is published in four editions and 113 sub-editions. It is presently printed at 17 locations in the states/regions of Uttar Pradesh, Bihar, Jharkhand, Uttarakhand, Punjab and Delhi NCR with a total installed rated capacity approximately 0.78 million copies per hour. These printing facilities are located at Agra, Allahabad, Bareilly, Bhagalpur, Dehradun, Delhi NCR, Dhanbad,

26

Jamshedpur,

Kanpur,

Lucknow,

Meerut,

Mohali,

Muzaffarpur,

Patna,

Ranchi,Danapur and Varanasi. It distributes its newspapers through a multi-tiered network of agents and vendors. HMVL also publish two Hindi magazines, Nandan, a childrens magazine, and Kadambini, a general interest magazine. In addition to its Hindi print publications, it also operates the website,

www.livehindustan.com, which focuses on providing news in Hindi with regional content. Further, it has also recently forayed into event management and customized event solutions. An integrated multimedia company, HT Media, is the promoter of HMVL which publishes, others, leading dailies in India such as Hindustan Times and Mint. Its Promoter currently owns 98.85% of its equity share capital. It has acquired Hindustan(including Ravivasriya Hindustan), Nandan and Kadambini publications, certain printing facilities and personnel from HT Media, its Promoter, effective as of December 1, 2009. HMVL sells the advertisement space for its publications through advertising agencies as well as directly to the clients. Further, it leverage on the HT groups relationships with various advertising agencies to facilitate sale of advertising space in its publications. As of May 31, 2010, the HT group had transacted with 845 accredited agencies and 6,496 non-accredited agencies.has 13 editions across the Hindi belt. They are spread across Delhi, Bihar (Patna, Muzaffarpur and

Bhagalpur), Jharkhand (Ranchi, Jamshedpur and Dhanbad), Uttar Pradesh (Lucknow, Varanasi, Meerut, Agra and Kanpur) and Chandigarh. Apart from these, the paper is also available in key towns like Aligarh, Mathura and Allahabad.

27

Circulation of the company

Based on the readership survey of 14.49 million readers, Hindustan has a combined circulation of 2.25 million copies everyday including Hindustan Times (English) and Hindustan (Hindi). Due to huge circulation, HT enjoys strong brand recognition among readers and advertisers.

28

Who Is Who

N K Singh Director

Shobhana Bhartia Chairperson

Shashi Shekhar

Rajiv Verma

29

Editor Hindustan

Chief Executive Officer

Piyush Gupta

Amit Chopra

Chief Financial Officer

Vice President - Hindi Business

Rajan Bhalla Head Marketing - Strategic Businesses

30

The core values personified by Hindustan media ventures ltd

Courage
To encourage the ability that meets opposition with skill, competence and fortitude.

Responsibility
Be accountable for results in line with the company objectives, strategies and values.

Empowerment
Support our people and give them the freedom to perform and to provide our readers with information to influence their environment.

Continuous Self Renewal

Determination to constantly re-examine and re-invent ourselves for further innovation and creativity.

People Centric
31

People are our greatest asset. We invest in them expect a lot and know that the rest will follow

MARKETING STRENTH
it leverage on the HT groups relationships with various advertising agencies to facilitate sale of advertising space in its publications. As of May 31, 2010, the HT group had transacted with 845 accredited agencies and 6,496 non

One of the leading print media companies in India in terms of Readership HMVL is one of the leading print media companies in India in terms of Readership. Its newspaper, Hindustan has been one of Indias eminent Hindi newspaper dailies for over 70 years and has a Readership of 9.9 million readers, making it the third largest daily newspaper in India in terms of Readership. It intends to continue to leverage and build its brand and enhance its reputation as one of the leaders in the Hindi news print industry by employing innovative and creative marketing strategies to increase its revenues.

Emerging as a leading Hindi daily with leadership in key markets As a leading Hindi news media company in India, HMVL has the ability to attract higher adspend, better rates and more attractive business arrangements than many of its competitors. Hindustan has emerged as the third largest Hindi newspaper from being the sixth largest Hindi newspaper in 2004, in terms of Readership.

32

It has the largest Readership in key Hindi speaking markets of Bihar and Jharkhand, with a Readership of 4.5 million and 1.4 million, respectively. In addition, it has grown to become the second largest Hindi newspaper in Delhi NCR. In comparison with its competitors it has established a diversified and leading presence for Hindustan in several Hindi speaking markets, enabling it to sustain its growth in future periods.

Ability to successfully launch Hindustan daily in new marketsHMVL continually seeks to identify new opportunities for geographic and brand extension. It has successfully launched Hindustan in markets such as Agra, Allahabad, Bareilly, Dehradun, Kanpur, Meerut and Mohali gaining market share in these areas in a relatively short time frame. Consequently, it has gained valuable insights into the factors that are critical to developing and executing a strategy to enter new geographies to capture newspaper circulation, Readership and attract advertising revenue. For instance, it launched Hindustan in Dehradun and Haridwar in the state of Uttarakhand in May 2008 with the intention to establish a strong reader connect by focussing on region specific challenges and issues.

Its recent experience could be invaluable to the launch of Hindustan in new geographies. Strong relationship with AdvertisersWith over 70-year history as an eminent Hindi daily, HMVL has long standing relationships with its advertisers, which include commercial, Government and quasi-Government departments. Further, it leverage on the HT groups relationships with various

33

advertising agencies to facilitate sale of advertising space in its publications. As of May 31, 2010, the HT group had transacted with 845 accredited agencies and 6,496 non-accredited agencies. Its broad geographic reach in key Hindi speaking markets, extending from Jharkhand in the east to Mohali in the north, provides HMVL with a distinct competitive advantage, enabling it to offer audiences that meet its advertisers needs and attract higher ad-spend and better rates. Ability to provide local, national and international news with quality editorial content: HMVL seeks to serve to a culturally and geographically diverse group of readers and expects its readers would become increasingly more diverse as it expands geographically in future. While it seeks to cover news pertaining to the local and regional interests of its readers in its newspaper, its relationship with HT Media, its Promoter, provides it access to resources and news content to cover national and international issues, enabling it to deliver quality editorial content. It also benefit immensely from the other print publications in its group Mint and Hindustan Times. Additionally, in April 2008, HMVL implemented its brand repositioning campaign, Tayyari, to meet the changing consumer needs and to ensure growth and consolidation of its position in key markets through product reinvention.

Modern and advanced printing and technology infrastructure HMVLs prepress and printing infrastructure employs modern printing technology. In

34

addition, it has invested in its information technology infrastructure (hardware and software) to improve its business efficiency, enhance productivity and produce quality publications. Due to extensive use of information technology systems, HMVL is able to integrate its geographically dispersed operations enabling it to manage the operations effectively and optimally. This has enabled it to manage the operations effectively and optimally. In addition, the deployment of the CMS by HT Media and its ability to leverage on this enables it to integrate flow of news content across locations and increased transparency in its operations.

Robust synergies with HT Media Limited HMVL is a part of the HT Media group, which is one of the leading print media companies in India. It is able to leverage the existing relationship of HT Media, its Promoter, and its existing infrastructure and capacities to expand and grow its business. Further, in connection with the Acquisition, HMVL has entered into various agreements with its Promoter, pursuant to which HMVL and its Promoter has agreed to provide to each other their respective existing infrastructure and other necessary amenities in their own operating geographies along with their respective printing facilities as well as to undertake the sale of advertisement space for and on behalf of each other. Its association with HT Media provides it with greater market visibility, reputational benefits and could assist it in continuing to build its brands and that sharing goals and objectives with the HT Media Group enables HMVL to utilize various synergies which aid its business and operations.

35

Business Strategy
While FY 10 proved to be a testing time for Indian media industry, HT Media undertook aholistic approach to its entire business - implementing strategic decisions that it believes are visionary and will unlock value for stakeholders in future. The Company went ahead with the on-going and planned investments towards reach expansion and capability building, while remaining focussed on optimizing operational synergies through resource optimization and re-structuring. It continued to engage all the stakeholders like readers , listeners, advertisers and business partners.
1)

To improve readership and maintain its leadership position in Bihar and

Jharkhand Between 2004 and 2008, Bihars economy grew at a CAGR of 12.90% and Jharkhands economy grew at a CAGR of 11.40%..Such social-economic developments offer HMVL the opportunity to increase its readership and maintain its leadership position in Bihar and Jharkhand. It seeks to optimise its readership mix and demographics to continue to attract high-quality advertisers. It is also investing in continuous product quality improvements and creating value for its advertisers by increasing its circulation in Bihar and Jharkhand by adding printing

36

locations and facilities. It intends to increase its reach in the state of Bihar by launching new sub-editions of Hindustan focusing on providing local news.
2)

To continue to increase readership base in Delhi NCR: Delhi NCR is one of

the key Hindi speaking markets for HMVLs Hindustan daily. It has grown to become the second largest Hindi newspaper in Delhi NCR; there is significant scope for growth in this region. HMVLs affiliation with its Promoter provides greater visibility and reach for its brands and enables it to continue to build its strong and growing presence in Delhi NCR, where Hindustan Times is the one of the most widely read English newspaper daily. Sales agreement with HT Media gives HMVL the unique ability to cross sell Hindustan and utilize the existing sales and distribution network and leading presence of H'industan Times to increase its readership in Delhi NCR.
3)

To Expand its operations to become a leading newspaper in Uttar Pradesh

Uttar Pradesh has the largest Hindi speaking population as compared to any other state in India. HMVL seeks to compete with the market leaders, Dainik Jagran and Amar Ujala, in Uttar Pradesh. Over the past three years, it has made significant investments in Uttar Pradesh and has opened five new printing locations at Agra, Meerut, Allahabad, Kanpur and Bareilly to add to its existing printing facilities in Varanasi (on a franchisee basis) and Lucknow. HMVL intends to further consolidate and expand the presence of Hindustan in Uttar Pradesh with the setting up of its eighth printing facility in the state, which is currently under construction. It could also utilize jodi packages in select urban regions in Uttar

37

Pradesh where Hindustan Times enjoys wider readership to facilitate its growth in the state.
4)

To capitalize on the growth in the Indian media industry by expanding into

new markets India is one of the fastest-growing media markets in the world, with current advertisement expenditure at only 0.41% of GDP per capita in 2009 as compared to global average advertisement expenditure, which is approximately 0.8% of GDP per capita. Entry into new markets is a key step for HMVL to grow its national footprint and exploit the lucrative advertising market in India. In newer markets like Madhya Pradesh, Haryana, Rajasthan and Punjab, it continues to explore opportunities to establish its presence, both organically and inorganically. It also intends to look for opportunities to expand the footprint of Hindustan especially in high growth regions and locations, which provide synergies to its existing editions. As part of this strategy, it plans to use Rs. 66.0 crs from the Net Proceeds of the Issue to establish eight publishing units for printing and publishing new editions. 5)To Expand distribution network HT Media substantially expanded its reach across all its business verticals. As per the latest Indian Readership Survey IRS Q1 2010, released in May 2010, Hindustan Times became the fastest growing English newspaper, while consolidating its leadership position as the second largest read English newspaper in India, with dominant position in Delhi NCR and a fast growing base in Mumbai. Mint maderapid strides with its launch in Kolkata and Chennai and established a national footprint .It retained its leadership position of 2nd largest read business daily in India, achieved25% readership share in the 38

key markets of Delhi, Mumbai & Bengaluru, and became No.1business daily in Bengaluru. The aggressive expansion of Hindustan continued in FY 10 with commissioning of a new printing press at Bareilly in October 2009, at Agra in December2009 and expansion of capacity at Patna in March 2010. Hindustan continued to be the third largest and fastest growing newspaper with 6% increase in its readership to 99.14 lacs and an average circulation of 18 lacs for the quarter ended March 2010. It continues to be dominant No.1 in Bihar & Jharkhand, strong No.2 in Delhi NCR and fastest growing daily in UP & Uttarakhand. HMVL agents form an important part of its distribution network and help it to reach the vendors and ultimately the households. It strives to expand its distribution network across its geographies, by Identifying pockets of opportunities and ensure a direct or indirect presence in these areas. It also seeks to adapt the distribution strategies that have been successful in other industries, such as the FMCG sector, to plan for a direct and monitor able presence across its geographies. A system over which it has better control could help to reduce the vagaries inherent in the current last mile distribution networks and personal finance in addition to new editorial features, exclusive content from Harvard Business Review and rolled out special issues on occasions such as the general election and the annual budget, the New Year and Mint's third anniversary. During FY 10, it firmly consolidated its position as India's second most widely read business newspaper and was ranked as No.1 media brand in Pitch Brand Ometer study. 6) Improving ad-share Hindustan advertising volumes across various

newspapers grew more than the industry average in the key markets.

39

Hindustan led the volume growth with advertisements relating to general elections and education in the first half of FY 10 and consumer, realty and other display segments in the second half of FY 10.

flows and profitability

HMVL relies on an extensive network of distributors and newsstand agents for the sale and circulation of its newspapers. It supplies newspapers to the distributors as per their demands, who in turn distribute the newspapers to a network of news stand agents who further sell them to the final customers If its competitors provide better commissions or incentives to its distributors and news stand agents, it could result in favouring the products of its competitors instead of HMVLs products. Additionally, in the event if it is unable to engage distributors on mutually agreeable terms to distribute and sell its newspapers, it could significantly disrupt the supply of its newspapers to its readers which could in turn lead to a decline in the reach of HMVLs publications and adversely affect the business, cash flows and financial condition. HMVL faces libel or defamation charges, which could in turn, affect its reputation as well as its results of operations, cash flows and financial condition HMVL relies on its editors, reporters and freelance contributors as well as news wires and agencies for the news and other content of its newspapers and 40

magazines. Its newspapers may contain information and stories that expose it and its employees to litigation for libel or defamation charges, which could affect HMVLs reputation as well as its business, results of operation and financial condition. The seasonal nature of advertisement trends may cause the income from operations to vary substantially each quarter, which results in significant fluctuations in quarterly results Advertisement trends are seasonal in nature based on overall economic conditions and buying patterns. For instance, HMVLs advertising sales may fluctuate because of the higher level of advertising during the festival season or on the onset of a new academic session in the education sector. This results in its income from operations to vary substantially by quarter, which results in significant fluctuations in its quarterly results. Strategy to expand new markets may not succeed HMVLs business plans include growing readership and circulation in new markets. Additionally, this strategy requires it to successfully attract advertising based on its ability to grow readership and circulation. Success of this plan is subject to business, economic and competitive uncertainties and contingencies, many of which are beyond its control. A slowdown in economic growth in India could cause the business to suffer Performance and the growth of HMVLs business is necessarily dependent on the health of the overall Indian economy and the growth of rural India in particular. As 41

a result, any slowdown in the Indian economy could adversely affect its business. Indias economy could be adversely affected by a general rise in interest rates, inflation, natural calamities, such as earthquakes, tsunamis, floods and drought, increases in commodity and energy prices, and protectionist efforts in other countries or various other factors. In addition, the Indian economy is in a state of transition. It is difficult to gauge the impact of these fundamental economic changes on its business. Any slowdown in the Indian economy or future volatility in global commodity prices could adversely affect its business.

comparison of company with competitors

competitors of Hindustan media ventures limited - Amar ujala, Dainik jagran, II.Market SizeProduct Hindustan Amar Ujala Dainik Jagran Others No of copies Percentage Share of Market 21.60% 37.03% 29.01% 12.34%

sold in Market 35,000 apx 60,000 apx 47,000 apx 20,000 apx

42

Growth Trends-

Hindustan was started in Agra with a circulation of mere 10,000 copies at that time, Amar Ujala was leading the market with a circulation of around 58,000.

Today Hindustan has its circulation of approax 35,000 while Amar Ujala is still leading the market at approax 60,000.

This implies Hindustan has made a progress of more than 300 % in last 3 years while Amar Ujala has made a progress of only 3 %.

. IV Legal/Regulatory issues
To set up a press of its own, there are certain conditions which need to be taken care of, like any other press Hindustan also had to prove that it will abide by Factory Act, Paper Quality Standards, Approval from Fire Department, Weighing Department. It had to ensure whether there are proper exit doors. As such there were no Legal/Regulatory issues which Hindustan needed to take care of. V.Technology Hindustan is the only Newspaper in Agra which uses SAP.

43

2.Competition Analysis
I. Product Differentiation-It has been explained in the Research made. II.Existence of monopolies Though Amar Ujala is leading the market for last many years, it would be nave to say that it has its monopoly in the market.It can be substantiated by the fact that when Hindustan was preparing to be launched at a price lower than the price of Amar Ujala and Dainik, the later had to drop its price and launch many discount schemes. project I have

3.Comparative Valuation
I. Identifying competitors i.Perfect Substitution- Amar ujala, Dainik Jagran, Dainik Bhaskar. ii.Imperfect Substitution- DLA, Inext, Amar Ujala Compact. iii.Size and Scope of business-There are numerous homes in upcontries which are still illiterate.Since the literacy level is on the rise, there can be forseen a wide scope for the business ahead.

4.Macro versus Micro Economic Analysis

Industry- The current size of the media industry is estimated at $7.7 bn & is expected to grow at a CAGR of 19 % for the next five years

44

Prominent characteristics responsible for brand image Of Hindustan In Agra

Product Place Price Promotion People

PRODUCT
1.Time

Product Daily Hindustan Amar Ujala Dainik Jagran

Weekly

Fortnightly Monthly

Quarterly Yearly

2.Pages

45

Product Mon Hindustan 3 Amar Ujala Dainik Jagran 3 3

Tues 3 3 3

Wed 3.5 3.5 3

Thurs 3 3 3

Fri 3 3 3

Sat 3 3 3.5

Sun 3.5 3.5 3.5

2(i).Page Size Product Hindustan Amar Ujala Dainik Jagran Size (in centimeters) 55*35 55*35 55*35

2(ii).Paper Quality

Product

Weight

Smoothness Front page Inner Fine Fine 46 Pages Less than Fine Very Poor

Hindustan Amar Ujala

Less More

Dainik Jagran

Fine

Fine

Very Poor

2(iii).Print Quality Product Sharpness Boldness of Font Hindustan Amar Ujala Dainik Jagran 3. Contents (I) Editorial *** *** (1.5-2)cm Fine A little ** ** ** ** Spacing between Words 1cm (1.5-2)cm Less More Too much Less Weight Congestedness

News Quality News - Air India Plane Crash Date 23, May, 2010

Hindustan How

many

dead,

Amar Ujala Dainik Jagran How many men, How women and babies died? survived?

many

survived? Probe about Pilot? Took feedback of

How many died in the way to

Which place dead 47

Sonia, PM, Maya. Interviewed injured, the there

people belong to. Photo of Hospital. Previous Big

hospital? Which law entitles the family of dead to get 75 lakhs? Interviewed Police Commissioners and Ministers. Probe about Pilot, how experienced

experience and all. Stories of the dead. Tribute on Twitter. Photo of the scene. More points than

Airplane crashes.

paragraph.

he was. News- Yatriyon ka double murder Date- 13, May, 2010

Hindustan Amar Ujala Dainik Jagran Only passable news was Even bus number and Talked to family there. home town of driver asked what kind testimony the

and of two

mentioned.

brothers were going to give. Generalisation:How much Probe to do in a News is being ascertained and heralded by the editor.It differs for different stories. Follow Ups

News-Airplane crash 48

Date-24, May, 2010 Hindustan Till two more days. Amar Ujala Dainik Jagran Follow up till two more Till one day only. days with technical

details and reasons.

News-Attack on Shri Shri Ravi Shankar Date-31, May, 2010

Hindustan Till two more days.

Amar Ujala Till two more days.

Dainik Jagran Till two more days.

Generalisation: Amar Ujala stands on number one in follow up followed by Hindustan and dainik Jagran.Though not every News is meant to be followed up, there are certain issues which are raised by different Newspapers in the form of News, they are followed up till their completion.

Language

Hindustan Literary Language

Amar Ujala Khadi boli+Rajasthani 49

Dainik Jagran Khadi Bhasha.

boli+Brij

words Very Dramatical

Aggressive Language.

language used.

Highlights and pointers

News-Hostel me fande par Hindustan No highlighting. Amar Ujala Dainik Jagran A small box with Different font. important details. A different colour in background but no change in font. Different colour in background.

Biasedness /Unbiasedness
Product Hindustan Amar Ujala Dainik Jagran Biasedness/Unbiasedness Biased a little towards Congress Biased a little towards Congress Little Biased towards BJP

50

Missing
Product Hindustan Amar Ujala Dainik Jagran Quantity of missing news Most Once in a blue moon A little

Presentation
(i) Photograph

Product Hindustan

Sharpness Good

Size Depends, comparatively

Amar Ujala

Very poor

Bigger Depends, comparatively

Dainik jagran

Fine

Smaller Depends, almost equal Hindustan to

51

(ii)Heading

Product Hindustan Amar Ujala Dainik Jagran

Brevity Long headings Short Headings Short Headings

Clarity A little clear Not clear Clear Complete

and

(iii) Color Schemes

Product Hindustan Amar Ujala Dainik Jagran

Colors generally used Yellow Red Blue Blue

Supplements

Product Hindustan Amar Ujala Dainik Jagran

Wednesday Friday Nayi Dishayen Jano English Career and Rupayan Education Josh .

Sunday Search Engine Sunday Anand Jhankar

Place
Product Hindustan Amar Ujala Coverage Agra,Mathura,Firozabad,EtahMainpuri,Aligarh,Hathras Agra,Mathura,Firozabad,EtahMainpuri,Aligarh,Hathras Readership Market

Mapping share Youths and 21.60% Teachers Business people 37.03%

52

Dainik jagran

Agra,Mathura,Firozabad,EtahMainpuri,Aligarh,Hathras

Ambiguous

29.01%

Price
1. Product Price and Scheme

Product Hindustan

Newspaper Price 5 days Rs 3 2 days Rs 3.5

Scheme/Discount Rs 1 Off each day on MRP + 50% money back + additional gifts Cut the coupan, get the gift.

Amar Ujala

5 days Rs 3 2 days Rs 3.5

53

Product Hindustan Amar Ujala Dainik Jagran

Scheme 1 advertisement free on any 2. The same scheme vanished from the month of june. 1 advertisement free on any two.

Promotion
Branding Since 3 years, when Hindustan was launched in Agra, there were permanent hoardings but six months back they all were removed.Now the hoardings are hired for any campaign only.As with the launch of new supplement Jano English.Now there are around 10 Roof tops which Hindustan has taken for branding.

Nearly similar is the case with Amar ujala, given that there are 5-6 Roof tops which has been used permanently by the Newspaper for last 3 years. While Dainik Jagarn is known for permanent branding in the form of hoardings.

54

Product Hindustan Amar Ujala Dainik Jagran

No. of Hoardings (Presently) 10 Roof tops 6 Roof tops + 10 ground Hoardings. 10-12 Roof tops + 10 ground Hoardings.

Events
Publication Dainik jagran Dainik jagran Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Amar Ujala Date May-2010 April-2010 Feb-2010 Feb-2010 Dec-2009 Nov-2009 Nov-2009 Sept-2009 Sept-2009 Aug-2009 Aug-2009 Jul-2009 July-2009 Feb-2010 Event Career Expo Poster

painting

Competition Holi hai Matha ka tashan tension Arpan Campaign

no

against

Diabetes Isse kehte hain chha jana Wish your Champions Dandiya Night Raksha Bandhan Gangajal Vitran Mehndi Pratiygita Pashchimi UP ka no1 akhbar Engineering Aptitude test

55

Hindustan Jan-2010 Hindustan Dec-2009 Hindustan Dec-2009 Vendor Meets and Agency Meets

Su-Swagatam Midnight Bazaar Reading rewards

Keeping Vendors happy is a must for any newspaper. In that these nave and gullible creatures can really harm the image of a newspaper and its circulation also.

Even more important is the role of an agency because 70% of the advertisements come to a newspaper through agency only. In this case an unhappy agency owner (or more happy with the gifts of competitors newspaper) can deliberately divert the business (advertisements) to its competitor newspapers.

Therefore vendors and agency persons are invited to every function of the newspaper.

56

People 1. Readers Product Hindustan Amar Ujala Dainik Jagran Reader Class Mostly Professors and Teachers + Teenagers Mostly Business people Ambiguous

57

METHODOLOGY ADOPTED.

HYPOTHESIS.

OBJECTIVES OF THE STUDY.

TOOLS AND TECNIQUES USED.

GEOGRAPHICAL AREA COVERE 5.0 RESEARCH DESIGN

58

Research in common parlance refers to search of knowledge. In other words, research means a search for facts-answers to questions and solution to the problem. It is a purposive investigation. It is an organized inquiry. The advanced learners dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge.

Research Design is the framework or plan for a study that is used as a guide in collecting and analyzing the data. It is blueprint that is followed in completing a study. In other words, it is the framework of the project that stipulates what information is to be collected from which sources by what procedures.

Designing is preliminary step in every activity. It provides a picture for the whole before starting of the work.

FF

59

Review the Literatur

Define research problem Review concepts & theories Review previous research findings Formulate hypothesis Design research (including sample design Collect Data Analyze Data Interpret & Report Writing

Where F = feed back [Helps in controlling the sub-system to which it is transmitted] FF = feed forward [Serves the vital function of providing criteria for evaluation

60

61

5.1 METHODOLOGY ADOPTED

Research methodology may be understood as all those methods/techniques that are used for conduction of research. Thus it refers to the methods the researchers use in performing research operations. In other words, all those methods, which are used by the researchers during the course of studying his research problem, are termed as research methods. Since the object of research is to arrive at a solution for a given problem, the available data and the unknown aspects of the problem have to be related to each other to make a solution possible.

RESEARCH is a systematic and Objective process of gathering, recording and analyzing data for aid in making business decision or finding solution of business problems .The task of research is to generate accurate information for use in decision making.

62

Research Process: Every research project has order of sequence of activity. In this project, these are main activities (stages). Stage (1) Defining the problem: Problem is To find out reasons why newspaper (2) Research Design: Research Design is master plan specifying the methods and procedures for collecting and analyzing the needed information. customers do not read HINDUSTAN

Research type: Descriptive research Procedure: went in colleges, hostels, multiplexes, various halls, and many other places. Sample size: 200 persons who reads news paper

Sampling Method: Random Sampling method will be used for gathering the necessary information.

63

64

5.2 HYPOTHESIS

Hypothesis is a proposition/statement or assumption whose validity needs to be tested. The null Hypotheses are a proposition that states definitive, exact relationship between two variables. That is it states that the populations correlation between two variables is equal to zero that the difference in the means of two groups in the population is equal to zero. In general the null statement is expressed as no relationship between two variables or no difference between two groups.

The alternate hypothesis Which is the opposite of the null is a statement expressing a relationship between two variables or indicating differences between groups.

65

Null Hypothesis[Ho] There is no significant relationship between changes in certain aspect and sales or market share of the Hindustan News Paper . Changes will not affect the market share of Hindustan News Paper .

Alternative Hypothesis [Ha]- There is significant relation between changes in the certain aspect and sales or market share of the Hindustan News Paper . Changes will affect the market share of Hindustan News Paper .

As per the survey among the students and customer

the subsequent data

collected shown through various graphs and figures I conclude that most of the students and employee wants certain changes in aspect of Hindustan news paper Hence we rejected the Null Hypothesis and the Alternate Hypothesis is accepted.

66

67

5.3 OBJECTIVES OF THE STUDY

The main objective of the research was To study the factors affecting marketing strategy of Hindustan. This project is also expected to accomplish following task:1. To find Preference of students or customers towards newspapers. 2. To understand media habits to consumer. 3. Attitude towards Hindustan.

68

69

5.4 TOOLS AND TECHNIQUES USED

Tools & Techniques means the methods & ways that how the data for the research is collected and analyzed in order to fulfill the objective of the research work .Research type: Descriptive research Method used for data analysis: By Pilot survey Source of Data: Primary data & secondary data Primary Data: getting by survey, informal interview Secondary Data: Web site of HT Media ltd, Old articles, projects, books .Research instrument Questionnaire TYEPS OF QUESTION-Open ended questions close ended question DIGRAM USED- Pie charts Bar digram

70

71

5.5 GEOGRAPHICAL AREA COVERED

The survey for this project was conducted in following places: The all research was conducted in the Agra city. The following markets or Area of Agra city was include in the research for data collection . Which are the following Bhagwan Talkies Madhu Nagar Sikandra market Sadar Bazar

72

73

6.0 DATA ANALYSIS AND INTERPRETATION

1) What are you doing?

100 90 80 70 60 50 40 30 20 10 0
sm an en t oy e st ud ot h er s e

95 70 30 5

em pl

As per survey conducted Study was focused on those individuals who read newspaper. According to above graph, students and employees were major segments that consist of approx. 165of total sample size

bu s

in es

74

Question No. 2

Which news paper are you reading?

10%

25%

hindustan danikjagran amarujala jansatta

30%

35%

Hindustan are the second largest circulated newspapers; approx25% student and employee are reading Hindustan newspapers in Agra

75

Question No. 3 What do you think about quality of information of HINDUSTAN compare to other newspapers?

35 30 25 20 15 10 5 0

35 20 25 20

VERY GOOD

GOOD

AVERAGE

POOR

The Quality of information provided by the HINDUSTAN is good because approx. 35% respondents said very good . This shows that HINDUSTAN information is too specific and the newspaper is too friendly in nature.

76

Question No. 4 If you are subscribing any other newspaper then a expert says to purchase The Hindustan important for you at the extra cost of any other news paper. it will

20

20

very impotant fair important neutral not so important

23 37

20% respondent are ready to read because they know the benefit of reading HINDUSTAN , to get general knowledge, national and international news. 37% respondent are not interested to read newspaper because they are getting the news from other sources like TV, radio, internet or from the market.

77

Question no.5 How much reliable information of HINDUSTAN is?

140 120 100 80 60 40 20 0

A B

121 79

RE LI

According to my survey, approx 121of 200 respondents rely on information provided by HINDUSTAN, because of following these three reasons 1. Strongest brand in newspaper
2. Not adding mirch masala in news by HINDUSTAN

N O

LI A B LE

LE

78

Question no. 6 You have any type of problem with language of Hindustan

Approx 40% respondents are agree with problem of understanding language of Hindustan. 19% respondent are disagree with problem of understanding language of Hindustan

Do you think HINDUSTAN is going to add value to your life? A) Strongly agree disagree 56% thinks that Hindustan is adding value B) Agree C) Uncertain D) Disagree E) Strongly

79

80

1-What are you doing?

100 90 80 70 60 50 40 30 20 10 0
sm an en t oy e st ud ot h er s e

95 70 30 5

em pl

bu s

in es

81

2-Which news paper are you reading?

10%

25%

hindustan danikjagran amarujala jansatta

30%

35%

Question No. 3 What do you think about quality of information of HINDUSTAN compare to other newspapers?

35 30 25 20 15 10 5 0

35 20 25 20

VERY GOOD

GOOD

AVERAGE

POOR

82

Question No. 4 If you are subscribing any other newspaper then a expert says to purchase The Hindustan important for you at the extra cost of any other news paper. it will

20

20

very impotant fair important neutral not so important

23 37
5- You have any type of problem with language of Hindustan

83

6 How much reliable information of HINDUSTAN is?

140 120 100 80 60 40 20 0

A B

121 79

RE LI

N O

LI A B LE

LE

84

85

7.0 FINDINGS

Approx 75% respondents are students and employees, who are not reading

HINDUSTAN .
Because of good branding and too specific to information or news, approx

81% respondent think, quality of information of HINDUSTAN is good

If

expert suggest then to read Hindustan then extra amount of

HINDUSTAN over being subscribe any newspaper, is very important for them.
Now if we provide HINDUSTAN at free of cost, then 57% of respondent

going to read it, it means people do not feel worth to its prices or money is more important them and frequency of reading HINDUSTAN (if we provide HINDUSTAN at free of cost) is very often because 113out of 200respondents are ready to read HINDUSTAN every day.
97 out of 200 respondents

rely on are not comfortable with English

language, so they take more time to understand and article and English newspapers.
68% respondents agree with that Hindustan is going to add value in their

life if they read it regularly. Approx 56% of students are like to take knowledge from internet, TV, radio. They do not like to spend their time to read newspaper.

86

87

8.0 RECOMMENDATIONS & SUGGESTIONS

Recommendation for the

Students

are

the

most

potential

market

for

HINDUSTAN,

so

HINDUSTAN Should give1. Promotional schemes to organization, classes or schools so new

generation become habitual to HINDUSTAN Only.

2. More career news on regular basis (twice or thrice a week) on

HINDUSTAN newspaper or start two supplements on career per week.

Give presentation on importance of HINDUSTAN over other newspaper to

these readers(specially students) because 1. 63% educated respondents (students 66%) are reading HINDI newspaper. 2. 32% respondents have neutral attitude.
3. Approx 50% respondents think extra cost of HINDUSTAN, over

being subscribed newspaper, is important for them. To penetrate into the market for various reasons (based on finding and inferences.)

88

1. Make it compulsory for Agents to put banner outside their home

with toll free phone number and Agents mobile number and one lead line number. 2. Give toll free number on every copy of HINDUSTAN one specific location.
3. Give some copies (fix 100, 200) to persons are coming in big clubs

to make habituate to HINDUSTAN.

4. Cover more local news like AMAR UJALA and DAINIK JAGRON 5. Start SMS alert on mobile of short news. For register mobile number

make some arrangement in HINDUSTAN website. 6. Improve distribution channel in interior areas of AGRA. As new generation like to take information from internet so improve epaper, make reader friendly, and make it easy to assess. Tell disadvantage of going online like-eye problem, Cost of electricity, Computer, Internet. Tell cost calculation of going online and start subscriptions.

Reduce semi-nude images of models.

Improve mistakes in HINDUSTAN.

89

 Avoid repetition of news.

During survey we found some strengths of HINDUSTAN like1. Non-HINDUSTAN have good attitude towards Hindustan. 2. They think HINDUSTAN provide quality of information. 3. HINDUSTAN will add value to their life.

4. Provide information effectively

5. They rely on information given by HINDUSTAN

HINDUSTAN should high light these strengths in market to make them regular HINDUSTAN reader.
HINDUSTAN should survey like the AMAR UJALA is doing they should

give the questionnaire in their paper AMAR UJALA is doing this survey every six months and find out the results of it and they will make the changes according to the consumers preferences. We had attached that questionnaire.

90

91

9.0 CONCLUSION

-HMVLs presence in the Hindi newspaper industry is expected to grow faster than the overall newspaper industry. The higher growth in the Hindi newspaper industry is expected as a result of a rise in readership due to an improvement in literacy rate, increasing penetration and strong domestic consumption driven growth in the rural markets especially where HMVL is present. HMVLs newspaper Hindustan the third largest Hindi newspaper with readership . and it is the strong growth potential. to consume higher proportion of domestic newsprint will help to reduce the overall news print cost and effectively manage the raw material cost. The synergies between the parent company and HMVL will continue to benefit HMVL in terms of go-to market options, raw material procurement, industry experience and corporate governance practices.

Company should published that type of supplement which are more usefull to student and customer so company could attract the student segment and increase your market share .

92

9.1 LIMITATIONS OF THE STUDY 1. The scope of this project report is limited for the research purpose, the survey is taken from only Agra and so it may not be the exact representative of the whole country. 2. The researches work is limited by the time and money constraints. 3. The data has been collected through random sampling method through some of the respondent may had some personal biases towards a particular company & brand.

93